This document provides an overview of search engine optimization (SEO) training. It begins with an agenda that includes introductions, how search engines work, what SEO is, technical and structural SEO factors, on-page and off-page optimization, content strategy, and a 30-minute SEO checkup. The presentation discusses how search engines and user queries have evolved, and how the search engine algorithms and rankings are constantly changing. It emphasizes the importance of SEO for businesses and provides strategies for optimization including on-page elements, links, content and technical foundations like site maps, page speed, and mobile responsiveness.
Search engine optimization class 1. October 2016 at Demand Quest in Minneapolis. Learn the building blocks of SEO and how to apply tactics to your site.
Our SEO training programs are designed by known SEO professionals who will teach you SEO optimizing techniques so that you can increase traffic to improve the sales performance of your web site.
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
SEO in the Age of Artificial Intelligence | How AI influences SearchPhilipp Klöckner
SEO hast changes over the past decade. Understand how classical ranking factors become less important, while user experience dominates the top rankings.
As seen live on stage at @ProjectAcom #PakCon2018 in Berlin.
Markitors aggregates the top SEO audit tools into one, easy to read report. Here is an SEO audit example and website review sample. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/seo-audit/
Search engine optimization class 1. October 2016 at Demand Quest in Minneapolis. Learn the building blocks of SEO and how to apply tactics to your site.
Our SEO training programs are designed by known SEO professionals who will teach you SEO optimizing techniques so that you can increase traffic to improve the sales performance of your web site.
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
SEO in the Age of Artificial Intelligence | How AI influences SearchPhilipp Klöckner
SEO hast changes over the past decade. Understand how classical ranking factors become less important, while user experience dominates the top rankings.
As seen live on stage at @ProjectAcom #PakCon2018 in Berlin.
Markitors aggregates the top SEO audit tools into one, easy to read report. Here is an SEO audit example and website review sample. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/seo-audit/
You’ve put all that work into your church website—why aren’t people visiting? Today’s search engines are programmed to think like a searcher would think, so there is no silver bullet for showing up in the top of the results in Google. However, there are a number of best practices that anyone can follow to give your site a better chance at showing up toward the top.
This is basically for those who want to learn Search Engine Optimization (SEO). and also for those marketers , business owners, entrepreneurs who want know about SEO.
Search Engine Optimization, SEO, Introduction, Process of SEO, White hat SEO, Black Hat SEO, Gray Hat SEO, On Page Optimzation, Off Page Optimization, Uses to business, Top SEO Companies, Search engines using best SEOs, Conclusion.
Search Engine Optimization (SEO) -- University of Virginia PresentationMarketing Mojo
From search engine optimization basics to more advanced open graph tagging, this presentation provides a well-rounded education of search engine and paid search optimization. Find out how to update your website to drive visits and retarget your target market through online ads. It's all in here.
SEO Audit Workshop: Framework, Techniques And ToolsDigital Vidya
Care about learning 'SEO Audit Workshop: Framework, Techniques And Tools'. You will find this deck presented by Mohit Maheshwari, MD, New Media Guru during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
presentation on search engine optimization.gives a brief idea about the methods for optimizing our website.methods are explained with examples.this presentation willbe useful for preparing seminar.
This deck is for a SEO website audit and strategic plan to improve your organic search engine results pages and visitors to your website. This program is offered by Anthony Ragland, an SEO Consultant in Atlanta, Georgia for over 15 years.
SEO has changed over the last few years, yet many of the basics still stay the same. This presentation aims to show you key areas of SEO for 2014 and beyond.
SEO Masterclass: The keys to a winning SEO strategy in 2021 - Josh MendelowitzSales Impact Academy
Josh Mendelowitz works as an SEO Marketing Manager at Refinitiv where he leads the in-house SEO team. Refinitiv, formerly the Financial and Risk business of Thomson Reuters, is a leading global financial data provider worth over $6 billion. Josh has worked in Digital and SEO for around 4 years and helped lead the SEO strategy for the Refinitiv site migration from Thomson Reuters to refinitiv.com. This strategy was recently awarded Gold and Best Overall Winner at the UK Digital Experience awards for “Best SEO Strategy".
Key Points:
1. Definition of SEO - Finding your customers needs and then centering your content strategy and digital marketing around how you can meet those needs.
2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site
3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes.
