SEO Training: Intermediate and Advanced Tactics
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Learn intermediate to advanced SEO strategy, concepts, and techniques with this in-depth training from my May 2017 session at Demand Quest.
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SEO Training: Intermediate and Advanced Tactics
- 2. TODAY’S AGENDA 1. 30-minute SEO Checkup Check-in 2. Intermediate SEO 3. Advanced Local SEO 4. Advanced SEO 5. Q&A
- 3. 30 MINUTE SEO CHECK UP HOW DID YOU DO?
- 4. 30-MINUTE SEO CHECK UP – CHECK IN 1. What were the issues you found? 2. Let’s dig into the causes 3. How are you going to fix them?
- 6. COMMON SEO MYTHS 1. SEO is dead 2. SEO is easy 3. SEO is hard 4. SEO is snake oil/fairy dust/magic 5. Content is king!!!! 6. Rankings = business 7. There’s one right answer
- 8. SEO IS DEAD!
- 9. SEO IS DEAD!
- 10. SEO IS DEAD!
- 12. CMS OPTIONS …and many, many more.
- 13. DUPLICATE CONTENT • The presence of duplicate content on your site is problematic for a couple of different reasons: 1. Duplicate content forces search engines to “choose” what version of the content to serve in results. 2. It may appear to the search engines that your site is attempting to manipulate the results pages by ranking several different URLs for the same search term.
- 14. HOW GOOGLE HANDLES DUPLICATE CONTENT
- 15. HOW GOOGLE HANDLES DUPLICATE CONTENT
- 16. HOW TO FIND DUPLICATE CONTENT • Screaming Frog • Site:www.example.com/page • Copyscape.com • Siteliner.com
- 17. DEALING WITH DUPLICATE CONTENT 1. Redirects 2. Canonical tags 3. Parameter handling 4. Noindex tag 5. Robots.txt file 6. Server rules
- 18. DEALING WITH DUPLICATE CONTENT You will almost always use a 301 Only certain, specific situations call for a 302
- 19. DEALING WITH DUPLICATE CONTENT
- 20. DEALING WITH DUPLICATE CONTENT
- 21. DEALING WITH DUPLICATE CONTENT http://www.threedeepmarketing.com/blog/what-the-font-should-i- care/?utm_source=twitter&utm_medium=social&utm_campaign=organictweets
- 22. DEALING WITH DUPLICATE CONTENT • Prevent a page from appearing in or remove a page from search results by including a meta noindex tag • This tells Google and other visiting search engines to remove/exclude the page from search results • It’s important to note that this is useful in specific situations
- 23. DEALING WITH DUPLICATE CONTENT • Use robots.txt file to prevent certain pages from being crawled
- 24. DEALING WITH DUPLICATE CONTENT • http://www.example.com • http://www.example.com/ • http://example.com • http://example.com/ • https://www.example.com • https://www.example.com/ • https://example.com • https://example.com/ GOOGLE SEES THESE AS INDIVIDUAL PAGES! Choose your preferred protocol, host, and trailing slash consistency.
- 25. SEO TOOLS
- 26. TOOLS FOR SUCCESS – SEO TOOLS • Screaming Frog • Excel • Google Analytics • Google Search Console • SEM Rush • Google Keyword Planner • Webpagetest.org • Pexels
- 27. TOOLS FOR SUCCESS – BROWSER PLUGINS • Ayima redirect path • META SEO Inspector • MozBar • User-Agent Switcher • Web Developer • SeeRobots • Scraper • TinEye
- 29. LOCAL SEO RANKING FACTORS 1. Google My Business signals 2. Link signals 3. On-page signals 4. External location signals 5. Review signals 6. Behavioral signals 7. Personalization signals 8. Social signals Source: https://moz.com/blog/local-search-ranking-factors-survey-results-2017
- 30. SETTING UP GOOGLE MY BUSINESS (GMB) • https://www.google.com/business/ • Choose the most accurate category • https://moz.com/local/categories • COMPLETE YOUR PROFILE TO 100% • Choose a custom URL • Choose wisely, this cannot be changed later…
- 31. REVIEW ACQUISITION “Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business's local ranking.” Probably a good idea to have a strategy in place.
