SlideShare a Scribd company logo

Uncovering SEO (it’s really not that complicated)

•Download as PPT, PDF•
•
Traction
Traction

The document discusses SEO (search engine optimization) strategies and best practices. It recommends developing content with keywords in mind to drive relevant traffic to websites. An effective SEO plan involves researching keywords and competitors, developing a strategy, designing optimized content, launching and promoting content, and evaluating results over time. Key aspects include optimizing content and code with target keywords, internal linking structure, and regularly refreshing content.

Related slideshows

Ppc Mar09 Intnl
Ppc Mar09 IntnlPpc Mar09 Intnl
Ppc Mar09 Intnl
 
Presentasi Seo
Presentasi Seo Presentasi Seo
Presentasi Seo
 
6 Ways to Win with Competitive Intelligence
6 Ways to Win with Competitive Intelligence6 Ways to Win with Competitive Intelligence
6 Ways to Win with Competitive Intelligence
 
1 of 30
Uncovering SEO (it’s really not that complicated) Prepared by @khaipod and Isabel Jagoe October 7th, 2010
On the agenda for today. What is SEO? Top 10 ways to improve SEO Keywords are your centerpiece SEO best practices for content development Creating an SEO plan from strategy to measurement Helpful tools & partners
SEO is... a means to drive targeted, relevant traffic to your website. Which means more people who care what you do. Which means more potential sales.
SEO is not... a way to promote your client’s messaging or latest campaign. Unless your client is communicating in terms that exactly tally with what your customers already think they need.
For Traction there are two ways this impacts our work Do it right Build content for our clients with SEO in mind, always apply best practices. Talk it up Instruct and inform our clients on the importance of SEO and how they should have a plan for the long term, constant grooming required.
Let’s play a game.
Source: http://www.seomoz.org/article/search-ranking-factors#ranking-factors
Top 10 Ranking Factors for SEO? 1. 6. 2. 7. 3. 8. 4. 9. 5. 10. Source: http://www.seomoz.org/article/search-ranking-factors#ranking-factors
Top 10 Ranking Factors for SEO? 1. Keyword-Focused Anchor Text from External Links—73% 6. Existence of Substantive, Unique Content on the Page—65% 2. External Link Popularity (quantity/quality of external links)—71% 7. Page-Specific TrustRank (whether the individual page has earned links from trusted sources)—65% 3. Diversity of Link Sources (links from many unique root domains)—67% 8. Global Link Popularity of the Domain (e.g. PageRank on the domain graph, Domain mozRank, etc.)—64% 4. Keyword Use Anywhere in the Title Tag—66% 9. Link Diversity of the Domain (based on number/variety of unique root domains linking to pages on this domain)—64% 5. Trustworthiness of the Domain (e.g. TrustRank, Domain mozTrust, etc.)—66% 10. Links from Hubs/Authorities in a Given Topic-Specific Neighborhood (as per the “Hilltop” algorithm)—64% Source: http://www.seomoz.org/article/search-ranking-factors#ranking-factors
Top 10 Ranking Factors for SEO? X X X Source: http://www.seomoz.org/article/search-ranking-factors#ranking-factors
Keywords are the centerpiece.
What are keywords? Words or phrases that consumers are currently using to search for your client or their products. If your marketing materials regularly reflect the same keywords that consumers are looking for, you are onto a winner.
How do I make a good keyword list? Make an intelligent guess. Brainstorm on a list of relevant keywords (single keywords). Stripmine websites and marketing materials – yours and competition. Use keyword research tools (e.g. free, paid, social media monitoring tools) Narrow in on the keyword (e.g. - Bay Area Bakery, SF Bay Bakery, Gluten-free baked goods, Best baked goods) Put yourself in their shoes
What do I do with them? 1. Make sure your code and content reflect relevant keywords 2. Use them to make your content MORE relevant 3. Base your paid search buy on them 4. Use them to direct your searches in social media monitoring 5. Use them to introduce more unfamiliar terms, products, concepts
