Keyword Research Tools & Services 3 7

ClickMinded.com Search Engine Optimization Course Environment Setup

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Google Chrome ● Faster ● Great plugins ● Developer tools ● Generally better for digital marketers

CLICKMINDED DIGITAL MARKETING CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Keyword Everywhere ● Adds keyword volume below search bar ● Great way to accidentally find monster opportunities

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use SEOQuake ● Chrome extension that overlays SEO data on results ● Size up competitive opportunities quickly

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use LinkClump ● Chrome extension that opens multiple links at once ● Good for lots of different uses

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use User-Agent Switcher ● Chrome extension that will let you change your user agent ● Easily view pages as different browsers and devices

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Link Grabber ● Chrome extension that will let you grab all the links on a page ● Easily copy/paste all the links on a page in a new tab

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Google Tag Assistant ● Chrome extension that shows if Google tags are working ● Absolutely vital!

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Redirect Path ● Chrome extension that shows you the redirect path and response codes on a page ● Identify bad response codes quickly like 302s, 404s, 503s.

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Google Analytics Opt-Out ● Chrome extension that prevents your sessions from being logged by GA ● Extremely useful for removing your own visits from you / your client’s websites!

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Ghostery ● Chrome extension that shows you what websites are tracking you, and lets you block them by default ● You will learn A LOT about how insane the web tracking universe really is

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Yoast SEO for WordPress ● The single best WordPress SEO plugin there is.

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Control Tabs ● Chrome extension that lets you put a limit on the total number of tabs you can open ● My friends that never get any work done always have dozens of tabs open. Set it to 8 and don’t go over! X IS YOUR FRIEND

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Analytics Referral Spam Blocker ● When you first install Google Analytics, you’ll see lots of referral spam in your dashboard. This tool removes it.

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Use Facebook Newsfeed Eradicator ● The single most important thing you will do in your life. ● This extension blocks your newsfeed completely and replaces it with a motivational quote ● You just got back 4-30 hours a month of your life back. Your welcome.

CLICKMINDED DIGITAL MARKETING Environment Setup Getting Started

Speed Up Your Mouse ● Go into your settings and speed up your mouse ● Increasing the speed and quantity of things at the top of a funnel (mouse speed, internet connection, workout speed, drinking speed) can have downstream effects on everything else. Hat tip to Noah Kagan

CLICKMINDED DIGITAL MARKETING Customer Avatar & The Sales Funnel Customer Avatar

CLICKMINDED DIGITAL MARKETING Creating Your Avatar Customer Avatar

Your customer avatar is designed to represent the wants and needs of part of

your customer base.

CLICKMINDED DIGITAL MARKETING Creating Your Avatar Customer Avatar

Create a customer avatar for each segment of your customer base, in order

to better target your messaging.

CLICKMINDED DIGITAL MARKETING Creating Your Avatar Customer Avatar Customer Avatar Buyer Persona Marketing Persona Target Market

… are all the same thing.

CLICKMINDED DIGITAL MARKETING Creating Your Avatar Customer Avatar

● Name, age, gender, family, marital status, address ● Income, homeowner, education, number of cars ● Hobbies, spending patterns, travel behavior, vices ● Sports, fitness, food, digital activities, charity ● Hopes, dreams, fears, anxieties

CLICKMINDED DIGITAL MARKETING Creating Your Avatar Customer Avatar

● Industry, company, title, # of employees ● Who they report to, who reports to them ● Job responsibilities, job measurement, tools used ● Challenges & goals at work ● Actual quotes on goals, challenges & objections

CLICKMINDED DIGITAL MARKETING Creating Your Avatar Customer Avatar

● What about the product matters to this person? ● How does it solve a need / make life better? ● Does it help accomplish their goals? ● What are their common objections?

Use this to create the messaging and the elevator

pitch that you want to use for this avatar!

CLICKMINDED DIGITAL MARKETING

Empire Flippers: Customer Avatars Customer Avatar

Newbie Norms Lifestyle Larry DIY David Strategic Sally Portfolio Paul Flipper Fred

https://empireflippers.com/website-buyers/

CLICKMINDED DIGITAL MARKETING Empire Flippers: Customer Avatars Customer Avatar

Newbie Norms

As the name suggests, Newbie Norms is a newbie.

He may have built, bought, or sold a few sites before, but is still primarily trying to figure out how buying and selling websites works. He knows there’s opportunity to make money flipping websites, but wants to test the waters without getting burned.

https://empireflippers.com/website-buyers/

CLICKMINDED DIGITAL MARKETING Empire Flippers: Customer Avatars Customer Avatar

Portfolio Paul

Paul is looking to add more sites to his (ever-increasing) portfolio. He’s either looking to diversify his traffic and monetization sources or he has a specific goal in terms of revenue per month he’s looking to achieve.

Paul doesn’t have much time, so he’s looking for more passive investments or businesses that come with trained staff who can keep the asset running.

https://empireflippers.com/website-buyers/

CLICKMINDED DIGITAL MARKETING Use the Attachment to Create Your Avatar

CLICKMINDED DIGITAL MARKETING The Sales Funnel

CLICKMINDED DIGITAL MARKETING What Is the Sales Funnel? The Sales Funnel

The sales funnel is the end-to-end process of acquiring, persuading, converting and retaining traffic, leads

and customers.

