How to Rank Better in Google: Food Bloggers Canada #FBC2015
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This document profiles Casey Markee, an expert in search engine optimization (SEO) with over 17 years of experience. It provides biographical details on Casey, including his roles leading SEO efforts at various companies and as the president of his own SEO consultancy, Media Wyse. The document also summarizes Casey's experience conducting hundreds of site audits, training SEO teams internationally, and authoring numerous articles on SEO best practices. Finally, it provides contact information for connecting with Casey online through social media profiles.
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How to Rank Better in Google: Food Bloggers Canada #FBC2015
- 2. Get this Presentation @ Slideshare: @MediaWyse + Casey Markee
- 3. Who is this Casey guy? • Head of Online Support for Planet Ocean • Lead SEO Consultant w/ Search Engine News • President & Owner of SEO Firm Media Wyse • Author of 200+ Search Engine News Articles • 12+ Years actual Working SEO Experience • Klout score of 65! (1000’s of SMO subscribers) • Dozens of Link Bait Pieces at the Top of Google • Head of Online Support for Planet Ocean • Lead SEO Consultant w/ SearchEngineNews.com • Founder of SEO Consultancy Media Wyse • Author of 500+ SEO & SMO articles • 17+ years actual working SEO Experience • Has conducted 300+ site audits! • Trained SEO teams on five continents • Co-Author of the “Unfair Advantage Guide to Winning the Search Engine Wars” • Contributor to “The Web Untangled: The Handbook for Building an Online Business” • Bacon and Craft Beer Aficionado! @MediaWyse + Casey Markee
- 9. To Google: Rankings = Relevance @MediaWyse + Casey Markee
- 10. On-Site Optimization: Relevance @MediaWyse + Casey Markee
- 11. @MediaWyse + Casey Markee 1. META Tags and Data “Page Titles are SUUUPER Important.”
- 12. On-Site Optimization: Meta Tags/Data @MediaWyse + Casey Markee
- 13. On-Site Optimization: Meta Tags/Data @MediaWyse + Casey Markee
- 14. On-Site Optimization: Meta Tags/Data @MediaWyse + Casey Markee
- 15. On-Site Optimization: Image Optimization @MediaWyse + Casey Markee
- 16. On-Site Optimization: Meta Tags/Data @MediaWyse + Casey Markee 1. Title Tags are THE most important SEO Metric: 60-65 Characters Max. Use your Blog Post Titles and put your Blog name at the END. 2. Fill-out a Custom 155 Max META Description (or use a SERP pixel tool) . Describe your blog post or article. Write for the user, not the search engine! 3. Fill-out both the Alt Tags and Title Tags on all your post images. 4. Each page should have ONE H1 tag. You can have as many H2-H5 tags as you like. But only ONE H1 tag! 5. Keep images below 80KB in size, use Tinyjpg to optimize before load-in. And download the https://wordpress.org/plugins/tiny-compress-images/ plugin. 6. Automate on-page Blogging SEO with the Yoast SEO plugin.
- 17. @MediaWyse + Casey Markee 2. Google LOVES Content “Long form evergreen content is King!”
- 20. Content Auditing @MediaWyse + Casey Markee
- 21. Content Auditing: Implement “Adjusted Bounce Rate” @MediaWyse + Casey Markee Google Analytics defines bounce rate as the percentage of visitors who exited your site from the entrance page without interacting with it. 1. clicks on the “back” button 2. closes a tab or a window 3. types a new link in this browser window 4. clicks on an external link which opens in this tab. 5. is not interacting/ doing nothing for over 30 minutes (there is a session timeout)
- 22. Content Auditing: Implement “Adjusted Bounce Rate” @MediaWyse + Casey Markee Google “bounce rate” does not take into account “dwell time” – how long someone spent finding EXACTLY what they wanted, then left.
- 23. Content Auditing: WP Plugins to Implement ABR @MediaWyse + Casey Markee
- 24. Content Auditing: On-Site Duplicate Content @MediaWyse + Casey Markee
- 25. Content Auditing: Off-Site Duplicate Content @MediaWyse + Casey Markee
- 26. Content Auditing: Off-Site Duplicate Content @MediaWyse + Casey Markee
- 29. Content Auditing: What about “Bad” Content? @MediaWyse + Casey Markee
- 30. Content Auditing: What about Syndicated Content? @MediaWyse + Casey Markee
- 31. Content Auditing: What about Old Content? @MediaWyse + Casey Markee
- 32. @MediaWyse + Casey Markee 3. Is your Site Attractive? “How you look online is very important.”
