SEO Crash Course - Go from White Belt to Ninja in Search Optimization

SEO White Belt to Black Belt Webinar • June 3, 2014

AGENDA On Page Op?miza?on Linkbuilding Analy?cs

On-‐Page Op/miza/on

On-‐Page Op/miza/on White Belt

Title Tags & Meta Descrip/ons

Title Length : 70 Characters

Title Length : 70 Characters Title Tag Pro Tip : Include Branding when possible

Meta Descrip?on : 156 Characters

Meta Descrip?on : 156 Characters Meta Descrip1on Pro Tip : Write like an ad

*Warning* -‐ Your text might get trunca…

URL Structure

Create a content hierarchy to deduce informa?on

URL Structure

Where am I?

URL Structure

Where am I?

Image Alt Tags

Use Keyword in: Alt Tag

Image Alt Tags

Use Keyword in: Alt Tag

Image Alt Tags

Use Keyword in: Alt Tag & Filename

Image Alt Tags

Use Keyword in: Alt Tag & Filename

Image Alt Tags Dominate Image Results!

On-‐Page Op/miza/on Brown Belt

Schema Markup What is it?

Schema Markup What is it? Structured Data that Search Engines can Interpret

Schema Markup What does that mean? •  Reviews •  People •  Products •  Businesses and organiza?ons •  Recipes •  Events •  Music

Schema Markup What does that mean? •  Reviews

Schema Markup What does that mean? •  People

Schema Markup S/ll Hesitant?

Schema Markup S/ll Hesitant? Pages With Schema Markup Rank 4 Posi/ons Higher in Search Results h^p://searchenginewatch.com/ar?cle/2341710/Pages-‐With-‐Schema-‐Markup-‐Rank-‐4-‐Posi?ons-‐Higher-‐in-‐Search-‐Results-‐Study

Schema Markup So Why Aren’t Sites Implemen/ng It?

Schema Markup So Why Aren’t Sites Implemen/ng It? Schema Markup Shows In 36% Of Google Search Results, But Almost No Websites Use It

h^p://searchengineland.com/schema-‐markup-‐shows-‐36-‐google-‐search-‐results-‐almost-‐websites-‐use-‐study-‐189707

Schema Markup Let’s Get Started Right Now! Go Here & Learn: h^p://schema.org/

Schema Markup Let’s Get Started Right Now! Go Here & Learn: h^p://schema.org/ Go Here & Code: h^p://schema-‐creator.org/

Schema Markup Let’s Get Started Right Now! Go Here & Learn: h^p://schema.org/ Go Here & Code: h^p://schema-‐creator.org/ Go Here & Test: h^p://www.google.com/webmasters/tools/richsnippets

On-‐Page Op/miza/on Black Belt

Site Speed Why?

Site Speed Why? B/C MaR CuRs Said So in… 2010 h^p://www.ma^cu^s.com/blog/site-‐speed/

Site Speed Let’s Get Started: Go Here: h^p://developers.google.com/speed/pagespeed/insights/

Want More? More Advanced Route, and truly Black Belt Check this out: h^p://www.quicksprout.com/the-‐advanced-‐guide-‐to-‐seo-‐chapter-‐2/

Linkbuilding

Linkbuilding White Belt

Blog Commen/ng

Relevant Blog Commen/ng

Branding

Branding Direct Traffic

Branding Direct Traffic Establishing Rela/onships / Links

Finding Relevant Blogs Use Advanced Search Operators h^p://www.googleguide.com/advanced_operators_reference.html

in/tle:Liga Privada Papas Fritas "Leave a Comment"

Don’t Automate

Don’t Automate Don’t Spam

Don’t Automate Don’t Spam Be Authen/c

Don’t Automate Don’t Spam Be Authen/c Build a Rela/onship

Linkbuilding Brown Belt

Social Shares

Social Shares Google +1s

Social Shares Google +1s Facebook Likes

Social Shares Google +1s Facebook Likes Tweets

Social Shares Google +1s Facebook Likes Tweets Reddit

Social Shares Google +1s Facebook Likes Tweets Reddit Pinterest

Social Shares h^p://www.searchmetrics.com/media/documents/ranking-‐faktoren/download-‐ranking-‐factor-‐study-‐2013.pdf

Social Shares h^p://moz.com/search-‐ranking-‐factors

Social Shares A Golden Bullet? No

Social Shares A Golden Bullet? No Helpful. Yes!

Linkbuilding Black Belt

Rela/onship Building

Rela/onship Building •  Raven Tools

Rela/onship Building •  Raven Tools •  Find Your Compe/tor’s Links

Rela/onship Building •  Raven Tools •  Find Your Compe/tor’s Links •  Add them to the Link Manager

Rela/onship Building •  Raven Tools •  Find Your Compe/tor’s Links •  Add them to the Link Manager •  Build Rela/onships

Rela/onship Building •  Incredibly Powerful so`ware

•  Tons of Tutorials & Guides •  h^p://blog.raventools.com/broken-‐link-‐building-‐by-‐prospec?ng-‐local-‐

directories/

•  Takes a lot of /me, but worth it!

Get Raven Here : h^p://bit.ly/1o0uJsX

Analy/cs

Analy/cs White Belt

Segmen/ng Organic Traffic

Analy/cs White Belt

Keyword Analysis

Analy/cs White Belt

Keyword Analysis

Analy/cs White Belt

Goal Analysis

Analy/cs Brown Belt

(not provided)

Analy/cs Brown Belt

(not provided) What Happened?

Analy/cs Brown Belt

March 2012 – Firefox Secures Searches h^p://searchengineland.com/firefox-‐to-‐use-‐google-‐secure-‐search-‐by-‐default-‐116231

Analy/cs Brown Belt

March 2012 – Firefox Secures Searches h^p://searchengineland.com/firefox-‐to-‐use-‐google-‐secure-‐search-‐by-‐default-‐116231

Sept 2013 -‐ Google Secures all Searches h^p://searchenginewatch.com/ar?cle/2296351/Goodbye-‐Keyword-‐Data-‐Google-‐Moves-‐En?rely-‐to-‐Secure-‐Search

Analy/cs Brown Belt

Any Way to Fix it? •  Nope, but there are work arounds

Analy/cs Brown Belt

(not provided)

Any Way to Fix it? •  Nope, but there are workarounds •  Landing Pages

Analy/cs Brown Belt

(not provided)

•  Segmented by (not provided)

Analy/cs Brown Belt

(not provided)

•  Segmented by (not provided) •  Export URLs •  Use SEMRush to See Top Keywords

Analy/cs Black Belt

Using webmaster tools

Analy/cs Black Belt

Using webmaster tools •  Link Webmaster Tools

(WMT) & Analy/cs

Analy/cs Black Belt

Using webmaster tools •  Link Webmaster Tools

(WMT) & Analy/cs

Analy/cs Black Belt

Using webmaster tools •  Link Webmaster Tools (WMT) & Analy/cs •  Look at Queries

Analy/cs Black Belt

THAT’S ALL FOLKS

THANK YOU! ERIC SCISM ESCISM@GSANDF.COM @ERICSCISM

SEO Crash Course - Go from White Belt to Ninja in Search Optimization

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