About Me and Ignite • • • • • • • •
CEO of Ignite Visibility 1 SEO consulting company in USA, UK and Canada by Clutch.co. Clients included Tony Robbins, Morgan Stanley, WeddingWire, BTO Sports SEO, social media, paid media, conversion rate optimization, email marketing and Amazon Digital marketing teacher at the University of California San Diego since 2012. Author of the book “Digital Influencer: A Guide to Achieving Influencer Status Online Writer for Inc., Entrepreneur, The Huffington Post, Search Engine Journal, Marketing Land and Search Engine Land. Recently made “SEO: The Movie”
Goal Goal Today Today Cover the basics of Educate and help SEO, discuss develop your your SEO strategy and what is strategy. working now (and new)
First! This is a basic to intermediate SEO class. Not advanced.
Let’s assume you know nothing about SEO
How do you start?
Before we jump into details, let’s take a step back. Think… “Where do your customers spend time and do research online?” “Which channels will lead to the most direct leads?”
I asked someone to do research for a wedding vendor and recorded it. This is what they did.
This is what your customers look at
So how do you show up in every location a customer would search for you online?
Let’s start with your website
The two most important factors are content and links. Let’s take a look at some top ranking sites.
Video on Best Ranking Pages
Video on Best Ranking Pages
Basics are done. Here are‌ 16 more advanced strategies.
1. Create content around every topic your customers search for • Use the Google Keyword Planner or SEM Rush • Find all the terms your customers search for • Create a plan to write content around each term. The more the better. ACTION ITEM: Develop content that addresses pain points that users may have.
This works!
2. Update your most important content often • Fresh Content improves rankings • It gets indexed by Google and the page ranks higher • Recently increased clients SEO traffic by 900% by adding all new content to site • Update your important pages monthly ACTION ITEM: Keep building new fresh content and repurpose old content! https://ignitevisibility.com/92-ways-torepurpose-old-content/
#1 for “Fish” constantly updated
3. Make sure your content is longform • Content that is 2,000 words ranks the highest in Google • Most content is positions 1 through 4 are near 2,000 words • Make sure you are creating long content and updating it overtime • Focus on quality over quantity ACTION ITEM: Add longer content to your site. Update it over time.
4. Optimize your images • Make sure to optimize each image • File name, alt text, caption • Try to have one optimized image for every 100 to 300 words • This helps each page rank • Use Facebook Opengraph Tags, Twitter Cards and Rich Pins
ACTION ITEM: Every image on your site should be optimized
5. Check your click through rates monthly • Create better click bait headlines • This is a report in Google Search Console • Shows impressions and CTR • It can help you improve CTR • Find worst performers and improve them • This helps with rankings ACTION ITEM: • Review pages with worst CTR in Google Search Console. • Improve the page titles and descriptions. • Use AdWords data for this. Work on it overtime.
Demo on AMP – Watch Now
Video
6. Consider Making Your News Section AMP A new format for coding pages online. Supported by all the major sites. Makes pages fast. • Accelerated Mobile Project • Ignite increased traffic 30% after switching to AMP • It makes a new page on your website that lives at example.com/amp/ • Start with your news/blog section • More sections are also possible • Will be more heavily adopted in future ACTION ITEM: Make your news, blog and information areas AMP ready https://ignitevisibility.com/amp-project-seo/
Demo on AMP – Watch Now
Video
7. Use Schema For Review Stars Markup that goes in your code. Tells Google and other sites what the page is about. â&#x20AC;˘ Put a piece of code on your site that shows your star count on WeddingWire itemtype="http://schema.org/AggregateRating"><span itemprop="ratingValue">5.0</span>/<span itemprop="bestRating">5</span> based on <span itemprop="ratingCount">27</span> ratings and reviews</span></a></p>
ACTION ITEM: Get proper schema on relevant pages. </div></div></section> https://ignitevisibility.com/need-know-schema-org/
8. Make Sure Your Site is Secure Makes your website secure. HTTPS is a ranking factor and it is predicted that over 50% of the pages on the first page of Google will be HTTPs by June. • Update all internal linking to point to https • Update all external links to point at https version of your site • Make sure images and fonts are secure • Put in 301 redirects and set up a new Google search console ACTION ITEM: Switch your website to https, you will rank better! https://ignitevisibility.com/guide-to-switching-from-http-to-https-for-seo/
9. Google and Facebook Mobile-First Updates are Coming: Get Ready Now! • • • • • • • •
Google will start ranking websites by mobile first later this year Currently they are ranking sites by desktop first If you are not mobile ready, you could lose lots of traffic Recommending responsive design Test in the mobile testing tool A great report in Google Search Console Have fast page speed and good user metrics Content can be under a read more button
ACTION ITEM: Responsive design! Compress images! The mobile-first indexing is upon us. http://searchengineland.com/google-beginsexperimenting-mobile-first-index-hopes-expand-upcoming-months-262527
10. Get Links From Other Websites • Recent studies show backlinks are less important for rankings • http://www.searchmetrics.com/kn owledge-base/ranking-factors/ • https://ignitevisibility.com/backlin ks-losing-strength/ • However, they are still important now • Do not buy them • Earn them ACTION ITEM: Shift from backlinks to content marketing. Keep acquiring links when possible. Focus on high domain authority, content links.
