optimizing your website for organic search
DESCRIPTION
Optimizing Your Website for Organic Search presentation at the eMarketing Association Conference 2014 (eM14) at the Marriott Hotel Union Square, San Francisco, California. Presented on March 25, 2014.TRANSCRIPT
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Optimizing Websites for Organic Search
Benj Arriola
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Search Engine Optimization
High Level Overview
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SEO & Content Marketing
SEO
On-Page
Server Settings& Code
Web Designers, Web Developers,
Network Administrators
Content Writers
Off-Page LinksBuzz Makers,
Viral Marketers, Content
Promotion
SEO Diagnostics
Content Marketing
Foundational
Continuous
Content Marketing
SEO Diagnostics
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Google Updates• Penalty-Like Updates
• Panda• Penguin
• Content Related Updates• Hummingbird
• Older But Important Updates• Authorship• Rich Text Microformats
Quality Content
Quality Natural
Links
Leveraging Authority, Credibility
& Trust
Displayed Tagged Content Details in SERPs
Detailed Long Tail Content
Pushes Down
Ranking
More Ranking
Potential
Improve SERP
Appearance
Increase CTR
Occupy Screen Real
Estate
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Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page Speed
ContentMarketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial
Link Bait
Passes Link Juice Improves Ranking
Site Architecture & Content Marketing
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Long Tail Keyword Distribution
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Long Tail Keyword AdvantageFat Head Long Tail
Search Volume High Low
Keyword Variations Low High
Search Engine Ranking Harder to rank.Takes longer to rank.
Easier to rank.Faster to rank.
Competition Larger Smaller
Conversions Less Likely More Likely
Amount of Research Work Less More
Fat Head Long TailSearch Volume High Low
Keyword Variations Low High
Search Engine Ranking Harder to rank.Takes longer to rank.
Easier to rank.Faster to rank.
Competition Larger Smaller
Conversions Less Likely More Likely
Amount of Research Work Less More
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Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page Speed
ContentMarketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial
Link Bait
Passes Link Juice Improves Ranking
Site Architecture & Content MarketingTargets more specific long tails
Targets more general fat heads
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SEO Strategy
Setting Priorities
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6 M
onth
s:+
17.1
%
9 M
onth
s:
+49.5
%
12 M
onth
s:+
54.8
%
3 M
onth
s:
0%
No Projections – Just a Track RecordData Driven: Overall Department Performance Analysis
Organic Search Traffic for Non-Branded Keywords
Clients Range10% to 1,000%
Prioritizing taskTarget low hanging fruitGet largest benefit at the soonest possible time.
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Discovery
Keyword Research
Keyword Mapping
Content Optimization
Diagnostics & Recommendations
Algorithmic Optimization
opt ional
Customize Your Process Based on the Website Needs
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SEO DiagnosticsIndexing Issues
HTTP Header Status
Duplicate Content
Site ArchitectureTaxonomies
URL Structure
Breadcrumb
Content Hierarchy
HTML Sitemap
Frames
Flash
AJAX
URL Issues
PDF and Other Docs
International SEO
Pagination
Content Writing Best Practices
JavaScript
ViewState Variable
Code Order
Images
Video
Social Sharing
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Onpage Advantage Example: Travel Industry Client
Code Order
ChangeSep 3
Ranking Jump on Sep 6
Information Architecture Change
Sep 21
Process and results were
repeatable using different:
KEYWORDSPAGES
CLIENT WEBSITE
Results varied in ranking improvement jumps,
but all improved.
SEO Diagnostics Case StudyData from actual IMI client in the travel industry.
Only code order change and information architecture modifications were done.
Ran daily ranking reports.
Results were published in a case study and present at Webmaster World’s PubCon in Dallas and Las Vegas
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Toxic Link Report
102,099 Backlinks 99,127 Site-Wide Links
394 Links No Longer Exists
670 Error Links
1,868 Analyzed
955881
32
Toxic Link Report
Healthy
Suspiscious
Toxic
294
244
17172
1095
27 5
Toxic Link Breakdown
Suspiscious 1Suspiscious 4Suspiscious 14Suspiscious 19Other SuspisciousToxic 1Toxic 2
27 links from deindexed domains 5 links from malware
infected sites
294 links from pages with 0 Power*Trust and low domain Power*Trust (low quality forum/directory)
244 links from pages that do not rank for their title tag. Possibly penalized.
