Rider University SEO Presentation by Michael Fleischner
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SEO Made Simple
Rider UniversityNovember 2013
A little about myself…
Michael Fleischner
• 15 year corporate career in marketing• Top-selling author and entrepreneur• MarketingScoop, Marketing Blog, Scoop
Marketing Forum• Founder, Upward SEO
o Provide Search Engine Optimization and Reputation management solutions to businesses of all sizes (SEO, local optimization, reputation marketing, reputation management)
It’s All About Google…
http://www.comscore.com/Insights/Press_Releases/2013/10/comScore_Releases_September_2013_US_Search_Engine_Rankings
Growth of Google Queries
http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
Currently, there are more than 3 billion searches/day
on Google
Value of Search Engine Traffic
http://www.seomoz.org/blog/illustrating-the-long-tail
Yes, You Can Compete with the Big Guys
Good SEO is Easier
than It Looks
You Have to Get These Right
Before You Get These Right
Using Wordpress? You’re 80% of the Way There
From a talk given by Google’s Matt Cutts at Wordcamp: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/
“(Wordpress) is a fantastic piece of software, it makes your site easily crawlable by search engines, solves some 80-90% of mechanics of SEO and is the first big step anyone can take towards creating a popular online business.”
Other SEO-Friendly Platforms Include:
http://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.
Keyword Research
A Simple Process for Choosing Good Keywords
High Volume(many searches/month)
Low Competition(weak sites/pages in the top 10)
High Value(large % of visitors convert)
Ideal Keywords!
AdWords: The Best Choice (Most of the Time)
The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal
Use Exact Match! Be Careful About Phrase + Broad
Note the much higher numbers!
Analyzing the Top 10 to Determine Difficulty
Strong, popular sites w/ targeted titles + content
Analyzing the Top 10 to Determine Difficulty
Weaker, lesser known sites and
non-targeted titles
Keyword Difficulty Tool
I use SEOmoz tool to drill down on difficulty: http://pro.seomoz.org/tools/keyword-difficulty/
Value of Visits? Use Analytics Data
Via Google Analytics (http://www.google.com/analytics) which is free!
Good proxies for the value of traffic from these sources
A Simple Process for Choosing Good Keywords
High Volume(many searches/month)
Low Competition(weak sites/pages in the top 10)
High Value(large % of visitors convert)
Google AdWords
Gut Feel (or KW Difficulty Tool)
Gut Feel (or Analytics Data)
How Great Writing and Great
SEO Go Hand-in-Hand
High Volume Keywords = Content People Want
People really want to know this stuff!
Great Content + SEO + Social Really Works.
Great Content
+SEO
Friendly+
Social Sharing
+Link
Building
=
HigherRankings
More Readers
More Followers
More Influence
=
Virtuous Cycle of Inbound Marketing!
Link Building
Why Links Matter to Search Engines
What You Say About Yourself.
What Others Say About You.<
What Matters in a Link?
Editorially given
From a trusted source
Uses descriptive anchor text
Points to the right page
What Matters in a Link?
<p><a href=“http://www.upwardseo.com” rel=“dofollow”> Search Engine Optimization from Upward SEO </a> is a great way to improve the ranking of your website and other digital assets like pictures and videos.</p>
Anchor text(tells the engine what
this link is about)
URL(the link target)
Surrounding Text(may provide context on
the link’s relevance)
Rel=“Dofollow”(a tag that indicates search engines should trust/count
this link)
Manual Link Building
Tactics like discovering the links of competitors, getting listed in directories, resource lists, submitting content, building profiles, etc. are all in the “manual link building” category (above via http://opensiteexplorer.org and http://www.majesticseo.com
Link Building through Outreach, Networking
“Natural” Link Building
The AdAge 150 is a brilliant example of link building through the creation and sharing of a resource.
Many of these blogs will use the badge and link to the list, because it makes
them look good!
Link Building Types•Naked URLs consist of some variation of the actual URL of the link destination. Examples include searchenginejournal.com, http://www.searchenginejournal.com, www.searchenginejournal.com
•Brand Anchors consist of some variation of the brand name of the destination website. Examples include Search Engine Journal, SearchEngineJournal, Search engine journal, and SEJ
•Brand-keyword hybrid anchors consist of some variation of the brand name of the destination website mixed with a relevant exact-match or LSI keyword. Examples include SEO blog Search Engine Journal, Search Blog Search Engine Journal, and Search Engine Journal, a search blog
•Universal/junk anchors consist of words that can apply to any destination website, or are universal in nature, such as “click here,” “visit this website,” and “here.”
•KEYWORDS SHOULD ONLY BE USED IN ANCHOR TEXT ABOUT 20% - 30% OF THE TIME
Link Building & Social Sharing Resources
There are literally infinite numbers of ways to build links – creativity is your only limitation!
Social Media & SEO
Indirect Impacts of Social on SEO
This handy tool can be found at http://sharedcount.com
All these shares lead to visits, which may lead to
links, comments and positive user/usage signals
Result #42
Result #13
But correlation is not causation!
Correlation of Social Media-Based Factors(data via Topsy API & Google Buzz API)
Amazing: Facebook Shares is our single highest
correlated metric with higher Google rankings.
Google+
Google+
http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554
Anyone logged-in to any Google service will see results like these. Time to get on G+!
Other Networks to Consider
There are many social networks potentially worthy of participation
10mm
14mm Millions 14mm 6.5mm
2.5mm 500mm 1.5mm
A Few Specific SEO Questions
What Was Panda? Do I Need to Worry About It?
Where’s the beef?-low ration of original content above the fold
Pages that exist simply to link to other pages…
Redundant content
Too many ads
Affiliate links and auto generated content
What Was Hummingbird?
• What’s “Hummingbird?”It’s the name of the new search algorithm that Google is using, one that Google says should return better results.
• What type of “new” search activity does Hummingbird help?“Conversational search” is one of the biggest areas of focus with this update. Google uses context to determine meaning and return results
Danny Sullivan - http://searchengineland.com/google-hummingbird-172816
Can Links from Low Quality Sites Hurt Me?
LOCAL
•Just over a year-and-a-half ago, Google introduced Blended Place Search, merging its traditional organic algorithm with its index of Local businesses from Google Places
•We saw the number of "pure" Local results (those showing traditional "7-pack" formats) go from a consistent majority to a consistent minority
•Local is growing in importance. Estimated that up almost 40% of all search queries have a local component
•All businesses must be listed in Google Places (90% have not claimed) and local search engines
What About Local/Maps SEO?
http://www.davidmihm.com/local-search-ranking-factors.shtml
Maps Algorithm
Normal Algorithm
How Do I Get These Cool Results!?
Rel author tag… http://www.vervesearch.com/blog/seo/how-to-implement-the-relauthor-tag-a-step-by-step-guide/
That’s my face!
What About Those Awesome Video Results?!
http://wistia.com/doc/video-seo
These are great for
driving clicks
SEO is NOT once and DONE!
Some things to consider:
• SEO is an ongoing process – focus on fundamentals- Quality content- Engagement- Basic blocking a tackling (URLs, keywords, site speed,
etc.)• Authority matters
- Quality link partners- Quality in bound links
• Slow and stead wins the race• Think local
- Growth of mobile devices- Local search engines- Local consumer behavior
Michael Fleischner, Upward SEO | November 2013
Thank You!Want to get in touch?
mfleischner@upwardseo.com
MySEOmadesimple.com
Forum.MarketingScoop.com
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