SEO 101: How to Get Started Winning Google Search Traffic
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Transcript of SEO 101: How to Get Started Winning Google Search Traffic
![Page 1: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/1.jpg)
SEO 101 BERNARD HUANG
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Get your copy and follow along!
MHW schedule orbit.ly/500-seo
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Bernard Huang
Distro hacker in residence at 500 Startups. Co-founder at Clearscope.@bernardjhuang
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“SEOs are like doctors.
We don’t actually know what’s going on… ”
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1. SEO in 20172. Should you SEO?3. How to set up your SEO accounts4. Keyword research5. On-site content considerations6. On-site technical considerations7. Off-site hacks
WHAT WE’RE COVERING
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1.SEO in 2017
The evolution of “SEO”
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2017● “quality”
content● machine
learning● links?
The Evolution of SEO
2010● link
authority● link trust● keywords
2000● # of links● anchor text● keyword
tags
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“Quality” content● Keyword co-occurrence, content authority
Machine learning● User engagement metrics - dwell time,
clickstream data
Links● less dependency, harder to game
STATE OF SEO 2017
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2.Should you SEO?
Things to take into consideration before investing in SEO.
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SHOULD YOU SEO?
● Is there any search volume for your product, app, or service?
● SEO takes a LONG time (in startup time).○ if you’re pre-product market fit, beware
● SEO is not guaranteed.
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SHOULD YOU SEO?
SEO captures monthly searches. If no one is searching, you’re outta luck
https://adwords.google.com/ko/KeywordPlanner/
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SEO takes a LONG time. If you change directions, you gotta re-invest in SEO.
SHOULD YOU SEO?
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SEO is not guaranteed to pay dividends.
SHOULD YOU SEO?
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SHOULD YOU SEO?
IMO, invest in SEO when:● post product market fit*● know what keywords you’d like to rank
for● have competitors who’re ranking for
things on Google that you’d like to rank for
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3.How to set up your SEO accounts
Set up relevant SEO accounts and other things.
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● Google Search Console○ proper setup○ sitemaps○ robots.txt○ fetch as Google
● Google My Business○ reviews
● Bing Webmaster Tools○ more advanced crawl data
SETTING UP YOUR SEO
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WHY SEARCH CONSOLE?
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Add your website or android app.
SETUP: SEARCH CONSOLE
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Add all the variations: http, https, www., non-www., blog, etc.
SETUP: SEARCH CONSOLE
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Set all the preferred domains for your variations.
SETUP: SEARCH CONSOLE
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Valid sitemaps help search engines understand & crawl your site.
SETUP: SEARCH CONSOLE
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Include URLs in the sitemap:● are unique ● return status code 200 ● aren’t <link rel=’canonical’> to a different
URL ● aren’t `no indexed` in robots.txt or on
the page
SITEMAP: SEARCH CONSOLE
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Robots.txt where search bots go to see what they can crawl.
ROBOTS.TXT: SEARCH CONSOLE
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Allow pages you want crawled and disallow things you don’t.
ROBOTS.TXT: SEARCH CONSOLE
https://www.grubhub.com/robots.txt
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If you’re heavily using js make sure Googlebot sees it correctly.
FETCH AS GOOGLE: SEARCH CONSOLE
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Updated content on your page? Make Googlebot crawl / index it!
FETCH AS GOOGLE: SEARCH CONSOLE
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Sign up, register. Pretty easy.
HOW: GOOGLE MY BUSINESS
https://www.google.com/business/
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Show reviews, business hours, phone #s and credibility in SERPs.
WHY: GOOGLE MY BUSINESS
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Reviews > no reviews. Review it yourself, get friends, batchmates.
REVIEWS: GOOGLE MY BUSINESS
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Better tooling for errors and reporting than Google’s console.
WHY: BING WEBMASTER TOOLS
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4.Keyword research
How are people searching for your keywords? How many?
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Understanding keywords is the foundation of SEO:● Brainstorm● Current search traffic analysis● Competitive analysis● Google autosuggest● Adwords keyword planner
KEYWORD RESEARCH
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Create a list of keywords you’d like to target.
BRAINSTORM: KEYWORD RESEARCH
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Get a list of keywords you’re currently ranking for.
CURRENT SEARCH TRAFFIC ANALYSIS: SEARCH CONSOLE
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COMPETITIVE ANALYSIS: SEMRUSH
Get a list of keywords your competitors currently rank for.
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Google helps searchers by filling out popular queries.
GOOGLE AUTOSUGGEST: CLEARSCOPE
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Explore what Google is auto-suggesting for search queries.
GOOGLE AUTOSUGGEST: CLEARSCOPE
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Take the list of keywords from current / competitor / brainstorm.
ADWORDS KEYWORD PLANNER
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Get avg. monthly search volume for each keyword.
ADWORDS KEYWORD PLANNER
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Categorize keywords by intent… now you have content topics.
SEO CONTENT TOPICS BY INTENT
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5.On-site content considerations
Content SEO factors that you can control on your website.
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ON-SITE CONTENT CONSIDERATIONS
Searcher intent● content relevance● content comprehensiveness
User engagement metrics● dwell time (bounce rate, avg. time on site)
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How do you craft content people (aka “Google”) want?
By copying what already works in the SERPs!
and make it better.
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SEARCHER INTENT: RELEVANCE
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For a query like [san francisco food delivery], let’s see the results...
