Presented by Kristine Schachinger KristineSitesWithoutWallscom schachin What is SEO SEARCH ENGINE OPTIMIZATION or SEM SEARCH ENGINE MARKETING Visibility Visibility E verywhere ID: 447045
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Slide1
SEO Best Practices, Tips & Tricks.
Presented by Kristine SchachingerKristine@SitesWithoutWalls.com
@schachinSlide2
What is SEO?SEARCH ENGINE OPTIMIZATION
(or SEM - SEARCH ENGINE MARKETING)Slide3
VisibilitySlide4
VisibilityE
verywhereSlide5
SEO is about visibility
Across Platformsand cats… Slide6
Ok maybe not cats..
So what is it? Slide7
Ok maybe not cats..
So what is it? Slide8
You might hear what we do called..SEO (or SEM)
OR- Inbound Marketing
(and/or)- Online Marketing (and/or)
- Digital Marketing (and/or)
- Website Marketing
(and/or)Slide9
Or less relevant, but still used - Marketing
(and/or) - Multi-Media Marketing (and/or) - Web Marketing (and/or)Slide10
Also called.. - Voodoo
(and/or) - Magic (and/or) - Bovine Feces (and/or)Slide11
and/or check back next week..
(it will probably change again ;)) Slide12
Is this because we areSlide13
No … but it is complicated What we do is about visibilitySlide14
http://searchengineland.com/seotable
And all this is about visibility…Slide15
AND!
Not just these factors, butgeolocalizationpersonalizationmobiledevice typeetc.
all affect positioning…positioning affects traffic
coming into your site Slide16
AND!
Traffic = Moneyor at least the right traffic.Slide17
So SEO how do we define it? Slide18
SEO =
Search Experience Optimizationhttps://www.youtube.com/watch?v=ZStQhWx8YPc
Until we settle on something else
However they do… Slide19
If we want organic visibility this…Search Experience Optimization?Slide20
SEO is which part of these things?
Where does SEO come into the decision making process… Hosting?Site Set-Up?
Platform Choice? CMS Tool Selection? (Content Management System) Site Design?
Site Code?
Site Architecture?
Content Choices?
Content Writing?
Content Implementation?
Authorship?
Blogging?
Social Media Choices?
Social Media Activity?
Advertising?
Changes to the Website Post Launch? Slide21
So what is Search Experience Optimization?….
ALL OF IT! Slide22
SEO is which part of these things?
Where does SEO come into the decision making process… Slide23
What else? Slide24
SEO is which part of these things?
Where does SEO come into the decision making process… Press Releases
White PapersNewspaper MentionsArticles
InterviewsIndustry Publications
Partnership Mentions
Anywhere your Strategic Players, Domain or Company Name appears.
Including Google Places, Yelp, anywhere you list your company.
These are called “citations”
Important NOTE – make sure all these are exactly the same
These are all link building opportunities. Slide25
So while your website is still a thought…Slide26
Your SEO Plan should not be…Slide27
All of These
All of TheseSlide28
Best Practices, Tips & TricksSlide29
First how does it work?Slide30
The basics
What is Indexing vs RankingSlide31
Indexing is…
“The term "indexing" is used to describe the process that search engine's carry out to firstly find your site, then secondly "digest" the content of your site. This is the way that search engines gather information about your site in order to "score" each page using their ranking algorithm.”~ http://www.eflaunt.com/seo-glossary/indexing.htmSlide32
Ranking is…
“Different to a search engine listing because a listing means the site appears anywhere on the list. Ranking relates to exactly where on the list it appears. Closer to the top means it has a higher ranking. A critical consideration in having your website found on the internet. ...”~ http://www.buddydesigns.com/web-terms-internet-terminology.htmlSlide33
And where does this happen?Slide34Slide35Slide36
Right now it means optimizing your site primarily for… Slide37
BUT KEEP AN EYE OUT for this one… It was at 7% share in 2011Today 20%...Slide38Slide39
Powered by searches
In March, 64.0 percent of searches carried organic search results from Google,
while 20.0 percent of searches were powered by Bing
.
http://www.comscore.com/Insights/Press_Releases/2014/3/comScore_Releases_February_2014_U.S._Search_Engine_RankingsSlide40
So what’s important
While there are over 500 main points on the algorithm..These are your top 3.Content
TechnicalLinksSlide41
ContentSlide42
SEO Best Practices.
