lander academy: seo fundamentals to increase your site search visibility

seo fundamentalsaleyda solis / international seo / seer interactive

let’s grow your site search visibility

Hi, my name is aleyda solis, international seo at seer interactive, moz associate & state of search blogger.

contact me @aleyda or aleydas@seerinteractive.com

#seofundamentals by @aleyda

you’re a business owner / web developer / online marketer

looking to grow your website’s conversions (sales, reservations, registrations)

and achieve a high roi.

a good search visibility can help you to achieve these goals

http://www.pewinternet.org/Reports/2012/Search-Engine-Use-2012.aspx

SEARCH is one of the two most popular internet activitIES

http://www.google.com/think/research-studies/maintenance-purchase-path-cross-shopping-analysis.html

IT’S key in the purchase process

http://www.comscore.com/Insights/Press_Releases/2013/7/comScore_Releases_June_2013_U.S._Search_Engine_Rankings

GOOGLE IS STILL THE “KING” OF SEARCH

but now is more complex to get the desired visibility IN THEIR RESULTS

Google’s own properties & ads

http://moz.com/google-algorithm-change

Google’s constant updates

http://www.google.com/think/research-studies/creating-moments-that-matter.html

multi-device search

Google’s personalization

Google’s universal results & knowledge graph

a consitent, long-term & integral seo process is needed

Let’s start understanding how search works

Relevance

popularity

ACCESSIBLE url organizationinternal linking page speed

Fresh & unique text, images, videosstructured data

mobile configuration

incoming linkssocial mentions & shares

citations

crawlable web structure

Relevance

Indexable & relevant content

popularity

High Authority

and the phases of the seo process

keyword research

Web optimization

authority growth

results measurement

and the phases of the seo process

Relevance

crawlable web structure

popularity

keyword research

Web optimization

authority growth

results measurement

1. develop a keyword research

take these aspects into consideration

Relevancesearch volume

competitionseasonality

intent

offersupply

revenue

rankingcontent

users business status

Create a keyword search matrix

Keyword Planner

Identify relevant & high/medium search volume keywords

Keyword Planner

prioritize keyword you have better rankings with

prioritize those you have better rankings with

take into consideration the level of competition for each keyword

2. optimize your site

map your keywords to a hierarchically organized URL structure

create a crawlable web organization with consistent internal linking

keep in mind the crawlability, relevance & amount of links

create a crawlable web organization with consistent internal linking

use the robots.txt & sitemap.xml to help search engines to crawl your pages

https://developers.google.com/webmasters/control-crawl-index/docs/robots_txt?hl=en

use the robots.txt & sitemap.xml to help search engines to crawl your pages

https://support.google.com/webmasters/topic/8476?hl=en

make each one of your pages relevant for the targeted keyword & topic thinking on the user

anchor text

images alt descriptions &

file names

headings

unique & fresh textmeta description

avoid internal content duplication issues by 301-redirecting to your preferred domain url setting

(and to new urls when you change them)

avoid internal content duplication issues with URLs parameters & filters by using canonical

annotations

http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html

avoid internal content duplication issues by using the pagination annotations

http://googlewebmastercentral.blogspot.com.es/2011/09/pagination-with-relnext-and-relprev.html

help google understand your content meaning using structured markup

https://support.google.com/webmasters/answer/99170?hl=en&ref_topic=1088472

if you‘re an author or publisher create & link to your google+ presence and get more visibility

https://plus.google.com/authorship

https://support.google.com/webmasters/answer/1708844?hl=en

http://www.google.com/+/business/

if you‘re a local business create a google+ page for better local & maps results visibility

Make your pages to load fast by specifying cache, externalizing & minifying css & js, etc.

https://developers.google.com/speed/pagespeed/insights

Make your pages mobile friendly with a responsive design or mobile targeted website

https://developers.google.com/webmasters/smartphone-sites/

http://www.stateofsearch.com/mobile-seo-audit/

Make your pages mobile friendly with a responsive design or mobile targeted website

