Embed Size (px)
DESCRIPTION
Effective Search Engine Optimization means optimizing for RESULTS. Use effective SEO strategies to generated targeted traffic, increase user engagement, generate leads and increase sales. Building a well optimized site will transform your website into a marketing magnet that will pull in its own traffic and convert targeted leads. Learn the crucial onsite and offsite DO's and DON'Ts of SEO.
Citation preview
eden
Optimize Your Advertising
Search Engine Optimization SEO 101
eden
What is Search Engine Optimization?
• The optimization of web pages which includes on-page and off-page factors that are calculated in Search Engine algorithms in order to rank naturally on search engines for relevant key word searches.
• SEO, Natural Search, Organic Search.
• Search Engines include: Google, Bing, Yahoo, MSN, Duckduckgo.com etc.
• The better your site ranks organically, the more your site becomes an online marketing asset & magnet that pulls in and generates its own targeted traffic.
eden
Organic vs. Paid: What’s the Difference?
• Paid Search Results:
Ads positioned at the top, bottom and right side of search pages. Their descriptions are short and often include a call to action. You control ads.
• Organic Results: Listings on search engine results pages due to complex algorithms that your site must follow. Also known as “natural” listings.Can control content with title tags and meta description.
Paid Search
Organic Results
eden
Why is SEO Important?
Better Optimization = Better Engagementlower bounce rates
more site activity
higher conversion rate
more leads
more sales
Quality SEO = Better Overall RESULTS
eden
SEO is not just about optimizing for Search Engines• It’s about optimizing for people. Optimize your site’s user-experience –
simple, clean, fast, user-friendly, updated regularly.
It’s not just about key words• It's about overall relevance
It’s not just about ranking on the page• It’s also about click-throughs and conversions
It’s not just about traffic• It’s about highly targeted relevant traffic that clicks through to your site and
engages with your site, ultimately taking action.• Actions = Goals (fill out forms, calls, live chat, enter a contest, share
content, view demo, purchase online etc.)
Why is Quality SEO Important?
eden
= Optimizing For ResultsSearch Engine Optimization
eden
How do you Optimize for RESULTS with SEO?
1. Be Found! Get on the page.
The higher you are on the SE’s, the better chances you have have of getting noticed. Out of sight, out of mind.
2. Get Noticed.
With all the listings on the page (Paid + Organic), you need to get noticed. What does your listing say? Importance of Title Tags and Meta Descriptions.
3. Design with Conversion Goals in Mind.
Once people click-through will they stay or leave (bounce)? Will they fill out a form? Will they call? Goals = Conversions.
Conversions = Results
Quality SEO is results driven marketing.
eden
On Page SEO vs. Off Page SEO
• Content / Design• HTML / Coding • Architecture
On Page Factors Off Page Factors
• External Links• Trust• Social • Personal / Localization
eden
Step 1:Focus on SEO Foundations
On-Page Factors
eden
Content & Design for SEOGood for SEO
Quality- Are pages well written and have substantial quality content?
Research- Have you researched the key words people will use to find your content?
Recommended Tools:• www.Keywordeye.com/free • www.Keywordspy.com • www.SEMrush.com • adwords.google.com - only if you
are certified
Words- Do pages use words and phrases you want to be found for?
Ex. If you want to be found for “pest control”, “pest exterminator", "bed bug removal toronto", "ant removal toronto", "bee hive removal toronto", – use these words in your content strategically and intelligently.Write for people not robots, but be aware of how your words will affect search results.
eden
eden
eden
eden
Engage - Do people spend time reading & interacting with your page or do they “bounce” away quickly? Design with intention to engage and lead to action goals.Goals: Registration buttons or forms on page, phone numbers, contest buttons, video etc.Scrolling is ok, but keep important goals above the fold when possible
Recommended Tools:www.attentionwizard.com - good insight before you launch a pagewww.crazyegg.com - after you launch - see what people are actually clicking on a page
Fresh - Are pages up-to-date & on hot, relevant timely topics? - Are you adding content regularly? Blogs, videos, news etc.
Content & Design for SEO
eden
Bad for SEOShallow Content - Is content thin, shallow & lacking substance?
Unrelated Content- Is your site filled with a lot of unrelated content that doesn't match
your goals?
