Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Girl Develop It Philly: Intro to SEO

128 vues

Publié le

The class materials presented during the Spring 2016 Girl Develop It SEO course.

http://www.meetup.com/Girl-Develop-It-Philadelphia/events/230028313/

Have you ever wondered how Google determines how to rank your website? Or why your competitors are beating you onto page one of Google? These things don't happen by chance. There isn't a person behind a computer at Google HQ deciding who will rank where. There's a science to all of it, and it's called search engine optimization (or SEO for short).
There are a number of factors contributing to how websites rank and learning about these factors will help you to "optimize" the sites you work on. This course will cover a variety of these topics:

• On-page: On-page optimization is one part of SEO that you may be most familiar with - we'll cover the basics from meta tags, in addition to other on-page factors that may help you rank.

• Technical: Discover the technical issues that may prevent search engines from crawling and indexing your site. We'll also cover some other technical aspects of the semantic web that are beneficial for SEO.

• Link Building: Learn about what link building is, why it's vital for every website, and how to get started.

• Social Media:Discover the ways that having a engaged social community can help with SEO. Learn how to find these people with the use of free tools and programs.

• Measurement: Learning to analyze your websites' performance is vital to determining its success or failure. We'll cover the basics of how to get started with Google Analytics and necessary metrics to be aware of.

What You Will Walk Away With:

