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Intro to SEO: Rocket Your Site to the Top of Search ResultsEmma Still
5.9.2016 & 5.11.2016
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Welcome!Girl Develop It is here to provide affordable and accessible programs to learn software through mentorship and hands-on instruction.
Some “rules”- We are here for you- Every question is important- Help each other- Have fun
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tell us about yourself!
Who are you?
What do you hope to get out of class?
What’s the best gift you’ve ever received?
EMMA STILLTeam Lead @ SeerInstructor @ Girl Develop It@mmstll
Seer Interactive• Agency: Analytics, PPC, & SEO
• 1 office in Northern Liberties
• 1 office in San Diego
• ~100 full time employees
• Philly 100 & Philly Best Places to Work
• @seerinteractive
What we’ll cover today:On page optimizationTechnical SEOLink buildingSocialMeasuring Success
What to expect:A break(s)Wide range of topicsHave fun! Deck online after classAdditional resources onlineFeedback survey
You are…
… looking to grow your websitesales/ form submissions / registrations / traffic
SEARCH LANDSCAPEPAST, PRESENT, AND FUTURE
Paid
SEO
http://info.cern.ch/hypertext/WWW/TheProject.html
Structure, Accessibility
• Businesses started to understand that they could reach their customers on search engines
• Thus marketing where people were searching happened
• SEO impacts the “free” (or organic) section
Search Engines & Marketing
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Gaining visibility is becoming more complex
• Knowledge graph – try it out!
• “Bagel vs. English muffin”
• “Famous jazz composers”
• “Britney Spears Toxic”
• Devices
• Personalization
• Local – try it out!
• “pizza places”
• “senior living facilities”
The Present
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Gaining visibility is becoming more complex
The Present
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“future-proofing” your strategy
• User-first
• Long-term mindset
• Integrated marketing
• Proactive
• Understand search engine goals
The Future
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• One of the most popular online activities
• Key in the purchase process
• Always going to be king (glasses, mobile, desktop, etc.)
• “…the first interaction point for many of your current and prospective users”
Search is…
Understanding how it worksHow do search engines rank a website?
SEARCH ENGINE GOALS
SEARCH ENGINE GOALS:GOOD USER EXPERIENCE
Elements of a good user experience:RELEVANCY – fresh, unique, quality content
Elements of a good user experience:RELEVANCY – fresh, unique, quality contentQUALITY – technical, mobile, URL structure, load times
Elements of a good user experience:RELEVANCY – fresh, unique, quality contentQUALITY – technical, mobile, URL structure, load timesAUTHORITY – links, citations, mentions, social
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
How does a website become relevant, quality, and authoritative?
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
3 Primary Factors
On-page
In-pageOff-page
Keyword Research
Optimize
Build Authority
Measure
On-Page SEO
On-Page SEOThe things that will help Google find your website
On-Page SEOCan be summarized, in its simplest form, as:
KEYWORDS
CONTENT
META DATA
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keyword Research
Optimize
Build Authority
Measure
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• The words people are searching for to arrive on your website
• The foundation of optimizing a website
Keywords / Content / Meta Data
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keywords / Content / Meta Data
Try it out! Write down what you would type into Google to find the items above.
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keywords / Content / Meta Data
Mid ring
Midi ring
Knuckle ring
Mid knuckle ring
Half finger rings
Champagne glass
Champagne flute
Wine glass
Sparkling wine glasses
Champagne stemware
Glass champagne flutes
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keywords / Content / Meta Data
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keyword research: branded, non-branded
• Branded: containing branded terms (company names, product names, etc.)
• Higher likelihood for conversion
• Non-branded not containing any reference to a brand; general queries
Keywords / Content / Meta Data
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Keyword research: long-tail vs. head terms
Keywords / Content / Meta Data
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Keyword research: long-tail vs. head terms
• Try it out!
• How do search results change as your query becomes more specific? (i.e., long tail)
• Try “shoes”
• Try “blue shoes”
• Try “blue women’s shoes”
• Try “blue women’s shoes size 8”
• Try “buy blue women’s shoes size 8”
Keywords / Content / Meta Data
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keyword research: trending
• Try it out!
• Google.com/trends
• Try “lemonade”
• Try “cancer”, then “breast cancer”
• Try “sales training”, then “sales enablement”
• Try “fall foliage”
Keywords / Content / Meta Data
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Keyword research: brainstorming and ideation
Keywords / Content / Meta Data
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Take these into consideration
Keywords / Content / Meta Data
• Relevance• Search Volume• Competition• Seasonality• Intent
Users
• Offer• Supply• Revenue
Business
• Ranking• Content• SERP Landscape
Status
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Try it out!
• Choose a page from your website, gather list of 10 keywords that may be relevant. We’ll use these later. • Remember tools like Ubersuggest, Google trends, and Google suggest
Keywords / Content / Meta Data
KEYWORDS + CONTENT
Clarifying what “content” means:Words on a page
Videos
Infographics
Blog posts
White papers
Calculators or widgets
Images
Etc.
