Search Engine Optimization: Monster Guide

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Search Engine Optimization: Monster Guide

  1. 1. @Rob Bertholf Introduction __
  2. 2. @Rob Bertholf WiFi Access Login: ________ Password: ________
  3. 3. @Rob Bertholf @Rob HELLOmy name is
  4. 4. @Rob Bertholf @Rob’s Experience
  5. 5. @Rob Bertholf @Rob’s Geek Cred @Rob WordPress Plugin Developer <> #IRC Operator @Zeppo Former Board of Directors Information Management Staff Sergeant US Air Force Software as a Service Architect / Growth Hacker CC Creative Commons Contributor Wikipedia Editor PATENT APPLICATION #US20060294199 Systems & Methods for a Standard Web Platform
  6. 6. @Rob Bertholf Search Engine Optimization Expert Google Search Engine Optimization Expert @Rob Bertholf | Search Engine Optimization Expert rob.bertholf.com Hi, I’m @Rob on Twitter. California guy living in Honolulu, Hawaii the last 10 years. I teach at University of Hawaii’s PNM program and I am passionate about Development, Social Marketing Strategy, Web Analytics & Conversion optimization. Search engine optimization - Wikipedia en.wikipedia.org/wiki/Search_engine_optimization About 22,500,000 Results
  7. 7. @Rob Bertholf Get Social! #UHPNM Pacific New Media @pacificnewmedia Follow @PacificNewMedia Excited to speak at #Clarity15 on #SEO #KPI’s & Reporting! Rob Bertholf @Rob Follow @Rob Excited to speak at #UHPNM on #SEO & #ContentMarketing!
  8. 8. @Rob Bertholf Introductions :) HELLOyour name is 1) Name 2) Industry 3) Takeaway
  9. 9. @Rob Bertholf Search Engine Fundamentals __
  10. 10. @Rob Bertholf ● What is a Search Engine ● Search Experience Optimization factors ● Industry Tools Desired Takeaways
  11. 11. @Rob Bertholf ● Pay for a reliable web host ● Get on WordPress ● Know your customer, what they search for, and what value you bring to them ● Create purposeful content (matching your customer's search intent) ● Share your content ● Use Google Search Console Course Summary
  12. 12. @Rob Bertholf What I Pay For ● Currently ○ Moz https://moz.com ○ AHREFs https://ahrefs.com ○ Screaming Frog http://www.screamingfrog.co.uk/seo-spider/ ○ Link Assistant’s Rank Tracker http://www.link-assistant.com/rank-tracker/
  13. 13. @Rob Bertholf ● Check Google Search Console & Bing Webmasters for Crawl Errors & Indexation changes ● Check in on industry alerts ● Check Google Analytics/Search Console for SERP, Content & Conversion performance ● Check AHREFs for new links to competitors, check LinkResearchTools or Moz for link intersect. What I do daily/weekly
  14. 14. @Rob Bertholf ● Read the following blogs: ○ https://googleblog.blogspot.com/ ○ https://moz.com/blog ○ http://searchengineland.com ○ https://www.searchenginejournal.com/ ○ https://searchenginewatch.com/ How to stay current
  15. 15. @Rob Bertholf Google - Browser http://www.google.com Understanding Search Engines Google
  16. 16. @Rob Bertholf Browser http://www.google.com What is a search engine? A search engine is a program that searches for and identifies items in a database that correspond to keywords or characters specified by the user, used especially for finding particular sites on the World Wide Web.
  17. 17. @Rob Bertholf Search Engines Timeline 1990: Archie - Query Form (First Search Engine) 1993: Excite / ALIWEB 1994: WebCrawler (First Crawler) 1994: Infoseek & Yahoo (Directories) / LYCOS 1996: Inktomi (Pioneered Paid Inclusion) 1997: Ask/AskJeeves (Natural Language Saearch) 1998: Microsoft launches MSN 1998/9: Google 2009: Bing
  18. 18. @Rob Bertholf
  19. 19. @Rob Bertholf Browser http://www.google.com What is an organic listing? Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-organic search results may include pay per click advertising.
  20. 20. @Rob Bertholf
  21. 21. @Rob Bertholf Search Engine Market Share (US) Statistics provided by StatCounter. Updated September 2015 Desktop Mobile
  22. 22. @Rob Bertholf Google - Browser http://www.google.com Search Engine Anatomy Google
  23. 23. @Rob Bertholf Organic Search Paid Search Ads Search Ads
  24. 24. @Rob Bertholf Shopping Product Listing Ads
  25. 25. @Rob Bertholf Paid (PPC) vs. Organic (SEO) Easy to Find Hard to Find Money is Being Spent Money Is NOT being spent
  26. 26. @Rob Bertholf Gold Digger vs. Girlfriend Easy to Find Hard to Find Money is Being Spent Money Is NOT being spent
  27. 27. @Rob Bertholf Local Local
  28. 28. @Rob Bertholf Images
  29. 29. @Rob Bertholf Videos
  30. 30. @Rob Bertholf Site Links Sitelinks Search Box
  31. 31. @Rob Bertholf Knowledge Panel More on Schema & Knowledge Graph in Part 2
  32. 32. @Rob Bertholf Answer Box More on Schema & Knowledge Graph in Part 2
  33. 33. @Rob Bertholf Importance of Organic Search On average, we conduct 12 billion searches per month on the web in the United States. (Comscore, July 2014) 44% of online shoppers begin by using a search engine. (Interconnected World: Shopping and Personal Finance, 2012) 93% of online experiences begin with search engines. (Interconnected World: Shopping and Personal Finance, 2012)
  34. 34. @Rob Bertholf How does a Search Engine FIND my site?
  35. 35. @Rob Bertholf Search Engines “Crawl” the Web
  36. 36. @Rob Bertholf Catalog or “Index” their Findings
  37. 37. @Rob Bertholf Query Index for Search Results Google
  38. 38. @Rob Bertholf How does a Search Engine RANK my site?
  39. 39. @Rob Bertholf ...so we tricked them. I am a unicorn! Cool! Search Engines started out very naive and trusting…
  40. 40. @Rob Bertholf Misleading Text <title>Acme Car Insurance</title> <meta name="description" content="Really cute cat photos!" /> <meta name="keywords" content="cat pictures, cat photos, cute cat, kittens" /> <h1>Buy our Insurance</h1> <p>Acme Car Insurance is the sleaziest.</p> <p class="white-text-on-white-background">Really cute cat photos and pictures of kittens</p>
  41. 41. @Rob Bertholf PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn)) ...then there was PageRank
  42. 42. @Rob Bertholf PageRank The theory was idealistic but also quite naive. The underlying assumption was the more important websites are likely to receive more links from other websites. PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is.
  43. 43. @Rob Bertholf A 3% D 3.9% 1.6 % 1.6 % 1.6 % 1.6 % F 3.9% C 34.3%B 38.4% 1.6 % E 8.1%
  44. 44. @Rob Bertholf Each page has a notion of its own self-importance. That’s “PR(T1)” for the first page in the web all the way up to “PR(Tn)” for the last page PR(Tn)
  45. 45. @Rob Bertholf H F C B G E Homepage About Services Blog Contact PageRank spreads across pages not just domains
  46. 46. @Rob Bertholf C(Tn) Each page spreads its vote out evenly amongst all of its outgoing links. The count, or number, of outgoing links for page 1 is “C(T1)”, “C(Tn)” for page “n”, and so on for all pages.
  47. 47. @Rob Bertholf Page A (1.0) Page B (1.0) Page C (1.0) Page D (1.0) Average PR 1.0
  48. 48. @Rob Bertholf PR(Tn)/C(Tn) So if our page (page A) has a backlink from page “n” the share of the vote page A will get is PR(Tn) / C(Tn)
  49. 49. @Rob Bertholf Page A (1.49) Page B (0.78) Page C (1.58) Page D (0.15) Average PR 1.0 PR(A) = (1-d) + d * (0) = 0.15
  50. 50. @Rob Bertholf Dampening d(... All these fractions of votes are added together but, to stop the other pages having too much influence, this total vote is “damped down” by multiplying it by the factor “d”
  51. 51. @Rob Bertholf Links are like recommendations.
  52. 52. @Rob Bertholf PageRank is like a popularity contest. The more votes the greater the popularity.
  53. 53. @Rob Bertholf Friends of Popular People are Popular
  54. 54. @Rob Bertholf The SEO Pendulum Trust What You Say (On-Page) Trust What Others Say (Off-Page) Search Engine Trust 2005 2010 2015
  55. 55. @Rob Bertholf Google Algo Updates
  56. 56. @Rob Bertholf How does a Search Engine CURRENTLY RANK my site?
