The SEO Justice League: 5 Pillars Worthy of a Great SEO Strategy

@simmonet #SEOJusticeLeague @simmonet #SEOJusticeLeague
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@simmonet #SEOJusticeLeague
The SEO Justice League
5 Pillars Worthy of a Great Search Strategy

A Great SEO Strategy

Isn’t the same for every client

(even though the villain may be the same)

@simmonet #SEOJusticeLeague wolf

(but there are key ‘pillars’ to include)

Let SEO Justice Be Served!

Aquaman: "Strong man is strongest
alone." You ever heard of that?
Bruce Wayne: That's not a saying.
That's the opposite of what the
saying is.

Batman (Bruce Wayne)

Leverage Utility Belt (SEO Tools)
Batman (Bruce Wayne)

Barry Allen: What are your
superpowers again?

superpowers again?
Bruce Wayne: I’m rich

superpowers again?
Bruce Wayne: I’m rich
Some tools can be pricey,
but they can often pay for
themselves in time saved
Source: jjdough.com

The Right Tools | Site Auditing
Size Does Matter!
• Small sites can be manually reviewed
• Mid-Large site require tools that can scale
• Massive sites need enterprise tools for practicality

The Right Tools | What Do We Need?
Architecture
Thin content / Canonicals / Code / Schema etc
Techy stuff
Content
Titles / Meta / Structure / (Internal) Links
Wordy stuff
Competitive Landscape
Links (inbound)

The Right Tools | Site Architecture
Crawlers
Small / Medium
Screaming Frog
Sitebulb

Crawlers
Small / Medium
Screaming Frog (Batman’s Robin)
Sitebulb (Batman’s Alfred)

Crawlers
Small / Medium
Enterprise
Deep Crawl

Crawlers
Small / Medium
Enterprise
Deep Crawl (The Batmobile)

Audit Overview
Source: Sitebulb

Dig into Issues
Source: Sitebulb

Visualization of Internal Link Structure
Source: Sitebulb

Page Details / Internal Linking / Equity Score
Source: Sitebulb

I love Batman

I love Batman Sitebulb

Top things I look for:
Page depth
Duplicate content
Thin content
Indexation

Top things I look for:
Page depth
Duplicate content
Thin content
Indexation
Other technical “crap”*
*Extremely technical Bruce Wayne-level stuff

The Right Tools | The New GSC
Getting better (updated 9/18)
Performance (queries, devices, pages, oh my)
Coverage report (good, bad, ugly)
Mobile usability (yep it’s important)
URL inspection tool (check & submit)
Manual actions (ding or no ding)
Links (internal / external)

@simmonet #SEOJusticeLeague Source: Google Search Console

The Right Tools | Landscape
Digging Into Competitors
SEMRush
Spyfu
Google SERP

The Right Tools | Landscape
Source: SEMRush

Landscape of Competitors
Source: SEMRush

Keyword Gap / Analysis
Source: SEMRush

Keyword Gap / Analysis - Visualized
Source: SEMRush

Google SERP Competitors / Formats
Source: Google

The Right Tools | Measuring
From the horses mouth
Google Analytics
Set up conversion tracking
Google Search Console

The Right Tools | Wrap Up
Batman’s utility belt used to made of sponges
Find the best tools that work for you
They will perhaps cost $$ - have a budget
Test. Test. Test.
Measure everything. Often.

Aquaman (Arthur Curry)

Adaptation for Success (Googly)
Aquaman (Arthur Curry)

Aquaman: You really are out of
your mind.
Batman: I'm not the one who
brought a pitchfork.

Definition: Googly
Adapting to Google changes, mandates,
arbitrary instructions, and ‘helpful’
information without panicking, knee-jerk
reactions, or curse words.

2 Things You Should Align With Today
HTTPS
Mobile-first

HTTPS | a secure web initiative
Google warned – ‘14 “HTTPS as a ranking signal”
Google acted
Rankings affected
Chrome browser warnings
YMYL – Your Money or Your Life
August ‘18 core update
Looking for expertise, authority, trust (EAT)
Quality Raters Guidelines

HTTPS | a secure web initiative
Google warned – ‘14 “HTTPS as a ranking signal”
Google acted
Rankings affected
Chrome browser warnings
YMYL – Your Money or Your Life
August ‘18 core update
Looking for expertise, authority, trust (EAT)
Quality Raters Guidelines http://go.homes/QRG

Mobile-first | Push Follows Users
Mobile is (now) more popular than desktop
(in most cases)
Don’t forget desktop
Can drive better conversion rate (at lower volume)
Mobile Friendly Testing Tool
Accessible from Google Search Console

Mobile-first | Push Follows Users
Mobile is (now) more popular than desktop
(in most cases)
Don’t forget desktop
Can drive better conversion rate (at lower volume)
Mobile Friendly Testing Tool
Accessible from Google Search Console
https://search.google.com/test/mobile-friendly

Mobile-first | Mobile-First Index
Single index (reference of sites for ranking)
You’ll get a warning from GSC

Mobile-first | Mobile-First Index
Single index (reference of sites for ranking)
You’ll get a warning from GSC
Best practices / info
http://go.homes/MFI

2 Things You Should Checkout Today
HTTPS
Mobile-first

HTTPS
Mobile-first
more
^

HTTPS
Mobile-first
Bonus BOGO
Try: Google’s structured data testing tool
http://go.homes/structured-data
Visit: thinkwithgoogle.com
more
^

Be aware of & adaptable to Google’s Updates

Bruce Wayne: [Pulls Diana’s truth lasso
out from under Aquaman’s butt]
Diana Prince: That was beautiful.
Aquaman: You say a word about this,
you'll meet every piranha I know.

