WhatisSEO?

•  Catch-alltermforrankingandbeingvisiblewhensomebodydoesanorganicsearch

•  We’llmainlytalkaboutGoogleSEO,butalsoappliestoAmazon,Youtube,etc

•  Gearedtowardrankinganecomwebsite•  On-pageandOff-pagefactors

MonitorYourWebsiteHealthGoogleSearchConsolehEps://www.google.com/webmasters/tools

GoogleSearchConsole

•  Viewthehealthofyourwebsite•  FindanyerrorsprevenKngGooglefromindexingyourpages

•  Theresultsofyourrankingsinthesearchresults

•  Whatkeywordsyourankfor,andhowmanypeopleclicktoyourwebsite

AddingaWebsite

Verifica>on

SearchConsoleDashboard

•  WordpressSEOpluginhasaSitemapgeneratoryoucansubmittoGoogle

WebsiteAnaly>csClicky.com–Ourfavoriteandeasiesttouse-Freefor1website

ClickyAnaly>cs•  Measureyourvisitors•  Setupcertain“acKons”youwishtotrack(ievisitorsgoing

fromyourhomepagetoyourproductpageandclickingtheBuybuEon)

•  TotalKmeonsite•  AverageKmepervisit•  Bouncerate•  Non-Googlelinkstoyoursite(iefromFacebook,Pinterest,

otherwebsites…greatfortrackingyourlinkbuildingefforts)

•  Visitordemographicdata•  Trafficsources

YourCompe>torsinSearch

HowtoAnalyzetheCompe>>on

•  Notethevarietyofwebsitesinthetop10oftheSERPS(SearchEngineResultsPage)

•  Thereareavarietyoffreetoolsto“spy”oncompeKngwebsitesØ MozØ AhrefsØ SEMRushØ MajesKc

Compe>torRankings

•  Eachtoolhastheirownrankingsystem,buttheyarebasicallythesameconcept:Ø Moz–DomainAuthority/PageAuthorityØ MajesKc–TrustFlow/CitaKonFlowØ Ahrefs–URLRaKng/DomainRaKng

•  Measuresbacklinkstothepageanddomainasawhole,relevance,authorityofbacklinks,etc

•  Usuallyoutof100

WhatTheseNumbersMean

•  Thehigherthenumbers,thestrongerthewebsite’sbacklinkprofile

•  ForMoz,measuresbacklinksfortheenKredomain(DA)andbacklinkstotheindividualpage(PA)–themorebacklinksandthemoreauthoritaKvethoselinks,thehigherthenumbers

•  ForMajesKc,theytrytomeasurethe“trust”ofthebacklinks(authorityandrelevanceofwebsiteslinkingtoyou)andthe“citaKons”(allwebsitesmenKoningyourwebsite)

WhatMakesaLink“Authorita>ve”?

• Age,historyofwebsitelinkingtoyou• Relevanceandon-topictoyourwebsite• Qualityofcontent• Measureofauthorityfromthesourcewebsite’sownbacklinkprofile!J

Moz.com

•  Forthisexample,wewilluseMoz.com–GotoOpenSiteExplorertoviewadomain(hEps://moz.com/researchtools/ose/)

Moz.com

•  Ahigh-rankingecomsitefortheproductsearch“glowinthedarkearbuds”isiLuv.com

Moz.com–researchiLuv.com

Moz.comresults

•  BacklinkstoiLuv.comincludeGeek.com,Mashable,Cnet,pressreleaseservices,personalblogs,computerblogs

•  TrythebacklinksearchonahrefsandmajesKctouncovermorebacklinks

•  Recordthesebacklinksforfutureuse•  Later,compare(benchmark)yourownwebsitetoyourowncompeKtorstoseehowcloseyouaretorankingwiththemoroutrankingthem!

Backlinksareonlyhalfthestory!

(Maybenotevenhalf)

Wouldiluv.comberankingthiswelliftheirwebsitewasfullofspammy

content?…

iLuvProductPagethatRanks

SEOFactors

FromlookingatanexampleeComwebsitethatrankswell,wearestarKngtoseehowtheyrankintheorganicsearchresults.

