blogher 2016 seo: get your content discovered in search

LINDSAY VALDEZ

@lindeccaV

STEPHAN SPENCER @sspencer

SEO: Get Your Content Discovered in Search

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Stephan Spencer

SEO expert/author/speakerwww.stephanspencer.com Twitter: @sspencer

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Lindsay Valdez

SEO Manager at SheKnows Media:SheKnows.comStyleCaster.comBlogHer.comHelloFlo.com

Twitter: @lindeccav

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

SEO: So simple even a child can do it!

Bio slide

My daughter, blogger & SEO. $5-30/day passive income. Started when she was 14.

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

THE PROCESS• Pick the “right” keywords• Make your pages ”sing”• Increase your authority• Track & measure

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

PICK THE “RIGHT” KEYWORDS• Brainstorming with Soovle• Keyword research with the Google

AdWords Keyword Planner and Moz Keyword Explorer

• Competitive intelligence with SEMrush or SearchMetrics

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Soovle

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Google Keyword Planner

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Moz Keyword Explorer

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

SEMrush

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

MAKE YOUR PAGES “SING”• Relevance vs. Importance• Title tags• Body copy• Meta descriptions (not a rankings signal)• Keyword prominence (NOT keyword density)• Freshness• Content clusters• Google Answer Box

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

REFRESH CONTENTRefreshing old articles that performed well in the past, should be a part of your overall SEO strategy. Make sure you’re aware of what topics and posts perform the best for your website.

• Avoid updating the article date unless you have actually made changes to the article• Refresh your content every

few months or as you start to see traffic decrease

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

ADDING EVERGREEN OPPORTUNITYOne proven content strategy is to look for evergreen opportunity from trending headlines. Article examples from the following headlines:1. Tips for dealing with depression2. How to help anxiety3. Celebs who’ve launched beauty lines4. Dealing with OCD5. How to help someone dealing with

addiction6. How to take a selfie

Then link them together for a longer, more valuable user experience!!

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

C O N T E N T C LU S T E R SUsually a mix of text articles, videos, images, and inforgraphs, each on the same topic, but with different angles.

W H AT I S T H E B E N E F I T ?The potential to increase user engagement: If you can get a user into the site with the interest on the cluster topics, and then interlink these content pieces together, there is the opportunity to increase both pages per session as well as time on site.

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

G O O G L E A N S W E R B OXGoogle began to surface the answer box in 2013.

H O W D O W E G E T I N ?• Content should address the

answer of who, what, where, when and how & the higher on the page, the better

• Google extracts answers from sites ranking on the first page

• The majority of content that gets used in Google Answer Box has 1-1,000 words

#0

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

INCREASE YOUR AUTHORITY• Analyze links using Majestic.com,

Moz Open Site Explorer, Ahrefs.com, LinkResearchTools.com

• Know your numbers (Page Authority, Domain Authority, Citation Flow, Trust Flow, etc.)

• Triage your links with Link Detox • Be ”remarkable”

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Majestic

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Open Site Explorer

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Ahrefs

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Link Research Tools

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Link Detox

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

TRACK & MEASURE• Rankings with RankRanger or AuthorityLabs• Crawlability with Screaming Frog (<500

URLs=free)• What Googlebot is up to (Search Console)• Page speed (PageSpeed Insights)• Mobile-friendliness (Google mobile friendly test)

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

RankRanger

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

RankRanger

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

RankRanger

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

RankRanger

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

RankRanger

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

RankRanger

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

RankRanger

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

RankRanger

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Authority Labs

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Authority Labs

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

SearchMetrics

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Screaming Frog

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Google Search Console

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Chrome Developer Tools (Check load times)

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Google PageSpeed Insights

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Google Mobile-Friendly Test

T E C H & T O O L SSEO: get your content discovered in search

LINDSAY VALDEZ @lindeccaV

STEPHAN SPENCER @sspencer

Chrome Developer Tools (Emulate devices)