sxsw search camp: search engine optimization
TRANSCRIPT
Presentation Title Goes Here (Title Case) And It Might Be Super Duper Long With Lots Of Text
Search Camp
#SXSW2016#ROIofSEOSXSW 2016Andy Crestodina Ryan Johnson @crestodina @rsj8000
Orbit Media Studios Digitas
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Technical AuthorityRelevanceLocal SEOSocial Media & SEOMetrics and ROI
Welcome to Search Camp
@crestodina
#ROIofSEO
64% of website visitors start with search
@crestodina
source: Conductor#SEOforROI
@crestodina
#ROIofSEO
GoogleMarket Share(desktop)
@crestodina
source: Search Engine Land#SEOforROI
@crestodina
#ROIofSEO
@crestodina
GoogleMarket Share(mobile)#SEOforROI
source: Search Engine Land
@crestodina
#ROIofSEO
Click-Through Rate by Search Position
@crestodina
source: https://www.advancedwebranking.com/ctrstudy/
#SEOforROI
@crestodina
#ROIofSEO
@crestodina
source: https://www.advancedwebranking.com/ctrstudy/
Click-Through Rate by Search Position#SEOforROI
@crestodina
#ROIofSEO
The top three spotes get 53% of all clicks (more for branded search terms)The top spot gets 6x the clicks as number 5.7
Search fillsthe funnel
@crestodina
#SEOforROI
@crestodina
#ROIofSEO
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Social vs. Email vs. Search#SEOforROI
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#ROIofSEO
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#SEOforROI
Video of real time
Initial spike from email marketing and social promotion(one week)20 to 40 visits per dayfrom organic search(months or years)
The Spike and the Long Tail
@crestodina
#SEOforROI
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#ROIofSEO
Social Media Traffic vs. Search Traffic
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#SEOforROI
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#ROIofSEO
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Social Media Traffic vs. Search Traffic#SEOforROI
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#ROIofSEO
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Social Media Traffic vs. Search Traffic#SEOforROI
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#ROIofSEO
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Social Media Traffic vs. Search Traffic#SEOforROI
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#ROIofSEO
Acquisition > All Traffic > Channels
@crestodina
Social Media Traffic vs. Search Traffic#ROIofSEO
Technical SEO1
URLs... vs. tabs, popups, separate domainsDiscoverable, crawl-ablesitemap.xml, robots.txtDuplicatesSite speedErrorsSitelinks
Technical SEO
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#SEOforROI
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Sitemap.xml
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#SEOforROI
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Sitemap.xml
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#SEOforROI
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Robots.txt
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#SEOforROI
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#ROIofSEO
Tells search engines what they should and shouldnt crawl
Be careful of how you set it up, or you may not get any crawl!
Disallow: / = no crawl!!
Robots.txt
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#SEOforROI
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Test your robots.txt file in Google Search Console (Webmaster Tools)
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Duplicate ContentUse canonical URLs to avoid penalties for duplicate content
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Self-Referencing Canonical URLsAvoids the appearance of duplicate content for multi-page articles
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#SEOforROI
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Self-Referencing Canonical URLsKeeps multi-view pages from looking like duplicates to Google
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#SEOforROI
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Self-Referencing Canonical URLsKeeps print-version pages from looking like duplicates to Google
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#SEOforROI
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Self-Referencing Canonical URLsKeeps URL variations from appearing as duplicates
Site Speed
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https://developers.google.com/speed/pagespeed/insights/
Make Content Discoverable and Crawlable
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#SEOforROI
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Limit the amount of content in PDF format
Dont put text in image format
Make sure important content isnt blocked from crawl
Site/Crawl Errors
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Tabs are not URLs
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#SEOforROI
Why Do We Need Schema?
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Why Do We Need Schema?
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#SEOforROI
Why Do We Need Schema?
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Universal Search Results
@ crestodina
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Brand Search, Stripper Picture?
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Report Problem
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One hour later...#yay
Essential to Local Search
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Why Do We Need Schema?
