how to disrupt established markets with seo in 2015 - login 2015
TRANSCRIPT
![Page 1: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/1.jpg)
1
How
How to disrupt established markets with SEO
![Page 2: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/2.jpg)
2
About me
Yannis KaragiannidisHead of Growth @
TransferGo
![Page 3: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/3.jpg)
3
Agenda
01 02 03 04• Why SEO• Crawling and accessibility• Sitespeed and performance• Advanced Data and Keyword research• Localization and Internationalization• Advanced link building techniques
![Page 4: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/4.jpg)
4
Why Search Engine Optimization matters
![Page 5: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/5.jpg)
5
Why Search Engine Optimization matters
Source: ComScore
![Page 6: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/6.jpg)
6
Why Startups need SEO
Source: compete.com
![Page 7: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/7.jpg)
7
Why Startups need SEO
Source: compete.com
![Page 8: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/8.jpg)
8
AgilityFlexibility versus established players
As part of overall SEO efforts all of the elements in the following (non-exhaustive) list might need to be manipulated:
• Keyword targeting—which terms you have chosen to represent your products, content, and brand.
• Site structure—how information on your website is structured and how you present that information to users. Are your products and pages properly differentiated?
• Content strategy—what information are you going to publish on your site? None? All of it? Who will be responsible for this?
• The earlier SEO can be integrated into the business model the better.
![Page 9: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/9.jpg)
9
NoveltyThe linkbait factor
• Novelty is what linkbait is all about• Interesting products get immediate press coverage• Press coverage brings links• Get the full advantage of the coverage if you ‘re SEO-optimized
![Page 10: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/10.jpg)
10
Efficacy of Partial Implementation
Practicing SEO is a bit like practicing meditation—full enlightenment is an ongoing journey requiring a lifetime of work, but also a little bit will go a long way.
![Page 11: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/11.jpg)
11
Crawling & accessibility
![Page 12: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/12.jpg)
12
Accessibility
Optimizing the accessibility of your website for search engines means that you optimize your website for humans too.
![Page 13: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/13.jpg)
13
Accessibility#1 - See your website as a crawler
1. Disable JavaScript on your browser
Path: Settings -> Show advanced settings -> Privacy -> Javascript
![Page 14: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/14.jpg)
14
Accessibility#1 - See your website as a crawler
2. Disable CSS
Tip: install Google Chrome Web Developer extension
![Page 15: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/15.jpg)
15
Accessibility#1 - See your website as a crawler
3. Set user-agent as GoogleBot
Tip: Use the User-Agent Switcher extension
![Page 16: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/16.jpg)
16
Accessibility#1 - See your website as a crawler
![Page 17: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/17.jpg)
17
Accessibility#1 - See your website as a crawler
Things to check:1. Can you see all of your menu links (drop downs too!)? 2. Do all of the menu items and links appear as plain text? 3. Are all the links clickable? 4. Does this reveal any text that was previously hidden? (Hidden text
can send a red flag to Googlebot. It might not always be there maliciously, but it shouldn't be there.)
5. Is your sidebar or widgets content all the way at the top? Remember, your most important links and content should be at the top of the HTML. This is more important the bigger the site is.
