Win with simple SEO processes

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My presentation from last weekend's GDI SEO Training Camp about SEO processes consultants and agencies can use to improve client acquisition and retention.

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Win with simple SEO processes

  1. 1. Co-Founder & CEO – Xight Interactive Author – Kaiserthesage
  2. 2. Been doing SEO for 4 years now.
  3. 3. And seriously, It’ll get a lot tougher.
  4. 4. How do I keep on surviving.
  5. 5. Early on my career, I realized that when you simplify things – you tend to think more outside the box.
  6. 6. • You need to set goals – to have effective action plans. • You need problems – to come up with solutions.
  7. 7. • You need to set goals – to have effective action plans. • You need problems – to come up with solutions. Our main job as consultants is to constantly find problems and give appropriate solutions to them.
  8. 8. • You need to set goals – to have effective action plans. • You need problems – to come up with solutions. Our main job as consultants is to constantly find problems and give appropriate solutions to them.
  9. 9. You can start off with Annie Cushing’s list as a base – and add more on to it along the way
  10. 10. You can start off with Annie Cushing’s list as a base – and add more on to it along the way Don’t underestimate depth in on-site technology knowledge (and implementation).
  11. 11. You can start off with Annie Cushing’s list as a base – and add more on to it along the way Don’t underestimate depth in on-site technology knowledge (and implementation). It could do a lot of serious damage to the competition 
  12. 12. Know what keywords will help your client’s sites get found by potential customers through search – and align your data with your content strategy to serve better pages to organic search visitors.
  13. 13. Know what keywords will help your client’s sites get found by potential customers through search – and align your data with your content strategy to serve better pages to organic search visitors. Integrating these 2 practices and making it a part of your monthly tasks is the best way to do audience adaptation.
  14. 14. TIP: Do an internal site search (or Google site: search) for promising or newly discovered keywords, and assess if the displayed page(s) will match the intent of possible searchers.
  15. 15. NOTE: 2 ways to a steady growth in organic traffic: build more indexed pages that will get searched and/or build more authority signals to increase existing pages’ rankings.
  16. 16. Prepare for the future.
  17. 17. Prepare for the future. • http://schema.org/ • http://schema-creator.org/ • https://www.google.com/webmasters/markup-helper/u/0/ • http://www.google.com/webmasters/tools/richsnippets
  18. 18. Find the site’s most linkable assets.
  19. 19. Check out the pages with the most links, social shares, referral/organic traffic and conversions.
  20. 20. Make improvements to high value pages (in terms of content’s depth, design, CTAs and internal links pointing to them).
  21. 21. Linker Outreach – find and reach out to the sites/people who have linked and shared your competitors similar content in the past.
  22. 22. Check if they have content types that can easily be redistributed (videos, podcasts, images, slide presentations, ebooks, etc….).
  23. 23. Repurpose or distribute these content assets widely. In this case, we distributed the podcasts in several podcast directories for more links, mentions and audience building – http://www.podcast411.com/page2.html
  24. 24. You can read more about this approach here: http://kaiserthesage.com/increase- search-traffic/
  25. 25. You can read more about this approach here: http://kaiserthesage.com/increase- search-traffic/ Determine variations of search queries that are sending highly qualified and engaged traffic to the site (often keyword variations that your clients haven’t primarily targeted for the existing pages/posts).
  26. 26. You can read more about this approach here: http://kaiserthesage.com/increase- search-traffic/ Determine variations of search queries that are sending highly qualified and engaged traffic to the site (often keyword variations that your clients haven’t primarily targeted for the existing pages/posts). Re-optimize the pages/posts to match and be ranked/served on those long-tail searches.
  27. 27. • Compare # of pages on sitemap vs. Google’s index • Find URL parameters that are being indexed • Assess site’s overall content quality (length, substance, and usability). • Export landing pages’ performance data from GA, and assess pages with low engagement rate.
  28. 28. • Review site’s link data – and filter those that use exact match anchor texts. • Filter those that have decent DA (and see if it’s possible to modify these links’ anchor texts). • Remove & disavow manipulative and low quality links.
  29. 29. • Download the site’s sitemap in Excel and populate each listed URL their designated Title Tags (using Niels Bosma SEO excel plugin) • Consolidate redundant pages containing or covering almost the same topic. • Start optimizing for entities – through brand mention building, using more nouns/affinities in your writing, and basically writing content for users (using natural language).
  30. 30. Because in this line of work, we always have to prepare for the future.
  31. 31. Make a list of the top domains and publishers in your client’s space (especially those that have high search share).
  32. 32. Make a list of the top domains and publishers in your client’s space (especially those that have high search share). Try to penetrate at least 2 sites from the top 50 domains you’ve listed – and become a regular content contributor for them.
  33. 33. Make a list of the top domains and publishers in your client’s space (especially those that have high search share). Try to penetrate at least 2 sites from the top 50 domains you’ve listed – and become a regular content contributor for them. It’ll get a lot easier to pitch to other sites once you’ve built a strong content portfolio from other high authority websites.
  34. 34. Plus, you also get to build one of the strongest off-site ranking signals [brand relationships].
  35. 35. Tools to use for this specific task.
  36. 36. Tools to use for this specific task. Special thanks to: Napoleon Suarez & Richard Marriott
  37. 37. Use ScreamingFrog, Ontolo and Ahrefs to build a clean list of outreach prospects for broken link building. Richard has a comprehensive guide on the process here: http://www.clambr.com/deep- broken-link-building/
  38. 38. Then use BuzzStream to semi-automate the outreach process.
  39. 39. Plan and launch holiday-based campaigns that will fit your client’s business.
  40. 40. Build a list of prospects for blogger outreach
  41. 41. I found 700+ highly targeted prospects in 10 minutes using Google search, SEOQuake, Ahrefs and Ontolo’s remove duplicate hostnames tool.
  42. 42. I found 700+ highly targeted prospects in 10 minutes using Google search, SEOQuake, Ahrefs and Ontolo’s remove duplicate hostnames tool. You can also use Buzzstream to speed up the blogger outreach process in promoting your upcoming events, giveaways, etc….
  43. 43. If your consulting business is in for the long-haul, then investing on building quality niche sites (targeted to the market/industry where most of your clients are in) may also be a route.
  44. 44. If your consulting business is in for the long-haul, then investing on building quality niche sites (targeted to the market/industry where most of your clients are in) may also be a route. It can be a platform where you can easily: • Penetrate the blogosphere where your client’s business is in. • Build relationships (via crowdsourcing, curation, interviews). • Build hard-to-replicate links. • Earn extra income through ads (and don’t sell links). • And can also be a business asset/service you can easily sell to future clients.
  45. 45. One of the best additional services you can offer (but only a few agencies do) is to actually build relationships for your clients.
  46. 46. Because the more your job becomes valuable to your clients, the more you’ll be able to retain them. Participation Outreach Greater Contribution Collaboration

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