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Transcript of SEO for WordPress
38 Everett St | Allston Massachusetts 02134 | 617-254-5000 | wwwovrdrvcom
SEO For WordPressPresented January 2017httpbostontweetupcomcalendar-2event|bostonwp-january-meetup|4072
2
Jeff Selig
3
About Overdrive Interactive
Overdrive helps companies compete and win in todayrsquos digitized international marketplace Integrate Search marketing (SEMSEO) Online media (bannerdisplay) Social media marketing Content development Website and application development Account based marketing (ABM) Analytics and dashboards
4
Who does what
I build websitesI build contentI do bothIrsquom here for coffee
5
Overdrive Ongoing SEO Process
On-Site OptimizationMeta dataSite structureProduct databasesCMS complianceContent developmentInternal linking
Off-Site OptimizationWeb authority buildingSocial and PRXML sitemapsContent marketingRSS feedsDigital Asset Optimization
Benchmark with Position Traffic Action amp ROI Report
Track Analyze Report and Adjust Monthly
DiscoveryIdentify target market and competitors analyze site logs understand brand essence and lifestyleindustry
attributes of individual products
Keyword Strategy and Optimization Action PlanTarget Terms Actions Deliverables Reports
Conversion OptimizationGoal set-upLead qualityAudience compositionOffersCalls to actionUser flow
6
4 Pillars of SEO
TEC
HN
ICA
L
CO
NTE
NT
OFF
SITE
APP
S
7
How does my site and content get found
FindabilityHow does my site and content get found
Findability
httpwwwovrdrvcomthe-miracle-of-findability
8
What defines a search engine
httpamericapinklist-search-engines_2706824html
9
Search Features
spelling suggestions autocomplete related searches related questions calculator knowledge graph
quick answers featured snippetsmaps images videos in-depth articles
movie showtimes sports scores weather flight status package trackinghellip
10
What You Will Learn Today
+How to Apply SEO Best Practices To Your Content
+How to boost search presence and drive more traffic through the production of high-quality copy infused with high value keywords
+And ultimatelyhellip
HOW TO TURN ALL WEBSITE PAGES INTO GREAT SEO PAGES
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
2
Jeff Selig
3
About Overdrive Interactive
Overdrive helps companies compete and win in todayrsquos digitized international marketplace Integrate Search marketing (SEMSEO) Online media (bannerdisplay) Social media marketing Content development Website and application development Account based marketing (ABM) Analytics and dashboards
4
Who does what
I build websitesI build contentI do bothIrsquom here for coffee
5
Overdrive Ongoing SEO Process
On-Site OptimizationMeta dataSite structureProduct databasesCMS complianceContent developmentInternal linking
Off-Site OptimizationWeb authority buildingSocial and PRXML sitemapsContent marketingRSS feedsDigital Asset Optimization
Benchmark with Position Traffic Action amp ROI Report
Track Analyze Report and Adjust Monthly
DiscoveryIdentify target market and competitors analyze site logs understand brand essence and lifestyleindustry
attributes of individual products
Keyword Strategy and Optimization Action PlanTarget Terms Actions Deliverables Reports
Conversion OptimizationGoal set-upLead qualityAudience compositionOffersCalls to actionUser flow
6
4 Pillars of SEO
TEC
HN
ICA
L
CO
NTE
NT
OFF
SITE
APP
S
7
How does my site and content get found
FindabilityHow does my site and content get found
Findability
httpwwwovrdrvcomthe-miracle-of-findability
8
What defines a search engine
httpamericapinklist-search-engines_2706824html
9
Search Features
spelling suggestions autocomplete related searches related questions calculator knowledge graph
quick answers featured snippetsmaps images videos in-depth articles
movie showtimes sports scores weather flight status package trackinghellip
10
What You Will Learn Today
+How to Apply SEO Best Practices To Your Content
+How to boost search presence and drive more traffic through the production of high-quality copy infused with high value keywords
+And ultimatelyhellip
HOW TO TURN ALL WEBSITE PAGES INTO GREAT SEO PAGES
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
3
About Overdrive Interactive
Overdrive helps companies compete and win in todayrsquos digitized international marketplace Integrate Search marketing (SEMSEO) Online media (bannerdisplay) Social media marketing Content development Website and application development Account based marketing (ABM) Analytics and dashboards