- 33. On-Site Optimization: Excessive Ads are a No-No @MediaWyse + Casey Markee Google does not like sites that “interrupt” the user experience, especially by putting excessive ads on, around, or between content
- 34. On-Site Optimization: Stop Bleeding PageRank @MediaWyse + Casey Markee sitewide external image & text links
- 35. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
- 36. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
- 37. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
- 38. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
- 39. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
- 40. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
- 41. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
- 42. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
- 43. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
- 44. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
- 45. + Casey Markee On-Site Optimization: Structured Data @MediaWyse Recipe Rich Snippets – How does Google Generate? The only required property is the “name,” but Google notes that rich snippets are currently only shown for recipes that include at least two of the following properties: •At least one of prepTime, cookTime, totalTime or ingredients. •NutritionInformation •Image. •Review.
- 46. + Casey Markee On-Site Optimization: Structured Data @MediaWyse Recipe Rich Snippets - https://wordpress.org/plugins/wp-ultimate-recipe/
- 47. + Casey Markee On-Site Optimization: Structured Data @MediaWyse Recipe Rich Snippets - https://wordpress.org/plugins/wp-ultimate-recipe/
- 48. + Casey Markee On-Site Optimization: Structured Data @MediaWyse Recipe Rich Snippets – So what about on Blogger? “In order to generate a Rich Snippet in Google, Blogger owners must physically mark-up their content with the name of the dish, a photo, and how long it takes to make.” – Google Support
- 49. + Casey Markee On-Site Optimization: Structured Data @MediaWyse Troubleshooting Rich Snippets and Structured Data:
- 50. + Casey Markee On-Site Optimization: Structured Data @MediaWyse Detailed Schema.org CHEAT SHEET from BuiltVisible
- 51. + Casey Markee On-Site Optimization: Structured Data @MediaWyse Detailed Schema.org CHEAT SHEET from BuiltVisible
- 52. @MediaWyse + Casey Markee 4. Speed is EVERYTHING to Google! “If you are slow, you will rank lower.”
- 54. @MediaWyse + Casey Markee On-Site Optimization: Page Speed
- 57. On-Site Optimization: Page Speed @MediaWyse + Casey Markee
- 58. On-Site Optimization: Page Speed @MediaWyse + Casey Markee
- 59. On-Site Optimization: Page Speed @MediaWyse + Casey Markee Google Page Speed Insights Tool: Go check your Site right now! https://developers.google.com/speed/pagespeed/insights/
- 62. @MediaWyse + Casey Markee On-Site Optimization: Page Speed
- 63. @MediaWyse + Casey Markee On-Site Optimization: Page Speed
- 64. @MediaWyse + Casey Markee On-Site Optimization: Page Speed The AMP module disrupts the search experience by appearing at the top of the SERP and pushing everything else down. The most obvious impact for sites that don’t opt into AMP will be a decrease in impressions and clicks, even with a top organic position.
- 65. @MediaWyse + Casey Markee 5. Mobile Optimization is a Ranking Factor! “Don’t have a mobile-friendly tag? Ouch!”
- 66. On-Site Optimization: Mobile Design
- 67. On-Site Optimization: Mobile Design @MediaWyse + Casey Markee
- 68. Use the Google Mobile-Friendly Tool! @MediaWyse + Casey Markee
- 69. Check your Google Search Console @MediaWyse + Casey Markee
- 71. Are you on Wordpress? Use a Plugin @MediaWyse + Casey Markee
- 72. For Websites Check-out DudaMobile.com @MediaWyse + Casey Markee
- 73. For Websites Check-out DudaMobile.com @MediaWyse + Casey Markee
- 74. What about Mobile SEO? Good Question! @MediaWyse + Casey Markee
- 78. Connect with me Online @ Today’s Presenter is… Become a Fan on Facebook: http://www.facebook.com/MediaWyse Follow Casey on Twitter: http://Twitter.com/MediaWyse Connect with Casey on Linkedin: http://www.linkedin/com/in/caseymarkee Circle Casey on Google+: https://plus.google.com/+CaseyMarkee Follow Casey on SlideShare: http://www.slideshare.net/CaseyMarkeeMBA
Editor's Notes
- Google pushes out hundreds of algorithmic updates a year. This year alone, some of the more “visible” public updates included the following: -Unnamed Update — February 4, 2015 -Mobile Friendly Update AKA "Mobilegeddon" — April 22, 2015 -The Quality Update — May 3, 2015 (Phantom 2) -Panda 4.2 (#28) — July 17, 2015 -New Panda Tremors here in October on 16 and 17th. -Halloween Zombie Update 10/20 – Google Core Algorithmic Update (more later)
- Google has continued to “shrink” the number of SERPS that users see. n the beginning, there were 10 results, and it was good. Then, came expanded site-links and Google's 7-result SERP. Around the middle of 2014, we started to hear reports of SERPs with odd numbers of organic results – 9, 8, 6, 5, and even 4 page-1 results. On mobile, Google is moving to an app-based search pack. That limits again the SERPs on page 1. The point being, there is “less” realistic to target now than ever before.
