How to Enhance the Visibility of the Site by Using SEO Services
The Most Important SEO Initiatives in 2016 · John Lincoln Co-Founder, CEO Ignite Visibility Alan...
Transcript of The Most Important SEO Initiatives in 2016 · John Lincoln Co-Founder, CEO Ignite Visibility Alan...
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John Lincoln Co-Founder, CEO
Ignite Visibility
Alan Bush Director of Strategy
Ignite Visibility
The Most Important SEO Initiatives in 2016
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What we are covering today
• Why SEO
• SEO History in 2015
• 5 Most Important SEO items in 2016
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Why SEO?
• 93% of online research begins with a search engine
• Google owns abut 70% of market share
• 70% of the links users click on are organic
• 75% of users never scroll past the first page
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- Optimization on single web pages
- Site architecture
- Fresh content
- Links to your site
- Social media shares
- Reviews of your website (local search)
SEO Rankings
Onsite Optimization (about 50%)
Offsite Optimization (about 50%)
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Getting Warmed Up
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What happened in 2015?
Mobile Update AKA "Mobilegeddon" — April 22, 2015 In a rare move, Google pre-announced an algorithm update, telling us that mobile rankings would differ for mobile-friendly sites starting on April 21st. The Quality Update — May 3, 2015 After many reports of large-scale ranking changes, originally dubbed "Phantom 2", Google acknowledged a core algorithm change impacting "quality signals". Panda 4.2 (#28) — July 17, 2015 Google announced what was most likely a Panda data refresh, saying that it could take months to fully roll out.
3 major Google algorithm updates
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Hints from Google
Google says move to https
Structure data as a ranking factor
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Application SEO gets more
important
Apps get a ranking boost when app indexing is done correctly and apps get another ranking boost when they use
the app indexing API.
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Example app listed in search
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Industry Survey
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RankBrain
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First, Get your Technical Ducks in a Row
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Go Secure, https:// (you have no choice!
• Action Item: Switch your website to https, you will rank better!
• Update all internal linking to point to https
• Update all external links to point at https version of your site
• Make sure images and fonts are secure
• Put in 301 redirects and set up a new Google search console
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Go Mobile, you have no choice • Action Item: Go mobile, responsive design if
possible • Test with mobile usability tool
https://www.google.com/webmasters/tools/mobile-friendly/
• Shoot for mobile page speed scores of 65 or above
• Have a mobile ready website that is optimized for Google (responsive design, vary http header or subdomain)
• Mapp your mobile application URLs to the corresponding web page and set up a Google search console account
• Integrate with Google now for now indexing
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Watch your Ajax and Javascript • Action Item: No more escape fragment optimization, make
sure you optimize around your Ajax and Javascript
• Google is now indexing Ajax and Javascript (no more escape fragment optimization)
• Make sure you have an HTML and Ajax or Javascript strategy
• It will always important to have core HTML elements such as URLs, titles, h1, copy, etc.
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Schema.org Action Item: Create a schema.org strategy for each page of your site.
• This will be important for rankings, click through rates and users.
• Some of my favorite schema is… • Logo schema
• Product Schema • Reviews Schema • Video Schema • Breadcrumb Schema • Local Schema • Article Schema • Event schema
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Sitemaps: Don't leave indexing to chance
• Action Item: Make sure you have all the sitemaps in green.
• XML • HTML
• Video
• Image
• News
• RSS
Make sure you have all of these sitemaps.
Have a news sitemap, if you are news site and an RSS if you need
content indexed fast.
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Second, Go Local Like a Pro
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Have a location specific strategy.
• Action item: Create Location based pages on your site.
• Add local schema.org to your site
• Create the following local profiles
• Google +
• Bing
• Yelp
• And use Yext or Moz Local
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Auto Client Example • We do the franchise and corporate marketing for this client • Started at zero, now getting thousands of visitors • Started with almost 0 keywords ranking, now over 3,000 • Working together one year
Example Irvine URL, now ranking for 43 keywords.
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Third, Go Multilingual and Enter All New Markets
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Pick a new language and generate more revenue or leads
• Action Item: Translate your site into a new language or target a new country
• Read more here in the ultimate guide – http://searchengineland.com/the-ultimate-guide-to-multilingual-and-multiregional-seo-
157838
• You have already done the work in English, translate your website into Spanish, French, Russian
• Use hreflang tags and X default to be technically correct
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E-Commerce Example
• We pushed this client into over 25 countries and • Languages. • 8,542% increase in new users • 5,284% increase in goal completions • Man, that make me feel good to help a client that way
Turkey
Italy
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https://youtu.be/8ce9jv91beQ?t=2m38s 2:38 to 3:50
Before you make the jump
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Fourth, Build out Hubs of Content
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Action Item: Create Hubs of Content
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Fourth, Build an External Linking Strategy and Brand Around
Expertise
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Have an influencer or subject matter expert
Action Item: Have One or Two People be the Face of the Company Online
• Align with one, or create one. Creating one take a lot longer.
• Write for top publications • Give everything away in your blog • Social media
– Build out personal profiles – Run ads – Make them the center of inbound
• Email marketing • Reverse engineer with SEM Rush, Majestic SEO and
BuzzSumo
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Fifth, Use the Right Tools
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Use BuzzSumo
https://www.youtube.com/watch?v=gNy8U3tlFYs
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Some of Our Favorite SEO Tools
1. Hootsuite: Schedule social posts, feed your blog
2. BuzzSumo: Influencers, popular social content
3. Screaming Frog: Crawl an entire site
4. Advanced Web Rankings: Local and national rankings
5. FollowerWonk: Twitter influencers, Twitter data
6. Opensite Explorer Broken Link Checker: Fix broken links
7. Magestic SEO: View backlinks to any website
8. KnowEM: Secure 300 social media profiles
9. Link Detox: Clean up work your bad SEO company did
10. Google Search Console: A MUST HAVE!
11. SEM Rush and Spy Fu
12. Bonus: Want to see more?
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