online seo meetup

Copywriting for SEO

CRO tips

Site Audit

WordPress SEO

Each session = 40 minutes

- 25 minutes for the presentation

- 15 minutes for Q&A session

Use #semrushlive hashtag!

4 awesome sessions

Our Panel Of Experts

Chris Burgess Tim CapperJim Stewart Frederic Chanut

@chrisburgess @jimboot @GuideTwit @InMktuWeTrust

#semrushlive

#SEMRUSHLIVE

(for quotes andquestions)

COPYWRITING FORSEARCH SUCCESS

Jim Stewart

@jimboot

CEO Stew Art Media

Copywri(ngforsearchsuccessFeaturedAnswers

JimStewart@jimboot

@stewartmediaStewartmedia.com.au

100sofvideosYoutube.com/jimboot

FeaturedAnswers

stewartmedia.com.au

StateOfSearch2015

stewartmedia.com.au

CaseStudyClient:Problogger.netFeaturedAnswer:Makemoneyblogging

stewartmedia.com.au

•  Ini(allyrankedno.6foraMachment_id•  2otherpostsrankingspliOngauthority•  Fix“mediapage”issues•  Wenttono.1belowfeaturedanswer

FEAR•  Rewritetheno.1spotcopy•  Incorporaterankingelements•  Addfeaturedanswerelements

stewartmedia.com.au

NumberedanswersasH3

stewartmedia.com.au

Awesomeinternalresourcelist

stewartmedia.com.au

Didnotuseourmainimage

stewartmedia.com.au

FindingTheQues(on

stewartmedia.com.au

24hoursa]errepublishing

stewartmedia.com.au

Summary•  Beonpage1organically–lowassix•  Ask&Answer–preferexplicitly•  Atleast25%increaseintrafficsofar•  Assumesbestprac(ce

stewartmedia.com.au

MyDetails

• 0385455900• Stewartmedia.com.au• @jimboot• Youtube/jimboot

BASIC E-COMMERCESITE AUDIT

Tim Capper

@GuideTwit

Director of Search at

Online Ownership

Beginners guide to Auditing your E-Commerce site. We cover the most common problems encountered within an E-Commerce site, and how to check for these problems using both free and paid tools.

Basic E-Commerce Site Audit

onlineownership.com plus.google.com/+TimCapper

!  Tools ! Canonicalization ! Visibility ( robot.txt & sitemap ) ! Mobile Friendly and AMP ! Crawl errors & redirects !  Site & Page speed !  Images ! Content !  SEO wins

E-Commerce Site Audit

!  You !  SEMrush !  Google Search Console ( formerly webmaster tools ) !  Google Page Speed Test !  Google Mobile Friendly Test !  Google Structured Data Testing Tool !  IIS Search Engine Optimization (SEO) Toolkit ( iss.net ) !  Varvy.com ( formerly feed the bot )

Tools for Site Audit

Domain canonicalization or redirection to the preferred domain is normally taken care of by most e-commerce CMS systems, however this may only be top level, so it is worth checking category down to product level. It is Crucial that you get your sites redirection rules correct !

Domain Canonicalization

All e-commerce sites should by now be serving their entire site through HTTPS. As with the previous section, check that your redirection is working across all pages. Some CMS may handle this for you, but double check top line, category and page level URL’s .

HTTPS (Hypertext Transfer Protocol Secure)

It’s common for retailers to have multiple pages for every product they sell. the rel=“canonical” is a tag you can place on your product pages to tell search engines which of these pages is the “canonical,” or the preferred page for that product. Using this tag gives you more control over which of your URLs Google lists in search results.

Product Canonical & Parameters

Review blocked pages in Robots.txt file and correct any issues, this includes allowing CCS and JS. Using fetch and render in Google search console provides an insight into how Googlebot views your pages and which resources are being blocked by robots.txt. Make sure your sitemap.xml is submitted to search console and error free.

Visibility

One of the most common mistakes is that a site has not updated their CMS versions and is not mobile responsive … slap developer! The other main error, is blocking CSS and JS in robots.txt, which invalidates your responsive design.

Mobile Friendly

Fix internal links to any 404 pages. Review redirects are they correct ( 301 or 302 ). Check for any crawl errors, are they intended. Check 404 pages, do they have any equity, can they be redirected?

Crawl Errors & Redirects

Use page speed insights to help diagnose where content of a web page is slowing down the display of a page. Insights also provides suggestions to help improve the page speed.

Site & Page Speed

Fix broken or missing images. Try and provide informative file names. Images must have a Title and where possible also provide Alt Text. It provides Google with useful information about the subject matter of the image. Google will use this information to help determine the best image to return for a user's query.

Images

This is your one shot to sell your product. Provide unique and descriptive information about your sites Pages, especially your products. You have 7 sec to make an impression to the customer, don’t blow it by not taking the time to sell the product.

Content

Structured Data Markup ( schema ): !  for site pages ( find your best fit ) !  product markup on product pages !  review markup.

Blog !  on main domain !  provide useful and informative information for your customers.

Google Business Page !  If your business has a physical address, create a Google business page. Branding for your name that

money cant buy.

