GOOGLE’s ALGORITHM
3
P R O V I D E T H E M O S T R E L E V A N T R E S U L T S
T O P 3 R E S U L T S A R E W H A T M A T T E R
Domain-Level • Q u a l i t y o f L i n k s
YOUR DOMAIN
• Q u a n t i t y o f L i n k s • O v e r a l l T r u s t o f t h e Domain • P a g e R a n k • D o m a i n H i s t o r y
6
Page-Level
YOUR PAGES
• P a g e R a n k o f e a c h Page • T r u s t M e t r i c s • Q u a n t i t y o f L i n k s • A n c h o r T e x t Distribution • Q u a l i t y / S p a m o f linking source
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Keyword & Content
YOUR CONTENT
• O n - P a g e Optimization • K e y w o r d U s a g e • C o n t e n t Q u a l i t y • C o n t e n t R e l e v a n c e
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Te c h n i c a l Optimization
YOUR TECH
• L o a d S p e e d • S t r u c t u r e d D a t a (Review Count) • C o n t e n t L e n g t h • R e a d a b i l i t y • O p e n G r a p h Markup (what social sites see) • H T T P S 9
Engagement & Tr a f f i c
YOUR TRAFFIC
• S E R P E n g a g e m e n t Metrics • W e b T r a f f i c D a t a • Q u a n t i t y / D i v e r s i t y of Search Queries • C T R o f S e a r c h Results • C l i c k s t r e a m D a t a
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G O O G L E ’ S P A N D A A N D P E N G U I N U P D A T E S
GOOD CONTENT WINS
SAY NO TO WEB SPAM
SEO FRAMEWORK
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PATIENCE
CONSISTENCY
SEO TAKES A LITTLE…
K E Y W O R D S A R E T H E M O S T I M P O R T A N T S E O I T E M
I N C L U D E ‘ W E D D I N G ’ , C A T E G O R Y A N D L O C A T I O N
B A L A N C E B E T W E E N S H O R T T A I L A N D L O N G T A I L
L O N G T A I L H A S S T R O N G B E N E F I T S
LONG TAIL KEYWORDS ² 70% of Searches ² Buying Intention ² Higher Conversion ² Less Competition
S E A R C H E N G I N E ’ S S E A R C H F O R G O O D C O N T E N T
C O N T E N T S H O U L D B E U N I Q U E A N D N A T U R A L
T H E R E S H O U L D B E ~ 5 0 0 W O R D S P E R P A G E
P H O T O S , V I D E O S , R E V I E W S … M O R E T H E B E T T E R
T E C H S T R U C T U R E P R O V I D E T H E F R A M E W O R K
B U I L D O N T H E R O O T S A N D I N C L U D E K E Y W O R D S
S T A T I C U R L ’ S B E T T E R T H A N D Y N A M I C U R L ’ S
L I N K S B U I L D T H E A U T H O R I T Y O F A W E B S I T E
E X T E R N A L L I N K S D R I V E A U T H O R I T Y / R E L E V A N C E
I N T E R N A L L I N K S P A S S P O W E R B E T W E E N P A G E S
B E S T L I N K S A R E R E L E V A N T , D I R E C T & O N E -‐ W A Y
A L O T O F F A C T O R S T O S E O B E Y O N D L . U . C . K
ON-PAGE FACTORS
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O N -‐ P A G E F A C T O R S P R O V I D E A S S I S T A N C E
O P T I M I Z E M E T A D A T A F O R E V E R Y W E B S I T E P A G E
PAGE TITLE
META DESC META TAGS
H 1 T A G I S T H E M O S T I M P O R T A N T H T M L H E A D I N G
U S E A L T T E X T O N P H O T O S , T I T L E T E X T O N L I N K S
ALT TEXT
TITLE TEXT
P R I M A R Y K E Y W O R D S D C W E D D I N G C A K E S , W A S H I N G T O N D C C A K E S
P A G E T I T L E D C W E D D I N G C A K E S , W A S H I N G T O N D C C A K E S – S O N N Y ’ S C A K E S
M E T A D E S C R I P T I O N D C W E D D I N G C A K E S – S O N N Y ’ S C A K E S O F F E R S T H E B E S T W A S H I N G T O N D C C A K E S F O R Y O U R W E D D I N G O R S P E C I A L O C C A S I O N .
H 1 T A G D C W E D D I N G C A K E S
OFF-PAGE FACTORS
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S U B M I T T I N G T O D I R E C T O R I E S
C R E A T I N G A R T I C L E S A N D P R E S S R E L E A S E S
C O M M E N T I N G O N F O R U M S A N D B L O G S
B E I N G A C T I V E A C R O S S S O C I A L M E D I A
M O Z B A R P R O V I D E S A C C E S S T O A L L S E O D A T A
MOBILE OPTIMIZATION
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Are you Mobile-Friendly?
“Starting April 21, we will be expanding our use of mobilefriendliness as a ranking signal. This will affect mobile searches in all languages worldwide and will have a significant impact in our results.”
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34% of sites
failed to meet mobile criteria prior to update
-12% traffic to non-mobile friendly websites
Check if you’re mobile-friendly
google.com/webmasters/tools/mobile-friendly
each page is treated separately
page speed matters A LOT
algorithm is real time
Create a Good Experience
50%
say a bad mobile experience makes them less likely to work with a biz
Time for a Responsive Website
one brand one domain one codebase
What I Like:
What I Dislike:
You don’t have to You won’t have the worry about best site experience optimizing two sites …unless you start for search engines building mobile first
OUR SEO VALUE
61
REACH COUPLES IN SEARCH ENGINES 62
T R A F F I C F R O M 1 M I L L I O N K E Y W O R D S P E R M O N T H
GET CATALOG TO RANK FOR LOCATION + CATEGORY
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O U R C A T A L O G R A N K S F R O M C O A S T T O C O A S T
GET STOREFRONTS TO RANK FOR BUSINESS NAME 66
D Y N A M I C A L L Y O P T I M I Z E V E N D O R S T O R E F R O N T S
HAVE THE BEST BUSINESS CONTENT 68
B I Z I N F O , R E V I E W S , P H O T O S , P R I C E S & M O R E
WE PROVIDE A TOOL THAT HELPS 70
I T ’ S S I M P L E T O I M P R O V E S T O R E F R O N T S E O
Add More Unique Content to Your Storefront Customize Your Storefront URL
I T ’ S S I M P L E T O I M P R O V E S T O R E F R O N T S E O
Adjust Your Page Title and Meta DescripXon Tips to Add Unique Content to Your ‘About Us’
I T ’ S S I M P L E T O I M P R O V E S T O R E F R O N T S E O
Create a Footer with More Specific Details A WeddingWire BuZon to Link See What We Push to Search
WE GET YOUR BUSINESS INTO
SEARCH ENGINES
74
Q&A 75