4
Who does what
I build websitesI build contentI do bothIrsquom here for coffee
5
Overdrive Ongoing SEO Process
On-Site OptimizationMeta dataSite structureProduct databasesCMS complianceContent developmentInternal linking
Off-Site OptimizationWeb authority buildingSocial and PRXML sitemapsContent marketingRSS feedsDigital Asset Optimization
Benchmark with Position Traffic Action amp ROI Report
Track Analyze Report and Adjust Monthly
DiscoveryIdentify target market and competitors analyze site logs understand brand essence and lifestyleindustry
attributes of individual products
Keyword Strategy and Optimization Action PlanTarget Terms Actions Deliverables Reports
Conversion OptimizationGoal set-upLead qualityAudience compositionOffersCalls to actionUser flow
6
4 Pillars of SEO
TEC
HN
ICA
L
CO
NTE
NT
OFF
SITE
APP
S
7
How does my site and content get found
FindabilityHow does my site and content get found
Findability
httpwwwovrdrvcomthe-miracle-of-findability
8
What defines a search engine
httpamericapinklist-search-engines_2706824html
9
Search Features
spelling suggestions autocomplete related searches related questions calculator knowledge graph
quick answers featured snippetsmaps images videos in-depth articles
movie showtimes sports scores weather flight status package trackinghellip
10
What You Will Learn Today
+How to Apply SEO Best Practices To Your Content
+How to boost search presence and drive more traffic through the production of high-quality copy infused with high value keywords
+And ultimatelyhellip
HOW TO TURN ALL WEBSITE PAGES INTO GREAT SEO PAGES
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
4
Who does what
I build websitesI build contentI do bothIrsquom here for coffee
5
Overdrive Ongoing SEO Process
On-Site OptimizationMeta dataSite structureProduct databasesCMS complianceContent developmentInternal linking
Off-Site OptimizationWeb authority buildingSocial and PRXML sitemapsContent marketingRSS feedsDigital Asset Optimization
Benchmark with Position Traffic Action amp ROI Report
Track Analyze Report and Adjust Monthly
DiscoveryIdentify target market and competitors analyze site logs understand brand essence and lifestyleindustry
attributes of individual products
Keyword Strategy and Optimization Action PlanTarget Terms Actions Deliverables Reports
Conversion OptimizationGoal set-upLead qualityAudience compositionOffersCalls to actionUser flow
6
4 Pillars of SEO
TEC
HN
ICA
L
CO
NTE
NT
OFF
SITE
APP
S
7
How does my site and content get found
FindabilityHow does my site and content get found
Findability
httpwwwovrdrvcomthe-miracle-of-findability
8
What defines a search engine
httpamericapinklist-search-engines_2706824html
9
Search Features
spelling suggestions autocomplete related searches related questions calculator knowledge graph
quick answers featured snippetsmaps images videos in-depth articles
movie showtimes sports scores weather flight status package trackinghellip
10
What You Will Learn Today
+How to Apply SEO Best Practices To Your Content
+How to boost search presence and drive more traffic through the production of high-quality copy infused with high value keywords
+And ultimatelyhellip
HOW TO TURN ALL WEBSITE PAGES INTO GREAT SEO PAGES
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
5
Overdrive Ongoing SEO Process
On-Site OptimizationMeta dataSite structureProduct databasesCMS complianceContent developmentInternal linking
Off-Site OptimizationWeb authority buildingSocial and PRXML sitemapsContent marketingRSS feedsDigital Asset Optimization
Benchmark with Position Traffic Action amp ROI Report
Track Analyze Report and Adjust Monthly
DiscoveryIdentify target market and competitors analyze site logs understand brand essence and lifestyleindustry
attributes of individual products
Keyword Strategy and Optimization Action PlanTarget Terms Actions Deliverables Reports
Conversion OptimizationGoal set-upLead qualityAudience compositionOffersCalls to actionUser flow
6
4 Pillars of SEO
TEC
HN
ICA
L
CO
NTE
NT
OFF
SITE
APP
S
7
How does my site and content get found
FindabilityHow does my site and content get found
Findability
httpwwwovrdrvcomthe-miracle-of-findability
8
What defines a search engine
httpamericapinklist-search-engines_2706824html
9
Search Features
spelling suggestions autocomplete related searches related questions calculator knowledge graph
quick answers featured snippetsmaps images videos in-depth articles
movie showtimes sports scores weather flight status package trackinghellip
