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Introduction




      High Impact SEO:
        High Reward Tactics That Move the Needle




                                                   1
About Me




• Senior SEO Manager, True Action

• Principal, Nexus Interactive Marketing LLC

• Organizer, Philadelphia SEO Grail Meetup

• PodCamp East Organizer

• @billrowland




                                               2
Agenda




     • SEO Basics

     • Evaluation

     • Planning Your Website

     • Content Creation & Link Building

     • Special Tactics

     • Questions

                                          3
SEO Basics > On-Page vs. Off-Page



   Meta Data           Written Copy    Link Anchor Text
           Design                      Links         Social Mentions
                             Photos              Reviews
Website Architecture




               On-Page                     Off-Page




                                                                       4
SEO Basics > On-Page vs. Off-Page


 Title Includes
   Keyword
                                                             Use of Keyword
                                                               and Related
                                                             Terms in Written
  Keyword in                                                     Content
Heading Helpful
   to Users


Use of Keyword
    in “Alt”
   Attribute

                                                                Keyword-Rich
                                                                    URL



                                          http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization


                                                                                                          5
SEO Basics > Longtail of Search




                                  6
SEO Basics > Links = Good




<a href=http://www.podcampeast.com> Podcamp East</a>

                                                       7
Evaluation > Competition




      • Pick 3 – 5 Online Competitors

      • Review Their Websites

          • Appearance, Quality & Size

          • Optimized?

          • Geo-targeted?

          • Assess Backlinks

                                         8
Planning Your Website > Architecture




                                          Home


         Football     Baseball   Hockey          Soccer   Contact Us   About Us


           Helmets


            Jerseys
                                 • Use Keyword Research
            Cleats               • Focus on Keywords in Demand
             Pads




                                                                                  9
Planning Your Website > Software Platform




      Required Functionality for SEO

      •Title Tag Customization & Rules

      • Static, Keyword-Rich URLs

      • Meta Tag Customization

      • Internal Anchor Text Flexibility

      • Image-Handling & Alt Tags

                                            10
Content Creation & Link Building




      • What is Quality Content?
      “It’s the creation and sharing of content in order to attract, acquire and engage

      current and potential customers with the objective of driving profitable customer

      action.” – Hannah Smith, Distilled


      • What is the Purpose of Quality Content?

            • To Provide Value to Users

            • Attract Visitors, Links & Conversions


                                                                                          11
Content Creation & Link Building



Types of Content

•Product Descriptions
• Blog Posts
•Photos
• Videos
•Podcasts
•User Guides
• Reviews
• Comments
• Buyers Guides
• White Papers
• Case Studies
• Infographics
• Tutorials



                                        12
Content Creation & Link Building




      Characteristics of Quality Content

      •Relevant to Your Targeted User

      • Appropriate for the Purpose

      • Possesses Value

      • Goal Focused



                                           13
Content Creation & Link Building




      Once You Have It, Pimp It!

      • Search for the Topic on the Web

      • Distribute Through Social Media

      • Target Groups Likely to Value It

           • In Fact, Create It For Them



                                           14
Special Tactics > On-Page




      • Title Tags: Most Important Terms at the Front

      • Unique Title Tags for Every Page

      • Keyword in URL

      • Use Keywords in Internal Link Anchor Text

      • Keyword-Rich Copy on the Page



                                                        15
Special Tactics > Off-Page




      • Understand Where Others Get Links

           • OpensiteExplorer.org (Fee)

           • Link Diagnosis (Free)

      •After Penguin, Link Diversity Is the Rule

      • Focus on Developing Relevant Links



                                                   16
Special Tactics > Local




                                                        Create &
                                                      Optimize for
                                                      Google Places


  Structured
 Citations are
Very Important                                              Encourage
                                                            Customer
                                                             Reviews


 Add NAP on
                                                        Bonus: Add
  Pages as
                                                      Location Centric
 Appropriate
                                                      RSS Feed to Page

