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Masterclass: Search Engine Optimization
Andy Crestodina
@crestodina | #ContentJam
Ryan Erwin
@ryanerwin33 | #ContentJam
(Almost) All Things Organic Search
@crestodina #ContentJam
1. Technical
2. Authority
3. Relevance
4. Internal Linking
5. S...
64% of website visits start with search
@crestodina #ContentJam
source: Conductor
Google Market Share
(desktop)
@crestodina #ContentJam
source: Search Engine Land
Google Market Share
(mobile)
@crestodina #ContentJam
source: Search Engine Land
Click through rate by search position
@crestodina #ContentJam
source: https://www.advancedwebranking.com/ctrstudy/
Click through rate by search position
@crestodina #ContentJam
source: https://www.advancedwebranking.com/ctrstudy/
“wedding dresses”
@crestodina #ContentJam
“wedding dresses”
@crestodina #ContentJam
“lace wedding dresses”
@crestodina #ContentJam
“lace wedding dresses”
@crestodina #ContentJam
“modern wedding dresses”
@crestodina #ContentJam
“modern wedding dresses”
@crestodina #ContentJam
Search fills the funnel
@crestodina #ContentJam
Social
Email
Search
@crestodina #ContentJam
Social
Email
Search
@crestodina #ContentJam
Social
Email
Search
@crestodina #ContentJam
@crestodina #ContentJam
Traffic flowing
through a search
optimized site
The spike and the long tail
@crestodina #ContentJam
Initial spike from
email and social
(one week)
Daily visits from
organ...
Social Media vs. Search Traffic
@crestodina #ContentJam
Social Media vs. Search Traffic
@crestodina #ContentJam
Social Media vs. Search Traffic
@crestodina #ContentJam
Social Media vs. Search Traffic
@crestodina #ContentJam
Social Media vs. Search Traffic
@crestodina #ContentJam
Technical SEO
Technical SEO
@crestodina #ContentJam
1. URLs ...vs. tabs, popups, separate domains
2. Discoverable, crawl-able
3. sitemap...
sitemap.xml
@crestodina #ContentJam
sitemap.xml
@crestodina #ContentJam
robots.txt
@crestodina #ContentJam
• Tells search engines what they
should and shouldn’t crawl
• Set it up carefully, to g...
robots.txt
@crestodina #ContentJam
robots.txt
@crestodina #ContentJam
robots.txt
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
Pages, tabs, topics and URLs
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
Images
vs. text
@crestodina #ContentJam
Images
vs. text
@crestodina #ContentJam
Images
vs. text
@crestodina #ContentJam
Snippets vs. rich snippets
@crestodina #ContentJam
Snippets vs. rich snippets
@crestodina #ContentJam
The difference is “schema”
Schema.org and structured markup
@crestodina #ContentJam
1. Product
2. Location
3. Organization
4. Recipe
5. Reviews
Snippets vs. rich snippets
@crestodina #ContentJam
Schema standards for recipes
@crestodina #ContentJam
source: schema.org
Does your website have it? Schema Tools
@crestodina #ContentJam
• Google’s Structured Data Tester
• Schema Creator
• Schem...
Universal search results
@crestodina #ContentJam
source: MOZ
Sitelinks
@crestodina #ContentJam
Sitelinks
@crestodina #ContentJam
Domain Strategy: Where to blog?
@crestodina #ContentJam
Domain Strategy: Where to blog?
@crestodina #ContentJam
Domain Strategy: Where to blog?
@crestodina #ContentJam
...good
Domain Strategy: Where to blog?
@crestodina #ContentJam
Domain Strategy: Where to blog?
@crestodina #ContentJam
Domain Strategy: Where to blog?
@crestodina #ContentJam
...better!
Domain Strategy: Where to blog?
@crestodina #ContentJam
Domain Strategy: Where to blog?
@crestodina #ContentJam
Domain Strategy: Where to blog?
@crestodina #ContentJam
...bad
URL Structure Best Practices
@crestodina #ContentJam
1. Short
2. Few slashes
3. Includes target phrase
@crestodina #ContentJam
Authority
How Google Works
@crestodina #ContentJam
Links are authority
@crestodina #ContentJam
@crestodina #ContentJam
Source: MOZ Search Ranking Factors 2015
The correlation between links and rankings
more links = more authority
@crestodina #ContentJam
links from authoritative websites =
much more authority
@crestodina #ContentJam
@crestodina #ContentJam
Many outgoing links =
less authority per link
@crestodina #ContentJam
@crestodina #ContentJam
Source: Open Site Explorer
Link popularity and domain authority
@crestodina #ContentJam
Checking keyword difficulty
Source: MOZ Keyword Explorer
@crestodina #ContentJam
If your authority is greater than the difficulty,
you’ve got a chance...

@crestodina
1. Know your Domain Authority
2. Don’t expect to rank for a phrase if it’s way
outside of your league!
ACTION: Understand ...
@crestodina #ContentJam
Words and phrases used as text
in the links to a website
Anchor Text
@crestodina #ContentJam
The text in
the links to
your website
@crestodina #ContentJam
The text in
the links to
your website
@crestodina #ContentJam
It’s good when a link includes
the target keyphrase
@crestodina #ContentJam
Source: Ahrefs
Partial / exact match of anchor text and keyphrase
(% of all referring domains)
@crestodina #ContentJam
Source: Ahrefs
Referring domains with partial/exact match of anchor
text and keyphrase
@crestodina #ContentJam
It’s bad if all the links include
the target keyphrase
@crestodina #ContentJam
Buttons vs.
text links
@crestodina #ContentJam
Relevance
@crestodina #ContentJam
Which topics have a natural advantage in search?
Topics
@crestodina #ContentJam
The Two Most
Powerful Topics
More on this tomorrow...
1. Original research
2. Strong opinion
The two types of content that get links and shares
source: MOZ, Buzzsumo
@crestodin...
source: Moz, BuzzSumo
@crestodina #ContentJam
source: Moz, BuzzSumo
@crestodina #ContentJam
@crestodina #ContentJam
...if you want to create content that achieves a high level of both
shares and links then you shou...
@crestodina #ContentJam
Do people search for it?
Do I have a chance of ranking for it?
Choosing Keyphrases
@crestodina #ContentJam
source: “Determining the informational, navigational and transactional intent of Web queries” Bern...
