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The Need-to-know SEO webinar

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The Need-to-Know SEO webinar with RankAbove CTO Eli Feldblum covers some basic and not-so-basic SEO tips, and lets you improve your site's chances for top organic rankings - by the end of the session!

Eli co-founded RankAbove (a leading SEO software company whose customers include MTV, 1800Flowers, et.al.) in 2007 and is the visionary behind its automated SEO solution. He is a house of knowledge and he's kind enough to share it.

· Learn how to optimize your site's on-page mark up, URL structure, backlinks, breadcrumbs and content for your targeted keywords.

· Did you know that Google employs human quality raters? Learn exactly what they're looking for in a site so you can prioritize your site optimization work accordingly.

· Hear the news that Google is transferring data from Freebase to Wikidata for the Knowledge Graph*? That may sound like mumbo-jumbo to you, but this has big implications for website owners. Learn the steps you need to take to get Google to recognize you as a knowledge source.
* That panel of information Google often displays on the right side of the search results, that provides direct answers to queries

A note from Eli:
My team at RankAbove and I deal primarily with large sites--big publishers with tens to hundreds of new pieces of content going up daily, eCommerce sites with large product lines and platforms with millions of dynamically-generated pages. I'm going to share the most common SEO errors made by large companies, that you can look out for as your business and website grow.

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The Need-to-know SEO webinar

