SEO 101 webinar 10 25-2012

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  • 1.#451WorkshopFrancis SkipperVP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.comA Beginners Guide to SEO

2. Agenda Intro to SEO Code, Content, Connections On Page SEO Off Page SEO Open Q & A 3. Search engine popularity has increased Worldwide, 1,722,071,000,000searches conducted on Google last year.(Yes, thats trillion)4,717,000,000 Per Day 4. What is SEO? SEO or Search Engine Optimization is the process of improving a website to make it more relevant to searchers and search engines. AKA: Natural search Organic search 5. What SEO is NOT Paid Search (but its also not free) Fast Guaranteed Fire & forget 6. SEO Has Three Core ComponentsCode Content Connections Crawlability On-Page Linking HTML Keyword Density Directories XML sitemaps Title Tags Social, blogs, articles URL Structure Meta tags Press releases Robots.txt H1, H2 etc Partners Navigation Anchor Text Internal links 301s Navigation 404s Canonical 7. Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults 8. Code 9. Code - Technical Considerations User Input Requirements Site SecurityTechnical issues Cookie Implementation limit search index Robots.txt Framesinclusion Broken Links & 404 Trapping Server Load Balancing URL Redirection Tags Internal Navigational Elements Internal Linking Domain and URL structure Session IDs Flash 10. Check for IndexingUse the site:command onGoogle, Bing, & Yahoo.If site is notindexed, need to findwhat is preventingsearch engines fromcrawling. 11. Optimized URLShort, descriptive urls are optimal.It is very important the url for your webpage contains yourkeyword phrase and is no longer than 100 characters. 12. Search Friendly URLshttp://www.451marketing.com/services/search-marketing/ 13. Search UN-Friendly URLs 14. SEO Friendly URL - Solutions Wordpress: Turn on pretty permalinks Drupal: Install URL alias plugin Magento: Install SEO Links LAMP/WAMP: use .htaccess and mod rewrite* IIS 7.0: URL Rewrite extension* *Get your developer to do it 15. Information ArchitectureAs few clicks as possible for user to get to content they are searching for 16. RedirectsThe Power of 301 Redirects 17. Robots.txtWhat is Robots.txt?The robots exclusion protocol (REP), or robots.txt is a text file webmasters create toinstruct robots (typically search engine robots) on how to crawl & index pages on theirwebsite. http://www.451marketing.com/robots.txt 18. Robots.txt Block all spiders and bots: User-agent: * Disallow: / Block a specific spider from a folder: User-agent: Googlebot Disallow: /uploads/ Best way to insure blocking by spiders? 19. ContentEverything in SEO, and broader online marketing, starts with content 20. Content - Performance Considerations Site Optimization TagsOpportunities to increase Content Gaps search visibility Optimizing Website Content Internal Linking Convention Mirror Domains and DuplicateContent Sub-Domain Strategy 21. Keyword Research KeywordTo get optimal traffic from search engines, need toResearchcreate content around htHow can you find the bestkeywords to include in yourcontent? 22. Before You: Consult a keyword tool Analyze keyword density Rewrite any contentSit down and perform a Google search. 23. Keyword ResearchAnalyze SERPS for Your Keywords Who is ranking? What are they doing effectively? Create a list of competitors Is your search too broad? Can you add modifiers? 24. Keyword ResearchQ: For what Google search shouldyou rank #1?A: innovative, creative, game-changing 25. Keyword ResearchQ: What do you do/make/sell?A: Oh. Cloud-based storage forsmall business. Keyword Research begins by admitting that you may not have all the data Totally wise man 26. Determining User IntentNavigational Queries Informational Queries 80%of all SearchesTransactional Queries 27. The Long Tail 28. Keyword Research 29. Keyword ResearchI. Brainstorm Search Queries What would users who know my products type in? e.g. full suspension mountain bikes What about users who dont know about my products? e.g. mountain bike car racks What are some searches I DONT want to show up for? e.g. BMX bikes 30. Keyword ResearchII. Research Chosen Keywords adwords.google.com/o/KeywordTool www.wordtracker.com www.keyworddiscovery.com www.compete.com www.spyfu.com 31. Keyword ResearchII. Research Chosen KeywordsUse Exact MatchBe careful aboutPhrase + Broad 32. Google Trendshttp://www.google.com/trends 33. Internal Search Logs #2 Searched Term: bed spreads 34. Competitive Research Restrict queryto competitorsdomain 35. On Page SEO 36. Optimized TitlesTitle Tag and Headings These are the strongest on-page indicators to the crawlers of what your content is about.Heading (H1 Tag) 37. Keyword Density(Nkr/Tkn) * 100Percentage of timesa keyword appearson a web page compared to thetotal number ofwords on the page Rule of Thumb: 4% - 250-500 wordshttp://tools.seobook.com/general/spider-test/ 38. Optimize HTML TagsView SourceRight click web pageand select view sourcePrimary objectivesshould be accomplishedfrom the homepage 39. Optimize HTML TagsTitle TagTitle tag is main text that describes anonline document. It is the single mostimportant on-page SEO element (behindoverall content) and appears in three keyplacesI. BrowserII. SERPIII. External Websites (esp. social media sites) 40. Optimize HTML TagsTitle TagOptimal FormatPrimary Keyword - Secondary Keyword | Brand NameorBrand Name | Primary Keyword and Secondary KeywordBest Practices Less than 70 characters, as this is the limit Google displays in search results 41. Optimize HTML TagsMeta DescriptionMeta Descriptions, provide conciseexplanations of the contents of webpages.They are used by search engines onsearch result pages to display previewsnippets for a given page 42. Optimize HTML TagsMeta Description and Tags The meta description should employ the keywords and create compelling description that a searcher will want to click Direct relevance to the page and uniqueness between each pages meta description is key Best to keep meta descriptions between 150-160 characters 43. Optimize HTML TagsH1 Tag At a minimum, make sure that your primary keyword or phrase for the page is enclosed in an H1 tag 44. Optimize HTML TagsMeta Keywords The meta tags are the main keywords for the page 45. Address & Phone NumberAdd to every pageCompany NameStreet Address City, State Zip 555-555-5555 46. Copyright DateEnsure it is updated annually 47. Check Browser CompatibilityView site in MozillaFirefox, InternetExplorer, and Safari.Remember to do this onMac and PC 48. Set Up Google AnalyticsSign up/verify GoogleAnalytics.Let GA run for twoweeks before doing anySEO to determine abaseline 49. Evaluate Visual Design of Site If site drives people away, no amount of SEO will help 50. Off Page SEO 51. Ranking Factors43% 52. The Basics ofLink Building 53. #1 - Manual Link Submissions/Requests 54. #2 - Competitive Link Research/Acquisition 55. #3 - Linkbait & Viral Campaigns 56. #4 - Link Reclamation 57. SEO Tools 58. Bing Webmaster Tools Google Analytics Google Webmaster tools Google Trends SEOMOZ Raven Tools Rex Swain Http viewer 59. Questions 60. #451WorkshopFrancis SkipperVP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com 61. National Communications AgencyFounded in 2004 30 Experienced PR, SocialMedia, and Search MarketingProfessionals Named a 2011 & 2012 62. Integrated Communications CampaignsThe experienced team at 451 Marketingspecializes in integrating publicrelations, social media, and search marketingtactics into dynamic communicationscampaigns.We work with brands to buildawareness, engage customers, and drivebusiness using custom, integratedcommunications campaigns.