The document outlines an SEO webinar agenda covering on-page optimization techniques ranging from basic white belt topics like optimizing title tags, meta descriptions and image alt text, to more advanced brown belt topics like schema markup implementation and site speed optimization. The on-page optimization section begins with introductory white belt material and progresses to intermediate brown belt level content before concluding with an advanced black belt discussion of site speed.

1. SEO
White
Belt
to
Black
Belt
Webinar
•
June
3,
2014

2. AGENDA
On
Page
Op?miza?on
Linkbuilding
Analy?cs

3. On-­‐Page
Op/miza/on

4. On-­‐Page
Op/miza/on
White
Belt
Title
Tags
&
Meta
Descrip/ons
Title
Length
:
70
Characters

5. On-­‐Page
Op/miza/on
White
Belt
Title
Tags
&
Meta
Descrip/ons
Title
Length
:
70
Characters

6. On-­‐Page
Op/miza/on
White
Belt
Title
Tags
&
Meta
Descrip/ons
Title
Length
:
70
Characters
Title
Tag
Pro
Tip
:
Include
Branding
when
possible

7. On-­‐Page
Op/miza/on
White
Belt
Title
Tags
&
Meta
Descrip/ons
Meta
Descrip?on
:
156
Characters

8. On-­‐Page
Op/miza/on
White
Belt
Title
Tags
&
Meta
Descrip/ons
Meta
Descrip?on
:
156
Characters

9. On-­‐Page
Op/miza/on
White
Belt
Title
Tags
&
Meta
Descrip/ons
Meta
Descrip?on
:
156
Characters
Meta
Descrip1on
Pro
Tip
:
Write
like
an
ad

10. On-­‐Page
Op/miza/on
White
Belt
Title
Tags
&
Meta
Descrip/ons
*Warning*
-­‐
Your
text
might
get
trunca…

11. On-­‐Page
Op/miza/on
White
Belt
Title
Tags
&
Meta
Descrip/ons
*Warning*
-­‐
Your
text
might
get
trunca…

12. On-­‐Page
Op/miza/on
White
Belt
Title
Tags
&
Meta
Descrip/ons

13. On-­‐Page
Op/miza/on
White
Belt
URL
Structure

14. On-­‐Page
Op/miza/on
White
Belt
URL
Structure
Create
a
content
hierarchy
to
deduce
informa?on

15. On-­‐Page
Op/miza/on
White
Belt
URL
Structure
Create
a
content
hierarchy
to
deduce
informa?on

16. On-­‐Page
Op/miza/on
White
Belt
URL
Structure
Create
a
content
hierarchy
to
deduce
informa?on

17. On-­‐Page
Op/miza/on
White
Belt
URL
Structure
Where
am
I?

18. On-­‐Page
Op/miza/on
White
Belt
URL
Structure
Where
am
I?

19. On-­‐Page
Op/miza/on
White
Belt
Image
Alt
Tags

20. On-­‐Page
Op/miza/on
White
Belt
Image
Alt
Tags

21. On-­‐Page
Op/miza/on
White
Belt
Image
Alt
Tags
Use
Keyword
in:
Alt
Tag

22. On-­‐Page
Op/miza/on
White
Belt
Image
Alt
Tags
Use
Keyword
in:
Alt
Tag

23. On-­‐Page
Op/miza/on
White
Belt
Image
Alt
Tags
Use
Keyword
in:
Alt
Tag
&
Filename

24. On-­‐Page
Op/miza/on
White
Belt
Image
Alt
Tags
Use
Keyword
in:
Alt
Tag
&
Filename

25. On-­‐Page
Op/miza/on
White
Belt
Image
Alt
Tags
Dominate
Image
Results!

26. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
What
is
it?

27. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
What
is
it?
Structured
Data
that
Search
Engines
can
Interpret

28. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
What
does
that
mean?
• Reviews
• People
• Products
• Businesses
and
organiza?ons
• Recipes
• Events
• Music

29. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
What
does
that
mean?
• Reviews

30. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
What
does
that
mean?
• Reviews
or

31. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
What
does
that
mean?
• Reviews
or

32. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
What
does
that
mean?
• People

33. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
What
does
that
mean?
• People
or

34. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
What
does
that
mean?
• People
or

35. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
S/ll
Hesitant?

36. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
S/ll
Hesitant?
Pages
With
Schema
Markup
Rank
4
Posi/ons
Higher
in
Search
Results
h^p://searchenginewatch.com/ar?cle/2341710/Pages-­‐With-­‐Schema-­‐Markup-­‐Rank-­‐4-­‐
Posi?ons-­‐Higher-­‐in-­‐Search-­‐Results-­‐Study

37. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
So
Why
Aren’t
Sites
Implemen/ng
It?

38. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
So
Why
Aren’t
Sites
Implemen/ng
It?
Schema
Markup
Shows
In
36%
Of
Google
Search
Results,
But
Almost
No
Websites
Use
It
h^p://searchengineland.com/schema-­‐markup-­‐shows-­‐36-­‐google-­‐search-­‐results-­‐almost-­‐
websites-­‐use-­‐study-­‐189707

39. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
Let’s
Get
Started
Right
Now!
Go
Here
&
Learn:
h^p://schema.org/

40. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
Let’s
Get
Started
Right
Now!
Go
Here
&
Learn:
h^p://schema.org/
Go
Here
&
Code:
h^p://schema-­‐creator.org/

41. On-­‐Page
Op/miza/on
Brown
Belt
Schema
Markup
Let’s
Get
Started
Right
Now!
Go
Here
&
Learn:
h^p://schema.org/
Go
Here
&
Code:
h^p://schema-­‐creator.org/
Go
Here
&
Test:
h^p://www.google.com/webmasters/tools/richsnippets

42. On-­‐Page
Op/miza/on
Black
Belt
Site
Speed
Why?

43. On-­‐Page
Op/miza/on
Black
Belt
Site
Speed
Why?
B/C
MaR
CuRs
Said
So
in…
2010
h^p://www.ma^cu^s.com/blog/site-­‐speed/

44. On-­‐Page
Op/miza/on
Black
Belt
Site
Speed
Let’s
Get
Started:
Go
Here:
h^p://developers.google.com/speed/pagespeed/insights/

45. On-­‐Page
Op/miza/on
Black
Belt
Site
Speed
Let’s
Get
Started:
Go
Here:
h^p://developers.google.com/speed/pagespeed/insights/
Want
More?
More
Advanced
Route,
and
truly
Black
Belt
Check
this
out:
h^p://www.quicksprout.com/the-­‐advanced-­‐guide-­‐to-­‐seo-­‐chapter-­‐2/

46. Linkbuilding

47. Linkbuilding
White
Belt
Blog
Commen/ng

48. Linkbuilding
White
Belt
Relevant
Blog
Commen/ng

49. Linkbuilding
White
Belt
Relevant
Blog
Commen/ng
Branding

50. Linkbuilding
White
Belt
Relevant
Blog
Commen/ng
Branding
Direct
Traffic

51. Linkbuilding
White
Belt
Relevant
Blog
Commen/ng
Branding
Direct
Traffic
Establishing
Rela/onships
/
Links

52. Linkbuilding
White
Belt
Relevant
Blog
Commen/ng
Finding
Relevant
Blogs
Use
Advanced
Search
Operators
h^p://www.googleguide.com/advanced_operators_reference.html

53. Linkbuilding
White
Belt
in/tle:Liga
Privada
Papas
Fritas
"Leave
a
Comment"

54. Linkbuilding
White
Belt
in/tle:Liga
Privada
Papas
Fritas
"Leave
a
Comment"

55. Linkbuilding
White
Belt
Don’t
Automate

56. Linkbuilding
White
Belt
Don’t
Automate
Don’t
Spam

57. Linkbuilding
White
Belt
Don’t
Automate
Don’t
Spam
Be
Authen/c

58. Linkbuilding
White
Belt
Don’t
Automate
Don’t
Spam
Be
Authen/c
Build
a
Rela/onship

59. Linkbuilding
Brown
Belt
Social
Shares

60. Linkbuilding
Brown
Belt
Social
Shares
Google
+1s

61. Linkbuilding
Brown
Belt
Social
Shares
Google
+1s
Facebook
Likes

62. Linkbuilding
Brown
Belt
Social
Shares
Google
+1s
Facebook
Likes
Tweets

63. Linkbuilding
Brown
Belt
Social
Shares
Google
+1s
Facebook
Likes
Tweets
Reddit

64. Linkbuilding
Brown
Belt
Social
Shares
Google
+1s
Facebook
Likes
Tweets
Reddit
Pinterest

65. Linkbuilding
Brown
Belt
Social
Shares
h^p://www.searchmetrics.com/media/documents/ranking-­‐faktoren/download-­‐
ranking-­‐factor-­‐study-­‐2013.pdf

