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

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Master the most important aspects of content SEO as Eric takes you from white belt to black belt strategies you can use on your website.

Master the most important aspects of content SEO as Eric takes you from white belt to black belt strategies you can use on your website.

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  • 1. SEO  White  Belt  to  Black  Belt  Webinar  •   June  3,  2014  
  • 2. AGENDA   On  Page  Op?miza?on   Linkbuilding   Analy?cs    
  • 3. On-­‐Page  Op/miza/on  
  • 4. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Title  Length  :  70  Characters  
  • 5. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Title  Length  :  70  Characters  
  • 6. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Title  Length  :  70  Characters   Title  Tag  Pro  Tip  :  Include  Branding  when  possible  
  • 7. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Meta  Descrip?on  :  156  Characters  
  • 8. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Meta  Descrip?on  :  156  Characters  
  • 9. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Meta  Descrip?on  :  156  Characters   Meta  Descrip1on  Pro  Tip  :  Write  like  an  ad  
  • 10. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       *Warning*  -­‐  Your  text  might  get  trunca…  
  • 11. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       *Warning*  -­‐  Your  text  might  get  trunca…  
  • 12. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons      
  • 13. On-­‐Page  Op/miza/on   White  Belt   URL  Structure  
  • 14. On-­‐Page  Op/miza/on   White  Belt   URL  Structure   Create  a  content  hierarchy  to  deduce  informa?on  
  • 15. On-­‐Page  Op/miza/on   White  Belt   URL  Structure   Create  a  content  hierarchy  to  deduce  informa?on  
  • 16. On-­‐Page  Op/miza/on   White  Belt   URL  Structure   Create  a  content  hierarchy  to  deduce  informa?on  
  • 17. On-­‐Page  Op/miza/on   White  Belt   URL  Structure   Where  am  I?  
  • 18. On-­‐Page  Op/miza/on   White  Belt   URL  Structure   Where  am  I?  
  • 19. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags    
  • 20. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags    
  • 21. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags     Use  Keyword  in:   Alt  Tag  
  • 22. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags     Use  Keyword  in:   Alt  Tag  
  • 23. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags     Use  Keyword  in:   Alt  Tag  &  Filename  
  • 24. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags     Use  Keyword  in:   Alt  Tag  &  Filename  
  • 25. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags     Dominate  Image  Results!  
  • 26. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  is  it?  
  • 27. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  is  it?   Structured  Data  that  Search  Engines  can  Interpret  
  • 28. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  Reviews   •  People   •  Products   •  Businesses  and  organiza?ons   •  Recipes   •  Events   •  Music    
  • 29. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  Reviews    
  • 30. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  Reviews     or  
  • 31. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  Reviews     or  
  • 32. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  People    
  • 33. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  People     or  
  • 34. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  People     or  
  • 35. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     S/ll  Hesitant?        
  • 36. On-­‐Page  Op/miza/on   Brown  Belt   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        
  • 37. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     So  Why  Aren’t  Sites  Implemen/ng  It?          
  • 38. On-­‐Page  Op/miza/on   Brown  Belt   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    
  • 39. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     Let’s  Get  Started  Right  Now!     Go  Here  &  Learn:   h^p://schema.org/    
  • 40. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     Let’s  Get  Started  Right  Now!     Go  Here  &  Learn:   h^p://schema.org/     Go  Here  &  Code:     h^p://schema-­‐creator.org/  
  • 41. On-­‐Page  Op/miza/on   Brown  Belt   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    
  • 42. On-­‐Page  Op/miza/on   Black  Belt   Site  Speed     Why?  
  • 43. On-­‐Page  Op/miza/on   Black  Belt   Site  Speed     Why?     B/C  MaR  CuRs  Said  So  in…  2010                     h^p://www.ma^cu^s.com/blog/site-­‐speed/    
  • 44. On-­‐Page  Op/miza/on   Black  Belt   Site  Speed     Let’s  Get  Started:   Go  Here:   h^p://developers.google.com/speed/pagespeed/insights/                      
  • 45. On-­‐Page  Op/miza/on   Black  Belt   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/                  
  • 46. Linkbuilding  
  • 47. Linkbuilding   White  Belt   Blog  Commen/ng                
  • 48. Linkbuilding   White  Belt   Relevant  Blog  Commen/ng                
  • 49. Linkbuilding   White  Belt   Relevant  Blog  Commen/ng     Branding              
