lander academy: seo fundamentals to increase your site search visibility
DESCRIPTION
Our latest webinar edition of our Lander Academy has come and gone!. Last Tuesday we had the pleasure of listening to SEO expert Aleyda Solis. She explained all about the SEO Fundamentals to increase your Site Search Visibility.TRANSCRIPT
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
you’re a business owner / web developer / online marketer
looking to grow your website’s conversions (sales, reservations, registrations)
and achieve a high roi.
#seofundamentals by @aleyda
#seofundamentals by @aleyda
a good search visibility can help you to achieve these goals
#seofundamentals by @aleyda
http://www.pewinternet.org/Reports/2012/Search-Engine-Use-2012.aspx
SEARCH is one of the two most popular internet activitIES
#seofundamentals by @aleyda
http://www.google.com/think/research-studies/maintenance-purchase-path-cross-shopping-analysis.html
IT’S key in the purchase process
#seofundamentals by @aleyda
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
#seofundamentals by @aleyda
but now is more complex to get the desired visibility IN THEIR RESULTS
Google’s own properties & ads
#seofundamentals by @aleyda
but now is more complex to get the desired visibility IN THEIR RESULTS
http://moz.com/google-algorithm-change
Google’s constant updates
#seofundamentals by @aleyda
but now is more complex to get the desired visibility IN THEIR RESULTS
http://www.google.com/think/research-studies/creating-moments-that-matter.html
multi-device search
#seofundamentals by @aleyda
but now is more complex to get the desired visibility IN THEIR RESULTS
Google’s personalization
#seofundamentals by @aleyda
but now is more complex to get the desired visibility IN THEIR RESULTS
Google’s universal results & knowledge graph
#seofundamentals by @aleyda
a consitent, long-term & integral seo process is needed
#seofundamentals by @aleyda
Let’s start understanding how search works
#seofundamentals by @aleyda
Let’s start understanding how search works
Relevance
popularity
#seofundamentals by @aleyda
Let’s start understanding how search works
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
#seofundamentals by @aleyda
and the phases of the seo process
keyword research
Web optimization
authority growth
results measurement
#seofundamentals by @aleyda
and the phases of the seo process
Relevance
crawlable web structure
popularity
keyword research
Web optimization
authority growth
results measurement
#seofundamentals by @aleyda
1. develop a keyword research
#seofundamentals by @aleyda
take these aspects into consideration
Relevancesearch volume
competitionseasonality
intent
offersupply
revenue
rankingcontent
users business status
#seofundamentals by @aleyda
Create a keyword search matrix
users
Keyword Planner
#seofundamentals by @aleyda
Identify relevant & high/medium search volume keywords
users
Keyword Planner
#seofundamentals by @aleyda
prioritize keyword you have better rankings with
users
prioritize those you have better rankings with
#seofundamentals by @aleyda
take into consideration the level of competition for each keyword
users
#seofundamentals by @aleyda
2. optimize your site
#seofundamentals by @aleyda
map your keywords to a hierarchically organized URL structure
#seofundamentals by @aleyda
create a crawlable web organization with consistent internal linking
keep in mind the crawlability, relevance & amount of links
#seofundamentals by @aleyda
1
2
create a crawlable web organization with consistent internal linking
#seofundamentals by @aleyda
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
#seofundamentals by @aleyda
use the robots.txt & sitemap.xml to help search engines to crawl your pages
https://support.google.com/webmasters/topic/8476?hl=en
#seofundamentals by @aleyda
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
#seofundamentals by @aleyda
avoid internal content duplication issues by 301-redirecting to your preferred domain url setting
(and to new urls when you change them)
#seofundamentals by @aleyda
avoid internal content duplication issues with URLs parameters & filters by using canonical
annotations
http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html
#seofundamentals by @aleyda
avoid internal content duplication issues by using the pagination annotations
http://googlewebmastercentral.blogspot.com.es/2011/09/pagination-with-relnext-and-relprev.html
#seofundamentals by @aleyda
help google understand your content meaning using structured markup
https://support.google.com/webmasters/answer/99170?hl=en&ref_topic=1088472
#seofundamentals by @aleyda
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/
#seofundamentals by @aleyda
if you‘re a local business create a google+ page for better local & maps results visibility
#seofundamentals by @aleyda
Make your pages to load fast by specifying cache, externalizing & minifying css & js, etc.
https://developers.google.com/speed/pagespeed/insights
#seofundamentals by @aleyda
Make your pages mobile friendly with a responsive design or mobile targeted website
or
#seofundamentals by @aleyda
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
#seofundamentals by @aleyda
Use these tools to help you to develop an optimized site
http://moz.com/tools/seo-toolbar
#seofundamentals by @aleyda
Use these tools to help you to develop an optimized site
http://www.screamingfrog.co.uk/seo-spider/
#seofundamentals by @aleyda
Use these tools to help you to develop an optimized site
https://www.google.com/webmasters/tools/
#seofundamentals by @aleyda
Use these tools to help you to develop an optimized site
http://getfirebug.com/
#seofundamentals by @aleyda
3. grow your site authority
#seofundamentals by @aleyda
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
#seofundamentals by @aleyda
Beware of Google’s guidelines against link schemes, penalizations & link disavowing
https://support.google.com/webmasters/answer/66356?hl=en
https://support.google.com/webmasters/answer/2648487?hl=en
#seofundamentals by @aleyda
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/
#seofundamentals by @aleyda
check who links to your competitors, their authority and if these sites are linking to you
already
#seofundamentals by @aleyda
which is the most shared content of your competitors and where is shared
https://socialcrawlytics.com/
#seofundamentals by @aleyda
identify who are your audience influencers: From communities, blogs to social power users
https://followerwonk.com/ http://www.similarweb.com
#seofundamentals by @aleyda
Make your site easily sharable: from social buttons to active presence in the platforms
where your audience is
#seofundamentals by @aleyda
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
#seofundamentals by @aleyda
get inspired by these link building resources
http://pointblankseo.com/link-building-strategies
http://www.linkbuildingbook.com/link-
building-resources.html
#seofundamentals by @aleyda
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/
#seofundamentals by @aleyda
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
#seofundamentals by @aleyda
4. measure your seo results
#seofundamentals by @aleyda
make a plan for all of your seo related activities, with times, resources, KPIs & goals
#seofundamentals by @aleyda
identify all of the seo project related costs and your break-even point to achieve a positive roi
http://www.internationalseomap.com/roi-calculator/
#seofundamentals by @aleyda
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/
#seofundamentals by @aleyda
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
&
#seofundamentals by @aleyda
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
#seofundamentals by @aleyda
some additional seo resources
Take a look at these additional SEO resources
#seofundamentals by @aleyda
http://googlewebmastercentral.blogspot.ch/2010/09/seo-starter-guide-updated.html
Google’s seo guide
Take a look at these additional SEO resources
#seofundamentals by @aleyda
http://moz.com/community
seo community
Take a look at these additional SEO resources
#seofundamentals by @aleyda
http://www.stateofsearch.com/
seo news
#seofundamentals by @aleyda
Take a look at these additional SEO resources
http://www.distilled.net/u/
online seo training
#seofundamentals by @aleyda
Take a look at these additional SEO resources
http://bit.ly/seo-tools-list
list of seo tools
#seofundamentals by @aleyda
Take a look at these additional SEO resources
http://moz.com/blog/ranking-factors-2013
seo ranking factors study
#seofundamentals by @aleyda
now you can start with your own seo!
#seofundamentals by @aleyda
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
#seofundamentals by @aleyda
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/