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SEO 101Workshop with Jacky Chou
May 20, 2015
2
Objectives
Outlining the end goal of your blog/content helps you write for the right reasons.
You want to see how popular and competitive your keywords are as well as ‘spying’ on your competitors.
Using knowledge from previous points and inserting the keywords onto your page effectively.
How to ‘earn’ and build backlinks effectively.
Clearly define what SEO is and how it can affect your business.
1 What is SEO?
5 Off-Site SEO
2Define Objective for Content
3
Keyword and Competitor Research
4On-site/Technical SEO
3
What is SEO?
The acronym for Search Engine Optimization is the process of increasing the visibility or ranking of a website or page in search engine results.
OPTIMIZED
Why Should I Care?
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Why Should I Care?
Why Should I Care?
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It’s a Investment, not a Cost
Extremely high returns if done right (Source: Forbes)
✔
Drives BusinessStudies show that just under
87% of consumers uses the web to find businesses prior to
purchases.
Competitors are Doing It
If you’re not doing it, you’re already behind.
How to start?
● What are you trying to achieve, the purpose for your site?● Who is your audience, what are their needs and
requirements?● What messages are you trying to get across?● What is the action/response you want from your audience? ie.
social sharing, links, list building etc.
Defining Your Objectives
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Outlining your objectives helps you to create content for the right reasons
Some Tools in Your Arsenal
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Just to start off we’re going to stick with Wordpress stats and Google Analytics on Wordpress
Log in(today only)• Username: seoworkshop• Password: trademob
Check Out Traffic Stats and Analytics• Jetpack > Site Stats• Analytics > Dashboard >
Overview/Reports
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Keyword and Competitor Research
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Google Keyword Planner
● Use Google keyword planner to see the monthly searches as well as SEM competition.
● Stick with terms that are low/medium competition and over 500 monthly searches.
Keyword and Competitor Research
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Before you invest time into writing your content, the keyword/topic should obviously be on the rise.
Google Trends
Keyword and Competitor Research
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Google Your Keyword
Just because it says its low competition, it doesn’t mean you don’t have competition.
Google what you are up against before deciding to go ahead and writing your article.
If you’re just starting off, aim for competition that has PA/DA lower than 50. Requires Moz Bar Google Chrome Extension
On-site SEO
➔ Your focus keyword should be included in the post title, URL, first paragraph, first subheading, meta description, and image alt tags.
➔ The body of the text should exceed 300 words; most successful B2B blog posts should be around the 1000-5000 word mark, and the keyword density should be anywhere from 0.5 to 2%.
➔ The length of the post title should be in the 40-70 character range.➔ Site structure and navigability: GoogleBot should be able to crawl your site with ease.➔ The site should be mobile-friendly. It will rank better.➔ Don’t forget to think about your site’s speed. Use Google’s PageSpeed Insights.➔ 100% unique content! If you are quoting a section, make use of the rel=canonical tag.
On-site/Technical SEO Checklist
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Technical SEO is the foundation of SEO
On-site/Technical SEO Checklist
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Editing the URL in Wordpress
● Go to indexsy.com/wp-admin/○ Posts > All Posts > How to Get
Free SSL/HTTPS on a WordPress Site > Edit
● Edit > make sure you have your keyword in your url
On-site/Technical SEO Checklist
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Editing Meta Tags in Wordpress Requires Yoast SEO Plugin
● Go to indexsy.com/wp-admin/○ Posts > All Posts > How to Get
Free SSL/HTTPS on a WordPress Site > Edit
● Scroll past content and take a look● Change meta title by changing SEO
title, include keyword.● Meta description should be limited to
156 chars, also include the keyword.● More detail in page analysis.
On-site/Technical SEO Checklist
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Editing Image Tags in Wordpress
● Go to indexsy.com/wp-admin/Media > Library > Click on any
Image● Ensure all images have a unique
description● Descriptions should be concise,
descriptive and include a keyword if possible
● Size of images should enable quick page load time, keep under 30-50K per image
● Important for accessibility
Off-site SEO
Off-site SEO
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What are Backlinks?
Backlinks are links that are pointing at your website.
● Number of backlinks is an indication of the sites popularity or importance.● Can be seen as a vote of confidence from one site to the other.● Subject to spam/automated ways to backlink creation.
Off-site SEO - Acquiring Backlinks
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Take an Existing, High Ranking or Popular Article and Make it Better
Using Topsy and Google, find a popular article(competitor) and..
● Make it longer● More Up-To-Date● Better Designed● More Thorough
Off-site SEO - Acquiring Backlinks
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Take an Existing, High Ranking or Popular Article and Make it Better
● Using ahrefs.com export all the links pointing to your competitor.
● Weed out pages that are not as valuable.
Off-site SEO - Acquiring Backlinks
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Reach Out to Site Owners using this Template
Off-site SEO
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Out of the 21 emails I sent out, I received 1 link back to my site. Around 4% success rate, not bad for less than an hours work.
Take an Existing, High Ranking or Popular Article and Make it Better
Off-site SEO - Acquiring Backlinks
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HARO (Help a Reporter Out)
In my opinion one of the best ways to earn backlinks. You receive emails from reporters like the one on the right.
● Respond with thorough tips and credentials.
● If you give a tailored tip that answers their query, they’ll give you something in return.
Off-site SEO - Acquiring Backlinks
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HARO(Help a Reporter Out)
I have responded to over 15 queries. I have received no links but I have been featured in a book.Not bad for 45 minutes.
