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[Workshop] Compounding SEO Wins

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Re-examine your SEO strategy and marketing tactics with this simple list of opportunities with compounding wins that will 10x your results. Presented in a workshop with Enterprise Campaign Manager and SEO expert PJ Howland.

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[Workshop] Compounding SEO Wins

  1. 1. 1 WORKSHOP: 01 Compounding SEO Wins WITH: PJ HOWLAND
  2. 2. @AskPJHowland 2 Compounding SEO Wins
  3. 3. @AskPJHowland 3
  4. 4. @AskPJHowland 4 PJ Howland Enterprise Campaign Manager @AskPJHowland
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  10. 10. @AskPJHowland 10 4 SEO Initiatives That Yield Compounding Traffic and Revenue
  11. 11. @AskPJHowland 11 1. Basic site cleanup
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  14. 14. @AskPJHowland 14 ● Site structure ● Http status codes ● Metadata ● Sitemaps ● Duplicate content 187% in organic traffic 335% in organic conversions 67% in organic revenue
  15. 15. @AskPJHowland 15 ● Internal link to PLPs ● Redirect dead pages ● 301 redirects not 302 ● Upload new sitemaps ● Optimized URL structure ● Clean up the robots.txt file ● Update site menu and footer links ● Submitting unindexed URLs via Search Console ● Clean up pages with missing or duplicate <title> and <h1> Where to start
  16. 16. @AskPJHowland 16 Robots.txt & xml sitemap Internal linking audit Metadata cleanup Mass 404 redirects Footer menu updated Site speed upgrades Sitemap reuploaded
  17. 17. @AskPJHowland 17 Robots.txt & xml sitemap Internal linking audit Metadata cleanup Mass 404 redirects Footer menu updated Site speed upgrades Sitemap reuploaded
  18. 18. @AskPJHowland 18 2. Dedicated landing page strategy
  19. 19. @AskPJHowland 19 “Our CEO really wants us on the first page for ‘keyword xyz’ and we’ve tried everything.”
  20. 20. @AskPJHowland 20 “Our CEO really wants us on the first page for ‘keyword xyz’ and we’ve tried everything.” “What does the landing page for ‘keyword xyz’ look like?”
  21. 21. @AskPJHowland 21 “Our CEO really wants us on the first page for ‘keyword xyz’ and we’ve tried everything.” “What does the landing page for ‘keyword xyz’ look like?” “We’re using the home page”
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  23. 23. @AskPJHowland 23 Organic keywords Organic traffic
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  27. 27. @AskPJHowland 27 ● Word count ● Keyword usage ● <title> ● <h1> ● Subheaders (themes) Analyze the SERPs
  28. 28. @AskPJHowland 28 ● Word count ● Keyword usage ● <title> ● <h1> ● Subheaders (themes) ● TF-IDF (term frequency-inverse document frequency) Analyze the SERPs
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  30. 30. @AskPJHowland 30 bit.ly/tf-idf Want to know exactly how to do TF-IDF analysis?
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  33. 33. @AskPJHowland 33 Organic keywords Organic traffic
  34. 34. @AskPJHowland 34 3. Keyword-driven blog posts
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  36. 36. @AskPJHowland 36 How most marketers think of blog posts
  37. 37. @AskPJHowland 37 How most marketers think of blog posts Not us, right?
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  40. 40. @AskPJHowland 40 15% of Google searches have never been googled before http://jungle.marketing/google-and-search-engines/search-queries/
  41. 41. @AskPJHowland 41 15% of Google searches have never been googled before every day http://jungle.marketing/google-and-search-engines/search-queries/
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  51. 51. @AskPJHowland 51 4. Co-create content with influencers
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  61. 61. @AskPJHowland 61 Typical results Blog post Infographic
  62. 62. @AskPJHowland 62 Campaign results Dallas-Fort Worth Raleigh
  63. 63. @AskPJHowland 63 40,000+ Social shares
  64. 64. @AskPJHowland 64 198% Sitewide organic traffic
  65. 65. @AskPJHowland 65 215% Blog organic traffic
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  68. 68. @AskPJHowland 68 Mo1 Mo2 Mo3 Mo4 Mo5 Mo6 Audit the site for red flag errors Keyword research Outline target landing pages Execute on red flag fixes Upload a new sitemap Re-audit site for remaining errors Blog posts begin to go live Influencer vetting Influencer outreach Reevaluate keyword targeting First landing page(s) go live Populate a content calendar with keyword-driven topics Launch influencer campaign Influencer follow up Internal link audit Site Optimizations Landing page/blog post campaign Influencer campaign
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  70. 70. @AskPJHowland 70 214% increase in organic demo requests 332% increase in organic SQLs 449% increase in organic revenue
  71. 71. @AskPJHowland 71 1. Technically optimize the site 2. Build hyper-optimized landing pages 3. Create blog content around long-tail keywords 4. Incorporate influencers in your campaigns to earn links Summary
  72. 72. 72 up@97thfloor.com
  73. 73. @AskPJHowland 73

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