digital summit 2014 seo case studies

27
@ArnieK #DSUM14 ADVANCED SEO STRATEGIES Arnie Kuenn, CEO, Vertical Measures

Post on 17-Oct-2014

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My presentation from Digital Summit East 2014 #DSUM14 covering some advanced (and basic) SEO case studies. We still find the same issues over and over again whenever we do an audit. Take a look to see what they are.

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Page 1: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14

ADVANCED SEO STRATEGIES

Arnie Kuenn, CEO, Vertical Measures

Page 2: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 About Your Presenter…

• Vertical Measures is a 45 person search,

social & content marketing agency in

Phoenix, AZ

• Instructor for the Content Marketing Institute

& Online Marketing Institute

• Columnist for Marketing Land, Chief Content

Officer & LinkedIn

• Been an Internet marketer longer than

Google has existed.

Page 3: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 What I’ll Cover

• Most common mistakes we see

• How to optimize specific types of

content like video and images

• How to know if you have been

penalized and what to do about it

Page 4: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14

Page 5: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 Most Common Problems We Find?

• Unintentional duplicate content

• Duplicate title tags

• Blocked pages or site

• Over optimization of anchor text in backlinks and footer

Page 6: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14

Page 7: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 Another example…

• After 5 months of intense content marketing and no results.

– Identified a penalty back in August of 2012

– Duplicate content issue: same text snippet shows up on 259 pages

– There is wide use of duplicate or near-duplicate content in titles and page content

– A big issue: 100% of their image content and 45% of their HTML/text content is hosted externally (not under the domain).

– Lots of spammy anchor text in their backlink profile

Page 8: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 Core Elements to Optimization

Web Pages, Images or Videos 1. Links pointing to your content (Internal too)

2. Titles & title tags (viewed in results)

3. Description meta tag (viewed in results)

4. Image alt text tags

5. H1 Tag (headline tag – only one!)

6. Page load times

7. Freshness of content

8. AuthorRank

Page 9: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 Title Tag

An important on-page element (~55 characters). <title>Your Keywords Need be Here</title>

Page 10: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 Meta Description

• Mainly for conversions

• First time a visitor is understanding who you are

• ~115 characters

<meta name="description"

content=“On this site we talk all about everything you just

searched for!">

Page 11: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14

• Should include keywords but not spammed

• Mainly within 3 subfolders

URL Structure

Page 12: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14

Amazon.com - http://www.amazon.com/gp/product/B0007TJ5OG/102-8372974-4064145?v=glance&n=502394&m= ATVPDKIKX0DER&n=3031001&s=photo&v=glance

Canon.com - http://consumer.usa.canon.com/ir/controller?act=ModelDetailAct&fcategoryid=145&modelid=11158

DPReview.com –

http://www.dpreview.com/reviews/canonsd400/

URL Structure

Which of these are you most likely to share?

Page 13: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14

• Should be similar to page title

• Tell the bots what to expect on the page

• Hard coded into the CSS (H1, H2, H3, etc.)

• Only one H1 tag per page

<h1>My Post is About SEO</h1>

<h2>SEO is Awesome</h2>

<h2>What is Google</h2>

<h2>People Love SEO</h2>

<h3>Matt Cutts Loves SEO</h3>

H Tags

Page 14: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14

Your website should NOT look like this

Page 15: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14

Your website should look like this

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@ArnieK #DSUM14

Page 17: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 How To Optimize Images

• Image files should be compressed as much as

reasonably possible to reduce file size. Smaller

files mean faster site load speeds. JPGs

generally offer the best balance of file size &

quality.

• Use relevant keywords in image filenames.

Instead of "DL000031.jpg", use something like

"red-sports-car.jpg"

• Make sure <img> tags have their "alt" and "title"

attributes defined with descriptive, concise,

keyword-related text. Do not stuff <img> attributes.

• Context matters. Google looks at content placed

around the image, like titles and captions, for

context about your image. BusinessInsider.com

Page 18: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 How to Optimize Videos

• Specific, Compelling Title –Would you click on

“XYZ Company” or “V00023.mov?” neither will

your audience.

• Tags –This is where you can help your video

appear in the “Suggested” or “Similar” videos

section.

• Description - Say as much as you can in the

first sentence or two, because many video sites

will hide the bulk of your description. Include at

least one link placed at the start of the

description – with http://.

• Video Quality / Resolution – Shoot, edit and

export the video in the highest quality available

on the devices and software you use.

Page 19: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 Penalized?

Page 20: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 How to Tell if You’ve Been Affected

Page 21: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 Webmaster Tools - Message

v

Page 22: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 Recovery is possible

Page 23: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14 Manual Penalty Recovery

• Removing Links Is Highest Priority

• Be Thorough in Your Link Pruning (Machete time)

• Shouldn’t Need to Prune Nofollowed Links

• Ask Nicely For Your Link to be Nofollowed or Removed

• Make Sure Links on Your Disavow File Are Valid

• Disavow at the Domain Level

• Be Patient & Detailed - Auditing Links Takes Time

• Admit Your Sin, Detail Your Penance, Promise to Never

Do It Again

Page 24: Digital Summit 2014 SEO Case Studies

@ArnieK #DSUM14

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@ArnieK #DSUM14

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@ArnieK #DSUM14

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@ArnieK #DSUM14

THANK YOU VERY MUCH!

Tweet:

Content Marketing Book – @AccelerateBook

is FREE on Amazon – Today only! #DSUM14