SEO Fundamentals: Getting Started with SEO - Punchlime Hangout on Air - December 4th, 2013

Part of SEO Fundamentals.

Stanley Sarpong & Olju ManPunchlime Webinar.

Getting Started with SEO.

Updated December 2013

First, some facts.● Organic search results:

> 80% end users clicks

< 20% for sponsored ads (PPC)

● On Google SERPs: #1 gets 3.0x > clicks than #2

#2 gets 1.5x > clicks than #3

Source: Search Engine Journal & ComScore

Source: The New York Times, 2006

Boring Headline for Google.

Often heard.

“We have no budget to compete with the big guys.”

“I’m not getting enough sales.”

“How can I improve my ranking?”

“People can’t find us.”

Contents.

1. Scope

2. Prerequisites: Data Infrastructure

3. On-page optimization

4. Off-page linking

5. Resources

1. Scope.

Source: Fundamentals of Great SEO, Rand Fishkin

SEO Pyramid.

Focus today

Ideal for people.

● Starting out with SEO

● Basic understanding of HTML

● Have content below 50 pages

● Hope to rank for a handful of related terms and need SEO infrastructure

Objectives.

● Quick wins to boost your sales and increase your visibility

● Framework for good SEO infrastructure

● Actionable tips to get started with basic SEO building

2. Prerequisites.

Verify site ownership.

Source: Google Webmaster Tools

Why verify? http://goo.gl/sa1ddW

Webmaster Tools:Fetch as Googlebot.

Fetch then submit to index

Set up analytics.

Start measuring data even when you're not

ready to use it.

3. On-page optimization.

Every page should include.

● Unique title

● Unique meta description

● Descriptive anchor text for every link

● URL structure

● Unique content

● Image tags (if any images)

3.1 Title.

Title: Example.

<title>The New York Times - Breaking News, World News & Multimedia</title>

Title.

● Displays in organic search results.

● General recommendations:○ Add relevant keyword(s)○ Should be unique○ Customize each title per landing

page

3.2 Meta description.

Meta description: Example.

<meta name="description" content="Find breaking news, multimedia, reviews & opinion on Washington, business, sports, movies, travel, books, jobs, education, real estate, cars & more.">

Meta description: Example 2.

<meta name="description" content="Monta is soccer legend Edgar Davids’ fashion label, offering inspirational urban styles for men, women and children around the world.">

Meta description.● Why should you use meta description?

○ Helps Google to understand what your

website is about and helps you with ranking

○ Helps your CTR on organic search

● Recommendations:

○ Use keywords intelligently

○ Write compelling description

○ Keep between 150-160 characters

3.3 Anchor text.

Anchor text: Room for improvement.

For more information on our product specifications, click here.

Anchor text: Good example.

For more information, please read our product specifications.

Anchor text: Example.

<a href="http://www.example.com/">Anchor text</a>

3.4 URL Structure.

URL Structure.

● Create a site structure with clear hierarchy and links

● Use descriptive URLs (words & hyphens)

● Use main and sub categories, for example:○ http://montasoccer.com/shop/○ http://montasoccer.com/shop/monta-sports/○ http://montasoccer.com/shop/monta-

sports/t-shirts

URL Structure: Sitelinks.

More info on sitelinks: http://goo.gl/bJufAV

3.5 Content.

Produce original content.

● Use relevant keywords naturally in your text.

● Include terms people would use to find your service/product (e.g., "street soccer shoes," not "athletic footwear")

Keyword research.

● Create list of keywords that you want to be ranked for and create content

● Research search terms through Google Adwords keywords tool

● Consider short tail and long tail keyword strategies

Search Demand Curve.

Source: Fundamentals of Great SEO, Rand Fishkin

Keyword example: Monta.

3.6 Images.

Images.

● Add an image alt tage to your photos to be found on Google Images

● Place ‘commercial’ keywords first● For instance: soccer shoes monta

<img alt="soccer shoes monta">

4. Off-page linking.

External link building.

● Gain authentic links● Get involved

○ Prioritize finding a potential community on existing forums, blogs, or social media sites.

○ Look for and reach out to the right target group to do guest blogging.

To rank well, provide an awesome service or product, then attract buzz: links, +1s, likes,

comments, shares, followers, retweets...

Social media marketing.You likely have limited resources. ● Think holistically: Create an identity on key sites,

participate, connect with users

● Focus your energy where your audience hangs out

● Leverage your authentic strengths○ CEO likes to tweet○ Salesperson enjoys Facebook○ Developer already on Google+

5. Resources.

Tools.

● Google PageRank checker: Check your PageRank

● Open Site Explorer: Explore backlinks and anchor text

● PageSpeed tools: Improve your website speed

Webmaster and SEO resources.

Visit Webmaster Tools:

www.google.com/webmasters

Engage with SEO Community

www.moz.com

Thank you.If you want to get in touch, reach out to

olju@punchlime.comstanley@punchlime.com