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Seo seminar for Vancity Buzz
The document provides an introduction to SEO (search engine optimization). It discusses optimizing content through keyword research, formatting posts visually with headings and images, and internal linking to related pages to help search engines understand relevance and authority on the site. The goal is to help content get found and rank higher in search results by fine-tuning pages and using keywords, links, and structure.
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Seo seminar for Vancity Buzz
- 1. WELCOME TO SEO Dean Brookstone
- 2. INTRODUCTION • SEO is:“When you fine tune your site and blog posts so that they get found and rank higher on search Engines like Google” • How does this helps YOU?
- 3. TABLE OF CONTENTS • SEO Basics • Section 1: Content A) Keyword research B) Blogging - making your posts visual - Make it easy for Google • Section 2: Links - Using internal links
- 4. SEO BASICS • Googleranks your post based on Authority and Relevance
- 5. AUTHORITY • Authority is how important your site or page is
- 6. RELEVANCE • Relevance is how related your page is to a search term
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- 8. THREE PARTS OFSEO •Content •Links •Structure
- 9. CONTENT IS KING •Every time you post, Google registers it as a new page • Google tries to scan every page of your website to determine what it's about
- 10. LINKS • Google scans all the links on your website. Links look like this: Old Macdonald had a farm. • theylink to other websites and pages on your own site • People can also link to your site from theirs
- 11. STRUCTURE • The structureis the framework, like the outside of a house • Youguys only have to worry about content and links because you aren’t designing a website
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- 14. HOW KEYWORDS WORK • When someone wants to find something, they type words into a search bar • These are keywords
- 15. KEYWORDS IN ACTION Keyword PaidResult Results
- 16. GETTING FOUND USING KEYWORDS • You can figure the out which keywords will help you rank based on: - Traffic - How Specific they are - How Relevant they are
- 17. TRAFFIC • Is anyonesearching for that word or phrase? • You want to focus on keywords that have results
- 18. GOOGLE ADWORDS TOOL •To find it, just google “Google Keyword Tool” • Enter the words you want to focus on and see how they're doing/what the competition is like • Try to choose keywords that have a high traffic score and a low competition score
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- 21. BE RELEVANT • Make sure the keyword is relevant to what you are writing about • If your article is about Donuts, your keyword shouldn’t be Broccoli... it should be Sprinkled Donuts, Chocolate Donuts, etc.
- 22. BE SPECIFIC • Sincethe competition for popular words like "chinese food" and "cheap liquor" are high, look for the phrases that are easier to rank for • Ex: "chinese food in Downtown Vancouver" or "cheap liquor stores in Gastown."
- 23. LONGTAILS • When youlook at the results, you'll notice that the longer and more specific a keyword phrase is, the less competition it has • These are called "longtails"
- 24. NOTE TO SELF:USE YOUR KEYWORDS! 1. The Keyword is in the title of the page 2. The Keyword is used repeatedly throughout the post (minimum of 3 times) 3. The Keyword is used in the URL
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- 26. 2 PARTS OFBLOGGING •1) Make your posts visual 2) Format posts for search engines
- 27. 1) MAKE YOURPOSTS VISUAL •5ways: 1) Optimize titles 2) Use pictures 3) Use heading 4)Break it up into chunks 5) Bold certain words
- 28. OPTIMIZE TITLES • Start with the Keyword you are focusing on • THEN make your title enticing to get people interested and clicking on it
- 29. USE PICTURES • Make sure you are using pictures in your posts! • Pictures are a great way to catch people's eye and get them to click on a link to read the full article • Vancity Buzz kills this on the homepage, but you can use them in your articles to help as well
- 30. USE HEADINGS • Put headings throughout your post - this helps people scan and focus on what they want • Put your keywords in your headings to help with search engine optimization • Important note: This is NOT the same thing as just bolding text
- 31. USING HEADINGS 1)Go to the top of your post 2) Select the heading you want
- 32. USING HEADERS CONT. 3) Highlight the text you want as a Header 4) PRESTO
- 33. WHERE ARE THE PICTURES AND HEADERS? A excerpt from a recent VcB article on Stephen Harper: Great content, but difficult to read
- 34. BREAK IT UPINTO CHUNKS • use paragraphs and lists to make it easier to read
- 35. WHICH IS EASIERTO READ? All Together Chunked
- 36. BOLD CERTAIN WORDS •Boldimportant phrases to stress what you are optimizing • Bolding words also helps guide search engines and makes articles easier to read
- 37. 2) FORMAT FORSEARCH ENGINES • URL structure • Titles and Meta tags • Pictureslabeled and sized appropriately with hyperlinks removed
- 38. URL STRUCTURE • Most blogging software allows you to change the url • Make sure there are no numbers or symbols in the URL to make it easier for search engines to figure out what your post is about • WordPress should do this automatically, but if you have a really long title or one with numbers in it, change the URL
- 39. CHANGING YOUR URL 1)Find your URL box at the top of the page 2) Edit and then hit “OK”.