4. Expertise - Authority - Trustworthiness (EAT) Make your content crawlable, relevant and easy to navigate.
5. Drive users to a specific place further down the sales funnel using CTA links in Press Releases and Blogs.
6. SEO should be central to your content strategy - validate early and often and put work into keyword research.
Optimizing Your Web Presence on the Internet | Randall Wong M.D. | AAO 2015Randall Wong, M.D.
This was presented at the American Academy of Ophthalmology, Tech Pav in Las Vegas 2015 by Randall Wong, M.D.
Optimizing your web presence includes optimization of your website, blogs, videos and accounts on local business aggregators such as Yelp, Google+, Angie's List, Healthgrades, Facebook, etc.
Optimizing your web presence really means allowing you and your medical practice to be easily found on the Internet.
It all starts with the search engines such as Bing, Yahoo and Google.
Please email me with questions.
Randall Wong, M.D.
Medical Marketing Enterprises, LLC
randall.v.wong@gmail.com
Introduction to SEO presented by Nate Plaunt on Wednesday, May 25, 2016. Learn about the foundational and technical elements of SEO that set your website up for success!
You’ve put all that work into your church website—why aren’t people visiting? Today’s search engines are programmed to think like a searcher would think, so there is no silver bullet for showing up in the top of the results in Google. However, there are a number of best practices that anyone can follow to give your site a better chance at showing up toward the top.
This is basically for those who want to learn Search Engine Optimization (SEO). and also for those marketers , business owners, entrepreneurs who want know about SEO.
Search Engine Optimization, SEO, Introduction, Process of SEO, White hat SEO, Black Hat SEO, Gray Hat SEO, On Page Optimzation, Off Page Optimization, Uses to business, Top SEO Companies, Search engines using best SEOs, Conclusion.
Search Engine Optimization (SEO) -- University of Virginia PresentationMarketing Mojo
From search engine optimization basics to more advanced open graph tagging, this presentation provides a well-rounded education of search engine and paid search optimization. Find out how to update your website to drive visits and retarget your target market through online ads. It's all in here.
SEO Audit Workshop: Framework, Techniques And ToolsDigital Vidya
Care about learning 'SEO Audit Workshop: Framework, Techniques And Tools'. You will find this deck presented by Mohit Maheshwari, MD, New Media Guru during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
presentation on search engine optimization.gives a brief idea about the methods for optimizing our website.methods are explained with examples.this presentation willbe useful for preparing seminar.
This deck is for a SEO website audit and strategic plan to improve your organic search engine results pages and visitors to your website. This program is offered by Anthony Ragland, an SEO Consultant in Atlanta, Georgia for over 15 years.
SEO has changed over the last few years, yet many of the basics still stay the same. This presentation aims to show you key areas of SEO for 2014 and beyond.
SEO Masterclass: The keys to a winning SEO strategy in 2021 - Josh MendelowitzSales Impact Academy
Josh Mendelowitz works as an SEO Marketing Manager at Refinitiv where he leads the in-house SEO team. Refinitiv, formerly the Financial and Risk business of Thomson Reuters, is a leading global financial data provider worth over $6 billion. Josh has worked in Digital and SEO for around 4 years and helped lead the SEO strategy for the Refinitiv site migration from Thomson Reuters to refinitiv.com. This strategy was recently awarded Gold and Best Overall Winner at the UK Digital Experience awards for “Best SEO Strategy".
Key Points:
1. Definition of SEO - Finding your customers needs and then centering your content strategy and digital marketing around how you can meet those needs.
2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site
3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes.
4. Expertise - Authority - Trustworthiness (EAT) Make your content crawlable, relevant and easy to navigate.
5. Drive users to a specific place further down the sales funnel using CTA links in Press Releases and Blogs.
6. SEO should be central to your content strategy - validate early and often and put work into keyword research.
Optimizing Your Web Presence on the Internet | Randall Wong M.D. | AAO 2015Randall Wong, M.D.
This was presented at the American Academy of Ophthalmology, Tech Pav in Las Vegas 2015 by Randall Wong, M.D.
Optimizing your web presence includes optimization of your website, blogs, videos and accounts on local business aggregators such as Yelp, Google+, Angie's List, Healthgrades, Facebook, etc.
Optimizing your web presence really means allowing you and your medical practice to be easily found on the Internet.
It all starts with the search engines such as Bing, Yahoo and Google.
Please email me with questions.
Randall Wong, M.D.
