Advanced SEO - BlogPaws 2015

Panda, Penguin &
Hummingbird
LOVE ME?

Advanced SEO Strategies
IT IS NOT THAT HARD!
@2dogsdesign
You play by their rules...
...feed them well...
…& show you care…
...easy right?

IT HELPS
TO HAVE
FOCUS!
Breed Specific
Health Niche
Review Site
@2dogsdesign

IT IS NOT JUST ABOUT
KEYWORDS ANYMORE!
@2dogsdesign
think topics not keywords
technical great content
relationships
natural links be social

LET’S START WITH
THE BASICS!
@2dogsdesign

BUT FIRST!
To break the silence in here!
WHO WANTS A SHIRT?

● Title Tags
● Meta Description
● Content
WHAT SEARCHERS SEE
@2dogsdesign

EXCITE
THEM!
Use enticing
Title Tags &
Meta Descriptions
to engage!
@2dogsdesign
EXCITE
THEM!

Advanced SEO Strategies@2dogsdesign
Which one of these
would
you click on?
Search term:
“dog birthday
cake recipes”

● Alt Tags
● Anchor Text
● Schema
● Header Tags
WHAT SEARCH ENGINES SEE
@2dogsdesign

WHAT THE HECK IS SCHEMA YOU ASK?
Schema is a “microdata” that helps the
search engines to better interpret
what your pages are about.
THE SCHEMA ADVANTAGE
@2dogsdesign

Well, that is why this is Advanced SEO!
If it were easy, everyone would be
doing it - and reaping the benefits.
But they are not.
I STILL DON’T GET IT!
@2dogsdesign

And you can win those clicks
in the search results!
Estimates show only .3% of websites
are using schema, so what are you
waiting for?
SO START DOING IT!
@2dogsdesign

Well, here is what it looks like!
itemscope itemtype=
”http://schema.org/Recipe”
OH, YOU ARE WAITING FOR ME!
@2dogsdesign

So now the search
engines know, this
content is a recipe!
Cool huh?

● Articles
● Products
● Reviews
● Events
● ...and more
SCHEMA.ORG
SCHEMA-CREATOR.ORG
SCHEMA CAN BE USED FOR...
@2dogsdesign

IT’S THAT TIME AGAIN!
Just checking on who is
still paying attention!
WHO WANTS A SHIRT?

CONTENT REALLY IS KING
@2dogsdesign
And Panda will make sure
your content ROCKS!
Low quality sites or thin
sites will feel the Panda
kick!

PANDA LOOKS FOR
@2dogsdesign
1)Duplicate content
2)Too many ads (ad/content ratio)
3)Poor grammar
4)Content with no quality
5)Trust/Value to end user

SPEED
@2dogsdesign
MATTERS

VISITORS LOVE SPEED
You have about
2 seconds
to impress!
source: http://www.relentlesstechnology.com/insights/page-speed.html

SO DOES GOOGLE
It is all about
user experience!
Slow Websites=
Bad Experience

USE A CDN
HOSTING MATTERS
OPTIMIZE IMAGES
CHECK YOUR THEME
ADS
NO FLASH
MINIFY/CACHE
JS FILES IN FOOTER
SPEED TIPS

SPEED TOOLS
GTmetrix
PageSpeed Insights
Web Page Test

DON’T BE A HOARDER
1. REMOVE PLUGINS
2. CLEAN YOUR FILES
3. DELETE BACKUPS
4. UNUSED IMAGES
5. OPTIMIZE DATABASE

IF YOU ARE A HOARDER BY NATURE...
Create a folder and
place all of your old files
in it. Then tell the
search engines to ignore
it in a robot.txt file!
Disallow: /old-files/

KEEPING THE ROAD TO
YOUR WEBSITE CLEAR
KEEPING THE ROAD TO
YOUR WEBSITE CLEAR

WILL HELP THE SEARCH
ENGINES FIND THE CONTENT
THAT YOU
WANT SEEN!

IT’S ALL ABOUT THE LINKSIT’S ALL ABOUT THE LINKS

THE PENGUIN UPDATE
Also known as the over-
optimization algorithm
it looks for the following:
● Aggressive anchor text
● Unnatural backlink profile
● Spammy on page tactics

SO PLAY BY THE RULES!
1) Do not buy links - EVER
2) EARNED links are the most valuable
3) Social links are AWESOME too
4) Profile links are also a PLUS
….be honest, create great content and build
relationships. It is that simple.

INTERNAL LINKING
Internal linking is a strategy
of linking to other pages
within your own website.
Benefits include:
● Clear website navigation
● Defines site architecture
● Distributes page authority

INTERNAL LINKING STRATEGY
1) Link post to post
2) Use great anchor text
3) Link to relevant content
4) Follow links
5) Don’t overlink

EXTERNAL LINKING
SPECULATION: linking to high authority websites can help
build your own credibility.
Wikipedia, NY Times, Petfinder etc.
It is all about authority, building reader value and creating
useful content.

