Sean Work

Everything You Need To Know About SEO in Just 45 Minutes

@thuelmadsen #KISSwebinar

Join the conversation on Twi!er

Sean Work - KISSmetrics - @seanvwork !Sean Work runs the blog at KISSmetrics.com. He’s been with the team since 2010. He loves working from Southern California, where he can surf, snowboard and camp under bright stars with no blankies.

Today’s presenter

@seanvwork #KISSwebinar

Join the conversation on Twi!er

1 Know Thy Source Code!

2 Don’t Get Duped By Duplicate Content.

3 Backlinks, Content and UX.

What’s Going To Be Covered…

WATCH WEBINAR RECORDING NOW

!

1. This webinar covers the basics. However, it will give you a good SEO foundation and it will keep you out of trouble :).

2. Don’t bank on SEO to be the key driver for your business.

3. You can’t control Google, but you can control what goes on your site.

!

Before we begin…

Know Thy Source Code!

1

What source code looks like…

!

!

It’s simply the code that web browsers “read” to figure out how to display a webpage’s contents.

Google and other search engines read your source code to find out what your site is about. !

Source code isn’t scary…

!

!

On a PC it’s usually CTRL + U

On a Mac / Chrome: View -> Developer -> View Source

On Mac / Safari: Google How :) !

How to view source code:

!

!

!

!

!

!

!

Make sure you only have one title tag per page! !

The Title Tag

The Title Tag

The Meta Description

The Meta Description

!

!

!

!

!

Make sure you only have one H1 heading tag per page!

The H1 Heading Tag

!

!

!

<a href=“h!p://example-website.com”>This is a link to my website.</a>

!

Internal Links and Anchor Text

The “Nofollow” A!ribute

Image Alt Tags

!

!

Don’t use alt tags for decorative images. Use them for: !

• Images of Merchandise

• Diagrams

• Infographics

• Your Website Logo

• Screenshots

• Photos of Team Members

Image Alt Tags

!

!

!

<link rel="canonical" href="h!p://www.quicksprout.com/" /> !

The Canonical Tag

Don’t Get Duped By Duplicate Content

2

!

!

!

!

It’s just something you want to keep to a minimum. !

Duplicate content isn’t a penalty.

!

1. When you repeat the same blocks of text throughout your site.

2. When you publish the same content on various URLs throughout your site.

3. When you publish the same content on multiple domains.

!

So what is it?

!

!

Go to:

h!ps://www.ma!cu!s.com/blog/

!

What you’ll notice is the exact same text is on the blog home page as well as the blog articles.

!

The Classic Blog Problem

!

The Solution: Minimize the amount of duplicate content as much as possible. Like this:

!

!

The Classic Blog Problem (cont.)

!

!

Sometimes you can get out-ranked for your own content.

!

The solution is to require a canonical tag on the syndicated URL. If other sites are syndicating your content with your permission, require that they use a canonical tag that points back to the original URL. !

Syndicated Content

http://example-site.com/abouthttp://example-site.com http://example-site.com/contact http://example-site.com/services

But what is worse is keyword cannibalization.

Backlinks, Content & UX

3

Backlink Basics

!

!

!

For years, this was the majority focus of SEOs…

Trying to get backlinks from as many websites as possible.

And really, all this created was web spam. !

Backlinking Obsessions

!

!

• Don’t buy links

• Don’t do link exchanges

• Don’t set up 100s of sites to link to each other

• Don’t join guest blogging networks

!

Backlinking “Don’ts”

!

!

So How Do We Get Backlinks?

!

Answer: Don’t Worry About Them.

Me want backlinks!!!

!

!

!

Instead: Focus on creating remarkable content.

(see Seth Godin’s book: Purple Cow)

Backlinking - The High Road

!

!

!

“But we make remarkable content and we STILL get no traffic!” - Frustrated Content Marketer

!

There is still a missing ingredient…

!

!

“Without promotion, something terrible happens... nothing!” - P.T. Barnum

!

Barnum says:

!

!

!

!

!

!

!

!

blog.kissmetrics.com/overcome-content-distribution/ (Shannon Byrne)

!

Here’s a great blog post on it…

!

!

!

Have you created a unique page (URL) for each feature and service you offer?

!

!

!

!

!

Some low hanging fruit…

!

!

If you focus on improving your usability, a few things will happen:

• Be!er “time on site” metrics

• Trust will increase

• Popularity will increase: more backlinks, more social shares & more signals that your site is worthy.

!

UX (User Experience)

!

!

Try to make ALL of your content accessible from the home page in 3 clicks or less.

UX - The 3 Click Rule

!

!

!

KISSmetrics allows you to see what marketing campaigns and channels are providing the best ROI. !

How does KISSmetrics help with SEO?

How does KISSmetrics help with SEO?

LOG IN WITH GOOGLE

Start Your Free KISSmetrics Trial

!

!

!

!

blog.kissmetrics.com/webinars !

For more webinars see this page:

Questions?

Thue Madsen Marketing Associate

KISSmetrics @thuelmadsen

Sean Work Director of Inbound Marketing

KISSmetrics @seanvwork

THANK YOU

Sean Work @seanvwork