In this webinar, Sean Work is going to try his darndest to teach you everything that you need to know about SEO in 45 minutes. This presentation is designed for marketing teams that have beginner to intermediate knowledge of SEO. In this webinar Sean will show you: - Everything you need to know about what lives in your source code and why it’s important - How to understand duplicate content and how to avoid keyword cannibalization - Why you shouldn’t worry about backlinking so much and instead focus on content and branding By the end of this webinar, you should have enough knowledge to build a good SEO strategy or be able to discuss your SEO campaigns with SEO professionals and be on the same page. Since it might be challenging to fit this into a 45 minute session, there is a chance it will spill over - so make sure you have some extra time allotted!

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
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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.

6. WATCH WEBINAR RECORDING NOW

7. Before we begin…
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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.
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8. Know Thy Source Code!
1

9. What source code looks like…

10. Source code isn’t scary…
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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.
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11. How to view source code:
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On a PC it’s usually CTRL + U
On a Mac / Chrome: View -> Developer -> View
Source
On Mac / Safari: Google How :)
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12. The Title Tag
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Make sure you only have one title tag per page!
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13. The Title Tag

14. The Meta Description

15. The Meta Description

16. !
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Make sure you only have one H1 heading tag per
page!
The H1 Heading Tag

17. Internal Links and Anchor Text
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<a href=“h!p://example-website.com”>This is a link
to my website.</a>
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18. The “Nofollow” A!ribute

19. Image Alt Tags

20. Image Alt Tags
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Don’t use alt tags for decorative images. Use them for:
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• Images of Merchandise
• Diagrams
• Infographics
• Your Website Logo
• Screenshots
• Photos of Team Members

21. !
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The Canonical Tag
<link rel="canonical" href="h!p://www.quicksprout.com/" />
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22. Don’t Get Duped By
Duplicate Content
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23. Duplicate content isn’t a penalty.
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It’s just something you want to keep to a minimum.
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24. So what is it?
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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.
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25. The Classic Blog Problem
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Go to:
h!ps://www.ma!cu!s.com/blog/
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What you’ll notice is the exact same text is on the
blog home page as well as the blog articles.
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26. The Classic Blog Problem (cont.)
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The Solution: Minimize the amount of duplicate
content as much as possible. Like this:
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27. Syndicated Content
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Sometimes you can get out-ranked for your own
content.
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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.
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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

29. Backlinks, Content & UX
3

30. Backlink Basics

31. Backlinking Obsessions
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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.
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32. Backlinking “Don’ts”
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• 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
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33. Me want backlinks!!!
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So How Do We Get Backlinks?
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Answer: Don’t Worry About Them.

34. Backlinking - The High Road
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Instead: Focus on creating remarkable content.
(see Seth Godin’s book: Purple Cow)

35. There is still a missing ingredient…
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“But we make remarkable content and we STILL get
no traffic!” - Frustrated Content Marketer
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36. Barnum says:
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“Without promotion, something terrible happens...
nothing!” - P.T. Barnum
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37. Here’s a great blog post on it…
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blog.kissmetrics.com/overcome-content-distribution/ (Shannon Byrne)
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38. !
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Have you created a unique page (URL) for each
feature and service you offer?
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Some low hanging fruit…

39. UX (User Experience)
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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.
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40. UX - The 3 Click Rule
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Try to make ALL of your content accessible from the
home page in 3 clicks or less.

41. How does KISSmetrics help with SEO?
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KISSmetrics allows you to see what marketing
campaigns and channels are providing the best ROI.
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42. How does KISSmetrics help with SEO?

43. Start Your Free KISSmetrics Trial
LOG IN WITH GOOGLE

44. For more webinars see this page:
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blog.kissmetrics.com/webinars
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45. Questions?
Thue Madsen
Marketing Associate
KISSmetrics
@thuelmadsen
Sean Work
Director of Inbound Marketing
KISSmetrics
@seanvwork

46. THANK YOU
Sean Work
@seanvwork