SEO Crash Course - Go from White Belt to Ninja in Search Optimization

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Master the most important aspects of content SEO as Eric takes you from white belt to black belt strategies you can use on your website.

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SEO Crash Course - Go from White Belt to Ninja in Search Optimization

  1. 1. SEO  White  Belt  to  Black  Belt  Webinar  •   June  3,  2014  
  2. 2. AGENDA   On  Page  Op?miza?on   Linkbuilding   Analy?cs    
  3. 3. On-­‐Page  Op/miza/on  
  4. 4. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Title  Length  :  70  Characters  
  5. 5. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Title  Length  :  70  Characters  
  6. 6. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Title  Length  :  70  Characters   Title  Tag  Pro  Tip  :  Include  Branding  when  possible  
  7. 7. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Meta  Descrip?on  :  156  Characters  
  8. 8. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Meta  Descrip?on  :  156  Characters  
  9. 9. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       Meta  Descrip?on  :  156  Characters   Meta  Descrip1on  Pro  Tip  :  Write  like  an  ad  
  10. 10. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       *Warning*  -­‐  Your  text  might  get  trunca…  
  11. 11. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons       *Warning*  -­‐  Your  text  might  get  trunca…  
  12. 12. On-­‐Page  Op/miza/on   White  Belt   Title  Tags  &  Meta  Descrip/ons      
  13. 13. On-­‐Page  Op/miza/on   White  Belt   URL  Structure  
  14. 14. On-­‐Page  Op/miza/on   White  Belt   URL  Structure   Create  a  content  hierarchy  to  deduce  informa?on  
  15. 15. On-­‐Page  Op/miza/on   White  Belt   URL  Structure   Create  a  content  hierarchy  to  deduce  informa?on  
  16. 16. On-­‐Page  Op/miza/on   White  Belt   URL  Structure   Create  a  content  hierarchy  to  deduce  informa?on  
  17. 17. On-­‐Page  Op/miza/on   White  Belt   URL  Structure   Where  am  I?  
  18. 18. On-­‐Page  Op/miza/on   White  Belt   URL  Structure   Where  am  I?  
  19. 19. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags    
  20. 20. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags    
  21. 21. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags     Use  Keyword  in:   Alt  Tag  
  22. 22. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags     Use  Keyword  in:   Alt  Tag  
  23. 23. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags     Use  Keyword  in:   Alt  Tag  &  Filename  
  24. 24. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags     Use  Keyword  in:   Alt  Tag  &  Filename  
  25. 25. On-­‐Page  Op/miza/on   White  Belt   Image  Alt  Tags     Dominate  Image  Results!  
  26. 26. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  is  it?  
  27. 27. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  is  it?   Structured  Data  that  Search  Engines  can  Interpret  
  28. 28. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  Reviews   •  People   •  Products   •  Businesses  and  organiza?ons   •  Recipes   •  Events   •  Music    
  29. 29. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  Reviews    
  30. 30. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  Reviews     or  
  31. 31. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  Reviews     or  
  32. 32. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  People    
  33. 33. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  People     or  
  34. 34. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     What  does  that  mean?   •  People     or  
  35. 35. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     S/ll  Hesitant?        
  36. 36. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     S/ll  Hesitant?     Pages  With  Schema  Markup  Rank  4  Posi/ons   Higher  in  Search  Results     h^p://searchenginewatch.com/ar?cle/2341710/Pages-­‐With-­‐Schema-­‐Markup-­‐Rank-­‐4-­‐ Posi?ons-­‐Higher-­‐in-­‐Search-­‐Results-­‐Study        
  37. 37. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     So  Why  Aren’t  Sites  Implemen/ng  It?          
  38. 38. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     So  Why  Aren’t  Sites  Implemen/ng  It?     Schema  Markup  Shows  In  36%  Of  Google  Search   Results,  But  Almost  No  Websites  Use  It             h^p://searchengineland.com/schema-­‐markup-­‐shows-­‐36-­‐google-­‐search-­‐results-­‐almost-­‐ websites-­‐use-­‐study-­‐189707    
  39. 39. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     Let’s  Get  Started  Right  Now!     Go  Here  &  Learn:   h^p://schema.org/    
  40. 40. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     Let’s  Get  Started  Right  Now!     Go  Here  &  Learn:   h^p://schema.org/     Go  Here  &  Code:     h^p://schema-­‐creator.org/  
  41. 41. On-­‐Page  Op/miza/on   Brown  Belt   Schema  Markup     Let’s  Get  Started  Right  Now!     Go  Here  &  Learn:   h^p://schema.org/     Go  Here  &  Code:     h^p://schema-­‐creator.org/     Go  Here  &  Test:   h^p://www.google.com/webmasters/tools/richsnippets    
  42. 42. On-­‐Page  Op/miza/on   Black  Belt   Site  Speed     Why?  
