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SEO in 2017:
Identifying Strategies to Boost Results
Twitter: @jennymunn
jenny@jennymunn.com
#wpyallSEO in 2017
#wpyallSEO in 2017 Credit: http://staffordcountymuseum.com
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1. Go to kahoot.it with your device
2. Enter Pin: 228132
3. Enter an anonymous nickname
Agenda
Foundational Best Practices
Trends and Updates
Industry Nuances
Wrap-Up and Q & A
#wpyallSEO in 2017
About Jenny: Search Marketing Consultant
2008
#wpyallSEO in 2017
20172010
Foundational Best Practices
Ranking Factors Overview
● Over 200 factors (but not all are created
equal)
○ UX and User Metrics
○ Relevance
○ Personalization and Intent
○ Quality Content Comprehensive Content
#wpyallSEO in 2017
Foundational Best Practices We’ll Cover
● Analytics/Data
● Keywords
● On-Page/Engagement
● Backlinks/Social
● Technical
● Mobile
#wpyallSEO in 2017
Analytics/Data
Analytics/Data
SEO in 2017
● Use the data to:
● Audit: see if you’re hitting the
mark...prioritize your action plan...
benchmark before a big push
● Ongoing: reporting, make sure
you’re moving in the right direction
#wpyall
Google Search Console is Critical
SEO in 2017 #wpyall
Search Traffic -> Search Analytics
SEO in 2017 #wpyall
Keywords
Keywords: 4 Mistakes People Make
● Mistake: If your focus has evolved - has your keyword
strategy evolved with you?
● Mistake: pursuing keywords that don’t have proven
search count behind them
● Mistake: most people are NOT thinking objectively
● Mistake: not adopting a “what’s next” mindset: 15% of
searches each day on Google are brand new (Google)
#wpyallSEO in 2017
Keyword Research Tools
Free:
● https://answerthepublic.com/ - pulls from Google
Autocomplete as does https://keywordtool.io
○ no search count
● Keyword Planner:
https://adwords.google.com/home/tools/keyword-pla
nner/ and https://www.google.com/webmasters/tools
“Free” part of paid tool:
● https://www.semrush.com/features/keyword-resear
ch/
● https://www.wordtracker.com
#wpyallSEO in 2017
Content and Keywords
What are all the questions and
topics up and down the funnel?
● Does your target market know
you exist?
● What are the alternatives?
● Do you need to educate them?
● Are you a commodity?
● What topics do you want to
own? (keyword clusters)
#wpyallSEO in 2017
2
Researching Early
On
SEO or PPC?
SEO Checklist
How to Build Backlinks
Benefits of Hiring an SEO
Consultant
1
Alternatives/Parallel
General Assembly Digital Marketing
Course Review
5 Top Google Analytics Reports for Better
SEO
SEO Maintenance: What You Need to
Know
3 Things I Wish Executives Understood
about SEO
3
Perfect Keywords
SEO Consultants
SEO Consulting Rates
Freelance SEO or SEO
Agency
Keyword Selection Factors
#wpyallSEO in 2017
On-Page SEO
2017 On-Page SEO: What Has Changed?
“Less than 40% of landing pages have keywords in their H1.”
number is dropping YoY; Google increasingly evaluates content
according to its relevance—and not by the inclusion of individual
keywords.
“The pages occupying positions 1 through 3 have an average
Click-Through Rate of 36%.” (thus the need for volume)
“There is a marked increase in the use of structured elements like lists
and bullet points that create an improved user experience.”
#wpyallSEO in 2017 2016 Searchmetrics Study
On-Page &
Engagement
● SEO functionality
● Engagement and Quality
Signals
● Semantic Language
#wpyallSEO in 2017
On-Page Audit Tip
#wpyallSEO in 2017
Backlinks/Social
Social SEO: Social Signals
#wpyallSEO in 2017
Social SEO = Alt Search Engines
#wpyallSEO in 2017
Off-Page
SEO in 2017
#wpyall
Search Console - Check Your Backlinks
SEO in 2017
#wpyall
Technical
Technical
● Site Speed (bloated code, clunky themes,
giant images)
● HTTP vs HTTPS
● Hacking and Spam protection and clean up
● Accidentally blocking Google
● Duplicate Content
#wpyallSEO in 2017
Mobile FIRST
Mobile Best Practices
● Mobile Friendly Test
https://search.google.com/test/mobile-friendly
● Master This:
○ Add media: text, images, videos,
slideshows
○ Chunk, format, “snackable”
○ Internal links
#wpyallSEO in 2017
PAGE SPEED MATTERS
SEO in 2017 #wpyall
https://developers.google.com/speed/pagespeed/insights/
Mobile SEO
How do your customers use your site?
What are their mobile habits?
Consumption, Research, Routine, &
Buying Habits?
