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Taking on-page SEO to the next level - Page One Power Webinar August 2018

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In this webinar with Jordan and Mary from Page One Power, I took a look at advanced ways to improve your on-page SEO.
We looked at terms like “LSI" (latent semantic indexing) keywords and “TD-IDF" (term frequency-inverse document frequency) to better understand how to create user-friendly content, and other ways to optimise your site to increase the number of terms it can rank for.

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Taking on-page SEO to the next level - Page One Power Webinar August 2018

  1. 1. Hosted by: Lead Gen Specialist | Page One Power SEO Strategist | Screaming Frog, Content Strategy Consultant | Chopped Digital Jordan Yocum Charlie WilliamsMary Wilson Technical SEO Specialist Page One Power
  2. 2. Charlie Williams @ p a g e s a u c e c h a r l i e @ s c r e a m i n g f r o g . c o . u k
  3. 3. Isn’t on-page SEO fundamental? T h e q u e s t i o n
  4. 4. On-page checklists Yoast, Woorank, SEMrush et al all make on-page SEO seem simple
  5. 5. On-page checklists woorank.com/en/www/pa geonepower.com
  6. 6. Time to hit the bar! Right?
  7. 7. 5 ways to level up on page SEO I w a n t t o s h a r e
  8. 8. moz.com/blog/visual-guid e-to-keyword-targeting-o npage-optimization Further reading
  9. 9. moz.com/blog/rank-in -2018-seo-checklist Further reading
  10. 10. backlinko.com/on -page-seo Further reading
  11. 11. 1. Test Meta Data Don’t settle for your original
  12. 12. Hang on a moment... Didn’t I just call that a fundamental tick-list job? Think PPC folk don’t test ad copy?
  13. 13. Search Console data Find the page/keyword combinations that are under performing
  14. 14. Use copywritin g ctr.tools tests your SERP snippet for CTR potential
  15. 15. Use copywritin g Grab searcher’s interest, & leave them wanting more
  16. 16. Use copywritin g Build your own test and keep optimising
  17. 17. 2. Know your intent Create the right content for the right context
  18. 18. Know your intent moz.com/blog/segme nting-search-intent (from 2007!)
  19. 19. Know your intent fro.gg/gsqev
  20. 20. Interpret the intent Don’t build content without understanding the searcher
  21. 21. Interpret the intent Don’t build content without understanding the searcher
  22. 22. Interpret the intent Don’t build content without understanding the searcher
  23. 23. Understand the search market Categorise your keyword targets by intent via looking at the SERPs
  24. 24. Find common themes to identify different intents Understand the search market
  25. 25. Where’s the money pointing to? Understand the search market
  26. 26. Intent of the search, not about the keyword W r i t e f o r
  27. 27. 3. Get keyword clever Give your keyword targeting some powerups
  28. 28. LSI keywords Lots of advice telling you to add them to your content
  29. 29. Terminology LSI (latent semantic indexing) keywords: Keywords semantically related to your primary keyword. Patterns in user searches determine how one keyword is usually associated with another. LSI is based on the principle that words that are used in the same contexts tend to have similar meanings. A key feature of LSI is its ability to extract the conceptual content of a body of text by establishing associations between those terms that occur in similar contexts.
  30. 30. Spotting synonyms Identify search queries with the same user goal (as well as intent)
  31. 31. Spotting synonyms Identify search queries with the same user goal (as well as intent)
  32. 32. Use Google’s related searches for starting clues (but check intent!) Semantic keyword research
  33. 33. Semantic keyword research Many tools now group keywords by lexical similarity
  34. 34. Many tools now group keywords by lexical similarity Semantic keyword research
  35. 35. moz.com/blog/7-advanced -seo-concepts Semantic keyword research
  36. 36. Using co- occurrence moz.com/blog/rank-in-20 18-seo-checklist
  37. 37. Using co- occurrence moz.com/blog/7-advance d-seo-concepts
  38. 38. Terminology TF-IDF (term frequency-inverse document frequency): Statistic that tell us how important a word is to a document (or selection of documents), typically used as a weighting factor in searches of information retrieval.
  39. 39. TF-IDF identifies topics ai.googleblog.com/2014/0 8/teaching-machines-to-r ead-between-lines.html
  40. 40. TF-IDF identifies topics ai.googleblog.com/2014/0 8/teaching-machines-to-r ead-between-lines.html
  41. 41. How to use TF-IDF ryte.com/product/content -success/
  42. 42. How to use TF-IDF ryte.com/product/content -success/
  43. 43. 4. Build better content Hard work = stronger optimisation
  44. 44. No, we mean it this time Medic is the latest core algo update to target measurable ‘quality’
  45. 45. Help, Medic! courses.mariehaynes.com /search-news-you-can-us e/episode-45-light-versio n/
  46. 46. Help, Medic! mariehaynes.com/the-aug ust-1-2018-google-update-s trongly-affected-ymyl-sites/
  47. 47. Help, Medic! yoast.com/googles-medic-u pdate/
  48. 48. Help, Medic! gsqi.com/marketing-blog/a ugust-1-google-algorithm-u pdate-analysis-and-findings /
  49. 49. What is ‘quality’? searchengineland.com/wha t-is-quality-content-251071
  50. 50. searchengineland.com/wha t-is-quality-content-251071 What is ‘quality’?
  51. 51. support.google.com/webm asters/answer/7451184?hl=e n&visit_id=636709775220714 396-1107990840 What is ‘quality’?
  52. 52. support.google.com/webm asters/answer/7451184?hl=e n&visit_id=636709775220714 396-1107990840 What is ‘quality’?
  53. 53. Post-Panda questions webmasters.googleblog.co m/2011/05/more-guidance-o n-building-high-quality.html
  54. 54. webmasters.googleblog.co m/2011/05/more-guidance-o n-building-high-quality.html Post-Panda questions
  55. 55. Conduct user testing Don’t try and judge the site yourself - get some outside, and neutral, input
  56. 56. Improve readability yoast.com/yoast-seo- readability-analysis/ Get help from tools
  57. 57. Build long content? backlinko.com/on- page-seo
  58. 58. Build long content? twitter.com/thetafferb oy/status/10293097030 11098630
  59. 59. No, be comprehensive moz.com/blog/beat-yo ur-competitors-rankin gs-comprehensive-co ntent-whiteboard-frid ay
  60. 60. No, be comprehensive answerthepublic.com
  61. 61. “How does thin content usually happen? Because a publisher knows enough about SEO to have pages for different topics… But they don’t put enough effort into the pages to make them unique and valuable” Eric Enge
  62. 62. Make it fast developers.google.com/ web/tools/lighthouse/ tools.pingdom.com
  63. 63. What about ecommerce? slideshare.net/pagesau ce/shop-it-like-its-hot-e commerce-content-tha ts-worth-a-damn-brigh tonseo-april-2017
  64. 64. 5. Use internal links Signpost your content in a smarter way
  65. 65. Add main body links Where you link from is as important as how often you link
  66. 66. Review site structure Are your most important pages linked to the most?
  67. 67. Thanks! @ p a g e s a u c e c h a r l i e @ s c r e a m i n g f r o g . c o . u k bit.ly/p1p-sf- webinar

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