EXTERNAL LINKING
….and relationships - have we talked about
relationships?
You link to Dogs.com, they notice - then
maybe they give you a mention or a thank
you! BONUS!

GETTING BACKLINKS
Give them
what they
want!

BACKLINK PROSPECTS
Find what
others have
done and do it
better!

WANT TO RANK FOR DOG FOOD?
So does everybody else!
225 MILLION RESULTS!
So don’t even try!

BUT WHAT BLUE BUFFALO DID?
This was just
plain brilliant!
A comparison
page to educate
potential
customers

BUT HOW ABOUT…...
you try to rank for
“best dog food for
chihuahas”

Advanced SEO
QUALITY OVER QUANTITY!
It is better to invest time into creating just a
couple of FANTASTIC resource posts a month
than to have a bunch of low quality posts.
EDUCATEENTERTAINENGAGEVALUE

WHAT ARE YOU TALKING ABOUT?
Latent Semantic Indexing (LSI)
Determining what your page is
about with “synonymous” text.

THIS IS GOING TO
BE CONFUSING!
So let’s de-stress
for a moment!
WHO WANTS A SHIRT?

GOOGLE IS PRETTY SMART!
It will use the content on your page
to determine what message you
are trying to give.

In the past, most would
keyword stuff content to get
Google to rank and
understand their content.
Of course this is WRONG!

Now Google will look at
your content in a way
that allows it to
comprehend all of the
content on the page
and how it relates to
your main topic.

EXAMPLE:
search for
“types of dogs”

ANOTHER
EXAMPLE:
search for
“10 ways to
train my dog”

So, you write an article called
“10 Great Vacations For Dogs”
Keyphrase: “Vacations For Dogs”

You should think about “synonyms”
or related phrases that mean the
same thing. Remember the old days
you would use “vacations for dogs”
over and over…….

Well, this replaces that!
So I hit up:
http://ubersuggest.org/
and type in “vacations for dogs”

And voila’, I find:
day trips for dogs
vacations with dogs

Then I try Google Keyword Planner:
pet friendly vacations
dog friendly vacations

So now, you have several variations
of your core keyword to use!
H1, H2, H3, Meta Description,
Content, Alt tags, Title tags

FINDING KEYPHRASES
AKA “LONG TAIL KEYWORDS”
Related Searches
Auto Complete
Competitors
SEMRush
Google Trends
Webmaster Tools

CONGRATULATIONS!
You made it through the
“ruff” stuff!
WHO WANTS A SHIRT?

BOUNCEY BOUNCEY...
Bounce Rate is not
used in ranking
factors, but can show
issues with user
experience or content!
BOUNCEY BOUNCEY...

BOUNCEY BOUNCEY….
The Higher The Bounce Rate…

BOUNCEY BOUNCEY….
...the lower the interest in my
website?
NOT NECESSARILY

But relax -
because blogs
typically
have higher
bounce rates
- and it is OK

BOUNCEY BOUNCEY….
...look at the time spent, not
bounce rate...

BOUNCEY BOUNCEY….
...then see where that traffic
is coming from...

Advanced SEO
BOUNCEY BOUNCEY….
...by reviewing this data you
can see what your visitors like
or don’t - and create content
that they WANT to read!

Advanced SEO
BOUNCEY BOUNCEY….
WOOHOO!
My bounce rate is only 10%,
they love me!
Not so fast!

A bounce rate that is
too low can mean you
have Google Analytics
installed 2 times!
Even the most popular
websites have bounce
rates averaging 30-40%

A FEW THINGS FOR YOU TO DO
Crawling your
website is critical
to getting a
technical view of
your website!

Download
SCREAMING FROG
screamingfrog.co.uk

REVIEW THE DATA
Broken Links
No Meta Descriptions
Missing Page Titles
Image ALT Tags
Header Tags

Meta Descriptions
are important!
Don’t let Google
choose!
META DESCRIPTIONS SHOULD SELL!

CHECK YOUR SOCIAL
Same with social
sharing! Take
control of your
content!

KEYWORDS

KEYWORDS
Unfortunately, there are not a lot of free tools
to see what keywords you rank for. You
can use Webmaster Tools to get an idea of
some of the queries that Google thinks are
related to your website.
I use spyfu.com and semrush.com

USER EXPERIENCE
Page Layout
Algorithm
targets
websites
with top
heavy ads.
http://searchengineland.com/google-updates-page-layout-algorithm-go-sites-top-heavy-ads-183929

MOBILE
Your site will
be penalized in
mobile search
if you are not
mobile friendly!

QUESTIONS
ANYONE?
Congratulations! You
made it to the end!
Thank you for being a
part of my Advanced
SEO session! I hope
you enjoyed it!

Looking for
partners to
spread our
word!
Over 6K donated
to rescues to date!
@charitypaws
facebook.com/charitypaws
instagram/charity_paws
pinterest/charitypaws

THANK YOU!
2dogsdesign.com
jill@2dogsdesign.com

Advanced SEO - BlogPaws 2015

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