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SEO 101 webinar 10 25-2012

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451 Marketing
451 Marketing

451 Marketing is a national communications agency that specializes in integrated public relations, social media, and search marketing campaigns. The presentation covered an introduction to SEO, including the importance of search engines, what SEO is and isn't, and its three core components - code, content, and connections. It provided tips on on-page SEO elements like keywords, titles, meta tags, and HTML optimization as well as off-page factors like link building.

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#451Workshop Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com A Beginner’s Guide to SEO
Agenda… • Intro to SEO • Code, Content, Connections • On Page SEO • Off Page SEO • Open Q & A
Search engine popularity has increased Worldwide, 1,722,071,000,000 searches conducted on Google last year. (Yes, that’s trillion) 4,717,000,000 Per Day
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
What SEO is NOT… • Paid Search (but it’s also not free) • Fast • Guaranteed • Fire & forget
SEO Has Three Core Components Code 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 • 301’s • Navigation • 404’s • Canonical
Search Engine Results Page (SERP) Search Query Paid Results Organic Results
SEO 101 webinar 10 25-2012
SEO 101 webinar 10 25-2012
Code
Code - Technical Considerations  User Input Requirements  Site Security Technical issues  Cookie Implementation limit search index  Robots.txt  Frames inclusion  Broken Links & 404 Trapping  Server Load Balancing  URL Redirection  <Noscript> Tags  Internal Navigational Elements  Internal Linking  Domain and URL structure  Session IDs  Flash
Check for Indexing Use the “site:” command on Google, Bing, & Yahoo. If site is not indexed, need to find what is preventing search engines from crawling.
Optimized URL Short, descriptive urls are optimal. It is very important the url for your webpage contains your keyword phrase and is no longer than 100 characters.
Search Friendly URLs http://www.451marketing.com/services/search-marketing/
Search UN-Friendly URLs
SEO 101 webinar 10 25-2012
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
Information Architecture As few clicks as possible for user to get to content they are searching for
Redirects The Power of 301 Redirects
Robots.txt What is Robots.txt? The robots exclusion protocol (REP), or robots.txt is a text file webmasters create to instruct robots (typically search engine robots) on how to crawl & index pages on their website. http://www.451marketing.com/robots.txt
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? <meta name="robots" content="noindex">
Content Everything in SEO, and broader online marketing, starts with content
Content - Performance Considerations  Site Optimization Tags Opportunities to increase  Content Gaps search visibility  Optimizing Website Content  Internal Linking Convention  Mirror Domains and Duplicate Content  Sub-Domain Strategy
Keyword Research Keyword To get optimal traffic from search engines, need to Research create content around ht How can you find the best keywords to include in your content?
Before You: • Consult a keyword tool • Analyze keyword density • Rewrite any content Sit down and perform a Google search.
Keyword Research Analyze 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?
Keyword Research Q: For what Google search should you rank #1? A: “innovative, creative, game- changing”
Keyword Research Q: What do you do/make/sell? A: “Oh. Cloud-based storage for small business”. “Keyword Research begins by admitting that you may not have all the data” – Totally wise man
Determining User Intent Navigational Queries Informational Queries 80%of all Searches Transactional Queries
The Long Tail
Keyword Research
Keyword Research I. Brainstorm Search Queries • What would users who know my products type in? • e.g. full suspension mountain bikes • What about users who don’t know about my products? • e.g. mountain bike car racks • What are some searches I DON’T want to show up for? • e.g. BMX bikes
Keyword Research II. Research Chosen Keywords adwords.google.com/o/KeywordTool www.wordtracker.com www.keyworddiscovery.com www.compete.com www.spyfu.com
Keyword Research II. Research Chosen Keywords Use “Exact Match” Be careful about “Phrase” + “Broad”
Google Trends http://www.google.com/trends
Internal Search Logs #2 Searched Term: “bed spreads”
Competitive Research Restrict query to competitor’s domain
On Page SEO
Optimized Titles Title Tag and Headings These are the strongest on-page indicators to the crawlers of what your content is about. Heading (H1 Tag)
Keyword Density (Nkr/Tkn) * 100 Percentage of times a keyword appears on a web page compared to the total number of words on the page Rule of Thumb: 4% - 250-500 words http://tools.seobook.com/general/spider-test/
Optimize HTML Tags View Source Right click web page and select view source Primary objectives should be accomplished from the homepage
Optimize HTML Tags Title Tag Title tag is main text that describes an online document. It is the single most important on-page SEO element (behind overall content) and appears in three key places I. Browser II. SERP III. External Websites (esp. social media sites)
Optimize HTML Tags Title Tag Optimal Format Primary Keyword - Secondary Keyword | Brand Name or Brand Name | Primary Keyword and Secondary Keyword Best Practices Less than 70 characters, as this is the limit Google displays in search results
Optimize HTML Tags Meta Description Meta Descriptions, provide concise explanations of the contents of web pages. They are used by search engines on search result pages to display preview snippets for a given page
Optimize HTML Tags Meta 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 page’s meta description is key Best to keep meta descriptions between 150-160 characters
Optimize HTML Tags H1 Tag At a minimum, make sure that your primary keyword or phrase for the page is enclosed in an H1 tag
Optimize HTML Tags Meta Keywords The meta tags are the main keywords for the page
SEO 101 webinar 10 25-2012
Address & Phone Number Add to every page Company Name Street Address City, State Zip 555-555-5555
Copyright Date Ensure it is updated annually
Check Browser Compatibility View site in Mozilla Firefox, Internet Explorer, and Safari. Remember to do this on Mac and PC
Set Up Google Analytics Sign up/verify Google Analytics. Let GA run for two weeks before doing any SEO to determine a baseline
Evaluate Visual Design of Site If site drives people away, no amount of SEO will help
Off Page SEO
Ranking Factors 43%
The Basics of Link Building
#1 - Manual Link Submissions/Requests
#2 - Competitive Link Research/Acquisition
#3 - Linkbait & Viral Campaigns
#4 - Link Reclamation
SEO Tools
• Bing Webmaster Tools • Google Analytics • Google Webmaster tools • Google Trends • SEOMOZ • Raven Tools • Rex Swain Http viewer
Questions
#451Workshop Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
– National Communications Agency Founded in 2004 – 30 Experienced PR, Social Media, and Search Marketing Professionals – Named a 2011 & 2012
Integrated Communications Campaigns The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.
SEO 101 webinar 10 25-2012
SEO 101 webinar 10 25-2012

