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DNN / Proprietary and Confidential. All Rights Reserved.1
Why We’re Here Today: Top Search Rankings
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Today’s targets:
Understanding SEO priorities
To get searchers to your website ─ to convert
Wielding the power of the CMS
To improve your site’s ranking signals
http://www.rankedhard.com/black-magic-seo.php
Who I Am: Bruce Clay
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Started optimizing websites for search visibility in 1996
2013 Lifetime Achievement Award by History of SEO Advisory Board
Author of “Search Engine Optimization All-in-One For Dummies” now in its third edition
Co-author of “Content Marketing Strategies for Professionals”
A Bit about My Company: Bruce Clay, Inc.
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Celebrated our 20 year anniversary in January
Independently rated a top digital marketing agency
SEO, SEM PPC, content development, social media
SEO tools and training
Started the company from my dining room table
Today we have offices in California, Dubai, Italy, India and Japan
BruceClay.com
A Bit about DNN
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.NET Web CMS
Easy to use for non-technical users
Secure
Flexible and extensible
Thousands of commercial modules in the DNN Store
Robust multi-site management
Available on-premises or on-demand (cloud)
Here’s the Situation
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For top rankings and traffic, your business needs to be the recognized expert
Search engines rank websites based on E-A-T
SEO focuses on bot accessibility and establishing Expertise, Authority & Trust
It’s a mobile-first world
Your Best Weapons
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A Web CMS gives you control over your website’s ranking factors
On-page optimization
Site-wide optimization
Audience targeting
Persuasion and engagement
Mobile user experience
Creative Commons attribution: Jim Pennucci
Tip 1: Use Keywords in Head Tags
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Edit the main head section tags
Title tag
Meta description
More info: http://www.bruceclay.com/seo/add-keywords-to-content.htm
Tip 2: Use Keywords in Key Places in Body Text
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Keywords placed here get more weight
H1 heading tag
First 250 words of text
http://www.rankedhard.com/an-seo-birthday-card.php
More info: http://www.bruceclay.com/seo/writing-content.htm
What NOT to do →
Tip 3: Use Keyword Variants
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How to write naturally:
Synonyms
Leaf
Leaves
Foliage
Stemming
Fall
Fell
Falling
Don’t overuse keywords
More info: http://www.bruceclay.com/seo/combining-keywords.htm
Tip 4: Link Pages in a Theme
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Links are a high-value ranking signal
Creative commons attribution: Kilia/M.Docher/Mondadori France
More info: http://www.bruceclay.com/seo/link-building.htm
“Siloing”: Internal Link Architecture
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Determine website themes based on how people search
Match content to how people search
Link together content on the same theme
Send the most link equity to top-level pages
More info: http://www.bruceclay.com/seo/siloing.htm
Tip 5: Design Navigation Hierarchy
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A top mistake we see: linking to too many pages in main navigation
Only link to important pages of your site
Use navigation to set your site themes
Do NOT link every page to every other page
Tip 6: Become SEO Educated
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Writing with SEO in mind saves time and effort
SEO best practices inform the writing process
Writers need access to tools for keyword research and page analysis
Include an SEO review step in publishing process
More info and the SPA tool: http://www.bruceclay.com/seo/optimize-your-content.htm
Tip 7: Write to Your Target Persona
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Successful content starts with the audience
Define personas clearly
Remember, they are often NOT like you
Write in their language
Match tone and complexity to your audience
The engines match results on tone and readability, too
More info: http://www.bruceclay.com/seo/writing-content.htm
Tip 8: Include Calls to Action
DNN / Proprietary and Confidential. All Rights Reserved.16
Focus on your desired user action
Lower bounce rate
Raise time on page
Make the CTA clear and obvious
Effective CTA phrases leverage “influence” principles:
Try it free
Immediate download
Talk to an expert
Share now
Tip 9: Engage with Images & Videos
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Image stats:
Colored visuals increase people’s willingness to read a piece of content by 80%
Content with relevant images get 94% more views than content without relevant images
Video stats:
Including video on a landing page can increase conversions by 80%
50% of executives look for more information after seeing a product or service in a video
More info: http://www.bruceclay.com/seo/using-rich-media.htm
Tip 10: Optimize for Mobile Users
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In 2014, more searches happened on mobile than desktop
37% of total digital traffic is now via mobile (up from 31% in 2015)
Experts expect to see mobile traffic reaching half this year
Mobile optimization includes: speed, mobile-friendly test, AMP, voice search
Mobile internet usage statistics:
More info: http://www.bruceclay.com/seo/mobile-seo.htm
http://bit.ly/mobile-seo-checklist
Bonus Tip: Support Social Sharing
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Tell people about it
Make sharing easy
Make sharing obvious (CTA)
Make sharing exciting
Build it and they will come? Nope.
Conclusion
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1. Use keywords in head tags.
2. Use keywords in body text.
3. Use keywords naturally and with variation.
4. Link pages together in a theme.
5. Design navigation with hierarchy based upon how people search.
Conclusion Continued
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6. Become SEO educated.
7. Write to your target persona.
8. Include calls to action (CTAs).
9. Engage with images and videos.
10. Optimize for mobile users.
Bonus: Support social sharing.
More SEO Goodness
DNN / Proprietary and Confidential. All Rights Reserved.22
SEO education and resources:
SEO Tutorial → bit.ly/bci-seo-tutor
Always Up-to-Date SEO Checklist → bit.ly/bci-seo-checklist
Search Engine Optimization All-In-One For Dummies → bit.ly/seo-aio-fd
SEOToolSet Training in SoCal → SEOToolSet.com
Bruce Clay
President
Virginia Nussey
Content & Media Manager
Duane Forrester
Vice President
Mindy Weinstein
Director of Training
Stay in Touch!
DNN / Proprietary and Confidential. All Rights Reserved.23
Read and connect:
@BruceClayInc → follow on FB, IG, LI, Twitter
BCI Blog → subscribe at BruceClay.com/blog
SEO Newsletter → subscribe at BruceClay.com/newsletter
Talk to me:
Call any time: 866-517-1900
Personal email: [email protected]
Office in Simi Valley, Calif.
Thank you!
For More Information on DNN
DNN / Proprietary and Confidential. All Rights Reserved.24
Related Blog Post:
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Our Web CMS, Evoq Content:
Evoq Content Product Page
