Take Your Ho-Hum SEO to the Next Level

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Take Your Run-of-the-Mill, Ho Hum SEO to the Next Level

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Why HO-HUMdoesn’t cut it – anymore

Yawn. Tell me something I don’t know.

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What is “Ho-Hum” SEO• Keyword inclusion (yawn)• Meta tags (boring)• H1 titles (give me a break)• Reciprocal linking (who gives a d@!n)

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BORINGKeyword Inclusion

Targeting product and service keywords without regard to audience

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ANNOYINGKeyword Inclusion

KEYWORD STUFFING

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BETTERKeyword Inclusion

Write to a “real” person, with real problems

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BETTERKeyword Inclusion

Begins with identifying your offer along with Target Marketand their pain or desires.

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Example:

Vanilla.comThey sell:1. High-quality, BETTER tasting vanilla2. Eco-friendly 3. Fairly traded4.BULK vanilla

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Challenge:

QuantityWho’s willing to pay buy in bulk?

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Challenge:

PriceWho’s willing to pay higher?1. For larger quantity2. For better flavor3. To protect the environment4. To help the farmer

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Bulk vanilla extract

Socially conscious

Environmentally conscious

Quality conscious

Ice cream makers

Amateur

Pros - Bakers

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BakersI need LOTS of

vanilla that makes my cookies taste

BETTER than anyone else’s

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KeywordQueries

I need lots of vanilla that makes my cookies

taste better than anyone else’sBulk

vanilla

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KeywordQueries

I need lots of vanilla that makes my cookies

taste better than anyone else’s

“BEST” vanilla

Bulk vanilla

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BakersSame target looking on the other branch

I need some new recipes

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BakersSame target looking on the other branch

Vanilla bean

recipes

I need some new recipes

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BakersLooking on the other branch

I need vanilla paste recipes

Vanilla bean

recipes

I need some new recipes

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Environmentally conscious keywords

“eco-friendly vanilla” “organic vanilla” “sustainable vanilla”

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Socially conscious –

I want fair trade vanilla

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So what did we do?

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Keyword research– Google Adwords tool– Google trends– Uber Suggest– Google related–Ask

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Then build pages for those

PEOPLE and keywords.

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Bulk vanilla beans

Wholesale vanillaBulk vanilla beans

Wholesale vanilla

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Fair trade vanilla

Best vanilla

Is fair trade vanilla really fair?

What’s the best vanilla extract?

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TAKEAWAY:Identify your target market. Define their personas. Add keyword branches to get found for more traffic & more sales!

I need new windows

I need cabinets

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Content worksheet Google Drive Spreadsheet

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Metatags

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SEO is not just about rank. It’s also about getting clicks. Great meta descriptions help a lot – even if you are not #1!

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This?

Ho-hum

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Or this?

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This?

Ho-hum

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Or this?

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Or this?

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Google created all these Ho-hums.

Lori is the only one on page 1, so who cares, but…

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But when your competitor is there, it does matter.

Note the value proposition. And the word Dublin in the description caused Google to use the one I created..

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Meta Description Tips• Ask a question that shows empathy and

addresses pain point• Make sure the question includes the

keyword• Tell the reader they’ll find the answer to

what they’re looking for

• Make sure it includes the keywords so Google doesn’t make up its own!

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Meta Title

• Include keywords at the beginning• Make it relevant to the keywords

you care about• Try for “Hey look at me!”

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Schema Markup Code

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Review markup

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Searchmetrics findings:

Only 0.27% of domains are using Schema.

47% higher rankings on average for those sites that are using Schema markup.

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Schema Code Examples

Anaheim pest controlVanilla bean recipesSamsung galaxy

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Review markup

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Recipe markup

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Schema Code Wordpress Plugins

WP-customer reviewsLocal Search SEO Contact PageSchema creator by Raven - reviews, product, event, bookRecipes – Yumprint’s RecipeCard, EasyRecipe

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No plugin? Use…

Micro Data Generator

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Now for what everyone forgets. It’s so simple.

Or is it?

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Internal LinkingLinks to get visitors from one place to another AND to tell Google what your pages are about!

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Just as backlinks coming from OUTSIDE your website improve your RAP in Google, so do internal links.

The more you have going into a page, the higher it will rank for those keywords.

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A good internal linking strategy begins with good site architecture

Picture credit: http://www.wordtracker.com/academy/internal-linking

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Anchor text makes it clearer to Google what that page is about.

"Learn about our glass beads - click here.”

"Learn about our glass beads"

Better…

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Internal linking tips–Harness the power of silos to POWER

UP top level pages (such as bead silos on previous slide)

– Identify most profitable landing pages or those that need link juice(example vanilla.com – bulk vanilla beans)

–Link ON keywords (yes, it’s still ok as long as it’s within your site)

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And now the #1 most-forgotten on-site SEO tactic…

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Don’t forget to insert internal links with EVERY NEW page you create.

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Internal linking tipsUse the website worksheet to track which pages get what links, on what keywords, and coming from where.

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Overwhelmed?Remember if you’re in a crowd, being chased by a bear, you only need to be…

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…one step ahead of your competitor

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