  57. 57. @Rob Bertholf
  58. 58. @Rob Bertholf
  59. 59. @Rob Bertholf
  60. 60. @Rob Bertholf
  61. 61. @Rob Bertholf
  62. 62. @Rob Bertholf
  63. 63. @Rob Bertholf
  64. 64. @Rob Bertholf Optimizing for Search Engines What is their angle anyway?
  65. 65. @Rob Bertholf What to know about SEO...
  66. 66. @Rob Bertholf Forget what we know about SEO (... most of it anyway)
  67. 67. @Rob Bertholf ... most of it anyway • Meta Keywords (are not used) • Link Exchanges (can get you penalized) • Keyword Density (can get you penalized) • Page w/outbound Links (always been useless)
  68. 68. @Rob Bertholf Authority still assigned through recommendations.
  69. 69. @Rob Bertholf Recommendations = Inbound Links Other Websites Your Website Local Directory Guest Blogging Press Releases Mentions Social Signals
  70. 70. @Rob Bertholf Authority validated by social signals.
  71. 71. @Rob Bertholf How to look at SEO...
  72. 72. @Rob Bertholf Think of Search Engines like a Hotel Concierge
  73. 73. @Rob Bertholf Google is a concierge ● Like a concierge, the role of a search engine is to help a visitor find what they are looking for ● The search engine finds the most relevant results with the best visitor experience based the user's intent ● If Google does not deliver answers we stop using them and their ad revenue dries up ● Our interests are aligned!
  74. 74. @Rob Bertholf If it’s good for Humans, it’s good for Robots (or Search Engines)
  75. 75. @Rob Bertholf Building an Optimized Website
  76. 76. @Rob Bertholf Reliable Website Host
  77. 77. @Rob Bertholf Reliable Web Host • What is the point of a website if it's down and people can’t see it? • Page loading speed directly affects time on site & conversion. • Re-think shared hosting, get dedicated IP address at a minimum.
  78. 78. @Rob Bertholf Reliable Web Host • Ensure your website is up when Googlebot visits your site. • SE’s want to serve best experience, site usage matters. • Don’t be on the same IP as spammer.
  79. 79. @Rob Bertholf Content Management SystemEdit Page - Chrome Cat Page Title Publish TextVisual Meow. B i u
  80. 80. @Rob Bertholf Content Management System • Keep your website content fresh. CMS like WordPress make it easy to publish content. • Make it easy for your content to be shared. Add social sharing widgets from a library of plugins in seconds. • Make it easy to remember and share your link. Dynamically create “slugs” or permalinks to construct URIs.
  81. 81. @Rob Bertholf Content Management System • Fresh content brings the spiders back quicker. • Social Shares validate content. • Make it easy for SE’s to catalog your content. • Place keywords in your URL’s to increase relevance.
  82. 82. @Rob Bertholf Responsive Website Design
  83. 83. @Rob Bertholf Responsive Site Design • Better for visitors to browse your website from any device (Desktop Computer, Laptop, Tablet, Smart Phone) • Take mobile seriously! Quickly surpassing desktop traffic. • Ease of navigation is important.
  84. 84. @Rob Bertholf Responsive Site Design • Search engines prefer mobile friendly sites • Ease of navigation helps visitors find more content
  85. 85. @Rob Bertholf Attention to Detail
  86. 86. @Rob Bertholf Attention to Detail • No broken links or images. • No misspellings or poor grammar. • Generate unique content.
  87. 87. @Rob Bertholf Attention to Detail • If you don’t care about your content why should Google • Duplicate content is not counted
  88. 88. @Rob Bertholf Compelling Content
  89. 89. @Rob Bertholf Craft Compelling Content • What is the point of driving traffic to your website your visitors do not find value from the content on your site. • Be consistent and realistic • Review analytics to check content performance
  90. 90. @Rob Bertholf Craft Compelling Content • Time on site IS a ranking factor with search engines. • Inbound links increase your search ranking. • Google’s PANDA gives “Quality Score”
  91. 91. Created Value, Got Authority
  92. 92. @Rob Bertholf Earned Links ● Create compelling content ○ Engaging content = Engaged visitors = Shares ○ Earn inbound links by creating great content. ● Originate content from your website/blog
  93. 93. @Rob Bertholf Get Social
  94. 94. @Rob Bertholf Social Shares (Links) ● Place sharing widget/icons on your site ● Share your content out to social networks ● Encourage advocates to share your content (SurroundsMe)
  95. 95. @Rob Bertholf Share your content • Social Signals are largely weighted. • Without social validation, traditional link building will fall flat.
  96. 96. @Rob Bertholf Focus on creating a positive visitor experience
  97. 97. @Rob Bertholf Optimizing for Search Experience
  98. 98. @Rob Bertholf Web Spies Chrome Firefox Edge (Internet Explorer) Safari
  99. 99. @Rob Bertholf Web Browser (Free) Email (Free) Analytics (Free) Toolbars (Free) Search Engine (Free) chrome://voicesearch/ Mobile Phone
  100. 100. @Rob Bertholf Machine Learning IS ALIVE
  101. 101. @Rob Bertholf Browser http://www.google.com some search phrase Website 1 - Search Engine Optimized Site http://domain1.com This site is designed for search engines to love it! Website 2 - Search Experience Optimized Site http://domain2.com This site is designed to engage visitors and provide them with value.
  102. 102. @Rob Bertholf Browser http://www.google.com some search phrase Website 2 - Search Experience Optimized Site http://domain2.com This site is designed to engage visitors and provide them with value. Website 1 - Search Engine Optimized Site http://domain1.com This site is designed for search engines to love it! Factors include: CTR, Bounce Rate, Time on Site, Micro Interactions, Social Validation/Shares, etc.
  103. 103. @Rob Bertholf Building an Optimized Website
  104. 104. @Rob Bertholf Content Factors __
  105. 105. @Rob Bertholf ● Importance of Content ● Content Focus ● Ideation & Research ● Content Creation ● Repurposing Content ● Performance & Indexation Desired Takeaways
  106. 106. @Rob Bertholf Importance of Content
  107. 107. @Rob Bertholf Content Freshness FRESH Happy SERP
  108. 108. @Rob Bertholf Query Deserves Freshness (QDF)
  109. 109. @Rob Bertholf QDF Model Factors include: ● Search volume ● News coverage ● Blog coverage ● Toolbar data (maybe)
  110. 110. @Rob Bertholf Leverage QDF 1. Monitor trends via social media & news 2. Publish quickly 3. Write using the target keywords 4. Build a hub with the content 5. Promote. Promote. Promote
  111. 111. @Rob Bertholf Query Diversity
  112. 112. @Rob Bertholf Query Deserves Diversity (QDD) Animal Car Animal Car
  113. 113. @Rob Bertholf Content Diversity
  114. 114. @Rob Bertholf Find Opportunities by Content Type
  115. 115. @Rob Bertholf Content Quality
  116. 116. @Rob Bertholf Content Performance ● First Impressions ○ CTR ○ “Pogo Sticking” ○ Bounce Rate ● Engagement ○ Pages per session ○ Time per session ● Conversion ○ Revenue Metrics
  117. 117. @Rob Bertholf Keyword Research
  118. 118. @Rob Bertholf adwords.google.com/KeywordPlanner
  119. 119. @Rob Bertholf Prioritize relevant/frequent searched ● Go to AdWords Keyword planner ● Localize to your location ● Learn how often the words are searched
  120. 120. @Rob Bertholf #PROTIP: Revisit your words! Learn from web analytic data to determine which words are most effective. ● Check Organic Keyword Traffic ○ Volume ○ Conversion
  121. 121. @Rob Bertholf Browser http://www.google.com What is a search query? A web search query is a query that a user enters into a web search engine to satisfy his or her information needs. Web search query - Wikipedia, the free encyclopedia https://en.wikipedia.org/wiki/Web_search_query Wikipedia
  122. 122. @Rob Bertholf Google alone processes on average over 40,000 search queries every second, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.
