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Years ago getting that #1 rank was easy. But things have changed. Competition has increased. And anyone in the internet marketing field has learned the basics with most all of them saying "they do SEO." Even business owners are doing it. So now to get Google’s attention – and, more importantly, your customer's attention – you have to step it up. Here are some very simple tips to use to take ho-hum SEO techniques that everyone has used for years to the next level. Even beginners can do this. This deck is also posted at http://katandmouse.com/kat-s-meow-blog/seo/ho-hum-seo where you can see all the presenter notes as well.
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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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Web DesignSEO / Local SEOSocial Media MarketingSEOcialMobilePPCwww.katandmouse.com
408.647.2327
www.facebook.com/katandmouseo
Twitter: @katndmouse