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MODERN SEO@jsilton @RelevanceAdvice @ATLTechVillage
2
AGENDA
1.  A Little About Us
2.  A Brief History of SEO
3.  The 3 Pillars of SEO
4.  Live Site Reviews
5.  A Few Resourc...
Relationships. Results. Relevance.
4
WHO
We are experienced
marketing professionals
specializing in search
marketing.
WHEN
Our clients trust us to
maximize s...
5
Benjamin Rudolph
PRESIDENT & CEO
Benjamin Rudolph is the President & CEO
of Relevance Advisors, an interactive
advertisi...
6
CLIENT PARTNERS
| Village Workshop: Modern SEO | @jsilton
7
THE RELEVANCE WAY
IMPLEMENT	
  
PLAN	
   ANALYZE	
  
OPTIMIZE	
  
DISCOVERY
•  Understand client’s business &
industry
•...
We explain everything we do in terms you can understand. We don’t believe in a black
box and hiding behind code. We provid...
HISTORICAL SEO
Search Engine Optimization
10
In the beginning …
Lycos c. 1996 AltaVista c. 1998
| Village Workshop: Modern SEO | @jsilton
11
Web Search Pre-Google
•  Race to crawl the web
•  Focus on quantity of results
•  Engines relied on websites to
describ...
12
Along Came Google
•  Created a new scalable
system architecture to crawl
the web
•  Focused on speed and
performance
• ...
13
PageRank: Bringing Order to the Web
The Anatomy of a Large-Scale Hypertextual Web Search Engine
by Sergey Brin and Lawr...
14
Directories Reigned King
DMOZ c. 1999 Yahoo! Directory c. 2003
| Village Workshop: Modern SEO | @jsilton
15 | Village Workshop: Modern SEO | @jsilton
16
Lots of algorithm updates …
| Village Workshop: Modern SEO | @jsilton
17
“Big 3” Updates
| Village Workshop: Modern SEO | @jsilton
Panda Penguin Hummingbird
18
Recent & Confirmed Changes
| Village Workshop: Modern SEO | @jsilton
Pigeon HTTPS
19
Latest Mobile Updates
App Content in Search Results Mobile-Friendly Websites
| Village Workshop: Modern SEO | @jsilton
3 PILLARS OF SEO
Modern SEO
21
3 PILLARS OF SEO
| Village Workshop: Modern SEO | @jsilton
Source: Jayson DeMers, Forbes.com
22
3 PILLARS OF SEO
| Village Workshop: Modern SEO | @jsilton
Source: Search Engine Journal
Content Strategy | Inbound Lin...
23
3 PILLARS OF SEO
| Village Workshop: Modern SEO | @jsilton
Source: Barry Adams, State of Digital
24
3 PILLARS OF SEO
| Village Workshop: Modern SEO | @jsilton
Authority
Description
Accessibility
25
ACCESSIBILITY
Is your website and content findable and indexed?
| Village Workshop: Modern SEO | @jsilton
26
Robots.txt
•  Ask search engines not to crawl or
index certain content
•  Robots.txt can prevent your website
from bein...
27
XML Sitemap
•  Ensure the Sitemap is always up-to-date and avoid
any 404 or 500 errors.
•  Always use the final canonica...
28
NoIndex Meta Tag
•  While a robots.txt will stop search engines from indexing pages while crawling
a domain, search eng...
29
Mobile Accessibility
•  Over 50% search queries will be