  123. 123. Unrelated Search Demand Related Search Demand Available Potential Search Queries
  124. 124. Viable Search QueriesProducts or services we do not offer or Applications we do not support Queries from outside of our coverage area Potentially Viable Search Demand * Ignoring random search noise
  125. 125. Transactional Informational Navigational Source: PennState http://news.psu.edu/story/189289/2008/04/02/ist-researchers-classify-web-searches Search Query Classification
  126. 126. Types of Search Queries 1. Navigational e.g. “Google”, “YouTube”,... “AutoAnything” 2. Informational e.g. “Vehicle Protection”, “Floor Mats”, “WeatherTech vs Husky Liners” 3. Transactional e.g. “cheapest nike running shoes”, “2013 ford f150 crew cab floor mats”
  127. 127. @Rob Bertholf Progressive Content Algorithm ProductPage AuthorityPage CMS/Blog ThematicPages OffsiteContent
  128. 128. @Rob Bertholf Content Prioritization Prioritize Content based on: ● Business Value ● Search Demand ● Competitive Opportunity
  129. 129. @Rob Bertholf Align Search Query Classifications to Page Type by Intent
  130. 130. @Rob Bertholf Page Types Navigational Informational Transactional Blog Site Resources Product Services Homepage
  131. 131. The Role of Content by Page Type Navigational Informational Transactional ○ Opt-In with Email Address ○ Navigate Further ○ Brand Interest ○ Opt-In with Email Address ○ Navigate Further ○ Product Selection ○ # Product Pages Viewed ○ Watch Video ○ View Pictures ○ Select Options ○ Price Exposure ○ Add to Cart ○ Checkout
  132. 132. @Rob Bertholf Content Framework __
  133. 133. Content __ 1. Strategy 2. Infrastructure 3. Architecture 4. Production 5. Marketing 6. Validation 7. Analysis
  134. 134. Large Site __ 1. Strategy 2. Infrastructure 3. Architecture 4. Production 5. Marketing 6. Validation 7. Analysis
  135. 135. Medium Site __ 1. Strategy 2. Infrastructure 3. Architecture 4. Production 5. Marketing 6. Validation 7. Analysis
  136. 136. Small Site __ 1. Strategy 2. Infrastructure 3. Architecture 4. Production 5. Marketing 6. Validation 7. Analysis
  137. 137. @Rob Bertholf Content Infrastructure • Reliable DNS & Secure Web Host • High Site Uptime • Page Speed Performance
  138. 138. @Rob Bertholf UserAgent Crawl Optimization # RESEARCH TOOLS User-agent: AhrefsBot User-agent: AhrefsBot/4.0 User-agent: BacklinkCrawler User-agent: GSiteCrawler User-agent: ip-web-crawler.com User-agent: ips-agent User-agent: Linkdex User-agent: linkdex.com User-agent: linkdex.com/v2.0 User-agent: linkdex.com/v2.1 User-agent: MJ12bot User-agent: SpyFu User-agent: Xenu User-agent: Xenu Link Sleuth Disallow: / Robots.txt ● Discourage Competitive Research ● Prevent Crawl Fatigue from: ○ Non-targeted/international locations ○ Unintended visitor content ● Encourage indexation of desired content & optimize crawl experience
  139. 139. @Rob Bertholf • Logical URL convention • Machine readable internal linking & navigation structure • No broken links or duplicate content Content Architecture
  140. 140. @Rob Bertholf Content Workflow Ideation Creation Deployment Marketing Indexation Performance
  141. 141. Finding our Greatness Our Passion Customer Solution Our Differentiation
  142. 142. Brand AutoAnything Product Floor mats Authority Wear & Tear Lifestyle Contractor
  143. 143. @Rob Bertholf Content Ideation & Creation • Keyword Research ○ Research trends & search demand ○ Identify target opportunities ○ Prioritize based on business value • Keyword Mapping ○ Determine content opportunities • Copywriting ○ Set content priorities
  144. 144. @Rob Bertholf AutoAnything www.autoanything.com AutoAnything My Account | Order Status | Help My Cart Search GOLive Chat (800) 874-8888 Special Offer Notice Make Model Year Performance Parts Exterior Accessories Interior Accessories Other Accessories AutoAnything Article Title Related Hero Image Shop Now Lorem ipsum dolar sit amet, consectue adipesing elit sed Shop for Related Product Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus nec purus vel diam ultricies pellentesque. Proin fringilla malesuada ipsum, vel placerat lectus congue fringilla. Mauris sed eleifend tortor. Nullam sodales lectus mauris, ac eleifend elit eleifend nec. Ut non porttitor lacus. Suspendisse dolor lacus, efficitur tempor lobortis ut, egestas vitae leo. Quisque vulputate turpis eget magna pharetra viverra. In lacus ipsum, condimentum at nisl vitae, posuere cursus sem. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices Proin pellentesque rutrum metus. Sed quis volutpat erat, vitae interdum est. Sed sit amet augue orci. Nullam nisl sapien, molestie eu commodo quis, pharetra consectetur justo. Vivamus viverra ullamcorper convallis. Aliquam nec mi diam. Nulla a tincidunt erat, in tincidunt neque. Suspendisse ultricies dolor non lobortis tincidunt. Nunc feugiat ex vel nunc molestie, sed efficitur augue porttitor. Pellentesque vitae venenatis neque. Pellentesque habitant morbi Sub Title Related Video Understand the Anatomy of each page type. E.g.: ● Title ● URL ● Meta Description ● Copy ● Embedded Media
  145. 145. @Rob Bertholf Blog to Instagram
  146. 146. @Rob Bertholf Blog to Podcast
  147. 147. @Rob Bertholf Blog to Slide Deck
  148. 148. @Rob Bertholf Audio File & Slide Deck to Video
  149. 149. @Rob Bertholf Content Performance • Measure ○ Impressions & Clicks ○ Time on Site ○ Assisted Conversions • Organic Search Lift by Page Type ○ Point of diminishing return ○ Indexation count supported by domain authority
  150. 150. @Rob Bertholf Progressive Content Algorithm ProductPage SMM/SYMM CMS ThematicPages OffsiteContent
  151. 151. AutoAnything - Content Priorities intranet Content Priorities Sort By: Priority | Type | Date Submitted Prioritize Content based on: ● Business Value ● Search Demand ● Competitive Opportunity
  152. 152. @Rob Bertholf Content Marketing • Originate content from website • Inbound links increase visibility
  153. 153. @Rob Bertholf AutoAnything Shared publicly - 5 hours ago #Auto Lorem ipsum dolor sit amet, consectetur adipiscing ut orci ut massa volutpat mattis nec: http://autoanything.com/article #auto Website is the hub of marketing efforts AutoAnything www.autoanything.com AutoAnything Article Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque ut orci ut massa volutpat mattis nec dapibus diam. Proin posuere euismod orci quis laoreet. Sed tempus ipsum semper ex AutoAnything Article Title submitted 5 hours ago http://autoanything.com/a 16 automotive auto parts acc AutoAnything @AutoAnything Following Lorem ipsum dolor sit amet, consect volutpat mattis sat ne http://autoanything.com/article #auto
  154. 154. @Rob Bertholf Content Validation • Originate content from website • Inbound links increase visibility
  155. 155. @Rob Bertholf Wikipedia Page
  156. 156. @Rob Bertholf Content Engagement • Supporting both Humans & Robots Experience
  157. 157. via @RandFishkin #MozCon 2015 Keyword Targeting Quality & Uniqueness Crawl/Bot Friendly Snippet Optimization UX / Multi-Device Relative CTR Short vs. Long-Click Content Gap Fulfillment Amplification & Return Rates Task Completion Success Ranking Inputs Searcher Outputs New On-Site FactorsClassic On-Site Factors
  158. 158. @Rob Bertholf Modern SEO Factors 1. Click Through Rate (CTR) Optimization 2. SERP Engagement via Sticky Visits 3. Comprehensive Content Coverage 4. Earn Shares, Links & Loyalty 5. Fulfilling Searchers Task (Not just Query) via @RandFishkin #MozCon 2015
  159. 159. @Rob Bertholf New KPI’s ● Shares & Links Per 1k Visits ○ Unique Visits / (Shares + Links) ● Return Visitor Ratio Over Time ○ Total Visitor Sessions / # Returning Visitors via @RandFishkin #MozCon 2015
  160. 160. @Rob Bertholf • Optimized experience from any device • Guided conversion & micro interactions User Intent & Experience
  161. 161. @Rob Bertholf Content Accessibility • Compliant with web accessibility initiatives (508/WAI) creates a better experience for Humans • Machine readable (schema markup) content gives context to Robots
  162. 162. @Rob Bertholf Questions? @Rob Rob@Bertholf.com
  163. 163. @Rob Bertholf Technical SEO __
  164. 164. @Rob Bertholf ● How can we improve the search experience for our visitors while serving up our content in the most effective way for a search engine to consume it ● What are the technical aspects search engines look at Desired Takeaways
  165. 165. @Rob Bertholf Search Engine Codependency Meeting mutually beneficial needs
  166. 166. @Rob Bertholf Google - Browser http://www.google.com Search Engine Google
  167. 167. @Rob Bertholf Search Engines Query their Index for Search Results Google
  168. 168. @Rob Bertholf The Index is the result of Spiders “Crawling” the Internet
  169. 169. @Rob Bertholf cache:cat.html Cat Page - Chrome cat.html Meow. Cat Page - Chrome cat.jpg Meow. Cat Spiders SeeHumans See Cached View
  170. 170. @Rob Bertholf view-source:cat.html Cat Page - Chrome cat.html Meow. Cat Page - Chrome cat.jpg <html> <head> <title>Cat Page</title> </head> <body> <h1>Meow.</h1> <img src=”cat.jpg” alt=”Cat” /> </body> </html> Humans See Spiders See HTML Source
  171. 171. @Rob Bertholf HTML: Hypertext Markup Language <html> <head> <title>My Page</title> </head> <body> <h1>Hello World</h1> </body> </html> mypage.html
  172. 172. @Rob Bertholf Anatomy of an HTML Document <!DOCTYPE> <html> <head> <title>Cat Page</title> <meta /> <script></script> </head> <body> <h1>Meow.</h1> <img src=”cat.jpg” /> </body> </html> Cat Page - Chrome cat.html Meow.