SEOconsistsof: 1.Backlinks(OffPageSEO) 2.QualityContent(OnPageSEO)

RankingFactorsOnPageSEO

OnPageSEOWhatdoesGoogleconsideragreatwebpage?•  Unique,qualitycontentandimages(MOSTIMPORTANT!)•  YourKtle•  Yourdomainname•  Freshnessofcontent•  Trustpages•  Noover-opKmizaKon•  Noduplicatecontent•  Mobilityusability•  TechnicalandstaKsKcalfactors–bouncerate,Kmeonsite,

websitespeed

QualityContent•  Unique,qualitycontentistheMOSTIMPORTANTrankingfactorforon-pageSEO

•  “ButIdon’towntheproductI’mselling?HowcanIcreateuniquecontent?”Here’show…

Ø ThereisnoruleagainstwriKngyourowndescripKonofaproductyoudon’town!

Ø BuytheproductandtakeyourownimagesØ Filmavideousingtheproductandembedonthewebpage

Ø Makesureuserscanleavereviews(andhaveyourfriendsandfamilyleavereviews!)

QualityContent(Cont’d)Thegoodnews–amajorityofyourcompeKtorswillsimplycopyandpastethemanufacturer’sproductdescripKonandimages.

ThisiswhereYOUcanstandout,byrewriKngthedescripKon,takingyourownimages,showinghowtheproductworksandhavinguniqueuserreviews.

Bydoingthis,yourwebsitewillhavethegreatestuserexperience,andyouwillrankhigher!

QualityContent(Cont’d)Shouldyouwritethecontentyourself?Maybenot.Hireaskilledcopywriterinstead…•  Upwork.com•  Freelancer.com•  Guru.com•  Twago.com

UseCopyscape.comtocheckandmakesurethefinishedcontentisunique.

YourProductTitleTheManufacture'sTitle:

Titlesinthesearchresults:

YourProductTitle•  Thoughyoumayrankinthetopten,yousKllhavetocompetewith9othercompeKtors…makesureyourKtlestandsout!

•  Beclear,descripKveanddisKncKve.Thereisanarttothis,sostudytheKtlesofsuccessfulrankingproducts

•  RememberthedescripKonaswell!Shortsentences,clear,conciseandeye-catching–onetrickweuseisellipses(…)sothevisitorwonderswhattheendofthesentencesaysJ

DomainNames•  Asalreadytaught,havea“brandable”domainname

•  SomethingthatlooksgoodonaleEerheadorlogo

•  Niche-specificnamebutnottoonarrow(ieifyouaresellingearbuds,yourdomainnameshouldbeabout“gadgets”or“audio”,notjustearbuds,oryouwilllimityourselftowhatyoucan“naturally”sell)

FreshnessofContent•  KeepaddingnewproductregularlysoGoogleseesthatyourwebsiteandbusinessisacKve

•  Newreviewsonproductpagesalsocountsasfreshcontent

TrustPagesGooglelooksoutforthefollowingpagestocheckhowlegiKmateawebsiteis:•  APrivacyPolicy•  TermsandCondiKons•  AboutUs•  ShippingratesandReturnspage•  ContactUs

Over-op>miza>onandDuplicateContent

Over-opKmizaKonexample:“Buytheseearbudsnowbecausetheseglowinthedarkearbudsaregreat!Glowinthedarkearbudsarecheap!”•  Doesthissoundnatural?No,itisspammySEODuplicatecontentiswhenthesamepageisrepeatedonyourwebsite…Googlemayseethisastryingtogametheirsearchresults.MakesureyourSEOpluginuses“noindex”forcategorypages,datearchives,authorandtagpages

MobilityUsabilityYourtemplateismobile-readyIfyouareusingadifferenttemplate,checktomakesureit’smobile-friendly:•  Textwillbelargeronamobiledevice•  YournavigaKonwilldroptotheboEom,andyourtopmenuwillbeadropdown

•  Imageswillscalesmallersotheyfitonmobilescreens

Mobile-friendlydesignisalsocalled“responsive”

TechnicalFactors•  ClickThruRate(CTR):Googlemeasureswhichwebpageisclickedmostokeninsearch…makesureyouhaveagreatKtleanddescripKon

•  BounceRate:Keeppeopleinterestedonyourwebsite.Iftheyclickbackandsearchadifferentsite,GoogletreatsthisasanegaKve

•  TimeonSite:Greatqualitycontent,videos,opportunitytoclicktootherpagesallincreaseKmeonsite

TechnicalFactors(Cont’d)•  PageSpeed:Ifyousiteloadstooslowly,peoplewillclickbacktoviewanothersite,whichcountsasabounce.Useagood“caching”plugintocreatestaKcpages