Medical Marketing Enterprises, LLC
randall.v.wong@gmail.com
Introduction to SEO presented by Nate Plaunt on Wednesday, May 25, 2016. Learn about the foundational and technical elements of SEO that set your website up for success!
SEO refers to the process of generating free, organic, and authentic traffic on websites by ranking higher on the results that appear on the search engines.
SEO Bootcamp Training Course - Kuala Lumpur Marketing MeetupFreelance
Start gearing up now for an absolutely killer training session in Search Engine Optimization.
Enjoy the slide deck from our hands-on training course, designed to guide you – step-by-step – through all that is needed to position your site to rank in the natural search-engine results.
In this intensive, real-world training guide, American-born industry veteran Nikki Johnson covers the full range of 2016 SEO best practices, fundamental tactics, and go-to-market strategies.
Learn how to do SEO with this essential field guide.
Understanding how the search engines work and our process for evaluating SEO performance.
Learn the importance of SEO compared to other forms of online traffic such as paid search and social media.
For more information please visit us at http://jagdigital.com.au/
Google is more than a search engine. It’s also a verb! That’s right, the search engine company is also an action word for the activity consumers participate in everyday. Consumers use the search engine for tips, product information, comparisons, reviews, prices, and more. Essentially, they want immediate answers and they search online to find them. The question becomes: will the answers to their questions come from your company or its competitors the next time they Google? Get started with search engine marketing in SEO 101: Increasing Your Organic Traffic.
Ever wondered why your website is not showing up in Google searches? Ever wish your website generated more business for your company? SEO (Search Engine Optimization) is the process of organically elevating the visibility of a website in a search engine’s search results. Search engines, such as Google, review every website and grade it based on specific criteria. The SEO experts at JumpSIX marketing use various tools and industry knowledge to correct present issues on your website and increase the credibility of your website for search engines. Check out this presentation to learn more about how JumpSIX Digital Marketing can help you achieve your online marketing goals.
Learn advanced SEO tactics and strategies in this second installment of my Demand Quest course. Topics include local SEO, link building, and international SEO.
The Trickle Down Effect of Effective Internal ProcessesNate Plaunt
Can you really impact your clients’ bottom lines by becoming more efficient in your internal processes? The answer is yes! In this session I’m going to walk through some of the successes we have seen in our company as well as in our projects with our clients and how becoming more efficient as an organization has fostered this impact.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
2. TODAY’S AGENDA
1. Introduction
2. How Searching Has Evolved
3. What to expect today
4. How search engines work
5. What is SEO?
6. The SEO Pyramid
7. Local SEO
8. 30-Minute SEO Checkup
6. ANATOMY OF A SERP
(SEARCH ENGINE RESULTS PAGE)
Paid Ads
Local / Map
Results
True Organic
Result
News Stories
(Organic)
7. • Organic traffic accounts for up to 64% of all website
traffic*
• Roughly 67,000 search queries happen on Google -
every SECOND!
• This translates into about 5.8 billion searches every
day**
ORGANIC SEARCH STATS
* Source: http://searchenginewatch.com/sew/study/2355020/organic-search-
accounts-for-up-to-64-of-website-traffic-study
** Source: http://www.internetlivestats.com/one-second/#google-band
11. • Each year, Google changes its search algorithm
around 500–600 times.*
• That’s roughly 1.5 changes
EVERY.
SINGLE.
DAY!
