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#C3NY

POWER HOUR:

50 ACTIONABLE SEO TIPS & TRICKS

Patrick Reinhart, Prime Visibility

Michael Tirone, R2Integrated

Joe Taylor, Conductor

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#C3NY

DON’T TAKE YOURSELF TOO SERIOUSLY

Accept and learn from failing. You don’t know everything and

that’s OK.

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HIRE AN AGENCY WITH THE BEST TRACK

RECORD, NOT THE BEST PRICE.

Legitimate agencies are looking for partners, not clients, and

you'll get so much more out of these types of relationships. I

hear Prime Visibility is pretty good.

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CREATE CONTENT FOR EVERY STAGE OF THE

BUYER’S JOURNEY

The search starts long before the checkout button. Brands who

build their content around this principal will win more

customers.

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REVIEW YOUR ROBOTS.TXT

Often times they become outdated, tampered with, not

excluding the right pages or linking to the appropriate sitemap

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YOUR BRAND SHOULD ALWAYS COMES FIRST,

EXCEPT IN YOUR TITLE TAGS.

Unless you have a manual penalty assessed against your site,

chances are you are going to rank for your brand name. Let the

keyword(s) shine in your title tags and put your brand at the end.

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REPURPOSE OLD MARKETING CONTENT

Most brands have marketing assets from years of non-digital

marketing. Open up the archives and see what can be reused.

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MANUALLY SCHEDULE EMAILS OF GOOGLE

ANALYTICS MONTHLY REPORTS

Create your own database by scheduling monthly reports from

GWMT which you will be able to bank as an alternate data

source of top pages, impressions, keywords, clicks and CTR

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ADD REL=CANONICAL TAGS TO FIX SITE-WIDE

DUPLICATION ISSUES.

You may have a duplicate content issue and not know it. Look for

duplicate pages that may have been dynamically created.

i.e. PrimeVisibility.com/home vs. PrimeVisibility.com/Home

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MAP CONTENT TO BUYER PERSONAS

Different content speaks to different types of buyers; make sure

you’re covered where it’s most important for your brand to be

covered

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WITHIN ADWORDS LINK YOUR GWMT ACCOUNT

Doing so will provide you with a great depth of knowledge and

data to support your work on the paid and organic fronts

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NORMALIZE YOUR NAP INFORMATION FOR

LOCAL SEARCH.

Name, Address & Phone Number. If your information is different

across multiple sites, then people and search engines will be

confused as to who and where you actually are.

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BUILD COMPETITIVE STRATEGY BASED ON YOUR

SEO COMPETITORS AND NOT YOUR TRADITIONAL

BUSINESS COMPETITORS

Brands often think their competitors are the same competitors

they’ve battled for years. In search, this is often not the case.

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CHECK RATIO OF INDEXED PAGES IN SEARCH

ENGINES WITH YOUR XML SITEMAP

By finding the total number of pages you have indexed via

Google/Bing WMTs (or via site: search) you can compare against

the total pages in your sitemap. Indexed > sitemap = good |

indexed < sitemap = you’re doing it wrong!

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WHEN DIAGNOSING A LINK PROFILE, NEVER

RELY ON ONE PLATFORM TO TELL YOU THE

WHOLE PICTURE.

I'm looking at you, Google Webmaster Tools. Export data from

multiple tools and manually investigate links before classifying

them as healthy or deadly.

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MEASURE PERFORMANCE BASED ON CONTENT

SEGMENTATION

Highlights are great, but make sure you are grouping products

and sections of the site in a way that allows for direct

comparison to understand strengths and weaknesses

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MARKUP YOUR SITE. RINSE. REPEAT.

Structured data with Schema.org vocabulary is always expanding

and it is the future of search engines identifying “entities”

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TRUST YOUR SEO EXPERT.

You hired this person and (hopefully) vetted them out from a

group of others. If you are handing them the keys, let them

drive.

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CREATE “BRAND EXPERIENCE” CONTENT

It doesn’t have to always be related directly to the product.

Create content that brings the “type” of people you want to

your site.

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SEARCH LIKE A HUMAN, NOT A ROBOT

Actually do search queries rather than stare at graphs & numbers

Ask yourself “if I was… how would I try to search for it…”

Sometimes we overcomplicate things

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WHEN THINKING OF ENGAGING IN

INTERNATIONAL SEO CAMPAIGNS, YOU NEED TO

HAVE A STRATEGY FIRST.

Don't just buy a country code domain, throw up a bunch of

pages, and duplicate the site. A meta description that promises

free shipping in the U.S. doesn’t help anyone in Canada.

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DON’T OBSESS OVER DAILY—OVER EVEN

WEEKLY—DATA POINTS

Long term consistency trumps short term intensity. Stop

constantly hitting refresh or checking data points incessantly.

Measure in the context of an entire initiative, not just a single

push.

