Search Engine Optimization - (PPT) - American Cancer Society

bivalvegrainInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

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Search  Engine  Optimization  
Understanding  SEO  &  Building  Successful  Content  
Angie  Gibson  
Search  Program  Manager,  American  Cancer  Society  
angie.gibson@cancer.org
 
 
Dimitris
 Volakis  
SEO  Prac6ce  Lead,  Penton  Marke6ng  Services  
dimitri.volakis@penton.com
 
TEAM
 
§

What  is  Search  Engine  Op:miza:on  
§

What  is  On-­‐page  SEO  
§

Selec:ng  the  right  Keywords  
§

Adding  Key  Words  to  Web  Pages  
§

Meta  Data,  Title  Tags  &  H1s  
AGENDA  
SEARCH  ENGINE  OPTIMIZATION
 
Search  Engine  Op.miza.on  (SEO)  
is  the  
process  of  improving  the  visibility  of  a  
website  or  a  web  page  in  search  engines  via  
the  "
natural
"  or  "
un-­‐paid
"  or  "
organic
"  
search  results.  The  higher  on  the  page,  and  
more  frequently  a  site  appears  in  the  search  
results  list,  the  more  visitors  it  will  receive.  
WHAT  IS  SEO?  
95.8%
 of  natural  
search  visits  
from  Google  
were  referred  by  
a  result  of  the  
first  page.  
 
eMerketer
 February  
2010  
PAGE  #1  
90%  of  Clicks  
10%  of  Clicks  
Effec6ve  search  engine  marke6ng  is  a  recipe  of  natural  search  op6miza6on  and  paid  search  adver6sing
 
ORGANIC  vs.  PAID  
ON-­‐PAGE  SEO
 
THE  IDEAL  WEB  PAGE  
 
§

 Be  hyper-­‐relevant  to  a  specific  topic  
§

 Include  subject  in  :tle  tag  
§

 Include  subject  in  URL  
§

 Include  subject  in  image  alt  text  
§

 Specify  subject  throughout  text  content  
§

 Provide  unique  content  about  subject  
§

 Link  back  to  its  category  page  
§

 Link  back  to  its  subcategory  page  
§

 Link  back  to  its  homepage  (LOGO)  
Showing  the  searched  keyword  in  the  :tle  and  descrip:on  have  a  higher  CTR
 
Write  Compelling  AD  Copy  
TITLE  TAGS
 
Title  Tags  
As  :tle  tags  are  such  an  important  part  of  search  engine  op:miza:on,  
implemen:ng  best  prac:ces  for  :tle  tags  makes  for  high-­‐impact  SEO.  
The  recommenda:ons  below  cover  the  cri:cal  parts  of  op:mizing  
:tle  tags  for  search  engine  and  usability  goals:  
 
§


Be  Mindful  of  Length  
–  70  characters  is  the  max  
§

       Place  Important  Keywords  Close  to  the  Front  of  the  Title  Tag  
§


Leverage  ACS  Branding  
§


Consider  Readability  and  Emo.onal  Impact
     
TITLE  TAGS  
META  DESCRIPTION
 
Meta  Description  
Meta  Descrip:ons,  which  are  HTML  aaributes  that  provide  
concise  explana:ons  of  the  contents  of  web  pages,  are  
commonly  used  by  search  engines  on  search  result  pages  to  
display  preview  snippets  for  a  given  page.  
   
 
Code  Sample  
<head>    
<meta  name="descrip:on"  content="This  is  an  example  of  a  
meta  descrip:on.  This  will  oeen  show  up  in  search  results.">  
</head>    
   
Op.mal  Length  for  Search  Engines  
Roughly  155  Characters  
META  DESCRIPTION  
PAGE  CONTENT
 
Page  Copy  
Keyword  should  appear  in:  
 


Filename  


Title  tag  


Meta  keyword,  Meta  descrip:on  


Heading  tags  (H1,  H2,  etc.)  


Bold  text  


Link  text  


Overall  content  of  the  page  


Keyword  Density:  4-­‐7%  op:mal,  2-­‐5%  average  


Tool:  www.gorank.com/seotools  
TIP:  Aim  for  only  1-­‐2  keyword  terms  per  page  
PAGE  CONTENT  
Aspects  of  a  given  web  page  that  influence  search  engine  ranking  
   
Content  
 
<body>,  <div>,  <p>,  <span>,  no  tag  
 
Alt  Text  
 
<
img
 
src
="hap://www.example.com/example.png"  
alt="Keyword">  
 
Bold/Strong  
 
<b></b>    
<strong></strong>  
ON-­‐PAGE  FACTORS  
Anchor  Text  
Image  Alt  Attributes  
Good  keyword  
usage  in  the  alt  
tag  
THE  SEO  PROCESS  
 
J  
 
J  
 
J  
 
J  
 
!"#$%&'()*+,+-.$/01'23,0
$
%31'3+.-
4$
!"#$%&#'()*')
&
&
$

Audience:

Individuals searching for
breast cancer walk events in Atlanta, Ga


Filename:

Atlanta
-
MSABC

Crumb Trail:

Home >
Making Strides Against Breast Cancer Atlanta

Event

Convio radius:

100 mile
30303


566$1+20$*37+89$:6:6:$3-7$:5;6<$
=
!3>3--3?
@
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Sho
rt URL:

cancer.org/stridesatlanta

Page URL:

tbd


Item

Content

&
+,'(-&+)./&012&
34)5)3'-5&6)78
&

Atlanta
Walk for Breast Cancer

| Making Strides Against Breast Cancer

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breast cancer

walk,
breastcancerwalk
,
breast cancer awareness
,
3 day walk
, pink ribbon
walk,
atlanta
,
savannah,
ga, georgia,
30327
,
30355
,
30303
,
31406
,
breast cancer
fundraising
,
msabc, making strides


&
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A10,3$
-310BC709E*+',+&-C$
E&-,0-,BC$=5I6$E?3*@
&

S
upport breast cancer fundraising by participating in
a local
Atlanta
Making Strides Against
Breast Cancer

w
alk.
Help save lives and raise awareness.
Start Making Strides today!

