Search engine optimization, or SEO, is an inescapable part of the modern web. With more than 90% of clicks from search results going to websites on page 1, good SEO can make or break your web strategy. Anyone working with websites or content needs to know the basics.
LavaCon 2017 - Creating an Effective Content Framework Jack Molisani
Building an Effective Content Framework for Customer Success
The core of customer success is based on understanding user objectives and reducing customer effort. If your content isn’t the best and quickest answer to your target users’ questions, then they will go elsewhere. Even Google’s AI is learning to favor content that most effectively fulfills the searcher’s intent.
Learn about a user-focused framework to guide your content decisions and learn how to use the framework to develop effective content standards tailored to your customers.
In this Expert Session, Alex Oliveira answers the following twelve questions related to working with website developers:
Can you send me a list of sites you've designed?
Do you charge hourly or by project?
Do you have a project manager or one contact for the entire project?
How many revisions am I allowed?
What are the payment terms?
What Content Management System will you build it in?
What support do you offer once the site is live?
Do you work using templates/themes or build custom sites?
Will the website be responsive?
Who will write or migrate the content?
What services do you provide?
What kind of results can I expect?
It’s that time of year again, we’re cleaning up our old SEO tactics to create a new strategy that’s ahead of the curve.
In this webinar, we’re going to walk through the latest in search, content, and site usability to get you up-to-speed on where your digital marketing strategy should be in 2020.
Join Associate Director of SEO & Internal Development, Rebecca Berin, to discuss:
Defining Search in 2020
Zero-click search
Google Features: Snippets, Graphs, Answer Boxes
Algorithm updates and ranking factor changes (BERT, E-A-T)
Shifting content strategies (and why content still reigns over all)
UX and Technical SEO: How they (still) fit into your 2020 strategy
Web Design Workshop with seoplus+ and Googleseoplus+
In this workshop from our exclusive connect with seoplus+ and Google digital marketing event we provide you with expert tools and resources to help with your web design needs.
LavaCon 2017 - Creating an Effective Content Framework Jack Molisani
Building an Effective Content Framework for Customer Success
The core of customer success is based on understanding user objectives and reducing customer effort. If your content isn’t the best and quickest answer to your target users’ questions, then they will go elsewhere. Even Google’s AI is learning to favor content that most effectively fulfills the searcher’s intent.
Learn about a user-focused framework to guide your content decisions and learn how to use the framework to develop effective content standards tailored to your customers.
In this Expert Session, Alex Oliveira answers the following twelve questions related to working with website developers:
Can you send me a list of sites you've designed?
Do you charge hourly or by project?
Do you have a project manager or one contact for the entire project?
How many revisions am I allowed?
What are the payment terms?
What Content Management System will you build it in?
What support do you offer once the site is live?
Do you work using templates/themes or build custom sites?
Will the website be responsive?
Who will write or migrate the content?
What services do you provide?
What kind of results can I expect?
It’s that time of year again, we’re cleaning up our old SEO tactics to create a new strategy that’s ahead of the curve.
In this webinar, we’re going to walk through the latest in search, content, and site usability to get you up-to-speed on where your digital marketing strategy should be in 2020.
Join Associate Director of SEO & Internal Development, Rebecca Berin, to discuss:
Defining Search in 2020
Zero-click search
Google Features: Snippets, Graphs, Answer Boxes
Algorithm updates and ranking factor changes (BERT, E-A-T)
Shifting content strategies (and why content still reigns over all)
UX and Technical SEO: How they (still) fit into your 2020 strategy
Web Design Workshop with seoplus+ and Googleseoplus+
In this workshop from our exclusive connect with seoplus+ and Google digital marketing event we provide you with expert tools and resources to help with your web design needs.
Paul Ngoie - iGB Affiliate London 2020
Before you can execute a killer SEO strategy, you need to understand where you’re starting from. Expect top tips to better understand why you’re ranking as you are, and actionable takeaways for how you can improve!
The aim of this session is to provide a holistic and comprehensive approach to auditing your website from an SEO perspective. Paul will reveal trial and tested methodology that has helped some of the top online gaming operators over the years, tools, tips and tactics that you can integrate as part of your audit to help sustain a successful SEO strategy moving forward.
