Date post: | 20-Mar-2017 |
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Get this Presentation @ Slideshare:
@MediaWyse /MediaWyse#IACP17
http://bit.ly/iacp-seo-2017
Live tweet this talk here:
SEO is Hard!
It’s Hard to Stand-Out!
Climbing to the Top ofGoogle Rankings is Tough!
But….You can do it!
To Google: Rankings = Relevance
@MediaWyse /MediaWyse
Big Issues for Food Bloggers in 2017
@MediaWyse /MediaWyse
To Google, Relevance is…1. Meta Tags/Site Appearance
2. Going SSL
3. Page Speed/AMP
4. Recipe Plugins/Rich Cards
5. Featured Answers/Position Zero
#IACP17
@MediaWyse /MediaWyse
1. META Tags and Site Appearance“Page Titles are SUUUPER Important.”
On-Site Optimization: Meta Tags
@MediaWyse /MediaWyse
Look at your Page Titles and Descriptions – How do they appear in Search?
If Descriptions and Titles are too Long they get Cut-off or Truncated. Worse if Missing all Together!
Not a Good User-Experience!
#IACP17
On-Site Optimization: Yoast Plugin
@MediaWyse /MediaWyse
Correctly Setting up your SEO Plugin Solves a TON of issues!
#IACP17
On-Site Optimization: Yoast Plugin
@MediaWyse /MediaWyse
Use the Plugin to BLOCK Taxonomies and Duplicate Content
#IACP17
On-Site Optimization: Yoast Plugin
@MediaWyse /MediaWyse
Use the Plugin to BLOCK Taxonomies and Duplicate Content
#IACP17
On-Site Optimization: Yoast Plugin
@MediaWyse /MediaWyse
Use the Plugin to BLOCK Tags & Categories (Case by Case)
#IACP17
On-Site Optimization: Yoast Plugin
@MediaWyse /MediaWyse
Use the Plugin to BLOCK Tags & Categories (Case by Case)
#IACP17
On-Site Optimization: Yoast Plugin
@MediaWyse /MediaWyse
Use the Plugin to BLOCK Author Archives
#IACP17
On-Site Optimization: Yoast Plugin
@MediaWyse /MediaWyse
Use the Plugin to BLOCK Author Archives
#IACP17
On-Site Optimization: Yoast Plugin
@MediaWyse /MediaWyse
Use the Plugin to BLOCK Image Attachment Files
#IACP17
On-Site Optimization: Yoast Plugin
@MediaWyse /MediaWyse
Use the Plugin to BLOCK Image Attachment Files
#IACP17
On-Site Optimization: Top Heavy Design
@MediaWyse /MediaWyse
The Problem = Google has a Page Layout Algorithm
#IACP17
On-Site Optimization: Top Heavy Design
@MediaWyse /MediaWyse
That Penalty (and others) are “Unannounced”
#IACP17
On-Site Optimization: Top Heavy Design
@MediaWyse /MediaWyse
The Problem = Google has a Page Layout Algorithm
#IACP17
Don’t do this. It’s not worth the ad income
On-Site Optimization: Top Heavy Design
@MediaWyse /MediaWyse
Do NOT Push your Content Down the Page!
#IACP17
Or This. It’s not worth the ad income
Image Credit: http://www.gsqi.com
On-Site Optimization: Top Heavy Design
@MediaWyse /MediaWyse
Recipe Pages can also be “Too” Top-Heavy
#IACP17
Note the Lack of Above-the-Fold Content.See the Excessive Ads?
On-Site Optimization: Top Heavy Design
@MediaWyse /MediaWyse
Recipe Pages can also be “Too” Top-Heavy
#IACP17
See the Difference? Much easier to “Share” and to Navigate – Also Above-the-Fold Text
On-Site Optimization: Top Heavy Design
@MediaWyse /MediaWyse
Use the GSC Search Queries Report to “Troubleshoot” a Penalty
#IACP17
On-Site Optimization: Top Heavy Design
@MediaWyse /MediaWyse
Use the GSC Search Queries Report to “Troubleshoot” a Penalty
#IACP17
If your Home Page is NOT a Top 10Google Referral Choice – You “Could”
Have a Page Layout Penalty!
