10. @SWallaceSEO | #pubcon
Google’s local pack shrunk from 7
spots to 3, giving more
prominence to the aggregators
and “best of” lists and reviews
Make sure you’re listed in the top
local citation sources for your
location & industry
Local
11. @SWallaceSEO | #pubcon
See what your competitors are doing to capitalize on tactics that are already
proven to work
Evaluate the Competition
12. @SWallaceSEO | #pubcon
Industry specific sites are arguably more valuable than the big name
aggregators since they will drive hyper-qualified traffic
Vertical Specific
13. @SWallaceSEO | #pubcon
Use advanced search functions to identify low hanging fruit opportunities…
Vertical Specific
Useful… But your
competitors are
probably doing
this too.
14. @SWallaceSEO | #pubcon
Use advanced search functions to identify low hanging fruit opportunities…
but be sure to provide value rather than just ask for links
Vertical Specific
Narrow your
focus.
16. @SWallaceSEO | #pubcon
Use Google Display Network campaigns to generate off-page ideas based on
a list of keywords, on pre-categorized topics, or specific landing pages
Google Display Network
17. @SWallaceSEO | #pubcon
Use Display Network
campaigns to identify
target websites and use
a broken link building
approach to identify big
publishers that are linking
out to dead resources
Drop those publishers
into Ahrefs to find broken
Outgoing Links
Google Display Network
This is a
gold mine!
18. @SWallaceSEO | #pubcon
Next, take the broken
page(s) you found in
Broken Outgoing Links
and run that page in
Ahrefs’ Site Explorer to
find the links
Follow the broken link
building process of
creating equivalent
content and pitching these
sites
Google Display Network
Re-create this
resource to claim
34 links!
19. @SWallaceSEO | #pubcon
Use SlideShare to give your existing presentations a second life and link back
to the relevant content on your site to generate traffic
SlideShare
20. @SWallaceSEO | #pubcon
Leverage the substantial,
engaged user base to grow
your audience and boost
organic traffic with the
Medium-generated domain
Medium allows you to import
existing content and
canonicalize republished
content back to your site to
eliminate duplicate content
concerns
Medium
medium.com/the-mission
21. @SWallaceSEO | #pubcon
Google mines YouTube
content – descriptions,
transcripts, etc. – to find
prospects for generating
featured snippets
Upload videos, optimize the
content, leverage playlists, and
promote via social
YouTube
23. @SWallaceSEO | #pubcon
SERP features have evolved
into an interactive first
impression of your company, for
both branded and non-branded
queries
We need to take the same
approach to optimizing branded
SERPs to increase visibility
SERP Features
24. @SWallaceSEO | #pubcon
Homepage metadata is the first thought when we think about branded SERP
optimization
Optimize Your Homepage
25. @SWallaceSEO | #pubcon
Take advantage of local knowledge
panels by optimizing your listing in Search
& Maps via Google My Business and Bing
Places for Business
Go beyond the basics & add the data that
makes sense:
Restaurant? Add your menu.
Accept appointments? Add a link.
Local Panel
26. @SWallaceSEO | #pubcon
Google now allows users to
claim their brand panels
Once verified, it is easier to
maintain and edit the
information displayed
Owners can directly request
additional information that may
be beneficial for users
Brand Panel
27. @SWallaceSEO | #pubcon
Brand knowledge panels on
Google & Bing largely rely on
Wikipedia for the content they
display
Wikipedia can be beneficial
assuming the brand /
organizations meets the editorial
guidelines and standards for page
creation
Wikipedia
28. @SWallaceSEO | #pubcon
Leverage structured data
markup: organization schema is
the most important markup for
optimizing knowledge panels
Call out social profiles, logo,
contact info, founding date,
website, products, blogs, videos,
etc.
Schema
29. @SWallaceSEO | #pubcon
Posts appear on your brand panel and may be used to highlight events, blog
posts, products, offers or announcements
Google Posts
30. @SWallaceSEO | #pubcon
Answer questions that
consumers post and flag
answers from users that are
incorrect
Go above & beyond by
posting your own FAQs
Questions & Answers
32. @SWallaceSEO | #pubcon
Facebook Audience Insights
Use Facebook Audience
Insights to see other pages
your audience likes,
specifically people that are
already following you on
social
These other pages
represent a target media list
for your off-page SEO
efforts
33. @SWallaceSEO | #pubcon
Evaluate the social presence of companies & individuals that are ranking to
see who follows them and who they may be following
Social Competitive Analysis
34. @SWallaceSEO | #pubcon
Provide expert advice directly
to your audience by responding
to questions via Quora,
Answers & Reddit
Set up alerts via IFTTT or
Google Alerts so you can
respond quickly as questions
are posted
Question & Answer Platforms
35. @SWallaceSEO | #pubcon
Reddit can be a great tool for marketers that are willing to put in the time and
investment
Reddit… with Caution
36. @SWallaceSEO | #pubcon
Find new related sites to your industry and/or audience via the sidebar of nearly
every subreddit in the list of recommended subreddits and related websites
Reddit Subreddits
username
38. @SWallaceSEO | #pubcon
Visual, research intensive
industries may be more likely
to rank on Google with
Pinterest profiles than your
own site
Create targeted Pinterest
boards broad, navigational
queries and funnel that traffic
back to your website
Pinterest
Thank You
Today I’ll be talking about Sustainable SEO through the lens of Barnacle SEO – getting your links to rank for competitive terms
Many top-of-funnel queries (and voice-search queries) are going to return things such as resource databases and lists, and those lists are probably going to be from third-party publishers, not a brand hawking their wares.