@crestodina #ContentJam
source: “Determining the informational, navigational and transactional intent of Web queries” Bern...
Two types of visitors.
Two types of phrases.
Two types of pages.
Two types of conversions.
@crestodina #ContentJam
Keyphrases = Competitions
Pages = Competitors
Topics and website structure
@crestodina #ContentJam
CENTRAL HUB
Main topic, business category
RELATED SUB-TOPICS
Answers ...
Keyphrases and website structure
@crestodina #ContentJam
PRIMARY KEYPHRASE
Home page targets the most competitive phrase
S...
1. Popularity
People are searching for it
2. Competition
We have a chance of ranking for it (competition)
3. Relevance
If ...
@crestodina #ContentJam
source: Google Keyword Planner
Google
Keyword
Planner
Google
Keyword
Planner
@crestodina #ContentJam
source: Google Keyword Planner
@crestodina #ContentJam
Google
Suggest
@crestodina #ContentJam
Google
Suggest
keywordtool.io
@crestodina #ContentJam
Google
Trends
@crestodina #ContentJam
1. Confirm that there is some demand for the phrase
2. Target phrases only if your authority is in the same
range as the o...
@ryanerwin33
KEYWORD ACTIVITY
Ask yourself:
Q1: What keywords are my target audience
searching for when looking for my bus...
@ryanerwin33
Debrief: Keyword Activity
• Every webpage should have (one) H1
• H1 – Thesis
• H2 – Main Supporting Topics
• ...
@ryanerwin33
On Page Keyword Usage
• H tags - organize page information
• H1+ hierarchy
• Utilize Primary and Secondary Ke...
Think of your Heading Tags
as a page outline…
@ryanerwin33 #ContentJam
@crestodina #ContentJam
Indicate the relevance
Using keyphrases
1. <title>
Use the target keyphrase once in the beginning of
the title tag
2. <h1>
Use the target keyphrase once in the he...
1. Meta description
2. URLs
3. Alt text
4. File names
5. Meta keywords
6. Etc.
Less visible = less important
@crestodina #...
Once in the <title>
@crestodina #ContentJam
…and it’s often the link in Google search results!
It’s above the address bar ...
<title>Home</title>
Once in the <h1> header
Template for search-friendly headlines
@crestodina #ContentJam
Web Content Checklist: 21 ways to publish better content
Template for search-friendly headlines
@crestodina #ContentJam
Web Content Checklist: 21 ways to publish better content
(k...
In the body text
@crestodina #ContentJam
Internal Linking
@ryanerwin33
Internal Linking
• Building page authority using internal links
• Technique:
1. site: “keyword”
2. Identify p...
@crestodina #ContentJam
Images go here!
@ryanerwin33
Internal Linking cont’d
• One step further on Conversion Rate Optimization (CRO)
• As the authority and relev...
Build Page Authority from
your existing Link Juice…
@ryanerwin33 #ContentJam
@crestodina #ContentJam
The Joys of Guest Blogging
WHERE to publish
@crestodina #ContentJam
YOUR SITE
OTHER SITES
WHO does the writing
@crestodina #ContentJam
CREATED BY YOU
CO-CREATED WITH
INFLUENCERS
Blogging vs. Guest Blogging
@crestodina #ContentJam
Content = 2
Links = 0
Friends = 0
Content = 3
Links = 1
Friends = 2
Blogging vs. Guest Blogging
@crestodina #ContentJam
Content = 4
Links = 0
Friends = 0
Content = 6
Links = 2
Friends = 4
(b...
Blogging vs. Guest Blogging
@crestodina #ContentJam
Nice blog, but… This is what great
content marketing looks like.
@crestodina #ContentJam
@crestodina #ContentJam
Semantic SEO
Target the topic, not the phrase
@crestodina #ContentJam
We’ve been working on an intelligent model... that understands
real-world entities and their relat...
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
Semantic connections to “footer design”
website copyright
copyright text
website footer examples
h...
@crestodina #ContentJam
Semantic connections to “footer design”
website copyright
copyright text
website footer examples
h...
@crestodina #ContentJam
Rankings climb for “website footer design”
@crestodina #ContentJam
What was the search volume?
@crestodina #ContentJam
And finally, the traffic...
@crestodina #ContentJam
Best of all?
It’s attracted
links
@crestodina #ContentJam
ACTION: Indicate the relevance
1. Use the target phrase in the title, header and body text
2. Find...
@crestodina #ContentJam
Which keywords are helpful?
Which links are helpful?
Let’s Review
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and ke...
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and ke...
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
Length
A measure of quality?
Long content gets shared more
@crestodina #ContentJam
source: BuzzSumo dataset: OrbitMedia.com
Long content attracts more links
@crestodina #ContentJam
source: Hubspot
> 2500
2250 – 2500
2000 – 2249
1750 – 1999
1500 –...
Length, links and shares
@crestodina #ContentJam
source: MOZ, Buzzsumo
Article Length Avg Shares Avg Referring Links
< 1,0...
Long content correlates with high rankings
@crestodina #ContentJam
source: CoSchedule
Long content generates more leads
@crestodina #ContentJam
source: Curata
@crestodina #ContentJam
ACTION: Write long?
1. Cover the subject in a detailed, thorough way
2. Answer all of the related ...
Answer all the
related questions
@crestodina #ContentJam
source: answerthepublic.com
@crestodina #ContentJam
@crestodina #ContentJam
• 11 answers
• 4 images
• 3 quotes
• 2100+ words
Complete!
@crestodina #ContentJam
• 11 answers
• 4 images
• 3 quotes
• 2100+ words
Complete!
@crestodina #ContentJam
• 11 answers
• 4 images
• 3 quotes
• 2100+ words
Complete!
@crestodina #ContentJam
@crestodina #ContentJam
Using Analytics for Better SEO
@crestodina #ContentJam
Find the low hanging fruit
Which posts have
ranking potential?
@crestodina #ContentJam
How can we make more of these?
Initial spike from
email and social
(one week)
Daily visits from
or...
@crestodina #ContentJam
Acquisition > Search Console > Queries
@crestodina #ContentJam
Acquisition > Search Console > Queries
@crestodina #ContentJam
Acquisition > Search Console > Queries
@crestodina #ContentJam
Acquisition > Search Console > Queries
@crestodina #ContentJam
Acquisition > Search Console > Queries
@crestodina #ContentJam
SEMrush
@crestodina #ContentJam
How high
are we ranking?
