SlideShare a Scribd company logo
1 of 44
Download to read offline
@SWallaceSEO | #pubcon
Winning with
Barnacle SEO
STEPHANI E WALLACE
Vice President, Owned Media at Nebo
When Your Links Rank for Competitive Terms
@SWallaceSEO | #pubcon
Top of funnel queries
return broad search
results.
@SWallaceSEO | #pubcon
Your site can’t
always compete…
@SWallaceSEO | #pubcon
And shouldn’t
necessarily try.
@SWallaceSEO | #pubcon
Search engines are investing
in providing solutions.
@SWallaceSEO | #pubcon
That means certain
pages won’t rank.
@SWallaceSEO | #pubcon
We need to consider
the full buyer journey.
@SWallaceSEO | #pubcon
Barnacle SEO is how
we gain visibility
through links.
@SWallaceSEO | #pubcon
Getting Started
with Barnacle
SEO
@SWallaceSEO | #pubcon
Google’s local pack shrunk from 7
spots to 3, giving more
prominence to the aggregators
and “best of” lists and reviews
Make sure you’re listed in the top
local citation sources for your
location & industry
Local
@SWallaceSEO | #pubcon
See what your competitors are doing to capitalize on tactics that are already
proven to work
Evaluate the Competition
@SWallaceSEO | #pubcon
Industry specific sites are arguably more valuable than the big name
aggregators since they will drive hyper-qualified traffic
Vertical Specific
@SWallaceSEO | #pubcon
Use advanced search functions to identify low hanging fruit opportunities…
Vertical Specific
Useful… But your
competitors are
probably doing
this too.
@SWallaceSEO | #pubcon
Use advanced search functions to identify low hanging fruit opportunities…
but be sure to provide value rather than just ask for links
Vertical Specific
Narrow your
focus.
@SWallaceSEO | #pubcon
Sources
Beyond Basic
Directories
@SWallaceSEO | #pubcon
Use Google Display Network campaigns to generate off-page ideas based on
a list of keywords, on pre-categorized topics, or specific landing pages
Google Display Network
@SWallaceSEO | #pubcon
Use Display Network
campaigns to identify
target websites and use
a broken link building
approach to identify big
publishers that are linking
out to dead resources
Drop those publishers
into Ahrefs to find broken
Outgoing Links
Google Display Network
This is a
gold mine!
@SWallaceSEO | #pubcon
Next, take the broken
page(s) you found in
Broken Outgoing Links
and run that page in
Ahrefs’ Site Explorer to
find the links
Follow the broken link
building process of
creating equivalent
content and pitching these
sites
Google Display Network
Re-create this
resource to claim
34 links!
@SWallaceSEO | #pubcon
Use SlideShare to give your existing presentations a second life and link back
to the relevant content on your site to generate traffic
SlideShare
@SWallaceSEO | #pubcon
Leverage the substantial,
engaged user base to grow
your audience and boost
organic traffic with the
Medium-generated domain
Medium allows you to import
existing content and
canonicalize republished
content back to your site to
eliminate duplicate content
concerns
Medium
medium.com/the-mission
@SWallaceSEO | #pubcon
Google mines YouTube
content – descriptions,
transcripts, etc. – to find
prospects for generating
featured snippets
Upload videos, optimize the
content, leverage playlists, and
promote via social
YouTube
@SWallaceSEO | #pubcon
SERP Features
& Ranking in
the Knowledge
Graph
@SWallaceSEO | #pubcon
SERP features have evolved
into an interactive first
impression of your company, for
both branded and non-branded
queries
We need to take the same
approach to optimizing branded
SERPs to increase visibility
SERP Features
@SWallaceSEO | #pubcon
Homepage metadata is the first thought when we think about branded SERP
optimization
Optimize Your Homepage
@SWallaceSEO | #pubcon
Take advantage of local knowledge
panels by optimizing your listing in Search
& Maps via Google My Business and Bing
Places for Business
Go beyond the basics & add the data that
makes sense:
Restaurant? Add your menu.
