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Bill Hartzer, Digital Marketing Expert, Speaks About On-Page and Off-Page SEO

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Everything You Must Know About On-Page and Off-Page SEO

SEO has evolved over the years and it’s alive and thriving in 2017. Some SEO concepts and techniques haven’t changed, but others must be adapted so they work. And, with mobile and local SEO being so important, you need to know what works and what doesn’t.

In this session, we’ll discuss everything you need to know about on-page and off-page SEO in 2017. Many on-page SEO techniques are against Google’s Webmaster Guidelines, while many techniques are encouraged by Google to make a site more accessible and crawlable. We’ll review what’s recommended and identify what will get a site penalized. We’ll also examine off-page techniques, including link building and social media marketing, that can be tricky as well.

Key takeaways include an on-page SEO checklist, new tips and tricks you can use to find more traffic for your site, and a review of off-page SEO techniques.

Publicado en: Internet
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Bill Hartzer, Digital Marketing Expert, Speaks About On-Page and Off-Page SEO

  1. 1. On-Page & Off-Page SEO Rocks Digital June 2017
  2. 2. 2017 Rocks Digital Marketing – About Me About Me • Senior SEO Consultant, BillHartzer.com • Founder, DFWSEM Association (2004) • US Brand Ambassador, Majestic.com • Brand Ambassador, OnCrawl.com • Practicing Organic/Natural SEO since 1996 • Formerly Senior VP, Advice Interactive (Advice Local) • Senior SEO Strategist, Globe Runner • Director of SEO, Standing Dog
  3. 3. 2017 Rocks Digital Marketing - Overview Overview • Off – site SEO - Linking Basics • Using Majestic for Link Analysis • Analyzing and Fixing Your Links • Using OnCrawl for SEO Analysis • SEO Testing Results @bhartzer
  4. 4. 2017 Rocks Digital Marketing - Linking Basics Why Use Links as a Ranking Factor? • Google has run experiments that excluded links as a factor. • Google doesn’t have a way (yet) to exclude links @bhartzer
  5. 5. 2017 Rocks Digital Marketing – Linking Basics Anchor Text <a href="http://www.example.com">Example Anchor Text</a> • Anchor text describes what a user will find when they click • Keyword rich anchor text still helps rankings • Too much? Algorithmic or manual penalty possible @bhartzer
  6. 6. 2017 Rocks Digital Marketing – Linking Basics Link Placement – Maximum SEO Value • Header & content areas most valuable • 1st link counted if multiple links to same URL on page @bhartzer
  7. 7. 2017 Rocks Digital Marketing – Linking Basics Paid Vs. Natural Links • Buying or Selling Links that Pass PageRank is bad • Google can identify Guest Blog Posts, Sponsored Posts, Advertorials • Sponsored Posts must be “nofollow” • Sponsored posts must disclosure it’s paid or sponsored (FTC guidelines) • Google knows which sections are ads @bhartzer
  8. 8. 2017 Rocks Digital Marketing – Linking Basics Link Schemes Are Bad Google’s Guidelines: http://bit.ly/google-link-schemes • No Paid links that pass PageRank • No Excessive link exchanges (define excessive?) • No Large-scale article marketing or guest posting • No Using auto programs or services to create links • No Optimized anchor text in articles or press releases • No Low-quality directory or bookmark links (Web 2.0) • No Forum comments with optimized links • No Keyword-rich, hidden or low-quality links in widgets • No Widely distributed links in the footers or templates @bhartzer
  9. 9. 2017 Rocks Digital Marketing – Linking Basics Google Ignores Certain Types of Links • “Most” links with “nofollow” link attributes on them • Most Web 2.0 links (and other low quality web spam) • Google ignores 2nd, 3rd, 4th, etc. link to same URL on a page • “1 | 2 | 3” links • “Previous and Next” links • Google might ”nofollow” certain links internally even though they are not tagged as “nofollow”. @bhartzer
  10. 10. 2017 Rocks Digital Marketing – Majestic What is Majestic? www.Majestic.com • Formerly known as Majestic SEO (majesticseo.com) • Marketing Search Engine • SEO Backlink Checker • Provides Link Intelligence Tools • Site Explorer shows inbound link & website summary data. • One of the world’s largest link crawlers • Link data provided back as far as 2004. @bhartzer
  11. 11. 2017 Rocks Digital Marketing – Majestic @bhartzer
  12. 12. 2017 Rocks Digital Marketing – Majestic Search Explorer @bhartzer
  13. 13. 2017 Rocks Digital Marketing – Majestic Trust Flow & Citation Flow Majestic Trust Flow and Citation Flow • Trust Flow = Number of clicks from seed set of trusted sites to a given URL, or Domain • Citation Flow = Number of citations to a given URL, or Domain @bhartzer
