The document provides an overview of search engine optimization (SEO) topics including:
- The evolution of SEO from 1999 to present, focusing on technical changes like the importance of anchor text, authority and link diversity, and algorithm updates like Panda and Penguin.
- The key elements of SEO called "TLCs" - technical implementation, links, and content creation - and how to build an effective content strategy and social presence.
- White hat SEO practices like creating valuable content and earning natural links versus black hat tactics like link buying and content spinning.
- The importance of technical SEO best practices like site structure, redirects, and crawlability.
SEO 101: An Intro to Search Engine OptimizationUpTikMedia
The following slideshow was presented by Brady Callahan - on behalf of UpTik Media - to a class at Lee University. The subject of the presentation is An Introduction to Search Engine Optimization, or more informally, SEO 101. Topics covered in this presentation range from (but are not limited to): the history of search engines, what SEO is, how search engines crawl the Web, how websites can be optimized for search, how search engines rank pages, the power of Google+, schema markup, machine learning, and more.
Tomorrow’s SEO Today – Social Search and BeyondBill Hartzer
As search results become more personalized, it’s only natural that social media networks play a bigger role in these tailored search results. Learn how social search produces results that are specific to the individual and how your brand can stay relevant in these results as the social impact on search continues to grow.
As more companies get on the content train, search engine optimization is more important than ever.
Take SEO beyond a buzzword at this workshop. You will learn analytics that make SEO measurable and allow you to demonstrate the ROI of your efforts.
At this workshop you'll learn: What domain authority is and how to use it to outrank your competitors; Metrics that demonstrate the ROI of SEO optimization; How to avoid Google penalties; How to use free tools for competitive research, analytics and website optimization; and Winning at local search.
This presentation goes through the top tips for blogging best practices, from research-based topics to collaboration tactics. From headlines to images. These are the BEST practices for blogging. A must view for Content Marketers.
This presentation was originally given at Wine & Web at Orbit Media.
Applied Analytics: Insights and Actions from 13 Google Analytics ReportsOrbit Media Studios
The majority of websites use Google Analytics. It’s ubiquitous. But are marketers using it properly? Not really. Many marketers are using it only for reporting, not analysis.
Most marketers are using Analytics wrong.
In this lesson, we’ll look at specific ways to use Analytics to do real analysis, to answer questions and draw conclusions.
1. Reporting vs. Analysis: How most marketers get Analytics wrong
2. Turning ideas into questions
3. Analytics Insights: WHO is visiting? WHERE are they coming from? WHAT are they doing here? WHICH pieces of content are successful?
The truth waiting to be discovered in your Analytics. You just need to know where it’s hiding. Lots of marketers use Analytics. But great marketers use it to answer questions, support decisions and test theories for possible actions.
Once you’ve completely this lesson, you’ll have a new mindset for approaching your data and new tools for making the decisions that make the difference in your marketing.
Digital Marketing for Lead Generation & SalesDigital Vidya
Interested in leveraging Digital Marketing to multiply your organizational revenue? You will find this deck on Digital Marketing for Lead Generation & Sales relevant and interesting. You can find about upcoming hands-on Digital Marketing trainings by Digital Vidya at http://www.digitalvidya.com
In this presentation, Bill Hartzer covers the Google Panda update, engagement factors, social signals, and more of the latest Search Engine algorithm updates that everyone should know. We will also discuss how to effectively adjust your overall SEO strategy.
SEO 101: An Intro to Search Engine OptimizationUpTikMedia
The following slideshow was presented by Brady Callahan - on behalf of UpTik Media - to a class at Lee University. The subject of the presentation is An Introduction to Search Engine Optimization, or more informally, SEO 101. Topics covered in this presentation range from (but are not limited to): the history of search engines, what SEO is, how search engines crawl the Web, how websites can be optimized for search, how search engines rank pages, the power of Google+, schema markup, machine learning, and more.
Tomorrow’s SEO Today – Social Search and BeyondBill Hartzer
As search results become more personalized, it’s only natural that social media networks play a bigger role in these tailored search results. Learn how social search produces results that are specific to the individual and how your brand can stay relevant in these results as the social impact on search continues to grow.
As more companies get on the content train, search engine optimization is more important than ever.
Take SEO beyond a buzzword at this workshop. You will learn analytics that make SEO measurable and allow you to demonstrate the ROI of your efforts.
At this workshop you'll learn: What domain authority is and how to use it to outrank your competitors; Metrics that demonstrate the ROI of SEO optimization; How to avoid Google penalties; How to use free tools for competitive research, analytics and website optimization; and Winning at local search.
This presentation goes through the top tips for blogging best practices, from research-based topics to collaboration tactics. From headlines to images. These are the BEST practices for blogging. A must view for Content Marketers.
This presentation was originally given at Wine & Web at Orbit Media.
Applied Analytics: Insights and Actions from 13 Google Analytics ReportsOrbit Media Studios
The majority of websites use Google Analytics. It’s ubiquitous. But are marketers using it properly? Not really. Many marketers are using it only for reporting, not analysis.
Most marketers are using Analytics wrong.
