search engine optimization & content marketing

SEO Feb 27, 2012At Chapman University, Orange

Search Engine Optimization

& Content Marketing

- Marieke Hensel

http://twitter.com/henselhttp://twitter.com/bpsocial

http://twitter.com/hensel

Intro




What is Search Engine Optimization?




Please Tweet: I am attending the Meetup “Using SEO to drive business to your website” presented by @hensel


Intro




Etc.




Intro

Market share Search Engines




Intro

Pay Per Click vs. Organic




Intro




4 ingredients for successfulsearch engine rankings:

1. Positioning2. On page optimization (code)3. Textual optimization4. Link building




Positioning




SEO Keyword Success Formula1. High Number of Searches2. 100% relevancy 3. Low number of competing websites




On Page Optimization (code)





HTML Code


What platform are you using?




SEO friendly Platforms




Check the speed of your website

http://www.websiteoptimization.com/services/analyze/




W3C Validation

The World Wide Web Consortium (W3C) is the main international standards organization for the World Wide Web (abbreviated WWW or W3).

http://validator.w3.org/




Robots.txt

http://example.com/robots.txt




RSS feeds (blog only)

Make sure your blog has an RSS feed and that it’s accessible through the homepage.




Create a sitemap

Google Sitemapgoogle.com/webmasters/

Or through Wordpress plugin




Textual Optimization




Keyword Use in the Title Tag

Keyword Use as the First Word(s) of the Title Tag

1

2




<!DOCTYPE html PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN"><html><head> <title> Certified Personal Trainer - Orange County Fitness Bootcamp</title> <meta name="description” …….……….</style></head>

21




Keyword Use in the Root Domain Name3

vs




Keyword Use in H1 Headline Tag4




Keyword Use in the Internal Link Anchor Text5

<a href=“http://www.ramadamaingate.com/category/blog/” alt=“Hotel Anaheim & Disneyland Blog”>Blog</a>




Keyword Use in the External Link Anchor Text6

<a href="http://twitter.com/hensel" target="_blank” alt=“online brand results strategist”>




Keyword Use in the First Word(s) in the H1 Tag7




Keyword Use in the First 50-100 Words in HTML8

Look in the Source code. What does Google see?




Keyword Use in the Page Name URL9

http://www.website.com/folder/keyword

Keyword Use in the Page Folder URL10

http://www.website.com/keyword/page




Keyword Use in the H2-H6 Headline Tags11




Keyword Use in the Image ALT Tags12




Keyword Use / Number of Repetitions in the HTML Text13

Use a Keyword Density tool:http://tools.seobook.com/general/keyword-density/



http://tools.seobook.com/general/keyword-density/


Or copy to Microsoft Word, and click on >Tools >Word Count




Keyword Use in Image Names14

Example: keyword.jpg)

Before: <img src=“1.gif” width=“990” …

Now: <img src=“hotels-anaheim-ca.gif" width="990” …




Keyword Use in the <b> or <strong> Tags15

<strong>bolder text has more impact in real life</strong>

and it has more impact on the search engine’s index as well




Keyword Use in the META Description Tag16

<meta name="description" content="Ramada Maingate at the Park is a Disneyland Good Neighbor Hotel. If you need accommodation near Disneyland, we're across the street within walking distance!" />




Link building




Manual link to your website

Automatic link to your website




Never Ever!

Link Farms

Free for All link SubmissionTriangular Linking Schemes

Submission to 250,000 directories




Be careful who you link to!

Firefox plugin that automatically shows Alexa ranking and Google PageRank in browser:

www.quirk.biz/searchstatusOr go to Alexa.com for Alexa ranking



http://www.quirk.biz/searchstatus


Internal links

-Make sure you can get from any page to any page easily.-Create ample links




Author credibility is important




Get influencers to share your blog content/articles




Links from other sites:

- Watch out for "NOINDEX,NOFOLLOW” in source code - Watch out for robots.txt* (file on domain)- Watch out for rel="nofollow” (in source code, next to link)- Slow website – Google doesn’t wait




External links – Social Bookmarking

-Stumble Upon-Digg-Del.icio.us-Reddit-Pinterest!




External links - Other

-Two-way trade-Directories in your industries (for businesses, events, trade organizations, chamber, etc)-Press releases (never forget!)-Guest blogging on other blogs-Comments on blogs-Wikipedia (if you can!)




Why do people want to link to your site? Article?

-Similar industry, not competing, add-on-Good information, relevant info for their market-Credibility (Board of Advisors, awards)




Create remarkable content

Submit great articles, graphs, pictures to StumbleUponTriberr.com – create join a bloggers communityBlog more…




Make your website Social Media Friendly

-Facebook -Twitter-LinkedIn-StumbleUpon-Pinterest

Cevhershare pluginhttp://www.wpusta.com/cevhershare/




Optimize for business Home Page

1. City/Geographic Location2. Phone number 3. Call to Action + Form4. Call to action/Sig under blog post and/or have banner/offer on the side




Any ?Marieke Hensel

www.brandingpersonality.comhttp://twitter.com/hensel

1-877-747-3263




search engine optimization & content marketing

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