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Think like an SEO

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A step-by-step guide to building a high performance site.

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Think like an SEO

  1. 1. Think like an SEO A step-by-step guide to building a high performance site Presented by Jon Henshaw Co-founder and President of Raven Tools
  2. 2. It has become difficult to separate SEO from other marketing practices @RavenJon
  3. 3. SEO is anything that will help you get free traffic from search engines @RavenJon
  4. 4. Let’s build a site like an SEO! @RavenJon
  5. 5. Step 1: What’s your market? @RavenJon
  6. 6. Research what’s working for sites already in the same space @RavenJon
  7. 7. Step 2: What’s the purpose? @RavenJon
  8. 8. Step 3: Create a strong brand @RavenJon
  9. 9. Is the name memorable? @RavenJon
  10. 10. Is the name relevant? @RavenJon
  11. 11. Is an acceptable domain available? @RavenJon
  12. 12. @RavenJon
  13. 13. Are the social profile names available? @RavenJon
  14. 14. summitsession.com @summitsession /summitsession /summitsession /summitsession
  15. 15. A strong and memorable brand can bring you a ton of organic traffic @RavenJon
  16. 16. Step 4: Information Architecture @RavenJon
  17. 17. What is your target audience looking for? @RavenJon
  18. 18. How do they search for it? @RavenJon
  19. 19. Make your navigation and site structure match the intent of your target audience. @RavenJon
  20. 20. Make your navigation and site structure assist the comprehension for a search bot. @RavenJon
  21. 21. Step 5: User Experience (UX) @RavenJon
  22. 22. A poor UX will result in bounces back to the SERP @RavenJon
  23. 23. A poor UX will keep people from linking to you @RavenJon
  24. 24. A good UX will make the site 💰 @RavenJon
  25. 25. Step 6: Optimize ALL THE THINGS! @RavenJon
  26. 26. Don’t use a 💩 hosting provider @RavenJon
  27. 27. Use SSL @RavenJon
  28. 28. Use a mobile/responsive framework @RavenJon
  29. 29. Reduce the size of images @RavenJon
  30. 30. Use SVG @RavenJon
  31. 31. Use image optimizers @RavenJon
  32. 32. EWWW Image Optimizer for WordPress @RavenJon
  33. 33. Create smaller versions for mobile @RavenJon
  34. 34. Use SRCSET to deliver the correct image <img alt="my awesome cat" src="image.png" srcset="cat-hd.png 2x, cat-med.png 640w, cat-med-hd.png 640w 2x" /> @RavenJon
  35. 35. Create images optimized for the device @RavenJon
  36. 36. Use Google PageSpeed Insights @RavenJon
  37. 37. This is what a perfect score looks like* *you will never see this again
  38. 38. Use Inline CSS and SVG to make less calls @RavenJon
  39. 39. Use structured data to enhance listings @RavenJon
  40. 40. Consider using JSON-LD for schema.org Credit: Supercharge Your SEO with JSON-LD by Travis Bliffen @RavenJon
  41. 41. Future proofing: Do what makes sense to Google @RavenJon
  42. 42. Example: HTML attributes for mobile/UX @RavenJon
  43. 43. type=“number”
  44. 44. type=“date”
  45. 45. type=“tel”
  46. 46. …and do everything else that is considered standard SEO @RavenJon
  47. 47. Step 7: Track ALL THE THINGS! @RavenJon
  48. 48. Add Display Features for GA to track Demographics and Interests ga(‘require’, ‘displayfeatures’); @RavenJon
  49. 49. Create them with GA Config http://gaconfig.com/ Add Event Tracking for GA to track clicks and goals @RavenJon
  50. 50. <a onClick="ga('send', 'event', { eventCategory: 'partner', eventAction: 'amazon', eventLabel: 'shop', eventValue: 1});" href="http://amzn.to/1JzUBtR">Time Capsule</a> Paste code in links and/or buttons @RavenJon
  51. 51. Advanced Content Tracking http://raven.link/contenttracking @RavenJon
  52. 52. Monitor your site for problems and issues @RavenJon
  53. 53. https://raventools.com/site-auditor/
  54. 54. Step 8: Analyze for insights @RavenJon
  55. 55. Use Google Search Console (aka Webmaster Tools) @RavenJon
  56. 56. Analyze top performing content and keywords
  57. 57. Analyze by device for potentinal opportunities
  58. 58. Use Google Analtyics for monitoring and insights @RavenJon
  59. 59. Create Goals associated with Events @RavenJon
  60. 60. Use GA Demographics & Interests to influence what you write
  61. 61. Research top referrers for content and link opportunities @RavenJon
  62. 62. Thanks! Jon Henshaw @RavenJon Slides available at: http://www.slideshare.net/jonhenshaw

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