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FOR INTERNAL USE ONLY.

Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation, are the sole property of Cramer-Krasselt and shall not be used without the express written

authorization of Cramer-Krasselt. © 2012 Cramer-Krasselt

Social Media Week

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Twitter: @cramerkrasselt#smw#seoforPR

AgendaWhat is SEOAlgorithm ChangesQuestions

What is SEO?

“SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.”

- Search Engine Land

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Related SearchPopular search queries and

suggestionsImage SearchImages of products and brand

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How does SEO work?

Ultimately, Good SEO is about providing a good user experience and compelling content.

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2.

• Website settings

• Domain & URL usage

• Redirects

• Load Time

• Responsive Design

• Keyword consistency across copy and HTML

• High code to copy ratios

• HTML Tag usage

• Copy visibility

• Originality

• Link text on site and offsite

• Number of links, Shares, +1s

• Links from different IPs

• Domain extension (.org, .edu, .gov)

1. 3.Technical

ArchitectureKeyword &

ContentLinking

What do Search Engines value?

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Recent changes to improve User Experience

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Page Load Time

Device Viewing

In Depth Articles

Authentic Content

Organic Links

Load Time

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Load Time has been a key factor in search engine rankings, but Google continues to elevate it.

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Bad Load Time = Anything greater than 3 seconds

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Source: Aberdeen Group

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Source: http://developers.google.com/speed/pagespeed/insights/

Responsive Design

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“Responsive web design (RWD) aims to provide an optimal website viewing experience…across a wide range of devices”

- Wikipedia

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Search is the #1 activity on mobile devices-ComScore 2013

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Google will soon be penalizing pages that aren’t mobile friendly

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Credibility Through Authorship

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Authorship:

It is a way to tell Google, that you are the writer of a particular article and the sole owner of it. 

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Authorship BenefitsCollects SEO Value i.e. AuthorRank

Improved Click Through Rates to content

Improves trust and authority of a topic

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What writers should doMake sure you have a Google Plus page

Notate that you’re a contributor to a site

Keep the name of your page the same as your article byline

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Valuing In Depth Articles

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10% of searches are for broad topics and in-depth information

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In-Depth Article Listings

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In depth articles = 2k words or more

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Links need a balanced approach

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Linking and SEO

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Search Spiders Follow Links Software Compiles Pages Pages Details Are Stored

Link Scanning affects SEO in two ways• Provides a Trust and Popularity Metric

• Builds Relevance around certain phrases found in the anchor text

Brands need to use several different link styles• Branded: A brand name or website is the term

• Partial Match: Links that includes several terms

• Exact Match: Links that include only specific terms that you want to rank in search engines for

Branded anchor text includes are made up of the brand name or website URL.

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Partial Match anchor text includes the terms, along with others.

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Freshman or Senior saving

With Google’s recent updates, exact match anchor text is heavily scrutinized.

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Many SEO’ers believe that no more than 10% of links should have exact match anchor text, more than that can affect search rankings.

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Closing

Check the load time of important webpages

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Make sure your important pages are mobile-friendly

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Consider Authorship for your content

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Use a mix of anchor text in your offsite content

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Questions?