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Search engine optimization (SEO)
is the practice of increasing the
quantity and quality of traffic to
your website through organic
search engine results.
Search Engine Results Page
PA I D S E A R C H
ENGINE MARKETING
ORGANIC SEARCH
[
RESULTS
For any business with an online presence, SEO matters.
40
30
20
10
0
1 2 3 4 5 6 6-10 2nd Page 3rd Page
T H E O L D DAY S
Keyword stuffing
was widely used.
Keyword stuffing refers to the practice of loading a
webpage with keywords or numbers in an attempt to
manipulate a site's ranking in Google search results, often
providing little value to the visitor.
But Google continued to get smarter.
They improve their formula all the time.
The days of SEO being a
game outsmarting
algorithms are over.
Today content strategy
and valuable, sustainable
strategies are essential,
not just tricks and links.
RELEVANCE POPULARITY
How well does your site provide the How many people have visited the page?
information that searchers are most likely Where are they coming from? Do they stay
looking for with their keyword query? on the page (aka does your site provide
what theyre looking for)?
Ultimately this
determines your
position in the search
engine results pages
(SERPs).
But yes, it gets a little more complicated.
51. URL contains keyword 101. Country top level domain (TLD) extension of the referral
1. Domain age 151. The shopping results
52. URL String 102. The location of the link in the content
2. Domain registration length 152. Images
53. Bullet points and numbers 103. Location of link on page
3. Keyword is present in top level domain 153. Brands and single website results
54. Use of references 104. The relevancy of the linking domain
4. Keyword the first word in domain 154. The easter egg results
55. Excessive amount of outbound links 105. The page level relevancy
5. Keyword featured in subdomain: 155. Twitter users accounts
56. Page priority in the sitemap 106. Link sentiment
6. History of domain 156. Volume of tweets
57. Volume of keywords that the page ranks for 107. Keyword featured in the title
7. Exact match domain (or EMD) 157. Volume of Facebook likes
58. The age of the page 108. A positive link velocity
8. A Country TLD extension 158. Volume of Facebook shares
59. Visibility of parked domains 109. A negative link velocity
9. Private vs. public WhoIs 159. The authority of Facebook user accounts
60. A layout that is user-friendly 110. Hub pages
10. A Penalised WhoIs owner 160. Volume of Pinterest pins
61. Quality and useful content 111. Links from authority websites
11. Keyword in H1 tag 161. Social sharing votes
62. The value of the content 112. Linked to as Wikipedia source
12. Keyword is the most frequently used phrase in article 162. The volume of Google+1s
63. The architecture of the website 113. Instances of co-occurrence
13. Title tag includes keyword 163. Google+ user accounts
64. Quantity of pages 114. Age of the backlink
14. Title tag begins with keyword 164. Social signal relevancy
65. A high-quality contact us page 115. Links from real websites Vs.blogs
15. Keyword in description tag 165. Social signals at website-level
more complicated.
72. Privacy pages and terms of service 122. TrustRank of linking site
22. Use of rel=canonical 172. Linkedin
73. Navigation through the use of breadcrumbs 123. Number of forum profile links
23. Image optimisation 173. Linkedin business employees
74. Optimized for mobile 124. Volume of outbound links
24. Use of duplicate content 174. News sites and brand mentions
75. Duplicate meta information 125. Quality of content
25. Recent content updates 175. Use of co-citations
76. Google Analytics and Google Webmaster Tools 126. Site-wide links
26. The H2 and H3 tags 176. Volume of RSS subscribers
77. YouTube videos 127. The word count of linking content
27. Prominence of keyword 177. A tax paying business
78. Usability of website 128. The bounce rate
28. The order of keywords 178. Brick and mortar
79. User reviews 129. The organic click-through rate (for a keyword)
29. The magnitude of content updates 179. Poor use of redirects
01 02 03 04 05 06 07 08 09 10
Two quick caveats
ON-THE-PAGE SEO:
Mobile
Site History 02 05
Friendly
The process of making your
website search engine friendly.
