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Ignite Visibility: The Most Important SEO Initiatives to Plan for in 2016

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Ignite Visibility: The Most Important SEO Initiatives to Plan for in 2016

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Track: Inbound
Topic: SEARCH ENGINE OPTIMIZATION
Title: The Most Important SEO Initiatives to Plan for in 2016
Speaker: ALAN BUSH, VP of Strategy, Ignite Visibility

Alan Bush, VP of Strategy of Ignite Visibility and UCSD teacher, reveals the biggest changes in SEO in 2015 and what to focus on in 2016. This presentation is not necessarily for SEO beginners, but instead, for those who have some basic knowledge of SEO and are looking to take their ranking to the next level.

- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details

Track: Inbound
Topic: SEARCH ENGINE OPTIMIZATION
Title: The Most Important SEO Initiatives to Plan for in 2016
Speaker: ALAN BUSH, VP of Strategy, Ignite Visibility

Alan Bush, VP of Strategy of Ignite Visibility and UCSD teacher, reveals the biggest changes in SEO in 2015 and what to focus on in 2016. This presentation is not necessarily for SEO beginners, but instead, for those who have some basic knowledge of SEO and are looking to take their ranking to the next level.

- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details

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Ignite Visibility: The Most Important SEO Initiatives to Plan for in 2016