@crestodina #ContentJam
How high are
we ranking?
Current ranking
for phrase: #9
@crestodina #ContentJam
ACTION: Optimize the “almost high-ranking” pages
1. Search for the phrase. Find the page. Confirm ...
@crestodina #ContentJam
This really works...
@crestodina #ContentJam
How is your website unsatisfying?
The Report of Broken Dreams
@crestodina #ContentJam
Behavior > Site Search > Search Terms
@crestodina #ContentJam
Behavior > Site Search > Search Terms
@crestodina #ContentJam
Behavior > Site Search > Search Terms
@crestodina #ContentJam
Behavior > Site Search > Search Terms
@crestodina #ContentJam
Behavior > Site Search > Search Terms
@crestodina #ContentJam
Behavior > Site Search > Search Terms
@crestodina #ContentJam
ACTION: Insights from the Site Search report
1. Don’t have a page on the topic? Make one!
2. Have ...
@crestodina #ContentJam
User Interaction Signals
@crestodina #ContentJam
User Interaction Signals ...and “RankBrain”
1. Click through rate from search results pages
2. Bou...
@crestodina #ContentJam
Evidence that these are ranking factors
source: How Google Works: A Ranking Engineer’s Perspective...
@crestodina #ContentJam
Time on page correlation
@crestodina #ContentJam
Time on page correlation
@crestodina #ContentJam
The Short Click vs. The Long Click
@crestodina #ContentJam
ACTION: Keep your visitors on your page
1. Format for Scanners
2. Add Multiple Images
3. Add Video...
@crestodina #ContentJam
@crestodina #ContentJam
Avoid long, blocky
paragraphs
@crestodina #ContentJam
Your “readers” are scanners
source: How Little to Users Read? NN Group
Users have time to read at ...
@crestodina #ContentJam
Add multiple images
source: 2015 Blogger Survey
@crestodina #ContentJam
Building an SEO Report
@ryanerwin33
Components of an SEO Report
1. Keyword Rankings
2. Click Through Rate (CTR)
3. Goal Conversions – Google Anal...
@ryanerwin33
Keyword Rankings
#ContentJam
• Search ranking
• Trend up/down
• Difficulty
• CPC (Paid)
• Landing Page
@ryanerwin33
Keyword Rankings
• Awesome - #1
• Great - #2-3
• Very Good – #4-9 (page 1)
• No Good - everything else
#Conte...
@ryanerwin33
Click Through Rates (CTR)
1. Be Searchable
2. Attract Clicks
3. Drives CTR
4.  Conversion
#ContentJam
@ryanerwin33
Goals
1. Shows Conversions
2. Goal Funnel
3. Assign $ to KPIs
#ContentJam
@ryanerwin33
Inbound Links / backlinks
• Quantity
• Diversity
• Relevance
#ContentJam
@ryanerwin33
Backlinks – Quantity, Diversity
• Browser Toolbar
• Domain/Page Auth
• Link Buying  Bad
#ContentJam
@ryanerwin33
Backlinks – Relevance
• Doctor
• High Value
• High Authority
• Relevant Link
#ContentJam
@ryanerwin33
Backlinks – Measurement
• MOZ OSE
• Identify
• Value
• Timing
#ContentJam
@ryanerwin33
Activity
What kinds of websites would you want to link to you?
• Authoritative
• Brand Appropriate
#ContentJam
@ryanerwin33
Organic Traffic Analytics
Growth in organic traffic
Behavior of organic visitors
Goal Completions
#ContentJam
@ryanerwin33
Paid Search Equivalents
#ContentJam
@ryanerwin33
Paid Search Equivalents
22 X $2.26 = $49.72 organic payoff
in September for “car wraps”
#ContentJam
@ryanerwin33
Paid Search Equivalent
Determine how much you are spending now (or could be spending)
on paid search:
• What ...
@crestodina #ContentJam
Example: Lead Generation Best Practices
@crestodina #ContentJam
Add it up...
500 Pageviews/month
$45 per Pageview
$22,500 / month in free traffic
@crestodina #ContentJam
Four questions to put things in context...
The Mindset of Search
@ryanerwin33 #ContentJam
People looking for me are searching for what?
@ryanerwin33 #ContentJam
Which page on my website is relevant
to that phrase?
@ryanerwin33 #ContentJam
Is this page one of the top 10 pages
on the internet for this phrase?
@ryanerwin33 #ContentJam
Will people who searched for this phrase
be happy to have found this page?
@crestodina #ContentJam
The Bottom Line
Thank you!
Andy Crestodina
@crestodina | #ContentJam
@crestodina #ContentJam
How does social media affect SEO?
@crestodina #ContentJam
Everything in marketing is
based on relationships.
lead
lead
traffic
conversions
lead
traffic
conversions
search
email
social
lead
traffic
conversions
search
lead
traffic
conversions
rank
lead
traffic
conversions
rank
content
links
lead
traffic
conversions
rank
content
links
content
relationships
@crestodina #ContentJam
The social sharing, ranking correlation
Source: MOZ Search Ranking Factors 2013
@crestodina #ContentJam
Number of people who drown in swimming pools
Number of films Nicolas Cage appeared in
sources: CDC...
@crestodina #ContentJam
How Social Media
Affects Rankings
@crestodina #ContentJam
Social actions, search outcomes
@crestodina #ContentJam
Social actions, search outcomes
@crestodina #ContentJam
There are two kinds of people on the internet
Creators
Contributors
and “lurkers”
@crestodina #ContentJam
Who makes content?
• Journalists
• Authors
• Podcasters
• Academic Researchers
• Event Producers
A...
@crestodina #ContentJam
There are two types of social media
@crestodina #ContentJam
There are two types of social media
@crestodina #ContentJam
There are two types of social media
@crestodina #ContentJam
How to connect with
content creators
@crestodina #ContentJam
Social media is the world’s
greatest phonebook.
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
Build a list
@crestodina #ContentJam
Ninja Outreach
@crestodina #ContentJam
Social targeting is a fun way
to drive traffic, too.
