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BlogHer 2016 SEO: Get Your Content Discovered in Search

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Stephan Spencer
Stephan Spencer

Standing room only blog SEO session at BlogHer 2016 - essential WordPress optimization tricks Stephan Spencer

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LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer SEO: Get Your Content Discovered in Search
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Stephan Spencer SEO expert/author/speaker www.stephanspencer.com Twitter: @sspencer
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Lindsay Valdez SEO Manager at SheKnows Media: SheKnows.com StyleCaster.com BlogHer.com HelloFlo.com Twitter: @lindeccav
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer SEO: So simple even a child can do it! Bio slide My daughter, blogger & SEO. $5-30/day passive income. Started when she was 14.
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer THE PROCESS • Pick the “right” keywords • Make your pages ”sing” • Increase your authority • Track & measure
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer PICK THE “RIGHT” KEYWORDS • Brainstorming with Soovle • Keyword research with the Google AdWords Keyword Planner and Moz Keyword Explorer • Competitive intelligence with SEMrush or SearchMetrics
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Soovle
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Google Keyword Planner
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Moz Keyword Explorer
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer SEMrush
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer MAKE YOUR PAGES “SING” • Relevance vs. Importance • Title tags • Body copy • Meta descriptions (not a rankings signal) • Keyword prominence (NOT keyword density) • Freshness • Content clusters • Google Answer Box
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer REFRESH CONTENT Refreshing old articles that performed well in the past, should be a part of your overall SEO strategy. Make sure you’re aware of what topics and posts perform the best for your website. • Avoid updating the article date unless you have actually made changes to the article • Refresh your content every few months or as you start to see traffic decrease
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer ADDING EVERGREEN OPPORTUNITY One proven content strategy is to look for evergreen opportunity from trending headlines. Article examples from the following headlines: 1. Tips for dealing with depression 2. How to help anxiety 3. Celebs who’ve launched beauty lines 4. Dealing with OCD 5. How to help someone dealing with addiction 6. How to take a selfie Then link them together for a longer, more valuable user experience!!
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer C O N T E N T C L U S T E R S Usually a mix of text articles, videos, images, and inforgraphs, each on the same topic, but with different angles. W H AT I S T H E B E N E F I T ? The potential to increase user engagement: If you can get a user into the site with the interest on the cluster topics, and then interlink these content pieces together, there is the opportunity to increase both pages per session as well as time on site.
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer G O O G L E A N S W E R B O X Google began to surface the answer box in 2013. H O W D O W E G E T I N ? • Content should address the answer of who, what, where, when and how & the higher on the page, the better • Google extracts answers from sites ranking on the first page • The majority of content that gets used in Google Answer Box has 1-1,000 words #0
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer INCREASE YOUR AUTHORITY • Analyze links using Majestic.com, Moz Open Site Explorer, Ahrefs.com, LinkResearchTools.com • Know your numbers (Page Authority, Domain Authority, Citation Flow, Trust Flow, etc.) • Triage your links with Link Detox • Be ”remarkable”
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Majestic
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Open Site Explorer
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Ahrefs
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Link Research Tools
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Link Detox
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer TRACK & MEASURE • Rankings with RankRanger or AuthorityLabs • Crawlability with Screaming Frog (<500 URLs=free) • What Googlebot is up to (Search Console) • Page speed (PageSpeed Insights) • Mobile-friendliness (Google mobile friendly test)
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Authority Labs
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Authority Labs
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer SearchMetrics
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Screaming Frog
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Google Search Console
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Chrome Developer Tools (Check load times)
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Google PageSpeed Insights
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Google Mobile-Friendly Test
T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Chrome Developer Tools (Emulate devices)

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BlogHer 2016 SEO: Get Your Content Discovered in Search

