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GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO




A Practical
Introduction
to SEO
John Doherty
Lead/SEO Consultant, D...
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO                2




What is SEO?
Definition
SEO is the process of gett...
We’re optimizing the organic listings,
       not the paid listings.
GENERAL ASSEMBLY I SEO 101 BY DISTILLED   4




That’s great,
but tell me how
do it.
5




SEO
has 3
main
tenets
• Content
• Accessibility

• Outreach
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO                      6




1) Content
Everything in SEO, and broader on...
7




Keyword
Rich
Content
Content should be aimed at user needs, with
search engines taken into account.
If you want to r...
Optimized                                  8




Titles and
Headings
These are the strongest on-page indicators to
the cra...
Keyword                                 9




       Research
       To get traffic from the search engines, you
       ne...
User                                      10




       Targeted
       Content
       These are the pages that meet your ...
User                                         11




Generated
Content
Depending your niche and site goals, allowing
users ...
12




ONE WORD OF
CAUTION WITH                            Depending your niche and site goals, allowing
                 ...
13




                                  CONTENT
                                STRATEGY, not
                           ...
14




         On-Site
        Content
Depending your niche and site goals, allowing

       Strategy is
users to create ...
The Dropbox method                                                   15

 is very specific and
   hard to replicate.
   Fr...
Build pages friendly to                               16




rankings AND conversions
           Depending your niche and ...
Don’t forget about the                                17




other verticals of search
           too.
          Depending...
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO                   18




Don’t Forget
“Why”
Especially as a startup, yo...
19




                                        Depending your niche and site goals, allowing
                             ...
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO                  20




2) Accessibility
Without a clear site structure...
21




If they
can’t crawl
it, users
won’t come.
The search engine crawlers are your fifth user.
Not only do you need to t...
22



Google
can’t crawl
content that
you need to
log in to
see.
Google                                       23




crawls links.
Links drive SEO and the Internet. This is
mostly how Goo...
24




Site                                                         Image Credit:
                                        ...
25




                                                             Internal
                                             ...
26




                                                No fancy
                                               JavaScript
...
27




                                              No fancy
Or otherwise this might happen. And you do
                 ...
28




                                             Categories
                                             Categories
   ...
29




This page
can rank for
“women’s
shoes”
30




This won’t.
Ever.
36
                                                     31
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO




A Few
Te...
32




Short
URLs are
better for
rankings
Shorter URLs have been shown to correlate better to rankings than long URLs.
Goo...
Short,                                                                            33




easy to
remember
domain
I tend to...
34




Optimized
Title Tags
Title tags are still the #1 correlated onpage metric to search rankings. If you want to rank
f...
35




                                               Analytics
To truly be able to optimize your site well, you need to t...
36




                                               Redirects
If and when you rearrange your site, use proper 301 (perma...
This guy again
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO                           38




3) Outreach
Without outreach for press...
39




Links still
rule the
SEO world.
SEOmoz Ranking Factors
Recent algo changes                                                40




have changed
linkbuilding

               A real...
So we must be        41




careful about what
links we get.
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO    37
                                                     42




Let’s...
43




Do PR
(and cool stuff)
44




Guest
Content
  • Ask friends if you can write
    on their site
  • Engage online
Here’s an Analytics Custom Report for you
https://www.google.com/analytics/web/permalink?uid=OClPZwEVQ- 45
               ...
46




Find
Influencers
Every niche or vertical has influencers. You should
know who they are, or find them using Topsy or...
47




Do stuff
worthy of
their attention
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO    37
                                                     48




Winni...
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO   49




Great content on
a crawlable site
that converts.
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO    37
                                                     50




Tools...
51




OpenSiteExplorer
http://www.opensiteexplorer.org
52




Google Analytics
http://www.google.com/analytics/
53




Followerwonk
http://followerwonk.com/
GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO    69
                                                     54




