The 5-Minute SEO Playbook (Mom 2.0 Summit 2016)
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SEO is not Magic, and you can do it! Many content creators struggle with SEO and end up paying someone to do something they could do themselves. This session will be half pep talk and half practical guide to doing some more advanced SEO tactics on your own.
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The 5-Minute SEO Playbook (Mom 2.0 Summit 2016)
- 2. HELLO FRIENDS! Sheryl Simonitis VP of Marketing, Home City Inc @ssimonitis Tim Resnik VP Strategic Planning, Moz @tresnik
- 3. AGENDA Why Invest in SEO? The SEO Playbook More tools and resources 1 2 3 4 Q & A
- 4. WE DON’T NEED TO TELL YOU, BUT SEO IS DAMN IMPORTANT
- 5. WHY? Given the rise of social media, mobile apps, and content marketing, why bother with SEO?
- 6. WHY IS SEO NECESSARY? Because it continues to grow massively. 0 1 2 3 4 5 6 7 2007 2008 2009 2010 2011 2012 2013 2014 BillionsofSearches/PerDay
- 7. 0.33 WHY IS SEO NECESSARY? SEO allows you to provide clues that search engines can use to understand your content. 0.67 0.34 0.31 0.28 Click- Through Rate Relevant Terms Google +1 Number of Backlinks Facebook Shares
- 9. MY DAY IS FULL OF…
- 10. AND THIS…
- 11. AND THIS…
- 13. I DON’T HAVE TIME FOR THIS…
- 14. 2001 - 2010 Avg. Last Year 400 890 Number of Changes to Google per Year IT’S A FULL TIME JOB
- 15. THE SKETCHY PYRAMID The Right Amplification The Right Places The Right Words The Right Topic Minute 1 -2 Minute 3 Minute 4 Minute 5
- 16. 1:00 – 2:00 THE RIGHT TOPIC
- 17. WHEN YOU WRITE ABOUT SOMETHING NOBODY CARES ABOUT
- 19. 2 SIMPLE RULES FOR IDEATION 3 BASIC RULES FOR FINDING THE RIGHT TOPIC
- 20. 2 SIMPLE RULES FOR IDEATION RULE #1 FIGURE OUT WHAT’S WORKING FOR YOU. DO MORE OF IT! Credit: @hitenshah
- 21. KNOW THYSEL F
- 22. What topics have historically sent you traffic? What pieces of content send you traffic continually? DO THIS: https://goo.gl/THCKMT
- 25. What keywords and topics are high performers in Google for you? DO THIS:
- 28. What topics are performing well for you? What types of content are performing well for you? DO THIS: CONTENT
- 32. 2 SIMPLE RULES FOR IDEATION RULE #2 FIGURE OUT WHAT’S WORKING FOR OTHERS. BE INSPIRED BY IT. (DON’T COPY) Credit: @hitenshah
- 34. WHAT SITE DOES A BANG UP JOB DRIVING TRAFFIC FOR A TOPIC YOU’D LIKE TO COVER?
- 35. WHAT TYPES OF CONTENT ARE KILLING IT?
- 36. WHAT TOPICS ARE KILLING IT?
- 37. 2 SIMPLE RULES FOR IDEATION RULE #3 FIGURE OUT WHAT’S BEING TALKED ABOUT AND, WRITE ABOUT IT!
- 38. THIS OR THAT? “Master Cleanse” and “Oil Pulling”
- 39. THIS OR THAT? Tool: Google Trends
- 40. WHAT’S TRENDING ON TWITTER Tool: Trends24.in
- 41. WHAT’S TRENDING ON QUORA
- 43. GOOGLE TRENDS WILL ALSO TELL YOU KEYWORDS THAT ARE TRENDING FOR A TOPIC
- 44. DON’T HIT THE SEARCH BUTTON KEEP GOING…
- 45. DON’T HIT THE SEARCH BUTTON …AND GOING
- 46. DON’T HIT THE SEARCH BUTTON …AND GOING
- 47. DON’T HIT THE SEARCH BUTTON …AND GOING
- 48. DON’T HIT THE SEARCH BUTTON …AND GOING
- 49. DON’T HIT THE SEARCH BUTTON *WILDCARD
- 50. DON’T HIT THE SEARCH BUTTON HOW, WHAT, WHY, WHEN, WHO
- 52. ON-PAGE SEO An optimized page doesn’t just provide unique content, it provides unique value.
