High Impact SEO

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Introduction 1 High Impact SEO: High Reward Tactics That Move the Needle

Transcript of High Impact SEO

Page 1: High Impact SEO

Introduction

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High Impact SEO: High Reward Tactics That Move the Needle

Page 2: High Impact SEO

About Me

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• Senior SEO Manager, True Action

• Principal, Nexus Interactive Marketing LLC

• Organizer, Philadelphia SEO Grail Meetup

• PodCamp East Organizer

• @billrowland

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Agenda

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• SEO Basics

• Evaluation

• Planning Your Website

• Content Creation & Link Building

• Special Tactics

• Questions

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SEO Basics > On-Page vs. Off-Page

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On-Page Off-Page

Links Reviews

Social Mentions

Link Anchor Text

Design Photos

Website Architecture

Written Copy Meta Data

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SEO Basics > On-Page vs. Off-Page

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http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization

Title Includes Keyword

Keyword in Heading Helpful

to Users

Use of Keyword in “Alt”

Attribute

Use of Keyword and Related

Terms in Written Content

Keyword-Rich URL

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SEO Basics > Longtail of Search

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SEO Basics > Links = Good

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<a href=http://www.podcampeast.com> Podcamp East</a>

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Evaluation > Competition

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• Pick 3 – 5 Online Competitors

• Review Their Websites

• Appearance, Quality & Size

• Optimized?

• Geo-targeted?

• Assess Backlinks

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Planning Your Website > Architecture

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Home

Football

Helmets

Jerseys

Cleats

Pads

Baseball Hockey Soccer Contact Us About Us

• Use Keyword Research • Focus on Keywords in Demand

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Planning Your Website > Software Platform

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Required Functionality for SEO

•Title Tag Customization & Rules

• Static, Keyword-Rich URLs

• Meta Tag Customization

• Internal Anchor Text Flexibility

• Image-Handling & Alt Tags

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Content Creation & Link Building

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• What is Quality Content?

“It’s the creation and sharing of content in order to attract, acquire and engage

current and potential customers with the objective of driving profitable customer

action.” – Hannah Smith, Distilled

• What is the Purpose of Quality Content?

• To Provide Value to Users

• Attract Visitors, Links & Conversions

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Content Creation & Link Building

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Types of Content •Product Descriptions • Blog Posts •Photos • Videos •Podcasts •User Guides • Reviews • Comments • Buyers Guides • White Papers • Case Studies • Infographics • Tutorials

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Content Creation & Link Building

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Characteristics of Quality Content

•Relevant to Your Targeted User

• Appropriate for the Purpose

• Possesses Value

• Goal Focused

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Content Creation & Link Building

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Once You Have It, Pimp It!

• Search for the Topic on the Web

• Distribute Through Social Media

• Target Groups Likely to Value It

• In Fact, Create It For Them

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Special Tactics > On-Page

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• Title Tags: Most Important Terms at the Front

• Unique Title Tags for Every Page

• Keyword in URL

• Use Keywords in Internal Link Anchor Text

• Keyword-Rich Copy on the Page

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Special Tactics > Off-Page

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• Understand Where Others Get Links

• OpensiteExplorer.org (Fee)

• Link Diagnosis (Free)

•After Penguin, Link Diversity Is the Rule

• Focus on Developing Relevant Links

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Special Tactics > Local

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Structured Citations are

Very Important

Create & Optimize for

Google Places

Encourage Customer Reviews

Add NAP on Pages as

Appropriate

Bonus: Add Location Centric RSS Feed to Page

http://www.davidmihm.com/local-search-ranking-factors.shtml

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Special Tactics > Misc

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Creative Link Building

• Copyscape to Find Your Scraped Content

• TinEye to Find Your Scraped Image

• Screaming Frog for Finding Broken Links

• Hub & Spoke Method

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The End Any Questions?