Search Engine Optimization: Authentic strategies for 2013 and beyond

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Search Engine Optimization Authentic Techniques Monday, August 12, 13

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Understanding Search Engines Monday, August 12, 13

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Text The role of a search engine is to help a user find what they are looking for on the web. By using keywords and phrases, the search engine finds the most relevant results for what the user is looking for. Monday, August 12, 13

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If its good for Humans its good for Search Engines Google wants to serve relevant content wrapped in a positive user experience. Monday, August 12, 13

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What to Know About SEO... Monday, August 12, 13

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Forget Everything You Know About SEO Monday, August 12, 13

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... most of it anyway • Meta Keywords (are not used) • Link Exchanges (be careful trading links with spammers) • Keyword Density (dont use the same exact word over and over) • Page with outbound Links (always been useless) Monday, August 12, 13

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Authority still assigned through recommendations. Monday, August 12, 13

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PageRank Websites Your Website Local Directory Guest Blogging Press Releases Social Signals Monday, August 12, 13

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Authority needs to be validated through social signals. Monday, August 12, 13

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OPTIMIZED HOST AND PLATFORM FRESH QUALITY CONTENT SOCIAL INBOUND LINKS Monday, August 12, 13

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Successful Website Formula (Search Engines like this too) Monday, August 12, 13

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Reliable Web Host Monday, August 12, 13

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Reliable Web Host • What is the point of a website if its down and people cant see it? • Page loading speed directly effects time on site & conversion. • Re-think shared hosting, get dedicated IP address at a minimum. Monday, August 12, 13

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Reliable Web Host • Ensure your website is up when Googlebot visits your site. • SE’s want to serve best experience, site usage matters. • Don’t be on the same IP as spammer. Monday, August 12, 13

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Content Management Monday, August 12, 13

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Content Management System • Keep your website content fresh. CMS like WordPress make it easy to publish content. • Make it easy for your content to be shared. Add social sharing widgets from a library of plugins in seconds. • Make it easy to remember and share your link. Dynamically create “slugs” or permalinks to construct URIs. Monday, August 12, 13

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Content Management System • Fresh content brings the spiders back quicker. • Social Shares validate content. • Make it easy for SE’s to catalog your content. • Place keywords in your URL’s to increase relevance. Monday, August 12, 13

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Responsive Design Monday, August 12, 13

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Responsive Site Design • Better for visitors to browse your website from any device (Desktop Computer, Laptop, Tablet, Smart Phone) • Take mobile seriously! Quickly surpassing desktop trafﬁc. • Ease of navigation is important. Monday, August 12, 13

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Responsive Site Design • Search engines prefer mobile friendly sites • Ease of navigation helps visitors ﬁnd more content Monday, August 12, 13

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Attention to Detail Monday, August 12, 13

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Attention to Detail • No broken links or images. • No misspellings or poor grammar. • Generate unique content. Monday, August 12, 13

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Attention to Detail • If you dont care about your content why should Google • Duplicate content is not counted Monday, August 12, 13

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Created Content -- Got Links Monday, August 12, 13

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Craft Compelling Content • The more engaging the content the more loyal the visitors. • Earn inbound links by creating great content. • Tell your story through great content. Monday, August 12, 13

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Craft Compelling Content • Time on site IS a ranking factor with search engines. • Inbound links increase your search ranking. • Google’s PANDA gives “Quality Score” Monday, August 12, 13

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Build Authority Monday, August 12, 13

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Build your Authority • Be Known. Claim and connect your proﬁles • Be Credible Create great content • Be an Expert Focus your expertise and be consistent Monday, August 12, 13

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Google’s Authorship • Google’s Authorship replacing the PageRank • Matching content to the author rather than just domain name Monday, August 12, 13

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Authorship “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results.” Monday, August 12, 13

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Google+ Proﬁle Your Blog Monday, August 12, 13

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Google+ Proﬁle Your Blog Your Blog Monday, August 12, 13

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Google Authorship • Sign up for Google+ and create a Google+ profile. • Make sure you have a profile photo with a recognizable headshot. • Make sure a byline containing your name appears on each page of your content (for example, "By Rob Bertholf"). • Make sure your byline name matches the name on your Google + profile. • Verify your email address: https://plus.google.com/authorship Monday, August 12, 13

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Authorship Rel=Author • Create a link to your Google+ profile from your webpage, like this: By Rob Bertholf • Replace [profile_url] with the your Google+ profile URL, like this: https://plus.google.com/103103659952665647180?rel=author • Your link must contain the ?rel=author parameter. If it’s missing, Google won’t be able to associate your content with your Google+ profile. • Add a reciprocal link back from your (Google+) profile to the site(s) you just updated. Monday, August 12, 13

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Authorship Contributions • Edit the Contributor To section. • In the dialog that appears, click Add custom link, and then enter the website URL. • If you want, click the drop-down list to specify who can see the link. • Click Save. • To see what author data Google can extract from your page, Monday, August 12, 13

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Get Social Monday, August 12, 13

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Share your content • Develop a routine, for every blog post create a Facebook post with the link, a handful of tweets linking to the blog, post link to Google+ & LinkedIn, pin blog image on Pinterest and add to social sharing sites like Reddit. • *cough* sign up for SurroundsMe.com and download the “Share a blog post” campaign *cough* #ShamelessPlug Monday, August 12, 13

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Share your content • Social Signals are largely weighted. • Without social validation, traditional linkbuilding will fall ﬂat. Monday, August 12, 13

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Make it easy for others to share • Social Sharing Icons • Create content worth sharing • Establish relationships with relevant reputable bloggers Monday, August 12, 13

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Make it easy for others to link • Social Share = Recommendation (Link) • Get a link in reputable bloggers blogs Monday, August 12, 13

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Analyze Web Trafﬁc • Less focus on rank, more focus on trafﬁc & conversion. • Setup goal tracking and trace lead sources. • Improve content performance through analytics. Monday, August 12, 13

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Analyze Web Trafﬁc • Identify pages with high exit ratio or other factors for low time on site. • Content is King, but Conversion is the Ace of $pades. Monday, August 12, 13

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Show up in Local • Consistent Address • Register with local & review sites Monday, August 12, 13

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Show up in Local • More visibility • Google Ranks sites higher with good mobile experience Monday, August 12, 13

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WordPress Optimized Content Management Monday, August 12, 13

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Google Webmaster Tools Monday, August 12, 13

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Google Analytics Monday, August 12, 13

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SEO Recap • On-Page Generating quality content easy to be indexed by SE. • Off-Page Validating the content through inbound recommendations. Monday, August 12, 13

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Off-Page SEO • Recommendations (Inbound Links) - Links (from Blogs) - Citations (from Local Directories) - Social Signals (Facebook Likes, Twitter Shares, etc.) Monday, August 12, 13

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Linkbuilding Tips • Unlearn what you know about SEO • Natural mix of Branded and Non-Branded anchor text • Stay away from Blog Rolls, Low-Quality Directories, Monday, August 12, 13

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Penguins & Pandas Monday, August 12, 13

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Cleanup Monday, August 12, 13

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• Disavow https://support.google.com/webmasters/answer/ 2648487 • Reconsideration https://support.google.com/webmasters/ answer/35843 Monday, August 12, 13

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Questions? Rob Bertholf Rob@Bertholf.com Monday, August 12, 13

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