In this lesson, we’ll look at specific ways to use Analytics to do real analysis, to answer questions and draw conclusions.
1. Reporting vs. Analysis: How most marketers get Analytics wrong
2. Turning ideas into questions
3. Analytics Insights: WHO is visiting? WHERE are they coming from? WHAT are they doing here? WHICH pieces of content are successful?
The truth waiting to be discovered in your Analytics. You just need to know where it’s hiding. Lots of marketers use Analytics. But great marketers use it to answer questions, support decisions and test theories for possible actions.
Once you’ve completely this lesson, you’ll have a new mindset for approaching your data and new tools for making the decisions that make the difference in your marketing.
Digital Marketing for Lead Generation & SalesDigital Vidya
Interested in leveraging Digital Marketing to multiply your organizational revenue? You will find this deck on Digital Marketing for Lead Generation & Sales relevant and interesting. You can find about upcoming hands-on Digital Marketing trainings by Digital Vidya at http://www.digitalvidya.com
In this presentation, Bill Hartzer covers the Google Panda update, engagement factors, social signals, and more of the latest Search Engine algorithm updates that everyone should know. We will also discuss how to effectively adjust your overall SEO strategy.
Assess. Diagnose. Fix: How to Become a Leading SEO MechanicBill Hartzer
This presentation outlines how to assess, gather data, and perform a successful SEO audit of your or your client's websites. During the SEO process, it's important to know the tools and when and where to use them.
Semantic SEO and the Future of Search (Wine & Web 53)Andy Crestodina
Here are 5 Ways to Adapt Your Content for 2016. These are the most important actions you can take to make sure that your marketing is aligned with the future of SEO.
• How to target topics, not just phrases (Semantic Search)
• How to incorporate natural language into your content (Voice Search)
• How to make visitors happy in ways that make Google happy (User Interaction Signals)
This presentation includes the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
The Convergence of Social Media & SearchBill Hartzer
Influence from social media sites such as Facebook, Twitter and Google + is utilized by search engines to personalize search results. In this session you will learn more about the growing relationship between social media and search and how to utilize the merger to your advantage.
Brain Science and Websites: 6 Ways to Leverage Cognitive Biassemrush_webinars
Call it neuromarketing. Call it behavioral economics. Call it Jedi mind tricks. Whatever you call it: brain science and marketing go together. And anyone can learn how to do it. In this presentation, we’ll review the research, case studies and web marketing tactics that work with natural, human behavioral tendencies.
Herds, halos and the science of social proof
Context, contrast and color
Fear, loss and scarcity
Eye tracking, color and visual prominence
Writing copy for busy minds
We'll reveal secrets of the brain, behavior and marketing on the web. If there are humans in your target audience, this presentation is for you.
Google Penguin, Google Panda, and Google Algorithms 2013Bill Hartzer
Bill Hartzer provides a historical view of the Google algorithms most in use today, including Google Panda, Google Penguin, and Google Hummingbird. Learn about these algorithm and filters, and how to recover from Google Penguin and Google Panda if your website was penalized.
It's 2013, and the concept of doing "local SEO" has been around for a few years now. In this presentation, Bill Hartzer talks about what works, what does not work, and what are the basic requirements in order to rank well in the local search results. He covers everything from local search engine ranking factors to ranking well in the Google Local Carousel.
The Convergence of Search and Social Media, 2013Bill Hartzer
Learn from Bill Hartzer about the convergence of search and social media, and what it means in 2013. Presented at the Pubcon Conference in Las Vegas, 2013.
Search and Social Content Strategy, Pubcon Austin 2015Bill Hartzer
Finding the right mix of content that works for social as well as SEO is a delicate balance. On one hand, keyword-heavy copy does not lend itself entirely to "click bait" and "share bait" on social networks. This session will look at strategies, options, tools, and specific tactics you can pursue for making your content attractive for social sites as well as search engines.
Semantic SEO: 5 Ways to Future Proof Your Search Rankingssemrush_webinars
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
You’ve heard about content marketing. Maybe you’re already investing in it. But have you taken the first critical step that can make all the difference to your success?
This session answers the top questions and addresses the top objections:
• What’s content marketing? Why invest in content?
• What topics does your audience really care about?
• What if we’re not writers? We don’t have time to create marketing content
This session puts marketing in a fresh context, showing how everyone in a sales or leadership role is already a content marketer although many don’t even know it yet.
This session is ideal for the marketers and business leaders responsible for driving growth within your organization, regardless of the size of your marketing department or budget.
Kerry Dean presented at the January 2015 DFWSEM | Dallas/Fort Worth Search Engine Marketing Association meeting on The State of SEO: 2015 and Beyond!
https://www.dfwsem.org/events/kerry-dean/
The modern buyer's journey in squarely controlled by the customer. What can marketers do to identify, engage and monitor their audience via optimized content marketing strategies?
Why should PR people use analytics? Learn which communications initiatives are most effective, traffic patterns, trends and which customer segments are most valuable to your organization.
• Common Issues with Basic Setup
• Overview of the Most Important Reports
• Which sources of traffic and social networks are most effective?
