Four recent SEM developments are potentially explosive, waiting to destroy many SEO campaigns. How will you change your habits to avoid presumptions that could lead to disastrous consequences? SEMrush U.S. Marketing Director Michael Stricker brings his consulting experience and big data to improve your awareness of current issues confronting organic search marketing. He offers specific examples of methods to avoid issues, and ways to actually turn them to your advantage. Big wins belong to the agile SEOs who not only endure, but know how to prevail over Google’s latest search shifts. In this webinar, learn: • How and why Google Indexation is a benchmark for popularity partners • Disavowal has torn a hole in the web – learn to focus your consideration on valuable link sources • Where to apply effort in reparation for Google’s Mobile-friendly update • How can competitive research be applied at the local level to aid SEO for franchises, service-area businesses, contractors, restaurants and bars and other local search types of businesses

1. Hacking the New
SEO Link Factors
#SEOtool #P1Pwebinar

2. WEBINAR
#P1PwebinarHosted
by:

3. Joe Oliver
Director of Production, Page One Power
#P1Pwebinar

4. Michael Stricker
U.S. Marketing Director, SEMrush
• Leading competitive research tool for digital marketing
• Agency, consultingand web design studio experience
• 100s of successful digital marketing campaigns
• 1,000,000s of impressions for web-based businesses
• Strategize, plan and act to achieve business goals
• Speaker: ClickZ Live, HEROconf,Etail, SMX East.
• Author: blogs CIO.com, Business2Community,SEMrush.com
Publications Philadelphia Inquirer and Philly Ad News.
#SEOtool #P1Pwebinar

5. 1. How and why GoogleIndexation is a benchmark for
popularitypartners
2. Limit considerationtovaluable link sources
3. PrepareforGoogle’s Mobile-Friendly update
4. How competitiveresearch can beappliedat thelocal
level toaid SEO
#SEOtool

6. Indexation: benchmark for popularity partners
…which result will searchers prefer to trust?
#SEOtool

7. Indexation: will searchers trust this site at all?
#SEOtool

8. De-Indexed: what’s the worst?
Manual takedowns.
Gateway Pages.
Severe Update.
Legal issues.
#SEOtool

9. De-Indexed: what do these have in common?
Bad robots.txt file.
Errors in canonicalization.
Incorrect on-page crawler direction (noindex).
Mistakes in Google Webmaster Tools URL Handling.
Lack of access.
#SEOtool

10. De-Indexed: Turn it to your advantage:
These are signs that these Sites are more likely to
achieve re-indexation.
These may be worth helping to recover, and receiving
links therefrom.
#SEOtool

11. De-Indexed: Turn it to your advantage:
Resource:
Using Broken Link Building Technique –
Think out of the box
by Moosa Hemani @MMHemani
http://www.setalks.com/using-broken-link-building-technique/
#SEOtool

12. De-Indexed: Turn it to your advantage:
Tools:
Google Webmaster Tools Index Status
Web Scraper webscraper.io
Google Chrome’s Scraper chrome.google.com
SEMrush Indexed Pages report
#SEOtool

13. De-Indexed: Turn it to your advantage:
Tools:
SERPitude Rich Snippet Checking Tool by Sean Malseed
#SEOtool

14. De-Indexed: Turn it to your advantage:
Tools:
SEMrush Backlinks Indexed Pages report
#SEOtool

15. Indexation: benchmark for popularity partners
Searchers’ trust
Rank (for morethan URL-specificsearches)
Rank Highly
Secondary Rank Factors (CTR, low bounces, access)
Indexed pages
#SEOtool

16. #SEOtool
Disavowed Domains: A hole punched in theweb

17. #SEOtool
Disavowed Domains: A hole punched in theweb

18. Disavowed Domains: A hole punched in theweb
Disavowal: advise Google to divorce one’s site from links from poisonous, “toxic” domains and sever links engineered
expressly to inflate PageRank and make high-volume linking easy.

