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The 5-Day "Meal Plan" for SEO Success


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VIEO Design's Holly Yalove presented recipes and exercises for SEO success to the Knoxville HUG on May 18, 2017.

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The 5-Day "Meal Plan" for SEO Success

  1. 1. The 5-Day “Meal Plan” for SEO SUCCESS Recipes & Daily Workouts for Marketers #KnoxHUG
  2. 2. Meet the Knoxville HUG Leader and Co- Leader Holly Yalove @HollyYalove Torrie Boggs @shesgotknoxy • Agency Partner Certification • Inbound Marketing Certification • HubSpot Marketing Software Certification • HubSpot Design Certification • Contextual Marketing Certification • Inbound Sales Certification • Growth Driven Design Agency Certification • Email Marketing Certification • Content Marketing Certification • Certified Google Partner • HubSpot Beta Testers Agency Certifications:
  3. 3. What We’ll Cover •HUG News •HubSpot Product Updates •What is Search Engine Optimization (SEO)? •Why Does Your Website Need SEO? •The 5-Day Meal Plan for SEO Success •Q&A #KnoxHUG
  4. 4. HUG NEWS Future Meetups • August 24, 2017 • October 26, 2017 Topics & Speakers to Come • INBOUND 2017: September 26-28, 2017 Boston, MA #KnoxHUG
  5. 5. HubSpot Product Updates Five New Out-of-the-box Reports for your Dashboards 1. New contacts by source 2. Most recently created contacts 3. Most recent returning contacts 4. Contacts overview: A snapshot of your contact activity over the last 24 hours and the last 90 days, plus your highest daily total ever, and the total number of contacts you’ve ever created.
  6. 6. HubSpot Product Updates Five New Out-of-the-box Reports for your Dashboards 5. Contacts created by day
  7. 7. HubSpot Product Updates New Web Analytics Dashboard: • Integrates metrics from Google Analytics into HubSpot
  8. 8. HubSpot Product Updates • Shutterstock Integration: 60,000 royalty free images within HubSpot now available • Future Date Property Criteria in List Segmentation
  9. 9. HubSpot Product Updates • “Pinned” Notes in HubSpot CRM • Domain Auto-Creation – now can opt out specific domains • AMPlify Your Blog with Accelerated Mobile Pages • “Block Free Email Providers” List has expanded with added domains
  10. 10. The 5-Day “Meal Plan” for: SEO Success Recipes & Daily Workouts for Marketers By: Holly Yalove Principal & Chief Strategist VIEO Design #KnoxHUG
  11. 11. What We’ll Cover •What is Search Engine Optimization (SEO)? •Why Does Your Website Need SEO? •The 5-Day Meal Plan for SEO Success •Q&A #KnoxHUG
  12. 12. Search Engine Optimization (SEO): A marketing discipline focused on the process of growing visibility of a website (or web page) in a search engine’s unpaid results by achieving higher ranking on the list of results returned. So…which search engine should you focus on? #KnoxHUG
  13. 13. April 2016 - April 2017 87.93% 6.42% 5.29% 0.42% 0.12% 0.35% Google Bing Yahoo DuckDuckGo AOL Other 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% Market Share Google Bing Yahoo DuckDuckGo AOL Other Source: StatsCounter US Search Engine Market Share
  14. 14. Why Does Your Website Need SEO? Search Engines are a primary search method for most Internet users today. #KnoxHUG
  15. 15. 52% 63% 74% 83% 87% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2000 2004 2008 2012 2016 % of American Adults Using the Internet Internet Use by American Adults
  16. 16. Searches Before Purchases • 89% of consumers use search engines to make purchasing decisions • 81% of shoppers conduct research online before making big purchases • 71% of B2B researchers start their research online with a generic search • B2B researchers do 12 searches on average prior to engaging on a specific brand's site Sources: FleishmanHillard, Retail Today, HubSpot Marketing Statistics
  17. 17. Why Does Your Website Need SEO? Search Engines: • Help “strangers” discover your company/product/service • Provide targeted traffic Search Engines are smart and getting smarter, but website owners still need to help them.