On-Site Optimization: Usability
@MediaWyse /MediaWyse
The Problem = Google does not like sites that “interrupt” the user experience, especially by putting
excessive ads on, around, or between content
Don’t over-do this. Notworth the ad income
#IACP17
On-Site Optimization: Stop Bleeding PageRank
@MediaWyse /MediaWyse
The Problem = sitewide external image & text linksThese just bleed authority from your site!
They don’t need youTo link to them.
#IACP17
On-Site Optimization: Stop Bleeding PageRank
@MediaWyse /MediaWyse
This is NOT a Disputed Recommendation!
#IACP17
@MediaWyse /MediaWyse
2. Going SSL“Nobody wants a Non-Secure Warning”
Going SSL – Not “Optional” Anymore
@MediaWyse /MediaWyse
Google Gave Everyone a Heads-up
#IACP17
1st Warning 9/16
2nd Warning 12/16
Going SSL – Not “Optional” Anymore
@MediaWyse /MediaWyse
As of 1/31/17 Non-Secure Sites Show “Ugly” Browser Warnings
#IACP17
Going SSL – Not “Optional” Anymore
@MediaWyse /MediaWyse
Here’s what a Correctly SSL Secured Site looks like Now.
#IACP17
Going SSL – Not “Optional” Anymore
@MediaWyse /MediaWyse
You will Rank Higher if you go SSL!
#IACP17
Brian Dean’s research from analyzing 1 million search results found “that HTTPS correlated with higher rankings on Google’s first page”.
http://backlinko.com/search-engine-ranking
Going SSL – Not “Optional” Anymore
@MediaWyse /MediaWyse#IACP17
SSL is a Tiebreaker to Google – VERY Important in a Competitive Niche like Food Blogging!
Going SSL – Not “Optional” Anymore
@MediaWyse /MediaWyse#IACP17
Review this Detailed Guide on “How to Go SSL”
Talk to your Host about Converting to SSLor Visit this Detailed “How to Guide”
http://bit.ly/ssl-best-practices
Going SSL – Social Warfare
@MediaWyse /MediaWyse#IACP17
PRO TIP: When you move to SSL you will LOSE ALL YOUR SOCIAL SHARES!
https://warfareplugins.com/
Going SSL – Social Warfare
@MediaWyse /MediaWyse#IACP17
PRO TIP: Check your SSL Install at SSL Labs
https://www.ssllabs.com/ssltest/
@MediaWyse /MediaWyse
3. Page Speed & AMP“Fast sites rank better. Period.”
Mobile MUST be Fast!
Slow = Not Mobile-Friendly
Mobile First Index is Coming!
Rankings Signals will be Mobile-Based
To Google “First Byte” is EVERYTHING!
“First Byte” needsTo be a Priority.
Shoot for <400ms!
This is the Page Speed Metric to Focus on!
On-Site Optimization: Page Speed
@MediaWyse /MediaWyse
Google wants pages to load in LESS than 2-seconds. They want the“First Byte” time to be LESS than 200milliseconds!
#IACP17
On-Site Optimization: Page Speed
@MediaWyse /MediaWyse
A Score of 80/100 is ConsideredExcellent!
Review & Correct
#IACP17
https://developers.google.com/speed/pagespeed/insights/
Use the Google Page Speed Insights Tool…Regularly!
On-Site Optimization: Page Speed
@MediaWyse /MediaWyse
Review & Correct
#IACP17
Use the Google Page Speed Insights Tool…Regularly!
The Google Pagespeed Insights Tools DOES NOT MEASURE PAGE SPEED. This is a Usability Tool. You can have a terrible score here and still do VERY well in Google. Don’t get hung
up on it too much!
On-Site Optimization: Page Speed
@MediaWyse /MediaWyse#IACP17
https://testmysite.thinkwithgoogle.com/
Google Gives you Plenty of Tools
Page Speed: Image Optimization
@MediaWyse /MediaWyse
Casey Recommends the Above-the-Fold Optimization Plugin
#IACP17
https://wordpress.org/plugins/above-the-fold-optimization/
On-Site Optimization: Page Speed Tools
On-Site Optimization: Page Speed Tools
On-Site Optimization: Page Speed Tools
On-Site Optimization: Page Speed Tools
Page Speed – Choose your Host Wisely!
