The key to SEO success starts with a strong foundation. This presentation will teach you what elements to focus on to build that foundation.

2. About Me
● Global SEO Strategist at IBM
● Conference speaker: State of Search,
Pubcon, and Rocks Digital
● Served as a judge at the 2018 and
2019 US Search Awards
● Listed as one of the top 140 SEOs to
follow by Search Engine Journal
● Contributor to Search Engine Journal,
SEMrush blog, Search Talk Live
podcast
@jesseseogeek
Photo by Mat Siltala

3. Before we move forward
!!!DISCLAIMER!!!
The thoughts and opinions I share in
this presentation are my own and do
not reflect those of IBM.
@jesseseogeek

4. Why are Foundations Important?
@jesseseogeek
“You have to get the
basics right before
you can even begin
to think about
improving.”
- Bill Hunt
Bill Hunt keynoting at Pubcon 2016

5. Why are Foundations Important?
@jesseseogeek
To Build a Strong House,
You Have to Establish a
Strong Foundation. If
you don’t...

6. Why are Foundations Important?
@jesseseogeek

8. @jesseseogeek
Creating a Strategy
The first step for any
successful SEO
campaign should always
be a detailed
research phase!

9. @jesseseogeek
Creating a Strategy
Perform in-depth
research into topics
related to your niche

10. @jesseseogeek
Creating a Strategy

11. @jesseseogeek
Creating a Strategy
Stop performing
keyword research!
Move your mentality
to being topic-
focused.

12. @jesseseogeek
Creating a Strategy
Take a look at the
competitors in your
space that are already
doing well and ask...

13. @jesseseogeek
Creating a Strategy

15. @jesseseogeek
Site Architecture
Once you understand the
topics to focus on create
an ideal IA structure
(information architecture)

16. @jesseseogeek
Site Architecture
Homepage
Topic A Topic B Topic C Topic D
Supporting
Content
Supporting
Content
Supporting
Content
Supporting
Content

17. @jesseseogeek
Site Architecture
A logical topic flow helps
build and establish
authority for the given topic

18. @jesseseogeek
Site Architecture

19. @jesseseogeek
Site Architecture
Breadcrumbs are one of
the best ways to
establish a site’s
architecture

21. @jesseseogeek
Site Architecture

22. @jesseseogeek
Internal Links
Homepage
Topic A Topic B Topic C Topic D
Supporting
Content
Supporting
Content
Supporting
Content
Supporting
Content

23. @jesseseogeek
Internal Links

25. @jesseseogeek
Quality Links
Spammy links
are not worth it!
Build smart the
first time.

26. @jesseseogeek
Quality Links
Low quality links can
cause a devaluation in
SERPs leading to a link
clean up efforts

27. @jesseseogeek
Quality Links

28. @jesseseogeek
Quality Links
There’s more to link
building than Domain
Authority and other
third party metrics!

29. @jesseseogeek
Quality Links

30. @jesseseogeek
Quality Links
Search operators are a
great way to help speed
up the link prospecting
process

31. @jesseseogeek
Quality Links
Learn more
about search
operators at
bit.ly/dr-pete-so

33. @jesseseogeek
Utilizing Markup Data
Markup data helps give
Google a better
understanding of what
your site is about.

34. @jesseseogeek
Utilizing Markup Data

35. @jesseseogeek
Utilizing Markup Data
<script type='application/ld+json'>
{
"@context": "http://www.schema.org",
"@type": "person",
"name": "Dwight Schrute",
"jobTitle": "Assistant to the Regional Manager",
"url": "https://www.dundermifflin.com",
"address": {
"@type": "PostalAddress",
"streetAddress": "1725 Slough Avenue",
"addressLocality": "Scranton",
"addressRegion": "PA",
"postalCode": "18505",
"addressCountry": "USA"
},
"email": "dschrute@dundermifflin.com"
}
</script>

36. @jesseseogeek
Utilizing Markup Data
Need help generating JSON-
LD markup? Visit
https://hallanalysis.com/json-
ld-generator/ to get started.

37. @jesseseogeek
Utilizing Markup Data
Use Google’s
Structured Data
Testing Tool to
validate you
markup code

38. ● Develop a strategy early on
● Research competitors
● Build authority with IA and
internal links
● Only build high quality links
● Always utilize appropriate
markup data
@jesseseogeek
Key Takeaways

39. @jesseseogeek
Achieve Marketing Greatness

40. @jesseseogeek
Thank You!

41. Follow Me On Social
@jesseseogeek
Have questions?
Hit me up on any social media platforms. My
handle on all platforms is @jesseseogeek. I’d
be more than happy to continue the
conversation.
Read my SEJ article on this topic at
http://bit.ly/sej-jesse