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Snippet vs. Rich Snippet
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Snippet vs. Rich Snippet
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Product LocationOrganizationRecipe
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Structured Markup
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Schema is becoming more important. It is essential in local search and can make the difference in getting into the local pack. It helps Google differentiate between similarly named items (Halloween movie vs Halloween holiday). Additionally, Google has 46
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Does Your Website Have It?
Structured Data Tester
Schema Creator
schema.org/
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Schema Tools
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Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.48
Sitelinks
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Sitelinks
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Add screenshot
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Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.50
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Sitelinks#SEOforROI
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Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.51
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Search Console#SEOforROI
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Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.52
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Domain Strategy: Where to blog?
#SEOforROI
@crestodina
#ROIofSEO
Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.53
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Domain Strategy: Where to blog?
#SEOforROI
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Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.54
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Domain Strategy: Where to blog?
#SEOforROI
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...good
Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.55
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Domain Strategy: Where to blog?
#SEOforROI
@ crestodina
#ROIofSEO
Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.56
@rsj8000
Domain Strategy: Where to blog?
#SEOforROI
@ crestodina
#ROIofSEO
Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.57
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Domain Strategy: Where to blog?
#SEOforROI
@ crestodina
#ROIofSEO
...better!
Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.58
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Domain Strategy: Where to blog?
#SEOforROI
@ crestodina
#ROIofSEO
Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.59
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Domain Strategy: Where to blog?
#SEOforROI
@ crestodina
#ROIofSEO
Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.60
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Domain Strategy: Where to blog?
#SEOforROI
@ crestodina
#ROIofSEO
...bad
Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.61
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URL Structure Best Practices#SEOforROI
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#ROIofSEO
Short Few slashes Includes target phrase
Ask for someone to mention their website. Run it through the tool to demonstrate whether they have schema. Show a website that does have schema.62
Authority2
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links are authority
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Correlation between links and rankings
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Source: MOZ Search Ranking Factors 2015
more links = more authority
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links from credible sites =much more authority
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many outgoing links =less authority per link
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Link Popularity and Domain Authority#SXWsearch
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Authority > Difficulty
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Anchor TextWords and phrases used as text in the links to a website
Its good when the link textincludes the target keyword.
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but if all the links include thetarget keyword, thats bad.
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Buttonsvs. Links
Relevance3
TopicsWhich topics have a natural advantage in search?
Help your audience make a buying decision.
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#SEOforROI
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Your website is the mousetrap.Your content is the cheese.
Barry FeldmanFeldman Creative
1. Keywords2. Q&A Sites3. ListeningSources of Topics
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Topics from Google Suggest
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source: Keywordtool.io
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source: sg.serpstat.com
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GoogleKeywordPlanner
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Google Trends
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Competitor Sites
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source: SEMrush
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Topics from Analytics
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Topics that are getting sharedsource: buzzsumo.com
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The consideration portion of the funnel97
Topics That Your Readers Like
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remove any outlying factors.For example, that top post in this screenshot has an average visit of 11 minutes, but thats probably because it contains a 14-minute video. Eliminate any posts that have elements that might skew the data, and youll be left with a list of posts that your audience is really connecting with.Scan through this list andlook for patterns.Do your readers seem to be more interested in some topics more than others? Could you write more on these topics?98
Acquisition > Search Engine Optimization > Queries
Topics Youre Already Ranking For
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Topics from Q & A websites
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REMOVE100
source: Quora.comTopics from Quora.com
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1. Sales Team2. Customer Service Team3. Client StoriesTopics from Listening
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Your outbox is filled with topics
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Toggle105
The Two Most Powerful Topics
source: Moz, BuzzSumoWhat gets shares and links?
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source: Moz, BuzzSumoMost Content Gets Few Shares and No Links
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...if you want to create content that achieves a high level of both shares and links then you should concentrate on opinion forming, authoritative content... or well researched and evidenced content.
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January, 2014. Mark Schaeffer publishes his Content Shock post110
The Power of Strong Opinion
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The Power of Strong Opinion
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The Power of Strong Opinion
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January, 2014. Mark Schaeffer publishes his Content Shock post113
The Power of Strong Opinion
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January, 2014. Mark Schaeffer publishes his Content Shock post114
List of Your Strongest OpinionsLOYSO
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Why Create Research?
