seo workshop - cdn.ragan.com
TRANSCRIPT
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SEO Workshop#RaganSocialHannah Kurtz
SEO @ Verizon
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Who’s the woman behind the camera?I’m Hannah Kurtz, nice to meet you all ☺● Philadelphia area native - go Phillies! (and go Birds)● 7+ Years Experience in SEO, Digital Marketing,
Analytics● Currently Consumer SEO at Verizon● Past experience at agencies big & small across pretty
much every industry: Publicis Groupe, Seer Interactive, Maven Communications & Freelance
Contact Info:
● [email protected]● Linkedin: /in/hannahkurtz34
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SEO, What Exactly Is That?
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Let’s ask Google!
Thanks Google!
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SEO is really about...
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.... Being found
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Sounds easy, right?
Well, there are a LOT of factors that go into how content ranks.
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On top of those ranking factors, Google’s algorithm can be updated up to 600 times per year.
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Recently, Google is focused on two major pillars
1. Page Experience a. Technical pagespeed, accessibility, UXb. Goal is to have the web be more
accessible for all
No, not that kind of eat, Cookie Monster
2. EAT
a. Strong, authoritative contentb. Goal is to have the web be more
trustworthy
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What is EAT?- Expertise
- Do you have comprehensive knowledge on a topic? Is that made clear through your content?
A good way to remember this is to think of someone in your life that fits all three of these pillars. For me, that’s Bob Ross
- Authority - Is the information you’re providing relevant,
up-to-date, & factual?
- Trustworthiness- Are you providing helpful and useful
information to your users? Do your users have confidence in your site?
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Strive to make great, trusting content so Google continues to rank our site well
Cool got it (and I love Bob Ross so easy to remember!)
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What is Page Experience Update?Rolled out Summer 2021
Emphases pagespeed (how fast a page loads), usability of a website (think of a clunky website you despise!), and overall user experience
Google prioritizing this to ensure websites are accessible to all
- Google hears our frustrations around slow websites with hard to navigate experiences
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Wait, if my site is slow will I be penalized?
- Google won’t “ding” websites that don’t comply, however they will reward websites that do this well
- Per Google, they’re measuring this in three core metrics:
- These three all called “Core Web Vitals (CWV).”
- Can be found & measured in your site’s Google Search Console or other free tools like Lighthouse or Pagespeed Insights
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1. Largest Contentful Paint (LCP)- Measures loading
performance.
- To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.
Image Source: https://medium.com/speedrank-app/new-performance-metric-what-is-largest-contentful-paint-dc784a497dd5
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2. First Input Delay (FID):
- Measures interactivity.
- To provide a good user experience, pages should have a FID of 100 milliseconds or less.
Image source: https://wishdesk.com/blog/first-input-delay
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3. Cumulative Layout Shift (CLS):
- Measures visual stability.
- To provide a good user experience, pages should maintain a CLS of 0.1. or less.
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Why Does This Matter?- In addition to the SEO ranking implications,
having a poor site experience impacts all users regardless of channel
Let’s take an example:
- Picture this. You launched a killer Facebook & Instagram campaign and are driving record traffic to your site.
- You check in with analytics only to realize all of that targeted traffic is bouncing because the site takes forever to load. Nightmare!
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Ok, don’t scare me like that. I’m sold on prioritizing site speed. How can I help out my website folks to do this?
Glad you asked (and your dev & SEO teams will be too)
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Working Together to Optimize for Sitespeed
- Notify teams as you kickoff new campaigns- Content, social strategies, ad landing pages,
anything!- I guarantee your SEO and dev teams will be
glad to join these planning meetings to ensure your initiative has a best in class experience.
- Ensure images are optimized for your website- These may need to be different dimensions
or sizes than what’s on social
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And That’s Not All! Your Friendly SEO Team Can Help in Loads of Ways
- Bring analytics, keyword research, competitive insights, and audience insights to any website initiative
- SEO’s have a TON of amazing tools to help analyze not only your site, but your top business and search competitors to
- Assist in structuring content that’s not only sound for users but also for Google
- Ensure technical elements including things like redirects, site errors, and yes, sitespeed, are well optimized before launch
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Ok, don’t scare me like that. I’m sold on prioritizing site speed. How can I help out my website folks to do this?
Glad you asked (and your dev & SEO teams will be too)
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Image Optimization - How Do We Do That?- Working with technical teams,
ensure images are uploading so they hold their integrity but do not slow page load
- Squoosh.app, a free image compression app, is a great way to do this!
- Hint: The product images you post on Instagram may not be the same exact files you use for your website
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Anything else I should keep in mind with images?- Ensure all images on your website have
optimized and relevant alt text and file names
- Alt text helps users utilizing screen readers as well as those with slow connections understand visuals
- This is also how Google crawls and ranks images (pretty much every image you see in your next image search has optimized alt text)
- Likewise for videos, these should have transcripts for the same reason.
- YouTube & Vimeo make this a breeze.
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Your SEO & dev teams will be thrilled to be a part of these conversations
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SEOWorkshop
Generate targeted traffic
through online advertising.
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SEO Analyst & Marketing Strategist
Pearson & Eclipse Digital Media
7+ Years of SEO Experience
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•Give new life to your old content•Increase the Lifespan of Your Content•Promote to Encourage New Conversation
Content Revitialivation
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Renew Your Content
Update Refresh Consolidate
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0203
04
How is this topic
Trending?
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Update
What to do?
Minor Updates to the copy
Title Tag and meta updates
Refine target keywords
Update statistics/facts
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0203
04
Update SEO Elements
The title should be between 60-65 characters
The Meta descriptions should be between 140 -155 characters
Both should include updated target keywords
Refresh Headings
Re-Optimize Title Tags & Metadescriptions
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Refresh
What to do?
Take new apporach
Update stance and opinion on topic
Update questions that are answered
Find additional ways to satisfy the users query
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0203
04
Discover New Questions
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0203
04
Study The SERPSReview Top 10 Results & People Also Ask
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Consolidate
What to do?
Find Similar Topics and
Combine them to create a
stronger piece.
This also helps limit keyword
cannibalization.
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Dont ForgetThe 301's
Redirect traffic and let Google
know that you are making
changes.
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Now toPromote!
Use Social Media Channels and
Content promotion strategies
to re-engage your audience.
Start a new conversation about
an older topic.