from mobile devices by the end of
the year
•  The Google My Bus...
30
DESCRIPTION
How well is your website structured and labeled?
| Village Workshop: Modern SEO | @jsilton
31
Site Structure & URLs
•  Organize your site with a clear
hierarchy and structure
•  Use linguistic URLs to help users
u...
32
Unique, Accurate Page Titles
•  A title tag tells both users and search engines what the topic of a particular
page is....
33
Include a Meta Description
•  A page's description meta tag gives Google and other search engines a
summary of what the...
34
Utilize Page Headings
•  Use heading tags to establish content
sections or groupings
•  Ensure headings follow a clear ...
35
Links & Anchor Text
•  How you describe other pages on
your site affects their relevance
•  Anchor text sends signals a...
36
Optimize Images
•  Use a short and descriptive file
name for each image
•  Write an ALT tag to describe its
contents in ...
37
Structured Data & Schema.org
•  Structured data helps search engines
understand the different entities in a page
•  Goo...
38
AUTHORITY
Why should we trust you?
| Village Workshop: Modern SEO | @jsilton
39
What counts as a high quality site?
•  Would you trust the information presented in this article?
•  Is this article wr...
40
What counts as a high quality site? (Continued)
•  Is the content mass-produced by or outsourced to a large number of c...
41
Create High-Quality Content
1.  Useful and informative: Relevant content based on your service offering and
questions y...
42
Social Signals
•  Search engines are getting smarter
about social media
•  Google has invested heavily in Google+
and r...
LIVE SITE REVIEWS
Search Engine Optimization
44
Rivalry
http://rivalry.com/
| Village Workshop: Modern SEO | @jsilton
45
Frogtoon
https://www.frogtoon.com
| Village Workshop: Modern SEO | @jsilton
RESOURCES
Search Engine Optimization
47
Google Webmaster Advice
Webmaster Academy SEO Starter Guide
| Village Workshop: Modern SEO | @jsilton
https://support.g...
48
Beginners Guide from Moz
http://moz.com/beginners-guide-to-seo
| Village Workshop: Modern SEO | @jsilton
49
Sign up for Webmaster Tools
Google Webmaster Tools Bing Webmaster Tools
| Village Workshop: Modern SEO | @jsilton
50
Webmaster Central Blog
| Village Workshop: Modern SEO | @jsilton
http://googlewebmastercentral.blogspot.com/
51
The Moz Blog
| Village Workshop: Modern SEO | @jsilton
http://moz.com/blog
52
Search Engine Land
| Village Workshop: Modern SEO | @jsilton
http://searchengineland.com/library/channel/seo
53
Google Keyword Planner
Keyword Search Search Volumes & Trends
| Village Workshop: Modern SEO | @jsilton
https://adwords...
54
Our Industry Update
http://eepurl.com/Z9SCn
| Village Workshop: Modern SEO | @jsilton
Q&A
THANK YOU
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Village Workshop - Modern SEO