0 25 50 75 100
KEYWORD DIFFICULTY: The higher the value, the harder is to compete for that keyword.
If you're a very powerful, Conversely, if your site is brand If you are attempting to rank
important site with loads of new or has few positive ranking for keywords far outside your
links and other strong ranking signals, you may find that even areas of relevance and
signals, chances are good you lower difficulty keywords (those authority you'll likely find that
could more easily rank for in the 20s or 30s) are pretty it's much harder to rank, even if
higher keyword difficulty tough. the keyword difficulty scores
scoring keywords. look achievable.
01 Content
Example:
website.com/blog is better than blog.website.com
05 In 2016, mobile
overtook desktop as the
primary device used to
access websites.
Responsive design helps users who are increasingly likely to traverse
the internet using a mobile or tablet device, but who still expect their
desktop experience to be as smooth as ever. Going responsive is the
most effective way to make the most of mobile and tablet traffic, and
to of fer visitors the best possible user experience.
05
snippets of
headline for a given result, and are important for usability, SEO, and social sharing.
DESCRIPTION
text that Meta description tags are used to summarize a web page's content. Search engines
sometimes use these snippets in search results to let visitors know what a page is
pages ROBOTS
Meta robots tags tell search engines what to follow and what not to follow. It gives
content.
you the power to decide what pages you want to hide from search engine crawlers
and what pages you want them to index and look at.
Inbound
07 Personalization 10
Links
OFF-THE-PAGE SEO:
Traffic &
08
Actions you can take to promote Social
your website on the web (besides Success!
advertising).
External
09
Content
07 Inbound Links
2. Do a PR/press push.
5. Infographics/surveys
them as a measure of a websites 6. Give testimonials (in exchange for link)
8. Quizzes
10.Interview influencers
08 Traffic & Social
Number of people that like your brand on Increased inbound links and citations due to
Facebook improved online visibility/brand awareness
Number of Facebook shares Increased positive reviews (in Google Local ,
Number of Twitter followers Yelp, etc.) due to happier customers
Number of tweets mentioning your brand Decreased bounce rate, higher time on site,
name or including a link to your website and more repeat visitors to your website
09 External Content
Business who sell digital products or products that can ship worldwide
Businesses that have worldwide locations
Online businesses have no specific location preference
Local SEO is best for small businesses who are only in one area, rather
than having multiple locations, or wide-reaching audience.
References
What is SEO? The Ultimate Guide to Off-Page SEO
https://moz.com/learn/seo/what-is-seo http://neilpatel.com/blog/everything-
& Resources
you-need-to-know-about-off-page-seo
Googles 200 Ranking Factors: The
Full List Four Important Ranking Factors,
http://seopicnic.com/google-ranking- According to SEO Industry Studies
factors https://www.searchenginejournal.com/
2017s-four-important-ranking-factors-
Optimizing Images for SEO
according-seo-industry-studies/184619
https://yoast.com/image-seo
Important SEO Tips to Know
Internal Linking for SEO
http://neilpatel.com/blog/10-most-
https://searchenginewatch.com/sew/
important-seo-tips-you-need-to-know
how-to/2428041/internal-linking-for-
seo-examples-and-best-practices Your Guide to Social Signals for SEO
https://moz.com/blog/your-guide-to-
11 Ways to Get Authority Links for
social-signals-for-seo
Your New Blog
http://neilpatel.com/blog/11-ways-to-
5 Must-Know Google Analytics
get-authority-links-for-your-new-blog/
Strategies To Measure SEO Success
All images in this deck from: https://blog.kissmetrics.com/google-
https://unsplash.com/ analytics-strategies-to-measure-seo\
Thanks for listening.
Download this deck at stoke.dannygreer.com
DA N N YG R E E R @ G M A I L . CO M INVISIONAPP.COM @ DA N N YG R E E R