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Optimizing content
• Where to put keywords
• Title tags / meta data (we’ll get to this next!)
• Page/article heading
• At least once in the main copy
• Early, evenly, often
• Additionally…
• Alt attributes for images
• Synonyms
• Customer language > jargon
Keywords / Content / Meta Data
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Optimizing content
Keywords / Content / Meta Data
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Don’t do this…
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…or this
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Do more like this…
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…and this
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Content: Search engine’s preference
• Videos: search engines don’t know what a video is about
• Images: search engines don’t know what an image is
• Text: search engines can read text
• E-commerce Example: RevZilla
• Images Example
• “See” like a search engine: Chrome Web Developer Extension
Keywords / Content / Meta Data
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keywords / Content / Meta Data
• Title & description
• H1
• Alt text
• Body copy
• Linking/URLs
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keywords / Content / Meta Data
• Title & description • (strong ranking signal)
• Character limits
• Wordpress Plugins: Yoast, All in One SEO Pack
title
description
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keywords / Content / Meta Data
• Title & description
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Keywords / Content / Meta Data
• h1 (h tags)• Commonly the title of a blog post, page, or article
• Reinforces topical relevance
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Keywords / Content / Meta Data
• Alt text (“alternative text”)• Describes images
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Image optimization: file names, alt text, descriptive text
• Save files with descriptive text
• Always use alt text (logos, headers, product images, etc.)
Keywords / Content / Meta Data
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keywords / Content / Meta Data
• Try it out!
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keywords / Content / Meta Data
• Body copy• Use keywords throughout the
copy
• Semantics
• Comprehensive, useful, relevant; not “keyword-stuffed”
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Keywords / Content / Meta Data
• Linking/URLs• Employ empathy, shorter is
better, keywords, hyphens
• Linking absolutely vs. relatively
source
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Linking: absolutely vs relatively
Keywords / Content / Meta Data
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Linking: absolutely vs relatively
Keywords / Content / Meta Data
Welcome back!(Open Google Analytics if you have access to an account)
On-page SEO regroupKEYWORDS – research; head terms vs. long tailCONTENT – keywords on a page; user experienceMETA DATA – titles, descriptions, URLs, etc.
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Try it out!• Write a title tag, description, and h1 based on your keyword research brainstorm
• If you could re-write your page’s URL, keeping keywords, length, structure in mind, would you? If so, how?
Try it out!(10 min)
- Choose a page from the website you’d like to optimize
- Choose a keyword you think the page is relevant for (ubersuggest, google suggest, Google trends)
- Write a title tag (Preview: http://moz.com/blog/new-title-tag-guidelines-preview-tool)
- Where else might you insert that keyword on the page? (Alt text? H1? Within the content?)
In-Page SEO
In-Page SEOThe code on your site that search engines use to determine relevance
Keyword Research
Optimize
Build Authority
Measure
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Crawling & Indexing
• Robots.txt
• Sitemap.xml
• Mobile
• Duplication
• Structured data
In-page SEO: Basics
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Crawling & Indexing
• Robots.txt
• Sitemap.xml
• Mobile
• Duplication
• Structured data
In-page SEO: Basics
Reminder:
Your CMS should default to the proper settings for most of these
basics!
Article in resources that shows how to set these up for success.
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Start with Google Search Console • Try it out!
• Google and other search engines “crawl” your website
• To see the last time Google has visited and indexed your site, check the cache date.
• Check index status in Google Search Console
Basics
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• Every website should have a robots.txt file
• Block search engines from crawling parts of your website
• Meta robots: index, follow
• Most CMSs default to correct setup
Basics – robots.txt
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Every website should have an xml sitemap
• Tell search engines about all pages on your site (no 301s, 404s, etc.)
• Different than an HTML sitemap
• Most CMSs default to correct setup
Basics – sitemap.xml
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Google recommends responsive web design• Easier for users to interact with,
share, and link to
• Easier for search engines to index
• No redirects needed (reduces load time)
• Saves resources for site and search engine crawlers
Basics – Mobile
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Page Speed• The slower your pages load, the
fewer of them are indexed
• User experience• 40% of visitors abandon a site if
loading takes longer than 3 seconds
• Half of visitors expect a site to load in 2 seconds or less
• All things equal, the site that loads quicker has higher propensity for ranking
• Google Page Speed Insights
Basics – Mobile
Keyword Research
Optimize
Build Authority
Measure
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Common forms of duplication – Try it out!• www. to non www., /index.html, trailing slash, https vs http
• Parameters
• Casing
Basics – Duplication
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• What to do if you have duplicate pages• Canonical
• 301 redirect
• So what?• Wasteful for search engines crawling your website
• Crawl budget
Basics – Duplication
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Helps search engines understand the code of your website in context.
