Search Engine Optimization Understanding SEO & Building Successful Content

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Priscilla Howard
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1 Search Engine Optimization Understanding SEO & Building Successful Content

2 Angie Gibson Search Program Manager, American Cancer Society Dimitris Volakis SEO Prac6ce Lead, Penton Marke6ng Services TEAM

3 What is Search Engine Op:miza:on What is On- page SEO Selec:ng the right Keywords Adding Key Words to Web Pages Meta Data, Title Tags & H1s AGENDA

4 SEARCH ENGINE OPTIMIZATION

5 Search Engine Op.miza.on (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or "un- paid" or "organic" search results. The higher on the page, and more frequently a site appears in the search results list, the more visitors it will receive. WHAT IS SEO?

6 95.8% of natural search visits from Google were referred by a result of the first page. emerketer February 2010 PAGE #1

7 10% of Clicks 90% of Clicks Effec6ve search engine marke6ng is a recipe of natural search op6miza6on and paid search adver6sing ORGANIC vs. PAID

9 ON- PAGE SEO

10 THE IDEAL WEB PAGE Be hyper- relevant to a specific topic Include subject in :tle tag Include subject in URL Include subject in image alt text Specify subject throughout text content Provide unique content about subject Link back to its category page Link back to its subcategory page Link back to its homepage (LOGO)

11 Write Compelling AD Copy Showing the searched keyword in the :tle and descrip:on have a higher CTR

12 TITLE TAGS

13 Title Tags

14 As :tle tags are such an important part of search engine op:miza:on, implemen:ng best prac:ces for :tle tags makes for high- impact SEO. The recommenda:ons below cover the cri:cal parts of op:mizing :tle tags for search engine and usability goals: Be Mindful of Length 70 characters is the max Place Important Keywords Close to the Front of the Title Tag Leverage ACS Branding Consider Readability and Emo.onal Impact TITLE TAGS

15 META DESCRIPTION

16 Meta Description

17 Meta Descrip:ons, which are HTML aaributes that provide concise explana:ons of the contents of web pages, are commonly used by search engines on search result pages to display preview snippets for a given page. Code Sample <head> <meta name="descrip:on" content="this is an example of a meta descrip:on. This will oeen show up in search results."> </head> Op.mal Length for Search Engines Roughly 155 Characters META DESCRIPTION

18 PAGE CONTENT

19 Page Copy

20 Keyword should appear in: Filename Title tag Meta keyword, Meta descrip:on Heading tags (H1, H2, etc.) Bold text Link text Overall content of the page Keyword Density: 4-7% op:mal, 2-5% average Tool: TIP: Aim for only 1-2 keyword terms per page PAGE CONTENT

21 Aspects of a given web page that influence search engine ranking Content <body>, <div>, <p>, <span>, no tag Alt Text <img src="hap:// alt="keyword"> Bold/Strong <b></b> <strong></strong> ON- PAGE FACTORS

