SEO 101 - Alt Summit May 2014

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An SEO 101 review by Duane Forrester of Bing Webmaster Tools. We cover the best practices of technical SEO, onpage SEO and touch on broader topics which affect the success of SEO and a website such as conversion optimization and social media programs.

Transcript of SEO 101 - Alt Summit May 2014

  • @duaneforrester Bing Webmaster Tools Speaks at shows, runs forums and blog, provides guidance on new WM tools Does he have a clue? 14+ years as an inhouse SEO; ran seo at MSN; has helped Disney, GAP, Walmart + And this helps me how? Blogging since 2001; owns 150 domains; makes money online what does duane do at bing
  • Orange Paid ads you pay per click for traffic Auction-based system Higher bid; higher placement Green Organic & News results SEO works here Trusted results Clicks are free Red Shopping results Combination of organically sourced and paid inclusion results Not as wide a net as organic, but more focused than paid adsM o r e O r g a n i c
  • Increase relevancy Increase exposure Increase visits Increase page views Increase revenue Better UX Low cost Investment in future Users starting here
  • 1. SEO isnt an overnight success story or a one-time effort. Like wealth-building, investing in SEO takes time and continued effort to earn full benefits. 2. Research targeted keywords, create a targeted list per page, and use them in multiple places (in key meta tags, folder & file names, etc.). 3. The tag is one of the most important tags for SEO put most valuable keywords at start, write unique titles for each page. 4. Add page-relevant, descriptive alt text to content images with copyrights at the end search bots cant see image contents like humans. 5. Write one keyword-rich tag per page to serve as the pages headline. 6. Write compelling descriptions for SERP snippets this is what converts SERP impressions. 7. Every page should offer crawlable text for bots to create more keyword relevance. 8. Submit a validated Sitemap.xml file to search engines via their webmaster tools. 9. Canonicalize your URLs to eliminate duplicate content and diluted page rank in the index. 10. Never put content to be crawled inside images, JavaScript, Silverlight, or Flash bots cant read it. 11. Dont expect to get high rank for a newly-published page. Search engine trust takes time to build. 12. Use social media to build a community that supports and amplifies your content/products.
  • Build social followers & fans organically Wall posts/tweets with links are perceived as more credible and useful Get the basics of SEO covered, then focus on content Its worth repeating: unique, compelling content still works
  • The engines really respond to unique, useful content Your visitors respond to this as well Its a wise investment of your time Dont take shortcuts limit syndicated content image credit:
  • The Internet is B.I.G. Slice and dice to find your niche. Plenty of niche areas to explore/exploit start your fight where you can dominate Choose your voice wisely; dont be afraid to express an informed opinion Watch what users respond to, then amplify along those lines
  • Know exactly what users are searching for Data can help you uncover new niches or refine your focus Helps keep you focused on creating compelling content Got writers block? Check your keyword research for inspiration
  • Start with your Home page, categories, products, etc Thenwhen you have numbers Every area of your site has a value - $, PV, Emails, etc. Determine what the value is Sort your site by value to see what really matters Organize work around high-value areas first
  • SEO is not just content SEO can be affected by technical elements You need both Content can win, but technical SEO helps Clean domain Clean, keyword rich URLs Page Load times Layout of pages content v. ads Tech hiding elements javascript nav.
  • Crawlability Xml sitemaps Navigational structure Rich media cautions Graceful degradation URL structure Robots.txt Site Structure Internal Links URL structure and keyword usage Clean URLs no extraneous parameters (sessions, tracking, etc.) HTML & XML sitemaps Content hierarchy Rel-canonical usage to manage duplication issues Rich media dont bury links in Javascript/flash /silverlight/AJAX Responsive design for managing mobile & web On-Page Head copy Titles unique, relevant, 60 characters or so long Descriptions unique, relevant, grammatically correct, 160 or fewer characters Body Copy H1, H2 and other H tag usage ALT tag importance & usage Keyword usage within the content/text Anchor text using target keywords to support other internal pages Content Build based on keyword research Down-level experience enhances discoverability Keep out of rich media and images Produce new content frequently Make it unique dont reuse content from other sources Content management using 301s to reclaim value from retiring content/pages Rel canonical to help engines understand which page should be indexed and have value attributed to it 404 error page management to help cleanse old pages from search engine indexes Links Plan for incoming & outgoing link generation Internal & external link management Content selection planning where to link to Link promotion via social spaces direct traffic & seo value Managing anchor text properly URL structure can help insert keywords where they are needed Social Be an authority Build your community Interact often Share useful content Be consistent and useful Grow facebook, twitter, pinterest, etc.
  • Skip m. domains m. domains produce unwanted duplication Responsive design is your friend HTML5 can help
  • Authority Building Short List Know the topic inside out Engage your community Share useful content freely Be consistent and useful Market your strengths Be a go-to resource Learn to spot trends in data
  • Where does SEO fit in? Content Social User Experience Link Building SEO
  • A Changing Web of Your Objects can help Mark up your content
  • Signal of topical authority Real-time engines want fresh content, fast Integrated social signals influence click actions of searchers Social signals remain only a few of thousands of signals for organic ranking How users click on your results can impact rankings and when we show cues like your Facebook friends with results, click rates can be impacted.
  • Different sources must be handled differently Organic traffic is building trust Paid traffic is ready to open their wallets Email traffic is ready to buynow Ensure your conversion path is short and sweet Off the shelf carts can usually be tweaked to gain improvements in conversions.
  • Core Strategies Op. Strategies Tactics Plan or #FAIL
  • Oh, and heres a streamlining trick for ya! Trusted RSS feeds Copy & Paste AUTOMATED AUTOMATED MANUAL
  • 6 seconds to start a relationship blakley/1516266/7-brands-getting- creative-vine
  • 18 Social Media Management Tools Board Reader Sysomos Facebook Insights Follower Wonk Google Insights How Sociable Ice Rocket trends Buffer Klout Peerindex Kred Mention Map Social Mention Statigram Twitter Counter Tweetreach