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Competitive On Site Optimization

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Bernard San Juan's presentation on the SEO Summit 2016 touching base on pointers of how to best optimize your site technically.

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Competitive On Site Optimization

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  2. 2. 2 Competitive On-Page The Iron Rankings Tournament BLOG SITE
  3. 3. 3 01 Meta Titles 06 Site Load Speed 07 Unique Content 03 H1 Tags 02 Web Page Content 08 Alt TagsOn Page 2 1 9 7 5 6 Competitive On-Page 8 4 10 04 Internal Links 05 Keyword Density 09 Keyword Selection 10 Trust Signals
  4. 4. 4 01 Index 06 Internal Vouches 07 Alt Tags 03 Authority 02 Rich Media 08 Digital FootprintOn Page 2 1 9 7 5 6 Competitive On-Page 8 4 10 04 Schema 05 Purpose to Content 09 LSI Silo 10 Dev Elements
  5. 5. 5 Competitive On-Page The Iron Rankings Tournament BLOG PAGE SITE PAGE
  6. 6. 6 Competitive On-Page The Iron Rankings Tournament BLOG PAGE SITE PAGE
  7. 7. 7 Data Pull / Index The Iron Rankings Tournament BLOG SITE Google Indexed Pages - Duplicate content Index (Blog Tags, printable version, etc.) Mirror Site Presence XML Sitemap Presence
  8. 8. 8 Data Pull / Index The Iron Rankings Tournament BLOG SITE GWT Errors - 301’s - 404’s Manual Warnings - Robots.txt Includes folders allowing mobile rendering - Crawl Test www. 301 correctness
  9. 9. 9 Case Study #1 BPI www.yourdomain.com Project Began in 2013 to assist BPI optimize and organize 179 Pages They were already ranking for over 600 Keywords We wound up organizing and optimizing almost 1,000 Pages BPI ranks for over 2,000 keywords today We consolidated Content from different BPI Properties The additional pages were silo’d to provide additional contextual support No link acquisition or outreach was performed
  10. 10. 10 Case Study #1 BPI www.yourdomain.com BPI began ranking incidentally for banking KW’s they were not even attempting to optimize for The minimal rankings they had was due to several pages not indexed (limitation of their old CMS) Several content rich pages were not indexed and duplicated in external properties By allowing the pages to index, the PageRank did the rest to gain the rankings for non branded terms FINDINGS:
  11. 11. 11 Data Pull / Index The Iron Rankings Tournament BLOG SITE Google Indexed Pages - Duplicate content Index (Blog Tags, printable version, etc.) Mirror Site Presence XML Sitemap Presence
  12. 12. 12 Data Pull / Index The Iron Rankings Tournament BLOG SITE Google Indexed Pages - Duplicate content Index (Blog Tags, printable version, etc.) Mirror Site Presence XML Sitemap Presence
  13. 13. 13 Data Pull / Index The Iron Rankings Tournament BLOG SITE GWT Errors • 301 • 404’s • Manual Warnings • Robots.txt • Includes folders allowing mobile rendering • Crawl Test • 200 canonical/301 correctness
  14. 14. 14 Data Pull / Index The Iron Rankings Tournament BLOG SITE GWT Errors • 301 • 404’s • Manual Warnings • Robots.txt • Includes folders allowing mobile rendering • Crawl Test • 200 canonical/301 correctness
  15. 15. 15 Old School Content / Meta The Iron Rankings Tournament BLOG SITE Content Volume - Purpose to Word Volume Match - KW Presence close to AFo Space Originality KW in a readable Meta Title Tag
  16. 16. 16 Old School Content / Meta The Iron Rankings Tournament BLOG SITE Semantic Signals - H1 - <stong> - KW Density - Supporting Content - Supporting Pages - Schema - User Content
  17. 17. 17 Case Study #2 LONG ISLAND DIVORCE ATTORNEY www.yourdomain.com Issues: The site had generic 300 words of content per page with a 3% KW density evenly through the site Competitors had the same structure but had older domains with more authority The client did not blog There was no rich content or improved markups in the site Average rankings for all Keywords was the third page
