seo 101: finding yourself – mobilizing the public 2017
TRANSCRIPT
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SEO 101: Finding Yourself
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What is SEO 01Topics not keywords 02
Into the SERP and On Page SEO 03Content 04
Technical SEO 050607Q&A
Links
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What is SEO anyway?
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Visibility
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Relevance
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Authority
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Search Engines Explained
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Crawling
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Indexing
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Ranking
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RankBrain (2016)
Machine learning for relevance
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Topics, not keywordsCreating Content for Users
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Old way
My Dog
My dog’s name is Alfred. He’s a great dog. Some small
dogs are yappy. Not Alfred. He’s a total prince. Except
when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously
consider jamming him in the microwave. But that dog is so damned adorable I just can't wedge him in there.
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New way
My Dog
My dog’s name is Alfred. He’s a great pup. Some small
breeds are yappy. Not Alfred. He’s a total prince. Except
when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously
consider jamming the mutt in the microwave. But he's so damned adorable I just can't wedge him in there.
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Into the SERP
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Search Engine Results PageOrSERP
Desktop
Mobile
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Ads
Sold at auction
PPC
AdWords
Bing Ads
25% of all clicks
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Knowledge Graph
Impossible to buy
Google decides
Organic
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Local Pack Results
Organic
Requires Google My Business account
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Organic rankings
Impossible to buy
1000s of factors
75% of all clicks
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Title tag
Meta Description
URL
Sitelinks
Meta Data
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On Page Elements
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Title Tag
65 characters or less
Contains the target keyword or question
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Meta Description
156 characters or less
Contains the target keyword or question
Encourage clicks
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Image ALT Tags
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Tools: Portent SEO Page Review Plugin
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Content
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Blog posts
Everything is Content
Informational resources (whitepapers, studies, infographics, etc)
Videos and images
On page content (About Us, What We Do, etc)
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Tools: Answer the Public
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Canonicalization/Duplication
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Panda (2011)
“Thin” content devalued
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Navigation and UX of Content Blank Sheet of Paper Test
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Technical SEO
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Site Speed
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Tools: Webpage Test
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Optimize Images
Use the right file format
Use JPG for photographs and photographic images
Use PNG for line art, logos, etc.
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12 kb 22 kb
PNG JPG
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Compress Images
Tools: ImageOptim
Compress before uploading
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1.4 MB
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266 KB
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Response codesThree little digits that control your site
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Good
PagePage
200
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OK
PagePage
301
Page
Authority OK for now
But decays
I’m gone forever. Please
move on.
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Not OK
PagePage
302
Page
I’ll be back.
Google passes no authority
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Oy
PagePage
redirect
Page
Higgledy-piggledy
Page
redirect
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A url that doesn’t exist
Server response
Tool: httpstatus.io
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Good
Good
Good
Good
Bad
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Links
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Make use of what you have.
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Google Search Console
Crawl Error Report
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Find Broken URLS… Get New Links!
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Penguin (2012)
Spammy links devalued
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Tools and Resources: https://www.portent.co/finding-yourself
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Q&A
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thank you