- Besides decreased SERP real estate, you also have expanded competition. How many of you in this room didn’t have a blog 2 years ago? Did you know that a new blog is created in the world EVERY HALF A SECOND? If you do the math, that's 172,800 new blogs EVERY DAY! There is estimated to be well over 2+ million food blogs online right now. Food blogging has exploded. In fact, just 3 short years ago, Technorati.com had only 13,000 food blogs listed in their directory. Most likely that was underreported but the gist is this: food blogs are popular!
- Google uses Pixel Width for Titles: 482 for Desktop, 550 for Mobile and Tablets. Descriptions come out to about 920 pixels on Desktop. Mobile it’s shorter, 757 pixels. Screaming Frog has a built-in SERP Snippet Simulator. Use it.
- Moz Site Crawl - https://moz.com/researchtools/crawl-test Or you can use Screaming Frog - www.screamingfrog.co.uk/seo-spider/ 500 URLs for free – or pay $99UK for am unlimited license
- For most of you, you aren’t getting the MOST out of GW Tools as you can. I would suggest taking a look at this quick tutorial to understand how much awesome data you can really pull out: http://bit.ly/gw-tools-tutorial
- Food blogs are NOTORIOUSLY large in size. Some of them have pages that are 10-12MB in size. The average page size online is around 1.7MBs and around 100 individual http requests. This will hurt you. Optimize your images BEFORE loading them into your site! My advice is always to optimize all your images BEFORE you load them into your blog. I recommend the use of https://tinyjpg.com/ I also recommend you use the WP plugin https://wordpress.org/plugins/tiny-compress-images/
- The average social media user sees 285 content pieces a day. That’s over 50,000+ words of content and/or 400+ minutes of Video. That’s like reading multiple novels or watching the Twilight Series every day (good God who would want to do that!!!)
- What you write is clearly important. But understanding HOW that content is truly connecting with your content is even MORE important. To do that, you need to be able to read the data correctly. Enter Adjusted Bounce Rate….
- - Food blogs tend to have very high bounce rates, usually 70-90% - one of the reasons is the failure to use ABR
- If you have a food blog and it's currently throwing out a 70%+ bounce rate you aren't getting a true picture of how your audience is interacting with your content. This is because how Google calculates a "bounce" and what a "bounce" really is, are completely separate things. In most cases it is possible for users to be engaged in a page, get the exact answer they were looking for, and have no reason to browse any further. This is called "dwell time" and is much more important than bounce rate. So the question is? How do you REALLY know which pages/recipes on your blog are resonating with your audience? You use ABR to set a “timing event” usually at least 15 seconds, which will record the visit and user activity.
- If you don’t remember anything else that we discuss today, please remember this: If you do not have ABR set-up on your site, you do not have a true understanding of how your existing traffic is navigating your site content. Finally, the “benchmark” Bounce Rate for content sites, according to Google, is 40-60%. But recipe bloggers using ABR are seeing rates much lower than this, in the 20-40% area.
- Talk about http://dmcasender.com/ - tell them it’s a great way to automate the process.
- Google came out, definitively against design by and footer links, in a Google Webmaster Hangout hosted by John Mueller in March 2015. But as far back as SMX in 2012, then Head of Spam Matt Cutts stated that “We’ve done a good job of ignoring boilerplate, site wide links.” At a minimum, if you want to keep these, they MUST BE NOFOLLOW. But personally, I would just remove them all at best, or at worst, have them provide one link, from their home page, and still have it be NOFOLLOW. This is a “known” problem by Genesis and they even recommend the https://wordpress.org/plugins/genesis-simple-edits/ plugin so you can edit/remove the sitewide credits links yourselves. For designers, they still get the benefit of an “advertisement.” For site owners, you limit considerably the loss of authority sitewide.