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SEO is no longer about meta tags and PageRank. Yes, on-page optimization and links still matter, but there is so much more. The current landscape of SEO is about content, trust and authenticity - it's about building a strong brand that is particularly relevant for a certain set of topics. Panda, Penguin, Hummingbird, Pigeon and hundreds of unnamed updates changed the game. Are you ready to compete?

In this session, we take a look at the current landscape of SEO, what works and what doesn't. We cover the basics of accessibility and site description, but also address intangibles such as brand awareness, authority and trust. Participants had have the opportunity to submit their site for live review and were engaged in discussion about SEO strategy and the latest best practices.

Each company has unique set of SEO challenges and roadblocks along the way. The goal for this session was to help each participant increase their knowledge of the SEO landscape, context for where search is headed, and a gain a practical understanding of the steps they can take to bring their digital brand to the next level.

Veröffentlicht in: Marketing
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Village Workshop - Modern SEO

  1. 1. MODERN SEO@jsilton @RelevanceAdvice @ATLTechVillage
  2. 2. 2 AGENDA 1.  A Little About Us 2.  A Brief History of SEO 3.  The 3 Pillars of SEO 4.  Live Site Reviews 5.  A Few Resources 6.  Q&A | Village Workshop: Modern SEO | @jsilton
  3. 3. Relationships. Results. Relevance.
  4. 4. 4 WHO We are experienced marketing professionals specializing in search marketing. WHEN Our clients trust us to maximize search performance with an innovative approach, sound strategy, and exceptional execution. WHY Relevance Advisors helps companies grow. WHAT We drive accelerated and measurable search impact. WHERE We are a digital agency headquartered in Atlanta, Georgia.
  5. 5. 5 Benjamin Rudolph PRESIDENT & CEO Benjamin Rudolph is the President & CEO of Relevance Advisors, an interactive advertising agency based in Atlanta which specializes in pay per click (PPC), search engine optimization (SEO), and web analytics. Benjamin spent four years at Comcast, where he managed the search partnership with Google for Comcast Interactive Media. Jordan Silton DIRECTOR OF SEO & ANALYTICS Jordan Silton is the Director of SEO & Analytics at Relevance Advisors. Jordan is an accomplished digital marketing professional who has crafted and executed search engine optimization and digital media strategies for clients such as Apartment Finder, Alston & Bird, AT&T U-verse, Atlanta Ballet, Ashton Woods Homes, Cartoon Network, Emory University, GameStop, Kimberly-Clark and NASCAR.  Sonya Uddin SEARCH MARKETING ANALYST Sonya Uddin is the Search Marketing Analyst at Relevance Advisors. Sonya worked a USA Representative for AIESEC (International Association of Students in Economic and Commercial Sciences), the largest global, non-profit youth leadership organization run by students and recent graduates. Sonya also spent time as a Marketing Intern for BlueLinx, where she created a more efficient information management system. | Village Workshop: Modern SEO | @jsilton
  6. 6. 6 CLIENT PARTNERS | Village Workshop: Modern SEO | @jsilton
  7. 7. 7 THE RELEVANCE WAY IMPLEMENT   PLAN   ANALYZE   OPTIMIZE   DISCOVERY •  Understand client’s business & industry •  Meet with key stakeholders •  Initial review of website & analytics (Analytics, Webmaster Tools, & Historical Rankings) •  Agree on objectives & goals STRATEGY •  Craft custom approach •  Establish positioning •  Develop one-page strategic plan •  Create agile roadmap •  Prioritize initial projects RESEARCH •  Competitive analysis & benchmarking •  Industry & keyword research •  Market trends & best practices •  Tool and data review •  Review site history •  The Relevance Score | Village Workshop: Modern SEO | @jsilton
  8. 8. We explain everything we do in terms you can understand. We don’t believe in a black box and hiding behind code. We provide a regular report card of our performance. We partner with our clients to help them achieve their performance goals. MEASUREMENT
  9. 9. HISTORICAL SEO Search Engine Optimization
  10. 10. 10 In the beginning … Lycos c. 1996 AltaVista c. 1998 | Village Workshop: Modern SEO | @jsilton
  11. 11. 11 Web Search Pre-Google •  Race to crawl the web •  Focus on quantity of results •  Engines relied on websites to describe themselves •  Keyword use and occurrence was key | Village Workshop: Modern SEO | @jsilton
  12. 12. 12 Along Came Google •  Created a new scalable system architecture to crawl the web •  Focused on speed and performance •  Introduced PageRank | Village Workshop: Modern SEO | @jsilton
  13. 13. 13 PageRank: Bringing Order to the Web The Anatomy of a Large-Scale Hypertextual Web Search Engine by Sergey Brin and Lawrence Page Counted links as “Votes” in the PageRank algorithm | Village Workshop: Modern SEO | @jsilton