Numbers are credibleOwned by you, making your site the primary sourceThe outreach can grow your networkSupport the sales pitchResearch gets more links and shares than other content
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Types of Research
ExperimentationObservationAggregateOnline SurveyPhone Survey
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Before
Four options emailsCTA: Sign UpBefore
After
Three optionsUnlimited emailsCTA: Get Started NowAfter
+500% Increase in conversionssource: Copy Hackers
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source: MOZAggregate
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Online Survey
Source: GroupHigh
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Dont take shortcuts; they take too long.
Sonia SimoneCCO, Copyblogger Media
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Find the Missing StatIts often asserted.Its rarely supported.
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Research & Marketing
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Choosing KeywordsDo people search for it?Do I have a chance of ranking?
CENTRAL HUBMain topic, business categoryRELATED SUB-TOPICSAnswers to the main questions, how to articlesSUPPORTIVE BASEBroad range of helpful, related topics
Topics and Structure
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PRIMARY KEYPHRASEHome page targets the most competitive phrase
SECONDARY KEYPHRASESproduct categories, services pages
TERTIARY KEYPHRASESPhrases related to the problem, not the solution
Keyphrases
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PRIMARY KEYPHRASEHome page targets the most competitive phrase
SECONDARY KEYPHRASESproduct categories, services pages
TERTIARY KEYPHRASESPhrases related to the problem, not the solution
$$?Keyphrases
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People, Phrases & Pages
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The Home Page: just one of many landing pages
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Using KeywordsIndicate the relevance.
Once at the beginning of the title
Once in the first header
Four to six times in the body of the pageVisible Elements = Important Factor
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1. Title: Once in the beginningand its the link in Google search results!It appears above the address bar in your browser
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Home Home
2. Header: Once, anywhere
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3. Body: four to six times
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STRONGImportance of a Primary Keyword
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A primary keyword150
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WEAKImportance of a Primary Keyword
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Primary Keyword Activity: 2 Minutes
Every page should have one H1
H1 should be the pages primary keyword
Your homepage H1 should tell me:Who you areWhat you doWhere you are (if applicable)Rules to Remember
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Dont be too aggressive!
Length
@crestodinasource: BuzzSumo dataset: OrbitMedia.com
Long Content Gets Shared More
@crestodinasource: Curata
Long Content Generates More Leads
@crestodinasource: HubSpotWord Count vs Average Linking Domains> 25002250 25002000 22491750 19991500 17491250 14991000 1249750 999500 749250 4990 - 249Long Content Gets Linked To More
@crestodinasource: Moz, BuzzsumoArticle LengthAvg SharesAvg Referring Links< 1,0002,8233.471 - 2,0003.4566.922 3,0004,2548.813 10,000+5,88311.07
n = 489,128 articles (over 85% had less than 1,000 words)Length, Shares and Links
@crestodinasource: CoSchedule
Long Content Tends to Rank Higher
Semantic SEOTarget the topic, not just the phrase.
Weve been working on an intelligent model...that understands real-world entities and theirrelationships to one another: things, not strings.
Amit SinghalGoogle
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website copyright copyright textwebsite footer examplesheader and footerwebsite footer definitionat the bottom of the pagedesigning a website footerfat footerguidelinesstandardsbest practices
Semantically linked to footer design
usabilitycontentideas inspirationlinks SEOsitemapsocial medianavigationpurpose of responsivetemplate
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website copyright copyright textwebsite footer examplesheader and footerwebsite footer definitionat the bottom of the pagedesigning a website footerfat footerguidelinesstandardsbest practices
usabilitycontentideas inspirationlinks SEOsitemapsocial medianavigationpurpose of responsivetemplate
Semantically linked to footer design
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Find the words and phrases that are semantically linked to the phrase you are targetedUse those phrases within your content
Adapt to Semantic Search
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Writing For Natural Language SearchDigital assitants are coming...
