Seo presentation for the wine bloggers convention
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Seo presentation for the wine bloggers convention

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  • That’s Doyle Brunson, no relation, but I lived in Vegas for 5 years working for Card Player magazine.
  • Literally…I have no wine for you…figuratively…we are going to cover a lot of ground in a little amount of time.QUESTION: How many of you have a lot of SEO experience, some, none? We are going to skim the surface of a lot. The idea is that I hope that everyone in here from those who have done very little SEO to those who have done a lot will get some ideas on what they should pursue further. There is a ton of information, most of the tools that you can use are free…in this presentation, and I hope that your head is spinning, at least with ideas. Don’t worry about not catching it all here, I’ll provide a link at the end where you can download.
  • First, I’m going to make a case for why you need to focus on SEO, not that you need much convincing I’ll let you know why it, along with social, is the most important mechanism for driving traffic to sites that generate content.
  • At least twice a year in the search marketing industry we hear that “SEO is dead” for one reason or another. In fact, that was speculated when we made our recent name change…
  • As search marketers every two years we hear that “SEO is dead” for one reason or another. In fact, that was speculated when we mad our recent name change…
  • I assure you it is not dead, in fact in the last 6 years it has increased by 600%Each day, Google’s one million servers, located all over the world, process over 3 billion search requests, providing more than 21 billion page views. The searches come from internet users in more than 180, with queries written in almost 150 different languages; 15% of the queries are entirely new
  • These aren’t just common searches that may be very competitive, such as “wine” (250,000 searches per month)
  • So why am I telling you this? If you target properly, you can capture your share of 500 million terms that are
  • Nearly 70% of all searches are only search upon by less than 10 people. Don’t Sweat the BIG STUFF!
  • Now that I’ve showed you that there is opportunity in search, let’s go to exhibit b: Organic results vs. Paid SearchSearch results pages that have ads, organic still receives over 75% of the clicks
  • Many of the pages that you are currently ranking on don’t even have ads
  • Our company mission at Moz is to help shift marketing from interruption to inbound…or, earning audience through informing, engagement and building relationships You all get this. You wouldn’t be here learning about how to optimize your content to gain audience
  • 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 returnsTime – quick vs. a lot of effort over a long period of time
  • 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 qualtiy of results, and he has become the defactoliason 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.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.
  • Plugin allows you to edit several on-page SEO elements – Title, Description, keywords, etc, and will give you some inline recommendations.
  • But WP community and resources are much greate
  • Takes more work, not opensource, etc.
  • SEO food pyramid
  • The difference between Search and News
  • Most people get discouraged after a while
  • Those who stick with it can be rewarded
  • Those who stick with it can be rewarded
  • If you have 3 minutes to perform keyword research, you must do thisDeciding what to write about or narrowing in on a topicChoosing one key phrase over another
  • Deciding what to write about or narrowing in on a topicChoosing one key phrase over another
  • Deciding what to write about or narrowing in on a topicChoosing one key phrase over another
  • Deciding what to write about or narrowing in on a topicChoosing one key phrase over another
  • Deciding what to write about or narrowing in on a topicChoosing one key phrase over another
  • Deciding what to write about or narrowing in on a topicChoosing one key phrase over another
  • Deciding what to write about or narrowing in on a topicChoosing one key phrase over another
  • Amazingly simple and amazingly powerfulHave only a few minutes, just don’t hit enter
  • Issues:Being outranked by someone who is using your contentDupe content is bad
  • Issues:Being outranked by someone who is using your contentDupe content is bad
  • OR Use an online plagiarize checker 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
  • Your followers aren’t online all at once, share more than once and Compare RT, shares, interactions from different times
  • Your followers aren’t online all at once, share more than once and Compare RT, shares, interactions from different times
  • If these two boys are your search traffic and google analytics is the trampoline….
  • Only 90 days of dataCan’t dig deeper on what the clicks did when they got to your siteOnly 15,000 keywordsDoes show trending and average ranking, which is nice and hard to get
  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.htmlRich snippets – what are they, why are they important, now easy to implement.
  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.htmlRich snippets – what are they, why are they important, now easy to implement.
  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.htmlRich snippets – what are they, why are they important, now easy to implement.
  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.htmlRich snippets – what are they, why are they important, now easy to implement.
  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.htmlRich snippets – what are they, why are they important, now easy to implement.
  • A key part of Google's quest to reduce the percentage of unseen queries, and provide answers rather than lists of links, is the Knowledge Graph. It's a vast database that understand entities -- such as topics, people, and events -- and the connections among them, somewhat like the human brain. Knowledge Graph has more than 570 million entities and 18 billion facts about connections between them, by Google's count.
  • OG tags = Freebase = increase your chance of being here.

