Optimizing  Your  Content:  The  Basic  Fundamentals  and  Future  Proofing  your  Site

Mike  Huber,  Director  of  Business  Strategy,  Vertical  Measures

About Your Presenter...

● Vertical  Measures  is  a  50  person  PPC,  SEO  &  Content  Marketing  agency  in  Phoenix,  AZ

● We  have  taught more  than  4,000  people  in  our  workshops

● Sample  of  our  40+  clients:

• The  basics:  meta  tags,  H1s,  page  titles,  links,  images,  semantic  topic  ideation

• The  future:  Schema  markup,  Open  Graph,  Twitter  Card

• Mobile:  AMP  pages,  Facebook  Instant  Articles,  responsive  design

• Tools  &  Resources  – Free  and  Fee  Based

What We’ll Cover

Why  ‘Search’  is  Important

90%+  of  buyers  click  on  organic  links  vs.  the  sponsored  ads

90%

86%  of  searchers  conduct  non-­branded  queries

86%86%

93%  of  all  consumers  use  search  prior   to  making  a  purchase

93%

92%

8% Page  One  -­ 92%  of  all  traffic from  an  average  search

Moving  to  page  2,  traffic    drops  by  95%

Source:    https://chitika.com/google-­positioning-­value

Page  One  of  Google

Why Optimization is Important

Google Algorithm Changes

Courtesy  of:  Studio  5  Innovation

On Page SEO Elements

Title  TagURL

H1  Tag

H2  Tag

Content

"Interested  in  taking  your  internet  marketing  strategy  to  the  next  level  but  not  sure  where  to  start?  Start  with  a  Search,  Social  and  Content  Strategy  now."

Meta  Description

@mjhuber

The  Basics1. Unintentional   duplicate  content2. Poor  HTML  (title  tags,  meta  descriptions,  broken  links)3. Poorly  optimized  images  and  videos4. No  or  poor  internal   linking  /  external  linking5. Thin  content  (lack  of  semantic  KW  opportunity)

Most Common Problems We Find?

Unintentional Duplicate Content

50%DUPLICATECONTENTISSUES

Unintentional Duplicate Content

Caused  by:

• Internal  search  results• Double  listings• External  sites  using  the  same  content

Meta Tags

• Mainly  for  conversions• First  time  a  visitor  is  understanding  who  you  are• ~155  characters

Meta Description

An  important  on-­page  element  (~55  characters  -­ 512  pixels).<title>Your  Keywords  Need  To  Be  Here</title>

Title Tag

http://ezlocal.com/tools/meta-­title-­counter/

H1 Tags● Should  be  similar  to  page  title● Tell  the  search  engines what  to  expect  on  the  page● Hard  coded  into  the  CSS  (H1,  H2,  H3,  etc.)● Only  one  H1  tag  per  page

<h1>My  Post  is  About  SEO</h1><h2>SEO   is  Awesome</h2>

<h2>What  is  Google</h2><h2>People   Love  SEO</h2>

<h3>Matt  Cutts  Loves  SEO</h3>

THERE  ARE  OVER  1  BILLION  IMAGE  

SEARCHES  A  DAYJUST  ON  GOOGLE

@mjhuber

You  spend  a  fortune  

on  images.

How to Optimize Images

● Reduce  file  sizes  -­ COMPRESS● Keywords  in  image  filenames.  

DON’T: "DL000031.jpg",  DO: “animas-­river.jpg”

● Alt  Tags  and  Title  Tags● Context  matters

EXAMPLECurrent  -­ /images/uploads/galleryImages/_Large/andybarbour27.jpg

New  -­ JPG  Name  |  Alt  Tag  |  Title/images/uploads/galleryImages/_Large/animas  river-­sunset-­andy-­barbour.jpg

How to Optimize Videos

● Specific,  Compelling   Title –Would  you  click  on  “XYZ  Company”  or  “V00023.mov?”

● Tags –This  is  where  you  can  help  your  video  appear   in  the  “Suggested”  or  “Similar”  videos  section.

● Description -­ Say  as  much  as  you  can  in  the  first  sentence  or  two,  so  the  rest  won’t  be  hidden.

● Include  a  link placed  at  the  beginning   –with  http://

● Video  Quality  /  Resolution – Shoot,  edit  and  export  the  video  in  the  highest  quality  available

Optimize Each Video Separately

Page  URLTitle  of  the  PageTitle  of  the  movie  fileImages  support  with  Alt  TagsH1  TagsMeta  Description

Transcribe  the  video

Internal Links

Number  1  Issue  -­ Broken  Links

Check  your  links:https://validator.w3.org/checklink

Internal  links  are  what  make  up  your  website’s  navigation.

○ Important  for  usability  and  visibility○ Internal  links  tell  search  engines  what  your  site  is  about.  ○ Proper  internal  linking  structure  allows  search  engines  to  spider  and  index  more  pages  within  your  site.  

■ Use,  but  don’t  abuse,  internal  text  links  within  content

■ Keep  footers  clean  and  include  a  link  to  sitemap

Internal Links

Backlinks Matter

https://moz.com/blog/ranking-­‐factors-­‐2015

Data  continues  to  show  some  of  the  highest  

correlations  between  Google  rankings  and  the  

number  of  links to  a  given  page.