THE SHIFTING SANDBOX
• Source: https://moz.com/google-algorithm-change
12. Major Google Updates Since I Last Taught This Class…
9.19.17 5.17.18
9.27.17 –
Unnamed
Update, major
flux to SERPs
10.17.17 –
Chrome HTTPS
Warnings
10.27.17 –
Featured
Snippets
dropped from
many queries
11.14.17 –
Unnamed
update, major
flux to SERPs
11.30.17 –
Snippet length
increase, MD to
300 characters
12.14.17 –
“Maccabees”
update, seasonal
sites get boost
2.20.18 –
Unnamed
update, major
flux to SERPs
3.8.18 –
“Brackets”
update,
prolonged rolling
update to core
3.14.18 –
Zero-result
SERP test
3.26.18 –
Mobile-First
Index roll out
5.14.18 – Snippet
length increase
test rolled back
13. BUT, THE ALGORITHM ISN’T THE ONLY THING CHANGING…
SEARCHERS ARE CHANGING TOO
14. TOP GOOGLE SEARCHES
2005
1. Myspace
2. Ares
3. Baidu
4. Wikipedia
5. Orkut
6. iTunes
7. Sky News
8. World of Warcraft
9. Green Day
10. Leonardo da Vinci
2017
1. Hurricane Irma
2. Matt Lauer
3. Tom Petty
4. Super Bowl
5. Las Vegas Shooting
6. Mayweather vs McGregor Fight
7. Solar Eclipse
8. Hurricane Harvey
9. Aaron Hernandez
10. Fidget Spinner
15. IN FACT, SEARCHERS ARE “EVOLVING”
THEY ARE LEARNING HOW TO INTERACT WITH SEARCH ENGINES TO GET SOLUTIONS
MORE QUICKLY
18. WHAT TO EXPECT:
• A solid understanding of how search engines
operate
• Learn how to beat out your competition in the
search engine results
• Actionable tactics you can implement today
• Tools to implement optimizations
26. WHAT IS SEO?
Search engine optimization (SEO) is
the process of affecting the visibility
of a website or a web page in a
search engine's "natural" or un-paid
("organic") search results.
• Source: Wikipedia
27. WHAT IS SEO? (SIMPLIFIED)
SEO is two things:
1. The practice of making your website as accessible as
possible to search engines and human visitors.
2. Ensuring your website is as useful and relevant as
possible to your current and prospective customers.
34. PHASE 1: PLAN FOR SUCCESS
1. What is the business goal you are trying to achieve?
2. What are the key performance indicators that tell you if you’re on
or off track?
3. What are your baseline metrics?
4. What does your team look like?
35. HOW DO WE MEASURE SUCCESS?
Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
36. HOW DO WE MEASURE SUCCESS?
Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
37. HOW DO WE MEASURE SUCCESS?
Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
38. PHASE 1: YOUR TEAM
SEO
Project
Team
SEO
Dev.
P.M.
Analyst
40. • Goal: Ensure accessibility for Search Engines &
Users
• Foundation of your entire online presence, so it’s
important to get it right
• Search engines have very clear guidelines for
webmasters to follow when building sites
TECHNICAL AND STRUCTURAL FACTORS
41. WHAT TO LOOK FOR
• Can your entire website be
crawled?
• Is your website indexed by the
search engines?
• Does your website have any
errors?
• Is your page load time too slow?
42. HOW YOU CAN DO THIS
• XML sitemap
• Accurate robots.txt file
• Google Search Console
• Page speed optimization
43. WHAT TO AVOID
Any unnecessary hurdle for the search engines
• Flash
• iFrames
• Serving content via JavaScript
• URL Parameters
46. ROBOTS.TXT FILE
The robots.txt file is a directive for all “bots”
visiting your site.
• It tells them what
URLs to crawl or
not crawl
• Simple text file –
can be created with
notepad
48. ROBOTS.TXT FILE – *PRO TIP
Use the Robots.txt
testing tool in
Google Search
Console to
troubleshoot
errors in your file
and to test
individual URLs
49. XML SITEMAP
The XML sitemap is a map of
your website that enables
search engines to efficiently
crawl and index your site.
It is, essentially, the directory
for your site.
50. XML SITEMAP
Various tools can help you generate an accurate
and up-to-date sitemap:
• Screaming Frog Spider
• CMS plugins like Yoast
• Other web-based sitemap generators
- www.xml-sitemaps.com
51. WHY DOES SPEED MATTER?
In 2014, mobile search overtook desktop search.
• The gap between
mobile and desktop
will widen
• Fast page load speed
is critical to
optimizing for mobile
• Mobile-first index
began in March 2018
54. GOOGLE PAGESPEED INSIGHTS
PageSpeed Insights is a free tool from Google that gives
you a prioritized roadmap on how to fix speed issues on
your site.
• https://developers.google.com/speed/pagespeed/insights
56. ON AND OFF PAGE FACTORS
• Goal: Demonstrate Relevance and Authority
• Search engines want to provide users with search results that are
relevant to their query and authoritative in nature.
• Building upon a sound technical structure, we make sure that search
engines and users are able to fully understand what various pages
on your website are all about.
