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Search Engine Optimization

Search Engine Optimization

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Search Engine Optimization

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  1. Search Engine Optimization Jenn Mathews (SEOGoddess)

  2. Who am I? Twitter.com/SEOGoddess Facebook.com/theSEOGoddess SEOGoddess.me

  3. What We Will Be Covering: ? • What is SEO? • Why SEO? • How Search Engines work • How people use Search Engines • Keyword Research • Keyword Placement • Checklist – • Internal SEO Checklist • External SEO • SEO & Social Media • What not to do • Advanced SEO • -Getting buy in -Analytics • -SEO in an Org -Maximizing ROI • -Projects

  4. What is SEO? Search Engine Optimization

  5. Keywords • User types in key word • User types in 2 word phrase • User types “long tail” key term Search Engine Computer Laptop Computer 500GB Laptop Computer Search As the user is researching they will type more specific words and phrases to find exactly what they are looking for.

  6. The Results

  7. Why SEO? • Roughly 9 Billion searches each month on Google alone • Conversion rates 120%-180% more than banner advertising, social media, or traditional marketing

  8. How Search Engines Work User searches with key word • Computer program called “spiders” find websites, look through the websites for words, store those words on a server. • User types in a word, computer program (search engine) find the matching word on the server, shows the results. Search Engine User Interface Results World Wide Web Database of information about web pages collected by robots, crawlers, and spiders Web robots, crawlers, and spiders

  9. What We See What a Search Engine Sees • We see styles, fancy fonts, images, interactivity, and general user experience. • Search engines see letters (symbols), words (symbols grouped together parted by spaces), punctuation, and limited html tags like <a href=“link”> and <imgsrc=“picture” alt=“text for image”>

  10. Database

  11. What Happens? • User enters key term and clicks “search” 500GB Laptop Computer Search Search

  12. What Happens? • The program (Search Engine) looks through the database and pulls up the results that have the most relevence 500GB Laptop Computer 500GB Laptop Computer

  13. How People Use Search Engines #1 Paid Results #4 Paid #3 Standard Natural Results Title, Description #2 Special Results Videos, Products, Images, etc

  14. Heatmap – Eye Tracking 2005 = click • In 2001-2004 the first position was the most coveted as users would click the first result without reading the title and description, or simply click “I’m feeling lucky”. • In 2005-2009 users began spending more time reading the title and description, clicking multiple results, and coming back again with longer more precise search terms. User stays within the first couple of results then scans the rest of the page briefly

  15. Heatmap – Eye Tracking 2011 • Google and other search engines (more specifically Bing) have performed extensive research to proved their users with more relative results and interactivity. • In 2010-2011 users are now spending more time browsing around the results page and access features provided by the search engines. User still stays within the first couple of results, but spends less time at the top portion and more time looking at the first 5-7 results.

  16. Get to know Search Engine Features • Google • Language • Number of results • Personalized results (Google Account) • Location • Search History • Social (friends suggestions +1) • Suggestions • Google Instant http://www.google.com/help/features.html

  17. Get to know Search Engine Features • Bing (Microsoft) • Suggestions • Blue=popular • Purple=your history • Answers • Social • Facebook • Likes • Friends

  18. Get to know Search Engine Features Specific Searches • Websites • Video • Images • Maps • Travel • Shopping • Location (brick and mortar)

  19. Keyword Research • Wordtracker • Wordstream • Google Keyword Tool

  20. How to Select the Right Keywords • Type in your general word or phrase (one or more) • Add your website (or leave blank if you don’t have one yet) • Choose advanced options (desktop systems, mobile, local, etc) • Click “search”

  21. Your Suggested Key Terms • Selecting Terms • Choose the terms that are closest to your target. • Competition • Number of websites that show up for the term • Monthly Searches • Number of times that term is search in a month • Local – number of times a local search is performed

  22. Sets of Terms • Blanket Terms • Select few broad terms that represent the whole website • Categorical Terms • 2-3 word phrases describing each section of the website (directory or microsite) • Specific Terms (or longtail) • 4-5 word phrases for specific pages (or files)

  23. Keyword Placement Blanket Terms • The 2-3 broad words you chose that “describes” your entire website Homepage Title and within every title of every page within the website. Within the Meta Description of the Homepage, and on every page of the entire website (somehow) Within the body of the homepage (preferably within a 200-300 word description of your business, website, product, etc that if for the user to quickly understand what your website is about) Within the body of every page of the entire website at least once – preferable once at the beginning of the content on each individual page, and again towards the bottom. (Do not just place the terms in commas, with periods, or standalone in the same spot on every page. They MUST be within the content and naturally flow with the rest of the copy) Within Image alt tags (in a way that still describes the image if possible, if not possible don’t do it)

  24. Keyword Placement Categorical terms • The 2-3 word phrases (terms) that describes a section of the website. Within the Title of the main page and the supporting pages in that section. Within the Meta Description of the main page and the supporting pages in that section. Within the body content of the main page and the supporting pages in that section. (preferably at least once and up to 3 times – beginning, middle, and end of the unique content.)

