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Everything You Need To Know 
About SEO in Just 45 Minutes 
Sean Work
Join the conversation on Twi!er 
@thuelmadsen #KISSwebinar
Sean Work - KISSmetrics - @seanvwork 
! 
Sean Work runs the blog at KISSmetrics.com. He’s been with 
the team since 2010. He loves working from Southern 
California, where he can surf, snowboard and camp under 
bright stars with no blankies. 
Today’s presenter
Join the conversation on Twi!er 
@seanvwork #KISSwebinar
What’s Going To Be Covered… 
1 Know Thy Source Code! 
2 Don’t Get Duped By Duplicate Content. 
3 Backlinks, Content and UX.
WATCH WEBINAR RECORDING NOW
Before we begin… 
! 
1. This webinar covers the basics. However, it will 
give you a good SEO foundation and it will keep 
you out of trouble :). 
2. Don’t bank on SEO to be the key driver for your 
business. 
3. You can’t control Google, but you can control what 
goes on your site. 
!
Know Thy Source Code! 
1
What source code looks like…
Source code isn’t scary… 
! 
! 
It’s simply the code that web browsers “read” to figure 
out how to display a webpage’s contents. 
Google and other search engines read your source 
code to find out what your site is about. 
!
How to view source code: 
! 
! 
On a PC it’s usually CTRL + U 
On a Mac / Chrome: View -> Developer -> View 
Source 
On Mac / Safari: Google How :) 
!
The Title Tag 
! 
! 
! 
! 
! 
! 
! 
Make sure you only have one title tag per page! 
!
The Title Tag
The Meta Description
The Meta Description
! 
! 
! 
! 
! 
Make sure you only have one H1 heading tag per 
page! 
The H1 Heading Tag
Internal Links and Anchor Text 
! 
! 
! 
<a href=“h!p://example-website.com”>This is a link 
to my website.</a> 
!
The “Nofollow” A!ribute
Image Alt Tags
Image Alt Tags 
! 
! 
Don’t use alt tags for decorative images. Use them for: 
! 
• Images of Merchandise 
• Diagrams 
• Infographics 
• Your Website Logo 
• Screenshots 
• Photos of Team Members
! 
! 
! 
The Canonical Tag 
<link rel="canonical" href="h!p://www.quicksprout.com/" /> 
!
Don’t Get Duped By 
Duplicate Content 
2
Duplicate content isn’t a penalty. 
! 
! 
! 
! 
It’s just something you want to keep to a minimum. 
!
So what is it? 
! 
1. When you repeat the same blocks of text 
throughout your site. 
2. When you publish the same content on various 
URLs throughout your site. 
3. When you publish the same content on multiple 
domains. 
!
The Classic Blog Problem 
! 
! 
Go to: 
h!ps://www.ma!cu!s.com/blog/ 
! 
What you’ll notice is the exact same text is on the 
blog home page as well as the blog articles. 
!
The Classic Blog Problem (cont.) 
! 
The Solution: Minimize the amount of duplicate 
content as much as possible. Like this: 
! 
!
Syndicated Content 
! 
! 
Sometimes you can get out-ranked for your own 
content. 
! 
The solution is to require a canonical tag on the 
syndicated URL. If other sites are syndicating your 
content with your permission, require that they use a 
canonical tag that points back to the original URL. 
!
But what is worse is keyword cannibalization. 
http://example-site.com http://example-site.com/about http://example-site.com/contact http://example-site.com/services
Backlinks, Content & UX 
3
Backlink Basics
Backlinking Obsessions 
! 
! 
! 
For years, this was the majority focus of SEOs… 
Trying to get backlinks from as many websites as 
possible. 
And really, all this created was web spam. 
!
Backlinking “Don’ts” 
! 
! 
• Don’t buy links 
• Don’t do link exchanges 
• Don’t set up 100s of sites to link to each other 
• Don’t join guest blogging networks 
!
Me want backlinks!!! 
! 
! 
So How Do We Get Backlinks? 
! 
Answer: Don’t Worry About Them.
Backlinking - The High Road 
! 
! 
! 
Instead: Focus on creating remarkable content. 
(see Seth Godin’s book: Purple Cow)
There is still a missing ingredient… 
! 
! 
! 
“But we make remarkable content and we STILL get 
no traffic!” - Frustrated Content Marketer 
!
Barnum says: 
! 
! 
“Without promotion, something terrible happens... 
nothing!” - P.T. Barnum 
!
Here’s a great blog post on it… 
! 
! 
! 
! 
! 
! 
! 
! 
blog.kissmetrics.com/overcome-content-distribution/ (Shannon Byrne) 
!
! 
! 
! 
Have you created a unique page (URL) for each 
feature and service you offer? 
! 
! 
! 
! 
! 
Some low hanging fruit…
UX (User Experience) 
! 
! 
If you focus on improving your usability, a few things 
will happen: 
• Be!er “time on site” metrics 
• Trust will increase 
• Popularity will increase: more backlinks, more 
social shares & more signals that your site is 
worthy. 
!
UX - The 3 Click Rule 
! 
! 
Try to make ALL of your content accessible from the 
home page in 3 clicks or less.
How does KISSmetrics help with SEO? 
! 
! 
! 
KISSmetrics allows you to see what marketing 
campaigns and channels are providing the best ROI. 
!
How does KISSmetrics help with SEO?
Start Your Free KISSmetrics Trial 
LOG IN WITH GOOGLE
For more webinars see this page: 
! 
! 
! 
! 
blog.kissmetrics.com/webinars 
!
Questions? 
