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8 SEO Related Things You
Might Not Know
+ Bonus Round!
(advice from 4 SEO experts)
Mihai Aperghis - 2013
Mihai Aperghis
On-page
1. Schema.org Markup
• What: structured data markup
• Why: improves how search engines “read”
your site, can generate rich snippets
1. Schema.org Markup

Better SERP visibility -> Higher CTR rate -> More traffic (and sometimes better rankings!)
2. Facets & Filters
• What: e-commerce specific filtration
• Why: improves user experience, allows owner
to focus on specific keywords
2. Facets & Filters
Facets

Filters

Role

Category extensions

Product narrowing

Form

Links

Select boxes

Search engines

Index

Noindex/canonicalize

Genre, Type

Price, Color

Examples
2. Facets & Filters
3. Video SEO
• What: techniques that focus on video ranking
in Google Search
• Why: generates video thumbnail snippets for
your site, allows your site to rank for the video
3. Video SEO
4. International SEO
• What: techniques for sites that serve multiple
languages and/or countries
• Why: avoids duplicate content, allows the
correct version to be displayed to a user,
better ranking
4. International SEO

Geotargeting in Webmaster Tools

rel=alternate hreflang=x
Off-page
5. Content Marketing
• What: marketing strategy focused on content
• Why: get quality links, brand visibility, brand
authority
5. Content Marketing
But it doesn’t work 
Client editorial links in:

US
Foxnews.com

DA: 96, PR: 8

Fool.com

DA: 90, PR: 7

MLive.com

DA: 88, PR: 6

Cision.com

DA: 77, PR: 6
Cost: NONE
5. Content Marketing
But it doesn’t work outside US 
Client editorial links in:

US

RO

Foxnews.com

DA: 96, PR: 8

Adevarul.ro (mention)

DA: 76, PR: 7

Fool.com

DA: 90, PR: 7

RomaniaTV.net

DA: 58, PR: 5

MLive.com

DA: 88, PR: 6

Business24.ro

DA: 58, PR: 6

Cision.com

DA: 77, PR: 6

121.ro

DA: 53, PR: 6

Cost: NONE

Cost: NONE
6. Hummingbird
Did you say Angry Birds?

• What: the new Google Search algorithm
• Why: decreases focus on keywords in light of
topics
6. Hummingbird
7. Local SEO
• What: techniques that impact who ranks in
local pack results
• Why: increasing number of queries that
trigger local pack
7. Local SEO
8. Google Analytics Demographics
• What: information about your users’ age,
gender, interests
• Why: allows you to improve the targeting of
your marketing campaigns
8. Google Analytics Demographics
Visitor age segmentation

Visitor interests
BONUS ROUND
Input from

Rand Fishkin

Will Critchlow

Co-Founder of Moz

Co-Founder of Distilled

Ian Lurie

Wil Reynolds

Founder of Portent

Founder of SEER Interactive
BONUS ROUND

Rand: G+ Bias In Ranking Results
Not only will something you share on G+ show up in the

SERPs of everyone who has you in circles, but if any of your
followers +1/share it, it will then show up to all of their
followers, too. G+ results area appearing in a shockingly
large number of search results, making it a very interesting
Rand Fishkin
Co-Founder of Moz

end-around to rank in Google.
BONUS ROUND

Will: rel=canonical for Social Signals
One thing I screwed up recently is the usefulness of rel=canonical
for social. If you don't have one, then people share all kinds of urls
(with tracking parameters etc) and the share counts on your page

only match the shares of the exact url you are on. With one, the
major social networks pick up the correct share counts.

Will Critchlow
Co-Founder of Distilled

See for example: www.distilled.net/brandopolis
BONUS ROUND

Ian: Typography & Format, Language
and Paid Promotion
1. Typography and layout matter, a lot. The easier something is to
read, the greater impact it'll have on your audience.
2. Measure language. Grade level, reading difficulty and reading
time are all good metrics for determining which content works
Ian Lurie
Founder of Portent

best.
3. Promote the content! Marty Weintraub is the king of this - use
paid social media campaigns to promote content and give it a
'jump start.'
BONUS ROUND

Wil: Existing Content Promotion
So one recommendation is to visit your analytics for your assets
/ blog posts / etc and find the content that has performed the
best. With that list of naturally performing content (i.e. it got

links and shares), consider accelerating the impact by buying
space on subreddits, twitter, facebook, linkedin, and networks
Wil Reynolds
Founder of SEER Interactive

like outbrain, taboola, and nrelate where we have seen serious
successes.
Thanks!

