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An introduction To Kaizen Progressive Optimization For SEO

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Learn about Kaizen SEO or "Progressive Optimization". Find out why it matters for improving your results with content, SEO (Search Engine Optimization) and more.

Presented by Daniel Cuttridge | Founder - https://pathtorch.com/

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An introduction To Kaizen Progressive Optimization For SEO

  1. 1. Progressive Optimization An Introduction To Progressive Optimization For SEO.
  2. 2. Presentation by: Daniel Cuttridge @dcuttridge | founder - https://pathtorch.com/ & https://onpage.academy/
  3. 3. What Is Progressive Optimization?
  4. 4. Progressive Optimization Is: - An Approach. - A Process. - A Mindset.
  5. 5. What It Isn’t: - A step-by-step guide. - A one size fits all approach. - Something that will work for those with the ‘set it and forget it’ mindset.
  6. 6. It’s Not About The Checklist... Most SEO Practitioners believe that Optimization means following a checklist perfectly. Because we know perfect doesn’t exist, those who practice Progressive Optimization believe that following a list of best-practices isn’t enough. If you want to get the best results you have to keep coming back… Build > Measure > Learn > Repeat.
  7. 7. How-To Progressively Optimize...
  8. 8. How Do You Progressively Optimize? In order to progressively optimize, you need to change your approach. Instead of thinking about getting an article perfect before publishing it, think about the steps you could take to improve it over time...
  9. 9. Some of those steps: ● Optimizing Your Page Title ● Optimizing Your CTR (Click-Through Rate) ● Optimizing Your Term Frequency … And so on!
  10. 10. Doing This Properly Requires One Thing Well… Two things. Patience and Time.
  11. 11. Measuring Requires Time... You need time to be able to measure effectively. A.) You can’t make too many changes at once, and this extends the timeline. B.) You need time to measure the impact of your changes. If you don’t do these things, you won’t see good results.
  12. 12. And The Right Tools! You can’t measure correctly without the right tools. Luckily, most are inexpensive OR totally free!
  13. 13. Progressive Optimization Toolkit - A Project File. - SERP Analysis Tools. - A Changelog. - A SERP Tracker. - An Optimization Calendar. - Google Search Console. - Anything else is an optional extra. I wrote an article about how to utilize one of my favorite SERP Analysis Tools with Progressive Optimization: https://surferseo.com/blog/progressive-optimization/ Check it out, and there’s also a free changelog I included in the article.
  14. 14. Results can be intense. Especially on the initial pass.
  15. 15. Repeating The Process...
  16. 16. One Page At A Time... Let’s slow it down a moment… We talked about only doing things slowly. So does this mean you should just wait in the meantime? No! You simply move onto the next page, and then the next one and the next… This is why the optimization calendar is important.
  17. 17. Set Timelines Page A  - Week 1, Day 1 Page B  - Week 1, Day 2 Page C -  Week 1, Day 3 Well, you get the idea...
  18. 18. Power Factors ● Page Title ● URL ● H1 ● H2, H3, H4, H5, H6 ● Term Frequency ● “Important Terms” These are the on-page factors that will get you the majority of your results. So we focus on them to begin with.
  19. 19. Law Of Diminishing Returns Over time, you should eventually come back to Page A - Title Optimization. This can take a long time, or very little depending on your own focus and the size of your own site. But eventually you’ll get diminishing returns. So it’s important to audit your site to figure out where to spend your time. The progressive way.
  20. 20. Progressive Auditing For SEO!
  21. 21. Progressive Auditing Progressive Auditing isn’t much different from your general Progressive Optimization work. Much of the requirement for organization remains...
  22. 22. The progressive audit approach; ● Segment site into sections based on "type of template". ● Prioritize sections based on opportunity-level. ● Specify the type of audit. ● List out what you need to manually check by learning what the tools can't. ● Create an audit calendar, as the auditing is on-going.
  23. 23. Segmenting WordPress calls this the Template Hierarchy, but not every CMS (Content Management System) is the same, nor all sites. You might have; ● Blog post templates ● Category page templates ● Product page templates
  24. 24. Type Of Audit Choosing what kind of audit you will be performing matters massively. ● Technical Audit ● On-Page SEO Audit ● Content Audit (Various types, e.g. content pruning, cannibalization, performance etc.) ● Internal Link Audit ● Backlink Audit
  25. 25. Timelines Set timelines for your audits ● Technical audit - Once or twice yearly. ● On-page audit - Ongoing based on segments & priority. ● Content audit - One to three times yearly, varies on type.
  26. 26. The Audits Serve Two Purposes... #1 - Helping you prioritize what pages and areas to focus on during your regular optimization work. #2 - Helping find low-hanging fruit opportunities that can improve your site generally (such as with a typical seo’s technical audit).
  27. 27. Results can be intense...
  28. 28. Thanks for watching! An Introduction To Progressive Optimization For SEO.
  29. 29. Next steps: You can check out my progressive optimization series in full via the link below or by heading over to my medium at https://medium.com/@danielcuttridge/ Or simply click here.
  30. 30. Presentation by: Daniel Cuttridge @dcuttridge | founder - https://pathtorch.com/ & https://onpage.academy/

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