• Which topics are connecting with your visitors?
• How can you get more value from the same traffic?
• How to use digital measurement to enhance influence and impact
• Learn the latest methods for digital measurement and sharing comprehensive results
• Translate ROI results into corporate objectives support
Unpacking the Local Search Ranking Factors for 2021 & BeyondSeven Figure Agency
Darren Shaw is one of the TOP Experts in all things Local Search. Every year he publishes a deep dive report called “The Local Search Ranking Factors Survey”. You can check it out here – https://whitespark.ca/local-search-ranking-factors/
To get these factors, Darren & his team interview 50 of the top Local SEO Experts and went DEEP on what they felt were the most important factors that contributed to ranking in local search.
In this LIVE session, we’ll explain the findings, the key insights, and what you need to know to drive better local ranking results for your clients…
Access the full recording of this session here -> https://www.sevenfigureagency.com/unpacking-the-2020-local-search-ranking-factors/
Andy Crestodina — How to Find Blog Topics Your Audience REALLY Cares AboutSemrush
These slides were presented during the SEMrush webinar "How to Find Blog Topics Your Audience REALLY Cares About". You can watch the replay here >>> https://www.semrush.com/webinars/how-to-find-blog-topics-your-audience-really-cares-about/
Google Algorithm Update 2013: Google Panda, Penguin RecoveryBill Hartzer
In this presentation, Bill Hartzer discusses the latest Google Algorithm updates, including Google Panda, Google Penguin, and some other updates you probably didn't know about. Google Panda recovery and Google Penguin recovery is discussed.
It started in 2001, but it didn't start all that well. In 2002, I made about $900. Today we are a 38-person $5 million company. Here's how content marketing got us there, and how to make it work for you.
Presented by Andy Crestodina at Content Jam in Chicago, Aug 2016.
Google Algorithm Update: Pandas, Penguins, and Recovering from Penalties Bill Hartzer
In the past few years, there have been several Google organic search algorithm updates. Manual actions, also referred to as manual penalties, from Google, can have a devastating effect on your site’s traffic and revenue. If your site has a manual action because of unnatural links to your website, filing a reconsideration request with Google isn’t just a matter of filling out a form: you must prove to them that you’ve removed the links, cleaned up your act, and disavowed the links you couldn’t get removed.
In this meeting, Bill Hartzer, co-founder of DFWSEM, and Senior SEO Strategist at Globerunner SEO, will discuss the differences between Google Panda and Google Penguin. We’ll review each of these algorithm and figure out if your site has been penalized or not. Then, we’ll go through specific steps in order to recover traffic and rankings due to a Panda or Penguin algorithmic penalty. We’ll discuss the process of getting a Google manual penalty revoked, and even timelines for recovery of the lost traffic and sales.
Takeaways:
-- Understand the differences between Google Panda and Google Penguin algorithm updates.
-- Tell whether or not your website has been hit by Google Panda or Google Penguin updates.
-- Understand Google Manual Actions and what you need to do in order to get a manual action or penalty revoked by Google.
While many of the core rules of SEO still hold true, there are some tactics that were OK in early 2013 that are not OK in 2014. This session will cover the 101 basics of SEO today. Make sure your Search Engine Strategies are correct.
Google Algorithm Chaos: Panda, Penguin, and Other Google UpdatesBill Hartzer
Frustrated at the world of algorithm updates? Has a Google penalty wiped you out? Do you have an algo-proofed website? Can your online marketing platform sustain the test of time? Obtain answers to these questions as well as solutions for long-term SEO success from this session.<p>The second part of "algo choas" is to be proactive and stop penalties and algo problems before they happen. Don’t waste time trying to fix Google penalties chasing unauthorized content usage with Google Alerts, Copyscape, GWTs, disavowing junk links and other services. Better yet, avoid the hassle of using DMCAs making it your last resort, not the first.
Assess. Diagnose. Fix: How to Become a Leading SEO MechanicBill Hartzer
This presentation outlines how to assess, gather data, and perform a successful SEO audit of your or your client's websites. During the SEO process, it's important to know the tools and when and where to use them.
Semantic SEO and the Future of Search (Wine & Web 53)Andy Crestodina
Here are 5 Ways to Adapt Your Content for 2016. These are the most important actions you can take to make sure that your marketing is aligned with the future of SEO.
• How to target topics, not just phrases (Semantic Search)
• How to incorporate natural language into your content (Voice Search)
• How to make visitors happy in ways that make Google happy (User Interaction Signals)
This presentation includes the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
The Convergence of Social Media & SearchBill Hartzer
Influence from social media sites such as Facebook, Twitter and Google + is utilized by search engines to personalize search results. In this session you will learn more about the growing relationship between social media and search and how to utilize the merger to your advantage.
Brain Science and Websites: 6 Ways to Leverage Cognitive Biassemrush_webinars
Call it neuromarketing. Call it behavioral economics. Call it Jedi mind tricks. Whatever you call it: brain science and marketing go together. And anyone can learn how to do it. In this presentation, we’ll review the research, case studies and web marketing tactics that work with natural, human behavioral tendencies.