10
What You Will Learn Today
+How to Apply SEO Best Practices To Your Content
+How to boost search presence and drive more traffic through the production of high-quality copy infused with high value keywords
+And ultimatelyhellip
HOW TO TURN ALL WEBSITE PAGES INTO GREAT SEO PAGES
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
6
4 Pillars of SEO
TEC
HN
ICA
L
CO
NTE
NT
OFF
SITE
APP
S
7
How does my site and content get found
FindabilityHow does my site and content get found
Findability
httpwwwovrdrvcomthe-miracle-of-findability
8
What defines a search engine
httpamericapinklist-search-engines_2706824html
9
Search Features
spelling suggestions autocomplete related searches related questions calculator knowledge graph
quick answers featured snippetsmaps images videos in-depth articles
movie showtimes sports scores weather flight status package trackinghellip
10
What You Will Learn Today
+How to Apply SEO Best Practices To Your Content
+How to boost search presence and drive more traffic through the production of high-quality copy infused with high value keywords
+And ultimatelyhellip
HOW TO TURN ALL WEBSITE PAGES INTO GREAT SEO PAGES
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
7
How does my site and content get found
FindabilityHow does my site and content get found
Findability
httpwwwovrdrvcomthe-miracle-of-findability
8
What defines a search engine
httpamericapinklist-search-engines_2706824html
9
Search Features
spelling suggestions autocomplete related searches related questions calculator knowledge graph
quick answers featured snippetsmaps images videos in-depth articles
movie showtimes sports scores weather flight status package trackinghellip
10
What You Will Learn Today
+How to Apply SEO Best Practices To Your Content
+How to boost search presence and drive more traffic through the production of high-quality copy infused with high value keywords
+And ultimatelyhellip
HOW TO TURN ALL WEBSITE PAGES INTO GREAT SEO PAGES
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
8
What defines a search engine
httpamericapinklist-search-engines_2706824html
9
Search Features
spelling suggestions autocomplete related searches related questions calculator knowledge graph
quick answers featured snippetsmaps images videos in-depth articles
movie showtimes sports scores weather flight status package trackinghellip
10
What You Will Learn Today
+How to Apply SEO Best Practices To Your Content
+How to boost search presence and drive more traffic through the production of high-quality copy infused with high value keywords
+And ultimatelyhellip
HOW TO TURN ALL WEBSITE PAGES INTO GREAT SEO PAGES
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
9
Search Features
spelling suggestions autocomplete related searches related questions calculator knowledge graph
quick answers featured snippetsmaps images videos in-depth articles
movie showtimes sports scores weather flight status package trackinghellip
10
What You Will Learn Today
+How to Apply SEO Best Practices To Your Content
+How to boost search presence and drive more traffic through the production of high-quality copy infused with high value keywords
+And ultimatelyhellip
HOW TO TURN ALL WEBSITE PAGES INTO GREAT SEO PAGES
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
10
What You Will Learn Today
+How to Apply SEO Best Practices To Your Content
+How to boost search presence and drive more traffic through the production of high-quality copy infused with high value keywords
+And ultimatelyhellip
HOW TO TURN ALL WEBSITE PAGES INTO GREAT SEO PAGES
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
11
Todayrsquos Goals
+Incorporate a short list of SEO best practices into your daily routine
+NOT make you into SEO analysts+NOT make your jobs harder
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
12
+Simply know your organizationrsquos target terms
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
Accessing the Critical Moment
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
14
Value of Search+ Search marketing works
+Marketers say SEO delivers best ROI
Source Econsultancy
Highest ROI
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
15
The Old Paradigm+ We are used to thinking about search results as static text like this
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
16
Anatomy of a Search Results Page
Natural Results
Blended Search Results
Paid Results
Knowledge Graph
Social Channels
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
