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SEO IN 2017

SEO in 2017 - WordCamp Atlanta 2017

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Page 1: SEO in 2017 - WordCamp Atlanta 2017

SEO IN 2017

Page 2: SEO in 2017 - WordCamp Atlanta 2017

MICKEY MELLEN@mickmel

greenmellenmedia.com

JENNY MUNN@jennymunn

jennymunn.com

Page 3: SEO in 2017 - WordCamp Atlanta 2017

AGENDA

The top 10 mistakes we see in SEO

The future of SEO

Time for Q & A at the end

#WCATLSEO in 2017

Page 4: SEO in 2017 - WordCamp Atlanta 2017

The Spectrum of SEO Sophistication

#WCATLSEO in 2017

Page 5: SEO in 2017 - WordCamp Atlanta 2017

SEO is a Journey

#WCATLSEO in 2017

●small changes add up over time

●you don’t have to know it all at one time (don’t 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.

Page 6: SEO in 2017 - WordCamp Atlanta 2017

MISTAKE 1

Living in the past

Page 7: SEO in 2017 - WordCamp Atlanta 2017

LIVING IN THE PAST2010 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 doesn’t 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

Page 8: SEO in 2017 - WordCamp Atlanta 2017

MISTAKE 2

Not coveringthe basics

Page 9: SEO in 2017 - WordCamp Atlanta 2017

NOT COVERING THE BASICSYou Can’t 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 ContentSocial Signals

Content Strategy

Page 10: SEO in 2017 - WordCamp Atlanta 2017

The “Perfectly Optimized” Page

#WCATLSEO in 2017

Page 11: SEO in 2017 - WordCamp Atlanta 2017

IMAGES

#WCATLSEO in 2017

Page 12: SEO in 2017 - WordCamp Atlanta 2017

MISTAKE 3

Lacking an updated keyword strategy

Page 13: SEO in 2017 - WordCamp Atlanta 2017

LACKING AN UPDATED KEYWORD STRATEGY

Keywords are not dead

Competition is tougher: go longtail

Mistake: pursuing keywords that don’t 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

Page 14: SEO in 2017 - WordCamp Atlanta 2017

Becoming a Topical Expert: Tim Horton’s Analogy

#WCATLSEO in 2017

Inbound Marketing Software Company:•marketing automation tools•how to use marketing automation software•what is marketing automation?•how to tell if I need marketing automation software•lead nurturing best practices•email marketing automation

Page 15: SEO in 2017 - WordCamp Atlanta 2017

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

Page 16: SEO in 2017 - WordCamp Atlanta 2017

MISTAKE 4Only focusing on-page

Page 17: SEO in 2017 - WordCamp Atlanta 2017

ONLY FOCUSING ON-PAGE

#WCATLSEO in 2017

searchengineland.com/seotable

Page 18: SEO in 2017 - WordCamp Atlanta 2017

RankBrainRankBrain: Google’s machine learning, AI system that is now baked into its

algorithm (sorts and ranks)

Top 3 Ranking Factors: Content, Links, RankBrain

#WCATLSEO in 2017

Page 19: SEO in 2017 - WordCamp Atlanta 2017

Off-Page

#WCATLSEO in 2017Credit: neilpatel.com

● 51 Speakers at WC● How many had

backlinks?

Page 20: SEO in 2017 - WordCamp Atlanta 2017

MISTAKE 5

Not focused enoughon speed

Page 21: SEO in 2017 - WordCamp Atlanta 2017

PAGE SPEED MATTERS

#WCATLSEO in 2017

Page 22: SEO in 2017 - WordCamp Atlanta 2017

NOT FOCUSED ENOUGH ON SPEED73% of mobile internet users say that they’ve 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

