Post on 06-Jul-2020
Search Engine Optimization3DS Global Roundup
Anthony BlatnerModernMedia.io
SEO Workshop
Hi, I’m AnthonyIBM
Jackrabbit Mobile
Modern Media
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What is SEO?
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1. What is SEO?2. Why do we need SEO?3. Google4. How does SEO work?5. SEO Workshop6. Do the SEO!7. Advanced SEO8. More Resourcesdesired
Disclaimer: Focus on your product, not gaming the system.
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Why do we need SEO?
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Why do we need SEO?
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How does SEO work?
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Let’s start at the beginning...
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Your search ranking in Google is based on Google’s evaluation of your site’s ability to satisfy a user’s need.
How does Google work?
✅
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On-Page
ContentHTML TagsMicrodata
Page Speed...and more
How does SEO work?
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Off-Page
LinksSocial Media
CitationsReviews
...and more
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● Link Juice○ Just like word-of-mouth referrals, Google evaluates the
number of websites which link to you, and the authority of those websites, to determine your authority.
○ If all of the top golf courses in Austin recommend a certain golf school, chances are that is a credible golf school.
● User behavior○ Google continues to evaluate your site based on the behavior
of users they display your site to. How often do users click on your site versus your competitors? (Click through rate, CTR)
○ When a user does enter your site, how long do they stay for? (Time on page) Do they leave shortly after visiting (bounce rate) or do they continue to visit multiple pages?
How does SEO work?
Image: Andrea Minini
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SEO PrinciplesHow does SEO work?
1. Fulfill a user’s intent
2. Provide a positive
experience
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SEO Workshop
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WorkshopCase Study
Sally
Wants to improve her golf game
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SEO Workshop Process
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(1) User Intent
Sally wants to improve her golf score
(2) Keyword Strategy
How to get better at golf?
(3) On-PageOptimizations
(4) Off-PageOptimizations
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You❏ What are users looking for?
____________________________________
❏ How does your website help fulfill their intent?
____________________________________
❏ Who else is ranking for this search?
____________________________________
❏ What makes you different?
____________________________________
SEO Workshop Core Questions
Customers Competition
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Your DifferentiatorsSearch IntentsCustomer Personas
SEO Strategy Worksheet
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Customer Personas
Location: Austin, TX
Age: 40-50
Gender: Female
Reads Golf Digest
Has free time on the weekends
Golf score in the low 90s
(1) SEO Strategy WorksheetYour Differentiators
Instructors are all PGA Pros.
Every lesson is one-on-one with the instructor.
You have a special program focused on short-game.
Search Intents
Wants to get better at golf.
Looking for golf lessons.
Researching advanced golf tips and exercises.
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(2) Keyword StrategyKeyword Generation…
1. Start with your customer’s intent
2. Focus on the fundamental keywords
3. What are all the different ways a user may express this need?
Tailor to your business and market…
4. Generate additional keyword opportunities by mixing and matching qualifiers based on your customer’s demographics and your differentiators.
5. What keywords are competitors or similar pages ranking for?○ They may have already done the research and know the highest value
and best converting keywords.○ This data may also guide you on how you’ll need to differentiate.
Intent
How to improve my golf score?
KeywordsHow to lower my golf score
Tips to improve my golf scoreWhere are weekend golf lessons
nearby?...
Qualifier Permutations* How to lower my golf score below 90?
* Expert short game tips* Weekend golf lessons in Austin
...
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(2) Keyword Strategy● Scoring shots = short
game
● Improve = lower
● “Strategy”
● “break 90, break 80”
● “Course strategy,
course management”
● “Fast”, “Quickly”
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● “Best”
● Yelp has rating & reviews
● “Golf Lessons, Golf Instruction”
● “Golf School”
● “Academy”
(2) Keyword Strategy
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Low
com
peti
tion
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Keyword WorksheetIntent
Keywords
Qualifier Permutations
Intent
Keywords
Qualifier Permutations
Intent
Keywords
Qualifier Permutations
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● Google Keyword Planner
● Keywordtool.io
● SpyFu.com
● KeywordSpy
● Ubersuggest
● Answer The Public
● Google Search Results Pages
● Moz.com
● SEMRush, SEOQuake
● and many, many more…
Keyword Generation Tools
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The highest ROI comes from capturing the best
web traffic. We need to check which keywords get
the most traffic, have the least competition and
convert best.
