WordCamp ATL 2017 - SEO in 2017

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  • SEO IN 2017

  • MICKEY MELLEN@mickmel

    greenmellenmedia.com

    JENNY MUNN@jennymunn

    jennymunn.com

  • AGENDA

    The top 10 mistakes we see in SEO

    The future of SEO

    Time for Q & A at the end

    #WCATLSEO in 2017

  • The Spectrum of SEO Sophistication

    #WCATLSEO in 2017

  • SEO is a Journey

    #WCATLSEO in 2017

    small changes add up over time

    you dont have to know it all at one time (dont get overwhelmed)

    Search engine optimization is often about making small

    modifications to parts of your website. When viewed

    individually, these changes might seem like incremental

    improvements, but when combined with other

    optimizations, they could have a noticeable impact on your site's UX and performance in organic

    search results.

  • MISTAKE 1Living in the past

  • LIVING IN THE PAST

    2010 SEO Mindset 2017 Mindset

    Spamming worked Panda what? Penguin who?

    Any website can get ranked SEO is an amplifier

    Traffic converted quickly 96% of organic traffic doesnt convert the first visit

    Literal keyword usage Semantics and Intent

    Following a formula Follow best practices, and have a long-term game plan

    Leads and sales YESTERDAY We want quality traffic

  • MISTAKE 2Not covering

    the basics

  • NOT COVERING THE BASICS You Cant Rank In a Sea of

    Sameness Foundational SEO --> Ongoing SEO

    --> Competitive SEO What Hasn't Changed: Quality

    Signals, Content, Backlinks, Analytics/Data, Engagement, Off-Page

    #WCATLSEO in 2017

    Optimized Titles and Descriptions

    Strategic Keyword UsageMeaty content Internal links

    FastMobile ResponsiveOngoing Content

    Social Signals Content Strategy

  • The Perfectly Optimized Page

    #WCATLSEO in 2017

  • IMAGES

    #WCATLSEO in 2017

  • MISTAKE 3Lacking an updated

    keyword strategy

  • LACKING AN UPDATED KEYWORD STRATEGY

    Keywords are not dead Competition is tougher: go longtail Mistake: pursuing keywords that

    dont have proven search count behind them

    Keep your pages tightly focused SEO informs your marketing

    strategy -> TOFU

    Less than 15% of the ranking equation is wrapped up in keyword targeting. - Rand Fishkin

    modular manufactured homes

    independent schools

    horsinality

    love coach

  • Becoming a Topical Expert: Tim Hortons Analogy

    #WCATLSEO in 2017

    Inbound Marketing Software Company:marketing automation toolshow to use marketing automation softwarewhat is marketing automation?how to tell if I need marketing automation softwarelead nurturing best practicesemail marketing automation

  • Voice Search Long-tail is a given Important for local:

    in your car, on the go Moments:

    I want to go I want to do I want to know I want to buy

    Think how people speak Test it - voice search your keywords

    #WCATLSEO in 2017

    Google predicts more than half of queries will

    be voice by 2020

    Google says 20% of mobile queries are voice

    searches

  • MISTAKE 4Only focusing on-page

  • ONLY FOCUSING ON-PAGE

    #WCATLSEO in 2017

    searchengineland.com/seotable

  • RankBrain RankBrain: Googles machine learning, AI system that is now baked into its

    algorithm (sorts and ranks) Top 3 Ranking Factors: Content, Links, RankBrain

    #WCATLSEO in 2017

  • Off-Page

    #WCATLSEO in 2017Credit: neilpatel.com

    51 Speakers at WC How many had

    backlinks?

  • MISTAKE 5Not focused enough

    on speed

  • PAGE SPEED MATTERS

    #WCATLSEO in 2017

  • NOT FOCUSED ENOUGH ON SPEED 73% of mobile internet users say that theyve encountered a website that was

    too slow to load. 47% of consumers expect a web page to load in 2 seconds or less. 40% of people abandon a website that takes more than 3 seconds to load. A 1 second delay in page response can result in a 7% reduction in

    conversions. If an e-commerce site is making $100,000 per day, a 1 second page delay

    could potentially cost you $2.5 million in lost sales every year.