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<h1>Make strides in the fight against breast cancer!</h1>


Whether you are a breast cancer survivor or one of your

fri
ends or

loved ones has been
diagnosed with breast cancer, your life has
likely

been affected by this common disease. You
can join the progress we are making together to save lives and put an end to breast cancer
by participating in
an

Atlanta Making Stride
s Against Breast Cancer walk this October. You
are sure to be moved by this annual breast cancer
walk

knowing that every step you take is
making a difference.


<h2>
Join Making Strides in Atlanta

or Savannah
and help put an end to breast
cancer!</h2>


At th
e Atlanta Making Strides event you will be able to honor breast cancer survivors,
remember those we have lost, raise breast cancer awareness, and support breast cancer
fundraising. Your efforts wil
l not only go towards helping

save

the

lives

of others

but
will also
have a positive impact on your own life.

So sign up for the Atlanta Making Strides Against
Breast Cancer event today and help to create a world with less cancer and more birthdays!


Sign up for the next
Georgia

Making Strides Against Breast Cance
r
e
vent


<
Dynamic event listing
>


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SELECTING  KEYWORDS
 
 
Ideal  terms  like  
l
signs  of  breast  cancer
z
,  
l
breast  cancer  treatment,
z
 etc.  


Also  op.mizes  for  broader  term  at  the  same  .me,  for  example:  
l
breast  
cancer
z
 is  contained  within  
l
signs  of  breast  cancer
z
 
 
Not  too  broad  
 
l
cancer
z

could  mean  
l
breast  cancer  symptoms
z

or  
l
colon  cancer  detec:on,
z
 etc.  
Not  too  specific    
l
early  breast  cancer  detec6on  in  middle  aged  women
z
 
d  


Very  low  traffic  on  these  terms  
 
KEYWORD  SELECTION  
Internal  Site  Search  Stats  
Best  Indicator  of  Search  Terms  
Choose  the  “Best”  
Words/Phrases  to  Target  
SOME  DO’S  AND  DON’TS
 
Duplicate  Content  &  Canonicalization  
Canonical  URL  Tag  
Duplicate  Titles  &  Meta  Descriptions  
DON’T:  Search  UN-­‐Friendly  URLs  
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
 
Unnecessary  
Subdomain
 
Dynamic  URLs  don’t  perform  as  
well  as  sta:c  and  engines  
recommend  against  more  than  
two  parameters  
No  keywords  in  the  URL  string  
DO:  Search  Friendly  URLs  
www.nationalgeographic.com/animals/
african-­‐elephants  
Single  domain  
Shallow  folder  structure  
with  relevant  words  
Keywords  in  page  name,  
separated  by  hyphen  
Certain  technologies  can  block  search  engine  robots  from  
indexing  a  site  for  relevant  content:  
 


Javascript
 


Flash  


AJAX  
Website  A  
Page  1  
(all  Flash)  
Page  2  
Page  2a  
AFFECTS  ON  PAID  SEARCH
 
PAID  SEARCH  
1  +  1  =  3  
Tailored  Solu:on  
Quickly  
Employed  
Highly  Measurable  
for  ROI  
Immediate  
Results  
WHY  BUY  PPC?  
§

QUICKLY  posi:on  a  brand  or  product  at  the  
top  of  search  engine  results  pages  (SERPs)  
immediately.    
§

EXPERIMENT  with  targeted  keywords  and  
control  when  and  how  you  appear  within  the  
search  engines  simultaneously  
§

Quickly  learn  which  keywords  are  high-­‐
converters,  then  apply  learning  to  your  SEO  
strategy  
§

Experiment  and  monitor  landing  pages  and  
conversion  triggers  on  your  site  real  :me  
§

GEOGRAPHICALLY  target  online  search  
audience  
Ad rank
which denotes
ad position

AND actual
Cost Per
Click

=
Relevance


Willingness to Pay

Quality Score is
determined by a
combination of
factors, including: 


Landing page quality

Quality Score

X
Max CPC Bid is the
highest $ amount an
advertiser is willing
to pay for one click
on their ad

Max CPC Bid

Higher  Quality  Score,  the  lower  its  cost-­‐per-­‐clicks  (CPCs)  and  the  be`er  its  ad  posi.on  
Quality  Score  is  heavily  based  on  relevance  
which  refers  to  the  usefulness  
of  informa:on  to  a  user  (such  as  an  ad,  keyword,  or  landing  page).    
THANK  YOU
 
Angie  Gibson  
Search  Program  Manager,  American  Cancer  Society  
angie.gibson@cancer.org
 
 
Dimitris
 Volakis  
SEO  Prac6ce  Lead,  Penton  Marke6ng  Services  
dimitri.volakis@penton.com
 
TEAM