  14. 14. 2017 Rocks Digital Marketing – Majestic – Finding Bad Links Identifying Low Quality and Bad Links @bhartzer
  15. 15. 2017 Rocks Digital Marketing – Disavow What To Do With Low Quality and Bad Links? @bhartzer Download and Disavow Download ALL your links: • Google Search Console, Majestic, Ahrefs, OSE • Add to spreadsheet, remove duplicates • Manually review all your links • Identify low quality, bad links, unnatural links • Prepare and upload Disavow File to Google, Bing
  16. 16. 2017 Rocks Digital Marketing – Disavow Disavow File – Text File @bhartzer You Can Disavow URLs or Entire Domains Format of text file: http://www.bad-domain-name.com/page1.html http://www2.bad-domain-name2.com/page2.html https://www.bad-domain-name3.com/page3.html OR domain:bad-domain-name.com domain:bad-domain-name2.com domain:bad-domain-name3.com
  17. 17. 2017 Rocks Digital Marketing – Disavow Notes and Warnings: Disavowing Links @bhartzer Keep in mind: Verify all versions of site in GSC. Upload file to all versions of site: https://yourdomain.com https://www.yourdomain.com http://yourdomain.com http://www.yourdomain.com • Upload text file with list of URLs to Google.
  18. 18. 2017 Rocks Digital Marketing – Disavow Notes and Warnings: Disavowing Links @bhartzer Keep in mind: • Manually upload each URL to Bing, one at a time. • Use automation to upload (“manually”) to Bing https://www.billhartzer.com/disavow-bing/ • Google won’t disavow URLs until page linking TO you is cached. Check Google cache date.
  19. 19. 2017 Rocks Digital Marketing – Disavow Disavowing Links Didn’t Work? Here’s Why @bhartzer • It hasn’t been long enough. • You disavowed the wrong links. • You disavowed URLs and not domains. • You didn’t upload the disavow file to all versions of site. • You disavowed links but that’s not the problem. • Your site has a manual action, a manual penalty. Pro Tip: Use Link Research Tools’ Link Detox Boost too http://www.linkresearchtools.com/tools/boost/
  20. 20. 2017 Rocks Digital Marketing – Majestic – New and Lost Links Identifying New and Lost Links @bhartzer
  21. 21. 2017 Rocks Digital Marketing – Majestic – Compare Tool Compare Tool @bhartzer
  22. 22. 2017 Rocks Digital Marketing – Majestic Keyword Checker Keyword Checker • Shows how often keywords appear in the Majestic Index @bhartzer
  23. 23. 2017 Rocks Digital Marketing – Majestic – Bulk Backlinks Bulk Backlink Checker @bhartzer
  24. 24. 2017 Rocks Digital Marketing – Majestic Neighborhood Checker Neighborhood Checker @bhartzer
  25. 25. 2017 Rocks Digital Marketing – Analyzing a Link Profile Analyzing a Site’s Link Profile • Gather all of the links (Majestic, GSC, ahrefs, OSE) • Review Trust Flow, Citation Flow, Topical Trust Flow • Review anchor text, compare vs. keywords ranking • Review percentage of anchor text (brand vs. keyword text) • Review SEMRush.com Data • Site penalized by Google Penguin in past? @bhartzer
  26. 26. 2017 Rocks Digital Marketing – Getting Trust Get Links From Trusted Links, Seed Sites • Closest you can get to having a link from trusted seed site the better @bhartzer
  27. 27. 2017 Rocks Digital Marketing – Getting Trust Trustworthy Domain Info Could Help • Register your domain for 2+ Years • Make it public (don't hide with privacy whois) • Put whois info on your contact page @bhartzer
  28. 28. 2017 Rocks Digital Marketing – Getting Links Untapped Link Sources • Donate to Charity • HARO Help a Reporter Out • PodcastGuests.com • Expired Domains • Blog Aggregators (Alltop) • Broken Link Building • Perform Research, Socialize Results • Find Content w/links, Better Content @bhartzer
  29. 29. 2017 Rocks Digital Marketing – Getting Trust On-Page Trust Optimization • Link out to Authority Sites when appropriate • Privacy Policy, Terms of Service, Disclosure pages on site • Bounce Rate, prevent pogosticking • Blocked Sites (users can block sites via Chrome browser) • References and Sources (at end of articles) • Schema Markup (local sites’ contact matches citations) @bhartzer
  30. 30. 2017 Rocks Digital Marketing – OnCrawl OnCrawl • Site analysis combining Google Analytics, Crawl, Log Files @bhartzer
  31. 31. 2017 Rocks Digital Marketing – OnCrawl Crawl Analysis – On-site issues • Pages crawled • Indexable pages • No-Index pages • 4xx errors • Pages with tag duplication issues • Pages with content duplication issues • Page depth distribution • Load time • Links internal/external, follow/no-follow distribution • HTML quality: Title, Meta description, H1 • Status codes @bhartzer
