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DFWSEM - March 2016 SEO Update

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Bill Hartzer, the founder of DFWSEM, gives the Dallas/Fort Worth Search Engine Marketing Association an update on the latest SEO, and goes over Basic Search Engine Optimization.

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DFWSEM - March 2016 SEO Update

  1. 1. 2016 DFWSEM – March 2016 SEO Update March 2016 SEO Update
  2. 2. 2016 DFWSEM – March 2016 SEO Update About Me • Senior SEO Strategist, Globe Runner • Founder, DFWSEM Association in 2004 • Brand Ambassador, Majestic.com • Personal Blog: www.BillHartzer.com • Practicing Organic/Natural SEO since 1996
  3. 3. 2016 DFWSEM – March 2016 SEO Update Overview • SEO Basics • Google Search Results Changes • HTTP vs. HTTPs • New gTLD Domain Extensions • Google Panda and Penguin • SEO Audits • Social Media and SEO • SEO Factors Often Overlooked
  4. 4. 2016 DFWSEM – March 2016 SEO Update Keywords • Overall topic, then two word and long tail keywords • Theme pyramid for Site Structure
  5. 5. 2016 DFWSEM – March 2016 SEO Update Use Keyword Tools for Suggestions • Use keyword tools to get content ideas • SEMrush.com, Google Keyword Planner • KeywordTool.io, ubersuggest.org • Your Google Analytics (limited use) • Your Google Search Console, Search Analytics
  6. 6. 2016 DFWSEM – March 2016 SEO Update Main On-page SEO elements
  7. 7. 2016 DFWSEM – March 2016 SEO Update Title Tag • Keyword at Beginning of Title Tag • Bad Example: <Title>DFWSEM – Dallas SEO</title> • Better: • <Title>Dallas SEO - DFWSEM</title>
  8. 8. 2016 DFWSEM – March 2016 SEO Update Heading Tags • One H1 Tag per Page, Multiple H2, H3 tags OK • Many CMS & themes insert blank H1 tags, multiple tags • Example for “about” page: <H1>About Us</H1>
  9. 9. 2016 DFWSEM – March 2016 SEO Update Keyword Mentions in Text
  10. 10. 2016 DFWSEM – March 2016 SEO Update Internal Anchor Text Links
  11. 11. 2016 DFWSEM – March 2016 SEO Update Image Alt Attributes
  12. 12. 2016 DFWSEM – March 2016 SEO Update Link Structure and Spidering • Use SEO tools to spider your site • All pages need internal links to rank well • Ideally no internal 301 redirects or 404 errors
  13. 13. 2016 DFWSEM – March 2016 SEO Update Inbound Links • All pages needs external links • Links from other websites, links from social media • Social media mentions help get links from sites • Review your links using link tools • Majestic.com, Google Search Console, Ahrefs.com
  14. 14. 2016 DFWSEM – March 2016 SEO Update Link Development • Use social media to get links (share great content) • Use media outreach, blogger outreach • Pitchbox.com, Buzzstream.com • Competitors' links to find links
  15. 15. 2016 DFWSEM – March 2016 SEO Update Latest SEO Issues
  16. 16. 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update2016 DFWSEM – March 2016 SEO Update Google Search Results – AdWords Ads • No effect Knowledge Graph • Quality Score bigger role • Ad must be in top 4 • Too soon to predict impact
  17. 17. 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update2016 DFWSEM – March 2016 SEO Update Google Spam Reports from Users • Takes Action On 65% Of User Generated Spam Reports • 35,000 user-generated spam reports monthly • Prioritize spam reports based on how significant to users • Some users better at spam reporting, get prioritized • http://bit.ly/reportgooglespam
  18. 18. 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update2016 DFWSEM – March 2016 SEO Update HTTP vs. HTTPs • Move ALL websites to HTTPs, not just ecommerce sites • Fix all internal links, .JS, .CSS, image files, etc. • Use 301 Permanent Redirects • All link juice, Domain Authority, etc. passes 100% • Verify HTTPs version of site in Google Search Console • Re-upload Google Disavow file for HTTPs version of site • CloudFlare.com offers FREE SSL certificates
  19. 19. 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update2016 DFWSEM – March 2016 SEO Update New gTLD Domain Extensions • 800+ New Endings Are Here to Stay • Sites are Migrating with Success • Easy to move, use 301s & Google Change of Address • Take advantage of better domain name • Keyword in Ending helps AdWords Quality Score • Plenty of sites going up in organic rankings after moving • Sites failed are using 302s and mirrors of sites.
  20. 20. 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update2016 DFWSEM – March 2016 SEO Update Google Penguin • Still waiting for a Google Penguin update • They say it'll be released when it's ready • Imperative that you review your links on regular basis • Most sites have some link issues, low quality links • Manually review links from using several sources (GSC, Majestic, Ahrefs, OSE, etc.) • Link Research Tools to review links, upload disavow • Remove links if unnatural or if negative SEO
  21. 21. 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update2016 DFWSEM – March 2016 SEO Update Google Panda • Biggest issue plaguing sites is duplicate content • Many CMS can generate dupe content, like WordPress • Use Site Liner www.SiteLiner.com to identify duplicates • Example: not using "more" tag in WP to split posts
  22. 22. 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update2016 DFWSEM – March 2016 SEO Update SEO Audits • Use crawlers to review site • Deep Crawl • Screaming Frog SEO Spider • Moz • SEMRush.com • Review Google Search Console
  23. 23. 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update2016 DFWSEM – March 2016 SEO Update Social Media Playing Bigger Role in SEO • Social media marketing & promo is key now • Get new URLs crawled quickly • Google looks for real social engagement by real people • We boosted rankings to first page by only using social
  24. 24. 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update 2016 DFWSEM – March 2016 SEO Update2016 DFWSEM – March 2016 SEO Update Top 5 SEO Factors Often Overlooked • Use of Schema.org Markup on site • Page Load Speed, Use of CDN to speed up site • Duplicate Content Issues • Link Issues, Lack of Domain Authority and Trust • Not using social media to boost on-site content
  25. 25. 2016 DFWSEM – March 2016 SEO Update Contact Me Bill Hartzer Senior SEO Strategist Globe Runner SEO Email: Bill@GlobeRunner.com Mobile: (214) 236-4378 Office: (972) 538-0260 Web: https://globerunner.com Blog: https://www.billhartzer.com Twitter: @bhartzer Facebook: http://www.facebook.com/bhartzer

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