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WordCamp ATL 2017 - SEO in 2017

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As shared at WordCamp Atlanta 2017, discussing ongoing best practices and new trends for SEO in 2017.

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WordCamp ATL 2017 - SEO in 2017

  1. 1. SEO IN 2017
  2. 2. MICKEY MELLEN @mickmel greenmellenmedia.com JENNY MUNN @jennymunn jennymunn.com
  3. 3. AGENDA The top 10 mistakes we see in SEO The future of SEO Time for Q & A at the end #WCATLSEO in 2017
  4. 4. The Spectrum of SEO Sophistication #WCATLSEO in 2017
  5. 5. SEO is a Journey #WCATLSEO in 2017 ● small changes add up over time ● you don’t have to know it all at one time (don’t get overwhelmed) Search engine optimization is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site's UX and performance in organic search results.
  6. 6. MISTAKE 1 Living in the past
  7. 7. LIVING IN THE PAST 2010 SEO Mindset 2017 Mindset Spamming worked Panda what? Penguin who? Any website can get ranked SEO is an amplifier Traffic converted quickly 96% of organic traffic doesn’t convert the first visit Literal keyword usage Semantics and Intent Following a formula Follow best practices, and have a long-term game plan Leads and sales YESTERDAY We want quality traffic
  8. 8. MISTAKE 2 Not covering the basics
  9. 9. NOT COVERING THE BASICS ● You Can’t Rank In a Sea of Sameness ● Foundational SEO --> Ongoing SEO --> Competitive SEO ● What Hasn't Changed: Quality Signals, Content, Backlinks, Analytics/Data, Engagement, Off-Page #WCATLSEO in 2017 Optimized Titles and Descriptions Strategic Keyword Usage Meaty content Internal links Fast Mobile Responsive Ongoing Content Social Signals Content Strategy
  10. 10. The “Perfectly Optimized” Page #WCATLSEO in 2017
  11. 11. IMAGES #WCATLSEO in 2017
  12. 12. MISTAKE 3 Lacking an updated keyword strategy
  13. 13. LACKING AN UPDATED KEYWORD STRATEGY ● Keywords are not dead ● Competition is tougher: go longtail ● Mistake: pursuing keywords that don’t have proven search count behind them ● Keep your pages tightly focused ● SEO informs your marketing strategy -> TOFU “Less than 15% of the ranking equation is wrapped up in keyword targeting.” - Rand Fishkin modular manufactured homes independent schools horsinality love coach
  14. 14. Becoming a Topical Expert: Tim Horton’s Analogy #WCATLSEO in 2017 Inbound Marketing Software Company: •marketing automation tools •how to use marketing automation software •what is marketing automation? •how to tell if I need marketing automation software •lead nurturing best practices •email marketing automation
  15. 15. Voice Search ● Long-tail is a given ● Important for local: ○ in your car, on the go ● “Moments”: ○ I want to go ○ I want to do ○ I want to know ○ I want to buy ● Think how people speak ● Test it - voice search your keywords #WCATLSEO in 2017 Google predicts more than half of queries will be voice by 2020 Google says 20% of mobile queries are voice searches
  16. 16. MISTAKE 4 Only focusing on-page
  17. 17. ONLY FOCUSING ON-PAGE #WCATLSEO in 2017 searchengineland.com/seotable
  18. 18. RankBrain ● RankBrain: Google’s machine learning, AI system that is now baked into its algorithm (sorts and ranks) ● Top 3 Ranking Factors: Content, Links, RankBrain #WCATLSEO in 2017
  19. 19. Off-Page #WCATLSEO in 2017 Credit: neilpatel.com ● 51 Speakers at WC ● How many had backlinks?
  20. 20. MISTAKE 5 Not focused enough on speed