CLICKMINDED DIGITAL MARKETING CLICKMINDED DIGITAL MARKETING Top of Funnel: Awareness

Acquire New Visitors (Pixeling) Segment Visitors By Interest Branding

CLICKMINDED DIGITAL MARKETING Top of Funnel: Awareness

Acquire New Visitors (Pixeling) Segment Visitors By Interest Branding

Middle Funnel: Consideration

Drive Visitors Back to Site Convert Visitors to Leads

CLICKMINDED DIGITAL MARKETING Top of Funnel: Awareness

Acquire New Visitors (Pixeling) Segment Visitors By Interest Branding

Middle Funnel: Consideration

Drive Visitors Back to Site Convert Visitors to Leads

Bottom Funnel: Conversion

Convert Leads into Customers Maximize Cart Value

CLICKMINDED DIGITAL MARKETING Top of Funnel: Awareness

Acquire New Visitors (Pixeling) Segment Visitors By Interest Branding

Middle Funnel: Consideration

Drive Visitors Back to Site Convert Visitors to Leads

Bottom Funnel: Conversion

Convert Leads into Customers Maximize Cart Value

Monetization & Retention:

Maximize Customer Lifetime Value Reduce Refunds & Churn

CLICKMINDED DIGITAL MARKETING Branding Blog Post Video Podcast

Lead Magnet Free Trial Low-Dollar Offer

High-Dollar Offer Consulting Subscription

CLICKMINDED DIGITAL MARKETING How It Works The Sales Funnel

Where you are in the customer relationship dictates what type of messaging you should be using.

CLICKMINDED DIGITAL MARKETING Rule of Thumb: Don’t Be Weird

CLICKMINDED DIGITAL MARKETING Don’t Be Weird The Sales Funnel

Treat customers in your sales funnel

like normal people you just met.

CLICKMINDED DIGITAL MARKETING Don’t Be Weird The Sales Funnel

Have you met an insurance salesman at a party?

CLICKMINDED DIGITAL MARKETING Don’t Be Weird The Sales Funnel

Don’t do that.

CLICKMINDED DIGITAL MARKETING Don’t Be Weird The Sales Funnel

1. Start slow 2. Provide lots of value in advance 3. Make it easy to say “yes” to next step 4. Overdeliver

CLICKMINDED DIGITAL MARKETING Course Content

Introduction Link Building & Authority 1 5

The Search Framework Technical Optimization 2 6

Keyword Research Tools & Services 3 7

Document Relevancy Summary 4 8

CLICKMINDED DIGITAL MARKETING Search Fundamentals

CLICKMINDED DIGITAL MARKETING What is SEO? Search Fundamentals

Search engine optimization is the act of acquiring traffic from search engines for

the digital assets we own.

CLICKMINDED DIGITAL MARKETING What SEO is not Search Fundamentals

● It’s not paying for traffic ● It’s not a scam ● It’s not shady or against TOS ● It’s not fast ● It’s not just for Google! ● It’s not that hard

CLICKMINDED DIGITAL MARKETING Honestly, it’s really just 3 things Search Fundamentals

Document Relevancy Making changes to our content that make them more relevant Relevancy for users and search engines.

Increasing Authority Authority Focusing on the metrics that show search engines we are Technical Optimization trustworthy and useful to users Technical The engineering that makes it (links, views, sales, favorites). easier for search engines to find our content.

CLICKMINDED DIGITAL MARKETING Document Relevancy

CLICKMINDED DIGITAL MARKETING

#1 - Document Relevancy Search Fundamentals

It’s the search engine’s job to give It’s our job to understand what our users what they’re looking for (and customers are searching for, and eventually monetize that behavior). create relevant content for them.

CLICKMINDED DIGITAL MARKETING #2 - Increasing Authority Search Fundamentals

Quality Metrics

If you were a search engine, and you had to pick the 10 best pages out of millions of relevant results, how would you do it?

What metrics would you look at?

CLICKMINDED DIGITAL MARKETING #2 - Increasing Authority Search Fundamentals

Broadly, it comes down to popularity.

● Links from authoritative sites ● Clicks & engagement ● Video views ● Sales ● Favorites ● Likes

CLICKMINDED DIGITAL MARKETING #3 - Technical Optimization Search Fundamentals

● There are more than a billion websites out there.

● Technical optimization is the process of making it easier for search engines to find us.

CLICKMINDED DIGITAL MARKETING Search Isn’t Just Google On Your Desktop Search Fundamentals

● YouTube ● Yelp ● Amazon ● Quora ● Pinterest ● LinkedIn ● Mobile Search ● eBay ● Google Places ● Local Search ● App Store ● Anything with search!

CLICKMINDED DIGITAL MARKETING Document Relevancy

Search Fundamentals

Every platform with a search engine has to solve the document relevancy problem.

CLICKMINDED DIGITAL MARKETING Document Relevancy

Search Fundamentals

To do this, they generally ask

themselves two questions:

CLICKMINDED DIGITAL MARKETING Document Relevancy

Search Fundamentals

1.) What’s best for our users?

2.) What’s best for our business?

CLICKMINDED DIGITAL MARKETING If your content is the answer to one or both of these questions, it’s a relevant document.

CLICKMINDED DIGITAL MARKETING Algorithm Updates Search Fundamentals

● Fred ● Hummingbird ● Panda ● Penguin ● EMD (Exact Match Domain) ● Caffeine

CLICKMINDED DIGITAL MARKETING Algorithm update resources

located below.

CLICKMINDED DIGITAL MARKETING Click-Through Rates Search Fundamentals

Advanced Web Ranking CTR Chart https://www.advancedwebranking.com/cloud/ctrstudy/ CLICKMINDED DIGITAL MARKETING Click-Through Rates Search Fundamentals

~75% of clicks go to the top 5 results

Advanced Web Ranking CTR Chart https://www.advancedwebranking.com/cloud/ctrstudy/

CLICKMINDED DIGITAL MARKETING If you are not in the top 5 results,

you are effectively invisible.

CLICKMINDED DIGITAL MARKETING Those are the fundamentals,

now let’s dig in.

CLICKMINDED DIGITAL MARKETING The Search Framework How it Works The Search Framework

4: Optimization 2: Digital Asset Is the document as relevant as possible for users? What type of content will give the user what they are looking for?

5: The Nudge What is the next action we want the user to take?