ContentLinks are DeadContent ONLY ApproachIf you build it, they will come
MYTHSSlide43
Content and SEO
Giving users information that they need/want on your site in order to make your site an online resource that users will want to engage with and link to over other sites in your industry or vertical.
And optimizing that content to be found in the search engine.
Content is one of the most important aspects of SEO.
BUT Content is not the only SEO.
Content and SEO is about….Slide44
Content and SEO
The Five SEO Qualities of Content
Content Quality
Content written well
Over 600 words (most pages)
On topic
In depth coverage of topic
Content Research
Content Words
Content Engagement
Content Freshness
http://searchengineland.com/guide/seo/content-search-engine-rankingSlide45
The Five SEO Qualities of Content
Content Quality
Content Research
Keywords (Search Queries)
How would people find your content
Making sure to include variations
Content Words
Content Engagement
Content Freshness
http://searchengineland.com/guide/seo/content-search-engine-ranking
Content and SEOSlide46
The Five SEO Qualities of Content
Content Quality
Content Research
Content Words
Including these in your content
Add these after you have written your content
Make sure to include in your meta
tags
Content Engagement
Content Freshness
http://searchengineland.com/guide/seo/content-search-engine-ranking
Content and SEOSlide47
The Five SEO Qualities of Content
Content Quality
Content Research
Content Words
Content Engagement
Content should engage your user
Is your content sticky?
Do people link to your content?
Do people share your content?
Content Freshness
http://searchengineland.com/guide/seo/content-search-engine-ranking
Content and SEOSlide48
.
The Five SEO Qualities of Content
Content Quality
Content Research
Content Words
Content Engagement
Content Freshness
MYTH NEEDED on all sites (based on site type)
However, there is
Query Deserved Freshness
(
QDF
)
Meaning a term may have a need for freshness, if you provide this you get a boost in positioning.
http
://searchengineland.com/guide/seo/content-search-engine-ranking
Content and SEOSlide49
TechnicalSlide50
Technical
Not Important
IT’s Issue
Can Wait
MYTHSSlide51
Technical SEO is related to your site’sHostingDomains and Subdomains
Redirects (Type and Use)CodebaseText to Code RatiosCrawlability Response CodesPage Speed
Mobile ImplementationEtc.
Technical SEOSlide52
Technical SEO is related to your site’sHosting/Server Set-Up/AdminAre you using Shared, Dedicated, Cloud, Grid, Virtual Dedicated?
Are you Caching your site pages? Are you using compression? What about CDNs (Content Delivery Networks)?Domains and SubdomainsRedirects (Type and Use)
CodebaseText to Code RatiosCrawlability
Response CodesPage Speed
Mobile Implementation
Etc.
Technical SEOSlide53
Technical SEO is related to your site’sHosting/Server Set-Up/Admin
Domains and SubdomainsAre you using subdomains? What reason? What is their health? Is your domain redirecting properly? Most common error. www. And non www + index or default pages all work
This is a duplicate content issue for your site. Redirects (Type and Use)
Codebase
Text to Code Ratios
Crawlability
Response Codes
Page Speed
Mobile Implementation
Etc.
Technical SEOSlide54
Technical SEO is related to your site’sHosting/Server Set-Up/Admin
Domains and SubdomainsRedirects (Type and Use)Are you using proper redirects? 301 vs 302 301 is a permanent redirect for page moves, removal or URL changes.
ALMOST ALWAYS USE THIS. Carries your link values.302 is a temporary change.
CodebaseText to Code Ratios
Crawlability
Response Codes
Page Speed
Mobile Implementation
Etc.