More Related Content

SEO 101 webinar 10 25-2012

  • 1. #451Workshop Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com A Beginner’s 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, 1,722,071,000,000 searches conducted on Google last year. (Yes, that’s 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 it’s also not free) • Fast • Guaranteed • Fire & forget
  • 6. SEO Has Three Core Components Code 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 • 301’s • Navigation • 404’s • Canonical
  • 7. Search Engine Results Page (SERP) Search Query Paid Results Organic Results
  • 10. Code
  • 11. Code - Technical Considerations  User Input Requirements  Site Security Technical issues  Cookie Implementation limit search index  Robots.txt  Frames inclusion  Broken Links & 404 Trapping  Server Load Balancing  URL Redirection  <Noscript> Tags  Internal Navigational Elements  Internal Linking  Domain and URL structure  Session IDs  Flash
  • 12. Check for Indexing Use the “site:” command on Google, Bing, & Yahoo. If site is not indexed, need to find what is preventing search engines from crawling.
  • 13. Optimized URL Short, descriptive urls are optimal. It is very important the url for your webpage contains your keyword phrase and is no longer than 100 characters.
  • 17. 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
  • 18. Information Architecture As few clicks as possible for user to get to content they are searching for
  • 19. Redirects The Power of 301 Redirects
  • 20. Robots.txt What is Robots.txt? The robots exclusion protocol (REP), or robots.txt is a text file webmasters create to instruct robots (typically search engine robots) on how to crawl & index pages on their website. http://www.451marketing.com/robots.txt
  • 21. 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? <meta name="robots" content="noindex">
  • 22. Content Everything in SEO, and broader online marketing, starts with content
  • 23. Content - Performance Considerations  Site Optimization Tags Opportunities to increase  Content Gaps search visibility  Optimizing Website Content  Internal Linking Convention  Mirror Domains and Duplicate Content  Sub-Domain Strategy
  • 24. Keyword Research Keyword To get optimal traffic from search engines, need to Research create content around ht How can you find the best keywords to include in your content?
  • 25. Before You: • Consult a keyword tool • Analyze keyword density • Rewrite any content Sit down and perform a Google search.
  • 26. Keyword Research Analyze 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?
  • 27. Keyword Research Q: For what Google search should you rank #1? A: “innovative, creative, game- changing”
  • 28. Keyword Research Q: What do you do/make/sell? A: “Oh. Cloud-based storage for small business”. “Keyword Research begins by admitting that you may not have all the data” – Totally wise man
  • 29. Determining User Intent Navigational Queries Informational Queries 80%of all Searches Transactional Queries
  • 32. Keyword Research I. Brainstorm Search Queries • What would users who know my products type in? • e.g. full suspension mountain bikes • What about users who don’t know about my products? • e.g. mountain bike car racks • What are some searches I DON’T want to show up for? • e.g. BMX bikes
  • 33. Keyword Research II. Research Chosen Keywords adwords.google.com/o/KeywordTool www.wordtracker.com www.keyworddiscovery.com www.compete.com www.spyfu.com
  • 34. Keyword Research II. Research Chosen Keywords Use “Exact Match” Be careful about “Phrase” + “Broad”
  • 35. Google Trends http://www.google.com/trends