1: Searcher Intent / User Demographic 3: Digital Medium Who is the user? What are they searching Which platform(s) will the asset live on? for? Why are they searching for it? CLICKMINDED DIGITAL MARKETING How it Works The Search Framework

4: Optimization 2: Digital Asset Is the document as relevant as possible for users? What type of content will give the user what they are looking for?

5: The Nudge What is the next action we want the user to take?

Who is the user? What is the user searching for and what stage of the

funnel are they in?

CLICKMINDED DIGITAL MARKETING

#1 - Searcher Intent The Search Framework

Keyword Monthly Search Volume

Bachelorette Party 74,000

Bachelorette Party Ideas 40,500

Bachelorette Party Destinations 4,500

Bachelorette Party New Orleans 1,000

Bachelorette Party New Orleans August 250

Bachelorette Party New Orleans August Promo Code 50

CLICKMINDED DIGITAL MARKETING #1 - Searcher Intent The Search Framework

Keyword Monthly Search Volume

Bachelorette Party 74,000

Bachelorette Party Ideas 40,500 Top

Bachelorette Party Destinations 4,500 Bachelorette Party New Orleans 1,000 Middle Bachelorette Party New Orleans August 250 Bachelorette Party New Orleans August Promo Code 50 Bottom

CLICKMINDED DIGITAL MARKETING How it Works The Search Framework

4: Optimization 2: Digital Asset Is the document as relevant as possible for users? What type of content will give the user what they are looking for?

5: The Nudge What is the next action we want the user to take?

● Blog Post ● Image ● Forum Response ● Review ● Social Media Post ● Webinar ● Video ● Product Demo / Trial ● Digital Tools ● Listing Page

CLICKMINDED DIGITAL MARKETING #2 - Digital Asset The Search Framework

CLICKMINDED DIGITAL MARKETING How it Works The Search Framework

4: Optimization 2: Digital Asset Is the document as relevant as possible for users? What type of content will give the user what they are looking for?

5: The Nudge What is the next action we want the user to take?

● Website ● Amazon ● YouTube ● Quora ● Google Places ● Pinterest ● Yelp ● App Store

CLICKMINDED DIGITAL MARKETING #3 - Digital Medium The Search Framework

CLICKMINDED DIGITAL MARKETING How it Works The Search Framework

4: Optimization Is the document as relevant 2: Digital Asset as possible for users? What type of content will give the user what they are looking for?

5: The Nudge What is the next action we want the user to take?

1. Have you maximized traffic? 2. What would it take to max it out? 3. Is it worth the effort?

CLICKMINDED DIGITAL MARKETING #4 - Optimization The Search Framework

CLICKMINDED DIGITAL MARKETING How it Works The Search Framework

4: Optimization 2: Digital Asset Is the document as relevant as possible for users? What type of content will give the user what they are looking for?

5: The Nudge What is the next action we want the user to take?

What is the next action

the user should take?

CLICKMINDED DIGITAL MARKETING #5 - The Nudge The Search Framework

● View more content ● View another video ● Enter their email ● Call a phone number ● Follow us on a social channel ● Buy a low-dollar product

CLICKMINDED DIGITAL MARKETING #5 - The Nudge The Search Framework

Click here

CLICKMINDED DIGITAL MARKETING Searcher Intent & The Funnel

CLICKMINDED DIGITAL MARKETING Top Of Funnel Example The Search Framework

A travel site that wants to

focus on family travelers

CLICKMINDED DIGITAL MARKETING Top Of Funnel Example The Search Framework

“Family Vacation Ideas”

9,900 queries / month

CLICKMINDED DIGITAL MARKETING Family Vacation Ideas The Search Framework

● Searcher Intent: Travel Planning, Top of Funnel ● Digital Asset: Blog Post ● Digital Medium: Website ● Optimization: Yes ● Nudge: Opt-in for family-friendly travel checklist

CLICKMINDED DIGITAL MARKETING Family Vacation Ideas The Search Framework

CLICKMINDED DIGITAL MARKETING Middle Funnel Example The Search Framework

An ecommerce site that sells

skinny ties to hipsters

CLICKMINDED DIGITAL MARKETING Middle Funnel Example The Search Framework

“Skinny Tie Wardrobe Tips”

1,900 queries / month

CLICKMINDED DIGITAL MARKETING How to Tie a Skinny Tie The Search Framework

● Searcher Intent: Wardrobe Tips, Middle of Funnel ● Digital Asset: Video ● Digital Medium: YouTube ● Optimization: Yes ● Nudge: An annotation on a YouTube video that links to a blog post on the top 20 skinny ties of 2017

CLICKMINDED DIGITAL MARKETING How to Tie a Skinny Tie The Search Framework

CLICKMINDED DIGITAL MARKETING Bottom Funnel Example The Search Framework

An Italian restaurant with customers that check reviews online before

visiting in person

CLICKMINDED DIGITAL MARKETING Bottom Funnel Example The Search Framework

“Tony’s Pizza Reviews”

500 queries / month

CLICKMINDED DIGITAL MARKETING Tony’s Pizza Reviews The Search Framework

● Searcher Intent: Brand, Bottom of Funnel ● Digital Asset: Review ● Digital Medium: Yelp ● Optimization: Yes ● Nudge: A Yelp coupon

CLICKMINDED DIGITAL MARKETING Tony’s Pizza Reviews The Search Framework

CLICKMINDED DIGITAL MARKETING Branded Search

CLICKMINDED DIGITAL MARKETING Branded Search The Search Framework

Branded search are queries by customers and bottom funnel leads.

CLICKMINDED DIGITAL MARKETING Branded Search The Search Framework

● Airbnb London ● Netflix Login ● Tesla Model S Reviews ● Hilton Hotel NYC Promo Code ● Comcast Phone Number

CLICKMINDED DIGITAL MARKETING Branded Search The Search Framework

Branded search queries are generally easy to rank for because

you usually own the brand term.