Seo presentation for the wine bloggers convention Seo presentation for the wine bloggers convention Presentation Transcript

  • Wine Blogs and SEOTim Resnik, Product Strategy Principal, Moz @tresnik
  • Today’s Topics Why search is soimportant Making your site seo friendly Understand your data: quicksetup 10 tips for (wine) bloggers
  • Number of Searches/Day on Google
  • Paid Attention EarnedAttentionCost Static with scale Upfront costs, scales withproper optimizationTime Instant results (sprint) Delayed results(marathon)Sustainability Effective only while campaignis activeLong-term continuousresults
  • Today’s Topics Why search is so important Making your siteseo friendly Understand your data: quicksetup 10 tips for (wine) bloggers
  • “(Wordpress) is a fantastic piece of software, it makes your site easilycrawlable by search engines, solves some 80-90% of mechanics ofSEO and is the first big step anyone can take towards creating apopular online business.”Via: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/
  • http://yoast.com/articles/wordpress-seo/ - I also recommend the Yoast plugin “Wordpress SEO”
  • http://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.
  • I wouldn’t recommend these platforms as a first choice for SEO-friendly blogging, though some (likeTypePad and Expression Engine) can be customized with enough elbow grease.
  • TitleHeadlineURLLinks and CaptionsMETA DescriptionBody Content
  • The two major SEO focal points: Title, Description, Headline
  • HTML Title and META Description are Important
  • Today’s Topics Why search is so important Making your site seo friendly Understand yourdata: quick setup 10 tips for (wine) bloggers
  • http://google.com/webmasters - can help you diagnose and repair issues w/ your site
  • http://feedburner.com – create RSS feeds and track your subscribers and clicks
  • http://google.com/analytics - track how visitors get to you and what they do on your site
  • http://bit.ly – great for determining which shares your fans/followers really enjoy
  • http://pro.seomoz.org – good if you’re hardcore into SEO, otherwise less ideal
  • Today’s Topics Why search is so important Making your site seo friendly Understand your data: quicksetup 10 tips for (wine)bloggers
  • Where Geraldine Started HerBlog
  • Where people usually give up.
  • 2.5 years in, she’s reaching 1000s of dailyvisits
  • * Credit Wil Reynolds (@wilreynolds) with thecatchy phrase
  • WHO, WHAT, WHERE, WHY, WHEN and HOW
  • WHO, WHAT, WHERE, WHY, WHEN and HOW
  • WHO, WHAT, WHERE, WHY, WHEN and HOW
  • All-in-one auto-suggest tool: www.soovle.com
  • Search Referral Traffic to SEOmoz
  • Search Referral Traffic to SEOmoz
  • Tell Search Engines about:• Articles• Events• Local Businesses• Restaurants• Products• Software Applications• Movies• TV Episodes
  • Tell Search Engines about:• Articles• Events• Local Businesses• Restaurants• Products• Software Applications• Movies• TV EpisodesUse thesewhere possible
  • Step 1: Choose the URL for the content you want to “highlight”
  • Step 2: Highlight all relevant areas
  • Step #1: Make sure you meet the Google News quality and tech guidelinesStep #2: Submit your site to Google NewsStep #3: Create a Google News Sitemap (there are Wordpress plugins to help you)
  • Increases visibilityWhich onewould youclick?Increases CTR by30%Links to her G+ProfileLinks to herauthor results onGoogle
  • 6 steps to AuthorshipStep 1: create a Google account/LoginStep 2: Navigate to Google+Step 3: In your profile Click “About”Step 4: Add your blog URL to “Contributor to” under the “Links”Step 5: In each article add the following link:<a href="[profile_url]?rel=author">Google</a>It should look something like: <ahref="https://plus.google.com/109412257237874861202?rel=author">Google</a>Step 6: Verify with Google’s structured data testing tool
  • Today’s Topics Why search is so important Making your site seo friendly Understand your data: quicksetup Choosing keywords andcreating content 10 tips for (wine) bloggers
  • Cheers!Contact me:tim@moz.com /@tresnikDownload this