think like an seo

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Think like an SEO A step-by-step guide to building a high performance site Presented by Jon Henshaw Co-founder and President of Raven Tools

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Page 1: Think like an SEO

Think like an SEOA step-by-step guide to building a high performance site

Presented by Jon HenshawCo-founder and President of Raven Tools

Page 2: Think like an SEO

It has become difficult to separate SEO from other marketing

practices

@RavenJon

Page 3: Think like an SEO

SEO is anything that will help you get free traffic from search

engines

@RavenJon

Page 4: Think like an SEO

Let’s build a site like an SEO!

@RavenJon

Page 5: Think like an SEO

Step 1: What’s your market?

@RavenJon

Page 6: Think like an SEO

Research what’s working for sites already in the same space

@RavenJon

Page 7: Think like an SEO
Page 8: Think like an SEO

Step 2: What’s the purpose?

@RavenJon

Page 9: Think like an SEO
Page 10: Think like an SEO

Step 3: Create a strong brand

@RavenJon

Page 11: Think like an SEO

Is the name memorable?

@RavenJon

Page 12: Think like an SEO

Is the name relevant?

@RavenJon

Page 13: Think like an SEO

Is an acceptable domain available?

@RavenJon

Page 14: Think like an SEO

@RavenJon

Page 15: Think like an SEO

Are the social profile names available?

@RavenJon

Page 16: Think like an SEO

summitsession.com

@summitsession/summitsession

/summitsession /summitsession

Page 17: Think like an SEO

A strong and memorable brand can bring you a ton of organic traffic

@RavenJon

Page 18: Think like an SEO

Step 4: Information Architecture

@RavenJon

Page 19: Think like an SEO

What is your target audience looking for?

@RavenJon

Page 20: Think like an SEO

How do they search for it?

@RavenJon

Page 21: Think like an SEO

Make your navigation and site structure match the intent of your target

audience.

@RavenJon

Page 22: Think like an SEO

Make your navigation and site structure assist the comprehension for a search

bot.

@RavenJon

Page 23: Think like an SEO

Step 5: User Experience (UX)

@RavenJon

Page 24: Think like an SEO

A poor UX will result in bounces back to the SERP

@RavenJon

Page 25: Think like an SEO

A poor UX will keep people from linking to you

@RavenJon

Page 26: Think like an SEO

A good UX will make the site 💰

@RavenJon

Page 27: Think like an SEO

Step 6: Optimize ALL THE THINGS!

@RavenJon

Page 28: Think like an SEO

Don’t use a 💩 hosting provider

@RavenJon

Page 29: Think like an SEO

Use SSL

@RavenJon

Page 30: Think like an SEO

Use a mobile/responsive framework

@RavenJon

Page 31: Think like an SEO

Reduce the size of images

@RavenJon

Page 32: Think like an SEO

Use SVG

@RavenJon

Page 33: Think like an SEO

Use image optimizers

@RavenJon

Page 34: Think like an SEO

EWWW Image Optimizer for

WordPress

@RavenJon

Page 35: Think like an SEO

Create smaller versions for mobile

@RavenJon

Page 36: Think like an SEO

Use SRCSET to deliver the correct image

<img alt="my awesome cat" src="image.png" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" />

@RavenJon

Page 37: Think like an SEO

Create images optimized for the device

@RavenJon

Page 38: Think like an SEO

Use Google PageSpeed Insights

@RavenJon

Page 39: Think like an SEO

This is what a perfect score looks like**you will never see this again

Page 40: Think like an SEO

Use Inline CSS and SVG to make less calls

@RavenJon

Page 41: Think like an SEO

Use structured data to enhance listings

@RavenJon

Page 43: Think like an SEO

Future proofing: Do what makes sense to Google

@RavenJon

Page 44: Think like an SEO

Example: HTML attributes for mobile/UX

@RavenJon

Page 45: Think like an SEO

type=“number”

Page 46: Think like an SEO

type=“date”

Page 47: Think like an SEO

type=“tel”

Page 48: Think like an SEO

…and do everything else that is considered standard SEO

@RavenJon

Page 49: Think like an SEO

Step 7: Track ALL THE THINGS!

@RavenJon

Page 50: Think like an SEO

Add Display Features for GA to track Demographics and Interests

ga(‘require’, ‘displayfeatures’);

@RavenJon

Page 51: Think like an SEO

Create them with GA Confighttp://gaconfig.com/

Add Event Tracking for GA to track clicks and goals

@RavenJon

Page 52: Think like an SEO
Page 53: Think like an SEO

<a onClick="ga('send', 'event', { eventCategory: 'partner', eventAction: 'amazon', eventLabel: 'shop', eventValue: 1});"

href="http://amzn.to/1JzUBtR">Time Capsule</a>

Paste code in links and/or buttons

@RavenJon

Page 54: Think like an SEO

Advanced Content Tracking

http://raven.link/contenttracking @RavenJon

Page 55: Think like an SEO

Monitor your site for problems and issues

@RavenJon

Page 57: Think like an SEO

Step 8: Analyze for insights

@RavenJon

Page 58: Think like an SEO

Use Google Search Console (aka Webmaster Tools)

@RavenJon

Page 59: Think like an SEO

Analyze top performing content and keywords

Page 60: Think like an SEO

Analyze by device for potentinal opportunities

Page 61: Think like an SEO

Use Google Analtyics for monitoring and insights

@RavenJon

Page 62: Think like an SEO

Create Goals associated with

Events

@RavenJon

Page 63: Think like an SEO
Page 64: Think like an SEO

Use GA Demographics & Interests to influence what you write

Page 65: Think like an SEO

Research top referrers for content and link opportunities

@RavenJon

Page 66: Think like an SEO

Thanks!Jon Henshaw@RavenJon

Slides available at: http://www.slideshare.net/jonhenshaw