maximizing your seo results seminar 2-14-2013
DESCRIPTION
SEO seminar presented by Justin Kerley and Seth Stauber of Top Floor Technologies on February 14, 2013.TRANSCRIPT
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Maximizing Your SEO Results
February 14, 2013
Welcome!
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Agenda
• Introductions and Overview
• How SEO Can help your business
• History of SEO
• Keyword Research & On-Page
• Link Building
• SEO Tools
• Review of Web Analysis
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Introductio
ns
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A Brief Introduction to Top Floor Technologies
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Top Floor Technologies
• Website Design & Development
• Search Engine Marketing
• Web Analytics & Conversion Improvement
• Marketing & Branding Strategy
Maximizing Online Marketing Resultsfor Hundreds of Businesses Since 1999
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Getting the MostFrom Today’s Workshop
Write down 2-3 learning points that you will begin putting into
action within the next two weeks. Then – follow through.
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When you search for something online, where do you start?
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When your prospects & customers search for vendors online,where do you thinkthey start?
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Overall Share of Searches
Source: ComScore
Google66%
Yahoo14%
Microsoft15%
Ask3%
AOL2%
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B2B Preferred Search Engines
Source: Enquiro Business to Business Survey
Google77%
Yahoo14%
Microsoft7%
Others2%
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The Power of Search
• Over 100 billion global searches each month.
• Inbound leads cost 61% less than outbound leads.
• SEO leads have a 14.6% close rate, while outbound leads have a 1.7% close rate.
Source: searchenginejournal.com
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Being found on
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SEO – Organic Results
Over 80% of activity on the first results page (top 10 results)
Keys to success: Keyword
analysis Content
development Linking
strategy Monitoring &
updating
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History of Search Engine Optimization
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Yahoo Launches its Web Directory in 1995
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Black Hat Tactics – Hidden Text
Source: smartcompany.com.au
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Black Hat Tactics – Hidden Text
Source: smartcompany.com.au
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Black Hat Tactics – Cloaking
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Black Hat Tactics – Meta Keyword Stuffing
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Google Re-invents Search with PageRank
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Major Google Algorithm Updates
• Caffeine• Google aims to deliver fresh content. Faster crawl
speeds, larger index.
• Panda• Cracked down on sites with thin content, content
farms and high ad-to-content ratio sites
• Penguin• Over optimization penalty – keyword stuffing and
spammy backlinks
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Penguin Penalty - Impact on Visits
Google Analytics From March through May
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Impacted Site Non-Impacted Site
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Maximizing Your SEO Efforts
• Keyword Research
• On-Page Optimization
• Link Building
• SEO/Data Analysis Tools
• With hundreds of ranking factors considered in a search engine’s algorithm, along with an array of technical issues that can impede your site’s performance, we feel these tactics are the best way to have an immediate impact.
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Assumptions
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Search Engines Can Index Your Content – Common Mistakes
Sites focus on flashy design elements which either hide content or search engines have difficulty crawling
• Flash-based site
• iFrames
• Javascript/jQuery
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Search Engines Can Index Your Content – Common Mistakes
Pages include meta robots tag with noindex and/or nofollow attributes inappropriately or links within the page include nofollow attributes.
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Search Engines Can Index Your Content – Common Mistakes
Robots.txt file disallows all or portions of the site you want indexed
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Example Site
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Keyword Research
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Importance of Keywords
Your keywords
Your SEO
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Speaking the Right Language
Is this person having a heart attack or is he experiencing acute myocardial infarction?
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Keyword Research – The Process
WordsPhrasesSEOSearch
SEO KeywordsKeyword for SEO
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Keyword Research - Start Small: Brainstorm
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Get Larger – Visit Your Own Site
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Get Larger: Visit Competitor Sites
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Get Larger: Competitor Sites – View Source
Go to any page and hit ctrl + u (Chrome and Firefox)
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Get Larger: Google Analytics
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How to Choose the Keyword That’s Right For You
Three Questions to Answer:
• Are people searching for this term?
• Can my site rank for this term?
• Is it relevant to your product/service?
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Keyword Tool
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Keyword Tool
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Refining your keywords – Test in SERP
Desired keyword:2 dozen roses
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On Page Optimization
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Keyword Mapping
• Keyword mapping is the process of assigning target keywords to specific landings pages.– Helps focus optimization efforts.
• One keyword idea per page.– Target synonyms and variations of keywords on one page.
• Avoid keyword cannibalization.
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On-Page Ranking Factors• URLs
• Title Tags
• HTML Headings (H1, H2, H3)
• Keyword Usage in Copy
• Image Optimization
• Internal Linking
• Meta Descriptions*
*Does not impact rank but is important for SEO
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URLTitle Tag
Headings
Keyword Usage in
CopyImage
Optimization
Internal Linking
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URL Optimization
The URL is the address of a page on the World Wide Web
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VSStatic Dynamic
• Static URLs are easier for search engines to read.
• It can be hard to manage the length of dynamic URLs.