  • 50. Linkbuilding   White  Belt   Relevant  Blog  Commen/ng     Branding   Direct  Traffic              
  • 51. Linkbuilding   White  Belt   Relevant  Blog  Commen/ng     Branding   Direct  Traffic   Establishing  Rela/onships  /  Links              
  • 52. Linkbuilding   White  Belt   Relevant  Blog  Commen/ng     Finding  Relevant  Blogs     Use  Advanced  Search  Operators   h^p://www.googleguide.com/advanced_operators_reference.html                  
  • 53. Linkbuilding   White  Belt   in/tle:Liga  Privada  Papas  Fritas  "Leave  a  Comment"                  
  • 54. Linkbuilding   White  Belt   in/tle:Liga  Privada  Papas  Fritas  "Leave  a  Comment"                  
  • 55. Linkbuilding   White  Belt   Don’t  Automate  
  • 56. Linkbuilding   White  Belt   Don’t  Automate   Don’t  Spam  
  • 57. Linkbuilding   White  Belt   Don’t  Automate   Don’t  Spam   Be  Authen/c  
  • 58. Linkbuilding   White  Belt   Don’t  Automate   Don’t  Spam   Be  Authen/c   Build  a  Rela/onship  
  • 59. Linkbuilding   Brown  Belt   Social  Shares  
  • 60. Linkbuilding   Brown  Belt   Social  Shares   Google  +1s  
  • 61. Linkbuilding   Brown  Belt   Social  Shares   Google  +1s   Facebook  Likes  
  • 62. Linkbuilding   Brown  Belt   Social  Shares   Google  +1s   Facebook  Likes   Tweets  
  • 63. Linkbuilding   Brown  Belt   Social  Shares   Google  +1s   Facebook  Likes   Tweets   Reddit      
  • 64. Linkbuilding   Brown  Belt   Social  Shares   Google  +1s   Facebook  Likes   Tweets   Reddit     Pinterest    
  • 65. Linkbuilding   Brown  Belt   Social  Shares   h^p://www.searchmetrics.com/media/documents/ranking-­‐faktoren/download-­‐ ranking-­‐factor-­‐study-­‐2013.pdf    
  • 66. Linkbuilding   Brown  Belt   Social  Shares   h^p://moz.com/search-­‐ranking-­‐factors    
  • 67. Linkbuilding   Brown  Belt   Social  Shares     A  Golden  Bullet?  No  
  • 68. Linkbuilding   Brown  Belt   Social  Shares     A  Golden  Bullet?  No     Helpful.  Yes!  
  • 69. Linkbuilding   Black  Belt   Rela/onship  Building                
  • 70. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools                    
  • 71. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools   •  Find  Your  Compe/tor’s  Links                  
  • 72. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools   •  Find  Your  Compe/tor’s  Links                
  • 73. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools   •  Find  Your  Compe/tor’s  Links                
  • 74. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools   •  Find  Your  Compe/tor’s  Links   •  Add  them  to  the  Link  Manager                
  • 75. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools   •  Find  Your  Compe/tor’s  Links   •  Add  them  to  the  Link  Manager   •  Build  Rela/onships                
  • 76. Linkbuilding   Black  Belt   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            
  • 77. Analy/cs  
  • 78. Analy/cs   White  Belt   Segmen/ng  Organic  Traffic  
  • 79. Analy/cs   White  Belt   Segmen/ng  Organic  Traffic  
  • 80. Analy/cs   White  Belt   Segmen/ng  Organic  Traffic  
  • 81. Analy/cs   White  Belt   Keyword  Analysis  
  • 82. Analy/cs   White  Belt   Keyword  Analysis  
  • 83. Analy/cs   White  Belt   Goal  Analysis  
  • 84. Analy/cs   Brown  Belt   (not  provided)  
  • 85. Analy/cs   Brown  Belt   (not  provided)     What  Happened?      
  • 86. Analy/cs   Brown  Belt   (not  provided)     What  Happened?     March  2012  –  Firefox  Secures  Searches   h^p://searchengineland.com/firefox-­‐to-­‐use-­‐google-­‐secure-­‐search-­‐by-­‐ default-­‐116231        
  • 87. Analy/cs   Brown  Belt   (not  provided)     What  Happened?     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        
  • 88. Analy/cs   Brown  Belt   (not  provided)     What  Happened?     Any  Way  to  Fix  it?     •  Nope,  but  there  are  work  arounds  
  • 89. Analy/cs   Brown  Belt   (not  provided)     Any  Way  to  Fix  it?   •  Nope,  but  there  are  workarounds   •  Landing  Pages    
  • 90. Analy/cs   Brown  Belt   (not  provided)     Any  Way  to  Fix  it?   •  Nope,  but  there  are  workarounds   •  Landing  Pages     •  Segmented  by  (not  provided)  
  • 91. Analy/cs   Brown  Belt   (not  provided)     Any  Way  to  Fix  it?   •  Nope,  but  there  are  workarounds   •  Landing  Pages     •  Segmented  by  (not  provided)   •  Export  URLs   •  Use  SEMRush  to  See  Top  Keywords  
  • 92. Analy/cs   Black  Belt   Using  webmaster  tools  
  • 93. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools   (WMT)  &  Analy/cs  
  • 94. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools   (WMT)  &  Analy/cs  
  • 95. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools  (WMT)  &  Analy/cs   •  Look  at  Queries  
  • 96. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools  (WMT)  &  Analy/cs   •  Look  at  Queries  
  • 97. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools  (WMT)  &  Analy/cs   •  Look  at  Queries  
  • 98. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools  (WMT)  &  Analy/cs   •  Look  at  Queries  
  • 99. THAT’S  ALL  FOLKS  
  • 100. THANK  YOU!     ERIC  SCISM   ESCISM@GSANDF.COM   @ERICSCISM