57. On-page SEO refers to factors that
you can control directly on your
website
Examples of on-page factors are:
• Metadata
• Internal links
• Content
• Technical / Structural
Off-page SEO refers to factors “out
of your control” on other websites
Examples of off-page factors are:
• Inbound links
• Social Media
• Mentions
• Local Directories
ON-PAGE vs. OFF-PAGE SEO
58. WHAT TO LOOK FOR
• Are your on-page elements
optimized?
• What keywords are you ranking
for?
• Who are your organic
competitors?
• Who is linking to you?
59. ON-PAGE SEO ELEMENTS
• URL
• Page Title
• H1 heading
• H2 headings
• Meta Description
• Page Copy
• Alternative image text
60. Page Title: Unique and
descriptive
URL: Descriptive and
readable by both
humans and search
engines
H1 Heading: Unique
and descriptive
Sub-Headings: Targeted
sub-topics of the page
theme
Page Copy: Descriptive,
unique, and RELEVANTAlt Image Text:
Descriptive and
keyword rich
SEO ON-PAGE ELEMENTS
63. WHAT KEYWORDS DO YOU RANK FOR?
Ground Rules:
1. Don’t “Google yourself”
2. Use a keyword tracking tool
a) SEM Rush (freemium)
b) Bright Local (paid)
66. INTERNAL vs. EXTERNAL LINKS
(BACKLINKS)
• Internal links refer to
links within your site,
such as navigation
links.
• External links refer to
links outside of your
site, such as a link
from Wikipedia.
• Both are very useful,
but for different
reasons.
67. HOW DO BACKLINKS HELP?
• Backlinks act as
“votes” for pages on
your site.
• Generally speaking,
the more links you
have from
authoritative sources,
the more your site is
trusted, and the
better your pages will
rank.
YourWebsite.com
NewsSite.com RetailSite.com
IndustryBlog.com ShadySite.com
68. WHY INVEST IN LINK BUILDING?
A technically sound site will only get you so far.
Without links, it simply will not have the equity or
authority to be visible in search engines.
69. LINK ANCHOR TEXT
• The words used in the anchor text of a link to your
site helps search engines understand what that
page is about.
• So, if your page is about “Lego Star Wars
collections” the anchor text Star Wars Legos would
be preferable over click here.
71. CONTENT STRATEGY
• Goal: Ensure Quality & Alignment with Audience
• To convert visitors to prospects or customers we need to have
high quality content that addresses their problems.
• Through keyword research and customer understanding, we
can determine the topics that are of interest to your customers
and where you have the opportunity to be competitive in
search engine results.
72. Understanding
who your user is, what problems
they have that you
are able to solve,
WHAT IS A CONTENT STRATEGY?
and finding a way
to solve those
problems.
+ =
74. WHAT TO LOOK FOR
• Am I speaking to my customer
in their language?
• Do I have the content they are
looking for?
• Where is there opportunity to
provide an answer to a
question?
75. HOW YOU CAN DO THIS
1. Identify buying personas or audience
segments
2. Understand the decision making process
3. Keyword research
4. Content inventory
76. • Match existing content to personas
and steps in the buying cycle.
• Identify areas that lack content and
fill gaps.
Content Inventory & Gap Analysis
VS.
77. Content Inventory & Gap
Analysis
URL Worker
Willy
Fashion
Freddy
Awareness Interest Consideration Purchase
Intent
/401-red-wing-mens-
6-inch-boot-brown
x x x
/footwear/6-
hawthorne-8113-
08113
x x x
Awareness Interest Consideration Purchase
Intent
Worker
Willy
15 17 10 5
Fashion
Freddy
11 2 7 13
Content Inventory & Gap Analysis
84. CONTENT MARKETING
• Goal: Right Content in front of the Right People in the Right Place
at the Right Time
• Content Marketing is the practice of distributing your content
through various channels.
• Get the right types of content to the right audiences.
87. WHAT IS LOCAL SEO?
Local SEO is the process of making it as easy as
possible for prospective customers to find
information about your company online, either
when they search specifically for your
enterprise or for any businesses that provides
particular goods and services nearby them.
• Source: LocalU.org
88. WHAT IS LOCAL SEO?
Enhancing the
visibility of your
business for queries
with “local intent”
89. LOCAL SEO RANKING FACTORS
1. Google My Business signals
2. Link signals
3. On-page signals
4. External location signals
5. Review signals
6. Behavioral signals
7. Personalization signals
8. Social signals
Source: https://moz.com/blog/local-search-ranking-factors-survey-results-2017
90. HOW YOU CAN DO THIS
• Ensure your contact info is present
• Acquire relevant local links
• Make sure your Google My Business page is accurate
and optimized
• Consistent NAP (Name, Address, Phone #)
• Create engaging, quality content
• Make your site the best in your area
• Ask for reviews!
