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Optimizing Your Content: Top 10 SEO Mistakes


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Quinn Whissen's presentation from #DDSUM15.

Published in: Marketing, Business
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Optimizing Your Content: Top 10 SEO Mistakes

  1. 1. Optimizing  Your  Content:   The  10  Most  Common   SEO  Mistakes Quinn  Whissen,  Marketing  Manager,  Vertical  Measures @QuinnCW #DDSUM15
  2. 2. About  Me @QuinnCW #DDSUM15 ● Vertical  Measures  is  a  50  person  search,   social  &  content  marketing  agency  in   Phoenix,  AZ ● Marketing  Manager  for  Vertical  Measures ● Columnist  for  Marketing  Land,  Content   Marketing  Institute  
  3. 3. What  I’ll  Cover 1. Most  common  mistakes  we  see 2. How  to  optimize  specific  types  of  content  like   video  and  images 3. Optimization  for  the  future @QuinnCW #DDSUM15
  4. 4. @QuinnCW #DDSUM15
  5. 5. Most  Common  Problems  We  Find? 1. Unintentional  duplicate  content 2. Bad  backlinks 3. Over  optimization  and  cannibalization  of  target  keywords 4. Bad  and  duplicate  title  tags 5. Bad  and  duplicate  meta  descriptions 6. Poorly  optimized  images  and  videos 7. Page-­load   time 8. Poor  or  thin  content 9. Keyword  misfocus (not  aligned  on  the  same  page) 10. Blocked  pages  or  entire  site  (indexability issues) @QuinnCW #DDSUM15
  6. 6. @QuinnCW #DDSUM15 An  example…
  7. 7. What  we  found… 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 ● Wide  use  of  duplicate  or  near-­duplicate  content  in  titles/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 Within  60  Days  – Traffic  Doubled…now  400-­500%  up! @QuinnCW #DDSUM15
  8. 8. You  wouldn’t  build   your  house   without  laying  a   strong  foundation. @QuinnCW #DDSUM15
  9. 9. Don’t  build content  on  a  foundation   of  shoddy  SEO. @QuinnCW #DDSUM15
  10. 10. @ArnieK #SMX @QuinnCW #DDSUM15
  11. 11. @QuinnCW #DDSUM15
  12. 12. Core  Elements  to  Optimization @QuinnCW #DDSUM15 Web  Pages 1. Links  pointing  to  your  content  (Internal  too) 2. Titles  &  title  tags  (viewed  in  results) 3. Description  meta  tag  (viewed  in  results) 4. H1  Tag  (headline  tag  – only  one!) 5. Images  optimized 6. Page  load  times 7. Freshness  of  content 8. Mobile-­friendly
  13. 13. Mobile-­friendly  update RELEASED April  21  2015 @QuinnCW #DDSUM15
  14. 14. “Starting  April  21,  we  will  be  expanding  our  use  of  mobile-­friendliness  as  a   ranking  signal.  This  change  will  affect  mobile  searches  in  all  languages   worldwide  and  will  have  a  significant  impact  in  our  search  results.” Mobile-­Friendly  Update @QuinnCW #DDSUM15
  15. 15.­friendly/ Mobile-­Friendly  Test @QuinnCW #DDSUM15
  16. 16. Mobile-­Friendly  Test  Results @QuinnCW #DDSUM15
  17. 17. Title  Tag An  important  on-­page  element  (~55  characters). <title>Your  Keywords  Need  be  Here</title> @QuinnCW #DDSUM15
  18. 18. Meta  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!"> @QuinnCW #DDSUM15
  19. 19. H1  Tags @QuinnCW #DDSUM15 ● 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> @QuinnCW #DDSUM15
  20. 20. How  To  Optimize  Images ● Reduce  file  size.  Image  files  should  be  compressed.   Smaller  files  mean  faster  site  load  speeds. ● Use  relevant  keywords  in  image  filenames.   DONT: "DL000031.jpg",   DO: "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. @QuinnCW #DDSUM15
  21. 21. How  to  Optimize  Videos ● Specific,  Compelling  Title  –Would  you  click  on   “XYZ  Company”  or  “”   ● 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,  so  the  rest  won’t  be  hidden.   Include  a  link  placed  at  the  beginning  – with  http:// ● Video  Quality  /  Resolution  – Shoot,  edit  and   export  the  video  in  the  highest  quality  available. @QuinnCW #DDSUM15
  22. 22. Penalized? @QuinnCW #DDSUM15
  23. 23. How  to  Tell  if  You’ve  Been  Affected @QuinnCW #DDSUM15
  24. 24. Webmaster  Tools  -­ Message @QuinnCW #DDSUM15
  25. 25. Recovery  is  possible @QuinnCW #DDSUM15
  26. 26. @QuinnCW #DDSUM15 The  Google  Penalty  Recovery  Kit Download:
  27. 27. How  do  you  position   yourself  for  SEO’s  future? @QuinnCW #DDSUM15
  28. 28. What  are  People  Searching  For   90%+  of  buyers   click  on  organic   links  vs.  the   sponsored  ads 90% 86%  of   searchers   conduct  non-­ branded  queries 86%86% @QuinnCW #DDSUM15 93%  of  all   consumers  use   search  prior  to   making  a   purchase 93%
  29. 29. @QuinnCW #DDSUM15 Buyers  are  searching  for   information  that  helps  them   make  an  informed  decision.
  30. 30. @QuinnCW #DDSUM15 Businesses  that  provide   that  information  -­ will  win.
  31. 31. @QuinnCW #DDSUM15
  32. 32. @QuinnCW #DSDET15The  Odds  of  Hitting  a  Grand  Slam @QuinnCW #DDSUM15 Because  most  of  us  are  not  the  New  York  Yankees,  we   strongly  suggest  playing  MONEYBALL 1  in  4  at  bats  =  hit  (a  success) 1  in  36  at  bats  =  home  run  (a  big  success) 1  in  1,691  at  bats  =  grand  slam  (viral  success)
  33. 33. @QuinnCW #DSDET15 In  order  to  play  content  MONEYBALL,  you  need  to   come  up  with  hundreds  of  ideas  so  you  can  create   fresh,  USEFUL  content  on  a  frequent  basis. Here’s  how  we  do  it… @QuinnCW #DDSUM15
  34. 34. Research  Tools @QuinnCW #DDSUM15 Google  Keyword   Suggest Related Searches
  35. 35. @QuinnCW #DDSUM15
  36. 36. @QuinnCW #DDSUM15
  37. 37. @QuinnCW #DDSUM15 More  than  110   questions  about “napa  valley  wedding” (exact  match)  
  38. 38. @QuinnCW #DDSUM15
  39. 39. List  All  Content  Ideas  in  a  Spreadsheet @QuinnCW #DDSUM15
  40. 40. Put  Together  An  Editorial  Calendar @QuinnCW #DDSUM15
  41. 41. @QuinnCW #DDSUM15 Content  Editorial  Calendar  Spreadsheet  Template Download:
  42. 42. What  It  Comes  Down  To 1. Optimization  can  be  simple,  but  it’s  essential. 2. Don’t  confuse  Google! 3. Build  your  content  on  a  strong  SEO  foundation. 4. Be  the  best  answer  on  the  end  of  someone’s  search. @QuinnCW #DDSUM15
  43. 43. Tweet:  @ArnieK’s NEW  Content   Marketing  book  is  FREE  at #DDSUM15 Thank  You! @ArnieK #DSP15 @QuinnCW #DDSUM15