  1. 1. Webinar for GreyCroft portfolio companies The Need-To- Know SEO
  2. 2. SEO/Tech Extraordinaire Eli Feldblum @GreycroftVC  CTO & Founder of RankAbove  eli@rankabove.com  @FeldBum  201-815-9467
  3. 3. RankAbove Smart, Automated SEO @GreycroftVC
  4. 4. RankAbove Smart, Automated SEO @GreycroftVC
  5. 5. About This Webinar  Learning (or re-learning) SEO Basics & dispelling SEO Myths  The Human Side of Google.  Big Site Issues  Know the Knowledge Graph  ‘Insider’ SEO Tips & Tricks  Questions & Answers @GreycroftVC
  6. 6. Back to Basics Remember everything we started doing, before we got distracted by fun tactics? That stuff still works really well. @GreycroftVC
  7. 7. The Basics: Keywords Tools:  Google Instant  Keyword Planner  Trends  RankAbove  SEMRush Use the one you like best—and use them all for important stories or pages. @GreycroftVC
  8. 8. The Basics: Keywords Tools:  Google Instant  Keyword Planner  Trends  RankAbove  SEMRush Use the one you like best—and use them all for important stories or pages. @GreycroftVC
  9. 9. The Basics: Keywords @GreycroftVC RankAbove Keyword Planner Instant Trends Tiny Houses Tiny House Tiny House Plans Tiny Houses for Sale Tumbleweed Tiny House Small House Plans Tumbleweed Tiny Homes Tiny House Plans Tiny House Movement Tiny House Nation Small House Movement Tiny House Tiny House Plans Tiny House Blog Tumbleweed Tiny House Tiny Houses Small House Plans Tiny Homes Tiny House for Sale Tiny House Nation Small Houses Tiny House Tiny House Nation Tiny House For Sale Tiny House Plans Tiny House Movement Tiny Houses Prefab Tiny Houses on Wheels Tiny Houses Floor Plans Tiny Houses Cost Small House Movement Tumbleweed Tumbleweed Tiny House Company Tumbleweed Tiny House Tiny House Tiny House Plans Tiny Houses Small Houses
  10. 10. The Basics: Titles Make sure your titles match what your customers search for.  Is that dress “pistachio?” Nobody searches for a “pistachio” dress. It’s green.  Called your TV movie “The TLC Story?” Great. Everyone is going to search for “TLC movie.” Don’t let Google rewrite them. @GreycroftVC
  11. 11. The Basics: Content Content is still king. Especially now. Good content = Good SEO. Use your H1 tags, and always endeavor to lead with the most unique and most relevant content. @GreycroftVC
  12. 12. The Basics: Content Retailers: If you use manufacturer descriptions, no one will find your products. Fill in the gaps left by manufacturers, and you may get some internal link opportunities too. @GreycroftVC
  13. 13. The Basics: Internal Links In fact, many of you don’t even need more links, just better and more consistent internal linking.  Create a plan or use technology to standardize internal links across your site  Look out for duplicate content (more on that later). @GreycroftVC
  14. 14. The Basics: URLs Your URLs are virtual and generally controlled by your CMS. It pays to make them friendly and easy-to- read. @GreycroftVC
  15. 15. The Basics: Schema Markup Help Google understand the context of your content.  Product schema  Breadcrumb schema  Whatever else applies to your site. Find out more at schema.org. @GreycroftVC
  16. 16. The Basics: Rich Media Google likewise doesn’t understand your rich media content—or even know its there.  Use XML Sitemaps (regular for images and video for, um, video). Check out the RankAbove/comScore joint study on how well rich media performs. @GreycroftVC
  17. 17. The Basics: Soup to Nuts Search Engines read top to bottom: From titles, to URLs, to H1, to Content, to Links. Tell a story.  Match the keywords you researched to your internal links and to the content on your site.  Be consistent. @GreycroftVC
  18. 18. Advanced: Internal Competition Big sites grow dynamically, and—unchecked—you can easily become your own biggest competitor.  Use the following checklist to prevent thin, duplicate or competing content from appearing on your site. @GreycroftVC
  19. 19. Advanced: Internal Competition  Do you have any empty category pages?  Do you use tags? Has any tag has ever appeared only once on your site?  Do you allow users to create content? Are there safeguards to ensure they don’t duplicate content? @GreycroftVC
  20. 20. Advanced: Internal Competition  Do two pagetypes on your site serve similar purposes, like author and bio pages?  How do you handle product variations, like size, color and quantity?  Find more issues with tools like RankAbove or the site: command in Google. @GreycroftVC
  21. 21. The Humans of Google Site Quality Matters A mix of algorithms and real humans are looking at your site, and they are looking for:  Speed to Load  Ad Coverage  Content Quality  Boilerplate Content  Reading Level  Links & Social Metrics  Design Aesthetic @GreycroftVC
  22. 22. But Didn’t SEO Change? Panda and Penguin You’ve probably heard that you should be scared of them. That’s true. But they aren’t really game changers—they are game enforcers. @GreycroftVC
  23. 23. Knowledge Graph Use Wikipedia, Freebase and Google+ to get more visitors and incredible exposure. @GreycroftVC
  24. 24. What is the Knowledge Graph? It’s actually kinda what it sounds like:  A graph of all the knowledge Google has.  It’s a collection of data that Google has gathered, and of the connections between those bits of data.  The collation of that data is what is displayed. @GreycroftVC
