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Maximizing Your SEO Results
February 14, 2013
Welcome!
Agenda
• Introductions and Overview
• How SEO Can help your business
• History of SEO
• Keyword Research & On-Page
• Link Building
• SEO Tools
• Review of Web Analysis
Introductio
ns
A Brief Introduction to Top Floor Technologies
Top Floor Technologies
• Website Design & Development
• Search Engine Marketing
• Web Analytics & Conversion Improvement
• Marketing & Branding Strategy
Maximizing Online Marketing Resultsfor Hundreds of Businesses Since 1999
Getting the MostFrom Today’s Workshop
Write down 2-3 learning points that you will begin putting into
action within the next two weeks. Then – follow through.
When you search for something online, where do you start?
When your prospects & customers search for vendors online,where do you thinkthey start?
Overall Share of Searches
Source: ComScore
Google66%
Yahoo14%
Microsoft15%
Ask3%
AOL2%
B2B Preferred Search Engines
Source: Enquiro Business to Business Survey
Google77%
Yahoo14%
Microsoft7%
Others2%
The Power of Search
• Over 100 billion global searches each month.
• Inbound leads cost 61% less than outbound leads.
• SEO leads have a 14.6% close rate, while outbound leads have a 1.7% close rate.
Source: searchenginejournal.com
Being found on
SEO – Organic Results
Over 80% of activity on the first results page (top 10 results)
Keys to success: Keyword
analysis Content
development Linking
strategy Monitoring &
updating
History of Search Engine Optimization
Yahoo Launches its Web Directory in 1995
Black Hat Tactics – Hidden Text
Source: smartcompany.com.au
Black Hat Tactics – Hidden Text
Source: smartcompany.com.au
Black Hat Tactics – Cloaking
Black Hat Tactics – Meta Keyword Stuffing
Google Re-invents Search with PageRank
Major Google Algorithm Updates
• Caffeine• Google aims to deliver fresh content. Faster crawl
speeds, larger index.
• Panda• Cracked down on sites with thin content, content
farms and high ad-to-content ratio sites
• Penguin• Over optimization penalty – keyword stuffing and
spammy backlinks
Penguin Penalty - Impact on Visits
Google Analytics From March through May
Impacted Site Non-Impacted Site
Maximizing Your SEO Efforts
• Keyword Research
• On-Page Optimization
• Link Building
• SEO/Data Analysis Tools
• With hundreds of ranking factors considered in a search engine’s algorithm, along with an array of technical issues that can impede your site’s performance, we feel these tactics are the best way to have an immediate impact.
Assumptions
Search Engines Can Index Your Content – Common Mistakes
Sites focus on flashy design elements which either hide content or search engines have difficulty crawling
• Flash-based site
• iFrames
• Javascript/jQuery
Search Engines Can Index Your Content – Common Mistakes
Pages include meta robots tag with noindex and/or nofollow attributes inappropriately or links within the page include nofollow attributes.
Search Engines Can Index Your Content – Common Mistakes
Robots.txt file disallows all or portions of the site you want indexed
Example Site
Keyword Research
Importance of Keywords
Your keywords
Your SEO
Speaking the Right Language
Is this person having a heart attack or is he experiencing acute myocardial infarction?
Keyword Research – The Process
WordsPhrasesSEOSearch
SEO KeywordsKeyword for SEO
Keyword Research - Start Small: Brainstorm
Get Larger – Visit Your Own Site
Get Larger: Visit Competitor Sites
Get Larger: Competitor Sites – View Source
Go to any page and hit ctrl + u (Chrome and Firefox)
Get Larger: Google Analytics
How to Choose the Keyword That’s Right For You
Three Questions to Answer:
• Are people searching for this term?
• Can my site rank for this term?
• Is it relevant to your product/service?
Keyword Tool
Keyword Tool
Refining your keywords – Test in SERP
Desired keyword:2 dozen roses
On Page Optimization
Keyword Mapping
• Keyword mapping is the process of assigning target keywords to specific landings pages.– Helps focus optimization efforts.
• One keyword idea per page.– Target synonyms and variations of keywords on one page.
• Avoid keyword cannibalization.
On-Page Ranking Factors• URLs
• Title Tags
• HTML Headings (H1, H2, H3)
• Keyword Usage in Copy
• Image Optimization
• Internal Linking
• Meta Descriptions*
*Does not impact rank but is important for SEO
URLTitle Tag
Headings
Keyword Usage in
CopyImage
Optimization
Internal Linking
URL Optimization
The URL is the address of a page on the World Wide Web
VSStatic Dynamic
• Static URLs are easier for search engines to read.
• It can be hard to manage the length of dynamic URLs.
