pub craig paddock seo 10 21-15 pdf
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State of Search 2015Oct 21st
Craig Paddock
Slide 1 of 347
State of Search in 2015
Commercial queries = Google ads
Google doesn’t like you if you don’t like mobile
Google likes sites that users like
Utilize ALL possible Adwords ad extensions
Only bid where profitable
Google Rankings
External factors
Link popularity
Link quality
Anchor text
Internal Factors
Site structure
Title tag
Header
Body text
URL
Meta description (not directly)
Meta keywords (not)
Structured data
Usability
Engagement metrics - Bounce rate
Load time
Mobile compatibility
Secure hosting
Link Equity
Google – first engine to measure link popularity
Editorial links – not advertisements
Links are a vote of confidence for the recipient site
PageRank Formula=
The PageRank value of a page reflects the chance that the random surfer will land on
that page by clicking on a link.
PageRank Formula=
Link Equity
Hierarchy of your site
(buried page)
Link from authority site
Link from deep page
Link from page w/ # of links
Link Equity
Link equity is a “factor”
999,999 x 0 =0
999,999 x 0 = 999,999
Content is NOT King when your link equity is 0.
www.5minutesite.com/local_keywords.php
Case Study:
• 1,538 keyphrases
• 325 cities nearby
• 560 nearby zipcodes
• Ordered by proximity!
5MinuteSite.com
Link Equity
Link Equity
Google Quality Rating Handbook
“Vital”
“Useful” - highly satisfying, authoritative, entertaining
“Relevant”
“Slightly Relevant”
“Off-topic”
“If a page exists only to make money, the page is spam.”
Be an Authority
Don’t just target top sales terms
Authority in your industry
Interesting
Encourages links
Encourages sharing via social channels
Increases site user experience – lower bounce rate etc.
Buying guides, How To, FAQ content
Lists – “Top Ten Reasons to…”
Acquiring Links
Business cards?
Consistently promote business (with single domain)
You’re running for political office:
Don’t buy votes
Always use the same name
Acquiring Links
From indexed page directly to your site (no tracking URLs)
Request references be changed to live links
What links do your competitors have?
Moz – Open Site Explorer
Majestic SEO
SEOBook Toolbar
Link social channels to primary site
Links with no traffic probably have little value - footer links/hidden links
What sites do you have access to? Family links
Don’t expect Google to think a site is important that you don’t think is important.
Acquiring Links
Redirect old URLs! This is FREE $$$
Check traffic going to 404 pages
Paid search – indirect impact
And the #1 way to get links…..
Acquiring Links
Run a great business
Acquiring Links
Articles/media mentions
Partnerships
Vendor relationships
Recommendations
Reviews/Testimonials
Paid search (yes, I said Paid Search!)
Acquiring Links
1,186 external websites
CNN
Forbes
CNET
CBSNews
Consumer Reports
Link Equity (borrowed)
Publish content at existing
domain!
YouTube pages rank well and
quickly for niche keyphrases
On-site Elements
Internal Factors
Title tag - Important for ranking and usability
Reverse breadcrumb:
Product > Subcategory > Category > Brand
Header - Important for ranking and usability
Body text - moderately important ranking - synonyms
URL - slightly important for ranking, important for usability
Meta description - not used for ranking, important for
usability
Meta keywords - not used for ranking or usability
***Content does not cross pages!
Internal Factors
Deleting the primary keyphrase from your Title tag could drop you from #2 to #13
( a single occurrence in body text of primary keyphrase)
Schema
NAP – name, address,
breadcrumb
phone
category
map URL
hours
events
logo URL
social medial URLs
site search URL
reviews
Mobile compatibility
HTTPS encryption
Site speed
Ranking factor
Impacts usability
GA report:
Behavior > Site Speed > Page Timings
Do Users Like Your Website?
Keyphrase Research
Google Keyword Planner
Historical organic data
Google Search Console (GWT)
Paid search data
Internal site search
Brainstorm around the office
Competitors terms – SpyFu / SEMRush
Competitors Title tags
Google Auto Suggest
Keyphrase Research
Not Provided – “Paid vs Organic Report”
August 2013 Google launched paid vs organic report
Adwords account, but no specific budget
Connected to GWT (Search Console) account
Under “Dimensions” tab
More specific than GA data
No historical data
Downloadable into Excel
No performance data or landing page
Paid vs Organic Report within Adwords
Site Structure
Site live ASAP!
Domain itself has little impact (news.com doesn’t rank for “news”)
Make sure all content is indexable
Use friendly URLs-
.com/?ID=324628&content=27491&Sqw=39165
vs
.com/ham-sandwich
1:1 Relationship between URLs and content
SAY WHAT YOU DO!
SAY WHAT YOU DO!
Site Content
Create TARGETED pages of content around your products and services
“Punching bags”
Site Hierarchy
Google ranks individual pages
Every page represents an opportunity for
rankings
Important content at the top!
Internal pages receive link equity from site
structure
A global nav page rank will rank 3# vs 3
page for 3 layer
SEO Myths
XML Sitemap will increase your ranking
Meta keywords
Keyphrase rich domain name – www.cheap-blue-widgets.net
Fresh content
Duplicate content will get you penalized
Value of Press Releases
SEO = 5 things right, 0 things wrong
Respected domain
Proper internal link structure
Indexable content – clean URL
Realistic keyphrase targets
Targeted pages of content:
Title tag
Header
Body text
SEO = 5 things right, 0 things wrong
Paid Search vs Organic Search
Almost 2/3 of Google clicks go to
paid ads for queries with
commercial intent
(wordstream.com/blog/)
Paid Search vs Organic Search
18 paid links above organic:
Paid Search
Paid Search
Paid Search
Guaranteed profit!
If traffic is worth $2.00 per click, don’t bid more than $2.00!
If traffic is only worth $.50 per click, don’t bid more than $.50!
Volume vs ROI
Split-Testing
Headline
Ad Copy
***Display URL***
Landing Page
Quality Score
Ad Position
Ad Rank = Max. CPC Bid * Quality Score
CTR impact on bid price
25% CTR @ $.085% CTR @ $.32
Adwords Call Outs
Call Outs – Sept 2014:
Adwords Structured Snippets
August 27th, 2015
Highlight specific aspects of Products and services
Minimum of 3 Snippets
25 character limit
Negative matching (Don’t trust Google)
jobs/employment
free
cheap
news
time travel
Impression share – Beware of Daily Caps!
Content Network/Display Network
Turn Off at launch!!!
66% conversion rate of search
Adwords Customer Match
DSA and Google Shopping
DSA – Dynamic Search Ads
Google Shopping Ads
Search Tools
Screaming Frog
Google Search Console (previously Google Webmaster Tools)
Moz / Majestic
SpyFu
SEMRush
Google Ad Preview Tool
Google Alerts
Search Conferences
Pubcon – $850 Vegas
SMX – $1,600 - New York, San Francisco, Seattle (Advanced)
SES - $1,700 New York, San Francisco, Chicago
Brad Geddes Workshops
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