  173. 173. @Rob Bertholf My Page - Browser mypage.html Hello World! Click Here for Cats! Hyperlinks are fundamental to HTML & the web
  174. 174. @Rob Bertholf cat.html My Page - Browser mypage.html Hello World! Click Here for Cats! Meow. Cats - Browser cat.jpg Hyperlink Spiders Crawl Hyperlinks
  175. 175. @Rob Bertholf Likely to be indexed Likely to be indexed NOT likely to be indexed About Products Homepage Contact Internal Linking
  176. 176. @Rob Bertholf Likely to be indexed Likely to be indexed NOT likely to be indexed About Products Homepage Contact <a href=”cars.html” title=”Page about Cars”>Cars</a> Internal Linking
  177. 177. @Rob Bertholf Spiders must see (& trust) your content to index it! Avoid: ● Frames / iframes ● AJAX single page sites ● Unparsable javascript ● Flash, java or plugins ● Text in Images
  178. 178. @Rob Bertholf HTML Sitemaps Good for Humans Great for Robots
  179. 179. @Rob Bertholf Good for Humans Great for Robots HTML Sitemaps
  180. 180. @Rob Bertholf XML Sitemaps
  181. 181. @Rob Bertholf XML Sitemaps
  182. 182. @Rob Bertholf Sitemaps and Sitemap Indexes Sitemap files can contain up to 50,000 URLs in each sitemap. For large sites you need to break URLs up over several sitemaps. If you have more than one sitemap, you will need a sitemap index.
  183. 183. @Rob Bertholf XML Sitemap (Index) <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <sitemap> <loc> http://www.domain.com/pages.xml </loc> <lastmod>2015-07-19</lastmod> </sitemap> <sitemap> <loc> http://www.domain.com/products.xml </loc> <lastmod>2015-07-19</lastmod> </sitemap>
  184. 184. @Rob Bertholf XML Sitemap <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc> http://www.domain.com/some-page/ </loc> <lastmod>2015-07-19</lastmod> <changefreq>daily</changefreq> <priority>0.8</priority> </url>
  185. 185. @Rob Bertholf Homepage About Services Hidden Please DO NOT INDEX What about intentionally hidden pages?
  186. 186. @Rob Bertholf Tells User Agents how to treat the page <meta name="robots" content="NOINDEX"> ...or manage multiple rules in the robots.txt file Meta NoIndex
  187. 187. @Rob Bertholf The Robots Whisperer Control crawl via robots.txt
  188. 188. @Rob Bertholf Robots.txt
  189. 189. @Rob Bertholf Robots.txt Tells User Agents how to treat the site. Allow Disallow
  190. 190. @Rob Bertholf Robots.txt User-agent: * Disallow: /wp-admin/ Disallow: /wp-includes/
  191. 191. @Rob Bertholf Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html) User Agents User-Agent: Googlebot Allow: /
  192. 192. @Rob Bertholf Google’s User Agents Googlebot Googlebot-News Googlebot-Images Googlebot-Mobile Mediapartners-Google AdsBot-Google
  193. 193. @Rob Bertholf International User Agents Do we need international search engines crawling and indexing our site?
  194. 194. @Rob Bertholf Server Response Codes
  195. 195. @Rob Bertholf Server Codes ● 1xx: Information ● 2xx: Successful ● 3xx: Redirect ● 4xx: Client Error ● 5xx: Server Error
  196. 196. @Rob Bertholf Server Request: OK 200 Code
  197. 197. @Rob Bertholf Permanent Redirect 301 Code
  198. 198. @Rob Bertholf Temporary Redirect 302 Code
  199. 199. @Rob Bertholf Not Found 404 Code ?
  200. 200. @Rob Bertholf Internal Server Error 500 Code WT@#$%
  201. 201. @Rob Bertholf Gateway Timeout 504 Code ?
  202. 202. @Rob Bertholf Crawl Time is Limited
  203. 203. @Rob Bertholf Broken Links & Images Slow The Crawl 404 Error
  204. 204. @Rob Bertholf Website Cleanup Billy, clean your room!
  205. 205. @Rob Bertholf 1. Manually Finding Missing Pages In Google just type “site:yourdomain.com” to return a list of pages in your website that Google has in their index. Check for pages which are no longer valid or that should not appear publicly. site:yourdomain.comGoogle Search
  206. 206. @Rob Bertholf 2. Use Google Search Console Cat Page - Chrome https://www.google.com/webmasters/tools/crawl-errors Google Search Console URL Errors Desktop Smartphone Feature Phone Server Error Soft 404 Not Found OtherNot Followed
  207. 207. @Rob Bertholf 3. Run a Crawl Report w/ URL Long URL Dynamic URL 4XX Error 5XX Error 301 Code 302 Code Meta Refresh No follow Block robots Block meta- robots / (Homepage) FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE /help/shipping FALSE FALSE FALSE FALSE TRUE FALSE FALSE FALSE FALSE FALSE /policies-and-programs FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE /help/policy FALSE FALSE FALSE FALSE TRUE FALSE FALSE FALSE FALSE FALSE /tonneau-covers/10A50174.aspx FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE /brakes/10A50530.aspx FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE /seat-covers/10A52289.aspx FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE /suspension-systems/10A504... FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE
  208. 208. @Rob Bertholf Redirecting Pages Why redirect a page?
  209. 209. @Rob Bertholf Fixing Broken Link on Website /old-page.html /new-page/ 404 Error Add to your .htaccess file: Redirect 301 /old-page.html http://yourdomain.com/new-page/
  210. 210. @Rob Bertholf Redirecting to or from http://WWW. http://mydomain.com http://www.mydomain.com WWW. Add to your .htaccess file: RewriteEngine on RewriteCond %{HTTP_HOST} !^www.domain.com$ [NC] RewriteRule ^(.*)$ http://www.domain.com/$1 [R=301,L]
  211. 211. @Rob Bertholf Redirecting to new domain http://olddomain.com http://newdomain.com Add to your .htaccess file: RewriteEngine on RewriteCond %{HTTP_HOST} ^olddomain.com$ [NC] RewriteRule ^(.*)$ http://newdomain.com/$1 [R=301,L]
  212. 212. @Rob Bertholf WordPress Rewrites index.php?id=2 /my-path/ Add to your .htaccess file: <IfModule mod_rewrite.c> RewriteEngine On RewriteBase / RewriteCond %{REQUEST_FILENAME} !-f RewriteCond %{REQUEST_FILENAME} !-d RewriteRule . /index.php [L] </IfModule>
  213. 213. @Rob Bertholf Other Types of Redirects Note: There are other ways to redirect pages using Javascript, ASP, PHP, etc. THESE ARE NOT RECOMMENDED! They feel spammy to the search engines. Use 301 Redirects in your HTACCESS file (If on Apache).
  214. 214. @Rob Bertholf Editing your HTACCESS file
  215. 215. @Rob Bertholf What is HTACCESS? .htaccess files (or “distributed configuration files”) provide a way to make configuration changes on a per-directory basis. A file, containing one or more configuration directives, is placed in a particular document directory, and the directives apply to that directory, and all subdirectories thereof. - via Apache
  216. 216. @Rob Bertholf What is HTACCESS? The file you edit to manage redirects (and how page paths are handled).
