Optimizing Your Website for Organic Search

Optimizing Websites for Organic Search

Benj Arriola

Search Engine Optimization

High Level Overview

SEO & Content Marketing

SEO

On-Page

Server Settings& Code

Web Designers, Web Developers,

Network Administrators

Content Writers

Off-Page LinksBuzz Makers,

Viral Marketers, Content

Promotion

SEO Diagnostics

Content Marketing

Foundational

Continuous

Content Marketing

SEO Diagnostics

Google Updates• Penalty-Like Updates

• Panda• Penguin

• Content Related Updates• Hummingbird

• Older But Important Updates• Authorship• Rich Text Microformats

Quality Content

Quality Natural

Links

Leveraging Authority, Credibility

& Trust

Displayed Tagged Content Details in SERPs

Detailed Long Tail Content

Pushes Down

Ranking

More Ranking

Potential

Improve SERP

Appearance

Increase CTR

Occupy Screen Real

Estate

Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page Speed

ContentMarketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial

Link Bait

Passes Link Juice Improves Ranking

Site Architecture & Content Marketing

Long Tail Keyword Distribution

Long Tail Keyword AdvantageFat Head Long Tail

Search Volume High Low

Keyword Variations Low High

Search Engine Ranking Harder to rank.Takes longer to rank.

Easier to rank.Faster to rank.

Competition Larger Smaller

Conversions Less Likely More Likely

Amount of Research Work Less More

Fat Head Long TailSearch Volume High Low

Keyword Variations Low High

Search Engine Ranking Harder to rank.Takes longer to rank.

Easier to rank.Faster to rank.

Competition Larger Smaller

Conversions Less Likely More Likely

Amount of Research Work Less More



Link Bait


Site Architecture & Content MarketingTargets more specific long tails

Targets more general fat heads

SEO Strategy

Setting Priorities

6 M

onth

s:+

17.1

%

9 M

onth

s:

+49.5

%

12 M

onth

s:+

54.8

%

3 M

onth

s:

0%

No Projections – Just a Track RecordData Driven: Overall Department Performance Analysis

Organic Search Traffic for Non-Branded Keywords

Clients Range10% to 1,000%

Prioritizing taskTarget low hanging fruitGet largest benefit at the soonest possible time.

Discovery

Keyword Research

Keyword Mapping

Content Optimization

Diagnostics & Recommendations

Algorithmic Optimization

opt ional

Customize Your Process Based on the Website Needs

SEO DiagnosticsIndexing Issues

HTTP Header Status

Duplicate Content

Site ArchitectureTaxonomies

URL Structure

Breadcrumb

Content Hierarchy

HTML Sitemap

Frames

Flash

AJAX

URL Issues

PDF and Other Docs

International SEO

Pagination

Content Writing Best Practices

JavaScript

ViewState Variable

Code Order

Images

Video

Social Sharing

Onpage Advantage Example: Travel Industry Client

Code Order

ChangeSep 3

Ranking Jump on Sep 6

Information Architecture Change

Sep 21

Process and results were

repeatable using different:

KEYWORDSPAGES

CLIENT WEBSITE

Results varied in ranking improvement jumps,

but all improved.

SEO Diagnostics Case StudyData from actual IMI client in the travel industry.

Only code order change and information architecture modifications were done.

Ran daily ranking reports.

Results were published in a case study and present at Webmaster World’s PubCon in Dallas and Las Vegas

Toxic Link Report

102,099 Backlinks 99,127 Site-Wide Links

394 Links No Longer Exists

670 Error Links

1,868 Analyzed

955881

32

Toxic Link Report

Healthy

Suspiscious

Toxic

294

244

17172

1095

27 5

Toxic Link Breakdown

Suspiscious 1Suspiscious 4Suspiscious 14Suspiscious 19Other SuspisciousToxic 1Toxic 2

27 links from deindexed domains 5 links from malware

infected sites

294 links from pages with 0 Power*Trust and low domain Power*Trust (low quality forum/directory)

244 links from pages that do not rank for their title tag. Possibly penalized.