Herds, halos and the science of social proof
Context, contrast and color
Fear, loss and scarcity
Eye tracking, color and visual prominence
Writing copy for busy minds
We'll reveal secrets of the brain, behavior and marketing on the web. If there are humans in your target audience, this presentation is for you.
Google Penguin, Google Panda, and Google Algorithms 2013Bill Hartzer
Bill Hartzer provides a historical view of the Google algorithms most in use today, including Google Panda, Google Penguin, and Google Hummingbird. Learn about these algorithm and filters, and how to recover from Google Penguin and Google Panda if your website was penalized.
It's 2013, and the concept of doing "local SEO" has been around for a few years now. In this presentation, Bill Hartzer talks about what works, what does not work, and what are the basic requirements in order to rank well in the local search results. He covers everything from local search engine ranking factors to ranking well in the Google Local Carousel.
The Convergence of Search and Social Media, 2013Bill Hartzer
Learn from Bill Hartzer about the convergence of search and social media, and what it means in 2013. Presented at the Pubcon Conference in Las Vegas, 2013.
Search and Social Content Strategy, Pubcon Austin 2015Bill Hartzer
Finding the right mix of content that works for social as well as SEO is a delicate balance. On one hand, keyword-heavy copy does not lend itself entirely to "click bait" and "share bait" on social networks. This session will look at strategies, options, tools, and specific tactics you can pursue for making your content attractive for social sites as well as search engines.
Semantic SEO: 5 Ways to Future Proof Your Search Rankingssemrush_webinars
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
You’ve heard about content marketing. Maybe you’re already investing in it. But have you taken the first critical step that can make all the difference to your success?
This session answers the top questions and addresses the top objections:
• What’s content marketing? Why invest in content?
• What topics does your audience really care about?
• What if we’re not writers? We don’t have time to create marketing content
This session puts marketing in a fresh context, showing how everyone in a sales or leadership role is already a content marketer although many don’t even know it yet.
This session is ideal for the marketers and business leaders responsible for driving growth within your organization, regardless of the size of your marketing department or budget.
Kerry Dean presented at the January 2015 DFWSEM | Dallas/Fort Worth Search Engine Marketing Association meeting on The State of SEO: 2015 and Beyond!
https://www.dfwsem.org/events/kerry-dean/
The modern buyer's journey in squarely controlled by the customer. What can marketers do to identify, engage and monitor their audience via optimized content marketing strategies?
Why should PR people use analytics? Learn which communications initiatives are most effective, traffic patterns, trends and which customer segments are most valuable to your organization.
• Common Issues with Basic Setup
• Overview of the Most Important Reports
• Which sources of traffic and social networks are most effective?
• Which topics are connecting with your visitors?
• How can you get more value from the same traffic?
• How to use digital measurement to enhance influence and impact
• Learn the latest methods for digital measurement and sharing comprehensive results
• Translate ROI results into corporate objectives support
Unpacking the Local Search Ranking Factors for 2021 & BeyondSeven Figure Agency
Darren Shaw is one of the TOP Experts in all things Local Search. Every year he publishes a deep dive report called “The Local Search Ranking Factors Survey”. You can check it out here – https://whitespark.ca/local-search-ranking-factors/
To get these factors, Darren & his team interview 50 of the top Local SEO Experts and went DEEP on what they felt were the most important factors that contributed to ranking in local search.
In this LIVE session, we’ll explain the findings, the key insights, and what you need to know to drive better local ranking results for your clients…
Access the full recording of this session here -> https://www.sevenfigureagency.com/unpacking-the-2020-local-search-ranking-factors/
Andy Crestodina — How to Find Blog Topics Your Audience REALLY Cares AboutSemrush
These slides were presented during the SEMrush webinar "How to Find Blog Topics Your Audience REALLY Cares About". You can watch the replay here >>> https://www.semrush.com/webinars/how-to-find-blog-topics-your-audience-really-cares-about/
Google Algorithm Update 2013: Google Panda, Penguin RecoveryBill Hartzer
In this presentation, Bill Hartzer discusses the latest Google Algorithm updates, including Google Panda, Google Penguin, and some other updates you probably didn't know about. Google Panda recovery and Google Penguin recovery is discussed.
It started in 2001, but it didn't start all that well. In 2002, I made about $900. Today we are a 38-person $5 million company. Here's how content marketing got us there, and how to make it work for you.
Presented by Andy Crestodina at Content Jam in Chicago, Aug 2016.
Google Algorithm Update: Pandas, Penguins, and Recovering from Penalties Bill Hartzer
In the past few years, there have been several Google organic search algorithm updates. Manual actions, also referred to as manual penalties, from Google, can have a devastating effect on your site’s traffic and revenue. If your site has a manual action because of unnatural links to your website, filing a reconsideration request with Google isn’t just a matter of filling out a form: you must prove to them that you’ve removed the links, cleaned up your act, and disavowed the links you couldn’t get removed.
