4 pillars for seo and online discoverability in 2014
DESCRIPTION
Learn the 4 must-have SEO pillars to get discovered online in 2014. These slides were presented in a webinar by Christine O'Kelly and Bernie Borges January 22, 2014. The full webinar playback is available on demand here: http://www.findandconvert.com/resources/webinar-archives/TRANSCRIPT
#SEO2014
Bernie BorgesChristine O’Kelly
@BernieBorgesLinkedIn.com/In/BernieBorges
@OnlinePRMediaLinkedIn.com/In/ChristineOKelly
Here’s what we’ll cover today:
Why website architecture mattersOriginal, quality, optimized contentLink earning, not link buildingSocial sharing
Website ArchitectureSpeed and Performance Matters
PILLAR #1
Curb Appeal
Plumbing & Wiring Matters
A Clean Website!After careful planning you launch a clean website
that is “clutter free.”
One Year Later….Still Clean?After a year or more online, new and revised content has impacted your site.
How Cluttered Architecture Impacts Your WebsiteNo website can avoid clutter building up over time. Website
clutter buildup can negatively impact incoming traffic leading to less leads and sales.
Speed & Performance Optimization
More than 80 factors to study in website architecture optimization.Are URLs SEF friendly/optimized?
Can URLs be accessed by Upper Case & Lower Case versions?Are there WWW & Non WWW versions of the site? Are titles optimized?Are meta descriptions optimized?Are H1s optimized? Are 301 redirects set up properly?Is the site using 302 redirects?Are there 404 pages?
Is the site organization intuitive (silo’d)? Is there a logical category / subcategory hierarchy?Are there related links in each category?Are all pages crawlable by robot without a sitemap? Orphan Pages?Are there broken links?
Is there an HTML sitemap?Is there an XML sitemap?Are URLs duplicated in the sitemaps?
How does the site function when you turn off CSS, JavaScript?Is Flash used for important elements?Does the site use AJAX pages? Is content in PDFs also in HTML? Is there duplicate content within the site?Is there duplicate content between subdomains?Is there duplicate content with other sites? What internal pages do they link to the most?What is the quality of outbound linking?Are there too many links on a page? Speed and CodeIs the HTML minified & compressed?Is the CSS validated?Are JavaScript and CSS linked to external files?
URL Structure
Website Architecture Summary
Audit for clutter annuallySweat the URL structureLoad speed matters
Original, Quality, Optimized Content
PILLAR #2
The Two Critical Jobs of Content in SEO
in terms of SEO and website ranking
Content serves
Critical Jobs
2
JOB # OPTMIZED CONTENT
The Two Critical Jobs of Content in SEO
1 JOB # EARN INBOUND LINKS
2
1st Critical Job of Content in SEO
JOB #
OPTMIZED CONTENT is a crucial element that
determines the ranking of a web page
People won’t find your content in a search if it is
not optimized for the terms for which they are
searching
1
Well Optimized Content
On Page Content Optimization: Past vs. Present
Stuffing exact match keywords on pages – even at the cost of readability
Using the same keyword phrase again and again to achieve a specific density
Creating pages with a variety of related and relevant keyword themes
Using semantically related terms that “anchor” and give contextual relevance to your target keywords.
“Intent” Is More Important than “Exact”
Google’s goal has remained consistent since inception. Their
ability to interpret patterns and signals
has improved.
A “Hidden” Fact That Many People Overlook…
Your own website isn’t the ONLY place where you can publish optimized quality content to gain search engine visibility
We’ve Talked About Optimizing YOUR Website…
But that’s not where online discoverability ends
Different Search Terms Have Different Result Types
“How to Bind a Book”
“Spiral Binding Machines”
Different Search Terms Have Different Result Types
Palm Desert Printers
Multi-Platform Publishing
After analyzing the SERPs of various keywords, create valuable optimized content and publish on the content platforms that tend to rank the best.
Publish Different Types of Content on Appropriate Platforms
By publishing optimized content on various platforms, your content can dominate more than one position in the search results
Why appear just once in the SERPs
When you can dominate multiple
positions?
Multi-Platform Publishing
Multi-Platform Publishing
Why appear just once in the
SERPs When you can dominate
multiple positions?
Bottom Line…EVERYTHING on the search results page is a
form of CONTENT
Content Creation Recap
Identify your keywords
Produce useful, information rich, contextually relevant content for your website
Analyze the search engine results for your keywords
Create an optimized presence on 3rd party sites that have search presence
Link EarningPILLAR #3
JOB #
INBOUND EARNED LINKS are another crucial element that determines a website’s
ranking
The way to earn valuable influential links and social shares is to create unique, quality content that people feel COMPELLED to link to
The Two Critical Jobs of Content in SEO
2
Link Building: Past vs. PresentPublishing user generated content anywhere and everywhere to build links back to a website.
Embedding links in exact match keywords
Creating quality content that people feel compelled to link to – thus generating earned links from a wide variety of places around the web
Links embedded in a range of natural keyword phrases
QUANTITY QUALITYSELF-CREATED EARNEDVS
Link Earning Vs. Link BuildingIn the SEO days of old, we asked…
How Can I Build Links?
Link Earning Vs. Link BuildingToday we need to ask…
How Can I Build Links?
What would compel others to talk about
us?
Link Earning Vs. Link Building
• What proprietary “trend” data can analyze and interpret?
• How can you poll your customer base?• Are there any trending news stories that
you can respond to?• Do you have predictions about what is up
and coming in your industry?
Link Earning Vs. Link BuildingToday we need to ask…
How Can I Build Links?
What can I create for
others that will help THEM
increase their authority?
Link Earning Vs. Link Building
• Which magazines, trade journals, and blogs can you contribute content to?
• Which podcasts and radio shows cover topics to which you can contribute?
• What types of awards or certifications can you issue?
“The Knot” Case Study
“The Knot” Case Study
“The Knot” Case Study
People Like To Share What Makes Them Look Good…
What Type of Award or Certification Can You Give?
Best Family Safety BlogChose what they felt were the “best family safety blogs divided into various categories
“Successful Outstanding Blogger” AwardLiz Strauss awards regularly to bloggers that she feels are outstanding
HubSpot Certified
Defined certification criteria and program
and awards pride badges to those who
achieve this certification.
Link ReclamationGather the Low Hanging Fruit
Search for mentions
Check links for validity
Ask for link inclusion / link repair
Link Earning RecapWrite/contribute useful, original, interesting content that people naturally want to reference and share
Ask “How can I compel others to naturally want to link to me,” vs. “Where can I place links”
Find places where people are talking about you online but not linking and ask them to include a link
Social SharingPILLAR #4
Social Signals…Coming Soon
Social is the new SEO
From your LinkedIn profile
From your LinkedIn Company Page
Social is the new SEO
From your Google+ Profile or Page
From your Facebook Page
Social is the new SEO
Key take-aways:Why website architecture mattersQuality content that is optimized for searchLink earning, not link buildingSocial signals are important
Tune Into The ….
Watch the full episode at thesocialbusinessengine.com.
https://www.youtube.com/user/socialbusinessengine
Our Gift to You!
Bernie BorgesChristine O’Kelly
@BernieBorgesLinkedIn.com/In/BernieBorges
@OnlinePRMediaLinkedIn.com/In/ChristineOKelly