CLICKMINDED DIGITAL MARKETING Branded Search The Search Framework

This is low-hanging fruit!

A quick win that can often have an impact depending on how big you are.

CLICKMINDED DIGITAL MARKETING Branded Search By Channel

CLICKMINDED DIGITAL MARKETING Branded Search By Channel The Search Framework

✓ Photographers on Instagram ✓ Mexican restaurant on Yelp ✓ A running app in the app store ✓ A wedding videographer on YouTube ✓ A CrossFit product manufacturer on Amazon

CLICKMINDED DIGITAL MARKETING Branded Search By Channel The Search Framework

X Auto mechanic on SnapChat X Contract attorney on Pinterest X Video compression software company on Yelp X A convenience store on Quora

CLICKMINDED DIGITAL MARKETING Branded Search By Channel The Search Framework

Go where your customers are!

CLICKMINDED DIGITAL MARKETING Reputation Management

CLICKMINDED DIGITAL MARKETING Reputation Management The Search Framework

Reputation Management is the act of “owning” as many of the results as

possible across all platforms.

CLICKMINDED DIGITAL MARKETING Keyword Research Document Relevancy Quick Reminder Document Relevancy

It’s the search engine’s job to show It’s our job to understand what our users relevant content based on customers are searching for, and what they’re searching for. create relevant content for them.

CLICKMINDED DIGITAL MARKETING Pages vs. Domains Document Relevancy

● Google ranks pages, not domains ● Use the document relevancy concept for pages ● Optimizing just your homepage generally doesn’t help your deeper pages get ranked

CLICKMINDED DIGITAL MARKETING Keyword Research & Synonyms Document Relevancy

● Use exact-match keywords to a point ● Don’t let it sound spammy ● Google understands synonyms - use them! ● Always read your copy out loud ● If it sounds terrible, rework it until it’s great

CLICKMINDED DIGITAL MARKETING Keyword Research & Synonyms Document Relevancy

“Discount Nike Shoes” - 4,400 queries / month sneakers, running shoes, footwear http://www.thesaurus.com/browse/shoes

CLICKMINDED DIGITAL MARKETING Latent Semantic Indexing Document Relevancy

Words that are thematically related to your keyword.

Empire State Building Synonyms: building, tower, skyscraper, high-rise LSI: NYC, Guinness Book of Records, Sightseeing

CLICKMINDED DIGITAL MARKETING LSIGraph.com

CLICKMINDED DIGITAL MARKETING Title Tag & Meta Descriptions Document Relevancy

● Title tags are the most important element! ● Mixed feedback on title tag length ● Keep CTR in mind ● Keep keyword closer to the front ● Should be unique for every page

CLICKMINDED DIGITAL MARKETING Title Tag & Meta Descriptions Document Relevancy

● Meta descriptions should be about 160 characters ● Should use your main keyword because it gets bolded ● Does not impact rankings, but does impact CTR ● Google will sometimes create meta descriptions on its own, based on your content

CLICKMINDED DIGITAL MARKETING Title Tag & Meta Descriptions Document Relevancy

CLICKMINDED DIGITAL MARKETING URLs Document Relevancy

● Keyword in the URL is helpful - but changing URLs can have severe consequences ● Page migrations are tricky… when in doubt, don’t do it ● Starting a new page? Yes, get the URL in there ● Generally, the closer to the root domain, the better

CLICKMINDED DIGITAL MARKETING URLs Document Relevancy

CLICKMINDED DIGITAL MARKETING Headers Document Relevancy

● Used to logically lay out your web page ● Make sure not to have more than one H1 tag ● Lots of debate around the impact of H2, H3, H4 tags ● Meh - just get your keyword in the H1 and move on

CLICKMINDED DIGITAL MARKETING Headers Document Relevancy

CLICKMINDED DIGITAL MARKETING Body Copy Document Relevancy

● No “minimum” magic number, but my rule of thumb is 100 words per page, main keyword at least 2-3 times ● Broadly, the more text the better (without hurting UX) ● Get synonyms and LSI keywords in there ● Read it out-loud before publishing

CLICKMINDED DIGITAL MARKETING Body Copy Document Relevancy

CLICKMINDED DIGITAL MARKETING Image ALT & Filename Document Relevancy

● Search engines aren’t humans ● We help them “see” images by naming them correctly ● Also used for accessibility (visually-impaired users) ● Prone to over-optimization: watchout!

CLICKMINDED DIGITAL MARKETING Images & ALT Text Document Relevancy

CLICKMINDED DIGITAL MARKETING Internal Links & Anchor Text Document Relevancy

● Links from other pages on your site are important ● The anchor text used in those links are important ● Linking to other pages with the anchor text is important ● Location of the link is important

CLICKMINDED DIGITAL MARKETING Internal Linking & Anchor Text Document Relevancy

CLICKMINDED DIGITAL MARKETING Link Neighborhoods Document Relevancy

● Create a great resource for users by linking to content that Google already trusts (read: is ranking well) ● Lets Google know who you are associated with ● Controversial: link to competitors are already ranking!

CLICKMINDED DIGITAL MARKETING Freshness / Recency Document Relevancy

● In 2011, Google announced that “fresh” content would rank higher than stale content ● Updating old content that’s performed well in the past can often give it a boost in results ● Remember: don’t change the URL!

