demand quest seo training - session 2
TRANSCRIPT
SEARCH ENGINE OPTIMIZATION
TRAININGDemandQuestOctober 2016
Session 2
TODAY’S AGENDA
1. 30-minute SEO Checkup Check-in2. Additional SEO Basics3. Advanced Local SEO4. Keyword Research5. Advanced SEO Concepts6. Q&A
30 MINUTE SEO CHECK
UP
HOW DID YOU DO?
30-MINUTE SEO CHECK UP – CHECK IN1. What were the issues you found?
2. Let’s dig into the causes
3. How are you going to fix them?
ADDITIONAL SEO BASICS
COMMON SEO MYTHS
1. SEO is dead2. SEO is easy3. SEO is hard4. SEO is snake oil/fairy
dust/magic5. Content is king!!!!6. Rankings = business7. There’s one right
answer
CMS OPTIONS
…and many, many more.
DUPLICATE CONTENT
• The presence of duplicate content on your site is problematic for a couple of different reasons:
1. Duplicate content forces search engines to “choose” what version of the content to serve in results.
2. It may appear to the search engines that your site is attempting to manipulate the results pages by ranking several different URLs for the same search term.
HOW GOOGLE HANDLES DUPLICATE CONTENT
HOW GOOGLE HANDLES DUPLICATE CONTENT
HOW TO FIND DUPLICATE CONTENT• Screaming Frog
• Site:www.example.com/page
• Copyscape.com
• Siteliner.com
DEALING WITH DUPLICATE CONTENT
1. Redirects2. Canonical tags3. Parameter handling4. Noindex tag5. Robots.txt file6. Server rules
DEALING WITH DUPLICATE CONTENT
You will almost always use a 301Only certain, specific situations call for a 302
DEALING WITH DUPLICATE CONTENT
DEALING WITH DUPLICATE CONTENT
DEALING WITH DUPLICATE CONTENT
http://www.threedeepmarketing.com/blog/what-the-font-should-i-care/?utm_source=twitter&utm_medium=social&utm_campaign=organictweet
s
DEALING WITH DUPLICATE CONTENT
• Prevent a page from appearing in or remove a page from search results by including a meta noindex tag
• This tells Google and other visiting search engines to remove/exclude the page from search results
• It’s important to note that this is useful in specific situations
DEALING WITH DUPLICATE CONTENT
• Use robots.txt file to prevent certain pages from being crawled
DEALING WITH DUPLICATE CONTENT
• http://www.example.com• http://www.example.com/• http://example.com• http://example.com/• https://www.example.com• https://www.example.com/• https://example.com• https://example.com/
GOOGLE SEES THESE AS INDIVIDUAL PAGES!
Choose your preferred protocol, host, and trailing slash consistency.
SEO TOOLS
TOOLS FOR SUCCESS – SEO TOOLS• Screaming Frog• Excel• Google Analytics• Google Search Console• SEM Rush• Google Keyword Planner• Webpagetest.org • Pexels
TOOLS FOR SUCCESS – BROWSER PLUGINS• Ayima redirect path• META SEO Inspector• MozBar• User-Agent Switcher• Web Developer• SeeRobots• Scraper• TinEye
ADVANCED LOCAL SEO
LOCAL SEO RANKING FACTORS• Link signals• On-page signals• Google My Business signals• External location signals• Behavioral signals• Personalization signals• Review signals
SETTING UP GOOGLE MY BUSINESS (GMB)• https://www.google.com/business/
• Choose the most accurate category• https://moz.com/local/categories
• COMPLETE YOUR PROFILE TO 100%
• Choose a custom URL • Choose wisely, this cannot be changed
later…
REVIEW ACQUISITION“Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business's local ranking.”
Probably a good idea to have a strategy in place.
REVIEW ACQUISITION
http://www.localvisibilitysystem.com/products/google-review-handout/
REVIEW ACQUISITION Real world example:
NEGATIVE LOCAL SEO FACTORS
rank ings
NAP INCONSISTENCYThe #1 issue that I see is inconsistency across citations in • Name • Address• Phone Number
Getting this right takes time.www.brightlocal.com
WRONG GMB CATEGORIES• Use as few categories as possible to describe your overall core business
from the provided list.• Choose categories that are as specific as possible, but representative of your
main business.• Do not use categories solely as keywords or to describe attributes of
your business.• Do not use categories that pertain to other businesses that are nearby
or related, such as a business physically contained within your business or an entity that contains your business.
TOO MANY GMB PROFILES
https://moz.com/ugc/local-seo-case-study-the-diary-of-an-address-change
KEYWORD STUFFED FOOTER
‘…loading a webpage with irrelevant keywords in an attempt to manipulate a site’s rankings “results in a negative user experience, and can harm your site's ranking.”’
SETTING UP FALSE GMB PAGES
MONEY KEYWORD ANCHOR TEXT
• Google values sites that are built for users, not search engines.
• So, build your site for your user.
• You’re better off optimizing the on page elements than creating a whole bunch of these types of internal links.
CALL TRACKING NUMBERS ON CITATIONS
DUPLICATE CONTENT ON EVERY LOCATION PAGE
ADVANCED SEO TACTICS
LINK BUILDING
WHY INVEST IN LINK BUILDING?
