An Advanced SEO presentation that was done for the 2015 BlogPaws conference. Touching on semantic SEO including Latent Semantic Indexing, Schema/Microdata, technical seo and more, all presented in a way that was geared towards bloggers.
4. Advanced SEO Strategies
IT IS NOT JUST ABOUT
KEYWORDS ANYMORE!
@2dogsdesign
think topics not keywords
technical great content
relationships
natural links be social
10. ● Alt Tags
● Anchor Text
● Schema
● Header Tags
Advanced SEO Strategies
WHAT SEARCH ENGINES SEE
@2dogsdesign
11. WHAT THE HECK IS SCHEMA YOU ASK?
Schema is a “microdata” that helps the
search engines to better interpret
what your pages are about.
Advanced SEO Strategies
THE SCHEMA ADVANTAGE
@2dogsdesign
12. Well, that is why this is Advanced SEO!
If it were easy, everyone would be
doing it - and reaping the benefits.
But they are not.
Advanced SEO Strategies
I STILL DON’T GET IT!
@2dogsdesign
13. And you can win those clicks
in the search results!
Estimates show only .3% of websites
are using schema, so what are you
waiting for?
Advanced SEO Strategies
SO START DOING IT!
@2dogsdesign
14. Well, here is what it looks like!
itemscope itemtype=
”http://schema.org/Recipe”
Advanced SEO Strategies
OH, YOU ARE WAITING FOR ME!
@2dogsdesign
15. So now the search
engines know, this
content is a recipe!
Cool huh?
Advanced SEO Strategies@2dogsdesign
16. ● Articles
● Products
● Reviews
● Events
● ...and more
SCHEMA.ORG
SCHEMA-CREATOR.ORG
Advanced SEO Strategies
SCHEMA CAN BE USED FOR...
@2dogsdesign
17. Advanced SEO Strategies
IT’S THAT TIME AGAIN!
Just checking on who is
still paying attention!
WHO WANTS A SHIRT?
18. Advanced SEO Strategies
CONTENT REALLY IS KING
@2dogsdesign
And Panda will make sure
your content ROCKS!
Low quality sites or thin
sites will feel the Panda
kick!
19. Advanced SEO Strategies
PANDA LOOKS FOR
@2dogsdesign
1)Duplicate content
2)Too many ads (ad/content ratio)
3)Poor grammar
4)Content with no quality
5)Trust/Value to end user
21. Advanced SEO Strategies
VISITORS LOVE SPEED
You have about
2 seconds
to impress!
source: http://www.relentlesstechnology.com/insights/page-speed.html
25. Advanced SEO Strategies
DON’T BE A HOARDER
1. REMOVE PLUGINS
2. CLEAN YOUR FILES
3. DELETE BACKUPS
4. UNUSED IMAGES
5. OPTIMIZE DATABASE
26. Advanced SEO Strategies
IF YOU ARE A HOARDER BY NATURE...
Create a folder and
place all of your old files
in it. Then tell the
search engines to ignore
it in a robot.txt file!
Disallow: /old-files/
30. Advanced SEO Strategies
THE PENGUIN UPDATE
Also known as the over-
optimization algorithm
it looks for the following:
● Aggressive anchor text
● Unnatural backlink profile
● Spammy on page tactics
31. Advanced SEO Strategies
SO PLAY BY THE RULES!
1) Do not buy links - EVER
2) EARNED links are the most valuable
3) Social links are AWESOME too
4) Profile links are also a PLUS
….be honest, create great content and build
relationships. It is that simple.
32. Advanced SEO Strategies
INTERNAL LINKING
Internal linking is a strategy
of linking to other pages
within your own website.
Benefits include:
● Clear website navigation
● Defines site architecture
● Distributes page authority
33. Advanced SEO Strategies
INTERNAL LINKING STRATEGY
1) Link post to post
2) Use great anchor text
3) Link to relevant content
4) Follow links
5) Don’t overlink
34. Advanced SEO Strategies
EXTERNAL LINKING
SPECULATION: linking to high authority websites can help
build your own credibility.
Wikipedia, NY Times, Petfinder etc.
It is all about authority, building reader value and creating
useful content.
35. Advanced SEO Strategies
EXTERNAL LINKING
….and relationships - have we talked about
relationships?
You link to Dogs.com, they notice - then
maybe they give you a mention or a thank
you! BONUS!
41. Advanced SEO
QUALITY OVER QUANTITY!
It is better to invest time into creating just a
couple of FANTASTIC resource posts a month
than to have a bunch of low quality posts.
EDUCATEENTERTAINENGAGEVALUE
42. Advanced SEO Strategies
WHAT ARE YOU TALKING ABOUT?
Latent Semantic Indexing (LSI)
Determining what your page is
about with “synonymous” text.
44. Advanced SEO Strategies
GOOGLE IS PRETTY SMART!
It will use the content on your page
to determine what message you
are trying to give.
45. Advanced SEO Strategies
In the past, most would
keyword stuff content to get
Google to rank and
understand their content.
