SEO for Bloggers (WBC 2014)
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SEO for Bloggers (WBC 2014)

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  • “I would rather spend $300 per month and just not have to worry about it”
  • End up hiring these guys <br />
  • Who end up making promises they can’t keep
  • Your money ends up going here
  • Or worse, your site ends up going here. <br /> <br /> Jack’s story.
  • Sure, Google is a black box. There is a lot that happens in this black box that decides to rank one web page over the other. No one knows exactly how they do it and they never will. As someone who publishes high quality content on the web you don’t need to know. You need ot follow a few best practices, create really good unique content and the rest will fall into place.
  • I am here today to tell you…It’s not that hard, you can do this. It just takes some hard work and patience. <br />
  • And if you need something to make it go down easier, that’s fine too.
  • Paid search ads are only present 50% of the time
  • Does this mean you should shut down your paid campaigns and go all in for inbound? No. And, if inbound is so great, why does everyone buy paid search ads…well because they work and they have some unique advantages. <br /> <br /> if done right paid ads can be helpful to potential customers and successful for companies who use them. <br /> <br /> Google figured this out very early by creating an ad system that provides value to the customer (relevance – using quality) and the advertisers (only paying for qualified customers), oh yeah and it provides a little value to Google as well…as in 98% of their revenue. <br /> <br /> Static with scale – the money that you spend is going directly to driving traffic at that moment. While earned attention scales over time and deliver exponential returns <br /> <br /> Time – quick vs. a lot of effort over a long period of time <br /> <br /> Only 7% of digital marketing in wine is spent on digi <br /> <br />
  • Now let’s dive in to a why search is so important
  • 3 billion searches per day and 500 million have never been searched on before <br /> <br /> John Wiley, Lead Designer for Google Search <br /> <br /> http://www.bloomberg.com/video/behind-google-s-obsession-with-perfecting-search-c6KcoGikT0m2KFqHuzYGoA.html <br /> <br />
  • Driving search traffic isn’t about optimizing around 2 or 3 really big juicy, high volume keywords (like travel)… <br /> <br /> Nearly 70% of all searches are only search upon by less than 10 people. Don’t Sweat the BIG STUFF!
  • #1 is Audience. Audience is all about building relationships and targeting: empathize with your audience to understand what content they are looking for. Then build that content, measure, adjust, optimize and create more. <br /> <br /> <br /> <br /> Content = <br /> 1) information that you produce (the higher the quality, the usefulness and uniqueness the better search returns) <br /> 2) onpage elements, META elements that are in your control to tell the search engines what your content is about <br /> <br />
  • Matt Cutts – has been with Google from the beginning of time, and is the head of the Webspam team. His team is responsible for ensuring quality of results, and he has become the defacto liason between search marketers and Google. He is mostly feared and search marketers typically hang to his every word. So in my opinion when he gives advice on technical SEO, we should listen. (although sometimes I think he sends us scrambling in the wrong direction…on purpose) <br /> <br /> Wow! Ok, I’m on Wordpress my job is done here…well not necessarily, WP helps with the mechanics (site structure, sitemaps, avoiding duplicate content, etc), your job lies in determining what to write about (making sure there is a market), narrowing your keyword targeting and crafting headlines and titles. In otherwords, there’s still a lot of work to be done.
  • But WP community and resources are much greater
  • Plugin allows you to edit several on-page SEO elements – Title, Description, keywords, etc, and will give you some inline recommendations.
  • What is on-page SEO. Simply put: it is the optimization of elements that are on your page. The good news is that YOU are in control. While they don’t carry as much ranking weight as external signals, like links that point to your page, they are important for couple of reasons:1) Google can match the relevance of your page with the searches intent 2) improves click through rate within the SERP 3) provides Google with context around non-text based content: videos, images, etc. <br /> <br /> This simple diagram shows hierarchy of what is most important, let me show you a few examples.
  • Here is what it looks like in your code. <br /> <br /> <br />
  • The difference between Search and News <br /> <br /> So, why is this important. CTR. This is your one chance to tell the user why they should click your link instead of your competitors.
  • Where does the Headline live on this page? <br /> <br /> Where does the Title show on this page? <br /> <br /> Where does the META description show? <br /> <br />
  • Be honest with yourself. Make data-informed decisions. The good news is that there are many free tools out there. The challenge is having the discipline to do the proper level of analysis on the data before making decisions.
