SEO For 2015: Beyond Links & Keywords. Dan Shure

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SEO

 

For

 

2015:

 

Beyond

 

Links

 

&

 

Keywords

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Presentation

 

Goals

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Presentation

 

Goals

1. Specific

 

To

 

Education

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Presentation

 

Goals

1. Specific

 

To

 

Education

2. Higher

 

Impact

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Today

 

We’ll

 

Cover

 

7

 

Areas

 

Of

 

SEO

1. Setup

2. Local

 

SEO

3. Accessibility

4. Site

 

Speed

5. Mobile

 

SEO

6. Keyword

 

Targeting

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We’ll

 

Cover

 

1

3

 

Higher

 

Impact

 

To

Dos

 

From

 

Each

 

Category

1. Setup

2. Local

 

SEO

3. Accessibility

4. Site

 

Speed

5. Mobile

 

SEO

6. Keyword

 

Targeting

(9)

1. Setup

2. Local

 

SEO

3. Accessibility

4. Site

 

Speed

5. Mobile

 

SEO

6. Keyword

 

Targeting

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Set

 

up

 

Google

 

Webmaster

 

Tools!!

https)

Use “canonical” version of site 

(www vs non‐www, http vs https)

https://www.google.com/webmasters/tools/ and “Add a site”

(hint: try to use consistent Google accounts for all marketing – analytics, webmaster 

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Set

 

up

 

Google

 

Webmaster

 

Tools

https://support.google.com/webmasters/answer/35179?hl=en

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The

 

Not

 

Provided

 

FIX

 

(sort

 

of):

Register

 

subfolders

 

as

 

“sites”

 

in

 

Webmaster

 

Tools.

Every “site” is the 

same domain, just 

(20)

Example:

 

Boston

 

College

 

www.bc.edu

http://www.bc.edu/schools/cas/

Arts

 

and

 

Sciences

http://www.bc.edu/schools/gsas/

Graduate

 

Arts

 

&

 

Sciences

http://www.bc.edu/schools/lsoe/

School

 

Of

 

Education

Etc…

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In Analytics, go 

(25)

Click this – either you will be 

connected already and you’ll see 

data. Or follow the prompts to 

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Summary:

 

Your

 

Setup

 

To

 

Dos

1.

 

Set

 

Up

 

Webmaster

 

Tools

2.

 

Verify

 

Subfolders

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1. Setup

2. Local

 

SEO

3. Accessibility

4. Site

 

Speed

5. Mobile

 

SEO

6. Keyword

 

Targeting

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Implicit – Google “localizes” results based upon search IP address

A search for “health 

science programs” 

mixes in schools near 

(33)

Local

 

SEO

 

Has

 

LOTS

 

Of

 

Ranking

 

Factors

From Moz’s annual study. 

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The

 

“Local

 

SEO

 

Ecosystem”

 

(15% ranking factor according to the study) 

(36)

Verify

 

&

 

Maintain

 

3

rd

Party

 

Listings

Moz Local

(37)

Can check for all listings that match school name + ZIP 

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You can then do the grunt work and update, or pay one of 

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Create

 

Unique

 

Map

 

Listings

 

For

 

Each

 

School,

 

(42)

One reason McCombs may rank here, is because they have a unique 

(43)

This is actually encouraged by Google. 

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Use “Bulk Location Management”.

https://www.google.com/local/manage/

Step by step instructions here.

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Summary:

 

Your

 

Local

 

SEO

 

To

 

Dos

1. Verify and maintain 3rd party listings

2. Create a unique Google Maps page for each department/entity 3. Link to that department page from their Google Maps page

(47)

1. Setup

2. Local

 

SEO

3. Accessibility

4. Site

 

Speed

5. Mobile

 

SEO

6. Keyword

 

Targeting

(48)

Accessibility

 

101

 ‐

Googlebot Needs

 

To

 

Be

 

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The

 

Robots.txt File

 

Controls

 

(56)

Boston College is saying “no web crawler is allowed to look at the 

(57)

But in Google’s Oct 2014 announcement, they state to not block 

(58)

So they built a tool (in Webmaster Tools) to check this: 

(59)

“Rendering” should look like your website – not like 

this plain text/HTML version. This is a bad render and would 

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This broken page is especially bad because it has at least 13 

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Just a dumb SEO phrase that means “value from back links” or 

sometimes called “PageRank”.

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You can find these at scale with a tool like Open Site Explorer.