![Page 18: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/18.jpg)
18
Accessibility#2 – Crawl with a Screaming Frog
![Page 19: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/19.jpg)
19
Accessibility#2 – Crawl with a Screaming Frog
Sort by levels to see the depth of your website
![Page 20: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/20.jpg)
20
Accessibility#2 – Crawl with a Screaming Frog
Check where your pages stand
![Page 21: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/21.jpg)
21
Accessibility#2 – Crawl with a Screaming Frog
Check for crawling errors
![Page 22: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/22.jpg)
22
Accessibility#2 – Crawl with a Screaming Frog
Find & Fix long titles / descriptions
![Page 23: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/23.jpg)
23
Accessibility#2 – Crawl with a Screaming Frog // Title & Descriptions guide
![Page 24: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/24.jpg)
24
Accessibility#2 – Crawl with a Screaming Frog // Title & Descriptions guide
MacDesktop:Title: 487pxDescription: 928px
Mobile:Title: 552pxDescription: 763px
Tablet:Title: 552pxDescription: 1040px
PC/GenericDesktop:Title: 482pxDescription: 928px
Mobile:Title: 550pxDescription: 757px
Tablet:Title: 550pxDescription: 1035px
![Page 25: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/25.jpg)
25
Accessibility#2 – Crawl with a Screaming Frog // Sitemaps
Tip: Google Sitemaps
![Page 26: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/26.jpg)
26
Accessibility#2 – Crawl with a Screaming Frog // Indexation metrics
![Page 27: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/27.jpg)
27
Accessibility#2 – Crawl with a Screaming Frog // Indexation metrics
![Page 28: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/28.jpg)
28
Accessibility#2 – Crawl with a Screaming Frog // Indexation metrics
![Page 29: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/29.jpg)
29
Accessibility#2 – Crawl with a Screaming Frog // Indexation metrics
Tip: Use MozBar and SEOQuake chrome extensions
![Page 30: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/30.jpg)
30
Accessibility#3– Duplicate page errors / HTTPS
![Page 31: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/31.jpg)
31
Accessibility#3– Duplicate page errors / HTTPS
• Internal links point to the new HTTPS URLs.• Redirect all HTTP to HTTPS URLs• Ensure that all rel=canonical tags within your HTML don’t point to
the old HTTP version..• Watch Google Webmaster Tools during the transition
![Page 32: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/32.jpg)
32
Accessibility#3– Duplicate page errors / Trailing slash
![Page 33: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/33.jpg)
33
Accessibility#3– Duplicate page errors / Trailing slash
• Select one format, with or without trailing slash• Change all the internal links• Put a 301 redirect in place or canonical tags
![Page 34: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/34.jpg)
34
Accessibility#4– Block malicious links to your website
Occasionally, malicious competitors might link to your website with a query attached to it.
E.g. https://transfergo.com/?thisservicesucks
These pages can get indexed, and replace your normal pages
![Page 35: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/35.jpg)
35
Accessibility#4 – Block malicious links to your website
Fix on .htaccess file:
# Malicious queries<ifModule mod_rewrite.c> RewriteCond %{QUERY_STRING} querystring [NC] RewriteRule .* http://example.com/$1? [R=301,L] </ifModule>
Replace “querystring” with the queries you identify that others link to you
![Page 36: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/36.jpg)
36
Sitespeed & PerformanceSitespeed & Performance
![Page 37: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/37.jpg)
37
Sitespeed & Performance
Optimizing your website’s loading speed will not only give Google better ranking signals but will improve user experience too
![Page 38: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/38.jpg)
38
Sitespeed & Performance#1– Measure your page speed // Check your homepage
https://developers.google.com/speed/pagespeed/
![Page 39: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/39.jpg)
39
Sitespeed & Performance#1– Measure your page speed // Check your different pages types
Check all the different page types your website might have, the results differ
E.g.:• www.homeaway.com - Score: 74/100• www.homeaway.com/vacation-rentals/texas/r1139 - Score: 72/100• www.homeaway.com/vacation-rental/p55664vb - Score: 63/100
https://developers.google.com/speed/pagespeed/
![Page 40: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/40.jpg)
40
Sitespeed & Performance#1– Measure your page speed // Fix according to priorities
https://developers.google.com/speed/pagespeed/
![Page 41: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/41.jpg)
41
Sitespeed & Performance#2– Track pageload in Analytics
On your Google Analytics installation, simply add the following tracking parameter into the tag:
_gaq.push(['_trackPageLoadTime']);
If you ‘re a high traffic website, you can set a sample size by adding:
_gaq.push(['_setSiteSpeedSampleRate', 5]);
![Page 42: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/42.jpg)
42
Sitespeed & Performance#3– Use YSLOW plugin
You ‘ll notice 3 levels:1. YSlow (V2) - Runs the full set of 23 rules 2. Classic (V1) - Runs the first 13 rules 3. Small Site or Blog - Runs 14 rules that apply to small sites
Run #1 if you ‘re getting more than 10k visitors / month
Yslow.org
![Page 43: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/43.jpg)
43
Sitespeed & Performance#4 – Find large images
![Page 44: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/44.jpg)
44
Sitespeed & Performance#5 – Use Google’s Closure Tool to minify JS
Google’s Closure compiler will help you minify your JS and reduce the loading speed
https://github.com/google/closure-compiler
![Page 45: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/45.jpg)
45
Sitespeed & Performance#6 – Optimize CSS files
cssminifier.com and / or csscompressor.com
![Page 46: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/46.jpg)
46
Sitespeed & Performance#7 – Install mod_pagespeed for Apache
If you run Apache, use Google’s pagespeed module to boost your loading times
https://developers.google.com/speed/pagespeed/module
![Page 47: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/47.jpg)
47
Sitespeed & Performance#8 – Browser caching
Leverage browser caching via directives on your .htaccess file for:
• Photos• CSS• JavaScript
Timesheet:
5 minutes in seconds = 300 1 day in seconds = 86,400 1 week in seconds = 60,4800 1 month in seconds = 2,629,000 6 months in seconds = 15,774,000 1 year in seconds = 31,536,000 (basically ‘infinite')
![Page 48: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/48.jpg)
48
Advanced data & keyword researchAdvanced data & keyword research
![Page 49: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/49.jpg)
49
Data & Keyword researchWhy Keyword research
![Page 50: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/50.jpg)
50
Data & Keyword researchWhy Keyword research
![Page 51: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/51.jpg)
51
Data & Keyword researchWhy Keyword research
![Page 52: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/52.jpg)
52
Data & Keyword researchWhy Keyword research
If you’re not getting enough search engine traffic to your site, you’re not using the words your customers use.
