self storage basic seo 101
TRANSCRIPT
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Self Storage SEOBasic SEO 101 for Storage Industry
Created by Travis Wright
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Content in this Presentation• The Search Landscape
• How Do Search Engines Work?
• Site Architecture
• Effective Keyword Research
• Link Building Strategies
• Social Media, Social Search & Social Influencers
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THE SEARCH LANDSCAPE
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Completely different ranking algorithm than standard search
results
Probably doesn’t get traffic like most “#1” results. Actually,
11th listing on the front page.
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News Results
Real Time Results
Local Results
Image Results
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Click-Through Rates
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HOW DO SEARCH ENGINES WORK?
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Crawling & Indexing
Without links, the engines might never
find this page
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Domain
Authority
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Page Rank
“ PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion keyword terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results.
-Google’s definition of PageRank
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Page Rank
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The Flow of PageRank
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PageRank is Split Evenly
Between the Links on a Page
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Technically, Every External Link
“Leaks” PageRank
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Nofollowing or Removing Links Can
Alter the Flow of PageRank
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Or, at least it used to...
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Crawlability / Link Architecture
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Duplicate Content & Canonicalization
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Canonical URL Tag
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301 Redirects
302s
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Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
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Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
UnnecessarySubdomain Dynamic URLs don’t perform as well as
static and engines recommend against more than two parameters
No keywords in the URL string
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Important Tags & Signals
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Title Tags
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Meta Descriptions
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Tag Length Recommendations
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Anatomy
Of
A
Link
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Page Copy
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Image Alt Attributes
Good keyword usage in the alt tag
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H1, H2, H(x) Tags
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Keyword Research + Targeting
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Create Spreadsheet w/ these Columns
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Choose the “Best”
Words/Phrases to Target
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Identify High Value Keywords
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Geo Targeted / Local Keywords
Albuquerque storageAlbuquerque public storageAlbuquerque self storageAlbuquerque storage unitsstorage AlbuquerqueSelf storage AlbuquerqueStorage units AlbuquerquePublic storage Albuquerque
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Add Keyword Data for Top Competitors
We like using a weighted average ofthe Page Authority metric
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Link Building Strategies
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#1 - Manual Link Submissions/Requests
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#2 - Competitive Link Research/Acquisition
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#2 - Competitive Link Research/Acquisition
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#3 - Links via Embedded Content
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#4 - Linkbait & Viral Campaigns
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#5 - Content, Technology & API Licensing
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#6 - Partnerships, Exchanges & Trades
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#7 - Paid Links
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#8 - Link Reclamation
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Training & Incenting Link Builders
Training Camp (via Gil Searcy on Flickr)
• Do link building together
• Create consistent metrics
• Reward like a sales team
• Record reasons why links didn’t happen (like objections to sales)
and work on these (things like design quality, affiliations, language,
etc. will come up)
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Building a Link Acquisition Funnel
Visit Link-Targeted Content
Grab Link Code
Link to the Site
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Building a Link Acquisition Funnel
Visit Link-Targeted Content
Grab Link Code
Link to the Site
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Building a Link Acquisition Funnel
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Building a Link Acquisition Funnel
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Questions?
Feel free to distribute this presentation for educational use. We love to help SEOs learn!