SlideShare a Scribd company logo
Crafting A Successful
SEO Strategy
Niki Mosier
SEO Lead
Two Octobers
Welcome
Connect with Me:
Twitter: @nikers85
LinkedIn: www.linkedin.com/in/niki-mosier/
7
What We’re Covering Today
1 Content
Website Optimization
Website Health
Competitive Analysis
Task Prioritization2
3
4
5
Site Migration
Drop in KPI’s
At least yearly
Content
Strategy
Searcher
Intent
Satisfying search intent is ultimately
Google’s #1 goal
Transactional
Informational
Navigational
High bounce rate
Low click through rate from SERP results
Provide the most relevant and highest
quality information (as quickly as
possible)
Update old
Content
Content
Voice
Fit the brand
Be authoritative
Tell a Story
Keyword
Research
Keyword research impacts every
other SEO task that you perform,
including finding content topics,
on-page SEO, and outreach and
promotion.
Current
Keywords
Search Volume
Keyword Gaps
https://answerthepublic.com
https://alsoasked.com
Google Analytics
Google Search Console
https://contentstrategychecklist.com/
Content Tools And Resources
Website
Optimization
Title Tags
& Meta
Descriptions
Click Thru Rate
Use Keywords
Keep Them Fresh
Internal
Linking
Keywords in
Anchor Text
Link from High
Authority Pages
Link Placement
Schema
Clicks increased by 43 percent
Average position also
increased by 12 percent
Use JSON-LD
Test Your Schema
Different Pages =
Different Schema
ScreamingFrog
Ahrefs
Google Analytics
Google Search Console
Website Optimization Resources
https://search.google.com/structured-data/testing-tool/
https://www.schemaapp.com/
Competitive
Analysis
“Keep your friends close and your enemies closer”
Backlinks
Tech Factors
Site Speed
Schema
CMS
Content
Featured Snippets
What Type of
Content
Frequency
ScreamingFrog
Ahrefs
Competitive Analysis Resources
https://search.google.com/structured-data/testing-tool/
SEMRush
Search Results
Website
Health
Site Speed
Time to First Byte
1.3 seconds
Indexation
Pages Indexed that
Shouldn’t Be
Sitemap
Robots.txt
Crawlability
Duplicate Content
www.apple.com/ipad/
vs.
www.apple.com/ipad
www.apple.com/Ipad/
vs.
www.apple.com/Ipad/
PageSpeed Insights
Website Health Resources
https://www.webpagetest.org/
SEMRush
Google Search Console
ScreamingFrog
Task
Prioritization
Technical Audit
Identify & Set Goals
Identify Top Pages for
Conversion
86
Tips For Prioritizing SEO Tasks
1 Prioritize tasks based on time to implement and resources for implementation.
Great resource: https://moz.com/blog/prioritize-seo-tasks
2 If the site is huge, consider crawling and prioritizing the site in small chunks.
3
Thank You!
Connect with Me:
Twitter: @nikers85
LinkedIn: www.linkedin.com/in/niki-mosier/

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