Of course this is WRONG!
46. Advanced SEO Strategies
Now Google will look at
your content in a way
that allows it to
comprehend all of the
content on the page
and how it relates to
your main topic.
49. Advanced SEO Strategies
So, you write an article called
“10 Great Vacations For Dogs”
Keyphrase: “Vacations For Dogs”
50. Advanced SEO Strategies
You should think about “synonyms”
or related phrases that mean the
same thing. Remember the old days
you would use “vacations for dogs”
over and over…….
51. Advanced SEO Strategies
Well, this replaces that!
So I hit up:
http://ubersuggest.org/
and type in “vacations for dogs”
54. Advanced SEO Strategies
So now, you have several variations
of your core keyword to use!
H1, H2, H3, Meta Description,
Content, Alt tags, Title tags
56. Advanced SEO Strategies
FINDING KEYPHRASES
AKA “LONG TAIL KEYWORDS”
Related Searches
Auto Complete
Competitors
SEMRush
Google Trends
Webmaster Tools
58. Advanced SEO Strategies
BOUNCEY BOUNCEY...
Bounce Rate is not
used in ranking
factors, but can show
issues with user
experience or content!
BOUNCEY BOUNCEY...
66. Advanced SEO Strategies
A bounce rate that is
too low can mean you
have Google Analytics
installed 2 times!
Even the most popular
websites have bounce
rates averaging 30-40%
67. Advanced SEO Strategies
A FEW THINGS FOR YOU TO DO
Crawling your
website is critical
to getting a
technical view of
your website!
73. Advanced SEO Strategies
KEYWORDS
Unfortunately, there are not a lot of free tools
to see what keywords you rank for. You
can use Webmaster Tools to get an idea of
some of the queries that Google thinks are
related to your website.
I use spyfu.com and semrush.com
74. Advanced SEO Strategies
USER EXPERIENCE
Page Layout
Algorithm
targets
websites
with top
heavy ads.
http://searchengineland.com/google-updates-page-layout-algorithm-go-sites-top-heavy-ads-183929
77. Advanced SEO Strategies
Looking for
partners to
spread our
word!
Over 6K donated
to rescues to date!
@charitypaws
facebook.com/charitypaws
instagram/charity_paws
pinterest/charitypaws
If your blog has no clear focus on a specific niche, you will struggle to rank well since the search engines will not know what you are about as a whole.
alt text for this result is “NJ SEO Services From 2 Dogs Design”.
alt text for this result is “NJ SEO Services From 2 Dogs Design”.
You should do this for reviews….articles….videos…..
internetofdogthings.com does a fantastic job with schema! They did a product review for a toy, implemented the review scheme and my search was for “dog training toy review”
Look for big drops in traffic in your analytics to help determine if you have been hit. Make sure your ads are secondary to content...limit the number per page...
Make sure you do not move things that will cause broken links on your website!
testing 123
testing 123
3-4 links per post -- don’t link to home page or pages that already have a lot of links
link citations can be seen as a quality signal - and it is natural! Link because it makes sense, not because you think it will help rank!
Give potential visitors what they are looking for and links will come naturally…..
I remember this from many years ago when it was not interactive, just a chart comparing top brads. They have continued to modify it and change it to keep up - and if you search compare dog foods, there they are! Maybe not “dog food” but close - and they do rank on page 2 for dog food!
Talk about the only 514,000 search results with 320 searches for non plural and 320 searches for plural version. Do something similar to blue buffalo and share the heck out of it. Backlinko.com as idea resource – what to feed my chihuaha, food for my chichuaha, what to feed my chihuaha – lead into LSI
Read your post. Would you stay and read it if it was on someone elses website?
Apple –mac, fruit etc
testing 123
testing 123
testing 123
You can see dog breeds returned, this is latent semantic indexing at work.
In this one there is a synonym for “train” with command, another using tricks….and teach. Talk about SEO Quake
In this one there is a synonym for “train” with comman, another using tricks….and teach.
Data comprised in 2014
testing 123
This is critical in revamping a website for user experience.
Google Analytics calculates bounce rate as the percentage of sessions where only 1 interaction occurs.
testing 123
Most popular post has a 96% bounce rate - they came they saw they left -but they did stay over 4 minutes to read the whole article and/or leave a comment. This is good.
Social will usually have a higher bounce rate because something specific is being shared. Organic will usually have a lower bounce rate. If your bounce rate is too low (say less than 20%) you may want to check if you have analytics tracking installed 2x.
500 URI crawl limit in free version, so do website in pieces to be able to get a crawl of all your pages.
If meta descriptions and titles are missing Google will create one for you - but you would miss some great opportunity to get core keyphrases in.
I had trouble finding the social icons on the website! Make sure they are clearly visible.
This site is showing a lot of results for dog cakes, recipes etc. If they want to grow they should start focusing on other phrases.
Google analytics removed the keyword organic traffic results….
Give readers the content they want right away! Smaller header can bring content up higher.