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The Secrets of Search Engine Optimization (SEO)

The Secrets of Search Engine Optimization (SEO). By Elizabeth Kulin www.KulinMarketing.com. What is Search Engine Optimization - SEO?.

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The Secrets of Search Engine Optimization (SEO)

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  1. The Secrets of Search Engine Optimization (SEO) By Elizabeth Kulin www.KulinMarketing.com

  2. What is Search Engine Optimization - SEO? SEO stands for Search Engine Optimization, which is the process of improving a website’s ability to be compatible with search engines. SEO is conducted to improve the visibility of a website in search engines. Optimizing a website considers how search engines operate and how Internet users use search engines. There are a number of SEO tactics and best practices that result in a website raking high on search engines.

  3. Improving Your SEO Will

  4. SEO Tips

  5. The SEO Process

  6. Audit Current Site Audit the main elements of a site: • Content (includes keyword research) • Code • Architecture • Links • Trust • Personalization • Violations • Blocking A good method is to go top to bottom on each page on your site

  7. Audit Tools It is fairly easy to collect analytical data on your site’s search engine status. Some tools are free and some are paid. They each provide very intricate and different insights. In order to do a thorough investigation of your site, you should invest in the paid SEO tools, which can cost about $500.

  8. Audit - Content

  9. Audit - Code Include your best keywords in the front end and back end of your site • Back end • (the source/code behind your website’s front end) • Use keywords in: • Urls (but try to keep them short) • Title tag (<T>) and Headlines (<H1> and <H2>) • Meta description • Front end • (what you see on your computer screen) • Use keywords in: • content copy • link text of hyperlinks • anchor texts

  10. Audit - Code (Cont.) Include keywords in the site’s back end/meta elements • Meta Title (<t>) • Try to make the title of each page unique to that page. This is a Meta Title

  11. Audit - Code (Cont.) • Meta Headlines - <H1>, <H2>, <H3>, <H4> • Include your top keywords (specifically in <H1> and <H2>) <H1> <H2>

  12. Audit - Code (Cont.) • Meta description • In the back end, your meta description will look like this: <meta name="description" content=“(copy)” /> • Include keywords, be relatable to your site’s content, and be no longer than 155 characters. This is a meta description • Learn more about Meta elements at http://www.w3schools.com/html/html_meta.asp

  13. Audit - Code (Cont.) • No meta keywords (<keywords>) • SEO tools and web developers will sometimes place keywords in your back end. But this could be seen by search engines as keyword stuffing. The code would look something like: <meta name="keywords" content=”(keywords)" /><link rel="canonical" href="http://www.kulinmarketing.com/" /> Remove keywords found in your back end

  14. Audit - Code (cont.) • Make sure your text to code ratio is balanced. • Test your sites text to code ratio at DevSEO.co.uk/tools. Get faster • Make sure your images are small in file size. • Also,write <alt> text (descriptions) for when images don’t load. • Test your sites load time for free at websiteoptimziation.com

  15. Audit - Architecture Learn more about Crawls at http://www.pcmag.com/encyclopedia_term/0,1237,t=WebCrawler&i=54372,00.asp . You can imitate a crawl with SEOMoz software

  16. Audit - Architecture (cont.) Point search engines to one version of your site.

  17. Audit - Architecture (cont.) Plan for Potential Problems • Google webmasters provides information on crawlability. If a webpage could not be crawled it will let you know by showing web pages that have sent the scan attempt (and Internet users) to a 404 error page. • Always have a 404 error page that says something like: “The page you wanted to visit is not loading, please contact us at …” – and provide alternate contact information.

  18. Audit - Architecture (cont.)

  19. Audit - Architecture (cont.)

  20. Audit - Architecture (cont.) • To learn more http://www.robotstxt.org/robotstxt.html

  21. Audit - Architecture (cont.) Test your cache “control headers” at redbot.org • Learn more at http://searchengineland.com/how-to-improve-crawl-efficiency-with-cache-control-headers-88824

  22. Audit - Architecture (cont.)

  23. Audit - Architecture (cont.) Learn how to set up redirects at - http://www.gravytrain.co.uk/blog/2009/07/how-to-set-up-301-302-redirects/

  24. Audit - Architecture (cont.)

  25. Audit - Links • On-Page Links • Cross links - when a keyword on your website is hyperlinked to another one of your web pages (from webpage to webpage). • Make sure to: • Hyperlink keywords on your site and link to them to appropriate internal web pages on your site so you are sending users from one of your web pages to another. • Create descriptive anchor tags for each hyperlinked link text. • If you have a Facebook “like” badge on your website, make sure the link goes to your url and not to Facebook.