CLICKMINDED DIGITAL MARKETING Link Building & Authority Link Building Link Building & Authority

CLICKMINDED DIGITAL MARKETING Let's Look at a Cookie Recipe Site

CLICKMINDED DIGITAL MARKETING Quantity Link Building & Authority

CookiesForDays.com CookiesForDays.com CLICKMINDED DIGITAL MARKETING Authority Link Building & Authority Guitar-Picks.biz LOLMemes.info NYTimes.com Stanford.edu

Gamezzz.com

TestWebsite.net

ZX422L.io

CookiesForDays.com CookiesForDays.com CLICKMINDED DIGITAL MARKETING Relevance Link Building & Authority Cooookies.biz CookieRecipes.com NYTimes.com Stanford.edu

GreatCookies.net

CookieHouse.com

CookiesOnCookies.io

CookiesForDays.com CookiesForDays.com CLICKMINDED DIGITAL MARKETING Quantity + Authority + Relevance Link Building & Authority

CookiesForDays.com

CLICKMINDED DIGITAL MARKETING PageRank Link Building & Authority

● The concept of valuing links was originally known as PageRank, and Stanford still owns the patent

● PageRank no longer exists, but the concept of links having a ranking value still exists

CLICKMINDED DIGITAL MARKETING Follow vs. “No Follow” Link Building & Authority

● When links became valuable, spam increased, and Google created a tool to handle it called “no follow”

● Blog comments, profile links, and many other “easy to get” links do not pass value in Google’s eyes

CLICKMINDED DIGITAL MARKETING Follow vs. “No Follow” Link Building & Authority

buy supplements online

CLICKMINDED DIGITAL MARKETING Social Media & SEO Link Building & Authority

● Most social media sites are “walled gardens” that search engines can’t access, which doesn’t help rankings

● However, social is a great distribution channel that can indirectly build links through visibility

CLICKMINDED DIGITAL MARKETING Technical Optimization Advanced Search Operators Organic Search

● “term” Using quotes looks for exactly that term ● “a” OR “b” Using OR with quotes looks for either term ● - and + Using - removes documents that contain that word. Using a plus forces google to search for that word when it normally might not ● site: Returns only documents on that domain, also shows an index of all the indexable files of a domain ● link: Returns a sample of links to your site (not comprehensive) ● intitle: Returns documents that have at least one word from your query in the title ● allintitle: Returns documents that have all of the words from your query in the title

CLICKMINDED DIGITAL MARKETING Advanced Search Operators Organic Search

● inanchor: Returns documents that have at least one word from your query in the links pointing back to the page ● allinanchor: Returns documents that have all of the words from your query in the links pointing back to the page ● inurl: Returns documents that have at least one word from your query in the URL ● allinurl: Returns documents that have all of the words from your query in the URL ● inpostauthor: Returns documents that have at least one word from your query in the post author name ● allinpostauthor: Returns documents that have all of the words from your query in the post author name

CLICKMINDED DIGITAL MARKETING Advanced Search Operators Organic Search

● intext: Returns documents that have at least one word from your query in the text ● allintext: Returns documents that have all of the words from your query in the text ● * Used when you are missing part of the query ● related: Returns domains similar to the domain you input ● cache: Returns the cached version of the URL if it exists ● filetype: Isolates to a file type

CLICKMINDED DIGITAL MARKETING Server Response Codes Organic Search

● Use 301 redirects instead of 302 redirects ● Pages returning 404 (Not Found) should be 301 redirected to other relevant pages ● Create a custom 404 page with links to other documents so you don’t lose that traffic ● Response codes are 3 digit numbers that tell you the status of a document ● They range between 100-500

CLICKMINDED DIGITAL MARKETING Server Response Codes Organic Search

● 200 OK - All is well with the world. This is good! ● 301 Moved Permanently - The document has been permanently moved somewhere else. The old document should be removed from the index, and any link equity should be passed to the new document. This is good! ● 302 Found - The old document is redirecting to a new document correctly, but it is only temporary. Keep the old document in the index, and keep the link equity on the old document. This is generally bad! ● 404 File Not Found - The document doesn’t exist. Watch out for 404 pages that return a 200 request. This is generally bad! ● 503 Service Unavailable - The server is unable to handle the request (maybe the server went down, rate limiting on IP addresses etc). This is generally bad!

CLICKMINDED DIGITAL MARKETING Structured Data Organic Search

● Star ratings ● Embedded photos or videos ● Product information ● Addresses and phone numbers ● Recipe cooking times ● Article information ● Event dates, times, and locations

CLICKMINDED DIGITAL MARKETING Rel=Alternate Organic Search

CLICKMINDED DIGITAL MARKETING Tools and Services Tools and Services Work Smarter AND Harder

● Boomerang - Schedule emails ● UglyEmail - Block email tracking ● VidIQ - YouTube insights ● Browseo - View a page like Google ● OnCrawl - Crawl tool ● NoFollow Checkbox - Nofollow WordPress links ● SEO Friendly Images - Optimize images ● KeywordTool.io - Keyword Research ● GTMetrix - Site speed ● Ahrefs - Link building

CLICKMINDED DIGITAL MARKETING Enterprise Link Building Mini-Course Local SEO Mini-Course What is Local Search? Local SEO

Local SEO is the act of optimizing for businesses with a physical address.

CLICKMINDED DIGITAL MARKETING What is Local Search? Local SEO

Google manages queries that have a location-specific intent differently.

CLICKMINDED DIGITAL MARKETING What is Local Search? Local SEO

Local SEO has a geographic component.

CLICKMINDED DIGITAL MARKETING CLICKMINDED DIGITAL MARKETING CLICKMINDED DIGITAL MARKETING CLICKMINDED DIGITAL MARKETING CLICKMINDED DIGITAL MARKETING CLICKMINDED DIGITAL MARKETING Local Pack

Localized Rankings

CLICKMINDED DIGITAL MARKETING What is Local Search? Local SEO

Am I a business that should focus on “Local SEO” or “Regular SEO”?

CLICKMINDED DIGITAL MARKETING What is Local Search? Local SEO

● Do you have a physical address? ● Do you have “store hours” where customers can visit, or do you do on-site work for your clients? ● Does the local pack show for your primary keywords?

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

If you said YES to these questions, you should do local SEO.

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

They’re not mutually exclusive, but Local SEO requires extra steps.

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

Google’s Pigeon Algorithm Update

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

Local SEO can be summarized in 4 steps.

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

First, Google My Business is foundational to Local SEO.