  217. 217. @Rob Bertholf Find or Create the File You will want to edit it with a plain text editor (notepad or similar, I like “Sublime Text” editor). If the file is not there you can create one. Just name it: “.htaccess”
  218. 218. @Rob Bertholf WordPress “Redirection” Plugin If you are using WordPress you can use a plugin to manage your redirects. This is not as powerful but is easier to use. https://wordpress.org/plugins/redirection/
  219. 219. @Rob Bertholf RegEx (Regular Expression) Working Smarter not Harder with Pattern Matching
  220. 220. @Rob Bertholf Character Classes . any character except newline w d s word, digit, whitespace W D S not word, digit, whitespace [abc] any of a, b, or c [^abc] not a, b, or c [a-g] character between a & g
  221. 221. @Rob Bertholf Anchors ^abc$ start / end of the string b word boundary
  222. 222. @Rob Bertholf Escaped Characters . * escaped special characters t n r tab, linefeed, carriage return u00A9 unicode escaped ©
  223. 223. @Rob Bertholf Groups & Lookaround (abc) capture group 1 backreference to group #1 (?:abc) non-capturing group (?=abc) positive lookahead (?!abc) negative lookahead
  224. 224. @Rob Bertholf Quantifiers & Alternation a* a+ a? 0 or more, 1 or more, 0 or 1 a{5} a{2,} exactly five, two or more a{1,3} between one & three a+? a{2,}? match as few as possible ab|cd match ab or cd
  225. 225. @Rob Bertholf Site is clean… now how to determine Context & Authority
  226. 226. @Rob Bertholf The role of the Technical SEO is to make it easy to crawl the site & also provide contextual info
  227. 227. @Rob Bertholf How to determine context? Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc viverra velit ex, nec placerat lorem suscipit et. Pellentesque condimentum lectus at venenatis tincidunt. Donec at ex nec ante pharetra suscipit a non nunc. Curabitur velit quam, pharetra sed convallis non, volutpat mattis urna. Sed et urna suscipit, sagittis libero nec, viverra metus. Fusce congue massa in dapibus bibendum. Proin bibendum augue et nulla iaculis, non porta lorem tempus. Suspendisse vitae elementum nisi, vel tempus lorem. In luctus orci sed finibus viverra. Etiam semper sit amet ante eu ullamcorper. Sed tempus, elit ac convallis suscipit, metus elit iaculis ante, sit amet pellentesque turpis justo sit amet mauris. Sed fermentum condimentum turpis id ultrices.
  228. 228. @Rob Bertholf Context applied from <tags> <h1>Lorem ipsum</h1> Dlor sit amet, consectetur adipiscing elit. Nunc viverra velit ex, nec placerat lorem suscipit et. Pellentesque condimentum lectus at venenatis tincidunt. Donec at ex nec ante pharetra suscipit a non nunc. <h2>Curabitur velit quam</h2> Paretra sed convallis non, volutpat mattis urna. Sed et urna suscipit, sagittis libero nec, viverra metus. Fusce congue massa in dapibus bibendum. <h2>Proin bibendum augue</h2> Et nulla iaculis, non porta lorem tempus. Suspendisse suscipit, metus elit iaculis ante, sit amet pellentesque elementum nisi, <strong>tempus lorem</strong> In luctus orci sed finibus viverra. Etiam semper sit amet ante eu ullamcorper. Sed tempus, elit ac convallis turpis justo sit amet mauris. Sed fermentum condimentum turpis id ultrices.
  229. 229. @Rob Bertholf HTML Tags ● Heading <h1> <h2> <h3> <h4> <h5> <h6> ● Bold <strong> ● Image Alternate <img alt=”value”> ● Link Title <a title=”value”>
  230. 230. @Rob Bertholf Context from Page Title <title>Lorem ipsum</title> Lorem Ipsum - Chrome cat.html Meow. <!DOCTYPE> <html> <head>
  231. 231. @Rob Bertholf Page Title ● Keep the page title less than 65 characters ● Ensure the title grabs your attention Home domain1.com This is a description of the page. Search Term - Free Shipping! domain2.com This is a description of the page.
  232. 232. @Rob Bertholf Lorem Ipsum - Chrome http://distraction.com/pets/cat.html Meow. Context from URL domain.tld/sub-folder/page
  233. 233. @Rob Bertholf Search Friendly URLs Keyword in Domain Relevant Keyword in Subfolder Keyword in page name separated by hyphen www.distraction.com/pets/playful-cats.html
  234. 234. @Rob Bertholf UN-Search Friendly URLs Unnecessary Subdomain Dynamic URLs (especially with more than 2 parameters) Not readable URL string 123xyz.distr-action.com/a?q=abc&x=yxz&p=1
  235. 235. @Rob Bertholf Lorem Ipsum - Chrome cat.html Learn about Cats Context from referring Hypertext <a href=”page.html” title=”Page about Cats”>Cats</a>
  236. 236. @Rob Bertholf Hypertext <a href=”page.html”>Click Here</a> for Cats Click Here for <a href=”page.html”>Cats</a>
  237. 237. @Rob Bertholf NOT SEO Factors ● Meta Keywords ● Meta Description <meta name="keywords" content="Obsolete"> <meta name="keywords" content="This is only used to customize what appears in the search engine results page for your listing.">
  238. 238. @Rob Bertholf Pruning Content (Not all content should be indexed)
  239. 239. @Rob Bertholf Duplicate Content Identifies Duplicate Content Determine Original Version <link rel=”canonical” href=”http://site.com/url.html” />
  240. 240. @Rob Bertholf rel=”canonical” Copied Version partnersite.com/article Canonical Version yoursite.com/article Duplicate Version yoursite.com/article?mode=print
  241. 241. @Rob Bertholf rel=”prev/next” Page 3 Page 2 yoursite.com/article?page=2 Page 1 yoursite.com/article?page=1 yoursite.com/article?page=3 <link rel="prev" href="http://yoursite.com/article?page=1" /> <link rel="next" href="http://yoursite.com/article?page=3" />
  242. 242. @Rob Bertholf Link Sculpting Website About Services Privacy Policy External Link
  243. 243. @Rob Bertholf Link Sculpting Overall, this is a tactic which is no longer a tactic. Still useful on Privacy Policy / Terms of Use which should not be followed or indexed by the search engines. <a href="/login" rel="nofollow">Login</a>
  244. 244. @Rob Bertholf Link Sculpting: NoFollow Google recommends Rel=NoFollow on any paid links or external links going to untrusted sites. <a href="http://externalsite.com" rel="nofollow">Sponsored Link</a>
  245. 245. @Rob Bertholf Other Link Directives noarchive: Don’t show a "Cached" link in search results. nosnippet: Don’t show a snippet in the search results for this page noodp: Don’t use metadata from Open Directory project for titles or snippets. notranslate: Don’t offer translation of this page in search results. noimageindex: Don’t index images on this page. unavailable_after: Don’t show this page after the specified date/time.
