intro to seo for bloggers from wayfair #hfth
DESCRIPTION
Jessica (@jessicaesquire) and I (Alex) had a great time talking to all of you wonderful people during our SEO presentation at Home for the Holidays. We would LOVE to see some Super Charged Extra Awesome SEO posts from you so that we can help you along the way to Internet Domination. Our contact info will be in the email. Thanks again! Team WayfairTRANSCRIPT
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Jessica Severson – About Us
Jess is a:
• Blogger at Don’t Mind the Mess
• Speaker and Writer
• Digital Media Relations Strategist at Wayfair
Alex is a:
• SEO professional w/ 5 years experience
• Worked with United Airlines, Vodafone and now Wayfair
• Fungi
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Syllabus
1.What is SEO?
2.What to Optimize
3.How to Optimize
4.Pro Tips
This deck will be emailed to you!
What is SEO? (and why do we care?)
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What is SEO?
Search Engine Optimization (SEO)
1. (n) the process of increasing unpaid rankings in search
engines to drive relevant “free” traffic to the site.
2. (n) a state of being filled with awesomeness
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Why do I care?
1) You get more readers
2) New Readers = More Ad Revenue &
Sponsorship Opportunities
3) Internet Domination
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This is a search results page:
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PAID
RESULTS
Natural Search
Results
Some results are paid, others are not:
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Google 3 Main Ranking Factors
Topicalilty
Authority User
Signals
Zone of Awesome:
1st page ranking!!!
Ranking Factor #1:
Topicality
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Topicality
Topicality asks:
Is the page relevant to search query?
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This page is NOT topically relevant to “blue sofas”. This page is about
George Clooney.
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This Week’s Picks: Loving This Color!
This page is NOT topically relevant to “blue sofas” because it doesn’t use the
phrase “blue sofas” anywhere. Google isn’t great with images.
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This page IS topically relevant to “blue sofas” because it has text about “blue
sofas”.
Ranking Factor #2:
Authority
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Authority
Authority is the most important factor: there are millions of topically relevant pages
Authority comes from other sites linking to your site.
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Authority Factors
• Links to the site in general
• Links to the specific page
• Links from many different
sites
• Links from more
authoritative sites
• Links from topically
relevant sites
• Links from the article text.
Links are the secret sauce to ranking:
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It’s hard to beat sites with HIGH authority.
Ranking Factor #3:
User Metrics
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User Metrics
Google tracks some user behavior
• Click Through Rates
• Length of time on page
• Bounce rate
• Returning to the page later
• and so on.
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Even if you have significant topicality and authority, if users hate your site
Google will stop showing it.
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What makes a blog good?
What’s the difference
between a blog you leave
after 3 seconds and one
you read for 3 hours?
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User Metrics
Everything that improves the site, improves user behavior
metrics and can help you rank in search results:
1.Strong visuals
2.Strong content
3.Few distractions (ads, pop-ups)
4.Site Reliability
Let’s talk about YOU What to Optimize and What Not to
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3 Kinds of Posts on Your Site
Posts w/ Basic SEO
Posts w/ Strategic
SEO
Posts w/ No SEO
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Not every page needs SEO:
No SEO
• Personal Stories
• Funny Pictures
• Outfit of the Day
Example
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Basic SEO Posts
Basic SEO = Most Posts
• Recipes
• DIYs
• Reviews
• Gift Guides
• How to __________
Example
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Supercharged Strategic Posts
Strategic SEO = Super Awesome
Amazing Articles
What to Optimize Stick with us!
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Let’s Start with a Post Idea…
Topic: Gift Guide for Twentysomethings
You have 3 kinds of readers:
Regular
From Social
From Search
What are you doing for each reader?
What matters to each reader?
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Let’s search for “twentysomething gift guide”
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3 Main Parts of Each Search Result
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Let’s Evaluate SEO Titles
The top two
results have
very clear and
concise SEO
titles that took
into account the
types of phrases
people might
use to search.
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URLs
The bottom
three URLs all
use my search
phrase.
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Meta Descriptions
None of these
results have a
great meta
description.
