Search Engine Optimization Tips and tactics to get more and better traffic from search engines

Transcription

1 Search Engine Optimization Tips and tactics to get more and better traffic from search engines Jeremy Cameron Nina Gibson

2 Anatomy Of A Search Result Title URL Description Address & Phone Number Sitelinks More Results

3 Keyword DISCOVERY & RESEARCH Identify what your target audience is searching for and how difficult it may be to rank on those keywords and phrases. Start with a brainstorm list of keywords relevant to your industry Use a keyword research tool to further refine your list based on search volume and competition Analyze the competitive space to make sure that your search terms match up with user intent or to identify if the marketplace is too competitive for any given term Resources

4 Optimize Page Titles Best Practices: Place the most important keyword(s) first Should be 55 characters or less Signals to Google what the page is about Unique to every page

5 Optimize Page Descriptions Best Practices: Accurately summarizes page content 155 characters or less Informs potential customers Appealing, adds value and separates you from the crowd Reinforces page title (see bolded terms) Includes target keywords without stuffing Unique to every page Tip: Think of the meta description as an elevator speech for your business/service

6 Optimize URLs Best Practices: When possible, uses target keywords words in the URL Avoid excessive numerical & alphabetical parameters Make URLs clean and simple, and easy for Google and users to understand

7 Optimize Navigation Best Practices: Keep it simple for Google and users to navigate Vertical, horizontal or combination of both Use text links (Google can not read text over graphics) Keyword inclusion in the menu is necessary it signals to Google what a given page is about

8 Optimize Copy Best Practices: Use headers Write copy for people, not search engines Include keywords naturally, without over-doing it Use internal linking where appropriate

9 Optimize Your Videos Best Practices: Just like a website URL, videos should be optimized with the following: Optimized Title Optimized Description Include a link back to your website Optimize YouTube video tags

10 Get Quality Inbound Links Focus on getting links to your site from highly relevant sites with good authority. Build meaningful, relevant relationships Create great content that other websites will want to link to Provide other blogs/websites with content There is no quick and easy way. If it sounds to good to be true, it probably is

11 Optimize For Mobile Best Practices Your site s mobile experience should be one of these three Google approved options: 1. Responsive Design 2. A dedicated mobile site (m/) 3. Dynamically served mobile content Important considerations for mobile: Page speed Simple and intuitive navigation

12 Showcase Your Reviews Reviews build trust, add legitimacy and authenticity to your site and service(s) User-generated reviews are expected by users especially in the travel & leisure sector Reviews provide SEO benefit because they can be indexed, creating additional opportunity to rank for long-tail keywords

13 Build More Quality, Relevant Content Write original, helpful content that users will want to read & share Use your positions as industry experts to write about what you know best Avoid duplicate content Maintain and regularly update a blog

14 Measure & Track Performance The most commonly tracked SEO metrics are: 1. Traffic 2. Rankings 3. Conversions Add Google Analytics tracking code to your site Set up and verify your site with Google Webmaster Tools Review GWT regularly to identify & troubleshoot site issues Track keyword rankings on a monthly basis to monitor performance over time

15 Simple Solutions Jeremy Cameron Nina Gibson