sxsw search camp: search engine optimization

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

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64% of website visitors start with search

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source: Conductor#SEOforROI

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GoogleMarket Share(desktop)

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source: Search Engine Land#SEOforROI

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GoogleMarket Share(mobile)#SEOforROI

source: Search Engine Land

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Click-Through Rate by Search Position

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source: https://www.advancedwebranking.com/ctrstudy/

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source: https://www.advancedwebranking.com/ctrstudy/

Click-Through Rate by Search Position#SEOforROI

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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

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Social vs. Email vs. Search#SEOforROI

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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

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Social Media Traffic vs. Search Traffic

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Social Media Traffic vs. Search Traffic#SEOforROI

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Acquisition > All Traffic > Channels

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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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Sitemap.xml

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Sitemap.xml

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Robots.txt

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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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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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Self-Referencing Canonical URLsKeeps multi-view pages from looking like duplicates to Google

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Self-Referencing Canonical URLsKeeps print-version pages from looking like duplicates to Google

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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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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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Why Do We Need Schema?

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Universal Search Results

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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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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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Sitelinks#SEOforROI

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Search Console#SEOforROI

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Domain Strategy: Where to blog?

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...good


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...better!


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...bad


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URL Structure Best Practices#SEOforROI

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Short Few slashes Includes target phrase


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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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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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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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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Which of these links and keywords affect your rankings?

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Which of these links and keywords affect your rankings?

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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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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


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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


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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


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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


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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!


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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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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


Filtering queries helps make sense of complex information.

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Keyword Ranking Families


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Keyword FamilyAvg. PositionAvg. CTRkarate1.11.48%kids10%Kenpo 15.71%Martial arts1.90.0%

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Show how we divine this information335

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Show how we divine this information336

Quantity

Diversity

Relevance

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Backlinks


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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


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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


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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


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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?)