Accept appointments? Add a link.
Local Panel
@SWallaceSEO | #pubcon
Google now allows users to
claim their brand panels
Once verified, it is easier to
maintain and edit the
information displayed
Owners can directly request
additional information that may
be beneficial for users
Brand Panel
@SWallaceSEO | #pubcon
Brand knowledge panels on
Google & Bing largely rely on
Wikipedia for the content they
display
Wikipedia can be beneficial
assuming the brand /
organizations meets the editorial
guidelines and standards for page
creation
Wikipedia
@SWallaceSEO | #pubcon
Leverage structured data
markup: organization schema is
the most important markup for
optimizing knowledge panels
Call out social profiles, logo,
contact info, founding date,
website, products, blogs, videos,
etc.
Schema
@SWallaceSEO | #pubcon
Posts appear on your brand panel and may be used to highlight events, blog
posts, products, offers or announcements
Google Posts
@SWallaceSEO | #pubcon
Answer questions that
consumers post and flag
answers from users that are
incorrect
Go above & beyond by
posting your own FAQs
Questions & Answers
@SWallaceSEO | #pubcon
Leveraging
Social &
Influencers
@SWallaceSEO | #pubcon
Facebook Audience Insights
Use Facebook Audience
Insights to see other pages
your audience likes,
specifically people that are
already following you on
social
These other pages
represent a target media list
for your off-page SEO
efforts
@SWallaceSEO | #pubcon
Evaluate the social presence of companies & individuals that are ranking to
see who follows them and who they may be following
Social Competitive Analysis
@SWallaceSEO | #pubcon
Provide expert advice directly
to your audience by responding
to questions via Quora,
Answers & Reddit
Set up alerts via IFTTT or
Google Alerts so you can
respond quickly as questions
are posted
Question & Answer Platforms
@SWallaceSEO | #pubcon
Reddit can be a great tool for marketers that are willing to put in the time and
investment
Reddit… with Caution
@SWallaceSEO | #pubcon
Find new related sites to your industry and/or audience via the sidebar of nearly
every subreddit in the list of recommended subreddits and related websites
Reddit Subreddits
username
@SWallaceSEO | #pubcon
Many people go to Google searching for results specifically from Pinterest
Pinterest
@SWallaceSEO | #pubcon
Visual, research intensive
industries may be more likely
to rank on Google with
Pinterest profiles than your
own site
Create targeted Pinterest
boards broad, navigational
queries and funnel that traffic
back to your website
Pinterest
@SWallaceSEO | #pubcon
Barnacle SEO
Opportunities
are Endless
@SWallaceSEO | #pubcon
Don’t get stuck on
rankings as the only KPI.
@SWallaceSEO | #pubcon
The more channels to your
site from authoritative
sources, the better.
@SWallaceSEO | #pubcon
The harder the tactic, the
greater the competitive
advantage.
@SWallaceSEO | #pubcon
Download the Deck:
http://bit.ly/PubCon2018
@SWallaceSEO | #pubcon
Thank You!
Stephanie
Wallace
VP of Owned Media
Nebo
@SWallaceSEO | #pubcon

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PubCon Vegas: Sustainable SEO

  • 1. @SWallaceSEO | #pubcon Winning with Barnacle SEO STEPHANI E WALLACE Vice President, Owned Media at Nebo When Your Links Rank for Competitive Terms
  • 2. @SWallaceSEO | #pubcon Top of funnel queries return broad search results.
  • 3. @SWallaceSEO | #pubcon Your site can’t always compete…
  • 4. @SWallaceSEO | #pubcon And shouldn’t necessarily try.
  • 5. @SWallaceSEO | #pubcon Search engines are investing in providing solutions.
  • 6. @SWallaceSEO | #pubcon That means certain pages won’t rank.
  • 7. @SWallaceSEO | #pubcon We need to consider the full buyer journey.
  • 8. @SWallaceSEO | #pubcon Barnacle SEO is how we gain visibility through links.
