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



Meta Descrip?on : 156 Characters



Meta Descrip?on : 156 Characters



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



*Warning* -‐ Your text might get trunca…



*Warning* -‐ Your text might get trunca…




URL Structure


URL Structure

Create a content hierarchy to deduce informa?on


URL Structure



URL Structure



URL Structure

Where am I?


URL Structure

Where am I?


Image Alt Tags


Image Alt Tags


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



or



or


Schema Markup What does that mean? •  People



or



or


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/


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"


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


Analy/cs White Belt


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


Analy/cs Black Belt


Analy/cs Black Belt


THAT’S ALL FOLKS

THANK YOU! ERIC SCISM [email protected] @ERICSCISM