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Online SEO Meetup
The document outlines a series of SEO-related presentations featuring experts discussing topics such as copywriting for SEO, e-commerce site audits, conversion techniques, and WordPress SEO tips. Key strategies include optimizing search snippets, ensuring mobile-friendliness, canonicalization, and using structured data markup to enhance visibility and conversions. Various tools and best practices for auditing and improving website performance are highlighted throughout.
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Online SEO Meetup
- 1. S E O Copywritingfor SEO CRO tips Site Audit WordPress SEO
- 2. S E O Eachsession = 40 minutes - 25 minutes for the presentation - 15 minutes for Q&A session Use #semrushlive hashtag! 4 awesome sessions
- 3. Our Panel OfExperts Chris Burgess Tim CapperJim Stewart Frederic Chanut @chrisburgess @jimboot @GuideTwit @InMktuWeTrust #semrushlive
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- 5. COPYWRITING FOR SEARCH SUCCESS JimStewart @jimboot CEO Stew Art Media
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- 11. stewartmedia.com.au • Ini(ally ranked no.6 for aMachment_id • 2 other posts ranking spliOng authority • Fix “media page” issues • Went to no.1 below featured answer
- 12. FEAR • Rewrite the no.1 spot copy • Incorporate ranking elements • Add featured answer elements
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- 20. Summary • Be on page 1 organically – low as six • Ask & Answer – prefer explicitly • At least 25% increase in traffic so far • Assumes best prac(ce stewartmedia.com.au
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- 22. BASIC E-COMMERCE SITE AUDIT TimCapper @GuideTwit Director of Search at Online Ownership
- 23. Beginners guide toAuditing your E-Commerce site. We cover the most common problems encountered within an E-Commerce site, and how to check for these problems using both free and paid tools. Basic E-Commerce Site Audit onlineownership.com plus.google.com/+TimCapper
- 24. ! Tools ! Canonicalization ! Visibility ( robot.txt & sitemap ) ! Mobile Friendly and AMP ! Crawl errors & redirects ! Site & Page speed ! Images ! Content ! SEO wins E-Commerce Site Audit onlineownership.com plus.google.com/+TimCapper
- 25. ! You ! SEMrush ! Google Search Console ( formerly webmaster tools ) ! Google Page Speed Test ! Google Mobile Friendly Test ! Google Structured Data Testing Tool ! IIS Search Engine Optimization (SEO) Toolkit ( iss.net ) ! Varvy.com ( formerly feed the bot ) Tools for Site Audit onlineownership.com plus.google.com/+TimCapper
- 26. Domain canonicalization orredirection to the preferred domain is normally taken care of by most e-commerce CMS systems, however this may only be top level, so it is worth checking category down to product level. It is Crucial that you get your sites redirection rules correct ! Domain Canonicalization onlineownership.com plus.google.com/+TimCapper
- 27. All e-commerce sitesshould by now be serving their entire site through HTTPS. As with the previous section, check that your redirection is working across all pages. Some CMS may handle this for you, but double check top line, category and page level URL’s . HTTPS (Hypertext Transfer Protocol Secure) onlineownership.com plus.google.com/+TimCapper
- 28. It’s common forretailers to have multiple pages for every product they sell. the rel=“canonical” is a tag you can place on your product pages to tell search engines which of these pages is the “canonical,” or the preferred page for that product. Using this tag gives you more control over which of your URLs Google lists in search results. Product Canonical & Parameters onlineownership.com plus.google.com/+TimCapper
- 29. Review blocked pagesin Robots.txt file and correct any issues, this includes allowing CCS and JS. Using fetch and render in Google search console provides an insight into how Googlebot views your pages and which resources are being blocked by robots.txt. Make sure your sitemap.xml is submitted to search console and error free. Visibility onlineownership.com plus.google.com/+TimCapper
- 30. One of themost common mistakes is that a site has not updated their CMS versions and is not mobile responsive … slap developer! The other main error, is blocking CSS and JS in robots.txt, which invalidates your responsive design. Mobile Friendly onlineownership.com plus.google.com/+TimCapper
- 31. Fix internal linksto any 404 pages. Review redirects are they correct ( 301 or 302 ). Check for any crawl errors, are they intended. Check 404 pages, do they have any equity, can they be redirected? Crawl Errors & Redirects onlineownership.com plus.google.com/+TimCapper
- 32. Use page speedinsights to help diagnose where content of a web page is slowing down the display of a page. Insights also provides suggestions to help improve the page speed. Site & Page Speed onlineownership.com plus.google.com/+TimCapper