● Quality  and  Quantity● Videos  on  YouTube  should  link  back  to  your  site.● Link  back  if  you  post  decks  on  SlideShare.net● Publish  on  LinkedIn  and  link  back  to  your  site● Link  back  from  your  social  media  channels● Publish  on  industry  websites  that  share  your  audience● Ask  for  links  from  sites  pointing  to  your  competition

Back Links -­ Look for Every Opportunity

Thin Content

200 -­ Thin  Content

2,000+ -­ Top  10  Content

40.54% -­ Converts  Better

Links

Shares Source:  SerpIQ

Content – Semantic Search

Image  credit:  SEOExperts4All

Google  Hummingbird  Update

• Semantic  search• User  intent• Contextual  relevance

Keywords -­ Searcher Intent

An SEO expert walks into a bar, bars, pub, tavern, saloon, inn, club, hostelry, watering hole, public house, cocktail lounge, nightclub, speakeasy, roadhouse, beer hall, cantina, bodega, rathskeller, gin mill, dive, nineteenth hole, Irish pub, ale house, drinks, beer, alcohol, etc.

Well, the way they pick TV shows is, they make one show. That show's called a pilot. Then they show that one show to the people who pick shows, and on the strength of that one show they decide if they want to make more shows. Some get chosen and become television programs. Some don't, become nothing. She starred in one of the ones that became nothing.

A SIMPLE EXAMPLE OF HOW THIS WORKS…

Say  your  content  addresses  the  topic:  “Fall  2016  TV  Line-­Up”Target  term: TV  showsSemantic  terms:  television  programs,  TV  series,  sitcom,  episodes,  pilotRelated  terms:  season,  network,  binge-­watch,  Netflix,  NBC,  drama,  comedy,  acting● These  terms  naturally  co-­occur  with  “TV  show,”  especially  within  expert-­quality  content

● Utilize  synonyms,  relevant  phrases,  as  well  as  target  terms

TV Show Example

Well, the way they pick TV shows is, they make one episode. That show's called a pilot. Then they present that one episode to the network people who pick the fall TV line-­up, and on the strength of that one installment they decide if they want to make a whole season of the TV series. Some get chosen and become television programs. Some don't, become nothing. She starred in one of the ones that became nothing.

Keyword Themes

Over  70%  of  the  traffic  you  earn  for  any  given  page  will  come  from  keywords  you  didn’t  try  to  optimize  for.

15%  of  all  Google  searches,  over  half  a  billion  per  day,  have  never  been  seen  before.https://moz.com/blog/ranking-­factors-­2015

Google Now

An  application  for  • Android• iOS  • Chrome  web  browser

It  uses  a  natural  language  user  interface  to  answer  questions,  make  recommendations,  and  perform  actions.

How  do  you  position  yourself  for  SEO’s  future?

1. Page  Speed

2. Mobile

3. Schema  markup  //  Open  Graph    //    Twitter  Card

4. Mobile:  AMP  pages,  Facebook  Instant  Articles,  Responsive  Design

The Future

@mjhuber

1  SECONDCOST  $1.6B

Source:http://www.fastcompany.com/1825005/how-one-second-could-cost-amazon-16-billion-sales

Page Speed

• Address  key  issues  like  image  and  JavaScript  optimization

• Reducing  resources  needed  to  process  images,  scripts  and  files  improves  Page  Speed

http://testmysite.thinkwithgoogle.com

WhichLoadsFaster.zomdir.com

Mobile-­Friendly Update

“Starting  April  21,  we  will  be  expanding  our  use  of  mobile-­friendliness  as  a  

ranking  signal.  This  change  will  affect  mobile  searches  in  all  languages  worldwide  and  will  have  a  significant  impact  in  our  search  

results.”  

1. Schema  //  Facebook  Open  Graph  //  Twitter  Card

2. Accelerated  Mobile  Pages  (AMP)

3. Facebook  Instant  Articles

4. Responsive  Design

Micro Data and Mark Up

Micro Data – Rich Snippets

Schema  ✔Open  Graph  ✔Twitter  ✔

AMP Pages // Instant Articles

AMP  HTML  //  AMP  JS  //  AMP  CDN

All  you  need  to  know  about  AMP

HTTP vs HTTPS

Google  Ranking  Factor

Every Page Deserves a Strategy

Content  for  Content  SakeBusiness  purposeMicro  OptimizationInternal  LinksExternal  Links

PromoteDistribute

1. Optimization  can  be  simple,  but  it’s  essential.

2. Don’t  confuse  Google!

3. Build  your  content  on  a  strong  SEO  foundation.

4. Be  the  best  answer  on  the  end  of  someone’s  search.

What It Comes Down To

Content  Marketing  book  is  FREE  at  

http://vert.ms/cmworks

Thank  You!@ArnieK#DSP15

@mjhuber

SEO  101  Series:  H1  Tag,  Sitemaps,  ALT  Text  &  MoreWatch  Videos:  VerticalMeasures.com/SEO101

Image Tools

Tiny  PNGhttps://tinypng.com/

Compressor  .iohttps://www.compressor.io

References and Tools

Ahrefs.comhttp://www.ahrefs.com

Google  Webmaster  Consolehttp://www.google.com/webmasters

Majestic  SEOhttp://www.majestic.com

Small  SEO  toolshttp://smallseotools.com/backlink-­checker/

Backlink  Watchhttp://www.backlinkwatch.com/index.php

Page Speed Tools and References

Google  Page  Speed  Insights  -­https://developers.google.com/speed/pagespeed/insights/http://www.testmysite.thinkwithgoogle.com

GTmetrix  -­https://gtmetrix.com

Pingdom-­http://tools.pingdom.com/

WebPageTest  -­http://www.webpagetest.org

Perfectly Optimized Page -­ Resources

The  Anatomy  of  a  Perfectly  Search  Engine  Optimized  Web  Page

10  Elements  of  a  Perfectly  Optimized  Page

On  Page  SEO  Techniques  To  Rank  On  First  Page – 2016  Edition

Schema // Open Graph // AMP

Facebook  Open  Graph  Meta  Tags

Schema  Implementation

All  you  need  to  know  about  AMP