- 33. REVIEW ACQUISITION Real world example:
- 35. NAP INCONSISTENCY The #1 issue that I see is inconsistency across citations in • Name • Address • Phone Number Getting this right takes time. www.brightlocal.com
- 36. WRONG GMB CATEGORIES • Use as few categories as possible to describe your overall core business from the provided list. • Choose categories that are as specific as possible, but representative of your main business. • Do not use categories solely as keywords or to describe attributes of your business. • Do not use categories that pertain to other businesses that are nearby or related, such as a business physically contained within your business or an entity that contains your business.
- 37. TOO MANY GMB PROFILES https://moz.com/ugc/local-seo-case-study-the-diary-of-an-address-change
- 38. KEYWORD STUFFED FOOTER ‘…loading a webpage with irrelevant keywords in an attempt to manipulate a site’s rankings “results in a negative user experience, and can harm your site's ranking.”’
- 39. SETTING UP FALSE GMB PAGES
- 40. MONEY KEYWORD ANCHOR TEXT • Google values sites that are built for users, not search engines. • So, build your site for your user. • You’re better off optimizing the on page elements than creating a whole bunch of these types of internal links.
- 41. CALL TRACKING NUMBERS ON CITATIONS
- 42. DUPLICATE CONTENT ON EVERY LOCATION PAGE
- 44. LINK BUILDING
- 45. WHY INVEST IN LINK BUILDING? A technically sound site will only get you so far. Without links, it simply will not have the equity or authority to be visible in search engines.
- 46. LINK BUILDING TACTICS Two methods: 1. Passive link building 2. Active link building
- 47. PASSIVE LINK BUILDING Brand monitoring: • Google Alerts • SEM Rush • Mention.net • Buzzsumo Embed links: • Data Visualization • Not “Widget Links”
- 48. ACTIVE LINK BUILDING 1. Content creation 2. Guest posting 3. Prospecting 4. Local links 5. Directories 6. Events 7. Broken Link Building 8. Image Link Reclamation
- 50. 122,827 152,547 157,449 152,314 155,216 158,605 156,027 102,983 126,075 126,110 124,216 122,195 116,386 126,290 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 February March April May June July August monthly organic session data 2014 2015 WHEN IT GOES WRONG… SEO work starts 3 months before impact realizedSite launch in Jan. panic starts 3 sites into one migration
- 51. WHEN IT GOES WRONG… THEN, RIGHT B2B ecommerce site • A web redesign caused their organic traffic to tumble by 50% and impacted revenue • Engaged Three Deep to identified issues, develop priorities and implement SEO improvements • Rebuilt organic traffic, surpassed original goal and continues to grow
- 52. HOW CAN YOU AVOID DISASTER? 1. Plan your site structure 2. Understand your current digital ecosystem a) Paid traffic? b) Legacy sites? 3. Map out 301 redirects a) Pull any legacy redirects b) Map out redirects for any 404s currently reported in GSC or captured in crawl c) Pull link data from GSC, OSE, Majestic, and Ahrefs – map any additional redirects 4. Monitor, QA, Test, Fix, Repeat.
- 54. • Each year, Google changes its search algorithm around 500–600 times.* • That’s roughly 1.5 changes EVERY. SINGLE. DAY! THE SHIFTING SANDBOX • Source: https://moz.com/google-algorithm-change
- 55. GOOGLE ALGORITHM How can you figure out what happened? 1. Moz – Algorithm Change History 2. MozCast 3. Panguin Tool 4. Search Metrics
- 56. RECOVERING FROM PENALTIES • Manual Actions: 1. Unnatural Links to/from Your Site 2. Hacked Site 3. Thin Content 4. Pure Spam 5. User-Generated Spam 6. Cloaking and Sneaky Redirects 7. Hidden Text and Keyword Stuffing 8. Spammy Freehosts 9. Spammy Structured Markup
- 59. WHAT IS INTERNATIONAL SEO? International SEO is the process of enabling of your website(s) to become visible in search engines for the languages and countries in which you do business. Or, to put it more plainly, get the right version of your website in front of your customers regardless of what country they live in, language they speak, or search engine they use.
- 60. INTERNATIONAL SEO 1. TRANSLATION 2. TRANSLATION 3. TRANSLATION!!! You MUST be speaking to your audience in their natural language.
- 61. TRANSLATION
- 63. CHOOSING THE RIGHT URL STRUCTURE • ccTLD – Country Code Top Level Domain • Choose this if you are targeting a specific country • Subfolders – example.com/en-us/page • Choose this if you are targeting language and country • Subdomains – de.example.com • Choose this if it is the only option you have
- 65. <HREFLANG> The <hreflang> tag tells search engines what language and geographic location each page on your site is targeting.
