Post on 06-Dec-2014
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Take Your Run-of-the-Mill, Ho Hum SEO to the Next Level
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Why HO-HUMdoesn’t cut it – anymore
Yawn. Tell me something I don’t know.
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What is “Ho-Hum” SEO• Keyword inclusion (yawn)• Meta tags (boring)• H1 titles (give me a break)• Reciprocal linking (who gives a d@!n)
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BORINGKeyword Inclusion
Targeting product and service keywords without regard to audience
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ANNOYINGKeyword Inclusion
KEYWORD STUFFING
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BETTERKeyword Inclusion
Write to a “real” person, with real problems
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BETTERKeyword Inclusion
Begins with identifying your offer along with Target Marketand their pain or desires.
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Example:
Vanilla.comThey sell:1. High-quality, BETTER tasting vanilla2. Eco-friendly 3. Fairly traded4.BULK vanilla
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Challenge:
QuantityWho’s willing to pay buy in bulk?
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Challenge:
PriceWho’s willing to pay higher?1. For larger quantity2. For better flavor3. To protect the environment4. To help the farmer
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Bulk vanilla extract
Socially conscious
Environmentally conscious
Quality conscious
Ice cream makers
Amateur
Pros - Bakers
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BakersI need LOTS of
vanilla that makes my cookies taste
BETTER than anyone else’s
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KeywordQueries
I need lots of vanilla that makes my cookies
taste better than anyone else’sBulk
vanilla
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KeywordQueries
I need lots of vanilla that makes my cookies
taste better than anyone else’s
“BEST” vanilla
Bulk vanilla
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BakersSame target looking on the other branch
I need some new recipes
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BakersSame target looking on the other branch
Vanilla bean
recipes
I need some new recipes
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BakersLooking on the other branch
I need vanilla paste recipes
Vanilla bean
recipes
I need some new recipes
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Environmentally conscious keywords
“eco-friendly vanilla” “organic vanilla” “sustainable vanilla”
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Socially conscious –
I want fair trade vanilla
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So what did we do?
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Keyword research– Google Adwords tool– Google trends– Uber Suggest– Google related–Ask
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Then build pages for those
PEOPLE and keywords.
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Bulk vanilla beans
Wholesale vanillaBulk vanilla beans
Wholesale vanilla
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Fair trade vanilla
Best vanilla
Is fair trade vanilla really fair?
What’s the best vanilla extract?
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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
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Content worksheet Google Drive Spreadsheet
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Metatags
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SEO is not just about rank. It’s also about getting clicks. Great meta descriptions help a lot – even if you are not #1!
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This?
Ho-hum
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Or this?
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This?
Ho-hum
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Or this?
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Or this?
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Google created all these Ho-hums.
Lori is the only one on page 1, so who cares, but…
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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..
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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!
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Meta Title
• Include keywords at the beginning• Make it relevant to the keywords
you care about• Try for “Hey look at me!”
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Schema Markup Code
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Review markup
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Searchmetrics findings:
Only 0.27% of domains are using Schema.
47% higher rankings on average for those sites that are using Schema markup.
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Schema Code Examples
Anaheim pest controlVanilla bean recipesSamsung galaxy
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Review markup
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Recipe markup
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Schema Code Wordpress Plugins
WP-customer reviewsLocal Search SEO Contact PageSchema creator by Raven - reviews, product, event, bookRecipes – Yumprint’s RecipeCard, EasyRecipe
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No plugin? Use…
Micro Data Generator
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Now for what everyone forgets. It’s so simple.
Or is it?
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Internal LinkingLinks to get visitors from one place to another AND to tell Google what your pages are about!
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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.
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A good internal linking strategy begins with good site architecture
Picture credit: http://www.wordtracker.com/academy/internal-linking
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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…
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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)
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And now the #1 most-forgotten on-site SEO tactic…
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Don’t forget to insert internal links with EVERY NEW page you create.
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Internal linking tipsUse the website worksheet to track which pages get what links, on what keywords, and coming from where.
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Overwhelmed?Remember if you’re in a crowd, being chased by a bear, you only need to be…
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…one step ahead of your competitor
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