  21. 21. PAGE SPEED MATTERS #WCATLSEO in 2017
  22. 22. NOT FOCUSED ENOUGH ON SPEED ● 73% of mobile internet users say that they’ve encountered a website that was too slow to load. ● 47% of consumers expect a web page to load in 2 seconds or less. ● 40% of people abandon a website that takes more than 3 seconds to load. ● A 1 second delay in page response can result in a 7% reduction in conversions. ● If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year. #WCATLSEO in 2017
  23. 23. USE LEAN THEMES #WCATLSEO in 2017
  24. 24. OPTIMIZE IMAGES THE RIGHT WAY #WCATLSEO in 2017 gmm.to/dpiexample
  25. 25. USE A CACHING PLUGIN #WCATLSEO in 2017
  26. 26. MISTAKE 6 Not data-focused enough
  27. 27. NOT DATA-FOCUSED ENOUGH #WCATLSEO in 2017
  28. 28. GOOGLE SEARCH CONSOLE #WCATLSEO in 2017
  29. 29. SEARCH ANALYTICS #WCATLSEO in 2017
  30. 30. MISTAKE 7 Not focusing on mobile first
  31. 31. AMP: ACCELERATED MOBILE PAGES #WCATLSEO in 2017
  32. 32. AMP: PLUGIN #WCATLSEO in 2017
  33. 33. AMP EXAMPLES #WCATLSEO in 2017 gmm.to/ampsetup
  34. 34. Interstitials on Mobile #WCATLSEO in 2017
  35. 35. MISTAKE 8 Not being secure
  36. 36. NOT BEING SECURE #WCATLSEO in 2017 gmm.to/sslmeetup
  37. 37. NOT BEING SECURE #WCATLSEO in 2017 gmm.to/sslmeetup
  38. 38. NOT BEING SECURE #WCATLSEO in 2017 gmm.to/sslmeetup
  39. 39. NOT BEING SECURE #WCATLSEO in 2017 gmm.to/sslmeetup
  40. 40. MISTAKE 9 Not understanding how Google is presenting information
  41. 41. NOT UNDERSTANDING HOW GOOGLE IS PRESENTING INFORMATION Rich Answers: Quick Answer Box and People Also Ask #WCATLSEO in 2017 Google’s Carousel Expanding - "Best…”
  42. 42. MOZ “OPPORTUNITY” SCORE #WCATLSEO in 2017
  43. 43. MISTAKE 10 Not understanding the nuances in your industry
  44. 44. NOT UNDERSTANDING THE NUANCES IN YOUR INDUSTRY Standard SEO Best Practices + ________ (example, eCommerce, local, Schema, other search engines) ○ Ecommerce SEO -> product, category, tag pages + schema (star ratings, prices) ○ Local SEO -> local business schema, Google My Business, Citations, etc. ○ Alternative Search Engines - YouTube, Quora, Pinterest, Amazon #WCATLSEO in 2017
  45. 45. Structured Markup Schema markup is used to tag entities in your pages' content: Organization (logo), Sitelinks, Breadcrumbs, Articles, Local Businesses, Recipes, Events, Software Applications, Products, Reviews, etc. #WCATLSEO in 2017
  46. 46. LOCAL SEO #WCATLSEO in 2017
  47. 47. LOCAL SEO: Name, Address, Phone #WCATLSEO in 2017
  48. 48. LOCAL SEO: Reviews #WCATLSEO in 2017 9 other reviews that are not currently recommended
  49. 49. MOZ LOCAL #WCATLSEO in 2017
  50. 50. RECAP
  51. 51. RECAP ● Living in the Past ● Not covering the basics ● Lacking an updated keyword strategy ● Only focusing on-page ● Not focused enough on speed #WCATLSEO in 2017 ● Not data-focused enough ● Not focusing on mobile first ● Not being secure ● Not understanding how Google is presenting information ● Not understanding the SEO nuances in your industry
  52. 52. THE FUTURE
  53. 53. THE FUTURE ● Smart Home Technology ● Wearables ● VR #WCATLSEO in 2017 Credit: SEL
  54. 54. MORE SEO GOODNESS → munngroupconsulting.com/wc #WCATLSEO in 2017 allthingswordpress.com mickmel.com greenmellen.com/blog
  55. 55. Q & A Questions about what we just covered, or other problems?
  56. 56. MICKEY MELLEN @mickmel greenmellenmedia.com JENNY MUNN @jennymunn munngroupconsulting.com/wc

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