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The description we used to promote the webinar:
SEO doesn't have to be complicated. Join this session to focus on the basic strategies you'll need to see changes with Google and other search engines. Learn about how to use titles and descriptions, website content, as well as proper use of header tags to move from "SE-Oh-no!" to "S-E-Oh my goodness that was easy!"
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SEO Basics for Small Businesses and Entrepreneurs
From "SE-Oh-no!" to "S-E-Oh my goodness that was easy!"
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Goals for Today’s Session• SEO Basics• The Search Landscape• How Do Search Engines Work• The SEO Process• How SEO is Evolving• Additional Resources
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SEO BASICS
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SEO is…• “…the art and
science of improving websites, web pages and other digital features so they are accessible, relevant, attractive and therefore highly visible to both users and search engines, thus improving the volume and quality of traffic coming to a website from natural search results for target keywords.”
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Defining SEO
• SEO is carefully controlling variables (on‐page and off‐page) when creating or editing digital content (web pages/sites (desktop or mobile), apps, videos, local listings) for greater visibility in natural search (organic) results.
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Fundamentals of SEO
Search Query Relevance
The relevance of page’s topical focus related to a targeted keyword phrase.
TechnicalPractices
Factors for regulating and improving the efficiency of natural
crawls.
Search Crawler Visibility
The ability for a site or a page to be seen by search crawlers.
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SEO VocabularyOn‐Page Factors: The Basics
• SERP: Search Engine Results Page • Meta Tags
• Title Tag (sometimes referred to as meta title): What shows up in a webpage’s browser bar and the first entry in the SERP
• Meta Description: The one‐ or two‐sentence description underneath a title in a search result.
• Keyword (or query): What people type when performing an organic search
• Alt tag: An alternative tag for images to help search engines understand which keywords images should be ranked for. Site Architecture (crawl stats, site speed, URLs)
• Header Tag: What is normally the biggest or boldest headline on a page
Off‐Page Factors: The Basics• Backlinks: Links that are coming to your site
from other sites.• Social Signals: Facebook Likes, Tweets,
Google +1’s, shares and comments help search engines understand that the more people talk about a website, the higher it should be ranked.
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THE SEARCH LANDSCAPE
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Search Landscape• Search Engine Market Share (US)
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Most Search Traffic Goes to Organic
10%
55%
35%
Source: J. Jensen, Penn State
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HOW SEARCH ENGINES WORK
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How Do Search Engines Work
Search Engines use software called Bots or Spiders to scour the web
These Bots and Spiders find new websites and web pages by following links on a web page
Once they find a web page, they “read” the text‐based content…
…and the Search Engine stores this data into a huge library called an Index
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What Google Does When You Search
When you search for something on Google…
…and before displaying a list of web pages it uses its Algorithm to calculate which ones best match your search query…
…the Search Engine reaches into its large Index…
…then it presents you with search results that are related to your query…in under 1 second
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How Search Engines Rank Pages?hockey gearRelevance
Search engines pick content from their
indices based on what they “believe” to be relevant for the search query (i.e. sites about hockey gear).
Authority / Trust
Standing out from other relevant sites based on what other sites or users think of your site (i.e.
number of links – example link building).
Ranking is based on relevance
Ranking is based on authority &
trust
Results
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How Search Engines Evaluate Relevance?
hockey gear
Relevant Results
Hockey retailers
Hockey how‐to articles
Fitness / Sporting goods
Search engines are able to
understand a lot about
semantic and thematic
connections between words and content. Based on this understanding
they can evaluate relevance.
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How Search Engines Evaluate Authority?
hockey gear
Authority & Trust
Your site
Non‐topical sites or blogs
Search engines are able to evaluate
authority based on the qualityand quantity of links pointing to your site as well
as by understanding the proximity of your site to key
& trusted content hubs
(i.e.: BBC, News, etc.) .
Business listings or directories
Social profiles
Government sites
(trusted)
Other sites in your industry (relevant)
Hockey sites or blogs (relevant)
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THE SEO PROCESS
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Fine‐tuning titles and Meta descriptions (visible in
search results)
How SEO Can Help Ranking Your Site Higher?
