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@QuinnCW #DDSUM15 Optimizing Your Content: The 10 Most Common SEO Mistakes Quinn Whissen, Marketing Manager, Vertical Measures
About Me ● Vertical Measures is a 50 person search, social & content marketing agency in Phoenix, AZ ● Marketing Manager for Vertical Measures ● Columnist for Marketing Land, Content Marketing Institute @QuinnCW #DDSUM15
What I’ll Cover 1. Most common mistakes we see 2. How to optimize specific types of content like video and images 3. Optimization for the future @QuinnCW #DDSUM15
Most Common Problems We Find? 1. Unintentional duplicate content 2. Bad backlinks 3. Over optimization and cannibalization of target keywords 4. Bad and duplicate title tags 5. Bad and duplicate meta descriptions 6. Poorly optimized images and videos 7. Page-load time 8. Poor or thin content 9. Keyword misfocus (not aligned on the same page) 10. Blocked pages or entire site (indexability issues) @QuinnCW #DDSUM15
An example… @QuinnCW #DDSUM15
What we found… @QuinnCW #DDSUM15 After 5 months of intense content marketing and no results…. ● Identified a penalty back in August of 2012 ● Duplicate content issue: same text snippet shows up on 259 pages ● Wide use of duplicate or near-duplicate content in titles/page content ● A big issue: 100% of their image content and 45% of their HTML/text content is hosted externally (not under the domain). ● Lots of spammy anchor text in their backlink profile Within 60 Days – Traffic Doubled…now 400-500% up!
@QuinnCW #DDSUM15 You wouldn’t build your house without laying a strong foundation.
@QuinnCW #DDSUM15 Don’t build content on a foundation of shoddy SEO.
@ArnieK @QuinnCW #SMX #DDSUM15
Core Elements to Optimization Web Pages 1. Links pointing to your content (Internal too) 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. H1 Tag (headline tag – only one!) 5. Images optimized 6. Page load times 7. Freshness of content 8. Mobile-friendly @QuinnCW #DDSUM15
@QuinnCW #DDSUM15 Mobile-friendly update RELEASED April 21 2015
Mobile-Friendly Update “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.” @QuinnCW #DDSUM15
Mobile-Friendly Test https://www.google.com/webmasters/tools/mobile-friendly/ @QuinnCW #DDSUM15
Mobile-Friendly Test Results @QuinnCW #DDSUM15
Title Tag An important on-page element (~55 characters). <title>Your Keywords Need be Here</title> @QuinnCW #DDSUM15
Meta Description ● Mainly for conversions ● First time a visitor is understanding who you are ● ~115 characters <meta name="description" content=“On this site we talk all about everything you just searched for!"> @QuinnCW #DDSUM15
@QuinnCW #DDSUM15 H1 Tags ● Should be similar to page title ● Tell the bots what to expect on the page ● Hard coded into the CSS (H1, H2, H3, etc.) ● Only one H1 tag per page <h1>My Post is About SEO</h1> <h2>SEO is Awesome</h2> <h2>What is Google</h2> <h2>People Love SEO</h2> <h3>Matt Cutts Loves SEO</h3> @QuinnCW #DDSUM15
How To Optimize Images ● Reduce file size. Image files should be compressed. Smaller files mean faster site load speeds. ● Use relevant keywords in image filenames. DONT: "DL000031.jpg", DO: "red-sports-car.jpg" ● Make sure <img> tags have their "alt" and "title" attributes defined with descriptive, concise, keyword-related text. Do not stuff <img> attributes. ● Context matters. Google looks at content placed around the image, like titles and captions. @QuinnCW #DDSUM15
How to Optimize Videos ● Specific, Compelling Title –Would you click on “XYZ Company” or “V00023.mov?” ● Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section. ● Description - Say as much as you can in the first sentence or two, so the rest won’t be hidden. Include a link placed at the beginning – with http:// ● Video Quality / Resolution – Shoot, edit and export the video in the highest quality available. @QuinnCW #DDSUM15
Penalized? @QuinnCW #DDSUM15
How to Tell if You’ve Been Affected @QuinnCW #DDSUM15
Webmaster Tools - Message @QuinnCW #DDSUM15
Recovery is possible @QuinnCW #DDSUM15
@QuinnCW #DDSUM15 The Google Penalty Recovery Kit Download: VerticalMeasures.com/recovery
@QuinnCW #DDSUM15 How do you position yourself for SEO’s future?
@QuinnCW #DDSUM15 What are People Searching For 93% 86% 86% 90% 93% of all consumers use search prior to making a purchase 86% of searchers conduct non- branded queries 90%+ of buyers click on organic links vs. the sponsored ads
@QuinnCW #DDSUM15 Buyers are searching for information that helps them make an informed decision.
@QuinnCW #DDSUM15 Businesses that provide that information - will win.
The Odds of Hitting a Grand Slam @QuinnCW #DDSUM15 #DSDET15 Because most of us are not the New York Yankees, we strongly suggest playing MONEYBALL 1 in 4 at bats = hit (a success) 1 in 36 at bats = home run (a big success) 1 in 1,691 at bats = grand slam (viral success)
@QuinnCW #DDSUM15 #DSDET15 In order to play content MONEYBALL, you need to come up with hundreds of ideas so you can create fresh, USEFUL content on a frequent basis. Here’s how we do it…
@QuinnCW #DDSUM15 Research Tools Google Keyword Suggest Related Searches
@QuinnCW #DDSUM15 KeywordTool.io
@QuinnCW #DDSUM15 More than 110 questions about “napa valley wedding” (exact match)
List All Content Ideas in a Spreadsheet @QuinnCW #DDSUM15
Put Together An Editorial Calendar @QuinnCW #DDSUM15
@QuinnCW #DDSUM15 Content Editorial Calendar Spreadsheet Template Download: VerticalMeasures.com/calendar
What It Comes Down To @QuinnCW #DDSUM15 1. Optimization can be simple, but it’s essential. 2. Don’t confuse Google! 3. Build your content on a strong SEO foundation. 4. Be the best answer on the end of someone’s search.
@ArnieK @QuinnCW #DSP15 #DDSUM15 Thank You! Tweet: @ArnieK’s NEW Content Marketing book is FREE at http://vert.ms/cmworks #DDSUM15