  • 9. @SWallaceSEO | #pubcon Getting Started with Barnacle SEO
  • 10. @SWallaceSEO | #pubcon Google’s local pack shrunk from 7 spots to 3, giving more prominence to the aggregators and “best of” lists and reviews Make sure you’re listed in the top local citation sources for your location & industry Local
  • 11. @SWallaceSEO | #pubcon See what your competitors are doing to capitalize on tactics that are already proven to work Evaluate the Competition
  • 12. @SWallaceSEO | #pubcon Industry specific sites are arguably more valuable than the big name aggregators since they will drive hyper-qualified traffic Vertical Specific
  • 13. @SWallaceSEO | #pubcon Use advanced search functions to identify low hanging fruit opportunities… Vertical Specific Useful… But your competitors are probably doing this too.
  • 14. @SWallaceSEO | #pubcon Use advanced search functions to identify low hanging fruit opportunities… but be sure to provide value rather than just ask for links Vertical Specific Narrow your focus.
  • 16. @SWallaceSEO | #pubcon Use Google Display Network campaigns to generate off-page ideas based on a list of keywords, on pre-categorized topics, or specific landing pages Google Display Network
  • 17. @SWallaceSEO | #pubcon Use Display Network campaigns to identify target websites and use a broken link building approach to identify big publishers that are linking out to dead resources Drop those publishers into Ahrefs to find broken Outgoing Links Google Display Network This is a gold mine!
  • 18. @SWallaceSEO | #pubcon Next, take the broken page(s) you found in Broken Outgoing Links and run that page in Ahrefs’ Site Explorer to find the links Follow the broken link building process of creating equivalent content and pitching these sites Google Display Network Re-create this resource to claim 34 links!
  • 19. @SWallaceSEO | #pubcon Use SlideShare to give your existing presentations a second life and link back to the relevant content on your site to generate traffic SlideShare
  • 20. @SWallaceSEO | #pubcon Leverage the substantial, engaged user base to grow your audience and boost organic traffic with the Medium-generated domain Medium allows you to import existing content and canonicalize republished content back to your site to eliminate duplicate content concerns Medium medium.com/the-mission
  • 21. @SWallaceSEO | #pubcon Google mines YouTube content – descriptions, transcripts, etc. – to find prospects for generating featured snippets Upload videos, optimize the content, leverage playlists, and promote via social YouTube
  • 22. @SWallaceSEO | #pubcon SERP Features & Ranking in the Knowledge Graph
  • 23. @SWallaceSEO | #pubcon SERP features have evolved into an interactive first impression of your company, for both branded and non-branded queries We need to take the same approach to optimizing branded SERPs to increase visibility SERP Features
  • 24. @SWallaceSEO | #pubcon Homepage metadata is the first thought when we think about branded SERP optimization Optimize Your Homepage
  • 25. @SWallaceSEO | #pubcon Take advantage of local knowledge panels by optimizing your listing in Search & Maps via Google My Business and Bing Places for Business Go beyond the basics & add the data that makes sense: Restaurant? Add your menu. Accept appointments? Add a link. Local Panel
  • 26. @SWallaceSEO | #pubcon Google now allows users to claim their brand panels Once verified, it is easier to maintain and edit the information displayed Owners can directly request additional information that may be beneficial for users Brand Panel
  • 27. @SWallaceSEO | #pubcon Brand knowledge panels on Google & Bing largely rely on Wikipedia for the content they display Wikipedia can be beneficial assuming the brand / organizations meets the editorial guidelines and standards for page creation Wikipedia
  • 28. @SWallaceSEO | #pubcon Leverage structured data markup: organization schema is the most important markup for optimizing knowledge panels Call out social profiles, logo, contact info, founding date, website, products, blogs, videos, etc. Schema
  • 29. @SWallaceSEO | #pubcon Posts appear on your brand panel and may be used to highlight events, blog posts, products, offers or announcements Google Posts
  • 30. @SWallaceSEO | #pubcon Answer questions that consumers post and flag answers from users that are incorrect Go above & beyond by posting your own FAQs Questions & Answers
