local and traditional seo training guide
TRANSCRIPT
SEO Best Practices and ToolsLocal SEO & Beyond
Brad Smith June 2015
Overview
• SEO Strategy Basics
• Increasing Local Business Visibility Online (Local SEO)
• Maximizing Online Leads & Sales (Traditional SEO)
• SEO Tools & References
SEO Strategy Basics
Key Terms“SE” Search Engine
“Spider” & “bot” Search Engine indexing robot
“SERP” Search Engine Results Page
“CTR” Click Through Rate (percentage of clicks/exposure)
“Inbound Links” External links to site pages
“Anchor Text” Text anchor display of a link
“PageRank” Google page quality score
SEO Strategy Basics
Current Search Market Shares
Source: karmasnack.com
SEO Strategy Basics
Align SEO strategy with business strategy
Brick & Mortar Local SEO
Pure E-Tailer Traditional SEO
Bricks & Clicks Local & Traditional SEO
Local Search
Local SEO
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Local Search Intro•Critical focus for Brick & Mortar businesses•Tight geographic relevance•Increasing representation in SERPs•Increasingly including social/reputation elements•Core to capitalizing on Mobile search trends
Local SEO
8
Local Search Intro•Critical focus for Brick & Mortar businesses•Tight geographic relevance•Increasing representation in SERPs•Increasingly including social/reputation elements•Core to capitalizing on Mobile search trends
Local SEO
9
Local Search Intro•Critical focus for Brick & Mortar businesses•Tight geographic relevance•Increasing representation in SERPs•Increasingly including social/reputation elements•Core to capitalizing on Mobile search trends
Local SEO
Optimizing Online Representation for Local SearchClaim Google Places/Google+, Bing Places pages
Enrich Google+ Business PageName, Address, PhoneWebsite AddressBusiness Images, VideosHours
EventsVideosBusiness Categories
Only 37% of businesses have claimed local search listings- MDG Advertising
Local SEO
Optimizing Online Representation for Local SearchClaim Google Places/Google+, Bing Places pages
Enrich Google+ Business PageName, Address, PhoneWebsite AddressBusiness Images, VideosHours
EventsVideosBusiness Categories
Only 37% of businesses have claimed local search listings- MDG Advertising
Local SEO
Top Local Search Levers•Consistent Name, Address, Phone Number, and website listing across all online directories
•Listings/websites with as much detail as possible
Top Local Search Information Desired by Shoppers
Courtesy Local Search Association/Burke Inc.
Local SEO
Top Localized Organic Ranking Factors (2014)
Source: https://moz.com/local-search-ranking-factors
Local SEO
Key Places to Establish Business Profiles
View the complete HubSpot Top 50 List:http://blog.hubspot.com/blog/tabid/6307/bid/10322/The-Ultimate-List-50-Local-Business-Directories.aspx
Local SEO Don’t Forget Social as a valuable Local Signal – set up and optimize business page on key social networks
Traditional “On Page” SEO
SEO Strategy Basics
Ensure the target website is crawlable
FLASH ALL GRAPHICS PURE JAVASCRIPT
RICH HTML HIERARCHICAL MARKUP
Basic Crawlability Smoke Test
Turn off JavaScript in browser and navigate website to check website degradation without JavaScript, as Spiders will view by default
Chrome Web Developer Extension: https://chrome.google.com/webstore/detail/web-developer/bfbameneiokkgbdmiekhjnmfkcnldhhm?hl=en-US
Basic Crawlability Smoke Test
GOOD
Traditional “On Page” SEO
Product Search Engine Optimization Process
12
3
Traditional “On Page” SEO
Self-AssessmentHow
Sample Searches
What to researchCurrent rankings and presentationKeyword traffic trendsInbound Links
Measuring with Webmaster Tools
Key Webmaster Tool Reports & TestsKeywords / Rank / Impressions Report
Content Keywords Report
Fetch as Googlebot
Crawl Errors Report
Structured Data Report
HTML Improvements Report
Mobile Usability Report
SEO Strategy Basics
Sample Reports
SEO Strategy Basics
Sample Reports
SEO Strategy Basics
Sample Reports
SEO Strategy Basics
Keyword ResearchHow
Competitive Keyword ReviewGoogle TrendsGoogle AdWords Keyword Planner
What to researchDesired Keyword Traffic / CTRKeyword Search Volumes & TrendsKeywords Targeted by Competitors
SEO Strategy Basics
Sample Keyword Research
SEO Strategy Basics
Sample Keyword Research
SEO Strategy Basics
Sample Keyword Research
Traditional “On Page” SEO SEO ExecutionHow
Core SEO ElementsAdvanced SEO Elements
Traditional “On Page” SEO
31
Core SEO Elements
Traditional “On Page” SEO
32
Core SEO Elements
Page TitlePage Title
Page Description
Page Description
Traditional “On Page” SEO
Best Practice Keyword & Content Flow
Traditional “On Page” SEO
SEO Execution GuidelinesDO DON’T
Create rich, differentiated product content with natural keyword references.
Artificially “stuff” a desired keyword into content repeatedly.
Work with partners and associations to build up in-bound links from industry authorities.
Purchase in-bound links or take part in generic “link circles”.
Regularly review site analytics & reports to check results of efforts; adjust accordingly.
Set minimum search engine optimization in place and move on (set & forget).
Establish and nurture profiles and a social presence to increase visibility of your site and products.
Try to fool the search engines by adding hidden content or presenting other content to Spiders only (“cloaking”).
Advanced SEO
Advanced SEO ElementsHow
Structured Data Markup / Schema.org TagsGoogle Shopping Product FeedsResponsive Web & Mobile SearchPage Load SpeedKnowledge Graph / Entity Search
Structured Data IntroPromote Your Content with Structured Data Markup"Structured data markup" is a standard way to annotate your content so machines can understand it. When your web pages include structured data markup, Google (and other search engines) can use that data to index your content better, present it more prominently in search results, and surface it in new experiences like voice answers, maps, and Google Now.
Source: Google https://developers.google.com/structured-data/
Structured Data (Reviews)
Structured Data (Reviews)
Shopping Product Feeds
Shopping Product Feeds
Structured Data References
<span itemprop="name" itemprop="name">Fly14 F-16 Gloves</span>
<span itemscope itemtype="http://schema.org/Product" itemref="_image2 _description3 _offers7">
Google Structured Data Markup Tool: https://www.google.com/webmasters/markup-helper/
SEO Tools
SEO ToolsTool Use URL
SEO Quake Browser plugin to review key on-page SEO stats http://www.seoquake.com/
SEM Rush Keyword and link analysis tool for competitive and self-analysis
http://www.semrush.com
Google AdWords Planner
Keyword search volume and competition analysis tool https://adwords.google.com/
Google Trends Keyword trend analysis tool http://www.google.com/trends/
Google Analytics Free website analytics http://www.google.com/analytics/
Google Webmaster Tools
Website index and Google search trends analysis tool http://www.google.com/webmasters/
Lynx Web Browser Text-based web browser – useful for viewing site content as seen by a spider
http://lynx.isc.org/
SEO References
Ongoing Education: SEO Reading & References
•Search Engine Land SEO Guidehttp://searchengineland.com/guide/seo
•Google SEO Starter Guidehttp://static.googleusercontent.com/media/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf
•Web Developer SEO Cheat Sheethttp://s3.amazonaws.com/static.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf
•Moz Local Search Ranking Factors Reporthttps://moz.com/local-search-ranking-factors
•SEOMoz Blog http://moz.com/blog