social media week chicago: seo strategies for pr and social
DESCRIPTION
My SEO Strategies for PR and Social Media presentation from Social Media Week that discusses 2013 changes in Google's Organic Search Algorithm.TRANSCRIPT
Hello,
FOR INTERNAL USE ONLY.
Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation, are the sole property of Cramer-Krasselt and shall not be used without the express written
authorization of Cramer-Krasselt. © 2012 Cramer-Krasselt
Social Media Week
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Twitter: @cramerkrasselt#smw#seoforPR
AgendaWhat is SEOAlgorithm ChangesQuestions
What is SEO?
“SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.”
- Search Engine Land
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Related SearchPopular search queries and
suggestionsImage SearchImages of products and brand
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How does SEO work?
Ultimately, Good SEO is about providing a good user experience and compelling content.
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2.
• Website settings
• Domain & URL usage
• Redirects
• Load Time
• Responsive Design
• Keyword consistency across copy and HTML
• High code to copy ratios
• HTML Tag usage
• Copy visibility
• Originality
• Link text on site and offsite
• Number of links, Shares, +1s
• Links from different IPs
• Domain extension (.org, .edu, .gov)
1. 3.Technical
ArchitectureKeyword &
ContentLinking
What do Search Engines value?
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Recent changes to improve User Experience
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Page Load Time
Device Viewing
In Depth Articles
Authentic Content
Organic Links
Load Time
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Load Time has been a key factor in search engine rankings, but Google continues to elevate it.
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Bad Load Time = Anything greater than 3 seconds
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Source: Aberdeen Group
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Source: http://developers.google.com/speed/pagespeed/insights/
Responsive Design
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“Responsive web design (RWD) aims to provide an optimal website viewing experience…across a wide range of devices”
- Wikipedia
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Search is the #1 activity on mobile devices-ComScore 2013
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Google will soon be penalizing pages that aren’t mobile friendly
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Credibility Through Authorship
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Authorship:
It is a way to tell Google, that you are the writer of a particular article and the sole owner of it.
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Authorship BenefitsCollects SEO Value i.e. AuthorRank
Improved Click Through Rates to content
Improves trust and authority of a topic
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What writers should doMake sure you have a Google Plus page
Notate that you’re a contributor to a site
Keep the name of your page the same as your article byline
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Valuing In Depth Articles
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10% of searches are for broad topics and in-depth information
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In-Depth Article Listings
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In depth articles = 2k words or more
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Links need a balanced approach
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Linking and SEO
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Search Spiders Follow Links Software Compiles Pages Pages Details Are Stored
Link Scanning affects SEO in two ways• Provides a Trust and Popularity Metric
• Builds Relevance around certain phrases found in the anchor text
Brands need to use several different link styles• Branded: A brand name or website is the term
• Partial Match: Links that includes several terms
• Exact Match: Links that include only specific terms that you want to rank in search engines for
Branded anchor text includes are made up of the brand name or website URL.
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Partial Match anchor text includes the terms, along with others.
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Freshman or Senior saving
With Google’s recent updates, exact match anchor text is heavily scrutinized.
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Many SEO’ers believe that no more than 10% of links should have exact match anchor text, more than that can affect search rankings.
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Closing
Check the load time of important webpages
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Make sure your important pages are mobile-friendly
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Consider Authorship for your content
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Use a mix of anchor text in your offsite content
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Questions?