![Page 53: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/53.jpg)
53
Data & Keyword researchWhy Keyword research
Keyword research can give you:
• traffic to your site by using the words people use when they’re searching
• Better website copy by incorporating terms consumers immediately identify with
• Develop great content ideas• Better understanding of consumer’s behavior• Identification of the size of the market• new revenue streams by using popular keywords to inspire new product
and service ideas.
![Page 54: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/54.jpg)
54
Data & Keyword researchConsumer decision funnel
![Page 55: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/55.jpg)
55
Data & Keyword researchConsumer decision funnel
![Page 56: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/56.jpg)
56
Data & Keyword researchKeyword research
But how to do keyword research?
![Page 57: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/57.jpg)
57
Data & Keyword researchKeyword Planner
![Page 58: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/58.jpg)
58
Data & Keyword researchKeyword Planner
![Page 59: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/59.jpg)
59
Data & Keyword researchKeyword Planner - problems
1. Keyword Planner returns only keywords that are VERY closely related to what you put into it
![Page 60: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/60.jpg)
60
Data & Keyword researchKeyword Planner - problems
2. Keyword planner returns to you the same keywords that returns to anybody else, including your competitors
![Page 61: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/61.jpg)
61
Data & Keyword researchKeywords & competition
![Page 62: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/62.jpg)
62
Data & Keyword researchKeyword split
Split the keywords into three categories:
• Head Keywords - single-word keywords with insane amounts of search volume and competition. They usually don’t convert well. E.g. “watches”
• Body Keywords - 2-3 word phrases that get decent search volume (at least 2,000 searches per month), but are more specific than Head Keywords. E.g. “men watches”
• Long Tail Keywords - 4+ word phrases that are usually very specific. E.g. “buy royal london watches online”
![Page 63: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/63.jpg)
63
Data & Keyword researchStart Keyword Planner
Get started with Head and Body keywords
![Page 64: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/64.jpg)
64
Data & Keyword researchStart Keyword Planner
Customize your search criteria
Try >= 2000 monthly searches
![Page 65: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/65.jpg)
65
Data & Keyword researchStart Keyword Planner
Select Ad groups
![Page 66: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/66.jpg)
66
Data & Keyword researchStart Keyword Planner
And get grouped keywords and save keywords
![Page 67: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/67.jpg)
67
Data & Keyword researchStart Keyword Planner
![Page 68: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/68.jpg)
68
Data & Keyword researchStart Keyword Planner
![Page 69: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/69.jpg)
69
Data & Keyword researchStart Keyword Planner – Competitive research
A few other ideas other than competitor websites:• Pinterest pages• Blog posts• Wiki pages• Press releases• ..and anything that ranks for the keywords you want to rank
![Page 70: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/70.jpg)
70
Data & Keyword researchGo Long-Tail: Tools – Soovle.com
Soovle.com is an easy to use, free tool that shows you keyword suggestions results from Amazon, Wikipedia, Ask.com, Google Suggest and YouTube.
![Page 71: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/71.jpg)
71
Data & Keyword researchGo Long-Tail: Tools – UberSuggest.org
Like Soovle, UberSuggest.org grabs information from Google Suggest. What makes this tool unique is that it provides A LOT more keyword suggestions than Soovle.
![Page 72: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/72.jpg)
72
Data & Keyword researchGo Long-Tail: Tools – Google Webmaster Tools
Sometimes the best keywords are the ones you already rank for but they rank low
![Page 73: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/73.jpg)
73
Data & Keyword researchGo Long-Tail: Tools – Google Trends
Some of the keywords listed under “Queries” are potentially lucrative keywords that the Google Keyword Planner won’t show you.