•  Youcancheckyourwebsitespeedhere:hEp://tools.pingdom.com/fpt/

•  ScrollRate:Yes,GooglemeasurestheinteracKononyoursite.Unlesstheybuysoonakercomingtoyoursite,makesureyouhaveinteresKngcontentthatyourvisitorswillscrolldowntodigest

•  AneattrickaswellistoonlyshowaporKonofyourimage“Abovethefold”…peoplewillscrolldowntoseetherestJ

SocialProofYourPage•  Manypeoplewillreadcustomerreviewsbeforebuying.Makesureyouhavesome!Toencouragereviews:Ø Akeryoucalculatethecustomerhastheproduct,sendafollow-upemailaskingiftheyliketheirproductandtoleaveareview

Ø Offeradiscountforafuturepurchaseinexchangeforareview

Ø Haveyourfriendswritereviews!

SocialProofYourPage(Cont’d)•  SocialproofisalsogreatSEOpracKce:

Ø BouncerateisreducedandKmeonsiteincreasesduetovisitorsreadingyourreviews

Ø GoodreviewsencouragesvisitorstobuyØ Newlypublishedreviewsfreshensyourcontentandincreasesoriginalwordcount

RankingFactorsOffPageSEO

OffPageSEOa.k.aBACKLINKS•  Google(andmostothersearchengines)lookatwhoislinkingtoyourpagestodetermineifyouhaveauthorityandpopularity

•  Mostimportantisauthoritysitesandrelevancetothetopic

•  Googlehasstrongfiltersagainst“unnatural”linkingmethods…uptoapointJ

AnchorTextAnchortextisthecontentwithinthelinkpoinKngtoanothersite,suchas“Clickhere”,“glowinthedarkearbuds”orwww.mysite.comThesecondanchortextphrasehaskeywordsinityouwishtorankfor,andGooglemaythinkyouaretryingtomanipulateyourownrankingsbyusingspammySEO…so…

AnchorText…whenbuildingyourlinks,makesureyouranchortextlooks“natural”AlltheanchortextphrasesgloballylinkingtoyourwebsiteisknownasyourBacklinkProfile…andyouwantittolooknatural

WhenBuildingLinksBeSlow…BeSteady… BeSloppy…

YourBacklinkProfileYouranchortextshouldbearoundthefollowing:•  10-15%ExactMatch(“Glowinthedarkearbuds”,“earbuds”)

•  15-20%ParKalMatch(“headphones”,“audiosets”)•  30-50%Branded(www.yoursite.com,“YourSite”)•  20-25%Filler(Clickhere,ReadMore,etc)

PlayitSafeTomakeyourbacklinkprofilelooknatural,startwithonlybrandedandfilleranchortext.Startlinkbuildinghereforthefirstfewweeks,andonlytoyourhomepage:•  Blogcomments•  Socialwebsites•  Pressreleases•  Forums,Yahoo!Answers•  Directories•  Youtubevideos•  Guestposts

GuestPostsGuestpostsusedtobetheprimarywaytogainbacklinks,unKlGooglecrackeddownduetomanypeopleusingtheirkeywordsintheirposts.However,itissKllagreatwaytogainalink.Tips:•  HavetheblogownerbecomefamiliarwithyouthroughblogcommenKng

•  LookforopportuniKesbysearchinginGoogle(ietype“yourniche”+“submitanarKcle”…audioblogsubmitanarKcle)

•  NEVERusekeywordanchortextinyourlink–justyourcompanynameoryourURL

NaturalBacklinks…YouwanttolooklikeanaverageeComownerwhospendsKme:•  networkingwithotherpeople(blogcomments,forums)

•  showingyourauthorityonthesubject(forums,YahooAnswers,guestposts)

•  lookingforabitofpublicity(pressreleases,FBpage,Youtubevideos)

WhichisexactlyhowyoushouldbepromoKngyourbusinessonlineJ

Example:iLuv.comWhatistheirlinkprofile?

iLuv’sBacklinkProfile:LookingatMoz,AhrefsandMajesKc,wefindlinksfrom:•  Pressreleasesites•  Technologyblogs

Most(ifnotall)backlinkscomefrompressreleases,withtechnologysitespickingthemupandwriKngarKclesabouttheirproducts

iLuv’sAnchorText:Keywords: less than 5% (iLuv smartshaker 2) Branded: more than 75% (URL’s, iluv, iluv creative tech, i-luv) Filler: 15% (“company page”, “generated by web”)

CanYouHaveLinksLikeiLuv?Unlessyoudevelopyourownmerchandisingline,blogsprobablywon’twriteaboutyourproducts(thoughtheycertainlycouldwriteaboutyouasacompanysellingneatstuff!)So,howdoyougainauthoritaKvelinks?…

TheMotherofAllLinkBuilding…

Yes,thereisawaytogainauthoritaKvelinks!

