simplifying seo: the 6 core metrics you need to know
TRANSCRIPT
In 18 years Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched over 300 websites,
and has managed over a thousand marketing campaigns.
TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116
Simplifying SEO: The 6 Core Metrics You Need To Know
Meet The Expert
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[email protected]/bernardsanjuaniii
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Bernard San Juan IIIGeneral Manager, SEOReseller.com
What’s Next:Discussion Overview
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Mockup Builder & Proposal Creator
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What’s Next:Significance of the 6 Core Metrics in Today’s SEO
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Discussion Overview
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In the first Partner Bootcamp Webinar, Bernard San Juan III walks you through the six core metrics of SEO and the best practices for effective optimization.
● Significance of the 6 core metrics in today’s SEO● Importance of having search engine metrics in groups● SEOReseller’s 6 core metric groups● Best SEO practices to leverage each metric
Q&A Session
Feel free to send your questions in advance using WebEx chat.
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Significance of the 6 Core Metrics in Today’s SEO
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Most SEO Providers:
• Are not institutionalized• Do not perform their own research• Learn mostly from blogs and other
professionals and resources• Can’t really predict how their work will
affect the website• Still perform outdated practices that
endanger their clients’ websites
Simplifying SEO: The 6 Core Metrics You Need To Knowwith
What’s Next:Why Talk About Search Engine Metrics in Groups
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Why Talk About Search Engine Metrics in Groups?
Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion
What’s Next:Why Talk About Search Engine Metrics in Groups
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Why Talk About Search Engine Metrics in Groups?
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• Google uses over 200 metrics to rank websitesoWe found that only 123 metrics have some
amount of influence on rankings
• The Algorithm is a filteroProtects the users by showing information
that is relevant to themoGets the best content and most user-friendly
information to a potential customer
• Several SEO’s will comb your site through the 1 to 2 dozen metrics
oOld-school SEO metrics
• No single metric is capable of ranking or penalizing you
• Metrics work synchronously - like iron filings to a magnet
oNone of the metrics works alone
• Remembering the metrics in groups makes it easier to leverage the correct group of metrics to gain results for your website (target website)
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What’s Next:SEOReseller’s Metric Groups
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SEOReseller’s Metric Groups
Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion
Methodology built on the segmentation of search metrics to the 6 most essential groups
What’s Next:Authority
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Authority
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1. Known internally to Google as PageRank, the primary authority algorithm
2. Released in 1998 – named after Larry Page, one of the founders of Google
3. Difficult to influence directly as one of the primary metrics is Age
4. Recently, Google removed PageRank from public access to prevent webmasters and bad SEO’s from manipulating it.
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What’s Next:Authority (Best Practices)
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Authority (Best Practices)
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Don’t try to optimize for this metric.Leverage it if you have it.
• If authority is inherent to your site, ranking for keywords becomes easy as you have a metric that your competitors cannot fake
Example: • One of the largest savings bank in the region -
PageRank 5• Beat an ecommerce site for the term ‘second hand
cars for sale’
*If you have it, use it against the competition
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What’s Next:On-Page
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On-Page
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• Foundationally known as the LDA (Latent Dirichlet Allocation)
• Serves as the core of all search engines
• Relies on the presence of terms to identify relevance
• Content will always be king
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What’s Next:On-Page (Best Practices)
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On-Page (Best Practices)
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• Optimize Meta Titles (limit to 68 characters including spaces)
• Meta Description should encourage higher click-through
• Optimize headers and contentoKeywords should be in the top 100
words of the body content
• Insert multiple content formatsoBuilds trust and frequent indexing
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What’s Next:On-Page (Case Study)
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On-Page (Case Study)
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The 70 Site Test
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Off-Page
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• A Google-invented metric
• Focus on building quality backlinks—the term backlink was coined by Larry Page
• How many people talk about you online—the more chatter, the more popular you are
Example: Twilight and Michael Bay
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What’s Next:Off-Page (Best Practices)
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Off-Page (Best Practices)
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• Improve your content marketing strategyoCreate compelling content that can be
cited as a resource
• Get your client’s business on relevant business listings online (Ex. Yelp and YellowPages)
• Establish your client’s online presenceoDevelop a strategy for social mediaoYouTube optimizationoImprove your client’s brand mentions—
not just as a keyword
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What’s Next:Behavior
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Behavior
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• You can’t control this metric unless you have Analytics
• How users interact with your client’s site when they are searching
oVisitsoBounceoExitsoSessionsoRepeatsoUniquesoCTR
• Plan your site architecture
• Make your clicks shallow—You lose 74% of users past a third click
• Optimize your meta description; showcase your client’s brand name and value proposition clearly
• Apply layout changes based on user behavior; Build for the user (Google Rule #3)
• Impressions vs clicks
Behavior (Best Practices)
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What’s Next:Quality
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Quality
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• An On-Page regulating algorithm
oContent OriginalityoMobilityoSociabilityoSecurityoUser-FriendlinessoContent QualityoTrust Signals on-site
• Apply an HTTPS certificate to your site
• Build your site using a mobile- friendly framework
• Use modern code• Allow social signals and interaction• Make your content original,
worthwhile and value-adding• Implement rich media• Apply trust signals and badges• Link to reviews
Quality (Best Practices)
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What’s Next:Trust
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Trust
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• An Off-Page regulating algorithm• Happens naturally over time
Trust (Best Practices)
• Don’t optimize for this
• Don’t hire cheap SEO services—only trust the experts
• Build thought leadership; this is where you leverage your expertise
• Don’t buy links; get people to naturally ask for your content
• Balance your digital footprint
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What’s Next:Google’s 4 Golden Rules
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Google’s 4 Golden Rules
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1. Don’t be Evil2. You Searched and You found what you were
looking for3. Build for the User4. Don’t “Game” the algorithm
Simplifying SEO: The 6 Core Metrics You Need To Knowwith
What’s Next:For Our Partners
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For Our Partners
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Simplifying SEO: The 6 Core Metric You Need to Know
(Downloadable PDF Training Guide)
http://bit.ly/coremetricsguide
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What’s Next:Q&A Session
Schedule a Callbit.ly/getsked
Feel free to call us at any time for questions.
TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116US (415) 625-9700
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Q&A Session
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