Competitive On Site Optimization

1

1

2

Competitive On-Page The Iron Rankings Tournament

BLOG SITE

3

01 Meta Titles 06 Site Load Speed

07 Unique Content

03 H1 Tags

02 Web Page Content

08 Alt Tags On Page

2

1

9

7

5

6

Competitive On-Page

8

4

10

04 Internal Links

05 Keyword Density

09 Keyword Selection

10 Trust Signals

4

01 Index 06 Internal Vouches

07 Alt Tags

03 Authority

02 Rich Media

08 Digital Footprint On Page

2

1

9

7

5

6

Competitive On-Page

8

4

10

04 Schema

05 Purpose to Content

09 LSI Silo

10 Dev Elements

5


BLOG PAGE SITE PAGE

6


BLOG PAGE SITE PAGE

7

Data Pull / Index The Iron Rankings Tournament

BLOG SITE

Google Indexed Pages

- Duplicate content Index (Blog Tags, printable version, etc.)

Mirror Site Presence

XML Sitemap Presence

8


BLOG SITE

GWT Errors

- 301’s

- 404’s

Manual Warnings

- Robots.txt

Includes folders allowing mobile rendering

- Crawl Test

www. 301 correctness

9

Case Study #1

BPI

www.yourdomain.com

Project Began in 2013 to assist BPI optimize and organize

179 Pages

They were already ranking for over 600 Keywords

We wound up organizing and optimizing almost 1,000

Pages

BPI ranks for over 2,000 keywords today

We consolidated Content from different BPI Properties

The additional pages were silo’d to provide additional

contextual support

No link acquisition or outreach was performed

10

Case Study #1

BPI

www.yourdomain.com BPI began ranking incidentally for banking KW’s they were

not even attempting to optimize for

The minimal rankings they had was due to several

pages not indexed (limitation of their old CMS)

Several content rich pages were not indexed and

duplicated in external properties

By allowing the pages to index, the PageRank did the

rest to gain the rankings for non branded terms

FINDINGS:

11


BLOG SITE





12


BLOG SITE





13


BLOG SITE

GWT Errors

• 301

• 404’s

• Manual Warnings

• Robots.txt

• Includes folders allowing mobile rendering

• Crawl Test

• 200 canonical/301 correctness

14


BLOG SITE

GWT Errors

• 301

• 404’s

• Manual Warnings

• Robots.txt

• Includes folders allowing mobile rendering

• Crawl Test

• 200 canonical/301 correctness

15

Old School Content / Meta The Iron Rankings Tournament

BLOG SITE

Content Volume

- Purpose to Word Volume Match

- KW Presence close to AFo Space

Originality

KW in a readable Meta Title Tag

16


BLOG SITE

Semantic Signals

- H1

- <stong>

- KW Density

- Supporting Content

- Supporting Pages

- Schema

- User Content

17

Case Study #2

LONG ISLAND DIVORCE ATTORNEY

www.yourdomain.com

Issues:

The site had generic 300 words of content per page

with a 3% KW density evenly through the site

Competitors had the same structure but had older

domains with more authority

The client did not blog

There was no rich content or improved markups in the

site

Average rankings for all Keywords was the third page

18

Case Study #2


www.yourdomain.com

Strategy:

Content Volumne


- KW presence close to AFO Match

Originality

KW in readable Meta Title Tag

19

Case Study #2


www.yourdomain.com

Strategy:

Semantic Signals

- H1

- <strong>

- KW Density


- Supporting Pages

- Schema

- User Content

20

Case Study #1 Long Island Divorce Attorney

21


BLOG SITE

Content Volume



Originality


22


BLOG SITE

Content Volume



Originality


23


BLOG SITE

Semantic Signals

- H1

- <stong>

- KW Density


- Supporting Pages

- Schema

- User Content

24


BLOG SITE

Semantic Signals

- H1

- <stong>

- KW Density


- Supporting Pages

- Schema

- User Content

25

New Age Content / Rich Media The Iron Rankings Tournament

BLOG SITE

Trust Signals

- Images; Videos; Badges with Links

Schema

Enhanced Mark-ups (LD+JSON; Open Graph; Google Map

Integration) KW in a readable Meta Multiple Content Formats

- Original Quality Text

- Videos

- Original Images (attributed)

26


BLOG SITE

Social Signals

- Facebook buttons

- Other social

27

Case Study #3

The 70 Site Test

Sample:

- TrueLogic built 70 websites as a sample for this test

- The sample was from random industries

- The page rank ranged from brand new sites to aged

domains

Hypothesis:

- Google’s Index Budget was not solely reliant on

pagerank

- Quality signals can trigger faster and more frequent

indexing

- Faster Indexing leads to better rankings

28

Case Study #3

The 70 Site Test

Method:

All sites index speeds were measured and all samples ranged

indexing time from 7 to 18 days (mean = 11 day index)

10 sites selected at random were kept static for control

purposes

60 sites were segregated into A and B Groups

A had content in the form of original text only (Optimized)

B had content in the form of images and text (Optimized)

The better performing group were further segregated to

Groups C and D; then later X and Y

29 Case Study #3

The 70 Site Test

Total Sample

Group A Group B

Group C Group D

Group X

Group Y

Last Ditch Final Selection

Control Group (10 Sites)

Total Sites Created

Kept Static

Group A was given optimized content

Index = mean > 10 days

Group B had optimized content and images Index = mean 7 to 10 days

Group C = 10 sites from Group B Kept as Control

Group D was optimized with content images and videos; Index = mean 4 to 7 days

Group X is Control from Group D Index = mean 4 to 7 days

Group Y was optimized for content, Images, Social Badges MAP Integration; Index = < 3 days

