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

Questions?

webinars@sparkroom.com