Here are some of the topics that will be covered:
- SEO campaign onboarding and baseline assessment
- Keywords Analysis and research
- Website Quality Audit
- Competitive Gap Analysis
- Technical SEO Audit
- Content Audit
Conducted a comprehensive SEO audit of the website, analyzing 500+ pages and identifying 50+ technical issues; using SEMrush, Google Analytics, Google Search Console, and other tools; Identified areas for improvement which increase web traffic by 20% in the first three months
Analyzed search engine results pages (SERPs) and competitor websites to identify keyword gaps and opportunities; implemented a strategic content marketing campaign that boosted website traffic by 60% and achieved 15+ backlinks from high authority domains
This presentation covers the essentials of search engine optimisation and is ideal if you are a business owner or have responsibility for a website, and want to understand some of the essential SEO techniques used to raise the ranking of websites in search.
SEO Audits (technical, keywords, content and links) take into account the rules and factors that search engines use in order to classify your website in the organic search rankings, an audit lets you know what are the problems on your website that need fixing and the optimization opportunities available in and out of its boundaries.
WordPress Loves Google: Marrying Great Design and SEO with WordPressWebspec Design
As it turns out, SEO-friendly doesn't have to mean ugly designs full of banner ads or spammy content stuffed full of keywords and links. Whether you are developing a custom site from scratch or using an out-of-the-box template, SEO doesn't have to be a huge burden you bear throughout the entire project. You might think that your role in developing a WordPress site has nothing to do with SEO, but think again. This presentation will go over each team member's role in making an SEO-friendly site in WordPress, even if SEO isn't your strongest skill.
Never feel like you have to sacrifice user experience or design for SEO again; we'll cover universal SEO skills for WordPress designers, developers and project managers to carry through every site you work on without adding too many extra tasks to your workflow.
Search Sessions - The #1 Factor to Rank on GoogleKristine Pratt
On this edition of Search Sessions, we talk the top factors that get your website ranking high on Google. Our Boostability SEO Experts Mike Marsh and Colton Miller give actionable strategies you can take to make your website invaluable in the eyes of search engines. AND we’ll give you the number one thing that gets your website ranking.
How to scale SEO work NOBODY wants to do (including your competitors) to rapi...Hamlet Batista
Webinar with Craig Smith, Founder, and CEO of Trinity Insight, in which I talk about how to get more work done faster with fewer resources to drive the performance of your SEO program and increase traffic.
Explore the dynamic world of digital marketing through the eyes of a seasoned SEO Analyst. In this insightful presentation, delve into the valuable lessons and experiences gained while navigating the intricate landscape of Search Engine Optimization. From deciphering algorithms to mastering keyword strategies, discover the key insights and practical wisdom that have shaped the journey of a dedicated SEO professional. Gain a deeper understanding of the ever-evolving SEO landscape and the strategies employed to enhance online visibility and drive organic growth. Whether you're an aspiring SEO enthusiast or a marketing aficionado, uncover the essential takeaways from a seasoned SEO Analyst's wealth of knowledge and expertise.
Explore the dynamic world of digital marketing through the eyes of a seasoned SEO Analyst. In this insightful presentation, delve into the valuable lessons and experiences gained while navigating the intricate landscape of Search Engine Optimization. From deciphering algorithms to mastering keyword strategies, discover the key insights and practical wisdom that have shaped the journey of a dedicated SEO professional. Gain a deeper understanding of the ever-evolving SEO landscape and the strategies employed to enhance online visibility and drive organic growth. Whether you're an aspiring SEO enthusiast or a marketing aficionado, uncover the essential takeaways from a seasoned SEO Analyst's wealth of knowledge and expertise.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
Paul Ngoie - iGB Affiliate London 2020
Before you can execute a killer SEO strategy, you need to understand where you’re starting from. Expect top tips to better understand why you’re ranking as you are, and actionable takeaways for how you can improve!