17
Search is More Than Just Google
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
18
Two Areas of SEO Opportunity
+Code and Site Structure+Beyond the content on a site site structure and
the way a site is coded plays a strong role in how Search Engines are able to discover and evaluate the site
+Content and Copy Enhancement+By enhancing copy and creating new pages
about specific topics we can more clearly emphasize sites as being authorities on these topics
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
19
The ABCrsquos of SEO
AccessibilityBreadth of contentConsistency
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
20
Itrsquos All Abouthellip
Typed or Spoken
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
21
Discovery of Keyword Terms
+ Review Competitor Site Copy
+ Meta Data
+ Current Offers
+ Inbound Links
+ Current Site Analytics
+ Evaluate PPC data
+ Web Master Tools
+ Search Spider Emulation
+ Google Insights
+ Review SERP listings for new competition
+ Use Google syntax search to find potential assets on your own site Site yoursitecom pdf
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
22
Golden Rule
ldquoThe audience is not an algorithmrdquo
The Anatomy of a Large-Scale Hypertextual Web Search Engine-Sergey Brin and Lawrence Page Computer Science Department Stanford University Stanford CA
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
23
Keyword Research
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
24
Great Blog Titles and Social Concepts+ httpsubersuggestio
content management
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
25
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
26
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
27
Great Blog Titles and Social Concepts+ httpanswerthepubliccom
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
28
Great Blog Titles and Social Concepts+ Google auto suggest
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
29
Keyword Selection Process
+Create a target list based on the following factors
+Relevance ndash does the term relate to what you do
+Popularity ndash do people actually search on the term
+Probability ndash what are the chances we will get onto the first page with our allocated resources
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
30
Selecting a Core List of Target Terms
+ Start with a core list of terms that describe your products and services+ Act like a prospect not a company insider+ Use click and conversion data from your PPC programs+ Review Competitor sites Meta data is a great place to start+ Leverage site analytics data
+Do not+ Use branded terms+ Use terms or vernacular unique to your company
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
31
Target Keyword Clusters+ Keyword equity and authority can be built by clustering pages about similar
terms and themes under high level category pages
Agile Testing Code Security Penetration Testingsdlc agile source code security scanner web app penetration testing
agile testing process source code security analyzers open source vulnerabilities
agile testing software code security automated penetration testing tools
agile security mobile code security website penetration testing tools
agile sdlc code security systems web penetration testing
testing process in agile methodology code security solutions web pen testing
testing in agile code security scan web application penetration testing tools
secure agile development code security review web application penetration testing
sdlc phases agile code security in java web application pen test
agile test process code security analysis tools web app pen test
agile security testing code security analysis web app penetration testing
agile model in sdlc open source vulnerabilities
agile development security vulnerability assessment and penetration testing
sdlc agile
agile testing process
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
32
Keyword Clustering
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
33
Internal Link Structure
Home
Apples Oranges Bananas
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
What makes a link good
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
35
Domain Diversity
+ Single link from 100 domains is worth far more than 100 links from a single domain
Domain1com
testcom
samplegov
xyzedu
ABCcom
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
36
Domain Authority
+ Links that come from reputable sources hold greater weight
ibmcom dmozorg
symanteccom businesswirecom
