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Data.com Connect Presents: Arnie Kuenn - Top 10 Most Common SEO Mistakes

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@connectmembers #connectwebinars @arniek

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Data.com Connect Presents: Arnie Kuenn - Top 10 Most Common SEO Mistakes

  1. 1. /ConnectMembers @ConnectMembers Data.com Tweet your learnings using #connectwebinars or @connectmembers for a chance to win a special prize! Visit connect.data.com Sign up for free today and get 2 free contacts!
  2. 2. @ArnieK # ConnectWebinars About Your Presenter… ● Vertical Measures is a 50 person search, social & content marketing agency in Phoenix ● Our clients range from a local HVAC company to brands known world-wide ● Columnist for Marketing Land, Chief Content Officer & LinkedIn ● Wrote the book Content Marketing Works
  3. 3. Optimizing Your Content – The 10 Most Common SEO Mistakes Arnie Kuenn, CEO, Vertical Measures
  4. 4. @ArnieK # ConnectWebinars What I’ll Cover 1. Most common mistakes we see 2. How to optimize specific types of content like video and images 3. Optimization for the future
  5. 5. @ArnieK # ConnectWebinars
  6. 6. @ArnieK # ConnectWebinars Most Common Problems We Find? 1. Unintentional duplicate content 2. Bad backlinks 3. Over optimization and cannibalization of target keywords 4. Bad and duplicate title tags 5. Bad and duplicate meta descriptions 6. Poorly optimized images and videos 7. Page-load time 8. Poor or thin content 9. Keyword misfocus (not aligned on the same page) 10. Blocked pages or entire site (indexability issues)
  7. 7. @ArnieK # ConnectWebinars
  8. 8. @ArnieK # ConnectWebinars An example…
  9. 9. @ArnieK # ConnectWebinars What we found… After several months of intense content marketing and no results…. ● Identified a penalty back in August of 2012 ● Duplicate content issue: same text snippet shows up on 259 pages ● Wide use of duplicate or near-duplicate content in titles/page content ● A big issue: 100% of their image content and 45% of their HTML/text content is hosted externally (not under the domain). ● Lots of spammy anchor text in their backlink profile
  10. 10. @ArnieK # ConnectWebinars @ArnieK #SMX
  11. 11. @ArnieK # ConnectWebinars
  12. 12. @ArnieK # ConnectWebinars Core Elements to Optimization Web Pages 1. Links pointing to your content (Internal too) 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. H1 Tag (headline tag – only one!) 5. Images optimized 6. Page load times 7. Freshness of content 8. Mobile?? April 2015
  13. 13. Kill Easy Dupe Content @ArnieK # ConnectWebinar
  14. 14. @ArnieK # ConnectWebinars Title Tag An important on-page element (~55 characters). <title>Your Keywords Need be Here</title>
  15. 15. @ArnieK # ConnectWebinars Meta Description ● Mainly for conversions ● First time a visitor is understanding who you are ● ~115 characters <meta name="description" content=“On this site we talk all about everything you just searched for!">
  16. 16. @ArnieK # ConnectWebinars H1 Tags ● Should be similar to page title ● Tell the bots what to expect on the page ● Hard coded into the CSS (H1, H2, H3, etc.) ● Only one H1 tag per page <h1>My Post is About SEO</h1> <h2>SEO is Awesome</h2> <h2>What is Google</h2> <h2>People Love SEO</h2> <h3>Matt Cutts Loves SEO</h3>
  17. 17. Internal Links @ArnieK # ConnectWebinar
  18. 18. @ArnieK # ConnectWebinars How To Optimize Images ● Image files should be compressed as much as reasonably possible to reduce file size. Smaller files mean faster site load speeds. JPGs generally the best. ● Use relevant keywords in image filenames. DON’T: "DL000031.jpg", DO: "red-sports-car.jpg" ● Make sure <img> tags have their "alt" and "title" attributes defined with descriptive, concise, keyword- related text. Do not stuff <img> attributes. ● Context matters. Google looks at content placed around the image, like titles and captions.
  19. 19. @ArnieK # ConnectWebinars How to Optimize Videos ● Specific, Compelling Title –Would you click on “XYZ Company” or “V00023.mov?” ● Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section. ● Description - Say as much as you can in the first sentence or two, so the rest won’t be hidden. Include a link placed at the beginning – with http:// ● Video Quality / Resolution – Shoot, edit and export the video in the highest quality available.
  20. 20. Page Load Speed @ArnieK # ConnectWebinar
  21. 21. @ArnieK # ConnectWebinars Penalized?
  22. 22. @ArnieK # ConnectWebinars How to Tell if You’ve Been Affected
  23. 23. @ArnieK # ConnectWebinars Webmaster Tools - Message
  24. 24. @ArnieK # ConnectWebinars Recovery is possible
  25. 25. @ArnieK # ConnectWebinars vert.ms/GoogleRecovery
  26. 26. @ArnieK # ConnectWebinars What are people searching for? 93% of all consumers use search prior to making a purchase 93% 86% of searchers conduct non-branded queries 86% 90%+ of buyers click on organic links vs. the sponsored ads 90%
  27. 27. @ArnieK # ConnectWebinars Buyers are searching for information that helps them make an informed decision.
  28. 28. @ArnieK # ConnectWebinars Businesses that provide that information - will win.
  29. 29. @ArnieK # ConnectWebinars Research Tools Google Keyword Suggest Related Searches
  30. 30. @ArnieK # ConnectWebinars KeywordTool.io
  31. 31. @ArnieK # ConnectWebinars
  32. 32. @ArnieK # ConnectWebinars
  33. 33. @ArnieK #ConnectWebinars More than 410 questions about “visit the grand canyon” (exact match) More than 3,400 using broad match!
  34. 34. @ArnieK #ConnectWebinars Long tail searches are like hitting those singles.
  35. 35. @ArnieK # ConnectWebinars List All Content Ideas in a Spreadsheet
  36. 36. @ArnieK # ConnectWebinars Download the Template VerticalMeasures.com/calendar Put Together an Editorial Calendar
  37. 37. @ArnieK # ConnectWebinars
  38. 38. @ArnieK # ConnectWebinars
  39. 39. @ArnieK # ConnectWebinars
  40. 40. Tweet: @ArnieK’s NEW Content Marketing book is FREE at http://vert.ms/cmworks #ConnectWebinars Thank You! vert.ms/cmworks @ArnieK #DSP15

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