Date post: | 15-Jan-2017 |
Category: |
Marketing |
Upload: | sandiegoama |
View: | 323 times |
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Alan Bush• Director of SEO Strategy –
Ignite Visibility
• One of the top SEO, social media and pay per click companies in the nation.
• Instructor of SEO Marketing at UCSD
• Co-host of 2 internationally known internet marketing podcasts (WinTheWeb & OwningYourOwn)
• Worked on over 400 digital marketing campaigns, including companies such as G4TV, No Fear, Nixon Watches, Links of London, Musician’s Institute, Walking On A Cloud and many more.
Why SEO?
• 93% of online research begins with a search engine
• Google owns abut 70% of market share
• 70% of the links users click on are organic
• 75% of users never scroll past the first page
- Optimization on single web pages
- Site architecture
- Fresh content
- Links to your site
- Social media shares
- Reviews of your website (local search)
SEO Rankings
Onsite Optimization (about 50%)
Offsite Optimization (about 50%)
What happenedin 2015?
Mobile Update AKA "Mobilegeddon" — April 22, 2015 Made it so you needed a mobile version of your site to rank in mobile searchSites without a mobile version lost almost all mobile traffic
The Quality Update — May 3, 2015 Known as the Phantom updateUpdate to the overall algorithm. Benefited sites with powerful linksMajor brands won
Panda 4.2 (#28) — July 17, 2015 Helped sites hit by last panda updateLooks at quality content, see here:http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
3 major Google algorithm updates
Hints from Google
Google says move to httpshttps gets ranking boost in Google
Warnings in chrome and firefox
Structure data as a ranking factorGoogle says will be more
important
ApplicationSEO gets more important
Apps get a ranking boost when app indexing is done correctly and apps get another ranking boost when they use
the app indexing API.
RankBrain
• Google releases RankBrian• Announced in late October• Machine learning system• Matches content to searches• 3rd biggest ranking factor
Go Secure, https:// (you have no choice!
• Action Item: Switch your website to https, you will rank better!
• Update all internal linking to point to https
• Update all external links to point at https version of your site
• Make sure images and fonts are secure
• Put in 301 redirects and set up a new Google search console
Go Mobile, you have no choice• Action Item: Go mobile, responsive
design if possible
• Test with mobile usability toolhttps://www.google.com/webmasters/tools/mobile-friendly/
• Shoot for mobile page speed scores of 65 or above
• Have a mobile ready website that is optimized for Google (responsive design, vary http header or subdomain)
• Map your mobile application URLs to the corresponding web page and set up a Google search console account
Watch your Ajax and Javascript • Action Item: No more escape fragment optimization, make
sure you optimize around your Ajax and Javascript
• Google is now indexing Ajax and Javascript (no more escape fragment optimization)
• Make sure you have an HTML and Ajax or Javascript strategy
• It will always important to have core HTML elements such as URLs, titles, h1, copy, etc.
Schema.orgAction Item: Create a schema.org strategy for each page
of your site.
• This will be important for rankings, click
through rates and users.
• Some of my favorite schema is…
• Logo schema
• Product Schema
• Reviews Schema
• Video Schema
• Breadcrumb Schema
• Local Schema
• Article Schema
• Event schema
Schema.org Video
Reviewshttps://www.youtube.com/watch?v=n0SF6PLCx4I
Sitemaps: Don't leave indexing to chance
•Action Item: Make sure you have all the sitemaps in green.
•XML
•HTML
•Video
•Image
•News
•RSS
Make sure you have all of these sitemaps.
Have a news sitemap, if you are news site and an RSS if you need
content indexed fast.
Have a location specific strategy.
• Action item: Create Location based pages on your site.
• Add local schema.org to your site
• Create the following local profiles
• Google +
• Bing
• Yelp
• And use Yext or Moz Local
Fix Auto Example• We do the franchise and corporate marketing for this client• Started at zero, now getting thousands of visitors • Started with almost 0 keywords ranking, now over 3,000• Working together one year
Example Irvine URL, now ranking for 43 keywords.
Pick a new language and generate more revenue or leads
• Action Item: Translate your site into a new language or target a new country
• Read more here in the ultimate guide
• http://searchengineland.com/the-ultimate-guide-to-multilingual-and-multiregional-seo-157838
• You have already done the work in English, translate your website into Spanish, French, Russian
• Use hreflang tags and X default to be technically correct
Ecwid Example• We pushed this client into over 25 countries and • Languages.• 8,542% increase in new users • 5,284% increase in goal completions• Man, that make me feel good to help a client that way
https://youtu.be/8ce9jv91beQ?t=2m38s2:38 to 3:50
Before you make the jump
Action Item: Create Hubs of Content
Motorcycle gear ex H1 and h2CopyOptimized imageArticlesGuidesSubcategories ProductsVideosInfographicsMore!
Have an influencer or subject matter expert
Action Item: Have One or Two People be the Face of the Company Online
• Align with one, or create one. Creating one take a lot longer.
• Write for top publications
• Give everything away in your blog
• Social media
• Build out personal profiles
• Run ads
• Make them the center of inbound
• Email marketing
• Reverse engineer with SEM Rush, Majestic SEO and BuzzSumo
Use BuzzSumo
https://www.youtube.com/watch?v=gNy8U3tlFYs
Some of my Favorite SEO Tools
1. Hootsuite: Schedule social posts, feed your blog
2. BuzzSumo: Influencers, popular social content
3. Screaming Frog: Crawl an entire site
4. SpyFu: Competitive analysis
5. Soovle: Keyword suggestions from various search engines
6. Opensite Explorer Broken Link Checker: Fix broken links
7. Ahrefs & Majestic SEO: View backlinks to any website
8. KnowEM: Secure 300 social media profiles
9. Link Detox: Clean up work your bad SEO company did
10. Google Search Console: A MUST HAVE!
11. SEM Rush – Internet Marketing tracking tool
12. Browser Plugins – Foxy SEO, SEOBook, etc.