@crestodina #ContentJam
Step One: Listen
 Subscribed to blog by feed / email
 Use Talkwalker, Newsle and Brand24
 Googl...
@crestodina #ContentJam
@crestodina #ContentJam
@crestodina #ContentJam
Step Two: Engage
 Favorite their tweets
 +1 their posts
 Like comments on other blogs
 Comment...
@crestodina #ContentJam
@crestodina #ContentJam
Step Three: Connect
 Connect on LinkedIn
 Like LinkedIn posts, mention them
 Endorse on LinkedI...
@crestodina #ContentJam
Step Four: The Extra Mile
 Follow on Quora, Medium, Instagram, Yelp,
MeetUp, Storify, Listly, Cou...
@crestodina #ContentJam
Take... your... time...
@crestodina #ContentJam
Cross the streams
The strength of weak connections!
Who shared it
On Twitter?
@crestodina #ContentJam
Say thank you on LinkedIn
@crestodina #ContentJam
@crestodina #ContentJam
Step Five: Collaborate
 Mention them in your content
 Get a contributor quote
 Include them in ...
@crestodina #ContentJam
Step Six: Friendship!
 Phone call, Skype or Google+
Hangout
 Face-to-face meeting
 Mastermind G...
@crestodina #ContentJam
If you’re not making friends,
you’re doing it wrong
@crestodina #ContentJam
Writing for Natural Language Search
@crestodina #ContentJam
ACTION: Write for natural language search
1. Use sentences that include the complete meaning
2. In...
@crestodina #ContentJam
Google’s Quality Rater Guidelines
@crestodina #ContentJam
Google’s Search Quality Guidelines
source: Search Quality Evaluator Guidelines
@crestodina #ContentJam
3 Ways to Meet Google’s Guidelines
source: Search Quality Evaluator Guidelines
1. Content is “Fron...
@crestodina #ContentJam
Content is Front and Center
source: Search Quality Evaluator Guidelines
“Is the content is at the ...
@crestodina #ContentJam
E-A-T the Results
source: Search Quality Evaluator Guidelines
"Can you trust the source of this co...
@crestodina #ContentJam
Highly Meets vs. Fails to Meet
source: Search Quality Evaluator Guidelines
“Does the content succe...
@crestodina #ContentJam
Common Myths
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin
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Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin

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From researching keywords to ranking high, this is a complete course on search engine optimization. This extended session focuses on the specific actions that drive the rankings and targeted traffic.
After attending this session, you’ll know how to:
Pick Your Battles: Find the phrases that you can win for
Indicate Relevance: Use keywords in ways that show you’re the real thing
Target Topics: Go beyond the keyphrase, finding semantic clues
Build Authority: Grow your site’s credibility through networking and collaboration
Be Opportunistic: Use Analytics to quickly find low-hanging fruit
What are the biggest mistakes that website owners make? Does duplicate content really hurt your rankings? What are the most important search ranking factors? What actions give you a durable advantage? Which tools are truly useful? Which are free? How is SEO ROI measured?
We’re going to cover every step in the process for outranking your competitors. Once finished, you’ll never look at webpages the same again.

Veröffentlicht in: Marketing

Content Jam 2016: SEO Masterclass with Andy Crestodina and Ryan Erwin

  1. 1. Masterclass: Search Engine Optimization Andy Crestodina @crestodina | #ContentJam Ryan Erwin @ryanerwin33 | #ContentJam
  2. 2. (Almost) All Things Organic Search @crestodina #ContentJam 1. Technical 2. Authority 3. Relevance 4. Internal Linking 5. Semantic SEO 6. Analytics for higher rankings 7. User Interaction Signals 8. Building an SEO report
  3. 3. 64% of website visits start with search @crestodina #ContentJam source: Conductor
  4. 4. Google Market Share (desktop) @crestodina #ContentJam source: Search Engine Land
  5. 5. Google Market Share (mobile) @crestodina #ContentJam source: Search Engine Land
  6. 6. Click through rate by search position @crestodina #ContentJam source: https://www.advancedwebranking.com/ctrstudy/
  7. 7. Click through rate by search position @crestodina #ContentJam source: https://www.advancedwebranking.com/ctrstudy/
  8. 8. “wedding dresses” @crestodina #ContentJam
  9. 9. “wedding dresses” @crestodina #ContentJam
  10. 10. “lace wedding dresses” @crestodina #ContentJam
  11. 11. “lace wedding dresses” @crestodina #ContentJam
  12. 12. “modern wedding dresses” @crestodina #ContentJam
  13. 13. “modern wedding dresses” @crestodina #ContentJam
  14. 14. Search fills the funnel @crestodina #ContentJam
  15. 15. Social Email Search @crestodina #ContentJam
  16. 16. Social Email Search @crestodina #ContentJam
  17. 17. Social Email Search @crestodina #ContentJam
  18. 18. @crestodina #ContentJam Traffic flowing through a search optimized site
  19. 19. The spike and the long tail @crestodina #ContentJam Initial spike from email and social (one week) Daily visits from organic search (months or years)
  20. 20. Social Media vs. Search Traffic @crestodina #ContentJam
  21. 21. Social Media vs. Search Traffic @crestodina #ContentJam
  22. 22. Social Media vs. Search Traffic @crestodina #ContentJam
  23. 23. Social Media vs. Search Traffic @crestodina #ContentJam
  24. 24. Social Media vs. Search Traffic
  25. 25. @crestodina #ContentJam Technical SEO
  26. 26. Technical SEO @crestodina #ContentJam 1. URLs ...vs. tabs, popups, separate domains 2. Discoverable, crawl-able 3. sitemap.xml, robots.txt 4. Duplicates 5. Site speed 6. Errors 7. Sitelinks
  27. 27. sitemap.xml @crestodina #ContentJam
  28. 28. sitemap.xml @crestodina #ContentJam
  29. 29. robots.txt @crestodina #ContentJam • Tells search engines what they should and shouldn’t crawl • Set it up carefully, to give search engines good instructions Disallow: / = no crawl!!