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Use sentences that include the complete meaningInclude full questions and full answers
Adapt to Natural Language Search
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Internal LinkingInterconnected pages
Internal Linking Opportunities
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Internal Linking Opportunities
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Lets ReviewWhich keywords are helpful?Which links are helpful?
blog postguest postresearchpost on another sitekeyphrasekeyphrase
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blog postguest postresearchpost on another sitekeyphrasekeyphrase
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blog postguest postresearchpost on another sitekeyphrasekeyphrase
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blog postguest postresearchpost on another sitekeyphrasekeyphrase
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Which of these links and keywords affect your rankings?
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blog postguest postresearchpost on another sitekeyphrasekeyphrase
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Which of these links and keywords affect your rankings?
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blog postguest postresearchpost on another sitekeyphrasekeyphrase
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These 3 Questionspretty much explain SEO...
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People looking for me are searching for what?#ROIofSEO
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Which page on my siteis relevant to that phrase?#ROIofSEO
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Why would Google believethat page is the best pageon the internet for that topic?#ROIofSEO
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Will people searching for Xbe happy that they found this page?#ROIofSEO
Common Myths...or at least, misunderstandings
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Local SEO4
1 Part Local Optimization & Proximity1 Part Reviews1 Part SchemaLocal Search Recipe
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2239 Business Categories
... Gazebo Builders, Ghost Towns, Helium Gas Suppliers, Hot Tub Repair, Pinball Machine Suppliers, Pumpkin Patches, Taxidermists, Truck Stopssource: http://blumenthals.com/Google-Categories.html
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Local Optimization and Domain Authority
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Local Optimization and Domain Authority
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Local NAP Optimization
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Reviews
Discuss Sears. Yelp always on page 1 of local search229
Social Media and SEO5
Everything in marketing isbased on relationships.
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lead
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leadtrafficconversions
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leadtrafficconversionssearchemailsocial
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leadtrafficconversionssearch
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leadtrafficconversionsrank
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leadtrafficconversionsrankcontentlinks
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leadtrafficconversionsrankcontentlinkscontentrelationships
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Source: MOZ Search Ranking Factors 2013The Social, Search Correlation
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sources: CDC, IMDB and tylervigen.com
Number of people who drowned in pools and...Number of films Nicolas Cage appeared in.
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How Social Media Helps RankingsOften...
Social Actions, Search Outcomes
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Social Actions, Search Outcomes
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There are two kinds of people on the internet
creatorscontributors and lurkerscreatorscontributors and lurkersCreatorsContributors And lurkers
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JournalistsAuthorsPodcastersAcademic ResearchersEvent Producers
And of course...Bloggers and blog editors
Who makes content?
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Two Types of Social Media
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Two Types of Social Media
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Two Types of Social Media
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How to Connect with Content CreatorsFind. Connect. Collaborate.
Social media is the worlds greatest phone book
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Source: FollowerWonk.com
Follower Wonk
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Build a List
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Source: Groove HQ
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Subscribed to blog by feed / emailUse Talkwalker, Newsle and Brand24Google+: Add to circleTwitter: FollowTwitter: Add to a radar list
Part One: LISTEN
source: Online Networking Guide, Orbit Media
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Twitter Radar
Feedly
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Favorite their tweets+1 their postsLike comments on other blogsComment on their blog
Part Two: ENGAGE
source: Online Networking Guide, Orbit Media
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Connect on LinkedInLike LinkedIn posts, mention themEndorse on LinkedInWrite a recommendation on LinkedInSend friend request on FacebookLike Facebook posts, mention them
Part Three: CONNECT
source: Online Networking Guide, Orbit Media
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LinkedIn Tagging
Follow on Quora, Medium, Instagram, Yelp, MeetUp, Storify, Listly, CourseraFollow on apps like Spotify, Runkeeper, FitBit, etc.*REVIEW PODCAST on iTunes*REVIEW BOOK on Amazon
Part Four: EXTRA MILE
source: Online Networking Guide, Orbit Media
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Cross the Streamsthe strength of weak connections!
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1. Publish2. Share here3. Say thanks there!