The aim of this session is to provide a holistic and comprehensive approach to auditing your website from an SEO perspective. Paul will reveal trial and tested methodology that has helped some of the top online gaming operators over the years, tools, tips and tactics that you can integrate as part of your audit to help sustain a successful SEO strategy moving forward.
Here are some of the topics that will be covered:
- SEO campaign onboarding and baseline assessment
- Keywords Analysis and research
- Website Quality Audit
- Competitive Gap Analysis
- Technical SEO Audit
- Content Audit
Conducted a comprehensive SEO audit of the website, analyzing 500+ pages and identifying 50+ technical issues; using SEMrush, Google Analytics, Google Search Console, and other tools; Identified areas for improvement which increase web traffic by 20% in the first three months
Analyzed search engine results pages (SERPs) and competitor websites to identify keyword gaps and opportunities; implemented a strategic content marketing campaign that boosted website traffic by 60% and achieved 15+ backlinks from high authority domains
This presentation covers the essentials of search engine optimisation and is ideal if you are a business owner or have responsibility for a website, and want to understand some of the essential SEO techniques used to raise the ranking of websites in search.
SEO Audits (technical, keywords, content and links) take into account the rules and factors that search engines use in order to classify your website in the organic search rankings, an audit lets you know what are the problems on your website that need fixing and the optimization opportunities available in and out of its boundaries.
WordPress Loves Google: Marrying Great Design and SEO with WordPressWebspec Design
As it turns out, SEO-friendly doesn't have to mean ugly designs full of banner ads or spammy content stuffed full of keywords and links. Whether you are developing a custom site from scratch or using an out-of-the-box template, SEO doesn't have to be a huge burden you bear throughout the entire project. You might think that your role in developing a WordPress site has nothing to do with SEO, but think again. This presentation will go over each team member's role in making an SEO-friendly site in WordPress, even if SEO isn't your strongest skill.
Never feel like you have to sacrifice user experience or design for SEO again; we'll cover universal SEO skills for WordPress designers, developers and project managers to carry through every site you work on without adding too many extra tasks to your workflow.
Search Sessions - The #1 Factor to Rank on GoogleKristine Pratt
On this edition of Search Sessions, we talk the top factors that get your website ranking high on Google. Our Boostability SEO Experts Mike Marsh and Colton Miller give actionable strategies you can take to make your website invaluable in the eyes of search engines. AND we’ll give you the number one thing that gets your website ranking.
How to scale SEO work NOBODY wants to do (including your competitors) to rapi...Hamlet Batista
Webinar with Craig Smith, Founder, and CEO of Trinity Insight, in which I talk about how to get more work done faster with fewer resources to drive the performance of your SEO program and increase traffic.
Explore the dynamic world of digital marketing through the eyes of a seasoned SEO Analyst. In this insightful presentation, delve into the valuable lessons and experiences gained while navigating the intricate landscape of Search Engine Optimization. From deciphering algorithms to mastering keyword strategies, discover the key insights and practical wisdom that have shaped the journey of a dedicated SEO professional. Gain a deeper understanding of the ever-evolving SEO landscape and the strategies employed to enhance online visibility and drive organic growth. Whether you're an aspiring SEO enthusiast or a marketing aficionado, uncover the essential takeaways from a seasoned SEO Analyst's wealth of knowledge and expertise.
Explore the dynamic world of digital marketing through the eyes of a seasoned SEO Analyst. In this insightful presentation, delve into the valuable lessons and experiences gained while navigating the intricate landscape of Search Engine Optimization. From deciphering algorithms to mastering keyword strategies, discover the key insights and practical wisdom that have shaped the journey of a dedicated SEO professional. Gain a deeper understanding of the ever-evolving SEO landscape and the strategies employed to enhance online visibility and drive organic growth. Whether you're an aspiring SEO enthusiast or a marketing aficionado, uncover the essential takeaways from a seasoned SEO Analyst's wealth of knowledge and expertise.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
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.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
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.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Grow Your Business Online: Introduction to Digital Marketing
Intro to Basic SEO
1. Intro to Basic SEO
Lightning Lunch Talk
Whitney Hill, Digital Marketing Consultant
2. What’s this talk about?
● High-level intro to SEO
● Quick overview of the different areas
● Food for thought
It is not comprehensive and the info may change
at any time.