- 66. <HREFLANG> <link rel=“alternate” hreflang=“en-us” href=http://www.example.com/ /> <link rel=“alternate” hreflang=“en-gb” href=http://www.example.co.uk/ /> <link rel=“alternate” hreflang=“es-es” href=http://www.example.es/ /> 1. Hey, Google in the US, please serve this page to English speakers 2. Hey, Google in the UK, please serve this page to English speakers 3. Hola, Google in Spain, please serve this page to Spanish speakers
- 68. BUILDING A CRAWLABLE WEBSITE
- 69. BUILDING A CRAWLABLE WEBSITE • All web content can be accessed at unique pages with readable URLs • No Javascript in navigation • Logical content bucketing • No flat structure • All pages linked to internally
- 70. ACCELERATED MOBILE PAGES (AMP PROJECT)
- 71. WHAT IS AMP? The Accelerated Mobile Pages (AMP) project was initiated by Google to help speed up the mobile web. It is open source – non- Google developers are continuously improving. Although not a direct ranking signal, it improves user experience.
- 72. SCHEMA
- 73. WHAT IS SCHEMA? Schema is microdata – the information about the information on your pages.
- 74. WHAT IS SCHEMA? Schema helps search engines determine entities and classify information. It helps them understand relational connections to provide information to searchers that is likely relevant.
- 75. WHAT IS SCHEMA?
- 76. SOCIAL SCHEMA Social schema is what triggers the information seen on a social network when a web page is shared.
- 77. SOCIAL SCHEMA og = Open Graph (Facebook and LinkedIn) Twitter = Twitter
- 78. SCHEMA TOOLS • Schema.org • Structured data testing tool • Facebook OG Tag tester • Twitter Card validator
- 79. REVIEW • Check your site regularly • Duplicate content = BAD • Local SEO = Visibility • Build Links • Don’t do bad things • Mobile! • Schema is important!
- 80. WRAP UP • SEO is just marketing! • It’s understanding your customer and your goals • (Strategy and Planning) • Understanding where and how they consume content • (Market Research, Technical SEO) • Identifying their pain points • (Keyword Research) • Crafting a compelling, relevant message that resonates • (Content Strategy) • Making your message accessible within the proper channels • (Technical SEO, Backlinks, Schema, Mobile-Friendly, Content Marketing)
Notas del editor
- For a long time there was a belief that adding city or zip code keywords into the footer would help a site rank well for location-based search queries in those areas. Sometimes this actually worked. However, the powers that be at Google eventually figured this out and created algorithm updates that penalized sites that displayed this type of seemingly manipulative behavior.
- Go into bright local and show them around.
- For a long time there was a belief that adding city or zip code keywords into the footer would help a site rank well for location-based search queries in those areas. Sometimes this actually worked. However, the powers that be at Google eventually figured this out and created algorithm updates that penalized sites that displayed this type of seemingly manipulative behavior.
- Make sure that your page is created at your actual, real-world location. Use the precise address for the business rather than broad city names or cross-streets. P.O. Boxes are not considered accurate physical locations. Suite numbers, floors, building numbers, etc. may also be included. Information like cross-streets and nearby landmarks should only be included in regions where the official street address doesn’t accurately pinpoint the business's location. If you need to specify a mailbox or suite number within your physical location, please list your physical address in Address Line 1, and put your mailbox or suite number in Address Line 2. If your business rents a temporary, "virtual" office at a different address from your primary business, do not create a page for that location unless it is staffed during your normal business hours. Do not include information in address lines that does not pertain to your business’s physical location (e.g. URLs or keywords). Do not create more than one page for each location of your business, either in a single account or multiple accounts.
- Salespeople at the citation company are usually the culprits here
- A shady link may be one that looks completely unnatural or comes from a totally unrelated site Search engines have filters that take the quality of links into account and tend to serve up pages with a trusted backlink profile Too many shady links can result in a penalty from Google so it’s best to just build links organically from providing the best content
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- Content creation – Egobait: creating something that strokes the ego of an influencer and getting them to help promote. Interviews Awards Best Lists Crowd Sourced Posts - http://brandcitations.com/33-seo-experts-opinions-about-using-brand-marketing-on-white-hat-seo/ Citation Labs Link prospector Local Links – BBB, Chamber of commerce
- Study conducted by Conductor in 2014
- Why you should care: History of when Google announces this type of thing Your user wants to access your information Although its not a direct ranking signal, it indirectly affects other engagement metrics