The following are my notes from the night. If they are disjointed, hopefully we get a recording, and you can watch it, otherwise. You may get a gist from my notes. I may or maynot fill it out further.
First we have Jim Steward from Stewart Media, talking about “Copywriting for Search Success”.
You can reach him at the following details.
Jim is the founder of StewArt Media, Vlogger….
His slides can be found here
His talk was interesting for us in the room, as like him, this was the first presentation where the presenter has his back to us and sitting facing the computer that is streaming around the world.
Featured answers and Images,
Finding the questions and optimising for featured answered.
Go to google search console, and do a filtered query for HOW and WHAT queries. And try to optimise for these search queries on your site.
You need to be a site organically on page one in order to be crawled and added to the featured answer, make sure you asks the question and answer it on your post.
By asking the question, through Jim’s stats he has seen a 25% jump in traffic for the page that was already ranking number one, with the featured answer the click through increased quite signigicantly. He found also that his article showed up 24hours after publishing.
In your stats you will need to look at impressions, not clickthroughs.
Really short presentation….
If my image doesn’t have text how can I optimise it to get it into the featured answer.
Filename and context and captions.
Is it better to try and compete with existing questions and answers or try and do it for new keywords.
Its better to go after queries that are already showing in search queries, this is because you cannot know what keywords google is going to show next, if at all. And you may as well go after know queries for easy wins first.
Next up is Tim Capper
Basic E-Commerce Site Audit.
Some tools to use.
The usual suspects plus a few i hadn’t heard of before.
Now to the audit.
Check canonicalization. www. or non www
Should be in https
Product canonical and parameters
one product can be found through different sections because of upsells, related products, etc. Which then creates multiple versions of the same product.
Use canonical, to tell the search engine, which one is the main product, and not just showing up under another product. Or in a widget, etc. You can verify if the correct markup is on a page by using view source. SemRush will also flag if there is duplicate content, and obviously search console, will flag the duplicate content.
Fetch and render in search console, will give you an idea how google bot is seeing your data, incase there are errors that you may not have seen. Generally css and jquery errors will get flagged here.
You can also look at your sitemap, in console to see what is actually indexed, and double check your robots.txt file to see if you are inadvertantly blocking google from those areas of your site.
Check your speed for mobile pages, don’t block css js queries in robots txt, as this has been one of the main reasons a site hasn’t shown up in mobile search results from Tim’s clients.
Crawl Error and Redirects.
404 error and 301’s
If there are no equity in a page, ie any links to the page, if so 301 the page, if there is no worth on the page, you can just leave the 404, [(author comment) from my experience, adding a 410 gone page is more usefull to google, as it tells them to disregard the page in the future, and helps them clean up their index.]
Site and Page speed.
Images, size, format, meta data.
Alt text, caption, filename, acurate title.
1. Describe it.
2. Sell it.
3. Love it.
1. Structured data markup.
3. Google Business Page.
4. Seasonal Landing Pages.
– on the pages that are seasonal don’t leave them to 404, but utilise the page to capture leads that are interested in that seasonal item, or spruke the next seasons offerings to gain interest in future product lines.
Display the correct size images instead of relying on WordPress or your cms to compress each image to the correct size for the page.
If a business doesn’t have a physical location, how can you cope with that online.
Google won’t allow a business page that doesn’t have a physicall location. You can use data points like, places where you distrubute from, do you have areas that the users can collect from. Location data points, for where you are opperating in.
How to structure the image best format practices.
[Image structure data tool link to go here]
3rd Speaker Freddy “Marketing We Trust”
Analytics and search marketing background.
Techniques to convet your search visits.
Average online advertisers spend $92 to convert $1 of conversion.
Optimise your search snippet, and think of it like an adv, to boost click through. Be specific, a call to action, stand out from your competition. include a call to action. Stand out from your competitors.
Get right to the point. Highlight your USP. Ad formatting, is important. Display url is a a part of your ad copy, test, test, test.
What ad will you click on?
Rich snippets, can boost ctr, by 20-30%.
How likely will a site without rich snippets attract the user interest.
Keep it simple.
– One page
– one purpose
– one ‘cluster’ of words
– one best answer
Good Content Converts.
(Brian Massey quote) – The conversion Scientist.
Watch your bounce and …..
Look at top seo landing pages have the highest bounce rate, and what are they leaving, look at queries, what answers are they looking for?
Match Landing Page with Intent.
Reduce landing page bounce due to misalignment.
Recommend pages for the user to read to help the answer their questions.
Where are the user in your marketing funnel?
Are they ready to buy?
How to make a landing page that converts.
( Use image on the c,o,v,e,r,t,s,)
Design for your audience personas.
Look at seqmentation.
Ask your users!
Don’t guess it,
get real user feedback.
Get to the why they buy and don’t buy.
Using their feedback you may see keywords that they use in their own words, that you never thought of using.
Use internal search tool and monitor that data, so you can see where you got it wrong. Look for search exit pages. Which terms are you not fullfilling (in respect to an online retailer.)
Track the right metrics.
Ben Yoskovitz quote @byosko author lean analytics. “If a metric wont …
Organic search conversion funnel.
How is the url important in search results.
The url now has a cap of 70characters that are shown. If your landing page is past this point, of being seen, you are missing out on that call to action, consider shortenting and neatening your site, so that products or pages are not deep down through structure. like sitename/shop/product_category/product-name consider using just sitename/product-name.
Don’t use bloated themes.
Don’t use a lot of plugins.
Custom post types for shops etc.
Using H tags, make sure you use the correct headings, and make sure your theme has h1 title tag marked up.
Use Keywords and topics.
Category pages. Use the description meta data for the category page. A common page that people miss, and an easy win for optimising for on page SEO.
Yoast page optimisation.
SEO analysis. And keyword density.
robots and htacess editors. And social opengraph markup.
Use the seo fields, use the screen options, tab in WordPress, to optimise the page better by showing more results, and other fields that aren’t avaiable at first site.
Yoast seo quick edit fields plugin to speed up editing other data inside the quick edit window.
SEO Friendly Images.
EWWW Image Optimizer.
WordPress Beta Tester.
Using schema. (Rich Snippets).
Structured data testing tool.
Local SEO (Yoast extensions)
MOZ schema learn section.
Accelerated Mobile Pages, Instant Arictle and Apple News.
Introducing a WordPress Plugin for Instant Articles