  25. Keyword Placement Longtail terms • 4-5 word phrases that an individual page is about. Within the Title of the individual page. Within the Meta Description of the individual. Within the body content of the individual page. In the URL of the file In the heading of the file Within the anchor text of the link pointing to the page (either internally or externally) In general, the page should be focused on these terms

  26. Keyword Densities • Spread the keywords throughout the page evenly. • For Example: • Don’t place 10 key terms within the first 300 words of the page, distribute them through all 600-900+ words.

  27. Simple Right? Not Really… • Keyword Placement • Title • Description • Body content • URL (domain, directory, filename) • Keyword Densities • Internal Linking • External Links • Age (Domain/files) Algorithms

  28. Checklist – Internal SEO Keywords Keywords in <title> tag Keywords in URL Keyword density in document text Keywords in anchor text Keywords in <alt> tags Keywords in metatags Metatags <Description> metatag <Keywords> metatag <Language> metatag Links - Internal Anchor text has key term(s) in links Content Around-the-anchor text is relevant Content Unique content Frequency of content change Age of document File size Content separation Poor coding and design Duplicating Content = NO Invisible text = NO Domains & URLs Keyword-rich URLs and filenames Site Accessibility Sitemap Website size Website/Domain age File Location on Site Domains versus subdomains Top-level domains (TLDs) Hyphens in URLs URL length IP address Other robots.txt Redirects (301 and 302) Social Actions Google +1 Facebook 'Like' or 'Recomend" Facebook comments Twitter "tweet" OGP - Open Graph Protocol

  29. Checklist – External SEO Links - External Quality of source of inbound links Links from similar sites Links from .edu and .gov sites Age of inbound links Links from directories Links from Social Media Links on pages that include social actions Social Actions Website shared Pages shared +1 in search results (Google) Shared links 'Like'd (Bing only)

  30. SEO and Social Media • Internal • Sharing • Commenting • OGP • Embedding • External • Profiles/Pages • Content • Social Actions • Commenting + =

  31. Socially Internal for SEO • Share Buttons • Facebook • Twitter • Linkedin • Google+ • StumbleUpon http://developers.facebook.com/docs/reference/plugins/like/ http://twitter.com/about/resources/tweetbutton https://developer.linkedin.com/plugins/share-button http://www.google.com/intl/en/webmasters/+1/button/index.html http://www.stumbleupon.com/badges/

  32. Socially Internal for SEO • Commenting • CMS • Gadgets • plugins • modules • add-ons • Facebook • External Add-ons http://developers.facebook.com/docs/reference/plugins/comments/

  33. Socially Internal for SEO • Open Graph Protocol • Basics • og:title • og:url • og:image • og:description • og:site_name • Location • Contact Info • Video • Audio • Product OGP.me <head> <title>website/page title</title> <meta property="og:title" content=“Title of Website/Page" /> <meta property="og:url" content=“http://website.com/page.html" /> <meta property="og:image" content="http://iwebsite.com/images/pic.jpg" /> • <meta property="og:tdescription" content=“The description of the website or page." /> ... </head>

  34. Socially Internal for SEO • Embedding • Twitter • Facebook • Linkedin • YouTube Videos • Slideshare Activity Feed http://developers.facebook.com/docs/reference/plugins/activity/ Recommendations http://developers.facebook.com/docs/reference/plugins/recommendations/ Widgets http://twitter.com/about/resources/widgets Plugins https://developer.linkedin.com/plugins

  35. Socially External for SEO • Profiles/Pages Use social networking websites to establish a solid presence in the search results. Knowem.com

  36. Socially External for SEO • Content • Sharable Content • Guest Blog posts • Profile Content • Tweets/Updates

  37. Socially External for SEO • Social Actions • Share • Tweet • Check in

  38. Socially External for SEO • Commenting • Blogs • Articles • Products • Updates I like your ……

  39. Don’t • Hidden text • Hidden links • Keyword stuffing • Artificial traffic • Cloaking scripts • Doorway pages • Duplicate content • Buying links • Link exchanges • Frames • Title stacking • Spam blogs with comments Black Hat SEO - http://wppw.me/6hjix

  40. Advanced SEO • Getting Buy In • Analytics • SEO within the Org • Maximize ROI • Projects

  41. Getting Buy In • Boss • Client • Designer • Developer • CEO • Legal • PR • HR • Finance $ SEO =

  42. Analytics

  43. Within the Organization • Make friends • Communicate • Educate

  44. Maximize ROI • Monitor • Tools • Chase the Longtail • Use PPC Data • New terms

  45. Projects • Question/Answer • Set Goals • Support Programs • Support Promotions • Ideas • Test

  46. Thank You! Twitter.com/Wappow Facebook.com/Wappow Wappow.com