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SEO in 2017 - Boston Growth Meetup (October 2016)


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A presentation on SEO best practices and specific questions asked by members of the Boston Growth Meetup. Includes a number of SEO resource links in the appendix to learn more about the topics included in the presentation.

By Kyle Risley,

Published in: Marketing
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SEO in 2017 - Boston Growth Meetup (October 2016)

  1. 1. SEO in 2017 Boston Growth Meetup @KyleRisley
  2. 2. Who is this guy? Vistaprint Internal SEO Consultant Organic Search Channel Specialist Independent Consultant Site Audits Keyword Research Site Architecture Guidance
  3. 3. SEO in 2017
  4. 4. SEO in 2017 not very different than 2016, 2015, 2014, 2013…. Your site must: 1. Be a Topical Authority 2. Provide the Correct Answer for User 3. Be Crawlable 4. Not Cause Me Physical Pain When I Use It
  5. 5. SEO is About... Revenue Product Sales Advertising Subscriptions Sponsorships
  6. 6. SEO is About Revenue Revenue Revenue = (Sessions)*(Conversion Rate)*(Goal Value) Sessions = (Search Volume)*(Click Through Rate) CTR ~~ (Rank)(SERP Attractiveness) What we’ll be talking about.
  7. 7. Search Volume Am I targeting the right keywords?
  8. 8. Am I Targeting the Right Keywords? Volume Which query has more volume? I will show you the tools! Intent Which query is more likely to convert on my site? i.e. Which query do I answer best? [custom thank you cards] vs. [thank you cards]
  9. 9. SEO is About Revenue Revenue Revenue = (Sessions)*(Conversion Rate)*(Goal Value) Sessions = (Search Volume)*(Click Through Rate) CTR ~~ (Rank)(SERP Attractiveness) What we’ll be talking about.
  10. 10. CTR: Rank How do search engines rank pages? a. Link equity b. On-page optimization c. CTR / Snippet attractiveness d. User Experience / Page Stickiness
  11. 11. CTR: Link Equity Links are still very important Link earning strategies depend on the business 1 High Quality Link > 100 Low Quality Links Topical Authority General Authority
  12. 12. CTR: On-Page Optimization 1. Making your page(s) useful results for the query a. What is the goal of the page? i. User Testing b. 1 Page = 1 Goal 2. Letting the search engines know Tip: Put your homepage to work for non-branded queries.
  13. 13. Unless You’re Dropbox...
  14. 14. CTR: Rich Snippets
  15. 15. CTR: Rich Snippets ● Use Schema to include: ○ Ratings & Reviews ○ Price ○ Product Specs ○ Event Information ○ Recipes
  16. 16. CTR: Title Tags The job of the <title> tag: 1. Rank your page 2. Earn the click
  17. 17. [Boston Hotels]
  18. 18. [Cheap Boston Hotels]
  19. 19. CTR: UX + Sticky Pages Make the user task obvious Prioritize above the fold Format your text Optimize the experience for the device Speed matters
  20. 20. Your Questions
  21. 21. Survey Monkey Questions 1. What is the largest lever of SEO (i.e. what is it that an expert focuses on)? 2. What does everyone get distracted by? 3. What are some highly recommended tools for SEO? 4. Strategies for dealing with high ranking negative reviews. 5. How do page performance, modals, pop-ups etc. affect SEO?
  22. 22. Survey Monkey Questions 7. How does app indexing work? 8. Does Google support JavaScript? 9. How do you track and measure link building performance? If PA is a factor, how long does it typically take for a new page to begin to show PA? 10.Framework for SEO process and strategy 11.What are some specific anecdotes of tactics you’ve used and the measurable outcomes of those tactics? 12.How much work is repeated vs. 1x?
  23. 23. Appendix
  24. 24. Start Up Keyword Tip
  25. 25. Appendix Keyword Research SEMRush Google Adwords Keyword Planner (especially if you actively run campaigns) Moz Keyword Explorer On- Page Optimization
  26. 26. Appendix cont. Link Building Jon Cooper (if you read one thing, make it this) Backlinko - Moving Man Backlinko - Skyscraper Eric Ward Newsletter ($8/month for good tips) Structured Data Google Intro Built Visible Guide (i.e. the stuff you should care about the most)
  27. 27. Appendix cont. Recommended Tools Majestic link data SEMRush - keyword data, competitive data Screaming Frog - web crawler for smaller/mid size sites DeepCrawl - web crawler for mid/large size sites OnPage - web crawler, on-page recommendations (never used) Google/Bing Search Console (use API to store data) Redirect Path Chrome Extension
  28. 28. Appendix Cont. ● App Indexing ○ Emily Grossman, Mobile Moxie (3 Part Article Series)