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101 Solidus SEO Tips: The Ultimate Guide

  1. All Rights Reserved. © 2019 Karma Creative LLC Created for Solidus Conf 2019: Salt Lake City October 21st, 2019 101 Solidus SEO Tips: The Ultimate Guide Planning, Technical SEO, Original Content, and Off-Site Promotion
  2. All Rights Reserved. © 2019 Karma Creative LLC Created for Solidus Conf 2019: Salt Lake City October 21st, 2019 Table of Contents Planning: Keyword Generation Tools Voice Search EAT Technical SEO: Site-wide Optimizations Metadata Structured Data Optimizing for Speed Original Content: SEO Content Guidelines: Keyword Tips and Quality of Content SEO Writing Tips Off-Site Promotion: Link Acquisition Ranking in Local Search Social Media
  3. Thank you to our conference sponsors. Thank you to the core team for getting us here. And most of all, Thank you to the community who have stuck together. Thank You & Hot Sauce
  4. About Me ● Love music, singing, and playing guitar ● Passionate about Solidus and giving back ● Bottle my own hot sauce (wings to try!) ● Also: snowboarding, yoga, hiking, golf, chopping wood, and working out
  5. About Karma Creative A new breed of digital agency 1 Karma means paying developers fairly for their time, regardless of where they live. 2 3 It also means helping clients succeed in their business, rather than simple making them a website. Living with Karma means giving back to the community and trusting in Open-Source. 4 Karma means long term client relationships, built on trust, mutual respect, and holistic digital services. Services: Web Development, PM, QA, Graphic Design, SEO, and Digital Marketing & Social Media
  6. Planning Keyword Generation Tools Voice Search EAT
  7. Start Early On SEO ● Tip #1 SEO planning should be done from the very beginning of your project
  8. Keywords are Key
  9. Useful Keyword Generation Tools ● Tip #2 Use to generate a huge list of awesome keywords and topic ideas
  10. Useful Keyword Generation Tools Cont. ● Tip #3 Buzzsumo’s question analyzer ● Tip #4 Ahrefs ● Tip #5 LSI Graph - for latent semantic keywords ● Tip #6 Search in forums for non-exact match keywords to use ● Tip #7 - Local Keywords generator tool (good for adding cities, etc) ● Tip #8 ● Tip #9 Amazon autofill
  11. Useful Keyword Generation Tools Cont. ● Tip #11 Google's “People Also Ask” ● Tip #10 Google & Apple Autocomplete
  12. Useful Keyword Generation Tools Cont. ● Tip #13 Google “Searches Related To” ● Tip #12 Google Ads: Keyword Planner Tool
  13. Voice Search: Why should you care? ● 60% of searches from mobile are voice searches ● 52% of global internet traffic comes from mobile devices
  14. Voice Search: Keyword Tips ● Tip #14 Use Long-Tail Keywords (5+ words) ● Tip #15 Switch from Generic Keywords to Question Keywords: How does... How do... What is... How to... ● Tip #16 Use question search engines like Quora, Yahoo Answers, and AskJeeves to stem your query into additional related questions
  15. Voice Search: Keyword Tips Cont. Tip #17 Create a FAQ page so that you can easily target LTK in question formats
  16. Voice Search: Keyword Tips Cont. ● Tip #18 Use local intent keywords including neighborhood, city, state and regional names. ● Tip #19 Use Google Listings to enter in opening times, street names, contact details, etc or keep an up to date, easily accessible web page with useful info
  17. EAT: Expertise Authoritativeness Trust
  18. EAT: Expertise ● Tip #20 Generate well-written content that uses relevant examples, citations, and media ● Tip #21 Keep content up to date by correcting any information or statistics that go stale ● Tip #22 Provide relevant updates or new/additional information to the original content. ● Tip #23 Add a Trusted Badge to the footer of your page
  19. EAT: Authoritativeness ● Tip #24 Get links from websites who have gained authority in the space already -links are recommendations ● Tip #25 Get mentioned in the news or on credible media websites ● Tip #26 Get Wikipedia mentions, or better yet, your own page
  20. EAT: Trust ● Tip #27 Add a Contact Us Page. Make sure that your contact information matches your whois info ● Tip #28 Have a clear refund/return policy if accepting any transactions ● Tip #29 Have comprehensive specifications of the product if products are sold ● Tip #30 Add Testimonials from customers
