Learn advanced SEO tactics and strategies in this second installment of my Demand Quest course. Topics include local SEO, link building, and international SEO.

1. SEARCH ENGINE
OPTIMIZATION
TRAINING
DemandQuest
October 2016
Session 2

2. TODAY’S AGENDA
1. 30-minute SEO Checkup Check-in
2. Additional SEO Basics
3. Advanced Local SEO
4. Keyword Research
5. Advanced SEO Concepts
6. Q&A

3. 30 MINUTE
SEO CHECK
UP
HOW DID
YOU DO?

4. 30-MINUTE SEO CHECK UP
– CHECK IN
1. What were the issues you found?
2. Let’s dig into the causes
3. How are you going to fix them?

5. ADDITIONAL SEO BASICS

6. COMMON SEO MYTHS
1. SEO is dead
2. SEO is easy
3. SEO is hard
4. SEO is snake oil/fairy
dust/magic
5. Content is king!!!!
6. Rankings = business
7. There’s one right
answer

7. CMS OPTIONS
…and many, many more.

8. DUPLICATE CONTENT
• The presence of duplicate content on your
site is problematic for a couple of different
reasons:
1. Duplicate content forces search engines to
“choose” what version of the content to serve in
results.
2. It may appear to the search engines that your
site is attempting to manipulate the results
pages by ranking several different URLs for the
same search term.

9. HOW GOOGLE HANDLES
DUPLICATE CONTENT

10. HOW GOOGLE HANDLES
DUPLICATE CONTENT

11. HOW TO FIND DUPLICATE
CONTENT
• Screaming Frog
• Site:www.example.com/page
• Copyscape.com
• Siteliner.com

12. DEALING WITH DUPLICATE
CONTENT
1. Redirects
2. Canonical tags
3. Parameter handling
4. Noindex tag
5. Robots.txt file
6. Server rules

13. DEALING WITH DUPLICATE
CONTENT
You will almost
always use a 301
Only certain,
specific situations
call for a 302

14. DEALING WITH DUPLICATE
CONTENT

15. DEALING WITH DUPLICATE
CONTENT

16. DEALING WITH DUPLICATE
CONTENT
http://www.threedeepmarketing.com/blog/what-the-font-should-i-
care/?utm_source=twitter&utm_medium=social&utm_campaign=organictweets

17. DEALING WITH DUPLICATE
CONTENT
• Prevent a page from appearing
in or remove a page from
search results by including a
meta noindex tag
• This tells Google and other
visiting search engines to
remove/exclude the page from
search results
• It’s important to note that this
is useful in specific situations

18. DEALING WITH DUPLICATE
CONTENT
• Use robots.txt file to prevent
certain pages from being
crawled

19. DEALING WITH DUPLICATE
CONTENT
• http://www.example.com
• http://www.example.com/
• http://example.com
• http://example.com/
• https://www.example.com
• https://www.example.com/
• https://example.com
• https://example.com/
GOOGLE SEES THESE AS INDIVIDUAL PAGES!
Choose your preferred protocol, host, and trailing slash consistency.

20. SEO TOOLS

21. TOOLS FOR SUCCESS –
SEO TOOLS
• Screaming Frog
• Excel
• Google Analytics
• Google Search Console
• SEM Rush
• Google Keyword Planner
• Webpagetest.org
• Pexels

22. TOOLS FOR SUCCESS –
BROWSER PLUGINS
• Ayima redirect path
• META SEO Inspector
• MozBar
• User-Agent Switcher
• Web Developer
• SeeRobots
• Scraper
• TinEye

23. ADVANCED LOCAL SEO

24. LOCAL SEO RANKING
FACTORS
• Link signals
• On-page signals
• Google My Business signals
• External location signals
• Behavioral signals
• Personalization signals
• Review signals

25. SETTING UP GOOGLE MY
BUSINESS (GMB)
• https://www.google.com/business/
• Choose the most accurate category
• https://moz.com/local/categories
• COMPLETE YOUR PROFILE TO 100%
• Choose a custom URL
• Choose wisely, this cannot be changed later…

26. REVIEW ACQUISITION
“Google review count and score are factored
into local search ranking: more reviews and
positive ratings will probably improve a
business's local ranking.”
Probably a good idea to have a strategy in
place.

27. REVIEW ACQUISITION
http://www.localvisibilitysystem.com/products/google-review-handout/

28. REVIEW ACQUISITION
Real world example:

29. NEGATIVE LOCAL
SEO FACTORS

30. NAP INCONSISTENCY
The #1 issue that I see is
inconsistency across citations in
• Name
• Address
• Phone Number
Getting this right takes time.
www.brightlocal.com

31. WRONG GMB CATEGORIES
• Use as few categories as possible to describe your overall core business from the
provided list.
• Choose categories that are as specific as possible, but representative of your main
business.
• Do not use categories solely as keywords or to describe attributes of your
business.
• Do not use categories that pertain to other businesses that are nearby or
related, such as a business physically contained within your business or an
entity that contains your business.

32. TOO MANY GMB PROFILES
https://moz.com/ugc/local-seo-case-study-the-diary-of-an-address-change

33. KEYWORD STUFFED FOOTER
‘…loading a webpage with irrelevant keywords in an attempt to manipulate a
site’s rankings “results in a negative user experience, and can harm your site's
ranking.”’

34. SETTING UP FALSE GMB
PAGES

35. MONEY KEYWORD ANCHOR
TEXT
• Google values sites that
are built for users, not
search engines.
• So, build your site for your
user.
• You’re better off
optimizing the on page
elements than creating a
whole bunch of these
types of internal links.

