SEO: Out of Box

[NaSabbir]

Workshop: Agenda

Goal:

Slide List:
[1] https://slides.com/sadiqur_rahman/seo-basic
[2] https://slides.com/sufiahmed/search-engines

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[3] http://slides.com/nasabbir/kw
[4] https://slides.com/nasabbir/seo-out-of-box

[NaSabbir]

Some tools of SEO

https://www.semrush.com/
https://www.crazyegg.com/ - Heat Mapping
https://search.google.com/structured-data/testing-tool
https://www.similarweb.com/
https://www.similarweb.com/top-websites
https://kwfinder.com/
https://moz.com/tools/keyword-difficulty
https://www.seoquake.com/index.html

https://adwords.google.com.sg/o/KeywordTool
http://advertise.bingads.microsoft.com/en-us/bingads-downloads/bingads-intelligence
http://www.google.com/trends
http://clues.yahoo.com/
http://keywordtool.io/

[NaSabbir]

Some SEO Terms:

• 301 Redirect

Method of redirecting an old webpage to a new location. More simply, to display another web page for the web address that you are trying to visit. 301 implies that the move is permanent (as opposed to temporary, etc.)

• Affiliate Marketing

A marketing program in which an advertiser pays an affiliate for driving event-driven traffic to their site. An event is primarily completing an order on the advertisers site but could simply be some sort of lead generation. Affiliate gets paid a commission based on order or lead. See affiliate marketing programs.

• AJAX

Asynchronous JavaScript and XML. A way to design web pages that are more end-user friendly and respond more quickly when the user requests data. A good example of AJAX in practice is Google Maps.

• Alt Tag

An HTML attribute typically used within the IMG tag to provide alternate text when images cannot be displayed.

• Anchor Tag

An HTML tag that allows you to create a link to another document or web page or to a bookmark within the current web page.

• B2B

Business To Business. Marketing strategy which involves the transaction of goods or services between businesses. (Wikipedia)

• B2C

Business To Consumer. Transaction of goods or services directly to the end consumer.

• Backlink

Links originating from one website and pointing to another website or web page. See link building.

• Black Hat SEO

The use of unaccepted or frowned upon SEO practices in order to get higher rankings and more traffic. Use at the risk of being dropped from the engines or at least being removed from high rankings. More on black hat seo.

• Blog

"Web Log". An online journal of sorts.

• Bot

Programs written to scour the web automatically for various reasons (to index web pages, for spamming purposes, etc.) aka web robots, web crawlers, internet bots, spiders.

• Cloaking

Showing a different web page to a search engine spider than what is normally seen. Method typically used by spammers.

• Conversion

Web traffic that fulfills a pre-established goal, such as purchasing of a specific product or filling out a registration form, etc.

• CPA

Cost Per Acquisition. Fee paid to an affiliate marketer for driving a particular action or event on your site (either a sale or lead generation, etc).

• CPC

Cost Per Click. Typical rate of measuring the expense involved with acquiring web traffic.

• CSS

Cascading Style Sheets. A language used to describe how a given page or web site will look. Used to control font styles, graphical layouts, color, etc.

• CTR

Click Through Rate. Standard method of measuring the success of an online advertising campaign. Calculated by dividing the number of users who clicked on an ad by the number of times the ad was shown (also known as an impression). (Wikipedia)

• Dynamic Website

A website whose content is not fixed. What is shown on a page is based on user-selected activities and/or programmatically driven.

• Google PageRank

Google PageRank™ is a numeric value that represents how important a page is on the web.

• Keywords

Words that are used by search engines to determine the topic of a given web page.

• Keyword Density

How often a keyword or keyword phrase is used on a given web page.

• Landing Page

A content-rich web page geared around a particular topic, product or conversion goal. Typically a main navigation item of a website.

• Latent Semantic Indexing

Or LSI for short, is an algorithm used by Google (and possibly other search engines) to determine how words are related to each other in the context of a web page. An article about "cookies" might contain words such as chocolate, sugar, flour or dough for example.

• Meta Data / Meta Tags

Web page specific, descriptive information that helps a search engine identify the purpose and topic of a given web page. Common meta data include a web page's description and keyword listing.

