Date post: | 12-Jul-2015 |
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Self Storage SEOBasic SEO 101 for Storage Industry
Created by Travis Wright
Content in this Presentation• The Search Landscape
• How Do Search Engines Work?
• Site Architecture
• Effective Keyword Research
• Link Building Strategies
• Social Media, Social Search & Social Influencers
THE SEARCH LANDSCAPE
Completely different ranking algorithm than standard search
results
Probably doesn’t get traffic like most “#1” results. Actually,
11th listing on the front page.
News Results
Real Time Results
Local Results
Image Results
Click-Through Rates
HOW DO SEARCH ENGINES WORK?
Crawling & Indexing
Without links, the engines might never
find this page
Domain
Authority
Page Rank
“ PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion keyword terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results.
-Google’s definition of PageRank
Page Rank
The Flow of PageRank
PageRank is Split Evenly
Between the Links on a Page
Technically, Every External Link
“Leaks” PageRank
Nofollowing or Removing Links Can
Alter the Flow of PageRank
Or, at least it used to...
Crawlability / Link Architecture
Duplicate Content & Canonicalization
Canonical URL Tag
301 Redirects
302s
Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
UnnecessarySubdomain Dynamic URLs don’t perform as well as
static and engines recommend against more than two parameters
No keywords in the URL string
Important Tags & Signals
Title Tags
Meta Descriptions
Tag Length Recommendations
Anatomy
Of
A
Link
Page Copy
Image Alt Attributes
Good keyword usage in the alt tag
H1, H2, H(x) Tags
Keyword Research + Targeting
Create Spreadsheet w/ these Columns
Choose the “Best”
Words/Phrases to Target
Identify High Value Keywords
Geo Targeted / Local Keywords
Albuquerque storageAlbuquerque public storageAlbuquerque self storageAlbuquerque storage unitsstorage AlbuquerqueSelf storage AlbuquerqueStorage units AlbuquerquePublic storage Albuquerque
Add Keyword Data for Top Competitors
We like using a weighted average ofthe Page Authority metric
Link Building Strategies
#1 - Manual Link Submissions/Requests
#2 - Competitive Link Research/Acquisition
#2 - Competitive Link Research/Acquisition
#3 - Links via Embedded Content
#4 - Linkbait & Viral Campaigns
#5 - Content, Technology & API Licensing
#6 - Partnerships, Exchanges & Trades
#7 - Paid Links
#8 - Link Reclamation
Training & Incenting Link Builders
Training Camp (via Gil Searcy on Flickr)
• Do link building together
• Create consistent metrics
• Reward like a sales team
• Record reasons why links didn’t happen (like objections to sales)
and work on these (things like design quality, affiliations, language,
etc. will come up)
Building a Link Acquisition Funnel
Visit Link-Targeted Content
Grab Link Code
Link to the Site
Building a Link Acquisition Funnel
Visit Link-Targeted Content
Grab Link Code
Link to the Site
Building a Link Acquisition Funnel
Building a Link Acquisition Funnel
Questions?
Feel free to distribute this presentation for educational use. We love to help SEOs learn!