seo fundamentals - usf digital media 2015

| 1http://bit.ly/SEOFundUSF / @EverthingSwan

SEO Fundamentals

February 16, 2015

CONTACT: Brian [email protected]@EverythingSwan

Tampa | sparxoo.com | Miami

http://bit.ly/SEOFundUSF

|Professional Bank Marketing Proposal2

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Contents

1. Introductions

2. Defining SEO & Digital

3. On-Page SEO

4. Exercise

5. On-Site SEO & Beyond

|Professional Bank Marketing Proposal3

MEET Brian!

(expert arm-folder)


About Me

Senior Manager, Digital Marketing at Sparxoo (Spark + Zoo)• We Champion Brands!• I Champion Digital!

My Philosophy• Always Be Learning.

– It got me into digital– It got me my awesome job– It got me to this podium

My Expertise• Digital Strategy: Using paid media, SEO, & analytics together to

reach marketing goals



But…

That sounds boring.



Let’s talk digital.

Let’s look at what’s possible.



SOMEONE MADE THIS. IT’S BEAUTIFUL.



Hey, this menu is a thing. Why choose this?



These are articles. Someone did things here too.



There are 204 links on this page.



What’s in common?

They all need the mind of an SEO.



SEO’s ask great questions, they give informed answers,

& solve digital problems.



Digital Media: Content that is communicated

through the internet or digital devices.



SEO: Optimizing the content of a site to prominently display

in search results.



Reminder: Every Business has a

Problem.

(So they will always need someone to solve them!)



Key SEO Components

On-page SEOConsists of the elements that make up any webpage and gives search engines an idea of what a page is about.

On-site SEOHow you structure your site. Commonly referred to as information architecture or site architecture, this type helps search engines discover your site and efficiently crawl it.

Off-site SEOMost commonly written about type of SEO, this typically covers linkbuilding, outreach, and digital PR.



Let’s Get Really Good at On-page

SEO.



Key On-page Components

Page Title: What your page is about at a high level. It appears on the tab of your browser. <title> in the html. ~60 character maximum.

Meta Description: Describes your page in more detail. It appears in the search results but NOT on the page. 155 characters or less. <meta name=“description” content=“” />

H1 Tag: A way to convey to the customer who you are. It is usually the largest text on a page, think title of an essay. <h1>

H2 Tag: A subheading of the H1, it usually indicates a subtopic or a sub-service of that business. <h2>

Content: Tell the customer the practical information that they need to know through copy. Use the keyword in natural language, don’t “keyword stuff” the page.

Alt Text: For images, what is this picture about? Remember, search engines can’t see a picture, so you need to tell them what it is. Usually under 7 words. Alt=“”



First, start with a keyword or topic.



Second, employ that keyword or

topic across the on-page SEO

components.



JohnBales.com



JohnBales.com

In SEO, take shortcuts with research. Download MozBar


https://chrome.google.com/webstore/detail/mozbar/eakacpaijcpapndcfffdgphdiccmpknp?hl=en

https://chrome.google.com/webstore/detail/mozbar/eakacpaijcpapndcfffdgphdiccmpknp?hl=en


JohnBales.com



A+ to the SEOon this one.

;)



SEO Caveats!

• It’s always about the customer. If they cannot find what THEY want within the first 3 seconds of being on your site, and you do not give them a reason to believe that they will find what they want by staying on your site, you have not gained a customer yet.

• In some cases, up to 99.5% of the time a customer will not do what you want them to do. They have other priorities.

• Getting all of these right will not get you to the top spot of Google/Bing.

• SEO is a dark and lonely road.



Exercise! Each Group:

Optimize Two Pages



Reminder of Key On-page Components

Page Title: Write on page title for each page.

Meta Description: Write one meta description for each page.

H1 Tag: Write one H1 for each page.

H2 Tag: Write 3 subheadings for each page.

Content: Write one intro paragraph of 3-4 sentences.

Alt Text: Write alt text for one image.



Group Assignments

• Group A: – Auto Accident Attorney– Drunk Driving Accident

• Group B: – Slip and Fall Accidents– Unpaid Wages

• Group C: – Personal Injury– Dog Bite Injury

• Group D: – Sinkhole Attorney– Water Damage Attorney



Reminder of Key On-page Components

Page Title: What your page is about at a high level. It appears on the tab of your browser. <title> in the html. ~60 character maximum.

Meta Description: Describes your page in more detail. It appears in the search results but NOT on the page. 155 characters or less. <meta name=“description” content=“” />

H1 Tag: A way to convey to the customer who you are. It is usually the largest text on a page, think title of an essay. <h1>

H2 Tag: A subheading of the H1, it usually indicates a subtopic or a sub-service of that business. <h2>

Content: Tell the customer the practical information that they need to know through copy. Use the keyword in natural language, don’t “keyword stuff” the page.

Alt Text: For images, what is this picture about? Remember, search engines can’t see a picture, so you need to tell them what it is. Usually under 7 words. Alt=“”



Time’s Up.



On-site SEO brings these pages

together.



Key On-site Concerns

• How do these pages interlink? – Pages that are related should link to each other. Google understand this as relevance

and authority signals.

• Do you have duplicate content on your site? – www.johnbales.com and johnbales.com are different pages. That is bad.

• Do your pages follow a solid structure?– If http://www.johnbales.com/personal-injury/dog-bite-injury/ exists, does

http://www.johnbales.com/personal-injury/ exist or does it 404?

• Is your sitemap constantly up to date?– This and many other components can be managed in Google Webmaster Tools.


http://www.johnbales.com/

http://www.johnbales.com/personal-injury/dog-bite-injury/

http://www.johnbales.com/personal-injury/dog-bite-injury/

http://www.johnbales.com/personal-injury/

http://www.johnbales.com/personal-injury/


SEO:Beyond the Page



Local SEO Gets REAL Real.



You Get to Work on Campaigns



You Get to Say: Don’t Do This.



Do THIS.



You Ask Great Questions.



You Provide Great Answers.



SEO’s Solve Digital Problems.



Thank You!

(now go solve problems)

CONTACT: Brian [email protected]@EverythingSwan

Tampa | sparxoo.com | Miami