![Page 74: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/74.jpg)
74
Data & Keyword researchGo Long-Tail: Tools – Google Trends
Other than keywords, get seasonality trends too.
![Page 75: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/75.jpg)
75
Data & Keyword researchGo Long-Tail: Tools – Other tools
• KeywordTool.io - Similar to UberSuggest but it adds a character before AND after the keyword that you enter
• SEMRush - Instead of entering a seed keyword and getting a long list of keyword ideas, SEMrush shows you keywords that your competition is already ranking for.
• Keyword Snatcher – crazy amounts of long tail keywords
![Page 76: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/76.jpg)
76
Data & Keyword researchKeyword Commercial Intent
You gathered tons of keywords, but which one are worthy? Split them in categories:
• “Buy Now” keywords – keywords that people searching them have literally their credit card in their hand
• “Product” keywords - searches that focus on a specific product category, brand name, or service. Searchers tend to be a bit earlier in the buying cycle than people using Buy Now Keywords.
• “Informational” keywords (e.g. how to..) - The vast majority of keywords online are Informational Keywords. As you might imagine, people looking for information don’t tend to convert especially well.
• "Tire Kicker" Keywords (e.g. free, download etc) - they 're very unlikely to convert
![Page 77: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/77.jpg)
77
Data & Keyword researchCheck cost and competition
![Page 78: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/78.jpg)
78
Localization and InternationalizationLocalization and Internationalization
![Page 80: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/80.jpg)
80
Localization#1 – Keyword Research for Local search
![Page 81: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/81.jpg)
81
Localization#1 – Keyword Research for Local search
![Page 82: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/82.jpg)
82
Localization#2 – On-site Optimization
Once you have your keyword set, the next thing you will want to do is optimize your own website for local search. Let search engines know what locations you are targeting by including geo-specific information, keywords and phrases in the specific places on your website as described below
![Page 83: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/83.jpg)
83
Localization#2 – On-site Optimization / Titles & Descriptions
• Locally optimized Titles• Locally optimized description• Locally optimized urls and/or breadcrumbs
![Page 84: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/84.jpg)
84
Localization#2 – On-site Optimization / Local content
• Local Address & Phone Number on All Pages• Location-specific pages• Locally optimized urls and/or breadcrumbs
![Page 85: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/85.jpg)
85
Localization#3 – On-site Optimization / Content
Write lots of quality content on a regular basis.
You must make a commitment to produce and publish content to your website (via a blog is fine) on a regular basis and share that content through social media. The content should be educational, entertaining, or simply value-added instead of sales-based.
![Page 86: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/86.jpg)
86
Localization#4 – 3rd party exposure
• Get a Google My Business Page.• Get your business on at least 20 of the top Business Directories,
such as Yelp, SuperPages, YP.com, Bing, Yahoo, Bestoftheweb, etc
• Generate positive reviews through your Google My Business Page and through Yelp. Focus on both quantity (you should minimally have at least 10 reviews and the most recent 10 should have positive sentiment) and also velocity (how frequently the reviews come in.)
![Page 87: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/87.jpg)
87
Localization#5 – Link building - Build local links
Don’t wait for local organizations (non-profits, Chambers of Commerce, trade groups, etc), local partners (suppliers, distributors, vendors), and local media entities to link to you – request links or find a way where you can contribute content (written, visual, video) to the link partner site in return for a link (either embedded in the content, through an author byline, or as part of a partner page).
![Page 88: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/88.jpg)
88
InternationalizationWhat is Multilingual SEO
Multilingual SEO is the practice of offering optimized website content in a variety of languages. Multiregional SEO is the practice of creating optimized website content that is tailored specifically to multiple geographic regions.
![Page 89: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/89.jpg)
89
Internationalization#1 - Domain & URL Structure
ccTLDs (e.g., example.de, example.fr)
Pros (+)• clear geotargeting• server location is irrelevant• easy separation of sites• legal requirements (sometimes)
Cons (-)• expensive• potential availability issues• more infrastructure• ccTLD requirements (sometimes)
![Page 90: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/90.jpg)
90
Internationalization#1 - Domain & URL Structure
Subdomains With gTLDs (e.g., de.site.com, fr.site.com, etc.)
Pros (+)
• easy to set up• can use Webmaster Tools geotargeting• allows different server locations• easy separation of sites
Cons (-)• users might not recognize geotargeting from the URL alone (is “de”
the language or the country?)
