1.
Title Slide
Subhead
DNN / Proprietary and Confidential. All Rights Reserved.1

2.
Why We’re Here Today: Top Search Rankings
2
Today’s targets:
Understanding SEO
priorities
 To get searchers to
your website ─ to
convert
Wielding the power of
the CMS
 To improve your site’s
ranking signals
http://www.rankedhard.com/black-magic-seo.php

3.
Who I Am: Bruce Clay
3
Started optimizing
websites for search
visibility in 1996
2013 Lifetime
Achievement Award
by History of SEO
Advisory Board
Author of “Search Engine Optimization All-in-One For
Dummies” now in its third edition
Co-author of “Content Marketing Strategies for
Professionals”

4.
A Bit about My Company: Bruce Clay, Inc.
4
 Celebrated our 20 year
anniversary in January
 Independently rated a top digital
marketing agency
 SEO, SEM PPC, content
development, social media
 SEO tools and training
 Started the company from my
dining room table
 Today we have offices in
California, Dubai, Italy, India and
Japan
 BruceClay.com

5.
A Bit about DNN
5
.NET Web CMS
Easy to use for non-technical
users
Secure
Flexible and extensible
Thousands of commercial
modules in the DNN Store
Robust multi-site management
Available on-premises or on-
demand (cloud)

6.
Here’s the Situation
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For top rankings and traffic,
your business needs to be the
recognized expert
Search engines rank
websites based on E-A-T
SEO focuses on bot
accessibility and establishing
Expertise, Authority & Trust
It’s a mobile-first world

7.
Your Best Weapons
7
A Web CMS gives you control over your website’s ranking factors
On-page optimization
Site-wide optimization
Audience targeting
Persuasion and engagement
Mobile user experience
Creative Commons attribution: Jim Pennucci

8.
Tip 1: Use Keywords in Head Tags
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Edit the main head section tags
Title tag
Meta description
More info: http://www.bruceclay.com/seo/add-keywords-to-content.htm

9.
Tip 2: Use Keywords in Key Places in Body Text
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Keywords placed here get
more weight
H1 heading tag
First 250 words of text
http://www.rankedhard.com/an-seo-birthday-card.php
More info:
http://www.bruceclay.com/seo/
writing-content.htm
What NOT to do →

10.
Tip 3: Use Keyword Variants
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How to write naturally:
Synonyms
 Leaf
 Leaves
 Foliage
Stemming
 Fall
 Fell
 Falling
Don’t overuse keywords
More info: http://www.bruceclay.com/seo/combining-keywords.htm

11.
Tip 4: Link Pages in a Theme
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Links are a high-value ranking signal
Creative commons attribution: Kilia/M.Docher/Mondadori France
More info: http://www.bruceclay.com/seo/link-building.htm

12.
“Siloing”: Internal Link Architecture
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Determine
website themes
based on how
people search
Match content to
how people
search
Link together
content on the
same theme
Send the most
link equity to
top-level pages
More info: http://www.bruceclay.com/seo/siloing.htm

13.
Tip 5: Design Navigation Hierarchy
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A top mistake we see:
linking to too many
pages in main navigation
Only link to important
pages of your site
Use navigation to set
your site themes
Do NOT link every page
to every other page

14.
Tip 6: Become SEO Educated
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Writing with SEO in mind
saves time and effort
SEO best practices
inform the writing
process
Writers need access to
tools for keyword
research and page
analysis
Include an SEO review
step in publishing
process
More info and the SPA tool: http://www.bruceclay.com/seo/optimize-your-content.htm

15.
Tip 7: Write to Your Target Persona
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Successful content starts with
the audience
Define personas clearly
Remember, they are often
NOT like you
Write in their language
Match tone and complexity
to your audience
The engines match results
on tone and readability, too
More info: http://www.bruceclay.com/seo/writing-content.htm

16.
Tip 8: Include Calls to Action
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Focus on your
desired user action
Lower bounce rate
Raise time on page
Make the CTA clear
and obvious
Effective CTA phrases leverage “influence” principles:
Try it free
Immediate download
Talk to an expert
Share now

17.
Tip 9: Engage with Images & Videos
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Image stats:
 Colored visuals increase
people’s willingness to read
a piece of content by 80%
 Content with relevant images
get 94% more views than
content without relevant
images
Video stats:
 Including video on a landing
page can increase
conversions by 80%
 50% of executives look for
more information after
seeing a product or service
in a video
More info: http://www.bruceclay.com/seo/using-rich-media.htm

18.
Tip 10: Optimize for Mobile Users
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 In 2014, more searches
happened on mobile
than desktop
 37% of total digital traffic
is now via mobile (up
from 31% in 2015)
 Experts expect to see
mobile traffic reaching
half this year
 Mobile optimization
includes: speed, mobile-
friendly test, AMP, voice
search
Mobile internet usage statistics:
More info: http://www.bruceclay.com/seo/mobile-seo.htm
http://bit.ly/mobile-seo-checklist

19.
Bonus Tip: Support Social Sharing
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Tell people
about it
Make sharing
easy
Make sharing
obvious (CTA)
Make sharing
exciting
Build it and they will come? Nope.

20.
Conclusion
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1. Use keywords in head tags.
2. Use keywords in body text.
3. Use keywords naturally and with variation.
4. Link pages together in a theme.
5. Design navigation with hierarchy based upon how
people search.

21.
Conclusion Continued
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6. Become SEO educated.
7. Write to your target persona.
8. Include calls to action (CTAs).
9. Engage with images and videos.
10. Optimize for mobile users.
Bonus: Support social sharing.

22.
More SEO Goodness
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SEO education and resources:
 SEO Tutorial → bit.ly/bci-seo-tutor
 Always Up-to-Date SEO Checklist → bit.ly/bci-seo-checklist
 Search Engine Optimization All-In-One For Dummies → bit.ly/seo-aio-fd
 SEOToolSet Training in SoCal → SEOToolSet.com
Bruce Clay
President
Virginia Nussey
Content & Media Manager
Duane Forrester
Vice President
Mindy Weinstein
Director of Training

23.
Stay in Touch!
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Read and connect:
 @BruceClayInc → follow on FB, IG, LI, Twitter
 BCI Blog → subscribe at BruceClay.com/blog
 SEO Newsletter → subscribe at BruceClay.com/newsletter
Talk to me:
 Call any time: 866-517-1900
 Personal email: bclay@bruceclay.com
 Office in Simi Valley, Calif.
Thank you!

24.
For More Information on DNN
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Related Blog Post:
10 Ways DNN Can Improve Your Website SEO
Our Web CMS, Evoq Content:
Evoq Content Product Page