11. Get Social Shares, They Help Heavily shared articles rank well They don’t even need any links Articles can be brand new Get social shares for your content The search engines look at this Bing and Google Lots of social signals for your website help the site overall ACTION ITEM: Increase social activity on channels that work best for your business. Develop content that leads to social sharing. http://backlinko.com/google-ranking-factors • • • • • • •
12. Make Sure People Like Your Site • Google releases RankBrain • Machine learning system • Matches content to searches • 3rd biggest ranking factor ACTION ITEM: Have great content that answers all the users questions! http://searchengineland.com/faq-allabout-the-new-google-rankbrain-algorithm-234440
13. Better Design and User Experience Helps With Rankings • Google loves websites that offer users a positive experience. • Website needs to be easy to use • Google artificial intelligence matters and looks at this
ACTION ITEM: Improve your site architecture and user experience
14. Brand Searches Helping Rankings (Get Some) • • • • •
A strong brand helps, no matter how creepy your mascot is The more people who search for your brand, the higher you rank Creative campaigns really help Other types of marketing, radio, tv You need to keep a buzz going around your company
ACTION ITEM: • Have a marketing plan, Keep a buzz going, Do offline ads • Run social media campaigns, Run brand awareness campaigns • I really like YouTube ads here
15. Searching In Facebook, Instagram, Pinterest
• • • •
Local business Products Services All are being searched
ACTION ITEM: Publish on these sites, use hashtags and opengraph on your site
16. Large Increase in Search for Video and Multimedia
• More people are searching for video an multimedia • Video is fastest growing type of content • YouTube has over 1 billion videos watched a day now • Easier and faster to digest than reading
ACTION ITEM: Content is not just copy! Be sure to weave video, graphics, images, audio into your new content plan.
Google My Business and Your WeddingWire Profile
Google My Business • Create a Google My Business Page • Full it out completely and use the term you want to rank for in the copy every 75 to 150 words • Link it to your website or WeddingWire profile if you do not have a website. Otherwise, link to your site. • Get local listings using Yext or Moz Local
Your WeddingWire Profile • Write 100% unique copy for your listing. • Get 10 or more reviews • Link your profile to your website • Update your WeddingWire profile every two months • Shoot for a 1 to 5 new reviews each month
Other things to know
Rise of Voice Search • Now about 30% of searches are voice search • Amazon Echo and Google Home • Google Assistant and Siri are also getting people used to voice search • This is a growing segment • Google maps long tail queries to keywords ACTION ITEM: • Make sure your content answers questions. • Structure pages as an FAQ in some cases.
International and Multi-Lingual SEO Are Very Profitable • • • •
Translate website into different languages Push website into different countries Can be much easier than the US Example below: Increased clients leads over 7,000%
ACTION ITEM: Translate pages to new languages to increase user base and traffic to the site.
Concluding
Your 8 Step Training Program 1. 2. 3. 4. 5. 6.
Pick a few main terms to focus on Write blog posts on the rest of them Share all your content on social media Keep your content fresh Grow you social communities Optimize your Google My business and WeddingWire profile 7. Get local listings 8. Keep your website technically correct and mobile ready SEO and digital marketing are like working out, you always need to be training.
Thank you! Questions?
Twitter: @johnelincoln Instagram: johnlincolnmarketing Twitter: @ignitev Blog: ignitevisibility.com/blog YouTube: https://www.youtube.com/user/IgniteVisibility