Seasonal Landing Pages !  Don’t 404 these till next season. Provide information about next seasons products, what to expect,

launch date, email alert signup.

SEO Wins

10 TECHNIQUES TOCONVERT YOURSEARCH VISITS

Frederic Chanut

@InMktuWeTrust

Managing Director of In

Marketing We Trust

TECHNIQUES TO CONVERT YOUR SEARCH VISITS Frederic Chanut Managing Director In Marketing We Trust

ABOUT FREDDY MD @ In Marketing We Trust

Geek hidden in a suit

Analytics & Search marketing background Tired of spending $$ sending traffic for nothing Charity rally driver

ON AVERAGE ONLINE ADVERTISERS

#SEMRUSHLIVE Spend $92 to bring Traffic

But only $1 to convert it

Source: Econsultancy & redeye report 2012

OPTIMISE YOUR SEARCH SNIPPET LIKE AN AD

OPTIMISE YOUR SEARCH SNIPPET LIKE AN AD 1.  Be Specific 2.  Highlight your Unique Selling

Proposition 3.  Don’t forget your keywords 4.  Include A Call to Action 5.  Stand Out from your Competitors 6.  Get Right To the Point

7.  Ad Formatting is Important 8.  Display URL is a part of your Ad

Copy 9.  Test…Test & Test

WILL YOU CLICK?

No Call to Action

WILL YOU CLICK?

Match your users Goals

SNIPPETS PLEASE! 8

RICH SNIPPETS CAN BOOST CTR

BY 20-30%

Paul Bruemmer on SearchEngineLand

How likelyThis one willAttract yourAttention?

HUMANS PROCESS

VISUALS

60,000 X FASTER

THAN TEXT

KEEP IT STUPID SIMPLE

ARE YOU LANDING PAGES THE BEST ANSWER FOR THEIR QUERIES

Query Clicks Landing Call to Action

KEEP IT SIMPLE

‣  One page ‣  One purpose ‣  One ‘cluster’ of words ‣  One best answer*

Credit: @Aschottmuller

GOOD CONTENT CONVERTS

‘Content is the single easiest and potent factor to test and improve in most conversion optimisation campaigns’

‣  Brian Massey, The Conversion Scientist

WATCH YOUR BOUNCE/EXIT

ON YOUR TOP SEO LANDING PAGES. WHY ARE PEOPLE LEAVING

WHAT ANSWERS ARE THEY LOOKING FOR?

‣  Vitamin < Painkiller <Narcotic. Relieve pain or better, get them hooked

MATCH LANDING PAGE WITH INTENT

REDUCE LANDING PAGE BOUNCE RATE DUE TO MISALIGNMENT

Article Worth Reading

ARE THEY READY TO BUY? Users give you hints based on the query use Source

HOW TO MAKE A LANDING PAGE THAT CONVERTS ‣  C = Clear Call to Action ‣  O = Offer ‣  N = Narrow Focus ‣  V = VIA: Very Important Attributes ‣  E = Effective Headline ‣  R = Resolution-Savvy Layout ‣  T = Tidy Visuals ‣  S = Social Proof

DESIGN FOR YOUR SPECIFIC AUDIENCE/ PERSONA

WHY SEGMENTATION ?

We treat all visitors the same

But we know they are unique

APPLYING PERSONAS TO OUR TRAFFIC UNCOVERS DIFFERENT ON-SITE BEHAVIOURS AND ISSUES

Article on better tracking using GTM

ASK YOUR USERS

‣ Don’t guess it ‣ Get real user feedback

‣ Get to the Why they buy/don’t buy?

USE INTERNAL SEARCH DATA

SITE SEARCH, PROBABLY THE MOST UNDERRATED CRO TOOL

FIND TOP EXIT PAGES. WHICH TERMS ARE YOU NOT FULLFULLING

These guys didn’t find what they

were looking for

TRACK THE RIGHT METRICS

IF A METRIC WON’T

CHANGE THE WAY YOU BEHAVE THEN IT’S A BAD METRIC

Ben Yoskovitz @byosko, author lean Analytics

ORGANIC SEARCH CONVERSION FUNNEL

Credit: Angie Schottmuller @Aschottmuller

Frederic Chanut Managing Director, In Marketing We Trust

e. frederic@inmarketingwetrust.com.au

www.inmarketingwetrust.com.au

Connect with us

Keep in touch if you want feedback on your own

strategy

WORDPRESS SEOTIPS AND TRICKS

Chris Burgess

@chrisburgess

Co-founder at Clickify and

Editor at SitePoint Technology

WordPress SEO Tips

Chris Burgess

@chrisburgesschrisburgess.com.au

WordPress Basics

WordPress has evolved from:

Blog > CMS > Framework

A lot of WordPress Themes will offer SEO features

Avoid using these features, Themes are for look and feel. Lean, lightweight

themes are best. Plugins are what should be used for extra functionality.

Keep your site lean and mean

While plugins are great, don’t just

install for the sake of it! Only install

what’s critical. Regularly clean up and

deactivate any you don’t use to help

with performance.