- 53. ON-PAGE SEO Page Title Using the primary keyword phrase at least once in the page's title is highly recommended. Keyword phrase
- 54. ON-PAGE SEO Meta description Meta description isn't used directly in search engine ranking algorithms (according to representatives from Google and Bing), but that doesn't mean they're not critical. Does this make you want to click?
- 55. ON-PAGE SEO Image Alt Tags By adding image alt tags, your image has the opportunity to show up in an image search result. Image Alt Tag Ideas: 1. How to make playdough Mommy Travels 2. Homemade playdough Mommy Travels
- 56. ON-PAGE SEO 1. Tools: WordPress SEO plugin by Yoast
- 57. ON-PAGE SEO 2. Tools: Bing Webmaster and Google Search Console (formally known as Google Webmaster)
- 58. ON-PAGE SEO 3. Tools: MozBar
- 59. ON-PAGE SEO 4. Tools: Similar Web
- 60. Marketing used to be about making a truth and telling it. Now it’s about telling a truth and sharing it. ” “ Marc Mathieu, Unilever
- 62. AMPLIFICATION Content creation Pre-publication outreach Publish Social media amplification Post-publication outreach Links80/20 split: 80 percent promotion, 20 percent writing.
- 66. PROMOTION
- 67. DIG DEEPER Recommended reading for keyword research: • Moz SEO Beginner’s Guide • Keyword Research How To Guide by Hubspot • Copyblogger – Keyword Research • Backlinko – Keyword Planner Recommended reading for on-page SEO: • Yoast SEO Guide • Woorank - On-Page Checklist • Moz Web Developer Cheat Sheet
- 68. DIG DEEPER Recommended reading for amplification: • Coschedule • Jeff Bullas - New Ideas on how to use Pinterest • Iacquire - 10 things every outreach email should have • Social Triggers - 80/20 Rule in blog building
Editor's Notes
- Tim Intros himself Sheryl intros herself
- <Tim> The goal for today: everyone comes away with something she can use today and push the SEO potential of her site You all ready have the best possible tool for this – content, We want to give you some tools to a) make sure you are finding the best audience for your content and b) are using the right SEO techniques to make sure Google understands your content What we will talk about today…
- Let’s talk about how you can spend minimal time for maximum impact….
- I DON’T HAVE TIME FOR SEO, AND I AM AN SEO…!!!!
- I DON’T HAVE TIME FOR SEO, AND I AM AN SEO…!!!!
- I DON’T HAVE TIME FOR SEO, AND I AM AN SEO…!!!!
- I DON’T HAVE TIME FOR SEO, AND I AM AN SEO…!!!!
- It’s a full time job at minimum keeping up with this shit, don’t worry you don’t need to. Google makes almost 1,000 changes to how it ranks sites, and There are a lot of wonks out there that try to follow Google’s every move in order to gain a slight ranking edge You don’t need to All we are going to ask of you is that you spend a handful of minutes (not hours, days, weeks) on each piece of content that you publish. So why does Google make all these changes? To trick you? Nope. They just want to make sure they are finding the best possible match to a question that a searcher asks as quickly as possible…so that they can sell a bunch of ads. In this context, your job is simplified into 2 components: Make sure that there’s enough people asking a question that you aim to answer Make sure you do a good job answering it: good content, good user experience Worry about these 2 things and you’ll be in good shape.
