Digital Summit 2014 SEO Case Studies


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My presentation from Digital Summit East 2014 #DSUM14 covering some advanced (and basic) SEO case studies. We still find the same issues over and over again whenever we do an audit. Take a look to see what they are.

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Digital Summit 2014 SEO Case Studies

  1. 1. @ArnieK #DSUM14 ADVANCED SEO STRATEGIES Arnie Kuenn, CEO, Vertical Measures
  2. 2. @ArnieK #DSUM14About Your Presenter… • Vertical Measures is a 45 person search, social & content marketing agency in Phoenix, AZ • Instructor for the Content Marketing Institute & Online Marketing Institute • Columnist for Marketing Land, Chief Content Officer & LinkedIn • Been an Internet marketer longer than Google has existed.
  3. 3. @ArnieK #DSUM14What I’ll Cover • Most common mistakes we see • How to optimize specific types of content like video and images • How to know if you have been penalized and what to do about it
  4. 4. @ArnieK #DSUM14
  5. 5. @ArnieK #DSUM14Most Common Problems We Find? • Unintentional duplicate content • Duplicate title tags • Blocked pages or site • Over optimization of anchor text in backlinks and footer
  6. 6. @ArnieK #DSUM14
  7. 7. @ArnieK #DSUM14Another example… • After 5 months of intense content marketing and no results. – Identified a penalty back in August of 2012 – Duplicate content issue: same text snippet shows up on 259 pages – There is wide use of duplicate or near-duplicate content in titles and page content – A big issue: 100% of their image content and 45% of their HTML/text content is hosted externally (not under the domain). – Lots of spammy anchor text in their backlink profile
  8. 8. @ArnieK #DSUM14Core Elements to Optimization Web Pages, Images or Videos 1. Links pointing to your content (Internal too) 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. Image alt text tags 5. H1 Tag (headline tag – only one!) 6. Page load times 7. Freshness of content 8. AuthorRank
  9. 9. @ArnieK #DSUM14Title Tag An important on-page element (~55 characters). <title>Your Keywords Need be Here</title>
  10. 10. @ArnieK #DSUM14Meta Description • Mainly for conversions • First time a visitor is understanding who you are • ~115 characters <meta name="description" content=“On this site we talk all about everything you just searched for!">
  11. 11. @ArnieK #DSUM14 • Should include keywords but not spammed • Mainly within 3 subfolders URL Structure
  12. 12. @ArnieK #DSUM14 - 8372974-4064145?v=glance&n=502394&m= ATVPDKIKX0DER&n=3031001&s=photo&v=glance - Act&fcategoryid=145&modelid=11158 – URL Structure Which of these are you most likely to share?
  13. 13. @ArnieK #DSUM14 • Should be similar to page title • Tell the bots what to expect on the page • Hard coded into the CSS (H1, H2, H3, etc.) • Only one H1 tag per page <h1>My Post is About SEO</h1> <h2>SEO is Awesome</h2> <h2>What is Google</h2> <h2>People Love SEO</h2> <h3>Matt Cutts Loves SEO</h3> H Tags
  14. 14. @ArnieK #DSUM14 Your website should NOT look like this
  15. 15. @ArnieK #DSUM14 Your website should look like this
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  17. 17. @ArnieK #DSUM14How To Optimize Images • Image files should be compressed as much as reasonably possible to reduce file size. Smaller files mean faster site load speeds. JPGs generally offer the best balance of file size & quality. • Use relevant keywords in image filenames. Instead of "DL000031.jpg", use something like "red-sports-car.jpg" • Make sure <img> tags have their "alt" and "title" attributes defined with descriptive, concise, keyword-related text. Do not stuff <img> attributes. • Context matters. Google looks at content placed around the image, like titles and captions, for context about your image.
  18. 18. @ArnieK #DSUM14How to Optimize Videos • Specific, Compelling Title –Would you click on “XYZ Company” or “” neither will your audience. • Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section. • Description - Say as much as you can in the first sentence or two, because many video sites will hide the bulk of your description. Include at least one link placed at the start of the description – with http://. • Video Quality / Resolution – Shoot, edit and export the video in the highest quality available on the devices and software you use.
  19. 19. @ArnieK #DSUM14Penalized?
  20. 20. @ArnieK #DSUM14How to Tell if You’ve Been Affected
  21. 21. @ArnieK #DSUM14Webmaster Tools - Message v
  22. 22. @ArnieK #DSUM14Recovery is possible
  23. 23. @ArnieK #DSUM14Manual Penalty Recovery • Removing Links Is Highest Priority • Be Thorough in Your Link Pruning (Machete time) • Shouldn’t Need to Prune Nofollowed Links • Ask Nicely For Your Link to be Nofollowed or Removed • Make Sure Links on Your Disavow File Are Valid • Disavow at the Domain Level • Be Patient & Detailed - Auditing Links Takes Time • Admit Your Sin, Detail Your Penance, Promise to Never Do It Again
  24. 24. @ArnieK #DSUM14
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  27. 27. @ArnieK #DSUM14 THANK YOU VERY MUCH! Tweet: Content Marketing Book – @AccelerateBook is FREE on Amazon – Today only! #DSUM14