Keeping Up with the Algorithms: SEO Best Practices from Skyword [Webinar Slides]
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This document outlines SEO best practices, emphasizing the importance of building a solid foundation including sitemaps, keyword strategies, and an SEO style guide. It highlights the need for optimization with mobile, voice, and global trends in mind, advocating for engaging storytelling and responsive design. Finally, it stresses the importance of learning from optimization results through essential metrics and audits to ensure content remains relevant and effective.
Keeping Up with the Algorithms: SEO Best Practices from Skyword [Webinar Slides]
- 1. 1 Keeping Up with the Algorithms: SEO Best Practices
- 2. #SEOBestPractices 2 SEO Experts Kyle Harper Marketing Analyst Harvard University @TheyWereFlying Matias Wigozki Sr. Director, Customer Success Skyword @mwigozki @ Steph Ferrell Content Strategist Skyword @s_ferrell92
- 3. • Building a solid SEO foundation with your website • Implementing a strong keyword strategy • Establishing an SEO Style Guide • Optimizing content with mobile, voice, and global trends in mind • Learning from your optimization results Agenda #SEOBestPractices 3
- 4. 4 Building a solid SEO foundation with your website #SEOBestPractices 4
- 6. #SEOBestPractices 6 Sitemap - Lists every single URL on your website - Indicates your site hierarchy to search engines - Shows how frequently you update and maintain your pages
- 7. 3 Pillars of SEO #SEOBestPractices 7 Is how indexable your website is for search engines Is determined by backend considerations like sitemaps, page organization, and server configuration Shapes how your page is indexed Must be useful and engaging to your audience Must be optimized strategically Is the quality and integrity of your site Is built by the authority of sites that backlink to your page Is enhanced by the use of subject matter experts Crawlability Content Credibility
- 8. Develop a Linking Strategy #SEOBestPractices 8 Link Types Navigational Links that facilitate user flow through your site - Use your sitemap to diagnose flow issues - Use directional anchor text Outbound Links to other domains with supporting material - Link to authoritative pages - Use specific links once throughout content Inbound Links from other sites to your own - Accomplished through creating excellent content that is reliable and shareable
- 9. 9#SEOBestPractices 9 POLL: Do you host your content on domain or off domain?
- 10. On Domain vs. Off Domain #SEOBestPractices 10
- 11. 11 Implementing a strong keyword strategy #SEOBestPractices 11
- 12. Approach to Keywords #SEOBestPractices 12 1. Establish your target audience: what topics and questions define them? 2. Establish 2-5 high-level categories that will guide the broadest-level keywords you will work towards over time 3. Expand your categorical terms to create an increasingly specific “umbrella” of terms
- 13. 13#KUWTA Establishing an SEO Style Guide #SEOBestPractices 13
- 14. 14#SEOBestPractices 14 POLL: Do you have an SEO Style Guide?
- 15. #SEOBestPractices 15 Metadata Title Tags - Keep under 60 characters - Use keywords, once - Use a parent/child structure Meta Description - Write for your user first - Hit between 160 and 250 characters - Use keywords but do not overuse Robot Attributes - Index or noindex - Follow or nofollow Alt Text - Do not load alt text with keywords - Use alt text to concisely describe all images (CTAs, logos, etc.), not just pictures File Names - Approach should be similar to alt text - Be descriptive and direct *Review both your metadata and your style guide regularly to make sure you are keeping up with best practices
- 16. 16 Optimizing content with mobile, voice, and global trends in mind #SEOBestPractices 16
- 17. • Define a protagonist • Define an object of desire • Tackle forces of antagonism • Be authentic Use Story as Structure #SEOBestPractices 17 Search engines are ranking content that provides the best experience for users. What engaging experience do we know to be fool proof? Storytelling.
- 18. Your site should sense and adjust your offerings based on how it’s being accessed by the user. Be Responsive: Mobile #SEOBestPractices 18 : “2X more brand experiences happen on mobile than anywhere else, including TV, in-store, etc.” “If people have a negative experience on mobile, they’re 62% less likely to purchase from you in the future.”
- 19. Create content that answers daily, conversational questions. Be Conversational: Voice Search #SEOBestPractices 19 : “48% of those who own a voice-activated speaker would like to receive personalized tips and information from brands to make their lives easier. “72% of people who own a voice-activated speaker say their devices are often used as part of their daily routine.” “41% of people who own a voice-activated speaker say it feels like talking to a friend or another person.”
- 20. Be Local: Global Search #SEOBestPractices 20 DO DON’T Transcreate for global audiences Leave the nuances and meaning of your brand’s story up to automated translation Meet your audience where they are Assume which search engines your users are engaging with Pay attention to the technical details and check your content and site health carefully Lose site performance and speed (which can be impacted) when hosting content for global audiences
- 21. 21 Learning from your optimization results #SEOBestPractices 21
- 22. Essential Metrics #SEOBestPractices 22 • Keyword ranking reports • Organic traffic tracking • Referral tracking
- 23. Essential Audits #SEOBestPractices 23 • Technical o Use site crawling tools to look for bad links, dead content, site speed issues, and other Web-based issues • Keyword o Examine the growth (or decline) in search rankings and compare it against the goals of your content and the needs of your audience • Content o Use the output of your technical and keyword audits to create a list of content that needs updating for relevance, accuracy, and healthy fit on your site
- 25. 2525 Thank You! To download our playbook, visit: https://info.skyword.com/SEO-Best-Practices- Playbook--eBook.html Today’s recording and slides will be sent to you. Please feel free to follow up with additional questions by emailing: [email protected]
- 26. Stories tear down walls, bring people together, and create change. So, what happens when you put hundreds of brand storytellers in the same room? Ah-hah moments like you wouldn’t believe. EVENT SPOTLIGHT “It’s rare that a conference delivers on its promise – this conference delivered.” - Tricia Griffin, VP, Dignity Health KEYNOTE SPEAKERS skyword.com/forward June 14, 2018 – Westin Copley Place – Boston, MA
- 27. Storynomics illuminates what story is, why story works, and, most importantly, how storytelling in business translates into economic and leadership success. STORYNOMICS “McKee’s exceptional teaching is critical to success.” – Phyllis Fogarty, Brand Manager, PEPSICO storynomics.com June 15, 2018 – Westin Copley Place – Boston, MA Storytelling that moves people and businesses Forward.