91. GOOGLE LOCAL RANKINGS
(RIGHT FROM THE HORSE’S MOUTH)
Relevance
“Relevance refers to how well a local listing matches
what someone is searching for. Adding complete and
detailed business information can help Google
better understand your business and match your
listing to relevant searches.”
Source: https://support.google.com/business/answer/7091
92. GOOGLE LOCAL RANKINGS
(RIGHT FROM THE HORSE’S MOUTH)
Distance
“Just like it sounds–how far is each potential search
result from the location term used in a search? If a
user doesn't specify a location in their search,
Google will calculate distance based on what’s
known about their location.”
Source: https://support.google.com/business/answer/7091
93. GOOGLE LOCAL RANKINGS
(RIGHT FROM THE HORSE’S MOUTH)
Prominence
“Prominence refers to how well-known a business is. Some
places are more prominent in the offline world, and search
results try to reflect this in local ranking. Prominence is also
based on information that Google has about a business from
across the web (like links, articles, and directories). Google
review count and score are factored into local search ranking:
more reviews and positive ratings will probably improve a
business's local ranking.”
Source: https://support.google.com/business/answer/7091
94. CITATIONS
• Citations are essentially a mention of your brand on another site like a
listing directory.
• Yelp
• Yellow Pages
• City Search
95. CITATIONS
• It is important that these listings maintain consistency
and accuracy.
• Name
• Address
• Phone Number
• *Check up on your listings using Moz Local
• - moz.com/local
97. 1. If done right, SEO is a distinct competitive advantage
2. Get the foundation right
3. Optimize your pages and off-page presence
4. Strategically create and distribute content
5. Optimize for local visibility
TL;DR
100. 1. Analytics Platform (Google Analytics)
2. Google Search Console (formerly Webmaster Tools)
3. Bing Webmaster Tools
4. Google
5. Screaming Frog Spider
6. Crawl Data Visualization Spreadsheet
7. Panguin Tool – by Barracuda Digital
8. Word, Excel, Google Docs, pen and paper, or anything
else you want to use to make a checklist
WHAT YOU NEED:
101. 1. Google Analytics - https://www.google.com/analytics/
2. Google Search Console - https://www.google.com/webmasters/tools/home
3. Bing Webmaster Tools - http://www.bing.com/toolbox/webmaster
4. Google - https://www.google.com/
5. Screaming Frog Spider - http://www.screamingfrog.co.uk/
6. Crawl Data Visualization Spreadsheet – https://bit.ly/2Isdlwf
7. Panguin Tool - http://barracuda.digital/panguin-tool/
WHAT YOU NEED:
104. • Download Screaming Frog Spider
• http://www.screamingfrog.co.uk/seo-spider/
• Enter your domain into the box at the top and hit
Start
• *Pro Tip: exclude the “www” to capture info on all
subdomains
STEP 1: CRAWL YOUR SITE
105. • Access and download the Crawl Data Visualization
Worksheet
• https://bit.ly/2Isdlwf
• Save your crawl once it’s complete
• Export the Crawl Overview Report as a .csv file
• Copy and Paste into the “Data” tab of the Crawl Data
Visualization Worksheet
STEP 1: CRAWL YOUR SITE
107. Page Title: Unique and
descriptive
URL: Descriptive and
readable by both
humans and search
engines
H1 Heading: Unique
and descriptive
Sub-Headings (H2):
Targeted sub-topics of
the page theme
Page Copy: Descriptive,
unique, and RELEVANT
Alt Image Text:
Descriptive and
keyword rich
SEO ON-PAGE ELEMENTS
Meta Description: The
elevator pitch - unique
and descriptive
108. • Take note of:
• Any redirection (3xx), broken links (4xx), and server
error (5xx) status codes
• URL Issues
• Page Title Issues
• Meta Description Issues
• Missing Heading Tags (H1, H2)
• Mark any issues down on your checklist
STEP 1: CRAWL YOUR SITE - OUTPUT
110. • If you haven’t already, go verify your site in Google
Search Console –
https://www.google.com/webmasters/tools/home
• Once verified, click on your site to access the
Dashboard*
STEP 2: GOOGLE SEARCH CONSOLE
111. • First stop here is to check out your crawl errors
report.
