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Search Optimization

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We’re going to cover every step in the process for outranking your competitors. From researching keywords to ranking high, this is a complete course on search engine optimization. This extended session focuses on the specific actions that drive the rankings and targeted traffic.

In this in-person class Andy Crestodina, Strategic Director and Founder of Orbit Media, will cover all of the most common SEO questions:

What are the biggest mistakes that website owners make?
Does duplicate content really hurt your rankings?
What are the most important search ranking factors?
What actions give you a durable advantage?
Which tools are truly useful? Which are free?
How is SEO ROI measured?
After attending this session, you’ll know how to:
Pick your battles: Find the phrases that you can win for
Indicate relevance: Use keywords in ways that show you’re the real thing
Target topics: Go beyond the keyphrase, finding semantic clues
Build authority: Grow your site’s credibility through networking and collaboration
Be opportunistic: Use Analytics to quickly find low-hanging fruit
Once finished, you’ll never look at webpages the same again.

Published in: Marketing
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Search Optimization

  1. 1. @crestodina Andy Crestodina Strategic Director | @crestodina SEO Masterclass #event
  2. 2. @crestodina Andy Crestodina Strategic Director | @crestodina network: OMSWiFi5Guest password: oms-guest! screenshare: join.me/orbiteers Welcome!
  3. 3. @crestodina
  4. 4. @crestodina 64% of website visits start with search source: Conductor
  5. 5. @crestodina Google Market Share (desktop) source: Search Engine Land @crestodina
  6. 6. @crestodina Google Market Share (mobile) source: Search Engine Land @crestodina
  7. 7. @crestodina Click through rate by search position source: https://www.advancedwebranking.com/ctrstudy/
  8. 8. @crestodina Click through rate by search position source: https://www.advancedwebranking.com/ctrstudy/
  9. 9. @crestodina Search fills the funnel
  10. 10. @crestodina Social Email Search
  11. 11. @crestodina Social Email Search
  12. 12. @crestodina Social Email Search
  13. 13. @crestodina Source: Website Traffic Sources, Orbit Media
  14. 14. @crestodina Traffic flowing through a search optimized site
  15. 15. @crestodina The spike and the long tail Initial spike from email and social (one week) Daily visits from organic search (months or years)
  16. 16. @crestodina Social Media vs. Search Traffic
  17. 17. @crestodina Social Media vs. Search Traffic
  18. 18. @crestodina Social Media vs. Search Traffic
  19. 19. @crestodina Social Media vs. Search Traffic
  20. 20. @crestodina Social Media vs. Search Traffic
  21. 21. @crestodina Technical SEO
  22. 22. @crestodina Technical SEO 1. URLs ...vs. tabs, popups, separate domains 2. Discoverable, crawl-able 3. sitemap.xml, robots.txt 4. Duplicates 5. Site speed 6. Errors
  23. 23. @crestodina sitemap.xml
  24. 24. @crestodina sitemap.xml
  25. 25. @crestodina robots.txt • Tells search engines what they should and shouldn’t crawl • Set it up carefully, to give search engines good instructions Disallow: / = no crawl!!
  26. 26. @crestodina robots.txt
  27. 27. @crestodina robots.txt
  28. 28. @crestodina robots.txt
  29. 29. @crestodina @crestodina
  30. 30. @crestodina
  31. 31. @crestodina
  32. 32. @crestodina
  33. 33. @crestodina Images vs. text
  34. 34. @crestodina Images vs. text
  35. 35. @crestodina Images vs. text
  36. 36. @crestodina Pages, tabs, topics and URLs
  37. 37. One page Many topics
  38. 38. @crestodina
  39. 39. @crestodina
  40. 40. @crestodina
  41. 41. @crestodina Snippets vs. rich snippets
  42. 42. @crestodina Snippets vs. rich snippets The difference is “schema”
  43. 43. @crestodina Schema.org and structured markup 1. Product 2. Location 3. Organization 4. Recipe 5. Reviews
  44. 44. @crestodina Snippets vs. rich snippets
  45. 45. Schema standards for recipes source: schema.org @crestodina
  46. 46. @crestodina Does your website have it? Schema Tools • Google’s Structured Data Tester • Schema Creator • Schema.org
  47. 47. Universal search results source: MOZ
  48. 48. @crestodina Domain Strategy: Where to blog?