Best practices for content development.
All content is active. Balance the different goals. Deliver value to customers Communicate company brand Support SEO activities Drive leads
Optimize locally, benefit globally. Identify high performing keywords for individual pages, not the whole site. Develop content your target wants to read, not what you want to create. Identify organic keywords that are relevant to your content, then adjust your copy to further reflect these terms. Increase keyword density within content to increase SEO relevance. Reduce to copy to 250-300 words for regular page, 500-700 for article page. Look for ways to increase internal links (anchor links) within your site. Links should never be “click here” but be specific to content (helps describe the destination page to search engines). Make sure new content is reflected in your site map.
Get into the code. The more editable the content is, the better. Optimize page tags (meta, title, description, keywords etc) to reflect high performing search terms. Pull out the meta keywords – it’s giving the game away. Keywords should go in every page URL. Any images should have alt tags and be named consistent with the page keywords. Get into the code. The more editable the content is, the better.Optimize page tags (meta, title, description, keywords etc) to reflect high performing search terms.Pull out the meta keywords – it’s giving the game away.Keywords should go in every page URL.Any images should have alt tags and be named consistent with the page keywords.
Show me....an example
Show me....an example
Creating an SEO plan
It’s no different than a communications plan... 2 Strategy 1 Research 3 Design + Develop 4 Launch + Promote 5 Evaluate
What are the competitors using for keywords (check their code!) What are trends and key themes for the industry? Who is the target? What does the target care about? What might they search for? What some of the target’s usage patterns, behaviors? 1 Research
What are your keywords? How are you going to promote, use them? What is your content strategy for your site? How are you going to extend the reach of your content? What priority does SEO have within your overall strategy? How are you going to track? How often are you going to revisit your keyword glossary? Do you have a calendar set up for renewable content e.g. blogs 2 Strategy
Create your keyword glossary Develop the best possible web content that plays to the most relevant keywords Develop value content to support your written word Create engagement funnels based on keyword performance that you can track. Set up opportunities for users to share, comment, tag your content Set up your tracking so you can see the fruits of your labors. 3 Design + Develop
Refresh content on a regular basis Keep refining your keyword list Encourage sharing, distribution of your content Set up link exchanges with relevant, related sites Keep an eye on the content users like to explore and make it more accessible – fat footer links Engage with a third party vendor for ongoing SEO external links 4 Launch + Promote
Has your overall traffic increased? How about traffic to significant pages or content? How are your keywords performing? Do you need to reevaluate your list? Have the rules of engagement changed - check in with Google. Have you seen learnings from the engagement funnels you have set up on your site? What new opportunities have you seen emerge in this process? What new trends or concerns would you like to address in your content and SEO strategy? Has your brand/product made an impact so that people are searching for YOU? 5 Evaluate
Tools and partners
Tools and partners. Partners Free tools Paid tools https://adwords.google.com/select/KeywordToolExternal http://freekeywords.wordtracker.com https://adcenter. microsoft.com http://www.seomoz.org /linkscape
All done. Questions?