• Click on the section banner to access the report
• This will bring you to a different screen
STEP 2: GOOGLE SEARCH CONSOLE
112. • Here you will see the graph on each type of error
encountered over time.
• Clicking on the individual error URLs will show you
exactly where that URL is linked from (internal or
external too!)
STEP 2: GOOGLE SEARCH CONSOLE
113. • Next, from the left-hand
navigation, head to the HTML
improvements area
• Here you’ll find a listing of
issues with various on-page
elements such as:
• Meta descriptions
• Title tags
• Non-indexable content
• Take note of any issues
reported here and mark them
in your checklist.
STEP 2: GOOGLE SEARCH CONSOLE
114. • Finally, make sure you do
not have any manual
actions from Google.
• These can be extremely
time consuming and
costly to clear up.
• If you see something
here, consult an
experienced partner.
STEP 2: GOOGLE SEARCH CONSOLE
• Pro Tip: for a detailed walk-through on how to recover from a link based manual
penalty and a hacked content penalty, see instructions here:
http://www.threedeepmarketing.com/blog/complete-guide-google-manual-penalty-removal/
http://www.threedeepmarketing.com/blog/how-to-remove-a-hacked-content-google-manual-penalty
116. • If you haven’t already, go verify your site in Bing
Webmaster Tools –
https://www.bing.com/webmaster
• Once verified, click on your site to access the
Dashboard
STEP 3: BING WEBMASTER TOOLS
117. • From the left-hand dropdown menu, select “SEO
Reports”
• Although there is a lot of great information here,
we’re only going to check out this section.
STEP 3: BING WEBMASTER TOOLS
118. • Here you’ll find a list of “SEO Suggestions”
• Clickable links to lists of URLs on which the issue
occurs.
• Prioritize the most severe issues and mark them
down in your workflow checklist.
STEP 3: BING WEBMASTER TOOLS
120. • Log into your analytics tool and access your website
profile
• For this example we are going to look at Google
Analytics as it is one of the most popular and
powerful website analytics tools on the market…and
it’s “free”
STEP 4: CHECK YOUR ANALYTICS
121. • Choose a period of time
you want to analyze and
compare it to the
previous year.
• Drill down into the
Channels report
• Here you’ll see a listing
of traffic by channel
• Next step is to click on
“Organic Search”
STEP 4: CHECK YOUR ANALYTICS
122. • Now change the Primary Dimension to “Landing
Page”
• Here you can see the year over year difference in
entrances per page from organic search
• Mark down any pages with drastic drops in your
checklist
STEP 4: CHECK YOUR ANALYTICS
124. • The Panguin Tool is a tool developed by a company
called Barracuda Digital
• It pulls in your organic data and overlays when major
updates to the Google algorithm have occurred
• This is SUPER helpful when trying to diagnose
whether or not your site took a hit
• While you are logged into Google Analytics, head over
to http://barracuda.digital/panguin-tool/ and follow
the instructions to connect your site’s analytics to the
tool
STEP 5: THE PANGUIN TOOL
125. • Once connected you will see something like this:
STEP 5: THE PANGUIN TOOL
Color-coded lines
represent updates to the
Google algorithm
Toggle switches allow you
to turn off update types
126. • Mark down major traffic correlations
• Read up on the provided information about the
update
• List out possible solutions in your checklist
STEP 5: THE PANGUIN TOOL
128. • Pull up google.com in your browser and use the “site:”
advanced search operator to check your indexation
• Example: “site:domain.com”
• How many pages are indexed?
• How does this compare to your actual page count?
• If it differs greatly, mark it down in your checklist.
STEP 6: GOOGLE YOURSELF (LIKE THIS)
130. • High priority issues include:
• Internal redirection – 301 and 302 status codes
• Broken links – 404 status codes
• Page Title issues
• Uncrawlable website
• Manual actions
• Medium priority issues include:
• H1 and H2 issues
• Pages with traffic loss YoY
• Low priority issues include:
• Meta Description issues
• Alt image text
PRIORITIZE YOUR CHECKLIST
131. 1. Launch a crawl on your site with Screaming Frog
2. Download the Crawl Data Visualization spreadsheet
3. While crawl is running, log into Google Search Console
4. After that, log into Bing Webmaster Tools
5. Check your crawl, if it’s done export the crawl overview and
load data into the Crawl Data Visualization spreadsheet
6. Log into Google Analytics
7. While logged into GA, head over to the Panguin Tool
8. Check your indexation in Google
9. Mark down issues as you go
WORKFLOW TIMELINE AND REVIEW
This is because each search engine has its own ranking algorithm
Google
Over 200 “ranking factors” help to decide where your site ranks
Roughly 10,000 sub-factors
Bing
Fewer ranking factors in algorithm
Heavy reliance on social factors
Search engines use a mathematical algorithm to serve up search results for any given query.