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

Second, the name of the game is citations.

Citations are also referred to as NAP (name, address, phone).

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

Having a consistent NAP across many authoritative sites & directories is similar to having a strong link profile.

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

Third, in addition to citations, you need on-page and off-page local signals.

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

Is your address on your contact page? Do your links mention your city?

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

Finally, having good reviews is critical to differentiating from competitors.

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

TLDR: 1. Setup Google My Business 2. Get your NAP everywhere it matters (consistency is key) 3. Add local on-page and off-page signals 4. Get good reviews

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

Moz Local SEO Ranking Factors

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

Local Pack TLDR: Local Rankings TLDR: ● Google My Business ● Links ● Links ● On-Page Optimization ● On-Page Optimization ● User Behavior ● Citations ● Google My Business ● Review Quality / Quantity ● Review Quality / Quantity

CLICKMINDED DIGITAL MARKETING What is Local SEO? Local SEO

Before getting started, collect all the details of your business and put them in one location.

Includes addresses, phone numbers, hours, products, customer testimonials, reviews, images and video, local awards, social media and website URLs, EVERYTHING.

Use the attached Google sheet!

CLICKMINDED DIGITAL MARKETING Google My Business

CLICKMINDED DIGITAL MARKETING Local Citations

CLICKMINDED DIGITAL MARKETING Local Citation Resources Local SEO

● Moz Local ● Bright Local ● WhiteSpark Local Citation Finder ● BrightLocal - Local Citations By Business Category ● Moz - Local Citations By Business Category

CLICKMINDED DIGITAL MARKETING Local On-Page / Off-Page Signals

CLICKMINDED DIGITAL MARKETING On-Page / Off-Page Signals Local SEO

● Do you have a contact us page with your NAP? ● Do you have a "locations" page with all of your locations (if necessary)? ● Does your contact page list your business hours? ● Does your contact page have an embeddable google map? ● Is your primary keyword and location in your title tag? ● Are your images well-named and contain ALT tags with geographic areas? ● Is your GMB profile linking back to your site?

CLICKMINDED DIGITAL MARKETING On-Page / Off-Page Signals Local SEO

● Have your added business schema to your site? ● Have you optimized your logo with a location? ● Have you added NAP to your social media channels? ● Are your social channels linking back to your site? ● Do you have links from local resources in the area? ● Do you have links with the name of your city or state in them? ● Do you link out to other local resources?

CLICKMINDED DIGITAL MARKETING Reviews

CLICKMINDED DIGITAL MARKETING Reviews Local SEO

● Ask your customers for reviews - make it easy for them ● You can start by asking “the regulars” ● Add a page to your site / link in your signature & invoices ● Do a one-time email blast ● Create a link to easily review your GMP listing

CLICKMINDED DIGITAL MARKETING Pinterest SEO Mini-Course Why Pinterest? Pinterest SEO

Pinterest SEO is the act of driving relevant traffic, from Pinterest to your website, that ultimately converts.

CLICKMINDED DIGITAL MARKETING Why Pinterest? Pinterest SEO The stats on Pinterest are mind-blowing.

CLICKMINDED DIGITAL MARKETING Why Pinterest? Pinterest SEO

Monthly Active Users: 150M US users: 70M Gender: 81% Female, 19% Male Income $50k+ / year: 50% Income $125k+ / year: 10% Web Referral Traffic Share: 5% Pinterest Valuation: $11B

https://www.omnicoreagency.com/pinterest-statistics/ CLICKMINDED DIGITAL MARKETING Why Pinterest? Pinterest SEO

Users that have purchased a product: 87% Users that use to decide offline purchase: 72% Mobile device percentage use: 75% Average pins from active females: 158

Average time on site: 14 minutes

https://www.omnicoreagency.com/pinterest-statistics/ CLICKMINDED DIGITAL MARKETING Why Pinterest? Pinterest SEO

“Twitter is mostly about what I’m doing,

Facebook is about who I am,

Pinterest is about who I want to be.”

- Daniel Maloney, CEO of Tailwind http://searchengineland.com/6-simple-tips-optimizing-pinterest-search-pinterest-engineer-smx-204935 CLICKMINDED DIGITAL MARKETING Why Pinterest? Pinterest SEO

● Lots of flexibility with boards, each can target a different phase of your funnel ● 80% of pins are repins - if you are a creator, users do a lot of the work for you ● The number of people who see your pins is far greater than just your followers

CLICKMINDED DIGITAL MARKETING Why Pinterest? Pinterest SEO

TLDR: Pinterest makes up 5% of web referral traffic and pinners are wealthy, female users on mobile devices, ready to buy.

CLICKMINDED DIGITAL MARKETING Why Pinterest? Pinterest SEO

Why users use: Why marketers use: ● Inspiration & Discovery ● Drive new traffic and sales ● “Wishlisting” ● Built trust and credibility ● Planning ● Reinforce love with user

CLICKMINDED DIGITAL MARKETING Pinterest Account Structure Pinterest SEO

User Profile Boards Pins Website Landing Page

CLICKMINDED DIGITAL MARKETING Pinterest Features Pinterest SEO

Pin It Button Homepage Feed

CLICKMINDED DIGITAL MARKETING More Takeaways Pinterest SEO

● Pinning happens off-site, repinning happens on-site ● There’s 3 types of boards: branding, resources, products ● Group boards: users see your pins when you contribute ● Curating and re-pinning is good, but eventually you have to creating unique content, pins and pages yourself CLICKMINDED DIGITAL MARKETING More Takeaways Pinterest SEO

● To start, create 5-10 Boards & 20+ images per board ● Pinterest uses all pins from a URL as one identity ● Searchers in different countries see different content ● Pins shown in search can be gender specific ● Make sure “privacy” in your settings is not selected!

