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
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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
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AgendaWhat is SEOAlgorithm ChangesQuestions
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What is SEO?
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“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?
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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
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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/
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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
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Link Scanning affects SEO in two ways• Provides a Trust and Popularity Metric
• Builds Relevance around certain phrases found in the anchor text
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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
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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
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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
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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?