● High search volume● Low competition
Search volume and competition can be evaluated
through Google’s Keyword Planner, a variety of
other tools, and researching the search engine
result pages themselves (see right).
Conversions we will need to track ourselves.
Keyword Selection
Low
com
peti
tion
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Do the SEO!
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Do the SEO!● What does it mean to optimize for search engines?
● It means making sure your website clearly illustrates
signals that you are the solution for a certain intent.
● This is done by through on-page optimizations on your
site, and off-page optimizations on other sites.
● SEO is a combination of making sure your site and
content follow Google’s best practices and through
ongoing methodology that most effectively promote you.
Image: Maavan
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(3) On-Page SEO Checklist❏ Optimize titles, meta description, URL
slug, H1, H2 tags, body text.
❏ Site user experience & readability
❏ Google PageSpeed passing grades
❏ Google Mobile-friendly approved
❏ HTTPS / SSL
❏ Intuitive internal linking & anchor text.
❏ Google Search Console no crawl errors
❏ Google Search Console add sitemap.xml
❏ Images have alt tags
❏ Google My Business Registered
❏ Structured Data
❏ Rich Snippets
❏ Spam test: avoid low quality links
❏ Monitor website analytics
❏ Social media accounts created & linked
❏ Social sharing buttons are prominent
❏ Canonical duplicate content
❏ 301 redirect broken or old links
❏ Up-to-date and new content
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(3) On-Page SEO
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(4) Off-Page SEO
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Hey golfers! Want to improve your golf score?
Read our Top 5 Practice, come to our free monthly group lesson Meetup, or sign-up for a 1:1 lesson with our PGA Pros here:
www.atx-golf.com/weekend-lessons-austin
Advanced SEO
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Fulfill your visitors intent
Provide a positive experience
Signals:
● Increasing CTR● Lowering bounce rate● Increasing time on page● Increasing pages/session● Positive user experience
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Advanced On-Page
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● User journey
● Interlink related pages and topics
● Variety of multimedia
● Frequently updated content
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Advanced On-Page
● Unregistered/guest access
● Links to more information
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● Clean user experience
● Facilitate continued reading
● Facilitate social sharing
● Careful with pop-ups (*mobile)
Advanced On-Page
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Advanced On-Page● Negative Keywords
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Advanced On-Page● User testing for SEO
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Advanced Off-Page SEO What are the ways you can reach your target audience
and solve their problems?
How do you stay current, relevant, and top-of-mind?
Answer the questions and intents identified at the start.
❏ Link building❏ Email bloggers, influencers, directory sites❏ Google My Business, Yelp, Meetup
❏ Social media engagement❏ Tweet, FB + LI groups, Pinterest, Comments
❏ Online Q&A❏ Quora, StackOverflow
❏ Newsletters + Notifications❏ MailChimp, AWeber, Infusionsoft
❏ Syndicate content❏ Recycle on Medium, HuffPo, YouTube,
Vimeo
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Off-Page WARNINGS
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� Don’t buy links� Don’t copy content� Don’t spam your links� Don’t falsely advertise� Don’t buy irrelevant domains� Don’t try to game the system
● Watch your inbound links & analytics
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Sharing & Virality● If three friends share the same link, chances are it will
catch your attention and out of curiosity you’ll click.
● Make it easy for visitors to share your page: add social sharing buttons.
● What do visitors want to share with their friends? What can you help them brag about?
Facebook Pixel● Start building a Facebook audience. Track your visitors
and learn more about them through Facebook’s powerful demographic and interest insights.
Lethal Weapons Influencer Endorsement
● If Tiger Woods tweets about a new golf club, chances are that video will get thousands of views in a day.
Google & YouTube will see that popularity and rank it.● Who are the celebrities & thought leaders customers
follow?● Shortcut: advertise on those channels (Golf Digest
site). Hustle: cold email or tweet them. (@TigerWoods)
AMP, Facebook Instant Pages● Google will continue prioritizing more and more● Mobile search has already passed desktop search● Are you in a low-tech industry? Attack mobile before your
competitors do.
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More resourcesGoogle’s Search Engine Optimization Guide [PDF]
Moz’s The Beginner’s Guide to SEO [Web]
Google Search Console [Tool]
Search Engine Watch [Blog]
Search Engine Land [Blog]
Backlinko [Blog]
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ModernMedia.io#SEO #SEM #PPC
Digital Marketing AgencyAustin, TX
Thanks!anthony@modernmedia.io
modernmedia.io/3ds-seo
MMIO
MMIO
MMIO
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