0
w w w . k a t a n d m o u s e . c o m
Take Your
Run-of-the-Mill,
Ho Hum SEO
to the Next Level
w w w . k a t a n d m o u s e . c o m
Why
HO-HUM
doesn’t cut it
– anymore
Yawn. Tell me something I don’t know.
w w w . k a t a n d m o u s e . c o m
What is “Ho-Hum” SEO
• Keyword inclusion (yawn)
• Meta tags (boring)
• H1 titles (gi...
w w w . k a t a n d m o u s e . c o m
BORING
Keyword Inclusion
Targeting product and
service keywords without
regard to au...
w w w . k a t a n d m o u s e . c o m
ANNOYING
Keyword Inclusion
KEYWORD STUFFING
w w w . k a t a n d m o u s e . c o m
BETTER
Keyword Inclusion
Write to a “real” person,
with real problems
w w w . k a t a n d m o u s e . c o m
BETTER
Keyword Inclusion
Begins with identifying your
offer along with Target Market...
w w w . k a t a n d m o u s e . c o m
Example:
Vanilla.com
They sell:
1. High-quality, BETTER tasting vanilla
2. Eco-frien...
w w w . k a t a n d m o u s e . c o m
Challenge:
Quantity
Who’s willing to pay
buy in bulk?
w w w . k a t a n d m o u s e . c o m
Challenge:
Price
Who’s willing to pay higher?
1. For larger quantity
2. For better f...
w w w . k a t a n d m o u s e . c o m
Bulk vanilla
extract
Socially conscious
Environmentally conscious
Quality conscious
...
w w w . k a t a n d m o u s e . c o m
Bakers
I need LOTS of
vanilla that makes
my cookies taste
BETTER than
anyone else’s
w w w . k a t a n d m o u s e . c o m
Keyword
Queries
I need lots of vanilla
that makes my cookies
taste better than
anyon...
w w w . k a t a n d m o u s e . c o m
Keyword
Queries
I need lots of vanilla
that makes my cookies
taste better than
anyon...
w w w . k a t a n d m o u s e . c o m
Bakers
Same target
looking on the
other branch
I need some
new recipes
w w w . k a t a n d m o u s e . c o m
Bakers
Same target
looking on the
other branch
Vanilla
bean
recipes
I need some
new ...
w w w . k a t a n d m o u s e . c o m
Bakers
Looking on
the other
branch
I need vanilla
paste recipes
Vanilla
bean
recipes...
w w w . k a t a n d m o u s e . c o m
Environmentally
conscious
keywords
“eco-friendly vanilla”
“organic vanilla”
“sustain...
w w w . k a t a n d m o u s e . c o m
Socially
conscious –
I want fair
trade vanilla
w w w . k a t a n d m o u s e . c o m
So what did
we do?
w w w . k a t a n d m o u s e . c o m
Keyword research
– Google Adwords tool
– Google trends
– Uber Suggest
– Google relat...
w w w . k a t a n d m o u s e . c o m
Then build
pages for those
PEOPLE and
keywords.
w w w . k a t a n d m o u s e . c o m
Bulk vanilla beans
Wholesale vanillaBulk vanilla beans
Wholesale vanilla
w w w . k a t a n d m o u s e . c o m
Fair trade vanilla
Best vanilla
Is fair trade vanilla really fair?
What’s the best v...
w w w . k a t a n d m o u s e . c o m
TAKEAWAY:
Identify your target
market. Define
their personas. Add
keyword branches
t...
w w w . k a t a n d m o u s e . c o m
Content worksheet
Google Drive Spreadsheet
w w w . k a t a n d m o u s e . c o m
Metatags
w w w . k a t a n d m o u s e . c o m
SEO is not just about
rank. It’s also about
getting clicks.
Great meta descriptions
...
w w w . k a t a n d m o u s e . c o m
This?
Ho-hum
w w w . k a t a n d m o u s e . c o m
Or this?
w w w . k a t a n d m o u s e . c o m
This?
Ho-hum
w w w . k a t a n d m o u s e . c o m
Or this?
w w w . k a t a n d m o u s e . c o m
Or this?
w w w . k a t a n d m o u s e . c o m
Google
created all
these Ho-
hums.
