key seo ingredients in 2015 at #elitecamp2015

#SEOINGREDIENTS AT #ELITECAMP2015 BY @ALEYDA FROM @ORAINTI

THE INGREDIENTS OF SEO SUCCESS IN 2015

HELLO #ELITECAMP2015


SPEAKER

BLOGGER SHARER@aleyda +aleydasolis

SEO

I’M ALEYDA SOLIS



LET’S TALK ABOUT SEO SUCCESS INGREDIENTS…


NOT THESE! THESE ARE TOXIC.


REALLY!


THEY MIGHT COME IN MANY DIFFERENT FLAVORS


BACON FLAVOR?!?


YEAH, BUT IS STILL SPAM


THAT’S NOT A *REAL* SEO INGREDIENT!


IT’S NOT PART OF A RECIPE FOR LONG-TERM SUCCESS


TO MAXIMIZE SEO “YUMMINESS” OVER TIME


START OF THE SEO PROCESS

LIKE IN THIS CASE!


THAT GROWS MORE AS TIME PASSES BY

LIKE IN THIS CASE!


INSTEAD OF THIS CRAP!


WITH NASTY CONSEQUENCES



“WE’RE THE BEST EVER OUTSMARTING GOOGLE”



“SHIT. WE’RE DOOMED”


LET’S START WITH A 2015 SEO VISION

IMPROVING YOUR PAGES RELEVANCE & POPULARITY TO INCREASE RANKINGS ARE THE FUNDAMENTALS

RELEVANCE

POPULARITY



SERPS ARE NOT LIKE THIS ANYMORE THOUGH


THEY’RE LIKE THIS

SNIPPETS

KNOWLEDGE GRAPH

MAPSMULTIDEVICEAPPS


THANKS TO EVOLVING SEARCH FEATURES, ALGORITHMS & AUDIENCE BEHAVIOR


TAKE A LOOK!

http://mozcast.com/features

http://mozcast.com/features


SEO IS NOT ABOUT RANKINGS, BUT VISIBILITY


TO CONNECT WITH YOUR TARGET AUDIENCE


AND MAXIMIZE TRAFFIC & CONVERSIONS ALONG THE CUSTOMER JOURNEY


WHATEVER THEY ARE FOR YOUR BUSINESS!

TO SELL

TO EDUCATE

TO COMMUNICATE

TO SUPPORT

BRANDING


HERE ARE SOME KEY SEO INGREDIENTS TO ACHIEVE SUCCESS IN 2015

REVAMPING YOUR KEYWORD RESEARCH TO SET STRATEGICALLY FEASIBLE SEO GOALS



RELEVANCE

VOLUME

PROFITABILITY

TREND

SEASONALITY

CONTENT TYPE,

PLATFORM & FORMAT

QUERIES TO BE

TARGETED

OPTIMIZATION & POPULARITY REQUIREMENTS

INTENT

LOW COMPETITION PER DEVICE

HIGH VISIBILITY BY SERP FUNCTIONALITY

WHAT’S THE REQUIRED OPTIMIZATION AND POPULARITY LEVEL?

FOR WHICH TERM AND TYPE OF CONTENT?

WHICH FUNCTIONALITY IS ENABLING THE VISIBILITY? IS IT

FEASIBLE TO USE IT?

TAKE YOUR “KEYWORD RESEARCH” TO THE NEXT LEVEL WITH AN INDUSTRY COMPETITION ANALYSIS


SIMILARWEB

IDENTIFY YOUR INDUSTRY MAIN COMPETITORS, TREND, VOLUME & TARGETED QUERIES


COMPARE THEM TO IDENTIFY WHICH ARE THE UNIQUE & COMMON KEYWORDS

SEMRUSH


VS. YOURS, PER DEVICE & SEARCH TYPE

GOOGLE’S SEARCH

CONSOLE


CHECK FOR SEMANTICALLY RELATED TERMS & LONG-TAIL QUERIES PERMUTATIONS

KEYWORDTOOL.IO


AS WELL AS FOR ADDITIONAL ALTERNATIVES WITH A TF*IDF ANALYSIS

ONPAGE.ORG

(Term frequency–inverse document frequency)


IDENTIFY WHICH ARE THE MOST POPULAR QUERIES PER DEVICE

GOOGLE’S KEYWORD PLANNER


ALONG THEIR VOLUME, COMPETITION & TREND

KWFINDER


MANCHESTER GYMPERSONAL TRAINER MANCHESTER

VS

MOZ KEYWORD DIFFICULTY

… THE RANKED CONTENT & SERP FEATURES


FROM WHICH SERP CAN YOU EARN RANKINGS, VISIBILITY & VISITS MORE EASILY?