Improving the site’s copy to make it more
relevant
Optimizing internal &
external links
On page(40% impact)
Off page(60% impact)
Optimizing images
Building links to your site
Distributing online press releases
Building & optimizing local business listings
for your property
Helping to optimize your social presence
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Search Engine Ranking Factors
• On‐Page Factors:– Content (quality, freshness, keywords, enagement)
– HTML (title tags, meta descriptions, header tags)
• Off‐Page Factors:– Links (quality, number of links, age of link)– Social signals (number of shares, reputation)– Trust (authority, history)
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What are the Key Elements of SEO?On‐Page Off‐Page
Technical
Web design and development aspect
Content
Unique and relevant information
Reputation
Quantity and quality of links or mentions
to a site
KEYWORD RESEARCH & STRATEGY
Accessability Relevance Attractiveness
ON GOING PROCESS
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Keyword Research
•Constant innovations from search engines
•Increasing SEO activity from your competitors
•The searching behavior of your audience
•Figuring out which keywords to focus on
Keyword Focus
Searcher Behavior
Search engine
innovation
Competitor Activity
Challenges
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The Search Demand Curve
High Competition
Low Competition
High Probability of Conversion
Low Probability of Conversion
“marketing”
“search engine marketing”
“search engine optimization marketing”
• Top‐level keywords (1 word phrases) have high search volume, high competition, and low conversion rates
• Long‐tail keywords (descriptive phrases) don’t have much search volume, but have less competition and are much more likely to convert
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Factors in Choosing the “Best” Keywords/Phrases to Target
Competition Level(difficulty in achieving top rankings)
Search Volume(quantity of queries per month)
Value of Visitor(performs desired action/converts)
Paid Search Objectives(Improve Quality Scores, Lower CPCs)
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Technical Factors
MetaSite
Titles Content
LinksPages
• Google Webmaster Tools screenshot
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Content Optimization
CopyImages
Headings
Site links
Links
Page Title&
Meta Tags
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Amplify Core Page Relevancy with Semantic Markup
• Search engines are better able to determine the pageʹs topical relevancy when heading tags correctly outline the flow of content
• Heading tags define the hierarchal structure of the page content and are a key component in writing semantically correct and standards‐compliant HTML
• Heading tags add SEO value by:– Giving stronger keyword relevance to tagged phrases– Providing a focus for a given body of text
• One H1 tag per page should summarize the entire focus of the page. Good H1 tags answer the question: “What is this page about?”
• H2‐H4 tags should be used for headline content that introduces subsections of the page
Highest Topical PriorityBroadest Topical Focus
Lowest Topical PriorityStrictest Topical Focus
H1 – Defines Entire Page
H2 – Defines Sections
H3 – Defines Subsections
H4 – Defines 3rd Level Sections
H5 – Defines 4th Level Sections
H6 – Defines 5th Level Sections
Highest Topical PriorityBroadest Topical Focus
Lowest Topical PriorityStrictest Topical Focus
H1 – Defines Entire Page
H2 – Defines Sections
H3 – Defines Subsections
H4 – Defines 3rd Level Sections
H5 – Defines 4th Level Sections
H6 – Defines 5th Level Sections
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Title Tag Best Practices
• Title tags are the most important on‐site element to influence rankings
• Each title tag should be descriptive, relevant & unique for each page
• Although engines weigh the entire title tag, they only display the first 66‐70 characters
• Title tags should help searchers & spiders understand the focus of a page
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Meta Descriptions Best Practices
• Meta data is no longer used in ranking factors; however, the meta description is displayed on the SERPs
• Therefore, relevant & optimized descriptions can enhance CTR (click‐thru rate)
• Meta descriptions should be between 150‐160 characters with relevant keywords
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What You See is Not Always What You Get
• Only text in HTML can influence SEO relevancy
• Images, videos and other rich media are not visible to search engines
• Terms you’re trying to optimize towards should be used as HTML text (ideally)
What the End User Sees
What the Search Engine Sees
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What Makes a Quality Link• How does a search engine determine quality of a link?