  • 32. @SWallaceSEO | #pubcon Facebook Audience Insights Use Facebook Audience Insights to see other pages your audience likes, specifically people that are already following you on social These other pages represent a target media list for your off-page SEO efforts
  • 33. @SWallaceSEO | #pubcon Evaluate the social presence of companies & individuals that are ranking to see who follows them and who they may be following Social Competitive Analysis
  • 34. @SWallaceSEO | #pubcon Provide expert advice directly to your audience by responding to questions via Quora, Answers & Reddit Set up alerts via IFTTT or Google Alerts so you can respond quickly as questions are posted Question & Answer Platforms
  • 35. @SWallaceSEO | #pubcon Reddit can be a great tool for marketers that are willing to put in the time and investment Reddit… with Caution
  • 36. @SWallaceSEO | #pubcon Find new related sites to your industry and/or audience via the sidebar of nearly every subreddit in the list of recommended subreddits and related websites Reddit Subreddits username
  • 37. @SWallaceSEO | #pubcon Many people go to Google searching for results specifically from Pinterest Pinterest
  • 38. @SWallaceSEO | #pubcon Visual, research intensive industries may be more likely to rank on Google with Pinterest profiles than your own site Create targeted Pinterest boards broad, navigational queries and funnel that traffic back to your website Pinterest
  • 39. @SWallaceSEO | #pubcon Barnacle SEO Opportunities are Endless
  • 40. @SWallaceSEO | #pubcon Don’t get stuck on rankings as the only KPI.
  • 41. @SWallaceSEO | #pubcon The more channels to your site from authoritative sources, the better.
  • 42. @SWallaceSEO | #pubcon The harder the tactic, the greater the competitive advantage.
  • 43. @SWallaceSEO | #pubcon Download the Deck: http://bit.ly/PubCon2018
  • 44. @SWallaceSEO | #pubcon Thank You! Stephanie Wallace VP of Owned Media Nebo @SWallaceSEO | #pubcon

Editor's Notes

  1. Thank You Today I’ll be talking about Sustainable SEO through the lens of Barnacle SEO – getting your links to rank for competitive terms
  2. Many top-of-funnel queries (and voice-search queries) are going to return things such as resource databases and lists, and those lists are probably going to be from third-party publishers, not a brand hawking their wares.
  3. Even though a query may be relevant, it’s not always likely that you can compete in the given search landscape.
  4. You can’t compete where you don’t fit. Maybe you are investing in ranking for certain queries and just not seeing any progress, or maybe it’s not worth investing at all.
  5. Search engines are investing in providing solutions.
  6. And that often means your product or informational pages are not going to rank
  7. We need to consider the full buyer journey and part of that is understanding that users have a lot of touchpoints along the path to conversion.
  8. Enter Barnacle SEO - in order to be seen when people are using these types of queries we have to get our site visibility on these 3rd party sites that are already ranking. Like a barnacle latching onto a boat to gain benefit.
  9. The local pack has shrunk and aggregator sites like Yelp dominate
  10. Tools – AHREFs Look at top referring domains and top referring content Create a list of the aggregator sites they’re receiving backlinks from to ensure you’re receiving backlinks from those sites too—as long as they’re high quality.
  11. For example, interior designers should definitely be on Houzz and hotels should be on TripAdvisor. Even if you’re in a boring, hyper technical, B2B industry – there are outlets that make sense for you Porex example - there were a ton of publications! About industrial porous plastics Bright Local has a great resource for Niche Citation sites by business category
  12. KEYWORD intitle:”write for us” KEYWORD inurl:”write-for-us”
  13. Display Planner was an amazing tool for this… but it is set to sunset any day now with the new Google Ads interface. But we can still use relevant data available on the Display network for the same purpose. Historically, we could use Display Planner to generate placement ideas based off a list of keywords, related topics and even landing pages. 