VS


AND IN THIS OTHER SITUATION?

APPS W/ REVIEWS

IMAGESIMAGES

VIDEO NEWS


WHAT ON MOBILE?

VS


TARGET QUERIES & SERPS PATTERNS WITH MORE VISIBILITY OPTIONS AND LESS COMPETITION

INFORMATIONAL review tips

guide news

TRANSACTIONAL buy

reserve purchase register

PRODUCTS

AREAS

TOPICS

or

or

or


IT WILL PAY OFF


WITH A SMALLER EFFORT


TASTY!

TECHNICAL OPTIMIZATION IN A MULTI-DEVICE & JS HEAVY ERA



MOBILE FINALLY BOOMED LAST YEAR


THIS IS THE MOBILE VS. DESKTOP ORGANIC SEARCH TRAFFIC SHARE OF LOCALLY ORIENTED SITES…


AND FOR TECHNOLOGY NEWS SITES!


MOBILE OPTIMIZATION IT’S AN IMPORTANT SEO INGREDIENT NOW


VALIDATE YOUR DESKTOP & MOBILE WEB CRAWLING TO MAXIMIZE THEIR EFFICIENCY

DEEPCRAWL & ONPAGE.ORG


CONFIGURE YOUR SEO CRAWLER TO USE THE RELEVANT USER AGENT IN EACH CASE

SCREAMING FROG

FOR SOME REASON PEOPLE FORGET ABOUT THE MOST BASIC SEO GOOD PRACTICES WITH MOBILE


OUCH!



WATCH OUT FOR INTERSTITIALS THAT MIGHT CAUSE CRAWLING AND INDEXING ISSUES

NO

YES


ALWAYS FEATURE A LINK BASED NAVIGATION THAT ALLOWS CRAWLING

YES


BE CAREFUL WITH NON-RELEVANT OR NON-EXISTENT REDIRECTS BETWEEN WEB VERSIONS

NO


OR EVEN TITLES & META DESCRIPTION FEATURING RELEVANT INFORMATION


USE GOOGLE’S MOBILE TOOL & CHROME DEVICE EMULATION FOR ADDITIONAL VALIDATIONS

https://www.google.com/webmasters/tools/mobile-friendly/



REMEMBER THAT RESPONSIVE IS NOT THE ONLY MOBILE WEB VERSION ALTERNATIVE

RESPONSIVE WEB DESIGN

DYNAMIC SERVING

INDEPENDENT MOBILE SITE


CHECK OUT MY MOBILE SEO AUDIT POST TO LEARN MORE ABOUT THE OVERALL OPTIMIZATION PROCESS

http://searchengineland.com/3-actions-get-ready-googles-mobile-search-update-215662

http://keywordtool.io/


IF YOU HAVE AN ANDROID OR IOS MOBILE APP: START INDEXING THEIR CONTENT NOW!

http://googlewebmastercentral.blogspot.com/2015/04/drive-app-installs-through-app-indexing.html



THIS IMPROVES YOUR APP SEARCH VISIBILITY, TRAFFIC & GIVE A BETTER MOBILE USER EXPERIENCE

https://developers.google.com/app-indexing/



VERIFY THE TECHNICAL REQUIREMENTS AND FOLLOW GOOGLE’S IMPLEMENTATION CHECKLISTS

https://developers.google.com/app-indexing/android/checklist

https://developers.google.com/app-indexing/android/test


YOU CAN VALIDATE THE IMPLEMENTATION WITH THE SEARCH CONSOLE & DEEP LINK TEST TOOL




ALWAYS VERIFY JAVASCRIPT HEAVY CONTENT INDEXING


OUCH!