Content Marketing LinksGoal

Featured on sites within your vertical with a high amount of visibility

Gaining powerful, authoritative links

Link Baitable Content

Promotion with the aid of Social Media

Content Development StrategyNatural High Quality Links = Biggest Impact on Rankings

TEXTContent

Blogging StrategyTrust Bait

Press ReleasesMatte Releases

Infographic CreationAward &

RecognitionsBadges

VISUAL

Content

Video Strategy

AUDIO

Content

Develop custom content marketing roadmap

1Understand client’s goals and business

2

3

4

Identify target customer

Determine which online channels to target

Discovery / Goal Setting

ContentTopic

Q & AWebsites

News &Media

Long-TailTraffic

AnalysisGoogleTrends

SocialMediaTrends

Research

Remarkable Content

In A VarietyOf Mediums.

Infographics & InfoguideseBooksViral ContentVideosBloggingGuest BloggingKinetic Typography & Motion GraphicsPress Release & Matte ReleaseBadge, Awards & Recognitions

Content Creation

Influencer Research

Identify bloggers, journalist, reporters in various niches.

Segment byGeographic Location

Content Topics

News Outlets

And More!

Rapport Buildingw/ Influencers

Influencer OutreachSocial Bookmarking

Social Network PromotionPress Release Distribution

Image Link ReclamationInfluencerFollow-up

Launch

PostLaunch

PreLaunch

Promotion

Conversionsfrom Content

TrafficAnalysis

LinkAnalysis

SocialActivity

1

2

3

4

Measurement

Infographic Examples

Visits:13,911

# of Linking Domains:187

Tweets:520

G+:219

FacebookShares:244

Infographic Case Study

SharesOnline:363K

Facebook Likes & Shares:47K

Tweets:4K

High Authority

Links:120

PageViews:16K

Infographic Case Study

eBook Example

Content not about bowling. But targets the right audience.

Reads:9,243

Slide Presentation

Press Releases / Matte Releases

Achievements to date:

4,388% increase in Facebook “likes”

Website Referral Traffic Increased 91%

31 blog postsAvg. domain authority is 47 (avg. blogger is 30)

100’s of social posts by social influencers promoting NutriPro Juicer

16 of top 30 referrals came from bloggers

Picked up in Health Magazine

Goal:Increase brand

awareness and create online buzz for new product via blogger

outreach

Built very strong professional foundation

acrossall social channels.

Case Study: Blogger Outreach

SEO Success

Some Case Studies

SEO Case Studies“A Running Shoe Company”

Main StrategyLong Tail KeywordTargetingOn-Page CodeOptimization

74% of targeted organic

keyword

Running Shoes: Up by 15,982. Long tails

up by 69,459.

Running Shoes up by 2.43%. Long

tail up by 0.009%.

Sales increased!

Running shoes keyword revenue increased by $1,140.76. Long tails by $106,196.89

Profits increased!

Ranking

Organic

Traffic

Conversio

ns

Sales

Revenue

Profit

XML Feed Based Videos

SEO Case Studies

Main StrategyContent Marketing

Targeting other types of search results, like video results.

“People who come in through video [results] tend to convert at a higher percentage than

non video visits” - Jordan Boshers, Account Strategist

96k Videos Indexed!Rock and Dirt

YouTube account

Rock and Dirt Website

Also main ordinary organic result.

Video thumbnails are more compelling to click on

SEO Case Studies

Links gained:Experimental Aircraft Association Websites

EAA922.org (.edu & .gov)

EAA32.org (1999)

ProFlyersInc.com/EAA501 (2002)

ExperimentalAirplane.com (2000)

Other Airplane Pilot GroupsFlyingGators.com (1999, .edu & .gov)

AirMailPioneers.org (1998)

Educational InsitutionsCOA.FIT.edu (1989)

UkiahAviation.com (.edu & .gov)

Informational/Resource PagesCrashSiteOrkney.com

AirCrashSites-Scotland.co.uk

• Main Strategy• Content Marketing• Trust Baiting

SEO Case Studies

Links gained:Experimental Aircraft Association Websites

EAA922.org (.edu & .gov)

EAA32.org (1999)

ProFlyersInc.com/EAA501 (2002)

ExperimentalAirplane.com (2000)

Other Airplane Pilot GroupsFlyingGators.com (1999, .edu & .gov)

AirMailPioneers.org (1998)

Educational InsitutionsCOA.FIT.edu (1989)

UkiahAviation.com (.edu & .gov)

Informational/Resource PagesCrashSiteOrkney.com

AirCrashSites-Scotland.co.uk

Main StrategyContent Marketing

Trust Baiting

20,000 increase in non-branded organic search traffic.