  14. 14. 14 Directories Reigned King DMOZ c. 1999 Yahoo! Directory c. 2003 | Village Workshop: Modern SEO | @jsilton
  15. 15. 15 | Village Workshop: Modern SEO | @jsilton
  16. 16. 16 Lots of algorithm updates … | Village Workshop: Modern SEO | @jsilton
  17. 17. 17 “Big 3” Updates | Village Workshop: Modern SEO | @jsilton Panda Penguin Hummingbird
  18. 18. 18 Recent & Confirmed Changes | Village Workshop: Modern SEO | @jsilton Pigeon HTTPS
  19. 19. 19 Latest Mobile Updates App Content in Search Results Mobile-Friendly Websites | Village Workshop: Modern SEO | @jsilton
  20. 20. 3 PILLARS OF SEO Modern SEO
  21. 21. 21 3 PILLARS OF SEO | Village Workshop: Modern SEO | @jsilton Source: Jayson DeMers, Forbes.com
  22. 22. 22 3 PILLARS OF SEO | Village Workshop: Modern SEO | @jsilton Source: Search Engine Journal Content Strategy | Inbound Links | Social Media
  23. 23. 23 3 PILLARS OF SEO | Village Workshop: Modern SEO | @jsilton Source: Barry Adams, State of Digital
  24. 24. 24 3 PILLARS OF SEO | Village Workshop: Modern SEO | @jsilton Authority Description Accessibility
  25. 25. 25 ACCESSIBILITY Is your website and content findable and indexed? | Village Workshop: Modern SEO | @jsilton
  26. 26. 26 Robots.txt •  Ask search engines not to crawl or index certain content •  Robots.txt can prevent your website from being fully seen and indexed •  Only true way to prevent content from being indexed is to restrict crawler access | Village Workshop: Modern SEO | @jsilton
  27. 27. 27 XML Sitemap •  Ensure the Sitemap is always up-to-date and avoid any 404 or 500 errors. •  Always use the final canonical URL in the XML sitemap. •  Do not include any URLs that are blocked by Robots.txt or include the noindex meta tag •  Avoid linking to URLs that 301 or 302 redirect to another location. •  Only link to URLs on the current subdomain. Do not link offsite to URLs on a different domain or subdomain. •  Omit any poor quality pages such as those with thin or duplicate content. | Village Workshop: Modern SEO | @jsilton
  28. 28. 28 NoIndex Meta Tag •  While a robots.txt will stop search engines from indexing pages while crawling a domain, search engines may still find references to these same pages from other places on the web. •  In order to ensure these pages do not show up at all in search results, the best practice is to add a meta-robots tag in the header of each intended page. | Village Workshop: Modern SEO | @jsilton
  29. 29. 29 Mobile Accessibility •  Over 50% search queries will be from mobile devices by the end of the year •  The Google My Business listing for ATV is the only result above the fold on mobile. •  Starting April 21, Google will be expanding their use of mobile- friendliness as a ranking signal worldwide. | Village Workshop: Modern SEO | @jsilton
  30. 30. 30 DESCRIPTION How well is your website structured and labeled? | Village Workshop: Modern SEO | @jsilton
  31. 31. 31 Site Structure & URLs •  Organize your site with a clear hierarchy and structure •  Use linguistic URLs to help users understand what each page is about •  ATV has clear URLs and a user- friendly hierarchy. –  ex. “/membership/day-passes” –  ex. “/about/mission” | Village Workshop: Modern SEO | @jsilton
  32. 32. 32 Unique, Accurate Page Titles •  A title tag tells both users and search engines what the topic of a particular page is. •  Create a unique title for each page on your site. •  The title for your homepage can list the name of your website/business and could include other bits of important information like the physical location of the business or maybe a few of its main focuses or offering. | Village Workshop: Modern SEO | @jsilton
  33. 33. 33 Include a Meta Description •  A page's description meta tag gives Google and other search engines a summary of what the page is about •  Make sure your meta description isn’t too short, long, or duplicated too many times | Village Workshop: Modern SEO | @jsilton
  34. 34. 34 Utilize Page Headings •  Use heading tags to establish content sections or groupings •  Ensure headings follow a clear hierarchy and are nested appropriately •  There are six sizes of heading tags: <h1> <h2> <h3> <h4> <h5> <h6> •  Only us one <h1> on each page | Village Workshop: Modern SEO | @jsilton
  35. 35. 35 Links & Anchor Text •  How you describe other pages on your site affects their relevance •  Anchor text sends signals about the contents of the destination page •  Be careful of spam signals! | Village Workshop: Modern SEO | @jsilton
  36. 36. 36 Optimize Images •  Use a short and descriptive file name for each image •  Write an ALT tag to describe its contents in a succinct phrase •  Optimize image file size to load as quickly as possible | Village Workshop: Modern SEO | @jsilton
