Andy Swindler, President of Astek created this presentation for the Specialized Information Publishers Association conference and attendees interested in how they should think about SEO. Read more to discover how to use SEO in content creation and marketing strategies.

1. SEO
&
Beyond
–
State
of
the
Art
Prac5ces
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

2. Why
SEO?
! 81.1%
of
Web
searches
start
with
Google
(July
2012)
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

3. Why
SEO?
! For
today’s
purposes
“Google”
=
“search
engines”
! What
can
it
do?
 Increase
brand
awareness
 Sell
more
products
 Get
the
most
out
of
your
valuable
content
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

4. SEO
is
a
Mindset
! Every
6me
you
write
for
the
Web,
consider
SEO
! People
may
call
your
product/topic
something
other
than
what
you
do
! There
are
no
guarantees
! There
is
no
perfect,
just
keep
at
it
to
take
advantage
of
unseen
opportuni6es
! Marke6ng
is
experimen6ng
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

5. SEO
is
Everywhere
! Google
indexes
your:
 Website
 Social
media
 PDFs
 Other
channels
! Get
the
robots
talking
 Google
likes
keywords
&
technical
best
prac6ces
! It’s
evolving
and
not
going
away
soon
! Only
2%
of
searchers
click
to
2nd
page
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

6. SEO
State
of
the
Union
! SEO
=
Relevance
+
Authority
! Google’s
job
=
provide
relevant
content
for
Web
searches
! Used
to
rely
primarily
on
keywords
in
content
&
links
but
now
other
factors
! Don’t
mess
with
Google
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

7. SEO
State
of
the
Union
! Panda/Penguin
algorithm
updates
 No
more
link
farms
 No
more
syndica6on
+
ad
revenue
 Updates
to
Rankings
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

8. Rankings:
The
Rules
have
Changed
! Localiza6on
 Geo
Targe6ng
! Personaliza6on
 Logged
into
Gmail,
etc.
! Segmenta6on
 Images,
News,
etc.
! Seman6c
Search
 Synonyms
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

9. SEO
Tac6cs
–
5
Segments
! Accessibility
! Indexability
! On-­‐Page
! Off-­‐Page
! Compe66ve
Analysis
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

10. SEO
Tac6cs
–
Accessibility/Indexability
! XML
Sitemap
&
Robots.txt
 CMS
should
auto-­‐generate
! Canonical
URLs
 sipaonline.com
-­‐>
www.sipaonline.com
! 301
URL
Permanent
Redirects
 Every
6me
you
change
page
URLs
! ADA
Compliance
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

11. SEO
Tac6cs
–
On-­‐Page
Content
! HTML
Title
(70
char.,
unique)
! Meta
Descrip6on
(150
char.,
unique)
! H1
(unique)/H2
Tags
! Images
 Op6mize
for
speed
 Image
file
names
w/keywords
 HTML
alt
tags
! Rich
Snippets
(microdata/microformats)
 Schema.org
• Thing:
Crea6veWork
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

12. SEO
Tac6cs
–
Schema.org
sample
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

13. SEO
Tac6cs
Visualized
Meta
Title
Meta
Descrip6on
Keywords
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

14. SEO
Tac6cs
–
On-­‐Page
Content
! Google
loves
freshly
updated
original
content
(good
news
for
publishers!)
! Use
your
content
advantage
! Use
your
exis6ng
printed
content
on
the
Web
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

15. Keywords
! Google
scans
your
content
for
keywords
 Product
more
important
than
brand
 Keywords
near
the
front
are
ranked
higher
! Meta
keywords
are
useless
! Go
for
long
tail
keyword
phrases
–
More
specific
&
Less
compe66on
 Use
keyword
grouper
tool
like
WordStream
! Research
to
learn
how
people
refer
to
your
product/topic
–
it
may
even
inspire
you
to
change
it
on
paper
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

16. Keyword
Research
! Google
AdWords
Tool
! Why
PPC
Tool?
 It’s
Free
 Google
Data
! Learn
what
people
call
your
product
! Look
for
High
Search,
Low
Compe66on
! SEO
helps
PPC
campaign
performance
 Consider
PPC
as
complement
to
SEO
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

