Understanding SEO April 10 th , 2014 Boston Picture User Group @dan_shure
Understanding SEO
April 10th, 2014 Boston Picture User Group
@dan_shure
Evolving SEO - Worcester
www.evolvingseo.com
@dan_shure
Twitter: @dan_shure
http://www.twitter.com/dan_shure
@dan_shure
Instagram - danshure
@dan_shure
Options To Get Traffic?
@dan_shure
You Could Advertise
@dan_shure
You Could Pay Per Click
@dan_shure
You Could Use Social Media
@dan_shure
SEO
@dan_shure
SEO – The User Is Hunting
@dan_shure
Search Is Still Growing
@dan_shure Slide source: h2p://www.slideshare.net/randfish/the-‐power-‐of-‐inbound-‐marke>ng
Once You Earn Visibility, You’re Not Paying Per Click
@dan_shure
If They Stop Paying, They Don’t Show Up
@dan_shure
As Long As They Continue Earning Visibility, They Show UP
@dan_shure
User Intent + Volume + Sustainable =
High Value Channel
@dan_shure
Goals Of SEO
@dan_shure
Rankings (As A “Leading Indicator”)
@dan_shure
Traffic
@dan_shure
Business (Money)
@dan_shure
Reputation Management
@dan_shure
Reputation Management
@dan_shure
Reputation Management
@dan_shure
Pie Ingredient?
@dan_shure
h2ps://twi2er.com/dan_shure/status/293929126694375424 (Note: this looks to have since been resolved)
SEO Myths
@dan_shure
Myth One: Keyword Stuff
@dan_shure
Myth Two: You Need LOTS Of Pages
@dan_shure
Myth Three: SEO Is A Verb
@dan_shure
Myth Three: SEO Is A Verb
@dan_shure
• You don’t “SEO” a website, just like you don’t “famous” someone. You become “search engine opAmized”.
Myth Three: SEO Is A Verb
@dan_shure
• You don’t “SEO” a website, just like you don’t “famous” someone. You become “search engine opAmized”.
• SEO is an ongoing process.
Myth Four: You Can Guarantee Rankings
@dan_shure
How Do Sites Rank?
@dan_shure
@dan_shure
@dan_shure
@dan_shure
http://searchengineland.com/seotable
Website
@dan_shure
WordPress – Use Yoast SEO
@dan_shure
Noindex Subpages
@dan_shure
Set Up Title Templates
@dan_shure
Noindex Tags
@dan_shure
Set Up Social Media Tagging
@dan_shure
Set Up Social Media Tagging
@dan_shure
Set Up Social Media Tagging
@dan_shure
(This is also your Google Maps or “Places” page if you have one)
“Authorship” & Google Plus
@dan_shure
My G+ Page Is Connected To My Content
@dan_shure
Add “Contributor To” Links To G+
@dan_shure
Add G+ Link To WordPress Profile
@dan_shure
Test With This Tool
@dan_shure
h2p://www.google.com/webmasters/tools/richsnippets
Optimizing Photos
@dan_shure
1. Use a concise but descriptive file name
@dan_shure
1. Use a concise but descriptive file name
@dan_shure
Bad - /0015.jpg
1. Use a concise but descriptive file name
@dan_shure
Good - /professional-wedding-photo-015.jpg
1. Use a concise but descriptive file name
@dan_shure
Plan file names before you upload them
2. Use an “alt” attribute
@dan_shure
2. Use an “alt” attribute
@dan_shure
(This is what appears if the image is broken)
2. Use an “alt” attribute
@dan_shure
3. WordPress - Don’t link to “attachment pages”
@dan_shure
3. WordPress - Don’t link to “attachment pages”
@dan_shure
Attachment pages create a unique page for every image.
