SEO in 2017 - Boston Growth Meetup (October 2016)

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A presentation on SEO best practices and specific questions asked by members of the Boston Growth Meetup. Includes a number of SEO resource links in the appendix to learn more about the topics included in the presentation. By Kyle Risley, http://kylerisley.com

SEO in 2017
Boston Growth Meetup
@KyleRisley

Who is this guy?
Vistaprint
Internal SEO Consultant
Organic Search Channel Specialist
Independent Consultant
Site Audits
Keyword Research
Site Architecture Guidance

SEO in 2017
...is not very different than 2016, 2015, 2014, 2013….
Your site must:
1. Be a Topical Authority
2. Provide the Correct Answer for User
3. Be Crawlable
4. Not Cause Me Physical Pain When I Use It

SEO is About...
Revenue
Product Sales
Advertising
Subscriptions
Sponsorships

SEO is About Revenue
Revenue
Revenue = (Sessions)*(Conversion Rate)*(Goal Value)
Sessions = (Search Volume)*(Click Through Rate)
CTR ~~ (Rank)(SERP Attractiveness)
What we’ll be talking about.

Search Volume
Am I targeting the right keywords?

Am I Targeting the Right
Keywords?
Volume
Which query has more volume?
I will show you the tools!
Intent
Which query is more likely to convert on my site?
i.e. Which query do I answer best?
[custom thank you cards] vs. [thank you cards]

CTR: Rank
How do search engines rank pages?
a. Link equity
b. On-page optimization
c. CTR / Snippet attractiveness
d. User Experience / Page Stickiness

CTR: Link Equity
Links are still very important
Link earning strategies depend on the business
1 High Quality Link > 100 Low Quality Links
Topical Authority
General Authority

CTR: On-Page Optimization
1. Making your page(s) useful results for the query
a. What is the goal of the page?
i. User Testing
b. 1 Page = 1 Goal
2. Letting the search engines know
Tip: Put your homepage to work for non-branded queries.

CTR: Rich Snippets
● Use Schema to include:
○ Ratings & Reviews
○ Price
○ Product Specs
○ Event Information
○ Recipes

CTR: Title Tags
The job of the <title> tag:
1. Rank your page
2. Earn the click

CTR: UX + Sticky Pages
Make the user task obvious
Prioritize above the fold
Format your text
Optimize the experience for the device
Speed matters

Survey Monkey Questions
1. What is the largest lever of SEO (i.e. what is it that an
expert focuses on)?
2. What does everyone get distracted by?
3. What are some highly recommended tools for SEO?
4. Strategies for dealing with high ranking negative reviews.
5. How do page performance, modals, pop-ups etc. affect
SEO?

Survey Monkey Questions
7. How does app indexing work?
8. Does Google support JavaScript?
9. How do you track and measure link building
performance? If PA is a factor, how long does it typically
take for a new page to begin to show PA?
10.Framework for SEO process and strategy
11.What are some specific anecdotes of tactics you’ve used
and the measurable outcomes of those tactics?
12.How much work is repeated vs. 1x?

Appendix
Keyword Research
SEMRush
Google Adwords Keyword Planner (especially if you actively run
campaigns)
Keyword.io
KWFinder.com
Moz Keyword Explorer
On- Page Optimization

Appendix cont.
Link Building
Jon Cooper (if you read one thing, make it this)
Backlinko - Moving Man
Backlinko - Skyscraper
Eric Ward Newsletter ($8/month for good tips)
Structured Data
Google Intro
Built Visible Guide (i.e. the stuff you should care about the most)

Appendix cont.
Recommended Tools
Majestic link data
SEMRush - keyword data, competitive data
Screaming Frog - web crawler for smaller/mid size sites
DeepCrawl - web crawler for mid/large size sites
OnPage - web crawler, on-page recommendations (never used)
Google/Bing Search Console (use API to store data)
Redirect Path Chrome Extension

Appendix Cont.
● App Indexing
○ Emily Grossman, Mobile Moxie (3 Part Article Series)

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1. SEO in 2017 Boston Growth Meetup @KyleRisley

