SEO Workshop Today s Coach Lynn Stevenson. SEO Analyst

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2 SEO Workshop Today s Coach Lynn Stevenson SEO Analyst

3 Overview Introduction to SEO Importance of Content SEO Content Best Practices Keyword Research Optimizing Content Common Pitfalls Social Media and Search Engines Useful and Free Tools Site Audits Questions

4 Why is SEO so Important? There are 4.7 Billion+ searches conducted on Google every day

5 What is SEO?

6 Organic vs. Paid Search

7 Click-Through Rates

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9 How Search Engines Work

10 The search engine spider follows links between websites, crawling the web looking for pages and documents to index When new content is found, the spider tries to index the page based on what it s about (if there aren t any technical barriers) When a user types a search query, the search engine searches its database for relevant results. The results are displayed to the user in a search results page

11 Search Engine Optimization SEO utilizes a number of techniques to increase search engine rankings. Two of the most important factors that we can impact are CONTENT and LINKS to your website. Social media content & links can have a huge impact on search engine rankings.

12 SEO Pyramid

13 SEO Ranking Factors: On-page & Offpage factors to consider

14 Content -Quality -Research -Keywords -Engagement -Fresh Content

15 HTML - Titles - Description - Headers (H1)

16 HTML - Titles - Description - Headers (H1)

17 Architecture -Crawl -Speed (load time) -URLs (short, keywords)

18 Off Page Factors -Links (quality, text, #) -Social (reputation, shares) -Trust (authority, history) -Personalized Results

19 The Importance of Content In the world of SEO, content is king! Why is content so important? Engages website visitors Increases search engine traffic & rankings Gets other websites to link to you

20 SEO Content Best Practices Write with the end user in mind, not just for search engines. Write great content that encourages websites to link to your page. Write sticky content that keeps a visitor on your website visitor time on site factors into search engine algorithms. Act like a publisher, create a content publishing strategy for the year.

21 SEO Content Best Practices Each web page can only rank for one or two keywords - write about one topic per page. Update content frequently. When content is complete & posted, it should be optimized for search engines. Socialize your content, post it to all of your social media accounts.

22 Write Compelling Content Compelling SEO content should: Be easily scan-able Utilize Bullet Points when appropriate Make use of Bold and Italics Have internal links Be laid out well Use images and video Have at least 300 words

23 Content Research Review internal website search data to find out what visitors are looking for on your site. Check out current website rankings to find out where you can use improvement and increase rankings. Selecting the right keyword is really important this will impact how much search engine traffic is driven to your website.

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26 Keyword Research Use the Google Adwords Keyword Tool for keyword research to find out the exact keyword phrase to target Orlando Hotels vs. Orlando Resorts Look at Google Adwords Keyword Tool to find out any missed opportunities. Adwords.google.com/select/KeywordToolExternal

27 Google Adwords Keyword Tool

28 Optimizing Content Once the keyword has been selected, it should appear in the following places: Title Tag Header (H1) tag At least 3x in the body content URL Image Alt Tag Link to the content from other pages

29 Keyword Optimization URL Content Image Alt Tags Match Keywords Link Anchor Text Meta Data

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32 Tips for entering a new content page Consider where you are putting the page. The taxonomy or structure of the website is very important. If you need to move or delete a page, set up a redirect. Enter Alt Tags for images. Enter Link-Title tags for links.

33 Common Content Pitfalls Avoid duplicate content. This confuses search engines and will have a negative impact on both pages. Not having content for keywords you want to rank for. Lack of content a good rule of thumb is to try to create 300 words or more per page.

34 Social Media & Search Engines Social Media is considered content on the web, and influences rankings. Bing and Google both use social signals in their search algorithms. Results containing social context now have the potential to rank in any position on the first page. Engage! Ask questions and start a conversation. The search engines are looking for social relationships.

35 Facebook In 2010, Facebook was the most popular Google search term with almost 25 billion searches. Bing integrates Facebook Likes in search results. Privacy settings - make sure you can be easily found. Naming and tagging are important for photos & videos. Questions are weighted heavily, so ask away! Gather as many I m attending! replies for events.

36 Bing & Facebook Facebook Likes affect rankings, so you want more people to like your web pages, blog posts, etc. People now appear in search results, so if a user searches for your city, any friends they have there will appear. Make sure that locals are your brand ambassadors. People can share potential vacations to their wall to get feedback before they purchase.

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38 Twitter Google may use your Twitter bio content as a the meta description of your profile on search results. Write keyword-rich tweets. Put your website link on your profile page. Grow your base of followers. Get into the habit of retweeting worthy tweets.

39 Google Plus Obtaining many +1s will increase rankings in Google. Google can use the data to determine the quality of the content or website. Set up your Google + account for your Business. Google recommends putting the +1 button on the homepage - that way users are endorsing your entire website, including your brand.

40 Google Plus

41 3 steps to improve performance in Google Search STEP 1 Create and verify your Google+ Page (5 min to create) Put your URL in the about section Verify your page STEP 2 Enable social extensions in Adwords (5 min to set up) Extend endorsements to Search and realize an average 5-10% search ad CTR uplift STEP 3 Add the Google+ badge to your site (5 min to set up) For top sites the Google+ badge increased followers by 38%.

42 Optimize Social Media Efforts Make sure you re in several social media networks, since search engines are looking across multiple networks to see if content is being shared. Optimize Tweets and Facebook updates like a website page use keywords that are relevant. Be sure to align your Twitter and Facebook bios with the About Us messaging from your website.

43 Social Media Tips Post relevant, regular & engaging content. Measure social media data - find out what really matters to your audience. Be consistent across mediums, whether it s your website, Facebook or Twitter. Voice, URLs, Naming Conventions Stay up to date on trends and changes social media and SEO are changing almost daily!

44 Fun SEO Tools Google Keyword Tool: https://adwords.google.com/o/targeting/explorer? c= & u= &idearequesttype=keyword_ideas Keyword Tool: Search Engine Spider Simulator Keyword Density Google Webmaster tools https://www.google.com/webmasters/tools/home?hl=en

45 Fun SEO Tools # of pages indexed Site:www. Open Site Explorer SEO Toolbar

46 Fun SEO Tools Google Trends Other SEO Resources

47 Checking Technical Issues Sitemap.xml No sitemap indexed by Google & Bing HTML Sitemap Friendly 404 Multiple Domains indexed Header Tags (H1) No Robots.txt Friendly URLs

48 Checking Sites No HTML sitemap XML sitemap is in HTML sitemap spot No 404 page Analytics tracking Duplicate Domains and content H1s Image and Link Titles

49 Checking Sites No HTML sitemap link in footer HTML could be formatted for easier viewing No 404 page Non-trailing slash page should redirect to trailing slash page, duplicate content Add internal links and optimize link titles with keywords Transcribe or describe animations Good Use of H1s, GA Code

50 Checking Sites HTML sitemap link is only on homepage Add sitemap to 404 page Make individual pages for each photo in the gallery. Add content. Optimize meta tag. Optimize 2 nd level meta tags Update blog more frequently Add link titles Use Restaurants instead of Dining Use Things to do instead of Activities & Attractions

51 Checking Sites Update homepage meta title Add XML Sitemap Add HTML Sitemap Optimize Meta tags Add internal links Optimize images Change Services to About Add Services page that details services provided

52 Checking Sites No XML sitemap Duplicate URL Structure Utilize Aspen Hotel Terms Add link titles, Image titles and alt tags Optimize link anchor text Optimize H1s Incorporate keywords into content Use Aspen Hotels and Aspen Ski Resort in meta titles

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