Bill Hartzer, the founder of DFWSEM, gives the Dallas/Fort Worth Search Engine Marketing Association an update on the latest SEO, and goes over Basic Search Engine Optimization.

1. 2016 DFWSEM – March 2016 SEO Update
March 2016 SEO Update

2. 2016 DFWSEM – March 2016 SEO Update
About Me
• Senior SEO Strategist, Globe Runner
• Founder, DFWSEM Association in 2004
• Brand Ambassador, Majestic.com
• Personal Blog: www.BillHartzer.com
• Practicing Organic/Natural SEO since 1996

3. 2016 DFWSEM – March 2016 SEO Update
Overview
• SEO Basics
• Google Search Results Changes
• HTTP vs. HTTPs
• New gTLD Domain Extensions
• Google Panda and Penguin
• SEO Audits
• Social Media and SEO
• SEO Factors Often Overlooked

4. 2016 DFWSEM – March 2016 SEO Update
Keywords
• Overall topic, then two word and long tail keywords
• Theme pyramid for Site Structure

5. 2016 DFWSEM – March 2016 SEO Update
Use Keyword Tools for Suggestions
• Use keyword tools to get content ideas
• SEMrush.com, Google Keyword Planner
• KeywordTool.io, ubersuggest.org
• Your Google Analytics (limited use)
• Your Google Search Console, Search Analytics

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Main On-page SEO elements

7. 2016 DFWSEM – March 2016 SEO Update
Title Tag
• Keyword at Beginning of Title Tag
• Bad Example:
<Title>DFWSEM – Dallas SEO</title>
• Better:
• <Title>Dallas SEO - DFWSEM</title>

8. 2016 DFWSEM – March 2016 SEO Update
Heading Tags
• One H1 Tag per Page, Multiple H2, H3 tags OK
• Many CMS & themes insert blank H1 tags, multiple tags
• Example for “about” page:
<H1>About Us</H1>

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Keyword Mentions in Text

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Internal Anchor Text Links

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Image Alt Attributes

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Link Structure and Spidering
• Use SEO tools to spider your site
• All pages need internal links to rank well
• Ideally no internal 301 redirects or 404 errors

13. 2016 DFWSEM – March 2016 SEO Update
Inbound Links
• All pages needs external links
• Links from other websites, links from social media
• Social media mentions help get links from sites
• Review your links using link tools
• Majestic.com, Google Search Console, Ahrefs.com

14. 2016 DFWSEM – March 2016 SEO Update
Link Development
• Use social media to get links (share great content)
• Use media outreach, blogger outreach
• Pitchbox.com, Buzzstream.com
• Competitors' links to find links

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Latest SEO Issues

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Google Search Results – AdWords Ads
• No effect Knowledge Graph
• Quality Score bigger role
• Ad must be in top 4
• Too soon to predict impact

17. 2016 DFWSEM – March 2016 SEO Update
2016 DFWSEM – March 2016 SEO Update
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Google Spam Reports from Users
• Takes Action On 65% Of User Generated Spam Reports
• 35,000 user-generated spam reports monthly
• Prioritize spam reports based on how significant to users
• Some users better at spam reporting, get prioritized
• http://bit.ly/reportgooglespam

18. 2016 DFWSEM – March 2016 SEO Update
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HTTP vs. HTTPs
• Move ALL websites to HTTPs, not just ecommerce sites
• Fix all internal links, .JS, .CSS, image files, etc.
• Use 301 Permanent Redirects
• All link juice, Domain Authority, etc. passes 100%
• Verify HTTPs version of site in Google Search Console
• Re-upload Google Disavow file for HTTPs version of site
• CloudFlare.com offers FREE SSL certificates

19. 2016 DFWSEM – March 2016 SEO Update
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New gTLD Domain Extensions
• 800+ New Endings Are Here to Stay
• Sites are Migrating with Success
• Easy to move, use 301s & Google Change of Address
• Take advantage of better domain name
• Keyword in Ending helps AdWords Quality Score
• Plenty of sites going up in organic rankings after moving
• Sites failed are using 302s and mirrors of sites.

20. 2016 DFWSEM – March 2016 SEO Update
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Google Penguin
• Still waiting for a Google Penguin update
• They say it'll be released when it's ready
• Imperative that you review your links on regular basis
• Most sites have some link issues, low quality links
• Manually review links from using several sources
(GSC, Majestic, Ahrefs, OSE, etc.)
• Link Research Tools to review links, upload disavow
• Remove links if unnatural or if negative SEO

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Google Panda
• Biggest issue plaguing sites is duplicate content
• Many CMS can generate dupe content, like WordPress
• Use Site Liner www.SiteLiner.com to identify duplicates
• Example: not using "more" tag in WP to split posts

22. 2016 DFWSEM – March 2016 SEO Update
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SEO Audits
• Use crawlers to review site
• Deep Crawl
• Screaming Frog SEO Spider
• Moz
• SEMRush.com
• Review Google Search Console

23. 2016 DFWSEM – March 2016 SEO Update
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Social Media Playing Bigger Role in SEO
• Social media marketing & promo is key now
• Get new URLs crawled quickly
• Google looks for real social engagement by real people
• We boosted rankings to first page by only using social

24. 2016 DFWSEM – March 2016 SEO Update
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Top 5 SEO Factors Often Overlooked
• Use of Schema.org Markup on site
• Page Load Speed, Use of CDN to speed up site
• Duplicate Content Issues
• Link Issues, Lack of Domain Authority and Trust
• Not using social media to boost on-site content

25. 2016 DFWSEM – March 2016 SEO Update
Contact Me
Bill Hartzer
Senior SEO Strategist
Globe Runner SEO
Email: Bill@GlobeRunner.com
Mobile: (214) 236-4378
Office: (972) 538-0260
Web: https://globerunner.com
Blog: https://www.billhartzer.com
Twitter: @bhartzer
Facebook: http://www.facebook.com/bhartzer