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Stephanie WallaceSenior Director, SEONebo Agency
Stephanie helps clients navigate the ever-changing world of SEO by understanding their audience and creating a digital experience that both the user and Google can appreciate. She oversees strategic planning, development, and implementation of all search engine optimization campaigns. During her tenure with Nebo, Stephanie has worked with a wide range of brands in different verticals, such as Georgia Tech, Gas South, Arrow Exterminators, Post Properties and Belgard.
AMA Atlanta Marketing Series: SEO 101
Introductions What is SEO? History of SEO How Search Engines Work Best Practices Process Emerging Trends
Agenda
Senior Director, Search Engine Optimization at Nebo
• Career agency marketer
• Human centered approach
• Download the presentation: http://bit.ly/2omMXJ7
• Twitter: @SWallaceSEO
Stephanie Wallace
SEO is the process of optimizing a website to appear higher, naturally in the search engine results pages
There are three primary tenets:
• On-Page • Technical • Off-Page
What is SEO?
SEO allows people to find your product or service in the organic search results.
SEO is sustainable and helps your business grow, allowing you to efficiently reach existing and new audiences.
Why is SEO Important?
Google’s priority is relevance and providing the best answer for the user.
The more popular and relevant a site, the more valuable the information must be.
Providing Answers
On-page SEO focuses on optimizing the content and semantic markup of the site based on keyword themes that convey relevance and authority.
Unique MetadataBot Accessible
Shareable
Accessible Across Devices
Keyword Optimized
Unique & Valuable
Optimized Pages
On-Page SEO Best Practices
Technical SEO ensures there is a sound technical foundation in place so that the site is easily crawlable and accessible to search engines.
Indexation is paramount to ensuring success of SEO campaigns.
Technical SEO Best Practices
Every link or reference online counts as an endorsement for your website or brand.
Off-page SEO is the process of generating quality and relevant endorsements that lead to a greater perceived authority.
Off-Page SEO Best Practices
Your Site
Keyword Research
The goal is to rank for the appropriate terms that will drive qualified traffic.
Identify appropriate keyword themes based on what your target audience is searching for, user intent and competition.
Audience Language
Keyword themes should be determined based on the language used by your target audience and research on preferred phrasing in search engines.
Query Intent
In addition to understanding the variations in user language, it is important to consider the way a search engine determines the intent behind a query.
“what is SEO” “SEO agency”
Long Tail Keywords
Long tail keywords have lower average search volume, however, in aggregate, these long tail keywords typically account for 70% of searches and are an important component of a keyword strategy.
Balance Volume & Intent
Rather than simply build a keyword map around the phrases with the most searches, Nebo crafts keyword strategies to speak to users at each phase of the buyer journey.
Keyword Monthly Volume Intent
digital marketing agency 22,200 low
seo agency atlanta 140 medium
nebo agency 80 high
Keyword Mapping
Based on these qualitative assessments of user intent and language, coupled with analysis of search engine results pages (SERPs), keywords are mapped to pages and sections of the website.
Keyword Theme: Homepage
Nebo Brand Terms
Digital Marketing Agency Terms
Human-Centered Terms
Keyword Mapping
Based on these qualitative assessments of user intent and language, coupled with analysis of search engine results pages (SERPs), keywords are mapped to pages and sections of the website.
Metadata
Using the defined keyword themes craft optimized and unique metadata to describe each page on the site.
Metadata: Title Tags
The title tag is the most important on-page SEO factor and is used in search engine results pages to display the page title.
Google displays approximately 50-60 characters or 512 pixels.
Code Sample
Optimal Format
Metadata: Description
Meta descriptions, while not a direct ranking factor, are extremely important at driving click-throughs from organic search results.
Code Sample
Optimal Format
On-Page Content
Create relevant site content that provides value while reinforcing keyword themes.
Leverage appropriate content markup such as Headlines (H1, H2, etc.) and image alt tags.
Unique Metadata Bot Accessible
Shareable
Accessible Across Devices
Keyword Optimized
Unique & Valuable
Optimized Pages
On-Page Content
On-Page Checklist
• Use descriptive, clean and short URLs
• Leverage priority keywords in title tag
• Leverage H1 tag on page title
• Leverage meta descriptions on priority pages
• Create unique & valuable content
• Optimize subheadings with H2, H3, etc. tags
• Leverage internal links to relevant pages
• Utilize image alt tags • Utilize social sharing
buttons as appropriate
On-Page Research Tools
Google AdWords Keyword Tool
Google Trends
KeywordTool.io
Answer the Public
Soovle
Ubersuggest Keyword Tool
AHREFs
Technical Considerations
When search engines can't effectively crawl a website and access relevant content, rankings suffer.
