getting started with seo -...
TRANSCRIPT
GETTING STARTED WITH SEO
Private and Confidential. Property of Whereoware, LLC.
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ABOUT US
• PRIVATELY HELD DIGITAL AGENCY• 17 YEARS OF EXPERIENCE• PERSONALIZED WEBSITES• EMAIL CAMPAIGNS• SEO & PPC• CLOUD BASED SOLUTIONS AND MOBILE
APPLICATIONS• DATA INTEGRATION
SEARCH ENGINEOPTIMIZATION
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WHAT IS SEARCH ENGINE OPTIMIZATION
SEO focuses on growing visibility in organic (non-paid) search
engine results. SEO isn't just about building search engine-friendly websites. It's about making your
site better for people too.
”Organic search leads as the primary channel for website organic traffic, driving 51 percent
of searchers to sites.”
-Brightedge
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WHY IS IT IMPORTANT
Google receives over 57,000 searches per second on any given day.
(Source: Internet Live Stats, 2016).
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SEO BASICS
CONTENT
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CONTENT
THINK HIGH QUALITY
USE KEYWORDS
KEEP IT FRESH AND ON TREND
MAKE IT INDEXABLE
INCORPORATE IMAGES & VIDEO
KEYWORD RESEARCH
Keyword research is one of the most important, valuable, and high
return activities in the search marketing field.
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KEYWORD RESEARCH PROCESS
Start
Finish
Is the keyword relevant for my site?
Buy traffic to see how well it
converts. Track conversion rate
over 200-300 clicks.
Understand which websites rank for your keyword to
evaluate competition.
Create list of your most valuable keywords
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KEYWORD RESEARCH TOOLS
1. WORDSTREAM
2. GOOGLE ADWORDS KEYWORD PLANNER TOOL
3. GOOGLE TRENDS
4. MICROSOFT BING ADS INTELLIGENCE
5. WORDTRACKER’S FREE BASIC KEYWORD DEMAND
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KEYWORD USAGE
Ensure you incorporate your keywords into your
copy.
(Image Source: Moz).
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USING TAGS & ALT TEXT
THROUGH BROWSER THROUGH GOOGLE CACHE
(Image Source: Moz).
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TITLE TAGS
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TITLE TAGS
IS IT UNIQUE FOR EACH PAGE?
IS IT UNDER 50-60 CHARACTERS?
DOES IT INCLUDE YOUR KEYWORDS?
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META DESCRIPTION
IS IT UNIQUE, COMPELLING, AND EASY TO READ FOR EACH PAGE?
IS IT UNDER 155 CHARACTERS?
DOES IT INCLUDE YOUR KEYWORDS?
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ALT TAGS
DOES THE ALT-TEXT DESCRIBE THE IMAGE AND INCLUDE YOUR KEYWORDS?
IS IT UNDER 140 CHARACTERS?
DOES EVERY IMAGE HAVE ALT-TEXT?
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DUPLICATE CONTENT
BIG PROBLEM: Search engines don't know which version to include/exclude
HOW IT OCCURS: • URL variations: www.widgets.com/blue-widgets?color=blue is a
duplicate of www.widgets.com/blue-widgets• HTTP vs. HTTPS or WWW vs. non-WWW pages• Scrapped or copied content
COMMON WAYS TO FIX IT:• 301 redirects• Rel="canonical"
URL STRUCTURE
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URL STRUCTURESImprove user experience
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URL STRUCTURESRankings
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URL STRUCTURESLinking
WELL-WRITTEN URLS CAN SERVE AS THEIR OWN ANCHOR TEXT WHEN COPIED AND PASTED AS LINKS IN FORUMS, BLOGS, SOCIAL MEDIA NETWORKS,
OR OTHER ONLINE VENUES.
(Image Source: Moz).
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URL STRUCTURES: WHAT TO CONSIDER?
ARE YOUR URLS AS SIMPLE, CONCISE, RELEVANT, COMPELLING, AND ACCURATE AS POSSIBLE?
IS IT SHORTER THAN 2,083 CHARACTERS?
IS IT FOLLOWING THE IDEAL FORMAT: HTTP://WWW.EXAMPLE.COM/CATEGORY-KEYWORD/SUBCATEGORY-KEYWORD/PRIMARY-KEYWORD.HTML
ARE YOU USING ALL LOWERCASE LETTERS. (UPPERCASE LETTERS MAY CAUSE DUPLICATE PAGE ISSUES.)
ARE YOU USING HYPHENS TO SEPARATE WORDS?
LOCAL SEO
KEYWORD RESEARCH
80% of consumers have used a search engine in the past week to find local
business information- Moz Local
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LOCAL SEOGet your website optimized for local
SHOW CREDIBILITY:• TESTIMONIALS• ACCREDITATIONS• EXTERNAL REVIEWS
ON PAGE CHANGES:• Title tags• Meta descriptions• Header tags• Page content• Images• Map• Name, address and phone (nap) on every page
LINK STRUCTUREMAKE IT EASY FOR SEARCH ENGINES:• LOCATION/CITY1• LOCATION/CITY2
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LOCAL SEOConsistent NAP & citations
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LOCAL SEOSetup Google My Business
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LOCAL SEOConsistent NAP & citations
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LOCAL SEOConsistent NAP & citations
LINK STRUCTURE
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LINK STRUCTUREIdeally you let crawlers browse all the pathways of your website
Google's crawler can reach all the green leaves. However, even
though the blue leaves may be important, the crawler has no way to reach them (or even know they
exist).
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LINK STRUCTUREIdeally you let crawlers browse all the pathways of your website
Google's crawler can reach all the green leaves. However, even
though the blue leaves may be important, the crawler has no way to reach them (or even know they
exist).
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PYRAMIDS
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BEWARE OF FORMS
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….AND FLASH, JAVA, ETC
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LIMIT LINKS
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AVOID IFRAMES
MEASURING SUCCESS
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MEASURING SUCCESS
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MEASURING SUCCESS
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MEASURING SUCCESS
NOW WHAT?
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EASE OF IMPLEMENTING
EASE OF IMPLEMENTATION (1 BEING SUPER SIMPLE – 5 BEING YOU’LL NEED
SOME EXTRA HELP)
LINK STRUCTURE 2
GREAT CONTENT 1-3
URL STRUCTURES 5
EMPLOYING LOCAL SEO TECHNIQUES 2-3
MEASURING SUCCESS 2-3
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TOOLS/RESOURCES TO HELP
www.moz.comwww.semrush.comhttps://www.spyfu.com/https://www.screamingfrog.co.uk/seo-spider/http://searchengineland.comhttps://www.google.com/webmasters/
THANKS FOR WATCHING!
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