Thue Madsen 
Marketing Associate 
KISSmetrics 
@thuelmadsen 
Sean Work 
Director of Inbound Marketing 
KISSmetrics 
@seanvwork
THANK YOU 
Sean Work 
@seanvwork

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Everything You Need To Know About SEO In 45 Minutes

  • 1. Everything You Need To Know About SEO in Just 45 Minutes Sean Work
  • 2. Join the conversation on Twi!er @thuelmadsen #KISSwebinar
  • 3. Sean Work - KISSmetrics - @seanvwork ! Sean Work runs the blog at KISSmetrics.com. He’s been with the team since 2010. He loves working from Southern California, where he can surf, snowboard and camp under bright stars with no blankies. Today’s presenter
  • 4. Join the conversation on Twi!er @seanvwork #KISSwebinar
  • 5. What’s Going To Be Covered… 1 Know Thy Source Code! 2 Don’t Get Duped By Duplicate Content. 3 Backlinks, Content and UX.
  • 7. Before we begin… ! 1. This webinar covers the basics. However, it will give you a good SEO foundation and it will keep you out of trouble :). 2. Don’t bank on SEO to be the key driver for your business. 3. You can’t control Google, but you can control what goes on your site. !
  • 8. Know Thy Source Code! 1
  • 9. What source code looks like…
  • 10. Source code isn’t scary… ! ! It’s simply the code that web browsers “read” to figure out how to display a webpage’s contents. Google and other search engines read your source code to find out what your site is about. !
  • 11. How to view source code: ! ! On a PC it’s usually CTRL + U On a Mac / Chrome: View -> Developer -> View Source On Mac / Safari: Google How :) !
  • 12. The Title Tag ! ! ! ! ! ! ! Make sure you only have one title tag per page! !
  • 16. ! ! ! ! ! Make sure you only have one H1 heading tag per page! The H1 Heading Tag
  • 17. Internal Links and Anchor Text ! ! ! <a href=“h!p://example-website.com”>This is a link to my website.</a> !
  • 20. Image Alt Tags ! ! Don’t use alt tags for decorative images. Use them for: ! • Images of Merchandise • Diagrams • Infographics • Your Website Logo • Screenshots • Photos of Team Members
  • 21. ! ! ! The Canonical Tag <link rel="canonical" href="h!p://www.quicksprout.com/" /> !
  • 22. Don’t Get Duped By Duplicate Content 2
  • 23. Duplicate content isn’t a penalty. ! ! ! ! It’s just something you want to keep to a minimum. !
  • 24. So what is it? ! 1. When you repeat the same blocks of text throughout your site. 2. When you publish the same content on various URLs throughout your site. 3. When you publish the same content on multiple domains. !
  • 25. The Classic Blog Problem ! ! Go to: h!ps://www.ma!cu!s.com/blog/ ! What you’ll notice is the exact same text is on the blog home page as well as the blog articles. !
  • 26. The Classic Blog Problem (cont.) ! The Solution: Minimize the amount of duplicate content as much as possible. Like this: ! !
  • 27. Syndicated Content ! ! Sometimes you can get out-ranked for your own content. ! The solution is to require a canonical tag on the syndicated URL. If other sites are syndicating your content with your permission, require that they use a canonical tag that points back to the original URL. !
  • 28. But what is worse is keyword cannibalization. http://example-site.com http://example-site.com/about http://example-site.com/contact http://example-site.com/services
  • 31. Backlinking Obsessions ! ! ! For years, this was the majority focus of SEOs… Trying to get backlinks from as many websites as possible. And really, all this created was web spam. !
  • 32. Backlinking “Don’ts” ! ! • Don’t buy links • Don’t do link exchanges • Don’t set up 100s of sites to link to each other • Don’t join guest blogging networks !
  • 33. Me want backlinks!!! ! ! So How Do We Get Backlinks? ! Answer: Don’t Worry About Them.
  • 34. Backlinking - The High Road ! ! ! Instead: Focus on creating remarkable content. (see Seth Godin’s book: Purple Cow)
  • 35. There is still a missing ingredient… ! ! ! “But we make remarkable content and we STILL get no traffic!” - Frustrated Content Marketer !
  • 36. Barnum says: ! ! “Without promotion, something terrible happens... nothing!” - P.T. Barnum !
  • 37. Here’s a great blog post on it… ! ! ! ! ! ! ! ! blog.kissmetrics.com/overcome-content-distribution/ (Shannon Byrne) !
  • 38. ! ! ! Have you created a unique page (URL) for each feature and service you offer? ! ! ! ! ! Some low hanging fruit…
  • 39. UX (User Experience) ! ! If you focus on improving your usability, a few things will happen: • Be!er “time on site” metrics • Trust will increase • Popularity will increase: more backlinks, more social shares & more signals that your site is worthy. !
  • 40. UX - The 3 Click Rule ! ! Try to make ALL of your content accessible from the home page in 3 clicks or less.
  • 41. How does KISSmetrics help with SEO? ! ! ! KISSmetrics allows you to see what marketing campaigns and channels are providing the best ROI. !
  • 42. How does KISSmetrics help with SEO?
  • 43. Start Your Free KISSmetrics Trial LOG IN WITH GOOGLE
  • 44. For more webinars see this page: ! ! ! ! blog.kissmetrics.com/webinars !
  • 45. Questions? Thue Madsen Marketing Associate KISSmetrics @thuelmadsen Sean Work Director of Inbound Marketing KISSmetrics @seanvwork
  • 46. THANK YOU Sean Work @seanvwork