    #WCATLSEO in 2017

  • USE LEAN THEMES

    #WCATLSEO in 2017

  • OPTIMIZE IMAGES THE RIGHT WAY

    #WCATLSEO in 2017 gmm.to/dpiexample

  • USE A CACHING PLUGIN

    #WCATLSEO in 2017

  • MISTAKE 6Not data-focused

    enough

  • NOT DATA-FOCUSED ENOUGH

    #WCATLSEO in 2017

  • GOOGLE SEARCH CONSOLE

    #WCATLSEO in 2017

  • SEARCH ANALYTICS

    #WCATLSEO in 2017

  • MISTAKE 7Not focusing on

    mobile first

  • AMP: ACCELERATED MOBILE PAGES

    #WCATLSEO in 2017

  • AMP: PLUGIN

    #WCATLSEO in 2017

  • AMP EXAMPLES

    #WCATLSEO in 2017 gmm.to/ampsetup

  • Interstitials on Mobile

    #WCATLSEO in 2017

  • MISTAKE 8Not being secure

  • NOT BEING SECURE

    #WCATLSEO in 2017 gmm.to/sslmeetup

  • NOT BEING SECURE

    #WCATLSEO in 2017 gmm.to/sslmeetup

  • NOT BEING SECURE

    #WCATLSEO in 2017 gmm.to/sslmeetup

  • NOT BEING SECURE

    #WCATLSEO in 2017 gmm.to/sslmeetup

  • MISTAKE 9Not understanding how

    Google is presenting information

  • NOT UNDERSTANDING HOW GOOGLE IS PRESENTING INFORMATION

    Rich Answers: Quick Answer Box and People Also Ask

    #WCATLSEO in 2017

    Googles Carousel Expanding - "Best

  • MOZ OPPORTUNITY SCORE

    #WCATLSEO in 2017

  • MISTAKE 10Not understanding the

    nuances in your industry

  • NOT UNDERSTANDING THE NUANCES IN YOUR INDUSTRYStandard SEO Best Practices + ________ (example, eCommerce, local, Schema, other search engines)

    Ecommerce SEO -> product, category, tag pages + schema (star ratings, prices)

    Local SEO -> local business schema, Google My Business, Citations, etc.

    Alternative Search Engines - YouTube, Quora, Pinterest, Amazon

    #WCATLSEO in 2017

  • Structured Markup

    Schema markup is used to tag entities in your pages' content: Organization (logo), Sitelinks, Breadcrumbs, Articles, Local Businesses, Recipes, Events, Software Applications, Products, Reviews, etc.

    #WCATLSEO in 2017

  • LOCAL SEO

    #WCATLSEO in 2017

  • LOCAL SEO: Name, Address, Phone

    #WCATLSEO in 2017

  • LOCAL SEO: Reviews

    #WCATLSEO in 2017

    9 other reviews that are not currently recommended

  • MOZ LOCAL

    #WCATLSEO in 2017

  • RECAP

  • RECAP

    Living in the Past Not covering the basics Lacking an updated

    keyword strategy Only focusing on-page Not focused enough on

    speed

    #WCATLSEO in 2017

    Not data-focused enough Not focusing on mobile first Not being secure Not understanding how Google is

    presenting information Not understanding the SEO

    nuances in your industry

  • THE FUTURE

  • THE FUTURE

    Smart Home Technology

    Wearables VR

    #WCATLSEO in 2017

    Credit: SEL

  • MORE SEO GOODNESS munngroupconsulting.com/wc

    #WCATLSEO in 2017

    allthingswordpress.com

    mickmel.com

    greenmellen.com/blog

  • Q & AQuestions about what we justcovered, or other problems?

  • MICKEY MELLEN@mickmel

    greenmellenmedia.com

    JENNY MUNN@jennymunn

    munngroupconsulting.com/wc