CLICKMINDED DIGITAL MARKETING More Takeaways Pinterest SEO

Pinterest had a major algorithm update a while back called “Guided Search”. https://blog.pinterest.com/en/guided-search-new-way-find- what-you%E2%80%99re-looking

CLICKMINDED DIGITAL MARKETING Favorite Tools Pinterest SEO

● Buffer - social media scheduling ● Upwork - finding awesome pin designers ● Canva - creating your own pins ● Tailwind - Pinterest management tool ● Pingroupie - find group boards you can contribute to ● Pinvolve - sync Facebook and Pinterest posts ● Sumo Image Sharer - make any image shareable

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO

TLDR: 1. Setup your account completely 2. Follow, comment, repin and contribute to group boards on relevant topics, to increase authority 3. Create unique, optimized pins that drive contextually relevant traffic to your site that converts

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO

Keyword Research Increase Authority Ranking Optimization ○ Account ○ Account ○ Account ○ Board ○ Board ○ Board ○ Pin ○ Pin ○ Pin ○ Page & Site

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO Keyword Research ● Just use the tools you would use for normal SEO ● Stick with your regular keyword blueprint ● PinterestKeywordTool.com can help with Pinterest autocomplete suggestions

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO

The images that get the most engagement on Pinterest

CLICKMINDED DIGITAL MARKETING Increasing Pinterest Authority

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO Site Authority ● Number of pins linking to your site ● Number of people pinning directly FROM your site

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO Account Authority ● Repins ● Saves ● Comments ● Followers ● Total number of boards & pins

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO Board Authority ● Repins ● Saves ● Comments ● Followers ● Total number of pins ● Account authority

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO Pin Authority ● Repins ● Saves ● Comments ● Followers ● Board authority ● Account authority

CLICKMINDED DIGITAL MARKETING Optimization Ranking Signals

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO Account Ranking Optimization ● Use a business account ● Verify your site ● As many likes, repins and followers as possible ● You can add a keyword to your URL and user profile ● Use Pinterest Analytics to get more details

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO Board Ranking Optimization ● Use keywords in your board title and description ● Optimize, but don’t over-do it! ● Board description and category help push up pins ● Boards are easily indexable in Google

CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO Pin Ranking Optimization ● Make pins are beautiful, colorful and “thumb-stopping” ● Taller pins get more engagement than wider ones ● Minimize text and don’t use faces ● Use price of the product when applicable ● Use Rich Pins when applicable: link ● Drip pins over time (not all at once) CLICKMINDED DIGITAL MARKETING Pinterest Optimization Framework Pinterest SEO Pin Ranking Optimization ● Add keyword to image filename ● Add keyword to pin title ● Add keyword to pin description ● Keep pin description 2 sentences or less ● Don’t use hashtags ● Have a mobile-friendly site CLICKMINDED DIGITAL MARKETING CLICKMINDED DIGITAL MARKETING YouTube SEO Mini-Course What is YouTube SEO? YouTube SEO

YouTube SEO is the act of driving relevant traffic, from YouTube to your website, that ultimately converts.

CLICKMINDED DIGITAL MARKETING What is YouTube SEO? YouTube SEO

● Size: 3rd largest in the world ● Users: 1.3B ● Daily Visitors: 30 million / day ● US Penetration: 20% ● Average mobile session: 40 minutes ● Genders: 62% Male, 38% Female https://fortunelords.com/youtube-statistics/ CLICKMINDED DIGITAL MARKETING If you can provide value to users with

video, make it part of your funnel.

CLICKMINDED DIGITAL MARKETING Video & YouTube SEO

has 3 components.

CLICKMINDED DIGITAL MARKETING What is YouTube SEO? YouTube SEO

● Optimizing YouTube videos on YouTube ● Optimizing YouTube videos on Google ● Optimizing non-YouTube Videos on Google

CLICKMINDED DIGITAL MARKETING Before we get started, there’s one critical component to understand.

CLICKMINDED DIGITAL MARKETING Watch time.

CLICKMINDED DIGITAL MARKETING We’ll dive into the granular metrics, but the YouTube SEO TLDR is:

Increase watch time for YouTube.

CLICKMINDED DIGITAL MARKETING Video Production Optimization

CLICKMINDED DIGITAL MARKETING Video Production Optimization YouTube SEO

● Target keywords that list videos on Google ● Make long videos ● Make sure your keyword is spoken in your video ● The introduction is everything ● Tell users to comment / like / subscribe ● Throw curveballs ● Create a channel trailer

CLICKMINDED DIGITAL MARKETING Video Production Optimization YouTube SEO

Look at volume, but start with keywords that show videos in the search results on Google.

CLICKMINDED DIGITAL MARKETING Video Production Optimization YouTube SEO

It’s all about optimizing watch time. Longer videos generally rank higher than shorter ones.

CLICKMINDED DIGITAL MARKETING Video Production Optimization YouTube SEO

YouTube transcribes content pretty well. Try to say your keyword 1-2 times.

CLICKMINDED DIGITAL MARKETING Video Production Optimization YouTube SEO

Retention is everything on YouTube. Incentivize users to watch as long as possible in your first 10 seconds. Give them a reason to stay!

CLICKMINDED DIGITAL MARKETING Video Production Optimization YouTube SEO

Verbally tell your users to like, to comment and to subscribe in your video.

CLICKMINDED DIGITAL MARKETING Video Production Optimization YouTube SEO

Viewers get bored fast. Throw some curveballs in there to keep their attention.

CLICKMINDED DIGITAL MARKETING Video Production Optimization YouTube SEO

Your channel has authority. Creating a custom video for it can get more subscribers and increase rankings.

CLICKMINDED DIGITAL MARKETING Ranking Signal Optimization

CLICKMINDED DIGITAL MARKETING Ranking Signal Optimization YouTube SEO

● Title, Description, Thumbnail & Filename ● Watch Time, Retention and Session Time ● Engagement Signals & Annotations ● Channel Authority & Playlists ● First 48 Hours ● Consistency

CLICKMINDED DIGITAL MARKETING Ranking Signal Optimization YouTube SEO

Get your keyword in your title, preferably at the front, but don’t forget to make it compelling and click-worthy.