  18. 18. How Your Rank Impacts Clicks… • 71.33% of searchers click on a first page organic result • The first 5 results on the first page get 67.60% of all clicks • Page two and three results get only 5.59% of the clicks Source: Moz #KnoxHUG
  19. 19. Source: Moz STATS: Click Through Rates by Ranking Position 31.24% 14.04% 9.85% 6.97% 5.50% 3.73% 3.99% 1.60% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 1 2 3 4 5 6 to 10 2nd Page 3rd Page + Google CTR CTR - Desktop CTR - Mobile Exact Ranking Position
  20. 20. SEO is Like Exercise… • It isn’t “once and done” – search engines are constantly changing • Consistently executing accurately will yield compounding returns #KnoxHUG
  21. 21. Did You Know? In 1992: < 1 million devices connected to the Internet* Today: 23 billion devices connected* *Source: Neil Patel #KnoxHUG
  22. 22. 5-Day SEO Meal Plan Recipes & Daily Workouts #KnoxHUG
  23. 23. Fair Warning! • Best practices change as the search engines change • What techniques work best can differ industry-to-industry and website to website #KnoxHUG
  24. 24. Valuable, unique content is the base of the SEO food pyramid. Quality Content: • Directly impacts numerous ranking factors • Indirectly influences other ranking factors Day 1: Serve Up Quality Content
  25. 25. Quality content checklist…  Provides obvious value to a searcher  Offers something new and different  Has everything the searcher needs  Includes value added images and videos  Format makes important information easy to find  Is unique to the page (avoid duplicate content) Day 1: Serve Up Quality Content
  26. 26. Quality content checklist…  Well-written, using correct spelling and grammar  Uses a variety of semantically-related keywords  Unique to the page and site (avoid duplicate content)  Keeps key page elements under character limits • Title: less than 512 pixels (usually 50-70 characters) • URL: less than 90 characters • Meta Description: less than 160 characters Day 1: Serve Up Quality Content
  27. 27. Exercise: • Publish valuable new content frequently • Regularly rewrite and improve existing content • Check for and address any duplicate content • Titles, meta descriptions, body copy Day 1: Serve Up Quality Content
  28. 28. Swag Time #KnoxHUG
  29. 29. Day 2: Stir in Some Keywords If you want your content to appear on search engine results pages (SERPs), you need to think about keywords. Google is getting better at mimicking human language patterns (called “semantic search”). Increases in voice searches also require consideration.
  30. 30. X Don’t “keyword stuff” with a single keyword. Keyword use checklist…  Use keyword groups clustered around a specific topic.  Choose a primary keyword representing your #1 ranking goal for the page  Choose a secondary “long-tail” keyword  Choose related supporting keywords Day 2: Stir in Some Keywords
  31. 31. Keyword use checklist… Use the primary keyword within the first few words of the title element and page headline. Include the primary keyword in the URL Use a clear well-crafted title (helps CTR) Use primary and secondary keywords in the meta description (helps CTR) Day 2: Stir in Some Keywords
  32. 32. Keyword use checklist…  Use primary keyword and/or close variation evenly throughout your body copy  Keyword use should sound natural Day 2: Stir in Some Keywords
  33. 33. SEO tools will help monitor keyword use and overuse (examples: Yoast, Moz, HubSpot) Keyword Stuffing Avoidance Tips Read your copy aloud – if it sounds unnatural, revisit and tweak. Day 2: Stir in Some Keywords
  34. 34. Keyword use checklist…  Use supporting keywords or synonyms in: • Headlines • Title • Body copy Day 2: Stir in Some Keywords
  35. 35. Keyword use checklist…  Use bold and italics where appropriate on keywords (adds SEO value)  Use relevant images on the page with descriptive, keyword-rich alt text. Day 2: Stir in Some Keywords
  36. 36. i• Revisit important pages and posts to check for missing opportunities on keywords • Title • Headings • Meta Description • Body Copy • Alt text • Remember to use target keywords and a variety of related terms • Make sure it sounds natural Exercise: Day 2: Stir in Some Keywords
  37. 37. Day 3: Blend Up an Excellent User Experience Polished user experience (UX) is great for lead and customer conversions and improves SEO in direct and indirect ways. • Lowers bounce rate • Increases time on page • Increases pages viewed per visit These metrics send positive signals to Google about your content consumption and value. Always Think Mobile First!
  38. 38. User Experience Checklist…  Website design:  Clear and simple-to-use  Content layouts that are easy-to-read on all devices  Pages should be fully responsive to the browser and device  Easy navigation with no more than 4 clicks to get to any piece of content from anywhere on the site Day 3: Blend Up an Excellent User Experience
  39. 39. User Experience Checklist…  Website Speed: Fast loading pages – Google recommends less than 1 second  URL: Same for all devices vs. separate mobile site  Security: Use an SSL certificate (https://....)  Page Accessibility: • Redirects from other/older versions should use 301s or rel=canonical (not 302s) • Avoid redirect chains Day 3: Blend Up an Excellent User Experience
  40. 40. User Experience Cautions:…  Pop-up Caution: Avoid anything that obstructs the user from getting to content. Example: pop-up modals for mobile visitors.  Ads Caution: Having too many ads “above the fold” can result in penalties Day 3: Blend Up an Excellent User Experience
  41. 41. Exercise: • Explore UX metrics in your analytics including: • Visitor flow • Bounce rate • Time on page • Pages per visit • Exit rates • Watch paths users take through your content to determine when they leave your site • Test changes, watch metrics, continually improve Day 3: Blend Up an Excellent User Experience
  42. 42. Day 4: Sprout Some High-Value Links Domain-level link features are considered the #1 most important ranking factor. Meaning, the number and quality of links to any of the content on your website A few high quality links from a variety of trusted sites trumps many links from one.
