How to Scale SEO Work NOBODY Wants to Do (Including Your Competitors) to Rapidly Grow Traffic
- 1. How to scale SEO work NOBODY wants to do (including your competitors) to rapidly grow traffic By Craig Smith | Founder & CEO Copyright 2020 Creative, development, and optimization services for commerce. +
- 2. SCALING SEO WORK || trinity.one About Trinity & RankSense TRINITY ● Creative, development, and optimization services for commerce. ● Email Marketing & Automation, UX Design & Development, Conversion Optimization, SEO services RANKSENSE ● Software to dynamically impact performance through cloud injected code changes ● Integrates with Cloudflare CDN
- 3. SCALING SEO WORK || trinity.one Our Goal You leave here with a plan of attack
- 4. SCALING SEO WORK || trinity.one Agenda ● Reality of Enterprise SEO ○ A day in the life ○ Priority pyramid ○ Biggest mistakes ○ System limitations ● SEO via the Cloud ○ 9 elements to optimize ● Fixing these Issues ○ Leveraging RankSense
- 5. SCALING SEO WORK || trinity.one Reality of Enterprise SEO
- 6. SCALING SEO WORK || trinity.one SEO is nothing without implementation ● Recommendations without change equals lost value ● Happens too often in mid market and enterprise ● Sometimes even worse, changes are incorrect and can crush performance Errors, resources and platform limitations ● Always competing for IT time versus other “mission critical” areas ● Homegrown and commercial platforms are often missing key SEO functions Reality of Enterprise SEO
- 7. SCALING SEO WORK || trinity.one A day in the life SEO is complex with many moving pieces, all these areas must be buttoned up for max performance To monitor and maintain is paramount, in conjunction with scaling content and link productivity Reporting and Intel - Keywords - Rankings - Competitors - Dynamic Reporting & Attribution Technical Optimization - Crawlability - Indexation - Performance - Semantic/Schema On-Page Targeting - Metadata - HTML Tags - Canonicals - Internal Linking Content Production - Category Expansion - Blog & Editorial - Visual, Video & Stories Amplification - Digital PR - Guest Contributions - Contests & Campaigns - Influencer Outreach
- 8. SCALING SEO WORK || trinity.one 1 Amplification Building links and brand exposure through virality as well as outreach efforts 3 On Page Targeting Using core HTML elements on unique pages to give Google “clues” into where and how to rank your pages 5 Technical Foundation Establishing the right technical structure to enable Google to index and serve as easily as possible 2 UX Focusing on delivering a world class experience that reduces bounces and causes longer sessions. 4 Content Production Create content on a consistent basis that speaks to the challenges, questions, and desires of your audience Establishing your “priority” SEO pyramid
- 9. SCALING SEO WORK || trinity.one ● Over-Indexation ○ Indexing more pages than needed (index bloat) Biggest Mistakes ● Cannibalization ○ Having two or more pages target same phrase ● Architecture and Equity Flow ○ Having vital pages “buried” in your site ● Improper Targeting ○ Not using standard code practices to help Google ● Lack of Schema/Structured Data ○ Missing out on ways to max SERP real estate ● Platform Migrations ○ Improper transitioning of systems and data
- 10. SCALING SEO WORK || trinity.one Mistake Impact Robots.txt Configured Incorrectly Migration Launched w/o SEO Recommendations
- 11. SCALING SEO WORK || trinity.one System Limitations CMS and ECommerce Platforms are not always built with SEO top of mind A thorough examination of your platform will lead to a discovery of missing functions These limitations impact SEO growth and the ability to scale at potential ● Navigation & Architecture ● Custom Page Titles ● Custom Page URLs ● Dynamic Meta Descriptions ● Custom Image ALT Tags ● Custom H1 Headings ● Canonical URLs ● Auto-Producing Structured Data ● Integrated Publishing Platform ● Social Sharing ● Auto XML Sitemap Generation ● Domain Management ● IP address ownership ● 301 redirects ● Robots Noindex Capabilities ● Crawlable Reviews
- 12. SCALING SEO WORK || trinity.one Performance THE NEED FOR SPEED! Speed and performance is absolutely paramount for SEO Your website without question will see SEO gains by reducing load times and by delivering a mobile experience that is fast on 3g/4g networks
- 13. SCALING SEO WORK || trinity.one SEO via the cloud
- 14. SCALING SEO WORK || trinity.one ConvEx | UX Methods
- 15. SCALING SEO WORK || trinity.one ConvEx | UX Methods What SEO factors can be optimized using Ranksense and the cloud?