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Summary:

 

Your

 

Accessibility

 

To

 

Dos

1. Don’t block access to CSS/JS and images with robots.txt

(73)

Summary:

 

Your

 

Accessibility

 

To

 

Dos

1. Don’t block access to CSS/JS and images with robots.txt

2. Find old broken pages with backlinks and 301 redirect them

Bonus Tip: Buy your developer a few coffees. And some donuts or pastry of 

(74)

1. Setup

2. Local

 

SEO

3. Accessibility

4. Site

 

Speed

5. Mobile

 

SEO

6. Keyword

 

Targeting

(75)
(76)

Jon Colman (former SEO at REI) did this great page speed study

http://www.slideshare.net/jcolman/seo‐site‐speed‐and‐battlestar‐galactica‐searchfest‐

(77)

Improved crawl rate.

http://www.slideshare.net/jcolman/seo‐site‐speed‐and‐battlestar‐galactica‐searchfest‐

(78)

Content is crawled more often.

http://www.slideshare.net/jcolman/seo‐site‐speed‐and‐battlestar‐

(79)
(80)

Fixing

 

Images

 

Opportunity

Least

 

technical

 

speed

 

fix

Most

schools

 

are

 

weak

 

in

 

this

 

area.

Often

 

improves

 

speed

 

a

 

lot

(81)

Basic

 

rule:

Keep

 

images

 

under

 

200kb

 

in

 

file

 

size

 

for

 

absolute

 

biggest,

 

and

 

most

 

under

 

100kb

 

if

 

possible.

(82)

How

 

To

 

Find

 

Large

 

Images

(83)
(84)

Or download Screaming Frog SEO Spider (limited features for free)

(85)
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1. Reduce pixel size

1. Compress – use ‘save for web’ in photoshop or free tools like 

(91)

How

 

To

 

Re

upload

 

Fixed

 

Images

Save image with same file name and re‐upload via FTP directly to 

(92)

Summary:

 

Your

 

Site

 

Speed

 

To

 

Dos

1. Find large images with WebPageTest or Screaming Frog SEO Spider 2. Reduce them to under 200kb

(93)

1. Setup

2. Local

 

SEO

3. Accessibility

4. Site

 

Speed

5. Mobile

 

SEO

6. Keyword

 

Targeting

(94)
(95)

Whether

 

we

 

want

 

it

 

to

 

or

 

not…

(96)
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YoY Growth

 

Of

 

Higher

 

Ed

 

Searches

 

On

 

Mobile

Source: Google Ed Search Analysis –July 2014

(99)

November

 

18

th

,

 

2014

 

– Google’s

 

Biggest

 

Push

 

Towards

 

Mobile

 

Thus

 

Far

http://googlewebmastercentral.blogspot.com/2014/11/helping‐users‐find‐mobile‐friendly‐

(100)
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(102)

What

 

Makes

 

A

 

Mobile

Friendly

 

Site

 

(103)
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(105)

•Text needs to be big enough to read by default

(106)

•Text needs to be big enough to read by default

•They don’t want users to have to “pinch” to see content

(107)

•Text needs to be big enough to read by default

•They don’t want users to have to “pinch” to see content

•Users should be able to tap the links easily

(108)

•Text needs to be big enough to read by default

•They don’t want users to have to “pinch” to see content

•Users should be able to tap the links easily

•Content size should fit the viewport

•No rollover or hover drop downs – mice can do this, but not fingers on a 

(109)

Use

 

The

 

New

 

Google

 

Mobile

 

Friendly

 

Test

(110)

Example:

 

Search

 

Data

 

For

 

Oxbow

 

University

(111)

Use

 

Google

 

PageSpeed Insights

 

To

 

Get

 

Mobile

 

UX

 

Recommendations

(112)
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(114)

You

 

Can

 

Now

 

Get

 

Those

 

In

 

Google

 

Too*

*currently only Android apps

(115)

Really?

 

People

 

will

 

click

 

on

 

App

 

results?

“Fifteen percent searches from signed‐in Android users now yield 

(116)

App

 

Indexation:

 

Step

 

By

 

Step

 

Instructions

(117)

Summary:

 

Your

 

Mobile

 

SEO

 

To

 

Dos

1. Use Google’s Mobile Friendly Test to find and fix issues

2. Use Google PageSpeed Insights to find and fix more mobile UX issues 3. Index your Android app for discovery in Google search

(118)

Summary:

 

Your

 

Mobile

 

SEO

 

To

 

Dos

1. Use Google’s Mobile Friendly Test to find and fix issues

2. Use Google PageSpeed Insights to find and fix more mobile UX issues 3. Index your Android app for discovery in Google search

(119)

1. Setup

2. Local

 

SEO

3. Accessibility

4. Site

 

Speed

5. Mobile

 

SEO

6. Keyword

 

Targeting

(120)
(121)

Best

 

Area

 

Of

 

Opportunity:

 

Title

 

Tags

Non

 

technical,

 

easier

 

to

 

fix

Current

 

weakness

 

for

 

many

 

schools

Teaches

 

modern

 

SEO

 

thinking

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Some studies have shown that click through rate (clicking on the 

title) of search results may be a ranking factor.

