Carolyn Shelby was originally scheduled to speak but was felled by the plague. David Portney graciously sprang to action to fill her slot. David Portney is the Senior SEO Manager at 3Q Digital. His pages will be made available to the group, but in short, he’s a data freak. Portend laid out his No guesswork, data-driven SEO kWMapping process, discussed common SEO Deal Killers, and using Google Analytics to uncover hidden SEO gold. Keyword Mapping Process: Benefits: in-depth industry knowledge, getting to reality VS data-driven division, iD’ing keyword cannibalization. Content opportunities, find the low-hanging fruit, ID Long-term . put your money with your mouth is.
Keyword Mining: Be curious: Google search console, get data about the site specifically, got to GOok Search Console, download all the keywords, Bing, Analytics, organic keywords, GA will still offer them if you go back in time. Adwords, site search terms, SEM Rush, enter your site, and download all the organic serve data. Get at the long tail kw. , ahrefs, don’t worry about duplication, gems pop up. Same with SpyFu, Google Keyword planner. Drunk with data – .
Next: Keyword Expansion: Get all the queries on Google for related queries, and on Google Trends, Wikipedia page that ranks SEMrush – research your top keyword. Mom Keyword explorer Ahrefs, and Spyfu, tools.seobook.com/keyword-tools/seobook run your to 10 keywords, Isigraph.com/lsi keyword generator. solve.com answer the public.com, keywords hitter.com, NOW do this with your top 3 competitors.
Keyword analysis: Categorize and classify each keyword:
brand, relevance, importance, category, funnel level, query type, commercial intent, difficulty.Keyword Mapping
Keyword Metrics: Use a keyword ranking tool: Advanced web ranking, search metrics, seeps, authority labs, stat,are some.
SEO Deal Killers, duplicate content. a missing leading / can cause a spider trap. Must-read topic of spider traps: https://goo.gl/Lps6Sc
“my insanely large list of sea tools and resources list”
Cyrus Shepard is a former lead SEO & Director of content at Moz, Now Fazillion media. talks about selling coupon books as a telemarketer, thought he’d never work in selling something they don’t want. Found his passion in SEO, by delivering what the user truly wants. Now at Fazillion, his content has to deliver . Shepard has also struggled with health issues mysterious illness, giardia, a parasite 4 clear tests, he used google to see-diagnose his condition. certain pages kept showing up, realizing whoever was doing their content was killing it. (Dr. Axe). By analyzing his sites, he saw their rankings high for 1000s of pages. “Perfect Pages”: category defining resources that rank highly for 1000s of keywords.
Back at Mox, how to devise a strategy
7 elements of crafting perfect pages
1: designed to answer questions to satisfy user intent. (What’s the best restaurant in Portland?) Eater
2. Comprehensively answer questions beyond the keyword. What? Where? What’s the website, Map? reservations. Be ready to answer all the questions that will arise. The long tail is very hard to predict
3. Employ Structure as a Strategy. Poor structure results in dilution. Go back to Body / Heady/ have sidebars, 2 graph articles, AVOID DUMPING LARGE AMOUNTS OF TEXT ONTO YOUR Pg. Add transcripts to whiteboard videos. spend the time for headers, some images, make it scalable. Make it readable. Engagement rose for this.
4. Unique media and/or interactions. Do not publish content without unique interactions, infographics, even a simple arrow will break up text. Bullet points
5. Relentlessly Pursue Engagement: Spending 5050 time on SEO and pursuing engagement. tips: build new pages, but reduced bounce rate by help.
Stategies for this: Act as a hub/Authority/Resource page. Send them forward instead of clicking back to search. Use search keywords in CTAs. followerwonk Calls to action apply it we’re only doing half the job, go back and analyze how users are reacting optimize after the fact.
6. Templatize this process in your content strategy. figure out user intent / answer questions behind the keyword, structure/formate everything, add unique media, pursue engagement as ranking factor #1.
After a lab in Colorado Started self-medicating for giardia, 3 weeks later, he started recovering, leading to #7 F**K Giardia.
Nick Eubanks bigfoot pages, check out his process for keyword research and implementation
Q+A Discussion of using keywords in call to action