  43. 43. On-­‐Page  Op/miza/on   Black  Belt   Site  Speed     Why?     B/C  MaR  CuRs  Said  So  in…  2010                     h^p://www.ma^cu^s.com/blog/site-­‐speed/    
  44. 44. On-­‐Page  Op/miza/on   Black  Belt   Site  Speed     Let’s  Get  Started:   Go  Here:   h^p://developers.google.com/speed/pagespeed/insights/                      
  45. 45. On-­‐Page  Op/miza/on   Black  Belt   Site  Speed     Let’s  Get  Started:   Go  Here:   h^p://developers.google.com/speed/pagespeed/insights/     Want  More?   More  Advanced  Route,  and  truly  Black  Belt   Check  this  out:   h^p://www.quicksprout.com/the-­‐advanced-­‐guide-­‐to-­‐seo-­‐chapter-­‐2/                  
  46. 46. Linkbuilding  
  47. 47. Linkbuilding   White  Belt   Blog  Commen/ng                
  48. 48. Linkbuilding   White  Belt   Relevant  Blog  Commen/ng                
  49. 49. Linkbuilding   White  Belt   Relevant  Blog  Commen/ng     Branding              
  50. 50. Linkbuilding   White  Belt   Relevant  Blog  Commen/ng     Branding   Direct  Traffic              
  51. 51. Linkbuilding   White  Belt   Relevant  Blog  Commen/ng     Branding   Direct  Traffic   Establishing  Rela/onships  /  Links              
  52. 52. Linkbuilding   White  Belt   Relevant  Blog  Commen/ng     Finding  Relevant  Blogs     Use  Advanced  Search  Operators   h^p://www.googleguide.com/advanced_operators_reference.html                  
  53. 53. Linkbuilding   White  Belt   in/tle:Liga  Privada  Papas  Fritas  "Leave  a  Comment"                  
  54. 54. Linkbuilding   White  Belt   in/tle:Liga  Privada  Papas  Fritas  "Leave  a  Comment"                  
  55. 55. Linkbuilding   White  Belt   Don’t  Automate  
  56. 56. Linkbuilding   White  Belt   Don’t  Automate   Don’t  Spam  
  57. 57. Linkbuilding   White  Belt   Don’t  Automate   Don’t  Spam   Be  Authen/c  
  58. 58. Linkbuilding   White  Belt   Don’t  Automate   Don’t  Spam   Be  Authen/c   Build  a  Rela/onship  
  59. 59. Linkbuilding   Brown  Belt   Social  Shares  
  60. 60. Linkbuilding   Brown  Belt   Social  Shares   Google  +1s  
  61. 61. Linkbuilding   Brown  Belt   Social  Shares   Google  +1s   Facebook  Likes  
  62. 62. Linkbuilding   Brown  Belt   Social  Shares   Google  +1s   Facebook  Likes   Tweets  
  63. 63. Linkbuilding   Brown  Belt   Social  Shares   Google  +1s   Facebook  Likes   Tweets   Reddit      
  64. 64. Linkbuilding   Brown  Belt   Social  Shares   Google  +1s   Facebook  Likes   Tweets   Reddit     Pinterest    
  65. 65. Linkbuilding   Brown  Belt   Social  Shares   h^p://www.searchmetrics.com/media/documents/ranking-­‐faktoren/download-­‐ ranking-­‐factor-­‐study-­‐2013.pdf    
  66. 66. Linkbuilding   Brown  Belt   Social  Shares   h^p://moz.com/search-­‐ranking-­‐factors    
  67. 67. Linkbuilding   Brown  Belt   Social  Shares     A  Golden  Bullet?  No  
  68. 68. Linkbuilding   Brown  Belt   Social  Shares     A  Golden  Bullet?  No     Helpful.  Yes!  