  30. 30. robots.txt @crestodina #ContentJam
  31. 31. robots.txt @crestodina #ContentJam
  32. 32. robots.txt @crestodina #ContentJam
  33. 33. @crestodina #ContentJam
  34. 34. @crestodina #ContentJam
  35. 35. @crestodina #ContentJam
  36. 36. @crestodina #ContentJam
  37. 37. Pages, tabs, topics and URLs @crestodina #ContentJam
  38. 38. @crestodina #ContentJam
  39. 39. @crestodina #ContentJam
  40. 40. @crestodina #ContentJam
  41. 41. Images vs. text @crestodina #ContentJam
  42. 42. Images vs. text @crestodina #ContentJam
  43. 43. Images vs. text @crestodina #ContentJam
  44. 44. Snippets vs. rich snippets @crestodina #ContentJam
  45. 45. Snippets vs. rich snippets @crestodina #ContentJam The difference is “schema”
  46. 46. Schema.org and structured markup @crestodina #ContentJam 1. Product 2. Location 3. Organization 4. Recipe 5. Reviews
  47. 47. Snippets vs. rich snippets @crestodina #ContentJam
  48. 48. Schema standards for recipes @crestodina #ContentJam source: schema.org
  49. 49. Does your website have it? Schema Tools @crestodina #ContentJam • Google’s Structured Data Tester • Schema Creator • Schema.org
  50. 50. Universal search results @crestodina #ContentJam source: MOZ
  51. 51. Sitelinks @crestodina #ContentJam
  52. 52. Sitelinks @crestodina #ContentJam
  53. 53. Domain Strategy: Where to blog? @crestodina #ContentJam
  54. 54. Domain Strategy: Where to blog? @crestodina #ContentJam
  55. 55. Domain Strategy: Where to blog? @crestodina #ContentJam ...good
  56. 56. Domain Strategy: Where to blog? @crestodina #ContentJam
  57. 57. Domain Strategy: Where to blog? @crestodina #ContentJam
  58. 58. Domain Strategy: Where to blog? @crestodina #ContentJam ...better!
  59. 59. Domain Strategy: Where to blog? @crestodina #ContentJam
  60. 60. Domain Strategy: Where to blog? @crestodina #ContentJam
  61. 61. Domain Strategy: Where to blog? @crestodina #ContentJam ...bad
  62. 62. URL Structure Best Practices @crestodina #ContentJam 1. Short 2. Few slashes 3. Includes target phrase
  63. 63. @crestodina #ContentJam Authority
  64. 64. How Google Works @crestodina #ContentJam
  65. 65. Links are authority @crestodina #ContentJam
  66. 66. @crestodina #ContentJam Source: MOZ Search Ranking Factors 2015 The correlation between links and rankings
  67. 67. more links = more authority @crestodina #ContentJam
  68. 68. links from authoritative websites = much more authority @crestodina #ContentJam
  69. 69. @crestodina #ContentJam
  70. 70. Many outgoing links = less authority per link @crestodina #ContentJam
  71. 71. @crestodina #ContentJam Source: Open Site Explorer Link popularity and domain authority
  72. 72. @crestodina #ContentJam Checking keyword difficulty Source: MOZ Keyword Explorer
  73. 73. @crestodina #ContentJam If your authority is greater than the difficulty, you’ve got a chance... 
  74. 74. @crestodina
  75. 75. 1. Know your Domain Authority 2. Don’t expect to rank for a phrase if it’s way outside of your league! ACTION: Understand authority and competition More here: How to increase your Domain Authority @crestodina #ContentJam
  76. 76. @crestodina #ContentJam Words and phrases used as text in the links to a website Anchor Text
  77. 77. @crestodina #ContentJam The text in the links to your website
  78. 78. @crestodina #ContentJam The text in the links to your website
  79. 79. @crestodina #ContentJam It’s good when a link includes the target keyphrase
  80. 80. @crestodina #ContentJam Source: Ahrefs Partial / exact match of anchor text and keyphrase (% of all referring domains)
  81. 81. @crestodina #ContentJam Source: Ahrefs Referring domains with partial/exact match of anchor text and keyphrase
  82. 82. @crestodina #ContentJam It’s bad if all the links include the target keyphrase
  83. 83. @crestodina #ContentJam Buttons vs. text links
  84. 84. @crestodina #ContentJam Relevance
  85. 85. @crestodina #ContentJam Which topics have a natural advantage in search? Topics
  86. 86. @crestodina #ContentJam The Two Most Powerful Topics More on this tomorrow...
  87. 87. 1. Original research 2. Strong opinion The two types of content that get links and shares source: MOZ, Buzzsumo @crestodina #ContentJam
  88. 88. source: Moz, BuzzSumo @crestodina #ContentJam
  89. 89. source: Moz, BuzzSumo @crestodina #ContentJam
  90. 90. @crestodina #ContentJam ...if you want to create content that achieves a high level of both shares and links then you should concentrate on opinion forming, authoritative content... or well researched and evidenced content.
  91. 91. @crestodina #ContentJam Do people search for it? Do I have a chance of ranking for it? Choosing Keyphrases
  92. 92. @crestodina #ContentJam source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al Online searches by type Informational Transactional Navigational
  93. 93. @crestodina #ContentJam source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al Online searches by type Informational Transactional Navigational ? $ brand
  94. 94. Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.
  95. 95. @crestodina #ContentJam Keyphrases = Competitions Pages = Competitors
  96. 96. Topics and website structure @crestodina #ContentJam CENTRAL HUB Main topic, business category RELATED SUB-TOPICS Answers to the main questions, “how to” articles SUPPORTIVE BASE Broad range of helpful, related topics
  97. 97. Keyphrases and website structure @crestodina #ContentJam PRIMARY KEYPHRASE Home page targets the most competitive phrase SECONDARY KEYPHRASES product categories, services pages TERTIARY KEYPHRASES Phrases related to the problem, not the solution $ $ ?