  1. 1. ALAN BUSH The Most Important SEO Initiatives to Plan for in 2016
  2. 2. Alan Bush • Director of SEO Strategy – Ignite Visibility • One of the top SEO, social media and pay per click companies in the nation. • Instructor of SEO Marketing at UCSD • Co-host of 2 internationally known internet marketing podcasts (WinTheWeb & OwningYourOwn) • Worked on over 400 digital marketing campaigns, including companies such as G4TV, No Fear, Nixon Watches, Links of London, Musician’s Institute, Walking On A Cloud and many more.
  3. 3. What we are covering today • Why SEO • SEO History in 2015 • My 5 Most Important SEO items in 2016
  4. 4. Why SEO? • 93% of online research begins with a search engine • Google owns abut 70% of market share • 70% of the links users click on are organic • 75% of users never scroll past the first page
  5. 5. - Optimization on single web pages - Site architecture - Fresh content - Links to your site - Social media shares - Reviews of your website (local search) SEO Rankings Onsite Optimization (about 50%) Offsite Optimization (about 50%)
  6. 6. Getting Warmed Up
  7. 7. What happened in 2015? Mobile Update AKA "Mobilegeddon" — April 22, 2015 Made it so you needed a mobile version of your site to rank in mobile search Sites without a mobile version lost almost all mobile traffic The Quality Update — May 3, 2015 Known as the Phantom update Update to the overall algorithm. Benefited sites with powerful links Major brands won Panda 4.2 (#28) — July 17, 2015 Helped sites hit by last panda update Looks at quality content, see here: http://googlewebmastercentral.blogspot. com/2011/05/more-guidance-on- building-high-quality.html 3 major Google algorithm updates
  8. 8. Hints from Google Google says move to https https gets ranking boost in Google Warnings in chrome and firefox Structure data as a ranking factor Google says will be more important
  9. 9. Application SEO gets more important Apps get a ranking boost when app indexing is done correctly and apps get another ranking boost when they use the app indexing API.
  10. 10. Example app listed in search
  11. 11. RankBrain • Google releases RankBrian • Announced in late October • Machine learning system • Matches content to searches • 3rd biggest ranking factor
  12. 12. Industry Survey
  13. 13. First, Get your Technical Ducks in a Row
  14. 14. Go Secure, https:// (you have no choice! • Action Item: Switch your website to https, you will rank better! • Update all internal linking to point to https • Update all external links to point at https version of your site • Make sure images and fonts are secure • Put in 301 redirects and set up a new Google search console
  15. 15. HTTPS Video https://youtu.be/cBhZ6S0PFCY
  16. 16. Go Mobile, you have no choice • Action Item: Go mobile, responsive design if possible • Test with mobile usability tool https://www.google.com/webmasters/t ools/mobile-friendly/ • Shoot for mobile page speed scores of 65 or above • Have a mobile ready website that is optimized for Google (responsive design, vary http header or subdomain) • Map your mobile application URLs to the corresponding web page and set up a Google search console account
  17. 17. Watch your Ajax and Javascript • Action Item: No more escape fragment optimization, make sure you optimize around your Ajax and Javascript • Google is now indexing Ajax and Javascript (no more escape fragment optimization) • Make sure you have an HTML and Ajax or Javascript strategy • It will always important to have core HTML elements such as URLs, titles, h1, copy, etc.
  18. 18. Schema.org Action Item: Create a schema.org strategy for each page of your site. • This will be important for rankings, click through rates and users. • Some of my favorite schema is… • Logo schema • Product Schema • Reviews Schema • Video Schema • Breadcrumb Schema • Local Schema • Article Schema • Event schema
  19. 19. Schema.org Video Reviews https://www.youtube.com/watch?v =n0SF6PLCx4I
  20. 20. Sitemaps: Don't leave indexing to chance •Action Item: Make sure you have all the sitemaps in green. •XML •HTML •Video •Image •News •RSS Make sure you have all of these sitemaps. Have a news sitemap, if you are news site and an RSS if you need content indexed fast.
  21. 21. Second, Go Local Like a Pro
  22. 22. Have a location specific strategy. • Action item: Create Location based pages on your site. • Add local schema.org to your site • Create the following local profiles • Google + • Bing • Yelp • And use Yext or Moz Local
  23. 23. Fix Auto Example • We do the franchise and corporate marketing for this client • Started at zero, now getting thousands of visitors • Started with almost 0 keywords ranking, now over 3,000 • Working together one year Example Irvine URL, now ranking for 43 keywords.
  24. 24. Third, Go Multilingual and Enter All New Markets
  25. 25. Pick a new language and generate more revenue or leads • Action Item: Translate your site into a new language or target a new country • Read more here in the ultimate guide • http://searchengineland.com/the-ultimate-guide-to-multilingual-and-multiregional-seo- 157838 • You have already done the work in English, translate your website into Spanish, French, Russian • Use hreflang tags and X default to be technically correct
  26. 26. Ecwid Example • We pushed this client into over 25 countries and • Languages. • 8,542% increase in new users • 5,284% increase in goal completions • Man, that make me feel good to help a client that way
  27. 27. https://youtu.be/8ce9jv91beQ?t=2m38s 2:38 to 3:50 Before you make the jump
  28. 28. Fourth, Build out Hubs of Content
  29. 29. Action Item: Create Hubs of Content Motorcycle gear ex H1 and h2 Copy Optimized image Articles Guides Subcategories Products Videos Infographics More!
  30. 30. Fifth, Build an External Linking Strategy and Brand Around Expertise
  31. 31. Have an influencer or subject matter expert Action Item: Have One or Two People be the Face of the Company Online • Align with one, or create one. Creating one take a lot longer. • Write for top publications • Give everything away in your blog • Social media • Build out personal profiles • Run ads • Make them the center of inbound • Email marketing • Reverse engineer with SEM Rush, Majestic SEO and BuzzSumo
  32. 32. Sixth, Use the Right Tools
  33. 33. Use BuzzSumo https://www.youtube.com/watch?v=gNy8U3tlFYs
  34. 34. Some of my Favorite SEO Tools 1. Hootsuite: Schedule social posts, feed your blog 2. BuzzSumo: Influencers, popular social content 3. Screaming Frog: Crawl an entire site 4. SpyFu: Competitive analysis 5. Soovle: Keyword suggestions from various search engines 6. Opensite Explorer Broken Link Checker: Fix broken links 7. Ahrefs & Majestic SEO: View backlinks to any website 8. KnowEM: Secure 300 social media profiles 9. Link Detox: Clean up work your bad SEO company did 10. Google Search Console: A MUST HAVE! 11. SEM Rush – Internet Marketing tracking tool 12. Browser Plugins – Foxy SEO, SEOBook, etc.
  35. 35. @ALANHBUSH @IGNITEV IGNITEVISIBILITY.COM/BLOG Thank You

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