understanding search - you're getting it all wrong

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Understanding SearchAnd what to do about itSearch Engine Academy - @BethKahlichYoure Getting It All Wrong

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Beth [email protected]

Search Engine Academy - @BethKahlich

Who has been to SEO Seminars?Search Engine Academy - @BethKahlich

Goal look at SEO in a completely different wayPersonal philosophy

Foundational things that are often overlooked and done incorrectly

Must get these right before you can even get to more advanced

Set you up for good long-term digital marketing foundationSearch Engine Academy - @BethKahlich

General knowledge of SEO2008 not as many people knewNow much greater percentage

Result = MORE MISCONCEPTIONSSearch Engine Academy - @BethKahlich

1st Good MarketersSearch Engine Academy - @BethKahlich

Next Put in a format that Makes Google Happy


Goal Relevant TrafficGet in front of right peopleNot all about volumeDoes that traffic convert?Search Engine Academy - @BethKahlich

Im Going to Make You #1 for ____No guarantees

Tactics chasing the algoPut your businessor your clients business at risk


SEO Works Together (Not in a Silo)Search Engine Academy - @BethKahlich


Some companies in this room think they are doing SEOSearch Engine Academy - @BethKahlich

Youve Got it All WrongSearch Engine Academy - @BethKahlich

Chasing the Google Algorithm


Link signals constantly being updated# of linksAuthoritative Page RankRight back link text (anchor text)Relevant SiteWhats the content on the page thats referring you?Search Engine Academy - @BethKahlich

Example: Participating in a link networkSearch Engine Academy - @BethKahlich

Content signals constantly being updatedKeyword stuffingChange to no stuffingKeyword densityKeywords to topics HummingbirdIs your website/page talking about that topicSearch Engine Academy - @BethKahlich

You could be chasing this your whole life


Doing SEO Organizations need to not think about it as SEO

Speaking to your target audience with content that is part of a comprehensive marketing planMaking sure that your website not getting in the way of Google understanding your contentSearch Engine Academy - @BethKahlich

Example:Trusting someone to do bloggingSearch Engine Academy - @BethKahlich

Example:Trusting someone to do bloggingSearch Engine Academy - @BethKahlich

Example: Marketing Automation CompanyNot speaking to target audience

Talking above the language of their target readerSearch Engine Academy - @BethKahlich

Example Car dealership adding content but doing it based on old info about GoogleSearch Engine Academy - @BethKahlich

Google Wants Clarity and AuthoritySearch Engine Academy - @BethKahlich

Quality and Simplicity => Clarity on Topics

Depth of information => Authority on Topics


This is where you focus your ongoing efforts

Covering a Topic In-Depth Gets Results

Search Engine Academy - @BethKahlichBacklinko Blog - Apr. 8, 2016

Example: Dog friendly restaurants DallasSearch Engine Academy - @BethKahlich

What kind of topics to write aboutNo one wants to hear about just your businessSearch Engine Academy - @BethKahlich

What kind of topics to write aboutThink Laterally Dog friendly travel site talks about other dog friendly things

Think VerticallyOther dog related topics choosing the right pet foodSearch Engine Academy - @BethKahlich

This is why on-page optimization is so important!Search Engine Academy - @BethKahlich

Title Tag Doesnt have to matchBut you better still include the topic!Search Engine Academy - @BethKahlich

Meta Description Your Sales PitchIf it doesnt include topic Google may replaceSearch Engine Academy - @BethKahlich

With the heat index regularly topping 100 degrees these days, weve been on the lookout for relief from the oppressive sun. Were always game for...

Header TagsH1 Headline and H2 SubheadsNot a deal-breaker but why not?Search Engine Academy - @BethKahlich

ImagesName of image --- Alt TagsSearch Engine Academy - @BethKahlich

Content including the correct wordsSearch Engine Academy - @BethKahlich

Internal Linking of ContentSearch Engine Academy - @BethKahlich

Courtesy of Portent.com

Make it as EASY as POSSIBLE for Google to understand what our content is aboutSearch Engine Academy - @BethKahlich

Download my guide to the Perfect SEO Page Free linkSearch Engine Academy - @BethKahlich

Beth [email protected]



