Download - Take Your Ho-Hum SEO to the Next Level

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Take Your Run-of-the-Mill, Ho Hum SEO to the Next Level


Why HO-HUMdoesn’t cut it – anymore

Yawn. Tell me something I don’t know.


What is “Ho-Hum” SEO• Keyword inclusion (yawn)• Meta tags (boring)• H1 titles (give me a break)• Reciprocal linking (who gives a d@!n)


BORINGKeyword Inclusion

Targeting product and service keywords without regard to audience


ANNOYINGKeyword Inclusion

KEYWORD STUFFING


BETTERKeyword Inclusion

Write to a “real” person, with real problems


BETTERKeyword Inclusion

Begins with identifying your offer along with Target Marketand their pain or desires.


Example:

Vanilla.comThey sell:1. High-quality, BETTER tasting vanilla2. Eco-friendly 3. Fairly traded4.BULK vanilla


Challenge:

QuantityWho’s willing to pay buy in bulk?


Challenge:

PriceWho’s willing to pay higher?1. For larger quantity2. For better flavor3. To protect the environment4. To help the farmer


Bulk vanilla extract

Socially conscious

Environmentally conscious

Quality conscious

Ice cream makers

Amateur

Pros - Bakers


BakersI need LOTS of

vanilla that makes my cookies taste

BETTER than anyone else’s


KeywordQueries

I need lots of vanilla that makes my cookies

taste better than anyone else’sBulk

vanilla


KeywordQueries

I need lots of vanilla that makes my cookies

taste better than anyone else’s

“BEST” vanilla

Bulk vanilla


BakersSame target looking on the other branch

I need some new recipes


BakersSame target looking on the other branch

Vanilla bean

recipes



BakersLooking on the other branch

I need vanilla paste recipes

Vanilla bean

recipes



Environmentally conscious keywords

“eco-friendly vanilla” “organic vanilla” “sustainable vanilla”


Socially conscious –

I want fair trade vanilla


So what did we do?


Keyword research– Google Adwords tool– Google trends– Uber Suggest– Google related–Ask

http://ubersuggest.org/

http://ubersuggest.org/


Then build pages for those

PEOPLE and keywords.


Bulk vanilla beans

Wholesale vanillaBulk vanilla beans

Wholesale vanilla

http://www.vanilla.com/store/

http://www.vanilla.com/


Fair trade vanilla

Best vanilla

Is fair trade vanilla really fair?

What’s the best vanilla extract?

http://www.vanilla.com/fair-trade-vanilla/

http://www.vanilla.com/fair-trade-vanilla/

http://www.vanilla.com/whats-the-best-vanilla-extract/


TAKEAWAY:Identify your target market. Define their personas. Add keyword branches to get found for more traffic & more sales!

I need new windows

I need cabinets


Content worksheet Google Drive Spreadsheet

https://docs.google.com/spreadsheet/ccc?key=0AqSgYD-8LU1idG1XTzVsTWRmOVNFUDJONVpKVXRubkE&usp=sharing


Metatags


SEO is not just about rank. It’s also about getting clicks. Great meta descriptions help a lot – even if you are not #1!


This?

Ho-hum


Or this?


This?

Ho-hum


Or this?


Google created all these Ho-hums.

Lori is the only one on page 1, so who cares, but…


But when your competitor is there, it does matter.

Note the value proposition. And the word Dublin in the description caused Google to use the one I created..


Meta Description Tips• Ask a question that shows empathy and

addresses pain point• Make sure the question includes the

keyword• Tell the reader they’ll find the answer to

what they’re looking for

• Make sure it includes the keywords so Google doesn’t make up its own!


Meta Title

• Include keywords at the beginning• Make it relevant to the keywords

you care about• Try for “Hey look at me!”


Schema Markup Code


Review markup


Searchmetrics findings:

Only 0.27% of domains are using Schema.

47% higher rankings on average for those sites that are using Schema markup.


Schema Code Examples

Anaheim pest controlVanilla bean recipesSamsung galaxy

https://www.google.com/search?q=anaheim+pest+control&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a

https://www.google.com/search?q=vanilla+bean+recipes&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a

https://www.google.com/search?q=samsung+galaxy&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a


Review markup


Recipe markup


Schema Code Wordpress Plugins

WP-customer reviewsLocal Search SEO Contact PageSchema creator by Raven - reviews, product, event, bookRecipes – Yumprint’s RecipeCard, EasyRecipe

http://wordpress.org/plugins/wp-customer-reviews/

http://wordpress.org/plugins/local-search-seo-contact-page/



http://schema-creator.org/wordpress.php

http://wordpress.org/plugins/recipe-card/

http://wordpress.org/plugins/easyrecipe/


No plugin? Use…

Micro Data Generator

http://www.microdatagenerator.com/reviews-schema/


Now for what everyone forgets. It’s so simple.

Or is it?


Internal LinkingLinks to get visitors from one place to another AND to tell Google what your pages are about!


Just as backlinks coming from OUTSIDE your website improve your RAP in Google, so do internal links.

The more you have going into a page, the higher it will rank for those keywords.


A good internal linking strategy begins with good site architecture

Picture credit: http://www.wordtracker.com/academy/internal-linking


Anchor text makes it clearer to Google what that page is about.

"Learn about our glass beads - click here.”

"Learn about our glass beads"

Better…

http://www.bigbeadlittlebead.com/beads/glass


Internal linking tips–Harness the power of silos to POWER

UP top level pages (such as bead silos on previous slide)

– Identify most profitable landing pages or those that need link juice(example vanilla.com – bulk vanilla beans)

–Link ON keywords (yes, it’s still ok as long as it’s within your site)


And now the #1 most-forgotten on-site SEO tactic…


Don’t forget to insert internal links with EVERY NEW page you create.


Internal linking tipsUse the website worksheet to track which pages get what links, on what keywords, and coming from where.


Overwhelmed?Remember if you’re in a crowd, being chased by a bear, you only need to be…


…one step ahead of your competitor


Web DesignSEO / Local SEOSocial Media MarketingSEOcialMobilePPCwww.katandmouse.com

408.647.2327

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