![Page 91: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/91.jpg)
91
Internationalization#1 - Domain & URL Structure
Subdirectories With gTLDs (e.g., site.com/de/, site.com/fr/, etc.)
Pros (+)• easy to set up• can use Webmaster Tools geotargeting• low maintenance (same host)
Cons (-)• users might not recognize geotargeting from the URL alone• single server location• separation of sites is more difficult/less clear
![Page 92: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/92.jpg)
92
Internationalization#2 - ccTLD & Webmaster Tools Geotargeting
![Page 93: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/93.jpg)
93
Internationalization#3 - hreflang
When do you need hreflang:
• You keep the main content in a single language and translate only the template, such as the navigation and footer. Pages that feature user-generated content like a forums typically do this.
• Your content has small regional variations with similar content in a single language. For example, you might have English-language content targeted to the US, GB, and Ireland.
• Your site content is fully translated.
![Page 94: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/94.jpg)
94
Internationalization#3 – hreflang – ways of implementation
![Page 95: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/95.jpg)
95
Internationalization#3 – hreflang – the effect
![Page 96: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/96.jpg)
96
Internationalization#3 – hreflang – the effect
![Page 97: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/97.jpg)
97
Internationalization#4 – Hosting location
• Doesn’t really matter, especially if you ‘re on the cloud• Google deploys crawlers from USA only
![Page 98: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/98.jpg)
98
Internationalization#4 – Hosting location
Advanced link building
![Page 100: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/100.jpg)
100
Advanced link building#1 – Whitehat is the new Blackhat
![Page 101: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/101.jpg)
101
Advanced link building#1 – Whitehat is the new Blackhat
• Constantly check your anchor text distribution• Check page-level anchor text distribution too
![Page 102: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/102.jpg)
102
Advanced link building#1 – Whitehat is the new Blackhat
Natural anchor text distribution:
• Branded terms• Generic anchor texts (e.g. click here)• Naked URLs• Titles
![Page 103: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/103.jpg)
103
Advanced link building#2 – Link relevancy
![Page 104: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/104.jpg)
104
Advanced link building#2 – Link relevancy
Andre Weyhner, ex-Googler, in an interview said:
“Getting a link from a high PR page used to always be valuable, today it’s more the relevance of the site’s theme in regards to yours, relevance is the new PR."
Tool: http://www.linkresearchtools.com/
![Page 105: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/105.jpg)
105
Advanced link building#3 – Link diversity
![Page 106: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/106.jpg)
106
Advanced link building#3 – Link diversity
![Page 107: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/107.jpg)
107
Advanced link building#4 – Reverse engineer
• Get lists of referring domains of competitors
• Sort them by Pagerank and Authority
![Page 108: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/108.jpg)
108
Advanced link building#4 – Linkbait content
![Page 109: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/109.jpg)
109
Advanced link building#4 – Linkbait content
• Outdated content - While some niches have mostly evergreen content (e.g. dating), most are changing all the time.
• WOW Factor – increase the number of items in aggregation / series articles (e.g. 100 ideas for home registration)
• Design – find content that ranks well from early 2000 and attack it via the design
![Page 110: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/110.jpg)
110
Advanced link building#5 – Spread your content
• Social media• Aggregators / curators• Outreach• Guestposts
![Page 111: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/111.jpg)
111
Advanced link building#6 – Broken link building
Broken link building is a link building tactic where a marketer contacts a webmaster who has a broken link on his/her site and recommends one or more alternatives that include his/her target site.
![Page 112: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/112.jpg)
112
Advanced link building#6 – Broken link building
Locate broken links:• http://brokenlinkindex.com/• http://domainhunterplus.com/
Reach the webmasters:• Link Research Tools Contact Finder• BuzzStream.com
![Page 113: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/113.jpg)
113
Advanced link building#7 – Unlinked brand / product mentions
Find content that your product is being mentioned without link, and gently ask for a link
![Page 114: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/114.jpg)
114
Advanced link building#8 – Understand what PR people do and create stories
PR people craft stories around people, companies and data
![Page 115: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/115.jpg)
115
What you should expect?
![Page 118: How to disrupt established markets with SEO in 2015 - LOGIN 2015](https://reader030.vdocuments.mx/reader030/viewer/2022032506/55c9c78cbb61eb98328b4631/html5/thumbnails/118.jpg)
118
What you should expect
• Long-term results• Low acquisition cost versus other channels• Stability, as long as you follow the guidelines