SEO in 2017Boston Growth Meetup
@KyleRisley
Who is this guy?
VistaprintInternal SEO Consultant
Organic Search Channel Specialist
Independent ConsultantSite Audits
Keyword Research
Site Architecture Guidance
SEO in 2017
SEO in 2017
...is not very different than 2016, 2015, 2014, 2013….
Your site must:
1.Be a Topical Authority
2.Provide the Correct Answer for User
3.Be Crawlable
4.Not Cause Me Physical Pain When I Use It
SEO is About...
RevenueProduct Sales
Advertising
Subscriptions
Sponsorships
SEO is About Revenue
RevenueRevenue = (Sessions)*(Conversion Rate)*(Goal Value)
Sessions = (Search Volume)*(Click Through Rate)
CTR ~~ (Rank)(SERP Attractiveness)
What we’ll be talking about.
Search Volume
Am I targeting the right keywords?
Am I Targeting the Right Keywords?
VolumeWhich query has more volume?
I will show you the tools!
IntentWhich query is more likely to convert on my site?
i.e. Which query do I answer best?
[custom thank you cards] vs. [thank you cards]
“Custom” yields 60% higher CR
SEO is About Revenue
RevenueRevenue = (Sessions)*(Conversion Rate)*(Goal Value)
Sessions = (Search Volume)*(Click Through Rate)
CTR ~~ (Rank)(SERP Attractiveness)
What we’ll be talking about.
CTR: Rank
How do search engines rank pages?a. Link equity
b. On-page optimization
c. CTR / Snippet attractiveness
d. User Experience / Page Stickiness
CTR: Link Equity
Links are still very important
Link earning strategies depend on the business
1 High Quality Link > 100 Low Quality LinksTopical Authority
General Authority
CTR: On-Page Optimization
1.Making your page(s) useful results for the querya. What is the goal of the page?
i. User Testing
b. 1 Page = 1 Goal
2.Letting the search engines know
Tip: Put your homepage to work for non-branded queries.
Unless You’re Dropbox...
CTR: Rich Snippets
CTR: Rich Snippets
●Use Schema to include:○ Ratings & Reviews
○ Price
○ Product Specs
○ Event Information
○ Recipes
CTR: Title Tags
The job of the <title> tag:
1.Rank your page
2.Earn the click
[Boston Hotels]
[Cheap Boston Hotels]
CTR: UX + Sticky Pages
Make the user task obvious
Prioritize above the fold
Format your text
Optimize the experience for the device
Speed matters
Your Questions
Survey Monkey Questions
1.What is the largest lever of SEO (i.e. what is it that an expert focuses on)?
2.What does everyone get distracted by?
3.What are some highly recommended tools for SEO?
4.Strategies for dealing with high ranking negative reviews.
5.How do page performance, modals, pop-ups etc. affect SEO?
6.Can we auto-create or dynamically create pages based on keyword searches and have those rank?
Survey Monkey Questions7.How does app indexing work?
8.Does Google support JavaScript?
9.How do you track and measure link building performance? If PA is a factor, how long does it typically take for a new page to begin to show PA?
10.Framework for SEO process and strategy
11.What are some specific anecdotes of tactics you’ve used and the measurable outcomes of those tactics?
12.How much work is repeated vs. 1x?
13.How much overlap of tactics are there between different companies?
Appendix
Start Up Keyword Tip
Appendix
Keyword ResearchSEMRush
Google Adwords Keyword Planner (especially if you actively run campaigns)
Keyword.io
KWFinder.com
Moz Keyword Explorer
On- Page Optimization Backlinko Guide
Moz Guide
Built Visible Guide for Product Pages
Appendix cont.Link Building
Jon Cooper (if you read one thing, make it this)
Backlinko - Moving Man
Backlinko - Skyscraper
Eric Ward Newsletter ($8/month for good tips)
Structured DataGoogle Intro
Built Visible Guide (i.e. the stuff you should care about the most)
Click Through Rate OptimizationYoRocket WP Tool
Paid Search Copy Testing
Siege Media
Appendix cont.
Recommended ToolsMajestic link data
SEMRush - keyword data, competitive data
Screaming Frog - web crawler for smaller/mid size sites
DeepCrawl - web crawler for mid/large size sites
OnPage - web crawler, on-page recommendations (never used)
Google/Bing Search Console (use API to store data)
Redirect Path Chrome Extension
Local SEO: Moz Local
I need everything and have a small budget: Moz Pro
Appendix Cont.
●App Indexing○ Emily Grossman, Mobile Moxie (3 Part Article Series)