                                http://www.davidmihm.com/local-search-ranking-factors.shtml

                                                                                   17
Special Tactics > Misc




      Creative Link Building

      • Copyscape to Find Your Scraped Content

      • TinEye to Find Your Scraped Image

      • Screaming Frog for Finding Broken Links

      • Hub & Spoke Method



                                                  18
The End
Any Questions?




                 19

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High Impact SEO

  • 1. Introduction High Impact SEO: High Reward Tactics That Move the Needle 1
  • 2. About Me • Senior SEO Manager, True Action • Principal, Nexus Interactive Marketing LLC • Organizer, Philadelphia SEO Grail Meetup • PodCamp East Organizer • @billrowland 2
  • 3. Agenda • SEO Basics • Evaluation • Planning Your Website • Content Creation & Link Building • Special Tactics • Questions 3
  • 4. SEO Basics > On-Page vs. Off-Page Meta Data Written Copy Link Anchor Text Design Links Social Mentions Photos Reviews Website Architecture On-Page Off-Page 4
  • 5. SEO Basics > On-Page vs. Off-Page Title Includes Keyword Use of Keyword and Related Terms in Written Keyword in Content Heading Helpful to Users Use of Keyword in “Alt” Attribute Keyword-Rich URL http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization 5
  • 6. SEO Basics > Longtail of Search 6
  • 7. SEO Basics > Links = Good <a href=http://www.podcampeast.com> Podcamp East</a> 7
  • 8. Evaluation > Competition • Pick 3 – 5 Online Competitors • Review Their Websites • Appearance, Quality & Size • Optimized? • Geo-targeted? • Assess Backlinks 8
  • 9. Planning Your Website > Architecture Home Football Baseball Hockey Soccer Contact Us About Us Helmets Jerseys • Use Keyword Research Cleats • Focus on Keywords in Demand Pads 9
  • 10. Planning Your Website > Software Platform Required Functionality for SEO •Title Tag Customization & Rules • Static, Keyword-Rich URLs • Meta Tag Customization • Internal Anchor Text Flexibility • Image-Handling & Alt Tags 10
  • 11. Content Creation & Link Building • What is Quality Content? “It’s the creation and sharing of content in order to attract, acquire and engage current and potential customers with the objective of driving profitable customer action.” – Hannah Smith, Distilled • What is the Purpose of Quality Content? • To Provide Value to Users • Attract Visitors, Links & Conversions 11
  • 12. Content Creation & Link Building Types of Content •Product Descriptions • Blog Posts •Photos • Videos •Podcasts •User Guides • Reviews • Comments • Buyers Guides • White Papers • Case Studies • Infographics • Tutorials 12
  • 13. Content Creation & Link Building Characteristics of Quality Content •Relevant to Your Targeted User • Appropriate for the Purpose • Possesses Value • Goal Focused 13
  • 14. Content Creation & Link Building Once You Have It, Pimp It! • Search for the Topic on the Web • Distribute Through Social Media • Target Groups Likely to Value It • In Fact, Create It For Them 14
  • 15. Special Tactics > On-Page • Title Tags: Most Important Terms at the Front • Unique Title Tags for Every Page • Keyword in URL • Use Keywords in Internal Link Anchor Text • Keyword-Rich Copy on the Page 15
  • 16. Special Tactics > Off-Page • Understand Where Others Get Links • OpensiteExplorer.org (Fee) • Link Diagnosis (Free) •After Penguin, Link Diversity Is the Rule • Focus on Developing Relevant Links 16
  • 17. Special Tactics > Local Create & Optimize for Google Places Structured Citations are Very Important Encourage Customer Reviews Add NAP on Bonus: Add Pages as Location Centric Appropriate RSS Feed to Page http://www.davidmihm.com/local-search-ranking-factors.shtml 17
  • 18. Special Tactics > Misc Creative Link Building • Copyscape to Find Your Scraped Content • TinEye to Find Your Scraped Image • Screaming Frog for Finding Broken Links • Hub & Spoke Method 18