In this meeting, Bill Hartzer, co-founder of DFWSEM, and Senior SEO Strategist at Globerunner SEO, will discuss the differences between Google Panda and Google Penguin. We’ll review each of these algorithm and figure out if your site has been penalized or not. Then, we’ll go through specific steps in order to recover traffic and rankings due to a Panda or Penguin algorithmic penalty. We’ll discuss the process of getting a Google manual penalty revoked, and even timelines for recovery of the lost traffic and sales.
Takeaways:
-- Understand the differences between Google Panda and Google Penguin algorithm updates.
-- Tell whether or not your website has been hit by Google Panda or Google Penguin updates.
-- Understand Google Manual Actions and what you need to do in order to get a manual action or penalty revoked by Google.
While many of the core rules of SEO still hold true, there are some tactics that were OK in early 2013 that are not OK in 2014. This session will cover the 101 basics of SEO today. Make sure your Search Engine Strategies are correct.
Google Algorithm Chaos: Panda, Penguin, and Other Google UpdatesBill Hartzer
Frustrated at the world of algorithm updates? Has a Google penalty wiped you out? Do you have an algo-proofed website? Can your online marketing platform sustain the test of time? Obtain answers to these questions as well as solutions for long-term SEO success from this session.<p>The second part of "algo choas" is to be proactive and stop penalties and algo problems before they happen. Don’t waste time trying to fix Google penalties chasing unauthorized content usage with Google Alerts, Copyscape, GWTs, disavowing junk links and other services. Better yet, avoid the hassle of using DMCAs making it your last resort, not the first.
4 Pillars for SEO and Online Discoverability in 2014Bernie Borges
Learn the 4 must-have SEO pillars to get discovered online in 2014. These slides were presented in a webinar by Christine O'Kelly and Bernie Borges January 22, 2014.
The full webinar playback is available on demand here: http://www.findandconvert.com/resources/webinar-archives/
Arts Marketing Association North-East Network Meeting: The Evolution of Searc...Marty Hayes
Following my talk about An Integrated Approach to Search Marketing at MuseumNext, I was asked by the AMA (Arts Marketing Association) to present at their Newcastle network meeting on the subject of Search Engine Optimisation.
We covered The Evolution of Search, looking at:
A (brief) history of search
Key algorithm updates and what they mean
for you
What does technical SEO mean?
How to check, audit and improve your
technical SEO
What does on-site SEO mean?
How to audit, research and optimise your onsite
content
How technical & on-site SEO can combine
forces for search supremacy
SEO Workshop presentation by Jasmine Sandler. This SEO presentation covers the basics of keyword analysis, keyword optimization, social media and SEO and Google changes in 2012.
SEO Fundamentals and Off Page Best PracticesVaishali Singh
It is not just about doing it but doing it RIGHT. Fundamentals still hold a lot when it comes to marketing offline or online. Learn about SEO fundamentals for Beginners and what is off - page optimisation.
An Advanced SEO presentation that was done for the 2015 BlogPaws conference. Touching on semantic SEO including Latent Semantic Indexing, Schema/Microdata, technical seo and more, all presented in a way that was geared towards bloggers.
The Beginner's Guide to Blog Optimization & Content PromotionRyan Stewart
In just 6 months I was able to take my AGENCY blog from 0 - 40,000 Pageviews.
In this presentation, I walk through the exact tips any beginning blogger or content creator can follow to start having success with content creation, content promotion, organic search (SEO) and driving more traffic to their blog.
From the 7th Annual ISA Marketing & Sales Summit. What's Hot in Search Marketing: 2012 Update by Shari Worthington, Telesian Technology. http://marketingsalessummit.com
http://www.pointit.com - In this presentation, you'll learn the possible causes of a Google Panda penalty, how to tell if you've been assessed a Panda penalty, and how to recover from a Panda penalty.
SEO Training Webinar 10x SEO My Secret Sauce To #1 Ranking On Google for Dig...Sid Lal
Did you know 94% of consumers research products online before buying? Whether you want to buy a car, rent a house, buy a mobile phone, plan a vacation or even search for a job; What do you do? You Google it.
Search plays a critical role in our lives. I will leverage my 15 years of experience in Digital Marketing which includes a decade of running one of the best SEO agencies, Bruce Clay India to show you how you can get started on your journey to #1 Rankings on Google. Even though the world of Organic Search is extremely dynamic and what worked last year might not work today. However, on a fundamental level SEO has not changed and I will show you why!
If you had burning questions related to SEO such as:
What are the 3 most important variables for rankings?
Are Links important?
Does Social Media impact Organic Rankings?
Are Brand Mentions important?
ecommerce SEO - Lazy Loading or Pagination?
How to opitimize Images?
Then this is one SEO webinar you will not want to miss!
If you would like to view the webcast, here is the link:
https://www.youtube.com/watch?v=6eONJpaG6vM
June 2018
2. Training
Outline
•
•
THE LINCHPIN TEAM
PERSONAS
• WHAT IS SEO?
• EVOLUTION OF SEO
• TLCs OF SEO
• TECHNICAL
• LINKS
• CONTENT
• SOCIAL
• WHAT TO TRACK
• TOOLS OF THE TRADE
3. ABOUT US
INTRODUCING OUR FOUNDERS
Linchpin SEO started in Raleigh, NC in 2004 by two guys (Bill & Dan)
who believed that small businesses should have the same
opportunities as large national brands, without the need of multi-
million dollar budgets.