Use these tools to help you to develop an optimized site

http://moz.com/tools/seo-toolbar

http://www.screamingfrog.co.uk/seo-spider/

https://www.google.com/webmasters/tools/

http://getfirebug.com/

3. grow your site authority

incoming links, mentions and shares define your popularity & its relative to the one of your

competitors

site d

site esite

site c

your site

site A

site BVolume

authorityrelevance

trustdiversity

Beware of Google’s guidelines against link schemes, penalizations & link disavowing

start by understanding how popular you are (link volume, quality and growing trend)

compared to your competitors

http://www.majesticseo.com/

http://www.opensiteexplorer.org/

check who links to your competitors, their authority and if these sites are linking to you

already

which is the most shared content of your competitors and where is shared

https://socialcrawlytics.com/

identify who are your audience influencers: From communities, blogs to social power users

https://followerwonk.com/ http://www.similarweb.com

Make your site easily sharable: from social buttons to active presence in the platforms

where your audience is

create attractive & useful assets (making the most out of your resources) to promote & earn links & shares from your audience, leveraging

what you have learned before

guidestools

resourcesnews

campaigns offersevents

contestsdonations

create

processesACTIVITIES

PROMOTIONCOMMUNICATION

CONTENTSOCIAL ACTIONSrelationships

RELEVANTLY

PROMOTE

get inspired by these link building resources

http://pointblankseo.com/link-building-strategies

http://www.linkbuildingbook.com/link-

building-resources.html

don’t forget to do Outreach: is essential to give visibility to your assets to the desired audience.

remember to be always relevant!

http://linkprospector.citationlabs.

http://rapportive.com/&

http://www.boomeranggmail.com/

and of course, track all of your link building actions and identify which works better with

your audience to replicate & scale

http://www.buzzstream.com/

http://www.google.es/alerts?hl=en

4. measure your seo results

make a plan for all of your seo related activities, with times, resources, KPIs & goals

identify all of the seo project related costs and your break-even point to achieve a positive roi

http://www.internationalseomap.com/roi-calculator/

follow-up with the seo activities kpis & goals frequently. Review the advancement in ranking,

traffic & conversions over time.

check the ranking, organic traffic & conversion behavior of the targeted pages & keywords based on your goals

https://www.google.com/analytics/

http://moz.com/

optimize & expand your own process to make sure you achieve a positive seo roi over time.

pages & keywords with low ranking, traffic & conversion

performance

improve / Exclude

pages & keywords ranking, getting traffic & conversions

that are still not in the process

Include

never forget which is your ultimate seo goal AND MAKE SURE TO ACHIEVE IT.

FROM SEO CONVERSIONS

REVENUE

OF THE SEO PROCESS

COSTS > = POSITIVE SEO ROI

some additional seo resources

Take a look at these additional SEO resources

http://googlewebmastercentral.blogspot.ch/2010/09/seo-starter-guide-updated.html

Google’s seo guide

http://moz.com/community

seo community

http://www.stateofsearch.com/

seo news

http://www.distilled.net/u/

online seo training

http://bit.ly/seo-tools-list

list of seo tools

http://moz.com/blog/ranking-factors-2013

seo ranking factors study

now you can start with your own seo!

Remember it’s an iterative process and you

need to test what works better in your case

Thank you! Do you have any questions?

contact me @aleyda or aleydas@seerinteractive.com

seo fundamentalsaleyda solis / international seo / seer interactive

THANKS TO THESE PHOGRAPHERS FOR THE IMAGES

http://www.flickr.com/photos/chrisschoenbohm/5574501064/http://www.flickr.com/photos/thebigdurian/358294912/http://www.flickr.com/photos/thebigdurian/358294912/

http://www.flickr.com/photos/judy-van-der-velden/8658764588/http://www.flickr.com/photos/wolftone/5069865585/

http://lego.wikia.com/wiki/Harry_Cane http://www.flickr.com/photos/chrisschoenbohm/5574501064/

http://www.flickr.com/photos/newelly/8021749994/http://www.flickr.com/photos/donotlick/7340459538/

http://www.flickr.com/photos/43346385@N04/6138758768/http://www.flickr.com/photos/ewixx/5464628270/

http://www.flickr.com/photos/oblongpictures/5250948891/

lander academy: seo fundamentals to increase your site search visibility

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