3. SEO Defined
“Search engine optimization (SEO) is the practice
of increasing the quantity and quality of traffic
to your website through organic search engine
results.” (emphasis added)
Source: Moz (https://moz.com/learn/seo/what-is-seo)
4. What does that actually mean?
Focusing on the following:
● Good UX
● Search query relevance
● High-quality content
● Logical site architecture
● Link building
5. What goes into SEO research?
● Keyword and competitor research
● User experience research (qual and quant)
● Audit and analysis of website and content
● Seasonality / location
● Tracking traffic channels
● Discovering link building / review opportunities
10. Content: Keywords and Research 🕵
How will people find your content? Keywords.
● Are you using keywords in the page?
● Are your keywords terms that people actually use?
○ What will they type into a search box?
○ What will they say in voice search?
● What is the pain point behind the query?
● Do you need a long tail or a broad head?
11. Content: Freshness 💥
When was the last time you updated that page?
● Is the information still correct?
● Is there fresh data or insight?
● Have you posted about a hot/newsworthy
topic recently?
15. Content: Thin 💔
You can damage your SEO and rankings with
content that:
● Lacks sufficient length to be of use
● Is false or misleading
● Does not have appropriate depth or breadth
● Fails human review (EAT / YMYL)
17. Architecture: Mobile 📱
Google 💖 mobile.
● Significant search volume comes from mobile,
particularly for B2C
● Mobile-friendliness matters: tap targets,
viewpoints, font size, etc
● Responsive design: 💯
18. Architecture: Speed ⚡
People hate waiting, especially on mobile.
● Website load time is one of the few confirmed
ranking factors
● Impacts conversion and bounce rates
● Consider: page weight (MB), render-blocking
JS/CSS, image optimization
19. Architecture: Crawl 🕵
Can you see me?
● JavaScript and AJAX: Not really
● Content behind forms: No
● Java and plug-ins: No
● Audio and video: No - provide transcript
● XML sitemaps: Yes
20. Architecture: Duplicate content 👯
Have I seen this somewhere else?
● Different URL parameters (sessions, tracking)
pointing to the same content
● Print-friendly versions
● Scraped and syndicated content
● Comment pagination
Screenshot from https://yoast.com/duplicate-content/
21. Architecture: URLs ⛓
Thinking about linking
● Does the URL contain keywords?
● Is it descriptive?
○ Could a human understand it?
● How are parameters handled?
○ Goes back to content duplication
22. Architecture: HTTPS 🔐
Security
● One of the few known ranking factors (small)
● Google has started notifying website visitors if
a site is not secured with HTTPS
26. SEO and Usability
Good user experience = good SEO
● Fewer clicks (flat architecture)
● Clear navigation with sensible linking
● Avoiding pop-ups or other interruptive site
elements
● Clear structuring of page copy and content,
site navigation
27. Why should this matter?
● 92% of traffic goes to page 1 results
● Content and structure can contribute to:
○ Ease of use for site visitors
○ Ease of crawlability for search engine spiders
○ Improved conversion rates
○ Increased trust
28. What are some things we can/should do?
● Always ask if content serves the interests and
needs of the user
● Follow UX best practices for design and site
architecture
● Make continual improvements
● Be patient! SEO is not a magic fix - it can take
months to see the smallest results
29. Resources
Reading
● The Art of SEO: Mastering Search
Engine Optimization (3rd Edition)
● Moz SEO Learning Center
● Search Engine Land
Tools
● SEM Rush (Research)
● Google Search Console
(Webmaster tools)
● Screaming Frog (Crawler)
● MozBar (On-page research)
● MozCast (Algorithm turbulence)
● Majestic (Backlinks)
Google has been said to make algorithm changes approximately 500 times per year. SEO marketing is a full-time job at some companies.
