SEO has evolved

SEO in 2015Tactics that move the needle

– Rand Fishkin, MOZ

“SEO is no longer just a job title, it has become part of everyone’s job

description”

– Sujan Patel

“SEO is F*#%ing hard, don’t let your business rely solely on it”

Areas of Focus• Optimize for Humans

• Mobile Friendly

• Keyword Themes

• Build Your Brand

• Quality Links & Content

• The Basics

Who am I?• I’ve been doing Digital Marketing

for over 12 years• I’ve helped 137 companies

successfully with SEO• I am the co-founder of

ContentMarketer.io and the VP of Marketing at When I Work

• In 2007 I ranked one of my clients for the hardest keyword in the industry: “mesothelioma”

• I’ve experienced 27 Google algorithm updates

• I’m a regular contributor at Inc., Forbes, WSJ, & entrepreneur.com

Optimize for Humans

Human Optimization• Optimize Page Titles & Meta Descriptions for CTR

• Fill Content Gaps

• Write Copy for Conversions instead of SEO

• Help people get the job done

• Focus less on rankings and more on user experience

Mobile Friendly

Create a responsive or dedicated website for mobile devices

Optimize Site Speed

• Optimize your images• Cache your database• Keep plugins to a minimum• Lazy loading

47% of users expect your web page to load in under 2 seconds

Understand the difference between desktop and mobile keyword research

Desktop Search for Pizza

• Pizza• Pizza dough• Incredible pizza• Pizza sauce recipe

Mobile Search for Pizza

• Pizza restaurant• Pizza delivery• Pizza shop• Nearest pizza

Focus on Keyword ThemesOur customers refer to When I Work in many different ways:

• Scheduling Software

• Staffing Software

• Work Force Management

• Scheduling App

• Scheduler

• Employee Scheduling Software

Play to the long tail

Focus on Keyword Intent

Learn who your customers really are & what they want through surveys (qualaroo.com), talking to the sales & support teams or talking to your customers directly (trade shows).

Build Your Brand

Tie your brand to a keyword

Forget links, build brand mentions

Link Building That Still Works

– Sujan Patel

“Link building is hard f*#%ing work. Put in the time & use the right tools

and you’ll be successful…don’t half-ass it.”

Quality Link Building• Steal your competitors links with tools like ahrefs.com & steal links to their latest content with tools

like buzzsumo.com & majestic.com

• We monitor popular content weekly and have 1 person dedicated to hunting down links and doing outreach. Use ContentMarketer.io (my tool) for outreach.

• Get interviewed on blogs & podcasts using podbay.fm

• For my growth hacking ebook 100daysofgrowth.com I used Buzz Sumo to find everywhere Sean Ellis and Morgan Brown (top growth hackers) were interviewed and had an intern pitch me. As a result I received 33 links and 500+ ebook sales .

• Round Up Posts. Use: “intitle:roundup” + [keyword] and pitch your latest and greatest content

• wheniwork.com/blog gets included on 7-10 round up post a month. At first we did a lot of outreach to be included on a round up post. Now that we’re on round up bloggers’ radar and the links keep coming in.

• Guest Posts still work but focus on authority sites/publications

• wheniwork.com receives over 75 links & 5000 visits a month from our guest posting efforts.

Build Links with 10x Content

34 inbound linkswheniwork.com

2,015 inbound linksquicksprout.com

Build a tool. Our Excel template has 97 links, receives 12,500 visitors a month and is responsible for over ~50 new customers a month.

Create a resource. Our HR templates has received 7000 visitors and 49 quality links in just four weeks. We came up with from looking at customer support logs + keyword research.

Create a ebook. Our management hacks ebook has been downloaded over 10,000 times and has over 130 links.

The Basics• Simple URL Structure

• Keywords in Page Title, H1 & H2

• Focus your meta description on CTR (think of it as ad texts)

• Use Schema/Rich Snippets

• Internal Linking & Proper Sitemap (HTML & XML)

• Minimize 404 pages & HTML errors