SEO in 2017 requires a mix of foundational best practices, following trends and updates, understanding the nuances for your industry, and making continuous improvements. Come to this workshop prepared with your keyword list, WordPress, Google Analytics, and Google Search Console (if you have it) account information handy.

1. SEO in 2017:
Identifying Strategies to Boost Results
Twitter: @jennymunn
jenny@jennymunn.com

2. #wpyallSEO in 2017

3. #wpyallSEO in 2017 Credit: http://staffordcountymuseum.com
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4. Game Time!
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5. Agenda
Foundational Best Practices
Trends and Updates
Industry Nuances
Wrap-Up and Q & A
#wpyallSEO in 2017

6. About Jenny: Search Marketing Consultant
2008
#wpyallSEO in 2017
20172010

7. Foundational Best Practices

8. Ranking Factors Overview
● Over 200 factors (but not all are created
equal)
○ UX and User Metrics
○ Relevance
○ Personalization and Intent
○ Quality Content Comprehensive Content
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9. Foundational Best Practices We’ll Cover
● Analytics/Data
● Keywords
● On-Page/Engagement
● Backlinks/Social
● Technical
● Mobile
#wpyallSEO in 2017

10. Analytics/Data

11. Analytics/Data
SEO in 2017
● Use the data to:
● Audit: see if you’re hitting the
mark...prioritize your action plan...
benchmark before a big push
● Ongoing: reporting, make sure
you’re moving in the right direction
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12. Google Search Console is Critical
SEO in 2017 #wpyall

13. Search Traffic -> Search Analytics
SEO in 2017 #wpyall

14. Keywords

15. Keywords: 4 Mistakes People Make
● Mistake: If your focus has evolved - has your keyword
strategy evolved with you?
● Mistake: pursuing keywords that don’t have proven
search count behind them
● Mistake: most people are NOT thinking objectively
● Mistake: not adopting a “what’s next” mindset: 15% of
searches each day on Google are brand new (Google)
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16. Keyword Research Tools
Free:
● https://answerthepublic.com/ - pulls from Google
Autocomplete as does https://keywordtool.io
○ no search count
● Keyword Planner:
https://adwords.google.com/home/tools/keyword-pla
nner/ and https://www.google.com/webmasters/tools
“Free” part of paid tool:
● https://www.semrush.com/features/keyword-resear
ch/
● https://www.wordtracker.com
#wpyallSEO in 2017

17. Content and Keywords
What are all the questions and
topics up and down the funnel?
● Does your target market know
you exist?
● What are the alternatives?
● Do you need to educate them?
● Are you a commodity?
● What topics do you want to
own? (keyword clusters)
#wpyallSEO in 2017
2
Researching Early
On
SEO or PPC?
SEO Checklist
How to Build Backlinks
Benefits of Hiring an SEO
Consultant
1
Alternatives/Parallel
General Assembly Digital Marketing
Course Review
5 Top Google Analytics Reports for Better
SEO
SEO Maintenance: What You Need to
Know
3 Things I Wish Executives Understood
about SEO
3
Perfect Keywords
SEO Consultants
SEO Consulting Rates
Freelance SEO or SEO
Agency

18. Keyword Selection Factors
#wpyallSEO in 2017

19. On-Page SEO

20. 2017 On-Page SEO: What Has Changed?
“Less than 40% of landing pages have keywords in their H1.”
number is dropping YoY; Google increasingly evaluates content
according to its relevance—and not by the inclusion of individual
keywords.
“The pages occupying positions 1 through 3 have an average
Click-Through Rate of 36%.” (thus the need for volume)
“There is a marked increase in the use of structured elements like lists
and bullet points that create an improved user experience.”
#wpyallSEO in 2017 2016 Searchmetrics Study

21. On-Page &
Engagement
● SEO functionality
● Engagement and Quality
Signals
● Semantic Language
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22. On-Page Audit Tip
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23. Backlinks/Social

24. Social SEO: Social Signals
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25. Social SEO = Alt Search Engines
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26. Off-Page
SEO in 2017
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27. Search Console - Check Your Backlinks
SEO in 2017
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28. Technical

29. Technical
● Site Speed (bloated code, clunky themes,
giant images)
● HTTP vs HTTPS
● Hacking and Spam protection and clean up
● Accidentally blocking Google
● Duplicate Content
#wpyallSEO in 2017

30. Mobile FIRST

31. Mobile Best Practices
● Mobile Friendly Test
https://search.google.com/test/mobile-friendly
● Master This:
○ Add media: text, images, videos,
slideshows
○ Chunk, format, “snackable”
○ Internal links
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32. PAGE SPEED MATTERS
SEO in 2017 #wpyall
https://developers.google.com/speed/pagespeed/insights/

33. Mobile SEO
How do your customers use your site?
What are their mobile habits?
Consumption, Research, Routine, &
Buying Habits?
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34. Trends and Updates

35. TIME
CHECK

36. Trends & Updates Best Practices
● Voice
● Position 0
● AI/Machine Learning
● The Future
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37. Position 0
#wpyallSEO in 2017
● Use a natural,
conversational tone in
writing your content.
● Rank in the first 5 spots
● Identify a common
question related to your
niche and then provide a
clear and direct answer to
that question.

38. Voice Search
● Long-tail is a given
● Important for local:
○ in your car, on the go
● “Moments”:
○ I want to go
○ I want to do
○ I want to know
○ I want to buy
● Think how people speak
● Test it - voice search your keywords
SEO in 2017
Google predicts more
than half of queries will
be voice by 2020
Google says 20% of
mobile queries are voice
searches
#wpyall

39. Voice Search Tips
● Target Long-tail keywords. Voice search is more
informal; consider the extra words that would be included
in a voice search (vs a written search)
● Consider how people speak. Voice search queries
usually include questions and complete sentences. Web
content must be constructed to answer questions vs
simply targeting keywords.
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40. AI and Machine Learning
RankBrain: Google’s machine learning, AI system that is now baked into its
algorithm (sorts and ranks)
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41. THE FUTURE
● Smart Home
Technology
● Wearables
● VR
SEO in 2017
Credit: SEL
#wpyall

42. Industry Nuances

43. Identify Industry & Site Nuances
Standard SEO Best Practices + ________ (example, eCommerce,
local, Schema, other search engines)
○ Ecommerce SEO -> product, category, tag pages + schema (star
ratings, prices)
○ Local SEO -> local business schema, Google My Business,
citations, reviews, etc.
○ Alternative Search Engines - YouTube, Quora, Pinterest, Amazon
SEO in 2017 #wpyall

44. Structured Markup
Schema markup is used to tag entities in your pages' content: Organization
(logo), Sitelinks, Breadcrumbs, Articles, Local Businesses, Online Courses,
Recipes, Events, Software Applications, Products, Reviews, etc.

45. Wrap-Up and Q & A

46. Takeaways
● You need volume to significantly move the needle
● Recognize small wins and milestones
● Google wants to reward topical experts
● Your SEO priorities will be dependent on your industry
● Prioritize:
○ Refresh your foundational basics, create a custom
ongoing plan, build upon that
SEO in 2017 #wpyall

47. Twitter: @jennymunn
Email: jenny@jennymunn.com
Questions? Thank You!
jennymunn.com/seo-resources