  18. 18. 18 Case Study #2 LONG ISLAND DIVORCE ATTORNEY www.yourdomain.com Strategy: Content Volumne - Purpose to Word Volume Match - KW presence close to AFO Match Originality KW in readable Meta Title Tag
  19. 19. 19 Case Study #2 LONG ISLAND DIVORCE ATTORNEY www.yourdomain.com Strategy: Semantic Signals - H1 - <strong> - KW Density - Supporting Content - Supporting Pages - Schema - User Content
  20. 20. 20 Case Study #1 Long Island Divorce Attorney
  21. 21. 21 Old School Content / Meta The Iron Rankings Tournament BLOG SITE Content Volume - Purpose to Word Volume Match - KW Presence close to AFo Space Originality KW in a readable Meta Title Tag
  22. 22. 22 Old School Content / Meta The Iron Rankings Tournament BLOG SITE Content Volume - Purpose to Word Volume Match - KW Presence close to AFo Space Originality KW in a readable Meta Title Tag
  23. 23. 23 Old School Content / Meta The Iron Rankings Tournament BLOG SITE Semantic Signals - H1 - <stong> - KW Density - Supporting Content - Supporting Pages - Schema - User Content
  24. 24. 24 Old School Content / Meta The Iron Rankings Tournament BLOG SITE Semantic Signals - H1 - <stong> - KW Density - Supporting Content - Supporting Pages - Schema - User Content
  25. 25. 25 New Age Content / Rich Media The Iron Rankings Tournament BLOG SITE Trust Signals - Images; Videos; Badges with Links Schema Enhanced Mark-ups (LD+JSON; Open Graph; Google Map Integration) KW in a readable Meta Multiple Content Formats - Original Quality Text - Videos - Original Images (attributed)
  26. 26. 26 New Age Content / Rich Media The Iron Rankings Tournament BLOG SITE Social Signals - Facebook buttons - Other social
  27. 27. 27 Case Study #3 The 70 Site Test Sample: - TrueLogic built 70 websites as a sample for this test - The sample was from random industries - The page rank ranged from brand new sites to aged domains Hypothesis: - Google’s Index Budget was not solely reliant on pagerank - Quality signals can trigger faster and more frequent indexing - Faster Indexing leads to better rankings
  28. 28. 28 Case Study #3 The 70 Site Test Method: All sites index speeds were measured and all samples ranged indexing time from 7 to 18 days (mean = 11 day index) 10 sites selected at random were kept static for control purposes 60 sites were segregated into A and B Groups A had content in the form of original text only (Optimized) B had content in the form of images and text (Optimized) The better performing group were further segregated to Groups C and D; then later X and Y
  29. 29. 29 Case Study #3 The 70 Site Test Total Sample Group A Group B Group C Group D Group X Group Y Last DitchFinal Selection Control Group (10 Sites) Total Sites Created Kept Static Group A was given optimized content Index = mean > 10 days Group B had optimized content and images Index = mean 7 to 10 days Group C = 10 sites from Group B Kept as Control Group D was optimized with content images and videos; Index = mean 4 to 7 days Group X is Control from Group D Index = mean 4 to 7 days Group Y was optimized for content, Images, Social Badges MAP Integration; Index = < 3 days We tried to add banner ads, Top heavy came out Index = > 4 days Group Y Test was Successful To-date those sites still index in 1 to 3 days
  30. 30. 30 Case Study #3 The 70 Site Test Findings: The “Final Selection” Sites indexed between 1 to 3 days Unlike the Control Group which obtained no rankings, the “Final Selection” sites gained incidental rankings for informational KW’s Google clearly preferred sites with multiple content formats Google consistently indexed the “Final Selection” sites between 1 to 3 days