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Content Marketing LinksGoal
Featured on sites within your vertical with a high amount of visibility
Gaining powerful, authoritative links
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Link Baitable Content
Promotion with the aid of Social Media
Content Development StrategyNatural High Quality Links = Biggest Impact on Rankings
TEXTContent
Blogging StrategyTrust Bait
Press ReleasesMatte Releases
Infographic CreationAward &
RecognitionsBadges
VISUAL
Content
Video Strategy
AUDIO
Content
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Develop custom content marketing roadmap
1Understand client’s goals and business
2
3
4
Identify target customer
Determine which online channels to target
Discovery / Goal Setting
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ContentTopic
Q & AWebsites
News &Media
Long-TailTraffic
AnalysisGoogleTrends
SocialMediaTrends
Research
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Remarkable Content
In A VarietyOf Mediums.
Infographics & InfoguideseBooksViral ContentVideosBloggingGuest BloggingKinetic Typography & Motion GraphicsPress Release & Matte ReleaseBadge, Awards & Recognitions
Content Creation
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Influencer Research
Identify bloggers, journalist, reporters in various niches.
Segment byGeographic Location
Content Topics
News Outlets
And More!
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Rapport Buildingw/ Influencers
Influencer OutreachSocial Bookmarking
Social Network PromotionPress Release Distribution
Image Link ReclamationInfluencerFollow-up
Launch
PostLaunch
PreLaunch
Promotion
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Conversionsfrom Content
TrafficAnalysis
LinkAnalysis
SocialActivity
1
2
3
4
Measurement
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Infographic Examples
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Visits:13,911
# of Linking Domains:187
Tweets:520
G+:219
FacebookShares:244
Infographic Case Study
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SharesOnline:363K
Facebook Likes & Shares:47K
Tweets:4K
High Authority
Links:120
PageViews:16K
Infographic Case Study
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eBook Example
Content not about bowling. But targets the right audience.
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Reads:9,243
Slide Presentation
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Press Releases / Matte Releases
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Achievements to date:
4,388% increase in Facebook “likes”
Website Referral Traffic Increased 91%
31 blog postsAvg. domain authority is 47 (avg. blogger is 30)
100’s of social posts by social influencers promoting NutriPro Juicer
16 of top 30 referrals came from bloggers
Picked up in Health Magazine
Goal:Increase brand
awareness and create online buzz for new product via blogger
outreach
Built very strong professional foundation
acrossall social channels.
Case Study: Blogger Outreach
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SEO Success
Some Case Studies
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SEO Case Studies“A Running Shoe Company”
Main StrategyLong Tail KeywordTargetingOn-Page CodeOptimization
74% of targeted organic
keyword
Running Shoes: Up by 15,982. Long tails
up by 69,459.
Running Shoes up by 2.43%. Long
tail up by 0.009%.
Sales increased!
Running shoes keyword revenue increased by $1,140.76. Long tails by $106,196.89
Profits increased!
Ranking
Organic
Traffic
Conversio
ns
Sales
Revenue
Profit
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XML Feed Based Videos
SEO Case Studies
Main StrategyContent Marketing
Targeting other types of search results, like video results.
“People who come in through video [results] tend to convert at a higher percentage than
non video visits” - Jordan Boshers, Account Strategist
96k Videos Indexed!Rock and Dirt
YouTube account
Rock and Dirt Website
Also main ordinary organic result.
Video thumbnails are more compelling to click on
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SEO Case Studies
Links gained:Experimental Aircraft Association Websites
EAA922.org (.edu & .gov)
EAA32.org (1999)
ProFlyersInc.com/EAA501 (2002)
ExperimentalAirplane.com (2000)
Other Airplane Pilot GroupsFlyingGators.com (1999, .edu & .gov)
AirMailPioneers.org (1998)
Educational InsitutionsCOA.FIT.edu (1989)
UkiahAviation.com (.edu & .gov)
Informational/Resource PagesCrashSiteOrkney.com
AirCrashSites-Scotland.co.uk
• Main Strategy• Content Marketing• Trust Baiting
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SEO Case Studies
Links gained:Experimental Aircraft Association Websites
EAA922.org (.edu & .gov)
EAA32.org (1999)
ProFlyersInc.com/EAA501 (2002)
ExperimentalAirplane.com (2000)
Other Airplane Pilot GroupsFlyingGators.com (1999, .edu & .gov)
AirMailPioneers.org (1998)
Educational InsitutionsCOA.FIT.edu (1989)
UkiahAviation.com (.edu & .gov)
Informational/Resource PagesCrashSiteOrkney.com
AirCrashSites-Scotland.co.uk
Main StrategyContent Marketing
Trust Baiting
20,000 increase in non-branded organic search traffic.
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GreatCall Case StudyPhased ApproachJitterbug first, then 5 Star next
Targeted the Jitterbug first.
Targeting the 5Star Urgent
Response next
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GreatCall Case StudySeparate landing pages
Gaining client trust.
Quick fix to technology issues.