  • 2. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Stephan Spencer SEO expert/author/speaker www.stephanspencer.com Twitter: @sspencer
  • 3. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Lindsay Valdez SEO Manager at SheKnows Media: SheKnows.com StyleCaster.com BlogHer.com HelloFlo.com Twitter: @lindeccav
  • 4. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer SEO: So simple even a child can do it! Bio slide My daughter, blogger & SEO. $5-30/day passive income. Started when she was 14.
  • 5. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer THE PROCESS • Pick the “right” keywords • Make your pages ”sing” • Increase your authority • Track & measure
  • 6. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer
  • 7. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer PICK THE “RIGHT” KEYWORDS • Brainstorming with Soovle • Keyword research with the Google AdWords Keyword Planner and Moz Keyword Explorer • Competitive intelligence with SEMrush or SearchMetrics
  • 8. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Soovle
  • 9. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Google Keyword Planner
  • 10. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Moz Keyword Explorer
  • 11. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer SEMrush
  • 12. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer MAKE YOUR PAGES “SING” • Relevance vs. Importance • Title tags • Body copy • Meta descriptions (not a rankings signal) • Keyword prominence (NOT keyword density) • Freshness • Content clusters • Google Answer Box
  • 13. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer REFRESH CONTENT Refreshing old articles that performed well in the past, should be a part of your overall SEO strategy. Make sure you’re aware of what topics and posts perform the best for your website. • Avoid updating the article date unless you have actually made changes to the article • Refresh your content every few months or as you start to see traffic decrease
  • 14. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer ADDING EVERGREEN OPPORTUNITY One proven content strategy is to look for evergreen opportunity from trending headlines. Article examples from the following headlines: 1. Tips for dealing with depression 2. How to help anxiety 3. Celebs who’ve launched beauty lines 4. Dealing with OCD 5. How to help someone dealing with addiction 6. How to take a selfie Then link them together for a longer, more valuable user experience!!
  • 15. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer C O N T E N T C L U S T E R S Usually a mix of text articles, videos, images, and inforgraphs, each on the same topic, but with different angles. W H AT I S T H E B E N E F I T ? The potential to increase user engagement: If you can get a user into the site with the interest on the cluster topics, and then interlink these content pieces together, there is the opportunity to increase both pages per session as well as time on site.
  • 16. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer G O O G L E A N S W E R B O X Google began to surface the answer box in 2013. H O W D O W E G E T I N ? • Content should address the answer of who, what, where, when and how & the higher on the page, the better • Google extracts answers from sites ranking on the first page • The majority of content that gets used in Google Answer Box has 1-1,000 words #0
  • 17. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer INCREASE YOUR AUTHORITY • Analyze links using Majestic.com, Moz Open Site Explorer, Ahrefs.com, LinkResearchTools.com • Know your numbers (Page Authority, Domain Authority, Citation Flow, Trust Flow, etc.) • Triage your links with Link Detox • Be ”remarkable”
  • 18. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Majestic
  • 19. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Open Site Explorer
  • 20. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Ahrefs
  • 21. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Link Research Tools
  • 22. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Link Detox
  • 23. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer TRACK & MEASURE • Rankings with RankRanger or AuthorityLabs • Crawlability with Screaming Frog (<500 URLs=free) • What Googlebot is up to (Search Console) • Page speed (PageSpeed Insights) • Mobile-friendliness (Google mobile friendly test)
  • 24. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
  • 25. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
  • 26. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
  • 27. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
  • 28. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
  • 29. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
  • 30. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
  • 31. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer RankRanger
  • 32. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Authority Labs
  • 33. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Authority Labs
  • 34. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer SearchMetrics
  • 35. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Screaming Frog
  • 36. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Google Search Console
  • 37. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Chrome Developer Tools (Check load times)
  • 38. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Google PageSpeed Insights
  • 39. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Google Mobile-Friendly Test
  • 40. T E C H & T O O L S SEO: get your content discovered in search LINDSAY VALDEZ @lindeccaV STEPHAN SPENCER @sspencer Chrome Developer Tools (Emulate devices)