Transcript
SEO has evolved
SEO in 2015Tactics that move the needle
– Rand Fishkin, MOZ
“SEO is no longer just a job title, it has become part of everyone’s job
description”
– Sujan Patel
“SEO is F*#%ing hard, don’t let your business rely solely on it”
Areas of Focus• Optimize for Humans
• Mobile Friendly
• Keyword Themes
• Build Your Brand
• Quality Links & Content
• The Basics
Who am I?• I’ve been doing Digital Marketing
for over 12 years• I’ve helped 137 companies
successfully with SEO• I am the co-founder of
ContentMarketer.io and the VP of Marketing at When I Work
• In 2007 I ranked one of my clients for the hardest keyword in the industry: “mesothelioma”
• I’ve experienced 27 Google algorithm updates
• I’m a regular contributor at Inc., Forbes, WSJ, & entrepreneur.com
Optimize for Humans
Human Optimization• Optimize Page Titles & Meta Descriptions for CTR
• Fill Content Gaps
• Write Copy for Conversions instead of SEO
• Help people get the job done
• Focus less on rankings and more on user experience
Mobile Friendly
Create a responsive or dedicated website for mobile devices
Optimize Site Speed
• Optimize your images• Cache your database• Keep plugins to a minimum• Lazy loading
47% of users expect your web page to load in under 2 seconds
Understand the difference between desktop and mobile keyword research
Desktop Search for Pizza
• Pizza• Pizza dough• Incredible pizza• Pizza sauce recipe
Mobile Search for Pizza
• Pizza restaurant• Pizza delivery• Pizza shop• Nearest pizza
Focus on Keyword ThemesOur customers refer to When I Work in many different ways:
• Scheduling Software
• Staffing Software
• Work Force Management
• Scheduling App
• Scheduler
• Employee Scheduling Software
Play to the long tail
Focus on Keyword Intent
Learn who your customers really are & what they want through surveys (qualaroo.com), talking to the sales & support teams or talking to your customers directly (trade shows).
Build Your Brand
Tie your brand to a keyword
Forget links, build brand mentions
Link Building That Still Works
– Sujan Patel
“Link building is hard f*#%ing work. Put in the time & use the right tools
and you’ll be successful…don’t half-ass it.”
Quality Link Building• Steal your competitors links with tools like ahrefs.com & steal links to their latest content with tools
like buzzsumo.com & majestic.com
• We monitor popular content weekly and have 1 person dedicated to hunting down links and doing outreach. Use ContentMarketer.io (my tool) for outreach.
• Get interviewed on blogs & podcasts using podbay.fm
• For my growth hacking ebook 100daysofgrowth.com I used Buzz Sumo to find everywhere Sean Ellis and Morgan Brown (top growth hackers) were interviewed and had an intern pitch me. As a result I received 33 links and 500+ ebook sales .
• Round Up Posts. Use: “intitle:roundup” + [keyword] and pitch your latest and greatest content
• wheniwork.com/blog gets included on 7-10 round up post a month. At first we did a lot of outreach to be included on a round up post. Now that we’re on round up bloggers’ radar and the links keep coming in.
• Guest Posts still work but focus on authority sites/publications
• wheniwork.com receives over 75 links & 5000 visits a month from our guest posting efforts.
Build Links with 10x Content
34 inbound linkswheniwork.com
2,015 inbound linksquicksprout.com
Build a tool. Our Excel template has 97 links, receives 12,500 visitors a month and is responsible for over ~50 new customers a month.
Create a resource. Our HR templates has received 7000 visitors and 49 quality links in just four weeks. We came up with from looking at customer support logs + keyword research.
Create a ebook. Our management hacks ebook has been downloaded over 10,000 times and has over 130 links.
The Basics• Simple URL Structure
• Keywords in Page Title, H1 & H2
• Focus your meta description on CTR (think of it as ad texts)
• Use Schema/Rich Snippets
• Internal Linking & Proper Sitemap (HTML & XML)
• Minimize 404 pages & HTML errors
top related