Page 23: SEO in 2017 - WordCamp Atlanta 2017

USE LEAN THEMES

#WCATLSEO in 2017

Page 24: SEO in 2017 - WordCamp Atlanta 2017

OPTIMIZE IMAGES THE RIGHT WAY

#WCATLSEO in 2017 gmm.to/dpiexample

Page 25: SEO in 2017 - WordCamp Atlanta 2017

USE A CACHING PLUGIN

#WCATLSEO in 2017

Page 26: SEO in 2017 - WordCamp Atlanta 2017

MISTAKE 6

Not data-focusedenough

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NOT DATA-FOCUSED ENOUGH

#WCATLSEO in 2017

Page 28: SEO in 2017 - WordCamp Atlanta 2017

GOOGLE SEARCH CONSOLE

#WCATLSEO in 2017

Page 29: SEO in 2017 - WordCamp Atlanta 2017

SEARCH ANALYTICS

#WCATLSEO in 2017

Page 30: SEO in 2017 - WordCamp Atlanta 2017

MISTAKE 7

Not focusing onmobile first

Page 31: SEO in 2017 - WordCamp Atlanta 2017

AMP: ACCELERATED MOBILE PAGES

#WCATLSEO in 2017

Page 32: SEO in 2017 - WordCamp Atlanta 2017

AMP: PLUGIN

#WCATLSEO in 2017

Page 33: SEO in 2017 - WordCamp Atlanta 2017

AMP EXAMPLES

#WCATLSEO in 2017 gmm.to/ampsetup

Page 34: SEO in 2017 - WordCamp Atlanta 2017

Interstitials on Mobile

#WCATLSEO in 2017

Page 35: SEO in 2017 - WordCamp Atlanta 2017

MISTAKE 8

Not being secure

Page 36: SEO in 2017 - WordCamp Atlanta 2017

NOT BEING SECURE

#WCATLSEO in 2017 gmm.to/sslmeetup

Page 37: SEO in 2017 - WordCamp Atlanta 2017

NOT BEING SECURE

#WCATLSEO in 2017 gmm.to/sslmeetup

Page 38: SEO in 2017 - WordCamp Atlanta 2017

NOT BEING SECURE

#WCATLSEO in 2017 gmm.to/sslmeetup

Page 39: SEO in 2017 - WordCamp Atlanta 2017

NOT BEING SECURE

#WCATLSEO in 2017 gmm.to/sslmeetup

Page 40: SEO in 2017 - WordCamp Atlanta 2017

MISTAKE 9Not understanding how

Google is presenting information

Page 41: SEO in 2017 - WordCamp Atlanta 2017

NOT UNDERSTANDING HOW GOOGLE IS PRESENTING INFORMATION

Rich Answers: Quick Answer Box and People Also Ask

#WCATLSEO in 2017

Google’s Carousel Expanding - "Best…”

Page 42: SEO in 2017 - WordCamp Atlanta 2017

MOZ “OPPORTUNITY” SCORE

#WCATLSEO in 2017

Page 43: SEO in 2017 - WordCamp Atlanta 2017

MISTAKE 10

Not understanding thenuances in your industry

Page 44: SEO in 2017 - WordCamp Atlanta 2017

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

Page 45: SEO in 2017 - WordCamp Atlanta 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

Page 46: SEO in 2017 - WordCamp Atlanta 2017

LOCAL SEO

#WCATLSEO in 2017

Page 47: SEO in 2017 - WordCamp Atlanta 2017

LOCAL SEO: Name, Address, Phone

#WCATLSEO in 2017

Page 48: SEO in 2017 - WordCamp Atlanta 2017

LOCAL SEO: Reviews

#WCATLSEO in 2017

9 other reviews that are not currently recommended

Page 49: SEO in 2017 - WordCamp Atlanta 2017

MOZ LOCAL

#WCATLSEO in 2017

Page 50: SEO in 2017 - WordCamp Atlanta 2017

RECAP

Page 51: SEO in 2017 - WordCamp Atlanta 2017

RECAPLiving 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

Page 52: SEO in 2017 - WordCamp Atlanta 2017

THE FUTURE

Page 53: SEO in 2017 - WordCamp Atlanta 2017

THE FUTURE

Smart Home Technology

Wearables

VR

#WCATLSEO in 2017

Credit: SEL

Page 54: SEO in 2017 - WordCamp Atlanta 2017

MORE SEO GOODNESS→ munngroupconsulting.com/wc

#WCATLSEO in 2017

allthingswordpress.com

mickmel.com

greenmellen.com/blog

Page 55: SEO in 2017 - WordCamp Atlanta 2017

Q & A

Questions about what we justcovered, or other problems?

Page 56: SEO in 2017 - WordCamp Atlanta 2017

MICKEY MELLEN@mickmel

greenmellenmedia.com

JENNY MUNN@jennymunn

munngroupconsulting.com/wc