  26. Audit - Links (cont.) • Off-Page Links • Inbound links, also called back links, are links from other websites that link to your website. Search engines weight inbound links heavily. Increase inbound links by posting your url on social networks, in blog comments, on article directories, and in social bookmarks. • It is best to get inbounds links from: • A highly reputable site. • Another site that hyperlinks a keyword that you are trying to rank for, and links that keyword back to your website. • In Google Webmasters you can see how many inbound links your site has, the specific link text, and if any links are broken.

  27. Audit - Trust • Search Engines Notice • Domain and web page authority, which is the volume of inbound links, and the authority and trust of the sites that are linking to your site. • Mentions on trusted social networks that have big followers. • Bounce time. Keep website visitors on your site longer with interactive tools like videos.

  28. Audit - Personalization • The IP location address of a search can affect results if your site is set to a specific country. You can even designate a city location by creating a profile in Google Place and linking your domain.

  29. Audit - Violations

  30. Audit - Blocking • This is when Internet users block your site from showing in search engine results. • Google’s webmaster tools provides information on if your site has been blocked, and if so, how many times it has been blocked.

  31. Audit - Almost Done • At this point the audit of your current site is complete. • You should have a list of items to fix and improve. • The next step is to determine which keywords you want and can rank for. • Choosing the right keywords to optimize your website will have the most impact on your SEO success.

  32. Keyword Research Note: The goal is not to increase traffic to your homepage, but to your specific web pages that provide solutions for your target audience.

  33. Keyword Research (cont.) Step 2 Audit your keywords. Are they words that Internet users enter into search engines to find websites like yours? This is called “popularity.” Use Google Keyword Tool to find out.

  34. Keyword Research (cont.) Step 3 x Are there other websites trying to rank for these keywords too? Find out using Google index. This is called “competition.”

  35. Keyword Research (cont.) Step 4 Once you know the popularity and competition for each keyword, do a keyword audit to find the Keyword Effectiveness Index (KEI) value of each keyword. This will show you which keywords to use. K.E.I – Keyword Effectiveness Index

  36. Keyword Audit Example Covario does automated keyword analysis. www.covario.com

  37. Pick the Best Keywords Step 5 Use the list of keywords that you should rank for to determine which words you can rank for. Analyze if you can you beat the competing websites that also rank for those keywords. Use SEOmoz to find the “authority” score (number of inbound links, credibility of site, bounce time, and more) of your website. Open Google Chrome browser. Enter your top keywords into the Google search engine index. Analyze the authority scores of your competing websites. Determine if you can beat them in ranking for the same keywords. If you have higher authority and more inbound links, you have a good chance.

  38. Your SEO Strategy You have a list of items to fix found during your audit. Which ones should you fix? Fix what will enable you to reach your SEO objective. Pick your battles Some SEO rules might not fit of your specific website. For example, www.KulinMarketing.com, is a skinny website. This means there is not much content or many pages. Therefore, it does not make sense for the urls or title pages to include keywords. Actually, doing so would be borderline keyword stuffing.

  39. Implementation Fix what you found during your audit. Include the keywords that you should and can rank for. A web developer is the perfect handyman to get the job done.

  40. Ongoing Maintenance Manage the search engine health of your site. • Use analytical tools like Google analytics and webmaster tools. • Keep refining your sites SEO – test different keyword combinations and keep a close eye on the competition. • Measure again.

  41. We’re Here For You SEO is a tricky marketing tactic. It includes brand management, copy writing, and web development. Our team understands SEO, and we know how to do it for startups. Contact Kulin Marketing at info@kulinmarketing.com to learn how we can improve your SEO.

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