• Static URLs experience greater click through rates in search results (dynamic URLs look “spammy”).
• Dynamic URLs can create duplicate content.
• Dynamic URLs are sometimes necessary for large websites with a lot of content.
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URL Best Practices
• Incorporate target keywords in your URLs.
– Do not “stuff” keywords in URL.
• Separate words in with hyphens.
– Spaces and Strange characters can break URLs.
• URLs are case sensitive, do not use capital letters.
– Can create duplicate content issues.
• Shorter URLs are better than long URLs.
– Limit page and subfolder names to 4-5 words.
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URL
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Old URL
New URL
URL Optimization Example
301 redirect old URL to new URL!
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Title Tag OptimizationThe title tag, or title element, defines the title of a document and is
required for all HTML/XHTML documents.
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Title Tag SEO Practices
• Keep URLs under 70 characters.
– Only 70 characters displayed in a search result.
• Use Keywords near the front of the title tag.
– Do not over use keywords.
• Brand your title tags.
– Place your company name last in your URLs
• Use hyphens or pipes ( | ) to separate keyword phrases.
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Title Tag
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Title Tag Optimization ExampleOld Title Tag
New Title Tag
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HTML Heading Optimization
• Headings provide a hierarchical structure to the content of an HTML document.
• A way to divide content into subcategories.
• Tags range from H1 to H6 with H1 signifying top of the hierarchical structure.
• Use CSS to style headings appropriately.
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HTML Heading Best Practices
• While title tags are the title of your document, the H1 tag is the title of your content.
• Only one H1 tag per page.
– Heading tags are for structure not design.
– Can use multiple H2 – H6 tags.
• Use keywords naturally in H1 tags.
– In H2 and H3 tags where it makes sense.
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Headings
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HTML Heading Optimization Example
Old H1 Heading
New H1 Heading
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Keyword Usage in Content
• Use keywords in the copy of the page.
• No magic formula for keyword usage.
– Keyword density?
• Synonyms can count.
• Diminishing returns on keyword usage.
• Write for users, not search engines!
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Keyword Usage in
Copy
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Keyword Usage Example
Old Keyword Usage
New Keyword Usage
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Image Optimization
• Search engines cannot see images.
• Use descriptive image alt text.
• Use keywords in the file name of the image.
• Be mindful of file size.
– Large files slow down page load times.
– PNG of GIF
– Compress image files, save for web.
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Image Optimization
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Image Optimization
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Image Optimization Example
Old Image Details
New Image Details
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• Anchor Text is the word or phrase highlighted when creating a link
• This text is an indicator to what the destination page is about for both users and search engines
• Use targeted keyword in your anchor text
Internal Linking Optimization
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Internal Linking
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Old Navigation
New Navigation
Internal Linking Example
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Meta Descriptions – Don’t Be Afraid to Advertise!
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155 Character Limit
Meta Descriptions – Don’t Be Afraid to Advertise!
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Old Meta Description
New Meta Description
Meta Description Example
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Final Product
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It’s time for acoffee break.
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Link Building
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Your Website
• Authority
• Trust
• Higher Rankings
High Quality Link Building Builds…
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How Link Building helps SEO
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Back Link Anchor Text – Example
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Back Link Anchor Text
Generic Anchor Text Better Anchor Text
view website Web Design Company
homeInternet Marketing
Services
Click hereSEO Seminars in
Milwaukee
websiteIndustrial Marketing
Company
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• Local Directories
• Industry Related Directories
• Distributor/Partner Websites
How do I Obtain Links to my Website?
Anyone who you can offer value to is a good link source
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Local Directories
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Industry Directories
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Trade Associations
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View Links to Competitor Sites
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Tools
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Open Site Explorer – Link Research Tool
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Google Analytics – Web Traffic Analysis Tool
• Website Traffic
• Keyword Research
• Bounce Rate
• Goal Completions
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View Keywords from Organic Traffic
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Goal Completions
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Bounce Rate
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Google Adwords – Keyword Discovery Tool
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Site Crawlers
Site crawlers go through your site very much like the search engine robots do and are very useful tools for diagnosing technical issues:
• Discovering crawl issues/errors
• Gathering useful information from your site (Title tag, Meta Description etc…)
• Create an up-to-date XML sitemap
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Resources
• opensiteexplorer.org
• google.com/analytics
• adwords.google.com
• home.snafu.de/tilman/xenulink.html
• www.screamingfrog.co.uk/seo-spider/
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Q & A
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Google Sponsored Digital Marketing SeminarTuesday, March 5, 2013 – 1:30 to 4:30 PM
Visit www.topfloortech.com/seminars for details or to register
Learn directly from experts at Google:
• Keeping up with the evolving digital landscape
• Reaching customers when it matters
![Page 100: Maximizing Your SEO Results Seminar 2-14-2013](https://reader035.vdocuments.us/reader035/viewer/2022062513/55536ff8b4c905da528b470f/html5/thumbnails/100.jpg)
Thank You!Please leave your comments on the
seminar feedback forms.