We tried to add banner ads, Top heavy came out Index = > 4 days

Group Y Test was Successful To-date those sites still index in 1 to 3 days

30

Case Study #3

The 70 Site Test

Findings:

The “Final Selection” Sites indexed between 1 to 3 days

Unlike the Control Group which obtained no rankings, the

“Final Selection” sites gained incidental rankings for

informational KW’s

Google clearly preferred sites with multiple content formats

Google consistently indexed the “Final Selection” sites

between 1 to 3 days

31

Case Study #3

The 70 Site Test

Findings:

When applied to the whole group, all sites Indexed in 1 to 3

days

The sites are donated to employees as part of their

competency development

STATISTICALLY:

- Causality is weak (Rn=0.1)

- Correlation is strong (r=0.75)

32

Case Study #4

The Local Test

Sample:

From a sample base of 300 websites, we ran a test on 7 x 5

client websites (35 sites) with permission (the rest were used

as a control group)

The sample was from random industries and random

geo-targets (US&AU)

The pagerank ranged from N/A to PR 3

33

Case Study #4

The Local Test

Hypothesis:

The local pack (Snack Pack) used different metrics from the

standard organic results

The Schema and JSON+LD had significant but different

effects on local rankings

34

Case Study #4

The Local Test

Method:

The entire test sample was optimized for On-Page content

20 samples were optimized for Local schema

15 samples were optimized for LD+JSON

All sites were submitted to business listings initially for 35

properties

35

Case Study #4

The Local Test

Results:

55% of the sample appeared in the Snack Pack in a 60 day

period

75% of the sample began displaying the knowledge graph

90% of the sample with LD+JSON displayed the knowledge

graph

89% of the sites with Local schema appeared in localized

search

65% went into the snack pack

48% of LD+JSON optimized sites appeared in the snack pack

10.8% of sites were unresponsive to citation creation + Local

Schema/ LD+JSON

36

Case Study #4

The Local Test

Findings:

There is a strong correlation between LD+JSON and the

Knowledge Graph

There is a strong correlation between Local Schema and

Local SERP’s

There is a weak correlation between LD+JSON and the Local

SERP’s

There is a moderate correlation between Local Schema and

the Knowledge Graph

There is a moderate correlation between appearance in the

Snack Pack with Schema and Local Citations

37


BLOG SITE

Trust Signals


Schema




- Videos


38


BLOG SITE

Trust Signals


Schema




- Videos


39


BLOG SITE

Social Signals

- Facebook buttons

- Other social

40


BLOG SITE

Social Signals

- Facebook buttons

- Other social

41

Authority Perservation / Sculpting The Iron Rankings Tournament

BLOG SITE

Starting Authority

- Pagerank (Trust Flow; PA/DA)

KW to Landing Page Matching

Target Page Power

- Target Page Depth

- Target Page Internal Vouches

- Outbound Links

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

42


BLOG SITE

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Contextual Support

- Supporting Related Pages

- Internal Authority

43


BLOG SITE

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

44


BLOG SITE

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

45

Authority Perservation / Sculpting

What is your starting PageRank?

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

- What is the PageRank of your Competitor?

- Yes, I know Google removed Pagerank

updates in Feb 2014 and that the toolbars can

pick it up anymore

Are you fighting a homepage or inner page?

Review

46

Authority Perservation / Sculpting

- How many clicks does it take to get to your target

page?

- Does your site vouch internally for the page you

are trying to rank?

- Do others vouch for it?

- Are there pages that support your target page?

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Review

47

Case Study #5

Dance Studio Software

Method:

- The site only had 14 valuable target pages

- It was indexed for over 1500 pages

- We reconstructed the site to be more shallow and limited the indexed pages to less than 40

48

Case Study #5


49

Case Study #5


50


BLOG SITE

Starting Authority



Target Page Power

- Target Page Depth


- Outbound Links

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

51


BLOG SITE

Starting Authority



Target Page Power

- Target Page Depth


- Outbound Links

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

52


BLOG SITE

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Contextual Support



53


BLOG SITE

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Your Site

Contextual Support



54

Technical Superiority The Iron Rankings Tournament

BLOG SITE

55


BLOG SITE

56


BLOG SITE

57


BLOG SITE

Updated Code

- HTML 5; CSS 3; Readable Javascript (ng-app/model/bind)

Semantics (Schema; LD+JSON; Data Highlighter)

- TFB to above the fold Render

- Prioritize all above the fold HTML, then CSS, then Javascript

- Optimize file sizes

- Minify Codes

Speed

58


BLOG SITE

Respect ROOT!

Aggregate Authority

- Support Relevant Pages with Internal Links

- Attribute Content (rel=canonical)

- Atribute Authority

(rel=alternate; href lang, etc)

59


BLOG SITE

Updated Code

- HTML 5; CSS 3; Readable javascript (ng-app/model/bind)

60


BLOG SITE

Semantics (Schema; LD+JSON; Data Highlighter)

61


BLOG SITE

Speed

- TFB to above the fold Render

- Prioritize all above the fold HTML, then CSS, then Javascript

- Optimize file sizes

- Minify Codes

- Respect the ROOT!!

62


BLOG SITE

Aggregate Authority

- Support Relevant Pages with Internal Links

- Attribute Content (rel=canonical)

- Attribute Authority (rel=alternate; hreflang, etc)

63


BLOG SITE

Competitive On Site Optimization

Marketing