A technically sound site will only get you so far.
Without links, it simply will not have the equity or authority to be visible in search engines.
LINK BUILDING TACTICSTwo methods:
1. Passive link building
2. Active link building
PASSIVE LINK BUILDINGBrand monitoring:• Google Alerts• SEM Rush• Mention.net• Buzzsumo
Embed links:• Data Visualization• Not “Widget Links”
ACTIVE LINK BUILDING1. Content creation2. Guest posting3. Prospecting4. Local links5. Directories6. Events7. Broken Link
Building8. Image Link
Reclamation
WEBSITE MIGRATIONS
February March April May June July August0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
122,827
152,547157,449
152,314 155,216 158,605 156,027
102,983
126,075 126,110 124,216 122,195116,386
126,290
monthly organic session data
20142015SEO work
starts3 months before impact realized
WHEN IT GOES WRONG…
Site launch in Jan. panic starts
3 sites into one migration
WHEN IT GOES WRONG…THEN, RIGHT
B2B ecommerce site
• A web redesign caused their organic traffic to tumble by 50% and impacted revenue
• Engaged Three Deep to identified issues, develop priorities and implement SEO improvements
• Rebuilt organic traffic, surpassed original goal and continues to grow
HOW CAN YOU AVOID DISASTER?1. Plan your site structure2. Understand your current digital
ecosystema) Paid traffic?b) Legacy sites?
3. Map out 301 redirectsa) Pull any legacy redirectsb) Map out redirects for any 404s currently
reported in GSC or captured in crawlc) Pull link data from GSC, OSE, Majestic, and
Ahrefs – map any additional redirects 4. Monitor, QA, Test, Fix, Repeat.
GOOGLE ALGORITHM UPDATES
• Each year, Google changes its search algorithm around 500–600 times.*
• That’s roughly 1.5 changes EVERY. SINGLE. DAY!
THE SHIFTING SANDBOX
• Source: https://moz.com/google-algorithm-change
GOOGLE ALGORITHMHow can you figure out what happened?
1. Moz – Algorithm Change History
2. MozCast
3. Panguin Tool
4. Search Metrics
RECOVERING FROM PENALTIES• Manual Actions:• Unnatural Links to/from Your Site• Hacked Site• Thin Content• Pure Spam• User-Generated Spam• Cloaking and Sneaky Redirects• Hidden Text and Keyword Stuffing• Spammy Freehosts• Spammy Structured Markup
RECOVERING FROM PENALTIES
INTERNATIONAL SEO
WHAT IS INTERNATIONAL SEO?International SEO is the process of enabling of your website(s) to become visible in search engines for the languages and countries in which you do business.
Or, to put it more plainly, get the right version of your website in front of your customers regardless of what country they live in, language they speak, or search engine they use.
INTERNATIONAL SEO1. TRANSLATION2. TRANSLATION3.TRANSLATION!!!You MUST be speaking to your audience in their natural language.
TRANSLATION
INTERNATIONAL SEO
• ccTLD – Country Code Top Level Domain• Choose this if you are targeting a specific
country
• Subfolders – example.com/en-us/page• Choose this if you are targeting language and
country
• Subdomains – de.example.com• Choose this if it is the only option you have
CHOOSING THE RIGHT URL STRUCTURE
INTERNATIONAL SEO
The <hreflang> tag tells search engines what language and geographic location each page on your site is targeting.
<HREFLANG>
<HREFLANG><link rel=“alternate” hreflang=“en-us” href=http://www.example.com/ /><link rel=“alternate” hreflang=“en-gb” href=http://www.example.co.uk/ /><link rel=“alternate” hreflang=“es-es” href=http://www.example.es/ />
1. Hey, Google in the US, please serve this page to English speakers
2. Hey, Google in the UK, please serve this page to English speakers
3. Hola, Google in Spain, please serve this page to Spanish speakers
BUILDING A CRAWLABLE WEBSITE
BUILDING A CRAWLABLE WEBSITE
BUILDING A CRAWLABLE WEBSITE• All web content can be accessed at
unique pages with readable URLs• No Javascript in navigation• Logical content bucketing• No flat structure
• All pages linked to internally
CRAWLABILITY ISSUES
• https://www.hogarth-ogilvy.com/• http://www.admgroup.com/• https://imation.com/en/
ACCELERATED MOBILE PAGES(AMP PROJECT)
WHAT IS AMP?The Accelerated Mobile Pages (AMP) project was initiated by Google to help speed up the mobile web.
It is open source – non-Google developers are continuously improving.
Although not a direct ranking signal, it improves user experience.
SCHEMA
WHAT IS SCHEMA?Schema is microdata – the information about the information on your pages.
WHAT IS SCHEMA?Schema helps search engines determine entities and classify information.
It helps them understand relational connections to provide information to searchers that is likely relevant.
WHAT IS SCHEMA?
SOCIAL SCHEMASocial schema is what triggers the information seen on a social network when a web page is shared.
SOCIAL SCHEMAog = Open Graph (Facebook and LinkedIn)Twitter = Twitter
SCHEMA TOOLS• Schema.org• Structured data testing tool• Facebook OG Tag tester• Twitter Card validator
THANK YOU!
QUESTIONS?