Post on 03-Dec-2014
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A Framework for a Successful SEO Strategy: Late 2014 Edition
Agenda
SEO101
A Threefold Approach to SEO
Measurement & Improvement
What’s New in SEO
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Q&A
Please hold questions until the end!
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About Me
Coding since 1986Creating websites
since 1997Working in e-
commerce since 2005
Marketing MBA
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SEO101
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SEO 101
SEO101
Google does data entry with your website
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INDEXING
SEO101
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SEO101
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SEO101
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TECHNICAL
SEO101
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Don’t Confuse Google
?
Technical Checkup
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www.WooRank.comWrite this down!
STEP 1
Technical Checkup
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STEP 2Hand WooRank Report to Webmaster.
Tell them to fix it all.
(Cry if necessary)
WooRank
SEO101
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ON-PAGE
SEO101
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Keywords
On-Page: Keywords
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Google doesn’t use the meta keywords tag.
=
On-Page: Keywords
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http://adwords.google.com
KEYWORD RESEARCH
Write this down!
“Keyword Planner” Tool
(No ad purchase required to use the “Keyword Planner” tool)
On-Page: Keywords
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KEYWORD RESEARCH
SEO101
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Site Structure
On-Page: Site Structure
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On-Page: Site Structure
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Each product or service needs its own page.
SEO101
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Content Strategy
On-Page: Content
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Content Goals
1. Expand site size2. Keep site fresh3. Use different keyword
variations4. Obtain links & social shares
On-Page: Content
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BLOG RELIGIOUSLY.
(Blog must be on your own website, not on WordPress.com or Blogger.com)
Content Goals 1 & 2: Size & Freshness
On-Page: Content
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More articles = More traffic
Source: Hubspot
Content Goals 1 & 2: Size & Freshness
On-Page: Content
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EDITORIAL CALENDAR
4 Categories = 4 Posts Per Month
ONE Key Phrase per post!
Content Goal #3: Varied Keywords
On-Page: Content
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If your blog impresses
humans, the search rankings
will follow
WRITE AWESOME CONTENT
Content Goal #4: Links & Shares
On-Page: Content
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This is what will happen.
Actual Case Study
SEO101
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OFF-PAGE
SEO101
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Links
Off-Page: Links
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Off-Page: Links
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RELEVANT&
REPUTABLE
NOT JUST ABOUT QUANTITY
Off-Page: Links
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If your blog impresses humans, the LINKS will
follow
WRITE AWESOME CONTENT
Off-Page: Links
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Reputable directories = OK
Link farms = NOT OK
NOT OKAY TO PAY FOR LINKS
Off-Page: Links
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PAYING FOR EYEBALLS = OK!
https://www.stumbleupon.com/pd
Write this down!
Paid Discovery on Great Content = FAST Link Building
Off-Page: Links
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10/14: 183 links from 37 different sites
1 paid stumble on 10/15: $50 for 500 visitors
11/19: 303 links from 56 different sites
An increase of 120 links and 19 root domains in 1 month
CASE STUDY
SEO101
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Social Media
Off-Page: Social
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Social, Social, Social!7 of the top 11!
2014 SEO Ranking Factors
SEO101
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Citations
SEO101
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SEO101
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MEASURE
Measures & Metrics
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Metrics that Matter1. Organic Keywords (Webmaster Tools)
Search Traffic -> Search Queries
2. Landing Pages (Analytics)Behavior -> Site Content -> Landing Pages❶Visits ❷Bounce Rate ❸Avg. Visit Duration
3. Referral Traffic (Analytics)Acquisition -> All Referrals
Ongoing Improvement
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“I should blog more about that”
“I should add that
to my Services page”
“That would make a great
article”
Data-Driven Ideas
SEO101
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LATESTTRENDS
SEO in 2014
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1) Author Influence
2) Pigeon
3) SSL
Author Influence
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Jump ahead of hundreds of millions of pages using Authorship!
8/28/14 Authorship “Removed”
Author Influence
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Jump ahead of hundreds of millions of pages using Authorship!“Search users will still see
Google+ posts from friends and pages when they’re relevant to
the query .... Today’s authorship change doesn’t impact these
social features.”
8/28/14 Authorship “Removed”
Author Influence
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Jump ahead of hundreds of millions of pages using Authorship!
9/2/14 “Author Influence” Patent Granted
Pigeon
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Pigeon 7/24/14
=
SSL
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SSL 8/6/14
=
SEO101
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RECAP
Recap: The Framework
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Technical Fix Issues
On-Page Keyword Research Drilldown Pages Editorial Calendar
Off-Page Links (Stumble!) Social Media Citations
Measure &
Improve Watch the
“Metrics that Matter”
Get ideas from keyword data
Stay on Top of Trends Author Influence Local SSL
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