citrixcom
uchicagoedu
ABCcom
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
37
Anchor or link text
+ Using high value unbranded keywords in your link text helps improve rank for those terms but it is important to strike the right balance and not overdo it
testcom samplegov
ldquoPenetration Testing ldquoAgile TestingABCcom
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
38
Link Building In Action
Target Page
Internal Pages
Interdivisional
External PR Social other domains
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
39
Keyword and Preferred Landing PagePriority Keywords - HighTarget Keyword Target Destination URLcwe httpswwwABCcomdirectorycwe-sans-top-25black box testing httpswwwABCcomproductsdynamic-analysis-dastblack box test httpswwwABCcomproductsdynamic-analysis-dastcsrf token httpswwwABCcomsecuritycsrfxss cheat sheet httpswwwABCcomsecurityxssvulnerability scanning httpswwwABCcomsecurityvulnerability-scanning-toolsagile sdlc httpswwwABCcomsecuritysoftware-development-lifecycleapp security httpswwwABCcomwebsite vulnerability scanner httpswwwABCcomsecurityvulnerability-scanning-toolsreflected xss httpswwwABCcomsecurityxssldap injection httpswwwABCcomsecurityldap-injectionblackbox testing httpswwwABCcomproductsdynamic-analysis-dastsdlc agile httpswwwABCcomsecuritysoftware-development-lifecyclesecure compliance httpswwwABCcomblog201505why-security-compliance-yearlong-commitment-swapplication security testing httpswwwABCcomproductsdynamic-analysis-dastweb-application-security-testingcross site scripting prevention httpswwwABCcomsecurityxssweb application penetration testing httpswwwABCcomservicespenetration-testingcloud based security httpswwwABCcomproductsapplication-security-platformcode analyzer httpswwwABCcomproductsstatic-analysis-sastsource-code-security-analyzerpreventing xss httpswwwABCcomsecurityxssdast test httpswwwABCcomproductsdynamic-analysis-dastapp protection httpswwwABCcomsecurityruntime-application-self-protection-raspcross site scripting vulnerability httpswwwABCcomsecurityxssowasp security httpswwwABCcomdirectoryowasp-top-10application protection httpswwwABCcomsecurityruntime-application-self-protection-rasp
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
40
+How do I use them
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
41
Content-Centric SEO
DO
bull Focus on creating valuable content
bull Include strong calls to action
bull Infuse valuable keywords into your content pages
DONrsquoT
bull Stuff keywords and write unnaturally
bull Use machine-generated content
bull Develop weak generic content that offers little value to the user
+ Creating and optimizing relevant content for valuable key terms is critical for search presence success
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
42
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
43
Body Copy Objective
The objective of SEO copywriting is to achieve the right keyword density amp frequency so the search engine defines the keyword term as being the subject of a page while simultaneously making it readable to a user
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
44
The Importance of Body Copy
+Comprises the majority of the content on a webpage+ Helps search engines determine what the webpage is ultimately about
+ Is needed to compliment other content such as images videos or Flash
+Consistent use of target keywords in body copy establishes pages as authoritative content on those topics+ Humans may not read every word but search engines do
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
45
Body Copy Best Practices
+ Body Copy Length+ Ideal body copy length is around 500+ words or more per page
+ Keyword Density+ Refers to the ratio (percentage) of keyword terms as related to the overall number of words
+ General Rule target 1-2 uses per 100 words
+ Keyword Proximity+ Refers to the placement of keyword terms in relation to other instances of the same
keyword term
+ General Rule spread keyword usage throughout copy
+ Other considerations+ Exceeding density amp frequency guidelines could result in search engines defining the page as
keyword spam or keyword stuffing resulting in lowered search engine presence
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
46
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
47
The Importance of Headlines
+Define the topic of a body of copy+ Search engines understand this just like human readers
+Main Headlines+ Define the topic of the entire page
