Maximizing Your SEO Results - June 2013
-
Upload
top-floor-technologies -
Category
Technology
-
view
735 -
download
2
description
Transcript of Maximizing Your SEO Results - June 2013
Maximizing Your SEO Results
June 2013
Welcome!
Agenda
• Introductions and Overview
• How SEO Can help your business
• Search Engine Basics
• Keyword Research & On-Page
• Link Building
• SEO Tools
• Questions & Answers
Introductions
A Brief Introduction to Top Floor Technologies
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
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.
When you search for something online, where do you start?
When your prospects & customers search for vendors online,where do you thinkthey start?
Overall Share of Searches
Source: ComScore
Google66%
Yahoo14%
Microsoft15%
Ask3%
AOL2%
B2B Preferred Search Engines
Source: Enquiro Business to Business Survey
Google77%
Yahoo14%
Microsoft7%
Others2%
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
Being found on
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
Justin KerleySEO Manager, Top Floor Technologies
Seth Stauber SEO Specialist, Top Floor Technologies
Search Engine Basics
Search Engines Crawl The Web
Search engine “spiders” follow links around the internet, downloading the pages they discover to
their index.
Indexation• In order to appear in search results your website
must be in the search engine’s index.
• It is essential that search engines can find your website and crawl the content of the website you want to appear in search results.
A User Does a Search
When someone does a web search, the search engine pulls all of the pages they feel are relevant for the query.
The Results are Ordered
Search engines use an algorithm to determine the relative authority of each page and ranks the pages.
• Uses the link structure of the Web to assign a quality score to individual pages.
• An objective measurement of a page’s citation importance on a scale of 1 to 10.
• Not all links are equal!
PageRank: Bringing Order to the Web
PageRank: Bringing Order to the Web
Maximizing Your SEO Efforts
• Ensure Google can find and index your website.
– Technical SEO
• Build a target keyword list.
– Keyword Research
• Optimize you website for your target keywords.
– On-Page Optimization
• Build a quality back link profile.
– Link Building for Penguin
• SEO/Data Analysis Tools
Technical SEO
Is Your Website Indexed?
Do a search to test using the “site:” search operator.
Is Your Website Indexed?
The number of results found should be close to the actual number of pages on your site.
…too few pages indexed may mean there are crawl issues on your
website...
…too many pages indexed may mean you are introducing duplicate content into search
results or are failing to properly redirect old pages...
Crawl your website to identify potential crawl issues.
Crawl Your Website
• Find improper redirects
• Find crawl loops
• Understand the content and structure of your website.
Xenu Link Sleuth Screaming Frog
Crawl Your Website: Screaming Frog Example
Enter domain and hit startSet filter to HTML and export to Excel
What to Look For
• 302 Redirects
• 404 Errors
• Title Tags, URL structure, Meta Descriptions.
• Was all your content found?
Certain lines of code in your website’s source code, or files on your website, can prevent your website from being crawled and
indexed.
Common Indexation Barriers
• Improper meta robots tags
• No followed links
• Improper robots.txt file
This meta robots tag tells search engines not to index the page and not to pass PageRank to any pages link
to on this page.
Improper Meta Robots Tags
This no follow tag tells search engines not to pass PageRank to the linked page.
No Followed Links
Improper Robots.txt
This robots.txt file tells search engines not to crawl the entire website.
Proper Robots.txt
Robots.txt files can be used to tell search engines not to waste their time crawling sections of the website or
content you do not want indexed.
Speed Up Indexation With an XML Sitemap
• An XML sitemap is a file that lists all of the URLs of your website that you want indexed.
• Rather than relying on search engines discovering your website, submit your sitemap to search engines via Google Webmaster Tools and Bing Webmaster Tools to ensure they will find your website.
Create an XML SitemapUse Screaming Frog or Xenu to create an XML sitemap.
Create an XML Sitemap
Google Webmaster Tools
Site Architecture
Example Website
Keyword Research
Your keywords
Your SEO
Importance of Keywords
Is this person having a heart attack or is he experiencing acute myocardial infarction?
Speaking the Right Language
WordsPhrasesSEOSearch
SEO KeywordsKeyword for SEO
Keyword Research: The Process
Keyword Research: Start Small
Get Larger: Visit Your Website
Get Larger: Visit Competitors’ Websites
Go to any page and hit ctrl + u (Chrome and Firefox)
Get Larger: Visit Competitors’ Websites – Source Code
Get Larger: Google Analytics
Three Questions to Answer:
• Are people searching for this term?
• Can my site rank for this term?
• Is it relevant to your product/service?
How to Choose the Right Keywords for You
Google Keyword Tool
Google Keyword Tool
Desired keyword:2 dozen roses
Refine Your Keywords: Test in SERPs
On Page Optimization
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.
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 are important for SEO
URLTitle Tag
Headings
Keyword Usage in
CopyImage
Optimization
Internal Linking
URL Optimization
The URL is the address of a page on the World Wide Web
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.
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.
URL
Old URL
New URL
URL Optimization Example
301 redirect old URL to new URL!
Title Tag OptimizationThe title tag, or title element, defines the title of a document and is
required for all HTML/XHTML documents.
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.
Title Tag
Title Tag Optimization ExampleOld Title Tag
New Title Tag
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.
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.
Headings
HTML Heading Optimization Example
Old H1 Heading
New H1 Heading
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!
Keyword Usage in
Copy
Keyword Usage Example
Old Keyword Usage
New Keyword Usage
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.
Image Optimization
Image Optimization
Image Optimization Example
Old Image Details
New Image Details
• 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
Internal Linking
Old Navigation
New Navigation
Internal Linking Example
Meta Descriptions – Don’t Be Afraid to Advertise!
155 Character Limit
Meta Descriptions – Don’t Be Afraid to Advertise!
Old Meta Description
New Meta Description
Meta Description Example
Final Product
It’s time for acoffee break.
Link Building for Penguin
Your Website
• Authority
• Trust
• Higher Rankings
High Quality Link Building
• NoFollowed vs. Followed
• Only pursue links from quality websites.
– Check to see if site has PageRank and is indexed.
• Never purchase large volumes of links.
• Avoid link schemes.
Link Building Basics
• Current Business Relationships
– Partnerships
– Associations
– Distributors
– Chamber of Commerce
• Local and Industry Directories
– Make sure the site is indexed and has PageRank
• Company Mentions
– Search for your brand and find people already talking about you.
Start With Low Hanging Fruit
• Identify direct competitors as well as website competing for the same keywords.
• Analyze back links with Open Site Explorer and pursue any links that would be relevant for you.
• Identify your competitors’ linkable assets.
View Competitors Backlinks
View Competitors Backlinks
Identify Linkable Assets
• Most time intensive, but highest quality links.
• Blogging and Guest Blogs
• Videos, Images, and Digital Media
Content Creation
Tools
• home.snafu.de/tilman/xenulink.html
• www.screamingfrog.co.uk/seo-spider/
• www.google.com/webmasters/tools
• www.bing.com/toolbox/webmaster
• www.google.com/analytics
• adwords.google.com
• https://chrome.google.com/webstore/detail/pagerank-status/hbdkkfheckcdppiaiabobmennhijkknn?hl=en
• www.opensiteexplorer.org
Q & A
Advertising on Google’s Display NetworkThursday, July 25, 2013 – 1:00 to 3:30 PM
Visit www.topfloortech.com/seminars for details or to register
Join us next month for a new seminar event …
Thank You!Please leave your comments on the
seminar feedback forms.