THIS ALSO HAS TO DO WITH PROVIDING THE BEST USER EXPERIENCE


THERE’S NO EXCUSE! INFINITE SCROLLING CAN BE OPTIMIZED TO BECOME INDEXABLE TOO

http://googlewebmastercentral.blogspot.com.es/2014/02/infinite-scroll-search-friendly.html

http://googlewebmastercentral.blogspot.com.es/2014/02/infinite-scroll-search-friendly.html


IF YOU HAVE DOUBTS VERIFY GOOGLE’S PAGE CACHE


AND VALIDATE THE PAGES CONTENT WITH THE FETCH AS MOBILE GOOGLEBOT FEATURE


PAGES SPEED IS KEY ON MOBILE & AFFECTS CRAWLING & RANKINGS


IDENTIFY THE PERFORMANCE OF YOUR MOST IMPORTANT PAGES PER DEVICE TO MAKE THEM FAST


USE GOOGLE’S PAGE SPEED SUGGESTIONS & GTMETRIX RECOMMENDATIONS

http://gtmetrix.com/



SPICY!

OPTIMIZATION IN A SEMANTIC SEARCH ENGINE


HELLO KNOWLEDGE GRAPH!


FROM CARROUSELS TO ANSWERS


GOOGLE THE ANSWER ENGINE?


OH WELL! VERY CLEVER


GOOGLE THE COMPETITOR?



IN THE MEANTIME, IT’S TIME TO START OPTIMIZING YOUR KNOWLEDGE GRAPH PRESENCE!


THE LOGOS, COMPANY CONTACT NUMBERS & SOCIAL PROFILE LINKS WITH STRUCTURED MARKUP

https://developers.google.com/structured-data/customize/overview

https://www.serpwoo.com/


USE SCHEMA.ORG TO OPTIMIZE YOUR RICH SNIPPETS VISIBILITY (& SPECIFY YOUR CONTENT MEANING)

https://developers.google.com/structured-data/

PRODUCTS, RECIPES, REVIEWS, EVENTS, APPS, VIDEOS, BUSINESSES



SPECIFY YOUR SITE NAME, BREADCRUMBS, SITELINKS SEARCH BOX…

https://developers.google.com/structured-data/site-name

https://developers.google.com/structured-data/site-name


IT’S ABOUT TAKING CONTROL OF YOUR OWN RESULTS


AND IN THIS CASE, SHOWING YOUR OWN INTERNAL SEARCH RESULTS


USE THE RANKTANK SERPTITUDE SERP & GOOGLE’S STRUCTURED DATA TESTING TOOL TO VALIDATE THEM

http://www.ranktank.org/serpitude-serp-rich-snippet-testing-tool/https://developers.google.com/structured-data/testing-tool/




SOFT!

PROACTIVE MONITORING IN A CONSTINOUSLY UPDATED SEARCH ENVIRONMENT



USE GOOGLE’S SEARCH CONSOLE QUERY & PAGE VISIBILITY DATA AS A STARTING POINT


REMEMBER TO ARCHIVE THE DATA AS IT ONLY SHOWS THE LATEST 90 DAYS

http://searchwilderness.com/gwmt-data-python/

http://searchwilderness.com/gwmt-data-python/

MONITOR YOUR SEO PERFORMANCE INTEGRATING ANALYTICS, SEARCH, CRAWLING & POPULARITY METRICS


http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/

URLPROFILER

http://www.stateofdigital.com/easily-analyze-competitors-mobile-seo-performance/


STOP TRACKING YOUR SPECIFIC RANKINGS AND START FOLLOWING-UP FULL SERPS




AS WELL AS SERPS VOLATILY THAT CAN CORRELATE WITH POTENTIAL UPDATES




SET ALERTS TO BE NOTIFIED OF SEO CHANGES WITH IFTTT: FROM TRAFFIC AND LINKS TO CONTENT CHANGES

www.stateofdigital.com/seo-alerts-monitor/

http://www.stateofdigital.com/seo-alerts-monitor/


THAT WAS QUICK!


DELICIOUS INGREDIENTS FOR MAXIMUM SEO VISIBILITY

THANK YOU #ELITECAMP2015!


LIKED IT? GET FRESH & FREE SEO TIPS


bit.ly/aleydaseotips

key seo ingredients in 2015 at #elitecamp2015

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