We help businesses build websites in easy-to-use content
management systems, execute local SEO and social media
campaigns, write content, and build a content strategies that
include video, traditional content sets, and infographics to drive
traffic and sales.
4. Our SEO Values
WHITE HAT LINK BUILDING
We don’t participate in link buying, comment or social spam, profile spam, link wheels, link farms, or
other unnatural link building tactics. To us link building is about creating great content and a great
experience, and then marketing the content and experience, through social interaction and relationship
building with relevant sites, blogs, and social networks.
CONTENT THAT BUILDS WEBSITE VALUE
We believe in creating content that is valuable, compelling, and unique. Content goals include:
interaction, education, branding, and driving quality traffic and metrics to a website. We don’t
participate in scraping content, duplication of content from other sites, or spinning articles.
TECHNICAL IMPLEMENTATION GUIDELINES
We believe in following the Google Webmaster Guidelines, creating a crawlable site architecture, and
following white hat guidelines when building a website.
5. OUR LINCHPINS
Bill Dan Doryan JJ Ahna
Co-Founder Co-Founder Lead Designer Lead Social Lead
SEO Developer Illustrator Designer Facebook
Strategist Web Designer Guru
6. OUR SERVICES
SEO Content Info- Web
Campaign Creation graphics Design
s
Social Link Content SEO
Media Building Audits Audits
8. Personas
For our purposes, we create
personas, or example users, as tools
to represent the needs, desires,
skills and environment of one or
more classes of users.
9. GoogleBot Persona
GOOGLEBOT PERSONA
15 Years Old | Experienced Information Gatherer | Mountain View, CA
• Googlebot is a passionate information gatherer.
• Over 3 million people come to it each day to get answers to their questions.
• It however, has it's weaknesses, it can only gather and present the information if it can
access the information on a website.
• It loves when users give it paths to new content, and tells it what that content is about.
• When determining what a website or page should be ranked for, the Googlebot Persona
has evolved from using what a website says about itself, to what other personas say in
their social channels or on their websites.
• It has become very good at determining what users will find valuable based on what
users have told it over the years.
• If a website gives it a lot of bad information or information that is not valuable it will
start to ignore the website and not use the information when a user asks for it.
11. What is SEO?
TACTICAL PLANNING
Tactical planning of a website's architecture and overall structure to allow internal metrics to
flow properly. Technical, content, and structure audits and competitive insights and analysis.
CONTENT STRATEGY
Planning content that satisfies both the user's intent and Googlebot Persona.
CREATING AN EXPERIENCE
Creating an experience that fosters social sharing, link acquisition, brand building, and conversions.
http://www.linchpinseo.com/what-seo-is-and-what-
seo-is-not
12. SEO is a business
strategy; inclusive of
publishing, brand
building, marketing,
and traffic
acquisition.
13. White Hat vs. Black
Hat
WHITE HAT TACTICS (EARNING VALUE)
CREATING VALUABLE CONTENT
BLACK HAT TACTICS (MANIPULATION AND BUYING VALUE)
SPINNING ARTICLES
EARNING LINKS COMMENT SPAM
CREATING A VALUABLE SITE STRUCTURE FORUM SPAM
FOLLOWING GOOGLE GUIDELINES BUYING LINKS
HACKING WEBSITES
15. The Evolution of SEO
1999 - 2002 ON-PAGE SEO
2003 - 2005 ANCHOR TEXT
2006- 2009 AUTHORITY & LINK DIVERSITY
2010 - 2011 MAYDAY & SOCIAL INTEGRATION
2011 - 2012 PANDA & FRESHNESS UPDATE
2012 - 2013 SEARCH PLUS YOUR WORLD & PENGUIN
16. 99-02 On-page SEO
TITLE TAG
IMAGES
KEYWORDS
INTERNAL LINKS
17. 03-05 Anchor Text
WHAT IS ANCHOR TEXT?
Is the clickable part of the link and is usually underlined.
WHY DOES IT MATTER?
The anchor text was one of the primary signals used by Google to determine what the page being linked to was
about and thus should be ranked for.
WHAT DID SPAMMERS DO?
They went out and bought links with the exact anchor text they wanted to rank for.
18. 06-09 Authority &
Diversity
WEBSITE AUTHORITY
This defines how authoritative a website is based on its content sets and what other authoritative
sites link to it.
Harvard.edu has more authoritative metrics than www.buy-viagra-online-with-porn.com
LINK DIVERSITY
Getting 1 link from 100 different domains holds more value than getting 100 links from 1 domain
WHAT DID SPAMMERS DO?
1. They reached out to college students and started paying them for links.
2. They bought a ton of different domains, added tons of low value content, and linked back to their
site from each of these domains.
19. 10-11 What was
MayDay?
WHAT HAPPENED
This evolution seemed to have primarily impacted large sites with item or product pages that:
• Didn’t have many individual links into them
• Might be several clicks from the home page
• May not have substantial unique and value-added content on them.