  246. 246. @Rob Bertholf Let’s Get Back to Context
  247. 247. @Rob Bertholf Web 1.0 Article Person Song Book Portal
  248. 248. @Rob Bertholf Article Person Song Book Collaborate Connect & Share Review Discuss Collaboration Web 2.0
  249. 249. @Rob Bertholf Article Person Song Book written by is loved by references inspired by isreading discussed in Context Web 3.0
  250. 250. @Rob Bertholf Semantic Web User Interface & Applications Trust Crypto URI / IRI XML Data Interchange:RDF Rules: RIF RDF-S Unifying Logic Ontology: OWLQuery: SPARQL Proof Unicode
  251. 251. @Rob Bertholf JSON Markup: Organization <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Organization", "url": "http://www.yourdomain.com", "logo": "http://yourdomain.com/somelogo.png", "contactPoint" : [ { "@type" : "ContactPoint", "telephone" : "+1-800-123-4567", "contactType" : ["Sales","Customer Service"], "contactOption" : "TollFree", "areaServed" : "US", "availableLanguage" : ["English", "Spanish"] } ],
  252. 252. @Rob Bertholf JSON Markup: Organization "sameAs" : [ "https://www.facebook.com/yourbrand", "https://twitter.com/yourbrand", "http://plus.google.com/+yourbrand", "https://www.youtube.com/user/yourbrand", "https://www.pinterest.com/yourbrand/", "https://instagram.com/yourbrand/", "http://en.wikipedia.org/wiki/yourbrand", "https://www.linkedin.com/company/yourbrand" ] } </script>
  253. 253. @Rob Bertholf JSON Markup: Website <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebSite", "url": "http://www.domain.com", “name”: “Your Brand”, "potentialAction": { "@type": "SearchAction", "target": "http://www.domain.com/shop/{search_term_string}", "query-input": "required name=search_term_string" } } </script>
  254. 254. @Rob Bertholf Product Schema <div itemscope itemtype="http://schema.org/Product"> <span itemprop="brand">{{Product Manufacturer}}</span> <span itemprop="name">{{Product Name}}</span> <img itemprop="image" src="{{Product Image Filename}}" alt="{{Product Name}}" /> <span itemprop="description">{{ProductDescription}}</span> Product #: <span itemprop="mpn">{{Product ID}}</span> <span itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating"> <span itemprop="ratingValue">{{Review Rating|4.4}}</span> stars, based on <span itemprop="reviewCount">{{Review Count|89}}</span> reviews </span> </div>
  255. 255. @Rob Bertholf Rating Schema <div itemscope itemtype="http://schema.org/Review"> <div itemprop="itemReviewed" itemscope itemtype="http://schema.org/Product"> <span itemprop="name">{{Product Name}}</span> </div> <span itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating"> <meta itemprop="bestRating" content="{{Review Rating|5}}" /> <meta itemprop="worstRating" content="{{Review Rating|1}}" /> <span itemprop="ratingValue">{{Review Rating|4}}</span> </span> stars <span itemprop="author" itemscope itemtype="http://schema.org/Person"> <span itemprop="name">{{First L}}</span> </span> <b>"<span itemprop="name">{{Review Title}}</span>" </b> <span itemprop="reviewBody">{{Review Text}}</span> <meta itemprop="datePublished" content="2015-03-31T08:06:00" /> </div>
  256. 256. @Rob Bertholf Breadcrumb Markup <ul class="breadcrumb inline clearfix"> <li itemscope itemtype="http://data-vocabulary.org/Breadcrumb"> <a title="Home" href="/" itemprop="url"><span itemprop="title">Home</span></a> </li> <li itemscope itemtype="http://data-vocabulary.org/Breadcrumb"> <a href="/store" itemprop="url"><span itemprop="title">Store</span></a> </li> <li itemscope itemtype="http://data-vocabulary.org/Breadcrumb"> <a href="/store/shoes" itemprop="url"><span itemprop="title">Shoes</span></a> </li> <li itemscope itemtype="http://data-vocabulary.org/Breadcrumb"> <span itemprop="title">Running Shoe</span> </li> </ul>
  257. 257. @Rob Bertholf https://developers.google.com/structured-data/testing-tool/
  258. 258. @Rob Bertholf Tools __
  259. 259. @Rob Bertholf What I Pay For ● Currently ○ Moz (https://moz.com/) ○ AHREFs (https://ahrefs.com/) ○ Screaming Frog (http://www.screamingfrog.co.uk/seo-spider/) ○ Link Assistant’s Rank Tracker (http://www.link-assistant.com/rank-tracker/) ● Previously ○ seoClarity, MagesticSEO, WebCEO, LinkResearchTools
  260. 260. @Rob Bertholf Webmaster Tools
  261. 261. @Rob Bertholf Test drive… vroom. Google Webmaster Tools Search Console
  262. 262. @Rob Bertholf + Google Search Console Data Google Search Console - Chrome https://www.google.com/webmasters/tools/crawl-errors Google Search Console URL Errors Desktop Smartphone Feature Phone Server Error Soft 404 Not Found OtherNot Followed
  263. 263. @Rob Bertholf Test drive… vroom. Bing Webmaster Tools
  264. 264. @Rob Bertholf + Crawl Data via URL Long URL Dynamic URL 4XX Error 5XX Error 301 Code 302 Code Meta Refresh No follow Block robots Block meta- robots / (Homepage) FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE /help/shipping FALSE FALSE FALSE FALSE TRUE FALSE FALSE FALSE FALSE FALSE /policies-and-programs FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE /help/policy FALSE FALSE FALSE FALSE TRUE FALSE FALSE FALSE FALSE FALSE /tonneau-covers/10A50174.aspx FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE /brakes/10A50530.aspx FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE /seat-covers/10A52289.aspx FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE /suspension-systems/10A504... FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE FALSE
  265. 265. @Rob Bertholf Noticeably Absent ● International / Multilingual Tactics ● Mobile Sitemap & Canonical, Viewport ● Social Integration (FB: OG, etc.)
  266. 266. @Rob Bertholf Questions? @Rob Rob@Bertholf.com
  267. 267. @Rob Bertholf Content Validation __
  268. 268. @Rob Bertholf ● SEO Ranking Factors ● Linkbuilding Methods Desired Takeaways
  269. 269. @Rob Bertholf The SEO Pendulum Trust What You Say (On-Page) Trust What Others Say (Off-Page) Search Engine Trust 2005 2010 2015
  270. 270. @Rob Bertholf Relevance Trust Performance Keyword Ranking ≈
  271. 271. @Rob Bertholf Trust ≈ Page Authority Link Signals Social Signals Domain Security
  272. 272. @Rob Bertholf Page Authority ≈ Domain Authority Internal Links Page Authority Outbound Links Internal Links *Oversimplified External Links
  273. 273. @Rob Bertholf
  274. 274. @Rob Bertholf PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn)) PageRank Algorithm
  275. 275. @Rob Bertholf PageRank The theory was idealistic but also quite naive. The underlying assumption was the more important websites are likely to receive more links from other websites. PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is.
  276. 276. @Rob Bertholf Each page has a notion of its own self-importance. That’s “PR(T1)” for the first page in the web all the way up to “PR(Tn)” for the last page PR(Tn)
  277. 277. @Rob Bertholf C(Tn) Each page spreads its vote out evenly amongst all of its outgoing links. The count, or number, of outgoing links for page 1 is “C(T1)”, “C(Tn)” for page “n”, and so on for all pages.
  278. 278. @Rob Bertholf PR(Tn)/C(Tn) So if our page (page A) has a backlink from page “n” the share of the vote page A will get is PR(Tn) / C(Tn)
  279. 279. @Rob Bertholf Dampening d(... All these fractions of votes are added together but, to stop the other pages having too much influence, this total vote is “damped down” by multiplying it by the factor “d”
  280. 280. @Rob Bertholf PageRank is like a popularity contest. The more votes the greater the popularity.
  281. 281. @Rob Bertholf Friends of Popular People are Popular
  282. 282. @Rob Bertholf A 3% D 3.9% 1.6 % 1.6 % 1.6 % 1.6 % F 3.9% C 34.3%B 38.4% 1.6 % E 8.1%
  283. 283. @Rob Bertholf H F C B G E Homepage About Services Blog Contact PageRank spreads across pages not just domains
  284. 284. @Rob Bertholf Page A (1.0) Page B (1.0) Page C (1.0) Page D (1.0) Average PR 1.0
  285. 285. @Rob Bertholf Page A (1.49) Page B (0.78) Page C (1.58) Page D (0.15) Average PR 1.0 PR(A) = (1-d) + d * (0) = 0.15
  286. 286. @Rob Bertholf
  287. 287. @Rob Bertholf Link Acquisition
  288. 288. @Rob Bertholf ● Indirect / Attract (Magnet) ○ Passive ■ Asset Buildout (Start with what you control) ■ Create Linkbait (10x content, infographics) ○ Active ■ Promote Content via Social ■ Guest Blogging (Authoritative Sites) ● Direct / Build ○ Asset Buildout ○ Neutralize Competitors ○ Get Creative (Widgets, Apps, Sponsors)
  289. 289. @Rob Bertholf Methods ● Asset Buildout (Start with what you control) ● Create Linkbait (10x content, infographics) ● Promote Content via Social ● Guest Blogging (Authoritative Sites) ● Neutralize Competitors ● Get Creative (Widgets, Apps, Sponsors)
  290. 290. @Rob Bertholf Asset Buildout
  291. 291. @Rob Bertholf Link Reclamation
  292. 292. @Rob Bertholf Broken Link Strategy 404 Pages
  293. 293. @Rob Bertholf Unlinked “Branded Term” Contact Website Owner
  294. 294. @Rob Bertholf Create Linkbait
  295. 295. @Rob Bertholf Good Content Get Links
  296. 296. @Rob Bertholf Get Smart ● Build upon content that has worked
  297. 297. @Rob Bertholf Authority Pages ● Key Employees (Reference in
  298. 298. @Rob Bertholf Curate ● Quotes ● Lists
  299. 299. Created Value, Got Authority
  300. 300. @Rob Bertholf Promote Content
  301. 301. @Rob Bertholf Participate = Visibility Conversion oriented forum marketing.
