Set your business up for success in organic search.

1. Crafting A Successful
SEO Strategy
Niki Mosier
SEO Lead
Two Octobers

2. Welcome
Connect with Me:
Twitter: @nikers85
LinkedIn: www.linkedin.com/in/niki-mosier/

7. 7
What We’re Covering Today
1 Content
Website Optimization
Website Health
Competitive Analysis
Task Prioritization2
3
4
5

9. Site Migration

10. Drop in KPI’s

11. At least yearly

12. Content
Strategy

13. Searcher
Intent

14. Satisfying search intent is ultimately
Google’s #1 goal

15. Transactional

16. Informational

17. Navigational

20. High bounce rate
Low click through rate from SERP results

21. Provide the most relevant and highest
quality information (as quickly as
possible)

22. Update old
Content

23. Content
Voice

24. Fit the brand

25. Be authoritative

26. Tell a Story

27. Keyword
Research

29. Keyword research impacts every
other SEO task that you perform,
including finding content topics,
on-page SEO, and outreach and
promotion.

30. Current
Keywords

31. Search Volume

32. Keyword Gaps

34. https://answerthepublic.com
https://alsoasked.com
Google Analytics
Google Search Console
https://contentstrategychecklist.com/
Content Tools And Resources

35. Website
Optimization

36. Title Tags
& Meta
Descriptions

37. Click Thru Rate

39. Use Keywords

40. Keep Them Fresh

41. Internal
Linking

43. Keywords in
Anchor Text

44. Link from High
Authority Pages

45. Link Placement

46. Schema

48. Clicks increased by 43 percent
Average position also
increased by 12 percent

49. Use JSON-LD

50. Test Your Schema

51. Different Pages =
Different Schema

52. ScreamingFrog
Ahrefs
Google Analytics
Google Search Console
Website Optimization Resources
https://search.google.com/structured-data/testing-tool/
https://www.schemaapp.com/

53. Competitive
Analysis

54. “Keep your friends close and your enemies closer”

55. Backlinks

57. Tech Factors

58. Site Speed

59. Schema

60. CMS

61. Content

62. Featured Snippets
What Type of
Content
Frequency

63. ScreamingFrog
Ahrefs
Competitive Analysis Resources
https://search.google.com/structured-data/testing-tool/
SEMRush
Search Results

64. Website
Health

65. Site Speed

67. Time to First Byte
1.3 seconds

69. Indexation

72. Pages Indexed that
Shouldn’t Be

73. Sitemap

74. Robots.txt

75. Crawlability

78. Duplicate Content

79. www.apple.com/ipad/
vs.
www.apple.com/ipad

80. www.apple.com/Ipad/
vs.
www.apple.com/Ipad/

81. PageSpeed Insights
Website Health Resources
https://www.webpagetest.org/
SEMRush
Google Search Console
ScreamingFrog

82. Task
Prioritization

83. Technical Audit

84. Identify & Set Goals

85. Identify Top Pages for
Conversion

86. 86
Tips For Prioritizing SEO Tasks
1 Prioritize tasks based on time to implement and resources for implementation.
Great resource: https://moz.com/blog/prioritize-seo-tasks
2 If the site is huge, consider crawling and prioritizing the site in small chunks.
3

87. Thank You!
Connect with Me:
Twitter: @nikers85
LinkedIn: www.linkedin.com/in/niki-mosier/