- 33. Fix broken ormissing images. Try and provide informative file names. Images must have a Title and where possible also provide Alt Text. It provides Google with useful information about the subject matter of the image. Google will use this information to help determine the best image to return for a user's query. Images onlineownership.com plus.google.com/+TimCapper
- 34. This is yourone shot to sell your product. Provide unique and descriptive information about your sites Pages, especially your products. You have 7 sec to make an impression to the customer, don’t blow it by not taking the time to sell the product. Content onlineownership.com plus.google.com/+TimCapper
- 35. Structured Data Markup( schema ): ! for site pages ( find your best fit ) ! product markup on product pages ! review markup. Blog ! on main domain ! provide useful and informative information for your customers. Google Business Page ! If your business has a physical address, create a Google business page. Branding for your name that money cant buy. Seasonal Landing Pages ! Don’t 404 these till next season. Provide information about next seasons products, what to expect, launch date, email alert signup. SEO Wins onlineownership.com plus.google.com/+TimCapper
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- 37. 10 TECHNIQUES TO CONVERTYOUR SEARCH VISITS Frederic Chanut @InMktuWeTrust Managing Director of In Marketing We Trust
- 38. TECHNIQUES TO CONVERT YOUR SEARCHVISITS Frederic Chanut Managing Director In Marketing We Trust
- 39. ABOUT FREDDY MD @In Marketing We Trust Geek hidden in a suit Analytics & Search marketing background Tired of spending $$ sending traffic for nothing Charity rally driver 2
- 40. ON AVERAGE ONLINEADVERTISERS #SEMRUSHLIVE Spend $92 to bring Traffic 3 Source: Econsultancy & redeye report 2012
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- 42. OPTIMISE YOUR SEARCH SNIPPETLIKE AN AD 1. Be Specific 2. Highlight your Unique Selling Proposition 3. Don’t forget your keywords 4. Include A Call to Action 5. Stand Out from your Competitors 6. Get Right To the Point 7. Ad Formatting is Important 8. Display URL is a part of your Ad Copy 9. Test…Test & Test 5
- 43. WILL YOU CLICK? NoCall to Action 6
- 44. WILL YOU CLICK? Matchyour users Goals 7
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- 46. RICH SNIPPETS CANBOOST CTR BY 20-30% Paul Bruemmer on SearchEngineLand
- 47. 10 How likely This onewill Attract your Attention?
- 48. HUMANS PROCESS VISUALS 60,000 XFASTER THAN TEXT 11
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- 50. ARE YOU LANDINGPAGES THE BEST ANSWER FOR THEIR QUERIES Query Clicks Landing Call to Action 13
- 51. KEEP IT SIMPLE ‣ One page ‣ One purpose ‣ One ‘cluster’ of words ‣ One best answer* Credit: @Aschottmuller 14
- 52. GOOD CONTENT CONVERTS ‘Contentis the single easiest and potent factor to test and improve in most conversion optimisation campaigns’ ‣ Brian Massey, The Conversion Scientist 15
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- 54. ON YOUR TOPSEO LANDING PAGES. WHY ARE PEOPLE LEAVING
- 55. WHAT ANSWERS ARETHEY LOOKING FOR? ‣ Vitamin < Painkiller <Narcotic. Relieve pain or better, get them hooked 18
- 56. MATCH LANDING PAGE WITHINTENT 1 9
- 57. REDUCE LANDING PAGEBOUNCE RATE DUE TO MISALIGNMENT 20 Article Worth Reading
- 58. ARE THEY READY TOBUY? Users give you hints based on the query use Source 21
- 59. HOW TO MAKEA LANDING PAGE THAT CONVERTS ‣ C = Clear Call to Action ‣ O = Offer ‣ N = Narrow Focus ‣ V = VIA: Very Important Attributes ‣ E = Effective Headline ‣ R = Resolution-Savvy Layout ‣ T = Tidy Visuals ‣ S = Social Proof 22
- 60. DESIGN FOR YOUR SPECIFICAUDIENCE/ PERSONA 2 3
- 61. WHY SEGMENTATION ? Wetreat all visitors the same 24 But we know they are unique
- 62. APPLYING PERSONAS TOOUR TRAFFIC UNCOVERS DIFFERENT ON-SITE BEHAVIOURS AND ISSUES Article on better tracking using GTM
- 63. ASK YOUR USERS ‣ Don’tguess it ‣ Get real user feedback ‣ Get to the Why they buy/ don’t buy? 26
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- 65. SITE SEARCH, PROBABLYTHE MOST UNDERRATED CRO TOOL 28
- 66. FIND TOP EXITPAGES. WHICH TERMS ARE YOU NOT FULLFULLING 29 These guys didn’t find what they were looking for
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- 68. IF A METRICWON’T CHANGE THE WAY YOU BEHAVE THEN IT’S A BAD METRIC Ben Yoskovitz @byosko, author lean Analytics 31
- 69. ORGANIC SEARCH CONVERSION FUNNEL 32 Credit:AngieSchottmuller @Aschottmuller
- 70. Frederic Chanut Managing Director,In Marketing We Trust e. frederic@inmarketingwetrust.com.au www.inmarketingwetrust.com.au Connect with us 33 Keep in touch if you want feedback on your own strategy
- 71. WORDPRESS SEO TIPS ANDTRICKS Chris Burgess @chrisburgess Co-founder at Clickify and Editor at SitePoint Technology
- 72. WordPress SEO Tips ChrisBurgess @chrisburgess chrisburgess.com.au
- 73. WordPress Basics WordPress hasevolved from: Blog > CMS > Framework
- 74. A lot ofWordPress Themes will offer SEO features Avoid using these features, Themes are for look and feel. Lean, lightweight themes are best. Plugins are what should be used for extra functionality.
