2. A leader in performance marketing.
Fully Transparent • Analytics Based • Award Winning
3. Stephen Galgocy
Senior Search Marketing / UX Strategist
• Seasoned SEM professional
• Strong cross vertical experience, including
edu, healthcare, eCommerce and legal
• Enjoys writing new music for his daughter
4. Agenda
1. Secure Sites
2. Mobile
3. Accessibility
4. Site Structure
5. Tags
6. Competitive Keyword Research
7. Link Profile Analysis
8. Duplicate Content
9. Site Speed
10. Structured Data
11. AMP Pages (Newest
Strategy)
11. he new guideline reads:
“Design your site for all device types and sizes, including
desktops, tablets, and smartphones. Use the mobile friendly
testing tool to test how well your pages work on mobile
devices, and get feedback on what needs to be fixed.”
13. Data Leaders Reported…
21% Decrease in
non-mobile friendly
URLs
Avg. loss of rankings
for non-mobile
friendly sites is .21
positions on avg.
14. Data Leaders Reported…
21% Decrease in
non-mobile friendly
URLs
Avg. loss of rankings
for non-mobile
friendly sites is .21
positions on avg.
Increase in the
percentage of page
1 mobile-friendly
results
19. Site Structure
Clean Up Your Internal Site Structure
It used to read:
“Make a site with a clear hierarchy and text links. Every page
should be reachable from at least one static text link.”
Now it reads:
“Ensure that all pages on the site can be reached by a link from
another findable page. The referring link should include either
text or, for images, an alt attribute, that is relevant to the target
page.”
26. KW Research Tools
Open Site
Explorer
SpyFu Keywordtool.io
Google Adwords
Keyword
Planner
Google Trends
Google Search
Console
Yoast Suggest SEMRush Many more!
36. Site Speed
• Open Site Explorer – Freemium tool.
• Majestic SEO – Very little data in a free plan – Great data in a paid plan!
• Ahrefs – Paid plans are best.
Site Speed
37. Slow Pages Kill Conversions
How Loading Time Affects Your Bottom Line
41. Types of Useful Local Business
Data for Markup
• Business Name
• Address
• Phone Number
• Email Address
• Business Hours
• Geo-location Information
(coordinates and map)
• Reviews
• Logo
• Business Description
• Social Profile Links via SameAs
Property
• Site Name
Additional useful local
markup types include:
• Products
• Media (images and videos)
• Events
• Corporate Contacts
• Sitelinks Search Box
42. JSON-LD Structured Data Help
• https://moz.com/learn/seo/schema-structured-data
• http://www.whitespark.ca/blog/post/62-the-json-ld-markup-guide-to-
local-business-schema
• http://www.seoskeptic.com/json-ld-big-day-at-google/
• https://developers.google.com/structured-data/schema-org
• https://developers.google.com/structured-data/testing-tool/