Mention them in your contentGet a contributor quoteInclude them in an expert roundupDeep dive interview
Part Five: COLLABORATE
source: Online Networking Guide, Orbit Media
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Contributor Quotes
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Phone call, Skype or Google+ HangoutFace-to-face meetingMastermind GroupHand-written thank you note
Part Six: FRIENDSHIP!
source: Online Networking Guide, Orbit Media
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If youre not making friends, youre doing it wrong.
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Weekly Outreach CallsCoffee, Lunch, BeerMastermind GroupsOffice HoursAttend Events
5 Ways to Build Your Network
source: 5 Ways to Produce Better Web Content, Orbit Media
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Office Hourssource: YouCanBook.Me
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Content Marketing Mastermind
59 minutes on Skype, Hangout or BlabOnce per month for one yearAgenda:What are you doing that we can promoteWhat are you writing that we can collaborate onWhat are you doing to be more productive?Anyone I know that you want to meet?
Bring a guest each monthMiss it twice and youre out!
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Get Out There!...events are the best shortcut
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Sit in the front rowAsk a question during Q & AThank them in person after the sessionHave them sign a bookAsk if you can email them to get a contributor quote later...
Tips for attending events
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The Big AskIts all built up to this...
Source: Groove HQ
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Content + Visibility = Link
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Find the missing stat...
YOUR SITE
OTHER SITESWHERE to publish
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WHO does the writing
CREATED BY YOU
CO-CREATED WITH INFLUENCERS
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Blogging vs. Guest Blogging
Content = 2Links = 0Friends = 0Content = 3Links = 1Friends = 2
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Round Two...
Content = 4Links = 0Friends = 0Content = 6Links = 2Friends = 4(better links + real connections)
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Nice blog, butThis is what great content marketing looks like.Round Four...
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source: Skyrockets Link Building Survey: 2014Which link building tactics are most effective?
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Influencer Marketing Tools
InkyBee
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InkyBee
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GroupHigh
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Tap Influence
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Traackr
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Metrics and ROI6
Which posts have ranking potential?Low hanging fruit is delicious!
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Acquisition > Search Engine Optimization > Queries
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Acquisition > Search Engine Optimization > Queries
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Acquisition > Search Engine Optimization > Queries
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Acquisition > Search Engine Optimization > Queries
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Acquisition > Search Engine Optimization > Queries
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Find the pages. Confirm the rankings.Improve the page by adding detail, keywords, video, internal linking, etc.
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Actions
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Top Content
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Find your traffic champions
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Initial spike from email marketing and social promotion(one week)20 to 40 visits per dayfrom organic search(months or years)
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How can we make more of these?
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How high are you ranking?
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Current rank for target keyphrase: #9
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Current rank for target keyphrase: #9
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This stuff really works...
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The Report of Broken DreamsHow is your website unsatisfying?
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Optimize your own pages for your own search tool.Publish more content on those topics.
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Actions
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Building an SEO ReportFor Clients or C-Suite
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Keyword Rankings
MOZ is one way to track your KW rankings. Looking at movement331
Awesome - #1Great - #2-3Very Good #4-9 (page 1)No Good - everything else
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Keyword Rankings
Show G Analytics for CTRs332
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Click-through Rates
Show G Analytics for CTRs333
Filtering queries helps make sense of complex information.
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Keyword Ranking Families
Show G Analytics for CTRs334
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Keyword FamilyAvg. PositionAvg. CTRkarate1.11.48%kids10%Kenpo 15.71%Martial arts1.90.0%
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Keyword Ranking Families
Show how we divine this information335
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Keyword Ranking Families
Show how we divine this information336
Quantity
Diversity
Relevance
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Backlinks
Show G Analytics for CTRs337
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Backlinks Quantity, Diversity
The MOZBar is a free tool that will show you the backlinks of any page or domain.338
Industry PublicationsRelevant Bloggers.edu and .gov linksMajor Publications
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Backlinks Relevance
Open Site Explorer is a great tool that comes with a MOZ subscription, which starts at $950 for a year.339
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Backlinks Relevance
Open Site Explorer is a great tool that comes with a MOZ subscription, which starts at $950 for a year.340
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Backlinks Relevance
Open Site Explorer is a great tool that comes with a MOZ subscription, which starts at $950 for a year. Show OSE with linking domains and recently discovered links.341
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Referrals
The free way to see who is linking to you is through the
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Activity Two Minutes
What kinds of websites would you want to link to you?
