SEO in 2017Boston Growth Meetup

@KyleRisley

Who is this guy?

VistaprintInternal SEO Consultant

Organic Search Channel Specialist

Independent ConsultantSite Audits

Keyword Research

Site Architecture Guidance

SEO in 2017

SEO in 2017

...is not very different than 2016, 2015, 2014, 2013….

Your site must:

1.Be a Topical Authority

2.Provide the Correct Answer for User

3.Be Crawlable

4.Not Cause Me Physical Pain When I Use It

SEO is About...

RevenueProduct Sales

Advertising

Subscriptions

Sponsorships

SEO is About Revenue

RevenueRevenue = (Sessions)*(Conversion Rate)*(Goal Value)

Sessions = (Search Volume)*(Click Through Rate)

CTR ~~ (Rank)(SERP Attractiveness)

What we’ll be talking about.

Search Volume

Am I targeting the right keywords?

Am I Targeting the Right Keywords?

VolumeWhich query has more volume?

I will show you the tools!

IntentWhich query is more likely to convert on my site?

i.e. Which query do I answer best?

[custom thank you cards] vs. [thank you cards]

“Custom” yields 60% higher CR

SEO is About Revenue

RevenueRevenue = (Sessions)*(Conversion Rate)*(Goal Value)

Sessions = (Search Volume)*(Click Through Rate)

CTR ~~ (Rank)(SERP Attractiveness)

What we’ll be talking about.

CTR: Rank

How do search engines rank pages?a. Link equity

b. On-page optimization

c. CTR / Snippet attractiveness

d. User Experience / Page Stickiness

CTR: Link Equity

Links are still very important

Link earning strategies depend on the business

1 High Quality Link > 100 Low Quality LinksTopical Authority

General Authority

CTR: On-Page Optimization

1.Making your page(s) useful results for the querya. What is the goal of the page?

i. User Testing

b. 1 Page = 1 Goal

2.Letting the search engines know

Tip: Put your homepage to work for non-branded queries.

Unless You’re Dropbox...

CTR: Rich Snippets

CTR: Rich Snippets

●Use Schema to include:○ Ratings & Reviews

○ Price

○ Product Specs

○ Event Information

○ Recipes

CTR: Title Tags

The job of the <title> tag:

1.Rank your page

2.Earn the click

[Boston Hotels]

[Cheap Boston Hotels]

CTR: UX + Sticky Pages

Make the user task obvious

Prioritize above the fold

Format your text

Optimize the experience for the device

Speed matters

Your Questions

Survey Monkey Questions

1.What is the largest lever of SEO (i.e. what is it that an expert focuses on)?

2.What does everyone get distracted by?

3.What are some highly recommended tools for SEO?

4.Strategies for dealing with high ranking negative reviews.

5.How do page performance, modals, pop-ups etc. affect SEO?

6.Can we auto-create or dynamically create pages based on keyword searches and have those rank?

Survey Monkey Questions7.How does app indexing work?

8.Does Google support JavaScript?

9.How do you track and measure link building performance? If PA is a factor, how long does it typically take for a new page to begin to show PA?

10.Framework for SEO process and strategy

11.What are some specific anecdotes of tactics you’ve used and the measurable outcomes of those tactics?

12.How much work is repeated vs. 1x?

13.How much overlap of tactics are there between different companies?

Appendix

Start Up Keyword Tip

Appendix

Keyword ResearchSEMRush

Google Adwords Keyword Planner (especially if you actively run campaigns)

Keyword.io

KWFinder.com

Moz Keyword Explorer

On- Page Optimization Backlinko Guide

Moz Guide

Built Visible Guide for Product Pages

Appendix cont.Link Building

Jon Cooper (if you read one thing, make it this)

Backlinko - Moving Man

Backlinko - Skyscraper

Eric Ward Newsletter ($8/month for good tips)

Structured DataGoogle Intro

Built Visible Guide (i.e. the stuff you should care about the most)

Click Through Rate OptimizationYoRocket WP Tool

Paid Search Copy Testing

Siege Media

Appendix cont.

Recommended ToolsMajestic link data

SEMRush - keyword data, competitive data

Screaming Frog - web crawler for smaller/mid size sites

DeepCrawl - web crawler for mid/large size sites

OnPage - web crawler, on-page recommendations (never used)

Google/Bing Search Console (use API to store data)

Redirect Path Chrome Extension

Local SEO: Moz Local

I need everything and have a small budget: Moz Pro

Appendix Cont.

●App Indexing○ Emily Grossman, Mobile Moxie (3 Part Article Series)