SEARCHER INTENT: RELEVANCE
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CONTENT RELEVANCE
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CONTENT RELEVANCE
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CONTENT RELEVANCE
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CONTENT RELEVANCE
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Google the keywords you want to rank and classify content type.
HOW: CONTENT RELEVANCE
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Google is using keyword co-occurrence to “grade” content.
SEARCHER INTENT: COMPREHENSIVE
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Comprehensive content generally ranks better than other content.*
SEARCHER INTENT: COMPREHENSIVE
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Look at the ranking content and generate a list of keywords / topics.
HOW: CONTENT COMPREHENSIVE
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Staying on your site longer before backing to SERPs is good.
USER ENGAGEMENT METRICS
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USER ENGAGEMENT METRICS
Ways to increase user engagement metrics:● relevant content DEPENDS ON QUERY For example:● user generated content and photos● well formatted / readable text● hero images● videos
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E-COMMERCE: HERO IMAGES
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E-COMMERCE: HERO IMAGES
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E-COMMERCE: HERO IMAGES
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E-COMMERCE: HERO IMAGES
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COPY the types of content that are already
working in Google andMAKE YOUR CONTENT 10x BETTER.
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6.Top on-site technical considerations
Technical SEO is becoming less relevant, but here’s what to watch out for
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● crawlability● <title> tags● <meta descriptions>● internal linking● mobile friendliness / page load speed
TOP ON-SITE TECHNICAL CONSIDERATIONS
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Crawl your website● Screaming Frog SEO Spider
Google Search Console● HTML improvements, internal links,
server errors
Mobile-friendly test, Site load speed test
IDENTIFY ON-SITE TECHNICAL ISSUES
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SEARCH CONSOLE: ON-SITE TECHNICAL FACTORS
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If Googlebot can’t see it, fix it. Then fetch as Google again + submit.
WHY / HOW: CRAWLABILITY
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<title> tags are used as the title of your content in the SERPs.
WHY: <title> TAGS
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Make sure your <title> tags are:● not missing● unique & interesting● greater than 30 characters● less than 65 characters OR 512 pixels*● relevant to the content
HOW: <title> TAGS
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Use Adwords to a/b test content and see how to increase CTRs.
PRO TIP: <title> TAGS
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<meta descriptions> are suggestions for the snippet in the SERPs.
WHY: <meta description> TAGS
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Make sure your <meta descriptions> are:● unique & interesting● less than 160 characters● relevant to the content
* not a ranking factor
HOW: <meta description> TAGS*
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If you have great unique content, try having no meta descriptions.
PRO TIP: <meta description> TAGS
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PRO TIP: <meta description> TAGS
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Internal links are like internal votes to important content on your site.
WHY: INTERNAL LINKING
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HOW: INTERNAL LINK RANK DEPTH
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HOW: INTERNAL LINK COUNT
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Make sure all of your pages:● are internally linked to within your
website
Make sure the pages you want ranked:● get more internal links than other pages● get contextual links (eg. homepage links,
within blog posts, nav bar, etc.)
HOW: INTERNAL LINKING
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PRO TIP: INTERNAL LINKS
Nav bars are above the fold links you can use to target important pages.
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PRO TIP: INTERNAL LINKS
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User sitemaps are easy ways to get full internal linking coverage.
PRO TIP: INTERNAL LINKS
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Google has a separate index for mobile and desktop queries.
Not mobile friendly? You won’t rank well for mobile search.
WHY: MOBILE FRIENDLINESS
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Check your website with the mobile friendly testing tool:
HOW: MOBILE FRIENDLINESS
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Better the user experience and Google crawl budget.
WHY: PAGE LOAD SPEED
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HOW: PAGE LOAD SPEED
Google Search Console > Crawl > Crawl Stats > Time spent dl’ing page
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7.Off-site SEO hacks
Links, citations, and more links.
![Page 86: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/86.jpg)
SEO PRESENTATION WITHOUT LINK ADVICE?!?!
![Page 87: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/87.jpg)
Backlinks● external votes to your website / page
Citations● establishes credibility - more important
for local businesses
OFF-SITE SEO HACKS
![Page 88: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/88.jpg)
HOW: BACKLINKS
● Citations● PR● Bloggers● Guest blogging● Sponsored content● Creative endeavors● Ask your batchmates
![Page 89: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/89.jpg)
CITATIONS: BACKLINKS
Get your business on local directories or use moz.com/local
![Page 90: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/90.jpg)
Hustle journalists and/or do new and noteworthy things.
PR: BACKLINKS
![Page 91: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/91.jpg)
Hustle bloggers in your industry for link placement.
BLOGGERS: BACKLINKS
![Page 92: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/92.jpg)
Hustle bloggers in your industry for to trade link placement.
GUEST BLOGGING: BACKLINKS
![Page 93: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/93.jpg)
Sometimes the hustle results in sponsoring bloggers.
SPONSORED CONTENT: BACKLINKS
![Page 94: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/94.jpg)
Think about how you can do or leverage something others can’t.
CREATIVE ENDEAVORS: BACKLINKS
![Page 96: SEO 101: How to Get Started Winning Google Search Traffic](https://reader034.fdocuments.in/reader034/viewer/2022051521/5875f1151a28ab006e8b4d51/html5/thumbnails/96.jpg)
RECOMMENDED TOOLS
Keyword research & discovery● SEMrush● Keyword ToolTechnical analysis● Search Console● Screaming Frog SEO SpiderContent strategy & improvements● Clearscope