This document outlines 11 essential actions for dramatic SEO growth: 1. Secure sites by switching from HTTP to HTTPS. 2. Ensure sites are fully mobile friendly by testing on mobile devices. 3. Improve accessibility by adding text equivalents for images and videos. 4. Clean up internal site structure and ensure all pages can be reached by internal links. 5. Optimize tags like title tags, meta descriptions, and headings. 6. Perform competitive keyword research using tools like Keywordtool.io and SEMRush. 7. Analyze link profiles with tools like Majestic and Ahrefs. 8. Remove duplicate content and limit URL parameters and session IDs. 9.

1. Essential Actions
for Dramatic SEO
Growth
March 10, 2016

2. A leader in performance marketing.
Fully Transparent • Analytics Based • Award Winning

3. Stephen Galgocy
Senior Search Marketing / UX Strategist
• Seasoned SEM professional
• Strong cross vertical experience, including
edu, healthcare, eCommerce and legal
• Enjoys writing new music for his daughter

4. Agenda
1. Secure Sites
2. Mobile
3. Accessibility
4. Site Structure
5. Tags
6. Competitive Keyword Research
7. Link Profile Analysis
8. Duplicate Content
9. Site Speed
10. Structured Data
11. AMP Pages (Newest
Strategy)

5. Why These 11?
Proven Best
Practices
New!

6. Secure Sites

7. HTTP  HTTPS

8. HTTP  HTTPS

9. HTTP  HTTPS
Webmaster Central Blog

10. Mobile Friendly
(COMPLETELY)

11. he new guideline reads:
“Design your site for all device types and sizes, including
desktops, tablets, and smartphones. Use the mobile friendly
testing tool to test how well your pages work on mobile
devices, and get feedback on what needs to be fixed.”

12. Data Leaders Reported…
21% Decrease in
non-mobile friendly
URLs

13. Data Leaders Reported…
21% Decrease in
non-mobile friendly
URLs
Avg. loss of rankings
for non-mobile
friendly sites is .21
positions on avg.

14. Data Leaders Reported…
21% Decrease in
non-mobile friendly
URLs
Avg. loss of rankings
for non-mobile
friendly sites is .21
positions on avg.
Increase in the
percentage of page
1 mobile-friendly
results

15. Mobile Friendly
Google Mobile-Friendly Test

16. Accessibility

17. Accessibility Checks
Make Your Most Important Content
Accessible
Text Equivalents
Video: Create closed captions Presentations: Provide an Outline!

18. Site Structure

19. Site Structure
Clean Up Your Internal Site Structure
It used to read:
“Make a site with a clear hierarchy and text links. Every page
should be reachable from at least one static text link.”
Now it reads:
“Ensure that all pages on the site can be reached by a link from
another findable page. The referring link should include either
text or, for images, an alt attribute, that is relevant to the target
page.”

20. Site Structure
Clean Up Your Internal Site Structure

21. Tags

22. Tags! Tags! Tags!
Optimize Tags
Title Tag
Meta Description Tag
H1 Heading Tag
Other Heading Tags
Alt Tags

23. Competitive
Keyword Research

24. Competitive Keyword
Research

25. Competitive Keyword
Research

26. KW Research Tools
Open Site
Explorer
SpyFu Keywordtool.io
Google Adwords
Keyword
Planner
Google Trends
Google Search
Console
Yoast Suggest SEMRush Many more!

27. Link Profile
Analysis

28. Link Profile Analysis

29. Link Profile Analysis

30. Link Profile Analysis

31. Top Link Analysis Tools

32. Duplicate Content

33. Duplicate Content

34. Duplicate Content
URL Parameters
Session IDs
Http  Https

35. Site Speed

36. Site Speed
• Open Site Explorer – Freemium tool.
• Majestic SEO – Very little data in a free plan – Great data in a paid plan!
• Ahrefs – Paid plans are best.
Site Speed

37. Slow Pages Kill Conversions
How Loading Time Affects Your Bottom Line

38. Page Speed
Google PageSpeed Insights

39. Structured Data
Using JSON-LD

40. Structured Data
Expanded Search Results / Improved UX
Events
Brand Perception Control and Social Media

41. Types of Useful Local Business
Data for Markup
• Business Name
• Address
• Phone Number
• Email Address
• Business Hours
• Geo-location Information
(coordinates and map)
• Reviews
• Logo
• Business Description
• Social Profile Links via SameAs
Property
• Site Name
Additional useful local
markup types include:
• Products
• Media (images and videos)
• Events
• Corporate Contacts
• Sitelinks Search Box

42. JSON-LD Structured Data Help
• https://moz.com/learn/seo/schema-structured-data
• http://www.whitespark.ca/blog/post/62-the-json-ld-markup-guide-to-
local-business-schema
• http://www.seoskeptic.com/json-ld-big-day-at-google/
• https://developers.google.com/structured-data/schema-org
• https://developers.google.com/structured-data/testing-tool/

43. (NEW!) AMP Pages

44. (NEW!) AMP Pages

45. What will AMP Pages look like?

46. What are AMP Pages made of?
AMP HTML
AMP CDN
AMP JS

47. AMP Pages - Analytics

48. AMP Pages Resources
• https://www.ampproject.org/
• https://developers.google.com/analytics/devguides/collection/amp-
analytics/
• g.co/ampdemo
• AMP WP Plugin - https://github.com/Automattic/amp-wp

49. Questions?
webinars@sparkroom.com