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SEO - What matters and What to do about it

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360° Degree SEO Strategy

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SEO - What matters and What to do about it

  1. 1. 360° SEO tactics that Really Work
  2. 2. Agenda Is SEO dead? Keyword research Website speed Advanced Link building techniques Implement Authorship Utilize schema markup Avoid duplicate content Redirection Actionable landing page optimization
  3. 3. Is SEO dead? ● Google frequently updating its search algorithm Recent updates: Feb 4, 2015 December 22, 2014 December 10, 2014 October 21, 2014 October 17, 2014 September 23, 2014 August 28, 2014 August 6, 2014 ● Conventional SEO tactics like backlinks, and meta tags, keyword-stuffed content are not as significant as they were. ● Google is replacing old SEO tactics with new principals mainly driven by social media reputation, quality of content, history of authors, search hygiene etc ● Now, ‘Google’ works better. So, it’s difficult to beat it.
  4. 4. Is SEO dead? ● Old SEO principles will be replaced by new principles with the advancement in internet based platforms (social media, articles, video content, pictures, behavior) and devices (mobile devices, apps, maps); so Google will integrate and put these technologies and diverse sets of data sources to good use to make their business profitable and index relevant results keep spammers away. ● SEO can never be your only source of traffic, neither it ever was. So don’t put all eggs in one basket and diversify your marketing channels and be adaptive to organic mediums.
  5. 5. Keyword research - Basic Tools - Google Keyword Planner - Google Suggest - Google Trends - Ubersuggest (http://ubersuggest.org) - http://keywordtool.io
  6. 6. Keyword strategy ● Drive strategy by user-intent
  7. 7. ● better conversion rates, lower bounce rate ● drive users to relevant info ● build relationship with future prospects Why user-intent?
  8. 8. Keyword research & implementation ● Drive strategy by user-intent o Navigational (e.g. web hosting companies, web hosting malaysia) o Research (e.g. types of web hosting, difference b/w vps and cloud host) o Transactional (e.g. buy linux hosting with paypal, 1 usd web hosting) o Comparison (e.g. shared hosting comparison, ABC vs XYZ, ABC XYZ comparison) o Q&A (e.g. Is Linux hosting better than windows hosting?) o Branded (e.g. ABC services, ABC online store)
  9. 9. Landing page optimization - Why is it important? - What can be done?
  10. 10. Why? ● “60% of buying decisions are made before contacting a sales rep” source: http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/ ● High ROI ● Decrease bounce rate ● Subscription for future conversion
  11. 11. What? ● Landing page CTA: o Try before you buy, moneyback etc o Online Chat, Request a call-back o Email Subscription option o Free demo, free delivery ● Other factors: o Fast page load o Relevant & quality content that differentiates you o Less distractions (other irrelevant products, info etc)
  12. 12. Link Acquisition - Why is it important? - What am I doing wrong? - How to improve?
  13. 13. Why is it important? - Links = Credibility
  14. 14. Most common mistake - Quality vs Quantity - Low quality links are like stones attached to a hot air balloon - High quality links help your balloon reach the user
  15. 15. Most common mistake - Quality vs Quantity - Slow Beats Fast - Slow (Quality) Beats Fast (Quantity)
  16. 16. What defines quality links? - Page/Website Relevance - Trusted - Website credibility (receives quality links internally) - Lesser outgoing links - Original content
  17. 17. How to get quality links? - Analyze your competitors backlinks for keyword you are optimizing for - Checkout Pagerank of blog pages that can get you backlinks. Aim for high PR.
  18. 18. How to get quality links? - Make sure your links reach the maximum relevant social media channels (facebook shares, tweets); social bookmarking (reddit, stumbleupon etc) - Find bloggers who blog about content roundups on others. Get them to cover you on weekly round, or monthly top 10 etc
  19. 19. Use Google+ Profiles for Authors - Why implement authorship? - How it can be done
  20. 20. Why? ● Allows to Associate author's Google+ account to website ● Verified authors rank higher in search results ● Builds trust ● High future value
  21. 21. How? ● Authors must have Google+ account ● Add a link containing rel="author" on every content page on your blog or website to author's Google+ page ● Add site URL to profile ● If multiple content writer produce for you, you put separate tag for each author. ● If you write content for other sites, like guest posts; you can simply add the tag under ‘author bio’.
  22. 22. AuthorRank factors?
  23. 23. Website Speed or Page Speed - Why is website speed important? - What is the way to measure speed? - How speed can be improved?