- 75. Keep your sitelean and mean While plugins are great, don’t just install for the sake of it! Only install what’s critical. Regularly clean up and deactivate any you don’t use to help with performance.
- 76. By default, WordPressis Search Engine friendly
- 77. Headings <h1>’s and <h2>’sare often not used correctly, or as well as they could – do this stuff right and it will help! <h1>Heading 1 = Main Heading</h1> <h2>Heading 2 = Sub Heading </h2> <h3>Heading 3 = Sub Heading</h3> <h2>Heading 2 = Sub Heading </h2>
- 78. Keywords/Topics Naturally include yourkeyword/topic and variations of it in your page title, meta description, content and images.
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- 80. Utilise Category Pages UsingYoast and WordPress category settings https://codex.wordpress.org/Category_Templates If category description is not supported by your theme you might need to include the following to display the text at the top of your category template (usually category.php or archive.php) <?php echo category_description( $category_id ); ?>
- 81. http://www.dandenongrangespoint.com.au/attractions/ Category Page Example Categorydescription located at top of page…
- 82. http://www.dandenongrangespoint.com.au/attractions/ Category Page Example …categoryblog posts then follow underneath.
- 83. Which leads usto the big Y
- 84. WordPress SEO byYoast All In One SEO is also very popular, but we’ll be talking about WordPress SEO by Yoast. However, many of the same principles apply if you prefer a different plugin.
- 85. https://yoast.com/wordpress-seo/ The Definitive Guideto Higher Rankings for WordPress Sites
- 86. https://wordpress.org/plugins/wordpress-seo/ Yoast Page andPost Optimisation
- 87. Tools – YoastSEO https://wordpress.org/plugins/wordpress-seo/
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- 90. Screen Options Select ‘ScreenOptions’ to drop down options panel to view Yoast SEO fields next to your posts and pages
- 91. Yoast SEO QuickEdit Fields Quick Edit before installing the plugin https://wordpress.org/plugins/quick-edit-fields-for-yoast-seo/
- 92. Yoast SEO QuickEdit Fields After installing the plugin you can see the additional Yoast Settings now in Quick Edit https://wordpress.org/plugins/quick-edit-fields-for-yoast-seo/
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- 94. Even though Yoastcan manage the majority of SEO-related functionality, there a few more plugins that come in handy…
- 95. The Right Toolfor the Job Don’t use WordPress for everything
- 96. Link Checking Plugins Theseplugins can consume a lot of resources, they are often banned from high-end hosts. Use Xenu, Integrity, Screaming Frog, Botify, Deep Crawler or Google Search Console
- 97. Autolinking Plugins They cancreate horrible, unnatural content. Linking is important, so control your internal and external links to help strengthen your content and improve user experience.
- 98. Less is more Poorlywritten plugins can cause performance, maintenance and security issues. Choose wisely!
- 99. Other Plugins There area range of other plugins that do help with SEO and I’ll cover some popular ones now. ✔
- 100. P3 - PluginPerformance Profiler Data on plugin performance https://wordpress.org/plugins/p3-profiler/
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- 114. WP SEO HTMLSitemap Plugin https://wordpress.org/plugins/wp-seo-html-sitemap/
- 115. Adapt Good search marketingisn’t just about technology, it’s also about being able to quickly adapt.
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- 118. Schema “Schema.org is acollaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond.” http://schema.org
- 119. Here are someexamples… Review Schema Recipe Schema
- 120. Event Schema Product Schema Hereare some examples…
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- 123. • https://wordpress.org/plugins/schema-creator/ • https://wordpress.org/plugins/all-in-one-schemaorg-rich-snippets/ • https://wordpress.org/plugins/rich-reviews/ • https://wordpress.org/plugins/schema-app-structured-data-for-schemaorg/ • https://wordpress.org/plugins/rich-contact-widget/ Schema Plugins
- 124. • http://schema.org/ • https://developers.google.com/structured-data/policies • https://moz.com/learn/seo/schema-structured-data Schema Resources Note: We’ll have a talk on Schema coming up at the SEO Meetup soon!
- 125. Accelerated Mobile Pages,Instant Articles and Apple News
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- 128. https://wordpress.org/plugins/pagefrog/ Facebook Instant Articles& Google AMP Pages by PageFrog
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