- Now we can add a 4th monkey https. Watch for “chain” redirects.
- - Person said the site looked good but that the home page was very hard to navigate and provided no context. Once they got into the actual recipes and resources it looked much better.
- You can also use the Moz Site Crawl.
- In fact, Google JUST sent out a new wave of “Google Mobile-404 Error Notices” to Search Console accounts. Here’s one I just got yesterday while here in Canada.
- I do not recommend trying to modify your .htaccess file yourself, directly, for 301 redirects. Plugins, like this one, will do all the heavy lifting for you. I chose the tutorial here because it was done by an affiliate marketer. And there is a lot of affiliate marketers in this audience. So you should get a lot out of it.
- Google has said, repeatedly, that if it can’t fully crawl your JS and CSS files it can’t fully algorithmically score you. Stop blocking Google!
- Google has said, repeatedly, that if it can’t fully crawl your JS and CSS files it can’t fully algorithmically score you. Stop blocking Google! These sent these out in DROVES last Spring. A lot of food bloggers got these. It’s all about opening up your robots.txt file.
- You can also use the Moz Site Crawl.
- You can also use the Moz Site Crawl.
- Required Properties: The only required property is the “name,” but Google notes that rich snippets are currently only shown for recipes that include at least two of the following properties: -At least one of prepTime, cookTime, totalTime or ingredients. -Image. -NutritionInformation. -Review.
- I personally like Ultimate Recipe but Easy Recipe is also just fine. Both of these are updated continuously and that’s what you want. If you are using a recipe plugin, especially for Wordpress, that has not been updated in months, that’s a problem. Google is just too dynamic these days with structured data. For example, “WP Recipe Card” is a popular plugin but it hasn’t been updated since 4/14. And there are a ton of current support thread detailing problems with the plugin since Wordpress update 4.2.2. So be aware of this stuff.
- Required Properties: The only required property is the “name,” but Google notes that rich snippets are currently only shown for recipes that include at least two of the following properties: -At least one of prepTime, cookTime, totalTime or ingredients. -Image. -NutritionInformation. -Review.
- Here’s a great resource on Recipe Rich Snippets and Schema in general. And this is important, because….
- Suggested Schema Markup Plugin? Use Yoast and include a link to the Google Structured Data Testing Tool
- Slow Mobile Pages (mention the 3-second rule, 46% of users will shop elsewhere or leave a app or website if it fails to load in 3 seconds)
- Competitive Advantage
- Slow Mobile Pages (mention the 3-second rule, 46% of users will shop elsewhere or leave a app or website if it fails to load in 3 seconds)
- Slow Mobile Pages (mention the 3-second rule, 46% of users will shop elsewhere or leave a app or website if it fails to load in 3 seconds)
- WebPageTest specifically is great for “First Byte” analysis with Google.
- WebPageTest specifically is great for “First Byte” analysis with Google.
- This is for ALL CONTENT CREATORS. That’s everyone in this room. This is going to be a big deal. It is meant to simplify cumbersome HTML, CSS and JavaScript elements, resulting in a stripped down page that only includes the most vital content (text, images, videos, and of course, site ads). Websites that opt into this framework benefit from speed improvements since the content templates share common elements and components, leading to a 15 to 85% performance improvement, according to Google.
- There is a plugin for this and you can find it here: https://wordpress.org/plugins/amp/ However, unless your publishers are set-up with AMP, it will STRIP OUT all your ads on mobile. So do not use it…yet!
- No other service offers this kind of scan for mobile compatibility, let alone for free.
- You can either convert the entire site into either a separate mobile site OR make it responsive. The software crawls your website Extracts navigation, colors and content Builds the HTML and CSS Then tests the Mobile Site specifically to make sure it WILL generate the mobile-friendly tag.
- You can either convert the entire site into either a separate mobile site OR make it responsive. The software crawls your website Extracts navigation, colors and content Builds the HTML and CSS Then tests the Mobile Site specifically to make sure it WILL generate the mobile-friendly tag.
- This is a must-read. It’s the most comprehensive review of what factors are causing sites on mobile to rank effectively. General findings: Sites load in less than 2 seconds High ranking results tend to NOT use Flash Unordered lists, in other words “bullet points” tend to rank better Results with fewer links to confuse users tend to rank better Top 10 rankings on mobile tend to contain fewer than 4 images per page Average word count of mobile results increased in 2015 to 868; compare this to desktop’s 1,285. Content is “shorter.” More related keywords or “proof” terms tend to be found on these pages.