- 40. USE TITLE ANDMETA TAGS • Title tags are the headline for your page when it shows up on a search result • Meta tags are that title’s description • For our purposes, use them both as the same thing Title Meta
- 41. TITLE AND METATAGS IN ACTION This is on the bottom of your WordPress post page Title Meta
- 42. LABELING PICTURES • Google is a very smart program, but it isn't great at figuring out what a picture is about • For example, if it’s a picture of a hockey stick, call it hocketstick.jpg instead of 3456stick.jpg. You can do this on your desktop
- 43. TITLE AND ALTTAGS
- 44. SIZE YOUR PHOTOS •HUGE pictures slow down pages, hurt your pages rank • don’tput up enormous pictures if you are using a smaller version
- 45. REMOVING HYPERLINKS Clickthe photo, then the broken link button DONE!
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- 48. 3 TYPES OFLINKS • Inbound - when someone else links to you • Outbound - when you link to someone else • Internal - when you link to one of your own pages
- 49. INTERNAL LINKING is something you can do that makes a • This HUGE difference
- 50. WHY USE INTERNALLINKS? • Your website can be a confusing place for a Google
- 51. RELEVANCE WITH INTERNAL LINKS • Internal linking shows Google which pages are relevant to which and links them together
- 52. LINK TO RELATEDPOSTS • If you are writing a post and you have written another one with related content, link them to each other Cheap Chinese food? Yum! Wait a sec... Thats related to cheap food
- 53. USE RELEVANT ANCHOR TEXT • Anchor text are the words that you actually use as a link when you create a link Irrelevant Relevant
- 54. PUT RELEVANT WORDS AROUNDTHE ANCHOR TEXT • Not only is the anchor text important, but search engines also analyze the words around it
- 55. CHECK OUT THATANCHOR TEXT Irrelevant I walk by Joe’s Pizza Place with my dog all the time Relevant I eat the pepperoni pizza at Joe’s Pizza Place for lunch.
- 56. AUTHORITY WITH INTERNAL LINKS • Internal links also let you tell Google which pages are the most important on your site
- 57. LINK TO THESAME PAGE CONSISTENTLY • The more you link to a page or post, the more you tell a crawler that this is the most important page on your website • Make sure that the page you are linking to is consistent with the one you want to show up in searches
- 58. CREATING AUTHORITY IN ACTION Best Pizzas Ever Pepperoni Cheese Hawaiian
- 59. CONCLUSION • Dokeyword researchusing Adwords and use those words in your posts • make it visual with pictures, headings, bold, optimized titles • format your posts for search engines • link to posts relevant to what you are writing and use good anchor text
Editor's Notes
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- #3 SEO is: “When you fine tune your site and blog posts so that they get found and rank higher on search Engines like Google”\n how does this helps YOU?- well, it helps google find YOUR articles online and gets more people reading what you write about\n Think of your subject as your own private blog that you are trying to establish – vancity buzz is helping you by giving you a better ranking to start, but you still have to do something on your own \n The more you do, the more benefit you will see personally \n
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- #8 The internet is a very big place\n Vancity Buzz alone has a lot of pages\nIf you write content and it isn’t optimized, will anyone read it? \n
- #9 Content\n Structure \n Links- All 3 are analyzed by Google to figure out where your page should rank\n
- #10 Every time you post, Google registers it as a new page \n Google scans every page of your website to determine what it's about\n Google isn’t Perfect\n you can help by ensuring your content is focused on keyword campaigns, and of course, is relevant, good quality and regularly updated\n
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- #12 Google analyzes how your site looks, is put together and runs- Sites with very long load times aren’t good \n
- #13 You are already doing this - let’s fine tune it!\n
- #14 without keyword research, you are just a monkey on a typewriter\n
- #15 When someone wants to find something, they type words into a search bar for what they're looking for - these are keywords \n The search engine ranks the results based on their relevance and authority to the keywords, and display the results. - Since keywords are just words that identify what you are talking about- any word can be a key word\n You may not realize it, but you are using keywords every time you write a blog post, although depending on how you use the words Google may or may not "see them."\n (last thing) Your job is to learn how to use keywords effectively so when people search for a term related to what you do, your pages will appear\n
- #16 if it’s about Vancouver... make sure you include that in your keyword!\n
- #17 You can figure the out which keywords will help you rank based on: - Traffic- How Specific they are- How Relevant they are\n To show up when people search for keywords, you have to be relevant to those words\n
- #18 Is anyone searching for that word or phrase? \n You want to focus on keywords that have results (there's little point ranking for words no one is looking for)\n however they don't need a lot of traffic, as popular words are harder to rank for.\n
