This document provides an overview of search engine optimization (SEO) techniques for climbing to the top of Google search results in 2017. It discusses the spectrum of SEO sophistication and emphasizes that SEO is a journey of making small incremental improvements over time rather than needing to know everything at once. Specific techniques mentioned include keyword research, optimizing page speed and images, becoming mobile-friendly, using SEO plugins like Yoast, and creating quality content. The goal is to understand how Google presents information and optimize websites accordingly.

1. Climbing to the top of Google in 2017
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14. 1200 Barrett Parkway

15. Climbing to the top of
Google in 2017

16. Overview of SEO

17. The Spectrum of SEO Sophistication
#WCATLSEO in 2017

18. SEO is a Journey
#WCATLSEO in 2017
● small changes add
up over time
● you don’t have to
know it all at one
time (don’t get
overwhelmed)
Search engine optimization is
often about making small
modifications to parts of your
website. When viewed
individually, these changes
might seem like incremental
improvements, but when
combined with other
optimizations, they could have a
noticeable impact on your site's
UX and performance in organic
search results.

19. 3.5 billion searches per day

20. Google doesn’t search
the internet

21. Site: search

23. CTR by position

24. Inbound links are (still) huge

25. Off-Page
● 51 Speakers at WC
● How many had
backlinks?

28. Other SEO Basics

29. SEO is not about ranking
for your own name or
your own words

30. The “Perfectly Optimized” Page
#WCATLSEO in 2017

31. THE PERIODIC TABLE
#WCATLSEO in 2017
searchengineland.com/seotable

32. Keyword Research

33. UNDERSTAND HOW GOOGLE IS PRESENTING
INFORMATION
Rich Answers: Quick Answer Box and
People Also Ask
Google’s Carousel Expanding -
"Best…”

34. MOZ SCORING

35. Optimize images

38. Improve your speed

39. PAGE SPEED MATTERS
#WCATLSEO in 2017

40. SPEED MATTERS TO USERS
● 73% of mobile internet users say that they’ve encountered a website that was
too slow to load.
● 47% of consumers expect a web page to load in 2 seconds or less.
● 40% of people abandon a website that takes more than 3 seconds to load.
● A 1 second delay in page response can result in a 7% reduction in
conversions.
● If an e-commerce site is making $100,000 per day, a 1 second page delay
could potentially cost you $2.5 million in lost sales every year.
#WCATLSEO in 2017

41. USE LEAN THEMES
#WCATLSEO in 2017

42. USE A CACHING PLUGIN
#WCATLSEO in 2017

43. Mobile and AMP

44. Be mobile-friendly

45. AMP: ACCELERATED MOBILE PAGES
#WCATLSEO in 2017

46. AMP: PLUGIN
#WCATLSEO in 2017

48. Interstitials on Mobile

49. SSL

50. BE SECURE
gmm.to/sslmeetup

51. BE SECURE
gmm.to/sslmeetup

52. BE SECURE
gmm.to/sslmeetup

53. BE SECURE
gmm.to/sslmeetup

54. LOCAL SEO

55. LOCAL SEO

56. LOCAL SEO: Name, Address, Phone

57. LOCAL SEO: Reviews
9 other reviews that are not currently recommended

58. MOZ LOCAL
#WCATLSEO in 2017

59. SEO PLUGINS

60. YOAST SEO

61. YOAST SEO

63. YOAST SEO

64. YOAST SEO

65. THE SEO FRAMEWORK

66. THE SEO FRAMEWORK

67. THE SEO FRAMEWORK

68. CREATING QUALITY
CONTENT

69. Find good sources for ideas
moz.com/blog
managewp.org
wpbeginner.com
mickmel.com
bobwp.com
carriedils.com/blog

70. Keep a handy list of post ideas

71. Work on a few drafts at a time

72. Get others to preview your posts

73. Q & A
Questions about what we just
covered, or other problems?