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Health and Fitness Blogs and SEO
Tim Resnik, Product Strategy Principal, Moz @tresnik
A Little About Me
A Little About Me
A Little About Me
A Little About Me
A Little About Me
A Little About Me
It’s a SPRINT not a Marathon
Today’s Topics Inbound vs.
Interruption Why search is so
important Making your site seo
friendly Understand your data:
quick setup 10 tips for (FIT) bloggers
Inbound Marketing Interruption Marketing
Relevant
Search is responsible for 90% of the clicks on the web
Un-useful, irrelevant
Average click-through rate for a banner ad is .016%
Inspiring
What’s the click-through rate here?
Waste of time
Costs are static with scale
Earned
Generates momentum, long lasting
Who cares?
12,000 press release per month on PR Newswire
Paid, but relevant
Not so much
The intersection of paid + inbound
Sweet irony
Is it contextual, or just more noise? You see 5,000 ads per day
Just plain lies!
Paid Attention Earned Attention
Cost Static with scale Upfront costs, scales with proper optimization
Time Instant results (sprint) Delayed results (marathon)
Sustainability Effective only while campaign is active
Long-term continuous results
Today’s Topics Inbound vs. Interruption Why search is
so important Making your site seo
friendly Understand your data:
quick setup 10 tips for (FIT) bloggers
The Growth of Search
Number of Searches/Day on Google
A lot of a little is OK
A lot of a little is OK
A lot of a little is OK
SEO vs. Paid Search Ads Paid Search = 25% of clicks
Organic Search = 75% of clicks
SEO vs. Paid Search Ads
More than 50% of search result pages have no paid ads at all
Today’s Topics Inbound vs. Interruption Why search is so
important Making your
site seo friendly Understand your data:
quick setup 10 tips for (FIT) bloggers
Elements of an SEO Plan
Content Technology
Relationships
SEO Plan
SEO Plan
Elements of an SEO Plan
Content Technology
Relationships
90% of your SEO effort should be on content and relationships
Using Wordpress? Almost there!
“(Wordpress) is a fantastic piece of software, it makes your site easily
crawlable by search engines, solves some 80-90% of mechanics of
SEO and is the first big step anyone can take towards creating a
popular online business.”Via: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/
Read this!
http://yoast.com/articles/wordpress-seo/ - I also recommend the Yoast plugin “Wordpress SEO”
Also SEO-Friendly Platforms
http://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.
Not so SEO-Friendly
I wouldn’t recommend these platforms as a first choice for SEO-friendly blogging, though some (like TypePad and Expression Engine) can be customized with enough elbow grease.
On-page Ranking Factors
Title
Headline
URL
Links and Captions
META Description
Body Content
The two major SEO focal points: Title, Description, Headline
HTML Title and META Description are Important
Today’s Topics Inbound vs. Interruption Why search is so
important Making your site seo
friendly Understand your
data: quick setup 10 tips for (FIT) bloggers
Know Thyself
Step 1: Google Webmaster Tools
http://google.com/webmasters - can help you diagnose and repair issues w/ your site
Step 2: Setup Feedburner
http://feedburner.com – create RSS feeds and track your subscribers and clicks
Step 3: Google Analytics
http://google.com/analytics - track how visitors get to you and what they do on your site
Step 4: Bit.ly to Track Sharing
http://bit.ly – great for determining which shares your fans/followers really enjoy
Today’s Topics Inbound vs. Interruption Why search is so
important Making your site seo
friendly Understand your data:
quick setup 10 tips for (FIT)
bloggers
Tip # 1: Stick with it
Where Geraldine Started Her
Blog
Tip # 1: Stick with it
Where people usually give up.
Tip # 1: Stick with it
2.5 years in, she’s reaching 1000s of daily
visits
Rudy, Rudy, Rudy …
Tip #2: DON’T HIT ENTER* Rule
* Credit Wil Reynolds (@wilreynolds) with the catchy phrase
Tip #2: DON’T HIT ENTER* Rule
Resist! Don’t do it!
Tip #2: DON’T HIT ENTER* Rule
Tip #2: DON’T HIT ENTER* Rule
Lead with a space
Tip #2: DON’T HIT ENTER* Rule
WHO, WHAT, WHERE, WHY, WHEN and HOW
Tip #2: DON’T HIT ENTER* Rule
WHO, WHAT, WHERE, WHY, WHEN and HOW
Tip #3: Don’t Get Ripped
Tip #3: Don’t Get Ripped
Tip #3: Don’t Get Ripped
Tip #4: Find Twitter Influencers
Tip #5: Time it right
Tip #5: Time it right
Breather…
Tip #6: Conquer (not provided)
Tip #6: Conquer (not provided)
Tip #6: Conquer (not provided)
Search Referral Traffic to SEOmoz
Tip #6: Conquer (not provided)
Search Referral Traffic to SEOmoz
Tip #6: Conquer (not provided)
…and the news gets worse:
Search Referral Traffic to SEOmoz
Tip #6: Conquer (not provided)
Tip #7: Highlighter and Schema
Rich Snippets now easier to implement
Tip #7: Highlighter and Schema
Tell Search Engines about:• Articles• Events• Local Businesses• Restaurants• Products• Software Applications• Movies• TV Episodes
Tip #7: Highlighter and Schema
Tell Search Engines about:• Articles• Events• Local Businesses• Restaurants• Products• Software Applications• Movies• TV Episodes
Use these where possible
Tip #7: Highlighter and SchemaStep 1: Choose the URL for the content you want “highlight”
Tip #7: Highlighter and SchemaStep 2: Highlight all relevant areas
Google is the largest search engine in the work, who is the second?
1.
2.
3.
100B per month
2B per day
14B per month
600,000 Years
600,000 Years!Amount of video served each month by YouTube
Tip #8: Youtube
This dude knows his YouTube stuff, follow him: @philnottingham
Tip # 9: Get in Google News
Step #1: Make sure you meet the Google News quality and tech guidelines
Step #2: Submit your site to Google News
Step #3: Create a Google News Sitemap (there are Wordpress plugins to help you)
Tip # 9: Get in Google News
Tip # 10: It’s more than ranking
Tip # 10: It’s more than ranking
Which one would you click?
Increases CTR by 30%
Increases visibility
Links to her G+ Profile
Links to her author results on Google
Tip # 10: It’s more than ranking
6 steps to Authorship
Step 1: create a Google account/LoginStep 2: Navigate to Google+Step 3: In your profile Click “About”Step 4: Add your blog URL to “Contributor to” under the “Links” Step 5: In each article add the following link:
<a href="[profile_url]?rel=author">Google</a>
It should look something like: <a href="https://plus.google.com/109412257237874861202? rel=author">Google</a>
Step 6: Verify with Google’s structured data testing tool
Tip # 10: It’s more than ranking
Tip # 10: It’s more than ranking
Tip # 10: It’s more than ranking
Today’s Topics Inbound vs. Interruption Why search is so
important Making your site seo
friendly Understand your data:
quick setup Choosing keywords and
creating content 10 tips for (FIT) bloggers
Upwards!
Contact me: tim@moz.com / @tresnikDownload this presentation:
http://slidesha.re/14oqsGa
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