@MediaWyse /MediaWyse#IACP17
TTFB and Start Render are PROMINENTLY Determined by your HostingHere are my Hosting Recommendations!
Page Speed – Choose your Host Wisely!
@MediaWyse /MediaWyse#IACP17
And PLEASE do not use BLUEHOST….EVER!
Page Speed: Image Optimization
@MediaWyse /MediaWyse
“Try” to Upload Images Smaller than 80KB to your Site (if possible)!
Original Image: 448KB
Optimized Image: 79KB
#IACP17
Page Speed: Image Optimization
@MediaWyse /MediaWyse
“Try” to Upload Images Smaller than 80KB to your Site!
Original Image: 448KB
Optimized Image: 79KB
#IACP17
Upload Images to your blog that are SIZED to your theme. Don’t make your theme RESIZE your images to match the
display size. That’s a BIG reason bloggers have slooooooow Page Speeds.
Page Speed: Image Optimization
@MediaWyse /MediaWyse
Casey Recommends the Imagify Optimization Plugin – It’s Awesome!
#IACP17
https://wordpress.org/plugins/imagify/
@MediaWyse /MediaWyse
On-Site Optimization: Page SpeedPrepare Yourself for AMP“Accelerated Mobile Pages”
#IACP17
https://www.ampproject.org
@MediaWyse /MediaWyse
On-Site Optimization: Page SpeedPrepare Yourself for AMP“Accelerated Mobile Pages”
#IACP17
@MediaWyse /MediaWyse
On-Site Optimization: Page SpeedPrepare Yourself for AMP“Accelerated Mobile Pages”
#IACP17
The AMP module disrupts the search experience by appearing at the top of the SERP and pushing everything
else down. The most obvious impact for sites that don’t opt into AMP will be a decrease in impressions and clicks, even
with a top organic position.
@MediaWyse /MediaWyse
On-Site Optimization: Page SpeedAMP Recipe Carousel now LIVE!
#IACP17
http://www.thesempost.com/google-amp-recipes-live-search-results/
AMP and Google
@MediaWyse /MediaWyse#IACP17
Get to Know the AMP Plugins – and Start Talking to your Ad Networks!
Amp for WP – use to “Style” your AMP Pages
AMP Plugin – Main Required Plugin
AMP and Google
@MediaWyse /MediaWyse#IACP17
Monitor your AMP Results in Google Search Console
AMP and Google
@MediaWyse /MediaWyse#IACP17
Monitor your AMP Results in Google Search Console
Check-out this AMP Checklist!
https://en.onpage.org/knowledge-base/tutorials/amp/
AMP and Google – It’s NOT Perfect
@MediaWyse /MediaWyse#IACP17
AMP has a known Google Analytics Issue – Fix Coming
@MediaWyse /MediaWyse
4. Recipe Plugins/Rich Cards “The WRONG plugin will hurt you.”
Recipe Plugins – A Crowded Landscape
@MediaWyse /MediaWyse#IACP17
I’ve Encountered A LOT of Recipe Plugins in my Auditing Work…
Recipe Plugins – A Crowded Landscape
@MediaWyse /MediaWyse#IACP17
But Only a VERY Small Number are ACTUALLY Updated Regularly…
Recipe Plugins – A Crowded Landscape
@MediaWyse /MediaWyse#IACP17
And of that Number…Only a SMALL Number are Built with both JSON-LD (for Google) and Microformats (for Pinterest Rich Pins)
Recipe Plugins – A Crowded Landscape
@MediaWyse /MediaWyse#IACP17
All of Google’s Structured Data Examples are in JSON-LD.
Recipe Plugins – A Crowded Landscape
@MediaWyse /MediaWyse#IACP17
And Yes… Google is A-OK with Multiple Structured Data Recipe Cards
Recipe Plugins – A Crowded Landscape
@MediaWyse /MediaWyse#IACP17
Google has made it Clear WE PREFER JSON – You need to have a Plugin that understands that!