• Some search engines display more robust information in search results, & social streams for certain types of structured data markup: “rich snippets”
Basics – Structured Data
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Basics – Rich Snippets
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Authorship – discontinued support from Google
• Reviews
• Rich Pins/Twitter Cards/Open Graph
• Try it out! – “Structured Data Testing Tool” will verify if you have implemented the code properly
Basics – Structured Data
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Rich snippets: recipe• http://schema.org/Recipe
Basics – Structured Data
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• Rich snippets: ratings & reviews• http://schema.org/Review
Basics – Structured Data
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Rich snippets: video• https://schema.org/Video
Object
Basics – Structured Data
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• Rich snippets: Social – Twitter cards
Basics – Structured Data
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• Rich snippets: Social – Facebook Open GraphBasics – Structured Data
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In-page SEO regroupCRAWLING & INDEXING
ROBOTS.TXT
SITEMAP.XML
MOBILE
DUPLICATION
STRUCTURED DATA
Off-page SEO
Keyword Research
Optimize
Build Authority
Measure
Off-page SEO
Off-page SEO“earned media” signals sent to search engines. Foundation of Google’s algorithm.
Off-Page SEOCan be summarized, in its simplest form, as:
LINK BUILDING
CITATIONS
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Link building is the process of getting other websites to link to your website.
What is link building?
Why is link building important?
Links connect the Internet
Link building = AuthorityAuthority = TrustTrust = RankingsRankings = ?
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• When another website links to your website, google sees this as a vote of confidence for your website
Off-page SEO: Link Building
>
Quality of Links > Quantity of Links
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Principles: why links are important
• Traditional: pass value in the eyes of a search engine
• Practical: provides users a way to easily navigate content on the web
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Principles: how to get links
• Content
• Building relationships
Link building
Keyword Research
Optimize
Build Authority
Measure
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: how to get links
• Testimonials
• Unlinked mentions
• Brand misspellings
• Media mentions
• Sponsorships
• Local citations
• Speaker bios
• Contribute content on other sites
• Linkable Assets
Link building
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Tactics: testimonials
Link building
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Tactics: unlinked mentions
Link building
Before
After
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Tactics: brand misspellings
Link building
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Tactics: media mentions
Link building
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Tactics: sponsorships
Link building
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Tactics: conferences/speaking
Link building
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Tactics: conferences/speaking
Link building
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Tactics: events/citations/media mentions
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: events/citations/media mentions
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: events/citations/media mentions
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: events/citations/media mentions
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: contributing content
Link building
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Tactics: content
• Example: rcs.seerinteractive.com/money
• 10k tweets
• 14k facebook shares
• 800+ websites have linked to this
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: content
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: content
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: content
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: content
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: content
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: content
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: content
Link building
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Tactics: relationship building
Link building
• Outreach
• Comments, social sharing
Try it out!Brainstorm value that your site, content, or employees have that could potentially earn you links based on some of the examples that were shared.
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Backlinks beware
Link building
• Anchor text
• Link networks
• Remember where Google’s going…
• READ THIS: https://support.google.com/webmasters/answer/66356?hl=en
• Diverse backlink profile
Social Signals and SEO
Social Signals and SEODo tweets/likes/+1s affect rankings?
The short answer: NO
The longer answer:The impact of social engagement is still speculative, but projected to be a critical ranking factor in the near future.
• Increased visibility & awareness = links = rankings
• Increased positive reviews on G+/Yelp = increased visibility in local search
• Google+
• Posts are seen by Google almost immediately
• Using social influence to build relationships = links = rankings
• Audience analysis
How social [indirectly] affects SEO
How social [indirectly] affects SEO
Social Shares
Social Impressions
Influencer Impressions
Links
Remember the relationships we’re supposed to be building?Identify influencers
Build relationships = awareness
Understand needs of others
• Identifying influencers
• Finding out what your audience likes; create content for them that they’ll want to share
SEO Benefits of Building Social Relationships
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
How to find influencers & earn engagement
• Buzzsumo• Influencers
• Who shares what
• Topsy• Find people who have shared content
• Klear• Find top conversations
• Likelihood for interaction
• Followerwonk• Influencer identification
Free Social Monitoring Tools
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How to find influencers & earn engagement
Free Social Monitoring Tools
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
How to find influencers & earn engagement
Free Social Monitoring Tools
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
How to find influencers & earn engagement
• Klear – SEMrush example
Free Social Monitoring Tools
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
How to find influencers & earn engagement
• Followerwonk – analyze your own followers; competitors
Free Social Monitoring Tools
Off-page SEO regroupLINK BUILDING
SOCIAL SIGNALS
Measuring Success
Measuring SuccessHow do you know when you’re done?
Keyword Research
Optimize
Build Authority
Measure
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Traffic
• Conversions
• Microconversions
Setting Goals
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• Traffic• What pages are you optimizing?
• Organic Traffic
• Referral Traffic
• Annotations
• Conversions
• Microconversions
Setting Goals
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Traffic• Try it out!
• SEMrush.com
• Conversions
• Microconversions
Setting Goals
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
• Traffic
• Conversions• Goals
• Ecommerce
• Your wallet/phone/lead capture
• Microconversions
Setting Goals
Measurement regroupGOOGLE ANALYTICS – traffic, conversions
SEMrush
Please take the survey:bit.ly/seo-feedback
Additional resources & slides:emmastill.com/beginner-seo-resources