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Big Time SEO Tactics For Small &
Medium Sized Business
chris@97thfloor.com
@chrisbennett
Chris Bennett, Founder/CEO
How we...
Los Angeles Salt Lake San Francisco
My Promise
1.There will be something here you haven’t done yet
2.You can start today!
3.Require little or no developer res...
Google Wants You To Think Results Are Qualitative
But They Are Quantitative
We Need to Make Sure We Are a Part of the Quantitative
So We Are Included in the Qualitative
Snippets Aren’t New, But Still The Wild Wild West
Google is Still Figuring Things Out
Google is Still Figuring Things Out
You Could Say, “There is a Plethora of Opportunity”
https://getstat.com/blog/featured-snippet-volatility-research-findings/
• Relevant content (TF-IDF)

• Sub-header tag (h2-h3, etc.)

• Copy (usually 40-60 words)

• Keyword usage

• Topics cover...
What Has Worked…
1. Revise copy

2. Fetch and submit to Google index via Search Console

3. Wait a couple of days (max 10 ...
Awesome Side Effect of Going After Snippet
SalesForce Case Study
Was # 3 with no Snippet
Now #1 + Snippet
Phrase: “Advantages of SaaS”
Snippet Optimization Leads to Ranking Improvement
Regardless of Capturing Snippet
SalesForce Case Study
Phrase: “SaaS” Rank #5 -> #3
A bunch more…
• advantages of SaaS: 3 → 1

• SaaS software as a service: 5 → 3

• SaaS: 5 → 3

• SaaS definition: 7 → 4

• ...
Dr. Axe Chia Seeds
- Was #3 May 2017
- Now # 1
- Wikipedia has the “Knowledge Card” but no ranking
HubSpot Optimizing for it From the Start
https://blog.hubspot.com/sales/sales-process-
https://blog.hubspot.com/sales/sales-process-
https://blog.hubspot.com/sales/ultimate-guide-to-sales-qualification
https://blog.hubspot.com/sales/ultimate-guide-to-sales-qualification
Never Forget Google’s Focus
On-Page SEO TF-IDF
One of Google’s first and most basic public patents on the Google
Search algorithm.
The TF-IDF value increases as the numbe...
One of Google’s first and most basic public patents on the Google
Search algorithm.
The TF-IDF value increases as the numbe...
TF - IDF: The End Game
You’ll learn the semantically
relevant words, phrases,
and themes that Google
is looking for outsid...
Example - Dr Axe “Chia Seeds”
Old Method
“Chia Seeds” Old Method
No TF-IDF: How many times do our competitors use “Chia Seed” and Long Tail Variations like
“Chia S...
Or
New Method: TF-IDF
“Chia Seeds” NEW: TF-IDF
YES TF-IDF: Know exactly the related phrases to add to be considered for a top spot.
*Note TF-IDF...
Use https://en.ryte.com/ to See How You Stack Up
Any Guess As To Which Day We Implemented?
https://draxe.com/chia-seeds-benefits-side-effects/
Any Guess As To Which Day We Implemented?
https://draxe.com/chia-seeds-benefits-side-effects/
TF-IDF Will Awaken the Beast
https://draxe.com/sore-throat-remedies-fast-relief/
Example - Dr Axe “Sore Throat”
Implemented TF-IDF
https://draxe.com/sore-throat-remedies-fast-relief/
Implemented TF-IDF
https://draxe.com/sore-throat-remedies-fast-relief/
Sore Throat
Throat Problems
Rheumatic
Tonsillitis
S...
Implemented TF-IDF and Only Jumped from 30’s to 20’s for Head Term, But…
https://draxe.com/sore-throat-remedies-fast-relie...
Awakened the Beast for so Many Related Terms
https://draxe.com/sore-throat-remedies-fast-relief/
Right Now Go Through Your Live Content and Re-optimize
TF-IDF
This works for everyone, but especially if...
1.Need to increase niche relevancy

2.Already produce long form content

3.H...
This works for everyone, but especially if...
1.Need to increase niche relevancy

2.Already produce long form content

3.H...
chris@97thfloor.com
@chrisbennett
Chris Bennett, Founder/CEO
Big Time SEO Tactics, Featured Snippets and TF-IDF
Big Time SEO Tactics, Featured Snippets and TF-IDF
Big Time SEO Tactics, Featured Snippets and TF-IDF
Big Time SEO Tactics, Featured Snippets and TF-IDF
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Big Time SEO Tactics, Featured Snippets and TF-IDF

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Step by step processes and instructions around Featured Snippets and TF-IDF. Tactics 97th Floor uses to help their clients succeed. This was given by Chris Bennett at Dreamforce 17 #DF17

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Big Time SEO Tactics, Featured Snippets and TF-IDF

