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Wine Blogger Conference 2014 – Santa Barbra County Tim Resnik, Sr. Director Product Strategy, Moz @tresnik
It’s Not Magic,
It’s Just SEO
@tresnik
“I’m not an SEO expert,
I can’t do this”
@tresnik
@tresnik
@tresnik
@tresnik
@tresnik
@tresnik
Heart Attack!
@tresnik
It’s not magic, it’s just SEO
@tresnik
@tresnik
It’s not that hard, you can do this
@tresnik
@tresnik
Today’s Topics Inbound vs. Interruption Why search is so important 20 not-so-magical, yet practical,
tips
Q&A / mini-Workshop
@tresnik
Inbound is: Relevant
Search is responsible for 90% of the clicks on the web
@tresnik
Interruption is: distracting
Average click-through rate for a banner ad is .016%
@tresnik
Inbound is: Earned
Generates momentum, long lasting
@tresnik
Interruption is: irrelevant
12,000 press release per month on PR Newswire
@tresnik
Paid Search = 25% of clicks
Organic Search = 75% of clicks
@tresnikMore than 50% of search result pages have no paid ads at all
@tresnik
Outbound Inbound
Cost Static with scale Upfront costs, scales with proper optimization
Time Instant results Delayed results
Sustainability Effective only while campaign is active
Long-term continuous results
@tresnik
@tresnik
Today’s Topics Inbound vs. Interruption Why search is so important 20 not-so-magical, yet practical,
tips
Q&A / mini-Workshop
23 @tresnik
Searches on Google per month?
100,000,000,000!
24 @tresnik
There’s enough for everyone!
@tresnik
A lot of a little is OK
26 @tresnik
Aha! – It’s Simple
27
@Moz@tresnik
@tresnik
@tresnik
Today’s Topics Inbound vs. Interruption Why search is so important 20 not-so-magical, yet practical,
tips
Q&A / mini-Workshop
@tresnikSEO Plan
#1: Start with a plan
ContentTechnology
Audience
@tresnik
90% of your SEO effort should be on
content and audience…
#1: Start with a plan
@tresnik
#2: Use a proven foundation
“(Wordpress) is a fantastic piece of software, it makes your site easily
crawlable by search engines, solves some 80-90% of mechanics of
SEO and is the first big step anyone can take towards creating a
popular online business.”Via: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/
@tresnik
Also SEO-Friendly Platforms
http://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.
@tresnik
#3: Use Yoast
http://yoast.com/articles/wordpress-seo/ - I also recommend the Yoast plugin “Wordpress SEO”
@tresnik
Title
Headline
URL
Links and Captions
META Description
Body Content
#4: Prioritize your on-page efforts
@tresnik
HTML Title and META Description are Important for Search H1 for Google News
@tresnikThe three major on-page focal points: Title, Description, Headline
<H1>
<Title>
META Description
@tresnik
<h1>Food and Wine MBA Scholarships Up for Grabs</h1>
<title>Food and Wine MBA Scholarships Up for Grabs</title>
@tresnikBad H1 logic kills your chance in Google News
<h1>
<h3>
@tresnik
Tips 5 – 9: Know Thyself
@tresnik
Tip #5: Google Webmaster Tools
http://google.com/webmasters - can help you diagnose and repair issues w/ your site
@tresnik
Tip #6: Google Analytics
http://google.com/analytics - track how visitors get to you and what they do on your site
@tresnik
Tip #7: Setup Feedburner
http://feedburner.com – create RSS feeds and track your subscribers and clicks
@tresnik
Tip #8: Bit.ly to Track Sharing
http://bit.ly – great for determining which shares your fans/followers really enjoy
@tresnik
Tip #9: Optional: Moz Analytics
http://moz.com – great for bigger sites and more experienced SEOs
@tresnik
@tresnik
Tip #2: DON’T HIT ENTER* Rule
* Credit Wil Reynolds (@wilreynolds) with the catchy phrase
@tresnik
Tip #2: DON’T HIT ENTER* Rule
@tresnik
Tip #2: DON’T HIT ENTER* Rule
@tresnik
Tip #2: DON’T HIT ENTER* Rule
@tresnik
Tip #2: DON’T HIT ENTER* Rule
WHO, WHAT, WHERE, WHY, WHEN and HOW
@tresnik
Tip #2: DON’T HIT ENTER* Rule
WHO, WHAT, WHERE, WHY, WHEN and HOW
@tresnik
Tip #2: DON’T HIT ENTER* Rule
WHO, WHAT, WHERE, WHY, WHEN and HOW
@tresnik
Tip #2: DON’T HIT ENTER* Rule
All-in-one auto-suggest tool: www.soovle.com
@tresnik
Extra Credit: Keyword Targeting
http://www.google.com/trends/explore
@tresnik
Can you compete
https://moz.com/researchtools/keywords/
@tresnik
Can you compete
Less competition, similar popularity. Go with this one.
https://moz.com/researchtools/keywords/
@tresnik
Tip #11: Don’t Get Ripped
@tresnik
Tip #11: Don’t Get Ripped
@tresnik
Tip #11: Don’t Get Ripped
@tresnik
Tip #12: Find Twitter Influencers
@tresnik
Is ALL about wine
A lot of followers
Is a promoter
Very active
@tresnik
Tip #13: Time it right
@tresnik
Tip #13: Time it right
@tresnik
66 @tresnik
(not provided)
67 @tresnik
Tip #14: deal with (Not Provided)
68 @tresnik
Smart Bets with Smart Data
Measure Efforts Exploit Opportunities
This is how we use to use
keyword data
@tresnik
Search Referral Traffic to SEOmoz
Tip #14: deal with (Not Provided)
@tresnik
Tip #15: Highlighter and Schema
Rich Snippets: Own more real estate, amplify your CTR.
@tresnik
Tip #15: Highlighter and Schema
Tell Search Engines about:• Articles• Events• Local Businesses• Restaurants• Products• Software Applications• Movies• TV Episodes
@tresnik
Tip #15: Highlighter and Schema
Tell Search Engines about:• Articles• Events• Local Businesses• Restaurants• Products• Software Applications• Movies• TV Episodes
Use these where possible
@tresnik
Tip #15: Highlighter and Schema
Own more real estate
@tresnik
Google is the largest search engine in the world, who is the second?
1.
2.
3.
100B per month
60B per month
14B per month
Tip #16: Beyond the blue link
@tresnik
600,000 Years
@tresnik
600,000 Years!Amount of video served each month by YouTube
@tresnik
Tip #16: Beyond the blue link
@tresnik
Tip #17: follow this guy
This dude knows his YouTube stuff, follow him: @philnottingham
@tresnik
Tip # 18: It’s more than ranking
@tresnik
Tip # 18: It’s more than ranking
Which one would you click?
Increases CTR by 30%
Increases visibility
Links to his G+ Profile
Links to his author results on Google
@tresnikhttp://moz.com/beginners-guide-to-seo
Tip # 19: Read up!
@tresnikhttp://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition
Tip # 19: Read up!
@tresnik
Tip # 20: Stick with it
Where Geraldine Started Her
Blog
@tresnik
Tip # 20: Stick with it
Where people usually give up.
@tresnik
Tip # 20: Stick with it
2.5 years in, she’s reaching 1000s of daily
visits
@tresnik
@tresnik
Upwards!Contact me: [email protected] @tresnik