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  1. Fueling the SEO Engine Alyson Harrold UC Berkeley Extension May 4, 2013

  2. Who I Am • Agency, media, corporate marketing background • Online Marketing Agency • Collaboration of Technical & Creative • SEO • WordPress Websites • Online marketing audits • PPC • Content marketing • Etc, etc, etc....

  3. Today's Takeaways 1. What is Organic SEO? 2. SEO & Buying Cycles & Keywords 3. Real-World SEO Practices • Keyword Research • Free Tools • Hiring SEO Practitioner • SEO Writing Template (Bonus if time)

  4. It’s a SECRET

  5. SEO Definition

  6. Keyword • Misnomer • Actually a search phrase or string • “red patent leather shoes” • “Thai restaurant Palo Alto”

  7. Indexed A web page, image, or other piece of content that a search engine has added to it’s database

  8. SERP • Search Engine Results Page • Serves up possible answers to a search phrase, query, keyword

  9. Organic SEO • Fuel is Content • Quality • Quantity • Recency • Relevancy • Excludes anything Paid • Changes ALL the time

  10. SEO Cycle

  11. Search Engine Spiders & Bots

  12. Blindly Harvest Content

  13. Index Content at HQ

  14. Search Engine Results Page

  15. Search Engine Results Page

  16. Title & Meta Description • Mini Ad • Psychology Behind It • Caution against defaults

  17. #1 Goal of Search Engines • Deliver positive experience for the Human Searcher • Most current content • Most relevant content • Fast & responsive sites • On Topic – clear & focused message • Authority • Other quality sites linking = votes of confidence

  18. The Buying Cycle

  19. Keywords “An effective Web marketing plan requires an understanding of the ways your buyers speak and the real words and phrases they use. This is not only important for building a positive online relationship with your buyers, but also for planning effective search engine marketing strategies.” David Meerman Scott Author, The New Rules of Marketing & PR

  20. More About Keywords • Research • Website Architecture • Optimized Content

  21. Buying Cycle & Keywords

  22. Website Architecture Blog Analytics Content Marketing WordPress SEO

  23. Elements of Keyword Research • Similar Sites • Customer Search Behaviors • Trend Analysis • Map Keywords to Buying Stage

  24. Keyword Research • Brainstorm list • Ask friends & family to brainstorm some more • Sort keywords by topic • Dump list into Keyword Tool • Get more suggestions from Google

  25. Google AdWords Keyword Tool

  26. Google AdWords Keyword Tool

  27. ... and more Research • Rinse & repeat ‘til nothing new emerges • Export to massage data • Sort by topic • Identify up-trending / dying keywords • Look for localization info • Massage data some more

  28. Google.com/Trends Index of 83 Holiday Season

  29. Google Insights for Search More suggestions Can Drill Down to State & Metro Area Levels

  30. ... and in Perfect World • Analyze by benefit (# searches) • Benefit-to-Opposition Ratio • Sort by Topic • Map to Buying Cycle (Sales Funnel) • Create Website Architecture

  31. Buying Cycle & Keywords

  32. Real World SEO • Typical to have a website built without SEO structure • Do Research Anyway (abbreviated) • Be Realistic About Competition • Use Keywords in Content

  33. A Word About Optimized Content • Optimized Content = Purposeful Use of Keywords • No Stuffing • Natural – human first, bot second

  34. Optimization Rule of Thumb A word onceon a page is… A word twiceon a page is… A word three times on a page is… A Word on a Page A Mention A Keyword

  35. Another Word About Optimization • Optimize each web page & blog post • Use keyword research • No Default Meta data • Internal links to support SEO architecture

  36. SEO Tactics: Blogging • Commit to a schedule • Establish system to troll for inspiration • Create editorial calendar

  37. Collaborative Blogging • Establish criteria for guest posts: • Writing quality • Topic relevance • Brand voice • Assign or Agree on appropriate keyword • Authorship (links author to Google+ with search)

  38. Not Just for Websites

  39. Other SEO Elements • Site Speed • Google Authorship • Links Author and Google+ and Search • Google Places • Reviews • Social Media • Low Bounce Rates

  40. Tools We Use • Free • Google AdWords Keyword Tool • Google Insight for Search (Trends) • Google Analytics • Webmaster Tools • WordPress SEO by Joost • Paid • SEO Ranking Tool (SEOmoz) • Content Optimization Tool (Scribe)

  41. White Hat vs. Grey Hat SEO

  42. Interview Questions • Who owns data • White Hat or Grey Hat techniques • Is any work outsourced (if so, where) • What’s the content strategy (who does what) • What’s included (training, status meetings, etc) • Benchmarks & measurements

  43. SEO Cycle