SEO & Personal Brand in 2012 - WebFest.me Presentation
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My presentation for WebFest 2012, covering SEO basics and personal branding strategies.
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SEO & Personal Brand in 2012 - WebFest.me Presentation
- 1. SEO and Personal Brand in 2012 @ruthburr
- 2. Why is SEO Important? @ruthburr
- 3. Organic vs. Paid Search Ads Organic Results @ruthburr
- 4. Why Organic Search is Important • 36.4% of searches click the first organic result • 60% of clicks go to the top 3 organic search results • 80%+ of clicks go to organic results • Average click-through rate of page 1: 8.9% – Average click-through rate of page 2: 1.5% @ruthburr
- 5. The SEO Process @ruthburr
- 6. Basic SEO Process Conversion Path/ Conversion Shopping Cart Optimization Scalable Links Social Media Link Building Link Research Online PR Keyword Research Content Strategy Meta Tags Content Page Copy Internal Linking Crawlability URLs Text Content Accessibility Unique Content Site Architecture Errors @ruthburr
- 7. Accessibility • Can a search engine: – Find your content? – Read your content? – Move from one page to the next? • Are there errors on site? • How many pages can a search engine find in one visit? @ruthburr
- 8. Site Architecture • Each page should be less than 5 clicks away from the home page @ruthburr
- 9. What is Good Content? • Unique • Serves user intent • Shareable • Good keyword usage • Link-friendly URL – www.example.com/keyword not www.example.com/page/145976 • Build content for users, not search engines! @ruthburr
- 10. Text Content People See: Search Engines See: @ruthburr
- 11. SEO Optimized Content • 300-500 words: 2-3 phrases • 500+ words: 3-4 phrases • Use in headlines, image file names, image alt text • Be natural! @ruthburr
- 12. Avoiding Duplicate Content • Common culprits – http://example.com vs http://www.example.com – Dynamic URLs (look for ?) • Ex: www.example.com?campaign=email ? – Pagination • Solutions – 301 redirects – Canonical tag: – <head><link rel="canonical" href="http://www.example.com" /></head> @ruthburr
- 13. Semantic Markup: Schema.org • Let search engines and other robots know “here is what this is.” • Some things you can tell robots with Schema.org: – This is my address – Here is who wrote this piece of content (rel=author) – This is all the reviews for this product/average # of stars it received – …and much, much, MUCH more! @ruthburr
- 14. Link Signals for Search • A link is a message to Google: “this page is good” • Link volume: Lots of other people tell you I’m good > me just saying it • Link authority: Barack Obama says I’m good > crazy man says it > • Link breadth – Lots of people tell you I’m good > one person says it over and over – People who don’t know each other tell you I’m good > my mom and dad say so @ruthburr
- 15. Anchor Text • Anchor text: The text containing the link – Ex: “We are a leading provider of cookies.” • Keyword-rich anchor text sends a stronger signal – “Read more about cookies” > “Read more about cookies.” @ruthburr
- 16. Finding Link Targets • Find influencers & conversation-starters and engage – Build relationships – Create quality content & encourage sharing: the best links build themselves! • Find who links to whom: – www.OpenSiteExplorer.org @ruthburr
- 17. How Search Engines Make Money @ruthburr
- 18. You Are the Product + “I don’t know…just Google it.” = @ruthburr
- 19. Relevancy is About User Satisfaction @ruthburr
- 20. SEO in 2012 @ruthburr
- 21. Battle: White Hat vs Black @ruthburr
- 22. Universal Search Ad Personalized Result Rich Snippet News Results @ruthburr
- 23. Universal Universal Search Search YouTube Video Shopping Map & Local Result Results @ruthburr
- 24. Social Media and SEO @ruthburr
- 25. Inbound Marketing @ruthburr
- 26. Google Panda: Early 2011 • Target: – Thin content – Keyword-stuffed content – i.e. content for search engines, not users • Result: Increased focus on deep, unique content creation (no more eHow & About.com domination) @ruthburr
- 27. Google Penguin: Spring 2012 • Target: – Too many keyword-rich links – Links not matching normal link profile for your niche – i.e. links probably not earned naturally • Result: Increased focus on natural- appearing link profile • Decreased focus on anchor text @ruthburr
- 28. Changes to the Google Algorithm www.mozcast.com @ruthburr
- 29. How Effective is Exact-Match Domain? www.mozcast.com @ruthburr
- 30. How Effective is Partial-Match Domain? www.mozcast.com @ruthburr
- 31. What Does All of This Mean? @ruthburr
- 32. Inbound Marketing #RCS @ruthburr
- 33. Personal Branding and SEO @ruthburr
- 34. What Shows Up When Someone Googles You? me me me me not me me me @ruthburr
- 35. Own Your Name • Twitter • Guest blogging • Facebook • Your own site • LinkedIn – .com • Google+ – .me • Company Team Page • Tumblr, Flickr, Instagr am, EVERYWHERE. • Speakers Pages • www.knowem.com @ruthburr
- 36. Own Your Image NOT @ruthburr
- 37. Target Connections @ruthburr
- 38. How I Got My Job @ruthburr
- 39. Some Useful Resources http://www.seomoz.org/dp/tools-for-inbound-marketing http://www.seomoz.org/beginners-guide-to-seo http://www.seomoz.org/community http://www.seomoz.org/mozcation @ruthburr
Editor's Notes
- Pic of search finding exactly what you want
- Pic of search not finding what you want