#wpyallSEO in 2017
Trends and Updates
TIME
CHECK
Trends & Updates Best Practices
● Voice
● Position 0
● AI/Machine Learning
● The Future
#wpyallSEO in 2017
Position 0
#wpyallSEO in 2017
● Use a natural,
conversational tone in
writing your content.
● Rank in the first 5 spots
● Identify a common
question related to your
niche and then provide a
clear and direct answer to
that question.
Voice Search
● Long-tail is a given
● Important for local:
○ in your car, on the go
● “Moments”:
○ I want to go
○ I want to do
○ I want to know
○ I want to buy
● Think how people speak
● Test it - voice search your keywords
SEO in 2017
Google predicts more
than half of queries will
be voice by 2020
Google says 20% of
mobile queries are voice
searches
#wpyall
Voice Search Tips
● Target Long-tail keywords. Voice search is more
informal; consider the extra words that would be included
in a voice search (vs a written search)
● Consider how people speak. Voice search queries
usually include questions and complete sentences. Web
content must be constructed to answer questions vs
simply targeting keywords.
#wpyallSEO in 2017
AI and Machine Learning
RankBrain: Google’s machine learning, AI system that is now baked into its
algorithm (sorts and ranks)
SEO in 2017 #wpyall
THE FUTURE
● Smart Home
Technology
● Wearables
● VR
SEO in 2017
Credit: SEL
#wpyall
Industry Nuances
Identify Industry & Site Nuances
Standard SEO Best Practices + ________ (example, eCommerce,
local, Schema, other search engines)
○ Ecommerce SEO -> product, category, tag pages + schema (star
ratings, prices)
○ Local SEO -> local business schema, Google My Business,
citations, reviews, etc.
○ Alternative Search Engines - YouTube, Quora, Pinterest, Amazon
SEO in 2017 #wpyall
Structured Markup
Schema markup is used to tag entities in your pages' content: Organization
(logo), Sitelinks, Breadcrumbs, Articles, Local Businesses, Online Courses,
Recipes, Events, Software Applications, Products, Reviews, etc.
Wrap-Up and Q & A
Takeaways
● You need volume to significantly move the needle
● Recognize small wins and milestones
● Google wants to reward topical experts
● Your SEO priorities will be dependent on your industry
● Prioritize:
○ Refresh your foundational basics, create a custom
ongoing plan, build upon that
SEO in 2017 #wpyall
Twitter: @jennymunn
Email: jenny@jennymunn.com
Questions? Thank You!
jennymunn.com/seo-resources

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SEO in 2017: Identifying Strategies to Boost Results

  • 1. SEO in 2017: Identifying Strategies to Boost Results Twitter: @jennymunn jenny@jennymunn.com
  • 3. #wpyallSEO in 2017 Credit: http://staffordcountymuseum.com Warning! Warning!
  • 4. Game Time! 1. Go to kahoot.it with your device 2. Enter Pin: 228132 3. Enter an anonymous nickname
  • 5. Agenda Foundational Best Practices Trends and Updates Industry Nuances Wrap-Up and Q & A #wpyallSEO in 2017
  • 6. About Jenny: Search Marketing Consultant 2008 #wpyallSEO in 2017 20172010
  • 8. Ranking Factors Overview ● Over 200 factors (but not all are created equal) ○ UX and User Metrics ○ Relevance ○ Personalization and Intent ○ Quality Content Comprehensive Content #wpyallSEO in 2017
  • 9. Foundational Best Practices We’ll Cover ● Analytics/Data ● Keywords ● On-Page/Engagement ● Backlinks/Social ● Technical ● Mobile #wpyallSEO in 2017
  • 11. Analytics/Data SEO in 2017 ● Use the data to: ● Audit: see if you’re hitting the mark...prioritize your action plan... benchmark before a big push ● Ongoing: reporting, make sure you’re moving in the right direction #wpyall
  • 12. Google Search Console is Critical SEO in 2017 #wpyall
  • 13. Search Traffic -> Search Analytics SEO in 2017 #wpyall
  • 15. Keywords: 4 Mistakes People Make ● Mistake: If your focus has evolved - has your keyword strategy evolved with you? ● Mistake: pursuing keywords that don’t have proven search count behind them ● Mistake: most people are NOT thinking objectively ● Mistake: not adopting a “what’s next” mindset: 15% of searches each day on Google are brand new (Google) #wpyallSEO in 2017
  • 16. Keyword Research Tools Free: ● https://answerthepublic.com/ - pulls from Google Autocomplete as does https://keywordtool.io ○ no search count ● Keyword Planner: https://adwords.google.com/home/tools/keyword-pla nner/ and https://www.google.com/webmasters/tools “Free” part of paid tool: ● https://www.semrush.com/features/keyword-resear ch/ ● https://www.wordtracker.com #wpyallSEO in 2017