  32. 32. 2017 Rocks Digital Marketing – OnCrawl Log Analysis • Unique pages crawled • Crawler hits • Pages newly crawled • Pages not crawled • Crawl frequency • Hits distribution by bot • Newly crawled vs pages not crawled @bhartzer • Crawl behavior over time • Crawl frequency & crawl frequency of newly fetched over time • Crawl behavior by page group • Crawl frequency & crawl frequency of newly crawled pages by page group over time
  33. 33. 2017 Rocks Digital Marketing – OnCrawl More Analysis - OnCrawl Cross Analysis • Pages in the structure • Unique pages crawled by Google • SEO visits Crawl Behavior • Pages in structure vs unique pages crawled • Crawl ratio by group • Crawl frequency by group SEO impact Orphan pages Traffic Analysis @bhartzer
  34. 34. 2017 Rocks Digital Marketing – OnCrawl Actionable Data @bhartzer
  35. 35. 2017 Rocks Digital Marketing – OnCrawl On-Page Keyword Placement Locations @bhartzer
  36. 36. 2017 Rocks Digital Marketing – OnCrawl On-Page Keyword Placement Testing Results @bhartzer
  37. 37. 2017 Rocks Digital Marketing – SEO Testing SEO Testing • SEO Intelligence Agency – SEO testing, real world tests @bhartzer https://www.billhartzer.com/seotesting/
  38. 38. 2017 Rocks Digital Marketing – SEO Testing Does Incorrectly Marked-up Structured Data Harm Rankings? • Most penalties from Google in Search Console for marked up content where a rating or review doesn't exist • Schema code - easy to make mistakes • SIA Tested to see if errors in markup harm rankings. • Tested 3 pages, one with incorrect markup (lots of text in phone number field) @bhartzer https://www.billhartzer.com/seotesting/
  39. 39. 2017 Rocks Digital Marketing – SEO Testing Does Incorrectly Marked-up Structured Data Harm Rankings? Results • After several weeks, no movement in rankings. • Incorrect schema markup didn't harm rankings. • No rankings changes. @bhartzer https://www.billhartzer.com/seotesting/
  40. 40. 2017 Rocks Digital Marketing – SEO Testing Does Page Freshness Affect Ranking? • Updated Date of a Post • Changed the date of the publication from what it originally was to a more recent date @bhartzer https://www.billhartzer.com/seotesting/
  41. 41. 2017 Rocks Digital Marketing – SEO Testing Does Page Freshness Affect Ranking? Results • Initially, the post jumped up in rankings • Page held rankings for less than 12 hours • Jumped back in rankings This is where user engagement metrics kick in. • More click-thrus, time on page, etc. could keep rankings around longer. • Same results with images - updating images on a post. @bhartzer https://www.billhartzer.com/seotesting/
  42. 42. 2017 Rocks Digital Marketing – SEO Testing Can You Boost Link Strength Through Traffic? • Sent traffic to a page that contains a backlink. • Traffic did not click on the link on that page, just visited page. • Google patent: what makes one link stronger than another link and what makes one link stronger than another is the propensity for that link to be clicked. @bhartzer https://www.billhartzer.com/seotesting/
  43. 43. 2017 Rocks Digital Marketing – SEO Testing Can You Boost Link Strength Through Traffic? Results • Sent traffic to one of 3 pages - page with traffic went to #1 position. • You can increase value of a link with user metrics, traffic, clicks • Send traffic to your PBNs (I didn’t just say that!) @bhartzer https://www.billhartzer.com/seotesting/
  44. 44. 2017 Rocks Digital Marketing – SEO Testing More Tests and Results • Page only needs to be 51% unique to get passed Google's duplicate content filter • 2-3 internal links = 1 external link of the same value @bhartzer https://www.billhartzer.com/seotesting/
  45. 45. 2017 Rocks Digital Marketing – SEO Testing More Test Results • DA - Domain Authority Doesn't Exist. What people see as Domain Authority is probably the cumulative sum of individual Page Authority with good internal linking. • You can't index a page just with links and anchor text @bhartzer https://www.billhartzer.com/seotesting/
  46. 46. 2017 Rocks Digital Marketing – SEO Testing Some Final SEO Testing Results • To index a page, you need your target term or an appropriate match on the page. Backlinks with exact anchor text alone won't get it done. • Does Compressing Images Boost Your Rankings? No. Testing shows that just compressing an image won't boost rankings--a page with a larger image stayed in the #1 position. @bhartzer https://www.billhartzer.com/seotesting/
  47. 47. 2017 Rocks Digital Marketing- Contact THANK YOU Contact Bill Hartzer SEO Consultant Email: Bill@BillHartzer.com Phone: (214) 236-4378 Web: https://www.billhartzer.com Twitter: @bhartzer Facebook: facebook.com/bhartzer

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