5. 1. Identify opportunities
Step 1: Identify questions
people are asking about
your company.
Tools I recommend:
1. Search Console
2. SEMRush
3. Moz
4. Answer the Public
6. 2. Select keyword phrases
Step 2: Look for keyword
phrases that are questions,
or identify specific trends
in information people are
seeking.
7. 3. Evaluate the SERP
Step 3: Look at the
SERP, evaluate the type
of content/information
users are looking for.
8. 4. Create helpful content
Step 4: Create content
that directly and
concisely answers your
customer/audience’s
questions.
10. Why optimize for mobile?
● More people use mobile than
ever.
● Provide a good user experience
● Site speed is a ranking factor
for both desktop and mobile
● Mobile-first indexing
11. 1. Check your site for issues
Step 1: Identify page speed
issues on your site (mobile and
desktop).
Tools I recommend:
● Google’s PageSpeed Insights
● Web Page Test
*The tools aren’t perfect, but a good place to start.
12. 2. Fix issues
Step 2: Work with your team to
fix issues slowing down your
site.
Common solutions:
● Optimizing images
● Reducing server response time
● Leveraging browser caching
14. Why structured data?
● Ensure that search engines are
properly classifying your
information.
● Increase your chances of showing
up in the instant answer
box/knowledge graph.
● Give yourself a leg up against the
competition.
15. 1. Identify opportunities
Step 1: Identify structured
data opportunities.
Common opportunities:
● Contact information
● Company logo
● Social media profiles
● Articles
● Events
https://developers.google.com/search/docs/guides/search-gallery
16. 2. Create structured data snippets for website
Step 2: Create structured
data snippets (recommend
using JSON-LD) that you
can then copy and paste on
to your site.
I recommend using Google’s
Structured Data Testing
Tool or Markup Helper to
create and validate.
*Again, not perfect, but a
great place to start.
17. 3. Implement structured data
Step 3: Implement structured
data, this will vary by CMS.
Typically:
● Copy and paste in to the source
code.
● For large websites, I recommend
using the Data Highlighter tool in
Search Console (old version) to
markup information.