36. CALL TRACKING NUMBERS
ON CITATIONS

37. DUPLICATE CONTENT ON
EVERY LOCATION PAGE

38. ADVANCED
SEO TACTICS

39. LINK BUILDING

40. WHY INVEST IN LINK
BUILDING?
A technically sound site will only get you so
far.
Without links, it simply will not have the
equity or authority to be visible in search
engines.

41. LINK BUILDING TACTICS
Two methods:
1. Passive link building
2. Active link building

42. PASSIVE LINK BUILDING
Brand monitoring:
• Google Alerts
• SEM Rush
• Mention.net
• Buzzsumo
Embed links:
• Data Visualization
• Not “Widget Links”

43. ACTIVE LINK BUILDING
1. Content creation
2. Guest posting
3. Prospecting
4. Local links
5. Directories
6. Events
7. Broken Link
Building
8. Image Link
Reclamation

44. WEBSITE MIGRATIONS

45. 122,827
152,547
157,449
152,314 155,216
158,605 156,027
102,983
126,075 126,110 124,216 122,195
116,386
126,290
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
February March April May June July August
monthly organic session data
2014
2015SEO work
starts
3 months
before impact
realized
WHEN IT GOES WRONG…
Site launch
in Jan.
panic
starts
3 sites into one migration

46. WHEN IT GOES WRONG…
THEN, RIGHT
B2B ecommerce site
• A web redesign caused their organic traffic to tumble by
50% and impacted revenue
• Engaged Three Deep to identified issues, develop priorities
and implement SEO improvements
• Rebuilt organic traffic, surpassed original goal and
continues to grow

47. HOW CAN YOU AVOID
DISASTER?
1. Plan your site structure
2. Understand your current digital ecosystem
a) Paid traffic?
b) Legacy sites?
3. Map out 301 redirects
a) Pull any legacy redirects
b) Map out redirects for any 404s currently
reported in GSC or captured in crawl
c) Pull link data from GSC, OSE, Majestic, and
Ahrefs – map any additional redirects
4. Monitor, QA, Test, Fix, Repeat.

48. GOOGLE ALGORITHM
UPDATES

49. • Each year, Google changes its search
algorithm around 500–600 times.*
• That’s roughly 1.5 changes
EVERY.
SINGLE.
DAY!
THE SHIFTING SANDBOX
• Source: https://moz.com/google-algorithm-change

50. GOOGLE ALGORITHM
How can you figure out what happened?
1. Moz – Algorithm Change History
2. MozCast
3. Panguin Tool
4. Search Metrics

51. RECOVERING FROM
PENALTIES
• Manual Actions:
• Unnatural Links to/from Your Site
• Hacked Site
• Thin Content
• Pure Spam
• User-Generated Spam
• Cloaking and Sneaky Redirects
• Hidden Text and Keyword Stuffing
• Spammy Freehosts
• Spammy Structured Markup

52. RECOVERING FROM
PENALTIES

53. INTERNATIONAL SEO

54. WHAT IS INTERNATIONAL
SEO?
International SEO is the process of enabling of
your website(s) to become visible in search
engines for the languages and countries in
which you do business.
Or, to put it more plainly, get the right version
of your website in front of your customers
regardless of what country they live in,
language they speak, or search engine they
use.

55. INTERNATIONAL SEO
1. TRANSLATION
2. TRANSLATION
3.TRANSLATION!!!
You MUST be speaking to your audience in
their natural language.

56. TRANSLATION

57. INTERNATIONAL SEO

58. • ccTLD – Country Code Top Level Domain
• Choose this if you are targeting a specific country
• Subfolders – example.com/en-us/page
• Choose this if you are targeting language and
country
• Subdomains – de.example.com
• Choose this if it is the only option you have
CHOOSING THE RIGHT URL
STRUCTURE

59. INTERNATIONAL SEO

60. The <hreflang> tag
tells search engines
what language and
geographic location
each page on your
site is targeting.
<HREFLANG>

61. <HREFLANG>
<link rel=“alternate” hreflang=“en-us” href=http://www.example.com/ />
<link rel=“alternate” hreflang=“en-gb” href=http://www.example.co.uk/ />
<link rel=“alternate” hreflang=“es-es” href=http://www.example.es/ />
1. Hey, Google in the US, please serve this page to English
speakers
2. Hey, Google in the UK, please serve this page to English
speakers
3. Hola, Google in Spain, please serve this page to Spanish
speakers

62. BUILDING A CRAWLABLE
WEBSITE

63. BUILDING A CRAWLABLE
WEBSITE

64. BUILDING A CRAWLABLE
WEBSITE
• All web content can be accessed at unique
pages with readable URLs
• No Javascript in navigation
• Logical content bucketing
• No flat structure
• All pages linked to internally

65. CRAWLABILITY ISSUES
• https://www.hogarth-ogilvy.com/
• http://www.admgroup.com/
• https://imation.com/en/

66. ACCELERATED MOBILE PAGES
(AMP PROJECT)

67. WHAT IS AMP?
The Accelerated Mobile Pages (AMP) project
was initiated by Google to help speed up the
mobile web.
It is open source – non-
Google developers are
continuously improving.
Although not a direct
ranking signal, it
improves user
experience.

68. SCHEMA

69. WHAT IS SCHEMA?
Schema is microdata – the information about
the information on your pages.

70. WHAT IS SCHEMA?
Schema helps search
engines determine entities
and classify information.
It helps them understand
relational connections to
provide information to
searchers that is likely
relevant.

71. WHAT IS SCHEMA?

72. SOCIAL SCHEMA
Social schema is what triggers the information
seen on a social network when a web page is
shared.

73. SOCIAL SCHEMA
og = Open Graph (Facebook and LinkedIn)
Twitter = Twitter

74. SCHEMA TOOLS
• Schema.org
• Structured data testing tool
• Facebook OG Tag tester
• Twitter Card validator

75. THANK YOU!
QUESTIONS?