- 16. SCALING SEO WORK || trinity.one Source: Clickpoint.ca Titles & Descriptions Basic: ● SEO provides manually written titles & metas ● Developer pushes live in batches OR Content Manager publishes manually Advanced: ● SEO provides mix of manual & concatenation Schema ● SEO advises & pushes live in batches Time: Months → Weeks
- 17. SCALING SEO WORK || trinity.one Robots.txt Basic: ● SEO advises ad-hoc ● Developer modifies file ● Developer pushes live Advanced: ● SEO reviews regularly ● SEO modifies file ● SEO pushes live Time: Days → Minutes Will be neglected by Googlebot
- 18. SCALING SEO WORK || trinity.one Canonical Tags Source: SEOBility Basic: ● No self-referencing tags ● SEO gives rules-based directions ● Developer pushes live Advanced: ● Self-referencing tags ● SEO gives rules & page-based directives ● SEO advises & pushes live Time: Weeks → Hours
- 19. SCALING SEO WORK || trinity.one Header Tags Basic: ● SEO gives recommendations ● Copywriter writes content ● Content Manager publishes manually & Developer changes programmatically Advanced: ● SEO gives recommendations ● SEO writes / optimizes content ● SEO publishes manually & programmatically Time: Weeks → Minutes
- 20. SCALING SEO WORK || trinity.one ALT Text Basic: ● SEO gives recommendations ● Content Manager optimizes manually or Developer optimizes programmatically Advanced: ● SEO gives recommendations ● SEO publishes manually & programmatically Time: Weeks → Minutes What Google sees (the HTML) What we see (the image)
- 21. SCALING SEO WORK || trinity.one Key insights for better traffic! Pagination Basic: ● SEO provides directions ● Developer pushes live Advanced: ● SEO provides directions ● SEO pushes live Time: Weeks → Minutes
- 22. SCALING SEO WORK || trinity.one Basic: ● SEO provides directions ● Developer pushes live Advanced: ● SEO provides directions ● SEO pushes live Time: Hours → Minutes Rel=”ALT” Tags Desktop Mobile <link rel=”alternate” href=“https://m.example.com/”> <link rel=”canonical” href=“https://example.com/”> https://www.example.com https://m.example.com
- 23. SCALING SEO WORK || trinity.one Blue Widgets Image Source: Moz These tags are some of the most complex in SEO, deploy tags with caution and be sure to verify!Hreflang Tags Basic: ● SEO provides directions ● Developer pushes live Advanced: ● SEO provides directions ● SEO pushes live Time: Weeks → Hours Blue Widgets Blue Widgets Which one do I choose to rank?! They’re all the same!Blue Widgets
- 24. SCALING SEO WORK || trinity.one Anchor Text Basic: ● SEO, Content Manager, Product Manager, etc. all share recommendations ● Point person provides approval ● Content Manager makes changes ● Developer pushes live Advanced: ● SEO provides directions ● Point person provides approval ● SEO pushes live Time: Months → Days
- 25. SCALING SEO WORK || trinity.one Fixing these issues! Leveraging Rank Sense to grow SEO ConvEx | User Experience Tests
- 26. SCALING SEO WORK || trinity.one Continue the conversation with a totally, completely free strategy session designed for immediate actionable results. Free Diagnostic SEO Crawl [email protected]
- 27. SCALING SEO WORK || trinity.one ConvEx | UX Methods
- 28. Optimizing online engagements and experiences Trinity | trinity.one THANK YOU