THANK...
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Final introduction to SEO - General Assembly Slide 1 Final introduction to SEO - General Assembly Slide 2 Final introduction to SEO - General Assembly Slide 3 Final introduction to SEO - General Assembly Slide 4 Final introduction to SEO - General Assembly Slide 5 Final introduction to SEO - General Assembly Slide 6 Final introduction to SEO - General Assembly Slide 7 Final introduction to SEO - General Assembly Slide 8 Final introduction to SEO - General Assembly Slide 9 Final introduction to SEO - General Assembly Slide 10 Final introduction to SEO - General Assembly Slide 11 Final introduction to SEO - General Assembly Slide 12 Final introduction to SEO - General Assembly Slide 13 Final introduction to SEO - General Assembly Slide 14 Final introduction to SEO - General Assembly Slide 15 Final introduction to SEO - General Assembly Slide 16 Final introduction to SEO - General Assembly Slide 17 Final introduction to SEO - General Assembly Slide 18 Final introduction to SEO - General Assembly Slide 19 Final introduction to SEO - General Assembly Slide 20 Final introduction to SEO - General Assembly Slide 21 Final introduction to SEO - General Assembly Slide 22 Final introduction to SEO - General Assembly Slide 23 Final introduction to SEO - General Assembly Slide 24 Final introduction to SEO - General Assembly Slide 25 Final introduction to SEO - General Assembly Slide 26 Final introduction to SEO - General Assembly Slide 27 Final introduction to SEO - General Assembly Slide 28 Final introduction to SEO - General Assembly Slide 29 Final introduction to SEO - General Assembly Slide 30 Final introduction to SEO - General Assembly Slide 31 Final introduction to SEO - General Assembly Slide 32 Final introduction to SEO - General Assembly Slide 33 Final introduction to SEO - General Assembly Slide 34 Final introduction to SEO - General Assembly Slide 35 Final introduction to SEO - General Assembly Slide 36 Final introduction to SEO - General Assembly Slide 37 Final introduction to SEO - General Assembly Slide 38 Final introduction to SEO - General Assembly Slide 39 Final introduction to SEO - General Assembly Slide 40 Final introduction to SEO - General Assembly Slide 41 Final introduction to SEO - General Assembly Slide 42 Final introduction to SEO - General Assembly Slide 43 Final introduction to SEO - General Assembly Slide 44 Final introduction to SEO - General Assembly Slide 45 Final introduction to SEO - General Assembly Slide 46 Final introduction to SEO - General Assembly Slide 47 Final introduction to SEO - General Assembly Slide 48 Final introduction to SEO - General Assembly Slide 49 Final introduction to SEO - General Assembly Slide 50 Final introduction to SEO - General Assembly Slide 51 Final introduction to SEO - General Assembly Slide 52 Final introduction to SEO - General Assembly Slide 53 Final introduction to SEO - General Assembly Slide 54
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Final introduction to SEO - General Assembly

