Screaming Frog, MOZ and More: What You Need to Know for Good SEO

1. Screaming Frog, MOZ and More: What You Need to Know for Good SEO Diane Buzzeo President & Founder

2. What You Need to Know for Good SEO What is Search Engine Optimization (SEO)? • Marketing technique that focuses on increasing visibility in Search Engine Results Pages (SERPs) • Constantly changing and evolving • Organic listings vs. paid listing • Everyone wants to be on page 1 Paid Listing Organic Listing          

3. What You Need to Know for Good SEO Major Search Engines • Google – 92.86% • Bing – 2.41% • Yahoo – 1.82% • Others - 2.02% http://gs.statcounter.com/search-engine-market-share

4. What You Need to Know for Good SEO A Timeline of Search & SEO Nofollow tags, Google Jagger and Big Daddy updates reduce spam AdWords is introduced. Spammy link building increases. Google gains popularity Google SERPs include images and videos Google Hummingbird update Yahoo is created Google Panda update Mobile First index 2007 2011 2013 2018 2000 1994 2005 2012 2015 2009 1997 1991 2019 2004 2006 Mobile search overtakes desktop Microsoft Live Search becomes Bing Google Penguin update Local SEO First website Voice search is on the rise Google acquires YouTube, creates Google Analytics & Webmaster Tools (now known as Search Console) Ask Jeeves & Google.com

5. What You Need to Know for Good SEO So, What Do We Need to Be Looking At? • Creating great content (blog entries, videos, good product descriptions, etc.) • Links from good quality sites (i.e. vendors) • And very importantly, technical issues on the site

6. What You Need to Know for Good SEO Some Tools for Monitoring SEO/Technical Errors • Google Search Console • MOZ • Screaming Frog

7. What You Need to Know for Good SEO What is a Site Crawl? Hi! I’m a web crawler and I like to crawl site pages.

8. What You Need to Know for Good SEO Technical SEO to Watch: Broken Links • Good internal linking structure • Broken links (404) • Server errors (5xx) • Links that go to old/dead pages

9. What You Need to Know for Good SEO Technical SEO to Watch: Site Taxonomy/Structure • Menu structure with logical hierarchy • Not too many links • User friendly and intuitive menu Speaking of crawling!

10. What You Need to Know for Good SEO Technical SEO to Watch: Redirects • Redirect • What is a redirect? • An instance of redirecting something from one address to another, such as a URL for a web page.

11. What You Need to Know for Good SEO Technical SEO to Watch: Redirects • Types of redirects: • 301 – Permanent, link power (or “juice”) is passed • 302 – “Found” or “Moved temporarily”, link juice is not passed

12. What You Need to Know for Good SEO Technical SEO to Watch: Meta Data • Title Tags – What are they? • One of the first things a crawler looks at to determine the topic of the site or page

13. What You Need to Know for Good SEO Technical SEO to Watch: Meta Data • Meta descriptions – What are they? • One of the first things a searcher reads about you • When done right, can increase Click-Through Rate (CTR)

14. What You Need to Know for Good SEO Technical SEO to Watch: Speed Issues • Slow page load negatively impacts SEO • Poor user experience, increased bounce rates • Consider: • Image compression • Reducing redirects • Minifying CCS, JavaScript & HTML • And more!

15. What You Need to Know for Good SEO Let’s See Them in Action!