search engine optimization panda-penguin-mobile

Jenn Mathews (SEOGoddess)

Search Engine Optimization

Who am I?

Twitter.com/SEOGoddess

Facebook.com/theSEOGoddess

SEOGoddess.me

What We Will Be Covering:

• What is SEO?• How people use Search Engines• Keyword Research• Keyword Placement• Checklist –

• Internal SEO Checklist• External SEO

• SEO & Social Media• What not to do• Panda and Penguin• Mobile 2015

?

What is SEO?

Rankings

External

Website

Keywords

How Search Engines WorkUser searches with key word

Database of information about web pages

collected by robots, crawlers, and spiders

User Interface

Results

Search Engine

World Wide WebWeb robots,

crawlers, and spiders

Keywords

User Types: 1. Key Word2. 2 Word Phrase3. “Long Tail” Key Term

Search EngineComputers

As the user is researching they will type more specific words and phrases to find exactly what they are looking for.

Search

Keywords

User Types: 1. Key Word2. 2 Word Phrase3. “Long Tail” Key Term

Search EngineLaptop Computers

As the user is researching they will type more specific words and phrases to find exactly what they are looking for.

Search

Keywords

User Types: 1. Key Word2. 2 Word Phrase3. “Long Tail” Key Term

Search Engine2TB Laptop Computer

As the user is researching they will type more specific words and phrases to find exactly what they are looking for.

Search

The Results

The Results Based on the search query, Google thinks the user is trying to find a product. These are usually paid for by the advertiser.

Advertisements – Pay Per ClickAdvertiser bids on term to obtain a desired position and pays when the user clicks the result.

The Results

Based on the search query, Google thinks the user is trying to find a product. These are usually paid for by the advertiser.

Advertisements – Pay Per ClickAdvertiser bids on term to obtain a desired position and pays when the user clicks the result.

What We SeeWe see styles, fancy fonts, images,

interactivity, and general user experience.

What a Search Engine Sees

Search engines see letters (symbols), words (symbols grouped together parted by spaces), punctuation, and limited html tags like <a href=“link”> and <img src=“picture” alt=“text for image”>

What Users Look At

Robert Stevens – February 25, 2013

Keyword Research• Google Keyword Planner

How to Select the Right Keywords

• Type in your general word and/or phrase• Add your website (optional)

How to Select the Right Keywords

• Type in your general word and/or phrase• Add your website (optional)• Select Category• Type Location• Click “Get Ideas”

Your Suggested Key Terms

Organize Your Terms

• Add your terms into categories (Google Adgroups) that make sense.• Example:

• Laptop Computers• Desktop Computers• Monitors• Accessories

• Keyboards• Mice

Terms Hierarchy

Broad Terms

Categorical Terms

Longtail Terms

Broad Term(s)

• The 2-3 broad words you chose that “describes” your entire website

• The 2-3 word phrases (terms) that describes a section of the website.

Categorical Terms

Longtail Terms

• 4-5 word phrases that an individual page is about.

Server Folders and Files

ServerFolder

Index.html

robots.txt

Index.html

file.html

Folder

Index.html

Folder

Index.html

Simple Right? …Not Really

• Keyword Placement• Title• Description• Body content• URL (domain, directory, filename)

• Keyword Densities• Internal Linking• External Links• Age (Domain/files)

Checklist – Internal SEO Keywords

(We go through a comprehensive list)

Metatags(We go through a comprehensive list)

Links - Internal(We go through a comprehensive list)

Content(We go through a comprehensive list)

Domains & URLs(We go through a comprehensive list)

Other(We go through a comprehensive list)

Social Actions(We go through a comprehensive list)

Checklist – External SEO

Links - External(We go through a comprehensive list)

Social Actions(We go through a comprehensive list)

• Open Graph Protocol• Basics

• og:title• og:url• og:image• og:description• og:site_name

• Location• Contact Info• Video• Audio• Product

OGP.me

Socially Internal for SEO

Socially External for SEO

• Profiles/Pages

Use social networking websites to establish a solid presence in the search results.

Socially External for SEO

• Content• Sharable Content• Profile Content• Tweets/Updates

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

Panda• Released February 2011• Push down rank of “lower quality sites” or “thin sites”

• More information:• More Guidance on Building High Quality Sites – Google• Testing Google’s Panda Algorithm - CNet

Panda – What to avoid

• Content Farming• Low quality content• Outdated content

• Spammy Links• Commenting links• Profile links

• Over Advertising

Penguin• Launched April 2012• Decrease rank of sites that violate Webmaster Guidelines

• More Information:• Webmaster Guidelines – Google

• Automatically generated content• Participating in link schemes• Cloaking• Scraped content• Loading pages with irrelevant keywords

Penguin – What to Avoid

April 21, 2015

• The update:• Affects only search rankings on mobile devices• Affects search results in all languages globally • Applies to individual pages, not entire websites

Mobilegeddon

Mobile Options for Websites

Thank You!