The Three Pillars of SEO
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Search Engine Optimization may change as far as the details and tactics go, but the spirit of white hat SEO has remained constant. Learn about the three main areas and how to balance the three to drive improved traffic on your website.
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The Three Pillars of SEO
- 1. The Three Pillars of SEO FINACA Marketing Group April 26, 2016 http://returnonnow.com/
- 2. Agenda Basics of SEO SEO: The Three Pillars How Keywords Work NOTE: We will have time for questions at the end 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 2
- 3. Basics of SEO 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 3
- 4. What is SEO? SEO is the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines. (according to Moz.com, SEO thought leaders) Search engine optimization affects only organic search results, not paid or "sponsored" results such as Google AdWords. (Google) 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 4
- 5. The Search Engine Perspective Goal: Provide the most relevant results Not a Goal: Highlight sites that want to rank Mission: Stop manipulation of the system! Panda, Penguin, EMD, etc. 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 5
- 6. SEO: The Three Pillars 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 6
- 7. SEO: The Three Pillars Technical • Performance, site structure, crawler management, etc. • Table Stakes for being indexed in the first place On-Page • Items you control on the actual website that impact ranking • Gets you on the “radar” for relevant topics Off-Page • Who links to you and how much authority that drives for your own website • 60% of your website ranking is driven by off-page 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 7
- 8. SEO Pillar #1: Technical Although you can find information about these in Google Webmaster Tools, most companies need technical and/or SEO expert help to optimize these items. 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 8 User Experience Indexing and Crawling / SEO • Mobile Readiness • Page Load Time (1.5 seconds or less) • Overall Usability • Website Architecture / Ease of Crawl • XML Sitemap • Robots.txt File • 404 Errors (Page Not Found) vs. 301 Redirects • Canonical Tags
- 9. SEO Pillar #2: On-Page Where you put keywords matters. 1. Page Title 2. Meta Description 3. H1 / H2 / H3 Tags 4. Body Copy (1% rule) 5. Image Alt-Tags 6. URL If you use WordPress, Yoast SEO plugin double checks to see if you are doing the on-page right, before you click “Publish.” 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 9
- 10. SEO Pillar #2: On-Page Where you put keywords matters. 1. Page Title 2. Meta Description 3. H1 / H2 / H3 Tags 4. Body Copy (1% rule) 5. Image Alt-Tags 6. URL 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 10
- 11. SEO Pillar #2: On-Page Tips Page Title Top priority for crawlers to assign keyword relevance How to Build a Good Page Title 70 characters or less Keyword up front if possible Use dashes to separate keywords or descriptors in page title 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 11
- 12. SEO Pillar #2: On-Page Tips Meta Description Always customize your meta descriptions – affects Click Thru Rate in Search Engine Results Pages (SERPs) How to Build a Good Meta Description 155 characters or less Include target keyword and related keywords Set expectations for the page Pitch why to click this SERP item over all others (Ads, Re-search, etc.) 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 12
- 13. SEO Pillar #2: On-Page Where you put keywords matters. 1. Page Title 2. Meta Description 3. H1 / H2 / H3+ Tags 4. Body Copy (1% rule) 5. Image Alt-Tags 6. URL 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 13
- 14. SEO Pillar #2: On-Page Where you put keywords matters. 1. Page Title 2. Meta Description 3. H1 / H2 / H3 Tags 4. Body Copy (1% rule) 5. Image Alt-Tags 6. URL http://returnonnow.com/2013/08/bid-adjustment-google-adwords-enhanced-campaigns/ 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 14
- 15. SEO Pillar #3: Off-Page Crawlers Use Links To Discover Content • Internal Links: Indicate What Pages Matter Most • External Links: Historically, “Votes of Approval” How Links Impact Ranking • Anchor Text: Brand, Keywords • Domain Authority (aka “link juice”) & Topical Relevance Best Types of Links to Pursue • News mentions and links • Guest blog posts and articles • Partners, directories, and industry-relevant websites 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 15
- 16. On-Page / Off-Page: Caution! Major Google Updates to Reduce Spammy Activities Panda (February, 2011 + Ongoing) Aimed at Low Quality or Deceptive On-Page Content Spun Content, Broken English, Shallow Pages, Keyword Stuffing, Bad User Generated Content, Meta Keywords Penguin (April, 2012 / May 2013 + Ongoing) Aimed at Penalizing Off-Page Link Manipulation Purchased Links, Link Rings, Link Exchanges, Overoptimized Anchor Text, Irrelevant Link Sources 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 16
- 17. Bringing it all together How do we pick and deploy good keywords? 1. Research many relevant keywords for Search Volume 2. Analyze Keyword Difficulty / Competition for quick wins 3. Group keywords into Semantic Topics / Synonyms 4. Assign to Website Architecture on a per-page basis Let’s look at a sample for Bridgepoint Consulting… 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 17
- 18. Summary: Three Pillars of SEO The Three Pillars Are: 1. Technical: Design and UX, Crawling/Indexing 2. On-Page: Keyword Placement in Content 3. Off-Page: Links Top Tip For Each Pillar: 1. Bring in an expert SEO or developer to get it right 2. Use Yoast if your website is in WordPress 3. Focus on authority websites, or get outside help 4/28/2016 Copyright 2009-2016, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 18
- 19. Questions? Stay in touch: Tommy Landry, President E: tommy@returnonnow.com P: 512-348-6669 W: http://returnonnow.com/ T: http://twitter.com/returnonnow