+ Represented in HTML as H1
+Sublevel Headlines+ Define the topic of a portion of the page
+ Represented in HTML as H2 H3 H4 hellip
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
48
Headline Best Practices
+High-value target keywords should be used in headlines
+ltH1gt tags should be used to highlight the topic of the page
+Each page should have one ltH1gt headline
+ltH2gt headlines ltH3gt headlines and so on should be used to introduce related subordinate topics of the page according to the general format below
+Marking a link or an entire sentence or paragraph as a headline is not recommended
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
49
Body Text
SEO Program
Anatomy of a Perfect SEO page
H1 Headline Search Engine Optimization
Call to Action Download
CTA Link
Footer Related Keywords
lttitlegtSearch Engine Optimization SEO Boston | Overdrive Interactivelttitlegt
wwwovrdrvcomservicessearch-engine-optimization
Image filename w Alt attributeLearn More and Download the Overdrive Digital Advertising Bible
Related ImageVideofor the page
SEO tactics
online marketing
H2 Natural Search Engine Conversion Optimization ndash Encouraging Desired Search Behavior ltmeta NAME=description content=Search Engine
Optimization (SEO) to increase search engine presence traffic and revenuegt
ltmeta NAME=keyword content=search engine optimization seo Overdrive overdrive search engine optimization overdrive seo seo services search engine optimization services search engine performance seoprogram search engine traffic integrated seo integrated search engine optimization content development site optimization boston boston seo boston search engine optimizationgt
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
50
What is a Meta Tag
+Defines details about the webpage itself+ Placed in HTML header
+ Not visible on web page
+ Right click on page and view source to see Meta Tags
+Two vital Meta Tags for SEO+ Description Meta Tag
+ Short body of text that describes the content of the page
+ Influences text of search listings
+ Keywords Meta Tag+ List of relevant keywords
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
51
What is a Title Tag
+Typically displayed at the top of a web browser
+Entitles the page+ Declares the page topic
+ lttitlegt HTML element
+Has a strong impact on search engine rankings
+Comprises the headline of the search listing+ Can encourage searcher click-through
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
52
Anatomy of a Search Listing
TitlelttitlegtPassword Hacking | Veracodelttitlegt
URLwwwveracodecomsecuritypassword-hacking
Meta Descriptionltmeta name=description content=How to Defend against Password Hacking Any way you look at it your secret passwords are under attack Computer hackers love to successfully defeat gt
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
53
Writing Effective Meta and Title Tags
+Establish a clear understanding of what the page is about+ What is the purpose of the webpage
+ Who is the target audience of the webpage
+ What do you want a user to do after clicking through
+Select appropriate target keyword phrases+ Select terms relevant to the topic of the page
+Tags should begin with high-value keyword(s) associated with the page+ Title Tags should be no more than 65 characters in length
+ Tags should be readable and make sense and be relevant to the page
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
54
Best Practices
+Title Tags+ Title Tags should be unique and concise
+ Title Tags should end with the brand name
+ The brand name should be appended using a dash or other separator rather than included as part of a sentence
+ Provides for a more distinct brand presentation
+ Basic site pages such as the Contact Us page and Sitemap can simply be titled Contact Us - Brand Name and Sitemap - Brand Name respectively
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
55
Best Practices
+Meta Description Tag+ Use the brand name in the Description Tag
+ Helps to leverage brand equity and makes the listing stand out
+ This should be a descriptive andor benefits oriented statement + Taps the into the informational desire of the searcher
+ The tag should ideally contain 1-2 target terms as well as 1-2 terms based on page content+ Use target keywords as close as possible to the beginning of the of the tag
+Keyword Meta Tag+ 8-12 terms
+ 60 of keywords should come from target terms 40 should come from naturally occurring keywords on the page
+ Should include terms used in the Description Meta Tag and Title Tag
