A Framework for A Successful SEO Strategy: Late 2014 Edition
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Transcript of A Framework for A Successful SEO Strategy: Late 2014 Edition
![Page 1: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/1.jpg)
A Framework for a Successful SEO Strategy: Late 2014 Edition
![Page 2: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/2.jpg)
Agenda
SEO101
A Threefold Approach to SEO
Measurement & Improvement
What’s New in SEO
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![Page 3: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/3.jpg)
Q&A
Please hold questions until the end!
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![Page 4: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/4.jpg)
About Me
Coding since 1986Creating websites
since 1997Working in e-
commerce since 2005
Marketing MBA
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![Page 5: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/5.jpg)
SEO101
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SEO 101
![Page 6: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/6.jpg)
SEO101
Google does data entry with your website
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INDEXING
![Page 7: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/7.jpg)
SEO101
Download this slide deck at http://bit.ly/seostrategy2014b
![Page 8: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/8.jpg)
SEO101
Download this slide deck at http://bit.ly/seostrategy2014b
![Page 9: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/9.jpg)
SEO101
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TECHNICAL
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SEO101
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Don’t Confuse Google
?
![Page 11: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/11.jpg)
Technical Checkup
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www.WooRank.comWrite this down!
STEP 1
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Technical Checkup
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STEP 2Hand WooRank Report to Webmaster.
Tell them to fix it all.
(Cry if necessary)
WooRank
![Page 13: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/13.jpg)
SEO101
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ON-PAGE
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SEO101
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Keywords
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On-Page: Keywords
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Google doesn’t use the meta keywords tag.
=
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On-Page: Keywords
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http://adwords.google.com
KEYWORD RESEARCH
Write this down!
“Keyword Planner” Tool
(No ad purchase required to use the “Keyword Planner” tool)
![Page 17: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/17.jpg)
On-Page: Keywords
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KEYWORD RESEARCH
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SEO101
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Site Structure
![Page 19: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/19.jpg)
On-Page: Site Structure
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On-Page: Site Structure
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Each product or service needs its own page.
![Page 21: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/21.jpg)
SEO101
Download this slide deck at http://bit.ly/seostrategy2014b
Content Strategy
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On-Page: Content
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Content Goals
1. Expand site size2. Keep site fresh3. Use different keyword
variations4. Obtain links & social shares
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On-Page: Content
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BLOG RELIGIOUSLY.
(Blog must be on your own website, not on WordPress.com or Blogger.com)
Content Goals 1 & 2: Size & Freshness
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On-Page: Content
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More articles = More traffic
Source: Hubspot
Content Goals 1 & 2: Size & Freshness
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On-Page: Content
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EDITORIAL CALENDAR
4 Categories = 4 Posts Per Month
ONE Key Phrase per post!
Content Goal #3: Varied Keywords
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On-Page: Content
Download this slide deck at http://bit.ly/seostrategy2014b
If your blog impresses
humans, the search rankings
will follow
WRITE AWESOME CONTENT
Content Goal #4: Links & Shares
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On-Page: Content
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This is what will happen.
Actual Case Study
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SEO101
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OFF-PAGE
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SEO101
Download this slide deck at http://bit.ly/seostrategy2014b
Links
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Off-Page: Links
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![Page 31: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/31.jpg)
Off-Page: Links
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RELEVANT&
REPUTABLE
NOT JUST ABOUT QUANTITY
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Off-Page: Links
Download this slide deck at http://bit.ly/seostrategy2014b
If your blog impresses humans, the LINKS will
follow
WRITE AWESOME CONTENT
![Page 33: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/33.jpg)
Off-Page: Links
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Reputable directories = OK
Link farms = NOT OK
NOT OKAY TO PAY FOR LINKS
![Page 34: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/34.jpg)
Off-Page: Links
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PAYING FOR EYEBALLS = OK!
https://www.stumbleupon.com/pd
Write this down!
Paid Discovery on Great Content = FAST Link Building
![Page 35: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/35.jpg)
Off-Page: Links
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10/14: 183 links from 37 different sites
1 paid stumble on 10/15: $50 for 500 visitors
11/19: 303 links from 56 different sites
An increase of 120 links and 19 root domains in 1 month
CASE STUDY
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SEO101
Download this slide deck at http://bit.ly/seostrategy2014b
Social Media
![Page 37: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/37.jpg)
Off-Page: Social
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Social, Social, Social!7 of the top 11!
2014 SEO Ranking Factors
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SEO101
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Citations
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SEO101
Download this slide deck at http://bit.ly/seostrategy2014b
![Page 40: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/40.jpg)
SEO101
Download this slide deck at http://bit.ly/seostrategy2014b
MEASURE
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Measures & Metrics
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Metrics that Matter1. Organic Keywords (Webmaster Tools)
Search Traffic -> Search Queries
2. Landing Pages (Analytics)Behavior -> Site Content -> Landing Pages❶Visits ❷Bounce Rate ❸Avg. Visit Duration
3. Referral Traffic (Analytics)Acquisition -> All Referrals
![Page 42: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/42.jpg)
Ongoing Improvement
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“I should blog more about that”
“I should add that
to my Services page”
“That would make a great
article”
Data-Driven Ideas
![Page 43: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/43.jpg)
SEO101
Download this slide deck at http://bit.ly/seostrategy2014b
LATESTTRENDS
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SEO in 2014
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1) Author Influence
2) Pigeon
3) SSL
![Page 45: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/45.jpg)
Author Influence
Download this slide deck at http://bit.ly/seostrategy2014b
Jump ahead of hundreds of millions of pages using Authorship!
8/28/14 Authorship “Removed”
![Page 46: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/46.jpg)
Author Influence
Download this slide deck at http://bit.ly/seostrategy2014b
Jump ahead of hundreds of millions of pages using Authorship!“Search users will still see
Google+ posts from friends and pages when they’re relevant to
the query .... Today’s authorship change doesn’t impact these
social features.”
8/28/14 Authorship “Removed”
![Page 47: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/47.jpg)
Author Influence
Download this slide deck at http://bit.ly/seostrategy2014b
Jump ahead of hundreds of millions of pages using Authorship!
9/2/14 “Author Influence” Patent Granted
![Page 48: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/48.jpg)
Pigeon
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Pigeon 7/24/14
=
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SSL
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SSL 8/6/14
=
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SEO101
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RECAP
![Page 51: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/51.jpg)
Recap: The Framework
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Technical Fix Issues
On-Page Keyword Research Drilldown Pages Editorial Calendar
Off-Page Links (Stumble!) Social Media Citations
Measure &
Improve Watch the
“Metrics that Matter”
Get ideas from keyword data
Stay on Top of Trends Author Influence Local SSL
![Page 52: A Framework for A Successful SEO Strategy: Late 2014 Edition](https://reader036.fdocuments.net/reader036/viewer/2022062615/547ef377b4af9fc6108b48f0/html5/thumbnails/52.jpg)
Download this slide deck at
http://bit.ly/seostrategy2014b
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