  31. 31. 31 Case Study #3 The 70 Site Test Findings: When applied to the whole group, all sites Indexed in 1 to 3 days The sites are donated to employees as part of their competency development STATISTICALLY: - Causality is weak (Rn=0.1) - Correlation is strong (r=0.75)
  32. 32. 32 Case Study #4 The Local Test Sample: From a sample base of 300 websites, we ran a test on 7 x 5 client websites (35 sites) with permission (the rest were used as a control group) The sample was from random industries and random geo-targets (US&AU) The pagerank ranged from N/A to PR 3
  33. 33. 33 Case Study #4 The Local Test Hypothesis: The local pack (Snack Pack) used different metrics from the standard organic results The Schema and JSON+LD had significant but different effects on local rankings
  34. 34. 34 Case Study #4 The Local Test Method: The entire test sample was optimized for On-Page content 20 samples were optimized for Local schema 15 samples were optimized for LD+JSON All sites were submitted to business listings initially for 35 properties
  35. 35. 35 Case Study #4 The Local Test Results: 55% of the sample appeared in the Snack Pack in a 60 day period 75% of the sample began displaying the knowledge graph 90% of the sample with LD+JSON displayed the knowledge graph 89% of the sites with Local schema appeared in localized search 65% went into the snack pack 48% of LD+JSON optimized sites appeared in the snack pack 10.8% of sites were unresponsive to citation creation + Local Schema/ LD+JSON
  36. 36. 36 Case Study #4 The Local Test Findings: There is a strong correlation between LD+JSON and the Knowledge Graph There is a strong correlation between Local Schema and Local SERP’s There is a weak correlation between LD+JSON and the Local SERP’s There is a moderate correlation between Local Schema and the Knowledge Graph There is a moderate correlation between appearance in the Snack Pack with Schema and Local Citations
  37. 37. 37 New Age Content / Rich Media The Iron Rankings Tournament BLOG SITE Trust Signals - Images; Videos; Badges with Links Schema Enhanced Mark-ups (LD+JSON; Open Graph; Google Map Integration) KW in a readable Meta Multiple Content Formats - Original Quality Text - Videos - Original Images (attributed)
  38. 38. 38 New Age Content / Rich Media The Iron Rankings Tournament BLOG SITE Trust Signals - Images; Videos; Badges with Links Schema Enhanced Mark-ups (LD+JSON; Open Graph; Google Map Integration) KW in a readable Meta Multiple Content Formats - Original Quality Text - Videos - Original Images (attributed)
  39. 39. 39 New Age Content / Rich Media The Iron Rankings Tournament BLOG SITE Social Signals - Facebook buttons - Other social
  40. 40. 40 New Age Content / Rich Media The Iron Rankings Tournament BLOG SITE Social Signals - Facebook buttons - Other social
  41. 41. 41 Authority Perservation / Sculpting The Iron Rankings Tournament BLOG SITE Starting Authority - Pagerank (Trust Flow; PA/DA) KW to Landing Page Matching Target Page Power - Target Page Depth - Target Page Internal Vouches - Outbound Links Your Site Your Site Your Site Your Site Your Site Your Site Your Site
  42. 42. 42 Authority Perservation / Sculpting The Iron Rankings Tournament BLOG SITE Your Site Your Site Your Site Your Site Your Site Your Site Your Site Contextual Support - Supporting Related Pages - Internal Authority
  43. 43. 43 Authority Perservation / Sculpting The Iron Rankings Tournament BLOG SITE Your Site Your Site Your Site Your Site Your Site Your Site Your Site
  44. 44. 44 Authority Perservation / Sculpting The Iron Rankings Tournament BLOG SITE Your Site Your Site Your Site Your Site Your Site Your Site Your Site