  21. EAT: Trust Cont. ● Tip #31 Add Outbound links (ideally within the body) to other pages and content on a similar topic ● Tip #32 Add a Terms of Service and Privacy Pages: These two pages help tell Google that a site is a trustworthy member of the internet ● Tip #33 Provide Helpful “Supplementary Content” Examples include currency converters, loan interest calculators and interactive recipes
  22. EAT: Trust Cont. Tip #34 You should be encouraging good reviews on, Yelp, Amazon and Google Shopping. -The quality raters are trying to determine what the overall public sentiment is for your business. If you have the odd bad review, that is not likely to hurt
  23. Phew! Take a break
  24. Technical SEO: Site-Wide Optimizations Metadata Structured Data Optimizing for Speed
  25. Site-Wide Optimizations: URL Structure ● Tip #35 Keep URL as simple and as short as possible ● Tip #36 Make sure to have your keywords in URLs across various pages ● Tip #37 Use hyphens (-) instead of underscores ● Tip #38 Reduce or ideally eliminate parameters in URL ● Tip #39 Use SSL to provide a slight boost to SERP ratings. ○ Free certificate from Let’s Encrypt
  26. Site-Wide Optimizations: URL Structure Cont. ● Tip #40 Check to make sure only one version of your site is browseable since there are typically 4 possibilities of the URL someone will request when they visit your site. Make sure the others properly 301 redirect to the single Canonical URL: ○ ○ ○ ○
  27. ● Tip #41 Use Ahrefs or Screaming Frog to crawl and audit your website: find broken links, missing alt text & metadata and look for poor quality or duplicate content Site-Wide Optimizations: Audit Your Website
  28. ● Tip #42 Use Google Search Console to check the number of indexed pages and crawl errors; Google will actually tell you what’s wrong. Site-Wide Optimizations: Audit Your Website
  29. Tip #43 Make sure that your mobile site is providing the same content as your desktop site: factors such as text, images, videos, links, structured data, titles and descriptions all matter when considering mobile-first indexing. Site-Wide Optimizations: Mobile First Indexing
  30. ● Tip #44 Make sure every page on your site has a title specified in the <title> tag. - This is the most important SEO element. ● Tip #45 Place your keyword at the beginning of your title ● Tip #46 Image file names and alt tags should ideally include your target keywords but most importantly make sense ● Tip #47 Make sure you final result looks good -test with SERPsim or Pixel Width Checker Metadata: Do’s:
  31. ● Tip #48 Don’t use “Home” or “Profile” or any other generic words ● Tip #49 Don’t spend any time on Meta Keywords - They don’t matter at all. Metadata: Don’ts:
  32. ● Tip #50 Ensure every page on your site has a meta description. ● Tip #51 Don’t use the same or a very similar meta description for all your pages; Google will penalize you for this. If you have the same meta description set on lots of your pages, for example product pages, Google may decide this default description is completely irrelevant and/or entirely unhelpful, Which may then result in Google scraping random text (such as your nav header links) to use as your description instead. Metadata: Description
  33. ● Tip #52 JSON-LD snippets are the new standard according to Google; Use JSON-LD to implement structured data on your website in order to be featured in rich snippets in google, and to get a boost to your SERPs. ● Tip #53 Utilize Search Console’s new feature to check your product schema data and other enhancements ● Tip #54 Use Google’s Structured Data Testing Tool to immediately see if you have any warnings or errors ● Tip #55 Use Karma Creative’s solidus_seo gem (more on that later) Structured Data
  34. Optimizing for Speed ● Tip #56 Test for speed using:, Pingdom Website Speed Test, Ahrefs, Yslow ● Tip #57 Remove and reduce redirects as much as possible
  35. Optimizing for Speed ● Tip #58 Minify CSS, HTML and Javascript ● Tip #59 Gzip CSS, HTML, and Javascript files larger than 150 bytes ● Tip #60 Configure paperclip to optimize all your images by default - solidus_seo does this for you
  36. Optimizing for Speed: Cache ● Tip #61 Use consistent URLs ● Tip #62 Identify which resources can be cached by intermediaries such as a CDN. Use a CDN to reduce the load on the server and ensure the shortest distance for the data to travel from site visitor to content provider and back
  37. Optimizing for Speed: Cache ● Tip #63 Minimize churn by separating out frequently changes resources into separate files.