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USE DASHES NOT PIPES

- vs. | in page titles

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SPEAKING OF INTERNATIONAL SEO, DO NOT USE

AUTO TRANSLATION.

The quality isn't there and the message isn't targeted. If you are

going to target other languages, make sure that you invest time

and money in the effort. It will pay off with your potential

customers.

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DON’T OVERSATURATE YOUR CONTENT

Pick one or two goals. Pick one or two keywords. Execute on

those specifically.

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BE UNIQUE. AT ALL TIMES

Within your page titles, site copy, landing pages, big ideas

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SITES HOSTED ON SERVERS IN THEIR OWN

COUNTRY WILL RANK BETTER.

For example: If you have a .CA, then that site should be hosted

on a server that exists in Canada.

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USE NATURAL LANGUAGE URLS

Exceptions exist, but try to adhere to this gold standard

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OPTIMIZE WITH YOUR MOUTH, NOT FINGERTIPS

More and more searches are going to be conducted through Voice

Search, adjust to more conversational content

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USE LATENT SEMANTIC INDEXING (LSI)

KEYWORDS

This will increase the relevancy around the theme of a page,

rather than targeting the exact phrase over and over.

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PREVIEW CONTENT AS A DIFFERENT USER AGENT

This will allow you to see what the content looks like on

different devices

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THINK PROGRESSIVE & PERSONAL

Google Now, hyper-predictive & hyper-personal

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AUTHORSHIP IS DEAD, BUT AUTHOR RANK IS

ALIVE AND WELL. GIVE YOURSELF CREDIT.

Make sure people know you authored your content by ensuring

there are bylines giving you the credit.

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UNDERSTAND THE DIFFERENT WAYS USERS SEARCH

ON DIFFERENT TYPES OF SEARCH ENGINES

Tools like Soovle allow you to see popular ways of searching a

topic on different search engines

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USE CATEGORY MARKET SHARE REPORT (SHARE

OF VOICE REPORTING) TO HELP YOU FIND

DISPLAY OPPORTUNITIES

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FIND NEW AND CURRENT KEYWORD IDEAS

USING A REDDIT OR SUBREDDIT SEARCH.

Look for threads with recurring themes and gauge volume to

create relevant content.

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FIND AND FIX “CLICK HERE” LINKS

Identify these low hanging fruit opportunities to improve the

quality of your link profile

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USE SCREAMINGFROG OR XENU TO AVOID SPOT

CHECKING

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OPTIMIZE YOUR VIDEO ASSETS.

Leverage the description on YouTube or transcribe it onto your

site. This will essentially turn it into a smaller blog post and help

it rank for long-tail keywords.

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IDENTIFY THE STRONGEST TLDS TO PARTNER

WITH FOR YOUR BRAND

Focus here for your high leverage linking opportunities

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USE THE DATA HIGHLIGHTER

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INTERNALLY LINK HIGHER AUTHORITY PAGES

WITHIN YOUR OWN SITE TO BOOST CONTENT

ON PAGE 2.

Sharing equity between pages isn’t a bad thing, just don’t overdo

it. Everything can work when used in moderation.

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SEARCH FOR DUPLICATE PRODUCT DESCRIPTIONS

See where other sites are cannibalizing your opportunities by

copying your product descriptions

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THE METRICS COMING FROM THE TOOL HAVE NO

BUSINESS SUCCESS RELATION

There could be plenty wrong. it's not a picture of success

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LOOK FOR DEAD LINKS ON WIKIPEDIA TO USE IN

YOUR FAVOR.

Wikipedia has an area that reports on dead links on the site.

Creating a piece of content and submitting to the site will help

round out your link profile, and creates opportunity to obtain

existing equity.

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IDENTIFY THE HIGHEST PRIORITY KEYWORDS

AND DEVELOP BETTER DATA SHARING WITH PAID

TEAM

Start small, select a few key metrics for each channel, and share

on a weekly basis, preferably using an automated system

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THINK ABOUT BRANDED SEARCH AND HOW DO

YOU WANT TO MANAGE YOUR PRESENCE

Do you want to show paid ads. How much does it cost? What’s

the opportunity cost?

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SEO IS A MARATHON, NOT A SPRINT. YOU HAVE

TO BE PATIENT.

This stuff takes time people, and nothing will kill an SEO

campaign faster than impatience. Take the time to educate

yourself, you and your site will be better for it.

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USE A WEB PRESENCE MANAGEMENT PLATFORM

I hear Searchlight is pretty good.

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MAKE GOOD USE OF THE REL=ALTERNATE WHEN

YOU HAVE MOBILE OR LANGUAGES

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#C3NY

DON’T TRUST ANYONE NAMED SETH.

Especially organizations with multiple occurrences.

Manager, SEO

Services,

Prime Visibility

Pat Reinhart

Strategic Customer

Success Manager,

Conductor

Joe Taylor

Digital Marketing

Search Strategist,

R2Integrated

Mike Tirone