The Most Important SEO Initiatives in 2016

Transcription

1 The Most Important SEO Initiatives in 2016 John Lincoln Co-Founder, CEO Ignite Visibility Alan Bush Director of Strategy Ignite Visibility

2 What we are covering today Why SEO SEO History in Most Important SEO items in 2016

3 Why SEO? 93% of online research begins with a search engine Google owns abut 70% of market share 70% of the links users click on are organic 75% of users never scroll past the first page

4 Onsite Optimization (about 50%) - Optimization on single web pages - Site architecture - Fresh content Offsite Optimization (about 50%) - Links to your site - Social media shares - Reviews of your website (local search) SEO Rankings

5 Getting Warmed Up

6 What happened in 2015? 3 major Google algorithm updates Mobile Update AKA "Mobilegeddon" April 22, 2015 In a rare move, Google pre-announced an algorithm update, telling us that mobile rankings would differ for mobile-friendly sites starting on April 21st. The Quality Update May 3, 2015 After many reports of large-scale ranking changes, originally dubbed "Phantom 2", Google acknowledged a core algorithm change impacting "quality signals". Panda 4.2 (#28) July 17, 2015 Google announced what was most likely a Panda data refresh, saying that it could take months to fully roll out.

7 Hints from Google Google says move to https Structure data as a ranking factor

8 Application SEO gets more important Apps get a ranking boost when app indexing is done correctly and apps get another ranking boost when they use the app indexing API.

9 Example app listed in search

10 Industry Survey

11 RankBrain

12 First, Get your Technical Ducks in a Row

13 Go Secure, (you have no choice! Action Item: Switch your website to https, you will rank better! Update all internal linking to point to https Update all external links to point at https version of your site Make sure images and fonts are secure Put in 301 redirects and set up a new Google search console

14 Go Mobile, you have no choice Action Item: Go mobile, responsive design if possible Test with mobile usability tool mobile-friendly/ Shoot for mobile page speed scores of 65 or above Have a mobile ready website that is optimized for Google (responsive design, vary http header or subdomain) Mapp your mobile application URLs to the corresponding web page and set up a Google search console account Integrate with Google now for now indexing

15 Watch your Ajax and Javascript Action Item: No more escape fragment optimization, make sure you optimize around your Ajax and Javascript Google is now indexing Ajax and Javascript (no more escape fragment optimization) Make sure you have an HTML and Ajax or Javascript strategy It will always important to have core HTML elements such as URLs, titles, h1, copy, etc.

16 Schema.org Action Item: Create a schema.org strategy for each page of your site. This will be important for rankings, click through rates and users. Some of my favorite schema is Logo schema Product Schema Reviews Schema Video Schema Breadcrumb Schema Local Schema Article Schema Event schema

17 Sitemaps: Don't leave indexing to chance Action Item: Make sure you have all the sitemaps in green. XML HTML Video Image News RSS Make sure you have all of these sitemaps. Have a news sitemap, if you are news site and an RSS if you need content indexed fast.

18 Second, Go Local Like a Pro

19 Have a location specific strategy. Action item: Create Location based pages on your site. Add local schema.org to your site Create the following local profiles Google + Bing Yelp And use Yext or Moz Local

20 Auto Client Example We do the franchise and corporate marketing for this client Started at zero, now getting thousands of visitors Started with almost 0 keywords ranking, now over 3,000 Working together one year Example Irvine URL, now ranking for 43 keywords.

21 Third, Go Multilingual and Enter All New Markets

22 Pick a new language and generate more revenue or leads Action Item: Translate your site into a new language or target a new country Read more here in the ultimate guide You have already done the work in English, translate your website into Spanish, French, Russian Use hreflang tags and X default to be technically correct

23 E-Commerce Example We pushed this client into over 25 countries and Languages. 8,542% increase in new users 5,284% increase in goal completions Man, that make me feel good to help a client that way Turkey Italy

24 Before you make the jump 2:38 to 3:50

25 Fourth, Build out Hubs of Content

26 Action Item: Create Hubs of Content

27 Fourth, Build an External Linking Strategy and Brand Around Expertise

28 Have an influencer or subject matter expert Action Item: Have One or Two People be the Face of the Company Online Align with one, or create one. Creating one take a lot longer. Write for top publications Give everything away in your blog Social media Build out personal profiles Run ads Make them the center of inbound marketing Reverse engineer with SEM Rush, Majestic SEO and BuzzSumo

29 Fifth, Use the Right Tools

30 Use BuzzSumo

31 Some of Our Favorite SEO Tools 1. Hootsuite: Schedule social posts, feed your blog 2. BuzzSumo: Influencers, popular social content 3. Screaming Frog: Crawl an entire site 4. Advanced Web Rankings: Local and national rankings 5. FollowerWonk: Twitter influencers, Twitter data 6. Opensite Explorer Broken Link Checker: Fix broken links 7. Magestic SEO: View backlinks to any website 8. KnowEM: Secure 300 social media profiles 9. Link Detox: Clean up work your bad SEO company did 10. Google Search Console: A MUST HAVE! 11. SEM Rush and Spy Fu 12. Bonus: Want to see more?

32 @IGNITEV IGNITEVISIBILITY.COM/BLOG