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The Shift ChicagoCan Google Find You? Learn How to Optimize Your Website for SEO.
Janice Nason, Business Development
Feeling social? @theshiftchi #getshiftdone @chicagostyleseo
Search Engine Optimization (SEO)
n. the technical and creative process to improve the visibility of a website in search engines, with the aim of driving more potential customers to it
Source: http://www.hobo-web.co.uk/seo-tutorial/
3 Types of SEO1. Organic SEO - content creation and strategic link building
2. Local SEO - citation building in directories
3. Technical/On-site SEO - making sure necessary things are done to awebsite to make it ‘search engine friendly’
Local SEO
Organic SEO
On-Site SEOWhat is it?
Definition: The process of making your website appeal to both the people and
search engine audiences. It checks and improves both what visitors see and
the behind the scenes coding and technical setup that only search engines see.
Why is On-Site SEO Important?
1. A site that’s foundationally strong for SEO has an easier chance of being found by search engines and returned in search results.
2. Allows dollars spent on marketing a site to work harder.
Warning!
Simply having a website does not mean search engines can find it.
All website platforms and website development companies are not created equal.
TakeawaysLeave with an understanding of:1. The importance of on-site SEO.
2. Why keyword research is necessary.
3. Questions to ask when picking a platform or having a developer create your site.
4. Where your current site may need upgrades.
Elements of On-Site SEO● Assess existing and potential keyword targets.
● Add keywords to urls, title tags, meta descriptions, header tags and alt tags
that are unique to each page
● Assign existing, or create new, pages for each keyword.
● Improve content to match/better content on competitor websites.
● Remove, merge or add to pages that have little useful content on them.
● Check the site loads properly in different web browsers and screen
resolutions.
● Analyse inbound link profile.Source: http://www.seomark.co.uk/on-site-optimisation/#ixzz3ZYTr09OC
Elements of On-Site SEO● Strategically build inbound/outbound links.
● Link to important pages from the homepage and/or main navigation area.
● Improve the readability and formatting of written content.
● Check for and fix broken links.
● Fix duplicate content issues.
Source: http://www.seomark.co.uk/on-site-optimisation/#ixzz3ZYTr09OC
Elements of On-Site SEO● Remove unnecessary outbound/broken links.
● Create a user-friendly 404 error page.
● Assess and improve page loading times.
● Add social media sharing buttons.
● Create and submit an XML sitemap.
● Set-up Google Analytics and Webmaster Tools.
Source: http://www.seomark.co.uk/on-site-optimisation/#ixzz3ZYTr09OC
Elements of On-Site SEO● Domain Age
● Canonical homepage
● Mobile responsive site
● Structured data markup
● Robots.txt
● Privacy policy
Google Keyword Planner Tool
Further reading on keyword research: https://support.google.com/adwords/topic/3119130?hl=en
Keyword Research
Keyword Research
Head versus longtail keywords
Keyword data is what drives your online marketing decisions
Where do Keywords Go?
Optimized URLs
Title Tags
Metas Title
meta name = description
Where do Keywords Go?
H1 Headers
Where do Keywords Go?
Image Alt-tags
Elements of On-Site SEO● Assign existing, or create new, pages for each keyword.
○ Each keyword needs its own page
● Improve content to match/better content on competitor websites.○ See what they’re doing and do better
● Remove, merge or add to pages that have little useful content on them.○ Have a strategic purpose for every page
Page Load SpeedsSearch engines favor fast loading sites
Link: https://developers.google.com/speed/pagespeed/insights/
Elements of On-Site SEO● Link to important pages from the homepage and/or main navigation area.
● Improve the readability and formatting of written content.
● Check for and fix broken links.
● Fix duplicate content issues.
● Analyse inbound link profile.
● Strategically build inbound/outbound links.
Create a User-Friendly 404 Error PageCaused by a Googlebot visiting a page that doesn’t exist:● Deleted or renamed it without redirecting the URL● Link typo
Important to have because it acknowledges error and keeps visitor on your site
Wrong Right
Elements of On-Site SEO● Add social media sharing buttons.
● Set-up Google Analytics and Webmaster Tools.
● Create and submit an XML sitemap, and link to Webmaster Tools.
Elements of On-Site SEO● Domain age
○ Older is more trusted than newer
● Canonical homepage○ www.domain.com OR domain.com
● Mobile-friendly site○ Responsive (best practice) or separate mobile site
● Structured data markup○ Helps search engine crawlers determine company name, address phone, reviews, etc and
generates rich snippets
● Robots.text○ Tells search engines to crawl or not crawl your site
● Privacy policy○ May help your site become more trusted by search engines
Janice NasonBusiness Development ManagerConnect with us as “Chicago Style SEO” on :
[email protected](773) 840-0579
Wondering how healthy your site is?
Contact us for your free website evaluation today
Thank you!