• An understanding of the factors that help a website rank in search results

• A collection of tools you can immediately start using with your site

• Resources to explore to learn more — from beginner to more advanced

Publié dans : Marketing
  • Soyez le premier à commenter

Girl Develop It Philly: Intro to SEO

  1. 1. Intro to SEO: Rocket Your Site to the Top of Search Results Emma Still 5.9.2016 & 5.11.2016
  2. 2. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Welcome! Girl Develop It is here to provide affordable and accessible programs to learn software through mentorship and hands-on instruction. Some “rules” - We are here for you - Every question is important - Help each other - Have fun
  3. 3. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tell us about yourself! Who are you? What do you hope to get out of class? What’s the best gift you’ve ever received?
  4. 4. EMMA STILL Team Lead @ Seer Instructor @ Girl Develop It @mmstll
  5. 5. Seer Interactive • Agency: Analytics, PPC, & SEO • 1 office in Northern Liberties • 1 office in San Diego • ~100 full time employees • Philly 100 & Philly Best Places to Work • @seerinteractive
  6. 6. What we’ll cover today: On page optimization Technical SEO Link building Social Measuring Success
  7. 7. What to expect: A break(s) Wide range of topics Have fun! Deck online after class Additional resources online Feedback survey
  8. 8. You are…
  9. 9. … looking to grow your website sales/ form submissions / registrations / traffic
  10. 10. SEARCH LANDSCAPE PAST, PRESENT, AND FUTURE
  11. 11. Paid SEO
  12. 12. http://info.cern.ch/hypertext/WWW/TheProject.html
  13. 13. Structure, Accessibility
  14. 14. • Businesses started to understand that they could reach their customers on search engines • Thus marketing where people were searching happened • SEO impacts the “free” (or organic) section Search Engines & Marketing
  15. 15. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Gaining visibility is becoming more complex • Knowledge graph – try it out! • “Bagel vs. English muffin” • “Famous jazz composers” • “Britney Spears Toxic” • Devices • Personalization • Local – try it out! • “pizza places” • “senior living facilities” The Present
  16. 16. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Gaining visibility is becoming more complex The Present
  17. 17. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› “future-proofing” your strategy • User-first • Long-term mindset • Integrated marketing • Proactive • Understand search engine goals The Future
  18. 18. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • One of the most popular online activities • Key in the purchase process • Always going to be king (glasses, mobile, desktop, etc.) • “…the first interaction point for many of your current and prospective users” Search is…
  19. 19. Understanding how it works How do search engines rank a website?
  20. 20. SEARCH ENGINE GOALS
  21. 21. SEARCH ENGINE GOALS: GOOD USER EXPERIENCE
  22. 22. Elements of a good user experience: RELEVANCY – fresh, unique, quality content
  23. 23. Elements of a good user experience: RELEVANCY – fresh, unique, quality content QUALITY – technical, mobile, URL structure, load times
  24. 24. Elements of a good user experience: RELEVANCY – fresh, unique, quality content QUALITY – technical, mobile, URL structure, load times AUTHORITY – links, citations, mentions, social
  25. 25. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› How does a website become relevant, quality, and authoritative?
  26. 26. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› 3 Primary Factors On-page In-pageOff-page
  27. 27. Keyword Research Optimize Build Authority Measure
  28. 28. On-Page SEO
  29. 29. On-Page SEO The things that will help Google find your website
  30. 30. On-Page SEO Can be summarized, in its simplest form, as: KEYWORDS CONTENT META DATA
  31. 31. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keyword Research Optimize Build Authority Measure
  32. 32. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • The words people are searching for to arrive on your website • The foundation of optimizing a website Keywords / Content / Meta Data
  33. 33. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data Try it out! Write down what you would type into Google to find the items above.
  34. 34. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data Mid ring Midi ring Knuckle ring Mid knuckle ring Half finger rings Champagne glass Champagne flute Wine glass Sparkling wine glasses Champagne stemware Glass champagne flutes
  35. 35. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data
  36. 36. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keyword research: branded, non-branded • Branded: containing branded terms (company names, product names, etc.) • Higher likelihood for conversion • Non-branded not containing any reference to a brand; general queries Keywords / Content / Meta Data
  37. 37. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keyword research: long-tail vs. head terms Keywords / Content / Meta Data
  38. 38. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keyword research: long-tail vs. head terms • Try it out! • How do search results change as your query becomes more specific? (i.e., long tail) • Try “shoes” • Try “blue shoes” • Try “blue women’s shoes” • Try “blue women’s shoes size 8” • Try “buy blue women’s shoes size 8” Keywords / Content / Meta Data
  39. 39. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keyword research: trending • Try it out! • Google.com/trends • Try “lemonade” • Try “cancer”, then “breast cancer” • Try “sales training”, then “sales enablement” • Try “fall foliage” Keywords / Content / Meta Data
  40. 40. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keyword research: brainstorming and ideation Keywords / Content / Meta Data
  41. 41. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Take these into consideration Keywords / Content / Meta Data • Relevance • Search Volume • Competition • Seasonality • Intent Users • Offer • Supply • Revenue Business • Ranking • Content • SERP Landscape Status
  42. 42. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Try it out! • Choose a page from your website, gather list of 10 keywords that may be relevant. We’ll use these later. • Remember tools like Ubersuggest, Google trends, and Google suggest Keywords / Content / Meta Data
  43. 43. KEYWORDS + CONTENT
  44. 44. Clarifying what “content” means: Words on a page Videos Infographics Blog posts White papers Calculators or widgets Images Etc.
  45. 45. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Optimizing content • Where to put keywords • Title tags / meta data (we’ll get to this next!) • Page/article heading • At least once in the main copy • Early, evenly, often • Additionally… • Alt attributes for images • Synonyms • Customer language > jargon Keywords / Content / Meta Data
  46. 46. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Optimizing content Keywords / Content / Meta Data
  47. 47. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Don’t do this…
  48. 48. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› …or this
  49. 49. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Do more like this…