  1. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO A Practical Introduction to SEO John Doherty Lead/SEO Consultant, Distilled NYC
  2. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO 2 What is SEO? Definition SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads. source
  3. We’re optimizing the organic listings, not the paid listings.
  4. GENERAL ASSEMBLY I SEO 101 BY DISTILLED 4 That’s great, but tell me how do it.
  5. 5 SEO has 3 main tenets • Content • Accessibility • Outreach
  6. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO 6 1) Content Everything in SEO, and broader online marketing, starts with content.
  7. 7 Keyword Rich Content Content should be aimed at user needs, with search engines taken into account. If you want to rank, put the words on the page.
  8. Optimized 8 Titles and Headings These are the strongest on-page indicators to the crawlers what your content is about.
  9. Keyword 9 Research To get traffic from the search engines, you need to create content around the keywords you want to rank for. http://www.johnfdoherty.com/minimum- viable-keyword-research/ http://bit.ly/QU6dtu
  10. User 10 Targeted Content These are the pages that meet your target audience’s needs. They will usually be your most linked-to pages. http://bit.ly/nODcB5
  11. User 11 Generated Content Depending your niche and site goals, allowing users to create content on your site, with editorial control, is a great way to get content scaleably
  12. 12 ONE WORD OF CAUTION WITH Depending your niche and site goals, allowing users to create content on your site, with UGC editorial control, is a great way to get content scaleably Provide some education to your users, or require them to adhere to certain length and quality requirements. Build SEO best practices into your system
  13. 13 CONTENT STRATEGY, not Depending your niche and site goals, allowing SEO CONTENT users to create content on your site, with editorial control, is a great way to get content scaleably A blog is not a content strategy. And we’re past the days of “unique content for SEO”. You need unique content on your site, but it needs to be content that is not only unique but also useful for users.
  14. 14 On-Site Content Depending your niche and site goals, allowing Strategy is users to create content on your site, with editorial control, is a great way to get content scaleably ongoing and integrated
  15. The Dropbox method 15 is very specific and hard to replicate. From an organic perspective, it’s not To get users good practice. from organic, Depending your niche and site goals, allowing you need to users to create content on your site, with editorial control, is a great way to get content scaleably give them content
  16. Build pages friendly to 16 rankings AND conversions Depending your niche and site goals, allowing users to create content on your site, with editorial control, is a great way to get content scaleably
  17. Don’t forget about the 17 other verticals of search too. Depending your niche and site goals, allowing users to create content on your site, with editorial control, is a great way to get content scaleably
  18. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO 18 Don’t Forget “Why” Especially as a startup, you’re unknown. You need people to connect with your brand, so tell them “why” they should care. Who works there? What are you trying to do? Why? “Sell benefits, not features”
  19. 19 Depending your niche and site goals, allowing users to create content on your site, with Show Your editorial control, is a great way to get content scaleably Personality People want to connect with your story and be part of something bigger. Show who you are and why what you are doing it cool. Tell a story.
  20. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO 20 2) Accessibility Without a clear site structure, search crawlers cannot access and therefore cannot rank your site and content.
  21. 21 If they can’t crawl it, users won’t come. The search engine crawlers are your fifth user. Not only do you need to think about how human users use your site, you also need to think how search crawlers access it.
  22. 22 Google can’t crawl content that you need to log in to see.
  23. Google 23 crawls links. Links drive SEO and the Internet. This is mostly how Google discovers new content (though social has a role in that now). If you want your content to be discovered and ranked, put your most important content as high in your site structure as possible.
  24. 24 Site Image Credit: https://seogadget.co.uk/ Structure Most important pages go near the top of your site’s hierarchy. These are passed the most internal link equity from the most well-linked-to pages. Think about categories and site taxonomy when it comes to linking.
  25. 25 Internal Linking Always think about ways to link to the other pages on your site. Top navigations make the most sense, as well as linking to parallel pages in categories. Link with targeted anchor text, but make it natural for users. Think “Hotels in Paris” not “Paris Hotels Best”.
  26. 26 No fancy JavaScript or AJAX Google has gotten better about crawling Javascript and AJAX onsite, but best practices still dictate that if you want the content indexed, you need to display it with HTML and CSS. HTML5 is fine as well. Otherwise, you risk not getting credit with the search engines.
  27. 27 No fancy Or otherwise this might happen. And you do JavaScript not want this to happen.
  28. 28 Categories Categories Categories Category pages have a better chance of ranking for competitive terms than individual product or article pages. Link back to these from articles, link to them from the homepage and other categories. Good post - http://kaiserthesage.com/large-scale-link-building/
  29. 29 This page can rank for “women’s shoes”
  30. 30 This won’t. Ever.
  31. 36 31 GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO A Few Technical Best Practices
  32. 32 Short URLs are better for rankings Shorter URLs have been shown to correlate better to rankings than long URLs. Google/search engines stop crawling at a certain point to save on computing costs. Therefore, try to keep URLs under 80 characters. Post - http://www.johnfdoherty.com/lessons-from-google-about-url-lengths/
  33. Short, 33 easy to remember domain I tend to favor branding over domains with keywords in them, especially domains with hyphens and keywords. If you build a brand, you’re more likely to win online because of brand loyalty. A good post by Rand Fishkin - http://moz.com/rand/domain-bias-why-branding-search- marketing-cannot-be-separated/
  34. 34 Optimized Title Tags Title tags are still the #1 correlated onpage metric to search rankings. If you want to rank for a term, you need to have it in your title tag. Stuffing keywords into title tags no longer helps though. Titles must be relevant to the user otherwise Google will change them in the search results to return a better result to users.
  35. 35 Analytics To truly be able to optimize your site well, you need to track where users are coming from and through which keywords. Therefore, at least have Google Analytics and Google Webmaster Tools set up. Intro: http://www.google.com/analytics/learn/index.html
  36. 36 Redirects If and when you rearrange your site, use proper 301 (permanent), not 302 (temporary) redirects. 302 redirects do not pass link equity, whereas 301s will preserve up to 90% of your link equity and help you preserve your rankings.
  37. This guy again
  38. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO 38 3) Outreach Without outreach for press and links, your site will not rank. Links drive the ranking algorithm.
  39. 39 Links still rule the SEO world. SEOmoz Ranking Factors
  40. Recent algo changes 40 have changed linkbuilding A real example (WPMU) from @rosshudgens http://www.seomoz.org/blog/how-wpmuorg-recovered-from-the-penguin-update
  41. So we must be 41 careful about what links we get.
  42. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO 37 42 Let’s do it right.
  43. 43 Do PR (and cool stuff)
  44. 44 Guest Content • Ask friends if you can write on their site • Engage online
  45. Here’s an Analytics Custom Report for you https://www.google.com/analytics/web/permalink?uid=OClPZwEVQ- 45 aOBYBhDq21Sw Guest Content • Track the following: • Links • Referral Traffic • Conversions
  46. 46 Find Influencers Every niche or vertical has influencers. You should know who they are, or find them using Topsy or FollowerWonk. Seek to connect with them (online and offline).
  47. 47 Do stuff worthy of their attention
  48. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO 37 48 Winning Combination
  49. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO 49 Great content on a crawlable site that converts.
  50. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO 37 50 Tools To Know
  51. 51 OpenSiteExplorer http://www.opensiteexplorer.org
  52. 52 Google Analytics http://www.google.com/analytics/
  53. 53 Followerwonk http://followerwonk.com/
  54. GENERAL ASSEMBLY I A PRACTICAL INTRODUCTION TO SEO 69 54 THANK YOU Questions? John Doherty John.doherty@distilled.net @dohertyjf
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