A presentation on SEO best practices and specific questions asked by members of the Boston Growth Meetup. Includes a number of SEO resource links in the appendix to learn more about the topics included in the presentation.
By Kyle Risley, http://kylerisley.com
2. Who is this guy?
Vistaprint
Internal SEO Consultant
Organic Search Channel Specialist
Independent Consultant
Site Audits
Keyword Research
Site Architecture Guidance
4. SEO in 2017
...is not very different than 2016, 2015, 2014, 2013….
Your site must:
1. Be a Topical Authority
2. Provide the Correct Answer for User
3. Be Crawlable
4. Not Cause Me Physical Pain When I Use It
6. SEO is About Revenue
Revenue
Revenue = (Sessions)*(Conversion Rate)*(Goal Value)
Sessions = (Search Volume)*(Click Through Rate)
CTR ~~ (Rank)(SERP Attractiveness)
What we’ll be talking about.
8. Am I Targeting the Right
Keywords?
Volume
Which query has more volume?
I will show you the tools!
Intent
Which query is more likely to convert on my site?
i.e. Which query do I answer best?
[custom thank you cards] vs. [thank you cards]
9. SEO is About Revenue
Revenue
Revenue = (Sessions)*(Conversion Rate)*(Goal Value)
Sessions = (Search Volume)*(Click Through Rate)
CTR ~~ (Rank)(SERP Attractiveness)
What we’ll be talking about.
10. CTR: Rank
How do search engines rank pages?
a. Link equity
b. On-page optimization
c. CTR / Snippet attractiveness
d. User Experience / Page Stickiness
11. CTR: Link Equity
Links are still very important
Link earning strategies depend on the business
1 High Quality Link > 100 Low Quality Links
Topical Authority
General Authority
12. CTR: On-Page Optimization
1. Making your page(s) useful results for the query
a. What is the goal of the page?
i. User Testing
b. 1 Page = 1 Goal
2. Letting the search engines know
Tip: Put your homepage to work for non-branded queries.
21. Survey Monkey Questions
1. What is the largest lever of SEO (i.e. what is it that an
expert focuses on)?
2. What does everyone get distracted by?
3. What are some highly recommended tools for SEO?
4. Strategies for dealing with high ranking negative reviews.
5. How do page performance, modals, pop-ups etc. affect
SEO?
22. Survey Monkey Questions
7. How does app indexing work?
8. Does Google support JavaScript?
9. How do you track and measure link building
performance? If PA is a factor, how long does it typically
take for a new page to begin to show PA?
10.Framework for SEO process and strategy
11.What are some specific anecdotes of tactics you’ve used
and the measurable outcomes of those tactics?
12.How much work is repeated vs. 1x?
27. Appendix cont.
Link Building
Jon Cooper (if you read one thing, make it this)
Backlinko - Moving Man
Backlinko - Skyscraper
Eric Ward Newsletter ($8/month for good tips)
Structured Data
Google Intro
Built Visible Guide (i.e. the stuff you should care about the most)
28. Appendix cont.
Recommended Tools
Majestic link data
SEMRush - keyword data, competitive data
Screaming Frog - web crawler for smaller/mid size sites
DeepCrawl - web crawler for mid/large size sites
OnPage - web crawler, on-page recommendations (never used)
Google/Bing Search Console (use API to store data)
Redirect Path Chrome Extension
29. Appendix Cont.
● App Indexing
○ Emily Grossman, Mobile Moxie (3 Part Article Series)