  302. 302. @Rob Bertholf Asks
  303. 303. @Rob Bertholf Guest Blogging
  304. 304. @Rob Bertholf Ask!
  305. 305. @Rob Bertholf inurl:resources auto
  306. 306. @Rob Bertholf Neutralize Competitors
  307. 307. @Rob Bertholf Get Generous
  308. 308. @Rob Bertholf ● Sponsorships ● Scholarships
  309. 309. @Rob Bertholf Appeal to Ego ● Expert Roundups
  310. 310. @Rob Bertholf Get Creative
  311. 311. @Rob Bertholf Social ● Post links to your article on every social network of which you are a member. ● Post your link to relevant LinkedIn groups that you’re a member of. ● Submit your posts to Reddit. ● Submit your posts to StumbleUpon. ● Submit your posts to GrowthHackers.com ● Send DMs to people whom you mention or link
  312. 312. @Rob Bertholf ● I don’t mean “beg for links.” ● I don’t mean “trade links.”
  313. 313. @Rob Bertholf ● Build Tools & Apps
  314. 314. @Rob Bertholf ● Embeddable Photos
  315. 315. @Rob Bertholf Linkbuilding
  316. 316. Link Acquisition
  317. 317. @Rob Bertholf Direct Indirect vs.
  318. 318. @Rob Bertholf Directly resulting in links ● Asset Buildout (Start with what you control) ● Link Reclamation ● Guest Blogging (Authoritative Sites) ● Neutralize Competitors ● Links for Kindne$$
  319. 319. @Rob Bertholf Indirect actions can result in links ● Passive: ○ Create Linkbait (10x content, infographics) ○ Get Creative (Widgets, Apps, Sponsors) ● Active: ○ Promote Content via Social & Forums
  320. 320. @Rob Bertholf Gain links indirectly by creating value
  321. 321. Created Value, Got Authority
  322. 322. @Rob Bertholf What is valuable to our audience?
  323. 323. Finding our Greatness Our Passion Customer Solution Our Differentiation
  324. 324. @Rob Bertholf Create Linkbait
  325. 325. @Rob Bertholf Be Smart
  326. 326. @Rob Bertholf Get Smart ● Build upon content that has worked ● Check analytics
  327. 327. @Rob Bertholf Create De Facto Content
  328. 328. @Rob Bertholf Authority Pages ● Key Employees (Reference in media)
  329. 329. @Rob Bertholf Curate ● Quotes ● Lists
  330. 330. @Rob Bertholf Promote Content
  331. 331. @Rob Bertholf Participate = Visibility ● Participate - Conversion oriented forum marketing. ● Ask - Here is some content you may enjoy
  332. 332. @Rob Bertholf Get Creative
  333. 333. @Rob Bertholf Social ● Post links to your article on every social network of which you are a member. ● Post your link to relevant LinkedIn groups that you’re a member of. ● Submit your posts to Reddit. ● Submit your posts to StumbleUpon. ● Submit your posts to GrowthHackers.com ● Send DMs to people whom you mention or link
  334. 334. @Rob Bertholf ● I don’t mean “beg for links.” ● I don’t mean “trade links.”
  335. 335. @Rob Bertholf Tools & Apps ● Tools ● Widgets How can we bring value?
  336. 336. @Rob Bertholf Embeddable Media ● Infographics ● Presentations
  337. 337. @Rob Bertholf Linkbuilding
  338. 338. @Rob Bertholf Asset Buildout
  339. 339. @Rob Bertholf Available Profiles
  340. 340. @Rob Bertholf
  341. 341. @Rob Bertholf Link Reclamation
  342. 342. @Rob Bertholf Broken Link Strategy Which pages are gone but had lots of inbound links?
  343. 343. @Rob Bertholf Unlinked Mentions autoanything OR autoanything.com -site:autoanything.com
  344. 344. @Rob Bertholf Ask!
  345. 345. @Rob Bertholf Resource Pages inurl:resources auto accessories
  346. 346. @Rob Bertholf Links Pages (Cautious) inurl:links auto
  347. 347. @Rob Bertholf Guest Blogging
  348. 348. @Rob Bertholf Guest Blogging ● Leverage our content to benefit other sites ● Gain backlink in exchange for content
  349. 349. @Rob Bertholf Neutralize Competitors
  350. 350. @Rob Bertholf Domain Reanimation
  351. 351. @Rob Bertholf Reanimation ●
  352. 352. @Rob Bertholf Get Generous
  353. 353. @Rob Bertholf Get Generous ● Sponsorships ● Scholarships
  354. 354. @Rob Bertholf Appeal to Ego ● Expert Roundups
  355. 355. @Rob Bertholf 7 Steps to Increasing Web Page Ranking
  356. 356. @Rob Bertholf 7 Ways to Rank 1. Check Feasibility 2. Check Intent 3. Check Internal Linking 4. Stand Out 5. Learn from Performance 6. Nullify Competition 7. Validate your Content
  357. 357. @Rob Bertholf 1. Develop an asset network through which to distribute content. 2. Creating high quality content and share it through asset network. 3. Create guest blogging partnerships. 4. Reach out to websites that are listing brand mentions but are not linking. 5. Use tools to acquire previously untapped link
  358. 358. @Rob Bertholf
  359. 359. @Rob Bertholf Measuring Results https://moz.com/beginners-guide-to-seo/measuri ng-and-tracking-success
  360. 360. @Rob Bertholf Questions? @Rob Rob@Bertholf.com
  361. 361. @Rob Bertholf KPI __
  362. 362. @Rob Bertholf Executive Leadership gets the WHY, not always the HOW to measure it
  363. 363. @Rob Bertholf Contribute to a smarter organization. Remove the “Voodoo” & demystify SEO reporting (in 2 steps)
  364. 364. @Rob Bertholf Think of Search Engines like a Hotel Concierge Step 1:
  365. 365. @Rob Bertholf Google is a concierge ● Like a concierge, the role of a search engine is to help a visitor find what they are looking for ● The search engine finds the most relevant results with the best visitor experience based on the user's intent ● If Google does not deliver answers we stop using them and their ad revenue dries up ● Our interests are aligned!
  366. 366. @Rob Bertholf If it’s good for Humans, it’s good for Robots (or Search Engines)
  367. 367. @Rob Bertholf Place less emphasis on factors we cannot directly control! Step 2:
  368. 368. @Rob Bertholf Gain ROI by focusing efforts on what we can directly impact
  369. 369. @Rob Bertholf Visualize Organic Search Factors Domain Authority SERP Performance Content Performance Revenue Conversion Performance
  370. 370. @Rob Bertholf Be an organic search factors storyteller!
  371. 371. @Rob Bertholf $ $ $ Organic Search Revenue Organic Ad Revenue Product Costs SEO Team Operating Costs Organic Search Profit ≈ Ads by Google Lorem Ipsum Dolor sit amet, conse ctetur ad ipiscing tiam lacinia quam et. http://example.com Nullam nec porttitor Interdum tortor vitae nisi egest as gravid convallis aliquam. http://example.com
  372. 372. @Rob Bertholf Actionable Tasks ● Minimize operating costs ○ Work smart with automation ● Determine appropriate software licenses ● Consider leveraging content for additional revenue streams
  373. 373. @Rob Bertholf $ Organic Search Orders Organic Search Traffic Average Order Value Google AOV Conversion Rate Bounce Rate Organic Search Revenue ≈
  374. 374. @Rob Bertholf Actionable Tasks ● Revisit landing page content & formatting ● Clear calls to action / micro-actions ● Increase AOV through upsells & strategic product focus
  375. 375. @Rob Bertholf Impressions Search Demand Click Through Rate Keyword Ranking Organic Search Traffic ≈
  376. 376. @Rob Bertholf Actionable Tasks ● Target variety of queries with varying search demand & competition (short & long term targets) ● Improve title & meta description to be more eye catching with call to action
  377. 377. @Rob Bertholf Relevance Trust Performance Keyword Ranking ≈
  378. 378. @Rob Bertholf Relevance ≈ Intent Matching Keyword Matching QDF/ QDD Device Friendly
  379. 379. @Rob Bertholf Actionable Tasks ● Ensure keywords are found in content ● Ensure query intent is satisfied (don’t let them leave hungry) ● Ensure site is responsive ● Optimize for multiple content types (images, video, etc.) ● Add & update content frequently
  380. 380. @Rob Bertholf Performance ≈ Relative CTR Return Rates Usage Signals Stickiness (Bounce/Pogo)
  381. 381. @Rob Bertholf Actionable Tasks ● Nullify competitive advantage (content & titles) ○ (History) ● Ensure content experience is optimal ● Create compelling content to engage visitors ● Leverage email to bring return visitors
  382. 382. @Rob Bertholf Trust ≈ Page Authority Link Signals Social Signals Domain Security
  383. 383. @Rob Bertholf Actionable Tasks ● Monitor site for malware/hijacking ● Improve site speed & optimize delivery ● Make it easy to share content ● Actively promote/market content ● Attract links from other websites
  384. 384. @Rob Bertholf Page Authority ≈ Domain Authority Internal Links Page Authority Outbound Links Internal Links *Oversimplified External Links
  385. 385. @Rob Bertholf Actionable Tasks ● Improve internal linking through the navigation, HTML sitemaps, dynamic link modules and more. ● Grow inbound links through quality content, asset buildout, content marketing and validation tactics.
