High Impact SEO — High reward SEO tactics that move the needle. Given at September 2012's Podcamp East, this presentation covers basic SEO tactics that can help businesses, bloggers & podcasters create a website that can be more easily found by searchers. SEO tactics discussed include: SEO Basics, Competitive Research, Website Architecture, Content Creation, Link Building and some special SEO tactics.

1. Introduction
High Impact SEO:
High Reward Tactics That Move the Needle
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2. About Me
• Senior SEO Manager, True Action
• Principal, Nexus Interactive Marketing LLC
• Organizer, Philadelphia SEO Grail Meetup
• PodCamp East Organizer
• @billrowland
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3. Agenda
• SEO Basics
• Evaluation
• Planning Your Website
• Content Creation & Link Building
• Special Tactics
• Questions
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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
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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
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6. SEO Basics > Longtail of Search
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7. SEO Basics > Links = Good
<a href=http://www.podcampeast.com> Podcamp East</a>
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8. Evaluation > Competition
• Pick 3 – 5 Online Competitors
• Review Their Websites
• Appearance, Quality & Size
• Optimized?
• Geo-targeted?
• Assess Backlinks
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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
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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
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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
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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
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13. Content Creation & Link Building
Characteristics of Quality Content
•Relevant to Your Targeted User
• Appropriate for the Purpose
• Possesses Value
• Goal Focused
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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
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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
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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
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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
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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
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19. The End
Any Questions?
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