Improving your website and content offering to deliver the best information and experience to searchers and visitors
Good user experience - making sure it’s easy and intuitive to use the site - overall, more important than keywords
Search query relevance - making sure that each page is appropriately targeted and the searcher finds the information they expect based on their search. Always asking yourself, what best serves the user intent? What is the purpose behind this page? Ask why 3 times to get to the core. Intent is key
Quality content - providing information that addresses the visitor’s needs - are you answering the question or talking about yourself? Focus on providing content that solves someone’s needs or pain points.
Good site architecture - making it easy for both users and crawlers to find what they need and move across the website
Link building - getting your content linked on authoritative, relevant, trustworthy sites
These are generally the things I’m trying to keep in mind when working on a website
What words or topics are relevant to what we want to be noticed for, and what are we going to be competing against others for?
Are users engaging with the website (Google Analytics or other website analytics tools) - what do they do when they arrive?
Does the website accurately reflect what the business does, and is it properly structured? Is content engaging, up-to-date, relevant, resourceful, duplicative, competing with other assets, properly formatted?
Does time of day/month/year affect searches? Location of searchers, or service area of business?
Where does our traffic come from? Where does our audience live online? How can we match our content to that, to increase discoverability?
How can we get more link juice and increase our authority?
Hundreds of factors that go into ranking (~200)
Many professional SEOs spend a lot of time trying to figure out those that matter
This is just one agency’s take - keep in mind that factors like page load speed will impact bounce rate
Want to draw attention to the ones in blue - those are directly related to user engagement and again go back to the importance of good user experience
Off-page SEO is not something we can directly control - it is more to do with how people engage with a site
Caveat: If we are doing naughty things like paying for links, spamming, or hosting pirated content, that will be penalized
On-page SEO is what we can focus on, and it tends to be split into two sections
Content: the copy (words on the web page) and assets
Technical - itself split into architecture and HTML: what is going on in the code
Content tends to be driven by marketing; in some places there is a job solely devoted to creating content (and that may be split by content type e.g. writing blog posts, creating videos, etc)
Technical should be undertaken as a collaboration between marketing and dev teams, including UX and QA
We’ll look at the most important aspects of all three areas today.
Well written, quality content:
Informs and answers direct questions; it’s intended to help users rather than to pitch services
Is easy to read - the language is as free from jargon as possible (where appropriate), the reading level is not above where is absolutely necessary, it is clearly structured with headers, bullets, and (where useful) bold/italic, it follows UX best practices in presentation e.g. color contrast, etc
It’s not copied or scraped from elsewhere (or uses appropriate code to tell search engines where the original content lives)
EAT is a new google acronym - they want to be sure that it is written by someone with the appropriate credentials for the topic, that the content is good enough for external sources to link back to you or that you have high reviews (importance of backlink profile). Trust is more to do with UX design - is the page and experience easy? Does it load quickly? Is it easy to navigate? Quality sites are able to invest more in these considerations → feeds into trust
Keyword research
Skill that every member of a marketing team who is involved in copy writing should have - social, blogging, email, website, ads - everyone should know how to do effective keyword research
Can be as simple as typing the start of a query into google and seeing what auto-fills, or doing a search and looking at “people also searched for”
It’s less about picking one magic word than it is about ensuring you stay on topic
Use semantic keywords - maybe KW is “dog washing” but you can also use “dog grooming”, “puppy baths”, etc to avoid KW stuffing
Voice search is rising. Think of the differences. You might type “cinemas near me” but you might say, “where is the closest cinema?” Start noting how you talk to Siri vs how you type
Think also about the pain: maybe they are searching “plumber near me” but they may have tried “how to stop a leaky pipe”
Long vs broad: depends where your content fits in the funnel. If you’re looking at brand awareness/ToF, you might want a shorter KW like “popcorn poppers”. If you want lower in the funnel, you look at something longer: “best air popcorn poppers”
Avoid jargon
Updates and/or hot topics
If you have evergreen content (content that is regularly in your top 10, regardless of age), set up a schedule to keep it fresh
Look at google trends for trending searches
Blog posts or infographics are the go-to content types, but what other related content can you include? Photos, videos, news articles, local reviews - what’s relevant?