@mihaiaperghis

@vertifyro

mihai.aperghis@vertify.ro

www.vertify.ro/blog/

Check out my Man of SEO presentation on how to become an SEO specialist

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Mihai Aperghis - 8 SEO Related Things you might not know (+bonus round) (2013.12.12, Impact Hub Bucharest)

  • 1. 8 SEO Related Things You Might Not Know + Bonus Round! (advice from 4 SEO experts) Mihai Aperghis - 2013
  • 4. 1. Schema.org Markup • What: structured data markup • Why: improves how search engines “read” your site, can generate rich snippets
  • 5. 1. Schema.org Markup Better SERP visibility -> Higher CTR rate -> More traffic (and sometimes better rankings!)
  • 6. 2. Facets & Filters • What: e-commerce specific filtration • Why: improves user experience, allows owner to focus on specific keywords
  • 7. 2. Facets & Filters Facets Filters Role Category extensions Product narrowing Form Links Select boxes Search engines Index Noindex/canonicalize Genre, Type Price, Color Examples
  • 8. 2. Facets & Filters
  • 9. 3. Video SEO • What: techniques that focus on video ranking in Google Search • Why: generates video thumbnail snippets for your site, allows your site to rank for the video
  • 11. 4. International SEO • What: techniques for sites that serve multiple languages and/or countries • Why: avoids duplicate content, allows the correct version to be displayed to a user, better ranking
  • 12. 4. International SEO Geotargeting in Webmaster Tools rel=alternate hreflang=x
  • 14. 5. Content Marketing • What: marketing strategy focused on content • Why: get quality links, brand visibility, brand authority
  • 15. 5. Content Marketing But it doesn’t work  Client editorial links in: US Foxnews.com DA: 96, PR: 8 Fool.com DA: 90, PR: 7 MLive.com DA: 88, PR: 6 Cision.com DA: 77, PR: 6 Cost: NONE
  • 16. 5. Content Marketing But it doesn’t work outside US  Client editorial links in: US RO Foxnews.com DA: 96, PR: 8 Adevarul.ro (mention) DA: 76, PR: 7 Fool.com DA: 90, PR: 7 RomaniaTV.net DA: 58, PR: 5 MLive.com DA: 88, PR: 6 Business24.ro DA: 58, PR: 6 Cision.com DA: 77, PR: 6 121.ro DA: 53, PR: 6 Cost: NONE Cost: NONE
  • 17. 6. Hummingbird Did you say Angry Birds? • What: the new Google Search algorithm • Why: decreases focus on keywords in light of topics
  • 19. 7. Local SEO • What: techniques that impact who ranks in local pack results • Why: increasing number of queries that trigger local pack
  • 21. 8. Google Analytics Demographics • What: information about your users’ age, gender, interests • Why: allows you to improve the targeting of your marketing campaigns
  • 22. 8. Google Analytics Demographics Visitor age segmentation Visitor interests
  • 23. BONUS ROUND Input from Rand Fishkin Will Critchlow Co-Founder of Moz Co-Founder of Distilled Ian Lurie Wil Reynolds Founder of Portent Founder of SEER Interactive
  • 24. BONUS ROUND Rand: G+ Bias In Ranking Results Not only will something you share on G+ show up in the SERPs of everyone who has you in circles, but if any of your followers +1/share it, it will then show up to all of their followers, too. G+ results area appearing in a shockingly large number of search results, making it a very interesting Rand Fishkin Co-Founder of Moz end-around to rank in Google.
  • 25. BONUS ROUND Will: rel=canonical for Social Signals One thing I screwed up recently is the usefulness of rel=canonical for social. If you don't have one, then people share all kinds of urls (with tracking parameters etc) and the share counts on your page only match the shares of the exact url you are on. With one, the major social networks pick up the correct share counts. Will Critchlow Co-Founder of Distilled See for example: www.distilled.net/brandopolis
  • 26. BONUS ROUND Ian: Typography & Format, Language and Paid Promotion 1. Typography and layout matter, a lot. The easier something is to read, the greater impact it'll have on your audience. 2. Measure language. Grade level, reading difficulty and reading time are all good metrics for determining which content works Ian Lurie Founder of Portent best. 3. Promote the content! Marty Weintraub is the king of this - use paid social media campaigns to promote content and give it a 'jump start.'
  • 27. BONUS ROUND Wil: Existing Content Promotion So one recommendation is to visit your analytics for your assets / blog posts / etc and find the content that has performed the best. With that list of naturally performing content (i.e. it got links and shares), consider accelerating the impact by buying space on subreddits, twitter, facebook, linkedin, and networks Wil Reynolds Founder of SEER Interactive like outbrain, taboola, and nrelate where we have seen serious successes.
  • 28. Thanks! @mihaiaperghis @vertifyro mihai.aperghis@vertify.ro www.vertify.ro/blog/ Check out my Man of SEO presentation on how to become an SEO specialist