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GreatCall Case StudyContent Marketing
Infographics
URL Title Anchor Text Page Authority Domain Authorityhttp://en.wikipedia.org/wiki/Enhanced_9-1-1 Enhanced 9-1-1 - Wikipedia, the free encyclopediaTechnology behind Enhanced 911 Calls 69 100http://www.criminalmindsatwork.blogspot.com/2012/12/911-technology-in-us.htmlCriminal Minds at Work (img alt) 5Star medical alert 39 94http://visual.ly/technology-behind-911-call Technology Behind a 911 Call | Visual.ly http://www.greatcall.com/lp/technology-behind-911-calls-infographic.htm44 84http://gentlemint.com/tack/111083/ Technology Behind A 911 Call Infographic | GreatCall - Gentlemintwww.greatcall.com 18 54http://www.911dispatch.com/911/index.html 911 Information Infographic 48 53http://infographicjournal.com/technology-behind-enhanced-911/ Technology Behind Enhanced 911 {infographic](img alt) Technology Behind Enhanced 911 14 40http://boscoinfotech.com/the-technology-behind-911-calls/ The technology behind 911 calls | Bosco Information Tech(img alt) 5Star medical alert, ermergency responders, 911 calls, 911 technology27 29http://www.geekyhabitat.com/911-technology/ 911 technology | Geeky Habitat (img alt) 5Star medical alert, 911 calls, technology behind 911 calls, emergency phone system20 21http://www.grandtraverse911.com/public-education/911-technology/ 911 Technology | Grand Traverse County 911 (img alt) (img) [No Anchor Text] 15 21http://www.mattlogic.com/how-911-works/ how 911 works | Matt Logic (img alt) 5Star medical alert, 911 calls, 911 dispatch, how 911 works17 18http://infographics.idlelist.com/2013/01/12/technology-behind-a-911-call/ Technology Behind A 911 Call | Infographics : IdleList(img alt) 5Star medical alert, 911 calls, 911 dispatch, how 911 works13 25
Relevant natural links with good authority metrics.
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GreatCall Case StudySEO Results
Main StrategiesKeyword Strategy
Phased Approach
Testing Landing Pages
Content Marketing with Infographics
SEO gave GreatCall an 83.30% increase of non-branded organic search traffic year over year.
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Summary
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SEO & Content Marketing
SEOOn-Page
Server Settings& Code
Web Designers, Web Developers, Network Administrators
Content
Writers
Off-PageLinks
Buzz Makers, Viral Marketers, Content Promotion
SEO Diagnostics
Content Marketing
Foundational
Continuous
Content Marketing
SEO Diagnostics
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Google Updates• Penalty-Like Updates
• Panda• Penguin
• Content Related Updates• Hummingbird
• Older But Important Updates• Authorship• Rich Text Microformats
Quality Content
Quality Natural
Links
Leveraging Authority, Credibility
& Trust
Displayed Tagged Content Details in SERPs
Detailed Long Tail Content
Pushes Down
Ranking
More Ranking
Potential
Improve SERP
Appearance
Increase CTR
Occupy Screen Real
Estate
![Page 42: Optimizing Your Website for Organic Search](https://reader038.vdocuments.mx/reader038/viewer/2022103016/554ce3bab4c905cc488b536d/html5/thumbnails/42.jpg)
Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page Speed
ContentMarketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial
Link Bait
Passes Link Juice Improves Ranking
Site Architecture & Content Marketing
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Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page Speed
ContentMarketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial
Link Bait
Passes Link Juice Improves Ranking
Site Architecture & Content MarketingTargets more specific long tails
Targets more general fat heads
![Page 44: Optimizing Your Website for Organic Search](https://reader038.vdocuments.mx/reader038/viewer/2022103016/554ce3bab4c905cc488b536d/html5/thumbnails/44.jpg)
Benj Arriola
SEO Conference Speaker2014 eMarketing Conference
2013 SMX, PubCon, IMC, IRCE, EmMeCon, Emory University, eMarketing Conference
2012 IABC, Online Marketing Summit, MORCon
2011 SEMCon, MORCon, Bataan Bootcamp
2010 PubCon, San Diego eCommerce Summit, SEMCon
2009 SMX, SEMCon
2007 SEMCon
SEO Contest Winning - Timeline2009 SEO Contest by NetBuilders.org - 4th
2008 Promote Your Business SEO Contest by Branders.com - 2nd
2008 SEOContest2008 by UK Webmaster World - 2nd
2007 SEO World Championship by Get Updated - 1st Place
2006 Vogermilten SEO Contest - 1st Place
VP for SEO
Internet Marketing Inc.www.internetmarektinginc.com
@benjarriola
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Thank You
Questions?