Technical SEOSlide55
Technical SEO is related to your site’sHosting/Server Set-Up/Admin
Domains and SubdomainsRedirects (Type and Use)CodebaseAre you using proper coding techniques?Is your HTML clean of inline CSS and JavaScript?
Do you pass the W3C validator? NOTE Google does not require passing W3C validation, but by passing W3C validation you meet many of Google’s algorithmic points.
Text to Code RatiosCrawlability
Response Codes
Page Speed
Mobile Implementation
Etc.
Technical SEOSlide56
Technical SEO is related to your site’sHosting/Server Set-Up/Admin
Domains and SubdomainsRedirects (Type and Use)CodebaseText to Code RatiosHow clean is your code?
Do you have very little text to a lot of code? Crawlability Response Codes
Page SpeedMobile Implementation
Etc.
Technical SEOSlide57
Technical SEO is related to your site’s
Hosting/Server Set-Up/AdminDomains and SubdomainsRedirects (Type and Use)CodebaseText to Code RatiosCrawlability
Response CodesAre your pages sending a 200 “ok” response code?If not why not?
If your page is removed are you returning a good 404 page?
(Page Not Found) with navigation for users?
Page Speed
Mobile Implementation
Etc
.
Technical SEOSlide58
Technical SEO is related to your site’s
Hosting/Server Set-Up/AdminDomains and SubdomainsRedirects (Type and Use)CodebaseText to Code RatiosCrawlability
Response CodesPage SpeedHow fast are your pages downloading?
Is your “Google Page Insights” score over 90?Have you tested your desktop and mobile speeds?
Mobile Implementation
Etc
.
Technical SEOSlide59
Technical SEO is related to your site’sHosting/Server Set-Up/Admin
Domains and SubdomainsRedirects (Type and Use)CodebaseText to Code RatiosCrawlability
Response CodesPage SpeedMobile Implementation
Are you still using M. (STOP!) Are you using responsive?
What is your page speed?
VERY IMPORTANT IN MOBILE.
Etc.
Technical SEOSlide60
LinksSlide61
Links
You Don’t Need Links
Links Are Cheap
Links Are Bad
MYTHSSlide62
Links Tell Google People Like You
Well at least your website… Slide63
What are Links?
. There are links Google thinks are “good” and ones they think are “bad”
What else goes into making a link profile “good”Link TypesLink Strength
Link Acquisition Rate
Number of Links from A Site
Anchor Text of the Link
IP Diversity
Class DiversitySlide64
What are Links?
Links are a vote for your site’s relevance and popularity online.When a site links to you Google sees it as a “vote” for your site.There are links Google thinks are “good” and ones they think are “bad”
Good LinksNatural links – links you received because someone liked your site and decided to place a link on their site (or web property) to you.
Bad LinksEverything else – anything that is not “natural”
Realistically – natural links only get you so far,
so what is a site to do?Slide65
What are Links?
Links are a vote for your site’s relevance and popularity online.When a site links to you Google sees it as a “vote” for your site.There are links Google thinks are “good” and ones they think are “bad”Realistic “good” and “bad” links.
Bad Links
Link BuyingGuest Blogging on Irrelevant Sites
Article Directories
Unmoderated Directories
Forums
Etc
Good Links
Moderated Directories
Journal Publications
Articles in Reputable Ezines
etcSlide66Slide67
Google SlammedWhat if you do it wrong? Slide68
Penalties & Algorithm Devaluationshmmm…
What are they?Slide69
Penalties
What a Cliff Reaction Typically Looks Like…
Easier to detect. Can be other things, but more likely than not a penalty.To be sure it is a penalty, must be tied to an update release date. Slide70
Penalties
What a Slope Reaction Typically Looks Like…
Harder to detect. Can be other things, but more likely than not a penalty.To be sure it is a penalty, must be tied to an update release date and
Have other indicators present. Best to have an expert audit your site.Slide71
Google has two types of penalties.