  49. 49. @crestodina Domain Strategy: Where to blog? ...good
  50. 50. @crestodina Domain Strategy: Where to blog?
  51. 51. @crestodina Domain Strategy: Where to blog? ...better!
  52. 52. @crestodina Domain Strategy: Where to blog?
  53. 53. @crestodina Domain Strategy: Where to blog? ...bad
  54. 54. @crestodina URL Structure Best Practices 1. Short 2. Few slashes 3. Includes target phrase
  55. 55. @crestodina
  56. 56. Technical SEO = huge impact
  57. 57. @crestodina Authority
  58. 58. @crestodina How Google Works
  59. 59. @crestodina Links are authority
  60. 60. @crestodina Source: MOZ Search Ranking Factors 2015 The correlation between links and rankings
  61. 61. @crestodina more links = more authority
  62. 62. @crestodina links from authoritative websites = much more authority
  63. 63. @crestodina
  64. 64. @crestodina Many outgoing links = less authority per link
  65. 65. @crestodina Source: Open Site Explorer Domain Authority (link popularity)
  66. 66. @crestodina Checking keyword difficulty Source: MOZ Keyword Explorer
  67. 67. IF YOUR AUTHORITY IS GREATER THAN THE KEYWORD DIFFICULTY... YOU’VE GOT A CHANCE
  68. 68. @crestodina
  69. 69. @crestodina
  70. 70. @crestodina
  71. 71. @crestodina
  72. 72. @crestodina
  73. 73. @crestodina
  74. 74. @crestodina
  75. 75. @crestodina
  76. 76. @crestodina
  77. 77. @crestodina
  78. 78. @crestodina
  79. 79. @crestodina
  80. 80. @crestodina
  81. 81. @crestodina
  82. 82. @crestodina 1. Know your Domain Authority 2. Don’t expect to rank for a phrase if it’s way outside of your league! ACTION: Understand authority and competition More here: How to increase your Domain Authority
  83. 83. ANCHOR TEXT The words and phrases used In the text of the links to a page
  84. 84. @crestodina The text in the links to your website
  85. 85. @crestodina The text in the links to your website
  86. 86. @crestodina It’s good when a link includes the target keyphrase
  87. 87. @crestodina Source: Ahrefs (% of all referring domains) Partial / exact match of anchor text and keyphrase
  88. 88. @crestodina Source: Ahrefs Referring domains with partial/exact match of anchor text and keyphrase
  89. 89. @crestodina It’s bad if all the links include the target keyphrase
  90. 90. @crestodina Buttons vs. text links @crestodina
  91. 91. Relevance
  92. 92. TOPICS Which topics have a natural advantage in search?
  93. 93. @crestodina source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al Online searches by type Informational Transactional Navigational
  94. 94. @crestodina Online searches by type Informational Transactional Navigational ? $ brand source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
  95. 95. Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.
  96. 96. Keyphrases = Competitions Pages = Competitors
  97. 97. @crestodina Topics and website structure CENTRAL HUB Main topic, business category RELATED SUB-TOPICS Answers to the main questions, “how to” articles SUPPORTIVE BASE Broad range of helpful, related topics
  98. 98. @crestodina Keyphrases and website structure PRIMARY KEYPHRASE Home page targets the most competitive phrase SECONDARY KEYPHRASES product categories, services pages TERTIARY KEYPHRASES Phrases related to the problem, not the solution $ $ ?
  99. 99. @crestodina “wedding dresses”
  100. 100. @crestodina “wedding dresses”
  101. 101. @crestodina “lace wedding dresses”
  102. 102. @crestodina “lace wedding dresses”
  103. 103. @crestodina “modern wedding dresses”
  104. 104. @crestodina “modern wedding dresses”
  105. 105. CHOOSING KEYPHRASES Do people search for it? Do I have a chance of ranking for it?