19. Disavowed Domains:
Disavowed Domains and URLs are still
• CRAWLABLE
• INDEXED
• BAD AS EVER
#SEOtool

20. Disavowed Domains: A hole punched in theweb
How many links ineach tool’s database?
3T 324B
1T 150B
#SEOtool

21. Disavowed Domains: Turn to your advantage
Narrow your link source research
Popular, indexed domains
Close proximity to Trust
Present in top 10 pages of Google
#SEOtool

22. Disavowed Domains: Turn to your advantage
Monitor:
Domains may emergefrompoisonous toprosperous
URLs may now containlinks that are relevant, natural
Remove fromdisavow toregainSEO contribution
#SEOtool

23. Mobile-Friendly
Assess
Build
TestMonitor
Manage

24. Mobile-Friendly
Applies to:
• Domain
Your Domain
Referring Domains
• Inbound Links
Existing Links
Prospective Link Partners

25. Domains: Test for Mobile-Friendliness
(Yours and Referring)
Google’s mobile-friendly test tool
https://www.google.com/webmasters/tools/mobile-friendly/
W3C mobileOK Checker
http://validator.w3.org/mobile/
Hubspot Marketing Grader Test
http://marketing.grader.com/

26. Mobile-Friendly Domains: Test forErrors and Issues
(Yours and Referring)
SEMrush – set smartphoneGooglebotas user agent
http://www.semrush.com/siteaudit/
Screaming Frog
http://www.screamingfrog.co.uk/seo-spider/
DeepCrawl
http://deepcrawl.co.uk/

27. Mobile-Friendly Linking:Turntoyour advantage
Test Your Existing LinkSources Domains and URLsfor
Mobile-Readiness, urgent if you are…
• Bars / Taverns
• Professional Offices
• Doctors
• Veterinarians
• Lawyers
• Insurance
• Accountants
• Engineers
• Consultants
• Franchises
• Service-Area Businesses
• Contractors
• Builders
• Distributors
• Caterers
• Taxi Services
• Trucking, Delivery
• Transport Hubs
• Testing Labs
• Finance Companies
• Counselors
• Sites and Facilities
• Retailers

28. Local SEO: The Poop on Pigeon
Localinksrosein importance. ValueofCitationsdwindledbycomparison.

29. Local SEO: Pigeon Poop
Local SEO factors now moresimilar touniversal
Local links rose inimportance
Citationsdwindledin comparison
LorenBaker of SEJ, SEMrush Webinar
“EnergizeYour SEO forLocal Results”
http://www.semrush.com/webinars/Understanding-Localized-Google-SEO/

30. Local SEO: Pigeon Poop

31. Local SEO: Pigeon Poop
Link indiceslack clear-cut localization of source
DIY? or…
Start with high-rankingsites forgeo-local searches
• SEMrush
• Searchmetrics
• Authority Labs

32. Local SEO: Tips
Add signals of popularitywith Mobilereadiness.
Find geo-local domainsthat are also Mobile-Friendly.
70% of top Googleresults are Mobile-ready.
Try: SERP “Competitors”– not real business competitors– in
your area.
Try: Real Competitors– steal theirbest link sources.

33. Local SEO: Tips
Churches
Educationalinstitutions(especiallyUniversitiesandColleges)
LocalDirectories, RelevantCategories (AngiesList,YellowPages,Yelp,CraigsList)
Service Organizations (Rotary,Lions); BusinessAssociations(BBB,Chambers);
Civic Associations;
LocalNewsmedia /City Guides/City Pages
LocalCouponMedia (Shopper Guides,plusFourSquare)
LocalDistributors,Suppliers,Delivery Services,Contractors
LocalProfessionalService Providers(Insurance,Finance,Banking,Tax,RealEstateandLegal)
LocalCustomers(SMBs,Restaurants)
LocalInfluencers(critics,Yelpers,Reviewers,bloggers)
Tools
Yextprovides a freereport onimportant citation sourcesandtheir accuracy
Whitesparkcanresearchlocallinkresourcesbykeyword

34. Local SEO: Tools
SEMrush Position Tracker

35. Local SEO: SEMrush PositionTracker
Competitors and Winners & Losers

36. Local SEO: SEMrush PositionTracker
Rankingsand Movement

37. Local SEO: SEMrush PositionTracker: Competitors
SEMrush Position Tracker

38. Local SEO: SEMrush Position Tracker
Setup Position Tracker Domain

39. Local SEO: SEMrush Position Tracker
Setup Location and Device

40. Local SEO: SEMrush Position Tracker
Setup Competitors

41. Local SEO: SEMrush Position Tracker
Setup Keywords

42. 1. Benchmark GoogleIndexation of partners
2. Limit considerationtovaluable link sources
3. Preparesites and links forGoogle’s Mobile-Friendly
update
4. Apply competitiveresearch tolocal SEO
#SEOtool

43. Offers
FREE Demonstrations of SEMrush
FREE Trials of SEMrush available
#SEOtool
#P1Pwebinar

44. Questions?
Michael Stricker
@radioms
#SEOtool
#P1Pwebinar

45. Thank you!
http://semrush.com
#SEOtool
#P1Pwebinar