Ensuring optimal crawlability & indexation is an ongoing effort.
Crawlability
It is imperative that a website can be crawled by search engine robots and that valuable content is accessible to users.
Creating internal linking structures and an appropriate hierarchy will ensure your website fully indexed by search engines.
Indexation
Which one is the original one??
Search engines are primarily concerned with the quality of the pages they are evaluating.
Identify any duplicate or extremely similar content being indexed.
Any page that offers no value add for the user should not be indexed.
Identify Low Quality Pages
Most often website owners do not intentionally create duplicate content.
However, some common causes of duplicate content include:
• URL Variations (such as parameters)
• HTTP vs. HTTPS • Scraped or Copied Content
User Experience
As search engines evolve they are constantly placing an increased emphasis on engagement metrics as a ranking factor that may impact the performance of a site.
User Experience!Usability!
Value!
Credibility!
Accessibility!
Desirable!
Functionality!
Design!
Additional Considerations
• Robots.txt File • HTML Sitemap • XML Sitemap • HTTPS Protocol • Page Speed • Structured Data Markup • Meta Robots Tags • Canonical Tags
If I can’t find or access a page then it will not be
indexed and users cannot find it organically.
Blocked via Robots.txt
Technical Checklist
• Check Google’s index with site:domain.com
• Ensure important resources are crawlable
• Remove duplicate pages • Prevent indexation of low
quality pages • Utilize secure protocols
whenever possible
• Correct broken links • Remove internal redirects • Keep sitemaps up to date • Ensure there are no
orphan pages • Optimize page speed • Optimize for mobile users • Always use 301-redirects
Technical Optimization Tools
Screaming Frog
Google Search Console
Structured Data Testing Tool
Schema.org
Bing Webmaster Tools
Off-Page Strategy
The more quality, relevant links and references a website receives the more authoritative they are perceived by search engines.
The goal is to increase domain authority and digital visibility by gaining quality off-page references.
The focus should be on building authentic relationships with consumers and positioning your brand as a thought leader.
Building Domain Authority
Strategies & Tactics
Off-Page SEO!
Content Marketing!
Blog!
Video Assets!
Public Relations!
Social Media!
Online Reviews!
Local Listings!
Boost online presence with local optimization on site, local business listings, and reviews & ratings.
Local listings should reinforce name, address and phone number in order to help search engines understand local relevance.
Local SEO
Off-Page Checklist
• Do an inbound link audit of your site to check for spam
• Review competitor link acquisition strategies
• Research existing inbound links to discover proven tactics
• Integrate with internal PR efforts
• Evaluate events, conferences, trade shows, etc. for opportunities
• Research company partnerships that may be leveraged online
Off-Page Optimization Tools
AHREFs
Open Site Explorer
Majestic
SEMrush
Search Operator - link:yourdomain.com
Mobile First IndexGoogle is testing a mobile first index now, with plans to launch the mobile first index in 2017.
This is not a second index, but a different approach to indexation entirely.
There will no longer be “mobile friendly” adjustments done just for mobile users.
Knowledge Graph
Google’s Knowledge Graph serves as a way to directly answer a question without forcing a user to click through to a website.
Knowledge Graph results are increasingly prevalent with instant answers, people also ask boxes, list carousels, brand panels and disambiguation boxes.
Optimizing for Voice Search
A featured snippet — also known as a "direct answer" — is a summary answer to a searcher's question that Google shows in a special block at the top of its SERP. In response to voice searches Google often reads the answer starting with, “According to [Your Site Name]” - creating a huge branding opportunity.
Accelerated Mobile Pages
After wide-spread adoption, Google will be integrating AMP into the primary search results pages.
AMP design and compatibility should be a consideration, at least for specific sections of a website, if organic traffic from Google represents a significant amount of total visits.
Progressive Web Apps
Progressive Web Apps are user experiences that have the reach of the web, and are reliable, fast and engaging.
They use modern web capabilities to deliver an app-like user experience.
This new level of quality allows PWAs to earn a place on a user's home screen.
Thank YouTo learn more or for any questions, please contact:
Stephanie Wallace Senior Director, Search Engine Optimization 404.885.1201 [email protected]