Manual and Algorithmic. Under these types there are more subtypes.https://support.google.com/webmasters/answer/2604824?hl=en Slide72
Google Penalties.
Manual Penalties.These penalties are when a Google reviewer has seen your site and manually devalues your site. The devaluation can be at the Keyword
PageURLOr Domain Level Slide73
Google Manual Penalties.
Manual Penalties.The penalty can be site wide or partial.
Slide74
Google Manual Penalties.
Manual Penalties.The penalty can be site wide or partial.
https://support.google.com/webmasters/answer/2604824?hl=enSlide75
Google Manual Penalties.
Manual Penalties.Recovery. What makes these difficult to recover from is a Google reviewer decides if the work you have done and the reconsideration request you have submitted is enough work to remove your penalty.
If not the reviewer may leave the penalty on the site. Slide76
Google Penalties.
Algorithmic Devaluations “Penalties”.These penalties are when a Google Algorithm has visited your site and algorithmically devalues your site. The devaluation can be at the KeywordPage
URLOr Domain Level
AlgorithmsSlide77
Googe Algorithmic Penalties.
Algorithmic Penalties.Recovery. These are mathematical. Google prefers these, since they are neutral and penalize any site. The benefit is the algorithm decides if you met the requirements of the algorithm the algorithm will reinstate your site when it returns.
The detriment is you can wait a long time for the algorithm to return.
Until it does there is NO RECOVERY.
Penalties
AlgorithmsSlide78
What are they?
Algorithmic release updates you can use to help detect site penalty issues.
These releases are updates aimed at a certain webspam issue. SEOMoz or now Moz has the best update calendar.
http://moz.com/google-algorithm-change
Penalties
AlgorithmsSlide79
Google has two main algorithmic penalties.
Penguin and Panda. These are
NOT the only two.These are just the main two.
Most likely to affect your site. Slide80
Penguin is the over-optimization and unnatural links penalty
.
Penguin AlgorithmsSlide81
Panda is now part of the main algorithm and no longer has release dates.
Panda is the thin or poor quality content update.
Panda AlgorithmsSlide82
Yes! You can be hit by more than one at the same time. Never assume.
Algorithms & Penalties
Can you have more than one? Slide83
PenaltiesHow do they work?Slide84
Algorithms
Can make you look like this guy…Slide85
Google Hits You With A Nose Dive!
TIP! ACT FAST! Do not wait. Quick action can save your site.Slide86
You Were Very Bad!
You bought spammy links. You did not fix your penalty. Ouch! Hit again!
Tip! Unless you abandon your site. ALWAYS FIX YOUR PENALTIES. It is like swimming with leg weights on. Slide87
Google assumes you are using “black hat”
techniques and gives you a penalty. Often you get hit with the“Penguin” Algorithmic Penalty.
However, the penalty can be manual or one of many algorithmic kinds.
What happened?
You Were Very Bad – In Google’s Eyes..Slide88
What Else? Slide89
Was based on Freebase now on Wikidata
Schema & The Knowledge GraphSlide90
What is the Knowledge Graph?
Right Side DisplaySlide91
Carousel Music
Schema & The Knowledge GraphSlide92
Info Box
Schema & The Knowledge GraphSlide93
Scraping and Schema (Schema.org)
Schema & The Knowledge GraphSlide94
https://schema.org/docs/gs.html
Schema & The Knowledge GraphSlide95
Where does it come from?Scraping and Schema. (Schema.org)What is Schema.org?
“This site provides a collection of schemas that webmasters can use to markup HTML pages in ways recognized by major search providers, and that can also be used for structured data interoperability (e.g. in JSON). Search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right Web pages.”
Schema & The Knowledge GraphSlide96
Where does it come from?
Schema & The Knowledge GraphSlide97
DilemmaSchema Paradox
Do you use structured data that Google uses to scrape your site or do you not?
Schema & The Knowledge GraphSlide98
SEO Best Practices, Tips & Tricks.
Presented by Kristine SchachingerKristine@SitesWithoutWalls.com
@schachin