Search Engine Optimization (SEO) Evolution. What is still important with the new algorithm changes. Learn all you need to know for a successful SEO optimization in 2014 and beyond.
5. DO YOU HAVE THE RIGHT ANSWER?
If you can answer people's questions,
in the most useful way for them
then you're on the road for #1.
6. SINCE THIS IS NOT POSSIBLE..
HI GOOGLE! MY COMPANY’S NEW
ARTICLE IS THE BEST RESOURCE FOR
PEOPLE SEARCHING FOR ONLINE
MARKETING
HI MARK! YAY!! THAT’S GREAT NEWS.
PUTTING YOU RIGHT NOW AT THE
TOP OF THE RANKINGS!
21. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• CMS
• URL Structure
• Design
• Page Load Speed
HTML
• Meta tags
• Structured data
Markup
• Keyword Stuffing
• Hidden elements
Content
• Quality
• Keywords
• Engagement
• Ads
• Freshness
• Images
• Navigation
• Simple is better
• Less graphs are better
• Leverage alt attributes
• No menu on the left
• No flash
22. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• CMS
• URL Structure
• Design
• Page Load Speed
HTML
• Meta tags
• Structured data
Markup
• Keyword Stuffing
• Hidden elements
Content
• Quality
• Keywords
• Engagement
• Ads
• Freshness
• Images
• Navigation75% of users wouldn’t re-visit
a site that took longer than 4
seconds to load
23. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• CMS
• URL Structure
• Design
• Page Load Speed
HTML
• Meta tags
• Structured data
Markup
• Keyword Stuffing
• Hidden elements
Content
• Quality
• Keywords
• Engagement
• Ads
• Freshness
• Images
• Navigation
24. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• CMS
• URL Structure
• Design
• Page Load Speed
HTML
• Meta tags
• Structured data
Markup
Content
• Quality
• Keywords
• Engagement
• Ads
• Freshness
• Images
• Navigation
25. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• URL Structure
• Design
• Page Load Speed
• SM Integration
HTML
• Meta tags
• Structured data
Markup
Content
• Quality
• Keywords
• Engagement
• Ads
• Freshness
• Images
• Navigation
26. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• URL Structure
• Design
• Page Load Speed
• SM Integration
HTML
• Meta tags
• Structured data
Markup
Content
• Quality
• Keywords
• Engagement
• Ads
• Freshness
• Images
• Navigation
27. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• URL Structure
• Design
• Page Load Speed
• SM Integration
HTML
• Meta tags
• Structured data
Markup
Content
• Quality
• Keywords
• Engagement
• Ads
• Freshness
• Images
• Navigation
28. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• CMS
• URL Structure
• Design
• Page Load Speed
HTML
• Meta tags
• Structured data
Markup
Content
• Images/Multimedia
• Keywords
• Quality
• Ads
• Navigation
29. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• URL Structure
• Design
• Page Load Speed
• SM Integration
HTML
• Meta tags
• Structured data
Markup
Content
• Images/Multimedia
• Keywords
• Quality
• Ads
• Navigation
30. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• URL Structure
• Design
• Page Load Speed
• SM Integration
HTML
• Meta tags
• Structured data
Markup
Content
• Images/Multimedia
• Keywords
• Quality
• Ads
• Navigation
“It’s better to drop your keyword somewhere in the first
100 words or so. That helps make sure Google
understands what your page is all about.”
31. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• URL Structure
• Design
• Page Load Speed
• SM Integration
HTML
• Meta tags
• Structured data
Markup
Content
• Images/Multimedia
• Keywords
• Quality
• Ads
• Navigation
32. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• URL Structure
• Design
• Page Load Speed
• SM Integration
HTML
• Meta tags
• Structured data
Markup
Content
• Images/Multimedia
• Keywords
• Quality
• Ads
• Navigation
33. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• URL Structure
• Design
• Page Load Speed
• SM Integration
HTML
• Meta tags
• Structured data
Markup
Content
• Images/Multimedia
• Keywords
• Quality
• Ads
• Navigation
34. On page
optimization
• Indexing
• Relevance
• User Experience
Architecture
• URL Structure
• Design
• Page Load Speed
• SM Integration
HTML
• Meta tags
• Structured data
Markup
Content
• Images/Multimedia
• Keywords
• Quality
• Ads
• Navigation
35. Off page
optimization
• Popularity
• Authority
• Virality
Links
• Quality
• Text
• Number
Trust
• Authority
• History
• Social Media
Social
• Reputation
• Sharability
36. Off page
optimization
• Popularity
• Authority
• Virality
Links
• Text
• Number
• Context
• PageRank Pass
Trust
• Authority
• History
• Social Media
Social
• Reputation
• Sharability
37. Off page
optimization
• Popularity
• Authority
• Virality
Links
• Text
• Number
• Context
• PageRank Pass
Trust
• Authority
• History
• Social Media
Social
• Reputation
• Sharability
38. Off page
optimization
• Popularity
• Authority
• Virality
Links
• Text
• Number
• Context
• PageRank Pass
Trust
• Authority
• History
• Social Media
Social
• Reputation
• Sharability
39. Off page
optimization
• Popularity
• Authority
• Virality
Links
• Text
• Number
• Context
• PageRank Pass
Trust
• Authority
• History
• Social Media
Social
• Reputation
• Sharability
40.
41. Hummingbird expands Google's use of the Knowledge Graph
to provide answers to queries that don't have simple answers.
42. If Hummingbird is a giant step toward Semantic SEO,
our job is not about optimizing for strings, or for things,
but for the connections between things.
54. Keyword vs Topical
Pages matching the meaning do better, rather
than pages matching just a few words.
Context of links matters! Links from topically
irrelevant contexts are bad links.
60. The future is Mobile
Search engines want to deliver the best results,
thus they prioritize a mobile-optimized site
ahead of one that might work badly on a mobile device.
61. A Mobile Strategy
Just Became Essential
• Mobile & PC users search differently
• Mobile FIRST
• Responsive Design
– Large fonts
– Eye catching images
– Videos
– Short, simple forms, with large,
easy-to-fill fields
– Concise, actionable content
– Optimized length
62. SEO is a constantly changing game
To have effective SEO in 2014, make sure your
site is optimized for mobile users, provides
quality and informative content, and has a high
level of authority.
65. Action plan : SEO Setup
SETUP STAGE: Auditing-Research-Reporting
Were given:
Access to Google analytics and webmaster tools, access to Bing tools
Research areas:
Full site auditing
Deliverables by CAN-On:
Startup SEO report with initial development work to be done by site support team (third party),
Goals and KPIs
66. SEO Setup Report Outline
Main issues Content related:
Keyword Focus
• The site as a whole doesn't have a core keyword focus, outside of online marketing and
entrepreneurship in general.
Meta language information
• 81 pages were missing meta language information. The Meta Language information is used as a
hint to help us understand the intended language and country/region the page content applies to.
This can help if your site is not hosted in the country/region. Use the “content-language” meta tag
to embed the culture code in the <head> section of your page.
Title Tags
• 8 Title tags are too long, 1 are borderline, 2 are too short.
Meta Description Tags
• Virtually almost every page had tags, 50 Meta description tags are too long. 50 Pages had
duplicate Meta description tags only 28 pages were missing Meta descriptions.
Image Names and ALT Tags
• 816 images in 81 pages were missing ALT tags. Almost all images had descriptive, keyword focused
file names. Please check the bing webmasters tools.
67. SEO Setup Report Outline
Main issues Indexing related:
Page Inclusions
• Work to fix the issues associated with sitemap.xml and sitemap.html.
Page Load Speed
• Improve page load speed:
• Leverage browser caching:
• Reduce server response time:
• You should reduce your server response time under 200ms. There are dozens of potential factors
which may slow down the response of your server: slow application logic, slow database queries,
slow routing, frameworks, libraries, resource CPU starvation, or memory starvation. You need to
consider all of these factors to improve your server's response time. The first step to uncovering
why server response time is high is to measure. Then, with data in hand, consult the appropriate
guides for how to address the problem. Once the issues are resolved, you must continue measuring
your server response times and address any future performance bottlenecks.
Code Validation
• Work to make the code valid to avoid browser and indexation issues.
68. SEO Setup Report Outline
Main issues Social related:
Linking Root Domains
• Increase both the quantity and quality of linking root domains.
Inbound Followed Links
• Work to build out more keyword rich anchor text links for non-branded keywords while also
working to increase the overall quantity and quality of inbound links.
• Create a Google+ Business Page and link your site