  98. 98. 1. Popularity People are searching for it 2. Competition We have a chance of ranking for it (competition) 3. Relevance If someone searches for it and finds us, they’ll be happy! Three criteria for choosing keyphrases @crestodina #ContentJam
  99. 99. @crestodina #ContentJam source: Google Keyword Planner Google Keyword Planner
  100. 100. Google Keyword Planner @crestodina #ContentJam source: Google Keyword Planner
  101. 101. @crestodina #ContentJam Google Suggest
  102. 102. @crestodina #ContentJam Google Suggest keywordtool.io
  103. 103. @crestodina #ContentJam Google Trends
  104. 104. @crestodina #ContentJam
  105. 105. 1. Confirm that there is some demand for the phrase 2. Target phrases only if your authority is in the same range as the other high ranking pages ACTION: Keyword Research @crestodina #ContentJam
  106. 106. @ryanerwin33 KEYWORD ACTIVITY Ask yourself: Q1: What keywords are my target audience searching for when looking for my business? Part 2: Take one of those keywords and call it H1 Q2: What are the H2, H3, & H4 on that page? #ContentJam
  107. 107. @ryanerwin33 Debrief: Keyword Activity • Every webpage should have (one) H1 • H1 – Thesis • H2 – Main Supporting Topics • H3+ – Supporting details • NOTE: H2+ – secondary related keywords #ContentJam
  108. 108. @ryanerwin33 On Page Keyword Usage • H tags - organize page information • H1+ hierarchy • Utilize Primary and Secondary Keywords in meta tags and description • Alt tags – keyword opportunity • Optimize images -Use keywords in image files names • Happy Medium – avoid keyword stuffing #ContentJam
  109. 109. Think of your Heading Tags as a page outline… @ryanerwin33 #ContentJam
  110. 110. @crestodina #ContentJam Indicate the relevance Using keyphrases
  111. 111. 1. <title> Use the target keyphrase once in the beginning of the title tag 2. <h1> Use the target keyphrase once in the header 3. Body text Use the phrase 2-4 times for each 500 words Visible = important @crestodina #ContentJam
  112. 112. 1. Meta description 2. URLs 3. Alt text 4. File names 5. Meta keywords 6. Etc. Less visible = less important @crestodina #ContentJam
  113. 113. Once in the <title> @crestodina #ContentJam …and it’s often the link in Google search results! It’s above the address bar in your browser…
  114. 114. <title>Home</title>
  115. 115. Once in the <h1> header
  116. 116. Template for search-friendly headlines @crestodina #ContentJam Web Content Checklist: 21 ways to publish better content
  117. 117. Template for search-friendly headlines @crestodina #ContentJam Web Content Checklist: 21 ways to publish better content (keyword + colon + number + headline with benefit)
  118. 118. In the body text
  119. 119. @crestodina #ContentJam Internal Linking
  120. 120. @ryanerwin33 Internal Linking • Building page authority using internal links • Technique: 1. site: “keyword” 2. Identify page to link from 3. Anchor text link to build page authority #ContentJam
  121. 121. @crestodina #ContentJam Images go here!
  122. 122. @ryanerwin33 Internal Linking cont’d • One step further on Conversion Rate Optimization (CRO) • As the authority and relevance flows… - Blog post to internal content page or Old blog to updated post - Digital Funneling  conversion (form/call/purchase) - Off Page : Social/Email/Referral  Post  Content Page • Choreograph user experience from landing to Conversion #ContentJam
  123. 123. Build Page Authority from your existing Link Juice… @ryanerwin33 #ContentJam
  124. 124. @crestodina #ContentJam The Joys of Guest Blogging
  125. 125. WHERE to publish @crestodina #ContentJam YOUR SITE OTHER SITES
  126. 126. WHO does the writing @crestodina #ContentJam CREATED BY YOU CO-CREATED WITH INFLUENCERS
  127. 127. Blogging vs. Guest Blogging @crestodina #ContentJam Content = 2 Links = 0 Friends = 0 Content = 3 Links = 1 Friends = 2
  128. 128. Blogging vs. Guest Blogging @crestodina #ContentJam Content = 4 Links = 0 Friends = 0 Content = 6 Links = 2 Friends = 4 (better links + real connections)
  129. 129. Blogging vs. Guest Blogging @crestodina #ContentJam Nice blog, but… This is what great content marketing looks like.
  130. 130. @crestodina #ContentJam
  131. 131. @crestodina #ContentJam Semantic SEO Target the topic, not the phrase
  132. 132. @crestodina #ContentJam We’ve been working on an intelligent model... that understands real-world entities and their relationships to one another: things, not strings. Amit Singhal Google
  133. 133. @crestodina #ContentJam
  134. 134. @crestodina #ContentJam
  135. 135. @crestodina #ContentJam
  136. 136. @crestodina #ContentJam
  137. 137. @crestodina #ContentJam
  138. 138. @crestodina #ContentJam
  139. 139. @crestodina #ContentJam
  140. 140. @crestodina #ContentJam Semantic connections to “footer design” website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template
  141. 141. @crestodina #ContentJam Semantic connections to “footer design” website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template
  142. 142. @crestodina #ContentJam Rankings climb for “website footer design”
  143. 143. @crestodina #ContentJam What was the search volume?
  144. 144. @crestodina #ContentJam And finally, the traffic...
  145. 145. @crestodina #ContentJam Best of all? It’s attracted links
  146. 146. @crestodina #ContentJam ACTION: Indicate the relevance 1. Use the target phrase in the title, header and body text 2. Find and use the words and phrases that are semantically connected to the phrase you’re targeting
  147. 147. @crestodina #ContentJam Which keywords are helpful? Which links are helpful? Let’s Review
  148. 148. @crestodina #ContentJam blog post guest post research post on another site keyphrase keyphrase
  149. 149. @crestodina #ContentJam blog post guest post research post on another site keyphrase keyphrase
  150. 150. @crestodina #ContentJam blog post guest post research post on another site keyphrase keyphrase
  151. 151. @crestodina #ContentJam blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?
  152. 152. @crestodina #ContentJam blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?
  153. 153. @crestodina #ContentJam blog post guest post research post on another site keyphrase keyphrase
  154. 154. @crestodina #ContentJam
  155. 155. @crestodina #ContentJam
  156. 156. @crestodina #ContentJam Length A measure of quality?
