protecting & improving search ranking in 2015 steve wiideman, search strategist
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Protecting & Improving Search Ranking in 2015
Steve Wiideman, Search Strategistwww.seosteve.com
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SEO 1011. Relevancy
Keyword-Themed Content Usefulness of Content
2. Popularity Mentions, Links, & Social Signals
3. User Behavior Similar to Real User Monitoring (RUM) Search, Click, and Return Behavior
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“Dangerous SEO” involves manipulating search engine ranking signals.
Relevancy + Popularity + User Choice= Higher Ranking
SEO 101
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Which Search Engines Matter?
SEO 101
Ref: http://www.isoosi.com/blog/is-googles-market-share-data-accurate.html
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Your Search Department
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SEO Strategy& Audits
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Audits to Run
You or your SEO consultancy should run the following audits:
Obstacle Analysis Report (OAR) Competitor Analysis Report (CAR) Link Analysis Report (LAR) Keyword Discovery Report (KDR)
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On-Page Audits1. Check for duplicate content2. Add long-tail semantic keywords to web copy3. Run surveys to improve title and meta data4. Differentiate “intent” and “interest” copy5. Make navigating easy for search engines & users6. Encourage sharing and engagement7. Improve the user experience (think load time)8. Make mobile a priority in 2015
On-Page SEO
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Strategy Focal Points
You or your SEO consultancy should create a plan for each of the following:
How to Handle Mobile Optimization Video & Social Media Campaigns Link & Ego “Bait” Strategies Collegic & Government Strategy Content Marketing Calendar
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The Effect of Design & Usability on Ranking
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Real User Monitoring (RUM-ish)
Most users click this result
Users who click don’t return
Returning users end here
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What Effects User Behavior?
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Avoid Over-Optimizing
Bad for UsersBad for Search Engines
What’s the Industry “Norm” for Links and Social Media Activity?
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Protecting Your Search Engine Rankings
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Which Updates Matter?
Panda – Low Quality Content Penguin – Spam Links Hummingbird – Matching User Intent
Google Updates
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Google Panda
Panda Updates – Began in February 2011
Removing Duplicate and Low Quality ContentReduced Ranking on Similar Content Pages
Goodbye PR & Article Distribution Goodbye Blog & Ping Techniques
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Google Penguin 1.0
Penguin Update - April 24, 2012
Too Many Links with Explicit Anchor TextWebpages without Authoritative Links to Them
Goodbye Web 2.0 “Micro-Sites” Goodbye Profile Links
Goodbye Web Directories
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Google Penguin 2.0Penguin Update – May 22, 2013
Advertorials and banner ads without a rel=“nofollow” attribute, unnatural link networks,
hacked domains, and a high allocation of non-authoritative links.
PR is the New SEO
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Free Tools SEO’s Use
1. Google Analytics2. Google & Bing Webmaster Tools
a) Crawl Errorsb) Linking Websites (Google Penguin)c) Parameter Handling
3. WebsiteTest.org4. MobilePhoneEmulator.com5. Google Structured Data Testing Tool6. Google PageSpeed Insights Tool7. Siteliner.com (Duplicate Content – Panda)
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Links, Links, Links
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7 Powerful Link Building Strategies
1. Be Found Where Competitors Are2. Joint Content Contribution3. Advanced Tutorials & How-to’s4. Conduct Research & Discuss the Results5. Establish Yourself as an Authority (Author Rank)6. Create a Free Tool, Product, Plugin or Extension7. Recognition & Interviews
Off-Page Link Building
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Link Building vs. Link BaitingWhat is the difference between link building and
link baiting, and which one is better?
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4 Powerful Link Baiting Strategies
1. Frequently Updated Survey Results2. Be a Source for Industry Data3. Provide Free Training & Tutorials4. Answer Commonly Asked Questions
Off-Page Link Building
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Be THE Source for Industry News
Authoritative Content
• SearchEngineJournal.com (150,811 root, 326,108 total)• WSJ.com (1,231,513 root, 1,782,454 total)• PizzaMarketplace.com (76,405 root, 80,651 total)• ModernWoodworking.com (400 root, 573 total)
Anyone can become an authority on what they specialize in or what people they know specialize in.
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2015 Link-Building StrategyPre-2015 Linking Building – Fuggedaboutit
Research hot topics, resources, and authors Engage for opinion, quotes, survey, poll & feedback Publish WITHOUT mentioning your service Perform outreach to authors of content in your vertical
• Try this Google operator: site:*.edu “your topic here”• Set the date to the last 30 days
Have your content used as “Additional Reading” Perform outreach to those mentioned or featured
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Social Media’s Impact on SEO
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Social Media SignalsCorrelation Authoritative Mentions Authoritative Followers / Subscribers Authoritative Shares and Recommendations
Causation Brand Prominence Sharing & Engagement (referral traffic) Natural/Organic Linking Behavior
Use in place of authoritative:
Influencers, Thought Leaders, Celebrities
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Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.
He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.
In 2015, Wiideman is consulting for well-known brands and working on his latest version of “SEO in a Day”, which will likely be published after the summer of 2015.
@seosteve
Steve Wiidemanwww.SEOSteve.com Facebook.com/stevewiidemanP. (562) 732-4417E. [email protected]
Connect with Steve Wiideman