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SEO IN 2017
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MICKEY [email protected]
greenmellenmedia.com
JENNY [email protected]
jennymunn.com
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AGENDA
The top 10 mistakes we see in SEO
The future of SEO
Time for Q & A at the end
#WCATLSEO in 2017
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The Spectrum of SEO Sophistication
#WCATLSEO in 2017
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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.
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MISTAKE 1Living in the past
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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
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MISTAKE 2Not covering
the basics
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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
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The Perfectly Optimized Page
#WCATLSEO in 2017
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IMAGES
#WCATLSEO in 2017
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MISTAKE 3Lacking an updated
keyword strategy
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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
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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
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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
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MISTAKE 4Only focusing on-page
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ONLY FOCUSING ON-PAGE
#WCATLSEO in 2017
searchengineland.com/seotable
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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
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Off-Page
#WCATLSEO in 2017Credit: neilpatel.com
51 Speakers at WC How many had
backlinks?
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MISTAKE 5Not focused enough
on speed
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PAGE SPEED MATTERS
#WCATLSEO in 2017
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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
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USE LEAN THEMES
#WCATLSEO in 2017
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OPTIMIZE IMAGES THE RIGHT WAY
#WCATLSEO in 2017 gmm.to/dpiexample
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USE A CACHING PLUGIN
#WCATLSEO in 2017
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MISTAKE 6Not data-focused
enough
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NOT DATA-FOCUSED ENOUGH
#WCATLSEO in 2017
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GOOGLE SEARCH CONSOLE
#WCATLSEO in 2017
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SEARCH ANALYTICS
#WCATLSEO in 2017
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MISTAKE 7Not focusing on
mobile first
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AMP: ACCELERATED MOBILE PAGES
#WCATLSEO in 2017
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AMP: PLUGIN
#WCATLSEO in 2017
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AMP EXAMPLES
#WCATLSEO in 2017 gmm.to/ampsetup
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Interstitials on Mobile
#WCATLSEO in 2017
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MISTAKE 8Not being secure
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NOT BEING SECURE
#WCATLSEO in 2017 gmm.to/sslmeetup
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NOT BEING SECURE
#WCATLSEO in 2017 gmm.to/sslmeetup
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NOT BEING SECURE
#WCATLSEO in 2017 gmm.to/sslmeetup
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NOT BEING SECURE
#WCATLSEO in 2017 gmm.to/sslmeetup
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MISTAKE 9Not understanding how
Google is presenting information
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NOT UNDERSTANDING HOW GOOGLE IS PRESENTING INFORMATION
Rich Answers: Quick Answer Box and People Also Ask
#WCATLSEO in 2017
Googles Carousel Expanding - "Best
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MOZ OPPORTUNITY SCORE
#WCATLSEO in 2017
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MISTAKE 10Not understanding the
nuances in your industry
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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
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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
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LOCAL SEO
#WCATLSEO in 2017
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LOCAL SEO: Name, Address, Phone
#WCATLSEO in 2017
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LOCAL SEO: Reviews
#WCATLSEO in 2017
9 other reviews that are not currently recommended
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MOZ LOCAL
#WCATLSEO in 2017
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RECAP
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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
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THE FUTURE
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THE FUTURE
Smart Home Technology
Wearables VR
#WCATLSEO in 2017
Credit: SEL
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MORE SEO GOODNESS munngroupconsulting.com/wc
#WCATLSEO in 2017
allthingswordpress.com
mickmel.com
greenmellen.com/blog
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Q & AQuestions about what we justcovered, or other
problems?
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MICKEY [email protected]
greenmellenmedia.com
JENNY [email protected]
munngroupconsulting.com/wc