  25. 25. What is the Knowledge Graph? It shows up in many forms. The one we see most often is this side box or panel. @GreycroftVC
  26. 26. What is the Knowledge Graph? It also powers the “collections” we see on searches that return specific lists of results, like casts of shows or movies. @GreycroftVC
  27. 27. What is the Knowledge Graph? And it answers questions. @GreycroftVC
  28. 28. What is the Knowledge Graph? It even compares things. @GreycroftVC
  29. 29. How Does it Affect Sites? Usually, it hurts them. Especially informational sites or sites that show up for informational queries, like:  Publishers  Wikis  Q&A Sites  Single-Purpose Data Sites @GreycroftVC
  30. 30. How Does it Affect Sites? STUDY:  8 sites  20MM impressions  2MM clicks @GreycroftVC When the Knowledge Graph displayed, average CTR for sites in the Top 5 Positions of Google dropped from 13% to 8%.
  31. 31. How Does it Affect Sites? In first position, average CTR dropped from 22% to 12%. @GreycroftVC
  32. 32. How Does it Affect Sites? Even sites referenced in the Knowledge Graph lost traffic. Once it was introduced, Wikipedia lost more than 20% of its US traffic. @GreycroftVC
  33. 33. But! When used correctly the Knowledge Graph showed an overall increase in traffic for sites, even when those sites lost traffic on individual searches. @GreycroftVC  Answers and panels (collations) hurt sites  The carousel and related links (collections and connections) can help sites.
  34. 34. Fighting Back How do you use the Knowledge Graph to your advantage?  Wikipedia  Freebase  Collating and Organizing your own information @GreycroftVC
  35. 35. Wikipedia The Knowledge Graph’s primary source of textual, descriptive data  Luckily, you can—and should—edit Wikipedia (I have ~5000 edits).  No need to promote your site  Don’t violate Wikipedia guidelines @GreycroftVC
  36. 36. Wikipedia Make sure that:  Wikipedia’s information, especially the top intro paragraph, are correct.  Related information in Wikipedia is correct: – Cast lists – Car models – Categories – Etc… @GreycroftVC
  37. 37. Freebase An incredible database of nearly all the world’s info: @GreycroftVC It does exactly what the Knowledge Graph needs: it shows the connections between different pieces of data.  Unsurprisingly purchased by Google  That you can also edit
  38. 38. Freebase  Make sure those connections are correct and that they include what you want.  Connect data to a site! A great way to subtly convince Google to use your site as a source for the Knowledge Graph, or get the info you want in the Knowledge Graph.  Only until April 2015! @GreycroftVC
  39. 39. Make Your Own Freebase/Wikipedia If you do connect your site you’ll do best in the Knowledge Graph if Google likes the site.  Keep it organized  Show connections and collections  Make it highly structured  Bonus: If you can maintain it, make it editable. @GreycroftVC
  40. 40. The Results VH1 used the Knowledge Graph to their advantage, updating Wikipedia and Freebase to ensure all show and product info was correct. @GreycroftVC Avg. CTR when the Knowledge Graph showed up (in all positions) jumped to 15%!
  41. 41. The Results In fact, by tracking IPs and visitor sessions We saw that users actually browsed more pages when the Knowledge Graph showed up! @GreycroftVC
  42. 42. The Results For searches that returned collection results, especially with visual collections, CTR jumped to 20% in all positions! @GreycroftVC
  43. 43. One Last Thing! The Knowledge Graph also grabs data from one more very important source: your favorite social network, Google+! Connect you Google+ page, and Google will feature your latest G+ post for free! @GreycroftVC
  44. 44. SEO Tips & Tricks  Free Traffic for eCommerce sites  The secret Macy’s doesn’t want you to know about  How HappyPlace tricked you  One weird trick your agency doesn’t want to know  But wait! There’s more! @GreycroftVC
  45. 45. The Coupon Page For almost every retailer the most popular branded searches (and often the most popular searches) are for coupons and discounts. Why give that away to RetailMeNot? @GreycroftVC
  46. 46. The Coupon Page YOU DON’T EVEN HAVE TO OFFER COUPONS! @GreycroftVC
  47. 47. Macys.com Secret Navigation The Macys.com you never see—unless you come from search. @GreycroftVC THE PERFECT COMBO OF SEO AND USABILITY
  48. 48. Macys.com Secret Navigation The Macys.com you never see—unless you come from search. @GreycroftVC THE PERFECT COMBO OF SEO AND USABILITY
  49. 49. Macys.com Secret Navigation But it doesn’t sell quite as well as Macys.com’s regular category pages. Vs. @GreycroftVC
  50. 50. Macys.com Secret Navigation  They link to it contextually, but not overtly  They use it primarily where they don’t have categories or subcategories (like cocktail dresses)  Once the bot gets to /SLP/, it stays there. And it likes it. @GreycroftVC
  51. 51. The Never-Ending Page We all wants links, shares and other social metrics for our articles. How can your smaller site get as many likes, tweets and links as the big guys? @GreycroftVC
  52. 52. The Never-Ending Page Just run the same article forever. Or at least, on the same URL. @GreycroftVC
  53. 53. But Wait, There’s More! @GreycroftVC Questions?
  54. 54. More Information eli@rankabove.com 201-815-9467 @FeldBum @GreycroftVC

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