17. Keyword
Research
–
AdWords
Tool
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

18. Keywords
–
Long
Tail
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

19. Mobile
SEO
is
Different
! Mobile
is
clumsy
! Mobile
Web
user
requirements
! Mobile
search
engine
behaviors
! Mobile
Web
user
ac6vity
! Building
your
mobile
site
for
SEO
More
info:
hpp://mobithinking.com/best-­‐prac6ces/mobile-­‐seo-­‐best-­‐prac6ces
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

20. Social
Media
SEO
! Blogging
 Free
op6mized
content
&
more
6me
on
site
 Publish
3x
per
week
minimum
! Google+
 Google
gives
preference
 Minimum:
Make
a
company
page
&
connect
your
website
 Google
author
profiles
(rel=author)
! Listening
 Influencer
monitoring
–
people
we’ve
spotlighted
or
interviewed
 Example:
Mar6n
Davidson
of
@levdifference
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

21. Social
Media
SEO
–
Inbound
Links
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

22. Analy6cs
! Google
Analy6cs
 It’s
free
–
pay
a
lot
more
for
the
next
jump
! Connect
to
Google
Webmaster
account
 See
your
site
how
Google
does
 Discover
your
link
&
query
traffic
 Share
informa6on
about
your
site
! Set
up
goals
 Need
conversion
tracking
codes
on
thank
you
landing
pages
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

23. Analy6cs
! Find
your
focus,
it’s
easy
to
get
lost
! Monitor
at
least
weekly
 Establish
checklist
 Look
for
spikes
and
anomalies
 Compare
with
company/industry
events
&
marke6ng
data
 Notate
findings
in
Google
Analy6cs
for
future
reference
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

24. Analy6cs
–
Checklist
! Content
&
Goal
Conversions
 What
did
they
view?
 What
did
they
do?
! Visitors
 Unique
 First
6me
vs.
Returning
 Geography
 Time
on
site
–
can
be
misleading
! Traffic
Sources
 Direct
 Referral
–
who
sent
them/where
were
they?
 Search
–
SEO
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

25. Google
Analy6cs
-­‐
Overview
Protected
data
from
logged-­‐in
Google
users
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

26. Google
Analy6cs
-­‐
Nota6ons
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

27. Analy6cs
-­‐
Tracking
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

28. Paid
Content
Programs
! Free
vs.
paid
content
 SEO
content
must
be
visible
to
Google
 No
more
IP
cloaking
! Google
News
programs
 First
click
free
 Subscrip6on
Designa6on
–
Snippets
only
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

29. Wiley’s
Experience
! Managing
SEO
for
29
journals
 Process
for
new
content
 Process
for
reviewing
what
worked
 What
to
look
for
 Spikes
&
Anomalies
 Nota6ons
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

30. Wiley’s
Experience
! Journal
Example
–
Federal
Grants
&
Contracts
 Transi6on
from
Marke6ng
to
Editorial
Focus
 SEO
Content
Program
! Results
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

31. SEO
Tools
–
Website
Planning
! HubSpot
On-­‐Page
Excel
Template
hpp://offers.hubspot.com/seo-­‐guide
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

32. SEO
Tools
–
CMS
! Ouen
built-­‐in
(Webany
CMS)
! Or
plugins
(Wordpress)
• Yoast
&
All-­‐in-­‐One
SEO
Pack
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

33. SEO
Tools
–
Research/Evalua6on
! SEO
Guides
 Google:
hpp://bit.ly/WoKpXA
 SEOmoz:
hpp://mz.cm/YkE8QN
! Keywords
 Google
AdWords
Tool
 SEMrush
–
PPC
compe66ve
research
! Evalua6on
 Google
Analy6cs
+
Webmaster
Tools
 SEOmoz
–
whole
site
 SEO
Quake
Firefox
toolbar
plugin
–
page
by
page
 Screaming
Spider
 HubSpot
Website
Grader
 Google
Site
Speed
Report
www.astekweb.com
©
2012
Astek
Consul6ng
LLC

34. Thank
You!
Andy
Swindler,
Astek
Lora
Templeton,
Wiley
andy@astekweb.com
ltemplet@wiley.com
Twiper.com/aswindler
Twiper.com/leetempleton
Twiper.com/AstekWeb
LinkedIn.com/in/AndySwindler
www.astekweb.com
©
2012
Astek
Consul6ng
LLC