Ad Heavy - Is your content ad heavy, especially above the fold?
Content & Design for SEO
eden
HTML / Coding Good for SEO
Titles- Do HTML title tags contain key words relevant to topic? - Create unique, relevant and keyword focused title tags per page, include brand
name, key words and geo target- <title> brand name | relevant keywords | geo-targeted key words- Maximum 60 characters
Descriptions- Do Meta description tags describe what pages are about? - Include call to action when possible- Maximum 150 characters
Headers- Do headlines & subheads use header tags, <H1> <H2>, with relevant key words
Structured Data- Do pages use structured data to enhance listings?- Up-to-date wordpress sites include structured data
Tool to view structured data http://www.google.com/webmasters/tools/richsnippets
eden
Description
Title
This is your "organic ad" per page.
Use these lines wisely for SEO and to capture attention for click-thoughs.
eden
Bad for SEO
Stuffing- Do you excessively use words you want your page to be found for?
- The more natural the better.
- Write for real people, but keep Search Engine factors in mind.
Hidden- Do colours or design “hide” words you want pages to be found for?- If you need to hide something it shouldn't be on the page.
HTML / Coding
eden
Site ArchitectureGood for SEO
Crawl - Can search engines easily crawl pages on site?- XML site map – submit to webmaster tools and include your site map location in your
robots.txt file
Duplicate- Does site manage duplicate content issues well? ie. canonical tags – rel=canonical
Speed - Does site load quickly? The faster the better. - Compare your site to your competitors.- Speed test tool: https://developers.google.com
URLs - Are URLs short and contain meaningful key words to page topics
Mobile Compatibility- Does site work well for mobile visitors on smartphones and tablets?- Responsive Web Design is optimal for SEO – compatible with desktop, tablets and phones.- Need smartphone version at minimum, (single backend preferable).
eden
Bad for SEO
Cloaking - Do you show Search Engines different pages than humans?
Inability to Crawl- Barriers for SE compatibility – Flash, Frames, Javascript or JQuery Single
Page applications, text images
Site Architecture
eden
Step 2:Off-Page SEO Factors
eden
LinksGood for SEO
Quality
- Are links from trusted, quality, respected web sites?
Text - Do links pointing back to your pages use words you hope to be found for? - Do links pointing back to your pages include your url with contextual
relevant words close to your brand?
Number - Do many links from many sites point to your web pages?
Rule: Upon launch, set up all necessary social media profiles and list site on high quality relevant directories. Positive incoming PR is also very helpful.
eden
Links
Paid- Have you purchased links in the hopes of better rankings?
Spam
- Have you created many links by spamming blogs, forums or other places?
- Are you getting a high number of links from non reputable sites - "link farms"?
Bad Factors for SEO
eden
TrustGood Factors for SEO
Authority - Do links, shares & other factors make site a trusted authority?
History- Has site or its domain been around a long time, operating in same way?
Identity- Does site use means to verify its identity & that of authors?
Recommendations:
- Setup Google Maps & Google+ so that Google can verify a real location with real people.
-Setup Google Authorship - verify real people behind the content.
eden
Bad for SEO
Piracy- Has site been flagged for hosting pirated content?
- Do not duplicate content from other sites
- If you wish to include content from another sites, include the source in the copy and in the code. Canonical tags should point to the original source.
Trust
eden
Social Signals = Votes in the SERPsGood for SEO
Reputation- Is your content being shared on social networks by reputable and respected
people and sources?- Authentic vs. Fake Accounts
Shares- Are a lot of people sharing your content on social media?- The more, the better. But Quality vs. Quantity
Hashtags- Is your content being hashtagged by many?
eden
Localization and Personal FactorsGood for SEO
Country- What country is site hosted? - What country is company in?- What country are your listings coming from?- What country are people who are contributing content or sharing your content
from?
Locality- What city or local area is your business in?- What city are your visitors from?- What city are people who contribute to your content or share your content
from?
History- How regularly have people visited your site or socially favoured it?
Social- Have your social connections "friends" socially favoured the site?
eden
Optimize Your Advertising
Eden Advertising & Interactive
Presented by: Esther Willinger
www.edenadvertising.com
