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SEO 101.
Jolie Fleming General Managere:[email protected] c: 312.479.5743
Looking for creative ways to reach in-market shoppers? Lets talk.312.447.6100 | [email protected] | 222 W. Hubbard Street, Chicago, IL 60654 | www.viewpoints.com
Consumers are changing the way they research and buy
your products. If your marketing hasnt changed, it should.
Source: McKinseys Consumer Decision Journey Study
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Agenda
9:00-9:15- Introductions
9:15-10:30am- SEO Overview
10:30-11:00- Q&A
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What is SEO?
Search Engine Optimization
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Search engine optimization (SEO) is the process of
improving the visibility of a website or a web page
in search engines' "natural," or un-paid ("organic"or "algorithmic"), search results. In general, the
higher ranked on the search results page, and more
frequently a site appears in the search results list,
the more visitors it will receive from the searchengine's users.
http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/wiki/Search_enginehttp://en.wikipedia.org/wiki/Organic_searchhttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Organic_searchhttp://en.wikipedia.org/wiki/Search_enginehttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/wiki/Website7/31/2019 (1871CEC) SEO Training Jolie Fleming
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Paid placements
Organic aka FREE
placements
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User Expectations
When searchers use a search engine, such as Google, they wanted to be takento a website that is relevant, credible and reflects the keyword they searched.
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Business readiness
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What is your valueproposition?
What makes you different?Makes you stand out?
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Wear many hats
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Are you ready? Lets Go.
Site Accessibility & page architecture
Do search engines have easy access to
keyword-rich text through site architecture,
page layout, and URL structure?
Keyword-rich copyDo your Web pages contain the words and
phrases that your target audience type into
search queries?
Link development
Number and quality of objective, high-
quality, third-party links pointing to a site. }Off-the-page partnerships
}On-the-page optimizations
}On-the-page optimizations
1.
2.
3.
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Site Accessibility & Architecture
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What does that mean?
You want to make certain people
and bots have a strong sense of
place
What can I do?
Where can I go?
How do I get there?
How can I get back?
What pages have I viewed?
What pages havent I viewed?
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What to do first.
Get over your fear of source code Learn the basic technical terms and take the
time to really understand what they mean
Register your site on Google Webmaster Tools Sign up for email alerts & notifications
Watch a few videos on YouTube
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Get smart & get connected Subscribe to or download a few tools:
Subscribe to Webmaster Central Blog
(Matt Cutts is your friend)
Download Quirk tool for Firefox
Download Firebug
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Now, lets learn some terms.
Index, No Index, No Follow
Robots
URL Structure
Title tags
Breadcrumbs
HTML coding- H1, H2, H3
Images & Alt text
Meta Descriptions
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Index = Yellow Pages
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Robots.txt
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Think back to a term paper
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H1- one
H2- several H3- liberally
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Simple, Straightforward URLs
www.viewpoints.com/mattress_reviews
www.viewpoints.com/459090-923432
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http://www.viewpoints.com/mattress_reviewshttp://www.viewpoints.com/459090-923432http://www.viewpoints.com/459090-923432http://www.viewpoints.com/459090-923432http://www.viewpoints.com/459090-923432http://www.viewpoints.com/mattress_reviews7/31/2019 (1871CEC) SEO Training Jolie Fleming
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Title Tags. 40-60 characters.
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Breadcrumbs
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HTML Mark-up
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H1- one
H2- several H3- liberally
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Image Mark-up
Alt tags are the alternative text used fordescribing images in code
Avoid using image file names image1.jpg
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Tool for Meta DescriptionsMini-Site
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Additional Considerations
Page Hierarchy Categorization
Cross links
Canonical tags (filtering on same data) Redirects
Sitemaps
Spam/scrapers
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Keywords
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What does that mean?
Does your Web site contain the words and phrases that your target audience type
into search queries?
Are keyword phrases used frequently enough on a page so that the contentappears focused to both site visitors and search engines?
Are important keyword phrases emphasized (keyword prominence)?
Are important keywords used close to each other (keyword proximity)?
If you ask site visitors, Does this page appear focusedon specific topics? Theyshould be able to tell you the pages main topics without having to take an action(scroll, click, etc.)
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What to do first.
Get over your fear of numbers and analytics.
Keywords = Research. Analysis. Measurement.
See what terms you are already winning on.
Take the time to determine the terms you want to win. Know how people are searching for those terms.
Modify based on who you are competing with.
Develop your detailed plan ofattack.
Know how you will measure success.
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See what terms you arealready winning on
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Determine the phrases youwant to win
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Consumer Reviews
Product Reviews
Product Rankings
Ranking/Rankings
Review/Reviews
Consumer Product Reviews
Best
Top ranking
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Know how people aresearching for those terms
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Modify based on competition
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Develop your target list
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Apply keywords to architecture
URL Structure
Title tags
H1, H2, H3
Images & Alt text
Meta Descriptions
Dont stuff the keywords!
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Analyze, Measure, Adapt
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Link development
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What is Link development?
Definition: The act of requesting or securing inbound links to your
web site.
You need street cred. If others dont link to you it will be hard to gain
momentum.
The number and quality of links pointing to your site.
The quality of a link carries far more weight than the quantity of links.
Search engines look for text IN and AROUND hypertext links on thirdparty Web sites.
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What to do first
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Think back to that core assetand figure out how you use it
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What to do first
Get over your fear of sales. You need links and you willneed to partner for them
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Develop your approach
Consider partnerships, Competitor links,
Publishing/blogging, Seals, Infographics,
Stats, guest authoring
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All Links arent created equal
Authority
Quality
Page Rank
No follow
Anchor text
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S
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Social Media
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Recap
Site Accessibility & page architecture
Do search engines have easy access to
keyword-rich text through site architecture,
page layout, and URL structure?
Keyword-rich copyDo your Web pages contain the words and
phrases that your target audience type into
search queries?
Link development
Number and quality of objective, high-
quality, third-party links pointing to a site. }Off-the-page partnerships
}On-the-page optimizations
}On-the-page optimizations
1.
2.
3.
T l I
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Tools Inventory
Architecture, Terms & Links
Webmaster Tools
Firebug
Quirk
Terms Keyword discovery
Trends
Search Engine Land
SEO Moz
Webmasterworld