Search Engine Optimization · Search Engine Optimization Tips and tactics to get more and better...
Transcript of Search Engine Optimization · Search Engine Optimization Tips and tactics to get more and better...
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Search Engine Optimization Tips and tactics to get more and better traffic from search engines
Jeremy Cameron Nina Gibson
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Anatomy Of A Search Result
• Title • URL • Description • Address & Phone Number • Sitelinks • More Results
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Keyword DISCOVERY & RESEARCH
Identify what your target audience is searching for and how difficult it may be to rank on those keywords and phrases. • Start with a brainstorm list of keywords relevant to your
industry • Use a keyword research tool to further refine your list
based on search volume and competition • Analyze the competitive space to make sure that your
search terms match up with user intent or to identify if the marketplace is too competitive for any given term
Resources • http://adwords.google.com/keywordplanner • https://www.google.com/trends/ • http://advertise.bingads.microsoft.com/en-us/bing-ads-
intelligence
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Optimize Page Titles
Best Practices: • Place the most important keyword(s) first • Should be 55 characters or less • Signals to Google what the page is about • Unique to every page
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Optimize Page Descriptions
Best Practices: • Accurately summarizes page content • 155 characters or less • Informs potential customers • Appealing, adds value and separates you from the
crowd • Reinforces page title (see bolded terms) • Includes target keywords without “stuffing” • Unique to every page
Tip: Think of the meta description as an elevator speech for your business/service
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Optimize URLs
Best Practices: • When possible, uses target keywords words in the
URL • Avoid excessive numerical & alphabetical parameters • Make URLs clean and simple, and easy for Google and
users to understand
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Optimize Navigation Best Practices: • Keep it simple for Google and
users to navigate • Vertical, horizontal or
combination of both • Use text links (Google can not
read text over graphics) • Keyword inclusion in the menu
is necessary – it signals to Google what a given page is about
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Optimize Copy Best Practices: • Use headers • Write copy for people, not search
engines • Include keywords naturally,
without over-doing it • Use internal linking where
appropriate
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Optimize Your Videos
Best Practices: Just like a website URL, videos should be optimized with the following: • Optimized Title • Optimized Description • Include a link back to your website • Optimize YouTube video “tags”
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Get Quality Inbound Links Focus on getting links to your site from highly relevant sites with good authority.
• Build meaningful, relevant
relationships • Create great content that
other websites will want to link to
• Provide other blogs/websites with content
• There is no quick and easy way. If it sounds to good to be true, it probably is
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Optimize For Mobile Best Practices Your site’s mobile experience should be one of these three Google approved options: 1. Responsive Design 2. A dedicated mobile site (m/) 3. Dynamically served mobile
content Important considerations for mobile: • Page speed • Simple and intuitive navigation
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Showcase Your Reviews
• Reviews build trust, add legitimacy and authenticity to your site and service(s)
• User-generated reviews are expected by users – especially in the travel & leisure sector
• Reviews provide SEO benefit because they can be indexed, creating additional opportunity to rank for long-tail keywords
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Build More Quality, Relevant Content
• Write original, helpful content that users
will want to read & share • Use your positions as industry experts to
write about what you know best • Avoid duplicate content • Maintain and regularly update a blog
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Measure & Track Performance
The most commonly tracked SEO metrics are: 1. Traffic 2. Rankings 3. Conversions • Add Google Analytics tracking code to your site • Set up and verify your site with Google
Webmaster Tools • Review GWT regularly to identify &
troubleshoot site issues • Track keyword rankings on a monthly basis to
monitor performance over time