Next GenerationSearch Engine Optimization

May 26th, 2015

Neal RabogliattiSr. e-strategy Consultant Catalyst Connection

Next Gen: SEO BASICS

There are 4 goals to all Search Marketing

Getting Found – Search Engine Optimization

Keeping People Interested – Content & Features

Lead Gen - Converting Visitors to Take Action

Intelligence - Monitoring Activity

Current Problems

• Miscommunication about SEO• Goggle Panda & Penguin Changes• Hidden issues with CMS Systems• Trendy layouts that hurt SEO• Boiler Plate & Duplicate Content• You mean my web developer

doesn’t know this?• Responsive Design

Responsive Design

What SEO Likes

Next Gen: SEO BASICSEverything about search engine optimization is about Relevancy, Relevancy, Relevancy!

Focus on Target Keyword Phrase

Content Codes Link Popularity Technical

Next Gen: Content Guidelines

250+ Words focused on main topic per page

Keyword Phrase should be 3-5% Density

Keyword Phrase should be most dense phrase

Make sure keyword phrase is at top and bottom of page

Avoid duplicate and boiler plate text

Next Gen: SEO Codes

Page Title

Description Tag

H1 Header Tags

Alt Image Tags

Keyword Tag

Next Gen: Link PopularityInbound Links: Links coming to your site from relevant web sources.

Type of Link: Graphic – Text – Anchor Text

Link Sources: Trust, Relevancy, Ranking

Next Gen: Site Structure

Make sure site can be indexedCheck if CMS is Search FriendlyAvoid Flash Animation (Especially in Navigation)Avoid Overly Dynamic ContentKeyword in File Name & Image NamesMake sure content is visible in source code

Next Gen: Keyword Relevancy

Choosing the right keyword phrase is the single most important step in search marketing.

Guidelines:Choose customer focused keyword phrasesCheck phrases for search value & competitionCheck if phrase has multiple meaningsOptimize for a keyword phrase not a keyword

Next Gen: Keyword Relevancy

Windows:

Organize Your Research: Google Keyword Tool – Word Tracker

Next Gen: MappingBuild a physical site map of your website to target keyword phrases.

Next Gen: Link BuildingIt is a strategy… not a task

ResearchCompetition

Research Social Media

& Blogs

IndustryDirectories

Don’t Use Link Farms

or Paid Links

Next Gen: Link BuildingLink Research: Look at top ranking sites and see what Google links they have.

Next Gen: ParametersKeyword Parameter & Technical Documents.

Next Gen: Social Media & SEO

Video Optimizing

Next Gen: Social Media & SEO

Video Voting

-Like-Favorite-Subscribe-Comment-Views

Next Gen: Local SearchGoogle Lucky 7• Top seven local listings• Highest local search value• Proper formatting of Info• Must follow specific protocol

Protocols• Submit site to local directories• Include an “H-Card” in source code• Secure citations• Ensure data entry is consistent

Next Gen: Local SearchMOZ.COM: Is a one stop center for starting your local search site registration. It is the first place to start.

Next Gen: New Tools Just a few NEW tools for your desktop

• Word Tracker http://www.wordtracker.com/

• MOZ & MOZ Local http://www.moz.com/

• Small SEO Tools http://smallseotools.com/

• Web Confs Toolset http://www.webconfs.com/

Exercise : Assessing Your Site

I need a volunteer from the audience!

Next Gen: Thank You

Thank for attending!

Neal RabogliattiSr. E-Strategy Consultant

Catalyst Connectionwww.catalystconnection.org

https://www.linkedin.com/in/nealrabogliatti