Download pptx - A Framework for A Successful SEO Strategy: Late 2014 Edition

A Framework for a Successful SEO Strategy: Late 2014 Edition

Agenda

SEO101

A Threefold Approach to SEO

Measurement & Improvement

What’s New in SEO

Download this slide deck at http://bit.ly/seostrategy2014b

Q&A

Please hold questions until the end!


About Me

Coding since 1986Creating websites

since 1997Working in e-

commerce since 2005

Marketing MBA


SEO101


SEO 101

SEO101

Google does data entry with your website


INDEXING

SEO101


SEO101


SEO101


TECHNICAL

SEO101


Don’t Confuse Google

?

Technical Checkup


www.WooRank.comWrite this down!

STEP 1

Technical Checkup


STEP 2Hand WooRank Report to Webmaster.

Tell them to fix it all.

(Cry if necessary)

WooRank

SEO101


ON-PAGE

SEO101


Keywords

On-Page: Keywords


Google doesn’t use the meta keywords tag.

=

On-Page: Keywords


http://adwords.google.com

KEYWORD RESEARCH

Write this down!

“Keyword Planner” Tool

(No ad purchase required to use the “Keyword Planner” tool)

On-Page: Keywords


KEYWORD RESEARCH

SEO101


Site Structure

On-Page: Site Structure


On-Page: Site Structure


Each product or service needs its own page.

SEO101


Content Strategy

On-Page: Content


Content Goals

1. Expand site size2. Keep site fresh3. Use different keyword

variations4. Obtain links & social shares

On-Page: Content


BLOG RELIGIOUSLY.

(Blog must be on your own website, not on WordPress.com or Blogger.com)

Content Goals 1 & 2: Size & Freshness

On-Page: Content


More articles = More traffic

Source: Hubspot

Content Goals 1 & 2: Size & Freshness

On-Page: Content


EDITORIAL CALENDAR

4 Categories = 4 Posts Per Month

ONE Key Phrase per post!

Content Goal #3: Varied Keywords

On-Page: Content


If your blog impresses

humans, the search rankings

will follow

WRITE AWESOME CONTENT

Content Goal #4: Links & Shares

On-Page: Content


This is what will happen.

Actual Case Study

SEO101


OFF-PAGE

SEO101


Links

Off-Page: Links


Off-Page: Links


RELEVANT&

REPUTABLE

NOT JUST ABOUT QUANTITY

Off-Page: Links


If your blog impresses humans, the LINKS will

follow

WRITE AWESOME CONTENT

Off-Page: Links


Reputable directories = OK

Link farms = NOT OK

NOT OKAY TO PAY FOR LINKS

Off-Page: Links


PAYING FOR EYEBALLS = OK!

https://www.stumbleupon.com/pd

Write this down!

Paid Discovery on Great Content = FAST Link Building

Off-Page: Links


10/14: 183 links from 37 different sites

1 paid stumble on 10/15: $50 for 500 visitors

11/19: 303 links from 56 different sites

An increase of 120 links and 19 root domains in 1 month

CASE STUDY

SEO101


Social Media

Off-Page: Social


Social, Social, Social!7 of the top 11!

2014 SEO Ranking Factors

SEO101


Citations

SEO101


SEO101


MEASURE

Measures & Metrics


Metrics that Matter1. Organic Keywords (Webmaster Tools)

Search Traffic -> Search Queries

2. Landing Pages (Analytics)Behavior -> Site Content -> Landing Pages❶Visits ❷Bounce Rate ❸Avg. Visit Duration

3. Referral Traffic (Analytics)Acquisition -> All Referrals

Ongoing Improvement


“I should blog more about that”

“I should add that

to my Services page”

“That would make a great

article”

Data-Driven Ideas

SEO101


LATESTTRENDS

SEO in 2014


1) Author Influence

2) Pigeon

3) SSL

Author Influence


Jump ahead of hundreds of millions of pages using Authorship!

8/28/14 Authorship “Removed”

Author Influence


Jump ahead of hundreds of millions of pages using Authorship!“Search users will still see

Google+ posts from friends and pages when they’re relevant to

the query .... Today’s authorship change doesn’t impact these

social features.”

8/28/14 Authorship “Removed”

Author Influence


Jump ahead of hundreds of millions of pages using Authorship!

9/2/14 “Author Influence” Patent Granted

Pigeon


Pigeon 7/24/14

=

SSL


SSL 8/6/14

=

SEO101


RECAP

Recap: The Framework


Technical Fix Issues

On-Page Keyword Research Drilldown Pages Editorial Calendar

Off-Page Links (Stumble!) Social Media Citations

Measure &

Improve Watch the

“Metrics that Matter”

Get ideas from keyword data

Stay on Top of Trends Author Influence Local SSL

Download this slide deck at

http://bit.ly/seostrategy2014b

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