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
56
Key Elements of SEO Copywriting
+Titles+ Title Tags should be unique and concise contain keywords and end with the brand name
+Headlines+ High-value target keywords should be used in headlines+ Do not use an entire sentence or paragraph
+Descriptions+ Should be a descriptive keyword rich statement+ Should ideally contain 1-2 target terms as well as 1-2 terms based on asset content
+Body Copy+ Target 2-5 keyword uses per 400 words+ Spread keyword usage throughout copy
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
57
Themes
List of SEO Friendly Themes httpbitly2jLg6fA
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
58
Permalinks
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
59
Internal Linking
Related post plugins Linking inside posts Use sidebar footer and menu Keywords associated with preferred landing pages
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
60
SEO Plugins
All-in-One SEO Pack httpbitlySFGb Yoast SEO Plugins httpbitlyDT0l SEO Ultimate httpbitly2jsVlEH Squirrly SEO httpbitly14y8CVl Premium SEO PackWooCommerce ndash All in One SEO Pack SEOPressor SmartCrawl SEO WordPress
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
61
Since 2014 the Rise of Entities
Things not Strings
Intent Drivesynonyms but
also about context
Artificial Intelligence
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
62
Twitter Cards
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
63
YouTube Cards
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
64
Schema Data
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
65
Open Graph
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
66
Schema Markup Plugins
Markup can be seen forhellipStar ratingsEmbedded photos or videosProduct informationAddresses and phone numbersRecipe cooking timesArticle informationEvent dates times and locations
PluginsWP Rich Snippets httpbitly2jmm0rtSchema App Structured Data httpbitly2kFJtktAll In One Schemaorg Rich Snippets httpbitly1OYPDDbRich Reviews httpbitly2kLxHUMRich Snippets WordPress Plugin httpbitly2jmpQAM
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
67
Performance
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
68
Analytics
Direct Organic Search Referral Paid Search Social Display Media Email
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
69
Track Report and Optimize
Authors Posts SourcesMediums Add tracking codes to urls (utm codes)
httpswwwbrightedgecomblogbenefits-of-content-marketingutm_source=twitteramputm_medium=socialamputm_adgroup=resourcesamputm_campaign=blogampdate=011117ampu=32
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
70
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-
71
Want the deck
Download the deck from this address httpwwwslidesharenetovrdrv
- SEO For WordPress
- Jeff Selig
- About Overdrive Interactive
- Who does what
- Overdrive Ongoing SEO Process
- 4 Pillars of SEO
- Slide Number 7
- What defines a search engine
- Search Features
- What You Will Learn Today
- Todayrsquos Goals
- Simply know your organizationrsquos target terms
- Accessing the Critical Moment
- Value of Search
- The Old Paradigm
- Anatomy of a Search Results Page
- Search is More Than Just Google
- Two Areas of SEO Opportunity
- The ABCrsquos of SEO
- Itrsquos All Abouthellip
- Discovery of Keyword Terms
- Golden Rule
- Keyword Research
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Great Blog Titles and Social Concepts
- Keyword Selection Process
- Selecting a Core List of Target Terms
- Target Keyword Clusters
- Keyword Clustering
- Internal Link Structure
- What makes a link good
- Domain Diversity
- Domain Authority
- Anchor or link text
- Link Building In Action
- Keyword and Preferred Landing Page
- How do I use them
- Content-Centric SEO
- Anatomy of a Perfect SEO page
- Body Copy Objective
- The Importance of Body Copy
- Body Copy Best Practices
- Anatomy of a Perfect SEO page
- The Importance of Headlines
- Headline Best Practices
- Anatomy of a Perfect SEO page
- What is a Meta Tag
- What is a Title Tag
- Anatomy of a Search Listing
- Writing Effective Meta and Title Tags
- Best Practices
- Best Practices
- Key Elements of SEO Copywriting
- Themes
- Permalinks
- Internal Linking
- SEO Plugins
- Since 2014 the Rise of Entities
- Twitter Cards
- YouTube Cards
- Schema Data
- Open Graph
- Schema Markup Plugins
- Performance
- Analytics
- Track Report and Optimize
- Slide Number 70
- Want the deck
-