3. WordPress - Don’t link to “attachment pages”
@dan_shure
4. Keep the file size in check
@dan_shure
4. Keep the file size in check
@dan_shure
www.webpagetest.org
4. Keep the file size in check
@dan_shure
www.webpagetest.org
4. Keep the file size in check
@dan_shure
Ideal - Load time: under 1 second – Size: under 100kb
“Local SEO”
@dan_shure
Local Search Ecosystem
@dan_shure
h2ps://www.google.com/business/placesforbusiness/
Google Places Page
@dan_shure
h2ps://www.google.com/business/placesforbusiness/
Google Places Page
@dan_shure
h2ps://www.google.com/business/placesforbusiness/
1. Claim 2. Update 3. Eliminate Duplicates 4. Get Reviews
Date Aggregators
@dan_shure
• h2p://www.infogroup.com/ • h2p://www.expressupdate.com/search • h2p://www.databyacxiom.com/presence-‐management.html • h2p://www.neustarlocaleze.biz/directory/index.aspx • h2p://www.factual.com/
Date Aggregators
@dan_shure
Or save tons of aggrava>on with Moz Local -‐ h2ps://moz.com/local/
Yelp
@dan_shure
h2ps://biz.yelp.com/
Yelp
@dan_shure
h2ps://biz.yelp.com/
• Complete profile • Reviews from ac>ve community members
Yelp - Reviews
@dan_shure
h2ps://biz.yelp.com/
Yelp – Reviews – “Encourage” Don’t Solicit
@dan_shure
h2ps://biz.yelp.com/
7 Content Challenges
@dan_shure
@dan_shure
1. I Don’t Know What To Talk About
2. I Keep Talking About The Same Thing
@dan_shure
3. I Don’t Have Time/Resources
@dan_shure
4. Overly SEO’d
@dan_shure
5. Doesn’t Connect With People
@dan_shure
6. No Obvious Purpose Or Goals
@dan_shure
7. Using Wrong Metrics Of “Success”
@dan_shure
Sales Funnel “Long Funnel” Approach
@dan_shure
“Long Funnel” Approach (aka “Inbound”)
@dan_shure
h2p://moz.com/blog/inbound-‐marke>ng-‐is-‐taking-‐off
Types Of Content
@dan_shure
Teach & Share
@dan_shure
Watch The Classic Video By Jason Fried hJp://youtu.be/Ks2saa38Id4
Tell A Story
@dan_shure
hJp://www.smartpassiveincome.com/about/
Tell A Story
@dan_shure
hJp://www.evolvingseo.com/2013/05/19/moving-‐to-‐worcester-‐ma/
Curate
@dan_shure
Gather all links and resources from an event, share with aJendees and your network.
Curate
@dan_shure
Internet MarkeAng Conference List hJp://keyphraseology.com/internet-‐markeAng-‐seo-‐conferences/
Where To Get Topic Inspiration
@dan_shure
Q&A Sites - Quora
@dan_shure
hJp://www.quora.com/Photography
LinkedIn Groups
@dan_shure
Again, interacAng here is good too – but we’re also looking for topic ideas.
Google Search Suggest
@dan_shure
Google Search Suggest On Crack
@dan_shure
www.ubersuggest.org
Google Search Suggest On Crack
@dan_shure
www.ubersuggest.org
Resource Content
@dan_shure
Resource Content
@dan_shure
Resource Content
@dan_shure
We Have A Problem Though
@dan_shure
Focus On Customer
@dan_shure
Focus On Customer
@dan_shure
To Review
@dan_shure
To Review
@dan_shure
1. Why 2. Goals 3. Myths 4. Ranking 5. Website / WordPress 6. Image Op>miza>on 7. Local SEO 8. Content
Last Thing – Backlinks via Image Attribution
@dan_shure
Aka: CATCH PEOPLE STEALING YOUR WORK
@dan_shure
Reverse Image Search - Google
@dan_shure
Go to h2p://images.google.com drag and drop your photos in the box.
Reverse Image Search - Google
@dan_shure
If you see sites here using your images without “a2ribu>on”…
Get Mad?!
@dan_shure
Reverse Image Search - Google
@dan_shure
Ask them for “credit” – aka a BACKLINK
Everyone Is Happy.
@dan_shure
@dan_shure
Q&A