PrivateBlogNetworks(PBN’s)Akerafewweeksof“natural”linkbuilding,youcannowbegintocreatemorepowerfullinks,includingkeywordanchortextlinksSinceyounowhaveacoupledozentoahundredbrandedandfillerlinks,byhavingasmallsprinklingofkeywordlinks,itwon’tlooklikeglaringSEOmanipulaKon

StructureofaPBN

Tier1Proper>es•  Web2.0sites(Hubpages,Tumblr,Rebelmouse,Zimio,etc…)

•  ActualauthoritaKvedomainwebsitesyouown•  Othercompanyprivateblognetworks(carefulwiththis,asyoudon’townthem!)

•  Guestposts(yup,thiscanbeconsideredaTier1property,especiallyifyoupublishonahighauthoritywebsite!)

Tier1Proper>es–Web2.0

Tier1Proper>es–Web2.0•  CreateyourownhighqualityarKcleswithlinkspoinKngbacktoyourwebsite

•  Mainlyusebrandedandfilleranchortext•  ReadthetermsofservicefortheWeb2.0siteonwhattypesofarKclesyouarepublish,andwhatlinksyoucanusebacktoyourwebsite

•  Anysitethatpublishesuser-generatedcontentwith“credit”or“abouttheauthor”linksallowedaregood!

Tier1Proper>es–Domains•  Actuallybuyanageddomainandcreateyourownwebsitethathashistoryandauthority!

•  Ageddomainsalreadyhavetheirownbacklinks,andGooglealreadytruststhem

•  Usethefollowingservicesandtoolstolookforageddomains:Ø GoDaddyAucKonsØ RegisterCompass

AgedDomains–BuyerBewareWatchout!–manydomainsareactuallyspamsitesthatthespammerdroppedorhopestosell.Tocheckifadomainis“clean”:•  TypethedomainintoGoogletoseeifitisindexed(ifnot,itcouldbedelisted)

•  LookatwhatusedtobeonthedomainatArchive.org

•  CheckthebacklinkprofileinMoz,MajesKc,etctoseeifthebacklinksaregoodorspammy

AgedDomains–BacklinkProfileLinksthatlookmorepermanent Linksthatlooklesspermanent •  Itisfoundinablogcommentona

qualitywebsite•  Itisfoundonsomesortof

archivedcompanyreport•  Itisfoundinanarchive,andolder

archivesremainonthewebsite•  Itisfoundinanolderar>cleor

blogpost•  Itisfoundinacita>onforan

archivedreport,researchpaperorotherar>cle

•  ItisinanacKvebusinessdirectoryorsomesortoflisKngorcitaKon

•  Itisasponsoredlink•  Itisinablogroll•  Itisonsomesortofreportthat

updateseverycertainKmeframe•  Itisonthehomepageofaquality

website(morevisible,sotheownerchecksmoreoken)

AgedDomains–SedngitUpIfthedomainlooksgood,buyit!Onceitisyours,builditasareal,honestwebsite:•  Useadifferentwebhosttoshowvariety…eitheravanillahostlikeHostgator.com,orawebsitebuilderthatallowsprivatedomainslikeYola,WeeblyandWix.

•  AddqualitycontentandusefulinformaKon

AgedDomains–QualityContent

Add2-4arKclesiniKally,and1-2arKclespermonth.Ifyournicheisaudio,writearKclessuchas:•  10BestGamingHeadphones•  CoolGadgetstoUseattheCoEage•  AGuidetoBaEeriesandBaEeryLife

AgedDomains–AddingLinks•  ThehomepagecanhaveONEKEYWORDlinktoyourwebsite.Includelinkstootherauthoritysitesaswell

•  ArKclescanhaveamixofbrandedandkeywordlinkstoyourwebsite,butdon’toverdoit!Mixwithlinkstootherniche-specificwebsitesaswelltolooknatural

•  SomearKcleswillhaveNOlinkstoyourwebsite–again,makeitlooknatural

PBNTier1Tips•  ThehomepageoftheTier1sitewillusuallyhavethekeywordanchor

textlinkyouwishtorankfor,butnotalways(berandomifyouownmanyTier1properKes)

