The document outlines a workshop led by PJ Howland focusing on SEO strategies that enhance traffic and revenue. Key initiatives include site cleanup, dedicated landing pages, keyword-driven blog posts, and collaborating with influencers. Successful implementations have resulted in significant increases in organic traffic, conversions, and revenue.

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WORKSHOP: 01
Compounding
SEO Wins
WITH: PJ HOWLAND

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Compounding SEO Wins

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PJ Howland
Enterprise Campaign Manager
@AskPJHowland

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4 SEO Initiatives That
Yield Compounding
Traffic and Revenue

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1. Basic site cleanup

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● Site structure
● Http status codes
● Metadata
● Sitemaps
● Duplicate content
187% in organic traffic
335% in organic conversions
67% in organic revenue

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● 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

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Robots.txt &
xml sitemap
Internal
linking
audit
Metadata
cleanup
Mass 404
redirects
Footer menu
updated
Site speed
upgrades
Sitemap
reuploaded

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Robots.txt &
xml sitemap
Internal
linking
audit
Metadata
cleanup
Mass 404
redirects
Footer menu
updated
Site speed
upgrades
Sitemap
reuploaded

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2. Dedicated landing
page strategy

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“Our CEO really wants us on the first page for
‘keyword xyz’ and we’ve tried everything.”

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“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?”

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“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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Organic keywords
Organic traffic

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● Word count
● Keyword usage
● <title>
● <h1>
● Subheaders (themes)
Analyze the SERPs

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● Word count
● Keyword usage
● <title>
● <h1>
● Subheaders (themes)
● TF-IDF (term frequency-inverse document frequency)
Analyze the SERPs

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bit.ly/tf-idf
Want to know exactly how to do TF-IDF analysis?

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Organic keywords
Organic traffic

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3. Keyword-driven blog
posts

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How most marketers think of blog posts

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How most marketers think of blog posts
Not us, right?

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15% of Google searches
have never been
googled before
http://jungle.marketing/google-and-search-engines/search-queries/

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15% of Google searches
have never been
googled before every day
http://jungle.marketing/google-and-search-engines/search-queries/

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4. Co-create content
with influencers

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Typical results
Blog post
Infographic

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Campaign results
Dallas-Fort Worth
Raleigh

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40,000+
Social shares

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198%
Sitewide organic traffic

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215%
Blog organic traffic

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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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214% increase in organic demo requests
332% increase in organic SQLs
449% increase in organic revenue

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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

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up@97thfloor.com

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