Post on 30-May-2020
Why SEO?
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Why SEO?
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Free Traffic
Hi, I’m Anthony
Buffalo, NY
RIT
Austin, TX
IBM
Jackrabbit Mobile
ModernMedia.io
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Today
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1. Basics
2. Strategy & Process
3. Tactics
4. Advanced SEOdesired
How does SEO work?
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Google’s evaluation of your page’s ability to satisfy the user’s intent
How does Google work?
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On-Page
ContentHTML Tags
Schema MarkupPage Speed...and more
How does SEO work?
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Off-Page
LinksSocial Media
CitationsReviews
...and more
SEO PrinciplesHow does SEO work?
1. Fulfill the user’s
intent.
2. Provide a positive
experience.
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SEO Strategy
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SEO Case Study
Golf Tech StartupHigh-tech products + golf lessons
Wants to acquire customers
Sally
Wants to improve her golf game
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SEO Strategy
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(2) Keyword Research
“How to hit a golf ball straight?”
(1) User Intent
Sally wants to improve her golf score
(3) Content Creation
(4) On-Page & Off-Page Optimizations
Customer Personas
Location: Buffalo, NY
Age: 30-40
Gender: Female
● Reads Golf Digest
● Tech savvy, has
iPhone
● Free time on weekend
● Golf score in low 90s
SEO Strategy - User IntentSearch Intents
“How to get better at golf?”
“How to hit a golf ball straight?”
“What is the proper golf swing technique”
Your Content
Product that hooks onto a club and analyzes the swing.
Personalized golf guides and recommendations.
In-person lessons 1-1 with an instructor.
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Customer Personas
Location: Buffalo, NY
Age: 30-40
Gender: Female
● Reads Golf Digest
● Tech savvy, has
iPhone
● Free time on weekend
● Golf score in low 90s
SEO Strategy - User IntentSearch Intents
“How to get better at golf?”
“How to hit a golf ball straight?”
“What is the proper golf swing technique”
Your Content
Product that hooks onto a club and analyzes the swing.
Personalized golf guides and recommendations.
In-person lessons 1-1 with an instructor.
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What is your target market searching for?
● Who’s already ranking●
SEO Strategy - Keyword Research
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Search Results Page Google Keyword Planner
1. Find who’s already ranking.2. Create better content (Add).3. Outrank them.4. ....5. Profit.
SEO Strategy - Skyscraper Technique
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SEO Tactics
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On-Page SEO
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Mobile Friendly
Navigation
Multimedia
Internal Links
Contact Info
Rich Content
On-Page SEO
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testmysite.thinkwithgoogle.com or gtmetrix.com
On-Page SEO Checklist❏
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Advanced SEO
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Fulfill your visitors intent
Provide a positive experience
Signals:
● Increase click-through rate● Lower bounce rate● Increase time on page● Positive user experience
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Advanced SEOUser Testing
HotJar.comSumo.comGoogle AnalyticsSearch Console
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Advanced On-Page
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● Interlink related pages, topics○ “Pillar” method
● Variety of multimedia
● Keep content fresh & up-to-date
● Clean user experience
● Facilitate continued reading
● Facilitate social sharing
● Careful with pop-ups (*mobile)
Advanced On-Page
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Sharing & Virality
AMP
Influencer Endorsement
Google My Business
Lethal Weapons
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More resourcesGoogle’s Search Engine Optimization Guide [PDF]
Moz’s The Beginner’s Guide to SEO [Web]
Google Search Console [Tool]
Search Engine Watch [Blog]
Search Engine Land [Blog]
Backlinko [Blog]
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Thanks!anthony@modernmedia.io
modernmedia.io/bnmc18
MMIO
MMIO
MMIO
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