- #19 Enter the words you want to focus on and see how they're doing/what the competition is like\n Try to choose keywords that have a relatively high traffic score with a relatively low competition score, because you aren't the only one trying to rank for these words!\n The keyword results will be displayed based on competition and monthly searches for that particular word.\n
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- #22 Make sure the keyword is relevant to what you are writing about\n If you're trying to rank for keywords that don't fit your website, service or blog, you will have less relevance in a search engine result because you have less authority in that area\n
- #23 In general, the more specific your terms are the easier it will be to rank for them- These are called “Longtails”\n
- #24 By using longtails instead of more popular keywords, you should be able to rank higher and hopefully drive more traffic to your pages\n More importantly, you'll be attracting people who are looking for something specific to what you do on a search engine\n
- #25 we will go through applying this throughout the blogging section coming up, but keep this in mind as we do\n
- #26 You guys are already doing the hard part of writing great content\n 2 parts:- Make your posts visual- Format posts for search engines\n
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- #31 Put headings throughout your post - this helps people scan and focus on what they want\n It also helps search engines navigate your site\n Put your keywords in your headings to help with search engine optimization\n Important note: This is NOT the same thing as just bolding text\n
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- #43 Google is a very smart program, but it isn't great at figuring out what a picture is about\n You can give Google a hand by naming your pictures appropriately. \n For example, if it’s a picture of a hockey stick, call it hocketstick.jpg instead of 3456stick.jpg. You can do this on your desktop\n
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- #45 resize in paint or photoshop - don’t upload and resize!\n
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- #49 InboundInbound links are when another site links to your website. When your site gets inbound links, it gains "authority." You get authority for an inbound link based on how important the site is that's linking to you (this is known as "link juice"). For example, the Globe and Mail linking to your site has more juice than a small independent blogger with a limited following. You can't force people to link to you; the best way is to write great content so others take notice.\n OutboundOutbound links are when you link to another site. It's a way to tell Google that your site is related to theirs, and it also helps you get noticed by others\n InternalInternal links are when you link to other pages on your site. Internal links show Google which pages on your site are related, and helps Google understand what you focus on. You can also show if a particular page is important by linking to it repeatedly.\n
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- #51 your website can be a confusing place for a Google.\n The solution is internal linking. \n Internal linking is when you link one page on your site to another\n This means even though you produce great content and have it completely optimized it still may not be understood by search engines.\n
- #52 This way, search engines can find their way through your site and get a better grasp on what it is about. \n Another additional bonus of internal linking is that people reading a page on your site will be constantly given an opportunity to continue reading and go to another page, even when they have finished the article they came to read.\n
- #53 If you are writing a post and you have written another one  with related content, link them to each other\n This tells a search bot that these two pages are related\n
- #54 Anchor text are the words that you actually use as a link when you create a link\n For example,  in the phrase "Check out our 12 step guide on SEO  and help your site", the "12 step guide on SEO" is the internal link\n Make sure that your anchor text is related to the page you are sending the bots to\n Not only is it confusing for bots if they aren't labeled properly, but you will aggravate your readers if you send them on a goose chase\n
- #55 \n Not only is the anchor text important, but search engines also analyze the words around it.\n Try and surround the anchor text with relevant keywords to place an emphasis on your internal links and ensure crawlers know exactly what your link is about.\ndon’t just throw a list at the bottom. integrate it into your post. this will also get people clicking through more. \n
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- #57 Internal links let you create authority within your website\n Internal links tell search engines which pages on your site are more important, and thus which ones should be given the most attention\n
- #58 The more you link to a page or post, the more you tell a crawler that this is the most important page on your website. \n Make sure that the page you are linking to is consistent with the one you want to show up in searches. \n For example, it may be your "10 step Guide to Yoga for Beginners” or “the best 15 cheap chinese restaurants in Vancouver” \n
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