GreatCall Case StudyPhased ApproachJitterbug first, then 5 Star next

Targeted the Jitterbug first.

Targeting the 5Star Urgent

Response next

GreatCall Case StudySeparate landing pages

Gaining client trust.

Quick fix to technology issues.

GreatCall Case StudyContent Marketing

Infographics

URL Title Anchor Text Page Authority Domain Authorityhttp://en.wikipedia.org/wiki/Enhanced_9-1-1 Enhanced 9-1-1 - Wikipedia, the free encyclopediaTechnology behind Enhanced 911 Calls 69 100http://www.criminalmindsatwork.blogspot.com/2012/12/911-technology-in-us.htmlCriminal Minds at Work (img alt) 5Star medical alert 39 94http://visual.ly/technology-behind-911-call Technology Behind a 911 Call | Visual.ly http://www.greatcall.com/lp/technology-behind-911-calls-infographic.htm44 84http://gentlemint.com/tack/111083/ Technology Behind A 911 Call Infographic | GreatCall - Gentlemintwww.greatcall.com 18 54http://www.911dispatch.com/911/index.html 911 Information Infographic 48 53http://infographicjournal.com/technology-behind-enhanced-911/ Technology Behind Enhanced 911 {infographic](img alt) Technology Behind Enhanced 911 14 40http://boscoinfotech.com/the-technology-behind-911-calls/ The technology behind 911 calls | Bosco Information Tech(img alt) 5Star medical alert, ermergency responders, 911 calls, 911 technology27 29http://www.geekyhabitat.com/911-technology/ 911 technology | Geeky Habitat (img alt) 5Star medical alert, 911 calls, technology behind 911 calls, emergency phone system20 21http://www.grandtraverse911.com/public-education/911-technology/ 911 Technology | Grand Traverse County 911 (img alt) (img) [No Anchor Text] 15 21http://www.mattlogic.com/how-911-works/ how 911 works | Matt Logic (img alt) 5Star medical alert, 911 calls, 911 dispatch, how 911 works17 18http://infographics.idlelist.com/2013/01/12/technology-behind-a-911-call/ Technology Behind A 911 Call | Infographics : IdleList(img alt) 5Star medical alert, 911 calls, 911 dispatch, how 911 works13 25

Relevant natural links with good authority metrics.

GreatCall Case StudySEO Results

Main StrategiesKeyword Strategy

Phased Approach

Testing Landing Pages

Content Marketing with Infographics

SEO gave GreatCall an 83.30% increase of non-branded organic search traffic year over year.

Summary

SEO & Content Marketing

SEOOn-Page

Server Settings& Code

Web Designers, Web Developers, Network Administrators

Content

Writers

Off-PageLinks

Buzz Makers, Viral Marketers, Content Promotion

SEO Diagnostics

Content Marketing

Foundational

Continuous

Content Marketing

SEO Diagnostics

Google Updates• Penalty-Like Updates

• Panda• Penguin

• Content Related Updates• Hummingbird

• Older But Important Updates• Authorship• Rich Text Microformats

Quality Content

Quality Natural

Links

Leveraging Authority, Credibility

& Trust

Displayed Tagged Content Details in SERPs

Detailed Long Tail Content

Pushes Down

Ranking

More Ranking

Potential

Improve SERP

Appearance

Increase CTR

Occupy Screen Real

Estate



Link Bait


Site Architecture & Content Marketing



Link Bait


Site Architecture & Content MarketingTargets more specific long tails

Targets more general fat heads

Benj Arriola

SEO Conference Speaker2014 eMarketing Conference

2013 SMX, PubCon, IMC, IRCE, EmMeCon, Emory University, eMarketing Conference

2012 IABC, Online Marketing Summit, MORCon

2011 SEMCon, MORCon, Bataan Bootcamp

2010 PubCon, San Diego eCommerce Summit, SEMCon

2009 SMX, SEMCon

2007 SEMCon

SEO Contest Winning - Timeline2009 SEO Contest by NetBuilders.org - 4th

2008 Promote Your Business SEO Contest by Branders.com - 2nd

2008 SEOContest2008 by UK Webmaster World - 2nd

2007 SEO World Championship by Get Updated - 1st Place

2006 Vogermilten SEO Contest - 1st Place

VP for SEO

Internet Marketing Inc.www.internetmarektinginc.com

@benjarriola

Thank You

Questions?

Optimizing Your Website for Organic Search

Marketing

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