  24. 24. Why? - Google’s algorithm loves fast loading pages - You rank well for your pages - Your get more conversions because most people are impatient - Reduces bounce rate - People explore more pages
  25. 25. What? - Use Google page speed service https://developers.google.com/speed/pagespee d/service Verify your domain and it’s ready to go
  26. 26. Google PageSpeed service ● Is Free of charge ● Setup requires you to change DNS entry ● Rewrites web pages dynamically with Fast- performance implementation. ● Serves optimized pages via Google servers to reduce page load time
  27. 27. What? Other tools Google Analytics Moz Crawl Test https://moz.com/researchtools/crawl-test Yslow https://addons.mozilla.org/en-US/firefox/addon/YSlow/
  28. 28. How? ● Enable compression ● Minify CSS, JavaScript, and HTML ● Leverage browser caching ● Improve server response time ● Use a content distribution network ● Optimize images
  29. 29. Avoid duplicate content - What duplicate content needs to be fixed? - Why avoiding duplicate content is important? - How to save your self from duplicate content issues?
  30. 30. What? ● Same content two different pages ● E.g. about, archives, tag-archives, page snippets, pagination.
  31. 31. Why? ● Google will include all results ● Your rankings suffer ● You lose traffic ● Users less-frequently see relevant results
  32. 32. How? Add rel=canonical tag. <link href="http://www.example.com/canonical-version-of-page/" rel="canonical" /> The rel=canonical tag passes the same amount of link juice (ranking power) as a 301 redirect, and often takes up much less development time to implement. Original page: http://example.com/a/about_me Duplicate Page 1: http://example.com/a/about_me_1 Duplicate Page 2: http://example.com/a/about_me_2 By implementing the rel="canonical" tool on the 2nd and 3rd instances pointing back to the 1st URL, the search engines would know to treat all of those pages as if they were URL #1.
  33. 33. How? Add noindex, follow <head> <meta name="robots" content="noindex, follow" /> </head> ● Add "noindex, follow" on pages that shouldn't be included in a search engine's index. ● Allows the search engine bots to crawl the links on the specified page, but keeps them from including them in their index. ● Works well with pagination issues.
  34. 34. Redirection - What needs to be redirected? - Why redirection is important? - How to redirect?
  35. 35. What? ● Removed pages ● Moving website? ● Re-structuring website? ● Fix broken links
  36. 36. Why? ● Because you don’t want to miss potential customers, readers, revenue ● It tells Google that the page has been permanently relocated ● Good for future
  37. 37. Webmaster tools If there are any links pointing to these pages, the votes are split. Make sure there’s just one not multiple type of links for the same page.
  38. 38. Busted Links Google Webmaster Make sure there’s just one not multiple type of links for the same page.
  39. 39. How? ● 301 redirect to new URL where the page is now located ● You can do it from .htaccess page (free tool: http://www.htaccesseditor.com/en.shtml#a_r edirect) ● Plugins available for all popular CMS (WordPress, Magento, Joomla…)
  40. 40. Using htaccesseditor.com
  41. 41. Utilize Schema Markup ● Why you should be using it? ● What Schema should you be using? ● How to implement?
  42. 42. Why? ● Helps classifying your content e.g. person, place, review etc ● Helps increasing CTR ● Produces rich results in SERPs
  43. 43. What? ● Schemas supported by Google & Bing ○ People: contact information, title/role, email address etc ○ Products: Name, price, image, offer, seller, warranties, condition, and use ○ Reviews: Item reviews, ratings, name of reviewer ○ Events: Summary, location, start date, end date, duration, event type, photo, tickets ○ Breadcrumb navigation ○ Restaurants: Branch, menu, business hours, price range etc
  44. 44. How? 1. http://schema.org
  45. 45. Example
  46. 46. Examples
  47. 47. Search Results Types
  48. 48. Search Results Types
  49. 49. Search Results Types
  50. 50. Search Results Types
  51. 51. Go beyond your website...
  52. 52. Search Results Types
  53. 53. Search Results Types
  54. 54. Search Results Types
  55. 55. Knowledge-Based Trust (KBT) The word first came out in 2012 that Google has been working on knowledgebase for years. KBT relies on correctness of factual information provided by the source Source with fewer false information considered more trustworthy Extraction process to compare the facts it finds on web pages to facts that are stored in a knowledge base (think Knowledge Graph/Knowledge Vault)
  56. 56. About - Abdullah Khan - PPC and SEO specialist - Clientele: E-commerce, Inquiry driven websites (booking, quotation etc), SaaS (software as a business) - Email: jkhangw@gmail.com

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