Wine Blogger Conference 2014 – Santa Barbra County Tim Resnik, Sr. Director Product Strategy, Moz @tresnik

It’s Not Magic,

It’s Just SEO

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“I’m not an SEO expert,

I can’t do this”

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Heart Attack!

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It’s not magic, it’s just SEO

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It’s not that hard, you can do this

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Today’s Topics Inbound vs. Interruption Why search is so important 20 not-so-magical, yet practical,

tips

Q&A / mini-Workshop

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Inbound is: Relevant

Search is responsible for 90% of the clicks on the web

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Interruption is: distracting

Average click-through rate for a banner ad is .016%

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Inbound is: Earned

Generates momentum, long lasting

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Interruption is: irrelevant

12,000 press release per month on PR Newswire

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Paid Search = 25% of clicks

Organic Search = 75% of clicks

@tresnikMore than 50% of search result pages have no paid ads at all

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Outbound Inbound

Cost Static with scale Upfront costs, scales with proper optimization

Time Instant results Delayed results

Sustainability Effective only while campaign is active

Long-term continuous results

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Today’s Topics Inbound vs. Interruption Why search is so important 20 not-so-magical, yet practical,

tips

Q&A / mini-Workshop

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Searches on Google per month?

100,000,000,000!

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There’s enough for everyone!

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A lot of a little is OK

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Aha! – It’s Simple

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@Moz@tresnik

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Today’s Topics Inbound vs. Interruption Why search is so important 20 not-so-magical, yet practical,

tips

Q&A / mini-Workshop

@tresnikSEO Plan

#1: Start with a plan

ContentTechnology

Audience

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90% of your SEO effort should be on

content and audience…

#1: Start with a plan

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#2: Use a proven foundation

“(Wordpress) is a fantastic piece of software, it makes your site easily

crawlable by search engines, solves some 80-90% of mechanics of

SEO and is the first big step anyone can take towards creating a

popular online business.”Via: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/

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Also SEO-Friendly Platforms

http://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.

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#3: Use Yoast

http://yoast.com/articles/wordpress-seo/ - I also recommend the Yoast plugin “Wordpress SEO”

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Title

Headline

URL

Links and Captions

META Description

Body Content

#4: Prioritize your on-page efforts

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HTML Title and META Description are Important for Search H1 for Google News

@tresnikThe three major on-page focal points: Title, Description, Headline

<H1>

<Title>

META Description

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<h1>Food and Wine MBA Scholarships Up for Grabs</h1>

<title>Food and Wine MBA Scholarships Up for Grabs</title>

@tresnikBad H1 logic kills your chance in Google News

<h1>

<h3>

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Tips 5 – 9: Know Thyself

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Tip #5: Google Webmaster Tools

http://google.com/webmasters - can help you diagnose and repair issues w/ your site

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Tip #6: Google Analytics

http://google.com/analytics - track how visitors get to you and what they do on your site

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Tip #7: Setup Feedburner

http://feedburner.com – create RSS feeds and track your subscribers and clicks

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Tip #8: Bit.ly to Track Sharing

http://bit.ly – great for determining which shares your fans/followers really enjoy

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Tip #9: Optional: Moz Analytics

http://moz.com – great for bigger sites and more experienced SEOs

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Tip #2: DON’T HIT ENTER* Rule

* Credit Wil Reynolds (@wilreynolds) with the catchy phrase

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Tip #2: DON’T HIT ENTER* Rule

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Tip #2: DON’T HIT ENTER* Rule

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Tip #2: DON’T HIT ENTER* Rule

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Tip #2: DON’T HIT ENTER* Rule

WHO, WHAT, WHERE, WHY, WHEN and HOW

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Tip #2: DON’T HIT ENTER* Rule

WHO, WHAT, WHERE, WHY, WHEN and HOW

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Tip #2: DON’T HIT ENTER* Rule

WHO, WHAT, WHERE, WHY, WHEN and HOW

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Tip #2: DON’T HIT ENTER* Rule

All-in-one auto-suggest tool: www.soovle.com

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Extra Credit: Keyword Targeting

http://www.google.com/trends/explore

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Can you compete

https://moz.com/researchtools/keywords/

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Can you compete

Less competition, similar popularity. Go with this one.

https://moz.com/researchtools/keywords/

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Tip #11: Don’t Get Ripped

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Tip #11: Don’t Get Ripped

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Tip #11: Don’t Get Ripped

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Tip #12: Find Twitter Influencers

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Is ALL about wine

A lot of followers

Is a promoter

Very active

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Tip #13: Time it right

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Tip #13: Time it right

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(not provided)

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Tip #14: deal with (Not Provided)

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Smart Bets with Smart Data

Measure Efforts Exploit Opportunities

This is how we use to use

keyword data

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Search Referral Traffic to SEOmoz

Tip #14: deal with (Not Provided)

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Tip #15: Highlighter and Schema

Rich Snippets: Own more real estate, amplify your CTR.

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Tip #15: Highlighter and Schema

Tell Search Engines about:• Articles• Events• Local Businesses• Restaurants• Products• Software Applications• Movies• TV Episodes

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Tip #15: Highlighter and Schema

Tell Search Engines about:• Articles• Events• Local Businesses• Restaurants• Products• Software Applications• Movies• TV Episodes

Use these where possible

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Tip #15: Highlighter and Schema

Own more real estate

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Google is the largest search engine in the world, who is the second?

1.

2.

3.

100B per month

60B per month

14B per month

Tip #16: Beyond the blue link

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600,000 Years

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600,000 Years!Amount of video served each month by YouTube

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Tip #16: Beyond the blue link

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Tip #17: follow this guy

This dude knows his YouTube stuff, follow him: @philnottingham

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Tip # 18: It’s more than ranking

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Tip # 18: It’s more than ranking

Which one would you click?

Increases CTR by 30%

Increases visibility

Links to his G+ Profile

Links to his author results on Google

@tresnikhttp://moz.com/beginners-guide-to-seo

Tip # 19: Read up!

@tresnikhttp://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition

Tip # 19: Read up!

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Tip # 20: Stick with it

Where Geraldine Started Her

Blog

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Tip # 20: Stick with it

Where people usually give up.

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Tip # 20: Stick with it

2.5 years in, she’s reaching 1000s of daily

visits

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Upwards!Contact me: tim@moz.com @tresnik