  • 17. Content and Keywords What are all the questions and topics up and down the funnel? ● Does your target market know you exist? ● What are the alternatives? ● Do you need to educate them? ● Are you a commodity? ● What topics do you want to own? (keyword clusters) #wpyallSEO in 2017 2 Researching Early On SEO or PPC? SEO Checklist How to Build Backlinks Benefits of Hiring an SEO Consultant 1 Alternatives/Parallel General Assembly Digital Marketing Course Review 5 Top Google Analytics Reports for Better SEO SEO Maintenance: What You Need to Know 3 Things I Wish Executives Understood about SEO 3 Perfect Keywords SEO Consultants SEO Consulting Rates Freelance SEO or SEO Agency
  • 20. 2017 On-Page SEO: What Has Changed? “Less than 40% of landing pages have keywords in their H1.” number is dropping YoY; Google increasingly evaluates content according to its relevance—and not by the inclusion of individual keywords. “The pages occupying positions 1 through 3 have an average Click-Through Rate of 36%.” (thus the need for volume) “There is a marked increase in the use of structured elements like lists and bullet points that create an improved user experience.” #wpyallSEO in 2017 2016 Searchmetrics Study
  • 21. On-Page & Engagement ● SEO functionality ● Engagement and Quality Signals ● Semantic Language #wpyallSEO in 2017
  • 24. Social SEO: Social Signals #wpyallSEO in 2017
  • 25. Social SEO = Alt Search Engines #wpyallSEO in 2017
  • 27. Search Console - Check Your Backlinks SEO in 2017 #wpyall
  • 29. Technical ● Site Speed (bloated code, clunky themes, giant images) ● HTTP vs HTTPS ● Hacking and Spam protection and clean up ● Accidentally blocking Google ● Duplicate Content #wpyallSEO in 2017
  • 31. Mobile Best Practices ● Mobile Friendly Test https://search.google.com/test/mobile-friendly ● Master This: ○ Add media: text, images, videos, slideshows ○ Chunk, format, “snackable” ○ Internal links #wpyallSEO in 2017
  • 32. PAGE SPEED MATTERS SEO in 2017 #wpyall https://developers.google.com/speed/pagespeed/insights/
  • 33. Mobile SEO How do your customers use your site? What are their mobile habits? Consumption, Research, Routine, & Buying Habits? #wpyallSEO in 2017
  • 36. Trends & Updates Best Practices ● Voice ● Position 0 ● AI/Machine Learning ● The Future #wpyallSEO in 2017
  • 37. Position 0 #wpyallSEO in 2017 ● Use a natural, conversational tone in writing your content. ● Rank in the first 5 spots ● Identify a common question related to your niche and then provide a clear and direct answer to that question.
  • 38. Voice Search ● Long-tail is a given ● Important for local: ○ in your car, on the go ● “Moments”: ○ I want to go ○ I want to do ○ I want to know ○ I want to buy ● Think how people speak ● Test it - voice search your keywords SEO in 2017 Google predicts more than half of queries will be voice by 2020 Google says 20% of mobile queries are voice searches #wpyall
  • 39. Voice Search Tips ● Target Long-tail keywords. Voice search is more informal; consider the extra words that would be included in a voice search (vs a written search) ● Consider how people speak. Voice search queries usually include questions and complete sentences. Web content must be constructed to answer questions vs simply targeting keywords. #wpyallSEO in 2017
  • 40. AI and Machine Learning RankBrain: Google’s machine learning, AI system that is now baked into its algorithm (sorts and ranks) SEO in 2017 #wpyall
  • 41. THE FUTURE ● Smart Home Technology ● Wearables ● VR SEO in 2017 Credit: SEL #wpyall
  • 43. Identify Industry & Site Nuances Standard SEO Best Practices + ________ (example, eCommerce, local, Schema, other search engines) ○ Ecommerce SEO -> product, category, tag pages + schema (star ratings, prices) ○ Local SEO -> local business schema, Google My Business, citations, reviews, etc. ○ Alternative Search Engines - YouTube, Quora, Pinterest, Amazon SEO in 2017 #wpyall
  • 44. Structured Markup Schema markup is used to tag entities in your pages' content: Organization (logo), Sitelinks, Breadcrumbs, Articles, Local Businesses, Online Courses, Recipes, Events, Software Applications, Products, Reviews, etc.
  • 46. Takeaways ● You need volume to significantly move the needle ● Recognize small wins and milestones ● Google wants to reward topical experts ● Your SEO priorities will be dependent on your industry ● Prioritize: ○ Refresh your foundational basics, create a custom ongoing plan, build upon that SEO in 2017 #wpyall
  • 47. Twitter: @jennymunn Email: jenny@jennymunn.com Questions? Thank You! jennymunn.com/seo-resources