  157. 157. Long content gets shared more @crestodina #ContentJam source: BuzzSumo dataset: OrbitMedia.com
  158. 158. Long content attracts more links @crestodina #ContentJam source: Hubspot > 2500 2250 – 2500 2000 – 2249 1750 – 1999 1500 – 1749 1250 – 1499 1000 – 1249 750 – 999 500 – 749 250 – 499 0 - 249
  159. 159. Length, links and shares @crestodina #ContentJam source: MOZ, Buzzsumo Article Length Avg Shares Avg Referring Links < 1,000 2,823 3.47 1 - 2,000 3.456 6.92 2 – 3,000 4,254 8.81 3 – 10,000+ 5,883 11.07 n = 489,128 articles (over 85% had less than 1,000 words)
  160. 160. Long content correlates with high rankings @crestodina #ContentJam source: CoSchedule
  161. 161. Long content generates more leads @crestodina #ContentJam source: Curata
  162. 162. @crestodina #ContentJam ACTION: Write long? 1. Cover the subject in a detailed, thorough way 2. Answer all of the related questions 3. Make it the best page on the internet for the topic
  163. 163. Answer all the related questions @crestodina #ContentJam source: answerthepublic.com
  164. 164. @crestodina #ContentJam
  165. 165. @crestodina #ContentJam • 11 answers • 4 images • 3 quotes • 2100+ words Complete!
  166. 166. @crestodina #ContentJam • 11 answers • 4 images • 3 quotes • 2100+ words Complete!
  167. 167. @crestodina #ContentJam • 11 answers • 4 images • 3 quotes • 2100+ words Complete!
  168. 168. @crestodina #ContentJam
  169. 169. @crestodina #ContentJam Using Analytics for Better SEO
  170. 170. @crestodina #ContentJam Find the low hanging fruit Which posts have ranking potential?
  171. 171. @crestodina #ContentJam How can we make more of these? Initial spike from email and social (one week) Daily visits from organic search (months or years)
  172. 172. @crestodina #ContentJam Acquisition > Search Console > Queries
  173. 173. @crestodina #ContentJam Acquisition > Search Console > Queries
  174. 174. @crestodina #ContentJam Acquisition > Search Console > Queries
  175. 175. @crestodina #ContentJam Acquisition > Search Console > Queries
  176. 176. @crestodina #ContentJam Acquisition > Search Console > Queries
  177. 177. @crestodina #ContentJam SEMrush
  178. 178. @crestodina #ContentJam How high are we ranking?
  179. 179. @crestodina #ContentJam How high are we ranking? Current ranking for phrase: #9
  180. 180. @crestodina #ContentJam ACTION: Optimize the “almost high-ranking” pages 1. Search for the phrase. Find the page. Confirm the rank. 2. Improve the page by adding detail, keywords, examples, images, video, internal linking, etc.
  181. 181. @crestodina #ContentJam This really works...
  182. 182. @crestodina #ContentJam How is your website unsatisfying? The Report of Broken Dreams
  183. 183. @crestodina #ContentJam Behavior > Site Search > Search Terms
  184. 184. @crestodina #ContentJam Behavior > Site Search > Search Terms
  185. 185. @crestodina #ContentJam Behavior > Site Search > Search Terms
  186. 186. @crestodina #ContentJam Behavior > Site Search > Search Terms
  187. 187. @crestodina #ContentJam Behavior > Site Search > Search Terms
  188. 188. @crestodina #ContentJam Behavior > Site Search > Search Terms
  189. 189. @crestodina #ContentJam ACTION: Insights from the Site Search report 1. Don’t have a page on the topic? Make one! 2. Have a page that doesn’t appear for the keyphrase? Optimize your content to rank in your search tool.
  190. 190. @crestodina #ContentJam User Interaction Signals
  191. 191. @crestodina #ContentJam User Interaction Signals ...and “RankBrain” 1. Click through rate from search results pages 2. Bounce Rate 3. Time on page
  192. 192. @crestodina #ContentJam Evidence that these are ranking factors source: How Google Works: A Ranking Engineer’s Perspective, Paul Haar (slide 30)
  193. 193. @crestodina #ContentJam Time on page correlation
  194. 194. @crestodina #ContentJam Time on page correlation
  195. 195. @crestodina #ContentJam The Short Click vs. The Long Click
  196. 196. @crestodina #ContentJam ACTION: Keep your visitors on your page 1. Format for Scanners 2. Add Multiple Images 3. Add Video 4. Internal Linking 5. Go Deep!
  197. 197. @crestodina #ContentJam
  198. 198. @crestodina #ContentJam Avoid long, blocky paragraphs
  199. 199. @crestodina #ContentJam Your “readers” are scanners source: How Little to Users Read? NN Group Users have time to read at most 28% of the words during an average visit. 20% is more likely.
  200. 200. @crestodina #ContentJam Add multiple images source: 2015 Blogger Survey
  201. 201. @crestodina #ContentJam Building an SEO Report
  202. 202. @ryanerwin33 Components of an SEO Report 1. Keyword Rankings 2. Click Through Rate (CTR) 3. Goal Conversions – Google Analytics 4. Links 5. Site Traffic 6. Paid Insights #ContentJam
  203. 203. @ryanerwin33 Keyword Rankings #ContentJam • Search ranking • Trend up/down • Difficulty • CPC (Paid) • Landing Page
  204. 204. @ryanerwin33 Keyword Rankings • Awesome - #1 • Great - #2-3 • Very Good – #4-9 (page 1) • No Good - everything else #ContentJam
  205. 205. @ryanerwin33 Click Through Rates (CTR) 1. Be Searchable 2. Attract Clicks 3. Drives CTR 4.  Conversion #ContentJam
  206. 206. @ryanerwin33 Goals 1. Shows Conversions 2. Goal Funnel 3. Assign $ to KPIs #ContentJam
  207. 207. @ryanerwin33 Inbound Links / backlinks • Quantity • Diversity • Relevance #ContentJam
  208. 208. @ryanerwin33 Backlinks – Quantity, Diversity • Browser Toolbar • Domain/Page Auth • Link Buying  Bad #ContentJam
  209. 209. @ryanerwin33 Backlinks – Relevance • Doctor • High Value • High Authority • Relevant Link #ContentJam
  210. 210. @ryanerwin33 Backlinks – Measurement • MOZ OSE • Identify • Value • Timing #ContentJam
  211. 211. @ryanerwin33 Activity What kinds of websites would you want to link to you? • Authoritative • Brand Appropriate #ContentJam
  212. 212. @ryanerwin33 Organic Traffic Analytics Growth in organic traffic Behavior of organic visitors Goal Completions #ContentJam
  213. 213. @ryanerwin33 Paid Search Equivalents #ContentJam
  214. 214. @ryanerwin33 Paid Search Equivalents 22 X $2.26 = $49.72 organic payoff in September for “car wraps” #ContentJam
  215. 215. @ryanerwin33 Paid Search Equivalent Determine how much you are spending now (or could be spending) on paid search: • What KWs are most expensive? • What KWs have the most clicks? • What KWs have the highest CTR? #ContentJam
  216. 216. @crestodina #ContentJam Example: Lead Generation Best Practices
  217. 217. @crestodina #ContentJam Add it up... 500 Pageviews/month $45 per Pageview $22,500 / month in free traffic
  218. 218. @crestodina #ContentJam Four questions to put things in context... The Mindset of Search
  219. 219. @ryanerwin33 #ContentJam People looking for me are searching for what?