Lori is the only
one on page
1, so who
cares, but…
w w w . k a t a n d m o u s e . c o m
But when your competitor
is there, it does matter.
Note the value proposition. And t...
w w w . k a t a n d m o u s e . c o m
Meta Description Tips
• Ask a question that shows empathy
and addresses pain point
•...
w w w . k a t a n d m o u s e . c o m
Meta Title
• Include keywords at the beginning
• Make it relevant to the keywords
yo...
w w w . k a t a n d m o u s e . c o m
Schema Markup
Code
w w w . k a t a n d m o u s e . c o m
Review markup
w w w . k a t a n d m o u s e . c o m
Searchmetrics findings:
Only 0.27% of domains are
using Schema.
47% higher rankings ...
w w w . k a t a n d m o u s e . c o m
Schema Code
Examples
Anaheim pest control
Vanilla bean recipes
Samsung galaxy
w w w . k a t a n d m o u s e . c o m
Review markup
w w w . k a t a n d m o u s e . c o m
Recipe markup
w w w . k a t a n d m o u s e . c o m
Schema Code Wordpress Plugins
WP-customer reviews
Local Search SEO Contact Page
Sche...
w w w . k a t a n d m o u s e . c o m
No plugin? Use…
Micro Data Generator
w w w . k a t a n d m o u s e . c o m
Now for what
everyone forgets.
It’s so simple.
Or is it?
w w w . k a t a n d m o u s e . c o m
Internal Linking
Links to get visitors from one
place to another AND to tell
Google ...
w w w . k a t a n d m o u s e . c o m
Just as backlinks coming from OUTSIDE
your website improve your RAP in Google,
so do...
w w w . k a t a n d m o u s e . c o m
A good internal linking strategy
begins with good site architecture
Picture credit: ...
w w w . k a t a n d m o u s e . c o m
Anchor text makes it clearer to Google what
that page is about.
"Learn about our
gla...
w w w . k a t a n d m o u s e . c o m
Internal linking tips
–Harness the power of silos to POWER
UP top level pages (such ...
w w w . k a t a n d m o u s e . c o m
And now the #1
most-forgotten on-
site SEO tactic…
w w w . k a t a n d m o u s e . c o m
Don’t forget to
insert internal links
with EVERY NEW
page you create.
w w w . k a t a n d m o u s e . c o m
Internal linking tips
Use the website worksheet to track
which pages get what links,...
w w w . k a t a n d m o u s e . c o m
Overwhelmed?
Remember if you’re in a
crowd, being chased by a
bear, you only need to...
w w w . k a t a n d m o u s e . c o m
…one step ahead of your competitor
w w w . k a t a n d m o u s e . c o m
Web Design
SEO / Local SEO
Social Media Marketing
SEOcial
Mobile
PPC
www.katandmouse...
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Take Your Ho-Hum SEO to the Next Level

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Years ago getting that #1 rank was easy. But things have changed. Competition has increased. And anyone in the internet marketing field has learned the basics with most all of them saying "they do SEO." Even business owners are doing it. So now to get Google’s attention – and, more importantly, your customer's attention – you have to step it up. Here are some very simple tips to use to take ho-hum SEO techniques that everyone has used for years to the next level. Even beginners can do this. This deck is also posted at http://katandmouse.com/kat-s-meow-blog/seo/ho-hum-seo where you can see all the presenter notes as well.

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  • Competition has increased. Everyone learns the basics. Even business owners are doing it. To get Google’s attention, you have to do it better.
  • Remember, we’re writing for people with needs
  • RAP begin relevancy, authority and popularity
  • Each branch represents each page
  • Transcript of "Take Your Ho-Hum SEO to the Next Level"

    1. 1. w w w . k a t a n d m o u s e . c o m Take Your Run-of-the-Mill, Ho Hum SEO to the Next Level
    2. 2. w w w . k a t a n d m o u s e . c o m Why HO-HUM doesn’t cut it – anymore Yawn. Tell me something I don’t know.