Recipe Plugins – A Crowded Landscape
@MediaWyse /MediaWyse#IACP17
Let’s Keep Going…Which plugins provide Free Versions that are Fully 100% Google Rich Cards Compliant?
Recipe Plugins – A Crowded Landscape
@MediaWyse /MediaWyse#IACP17
And the Winner is……
Recipe Plugins – A Crowded Landscape
@MediaWyse /MediaWyse#IACP17
Casey’s Top Recipe Plugin Recommendation is WP Recipe Maker
Recipe Plugins – Optimizing for Rich Cards
@MediaWyse /MediaWyse#IACP17
Using the RIGHT Plugin is a MUST to Fully Optimize for Rich Cards
Recipe Plugins – Optimizing for Rich Cards
@MediaWyse /MediaWyse#IACP17
Optimizing for Rich Cards means FULLY Filling out all your Recipe Attributes – your Goal is 100% Fully Enhanced
Recipe Plugins – Optimizing for Rich Cards
@MediaWyse /MediaWyse#IACP17
Optimizing for Rich Cards means FULLY Filling out all your Recipe Attributes – your Goal is 100% Fully Enhanced
Don’t Confuse “Non-Critical” with “Fully Optimized”
Recipe Plugins – Optimizing for Rich Cards
@MediaWyse /MediaWyse#IACP17
When you Move Recipe Cards to Fully Enhanced you Generate No ErrorsIn the Google Structured Data Tool
Recipe Plugins – Optimizing for Rich Cards
@MediaWyse /MediaWyse#IACP17
Fully Enhanced Recipe Cards GREATLY INCREASE their Ability to bePulled into the Mobile Recipe Carousel
Recipe Plugins – Optimizing for Rich Cards
@MediaWyse /MediaWyse#IACP17
In Contrast, FAILING to Fill-out Your Recipe Attributes Results in Multiple Critical and Non-Critical Errors
/MediaWyse
On-Site Optimization: Structured Data
@MediaWyse
Google Structured Data Testing Tool:
http://bit.ly/structured-data-tool
#IACP17
Test your own Recipes Right Now in Google
@MediaWyse /MediaWyse
5. Featured Answers/Position Zero“Good recipes & photography isn’t enough.”
Featured Snippets are a BIG Deal!
@MediaWyse /MediaWyse#IACP17
Focus on Optimizing for Position ZERO in 2017.
Featured Snippets are a BIG Deal!
@MediaWyse /MediaWyse#IACP17
Focus on Optimizing for Position ZERO in 2017.
Any Site, Regardless of Position can Generate a
Featured Snippet
Featured Snippets are a BIG Deal!
@MediaWyse /MediaWyse#IACP17
Focus on Optimizing for Position ZERO in 2017.
Featured Snippets are direct answers in the Search Results returned solely by Google. These are NOT influenced at all
by Structured Data. It’s all content-related. Featured Snippets have high CTR and send LOTs of Traffic!
Featured Snippets – How to Track?
@MediaWyse /MediaWyse#IACP17
You can Track Featured Snippets in SEM Rush
Featured Snippets – How to Track?
@MediaWyse /MediaWyse#IACP17
You can Track Featured Snippets in Moz Tools
Featured Snippets – How to Track?
@MediaWyse /MediaWyse#IACP17
Identify Opportunities for Featured Snippets in Search Console
Featured Snippets – How to Track?
@MediaWyse /MediaWyse#IACP17
Identify Opportunities for Featured Snippets in Search Console
Filter your Search Analytics by How, What, When, Where, Why, Does, How, Are, & other Question/Answer queries.
Find content that Asks and Answers Questions. Then optimize accordingly!
Featured Snippets – How to Optimize?
@MediaWyse /MediaWyse#IACP17
Use Answer the Public to Surface the Questions Around a Topic
http://AnswerthePublic.com
Final Thoughts?
SEO is all about doing
…the Little Things.
But they add up to BIG Traffic Increases…
Questions?
Casey MarkeeFounder, Media Wysewww.MediaWyse.com [email protected]
@mediawyse
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