  43. 43. Day 4: Sprout Some High-Value Links This one is tricky! You Can’t Really Control: • Who links to your website • How they do it What You CAN Do: • Cultivate the kind of inbound links that give the most benefit
  44. 44. Day 4: Sprout Some High-Value Links Domain-level links checklist…  Create excellent link-friendly content  Share content well on social media  Guest blog or collaborate with high-authority sites and influencers
  45. 45. Day 4: Sprout Some High-Value Links Page-level link features are a close second. Meaning, the number and quality of links to the individual piece of content you want to rank in the SERPs is nearly as important as total domain-level inbound links.
  46. 46. Day 4: Sprout Some High-Value Links Page-level links checklist…  Create an internal linking strategy for linking page-to-page within your website  Link your own content to high-authority pages on high- authority websites (quality signal to Google)  Use anchor text on outbound links you create that reflect the topic of the target content • Note: search bots value the first link the most, so choose wisely
  47. 47. Day 4: Sprout Some High-Value Links Exercise: • Identify 1-5 core site pages that you most want to rank. • On those pages, remove any unnecessary links sending “link juice” off the page. • Begin to create a linking structure by placing quality links to these core pages on other relevant pages and posts within your website.
  48. 48. Swag Time #KnoxHUG
  49. 49. For many businesses ranking in certain geographic locations is essential. Day 5: Add Local Flavor For many searchers (especially on mobile devices) finding a local business is the goal. Optimizing for local ranking factors requires adding a few more ingredients to your SEO Meal Plan.
  50. 50. Local PackLocalized Organic Day 5: Add Local Flavor
  51. 51. Local SEO checklist… Claim and optimize your online business listings • Incorrect and/or inconsistent listings can hurt your ability to rank locally on Google • Fixing inaccuracies sends “trustworthy” signals to Google • Start with these popular places: • Google My Business • Bing Places for Business • Niche-specific directories like TripAdvisor and Zomato • Facebook (Facebook auto-generates pages under certain circumstances) • White Pages and Yellow Pages (including copycats) Day 5: Add Local Flavor
  52. 52. Local SEO checklist… Optimize your NAP (Name, Address, Phone Number). It should be: Easy for your customers and search engines to find on your website Consistent between your website and local listings Consistent NAP information is essential to gain more local citations and improve search engine rankings. Day 5: Add Local Flavor
  53. 53. Local SEO checklist… Use keywords specific to your location and your niche • Example: If your business is in Knoxville, include "Knoxville," "Knoxville, TN" and related keywords at appropriate places throughout your website. • Keep in mind: Google penalizes websites that overuse keywords, so it's important to incorporate into your content naturally. On-Page signals including NAP and Keywords are one of the top 3 local ranking factors Day 5: Add Local Flavor
  54. 54. Local SEO checklist…  Encourage local inbound links from trustworthy sources Moz Localized Organic Ranking Factors Moz Local Pack/Finder Ranking Factors Day 5: Add Local Flavor
  55. 55. Local SEO checklist… Focus on local reviews and ratings. Per Moz’s 2017 study, Review Signals (review quantity, review velocity, review diversity, etc.) are one of the top 8 local ranking factors Local Pack/Finder Ranking Factors Localized Organic Ranking Factors Day 5: Add Local Flavor
  56. 56. Exercise: • Claim and optimize local business listings • Check your NAP (name, address, phone number) consistency and placement • Optimize for local keywords • Look for local inbound link opportunities • Encourage happy customers to leave reviews (and respond to all reviews – good or bad) Day 5: Add Local Flavor
  57. 57. Bonus: Sprinkle On Some Social Media Per Google, social signals don’t directly influence organic rankings, however… • Many SEO experts report correlations between social signals and higher search rankings • Social platforms are increasingly used as search engines • There are numerous ways quality social media activity and engagement benefits SEO
  58. 58. Bonus: Sprinkle On Some Social Media Social SEO checklist… Link to your website in your social profiles Make sure business-related content is public and searchable Use keywords in your social posts Create business listings on social platforms which offer that feature
  59. 59. Bonus: Sprinkle On Some Social Media Social SEO checklist… Verify profiles whenever possible (e.g. like Pinterest does w/ code snippets) Build high-authority followers and encourage interaction and sharing Include social following and sharing buttons on your website Produce content that people will want to share
  60. 60. Bonus: Sprinkle On Some Social Media Exercise: • Create supplemental content for your pages and posts (like YouTube videos or pinnable infographics) and link to the original from the item description. • Share both the supplemental content and the related post on social. Embedding the new content in the original source will boost UX metrics like time on page. Added media adds ranking opportunity on media related searches (like image and video search).
  61. 61. Q&A #KnoxHUG
  62. 62. HUG NEWS • Future 2017 Meetups • August 24, 2017 • October 26, 2017 Topics & Speakers to Come • INBOUND 2017: September 26-28, 2017 Boston, MA #KnoxHUG