  • Critical – This is how Google sees your site. If they have issues, they will tell you (most of the time); crawl errors, penalties, crawl budget (how much are they crawling)
  • Critical – Google Analytics. Very rich data, but only as powerful as you make it. Take some time to learn how to use it. Google provides free training videos at the Google Analytics academy <br /> <br /> https://analyticsacademy.withgoogle.com/explorer
  • Nice to have, but not critical. Track your subscribers and clicks to your RSS feeds
  • Nice to have, but not critical. Provides you a way
  • Optional, is not free, but for those looking to actively pursue an SEO campaign on your own it could be a good tool
  • If you have 3 minutes to perform keyword research, you must do this <br /> Deciding what to write about or narrowing in on a topic <br /> Choosing one key phrase over another
  • Deciding what to write about or narrowing in on a topic <br /> Choosing one key phrase over another
  • Deciding what to write about or narrowing in on a topic <br /> Choosing one key phrase over another
  • Deciding what to write about or narrowing in on a topic <br /> Choosing one key phrase over another
  • Deciding what to write about or narrowing in on a topic <br /> Choosing one key phrase over another
  • Deciding what to write about or narrowing in on a topic <br /> Choosing one key phrase over another
  • Deciding what to write about or narrowing in on a topic <br /> Choosing one key phrase over another
  • Amazingly simple and amazingly powerful <br /> <br /> Have only a few minutes, just don’t hit enter
  • When considering a keyword target there are 3 critical factors to consider: <br /> <br /> 1) People care <br /> 2) You care, and it relates to the context to your site <br /> 3) You can compete
  • Let’s not forget to take another very important factor of deciding what keywords to use into account…competition
  • Issues: <br /> <br /> Being outranked by someone who is using your content <br /> <br /> Dupe content is bad
  • Issues: <br /> <br /> Being outranked by someone who is using your content <br /> <br /> Dupe content is bad
  • OR Use an online plagiarize checker <br /> <br /> This will also tell you if you are creating duplicate content (the same content on your own site), another big issue when it comes to SEO
  • http://followerwonk.com/
  • Now you just need to figure out your angle and build a relationship
  • Your followers aren’t online all at once, share more than once and <br /> <br /> Compare RT, shares, interactions from different times
  • Your followers aren’t online all at once, share more than once and <br /> <br /> Compare RT, shares, interactions from different times
  • In the meantime, WMT is the only place that you can even get a sniff of your keywords…another reason to have GWT. <br /> <br /> Only 90 days of data <br /> Can’t dig deeper on what the clicks did when they got to your site <br /> Only 15,000 keywords <br /> <br /> Does show trending and average ranking, which is nice and hard to get
  • <br /> Rich snippets – the extra text and information that you see around the search results. <br /> <br /> It helps Google understand what your content is about and provides them <br /> <br /> It’s easy to implement; and is just a new set of tags in your HTML code <br /> <br /> <br /> http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.html <br /> <br />
  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.html <br /> <br /> Here are some examples of what you markup <br /> <br />
  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.html <br /> <br /> Rich snippets – what are they, why are they important, now easy to implement. <br /> <br />
  • <br /> If I told you you could spend 5-minutes and own this much more real estate, would you? It’s practically free land, you just have to stake your claim to it. <br />
  • We’ve come along way in 600,000 years. <br /> <br /> YouTube users watch this amount of videos in 1 month
  • We’ve come along way in 600,000 years. 6 billions hours (1 hour for every person on earth) <br /> <br /> YouTube users watch this amount of videos in 1 month <br />
  • Great way to increase your reach <br /> Claim more real estate in Google search <br /> Build a community <br /> Brand! <br />
  • I’m not an expert in marketing on yoututbe, this guy is
  • Those with astute observation skills in the audience today may have noticed this is the only example that I have not customized to wine blogging. Sadly this is from a session I did a month ago. Since then Google has removed the authorship image from search results…BUT, still do it.
  • Most people get discouraged after a while
  • Those who stick with it can be rewarded
  • Those who stick with it can be rewarded
  • Finally, SEO is NOT magic, but sometimes it feels like this. Just continue to create awesome content that is relevant and STICK with it.

SEO for Bloggers (WBC 2014) SEO for Bloggers (WBC 2014) Presentation Transcript

  • Wine Blogger Conference 2014 – Santa Barbra County Tim Resnik, Sr. Director Product Strategy, Moz @tresnik It’s Not Magic, It’s Just SEO
  • @tresnik “I’m not an SEO expert, I can’t do this”
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  • @tresnik Heart Attack!