  14. Drop those publishers into AHREFs to find broken Outgoing Links
  15. This tends have amazing success rates b/c you’re helping publishers fix dead links on their site – why would they not want to update? You can also always find even more websites linking to the missing/broken page than the original website. So if SEJ is linking to a dead rsources, it’s a safe bet there are more sites linking to that as well and we can find them using AHREFs
  16. SlideShare will put content that does well on its homepage, and it can be featured in a variety of categories – from conferences to topic / vertical specific like retail or science Include URLs within or below graphics that will send a lot of traffic where's that chart come from? How can I learn more about that? Click.
  17. Medium is great for long-form, niche, technical content, and more. Medium allows you to canonicalize content you post onto the Medium network to your own website. 
  18. YouTube is the second largest search engine and optimized videos can increase organic real estate in Google search results. 
  19. SERP features are near universal and massively impact click through rates These features have evolved into an interactive first impression of your company, for both branded and non-branded queries We need to take the same approach to optimizing branded SERPs to increase visibility Your New Homepage is Off-page
  20. Metadata is the place most of us begin when we think about branded SERP optimization. Think beyond the standard company name: tagline Google & Bing show different things - take advantage of both variations Bing will override your title and hit you with “official site” But make up for it with some bonus description  Look at the genius of how MailChimp is taking advantage of both.
  21. Even if you’re national/global. NAP, photos, reviews, Google Posts, Questions & Answers Then add other data that makes sense. Are you a restaurant? Add your menu. Can a customer make an appointment? Add a link.
  22. Brand knowledge panels on Bing & Google largely rely on Wikipedia for the content they display Claim it! Suggest edits Add organization schema to your site Name your social profiles
  23. Wikipedia has very strict guidelines about the neutrality and verifiability of the content published within the encyclopedia This is not a marketing platform. Do not treat it as such or your edits will be removed. This can be a first step if you don’t have a Wikipedia article and want to establish your brand in the Wikimedia 
  24. Posts appear on the brand panel They last 7 days (then they move to the recent posts tab on the panel) They can be used to highlight events, blog posts, products, offers or announcements
  25. This is potentially the least understood feature of the local knowledge panel
  26. These other pages represents a target media list for your barnacle SEO efforts You can narrow it down by age range, relationship status, people who are interested in dogs and also like my business page, etc.
  27. Look at the social profiles for the companies / individuals that are ranking in Google and see who's following them, who else might they be following. Y Use something like Followerwonk Then say, "Hey, we could get these accounts to help amplify our message or reach out to these social influencers who are clearly in this space and get things that way.”
  28. Links are no follow but it’s positive references
  29. Reddit can be a great tool for marketers that are willing to put in the time and investment, and become a legitimate member of the community, i.e., get involved in subreddits But don’t waste your time if your not all in
  30. For example, if you’re building a content strategy and you want to find Nintendo resources blogs to get involved with, you might be able to find some newer or hard to find sites that preliminary Google research doesn’t turn up. Caveat to this – Reddit was redesigned somewhat recently and it’s on the moderators to move over resources like this so many subreddits on the new version are missing this section of the sidebar. For now, you can still access the old version of Reddit to do the research and all of these resources should be moved over eventually
  31. many people go to Google searching for results specifically from Pinterest. And Pinterest is exactly what Google serves up in the search results. This one is unique in that it is both a social network and a search platform
  32. If you are in a highly visual, research intensive industry (think fashion, furniture, decor, etc), you are more likely to rank in Google with your Pinterest page than your own website – even if you have a highly optimized website. Create targeted pinterest boards for the broad, infiormational terms you’re targeting and use pinterest to funnel traffic back to your site Sidenote – Pinterest “nofollows” external links. Any links you get from Pinterest will not necessarily help you with Google/Bing search engine optimization.
  33. Don’t get stuck on the idea that trying to rank your own site is the only path forward with SEO.
  34. If our site has visibility while they’re researching and considering options then they’re more likely to ultimately choose us