  38. Optimizing for Speed: Load Time ● Tip #64 Check for bottlenecks to improve performance, such as: ○ n+1 queries and other database query issues (check with the bullet gem) ○ Slow routing ○ Lack of memory ○ Ideal performance should be a server response of 200 ms or less
  39. Optimizing for Speed: Load Time ● Tip #65 Reduce your DNS lookups ● Tip #66 Define a critical-load path in your application and take steps to reduce the load time of the slowest components: remove any blocking javascript, etc,
  40. Original Content SEO Content Guidelines: Keyword Tips and Quality of Content SEO Writing Tips
  41. SEO Content Guidelines: Keyword Tips ● Tip #67 Avoid Keyword Cannibalization: Make sure there are not multiple pages focusing on the same keywords ● Tip #68 Keyword Frequency: Make sure your keyword appears within the first 100 words of your content, and 2-3 times within the first 300 words ● Tip #69 Do NOT stuff your keywords, again, that is a tactic that will now get you penalized.
  42. SEO Content Guidelines: Keyword Tips Cont. ● Tip #70 Add modifiers like “2019”, “best”, or “review” to your title to help rank for long tail keywords ● Tip #71 Predict the next searches of your users and have content prepared to meet their possible queries ● Tip #72 Use targeted keyword lists to generate topic ideas, perhaps even video
  43. SEO Content Guidelines: Keyword Tips Cont. ● Tip #73 Mind map search intent associated with your keywords across the buying cycle - these stage-based search intents can help you form content pillars as part of a broader content strategy. Maybe each of these search intents is literally a separate category of articles on your website. Stages: ○ Attraction: meeting intentions triggered by life events ○ Consideration: learning about solutions and benefits ○ Preference: why should they trust you and how are you different? ○ Conversion: why buy from you now?
  44. SEO Content Guidelines: Quality of Content ● Tip #74 Format your text so it’s digestible ● Tip #75 Add media like video or audio. ● Tip # 76 Use Visual Assets such as images, diagrams, infographics, charts, etc to make content more appealing and keep interest of the reader ● Tip #77 Avoid Duplicate Content: Use a tool such as copyscape to seek any out on your site and improve or remove it.
  45. SEO Content Guidelines: Quality of Content Cont. ● Tip #78 Post Long Content - Think: 9000 words. Use it as a target and see how many you end up with. This greatly impacts Dwell Time. For PDPs, shoot for 2000.
  46. SEO Content Guidelines: Quality of Content Cont. ● Tip #79 Avoid using generic phrases for subheaders such as “more information”, “details”, etc ● Tip #80 Consider removing pages from your site with less than 200 words and almost no organic traffic ● Tip #81 Choose “List” Posts (or “Why” Posts): A numbered list of tips, techniques, reasons, myths, etc [list posts have 6.19 referring domain links on average, and outperform Quiz, How to, Video, and Infographic post types]
  47. SEO Content Guidelines: Quality of Content Cont. ● Tip #82 Regularly update your pages with new information. The frequency of page updates play a role in freshness. ● Tip #83 When updating pages, change more than just the date or one typo. The significance of edits and changes serves as a freshness factor.
  48. ○ 25% of listeners have bought product after listening to a Podcast ○ 60% increase in mobile listening in the last year ○ Podcasts are now indexed directly Tip #84 Create a Podcast SEO Content Guidelines: Quality of Content Cont.
  49. SEO Content: Writing Tips ● Tip #85 Plan a piece that does everything the top 5 pieces do: ○ Meet search intentions faster and more concisely than your competitors ○ Tell readers exactly what you’ll cover ○ Write for a lower reading age than your competitors ○ Use an even clearer structure and formatting than your competitors ○ Give clear definitions of any key terms and concepts ○ Expand on the topic as you progress through the piece ○ Have some personality in your writing ○ Find and use primary sources, one example is soliciting experts in the topic - this is truly original content ○ Quote experts and include social proof ○ Tell readers what to do next: leave them with a strong CTA at the end
  50. SEO Content: Writing Tips Cont. ● Tip #86 When writing a new article to target replacing an existing piece of content, add more on-topic congruent copywriting: If the original content has 10 ideas, make 100 ideas ● Tip #87 Sprinkle long-tail versions of your target keywords throughout your content
  51. SEO Content: Writing Tips Cont. ● Tip #88 Add transcription of any audio or video on your site. ● Tip #89 Include a Sitemap. Presence of a Sitemap helps search engines index your pages easier and more thoroughly, improving visibility. ● Tip #90 Include a linked table of contents. This will help Google better understand your page’s content. It can also result in sitelinks ● Tip #91 Add Internal Links to your page - at least 2-3, but a few more is even better. Internal linking is important because it affects Domain Authority, an important factor in SERP rankings.