More Related Content

Uncovering SEO (it’s really not that complicated)

  • 1. Uncovering SEO (it’s really not that complicated) Prepared by @khaipod and Isabel Jagoe October 7th, 2010
  • 2. On the agenda for today. What is SEO? Top 10 ways to improve SEO Keywords are your centerpiece SEO best practices for content development Creating an SEO plan from strategy to measurement Helpful tools & partners
  • 3. SEO is... a means to drive targeted, relevant traffic to your website. Which means more people who care what you do. Which means more potential sales.
  • 4. SEO is not... a way to promote your client’s messaging or latest campaign. Unless your client is communicating in terms that exactly tally with what your customers already think they need.
  • 5. For Traction there are two ways this impacts our work Do it right Build content for our clients with SEO in mind, always apply best practices. Talk it up Instruct and inform our clients on the importance of SEO and how they should have a plan for the long term, constant grooming required.
  • 8. Top 10 Ranking Factors for SEO? 1. 6. 2. 7. 3. 8. 4. 9. 5. 10. Source: http://www.seomoz.org/article/search-ranking-factors#ranking-factors
  • 9. Top 10 Ranking Factors for SEO? 1. Keyword-Focused Anchor Text from External Links—73% 6. Existence of Substantive, Unique Content on the Page—65% 2. External Link Popularity (quantity/quality of external links)—71% 7. Page-Specific TrustRank (whether the individual page has earned links from trusted sources)—65% 3. Diversity of Link Sources (links from many unique root domains)—67% 8. Global Link Popularity of the Domain (e.g. PageRank on the domain graph, Domain mozRank, etc.)—64% 4. Keyword Use Anywhere in the Title Tag—66% 9. Link Diversity of the Domain (based on number/variety of unique root domains linking to pages on this domain)—64% 5. Trustworthiness of the Domain (e.g. TrustRank, Domain mozTrust, etc.)—66% 10. Links from Hubs/Authorities in a Given Topic-Specific Neighborhood (as per the “Hilltop” algorithm)—64% Source: http://www.seomoz.org/article/search-ranking-factors#ranking-factors
  • 10. Top 10 Ranking Factors for SEO? X X X Source: http://www.seomoz.org/article/search-ranking-factors#ranking-factors
  • 11. Keywords are the centerpiece.
  • 12. What are keywords? Words or phrases that consumers are currently using to search for your client or their products. If your marketing materials regularly reflect the same keywords that consumers are looking for, you are onto a winner.
  • 13. How do I make a good keyword list? Make an intelligent guess. Brainstorm on a list of relevant keywords (single keywords). Stripmine websites and marketing materials – yours and competition. Use keyword research tools (e.g. free, paid, social media monitoring tools) Narrow in on the keyword (e.g. - Bay Area Bakery, SF Bay Bakery, Gluten-free baked goods, Best baked goods) Put yourself in their shoes
  • 14. What do I do with them? 1. Make sure your code and content reflect relevant keywords 2. Use them to make your content MORE relevant 3. Base your paid search buy on them 4. Use them to direct your searches in social media monitoring 5. Use them to introduce more unfamiliar terms, products, concepts
  • 15. Best practices for content development.
  • 16. All content is active. Balance the different goals. Deliver value to customers Communicate company brand Support SEO activities Drive leads
  • 17. Optimize locally, benefit globally. Identify high performing keywords for individual pages, not the whole site. Develop content your target wants to read, not what you want to create. Identify organic keywords that are relevant to your content, then adjust your copy to further reflect these terms. Increase keyword density within content to increase SEO relevance. Reduce to copy to 250-300 words for regular page, 500-700 for article page. Look for ways to increase internal links (anchor links) within your site. Links should never be “click here” but be specific to content (helps describe the destination page to search engines). Make sure new content is reflected in your site map.
  • 18. Get into the code. The more editable the content is, the better. Optimize page tags (meta, title, description, keywords etc) to reflect high performing search terms. Pull out the meta keywords – it’s giving the game away. Keywords should go in every page URL. Any images should have alt tags and be named consistent with the page keywords. Get into the code. The more editable the content is, the better.Optimize page tags (meta, title, description, keywords etc) to reflect high performing search terms.Pull out the meta keywords – it’s giving the game away.Keywords should go in every page URL.Any images should have alt tags and be named consistent with the page keywords.
  • 22. It’s no different than a communications plan... 2 Strategy 1 Research 3 Design + Develop 4 Launch + Promote 5 Evaluate
  • 23. What are the competitors using for keywords (check their code!) What are trends and key themes for the industry? Who is the target? What does the target care about? What might they search for? What some of the target’s usage patterns, behaviors? 1 Research
  • 24. What are your keywords? How are you going to promote, use them? What is your content strategy for your site? How are you going to extend the reach of your content? What priority does SEO have within your overall strategy? How are you going to track? How often are you going to revisit your keyword glossary? Do you have a calendar set up for renewable content e.g. blogs 2 Strategy
  • 25. Create your keyword glossary Develop the best possible web content that plays to the most relevant keywords Develop value content to support your written word Create engagement funnels based on keyword performance that you can track. Set up opportunities for users to share, comment, tag your content Set up your tracking so you can see the fruits of your labors. 3 Design + Develop
  • 26. Refresh content on a regular basis Keep refining your keyword list Encourage sharing, distribution of your content Set up link exchanges with relevant, related sites Keep an eye on the content users like to explore and make it more accessible – fat footer links Engage with a third party vendor for ongoing SEO external links 4 Launch + Promote
  • 27. Has your overall traffic increased? How about traffic to significant pages or content? How are your keywords performing? Do you need to reevaluate your list? Have the rules of engagement changed - check in with Google. Have you seen learnings from the engagement funnels you have set up on your site? What new opportunities have you seen emerge in this process? What new trends or concerns would you like to address in your content and SEO strategy? Has your brand/product made an impact so that people are searching for YOU? 5 Evaluate
  • 29. Tools and partners. Partners Free tools Paid tools https://adwords.google.com/select/KeywordToolExternal http://freekeywords.wordtracker.com https://adcenter. microsoft.com http://www.seomoz.org /linkscape