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SEO Training Jolie Fleming

This document provides an overview of search engine optimization (SEO) strategies. It discusses the importance of on-page optimizations like keyword-rich content, proper site architecture and internal linking. It also covers off-page factors like developing relevant backlinks from authoritative websites. The presentation emphasizes performing keyword research, optimizing pages for targeted keywords, measuring results and adapting strategies based on analytics and competition. The goal is to help websites rank higher and get more organic traffic from search engines.

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94 views43 pages

SEO Training Jolie Fleming

This document provides an overview of search engine optimization (SEO) strategies. It discusses the importance of on-page optimizations like keyword-rich content, proper site architecture and internal linking. It also covers off-page factors like developing relevant backlinks from authoritative websites. The presentation emphasizes performing keyword research, optimizing pages for targeted keywords, measuring results and adapting strategies based on analytics and competition. The goal is to help websites rank higher and get more organic traffic from search engines.

Uploaded by

1871CEC
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Consumers are changing the way they research and buy

your products. If your marketing hasnt changed, it should .


Source: McKinseys Consumer Decision Journey Study

SEO 101.

Jolie Fleming General Manager


e: [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

Agenda
9:00-9:15- Introductions 9:15-10:30am- SEO Overview 10:30-11:00- Q&A

What is SEO? Search Engine Optimization


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 search engine's users.

Paid placements

Organic aka FREE placements

User Expectations
When searchers use a search engine, such as Google, they wanted to be taken to a website that is relevant, credible and reflects the keyword they searched.

Business readiness
What is your value proposition? What makes you different? Makes you stand out?

Wear many hats

Are you ready? Lets Go.

1.

Site Accessibility & page architecture Do search engines have easy access to keyword-rich text through site architecture, page layout, and URL structure? Keyword-rich copy Do your Web pages contain the words and phrases that your target audience type into search queries? Link development Number and quality of objective, highquality, third-party links pointing to a site.

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On-the-page optimizations

2.

On-the-page optimizations

3.

Off-the-page partnerships

Site Accessibility & Architecture

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?

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

11

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

12

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

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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Title Tags. 40-60 characters.

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Breadcrumbs

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HTML Mark-up

H1- one H2- several H3- liberally

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Image Mark-up
Alt tags are the alternative text used for describing images in code Avoid using image file names image1.jpg

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Tool for Meta Descriptions Mini-Site

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Additional Considerations
Page Hierarchy
Categorization Cross links

Canonical tags (filtering on same data) Redirects Sitemaps Spam/scrapers

23

Keywords

24

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 content appears 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 focused on specific topics? They should be able to tell you the pages main topics without having to take an action (scroll, click, etc.)

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 of attack. Know how you will measure success.

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See what terms you are already winning on

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Determine the phrases you want to win


Consumer Reviews Product Reviews Product Rankings Ranking/Rankings Review/Reviews Consumer Product Reviews Best Top ranking
28

Know how people are searching for those terms

29

Modify based on competition

30

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Develop your target list

32

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

34

Link development

35

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 third party Web sites.

What to do first
Think back to that core asset and figure out how you use it

37

What to do first
Get over your fear of sales. You need links and you will need to partner for them

38

Develop your approach


Consider partnerships, Competitor links, Publishing/blogging, Seals, Infographics, Stats, guest authoring

39

All Links arent created equal


Authority Quality Page Rank No follow Anchor text

40

Social Media

41

Recap

1.

Site Accessibility & page architecture Do search engines have easy access to keyword-rich text through site architecture, page layout, and URL structure? Keyword-rich copy Do your Web pages contain the words and phrases that your target audience type into search queries? Link development Number and quality of objective, highquality, third-party links pointing to a site.

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}

On-the-page optimizations

2.

On-the-page optimizations

3.

Off-the-page partnerships

Tools Inventory
Architecture, Terms & Links
Webmaster Tools Firebug Quirk

Terms
Keyword discovery

Trends
Search Engine Land SEO Moz Webmasterworld
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