  220. 220. @ryanerwin33 #ContentJam Which page on my website is relevant to that phrase?
  221. 221. @ryanerwin33 #ContentJam Is this page one of the top 10 pages on the internet for this phrase?
  222. 222. @ryanerwin33 #ContentJam Will people who searched for this phrase be happy to have found this page?
  223. 223. @crestodina #ContentJam The Bottom Line
  224. 224. Thank you! Andy Crestodina @crestodina | #ContentJam
  225. 225. @crestodina #ContentJam How does social media affect SEO?
  226. 226. @crestodina #ContentJam Everything in marketing is based on relationships.
  227. 227. lead
  228. 228. lead traffic conversions
  229. 229. lead traffic conversions search email social
  230. 230. lead traffic conversions search
  231. 231. lead traffic conversions rank
  232. 232. lead traffic conversions rank content links
  233. 233. lead traffic conversions rank content links content relationships
  234. 234. @crestodina #ContentJam The social sharing, ranking correlation Source: MOZ Search Ranking Factors 2013
  235. 235. @crestodina #ContentJam Number of people who drown in swimming pools Number of films Nicolas Cage appeared in sources: CDC, IMDB and tylervigen.com
  236. 236. @crestodina #ContentJam How Social Media Affects Rankings
  237. 237. @crestodina #ContentJam Social actions, search outcomes
  238. 238. @crestodina #ContentJam Social actions, search outcomes
  239. 239. @crestodina #ContentJam There are two kinds of people on the internet Creators Contributors and “lurkers”
  240. 240. @crestodina #ContentJam Who makes content? • Journalists • Authors • Podcasters • Academic Researchers • Event Producers And of course... • Bloggers and blog editors
  241. 241. @crestodina #ContentJam There are two types of social media
  242. 242. @crestodina #ContentJam There are two types of social media
  243. 243. @crestodina #ContentJam There are two types of social media
  244. 244. @crestodina #ContentJam How to connect with content creators
  245. 245. @crestodina #ContentJam Social media is the world’s greatest phonebook.
  246. 246. @crestodina #ContentJam
  247. 247. @crestodina #ContentJam
  248. 248. @crestodina #ContentJam Build a list
  249. 249. @crestodina #ContentJam Ninja Outreach
  250. 250. @crestodina #ContentJam Social targeting is a fun way to drive traffic, too.
  251. 251. @crestodina #ContentJam Step One: Listen  Subscribed to blog by feed / email  Use Talkwalker, Newsle and Brand24  Google+: Add to circle  Twitter: Follow  Twitter: Add to a “radar” list
  252. 252. @crestodina #ContentJam
  253. 253. @crestodina #ContentJam
  254. 254. @crestodina #ContentJam Step Two: Engage  Favorite their tweets  +1 their posts  Like comments on other blogs  Comment on their blogs
  255. 255. @crestodina #ContentJam
  256. 256. @crestodina #ContentJam Step Three: Connect  Connect on LinkedIn  Like LinkedIn posts, mention them  Endorse on LinkedIn  Write a recommendation on LinkedIn  Send friend request on Facebook  Like Facebook posts, mention them
  257. 257. @crestodina #ContentJam Step Four: The Extra Mile  Follow on Quora, Medium, Instagram, Yelp, MeetUp, Storify, Listly, Coursera  Follow on apps like Spotify, Runkeeper, FitBit, etc.  *REVIEW PODCAST on iTunes  *REVIEW BOOK on Amazon
  258. 258. @crestodina #ContentJam Take... your... time...
  259. 259. @crestodina #ContentJam Cross the streams The strength of weak connections!
  260. 260. Who shared it On Twitter? @crestodina #ContentJam
  261. 261. Say thank you on LinkedIn @crestodina #ContentJam
  262. 262. @crestodina #ContentJam Step Five: Collaborate  Mention them in your content  Get a contributor quote  Include them in an expert roundup  Deep dive interview
  263. 263. @crestodina #ContentJam Step Six: Friendship!  Phone call, Skype or Google+ Hangout  Face-to-face meeting  Mastermind Group  Hand-written thank you note
  264. 264. @crestodina #ContentJam If you’re not making friends, you’re doing it wrong
  265. 265. @crestodina #ContentJam Writing for Natural Language Search
  266. 266. @crestodina #ContentJam ACTION: Write for natural language search 1. Use sentences that include the complete meaning 2. Include full questions and full answers
  267. 267. @crestodina #ContentJam Google’s Quality Rater Guidelines
  268. 268. @crestodina #ContentJam Google’s Search Quality Guidelines source: Search Quality Evaluator Guidelines
  269. 269. @crestodina #ContentJam 3 Ways to Meet Google’s Guidelines source: Search Quality Evaluator Guidelines 1. Content is “Front and Center” 2. EAT: Expert, Authoritative, Trustworthy 3. “Highly Meets” vs. “Fails to Meet”
  270. 270. @crestodina #ContentJam Content is Front and Center source: Search Quality Evaluator Guidelines “Is the content is at the top of the page?” Put information high on the page, so visitors can read without scrolling.
  271. 271. @crestodina #ContentJam E-A-T the Results source: Search Quality Evaluator Guidelines "Can you trust the source of this content?” • Expertise • Authoritativeness • Trustworthiness Prove that you’re an expert, or "borrow" authority by citing sources and other experts.
  272. 272. @crestodina #ContentJam Highly Meets vs. Fails to Meet source: Search Quality Evaluator Guidelines “Does the content succeed at meeting the goals of the visitor?” Page should provide a comprehensive answer, truly meeting the visitor’s needs. Create long, in-depth content that covers every angle of your topic.
  273. 273. @crestodina #ContentJam Common Myths

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