  50. 50. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› …and this
  51. 51. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Content: Search engine’s preference • Videos: search engines don’t know what a video is about • Images: search engines don’t know what an image is • Text: search engines can read text • E-commerce Example: RevZilla • Images Example • “See” like a search engine: Chrome Web Developer Extension Keywords / Content / Meta Data
  52. 52. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data • Title & description • H1 • Alt text • Body copy • Linking/URLs
  53. 53. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data • Title & description • (strong ranking signal) • Character limits • Wordpress Plugins: Yoast, All in One SEO Pack title description
  54. 54. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data • Title & description
  55. 55. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data • h1 (h tags) • Commonly the title of a blog post, page, or article • Reinforces topical relevance
  56. 56. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data • Alt text (“alternative text”) • Describes images
  57. 57. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Image optimization: file names, alt text, descriptive text • Save files with descriptive text • Always use alt text (logos, headers, product images, etc.) Keywords / Content / Meta Data
  58. 58. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data • Try it out!
  59. 59. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data • Body copy • Use keywords throughout the copy • Semantics • Comprehensive, useful, relevant; not “keyword-stuffed”
  60. 60. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Keywords / Content / Meta Data • Linking/URLs • Employ empathy, shorter is better, keywords, hyphens • Linking absolutely vs. relatively source
  61. 61. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Linking: absolutely vs relatively Keywords / Content / Meta Data
  62. 62. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Linking: absolutely vs relatively Keywords / Content / Meta Data
  63. 63. source
  64. 64. Welcome back! (Open Google Analytics if you have access to an account)
  65. 65. On-page SEO regroup KEYWORDS – research; head terms vs. long tail CONTENT – keywords on a page; user experience META DATA – titles, descriptions, URLs, etc.
  66. 66. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Try it out! • Write a title tag, description, and h1 based on your keyword research brainstorm • If you could re-write your page’s URL, keeping keywords, length, structure in mind, would you? If so, how?
  67. 67. Try it out! (10 min) - Choose a page from the website you’d like to optimize - Choose a keyword you think the page is relevant for (ubersuggest, google suggest, Google trends) - Write a title tag (Preview: http://moz.com/blog/new-title-tag-guidelines-preview-tool) - Where else might you insert that keyword on the page? (Alt text? H1? Within the content?)
  68. 68. In-Page SEO
  69. 69. In-Page SEO The code on your site that search engines use to determine relevance
  70. 70. Keyword Research Optimize Build Authority Measure
  71. 71. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Crawling & Indexing • Robots.txt • Sitemap.xml • Mobile • Duplication • Structured data In-page SEO: Basics
  72. 72. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Crawling & Indexing • Robots.txt • Sitemap.xml • Mobile • Duplication • Structured data In-page SEO: Basics Reminder: Your CMS should default to the proper settings for most of these basics! Article in resources that shows how to set these up for success.
  73. 73. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Start with Google Search Console • Try it out! • Google and other search engines “crawl” your website • To see the last time Google has visited and indexed your site, check the cache date. • Check index status in Google Search Console Basics
  74. 74. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Every website should have a robots.txt file • Block search engines from crawling parts of your website • Meta robots: index, follow • Most CMSs default to correct setup Basics – robots.txt
  75. 75. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Every website should have an xml sitemap • Tell search engines about all pages on your site (no 301s, 404s, etc.) • Different than an HTML sitemap • Most CMSs default to correct setup Basics – sitemap.xml
  76. 76. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Google recommends responsive web design • Easier for users to interact with, share, and link to • Easier for search engines to index • No redirects needed (reduces load time) • Saves resources for site and search engine crawlers Basics – Mobile
  77. 77. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Page Speed • The slower your pages load, the fewer of them are indexed • User experience • 40% of visitors abandon a site if loading takes longer than 3 seconds • Half of visitors expect a site to load in 2 seconds or less • All things equal, the site that loads quicker has higher propensity for ranking • Google Page Speed Insights Basics – Mobile
  78. 78. Keyword Research Optimize Build Authority Measure
  79. 79. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Common forms of duplication – Try it out! • www. to non www., /index.html, trailing slash, https vs http • Parameters • Casing Basics – Duplication
  80. 80. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • What to do if you have duplicate pages • Canonical • 301 redirect • So what? • Wasteful for search engines crawling your website • Crawl budget Basics – Duplication
  81. 81. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Helps search engines understand the code of your website in context. • Some search engines display more robust information in search results, & social streams for certain types of structured data markup: “rich snippets” Basics – Structured Data
  82. 82. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Basics – Rich Snippets
  83. 83. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Authorship – discontinued support from Google • Reviews • Rich Pins/Twitter Cards/Open Graph • Try it out! – “Structured Data Testing Tool” will verify if you have implemented the code properly Basics – Structured Data
  84. 84. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Rich snippets: recipe • http://schema.org/Recipe Basics – Structured Data
  85. 85. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Rich snippets: ratings & reviews • http://schema.org/Review Basics – Structured Data
  86. 86. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Rich snippets: video • https://schema.org/Video Object Basics – Structured Data
  87. 87. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Rich snippets: Social – Twitter cards Basics – Structured Data
  88. 88. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
  89. 89. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Rich snippets: Social – Facebook Open Graph Basics – Structured Data
  90. 90. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
  91. 91. In-page SEO regroup CRAWLING & INDEXING ROBOTS.TXT SITEMAP.XML MOBILE DUPLICATION STRUCTURED DATA
