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 %

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
Yahoo is created
Google Hummingbird update
Google Panda update
Mobile First index
1994
2000
2005
2007
2011
2013
2018
1991
1997
2004
2006
2009
2012
2015
2019
First website
Ask Jeeves & Google.com
Local SEO
Google acquires YouTube, creates Google Analytics & Webmaster Tools (now known as Search Console)
Microsoft Live Search becomes Bing
Google Penguin update
Mobile search overtakes desktop
Voice search is on the rise

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?
Home page
Category 1
Subcategory
Category 2
404 
Item
Brands
Brand 1
Brand 2
Brand 3
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
What is a redirect?
An instance of redirecting something from one address to another, such as a URL for a web page.
Redirect

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!