• Static URLs experience greater click through rates in search results (dynamic URLs look “spammy”).
• Dynamic URLs can create duplicate content.
• Dynamic URLs are sometimes necessary for large websites with a lot of content.
URL Best Practices
• Incorporate target keywords in your URLs.
– Do not “stuff” keywords in URL.
• Separate words in with hyphens.
– Spaces and Strange characters can break URLs.
• URLs are case sensitive, do not use capital letters.
– Can create duplicate content issues.
• Shorter URLs are better than long URLs.
– Limit page and subfolder names to 4-5 words.
URL
Old URL
New URL
URL Optimization Example
301 redirect old URL to new URL!
Title Tag OptimizationThe title tag, or title element, defines the title of a document and is
required for all HTML/XHTML documents.
Title Tag SEO Practices
• Keep URLs under 70 characters.
– Only 70 characters displayed in a search result.
• Use Keywords near the front of the title tag.
– Do not over use keywords.
• Brand your title tags.
– Place your company name last in your URLs
• Use hyphens or pipes ( | ) to separate keyword phrases.
Title Tag
Title Tag Optimization ExampleOld Title Tag
New Title Tag
HTML Heading Optimization
• Headings provide a hierarchical structure to the content of an HTML document.
• A way to divide content into subcategories.
• Tags range from H1 to H6 with H1 signifying top of the hierarchical structure.
• Use CSS to style headings appropriately.
HTML Heading Best Practices
• While title tags are the title of your document, the H1 tag is the title of your content.
• Only one H1 tag per page.
– Heading tags are for structure not design.
– Can use multiple H2 – H6 tags.
• Use keywords naturally in H1 tags.
– In H2 and H3 tags where it makes sense.
Headings
HTML Heading Optimization Example
Old H1 Heading
New H1 Heading
Keyword Usage in Content
• Use keywords in the copy of the page.
• No magic formula for keyword usage.
– Keyword density?
• Synonyms can count.
• Diminishing returns on keyword usage.
• Write for users, not search engines!
Keyword Usage in
Copy
Keyword Usage Example
Old Keyword Usage
New Keyword Usage
Image Optimization
• Search engines cannot see images.
• Use descriptive image alt text.
• Use keywords in the file name of the image.
• Be mindful of file size.
– Large files slow down page load times.
– PNG of GIF
– Compress image files, save for web.
Image Optimization
Image Optimization
Image Optimization Example
Old Image Details
New Image Details
• Anchor Text is the word or phrase highlighted when creating a link
• This text is an indicator to what the destination page is about for both users and search engines
• Use targeted keyword in your anchor text
Internal Linking Optimization
Internal Linking
Old Navigation
New Navigation
Internal Linking Example
Meta Descriptions – Don’t Be Afraid to Advertise!
155 Character Limit
Meta Descriptions – Don’t Be Afraid to Advertise!
Old Meta Description
New Meta Description
Meta Description Example
Final Product
It’s time for acoffee break.
Link Building
Your Website
• Authority
• Trust
• Higher Rankings
High Quality Link Building Builds…
How Link Building helps SEO
Back Link Anchor Text – Example
Back Link Anchor Text
Generic Anchor Text Better Anchor Text
view website Web Design Company
homeInternet Marketing
Services
Click hereSEO Seminars in
Milwaukee
websiteIndustrial Marketing
Company
• Local Directories
• Industry Related Directories
• Distributor/Partner Websites
How do I Obtain Links to my Website?
Anyone who you can offer value to is a good link source
Local Directories
Industry Directories
Trade Associations
View Links to Competitor Sites
Tools
Open Site Explorer – Link Research Tool
Google Analytics – Web Traffic Analysis Tool
• Website Traffic
• Keyword Research
• Bounce Rate
• Goal Completions
View Keywords from Organic Traffic
Goal Completions
Bounce Rate
Google Adwords – Keyword Discovery Tool
Site Crawlers
Site crawlers go through your site very much like the search engine robots do and are very useful tools for diagnosing technical issues:
• Discovering crawl issues/errors
• Gathering useful information from your site (Title tag, Meta Description etc…)
• Create an up-to-date XML sitemap
Resources
• opensiteexplorer.org
• google.com/analytics
• adwords.google.com
• home.snafu.de/tilman/xenulink.html
• www.screamingfrog.co.uk/seo-spider/
Q & A
Google Sponsored Digital Marketing SeminarTuesday, March 5, 2013 – 1:30 to 4:30 PM
Visit www.topfloortech.com/seminars for details or to register
Learn directly from experts at Google:
• Keeping up with the evolving digital landscape
• Reaching customers when it matters
Thank You!Please leave your comments on the
seminar feedback forms.