Download - 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 [email protected]

#seofundamentals by @aleyda

mailto:[email protected]


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

users

Keyword Planner


Identify relevant & high/medium search volume keywords

users

Keyword Planner


prioritize keyword you have better rankings with

users

prioritize those you have better rankings with


take into consideration the level of competition for each keyword

users


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


1

2

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

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





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

title

url

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

or




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

f

site c

your site

site A

site BVolume

type

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



http://www.similarweb.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

align

RELEVANTLY

PROMOTE


get inspired by these link building resources

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

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

building-resources.html





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.

com/

http://rapportive.com/&

http://www.boomeranggmail.com/

http://linkprospector.citationlabs.com/






http://rapportive.com/

http://rapportive.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/





http://moz.com/

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!


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 [email protected]

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/

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


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




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

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

http://www.flickr.com/photos/wolftone/5069865585/

http://www.flickr.com/photos/wolftone/5069865585/

http://lego.wikia.com/wiki/Harry_Cane

http://lego.wikia.com/wiki/Harry_Cane



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

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

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

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

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

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

http://www.flickr.com/photos/ewixx/5464628270/

http://www.flickr.com/photos/ewixx/5464628270/



Download - Lander Academy: SEO Fundamentals to Increase your Site Search Visibility

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