  106. 106. @crestodina 1. Popularity People are searching for it 2. Competition We have a chance of ranking for it (competition) 3. Relevance If someone searches for it and finds us, they’ll be happy! Three criteria for choosing keyphrases
  107. 107. @crestodina source: Google Keyword Planner Google Keyword Planner
  108. 108. @crestodina Google Keyword Planner source: Google Keyword Planner
  109. 109. @crestodina
  110. 110. @crestodina Google Suggest
  111. 111. @crestodina Google Suggest keywordtool.io
  112. 112. @crestodina
  113. 113. @crestodina Google Trends
  114. 114. Google Trends
  115. 115. @crestodina
  116. 116. @crestodina 1. Confirm that there is some demand for the phrase 2. Target phrases only if your authority is in the same range as the other high ranking pages ACTION: Keyword Research
  117. 117. @crestodina KEYWORD ACTIVITY Q: What keywords do my target audience use when searching for my business?
  118. 118. @crestodina ONE PAGE OR TWO? Keyword targeting within related topics
  119. 119. @crestodina
  120. 120. @crestodina
  121. 121. USING KEYPHRASES Indicate the relevance
  122. 122. @crestodina 1. <title> 2. <h1> header 3. Body text 4. Meta Description Visible = important
  123. 123. @crestodina 1. URLs 2. Alt text 3. File names 4. Meta keywords 5. Etc. Less visible = less important
  124. 124. @crestodina 1. <title> Use the phrase once in the beginning of the title tag Where to use the phrase
  125. 125. @crestodina Where is the title? 1. It’s above the address bar in your browser…
  126. 126. @crestodina Where is the title? 2. It’s often the link in Google search results! 1. It’s above the address bar in your browser…
  127. 127. @crestodina <title>Home</title>
  128. 128. @crestodina 1. <title> Use the phrase once in the beginning of the title tag 2. <h1> header Use the phrase once in the header Where to use the phrase
  129. 129. @crestodina Once in the <h1> header
  130. 130. @crestodina Template for search-friendly headlines Web Content Checklist: 21 ways to publish better content
  131. 131. @crestodina Template for search-friendly headlines Web Content Checklist: 21 ways to publish better content (keyword + colon + number + headline with benefit)
  132. 132. @crestodina 1. <title> Use the phrase once in the beginning of the title tag 2. <h1> header Use the phrase once in the header 3. Body text Use the phrase 2-4 times every 500 words Where to use the phrase
  133. 133. @crestodina In the body text
  134. 134. @crestodina 1. <title> Use the phrase once in the beginning of the title tag 2. <h1> header Use the phrase once in the header 3. Body text Use the phrase 2-4 times every 500 words 4. Meta Description Use the phrase once in the meta description Where to use the phrase
  135. 135. Managing your snippet with a plugin
  136. 136. The CONTROL + F Test Are we relevant for the phrase?
  137. 137. Anchor Text does not indicate the relevance of this page
  138. 138. Indicate Relevance
  139. 139. Indicate Relevance
  140. 140. Internal Linking
  141. 141. @crestodina Internal Linking
  142. 142. You’re not done publishing a new post until you have linked to it from an older post.
  143. 143. Semantic SEO
  144. 144. Back in the day...
  145. 145. We’ve been working on an intelligent model... that understands real-world entities and their relationships to one another: things, not strings. Amit Singhal Google
  146. 146. @crestodina
  147. 147. @crestodina
  148. 148. @crestodina
  149. 149. @crestodina
  150. 150. @crestodina
  151. 151. @crestodina
  152. 152. @crestodina
  153. 153. @crestodina Semantic connections to “footer design” website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template
  154. 154. @crestodina Semantic connections to “footer design” website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template
  155. 155. @crestodina
  156. 156. @crestodina@crestodina
  157. 157. @crestodina
  158. 158. @crestodina Rankings climb for “website footer design”
  159. 159. What was the search volume?
  160. 160. @crestodina And finally, the traffic...
