Alt Summit May 2014 SEO 101

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Alt Summit May 2014 SEO 101

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Who’s the speaker today? Duane Forrester @duaneforrester Bing Webmaster Tools Speaks at shows, runs forums and blog, provides guidance on new WM tools www.bing.com/toolbox/webmasters Does he have a clue? 14+ years as an inhouse SEO; ran seo at MSN; has helped Disney, GAP, Walmart + http://www.linkedin.com/in/dforrester And this helps me how? Blogging since 2001; owns 150 domains; makes money online http://twitter.com/DuaneForrester what does duane do at bing

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Paid v. Organic & Shopping Orange Paid ads – you pay per click for traffic Auction-based system Higher bid; higher placement Green Organic & News results SEO works here Trusted results Clicks are free Red Shopping results Combination of organically sourced and paid inclusion results Not as wide a net as organic, but more focused than paid ads More Organic

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What is SEO? Search Engine Optimization (SEO) is the process of improving a website to make it more relevant to searchers and search engines. At it’s very core, SEO is about improving usability on a website. What SEO is not… Fast Guaranteed Once & done Free

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Why Perform SEO? Increase relevancy Increase exposure Increase visits Increase page views Increase revenue Better UX Low cost Investment in future Users starting here

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12 Things To Know About SEO?

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The Secret to Success The Basics Build social followers & fans organically Wall posts/tweets with links are perceived as more credible and useful Get the basics of SEO covered, then focus on content Its worth repeating: unique, compelling content still works

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The Secret to Success Compelling Content The engines really respond to unique, useful content Your visitors respond to this as well It’s a wise investment of your time Don’t take shortcuts – limit syndicated content image credit: http://mashable.com/2011/01/10/social-content-strategy/

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The Secret to Success Niche & Voice The Internet is B.I.G. Slice and dice to find your niche. Plenty of niche areas to explore/exploit – start your fight where you can dominate Choose your voice wisely; don’t be afraid to express an informed opinion Watch what users respond to, then amplify along those lines

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The Secret to Success Keyword Research Know exactly what users are searching for Data can help you uncover new niches or refine your focus Helps keep you focused on creating compelling content Got writers block? Check your keyword research for inspiration

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A Fresh approach to Targeting Optimization Start with your Home page, categories, products, etc… Then…when you have numbers… Every area of your site has a value - $, PV, Emails, etc. Determine what the value is Sort your site by value to see what really matters Organize work around high-value areas first

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Let’s get a bit more technical SEO is not just content SEO can be affected by technical elements You need both Content can win, but technical SEO helps Clean domain Clean, keyword rich URLs Page Load times Layout of pages – content v. ads Tech hiding elements – javascript nav.

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6 major investment areas for SEO Crawlability Xml sitemaps Navigational structure Rich media cautions Graceful degradation URL structure Robots.txt Site Structure Internal Links URL structure and keyword usage Clean URLs – no extraneous parameters (sessions, tracking, etc.) HTML & XML sitemaps Content hierarchy Rel-canonical usage to manage duplication issues Rich media – don’t bury links in Javascript/flash /silverlight/AJAX Responsive design for managing mobile & web On-Page Head copy Titles – unique, relevant, 60 characters or so long Descriptions – unique, relevant, grammatically correct, 160 or fewer characters Body Copy H1, H2 and other H tag usage ALT tag importance & usage Keyword usage within the content/text Anchor text – using target keywords to support other internal pages Content Build based on keyword research Down-level experience enhances discoverability Keep out of rich media and images Produce new content frequently Make it unique – don’t reuse content from other sources Content management – using 301s to reclaim value from retiring content/pages Rel canonical to help engines understand which page should be indexed and have value attributed to it 404 error page management to help cleanse old pages from search engine indexes Links Plan for incoming & outgoing link generation Internal & external link management Content selection – planning where to link to Link promotion via social spaces – direct traffic & seo value Managing anchor text properly URL structure can help insert keywords where they are needed Social Be an authority Build your community Interact often Share useful content Be consistent and useful Grow facebook, twitter, pinterest, etc.

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Going mobile? Skip m. domains m. domains produce unwanted duplication Responsive design is your friend HTML5 can help

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Authority Building Short List Know the topic inside out Engage your community Share useful content freely Be consistent and useful Market your strengths Be a go-to resource Learn to spot trends in data You’re an authority when others say you are

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Search continues to evolve New devices demand different search experiences other than links The ability for these devices to feed in real time signals help us handle intent better and therefore can provide a more tailored experience Its not just mobile phones or tablets and its not just text entry.  Anything could be a search – voice, a picture, a gesture, sound – anything.  We are building the universal interface for search.

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Don’t try to extrapolate from this graph Importance is relative Use as a guide – no item is unimportant Where does SEO fit in?

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A Changing Web of Your Objects Schema.org can help Mark up your content

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Why social matters to search Signal of topical authority Real-time – engines want fresh content, fast Integrated social signals influence click actions of searchers Social signals remain only a few of thousands of signals for organic ranking How users click on your results can impact rankings and when we show cues like your Facebook friends with results, click rates can be impacted. http://www.kyleclouse.com/social-media-marketing/

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Conversion optimization Different sources must be handled differently Organic traffic is building trust Paid traffic is ready to open their wallets Email traffic is ready to buy…now Ensure your conversion path is short and sweet Off the shelf carts can usually be tweaked to gain improvements in conversions.

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Core Strategies Op. Strategies Tactics Plan … or #FAIL

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Oh, and here’s a streamlining trick for ya! Moving forward, how to provide value and grow an asset? People want relevant information People have little time to sort & sift They want a trusted, reliable source Picked a niche; start the plan Trusted RSS feeds newsletter Copy & Paste AUTOMATED AUTOMATED MANUAL

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Tools to get the work done Useful tools Bing Webmaster Tools – www.bing.com/webmaster (SEO reporting, link development) For Twitter Hootsuite – www.hootsuite.com $9.99/month for PRO (recommended) Tweetbot - tapbots.com/software/tweetbot/ Echfon - www.echofon.com/ For Instagram Statigram - statigr.am/ (stats for IG) Instafriends - inst.me/ (manage friends at Instagram) For Pinterest Curalate - www.curalate.com/ (Analytics & Marketing) Evernote – www.evernote.com (Data collection point) IFTTT – www.ifttt.com (connector of dots) Elastic.io - http://elastic.io/about.html (competitor to IFTTT) Zapier - https://zapier.com/ (competitor to IFTTT) Trackur - www.trackur.com (social media analytics) Social Management Platforms Sprinklr - www.sprinklr.com/ (enterprise level gear) Visible - www.visibletechnologies.com/ (SM monitoring, analytics & engagement) Social Mention – www.socialmention.com – cool search engine to see stats on queries For Windows Phone - mehdoh.com/

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6 seconds to start a relationship Vine – you know it, but are you using it? Lowes, Kate Spade, Urban Outfitters, GE, A&W, Mailchimp and more Using Vine to share knowledge, entice engagement, entertain and offer behind the scene glimpses 6 second becomes many minutes of engagement http://socialmediatoday.com/julie-blakley/1516266/7-brands-getting-creative-vine

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18 Social Media Management Tools Alexa.com Board Reader Sysomos Facebook Insights Follower Wonk Google Insights How Sociable Ice Rocket trends Buffer Klout Peerindex Kred Mention Map Social Mention Statigram Twitter Counter Tweetreach Visual.ly

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© 2014 Microsoft Corporation. All rights reserved. Microsoft, Windows and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. @duaneforrester