That too is based on a mathematical formula: Trust + Relevance
QualityRelevanceSites that focus on a singular topic are more relevant than a site that focuses on everything
For example, GunzosHockey Headquarters would be seen as a more relevant site than Sports Authority for hockey gear keywords
TrustA link from reputable sources such as .edu, .gov, or .mil is treated with greater importance and weight than a link from poker‐viagra‐cheapest.info
Links from publications like – The New York Times – are treated as more reputable & trustworthy than NatesWineReviews.com
High Quality Site linking to your site helps you rank 1st
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QualityRelevanceSites that focus on a singular topic are more relevant than a site the focuses on everything
For example, Boing Boing would be seen as a more relevant site than The Metromix for Sportchek
NOT ALL LINKS ARE TREATED EQUAL
TrustA link from reputable sources such as .edu, .gov, or .mil is treated with greater importance and weight than a link from poker‐viagra‐cheapest.info
Links from publications like – The New York Times – are treated as more reputable & trustworthy than nateswinereviews.com
High Quality Site linking to your site helps you rank 1st
How does a search engine determine quality of a link? That too is based on a mathematical formula: Trust + Relevance
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Local SEO
List title
Reviews
Images
Flag on map
Business address & Description
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Increase Visibility across More Digital Assets (with SEM & SEO)
• SEM= TrueView promotion• SEO = Channel & video‐level optimizations
• SEM = PPC, Promoted Posts, FB ads• SEO = Target Keyword/URL promotion in posts
• SEM = Promoted Tweets• SEO = Target Keyword/URL promotion in tweets
• SEM = TBD per future Google announcement• SEO = Circle Strategy influence, Cross-Channel Promotion
Guidance, Target Keyword/URL promotion in posts
• SEM = Mobile apps• SEO = functional keyword research to optimize
both apps and mobile ads
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HOW SEO IS EVOLVING
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SEO Goes Beyond Ranking a WebpageShelf Space Domination with enhanced organic search results
To dominate the ‘earned’ piece of the shelf, sites need to be optimized to deploy rich snippets and sitelinks to capture more page real‐estate than a traditional organic listing.
Social media signals will play a bigger and bigger role in how engines assign rankings
Engines use social behavior as a way to understand and categorize search intent. This data should inform non‐branded keyword optimization strategy
All digital assets must be treated as opportunity to dominate resultsSearch engines understand that some users/queries are best served with video content. Our strategy is to identify these instances and ensure we are there with a video in organic results
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Customization is the New Frontier• Google analyzes searches
for “intent” and organizes search results accordingly
• Search Engines determine which keywords have local intent and change the SERP to display local results
• For “lawn mower”, Google factors the location of the searcher to deliver localized results, optionsfor buying a lawn mower as well as general information on lawn mowers to capture intent
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• Helps Google identify patterns in content that appears to be ‘over‐optimized’
• Eliminates pages that ‘farm’ content in search results
• Makes it more difficult to engage in unethical SEO
• Rewards marketers that appeal to a user first (and then the engine)
• Enhances Google’s already‐robust spam detection
• Reduces ‘credit’ given to directories and poor quality sites
• Effectively puts ‘link brokering’ out of business
Algorithms are always evolving!Panda Penguin
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How to Avoid the Wrath of the Penguin
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• PR Initiatives
• Engaging with Bloggers
• Social Media Sites (Facebook, LinkedIn, Twitter)
• Setup Link Relationships with Partners/Vendors (Lowe’s, Home Depot).
• Q/A Sites (Yahoo Answers)
• Information Sites (Wikipedia)
• Reputable Directories
• Off Line Marketing Initiatives
• Pay for Links
• Participate in Link Farms
•Participate in Content Farms
• Participate in Link Exchanges
• Build a websites for the purpose of Link Building
• Place excessive links within “Comments” sections of websites.
• Anything that doesn’t directly market your product or spread relevant information
Do These NEVER EVER do these
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The Perfectly Optimized PagePage Title: Widgets at Example Site: Blue Widgets & More
Meta Description:Browse our fine, high quality blue widgets at Example Site. Shop our line of blue, red, and green widgets today!
• URLs, page titles, meta descriptions, H1 tags, and body text should all include targeted keywords
• This helps to increase traffic to the page and keyword rankings
H1 Headline:Great Blue Widgets
Photo of a Widget (with Alt Attribute):
Blue Widgets
Image Filename:blue-widget.jpg Body Text: _________________
__________blue widgets___________________________________blue widget_______________________our products, including blue widgets,____________________________________Check out our selection of high quality blue widgets_______
Page URL: http://www.examplesite.com/products/blue-widgets
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ADDITIONAL RESOURCES
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• Recommended Books• The Art of SEO: http://www.amazon.com/The‐Art‐SEO‐Mastering‐Optimization/dp/0596518862
• Everything I Know about Marketing I Learned from Google: http://www.amazon.com/Everything‐about‐Marketing‐Learned‐Google/dp/0071742891
• Recommended Websites & Blogs• SEOMoz.org : http://moz.com/• SEOMoz.org Blog: http://moz.com/blog• Google Webmaster Tools Blog: http://googlewebmastercentral.blogspot.com/• Search Engine Land: http://searchengineland.com/• Google SEO Starter Guide:
• http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search‐engine‐optimization‐starter‐guide.pdf
ADDITIONAL RESOURCES TO HELP YOU OUT
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Q&A
Thank you!
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