SEO IN 2017
MICKEY MELLEN@mickmel
greenmellenmedia.com
JENNY MUNN@jennymunn
jennymunn.com
AGENDA
The top 10 mistakes we see in SEO
The future of SEO
Time for Q & A at the end
#WCATLSEO in 2017
The Spectrum of SEO Sophistication
#WCATLSEO in 2017
SEO is a Journey
#WCATLSEO in 2017
● small changes add up over time
● you don’t have to know it all at one time (don’t get overwhelmed)
Search engine optimization is often about making small
modifications to parts of your website. When viewed
individually, these changes might seem like incremental
improvements, but when combined with other
optimizations, they could have a noticeable impact on your site's UX and performance in organic
search results.
MISTAKE 1Living in the past
LIVING IN THE PAST
2010 SEO Mindset 2017 Mindset
Spamming worked Panda what? Penguin who?
Any website can get ranked SEO is an amplifier
Traffic converted quickly 96% of organic traffic doesn’t convert the first visit
Literal keyword usage Semantics and Intent
Following a formula Follow best practices, and have a long-term game plan
Leads and sales YESTERDAY We want quality traffic
MISTAKE 2Not covering
the basics
NOT COVERING THE BASICS● You Can’t Rank In a Sea of
Sameness● Foundational SEO --> Ongoing SEO
--> Competitive SEO ● What Hasn't Changed: Quality
Signals, Content, Backlinks, Analytics/Data, Engagement, Off-Page
#WCATLSEO in 2017
Optimized Titles and Descriptions
Strategic Keyword UsageMeaty content Internal links
FastMobile ResponsiveOngoing Content
Social Signals Content Strategy
The “Perfectly Optimized” Page
#WCATLSEO in 2017
IMAGES
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MISTAKE 3Lacking an updated
keyword strategy
LACKING AN UPDATED KEYWORD STRATEGY
● Keywords are not dead● Competition is tougher: go longtail ● Mistake: pursuing keywords that
don’t have proven search count behind them
● Keep your pages tightly focused ● SEO informs your marketing
strategy -> TOFU
“Less than 15% of the ranking equation is wrapped up in keyword targeting.” - Rand Fishkin
modular manufactured homes
independent schools
horsinality
love coach
Becoming a Topical Expert: Tim Horton’s Analogy
#WCATLSEO in 2017
Inbound Marketing Software Company:•marketing automation tools•how to use marketing automation software•what is marketing automation?•how to tell if I need marketing automation software•lead nurturing best practices•email marketing automation
Voice Search ● Long-tail is a given● Important for local:
○ in your car, on the go● “Moments”:
○ I want to go○ I want to do○ I want to know○ I want to buy
● Think how people speak● Test it - voice search your keywords
#WCATLSEO in 2017
Google predicts more than half of queries will
be voice by 2020
Google says 20% of mobile queries are voice
searches
MISTAKE 4Only focusing on-page
ONLY FOCUSING ON-PAGE
#WCATLSEO in 2017
searchengineland.com/seotable
RankBrain● RankBrain: Google’s machine learning, AI system that is now baked into its
algorithm (sorts and ranks)● Top 3 Ranking Factors: Content, Links, RankBrain
#WCATLSEO in 2017
Off-Page
#WCATLSEO in 2017Credit: neilpatel.com
● 51 Speakers at WC● How many had
backlinks?
MISTAKE 5Not focused enough
on speed
PAGE SPEED MATTERS
#WCATLSEO in 2017
NOT FOCUSED ENOUGH ON SPEED● 73% of mobile internet users say that they’ve encountered a website that was
too slow to load.● 47% of consumers expect a web page to load in 2 seconds or less.● 40% of people abandon a website that takes more than 3 seconds to load.● A 1 second delay in page response can result in a 7% reduction in
conversions.● If an e-commerce site is making $100,000 per day, a 1 second page delay
could potentially cost you $2.5 million in lost sales every year.
#WCATLSEO in 2017
USE LEAN THEMES
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OPTIMIZE IMAGES THE RIGHT WAY
#WCATLSEO in 2017 gmm.to/dpiexample
USE A CACHING PLUGIN
#WCATLSEO in 2017
MISTAKE 6Not data-focused
enough
NOT DATA-FOCUSED ENOUGH
#WCATLSEO in 2017
GOOGLE SEARCH CONSOLE
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SEARCH ANALYTICS
#WCATLSEO in 2017
MISTAKE 7Not focusing on
mobile first
AMP: ACCELERATED MOBILE PAGES
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AMP: PLUGIN
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AMP EXAMPLES
#WCATLSEO in 2017 gmm.to/ampsetup
Interstitials on Mobile
#WCATLSEO in 2017
MISTAKE 8Not being secure
NOT BEING SECURE
#WCATLSEO in 2017 gmm.to/sslmeetup
NOT BEING SECURE
#WCATLSEO in 2017 gmm.to/sslmeetup
NOT BEING SECURE
#WCATLSEO in 2017 gmm.to/sslmeetup
NOT BEING SECURE
#WCATLSEO in 2017 gmm.to/sslmeetup
MISTAKE 9Not understanding how
Google is presenting information
NOT UNDERSTANDING HOW GOOGLE IS PRESENTING INFORMATION
Rich Answers: Quick Answer Box and People Also Ask
#WCATLSEO in 2017
Google’s Carousel Expanding - "Best…”
MOZ “OPPORTUNITY” SCORE
#WCATLSEO in 2017
MISTAKE 10Not understanding the
nuances in your industry
NOT UNDERSTANDING THE NUANCES IN YOUR INDUSTRYStandard SEO Best Practices + ________ (example, eCommerce, local, Schema, other search engines)
○ Ecommerce SEO -> product, category, tag pages + schema (star ratings, prices)
○ Local SEO -> local business schema, Google My Business, Citations, etc.
○ Alternative Search Engines - YouTube, Quora, Pinterest, Amazon
#WCATLSEO in 2017
Structured Markup
Schema markup is used to tag entities in your pages' content: Organization (logo), Sitelinks, Breadcrumbs, Articles, Local Businesses, Recipes, Events, Software Applications, Products, Reviews, etc.
#WCATLSEO in 2017
LOCAL SEO
#WCATLSEO in 2017
LOCAL SEO: Name, Address, Phone
#WCATLSEO in 2017
LOCAL SEO: Reviews
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9 other reviews that are not currently recommended
MOZ LOCAL
#WCATLSEO in 2017
RECAP
RECAP
● Living in the Past● Not covering the basics● Lacking an updated
keyword strategy● Only focusing on-page● Not focused enough on
speed
#WCATLSEO in 2017
● Not data-focused enough● Not focusing on mobile first● Not being secure● Not understanding how Google is
presenting information● Not understanding the SEO
nuances in your industry
THE FUTURE
THE FUTURE
● Smart Home Technology
● Wearables● VR
#WCATLSEO in 2017
Credit: SEL
MORE SEO GOODNESS→ munngroupconsulting.com/wc
#WCATLSEO in 2017
allthingswordpress.com
mickmel.com
greenmellen.com/blog
Q & AQuestions about what we justcovered, or other problems?
MICKEY MELLEN@mickmel
greenmellenmedia.com
JENNY MUNN@jennymunn
munngroupconsulting.com/wc
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