• Organic Search

Search results in a search engine that are not paid advertisements. The results that come up naturally based on their indexing within a search engine. Organic search results are good. We all want to come up on top for organic searches using keywords we are optimized for. For example, searching for "george ajazi" will return this website in organic search results.

• PBJ Paid Link Building

Websites who are willing to link back to your site for a fee in order to boost your rankings/weight in the search engines. See link building.

• PBJ

Peanut Butter and Jelly sandwich.

• PPC

Pay Per Click. Advertising method where an advertiser pays for their ads (which are displayed on a given website) if and only if someone actually clicks on the ad.

• Reciprocal Link

The practice of placing a link from website A to website B strictly because website B is linking to website A. I scratch your back, you scratch my back.

• Sausage Link

A tasty snack to munch on while building reciprocal links.

• Search Engine

Web site whose function is to help users find web pages on any given searched topic.

• SEM

Search Engine Marketing. The act of marketing a website via search engines, whether this be improving rank in organic listings, purchasing paid listings or a combination of these and other search engine-related activities.

• SEO

Search Engine Optimization. The act of altering a web site so that it does well in organic listings of search engines. A service I give away for free.

• SERP

Search Engine Results Page. The listing of web pages that a search engine shows a user once they've entered a search value.

• Spider

Programs written to scour the web automatically for various reasons (to index web pages, for spamming purposes, etc.) aka web robots, web crawlers, bots, internet bots.

• Splash Page

Typically an introductory web page (first page seen by a web surfer) that is graphics-heavy. Meant for attention-grabbing purposes only. Not rich in content (if any). Eye candy.

• Static Website

A website or web page whose content is fixed (does not change or has to be manually changed).
Supplemental Results

Google's secondary index of web pages it doesn't consider worthy of being in the main index. This concept has been done away with by Google publicly, but I do feel it actually still exists in a not-as-readily-identifiable way.

• Title Tag

A meta data element that determines the actual "title" of a given webpage. The title is what shows up in the top bar of your browser. It is also the hyperlink that shows in search engine results listings.

• TLD

Top Level Domain. The three main domain extensions: .com, .net, .org

• URL

Uniform Resource Locator. Or, more commonly, a web address.

• W3C

World Wide Web Consortium.

• White Hat SEO

The use of accepted SEO practices in order to get higher rankings, more traffic, etc.

[NaSabbir]

SEO Check list Demo: 1

Tech:

• Register Webmaster tools

• Check site via SEO Tools: SEO Browser , Moz Toolbar or other toolbar

• Image Alter tags

• Link structure

• Speed optimization: Pingdom

• Open graph

• Social media markup

• Metas

• Proper tags structure - h1, nav etc

• robots.txt

• Find nofollow links

• Specific keywords strategy: Content about the specific Keywords

  • Title tag (65-75 chars)
  • Multiple keywords
    • In order of importance: Ex: Primary Keyword - Secondary Keyword | Brand Name
  • Once prominently near the top of the page.
  • At least two or three times, including variations, in the body copy on the page.
  • Image alt attribute on the page.
  • Design by the user's mind - what you'd dream of
  • hyphens-for-separation
  • At least once in the meta description tag.
  • Snippet in results
    • ! Motivating phrases - start your creative life now etc.

• Look for user intention behind keywords

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• Make sure no duplicate content
• No broken links

Content:

• Latest news updates
• Related section
• Contextual link after each paragraph to related article
• Side-notes with useful links
• Magnetic titles: how you benefit, how to do, what is important, how to improve, must know
  • 80% read headline, 20% read the rest
• Infographics
• Link everything - internal, external
• < 2000 words
• Conclusion, credits, legal info, related, FAQ, comments, contact me,

[NaSabbir]

SEO Checklist: Demo-101

[ Source: Case Study ] Organic Traffic Drive

1. Step 01: Delete Pages

• WordPress category and tag pages
• Outdated blog posts
• Low-quality blog posts
• Ecommerce product pages with zero sales
• Archive pages
• Thin content/boilerplate content
• Old services pages

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2. Step 02: Fix On-Page Issues and Errors

• Duplicate or missing title tags
• Duplicate description tags
• Broken links
• Images with missing alt attribute
• Pages blocked by Robots.txt
• 302 redirects that should be 301 redirects

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3. Step 03: Optimize High-Priority Pages for On-Page SEO