    3. 3. w w w . k a t a n d m o u s e . c o m What is “Ho-Hum” SEO • Keyword inclusion (yawn) • Meta tags (boring) • H1 titles (give me a break) • Reciprocal linking (who gives a d@!n)
    4. 4. w w w . k a t a n d m o u s e . c o m BORING Keyword Inclusion Targeting product and service keywords without regard to audience
    5. 5. w w w . k a t a n d m o u s e . c o m ANNOYING Keyword Inclusion KEYWORD STUFFING
    6. 6. w w w . k a t a n d m o u s e . c o m BETTER Keyword Inclusion Write to a “real” person, with real problems
    7. 7. w w w . k a t a n d m o u s e . c o m BETTER Keyword Inclusion Begins with identifying your offer along with Target Market and their pain or desires.
    8. 8. w w w . k a t a n d m o u s e . c o m Example: Vanilla.com They sell: 1. High-quality, BETTER tasting vanilla 2. Eco-friendly 3. Fairly traded 4. BULK vanilla
    9. 9. w w w . k a t a n d m o u s e . c o m Challenge: Quantity Who’s willing to pay buy in bulk?
    10. 10. w w w . k a t a n d m o u s e . c o m Challenge: Price Who’s willing to pay higher? 1. For larger quantity 2. For better flavor 3. To protect the environment 4. To help the farmer
    11. 11. w w w . k a t a n d m o u s e . c o m Bulk vanilla extract Socially conscious Environmentally conscious Quality conscious Ice cream makers Amateur Pros - Bakers
    12. 12. w w w . k a t a n d m o u s e . c o m Bakers I need LOTS of vanilla that makes my cookies taste BETTER than anyone else’s
    13. 13. w w w . k a t a n d m o u s e . c o m Keyword Queries I need lots of vanilla that makes my cookies taste better than anyone else’sBulk vanilla
    14. 14. w w w . k a t a n d m o u s e . c o m Keyword Queries I need lots of vanilla that makes my cookies taste better than anyone else’s “BEST” vanilla Bulk vanilla
    15. 15. w w w . k a t a n d m o u s e . c o m Bakers Same target looking on the other branch I need some new recipes
    16. 16. w w w . k a t a n d m o u s e . c o m Bakers Same target looking on the other branch Vanilla bean recipes I need some new recipes
    17. 17. w w w . k a t a n d m o u s e . c o m Bakers Looking on the other branch I need vanilla paste recipes Vanilla bean recipes I need some new recipes
    18. 18. w w w . k a t a n d m o u s e . c o m Environmentally conscious keywords “eco-friendly vanilla” “organic vanilla” “sustainable vanilla”
    19. 19. w w w . k a t a n d m o u s e . c o m Socially conscious – I want fair trade vanilla
    20. 20. w w w . k a t a n d m o u s e . c o m So what did we do?
    21. 21. w w w . k a t a n d m o u s e . c o m Keyword research – Google Adwords tool – Google trends – Uber Suggest – Google related –Ask
    22. 22. w w w . k a t a n d m o u s e . c o m Then build pages for those PEOPLE and keywords.
    23. 23. w w w . k a t a n d m o u s e . c o m Bulk vanilla beans Wholesale vanillaBulk vanilla beans Wholesale vanilla
    24. 24. w w w . k a t a n d m o u s e . c o m Fair trade vanilla Best vanilla Is fair trade vanilla really fair? What’s the best vanilla extract?
    25. 25. w w w . k a t a n d m o u s e . c o m TAKEAWAY: Identify your target market. Define their personas. Add keyword branches to get found for more traffic & more sales! I need new windows I need cabinets
    26. 26. w w w . k a t a n d m o u s e . c o m Content worksheet Google Drive Spreadsheet
    27. 27. w w w . k a t a n d m o u s e . c o m Metatags
    28. 28. w w w . k a t a n d m o u s e . c o m SEO is not just about rank. It’s also about getting clicks. Great meta descriptions help a lot – even if you are not #1!
    29. 29. w w w . k a t a n d m o u s e . c o m This? Ho-hum
    30. 30. w w w . k a t a n d m o u s e . c o m Or this?