Most Importantly…

… try to look cool doing it!

The Flash (Barry Allen)

Exceed Expectations (Speed)
The Flash (Barry Allen)

The Flash: What is brunch? You
wait in line for an hour for,
essentially, lunch. I mean... I don't
know. People are... a little slow.

Have You Ever Felt Like This?

How Fast is Fast Enough?

The Right Tools | Site Speed
Dareboost
Sitebulb
Lighthouse chrome plugin (Google site speed)

@simmonet #SEOJusticeLeague Source: Dareboost
Single Page Audit

Single Page Waterfall
Source: Dareboost

@simmonet #SEOJusticeLeague Source: Dareboost
Single Page Simple Resources

Actually see
how your
page loads!
Source: Dareboost

Sitewide Speed Reporting
Source: Sitebulb

Sitewide Speed Reporting
Source: Google Analytics

@simmonet #SEOJusticeLeague @simmonet #SEOJusticeLeague Source: Google Analytics
Sitewide Speed Reporting / Analysis

Site Speed is a Ranking Factor * Mobile-First Index

Barry Allen: I call it the Speed
Force. It causes me to burn a
tremendous amount of calories,
so I am just a black hole of snacks.
I am a snack hole.

Don’t Be a Snack Hole

Use Lighthouse! Lighthouse Rocks!
Source: Google Lighthouse

http://go.homes/lighthouse
Source: Google Lighthouse

The Flash: It's really cool you guys
seem ready to do battle and stuff,
but I've never done battle. I've
just pushed some people and run
away!

Push your developers to speed up

Push inspire your developers to speed up

Speed is a team effort: platform + code + design.

Site Speed| Quick recap J
The right tools to ID issues
Lighthouse
Google Analytics
Dareboost
Goal of ‘always faster’
Test as user – it’s a user-focused outcome
- different devices, connections
[Ask your product / development teams to use]

Cyborg (Victor Stone)

Deliver for Bots (Technical SEO )
Cyborg (Victor Stone)

Cyborg: [both laughing in pain]
Man, my TOES hurt! I don't even
understand the physics of how my
toes hurt!
Wonder Woman: Children. I work
with children.

Technical SEO | 3 Site-Killing Issues
1. Robots.txt file issues
Blocking wrong resources

1. Robots.txt file issues
Post new site launch

Robots.txt file issues
Post new site launch
User-agent: *
Disallow: /

User-agent: *
Disallow: /
Yes… I’ve seen this many times

2. Internal link issues
Source: SEMRush Study

3. XML sitemap errors
Source: SEMRush Study

Check robots.txt file
Run internal link audit
Crawl XML sitemaps for errors

Check robots.txt file
Run internal link audit
Crawl XML sitemaps for errors
Check these today! Sitebulb | Screaming Frog | Your Brain

Wonder Woman: Technology is
like any other power. Without
reason, without heart, it destroys
us.

Technical Fixes Can Boost Your Visibility!

Cyborg: [controls the Batmobile]
Relax, Alfred. I'll take it from here.
Alfred: Uh, do... do I know you?

Cyborg: [controls the Batmobile]
Relax, Alfred. I'll take it from here.
Alfred: Uh, do... do I know you?
Even if you aren’t technical be a little technical

Wonder Woman (Diana Prince)

Deliver for Users (UX Satisfaction)
Wonder Woman (Diana Prince)

UX | Content That Satisfies
What type of content can you use to boost your
site authority, traffic & engagement?

No. Not pictures of Wonder Woman.

Or Aquaman either.

UX | Content That Satisfies
What type of content can you use to boost your
site authority, traffic & engagement?
Questions are the answer!

UX | Question Discovery Tools
SEMRush
Filter by question types
Look for featured snippets

SEMRush
New Topic
Research Tool

Google Search Console
Filter by question types
Traffic = already ranks

AnswerThePublic
Cool tool!
And now a pro version!
(and a free version)

Twinword
Cool tool!
Inexpensive too!
(for non Bruce Waynes)

Buzzsumo
Question Analyzer

Target Questions Your Users Are Asking

Questions
Research
Consolidate
Decide on best format
Author best answer
Add some magic
Promote / submit / link
Rinse & repeat

Magic = doing better / different to satisfy queries better

I Cannot Lie (The Lasso of Truth)

Almost the End

The Recap (JL sequel coming soon!)
• Find & Use the Right Tools (Batman)
• Be Googly and Adapt (Aquaman)
• Exceed Speed Expectations (The Flash)
• Deliver a Great Bot Experience (Cyborg)
• Satisfy the Users Queries (Wonder Woman)

Work With Others Nicely

Diana Prince: He agreed to fight with us?
Bruce Wayne: More or less.
Diana Prince: More-more or more-less?
Bruce Wayne: Probably more-less.
Diana Prince: He said no.
Bruce Wayne: He said no.

Be The SEO Hero

@simmonet #SEOJusticeLeague wolfDefeat

@simmonet #SEOJusticeLeague @simmonet #SEOJusticeLeagueThank You

Questions?

The SEO Justice League: 5 Pillars Worthy of a Great SEO Strategy

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