  386. 386. @Rob Bertholf via @RandFishkin #MozCon 2015 Keyword Targeting Quality & Uniqueness Crawl/Bot Friendly Snippet Optimization UX / Multi-Device Relative CTR Short vs. Long-Click Content Gap Fulfillment Amplification & Return Rates Task Completion Success Searcher OutputsRanking Inputs
  387. 387. @Rob Bertholf Use Formula to Find Opportunity $$$
  388. 388. @Rob Bertholf Domain Authority PageRank ° Moz Domain/Page Authority ° MozTrust Indexation SERP Performance Search Demand Impressions ° Ranking Click Through Rate Content Performance Landing Page ° Organic Search Traffic Bounce Rate ° Time on Site Social Shares ° External & Internal Links Revenue Conversion Performance Organic eCommerce Revenue Organic Ad Revenue
  389. 389. @Rob Bertholf Actionable KPI’s (We ARE in control!)
  390. 390. @Rob Bertholf Infrastructure KPIs ● Site Uptime ● Response Code %’s ● Time to First Byte (TTFB) ● Time to Interact (TTI) ● Crawl Rate ● Security ○ SSL Certificate (https://) ○ No malware ○ Updated software (Server + CMS) ● Spam ○ Detox (Link Research Tools / Moz) ConversionPlatform Channel Content
  391. 391. @Rob Bertholf Architecture KPIs ● % of Broken Links ● # Missing Files/Images ● % with Title & Meta Description ● % Internally Linked Pages ConversionPlatform Channel Content
  392. 392. @Rob Bertholf Opportunity KPIs ● Non-Branded Potential Traffic = (Target Queries - Long Term Targets) * Search Volume * Avg CTR ● Branded Potential Traffic = Branded Organic Search Traffic / Branded Search Volume (Branded Terms * Search Volume) ConversionPlatform Channel Content
  393. 393. @Rob Bertholf SERP (Visibility) KPIs ● # Indexed URLs ● Ranking URLs (Mobile & Desktop) ○ # of URLs ranking ≤ 10 ○ # of URLs ranking ≤ 3 ○ # of URLs ranking = 1 ● Avg. Unique Ranking Keywords per URL ● Ranking Trend (By Page Type) ○ Desktop Rankings by Position Group ○ Mobile Rankings by Position Group ● Rank Performance = Unique Keyword Count / Organic Search Sessions ConversionPlatform Channel Content
  394. 394. @Rob Bertholf SERP (Performance) KPIs ● CTR by Page Type ● % Rewritten Titles ● Rich Snippet Competition = % Queries we have Rich Snippets / % Queries with Rich Snippets ConversionPlatform Channel Content
  395. 395. @Rob Bertholf Organic Search Traffic KPIs ● Organic Search Contribution = New Organic Search Sessions / Total New Sessions ● Branded Queries = Branded Organic Search Sessions / Total Organic Search Sessions ConversionPlatform Channel Content
  396. 396. @Rob Bertholf Referring Sources KPIs ● Bounce Rate ● Avg. Session ● Avg. Page/Session ● Shares & Links Per 1k Visits * ○ Unique Visits / (Shares + Links) ● Return Visitor Ratio Over Time * ○ Total Visitor Sessions / # Returning Visitors ConversionPlatform Channel Content
  397. 397. @Rob Bertholf Conversion ● Event Triggers ● Goal Conversion Rate ○ Requests ○ Newsletter Signup ○ Contact Submissions ● eCommerce ○ Add to Cart Rate ○ Cart/Checkout Abandonment Rate ○ Conversion Rate ○ AOV ConversionPlatform Channel Content $
  398. 398. @Rob Bertholf Set your baselines then move that needle!
  399. 399. @Rob Bertholf SEO for Teams __
  400. 400. @Rob Bertholf What are our SEO Goals?
  401. 401. @Rob Bertholf 1. Grow Organic Revenue 2. Improve Search Experience 3. Increase Topical Authority 4. Improve Reputation in SERP 5. Advance critical thinking and technical skills to become better “Content Marketers”
  402. 402. @Rob Bertholf 1. Grow Organic Revenue ● Increase Domain Authority ● Improve Page Authority of High-Value Pages ● Target Qualified Queries ● Improve Organic Search Rankings ● Increase CTR
  403. 403. @Rob Bertholf 2. Improve Search Experience ● More engaging meta titles and description ● Leverage Schema for enhanced visibility ● More effort on maintaining ZERO crawl errors ● Match visitor intent to appropriate content
  404. 404. @Rob Bertholf 3. Increase Topical Authority ● Continue to generate quality content for all product pages ● More product curation content to build expertise ● Introduce lifestyle content to build brand affinity
  405. 405. @Rob Bertholf 4. Improve Reputation Perception in SERPs ● Lock down first page in Search Engines for branded queries with managed assets ● Cross distribute reviews across review sites ● Faster response time with Social Media responses ● Listening & outreach initiatives to uncover conversations
  406. 406. @Rob Bertholf 5. Training & Repositioning ● Reposition and socialize team as Content Marketers vs old terminology “SEO”s ● Internal Training ● Cross Training ● Socialize & Demystify Activity/Initiatives
  407. 407. @Rob Bertholf SEO = Tech + Marketing
  408. 408. Content Strategy Content Infrastructure Content Architecture Content Production Content Validation Content Analysis Content Marketing SEO
  409. 409. Content Strategy Content Infrastructure Content Architecture Content Production Content Validation Content Analysis Content Marketing Technology MarketingSEO
  410. 410. Content Strategy Content Infrastructure Content Architecture Content Production Content Validation Content Analysis Content Marketing Technology MarketingShared
  411. 411. @Rob Bertholf Recommended approach to SEO & guiding principles
  412. 412. @Rob Bertholf Always Learning (Stay current, let go of what we think we know. read-test-implement)
  413. 413. @Rob Bertholf Work Smarter (Leverage automation & streamlined processes for efficiencies)
  414. 414. @Rob Bertholf Make Data Backed Decisions
  415. 415. @Rob Bertholf Profit Oriented (What business objective does this action drive?)
  416. 416. @Rob Bertholf Remove the “Voodoo” to contribute to a more informed organization.
  417. 417. @Rob Bertholf Workflow & Communication
  418. 418. @Rob Bertholf SEO Disciplines ● Self Evaluation ● Career pathing employees
  419. 419. @Rob Bertholf SEO Roles & Responsibilities SRACI Guide: ● S - Supports (The person who assists as needed) ● R - Responsible (The person who is assigned to do the work) ● A - Accountable (The person who makes the final decision and has ultimate ownership) ● C - Consults (The person who must be consulted before a decision or action is taken) ● I - Informed (The person who must be informed that a decision or action has been made)
  420. 420. SEO Wiki
  421. 421. @Rob Bertholf Tactical Protocol Templates
  422. 422. ● Grooming ● Backlog ● Sprint “Themes”
  423. 423. Team Member Boards
  424. 424. @Rob Bertholf Sprint Planning by Theme (SEO Team) Daily Standup (SEO & Copy Team) Weekly Team Meeting (SEO Team) Weekly KPI Reporting (Executives) Period Newsletter (Company) Sprint & Communication
  425. 425. @Rob Bertholf Recap __
  426. 426. @Rob Bertholf Questions?
  427. 427. @Rob Bertholf Thank you! @rob rob@bertholf.com
  428. 428. @Rob Bertholf What were your thoughts? Please tweet: “Just finished #SEO course with @Rob. It was _________”

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