john lincoln, mivacon 2016 - 7 actionable seo strategies to build real revenue now

SESSION TITLEPresenter ’s Name

7 Actionable SEO Strategies to Build Real Revenue Now

John Lincoln

John Lincoln • CEO of Ignite Visibility– One of the top SEO, social

media and pay per click companies in the nation.

• Digital Marketing Teacher UCSD

• Writer for Search Engine Land, Marketing Land, Entrepreneur Magazine, Inc.

• Worked on over 400 digital marketing campaigns, companies such as Fox, Jacuzzi, USA Today, Mission Fed Credit.

• Author of the Book “Digital Influencer, A Guide to Achieving Influencer Status Online.”

What we are covering today?

• Why SEO• SEO History in last Year• 7 Actionable SEO

Strategies

Why SEO?

• 93% of online research begins with a search engine

• Google owns abut 70% of market share• 70% of the links users click on are organic• 75% of users never scroll past the first

page

- Optimization on single web pages- Site architecture- Fresh content

- Links to your site- Social media shares- Reviews of your website (local search)

SEO Rankings

Onsite Optimization (about 50%)

Offsite Optimization (about 50%)

Getting Warmed Up

What happenedin 2015?

Mobile Update AKA "Mobilegeddon" — April 22, 2015 In a rare move, Google pre-announced an algorithm update, telling us that mobile rankings would differ for mobile-friendly sites starting on April 21st.

The Quality Update — May 3, 2015 After many reports of large-scale ranking changes, originally dubbed "Phantom 2", Google acknowledged a core algorithm change impacting "quality signals".

Panda 4.2 (#28) — July 17, 2015 Google announced what was most likely a Panda data refresh, saying that it could take months to fully roll out.

3 major Google algorithm updates

Hints from Google

Google says move to https

Structure data as a ranking factor

ApplicationSEO gets more important Apps get a ranking boost when app

indexing is done correctly and apps get another ranking boost when they use

the app indexing API.

Example app listed in search

Industry Survey

RankBrain

AMPAccelerated mobile pages

So what are the main points?

1. Links 2. Content3. Mobile4. HTTPS5. Applications 6. Write on Theme

1). Get your Technical Ducks in a Row

Go Secure, https:// (you have no choice!

• Action Item: Switch your website to https, you will rank better!• Update all internal linking to point to https• Update all external links to point at https version of your site

• Make sure images and fonts are secure

• Put in 301 redirects and set up a new Google search console

HTTPS Video

https://youtu.be/cBhZ6S0PFCY

0 – 3:26

Go Mobile, you have no choice• Action Item: Go mobile, responsive design if

possible• Test with mobile usability tool

https://www.google.com/webmasters/tools/mobile-friendly/

• Shoot for mobile page speed scores of 65 or above

• Have a mobile ready website that is optimized for Google (responsive design, vary http header or subdomain)

• Mapp your mobile application URLs to the corresponding web page and set up a Google search console account

• Integrate with Google now for now indexing

Watch your Ajax and Javascript • Action Item: No more escape fragment optimization, make

sure you optimize around your Ajax and Javascript

• Google is now indexing Ajax and Javascript (no more escape fragment optimization)

• Make sure you have an HTML and Ajax or Javascript strategy

• It will always important to have core HTML elements such as URLs, titles, h1, copy, etc.

Schema.orgAction Item: Create a schema.org strategy for each page

of your site.• This will be important for rankings, click

through rates and users.• Some of my favorite schema is…• Logo schema

• Product Schema

• Reviews Schema

• Video Schema

• Breadcrumb Schema

• Local Schema

• Article Schema

• Event schema

Schema.org Video

https://www.youtube.com/watch?v=n0SF6PLCx4I

Sitemaps: Don't leave indexing to chance

• Action Item: Make sure you have all the sitemaps in green.

• XML• HTML• Video• Image• News • RSS

Make sure you have all of these sitemaps.

Have a news sitemap, if you are news site and an RSS if you need

content indexed fast.

2). Go Local Like a Pro

Have a location specific strategy.

• Action item: Create Location based pages on your site.

• Add local schema.org to your site

• Create the following local profiles

• Google +

• Bing

• Yelp

• And use Yext or Moz Local

Fix Auto Example• We do the franchise and corporate marketing for this client• Started at zero, now getting thousands of visitors • Started with almost 0 keywords ranking, now over 3,000• Working together one year

Example Irvine URL, now ranking for 43 keywords.

3). Go Multilingual and Enter All New Markets

Pick a new language and generate more revenue or leads

• Action Item: Translate your site into a new language or target a new country

• Read more here in the ultimate guide– http://searchengineland.com/the-ultimate-guide-to-multilingual-and-multiregional-seo-1578

38

• You have already done the work in English, translate your website into Spanish, French, Russian

• Use hreflang tags and X default to be technically correct

Ecwid Example

• We pushed this client into over 25 countries and • Languages.• 8,542% increase in new users • 5,284% increase in goal completions• Man, that make me feel good to help a client that way

https://youtu.be/8ce9jv91beQ?t=2m38s2:38 to 3:50

Before you make the jump

4). Build out Hubs of Content

Action Item: Create Hubs of Content

5). Build an External Linking Strategy and Brand Around Expertise

Have an influencer or subject matter expert

Action Item: Have One or Two People be the Face of the Company Online

• Align with one, or create one. Creating one take a lot longer.• Write for top publications

• Give everything away in your blog • Social media

– Build out personal profiles– Run ads– Make them the center of inbound

• Email marketing

• Reverse engineer with SEM Rush, Majestic SEO and BuzzSumo

How to Become an InfluencerMonth 1

● Determine your goals

● Determine who you want to influence

● Create your personal influencer guidelines

● Develop a blog

● Create your social media profiles

● Start your email list

● Respond to Help a Reporter Out three times a week

● Start to build a list of media contacts at three publications

Month 2

● Create an editorial calendar

● Blog two to four times a week

● Start sending out a bi-weekly email with your content

● Update social media profiles daily

● Interview other people for your blog post

● Mention other people in your blog and let them know via email or social media

● Start establishing guest blog connections

● Respond to Help a Reporter Out three times a week

● Add three more contacts to your list of media publications and begin pitching stories

6). Use the Right Tools

Use BuzzSumo

https://www.youtube.com/watch?v=gNy8U3tlFYs

Some of my Favorite SEO Tools

1. Hootsuite: Schedule social posts, feed your blog

2. BuzzSumo: Influencers, popular social content

3. Screaming Frog: Crawl an entire site

4. Advanced Web Rankings: Local and national rankings

5. FollowerWonk: Twitter influencers, Twitter data

6. Opensite Explorer Broken Link Checker: Fix broken links

7. Magestic SEO: View backlinks to any website

8. KnowEM: Secure 300 social media profiles

9. Link Detox: Clean up work your bad SEO company did

10. Google Search Console: A MUST HAVE!

11. SEM Rush and Spy Fu

12. Bonus: Want to see more?

7). Create a plan

Example Plan1. Go mobile

2. Go HTTPS

3. Develop an influencer strategy

4. Develop a content marketing strategy 1. Blog 4 times a week – 1,000 to 4,000 words

2. Guest blog 2 twice a month

5. Develop an outreach strategy, linking strategy and PR strategy

6. Translate your site into other languages

7. Push your site into new countries

8. Create great content and be technically correct

@JOHNELINCOLN@IGNITEV

IGNITEVISIBILITY.COM/BLOG

Thank You