Authoritative
Brand Appropriate
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Organic Traffic AnalyticsGrowth in organic traffic
Behavior of organic visitors
Goal Completions
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ROIPaid Search Equivalent value for captured trafficKPIs put a price on goals. What is a lead worth to you?
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Paid Search Equivalents
22 X $2.26 = $49.72 organic payoff in September for car wraps
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Paid Search Equivalents
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Paid Search EquivalentDetermine how much you are spending now (or could be spending) on paid search:What KWs are most expensive?What KWs have the most clicks?What KWs have the highest CTR?
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You might also look at how much you are spending now for your paid search keywords.
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Example: Lead Generation Best PracticesX
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500 Pageviews/month$45 per Pageview$22,500 / month in free traffic
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Add it Up!
Related TopicsVariety of KeyphrasesMany FormatsWith Relevant CollaboratorsLots of Locations
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Great Marketers Publish
Quality and User Interaction Signals
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The Time on Page / Ranking Correlation
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The Time on Page / Ranking Correlation
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Anatomy of the Long Click
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Format for ScannersAdd Multiple ImagesAdd VideoInternal LinkingGo Deep
5 Ways to Keep Your Visitors
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Header and SubheadersBullet Lists and Numbered ListsBolding and ItalicsInternal LinksMultiple ImagesTypes of Formatting
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source: How Little to Users Read? NN GroupUsers have time to read at most 28% of the words during an average visit. 20% is more likely.Types of Formatting
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Jakob Nielsen analyzed 45,237 page views369
source: 2015 Blogger SurveyWhat Media are Bloggers Adding?
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Googles Search Quality Guidelines!
source: Search Quality Evaluator Guidelines
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Content is Front and CenterEAT: Expert, Authoritative, TrustworthyHighly Meets vs. Fails to Meet
3 Ways to Meet Googles Guidelines
source: Brian Dean
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Is the content is at the top of the page?
Put information high on the page, so visitors can read without scrolling.
Content is Front and Center
source: Search Quality Evaluator Guidelines
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"Can you trust the source of this content?ExpertiseAuthoritativenessTrustworthiness
Prove that youre an expert, or "borrow" authority by citing sources and other experts.
E-A-T the Results
source: Search Quality Evaluator Guidelines
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Does the content succeed at meeting the goals of the visitor?
Page should provide a comprehensive answer, truly meeting their needs.
Create long, in-depth content that covers every angle of your topic.
Highly Meets vs. Fails to Meet
source: Search Quality Evaluator Guidelines
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Make the best page on the Internet for your topic. Be the best answer.
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Setting Goals and KPIs
Youd be amazed at how many websites are made without thinking about the ultimate goal for visits. What is the metric for success?377
What action is valuable to your business?
Awareness/Thought LeadershipNewsletter signupSocial shareArticle comment
LeadTalk to an agentSchedule a visitDownload a whitepaper
Ecommerce Sale
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Key Performance Indicators (KPIs)
Activity Two Minutes
What would your brand consider to be a completed goal for a visit?
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Key Performance Indicators (KPIs)
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Your Pages.Your Funnel.Lets break it down.
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Loyola University Chicago Quinlan School of Business
Conversions > Goals > Funnel Visualization
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Bottom Line
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Keyword ranking familiesAverage rankingAverage CTRBacklinksQuantityDiversity of sourcesQuality of newly discovered linksOrganic TrafficGoal CompletionPaid search valueQuality signalsTime on site/Time on pagesPages per visit
Whats In The SEO Report? (recap)
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Lets rank!#SXSW2016#SEOforROIAndy Crestodina Ryan Johnson @crestodina @rsj8000
These might help...http://bit.ly/orbitfutureSEO
http://bitly.com/contentchem
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Implicit signals
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Implicit signalsSearch historyLanguageSocial connectionsLocationBrowserTime of dayDeviceWearables (activity recognition API?)