  52. SEO Content: Writing Tips Cont. ● Tip #92 Put quotes in rich quote boxes to make your content more visually engaging ● Tip #93 Use an <h1> tag for the title of your page within the body ● Tip #94 Use <h2> tags for the subheadings of your page
  53. Off-Site Promotion Link Acquisition Ranking in Local Search Social Media
  54. Link Acquisition: Link Building ● Tip #95 Generate links from other websites with the aim of increasing rankings on SERPs, thus driving more organic traffic from your target audience and helping to build brand authority. ○ Generally, a link embedded in a page’s content is more powerful than a link in the footer or sidebar area ○ Links in the beginning of a piece of content usually carry slightly more weight than links placed at the end of the content ● Tip #96 Links from diverse sources are a sign of a natural link profile.
  55. Link Acquisition: Link Building Cont. ● Tip #97 Make sure that all your links are properly attributed. If you are using sponsored links or link resulting from user generated content then they should use the new link attributes: rel=sponsored and rel=ugc ● Tip #98 Do not buy links, spam content boxes, and or heavily stuff your keyword stuffing, these are all ineffective. ● Tip #99 Use Majestic Citation Flow to rank the quality of your backlinks (instead of Domain Authority)
  56. Link Acquisition: Link Building Cont. ● Tip #100 HARO. Go to and sign up for an account as a source. You will receive daily emails from reporters. The best way to get your answers successfully published is to be one of the first to respond.
  57. Link Acquisition: Link Building Cont. ● Tip #101 Find out who is linking to your competitors and which pages they are linking to. ○ Use a tool like Ahrefs to find all the backlinks, filter out spam - who are the high quality domains that are linking to the competitors? ○ Then, look at which pages the competitors are linking to. How do these pages compare to yours? Is there an opportunity to improve/change your page? Are there topics you could target in your own content?
  58. Link Acquisition: Link Reclamation ● Tip #102 Use BuzzSumo to find places on the web where your site or article is mentioned but no link. ○ Email the author or maintainer asking for a link ● Tip #103 Use a tool like LinkMiner to check for broken links ○ Make a connection with the owner of the page through email outreach, and promote your content in place of the broken content ● Tip #104 Use Google’s reverse image search to look for places on the web where your graphics are being used without attribution or a link
  59. Ranking in Local Searches ● Tip #105 Execute an outreach campaign to try and get your site linked from other local businesses ● Tip #106 Build citations on business directories -Make sure your information is accurate. It needs to be EXACTLY the same everywhere it’s listed on the web.
  60. Ranking in Local Searches Tip #107 Claim your business profile on your Google My Business and fill in all applicable information.
  61. Social Media ● Tip #109 Create an Official Linkedin Company Page● Tip #108 Create a Facebook, Twitter and Instagram account to build your brand. Accounts with a lot of followers/likes signals a popular brand and helps ranking.
  62. Social Media . ● Tip #110 Add prominent social media buttons to your website because they can increase sharing by 700% ● Tip #111 Add CTA Buttons to tweet or share from directly within your content.
  63. Social Media Tip #112 Focus your time on Facebook and Twitter. Traffic on these sites gets your webpage indexed quicker as long as your posts are relevant to what is being searched. i.e. posts about king sized mattress will help when users search ‘king sized mattress’
  64. Social Media: How To Build A Following ● Tip #113 Keep all your profiles up to date and put out consistent content to indicate a strong online presence, resulting in valuable mentions and even partnership opportunities. ● Tip #114 Seek out and collaborate with organic influencers. Organic influencers are social media accounts that have influence relevant to your brand, earned because of genuine expertise, authority, and trustworthiness. Tell them about your brand and company and make a lasting connection.