    31. 31. w w w . k a t a n d m o u s e . c o m This? Ho-hum
    32. 32. w w w . k a t a n d m o u s e . c o m Or this?
    33. 33. w w w . k a t a n d m o u s e . c o m Or this?
    34. 34. w w w . k a t a n d m o u s e . c o m Google created all these Ho- hums. Lori is the only one on page 1, so who cares, but…
    35. 35. w w w . k a t a n d m o u s e . c o m But when your competitor is there, it does matter. Note the value proposition. And the word Dublin in the description caused Google to use the one I created..
    36. 36. w w w . k a t a n d m o u s e . c o m Meta Description Tips • Ask a question that shows empathy and addresses pain point • Make sure the question includes the keyword • Tell the reader they’ll find the answer to what they’re looking for • Make sure it includes the keywords so Google doesn’t make up its own!
    37. 37. w w w . k a t a n d m o u s e . c o m Meta Title • Include keywords at the beginning • Make it relevant to the keywords you care about • Try for “Hey look at me!”
    38. 38. w w w . k a t a n d m o u s e . c o m Schema Markup Code
    39. 39. w w w . k a t a n d m o u s e . c o m Review markup
    40. 40. w w w . k a t a n d m o u s e . c o m Searchmetrics findings: Only 0.27% of domains are using Schema. 47% higher rankings on average for those sites that are using Schema markup.
    41. 41. w w w . k a t a n d m o u s e . c o m Schema Code Examples Anaheim pest control Vanilla bean recipes Samsung galaxy
    42. 42. w w w . k a t a n d m o u s e . c o m Review markup
    43. 43. w w w . k a t a n d m o u s e . c o m Recipe markup
    44. 44. w w w . k a t a n d m o u s e . c o m Schema Code Wordpress Plugins WP-customer reviews Local Search SEO Contact Page Schema creator by Raven - reviews, product, event, book Recipes – Yumprint’s RecipeCard, EasyRecipe
    45. 45. w w w . k a t a n d m o u s e . c o m No plugin? Use… Micro Data Generator
    46. 46. w w w . k a t a n d m o u s e . c o m Now for what everyone forgets. It’s so simple. Or is it?
    47. 47. w w w . k a t a n d m o u s e . c o m Internal Linking Links to get visitors from one place to another AND to tell Google what your pages are about!
    48. 48. w w w . k a t a n d m o u s e . c o m Just as backlinks coming from OUTSIDE your website improve your RAP in Google, so do internal links. The more you have going into a page, the higher it will rank for those keywords.
    49. 49. w w w . k a t a n d m o u s e . c o m A good internal linking strategy begins with good site architecture Picture credit: http://www.wordtracker.com/academy/internal-linking
    50. 50. w w w . k a t a n d m o u s e . c o m Anchor text makes it clearer to Google what that page is about. "Learn about our glass beads - click here.” "Learn about our glass beads" Better…
    51. 51. w w w . k a t a n d m o u s e . c o m Internal linking tips –Harness the power of silos to POWER UP top level pages (such as bead silos on previous slide) –Identify most profitable landing pages or those that need link juice(example vanilla.com – bulk vanilla beans) –Link ON keywords (yes, it’s still ok as long as it’s within your site)
    52. 52. w w w . k a t a n d m o u s e . c o m And now the #1 most-forgotten on- site SEO tactic…
    53. 53. w w w . k a t a n d m o u s e . c o m Don’t forget to insert internal links with EVERY NEW page you create.
    54. 54. w w w . k a t a n d m o u s e . c o m Internal linking tips Use the website worksheet to track which pages get what links, on what keywords, and coming from where.
    55. 55. w w w . k a t a n d m o u s e . c o m Overwhelmed? Remember if you’re in a crowd, being chased by a bear, you only need to be…
    56. 56. w w w . k a t a n d m o u s e . c o m …one step ahead of your competitor
    57. 57. w w w . k a t a n d m o u s e . c o m Web Design SEO / Local SEO Social Media Marketing SEOcial Mobile PPC www.katandmouse.com 408.647.2327 www.facebook.com/katandmouseo Twitter: @katndmouse
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