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@jtkoene @tyson_stockton @Searchmetrics
Surviving
the
Search
Plateau3 Tactics to Bring Your Website’s SEO Visibility to New Heights
Photo Credit: Shutterstock.com
Leads Professional Services and
Client Success teams.
Previously Head of SEO and
Content Development at eBay,
SEO Manager at Answers.com
(previously Announce Media )
JordanKoene
Chief Evangelist
SebastienEdgar
Professional Services Manager
Supports fortune 500 companies
and enterprise clients, specializing
in e-commerce. Prior to working at
Searchmetrics, Tyson spent over 6
years working in-house for a
collection of sport specialty
businesses overseeing their global
SEM and SEO efforts.
TysonStockton
Professional Services Manager
@jtkoene @tyson_stockton
With experiences leading SEO
efforts and brands abroad (e.g.
InterNations.org) and helping
Silicon Valley startups kick-start
their search efforts, he loves
digging into data to interpret and
shape the story it tells.
@Searchmetrics
Bankruptcy
Screenshot: Provided by the speaker
Avoiding
Bankruptcy
@jtkoene @tyson_stockton @Searchmetrics
Turn a
Plateau
into a
Range
#1 Ignite your content
#2 Expand your reach
#3 Recycle good SEO habits
#1
Ignite Your
Content
Optimize content continuously on a
large scale (automated updates)
Keyword A Keyword B
@jtkoene @tyson_stockton @Searchmetrics
Improve & Ignite
Your Content
Content
A
Content
B
Photo Credit: Shutterstock.com
Similar and support content
can be consolidated or
created to increase rankings
Examples: Guides can be
added to Category Pages
Improve & Ignite
Your Content
Content
A
Content
B
Keyword A Keyword B
@jtkoene @tyson_stockton @Searchmetrics
Photo Credit: Shutterstock.com
Improve & Ignite
Your Content
Screenshot: Provided by the speaker
@jtkoene @tyson_stockton @Searchmetrics
Photo Credit: Screen shot provided by presenter
Photo Credit: Shutterstock.com
@jtkoene @tyson_stockton @Searchmetrics
Improve & Ignite
Your Content
Photo Credit: Screen shot provided by presenter
Improve & Ignite
Your Content
@jtkoene @tyson_stockton @Searchmetrics
Photo Credit: Shutterstock.com
Improve & Ignite
Your Content
@jtkoene @tyson_stockton @Searchmetrics
Ignite your
content
Decommission or
consolidate low value
content: This is the concept
of removing “dead” content
or pages
@jtkoene @tyson_stockton @Searchmetrics
What’s an SEO
Facelift?
@jtkoene @tyson_stockton @Searchmetrics
What’s an SEO
Facelift?
Photo Credit: Screen shot provided by presenter
foodsaver.com/vacuum-
sealers/counter-top-vacuum-
sealers/
foodsaver.com/vacuum-
sealers/countertop/
foodsaver.com/vacuum-
sealers/counter-top-vacuum-
sealers/countertop/
1
2
3
@jtkoene @tyson_stockton @Searchmetrics
Clean Up Your
Content
Photo Credit: Screen shot provided by presenter
@jtkoene @tyson_stockton @Searchmetrics
Photo Credit: Screen shot provided by presenter
Conduct the
Facelift
@jtkoene @tyson_stockton @Searchmetrics
Conduct the
Facelift
#2
Expand
Your ReachBoost traffic by identifying & reaching
expanded audiences not currently in
your range of targets
(but still relevant)
Not only can you increase your keyword
position.
You can also increase lateral keyword
coverage by expanding and optimizing
content.
Content
A
Content
B
Keyword A Keyword B Keyword C Keyword D
Increase Keyword
Count
@jtkoene @tyson_stockton @Searchmetrics
Photo Credit: Shutterstock.com
Expand your content
to increase your
keyword coverage
and traffic.Keyword
Coverage
@jtkoene @tyson_stockton @Searchmetrics
Expand Keyword
Coverage
Photo Credit: Shutterstock.com
Position 3
Position 4
http://www.backcountry.com/patagonia
http://www.backcountry.com/patagonia-mens-jackets
http://www.moosejaw.com/moosejaw/shop/search_Patagonia-Jackets____ Position 5
@jtkoene @tyson_stockton @Searchmetrics
Expand Keyword
Coverage
Photo Credit: Shutterstock.com
@jtkoene @tyson_stockton @Searchmetrics
Expand Keyword
Coverage
• Instagram feed
• Shopping category links
• Best selling products
• Content on brands story
• Video
Optimize Brand
Pages
@jtkoene @tyson_stockton @Searchmetrics
Photo Credit: Screen shot provided by presenter
Photo Credit: Shutterstock.com
@jtkoene @tyson_stockton @Searchmetrics
Optimize Brand
Pages
Expand
your
reach
Update and expand top of
funnel content by expanding
diversity of content
Photo Credit: Shutterstock.com
@jtkoene @tyson_stockton @Searchmetrics
Expand Your
Reach
Photo Credit: Shutterstock.com
@jtkoene @tyson_stockton @Searchmetrics
Expand Your
Content Topics
Increase Page
Count
@jtkoene @tyson_stockton @Searchmetrics
Photo Credit: Screen shot provided by presenter
Photo Credit: Shutterstock.com
https://www.yourmechanic.com/article/the-most-and-least-expensive-cars-to-maintain-by-maddy-martin
@jtkoene @tyson_stockton @Searchmetrics
Optimize Your
Content
#3
Recycle
Good SEO
HabitsFocus on key technical elements like:
mobile, site speed, useful navigation for
great linking
Recycle
good SEO
habits
Participate in improving the
foundation: Improve internal
linking, expand the awareness of
the brand, or make simple
technical adjustments
Photo Credit: Shutterstock.comScreenshot: Provided by the speaker
@jtkoene @tyson_stockton @Searchmetrics
Crawl
Bandwidth
Photo Credit: Shutterstock.com
Screenshot: Provided by the speaker
@jtkoene @tyson_stockton @Searchmetrics
Sitemap
Optimization
Photo source: http://www.designsave.net/wp-content/uploads/2016/06/What-is-Rel-Canonical-Tag.jpg
@jtkoene @tyson_stockton @Searchmetrics
Proper
Canonicals
@jtkoene @tyson_stockton @Searchmetrics
Using
Schema
Photo Credit: Shutterstock.com
@jtkoene @tyson_stockton @Searchmetrics
Internal
Linking
@jtkoene @tyson_stockton @Searchmetrics
Tabbed
Content
Change to
tabbed content
Change to non-
tabbed content
Photo Credit: Shutterstock.com
Photo Credit: Provided by the speaker
@jtkoene @tyson_stockton @Searchmetrics
Final
Thoughts
Photo Credit: Shutterstock.com
@jtkoene @tyson_stockton @Searchmetrics
#1 Ignite your content
#2 Expand your reach
#3 Recycle good SEO habits
Turn a
Plateau
into a
Range
Thank	you
Q & A
starts
now!
@jtkoene
@tyson_stockton
@Searchmetrics
Jordan Koene
Tyson Stockton
Searchmetrics

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