what you need to know about seo for rocks digital conference by barry schwartz
TRANSCRIPT
What You Need To Know About SEORocks Digital Marketing Conference 2016
Barry Schwartz
• News Editor At Search Engine Land
• Founder Of Search Engine Roundtable
• Covering Search For Over 12 Years
• CEO Of RustyBrick, Inc.
Periodic Table Of SEO Success Factors
Types Of SEO Factors:• On Page SEO
• Content
• Site Architecture
• <HTML>
• Violations & Penalties
• Off Page SEO
• Trust
• Links
• Personalization
• Social
On Page SEO Factors: Content
Content Quality
Keyword Research
Content Keywords
Content Freshness
Content Verticals
Content Answers
• Value • Unique • Useful
• User Queries • Volume • Query Match
• Used In Copy • Natural
Language
• QDF • Hot Topic • Trending
• Images • Videos • News
• Featured Snippets
• In-Depth
Cq: Content QualityAre pages well written & have substantial quality content?
Cr: Keyword / Content ResearchHave you researched the keywords people may use to find your content?
Cw: Content WordsDo pages use words & phrases you hope they'll be found for?
Cf: Content FreshnessAre pages fresh & about "hot" topics?
Cv: Content VerticalDo you have image, local, news, video or other vertical content?
Ca: Content AnswersIs your content turned into direct answers within search results?
Featured SnippetsCa: Content Answers
Knowledge CardsCa: Content Answers
Live ResultsCa: Content Answers
On Page SEO Factors: Architecture
Site Crawlability
• Navigation • Sitemaps • Crawl Budget
• Same Pages • Canonicals • rel next/prev
• Mobile Ready • AMP • App Indexing
• Load Time • Page Tool • Conversions
• Short URLs & Domain
• Breadcrumb • Keywords
• HTTPS • Secure • Mixed Content
Duplicate Content
Mobile Friendly
Page Speed
Descriptive URLs
HTTPS Security
Ac: Architecture CrawlabilityCan search engines discover and index your content?
Google Search Console : SitemapsAc: Architecture Crawlability
Google Search Console : Crawl ErrorsAc: Architecture Crawlability
Google Search Console : Blocked PageAc: Architecture Crawlability
Ad: Duplicate ContentDoes site manage duplicate content issues well?
Same Product As Everyone ElseAd: Duplicate Content
Site Filters: Canonical & Rel Next/PrevAd: Duplicate Content
HTTPS vs HTTP & WWW vs non-WWWAd: Duplicate Content
Am: Mobile FriendlyDoes your site work well for mobile devices & make use of AMP & app indexing?
Mobile Friendly Testing ToolAm: Mobile Friendly
Accelerated Mobile PagesAm: Mobile Friendly
Firebase App IndexingAm: Mobile Friendly
As: Page SpeedDo your pages load quickly?
Page Speed ToolAs: Page Speed
Au: Descriptive URLsDo URLs contain meaningful keywords to page topics?
Ah: HTTPS & SecurityDoes site use HTTPS to provide secure connection for visitors?
On Page SEO Factors: HTML
• Page Unique • Descriptive • Clickable
• Displayed • Site
Command
• Schema • Rich
Snippets
• H1 & H2s • Headers • Subheading
HTML Titles
HTML Descriptions
Structured Data
HTML Headers
Ht: Title TagsDo HTML title tags contain key- words relevant to page topics?
Title Tag - HTMLHt: Title Tags
Hd: HTML DescriptionsDo meta description tags describe what pages are about?
Meta Description - HTMLHd: Meta Descriptions
Hs: Structured DataDo pages use structured data to enhance listings?
Structured Data ToolHs: Structured Data
Hh: HeadersDo headlines & subheads use header tags with relevant keywords?
Headers : H1, H2, etcHh: HTML Headers
Types Of SEO Factors:• On Page SEO
• Content
• Site Architecture
• <HTML>
• Violations & Penalties
• Off Page SEO
• Trust
• Links
• Personalization
• Social
Off Page SEO Factors: Trust
• Links • Shares • PageRank
• Time Spent • Bounce Rate • Conversions
• Domain Age • Changes • Penalties
• Verified Site • or Authors
Trust Authority
Trust Engage
Trust History
Trust Identity
Ta: Trust AuthorityDo links, shares & other factors make site a trusted authority?
