The document discusses search engine optimization (SEO) strategies for health and fitness blogs. It covers the importance of search and how most website traffic comes from organic search rather than paid ads. The document provides tips for making a website SEO-friendly, including using WordPress, adding relevant metadata like titles and descriptions, and tracking analytics. Overall, the key aspects of SEO discussed are focusing on content, technology, and relationships to drive organic traffic.

1. Health and Fitness Blogs and SEO
Tim Resnik, Product Strategy Principal, Moz @tresnik

9. Today’s Topics
 Inbound vs.
Interruption
 Why search is so important
 Making your site seo friendly
 Understand your data: quick
setup

10. Inbound Marketing Interruption Marketing

11. Relevant
Search is responsible for 90% of the clicks on the web

12. Un-useful,
irrelevant
Average click-through rate for a banner ad is .016%

13. Inspiring
What’s the click-through rate here?

14. Waste of
time
Costs are static with scale

15. Earned
Generates momentum, long lasting

16. Who
cares?
12,000 press release per month on PR Newswire

17. Paid, but
relevant
Not so
much
The intersection of paid + inbound

18. Sweet
irony
Is it contextual, or just more noise? You see 5,000 ads per day

19. Just plain
lies!

20. Paid Attention Earned
Attention
Cost Static with scale Upfront costs, scales with
proper optimization
Time Instant results (sprint) Delayed results
(marathon)
Sustainability Effective only while campaign
is active
Long-term continuous
results

21. Today’s Topics
 Inbound vs. Interruption
 Why search is so
important
 Making your site seo friendly
 Understand your data: quick
setup

24. Number of Searches/Day on Google

28. Paid Search = 25% of clicks
Organic Search = 75% of clicks

29. More than 50% of search result pages have no paid ads at all

30. Today’s Topics
 Inbound vs. Interruption
 Why search is so important
 Making your site
seo friendly
 Understand your data: quick
setup

31. Content Technology
Relationships
SEO Plan

32. SEO Plan
Content Technology
Relationships
90% of your SEO effort should be on content and relationships

33. “(Wordpress) is a fantastic piece of software, it makes your site easily
crawlable by search engines, solves some 80-90% of mechanics of
SEO and is the first big step anyone can take towards creating a
popular online business.”
Via: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/

34. http://yoast.com/articles/wordpress-seo/ - I also recommend the Yoast plugin “Wordpress SEO”

35. http://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.

36. I wouldn’t recommend these platforms as a first choice for SEO-friendly blogging, though some (like
TypePad and Expression Engine) can be customized with enough elbow grease.

37. Title
Headline
URL
Links and Captions
META Description
Body Content

38. The two major SEO focal points: Title, Description, Headline

39. HTML Title and META Description are Important

40. Today’s Topics
 Inbound vs. Interruption
 Why search is so important
 Making your site seo friendly
 Understand your
data: quick setup
 10 tips for (FIT) bloggers

42. http://google.com/webmasters - can help you diagnose and repair issues w/ your site

43. http://feedburner.com – create RSS feeds and track your subscribers and clicks

44. http://google.com/analytics - track how visitors get to you and what they do on your site

45. http://bit.ly – great for determining which shares your fans/followers really enjoy

46. http://moz.com – great for bigger sites and more experienced SEOs

47. Today’s Topics
 Inbound vs. Interruption
 Why search is so important
 Making your site seo friendly
 Understand your data: quick
setup
 10 tips for (FIT)

48. Where Geraldine Started Her
Blog

49. Where people usually give up.

50. 2.5 years in, she’s reaching 1000s of daily
visits

52. * Credit Wil Reynolds (@wilreynolds) with the
catchy phrase

53. Resist! Don’t do it!

55. Lead with a space

56. WHO, WHAT, WHERE, WHY, WHEN and HOW

57. WHO, WHAT, WHERE, WHY, WHEN and HOW

58. All-in-one auto-suggest tool: www.soovle.com

69. Search Referral Traffic to SEOmoz

70. Search Referral Traffic to SEOmoz
…and the news gets worse:

71. Search Referral Traffic to SEOmoz

72. Rich Snippets now easier to
implement

73. Tell Search Engines about:
• Articles
• Events
• Local Businesses
• Restaurants
• Products
• Software Applications
• Movies
• TV Episodes

74. Tell Search Engines about:
• Articles
• Events
• Local Businesses
• Restaurants
• Products
• Software Applications
• Movies
• TV Episodes
Use these
where possible

75. Step 1: Choose the URL for the content you want “highlight”

76. Step 2: Highlight all relevant areas

77. Google is the largest search engine in
the work, who is the second?
1.
2.
3.
100B per month
2B per day
14B per month

79. Amount of video served each month by YouTube

81. This dude knows his YouTube stuff, follow him: @philnottingham

83. Step #1: Make sure you meet the Google News quality and tech guidelines
Step #2: Submit your site to Google News
Step #3: Create a Google News Sitemap (there are Wordpress plugins to help you)

85. Which one would you click?
Increases CTR by
30%
Increases visibility
Links to her G+
Profile
Links to her
author results on
Google

86. 6 steps to Authorship
Step 1: create a Google account/Login
Step 2: Navigate to Google+
Step 3: In your profile Click “About”
Step 4: Add your blog URL to “Contributor to” under the “Links”
Step 5: In each article add the following link:
<a href="[profile_url]?rel=author">Google</a>
It should look something like: <a
href="https://plus.google.com/109412257237874861202?
rel=author">Google</a>
Step 6: Verify with Google’s structured data testing tool

90. Today’s Topics
 Inbound vs. Interruption
 Why search is so important
 Making your site seo friendly
 Understand your data: quick
setup
 Choosing keywords and
creating content

91. Upw
ards!Contact me:
tim@moz.com /
@tresnik
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