2. Who is this guy? Vistaprint Internal SEO Consultant Organic Search Channel Specialist Independent Consultant Site Audits Keyword Research Site Architecture Guidance

3. SEO in 2017

4. SEO in 2017 ...is not very different than 2016, 2015, 2014, 2013…. Your site must: 1. Be a Topical Authority 2. Provide the Correct Answer for User 3. Be Crawlable 4. Not Cause Me Physical Pain When I Use It

5. SEO is About... Revenue Product Sales Advertising Subscriptions Sponsorships

6. SEO is About Revenue Revenue Revenue = (Sessions)*(Conversion Rate)*(Goal Value) Sessions = (Search Volume)*(Click Through Rate) CTR ~~ (Rank)(SERP Attractiveness) What we’ll be talking about.

7. Search Volume Am I targeting the right keywords?

8. Am I Targeting the Right Keywords? Volume Which query has more volume? I will show you the tools! Intent Which query is more likely to convert on my site? i.e. Which query do I answer best? [custom thank you cards] vs. [thank you cards]

9. SEO is About Revenue Revenue Revenue = (Sessions)*(Conversion Rate)*(Goal Value) Sessions = (Search Volume)*(Click Through Rate) CTR ~~ (Rank)(SERP Attractiveness) What we’ll be talking about.

10. CTR: Rank How do search engines rank pages? a. Link equity b. On-page optimization c. CTR / Snippet attractiveness d. User Experience / Page Stickiness

11. CTR: Link Equity Links are still very important Link earning strategies depend on the business 1 High Quality Link > 100 Low Quality Links Topical Authority General Authority

12. CTR: On-Page Optimization 1. Making your page(s) useful results for the query a. What is the goal of the page? i. User Testing b. 1 Page = 1 Goal 2. Letting the search engines know Tip: Put your homepage to work for non-branded queries.

13. Unless You’re Dropbox...

14. CTR: Rich Snippets

15. CTR: Rich Snippets ● Use Schema to include: ○ Ratings & Reviews ○ Price ○ Product Specs ○ Event Information ○ Recipes

16. CTR: Title Tags The job of the <title> tag: 1. Rank your page 2. Earn the click

17. [Boston Hotels]

18. [Cheap Boston Hotels]

19. CTR: UX + Sticky Pages Make the user task obvious Prioritize above the fold Format your text Optimize the experience for the device Speed matters

20. Your Questions

21. Survey Monkey Questions 1. What is the largest lever of SEO (i.e. what is it that an expert focuses on)? 2. What does everyone get distracted by? 3. What are some highly recommended tools for SEO? 4. Strategies for dealing with high ranking negative reviews. 5. How do page performance, modals, pop-ups etc. affect SEO?

22. Survey Monkey Questions 7. How does app indexing work? 8. Does Google support JavaScript? 9. How do you track and measure link building performance? If PA is a factor, how long does it typically take for a new page to begin to show PA? 10.Framework for SEO process and strategy 11.What are some specific anecdotes of tactics you’ve used and the measurable outcomes of those tactics? 12.How much work is repeated vs. 1x?

23. Appendix

24. Start Up Keyword Tip

25.

26. Appendix Keyword Research SEMRush Google Adwords Keyword Planner (especially if you actively run campaigns) Keyword.io KWFinder.com Moz Keyword Explorer On- Page Optimization

27. Appendix cont. Link Building Jon Cooper (if you read one thing, make it this) Backlinko - Moving Man Backlinko - Skyscraper Eric Ward Newsletter ($8/month for good tips) Structured Data Google Intro Built Visible Guide (i.e. the stuff you should care about the most)

28. Appendix cont. Recommended Tools Majestic link data SEMRush - keyword data, competitive data Screaming Frog - web crawler for smaller/mid size sites DeepCrawl - web crawler for mid/large size sites OnPage - web crawler, on-page recommendations (never used) Google/Bing Search Console (use API to store data) Redirect Path Chrome Extension

29. Appendix Cont. ● App Indexing ○ Emily Grossman, Mobile Moxie (3 Part Article Series)

Editor's Notes

Number Superlative Page Features Pricing
Numbers Superlatives Pricing FRESHNESS

SEO in 2017 - Boston Growth Meetup (October 2016)

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