  69. 69. Linkbuilding   Black  Belt   Rela/onship  Building                
  70. 70. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools                    
  71. 71. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools   •  Find  Your  Compe/tor’s  Links                  
  72. 72. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools   •  Find  Your  Compe/tor’s  Links                
  73. 73. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools   •  Find  Your  Compe/tor’s  Links                
  74. 74. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools   •  Find  Your  Compe/tor’s  Links   •  Add  them  to  the  Link  Manager                
  75. 75. Linkbuilding   Black  Belt   Rela/onship  Building     •  Raven  Tools   •  Find  Your  Compe/tor’s  Links   •  Add  them  to  the  Link  Manager   •  Build  Rela/onships                
  76. 76. Linkbuilding   Black  Belt   Rela/onship  Building     •  Incredibly  Powerful  so`ware   •  Tons  of  Tutorials  &  Guides   •  h^p://blog.raventools.com/broken-­‐link-­‐building-­‐by-­‐prospec?ng-­‐local-­‐ directories/     •  Takes  a  lot  of  /me,  but  worth  it!     Get  Raven  Here  :   h^p://bit.ly/1o0uJsX            
  77. 77. Analy/cs  
  78. 78. Analy/cs   White  Belt   Segmen/ng  Organic  Traffic  
  79. 79. Analy/cs   White  Belt   Segmen/ng  Organic  Traffic  
  80. 80. Analy/cs   White  Belt   Segmen/ng  Organic  Traffic  
  81. 81. Analy/cs   White  Belt   Keyword  Analysis  
  82. 82. Analy/cs   White  Belt   Keyword  Analysis  
  83. 83. Analy/cs   White  Belt   Goal  Analysis  
  84. 84. Analy/cs   Brown  Belt   (not  provided)  
  85. 85. Analy/cs   Brown  Belt   (not  provided)     What  Happened?      
  86. 86. Analy/cs   Brown  Belt   (not  provided)     What  Happened?     March  2012  –  Firefox  Secures  Searches   h^p://searchengineland.com/firefox-­‐to-­‐use-­‐google-­‐secure-­‐search-­‐by-­‐ default-­‐116231        
  87. 87. Analy/cs   Brown  Belt   (not  provided)     What  Happened?     March  2012  –  Firefox  Secures  Searches   h^p://searchengineland.com/firefox-­‐to-­‐use-­‐google-­‐secure-­‐search-­‐by-­‐ default-­‐116231     Sept  2013  -­‐  Google  Secures  all  Searches   h^p://searchenginewatch.com/ar?cle/2296351/Goodbye-­‐Keyword-­‐Data-­‐Google-­‐ Moves-­‐En?rely-­‐to-­‐Secure-­‐Search        
  88. 88. Analy/cs   Brown  Belt   (not  provided)     What  Happened?     Any  Way  to  Fix  it?     •  Nope,  but  there  are  work  arounds  
  89. 89. Analy/cs   Brown  Belt   (not  provided)     Any  Way  to  Fix  it?   •  Nope,  but  there  are  workarounds   •  Landing  Pages    
  90. 90. Analy/cs   Brown  Belt   (not  provided)     Any  Way  to  Fix  it?   •  Nope,  but  there  are  workarounds   •  Landing  Pages     •  Segmented  by  (not  provided)  
  91. 91. Analy/cs   Brown  Belt   (not  provided)     Any  Way  to  Fix  it?   •  Nope,  but  there  are  workarounds   •  Landing  Pages     •  Segmented  by  (not  provided)   •  Export  URLs   •  Use  SEMRush  to  See  Top  Keywords  
  92. 92. Analy/cs   Black  Belt   Using  webmaster  tools  
  93. 93. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools   (WMT)  &  Analy/cs  
  94. 94. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools   (WMT)  &  Analy/cs  
  95. 95. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools  (WMT)  &  Analy/cs   •  Look  at  Queries  
  96. 96. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools  (WMT)  &  Analy/cs   •  Look  at  Queries  
  97. 97. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools  (WMT)  &  Analy/cs   •  Look  at  Queries  
  98. 98. Analy/cs   Black  Belt   Using  webmaster  tools   •  Link  Webmaster  Tools  (WMT)  &  Analy/cs   •  Look  at  Queries  
  99. 99. THAT’S  ALL  FOLKS  
  100. 100. THANK  YOU!     ERIC  SCISM   ESCISM@GSANDF.COM   @ERICSCISM    

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