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SEO Best Practices, Tips & Tricks. SEO Best Practices, Tips & Tricks.

SEO Best Practices, Tips & Tricks. - PowerPoint Presentation

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SEO Best Practices, Tips & Tricks. - PPT Presentation

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?Slide34
Slide35
Slide36

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%...Slide38
Slide39

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

etcSlide66
Slide67

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