CLICKMINDED DIGITAL MARKETING Ranking Signal Optimization YouTube SEO

Get your keyword in the description, but again, make it compelling and click-worthy.

CLICKMINDED DIGITAL MARKETING Ranking Signal Optimization YouTube SEO

Make your thumbnail interesting, different than everything else and worthy of a click.

CLICKMINDED DIGITAL MARKETING Ranking Signal Optimization YouTube SEO

Total watch time, % of video watched, and session time, are the most important ranking factors!

CLICKMINDED DIGITAL MARKETING Ranking Signal Optimization YouTube SEO

Make it easy for users. Add annotations that let users like, subscribe and watch more videos.

CLICKMINDED DIGITAL MARKETING Ranking Signal Optimization YouTube SEO

Your channel has authority. Get more subscribers on your channel, and your videos will rank higher.

CLICKMINDED DIGITAL MARKETING Ranking Signal Optimization YouTube SEO

The first 48 hours are critical. Drive traffic, and reply to all comments immediately in the first 48 hours.

CLICKMINDED DIGITAL MARKETING Ranking Signal Optimization YouTube SEO

Given the choice, consistently posting over time is much better than releasing lots of content all at once.

CLICKMINDED DIGITAL MARKETING Other Factors YouTube SEO

● Make sure your description is 250+ characters ● Add a few of your keywords as tags ● An attractive channel header can drive subscribers ● Upload a transcript ● Use playlists to increase session time ● Embed videos on as many sites as possible ● Set a featured video

CLICKMINDED DIGITAL MARKETING Video SEO YouTube SEO

Most video indexed by Google is on YouTube (~80%). If you want to index non-YouTube video: ● Transcribe your video and add it as text to your URL ● Make sure to use video schema markup ● Build a strong link profile to the page ● Embed the video high up in the source code

CLICKMINDED DIGITAL MARKETING Favorite Tools YouTube SEO

● YouTube Internal Analytics ● YouTube Suggest ● TubeBuddy - Competitor Tags and Rankings ● TubularLabs - Spy on competitors ● KeywordTool.io - YouTube keyword research ● YT Cockpit - YouTube keyword research

CLICKMINDED DIGITAL MARKETING CLICKMINDED DIGITAL MARKETING Amazon SEO Mini-Course What is Amazon SEO? Amazon SEO

Amazon SEO is the act of optimizing Amazon listings in order to increase rankings and traffic on Amazon and Google and ultimately convert.

CLICKMINDED DIGITAL MARKETING What is Amazon SEO? Amazon SEO

● Users: 300M ● Monthly active users: 30M ● US shoppers w/ Prime membership: 66M ● Average Prime user spend: $625 / year ● % shoppers that START on Amazon: 55% ● % shoppers that check Amazon regardless: 90% http://go.bloomreach.com/rs/243-XLW-551/images/state-of-amazon-2016-report.pdf CLICKMINDED DIGITAL MARKETING Before we get started, there’s one critical component to understand.

CLICKMINDED DIGITAL MARKETING Sales.

CLICKMINDED DIGITAL MARKETING What is Amazon SEO? Amazon SEO

There are many reasons to be for and against Amazon as a seller.

CLICKMINDED DIGITAL MARKETING What is Amazon SEO? Amazon SEO

There are many blog posts, courses and consultants that teach Amazon product sourcing and Ecommerce optimization.

CLICKMINDED DIGITAL MARKETING What is Amazon SEO? Amazon SEO

This course is about optimizing Amazon listings, purely from a document relevancy perspective.

CLICKMINDED DIGITAL MARKETING What is Amazon SEO? Amazon SEO

Import & export at your own risk! :)

CLICKMINDED DIGITAL MARKETING Listing Optimization

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Jungle Scout and Jungle Stix https://www.junglescout.com/collaborative-launch/

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

● Fulfill with Prime ● Keyword research ● Title & image optimization ● Bullets & description optimization ● Reviews, Amazon PPC & sales

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Get your product on Amazon Prime.

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO Keyword Research ● Just use the tools you would use for normal SEO ● Stick with your regular keyword blueprint ● http://keywordtool.io/amazon can help with more Amazon keyword insight

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Get your primary keywords into the title, but also consider CTR. You won’t get them all, and make sure it sounds great.

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Your title tag influences your URL. Make sure your keyword is there, check by looking at the source canonical tag.

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Build links to your URL to push it up in Google search results.

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Minimum 6 images with at least 2 high-resolution. Try to max out images, and include a human action shot if possible.

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

“Sell” above the fold with bullets. Include keywords, start with CAPS LOCKS, sell benefits not features.

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Include your keyword 2-3 times in your product description, and make sure it’s 1,000+ characters.

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Max out your backend keywords, no need to use commas, add competitors, don’t repeat words and don’t use any keywords from your title.

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Minimum 10 to 15 5-star reviews Must have 4+ star rating Verified reviews are better Try to get keywords in the review Stay away from review clubs

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Sales velocity incredibly important, especially at launch. Engineering a big influx of sales at launch can become a self-fufilling prophecy.

CLICKMINDED DIGITAL MARKETING Listing Optimization Amazon SEO

Amazon PPC won’t increase rankings, but can very quickly increase sales, which indirectly increasing rankings.

CLICKMINDED DIGITAL MARKETING Tools & Services Amazon SEO

● Jungle Scout - Amazon product research ● KeywordTool.io - Amazon Keyword Research ● Splitly - Amazon AB Testing Software ● Feedback Genius - Automate product review followup ● AMZTracker - Amazon rank tracking

CLICKMINDED DIGITAL MARKETING CLICKMINDED DIGITAL MARKETING