  1. 1. Big Time SEO Tactics For Small & Medium Sized Business chris@97thfloor.com @chrisbennett Chris Bennett, Founder/CEO How we turned an average client into an industry dominator
  2. 2. Los Angeles Salt Lake San Francisco
  3. 3. My Promise 1.There will be something here you haven’t done yet 2.You can start today! 3.Require little or no developer resources.
  4. 4. Google Wants You To Think Results Are Qualitative
  5. 5. But They Are Quantitative
  6. 6. We Need to Make Sure We Are a Part of the Quantitative
  7. 7. So We Are Included in the Qualitative
  8. 8. Snippets Aren’t New, But Still The Wild Wild West
  9. 9. Google is Still Figuring Things Out
  10. 10. Google is Still Figuring Things Out
  11. 11. You Could Say, “There is a Plethora of Opportunity”
  12. 12. https://getstat.com/blog/featured-snippet-volatility-research-findings/
  13. 13. • Relevant content (TF-IDF)
 • Sub-header tag (h2-h3, etc.)
 • Copy (usually 40-60 words)
 • Keyword usage
 • Topics covered
 • Position of copy (usually in relation to sub-header)
 • Meta description (new study suggests potential implications) Formula on How to Take The Snippet
  14. 14. What Has Worked… 1. Revise copy
 2. Fetch and submit to Google index via Search Console
 3. Wait a couple of days (max 10 days)
 4. If still no snippet
 1. Try again (at least twice)
 2. Check your rankings 

  15. 15. Awesome Side Effect of Going After Snippet
  16. 16. SalesForce Case Study Was # 3 with no Snippet Now #1 + Snippet Phrase: “Advantages of SaaS”
  17. 17. Snippet Optimization Leads to Ranking Improvement Regardless of Capturing Snippet
  18. 18. SalesForce Case Study Phrase: “SaaS” Rank #5 -> #3
  19. 19. A bunch more… • advantages of SaaS: 3 → 1
 • SaaS software as a service: 5 → 3
 • SaaS: 5 → 3
 • SaaS definition: 7 → 4
 • what is SaaS: 6 → 3
 • CRM software examples: 4 → 2
 • SaaS advantages: 3 → 1
  20. 20. Dr. Axe Chia Seeds - Was #3 May 2017 - Now # 1 - Wikipedia has the “Knowledge Card” but no ranking
  21. 21. HubSpot Optimizing for it From the Start https://blog.hubspot.com/sales/sales-process-
  22. 22. https://blog.hubspot.com/sales/sales-process-
  23. 23. https://blog.hubspot.com/sales/ultimate-guide-to-sales-qualification
  24. 24. https://blog.hubspot.com/sales/ultimate-guide-to-sales-qualification
  25. 25. Never Forget Google’s Focus
  26. 26. On-Page SEO TF-IDF
  27. 27. One of Google’s first and most basic public patents on the Google Search algorithm. The TF-IDF value increases as the number of times a word appears in the document. The size of the document affect TF-IDF, larger documents need greater term frequency. TF - IDF
  28. 28. One of Google’s first and most basic public patents on the Google Search algorithm. The TF-IDF value increases as the number of times a word appears in the document. The size of the document affect TF-IDF, larger documents need greater term frequency. TF - IDF
  29. 29. TF - IDF: The End Game You’ll learn the semantically relevant words, phrases, and themes that Google is looking for outside of your main keyword.
  30. 30. Example - Dr Axe “Chia Seeds”
  31. 31. Old Method
  32. 32. “Chia Seeds” Old Method No TF-IDF: How many times do our competitors use “Chia Seed” and Long Tail Variations like “Chia Seed Benefits?” Rinse and Repeat. Chia Seed(s) Chia Seed Benefits Organic Chia Seeds Chia Seed Calories Chia Seed Nutrition Chia Seed Recipes Chia
  33. 33. Or
  34. 34. New Method: TF-IDF
  35. 35. “Chia Seeds” NEW: TF-IDF YES TF-IDF: Know exactly the related phrases to add to be considered for a top spot. *Note TF-IDF is helping you find the related phrases that don’t necessarily use “Chia.” Chia Seed(s) Flax Hispanica Antioxidant Dyslipidemia Salvia Chia
  36. 36. Use https://en.ryte.com/ to See How You Stack Up
  37. 37. Any Guess As To Which Day We Implemented? https://draxe.com/chia-seeds-benefits-side-effects/
  38. 38. Any Guess As To Which Day We Implemented? https://draxe.com/chia-seeds-benefits-side-effects/
  39. 39. TF-IDF Will Awaken the Beast
  40. 40. https://draxe.com/sore-throat-remedies-fast-relief/ Example - Dr Axe “Sore Throat”
  41. 41. Implemented TF-IDF https://draxe.com/sore-throat-remedies-fast-relief/
  42. 42. Implemented TF-IDF https://draxe.com/sore-throat-remedies-fast-relief/ Sore Throat Throat Problems Rheumatic Tonsillitis Streptococcal Lozenges Mononucleosis
  43. 43. Implemented TF-IDF and Only Jumped from 30’s to 20’s for Head Term, But… https://draxe.com/sore-throat-remedies-fast-relief/
  44. 44. Awakened the Beast for so Many Related Terms https://draxe.com/sore-throat-remedies-fast-relief/
  45. 45. Right Now Go Through Your Live Content and Re-optimize TF-IDF
  46. 46. This works for everyone, but especially if... 1.Need to increase niche relevancy
 2.Already produce long form content
 3.Have a large set of content
 4.Are seeing diminishing returns on what used to work
 5.Love long-tail keywords
 6.Think you’ve done everything already
  47. 47. This works for everyone, but especially if... 1.Need to increase niche relevancy
 2.Already produce long form content
 3.Have a large set of content
 4.Are seeing diminishing returns on what used to work
 5.Love long-tail keywords
 6.Think you’ve done everything already 7. Bonus: Want featured snippets (yes, doing TF-IDF before you go for the snippet will dramatically increase your likelihood of snagging the snippet)
  48. 48. chris@97thfloor.com @chrisbennett Chris Bennett, Founder/CEO

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