22 Anchor Text

23 Good keyword usage in the alt tag Image Alt Attributes

24 THE SEO PROCESS

25 !"#$%&'()*+,+-.$/01'23,0$ %31'3+.-4$!"#$%&#'()*')& & J Audience: Individuals searching for breast cancer walk events in Atlanta, Ga Filename: Atlanta-MSABC Crumb Trail: Home > Making Strides Against Breast Cancer Atlanta Event Convio radius: 566$1+20$*37+89$:6:6:$3-7$:5;6<$=!3>3--3?@$ 100 mile Short URL: cancer.org/stridesatlanta Page URL: tbd $ Item & +,'(-&+)./&012& J 34)5)3'-5&6)78& &!-')&9-:;<5=/$A10,3$ -310BCD0()&*79C$ E&-,0-,BC$=3''*&FG$<H 56$D0($'?*3909@& Content Atlanta Walk for Breast Cancer Making Strides Against Breast Cancer breast cancer walk, breastcancerwalk, breast cancer awareness, 3 day walk, pink ribbon walk, atlanta, savannah, ga, georgia, 30327, 30355, 30303, 31406, breast cancer fundraising, msabc, making strides J 34)5)3'-5/&<F&$<=:& J & &!-')&>-/35,?',<*& A10,3$ -310BC709E*+',+&-C$ E&-,0-,BC$=5I6$E?3*@& & A*3(B=-&)*&CD& 4-)=(,*-E&& &!,*,6B6&<F&G2H& 3<?:E$$ $ & A*3(B=-&)*&CG&/BIJ 4-)=(,*-E&& $!,*,6B6&<F&G2H& 34)5)3'-5/&<F&$<=:& 3<?:E$$ $ A*3(B=-&)&6,*,6B6&<F& <*-&'-7'&4:?-5(,*K&'<& =--?-5&3<*'-*'& & A!#LM&)*=&NO#"C&#('& ')./&)*=&6-')&=)')& 5-3<66-*=)',<*/E& $ Support breast cancer fundraising by participating in a local Atlanta Making Strides Against Breast Cancer walk. Help save lives and raise awareness. Start Making Strides today! <h1>make strides in the fight against breast cancer!</h1> Whether you are a breast cancer survivor or one of your friends or loved ones has been diagnosed with breast cancer, your life has likely been affected by this common disease. You can join the progress we are making together to save lives and put an end to breast cancer by participating in an Atlanta Making Strides Against Breast Cancer walk this October. You are sure to be moved by this annual breast cancer walk knowing that every step you take is making a difference. <h2>join Making Strides in Atlanta or Savannah and help put an end to breast cancer!</h2> At the Atlanta Making Strides event you will be able to honor breast cancer survivors, remember those we have lost, raise breast cancer awareness, and support breast cancer fundraising. Your efforts will not only go towards helping save the lives of others but will also have a positive impact on your own life. So sign up for the Atlanta Making Strides Against Breast Cancer event today and help to create a world with less cancer and more birthdays! Sign up for the next Georgia Making Strides Against Breast Cancer event <Dynamic event listing> $ J&*$,?0$K+*9,$+13.0$&-$,?+9$'3.0$= $,?0$&-0$,?3,$9?&)9$8'$K+*9,$+-$,?0$E&70@L$,*($,&$)&*D$322$&*$'3*,$&K$,?0$ '?*390$MK-:;<5=&,*/-5'-=&4-5-N$+-,&$,?0$K+20$-310$3-7$MK-:;<5=&,*/-5'-=&4-5-N$,?0$32,$,3.$709E*+',+&-G$$

26 SELECTING KEYWORDS

27 Not too broad cancer could mean breast cancer symptoms or colon cancer detec:on, etc. Not too specific early breast cancer detec6on in middle aged women d Very low traffic on these terms Ideal terms like signs of breast cancer, breast cancer treatment, etc. Also op.mizes for broader term at the same.me, for example: breast cancer is contained within signs of breast cancer KEYWORD SELECTION

28 Internal Site Search Stats

29 Best Indicator of Search Terms

30 Choose the Best Words/Phrases to Target

31 SOME DO S AND DON TS

32 Duplicate Content & Canonicalization

33 Canonical URL Tag

34 Duplicate Titles & Meta Descriptions

35 DON T: Search UN- Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 Unnecessary Subdomain Dynamic URLs don t perform as well as sta:c and engines recommend against more than two parameters No keywords in the URL string

36 DO: Search Friendly URLs elephants Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen

37 Certain technologies can block search engine robots from indexing a site for relevant content: Javascript Flash AJAX Website A Page 1 (all Flash) Page 2 Page 2a

38 AFFECTS ON PAID SEARCH

39 PAID SEARCH

40 1 + 1 = 3 Immediate Results Tailored Solu:on Highly Measurable for ROI Quickly Employed QUICKLY posi:on a brand or product at the top of search engine results pages (SERPs) immediately. EXPERIMENT with targeted keywords and control when and how you appear within the search engines simultaneously Quickly learn which keywords are high- converters, then apply learning to your SEO strategy Experiment and monitor landing pages and conversion triggers on your site real :me GEOGRAPHICALLY target online search audience WHY BUY PPC?

41 Quality Score is heavily based on relevance which refers to the usefulness of informa:on to a user (such as an ad, keyword, or landing page). Relevance Quality Score Quality Score is determined by a combination of factors, including: Landing page quality X Willingness to Pay Max CPC Bid Max CPC Bid is the highest $ amount an advertiser is willing to pay for one click on their ad = Ad rank which denotes ad position AND actual Cost Per Click Higher Quality Score, the lower its cost- per- clicks (CPCs) and the be`er its ad posi.on

43 THANK YOU

44 Angie Gibson Search Program Manager, American Cancer Society Dimitris Volakis SEO Prac6ce Lead, Penton Marke6ng Services TEAM

LUNCH & LEARN ADWORDS (BASICS) Network808 & German Google Guy Daniel Hildebrandt

LUNCH & LEARN ADWORDS (BASICS) Network808 & German Google Guy Daniel Hildebrandt AGENDA What is the difference between SEO / SEM? What is Google AdWords? Important AdWords vocabulary Best structure for