By default, WordPress is Search Engine friendly

Headings<h1>’s and <h2>’s are often not used correctly, or as well as they could – do this stuff right and it will help!

<h1>Heading 1 = Main Heading</h1>

<h2>Heading 2 = Sub Heading </h2> <h3>Heading 3 = Sub Heading</h3>

<h2>Heading 2 = Sub Heading </h2>

Keywords/TopicsNaturally include your keyword/topic and variations of it in your page title, meta description, content and

images.

Utilising Category Pages

Utilise Category PagesUsing Yoast and WordPress category settings

https://codex.wordpress.org/Category_Templates

If category description is not supported by your theme you might need to include the following to display the text at the top of your category template

(usually category.php or archive.php)

<?php echo category_description( $category_id ); ?>

http://www.dandenongrangespoint.com.au/attractions/

Category Page ExampleCategory description located at top of page…

http://www.dandenongrangespoint.com.au/attractions/

Category Page Example…category blog posts then follow underneath.

Which leads us to the big Y

WordPress SEO by Yoast

All In One SEO is also very popular, but we’ll be talking about WordPress SEO by Yoast.

However, many of the same principles apply if you prefer a different plugin.

https://yoast.com/wordpress-seo/

The Definitive Guide to Higher Rankings for WordPress Sites

https://wordpress.org/plugins/wordpress-seo/

Yoast Page and Post Optimisation

Tools – Yoast SEO

Screen OptionsSelect ‘Screen Options’ to drop down options panel to

view Yoast SEO fields next to your posts and pages

Yoast SEO Quick Edit FieldsQuick Edit before installing the plugin

https://wordpress.org/plugins/quick-edit-fields-for-yoast-seo/

Yoast SEO Quick Edit FieldsAfter installing the plugin you can see the additional

Yoast Settings now in Quick Edit

https://wordpress.org/plugins/quick-edit-fields-for-yoast-seo/

Beyond Yoast

Even though Yoast can manage the majority of SEO-related

functionality, there a few more plugins that come in handy…

The Right Tool for the Job

Don’t use WordPress for everything

Link Checking Plugins

These plugins can consume a lot of resources, they are often banned from high-end hosts.

Use Xenu, Integrity, Screaming Frog, Botify, Deep Crawler or Google Search Console

Autolinking Plugins

They can create horrible, unnatural content.

Linking is important, so control your internal and external links to help strengthen your content and

improve user experience.

Less is more

Poorly written plugins can cause performance, maintenance and security issues. Choose wisely!

Other Plugins

There are a range of other plugins that do help with SEO and I’ll cover

some popular ones now.

P3 - Plugin Performance Profiler Data on plugin performance

https://wordpress.org/plugins/p3-profiler/

https://wordpress.org/plugins/restricted-site-access/

Restricted Site Access

Managing Redirections

Simple 301 Redirects

https://wordpress.org/plugins/simple-301-redirects/

Redirection

https://wordpress.org/plugins/redirection/

Simple URLs

https://wordpress.org/plugins/simple-urls/

Mapping 301 Redirects

https://builtvisible.com/mapping-301-redirects-for-seo-friendly-site-migrations/

rel=“nofollow”

Rel NoFollow Checkbox

https://wordpress.org/plugins/rel-nofollow-checkbox/

Image Optimisation

SEO Friendly Images

https://wordpress.org/plugins/seo-image/

EWWW Image Optimizer

https://wordpress.org/plugins/ewww-image-optimizer/

Imsanity

https://wordpress.org/plugins/imsanity/

HTML Sitemap

WP SEO HTML Sitemap Plugin

https://wordpress.org/plugins/wp-seo-html-sitemap/

Good search marketing isn’t just about technology, it’s also about

being able to quickly adapt.

Utilising Schema

Schema

“Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data

on the Internet, on web pages, in email messages, and beyond.”

http://schema.org

Here are some examples…

Review Schema

Recipe Schema

Event Schema

Product Schema

Here are some examples…

https://developers.google.com/structured-data/testing-tool/

Structured Data Testing Tool

Local SEO Plugin

https://yoast.com/wordpress/plugins/local-seo/

•  https://wordpress.org/plugins/schema-creator/

•  https://wordpress.org/plugins/all-in-one-schemaorg-rich-snippets/

•  https://wordpress.org/plugins/rich-reviews/

•  https://wordpress.org/plugins/schema-app-structured-data-for-schemaorg/

•  https://wordpress.org/plugins/rich-contact-widget/

Schema Plugins

•  http://schema.org/

•  https://developers.google.com/structured-data/policies

•  https://moz.com/learn/seo/schema-structured-data

Schema Resources

Note: We’ll have a talk on Schema coming up at the SEO Meetup soon!

Accelerated Mobile Pages, Instant Articles and Apple News

https://wordpress.org/plugins/amp/

https://wordpress.org/plugins/glue-for-yoast-seo-amp/

Glue for Yoast SEO & AMP

https://wordpress.org/plugins/pagefrog/

Facebook Instant Articles & Google AMP Pages by PageFrog

Thanks!

Any questions?

@chrisburgesschrisburgess.com.au

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