• Apply techniques from On Page SEO Class
• Add target keyword to the body of the article
• sprinkle LSI keywords into the content

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4. Step 04: Optimize for CTR
   • Skill: Optimizing your organic click-through-rate (CTR)
   • Use techniques from this video
   • look at Adwords ads for keywords

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5. Step 06: Boost Site Speed

• Test your site's speed with:
  • Google’s PageSpeed Insights tool
  • GTMetrix.com
  • WebPageTest.org

6. Step 07: Create and Publish a Skyscraper Post

• The Skyscraper Technique aka White Hat SEO

[NaSabbir]

Increasing Website Traffic

Case Study 1

1. Find out Organic Keywords
2. Evaluate the competition using Google SERPs
3. Improve your existing content

• Don’t rewrite it completely
• Don’t write a new post hoping it will rank better
• Don’t change the URL
• Use Keywords wisely
• Improve your Dwell Time
  • Add engaging content
  • Embeded media
  • Interlinking
  • Write an enticing search title that encourages click-throughs (using the Yoast SEO Plugin)
  • Use Subheadings

Case Study 2

Switch the target keyword (and possibly the URL to match). If a page is already performing well in search, then stick to the process in case study 1

1. Find out Organic Keywords
2. Select potential, new "main" keyword
3. Research to find better options
4. Optimize article (title/subheading/content) for new keyword (using Yoast SEO Plugin)
5. 301 Redirect (if you change the URL; but DO NOT USE the Redirection plugin)
6. Force Google to re-crawl page with Google Webmaster Tools

[NaSabbir]

Object of thought

Keywords

Titles

Images

Links

Sitemaps

Meta Data

Navigation

Social Networking

[NaSabbir]

On Site SEO

Indexing:

• Crawling File: Sitemap.xml
• Blocking File: Robots.txt
• 301 Redirects: Source URL, Target URL, HTTP Status Code

Search Results:

• Basic Snippets:
  • Title Tag: up to 70 characters
  • Meta Description: up to 156 characters
  • URL: up to 70 characters
• Structured Data:
  • Rich Snippets:
    • Product
    • Review
    • Event
  • Breadcrumbs

Content:

• Headings(<h1>-<h6>): Heading levels 1-6.
• Images(<img>): alt attribute, src filename, src filesize
• Body Text(<main>): Contains the central content unique to this document.
  • Length: at least 250 words
  • Uniqueness: no duplicate content
  • Substance: relevant keywords

Links:

• Internal Links: link name, title attribute, status
• External Links: link name, title attribute, status, pagerank

Performance:

• Page Speed
  • Eliminate render-blocking JavaScript and CSS in above-the-fold content
  • Leverage browser caching
  • Optimize images
  • Minify JavaScript
  • Minify CSS
  • Minify HTML
  • Avoid landing page redirects
  • Enable compression
  • Prioritize visible content
  • Reduce server response time
• User Experience
  • Size tap targets appropriately (Mobile)
  • Avoid Plugins
  • Configure the viewport
  • Size content to viewport
  • Use legible font sizes

Usability:

• Business Details:
  • Business Name
  • Website URL
  • Brand Images
    • Logo
    • Mark
  • Description
  • Tagline
  • Category
  • Phone Number
  • Email Address
  • Street Address
• Location Details:
  • Location Name
  • Location URL
  • Street Address
  • Phone Number
  • Email Address
  • Categories
  • Hours
  • Description
  • Service Area (Radius)
• Mobile Friendly: Responsive layout.
• Validation: Passes W3C Markup Validation.
• Navigation(<nav>): Contains navigation links.
• Header(<header): Section or page header.
• Main(<main>): Contains the central content unique to this document.
• Footer(<footer>): Section or page footer.
• Address(<address>): Contact information.

Off Site SEO:

Natural Links:

• Local Listings
  • Google My Business
  • Bing Places for Business
  • Foursquare for Business
  • Yelp for Business Owners
• Company Profiles
  • General
  • Social
    • Google+
    • Facebook
    • Instagram
    • Twitter
    • Pinterest
    • YouTube
  • Industrial

Unnatural Links:

• Request Link Removals
• Disavow.txt
  • Disavow by Link
  • Disavow by Domain

Sources:

• https://schema.org
• https://developers.google.com/structured-data/