SEO in 2017: Identifying Strategies to Boost Results
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SEO in 2017 requires a mix of foundational best practices, following trends and updates, understanding the nuances for your industry, and making continuous improvements. Come to this workshop prepared with your keyword list, WordPress, Google Analytics, and Google Search Console (if you have it) account information handy.
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SEO in 2017: Identifying Strategies to Boost Results
- 1. SEO in 2017: Identifying Strategies to Boost Results Twitter: @jennymunn jenny@jennymunn.com
- 3. #wpyallSEO in 2017 Credit: http://staffordcountymuseum.com Warning! Warning!
- 4. Game Time! 1. Go to kahoot.it with your device 2. Enter Pin: 228132 3. Enter an anonymous nickname
- 5. Agenda Foundational Best Practices Trends and Updates Industry Nuances Wrap-Up and Q & A #wpyallSEO in 2017
- 6. About Jenny: Search Marketing Consultant 2008 #wpyallSEO in 2017 20172010
- 8. Ranking Factors Overview ● Over 200 factors (but not all are created equal) ○ UX and User Metrics ○ Relevance ○ Personalization and Intent ○ Quality Content Comprehensive Content #wpyallSEO in 2017
- 9. Foundational Best Practices We’ll Cover ● Analytics/Data ● Keywords ● On-Page/Engagement ● Backlinks/Social ● Technical ● Mobile #wpyallSEO in 2017
- 10. Analytics/Data
- 11. Analytics/Data SEO in 2017 ● Use the data to: ● Audit: see if you’re hitting the mark...prioritize your action plan... benchmark before a big push ● Ongoing: reporting, make sure you’re moving in the right direction #wpyall
- 12. Google Search Console is Critical SEO in 2017 #wpyall
- 13. Search Traffic -> Search Analytics SEO in 2017 #wpyall
- 14. Keywords
- 15. Keywords: 4 Mistakes People Make ● Mistake: If your focus has evolved - has your keyword strategy evolved with you? ● Mistake: pursuing keywords that don’t have proven search count behind them ● Mistake: most people are NOT thinking objectively ● Mistake: not adopting a “what’s next” mindset: 15% of searches each day on Google are brand new (Google) #wpyallSEO in 2017
- 16. Keyword Research Tools Free: ● https://answerthepublic.com/ - pulls from Google Autocomplete as does https://keywordtool.io ○ no search count ● Keyword Planner: https://adwords.google.com/home/tools/keyword-pla nner/ and https://www.google.com/webmasters/tools “Free” part of paid tool: ● https://www.semrush.com/features/keyword-resear ch/ ● https://www.wordtracker.com #wpyallSEO in 2017
- 17. Content and Keywords What are all the questions and topics up and down the funnel? ● Does your target market know you exist? ● What are the alternatives? ● Do you need to educate them? ● Are you a commodity? ● What topics do you want to own? (keyword clusters) #wpyallSEO in 2017 2 Researching Early On SEO or PPC? SEO Checklist How to Build Backlinks Benefits of Hiring an SEO Consultant 1 Alternatives/Parallel General Assembly Digital Marketing Course Review 5 Top Google Analytics Reports for Better SEO SEO Maintenance: What You Need to Know 3 Things I Wish Executives Understood about SEO 3 Perfect Keywords SEO Consultants SEO Consulting Rates Freelance SEO or SEO Agency
- 18. Keyword Selection Factors #wpyallSEO in 2017
- 19. On-Page SEO
- 20. 2017 On-Page SEO: What Has Changed? “Less than 40% of landing pages have keywords in their H1.” number is dropping YoY; Google increasingly evaluates content according to its relevance—and not by the inclusion of individual keywords. “The pages occupying positions 1 through 3 have an average Click-Through Rate of 36%.” (thus the need for volume) “There is a marked increase in the use of structured elements like lists and bullet points that create an improved user experience.” #wpyallSEO in 2017 2016 Searchmetrics Study
- 21. On-Page & Engagement ● SEO functionality ● Engagement and Quality Signals ● Semantic Language #wpyallSEO in 2017
- 22. On-Page Audit Tip #wpyallSEO in 2017
- 23. Backlinks/Social
- 24. Social SEO: Social Signals #wpyallSEO in 2017
- 25. Social SEO = Alt Search Engines #wpyallSEO in 2017
- 27. Search Console - Check Your Backlinks SEO in 2017 #wpyall
- 28. Technical
- 29. Technical ● Site Speed (bloated code, clunky themes, giant images) ● HTTP vs HTTPS ● Hacking and Spam protection and clean up ● Accidentally blocking Google ● Duplicate Content #wpyallSEO in 2017
- 30. Mobile FIRST
- 31. Mobile Best Practices ● Mobile Friendly Test https://search.google.com/test/mobile-friendly ● Master This: ○ Add media: text, images, videos, slideshows ○ Chunk, format, “snackable” ○ Internal links #wpyallSEO in 2017
- 32. PAGE SPEED MATTERS SEO in 2017 #wpyall https://developers.google.com/speed/pagespeed/insights/
- 33. Mobile SEO How do your customers use your site? What are their mobile habits? Consumption, Research, Routine, & Buying Habits? #wpyallSEO in 2017
- 35. TIME CHECK
- 36. Trends & Updates Best Practices ● Voice ● Position 0 ● AI/Machine Learning ● The Future #wpyallSEO in 2017
- 37. Position 0 #wpyallSEO in 2017 ● Use a natural, conversational tone in writing your content. ● Rank in the first 5 spots ● Identify a common question related to your niche and then provide a clear and direct answer to that question.
- 38. Voice Search ● Long-tail is a given ● Important for local: ○ in your car, on the go ● “Moments”: ○ I want to go ○ I want to do ○ I want to know ○ I want to buy ● Think how people speak ● Test it - voice search your keywords SEO in 2017 Google predicts more than half of queries will be voice by 2020 Google says 20% of mobile queries are voice searches #wpyall
- 39. Voice Search Tips ● Target Long-tail keywords. Voice search is more informal; consider the extra words that would be included in a voice search (vs a written search) ● Consider how people speak. Voice search queries usually include questions and complete sentences. Web content must be constructed to answer questions vs simply targeting keywords. #wpyallSEO in 2017
- 40. AI and Machine Learning RankBrain: Google’s machine learning, AI system that is now baked into its algorithm (sorts and ranks) SEO in 2017 #wpyall
- 41. THE FUTURE ● Smart Home Technology ● Wearables ● VR SEO in 2017 Credit: SEL #wpyall
- 42. Industry Nuances
- 43. Identify Industry & Site Nuances Standard SEO Best Practices + ________ (example, eCommerce, local, Schema, other search engines) ○ Ecommerce SEO -> product, category, tag pages + schema (star ratings, prices) ○ Local SEO -> local business schema, Google My Business, citations, reviews, etc. ○ Alternative Search Engines - YouTube, Quora, Pinterest, Amazon SEO in 2017 #wpyall
- 44. Structured Markup Schema markup is used to tag entities in your pages' content: Organization (logo), Sitelinks, Breadcrumbs, Articles, Local Businesses, Online Courses, Recipes, Events, Software Applications, Products, Reviews, etc.
- 45. Wrap-Up and Q & A
- 46. Takeaways ● You need volume to significantly move the needle ● Recognize small wins and milestones ● Google wants to reward topical experts ● Your SEO priorities will be dependent on your industry ● Prioritize: ○ Refresh your foundational basics, create a custom ongoing plan, build upon that SEO in 2017 #wpyall
- 47. Twitter: @jennymunn Email: jenny@jennymunn.com Questions? Thank You! jennymunn.com/seo-resources