  45. 45. 45 Authority Perservation / Sculpting What is your starting PageRank? Your Site Your Site Your Site Your Site Your Site Your Site Your Site - What is the PageRank of your Competitor? - Yes, I know Google removed Pagerank updates in Feb 2014 and that the toolbars can pick it up anymore Are you fighting a homepage or inner page? Review
  46. 46. 46 Authority Perservation / Sculpting - How many clicks does it take to get to your target page? - Does your site vouch internally for the page you are trying to rank? - Do others vouch for it? - Are there pages that support your target page? Your Site Your Site Your Site Your Site Your Site Your Site Your Site Review
  47. 47. 47 Case Study #5 Dance Studio Software Method: - The site only had 14 valuable target pages - It was indexed for over 1500 pages - We reconstructed the site to be more shallow and limited the indexed pages to less than 40
  48. 48. 48 Case Study #5 Dance Studio Software
  49. 49. 49 Case Study #5 Dance Studio Software
  50. 50. 50 Authority Perservation / Sculpting The Iron Rankings Tournament BLOG SITE Starting Authority - Pagerank (Trust Flow; PA/DA) KW to Landing Page Matching Target Page Power - Target Page Depth - Target Page Internal Vouches - Outbound Links Your Site Your Site Your Site Your Site Your Site Your Site Your Site
  51. 51. 51 Authority Perservation / Sculpting The Iron Rankings Tournament BLOG SITE Starting Authority - Pagerank (Trust Flow; PA/DA) KW to Landing Page Matching Target Page Power - Target Page Depth - Target Page Internal Vouches - Outbound Links Your Site Your Site Your Site Your Site Your Site Your Site Your Site
  52. 52. 52 Authority Perservation / Sculpting The Iron Rankings Tournament BLOG SITE Your Site Your Site Your Site Your Site Your Site Your Site Your Site Contextual Support - Supporting Related Pages - Internal Authority
  53. 53. 53 Authority Perservation / Sculpting The Iron Rankings Tournament BLOG SITE Your Site Your Site Your Site Your Site Your Site Your Site Your Site Contextual Support - Supporting Related Pages - Internal Authority
  54. 54. 54 Technical Superiority The Iron Rankings Tournament BLOG SITE
  55. 55. 55 Technical Superiority The Iron Rankings Tournament BLOG SITE
  56. 56. 56 Technical Superiority The Iron Rankings Tournament BLOG SITE
  57. 57. 57 Technical Superiority The Iron Rankings Tournament BLOG SITE Updated Code - HTML 5; CSS 3; Readable Javascript (ng-app/model/bind) Semantics (Schema; LD+JSON; Data Highlighter) - TFB to above the fold Render - Prioritize all above the fold HTML, then CSS, then Javascript - Optimize file sizes - Minify Codes Speed
  58. 58. 58 Technical Superiority The Iron Rankings Tournament BLOG SITE Respect ROOT! Aggregate Authority - Support Relevant Pages with Internal Links - Attribute Content (rel=canonical) - Atribute Authority (rel=alternate; href lang, etc)
  59. 59. 59 Technical Superiority The Iron Rankings Tournament BLOG SITE Updated Code - HTML 5; CSS 3; Readable javascript (ng-app/model/bind)
  60. 60. 60 Technical Superiority The Iron Rankings Tournament BLOG SITE Semantics (Schema; LD+JSON; Data Highlighter)
  61. 61. 61 Technical Superiority The Iron Rankings Tournament BLOG SITE Speed - TFB to above the fold Render - Prioritize all above the fold HTML, then CSS, then Javascript - Optimize file sizes - Minify Codes - Respect the ROOT!!
  62. 62. 62 Technical Superiority The Iron Rankings Tournament BLOG SITE Aggregate Authority - Support Relevant Pages with Internal Links - Attribute Content (rel=canonical) - Attribute Authority (rel=alternate; hreflang, etc)
  63. 63. 63 Technical Superiority The Iron Rankings Tournament BLOG SITE

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