•  Alsouseimagelinks,aswellasbrandedand“clickhere”anchortext•  Alwaysaddlinkstootherauthoritysites.•  Don'taddlinkstoyoursiteoneverypageofyourTier1site.•  Never,everinterlinkyourTier1properKes(addingalinkfromoneTier

1sitetoanother).•  DonotselladverKsingonthem,orplaceAdsenseonthem.•  Beginwith2or3ageddomainsandwaitafewweekstoseeifyoursite

jumpsupintherankings.Ifyouseesomemovementbutnotyetenoughtopushyoutothetopthree,addanotheronewhilebuildingotherlinksaswell

PBNTier2Links•  Tier2linkswillonlyeverlinktoyourTier1properKes…theyarebasicallybacklinkstoyourbacklinks!

•  Theycaninclude:Ø NewWeb2.0properKes(Tumblr,Wordpress.com,Hubpages,etc)

Ø BlogcommentsØ ForumpostsØ GuestpostsØ DirectoriesØ YahooAnswersØ Etc…

PBNTier2Links(Cont’d)•  Ifyouhaveastrong,ageddomainyoubuiltanewwebsiteon,youdon’tneedanynewTier2links,becausetheyalreadyhavegreatbacklinks(that’swhyyouboughtthedomain!)

•  Ifyouhaveagreatguestpostyoureallylove,youcanpointsomeTier2backlinkstoittogiveitaboost.Becausethewebsiteyouwouldhavepublishedonalreadyhasauthority(whyelsewouldyoupublishaguestpostonit?),acouplebacklinkstoitmaypushyourarKcletothetopofthesearchrankingsandsendtrafficyourwayaswell!

PBNTier2Links(WARNING!)Yes,thisdoessoundtedious…buildingbacklinkstoyourbacklinks.Butit’swhatmakesyourPBNstrong…thereareservicestohelpyou,butNEVERpointtheselinkstoyourMAINWEBSITE,astheyarespammy!

Ø  TheHoth(Service)-hEps://www.thehoth.com/Ø  SENuke(Tool)-hEp://www.senuke.com/Ø  GSA(Tool)-hEp://search-engine-ranker.gsa-online.de/Ø  LinkEmperor(Tool)-hEps://www.linkemperor.com/

Forthelastthreetools,werecommendhiringablackhatSEOprofessionalataBlackHatforum(ieBlackhatworld.com)–Onlysend20to50linkstoyourTier1sites…ordon’tbotheratall!Wedon’t,andsKllhavegreatsuccesswithourPBN’s

OurLinkbuildingTool

•  Helpsyoufindrelevantwebsitestopostyourlinks•  Semi-automatesyourlinkbuilding•  EasytooutsourcetoaVAsoyoucanconcentrateonsomethingelse

Week-by-WeekLinkPlanWeek1+•  Blogcomments(1-3perday)•  Serngupsocialwebsites(FB,Pinterest,Instagram,etc)

Week2+•  Blogcomments•  CreateandpublishavideoonYoutube(productreviewor

demonstraKon)•  Pressrelease•  Forums,YahooAnswers

Week-by-WeekLinkPlanWeek3+•  Blogcomments(1-3perday)•  ReleaseanotherYoutubevideo•  Submittoqualityandniche-specificdirectories

Week4+•  Alloftheabove•  StartserngupyourPBN’s•  Guestposts•  Checkuserengagement(bouncerate,Kmeonsite,etc)•  Compare(benchmark)yourcompeKKontoyourwebsite

Week-by-WeekLinkPlanWeek6+•  Newpagesandproductsonyourwebsite•  Gainreviewsperpage•  ConKnuelinkbuildingviaCrowdforce•  ConKnueworkingonexpandingyourPBN’s•  Periodicallysendoutnewpressreleases•  Maintainstayingontopwithfreshcontent,newproducts,user

reviewsofyourproductsandconKnualbacklinks

The11PointSEOHealthChecklistOn-PageFactors:q Unique,qualitycontentq Titleq Avoidover-opKmizaKonq TechnicalFactorsq UserEngagementq SocialProof

The11PointSEOHealthChecklistOff-PageFactors:q Natural-lookingbacklinkprofile(blogcomments,socialsites,videos,pressreleases,forums,YahooAnswers,Directories,guestposts)

q PBN’s–Tier1properKesq PBN’s–Tier2linkstoyourTier1properKesq BenchmarkandresearchyourcompeKKontobeatthem

q Maintenancetostayatthetop

Q&A