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

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fueling the seo engine

Fueling the SEO Engine

Alyson Harrold

UC Berkeley Extension

May 4, 2013

who i am
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....
today s takeaways
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)
  • Misnomer
  • Actually a search phrase or string
    • “red patent leather shoes”
    • “Thai restaurant Palo Alto”

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

  • Search Engine Results Page
  • Serves up possible answers to a search phrase, query, keyword
organic seo
Organic SEO
  • Fuel is Content
    • Quality
    • Quantity
    • Recency
    • Relevancy
  • Excludes anything Paid
  • Changes ALL the time
title meta description
Title & Meta Description
  • Mini Ad
  • Psychology Behind It
  • Caution against defaults
1 goal of search engines
#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

“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

more about keywords
More About Keywords
  • Research
  • Website Architecture
  • Optimized Content
webs ite architecture

Website Architecture



Content Marketing



elements of keyword research
Elements of Keyword Research
  • Similar Sites
  • Customer Search Behaviors
  • Trend Analysis
  • Map Keywords to Buying Stage
keyword research
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
and more research
... 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
google com trends

Index of 83



google insights for search
Google Insights for Search

More suggestions

Can Drill Down to State & Metro Area Levels

and in perfect world
... and in Perfect World
  • Analyze by benefit (# searches)
  • Benefit-to-Opposition Ratio
  • Sort by Topic
  • Map to Buying Cycle (Sales Funnel)
  • Create Website Architecture
real world seo
Real World SEO
  • Typical to have a website built without SEO structure
  • Do Research Anyway (abbreviated)
  • Be Realistic About Competition
  • Use Keywords in Content
a word about optimized content
A Word About Optimized Content
  • Optimized Content = Purposeful Use of Keywords
  • No Stuffing
  • Natural – human first, bot second
optimization rule of thumb
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

another word about optimization
Another Word About Optimization
  • Optimize each web page & blog post
  • Use keyword research
  • No Default Meta data
  • Internal links to support SEO architecture
seo tactics blogging
SEO Tactics: Blogging
  • Commit to a schedule
  • Establish system to troll for inspiration
  • Create editorial calendar
collaborative blogging
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)
other seo elements
Other SEO Elements
  • Site Speed
  • Google Authorship
    • Links Author and Google+ and Search
  • Google Places
  • Reviews
  • Social Media
  • Low Bounce Rates
tools we use
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)
interview questions
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
bonus seo writing template
Bonus: SEO Writing Template
  • Focus Keyword before Writing
  • Title Tag (aka SEO Title)
  • Meta Description
    • Limited characters, keywords upfront
    • Mini ad that sets up expectation
  • URL
    • Relevant to title
    • Include keyword
bonus seo writing template1
Bonus: SEO Writing Template
  • Header (H1 Title)
  • First Paragraph
    • Keyword near beginning
    • Summary
  • Quality Content
    • Brand Voice
    • Scan-able
    • Visual Appeal