Even though a query may be relevant, it’s not always likely that you can compete in the given search landscape.
You can’t compete where you don’t fit.
Maybe you are investing in ranking for certain queries and just not seeing any progress, or maybe it’s not worth investing at all.
Search engines are investing in providing solutions.
And that often means your product or informational pages are not going to rank
We need to consider the full buyer journey and part of that is understanding that users have a lot of touchpoints along the path to conversion.
Enter Barnacle SEO - in order to be seen when people are using these types of queries we have to get our site visibility on these 3rd party sites that are already ranking.
Like a barnacle latching onto a boat to gain benefit.
The local pack has shrunk and aggregator sites like Yelp dominate
Tools – AHREFs
Look at top referring domains and top referring content
Create a list of the aggregator sites they’re receiving backlinks from to ensure you’re receiving backlinks from those sites too—as long as they’re high quality.
For example, interior designers should definitely be on Houzz and hotels should be on TripAdvisor.
Even if you’re in a boring, hyper technical, B2B industry – there are outlets that make sense for you
Porex example - there were a ton of publications! About industrial porous plastics
Bright Local has a great resource for Niche Citation sites by business category
KEYWORD intitle:”write for us”KEYWORD inurl:”write-for-us”
Display Planner was an amazing tool for this… but it is set to sunset any day now with the new Google Ads interface. But we can still use relevant data available on the Display network for the same purpose.
Historically, we could use Display Planner to generate placement ideas based off a list of keywords, related topics and even landing pages.
Drop those publishers into AHREFs to find broken Outgoing Links
This tends have amazing success rates b/c you’re helping publishers fix dead links on their site – why would they not want to update?
You can also always find even more websites linking to the missing/broken page than the original website. So if SEJ is linking to a dead rsources, it’s a safe bet there are more sites linking to that as well and we can find them using AHREFs
SlideShare will put content that does well on its homepage, and it can be featured in a variety of categories – from conferences to topic / vertical specific like retail or science
Include URLs within or below graphics
that will send a lot of traffic
where's that chart come from? How can I learn more about that? Click.
Medium is great for long-form, niche, technical content, and more.
Medium allows you to canonicalize content you post onto the Medium network to your own website.
YouTube is the second largest search engine and optimized videos can increase organic real estate in Google search results.
SERP features are near universal and massively impact click through rates
These features have evolved into an interactive first impression of your company, for both branded and non-branded queries
We need to take the same approach to optimizing branded SERPs to increase visibility
Your New Homepage is Off-page
Metadata is the place most of us begin when we think about branded SERP optimization.
Think beyond the standard company name: tagline
Google & Bing show different things - take advantage of both variations
Bing will override your title and hit you with “official site”
But make up for it with some bonus description
Look at the genius of how MailChimp is taking advantage of both.
Even if you’re national/global.
NAP, photos, reviews, Google Posts, Questions & Answers
Then add other data that makes sense.
Are you a restaurant? Add your menu.
Can a customer make an appointment? Add a link.
Brand knowledge panels on Bing & Google largely rely on Wikipedia for the content they display
Claim it!
Suggest edits
Add organization schema to your site
Name your social profiles
Wikipedia has very strict guidelines about the neutrality and verifiability of the content published within the encyclopedia
This is not a marketing platform. Do not treat it as such or your edits will be removed.
This can be a first step if you don’t have a Wikipedia article and want to establish your brand in the Wikimedia
Posts appear on the brand panel
They last 7 days (then they move to the recent posts tab on the panel)
They can be used to highlight events, blog posts, products, offers or announcements
This is potentially the least understood feature of the local knowledge panel
These other pages represents a target media list for your barnacle SEO efforts
You can narrow it down by age range, relationship status, people who are interested in dogs and also like my business page, etc.
Look at the social profiles for the companies / individuals that are ranking in Google and see who's following them, who else might they be following. Y
Use something like Followerwonk
Then say, "Hey, we could get these accounts to help amplify our message or reach out to these social influencers who are clearly in this space and get things that way.”
Links are no follow but it’s positive references
Reddit can be a great tool for marketers that are willing to put in the time and investment, and become a legitimate member of the community, i.e., get involved in subreddits
But don’t waste your time if your not all in
For example, if you’re building a content strategy and you want to find Nintendo resources blogs to get involved with, you might be able to find some newer or hard to find sites that preliminary Google research doesn’t turn up.
Caveat to this – Reddit was redesigned somewhat recently and it’s on the moderators to move over resources like this so many subreddits on the new version are missing this section of the sidebar. For now, you can still access the old version of Reddit to do the research and all of these resources should be moved over eventually
many people go to Google searching for results specifically from Pinterest. And Pinterest is exactly what Google serves up in the search results.
This one is unique in that it is both a social network and a search platform
If you are in a highly visual, research intensive industry (think fashion, furniture, decor, etc), you are more likely to rank in Google with your Pinterest page than your own website – even if you have a highly optimized website.
Create targeted pinterest boards for the broad, infiormational terms you’re targeting and use pinterest to funnel traffic back to your site
Sidenote – Pinterest “nofollows” external links. Any links you get from Pinterest will not necessarily help you with Google/Bing search engine optimization.
Don’t get stuck on the idea that trying to rank your own site is the only path forward with SEO.
If our site has visibility while they’re researching and considering options then they’re more likely to ultimately choose us