- To ensure that your content has the best shot to answer a question that is asked of Google, focus on these 4 layers of what I call the “sketchy pyramid”. Why do I call it that? If you are missing any one layer, you are not going to drive any meaningful search traffic to the content you have poured yourself into. We are boiling this down to the simplest form possible that will take a handful of minutes per piece of content you create and WILL increase your traffic from Google. The first 3 minutes and the foundation of the pyramid, choosing the right topic and the right words happens before – pre-production – of content. This addresses “what questions are people actually asking” The top of the pyramid are the couple of minutes we ask that you to spend post-production and will help Google trust you as an authority for the specific question that is being asked. In summary, if you write about the stuff that people are searching for in Google, use the right phrases in the right places with in your content AND get some engagement on the content, you will drive significant search trafic.
- The first step to writing great content is picking a subject that people care about. Is anyone asking the question that you are answering. if not
- It’s a very lonely feeling when you pour your heart into content that nobody reads
- You may be writing about a subject that is in the same frame, but your audience is really looking for something else.
- I have 3 incredibly easy to remember rules for honing in on a subject that your audience will care about, -> first…
- Sift through what you have had success with… And, just do more of it. Or variations on a theme.
- In order to do this, you need to make an honest assessment of your site’s content performance… And the only way to do this is to look at the cold hard data
- The first place to get the cold hard facts is looking at your site’s traffic data from a tool like Google Analytics. (check-in) You can drown in data here…Just ask your self these 2 questions… Evergreen – beginners guide to SEO (187K visits from search per month) For those who want to get deep, here’s something -> Google analytics university
- Make a habit of checking performance and continue to iterate and build upon your success
- The only effective way to know what keywords are sending you traffic is using Google Search Console If you don’t have it set up, I want you to do it immediately… It is the one and only way that Google will tell website owners how they view your site: You can also see what topics and keywords Google is currently loving you for…
- DO MORE OF IT
- Next use a content analysis tool. We make one at Moz that will crawl your site and provide insights in how topics are performing You can answer these questions and of course do more of what is working
- Using your own data to ideate is someone self-referencing and the returns are diminishing if you don’t continue to build on new topics and ideas. The best way to do this is to dig into the data of other sites.
- A colleague of mine named Lauren, runs a vegan healthy lifestyle site. S She was spending a lot of time writing, but not getting a ton of engagement on her content We first looked at her own data and ID a few brightspots that she could focus on. I then asked her what sites she thinks is doing a great job engaging with similar/adjacent content
- She mentioned Welness Mama
- We first entered the URL into Moz Content to get a view of what types of content and what topics are most successful
- And then had a look at what pieces of content are performing particularly well, and added a few ideas to her content creation list.
- Finally, rule # 3. Being on top of what is currently going on in the world that you are writing about will have huge implications to your search traffic, Again, if you are providing a good answer to a question that a lot of people are asking, you will receive a ton of search traffic. I want to show you a couple of tools
- Lauren had 2 topics she wanted to cover, but only had time to do one:
- Google Trends is an incredibly powerful tool to see the relative popularity of a topic. In this case, if it were prior to 2014, she would have probably picked Cleanse but since late 2014 Oil Pulling has been out performing, so she will likely get more bang for her buck.
- For more immediate trending topics, you can use tools such as Trend24 that will give you a breakdown of the most popular topics on an hourly basis. On this day in particular Lauren had an opportunity to take advantage of the trending hastag “nationalgrilledcheeseday” and could have capitalized by publishing and promoting her favorite vegan grilled cheese recipe.
- Finally, a great place to figure out what questions people are asking about a certain topic is the Q&A site Quora. You can browse by topic and see the most popular and answered questions. In this case, Lauren may decide to write about the regular use of multivitamins…vegan of course
- You can infer that people are pretty interesting in does this oil pulling thing actually work to whiten my teeth?
- The only constant that can be reliably counted on is change itself.