  65. Closing Slides Hiring an SEO solidus_seo Tools & Sources
  66. Hiring an SEO The one thing that can't be faked is long term success. Tip #115 Some Questions you can ask: ● Do they guarantee results? ● Are they transparent about the strategies they will be using? ● Do they use PBNs (Private Blog Networks)? ● Have they ever attended or participated in any conferences?
  67. We’re proud to release solidus_seo ● Default Image Optimization with paperclip, with sensible defaults ● Better Metadata defaults and to_seo interface ● Adds JSON-LD structured data for Products, Product Listing Page, Breadcrumbs, and Store
  68. Isn’t it great when you get FREE work from our community instead of having to do it all yourself? This is the power of open-source. Solidus is open-source.
  69. So what does Solidus give you? ● Complete control over your store ● No licensing fee ● Strong community and a strong core team ● Support for high-volume stores with varied and complex needs; in fact, many outlying use cases and specific features have already been included in our platform.
  70. Wouldn’t it be great to leverage even more community supported work? How?
  71. Use Open Collective funding to hire a full-time open-source maintainer, who would work with, and at the direction of, the core team and the Ambassadors to implement our new project roadmap.
  72. So what would a full-time open-source maintainer give to you? ● Finally, set a new roadmap for the project ● Keep the platform current, allowing us all to save money by cutting down on development time and costs ● Help deliver projects in a shorter period of time
  73. Not convinced? What ELSE would a full-time open-source maintainer give to you? ● Make customers happier with the finished products by providing more features and better UX - ultimately making more money ● Help attract new users to Solidus so it will continue to grow ● Help keep the Solidus community vibrant
  74. Make your business more profitable with less effort. (How?)
  75. COMMUNITY 1 event/quarter CODE Open-Source Friday MONEY $750/month
  77. Ambassador Benefits: ● You actively shape the direction and strategy of Solidus. ● You'll appear in the Community section of our website ● You'll get your logo on any conference material ● You'll be recognized in our readme and mentioned during conferences. ● You also have the option to join our partnership program as a Gold partner.
  78. Going Further Together ● solidus_stakeholders slack channel ● Bi-weekly organizational meetings ● Funding through recurring donations ● SolidusConf 2019 organization & speakers ● Trust and personal relationships
  79. Thank You. Work With Us, We Love New Clients! (Also, We’re Hiring!)
  80. Tools ● BuzzSumo: ● Amazon Keyword Tool: ● Ahrefs: ● LSIGraph: ● 5MinuteSite: ● Answer the Public: ● Let’s Encrypt: ● Search Console: ● Screaming Frog: ● Copyscape: ● SERPsim: ● Norbert: ● Link Miner:
  81. Tools Cont. ● ● Web Page Word Counter: ● Pixel Width Checker: ● ● Varvy Page Speed: ● YSlow: ● Pingdom Website Speed Test: ● Google PageSpeed Insights: ● Boomerang: ● Hunter: ● Webris GA SEO Dashboard:
  82. Sources ● ● ● ● ● il-marketing/ ● -moo_n_1114790.html ● -produce-the-best-roi/ ● ● ts-google/233743/ ● al-sharing-buttons-leads-to-7x-more-mentions-data.aspx) ● ed/ ● ● -keywords-for-marketing-free-download/ ● -page-load-time-on-website-performance-40d5c 9ce568a ● ● /76329 ● tps-as-ranking-signal.html ● ● ● /139066 ● ● ● ● ore-updates.html ● y-of-colors-in-email-marketing/
  83. Sources Con’t ● -strategies-seo/277839/#close ● -seo/196185/ ● esearch/guides/the-essential-guide-to-researching- keywords-for-voice-search-optimization ● he-comprehensive-guide-to-voice-search-keyword-r esearch/ ● ● ● ● g/ ● keting/ ● timization-2/what-will-the-new-rules-of-google-seo-be -in-2020/ ● ● elines/156806 ● ● nks-content-marketing-aso-w-jackie-chu/id1093560792 ?i=1000423786370 ● yword-psychographics-to-improve-your-seo/id1093560 792?i=1000415889767 ● ckle-advanced-ecommerce-technical-seo/id109356079 2?i=1000448497484 ● ocked-googles-quality-rating-guid ● ● metric-for-reporting-on-link-building/