Ranking For Competitive KeywordsTa: Trust Authority
Te: Trust EngageDo visitors spend time reading or "bounce" away quickly?
Th: Trust HistoryHas site or its domain been around a long time, operating in same way?
Ti: Trust IdentityDoes site use means to verify its identity & that of authors?
Off Page SEO Factors: Links
• Authority • Topical • Relevant
• Keywords • Brand Name • Over Optimize
• Quantity • Diversity • Short Cuts
Quality Text Numbers
Lq: Link QualityAre links from trusted, quality or respected web sites?
Lt: Link TextDo links pointing at pages use words you hope they'll be found for?
Anchor Text PowerLt: Link Text
Ln: Link NumberDo many links point at your web pages?
Link ToolsLn: Link Number
Off Page SEO Factors: Personalization
• href lang • TLDs • Language
• Local • City/State • GMB
• Visits • Clicks • Votes
• Friends • Google+ • Twitter/Facebook
Country Locality History Social
Pc: Personalization CountryWhat country is someone located in?
Language ExamplePc: Personalization Country
Language ExamplePc: Personalization Country
href langPc: Personalization Country
Pl: Personalization LocalityWhat city or local area is someone located in?
Local 3-PackPl: Personalization Locality
Ph: Personalization HistoryHas someone regularly visited your site or socially favored it?
My History Changed RankingsPh: Personalization History
Ps: Personalization SocialHas someone or their friends socially favored the site?
Social Data No LongerPs: Personalization Social
Off Page SEO Factors: Social
• Quality • Authoritative • Verified
• Quantity • Source • Context
Reputation Shares
Sr: Social ReputationDo those respected on social networks share your content?
Ss: Social SharesDo many share your content on social networks?
Penalties & Violations
On Page SEO Factors: Violations
• Low Quality • No Value • Shallow
• Tricking • Human vs • Bot
• Spammy • Repetitive • Over Use
• Hide Content • Trick Bots • Spammy
Thin Content
Web Page Cloaking
Keyword Stuffing
Hidden Content
Vt: Thin ContentIs content "thin" or "shallow" & lacking substance?
Mahalo: Big Site Hit By PandaVt: Thin Content
Vc: CloakingDo you show search engines different pages than humans?
Tricking Bots & HumansVc: Cloaking
Vs: Keyword StuffingDo you excessively use words you want pages to be found for?
Keyword StuffingVs: Keyword Stuffing
Vh: Hidden ContentDo colors or design "hide" words you want pages to be found for?
Heavens Gate ExampleVh: Hidden Content
Off Page SEO Factors: Violations
• Stolen Content
• DMCA Takedowns
• Too Many Ads • Ads In Place
Of Content
• Buying Links • Selling Links • Trading Links
• Spamming Links • Comments,
Forums, Hack, etc
Piracy / DMCA
Top Ad Heavy
Paid Links
Spammy Links
Vd: Piracy / DMCAHas site been flagged for hosting pirated content?
Va: Top Heavy AdsIs your content ad-heavy, especially “above-the-fold”?
AdSense Promotes Top AdsVa: Top Heavy Ads
Vp: Paid LinksHave you purchased links in hopes of better rankings?
Vl: Link SpamHave you created links by spamming blogs, forums or other places?
Comment Spam ManagementVl: Link Spam
Types Of SEO Factors:• On Page SEO
• Content
• Site Architecture
• <HTML>
• Violations & Penalties
• Off Page SEO
• Trust
• Links
• Personalization
• Social
Connect
• News Editor At Search Engine Land
• Founder Of Search Engine Roundtable
• Covering Search For Over 12 Years
• CEO Of RustyBrick, Inc.
• @sengineland
• @seroundtable
• @rustybrick
What You Need To Know About SEORocks Digital Marketing Conference 2016
Thank You