  37. 37. 37 Structured Data & Schema.org •  Structured data helps search engines understand the different entities in a page •  Google and Bing have both recommended Schema.org as the standard for markup •  Schema.org isn’t just for recipes! ü  Reviews ü  People ü  Products ü  Businesses ü  Events ü  Music ü  Movies ü  and more! | Village Workshop: Modern SEO | @jsilton
  38. 38. 38 AUTHORITY Why should we trust you? | Village Workshop: Modern SEO | @jsilton
  39. 39. 39 What counts as a high quality site? •  Would you trust the information presented in this article? •  Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? •  Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? •  Would you be comfortable giving your credit card information to this site? •  Does this article have spelling, stylistic, or factual errors? •  Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines? •  Does the article provide original content or information, original reporting, original research, or original analysis? •  Does the page provide substantial value when compared to other pages in search results? •  How much quality control is done on content? •  Does the article describe both sides of a story? •  Is the site a recognized authority on its topic? •  Would users complain when they see pages from this site? | Village Workshop: Modern SEO | @jsilton
  40. 40. 40 What counts as a high quality site? (Continued) •  Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care? •  Was the article edited well, or does it appear sloppy or hastily produced? •  For a health related query, would you trust information from this site? •  Would you recognize this site as an authoritative source when mentioned by name? •  Does this article provide a complete or comprehensive description of the topic? •  Does this article contain insightful analysis or interesting information that is beyond obvious? •  Is this the sort of page you’d want to bookmark, share with a friend, or recommend? •  Does this article have an excessive amount of ads that distract from or interfere with the main content? •  Would you expect to see this article in a printed magazine, encyclopedia or book? •  Are the articles short, unsubstantial, or otherwise lacking in helpful specifics? •  Are the pages produced with great care and attention to detail vs. less attention to detail? | Village Workshop: Modern SEO | @jsilton
  41. 41. 41 Create High-Quality Content 1.  Useful and informative: Relevant content based on your service offering and questions your customers may have 2.  More valuable and useful than other sites: Make sure your content provides more value or a different perspective than the numerous articles on the web on the same topic 3.  Credible: Show your site’s credibility by using original research, citations, links, reviews, testimonials and authoritative authors 4.  High quality: Your site’s content should be unique, specific and high quality. It should not be mass-produced or outsourced on a large number of other sites. 5.  Engaging: Bring color and life to your site by adding images of your products, your team, or yourself. | Village Workshop: Modern SEO | @jsilton
  42. 42. 42 Social Signals •  Search engines are getting smarter about social media •  Google has invested heavily in Google+ and recently signed an agreement for a direct feed into Twitter’s data •  Bing partners directly with Facebook and Twitter •  Social signals are important, but likely are not a replacement for links | Village Workshop: Modern SEO | @jsilton
  43. 43. LIVE SITE REVIEWS Search Engine Optimization
  44. 44. 44 Rivalry http://rivalry.com/ | Village Workshop: Modern SEO | @jsilton
  45. 45. 45 Frogtoon https://www.frogtoon.com | Village Workshop: Modern SEO | @jsilton
  46. 46. RESOURCES Search Engine Optimization
  47. 47. 47 Google Webmaster Advice Webmaster Academy SEO Starter Guide | Village Workshop: Modern SEO | @jsilton https://support.google.com/webmasters/answer/ 6001102?hl=en http://static.googleusercontent.com/media/ www.google.com/en/us/webmasters/docs/search-engine- optimization-starter-guide.pdf
  48. 48. 48 Beginners Guide from Moz http://moz.com/beginners-guide-to-seo | Village Workshop: Modern SEO | @jsilton
  49. 49. 49 Sign up for Webmaster Tools Google Webmaster Tools Bing Webmaster Tools | Village Workshop: Modern SEO | @jsilton
  50. 50. 50 Webmaster Central Blog | Village Workshop: Modern SEO | @jsilton http://googlewebmastercentral.blogspot.com/
  51. 51. 51 The Moz Blog | Village Workshop: Modern SEO | @jsilton http://moz.com/blog
  52. 52. 52 Search Engine Land | Village Workshop: Modern SEO | @jsilton http://searchengineland.com/library/channel/seo
  53. 53. 53 Google Keyword Planner Keyword Search Search Volumes & Trends | Village Workshop: Modern SEO | @jsilton https://adwords.google.com/KeywordPlanner
  54. 54. 54 Our Industry Update http://eepurl.com/Z9SCn | Village Workshop: Modern SEO | @jsilton
  55. 55. Q&A
  56. 56. THANK YOU

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