Remember - nobody is really interested in your thoughts - they want information that helps them presented in a way they can easily consume
Covering a range of verticals (content types) gives you more chances to show up in results
Pay attention to the types of content that work for you and build a strategy
Can your content directly answer a question?
This is part of why it’s important to know the purpose of your content before writing it
Asked a question - the answer is presented
Double-edged sword - SEOs are noticing a decline in clicks/traffic as content is presented in knowledge cards, carousels, and other innovations to the SERP
Content lacking substance (under 300-500 words)
Remember - crawlers can’t read the text in images (including infographics), although they can read alt text
Google’s human reviewers will be looking at EAT (Expertise, Authority, Trustworthiness) as well as YMYL (content that affects your money or your life)
There’s more to site architecture than I’ll cover here, but this is a good place to start.
Taking these out of order from the table in order to focus on those that Google has confirmed first. Mobile-friendliness is a confirmed factor whose importance is increasing
Studies have tracked the increasing reliance on mobile devices for search, the overlap between a mobile search and in-store conversions, mobile search and business calls, “near me” searches, etc
More than half of Google’s searches come from mobile devices (source: https://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025)
Mobile-geddon - Mobile-first index is coming, and those websites with different versions for desktop and mobile may suffer
Recommendation: Build all sites to be responsive and mobile-first
Recent research from Google shows that as page load incrases from 1 to 5 seconds, the probability of a bounce increases 90% (source: https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/)
Remember the earlier slide that showed the importance of user engagement factors?
Recommendations: keep mobile data connections in mind and optimize for that rather than WiFi. Consider how to reduce load time.
AJAX and JavaScript are hard to read, so links or other architectural elements using those may be skipped over (and not exist)
Crawlers will not submit forms
Why does this matter? If it can’t be crawled, it can’t be indexed and listed in search results - missed opportunities to rank for something important
Recommendation: For marketing/content-heavy websites, if there is an alternative way to develop that would provide more information, favor that way.
Source: The Art of SEO: Mastering Search Engine Optimization (3rd edition), page 225-6
Content that is duplicated or highly similar, displayed on multiple pages, confuses crawlers and forces them to choose which version to show - it may not be the original
Uses up crawl budget = number of pages bot will crawl in a given session
URL structure and parameters - any difference is read as a different page, even if it all points to the same thing in the database
scraping/syndication results in the same content at yet more URLs - if canonical version isn’t set, crawler will have to make a choice (and it may not be the original site)
Where appropriate, use 301 redirects OR rel=canonical tag, set preferred domain in Google Search Console (works for Google ONLY) for www / non-www and http / non-http versions
Recommendations: keep URL structure as humanly-intuitive as possible.
It is in their interest to be trusted - clicking a bad link from their search engine reduces trust
Metas are not currently a ranking signal, but they help determine relevance
Do they contain words relevant to the search?
Are they duplicated elsewhere?
Do they clearly and accurately describe what the page is about
(-) Are you obviously keyword stuffing?
Structure
Are you appropriately using H1, H2 and so on to indicate the most important information?
Are you providing additional information via schema markup
This can help you show up in the coveted Position 0 (although it’s also based on how content is structured)
Are you making it easy for engine to know what your page is about? What about the user (i.e. with styling of elements)?
I want to reiterate the importance of usability and user experience to SEO
Modern SEO is still about picking the right keywords, but it’s more about presenting a good user experience and content that is suitable to the industry while addressing the searcher’s intent
There is no one-size-fits-all solution. For example:
Security matters more for finance
Clear, well-structured instructions matter more for cooking sites
A few general recommendations for improving usability
includes not using instructive pop-ups, clear navigation and linking, fast page loads, accessible content, good use of h tags and other elements for structuring copy
When was the last time you clicked past page 1?
Source for statistic: https://searchenginewatch.com/sew/study/2276184/no-1-position-in-google-gets-33-of-search-traffic-study
It’s also not all in our hands - those hundreds of algorithm changes can impact a site’s ranking (positively or negatively) at any time. Sometimes you can make changes (migrate to HTTPS, improve content or load speed) and sometimes you can’t