  92. 92. Off-page SEO
  93. 93. Keyword Research Optimize Build Authority Measure
  94. 94. Off-page SEO
  95. 95. Off-page SEO “earned media” signals sent to search engines. Foundation of Google’s algorithm.
  96. 96. Off-Page SEO Can be summarized, in its simplest form, as: LINK BUILDING CITATIONS
  97. 97. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Link building is the process of getting other websites to link to your website. What is link building?
  98. 98. Why is link building important?
  99. 99. Links connect the Internet
  100. 100. Link building = Authority Authority = Trust Trust = Rankings Rankings = ?
  101. 101. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • When another website links to your website, google sees this as a vote of confidence for your website Off-page SEO: Link Building
  102. 102. > Quality of Links > Quantity of Links
  103. 103. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Principles: why links are important • Traditional: pass value in the eyes of a search engine • Practical: provides users a way to easily navigate content on the web Link building
  104. 104. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Principles: how to get links • Content • Building relationships Link building Keyword Research Optimize Build Authority Measure
  105. 105. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: how to get links • Testimonials • Unlinked mentions • Brand misspellings • Media mentions • Sponsorships • Local citations • Speaker bios • Contribute content on other sites • Linkable Assets Link building
  106. 106. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: testimonials Link building
  107. 107. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: unlinked mentions Link building Before After
  108. 108. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: brand misspellings Link building
  109. 109. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: media mentions Link building
  110. 110. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: sponsorships Link building
  111. 111. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: conferences/speaking Link building
  112. 112. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: conferences/speaking Link building
  113. 113. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: events/citations/media mentions Link building
  114. 114. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: events/citations/media mentions Link building
  115. 115. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: events/citations/media mentions Link building
  116. 116. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: events/citations/media mentions Link building
  117. 117. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: contributing content Link building
  118. 118. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: content • Example: rcs.seerinteractive.com/money • 10k tweets • 14k facebook shares • 800+ websites have linked to this Link building
  119. 119. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: content Link building
  120. 120. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: content Link building
  121. 121. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: content Link building
  122. 122. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: content Link building
  123. 123. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: content Link building
  124. 124. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: content Link building
  125. 125. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: content Link building
  126. 126. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Tactics: relationship building Link building • Outreach • Comments, social sharing
  127. 127. Try it out! Brainstorm value that your site, content, or employees have that could potentially earn you links based on some of the examples that were shared.
  128. 128. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Backlinks beware Link building • Anchor text • Link networks • Remember where Google’s going… • READ THIS: https://support.google.com/webmasters/answer/66356?hl=en • Diverse backlink profile
  129. 129. Social Signals and SEO
  130. 130. Social Signals and SEO Do tweets/likes/+1s affect rankings?
  131. 131. The short answer: NO
  132. 132. The longer answer: The impact of social engagement is still speculative, but projected to be a critical ranking factor in the near future.
  133. 133. • Increased visibility & awareness = links = rankings • Increased positive reviews on G+/Yelp = increased visibility in local search • Google+ • Posts are seen by Google almost immediately • Using social influence to build relationships = links = rankings • Audience analysis How social [indirectly] affects SEO
  134. 134. How social [indirectly] affects SEO Social Shares Social Impressions Influencer Impressions Links
  135. 135. Remember the relationships we’re supposed to be building? Identify influencers Build relationships = awareness Understand needs of others
  136. 136. • Identifying influencers • Finding out what your audience likes; create content for them that they’ll want to share SEO Benefits of Building Social Relationships
  137. 137. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› How to find influencers & earn engagement • Buzzsumo • Influencers • Who shares what • Topsy • Find people who have shared content • Klear • Find top conversations • Likelihood for interaction • Followerwonk • Influencer identification Free Social Monitoring Tools
  138. 138. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› How to find influencers & earn engagement Free Social Monitoring Tools
  139. 139. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› How to find influencers & earn engagement Free Social Monitoring Tools
  140. 140. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› How to find influencers & earn engagement • Klear – SEMrush example Free Social Monitoring Tools
  141. 141. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› How to find influencers & earn engagement • Followerwonk – analyze your own followers; competitors Free Social Monitoring Tools
  142. 142. Off-page SEO regroup LINK BUILDING SOCIAL SIGNALS
  143. 143. Measuring Success
  144. 144. Measuring Success How do you know when you’re done?
  145. 145. Keyword Research Optimize Build Authority Measure
  146. 146. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Traffic • Conversions • Microconversions Setting Goals
  147. 147. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Traffic • What pages are you optimizing? • Organic Traffic • Referral Traffic • Annotations • Conversions • Microconversions Setting Goals
  148. 148. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Traffic • Try it out! • SEMrush.com • Conversions • Microconversions Setting Goals
  149. 149. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› • Traffic • Conversions • Goals • Ecommerce • Your wallet/phone/lead capture • Microconversions Setting Goals
  150. 150. Measurement regroup GOOGLE ANALYTICS – traffic, conversions SEMrush
  151. 151. Please take the survey: bit.ly/seo-feedback Additional resources & slides: emmastill.com/beginner-seo-resources

×