Excerpt of a study by Rand Fishkin at Moz: http://www.slideshare.net/randfish/mad‐

(125)

You want the title to:

•Have your main keywords

•Be relevant for the searcher

(126)

4

 

Rules

Relevance

Location

Brand

(127)

1. Relevance

Cleary

 

state

 

what

 

the

 

page

 

is

 

about.

Complete

 

the

 

sentence…

 

“Users

 

will

 

(128)

2.

 

Location

Tell

 

us

 

where

 

this

 

class/program

 

takes

 

place.

Be

 

honest

 

and

 

accurate.

 

“Worcester,

 

(129)

3.

 

Brand

(130)

4.

 

Length

Nowadays

 

keep

 

under

 

60

 

characters

(It’s

 

really

 

512

 

pixels,

 

but

 

characters

 

are

 

easier

 

to

 

count).

Use this tool to test pixel size: http://moz.com/blog/new‐title‐tag‐

(131)
(132)
(133)

Assembling

 

The

 

Three

 

Elements

Relevance

 

– Performing

 

Arts

 

Program

Location

 

– Boston,

 

MA

(134)

[Performing

 

Arts

 

Program]

 

+

 

[Boston,

 

MA]

 

+

 

[Emerson

 

College]

(135)

Relevance

 

– Performing

 

Arts

 

Program

Location

 

– Boston,

 

MA

Brand

 

– Emerson

 

College

(136)

Apply

 

those

 

improvements

 

across

 

all

 

academic

 

pages

 

for

 

sitewide

improvement

 

in

 

relevance

 

and

 

click

 

through

 

rate.

(137)
(138)

More

 

in

 

depth

 

on

 

keyword

 

targeting

 

on

 

page.

http://moz.com/blog/visual

guide

to

keyword

targeting

onpage

(139)
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Google

 

Plus

 

&

 

“Search

 

Plus

 

Your

 

World”

(141)
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For schools: create content, on your site, that you can share in Google Plus, 

(146)

For schools: create content, on your site, that you can share in Google Plus, 

that uses keywords your target audience may search for.

•Things to do in [city]

•How to study for [test/exam]

•History of [subject]

(147)

Learn more here: http://moz.com/blog/using‐google‐plus‐to‐appear‐in‐

(148)

Summary:

 

Your

 

Keyword

 

Targeting

 

To

 

Dos

1. Improve title tags with relevance + location + brand 2. Improve title tags by reducing to 60 characters or less

(149)

1. Setup

2. Local

 

SEO

3. Accessibility

4. Site

 

Speed

5. Mobile

 

SEO

6. Keyword

 

Targeting

(150)

What’s

 

The

 

Knowledge

 

Graph?

(151)
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(153)

Use

 

this

 

code

 

for

 

the

 

logo

<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Organization", "url": "http://www.example.com", "logo": "http://www.example.com/images/logo.png" } </script> Details here:  https://developers.google.com/webmasters/structured‐ data/customize/logos

(154)
(155)

Use

 

this

 

code

 

for

 

social

 

profiles

<script type="application/ld+json"> { "@context" : "http://schema.org",

"@type" : "Organization",

"name" : "Your Organization Name", "url" : "http://www.your‐site.com",

"sameAs" : [ "http://www.facebook.com/your‐profile", "http://www.twitter.com/yourProfile", "http://plus.google.com/your_profile"]  } </script> Details here:  https://developers.google.com/webmasters/structured‐ data/customize/social‐profiles

(156)

Summary:

 

Your

 

Knowledge

 

Graph

 

To

 

Dos

1. Set your logo

(157)

Summary:

 

Your

 

Knowledge

 

Graph

 

To

 

Dos

1. Set your logo

(158)

What

 

We

 

Covered

 

– A

 

Lot!

1. Setup

2. Local

 

SEO

3. Accessibility

4. Site

 

Speed

5. Mobile

 

SEO

6. Keyword

 

Targeting

(159)

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