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  • @tresnik Today’s Topics  Inbound vs. Interruption  Why search is so important  20 not-so-magical, yet practical, tips  Q&A / mini-Workshop
  • @tresnik Inbound is: Relevant Search is responsible for 90% of the clicks on the web
  • @tresnik Interruption is: distracting Average click-through rate for a banner ad is .016%
  • @tresnik Inbound is: Earned Generates momentum, long lasting
  • @tresnik Interruption is: irrelevant 12,000 press release per month on PR Newswire
  • @tresnik Paid Search = 25% of clicks Organic Search = 75% of clicks
  • @tresnikMore than 50% of search result pages have no paid ads at all
  • @tresnik Outbound Inbound Cost Static with scale Upfront costs, scales with proper optimization Time Instant results Delayed results Sustainability Effective only while campaign is active Long-term continuous results
  • @tresnik
  • @tresnik Today’s Topics  Inbound vs. Interruption  Why search is so important  20 not-so-magical, yet practical, tips  Q&A / mini-Workshop
  • @tresnik23
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  • @Moz @tresnik 27
  • @tresnik
  • @tresnik Today’s Topics  Inbound vs. Interruption  Why search is so important  20 not-so-magical, yet practical, tips  Q&A / mini-Workshop
  • @tresnik SEO Plan Content Technology Audience
  • @tresnik 90% of your SEO effort should be on content and audience…
  • @tresnik “(Wordpress) is a fantastic piece of software, it makes your site easily crawlable by search engines, solves some 80-90% of mechanics of SEO and is the first big step anyone can take towards creating a popular online business.” Via: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/
  • @tresnikhttp://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.
  • @tresnikhttp://yoast.com/articles/wordpress-seo/ - I also recommend the Yoast plugin “Wordpress SEO”
  • @tresnik Title Headline URL Links and Captions META Description Body Content
  • @tresnik HTML Title and META Description are Important for Search H1 for Google News
  • @tresnikThe three major on-page focal points: Title, Description, Headline <H1> <Title> META Description
  • @tresnik <h1>Food and Wine MBA Scholarships Up for Grabs</h1> <title>Food and Wine MBA Scholarships Up for Grabs</title>
  • @tresnikBad H1 logic kills your chance in Google News <h1> <h3>
  • @tresnik
  • @tresnikhttp://google.com/webmasters - can help you diagnose and repair issues w/ your site
  • @tresnikhttp://google.com/analytics - track how visitors get to you and what they do on your site
  • @tresnikhttp://feedburner.com – create RSS feeds and track your subscribers and clicks
  • @tresnikhttp://bit.ly – great for determining which shares your fans/followers really enjoy
  • @tresnikhttp://moz.com – great for bigger sites and more experienced SEOs
  • @tresnik
  • @tresnik * Credit Wil Reynolds (@wilreynolds) with the catchy phrase
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  • @tresnikWHO, WHAT, WHERE, WHY, WHEN and HOW
  • @tresnikWHO, WHAT, WHERE, WHY, WHEN and HOW
  • @tresnikWHO, WHAT, WHERE, WHY, WHEN and HOW
  • @tresnik All-in-one auto-suggest tool: www.soovle.com
  • @tresnik http://www.google.com/trends/explore
  • @tresnikhttps://moz.com/researchtools/keywords/
  • @tresnik Less competition, similar popularity. Go with this one. https://moz.com/researchtools/keywords/
  • @tresnik
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  • @tresnik Is ALL about wine A lot of followers Is a promoter Very active
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  • @tresnik66 (not provided)
  • @tresnik67
  • @tresnik68 Measure Efforts Exploit Opportunities This is how we use to use keyword data
  • @tresnik Search Referral Traffic to SEOmoz
  • @tresnik Rich Snippets: Own more real estate, amplify your CTR.
  • @tresnik Tell Search Engines about: • Articles • Events • Local Businesses • Restaurants • Products • Software Applications • Movies • TV Episodes
  • @tresnik Tell Search Engines about: • Articles • Events • Local Businesses • Restaurants • Products • Software Applications • Movies • TV Episodes Use these where possible
  • @tresnik Own more real estate
  • @tresnik Google is the largest search engine in the world, who is the second? 1. 2. 3. 100B per month 60B per month 14B per month
  • @tresnik
  • @tresnikAmount of video served each month by YouTube
  • @tresnik
  • @tresnik This dude knows his YouTube stuff, follow him: @philnottingham
  • @tresnik
  • @tresnikWhich one would you click? Increases CTR by 30% Increases visibility Links to his G+ Profile Links to his author results on Google
  • @tresnik http://moz.com/beginners-guide-to-seo
  • @tresnik http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition
  • @tresnik Where Geraldine Started Her Blog
  • @tresnik Where people usually give up.
  • @tresnik 2.5 years in, she’s reaching 1000s of daily visits
  • @tresnik
  • @tresnik Upwar ds!Contact me: tim@moz. com