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But this blog could be more clickable
If OneLittleMinute had taken a little bit of time to optimize her
Title, URL and Meta Description they might have ranked better.
Let’s click through and take a look to see what she’s doing to
get good user metrics…
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Wordpress
Plug-ins! We recommend:
All-in-One SEO Pack
Wordpress SEO by Yoast
Blogger
Set Description and URL in Post Settings
How to Optimize Title, URL and Description
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PSA: SEO Title Doesn’t Have to Be the Post Title
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Final Points
Use Your Target Keywords:
1. If you’re writing a post with your Mom’s Thanksgiving pie, don’t title it
“Thanksgiving with Mom”, call it “Pumpkin Pie Recipe”
2. If you’re upcycling a dining table, don’t title it “My New Dining Table”, call it
“How to Upcycle a Dining Table”
Word Count Word Count Word Count:
1. Use your words: 500 to 1,500 word posts are the bread and butter of SEO.
2. Helps Google determine that your site is topically relevant.
Read more about SEO 101, Plugins, Images and more HERE
Strategic SEO
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Strategic SEO Checklist
Strategic SEO will help grow your brand!
Will post have incredibly high levels of awesomeness?
Will your post will be better than others in the
blogosphere?
There are people who care about the topic?
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Strategic SEO
Step 1: Keyword Research
Before you settle on a topic, make sure that people are searching for it by using
tools like Google Keyword Tool, Uber Suggest and Keyword Tool IO.
For example, what keywords should you use if you’re writing a post about
refinishing a chair? Type in some ideas and see what has higher search
volume:
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Strategic SEO
Step 2: Check Out the Competition
Do a search for “How to Refinish a Chair” to get an idea of who currently ranks
#1 and identify areas for improvement?
The Family Handyman “How to Refinish Furniture” guide has a lot going for it.
http://www.familyhandyman.com/woodworking/furniture-repair/how-to-refinish-furniture/view-all
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Strategic SEO - Step 2: Check Out the Competition
The article has:
• 2,200 words
• 12 step by step pictures
• 1 video
• a list of materials needed
With links from authoritative
sites like Young House Love,
this result has Topicality and
Authority which gives it the #1
spot for the term.
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Strategic SEO - Step 2: Check Out the Competition
How can you improve upon this post?
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Strategic SEO - Step 2: Check Out the Competition
How can you improve upon this post?
A) Compare/Contrast: Rocking chair vs. Dining Chair, Oak vs. Pine,
etc.
B) Lists: Different kinds of chairs, different kinds of wood, different kinds
of stain, etc.
C) How to do it _______: Eco-friendly, On a Budget, In One Day, etc.
D) Creative Assets: Add video, audio, images, infographics.
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Strategic SEO
Step 3: Amplify your Content
Once you’ve made your article, you need to make an effort to reach out beyond
your current readership and network. Tell other bloggers, niche bloggers and
local news sites.
There is no reward for pushing “Publish”
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Strategic SEO – Amplification Strategy
SEO Tip – Try Link Parties
A lot of you are already participating in link parties. It’s a great way to reach
beyond your existing audience and drive traffic to your posts. It’s also great for
SEO because it can help your post get links from other sites!
http://www.servingjoyfully.com/2125-2/
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Strategic SEO – Amplification Strategy
Make Link Parties Better by Bringing in New Blogs
Value of a new link from a new site:
Value of a new link from an old site:
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Link Parties and SEO
Regular 5 Blogger Link Party
Week 1:
Week 2:
Week 3:
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Rotating Link Parties = Awesome
Rotating 5 Blogger Link Party
Week 1:
Week 2:
Week 3:
Try changing the topic of the link up every week and hosting it on
a new blog!
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3 Key Takeaways:
1) Don’t waste time on posts that don’t
need SEO
2) Basic optimization is fast and easy
3) Write the best possible post to
supercharge your SEO
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The SEO Challenge!
If you write a supercharged SEO post,
you can email it to us!
Our team of SEO pros will give you
feedback and relevant posts will get
linked by our Content team.