A Framework for a Successful SEO Strategy: 2014 Edition

Agenda

SEO101

A Threefold Approach to SEO

Measurement & Improvement

What’s New in SEO

Download this slide deck at http://bit.ly/seostrategy2014

Please ask questions along the way!

About Me

Coding since 1986Creating websites

since 1997Working in e-

commerce since 2005

Marketing MBA

SEO101

SEO 101

SEO101

Google does data entry with your website

INDEXING

SEO101

TECHNICAL

SEO101

Don’t Confuse Google

Technical Checkup

www.WooRank.comWrite this down!

STEP 1

Technical Checkup

STEP 2Hand WooRank Report to Webmaster.

Tell them to fix it all.

(Cry if necessary)

WooRank

SEO101

ON-PAGE

SEO101

Keywords

On-Page: Keywords

Google doesn’t use the meta keywords tag.

On-Page: Keywords

http://adwords.google.com

KEYWORD RESEARCH

Write this down!

“Keyword Planner” Tool

(No ad purchase required to use the “Keyword Planner” tool)

On-Page: Keywords

KEYWORD RESEARCH

SEO101

Site Structure

On-Page: Site Structure

Each product or service needs its own page.

SEO101

Content Strategy

On-Page: Content

Content Goals

1. Expand site size2. Keep site fresh3. Use different keyword

variations4. Obtain links & social shares

On-Page: Content

BLOG RELIGIOUSLY.

(Blog must be on your own website, not on WordPress.com or Blogger.com)

Content Goals 1 & 2: Size & Freshness

On-Page: Content

More articles = More traffic

Source: Hubspot

Content Goals 1 & 2: Size & Freshness

On-Page: Content

EDITORIAL CALENDAR

4 Categories = 4 Posts Per Month

ONE Key Phrase per post!

Content Goal #3: Varied Keywords

On-Page: Content

If your blog impresses

humans, the search rankings

will follow

WRITE AWESOME CONTENT

Content Goal #4: Links & Shares

On-Page: Content

This is what will happen.

Actual Case Study

SEO101

OFF-PAGE

SEO101

Off-Page: Links

RELEVANT&

REPUTABLE

NOT JUST ABOUT QUANTITY

Off-Page: Links

If your blog impresses humans, the LINKS will

follow

WRITE AWESOME CONTENT

Off-Page: Links

Reputable directories = OK

Link farms = NOT OK

NOT OKAY TO PAY FOR LINKS

Off-Page: Links

PAYING FOR EYEBALLS = OK!

https://www.stumbleupon.com/pd

Write this down!

Paid Discovery on Great Content = FAST Link Building

Off-Page: Links

10/14: 183 links from 37 different sites

1 paid stumble on 10/15: $50 for 500 visitors

11/19: 303 links from 56 different sites

An increase of 120 links and 19 root domains in 1 month

CASE STUDY

SEO101

Social Media

Off-Page: Social

Social, Social, Social!7 of the top 8!

SEO101

Citations

SEO101

https://moz.com/local/search Write this down!

Check your citation status

SEO101

MEASURE

Measures & Metrics

Metrics that Matter1. Organic Keywords (Webmaster Tools)

Search Traffic -> Search Queries

2. Landing Pages (Analytics)Behavior -> Site Content -> Landing Pages❶Visits ❷Bounce Rate ❸Avg. Visit Duration

3. Referral Traffic (Analytics)Acquisition -> All Referrals

Ongoing Improvement

“I should blog more about that”

“I should add that

to my Services page”

“That would make a great

article”

Data-Driven Ideas

SEO101

LATESTTRENDS

SEO in 2014

1) Authorship

2) Local

What the PLUS?!?

Authorship

Jump ahead of hundreds of millions of pages using Authorship!

http://plus.google.com/authorship

Write this down!

Huuuuge Tracts of Land!

1. Fill out 100%

2. Get reviews!

https://plus.google.com/dashboard Write this down!

SEO101

Recap: The Framework

Technical Fix Issues

On-Page Keyword Research Drilldown Pages Editorial Calendar

Off-Page Links (Stumble!) Social Media Citations

Measure & Improve Watch the

“Metrics that Matter”

Get ideas from keyword data

Stay on Top of Trends Authorship Local

$25 SEO Report CardFind out what parts of your site

needs the most help.

Normally $125, but for webinar attendees it’s only $25!

http://pamannmarketing.com/discounted-seo-audit

/ Password: pamseo2014

A Framework for a Successful SEO Strategy: 2014 Edition

Marketing

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How To Implement Successful SEO

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How Successful Companies Combine SEO & Content for Bigger Wins

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