Post on 08-Apr-2017
transcript
Essential Actions for Dramatic SEO Growth
March 10, 2016
A leader in performance marketing.
Fully Transparent • Analytics Based • Award Winning
Stephen GalgocySenior Search Marketing / UX Strategist
• Seasoned SEM professional
• Strong cross vertical experience, including edu, healthcare, eCommerce and legal
• Enjoys writing new music for his daughter
Agenda1. Secure Sites
2. Mobile
3. Accessibility
4. Site Structure
5. Tags
6. Competitive Keyword Research
7. Link Profile Analysis
8. Duplicate Content
9. Site Speed
10. Structured Data
11. AMP Pages (Newest Strategy)
Why These 11?
Proven Best Practices New!
Secure Sites
HTTP HTTPS
HTTP HTTPS
HTTP HTTPS
Webmaster Central Blog
Mobile Friendly (COMPLETELY)
The new guideline reads:
“Design your site for all device types and sizes, including
desktops, tablets, and smartphones. Use the mobile friendly
testing tool to test how well your pages work on mobile
devices, and get feedback on what needs to be fixed.”
Data Leaders Reported…
21% Decrease in non-mobile friendly URLs
Data Leaders Reported…
21% Decrease in non-mobile friendly URLs
Avg. loss of rankings for non-mobile friendly sites is .21 positions on avg.
Data Leaders Reported…
21% Decrease in non-mobile friendly URLs
Avg. loss of rankings for non-mobile friendly sites is .21 positions on avg.
Increase in the percentage of page 1 mobile-friendly results
Mobile Friendly
Google Mobile-Friendly Test
Accessibility
Accessibility ChecksMake Your Most Important Content Accessible
Text Equivalents
Video: Create closed captions Presentations: Provide an Outline!
Site Structure
Site StructureClean Up Your Internal Site Structure
It used to read:“Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.”
Now it reads:“Ensure that all pages on the site can be reached by a link from another findable page. The referring link should include either text or, for images, an alt attribute, that is relevant to the target page.”
Site StructureClean Up Your Internal Site Structure
Tags
Tags! Tags! Tags!Optimize Tags
Title TagMeta Description TagH1 Heading TagOther Heading TagsAlt Tags
Competitive Keyword Research
Competitive Keyword Research
Competitive Keyword Research
KW Research Tools
Open Site Explorer SpyFu Keywordtool.io
Google Adwords Keyword Planner
Google Trends Google Search Console
Yoast Suggest SEMRush Many more!
Link Profile Analysis
Link Profile Analysis
Link Profile Analysis
Link Profile Analysis
Top Link Analysis Tools
Duplicate Content
Duplicate Content
Duplicate Content
URL Parameters
Session IDs
Http Https
Site Speed
Site Speed
• Open Site Explorer – Freemium tool.• Majestic SEO – Very little data in a free plan – Great data in a paid plan!• Ahrefs – Paid plans are best.
Site Speed
Slow Pages Kill Conversions
How Loading Time Affects Your Bottom Line
Page Speed
Google PageSpeed Insights
Structured Data Using JSON-LD
Structured Data
Expanded Search Results / Improved UX
Events
Brand Perception Control and Social Media
Types of Useful Local Business Data for Markup
• Business Name• Address• Phone Number• Email Address• Business Hours• Geo-location Information
(coordinates and map)• Reviews• Logo• Business Description• Social Profile Links via SameAs
Property• Site Name
Additional useful local markup types include:
• Products• Media (images and videos)• Events• Corporate Contacts• Sitelinks Search Box
JSON-LD Structured Data Help
• https://moz.com/learn/seo/schema-structured-data
• http://www.whitespark.ca/blog/post/62-the-json-ld-markup-guide-to-local-business-schema
• http://www.seoskeptic.com/json-ld-big-day-at-google/
• https://developers.google.com/structured-data/schema-org
• https://developers.google.com/structured-data/testing-tool/
(NEW!) AMP Pages
(NEW!) AMP Pages
What will AMP Pages look like?
What are AMP Pages made of?
AMP HTML
AMP CDN
AMP JS
AMP Pages - Analytics
AMP Pages Resources
• https://www.ampproject.org/
• https://developers.google.com/analytics/devguides/collection/amp-analytics/
• g.co/ampdemo
• AMP WP Plugin - https://github.com/Automattic/amp-wp