20. 11-12 The
Panda
Update?
WHAT HAPPENED
• Google segmented content sets into buckets
UPDATES TO PANDA
Panda 3.6 on April 27th
Panda 3.5 on April 19th
based on user feedback and data. Panda 3.4 on March 23rd
• Focused on devaluing low value, thin, duplicated Panda 3.3 on about February 26th
Panda 3.2 on about January 15th
content.
Panda 3.1 on November 18th
• Primary targets were content farms. Panda 2.5.3 on October 19/20th
Panda 2.5.2 on October 13th
Panda 2.5.1 on October 9th
Panda 2.5 on September 28th
Panda 2.4 in August
Panda 2.3 on around July 22nd.
Panda 2.2 on June 18th or so.
Panda 2.1 on May 9th or so.
Panda 2.0 on April 11th or so.
Panda 1.0 on February 24th
21. 11-12 Freshness Update?
WHAT HAPPENED
This evolution was the update by Google to help surface more timely information
• Events
• Sports
• Reviews
22. 12+ The
Penguin
Update
WHAT HAPPENED
After weeks of speculation about an "Over-optimization penalty", Google finally rolled out the
"Webspam Update", which was soon after dubbed "Penguin." Penguin adjusted a number of spam
factors, including keyword stuffing and low quality inbound links.
24. The SEO
Pyramid SOCIAL MEDIA
Build communities through interaction.
INBOUND LINKS
Create valuable experiences then market them
for links.
CONTENT
Create valuable content for your target
personas.
TECHNICAL
Build a strong base that focuses metrics in an
optimal way.
26. Technical Crawl
WHY DO A TECHNICAL CRAWL?
To ensure that there is a strong base to build your other content creation and link building campaigns
upon it is important to do a technical crawl of your website.
301 (Permanent) Redirect Analysis Meta Refresh Analysis
302 (Temporary) Redirect Analysis Pages Where the Title Element is Too Short
404 (Client Error) Errors Pages Where the Title Element is Too Long (> 70
500 (Server Error) Errors Characters)
Pages Where The Title is Missing or Empty Pages Containing Too Many On-Page Links
Duplicate Page Content Analysis Missing Meta Description Tag Analysis
Duplicate Page Title Analysis Robots.txt Analysis
Pages That have Long URLs (> 115 characters) Meta-robots Nofollow Analysis
Overly-Dynamic URL Analysis Meta-robots Analysis
Canonical Tags Analysis
27. 302 vs. 301 Redirect
WHY USE REDIRECTS
When a page on your site has been deleted or has a new URL, a redirect should be put in place to
direct the search engines and users to the new page.
302 REDIRECT
Temporary redirect: This tells the search engines that that page being redirected to will not be up
long, and to keep the original page in their search results. This is not a redirect that should be used in
99.9% of the cases.
301 REDIRECT
Permanent redirect: This tells the search engines that the page is permanently moved and they
should rank the new page and remove the old page from their index. This redirect should be used
99.9% of the time.
28. URL Structure
KEYWORDS IN THE URL
Tactical planning of a website's architecture and overall structure to allow internal metrics to
flow properly. Technical, content, and structure audits and competitive insights and analysis.
URL RULES
All lower case
“-” for spaces
Remove stop words
No more than 2 levels deep
No more than 40 characters long
Keyword focused (but not overly)
Remove dynamic characters
29. Site Structure
IMPORTANCE
Site structure is of vital importance.
• Products or services that are your highest value should be spotlighted on high value pages such as
the home page of your website.
• Understanding how your customers, users, and personas utilize your website is key to helping them
down the path in which results in a conversion for your website.
30. Content
• TYPES OF CONTENT
• WHAT IS THE VALUE OF CONTENT?
• EVOLUTION OF CONTENT
• WHERE TO ADD KEYWORDS?
• KEYWORD DENSITY?
• WHAT MAKES VALUABLE CONTENT?
• CONTENT CREATION TIPS
31. Content Types
MARKETING
The marketing content consists of your offerings; products, services,
etc.. These pages are all about the conversion, and in most cases lack
INFORMATIONAL
informational value above and beyond what other websites.
BRANDING
This is content sets that talk about your company and what you can
offer. These pages usually consist of the “about us” and “contact us”
page and sometimes the “home page”.
BRANDING MARKETING
INFORAMTIONAL
This is the content set that holds the most value for driving
incremental traffic, positioning your brand as a thought leader, and
earning your site the title of being a resource within your vertical.
32. Value of Content
FORMS OF CONTENT SEO VALUE
Videos Driving Traffic
Infographics Positioning Your Business as a
Articles Leader
White Papers Earning Links to Help with
Images Rankings
Giving You Assets to Utilize For
Influencer Outreach
33. “Design in the absence of
content is not design, it’s
decoration” – Jeffrey
Zeldman
34. Evolution of
Content
UNIQUE CONTENT
When the search engines said they started “penalizing or filtering sites” for having duplicate content SEOs started
focusing on the methodology of “unique content”. Trying to understand what percent of a piece of content had to be
unique in order for a filter or penalty not to be given. This spawned an era of article spinners that churned out
content that was unique to a certain percentage, but was not high quality.
