Post on 14-Jul-2015
Introduction
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High Impact SEO: High Reward Tactics That Move the Needle
About Me
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• Senior SEO Manager, True Action
• Principal, Nexus Interactive Marketing LLC
• Organizer, Philadelphia SEO Grail Meetup
• PodCamp East Organizer
• @billrowland
Agenda
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• SEO Basics
• Evaluation
• Planning Your Website
• Content Creation & Link Building
• Special Tactics
• Questions
SEO Basics > On-Page vs. Off-Page
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On-Page Off-Page
Links Reviews
Social Mentions
Link Anchor Text
Design Photos
Website Architecture
Written Copy Meta Data
SEO Basics > On-Page vs. Off-Page
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http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
Title Includes Keyword
Keyword in Heading Helpful
to Users
Use of Keyword in “Alt”
Attribute
Use of Keyword and Related
Terms in Written Content
Keyword-Rich URL
SEO Basics > Longtail of Search
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SEO Basics > Links = Good
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<a href=http://www.podcampeast.com> Podcamp East</a>
Evaluation > Competition
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• Pick 3 – 5 Online Competitors
• Review Their Websites
• Appearance, Quality & Size
• Optimized?
• Geo-targeted?
• Assess Backlinks
Planning Your Website > Architecture
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Home
Football
Helmets
Jerseys
Cleats
Pads
Baseball Hockey Soccer Contact Us About Us
• Use Keyword Research • Focus on Keywords in Demand
Planning Your Website > Software Platform
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Required Functionality for SEO
•Title Tag Customization & Rules
• Static, Keyword-Rich URLs
• Meta Tag Customization
• Internal Anchor Text Flexibility
• Image-Handling & Alt Tags
Content Creation & Link Building
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• What is Quality Content?
“It’s the creation and sharing of content in order to attract, acquire and engage
current and potential customers with the objective of driving profitable customer
action.” – Hannah Smith, Distilled
• What is the Purpose of Quality Content?
• To Provide Value to Users
• Attract Visitors, Links & Conversions
Content Creation & Link Building
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Types of Content •Product Descriptions • Blog Posts •Photos • Videos •Podcasts •User Guides • Reviews • Comments • Buyers Guides • White Papers • Case Studies • Infographics • Tutorials
Content Creation & Link Building
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Characteristics of Quality Content
•Relevant to Your Targeted User
• Appropriate for the Purpose
• Possesses Value
• Goal Focused
Content Creation & Link Building
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Once You Have It, Pimp It!
• Search for the Topic on the Web
• Distribute Through Social Media
• Target Groups Likely to Value It
• In Fact, Create It For Them
Special Tactics > On-Page
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• Title Tags: Most Important Terms at the Front
• Unique Title Tags for Every Page
• Keyword in URL
• Use Keywords in Internal Link Anchor Text
• Keyword-Rich Copy on the Page
Special Tactics > Off-Page
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• Understand Where Others Get Links
• OpensiteExplorer.org (Fee)
• Link Diagnosis (Free)
•After Penguin, Link Diversity Is the Rule
• Focus on Developing Relevant Links
Special Tactics > Local
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Structured Citations are
Very Important
Create & Optimize for
Google Places
Encourage Customer Reviews
Add NAP on Pages as
Appropriate
Bonus: Add Location Centric RSS Feed to Page
http://www.davidmihm.com/local-search-ranking-factors.shtml
Special Tactics > Misc
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Creative Link Building
• Copyscape to Find Your Scraped Content
• TinEye to Find Your Scraped Image
• Screaming Frog for Finding Broken Links
• Hub & Spoke Method
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The End Any Questions?