search engine optimization panda-penguin-mobile
TRANSCRIPT
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Jenn Mathews (SEOGoddess)
Search Engine Optimization
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Who am I?
Twitter.com/SEOGoddess
Facebook.com/theSEOGoddess
SEOGoddess.me
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What We Will Be Covering:
• What is SEO?• How people use Search Engines• Keyword Research• Keyword Placement• Checklist –
• Internal SEO Checklist• External SEO
• SEO & Social Media• What not to do• Panda and Penguin• Mobile 2015
?
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What is SEO?
Rankings
External
Website
Keywords
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How Search Engines WorkUser searches with key word
Database of information about web pages
collected by robots, crawlers, and spiders
User Interface
Results
Search Engine
World Wide WebWeb robots,
crawlers, and spiders
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Keywords
User Types: 1. Key Word2. 2 Word Phrase3. “Long Tail” Key Term
Search EngineComputers
As the user is researching they will type more specific words and phrases to find exactly what they are looking for.
Search
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Keywords
User Types: 1. Key Word2. 2 Word Phrase3. “Long Tail” Key Term
Search EngineLaptop Computers
As the user is researching they will type more specific words and phrases to find exactly what they are looking for.
Search
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Keywords
User Types: 1. Key Word2. 2 Word Phrase3. “Long Tail” Key Term
Search Engine2TB Laptop Computer
As the user is researching they will type more specific words and phrases to find exactly what they are looking for.
Search
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The Results
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The Results Based on the search query, Google thinks the user is trying to find a product. These are usually paid for by the advertiser.
Advertisements – Pay Per ClickAdvertiser bids on term to obtain a desired position and pays when the user clicks the result.
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The Results
Based on the search query, Google thinks the user is trying to find a product. These are usually paid for by the advertiser.
Advertisements – Pay Per ClickAdvertiser bids on term to obtain a desired position and pays when the user clicks the result.
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What We SeeWe see styles, fancy fonts, images,
interactivity, and general user experience.
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What a Search Engine Sees
Search engines see letters (symbols), words (symbols grouped together parted by spaces), punctuation, and limited html tags like <a href=“link”> and <img src=“picture” alt=“text for image”>
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What Users Look At
Robert Stevens – February 25, 2013
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Keyword Research• Google Keyword Planner
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How to Select the Right Keywords
• Type in your general word and/or phrase• Add your website (optional)
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How to Select the Right Keywords
• Type in your general word and/or phrase• Add your website (optional)• Select Category• Type Location• Click “Get Ideas”
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Your Suggested Key Terms
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Organize Your Terms
• Add your terms into categories (Google Adgroups) that make sense.• Example:
• Laptop Computers• Desktop Computers• Monitors• Accessories
• Keyboards• Mice
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Terms Hierarchy
Broad Terms
Categorical Terms
Longtail Terms
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Broad Term(s)
• The 2-3 broad words you chose that “describes” your entire website
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• The 2-3 word phrases (terms) that describes a section of the website.
Categorical Terms
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Longtail Terms
• 4-5 word phrases that an individual page is about.
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Server Folders and Files
ServerFolder
Index.html
robots.txt
Index.html
file.html
Folder
Index.html
Folder
Index.html
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Simple Right? …Not Really
• Keyword Placement• Title• Description• Body content• URL (domain, directory, filename)
• Keyword Densities• Internal Linking• External Links• Age (Domain/files)
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Checklist – Internal SEO Keywords
(We go through a comprehensive list)
Metatags(We go through a comprehensive list)
Links - Internal(We go through a comprehensive list)
Content(We go through a comprehensive list)
Domains & URLs(We go through a comprehensive list)
Other(We go through a comprehensive list)
Social Actions(We go through a comprehensive list)
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Checklist – External SEO
Links - External(We go through a comprehensive list)
Social Actions(We go through a comprehensive list)
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• Open Graph Protocol• Basics
• og:title• og:url• og:image• og:description• og:site_name
• Location• Contact Info• Video• Audio• Product
OGP.me
Socially Internal for SEO
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Socially External for SEO
• Profiles/Pages
Use social networking websites to establish a solid presence in the search results.
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Socially External for SEO
• Content• Sharable Content• Profile Content• Tweets/Updates
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Don’t
• Hidden text• Hidden links• Keyword stuffing• Artificial traffic• Cloaking scripts• Doorway pages• Duplicate content• Buying links• Link exchanges• Frames• Title stacking• Spam blogs with comments
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Panda• Released February 2011• Push down rank of “lower quality sites” or “thin sites”
• More information:• More Guidance on Building High Quality Sites – Google• Testing Google’s Panda Algorithm - CNet
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Panda – What to avoid
• Content Farming• Low quality content• Outdated content
• Spammy Links• Commenting links• Profile links
• Over Advertising
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Penguin• Launched April 2012• Decrease rank of sites that violate Webmaster Guidelines
• More Information:• Webmaster Guidelines – Google
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• Automatically generated content• Participating in link schemes• Cloaking• Scraped content• Loading pages with irrelevant keywords
Penguin – What to Avoid
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April 21, 2015
• The update:• Affects only search rankings on mobile devices• Affects search results in all languages globally • Applies to individual pages, not entire websites
Mobilegeddon
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Mobile Options for Websites
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Thank You!