QUALITY CONTENT
The next evolution was about creating quality content. This included grammatical fixes, content structure,
keywords, and a general sense of overall trust that the content was accurate.
VALUABLE CONTENT
This is where content came back into its own. Along with being unique and having a high quality rating, content also
has to be valuable. In a world where earned media drives the highest conversions, ignoring the “value
methodology” will inhibit building a strong inbound marketing campaign or social community.
35. We don’t talk about “keyword
density” and neither should you. Or as
Stephen Spencer put it, “Keyword
density is da bomb. Ok, no one says
“da bomb” anymore, but you get the
drift. Monitoring keyword density
values is pure folly.”
36. Where to Add
Keywords
1
4
1. Title Tag
2. Content
3. H1 tag
3 4. URL
5. Alt text on images
5
6. Image name
2
6
37. Creating Content
Value
1. Would you trust the information
presented?
2. Was this article written by an
expert? 1. Are there excessive adverts on this
3. Does this article have obvious page?
errors? 2. Would you expect to see this
4. Does the article provide original available in print?
content or information? 3. Would you give this site your credit
5. Does this articles contain insightful card details?
analysis? 4. Would you trust “x-type” info from
6. Would you consider bookmarking this site?
this page? 5. Would you recognize this site as an
38. Content Tips
• UNDERSTAND VALUE
• KEYWORD RESEARCH
• UTILIZE TOOLS
• SATISFY PERSONAS
• MAKING LINK WORTHY CONTENT
39. Understand Value
UNDERSTAND WHAT IS VALUABLE
• Study your competition
• Look at their content, find out which has the most shares,
tweets, or links then take what they have done and add
more value to it.
• Create at least 3 additional value props.
40. Keyword Research
HIGH VALUE KEYWORDS ARE ALL YOU NEED
• Conversion Value
• Search Volume
• Matches User Intent
• Matches Brand Focus
42. Satisfy Needs Of
Users
SATISFY YOUR WEBSITE PERSONAS
• What would your user find valuable to help them make a
purchase or position you as an expert?
43. Link-worthy
Content
WHAT MAKES CONTENT LINK-WORTHY
• By adding visual content, like lists and images, can increase the number of websites
linking to it.
• Posts with videos included will attract almost 3 times more websites linking to it
than a plain text post.
• Posts with all three media types (videos, images, and lists) will attract almost 6
times more websites linking to it than a plain text post.
• Contrary to common beliefs, large posts seem to attract more links than posts with
900 words or less.
• Posts with between 1800 and 3000 words will attract more than 15 times more
websites linking to it than a post with less than 600 words.
44. Links
WHAT DO LINKS HAVE TO DO WITH IT?
WHAT MAKES A LINK VALUABLE?
LINK DIVERSITY
45. Reasons we need
links
YOUR LINK PROFILE
Links tell the search engines a lot about your website.
• How authoritative your website is.
• What your website should be ranked for.
• How trustworthy your website is.
• How valuable your content is
46. MYTH OR FACT?
Links from educational
websites that have a .edu
domain are always valuable?
47. Valuable Links
1. LINKS FROM HIGHLY TRUSTED WEBSITES
2. LINKS FROM WEBSITES THAT ARE HIGHLY RELEVANT
TO YOURS
3. LOCAL LINKS FROM BLOGS OR MEDIA OUTLETS
4. YAHOO DIRECTORY, DMOZ, BUSINESS.COM, BOTW.ORG
48. Links That Aren’t
Valuable LINKS
1. 99% OF DIRECTORY
2. ARTICLE DIRECTORIES
3. LINKS FROM BLOG NETWORKS
4. COMMENT OR FORUM SPAM
5. OLD FASHION LINK TRADES
49. Link Diversity
GETTING 1 LINK FROM 100 DIFFERENT HIGH
VALUE DOMAINS IS BETTER THAN GETTING
100 LINKS FROM 1 DOMAIN.
50. SEO and Social
COMMUNITY BUILDING
• Social media marketing at its core is about building communities around your brand or products.
RELATIONSHIP BUILDING
• Build relationships, don’t just spam or auto post.
DON’T BE A SALES PERSON
• Be genuine and help people out.
DISTRIBUTION OF CONTENT AND EXPERIENCES
• Utilize the community to distribute great experiences and content.
OUTREACH PROFRAMS FOR LINK BUILDING
• Interact a minimum of 5 times with someone before asking them to share something or tweet it.
51. What to Track?
1. ORGANIC CONVERSIONS
2. ORGANIC TRAFFIC
3. TOTAL KEYWORDS SENDING TRAFFIC
4. REFERRAL TRAFFIC
5. TOTAL URLS RECEIVING TRAFFIC
6. RANKINGS
52. SEO Tools
1. SEOMOZ
2. SCREAMING FROG SEO SPIDER
3. GOOGLE KEYWORD TOOL
4. GOOGLE WEBMASTER TOOLS
5. UBERSUGGEST.ORG