They have to, because any given day, 15% of all searches have never been searched before
That means that of the 3.5 billion queries that happen on Google, 525 million of them are brand new.
There are over x factors that influence the algorithm, but let’s focus on the top ones….
Keep in mind that it is always changing….
Data as of April 2016
Everyone else: AOL, Ask Jeeves
As SEOs or people working in digital marketing, we are playing in Google’s Sandbox
Study conducted by Conductor in 2014
Study conducted by Conductor in 2014
This is a familiar image that most of us see everyday.
When you type a search query into Google, how do those results come so fast?
More importantly, what came up when you searched today?
Search engines do not crawl the web in real time, they categorize web pages into their index for easy retrieval
16-20% of searches have never been searched before
http://readwrite.com/2012/02/29/interview_changing_engines_mid-flight_qa_with_goog/#awesm=%7EoiNkM4tAX3xhbP
900,000,000 searches world wide
There’s an incredible amount of information that search engines have to parse through
-about 1.8 billion websites that Google has to crawl and keep track of.
-compared to only 2.4 million in 1998 – when Google was first launched
How do they do this…a mathematical algorithm (next slide)
And instead of walking in, all you have to do is type
In this step we’re really looking at making your site accessible
Here are some things to avoid
What happens when you have unnecessary road blocks for search engines?
The XML sitemap is like the directory for your website.
Search Engines use this like we use the directory in an office building – to more efficiently find what they are looking for.
The XML sitemap is like the directory for your website.
Search Engines use this like we use the directory in an office building – to more efficiently find what they are looking for.
The XML sitemap is like the directory for your website.
Search Engines use this like we use the directory in an office building – to more efficiently find what they are looking for.
The XML sitemap is like the directory for your website.
Search Engines use this like we use the directory in an office building – to more efficiently find what they are looking for.
Search engines want to stay in business – to do so they need people coming back. To be people coming back they need to provide the best answers to questions.
A shady link may be one that looks completely unnatural or comes from a totally unrelated site
Search engines have filters that take the quality of links into account and tend to serve up pages with a trusted backlink profile
Too many shady links can result in a penalty from Google so it’s best to just build links organically from providing the best content
A shady link may be one that looks completely unnatural or comes from a totally unrelated site
Search engines have filters that take the quality of links into account and tend to serve up pages with a trusted backlink profile
Too many shady links can result in a penalty from Google so it’s best to just build links organically from providing the best content
Gather all existing assets you have. Understand the landscape and move forward.
Not all personas or steps are created equal. You should have content to support all of your personas at each step in the cycle, but you may focus on some areas more than others.
Your website is not an online brochure, it is the solution to your customer’s problems.
On-page signals
Link signals
Google My Business signals
External location signals
Behavioral signals
Personalization signals
Review signals
For example, famous museums, landmark hotels, or well-known store brands that are familiar to many people are also likely to be prominent in local search results.
All of these tools have much, much more to offer than the high level functionality that we are going to walk through so take time after to familiarize yourself with them
Add URLs
Warning: if your site has more than 500 URIs (Uniform Resource Identifier) – all website assets like pages, videos, images, files, etc. – you should buy a license to activate all features.
- A license costs less than $12 / month
Add Definitions
Definition of GSC – It is the portal that Google uses to send you information pertaining to your site
There is lots of good info here but we’re just going to look at a couple different areas
Definition of GSC – It is the portal that Google uses to send you information pertaining to your site
Note – it is usually easier to export to excel to manipulate the data
Each color-coded line represents an update to the Google algorithm
The toggle switches at the right allow you to turn off update types
Clicking on a line will bring up an information box with specifics about that update and any related links with more information
Each color-coded line represents an update to the Google algorithm
The toggle switches at the right allow you to turn off