  • 36. Internal Search Logs #2 Searched Term: “bed spreads”
  • 37. Competitive Research Restrict query to competitor’s domain
  • 39. Optimized Titles Title Tag and Headings These are the strongest on-page indicators to the crawlers of what your content is about. Heading (H1 Tag)
  • 40. Keyword Density (Nkr/Tkn) * 100 Percentage of times a keyword appears on a web page compared to the total number of words on the page Rule of Thumb: 4% - 250-500 words http://tools.seobook.com/general/spider-test/
  • 41. Optimize HTML Tags View Source Right click web page and select view source Primary objectives should be accomplished from the homepage
  • 42. Optimize HTML Tags Title Tag Title tag is main text that describes an online document. It is the single most important on-page SEO element (behind overall content) and appears in three key places I. Browser II. SERP III. External Websites (esp. social media sites)
  • 43. Optimize HTML Tags Title Tag Optimal Format Primary Keyword - Secondary Keyword | Brand Name or Brand Name | Primary Keyword and Secondary Keyword Best Practices Less than 70 characters, as this is the limit Google displays in search results
  • 44. Optimize HTML Tags Meta Description Meta Descriptions, provide concise explanations of the contents of web pages. They are used by search engines on search result pages to display preview snippets for a given page
  • 45. Optimize HTML Tags Meta 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 page’s meta description is key Best to keep meta descriptions between 150-160 characters
  • 46. Optimize HTML Tags H1 Tag At a minimum, make sure that your primary keyword or phrase for the page is enclosed in an H1 tag
  • 47. Optimize HTML Tags Meta Keywords The meta tags are the main keywords for the page
  • 49. Address & Phone Number Add to every page Company Name Street Address City, State Zip 555-555-5555
  • 50. Copyright Date Ensure it is updated annually
  • 51. Check Browser Compatibility View site in Mozilla Firefox, Internet Explorer, and Safari. Remember to do this on Mac and PC
  • 52. Set Up Google Analytics Sign up/verify Google Analytics. Let GA run for two weeks before doing any SEO to determine a baseline
  • 53. Evaluate Visual Design of Site If site drives people away, no amount of SEO will help
  • 56. The Basics of Link Building
  • 57. #1 - Manual Link Submissions/Requests
  • 58. #2 - Competitive Link Research/Acquisition
  • 59. #3 - Linkbait & Viral Campaigns
  • 60. #4 - Link Reclamation
  • 62. • Bing Webmaster Tools • Google Analytics • Google Webmaster tools • Google Trends • SEOMOZ • Raven Tools • Rex Swain Http viewer
  • 64. #451Workshop Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
  • 65. – National Communications Agency Founded in 2004 – 30 Experienced PR, Social Media, and Search Marketing Professionals – Named a 2011 & 2012
  • 66. Integrated Communications Campaigns The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.

Editor's Notes

  1. Code is more on the technical side. We’ll usually be talking to your vendor about the technical changes we make to make sure that your site can be easily spidered by search engines. These are a few of the things we check when looking at a site, if you have cookies implemented on the site, how easily navigable your site is, whether there’s any flash.
  2. Next we have content. A few of the things we check for are keyword rich content, search-friendly urls, optimized and unique meta descriptions and keywords. For instance, on party of gold’s site, the meta descriptions and keywords were all exactly the same on each page, so we need to make sure to change that.
  3. Intro to 451 Marketing