  161. 161. @crestodina ACTION: Indicate the relevance 1. Use the target phrase in the title, header and body text 2. Find and use the words and phrases that are semantically connected to the phrase you’re targeting
  162. 162. Length
  163. 163. @crestodina Long content gets shared more source: BuzzSumo dataset: OrbitMedia.com
  164. 164. @crestodina Long content attracts more links source: Hubspot > 2500 2250 – 2500 2000 – 2249 1750 – 1999 1500 – 1749 1250 – 1499 1000 – 1249 750 – 999 500 – 749 250 – 499 0 - 249
  165. 165. @crestodina Length, links and shares source: MOZ, Buzzsumo Article Length Avg Shares Avg Referring Links < 1,000 2,823 3.47 1 - 2,000 3.456 6.92 2 – 3,000 4,254 8.81 3 – 10,000+ 5,883 11.07 n = 489,128 articles (over 85% had less than 1,000 words)
  166. 166. @crestodina Long content correlates with high rankings source: CoSchedule
  167. 167. @crestodina Long content generates more leads source: Curata
  168. 168. @crestodina ACTION: Write long? 1. Cover the subject in a detailed, thorough way 2. Answer all of the related questions 3. Make it the best page on the internet for the topic
  169. 169. @crestodina Answer all the related questions source: answerthepublic.com
  170. 170. @crestodina
  171. 171. @crestodina • 11 answers • 4 images • 3 quotes • 2100+ words Complete!
  172. 172. @crestodina • 11 answers • 4 images • 3 quotes • 2100+ words Complete!
  173. 173. @crestodina • 11 answers • 4 images • 3 quotes • 2100+ words Complete! @crestodina • #CMWorld
  174. 174. @crestodina
  175. 175. LET’S REVIEW Which keywords are helpful? Which links are helpful?
  176. 176. @crestodina blog post guest post research post on another site keyphrase keyphrase
  177. 177. @crestodina blog post guest post research post on another site keyphrase keyphrase
  178. 178. @crestodina blog post guest post research post on another site keyphrase keyphrase
  179. 179. @crestodina blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?
  180. 180. @crestodina blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?
  181. 181. @crestodina blog post guest post research post on another site keyphrase keyphrase
  182. 182. @crestodina
  183. 183. @crestodina
  184. 184. Local SEO
  185. 185. Local Search Ranking Factors
  186. 186. 2239 Business Categories ... Gazebo Builders, Ghost Towns, Helium Gas Suppliers, Hot Tub Repair, Pinball Machine Suppliers, Pumpkin Patches, Taxidermists, Truck Stops source: http://blumenthals.com/Google-Categories.html
  187. 187. Consistent Citations
  188. 188. Local NAP Optimization
  189. 189. @crestodina 1. Confirm the category (and add others) 2. Check citations (MOZ Local) 3. Indicate location on the website 4. Get a few nice reviews! Local SEO Action Items
  190. 190. Guest Blogging and PR
  191. 191. @crestodina WHERE to publish YOUR SITE OTHER SITES
  192. 192. @crestodina WHO does the writing CREATED BY YOU CO-CREATED WITH INFLUENCERS
  193. 193. @crestodina Blogging vs. Guest Blogging Content = 2 Links = 0 Friends = 0 Content = 3 Links = 1 Friends = 2
  194. 194. @crestodina Blogging vs. Guest Blogging Content = 4 Links = 0 Friends = 0 Content = 6 Links = 2 Friends = 4 (better links + real connections)
  195. 195. @crestodina Blogging vs. Guest Blogging Nice blog, but… This is what great content marketing looks like.
  196. 196. User Interaction Signals
  197. 197. @crestodina User Interaction Signals ...and “RankBrain” 1. Click through rate from search results pages 2. Bounce Rate 3. Time on page
  198. 198. @crestodina Evidence that these are ranking factors source: How Google Works: A Ranking Engineer’s Perspective, Paul Haar (slide 30)
  199. 199. @crestodina Time on page correlation
  200. 200. @crestodina Time on page correlation
  201. 201. @crestodina The Short Click vs. The Long Click @crestodina
  202. 202. @crestodina ACTION: Keep your visitors on your page 1. Format for Scanners 2. Add Multiple Images 3. Add Video 4. Internal Linking 5. Go Deep!
  203. 203. @crestodina
  204. 204. @crestodina Avoid long, blocky paragraphs
  205. 205. @crestodina Your “readers” are scanners source: How Little to Users Read? NN Group Users have time to read at most 28% of the words during an average visit. 20% is more likely.
  206. 206. Add multiple images source: 2016 Blogger Survey @crestodina
  207. 207. Questions and Answer Boxes
  208. 208. 1. Write content that answers questions 2. Use sentences that include complete questions and complete answers 3. Write detailed posts that rank high in the first place! How to Rank #0 @crestodina
  209. 209. @crestodina Andy Crestodina Strategic Director | @crestodina THANK YOU!

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