66. Linkbuilding
Brown
Belt
Social
Shares
h^p://moz.com/search-­‐ranking-­‐factors

67. Linkbuilding
Brown
Belt
Social
Shares
A
Golden
Bullet?
No

68. Linkbuilding
Brown
Belt
Social
Shares
A
Golden
Bullet?
No
Helpful.
Yes!

69. Linkbuilding
Black
Belt
Rela/onship
Building

70. Linkbuilding
Black
Belt
Rela/onship
Building
• Raven
Tools

71. Linkbuilding
Black
Belt
Rela/onship
Building
• Raven
Tools
• Find
Your
Compe/tor’s
Links

72. Linkbuilding
Black
Belt
Rela/onship
Building
• Raven
Tools
• Find
Your
Compe/tor’s
Links

73. Linkbuilding
Black
Belt
Rela/onship
Building
• Raven
Tools
• Find
Your
Compe/tor’s
Links

74. Linkbuilding
Black
Belt
Rela/onship
Building
• Raven
Tools
• Find
Your
Compe/tor’s
Links
• Add
them
to
the
Link
Manager

75. Linkbuilding
Black
Belt
Rela/onship
Building
• Raven
Tools
• Find
Your
Compe/tor’s
Links
• Add
them
to
the
Link
Manager
• Build
Rela/onships

76. Linkbuilding
Black
Belt
Rela/onship
Building
• Incredibly
Powerful
so`ware
• Tons
of
Tutorials
&
Guides
• h^p://blog.raventools.com/broken-­‐link-­‐building-­‐by-­‐prospec?ng-­‐local-­‐
directories/
• Takes
a
lot
of
/me,
but
worth
it!
Get
Raven
Here
:
h^p://bit.ly/1o0uJsX

77. Analy/cs

78. Analy/cs
White
Belt
Segmen/ng
Organic
Traffic

79. Analy/cs
White
Belt
Segmen/ng
Organic
Traffic

80. Analy/cs
White
Belt
Segmen/ng
Organic
Traffic

81. Analy/cs
White
Belt
Keyword
Analysis

82. Analy/cs
White
Belt
Keyword
Analysis

83. Analy/cs
White
Belt
Goal
Analysis

84. Analy/cs
Brown
Belt
(not
provided)

85. Analy/cs
Brown
Belt
(not
provided)
What
Happened?

86. Analy/cs
Brown
Belt
(not
provided)
What
Happened?
March
2012
–
Firefox
Secures
Searches
h^p://searchengineland.com/firefox-­‐to-­‐use-­‐google-­‐secure-­‐search-­‐by-­‐
default-­‐116231

87. Analy/cs
Brown
Belt
(not
provided)
What
Happened?
March
2012
–
Firefox
Secures
Searches
h^p://searchengineland.com/firefox-­‐to-­‐use-­‐google-­‐secure-­‐search-­‐by-­‐
default-­‐116231
Sept
2013
-­‐
Google
Secures
all
Searches
h^p://searchenginewatch.com/ar?cle/2296351/Goodbye-­‐Keyword-­‐Data-­‐Google-­‐
Moves-­‐En?rely-­‐to-­‐Secure-­‐Search

88. Analy/cs
Brown
Belt
(not
provided)
What
Happened?
Any
Way
to
Fix
it?
• Nope,
but
there
are
work
arounds

89. Analy/cs
Brown
Belt
(not
provided)
Any
Way
to
Fix
it?
• Nope,
but
there
are
workarounds
• Landing
Pages

90. Analy/cs
Brown
Belt
(not
provided)
Any
Way
to
Fix
it?
• Nope,
but
there
are
workarounds
• Landing
Pages
• Segmented
by
(not
provided)

91. Analy/cs
Brown
Belt
(not
provided)
Any
Way
to
Fix
it?
• Nope,
but
there
are
workarounds
• Landing
Pages
• Segmented
by
(not
provided)
• Export
URLs
• Use
SEMRush
to
See
Top
Keywords

92. Analy/cs
Black
Belt
Using
webmaster
tools

93. Analy/cs
Black
Belt
Using
webmaster
tools
• Link
Webmaster
Tools
(WMT)
&
Analy/cs

94. Analy/cs
Black
Belt
Using
webmaster
tools
• Link
Webmaster
Tools
(WMT)
&
Analy/cs

95. Analy/cs
Black
Belt
Using
webmaster
tools
• Link
Webmaster
Tools
(WMT)
&
Analy/cs
• Look
at
Queries

96. Analy/cs
Black
Belt
Using
webmaster
tools
• Link
Webmaster
Tools
(WMT)
&
Analy/cs
• Look
at
Queries

97. Analy/cs
Black
Belt
Using
webmaster
tools
• Link
Webmaster
Tools
(WMT)
&
Analy/cs
• Look
at
Queries

98. Analy/cs
Black
Belt
Using
webmaster
tools
• Link
Webmaster
Tools
(WMT)
&
Analy/cs
• Look
at
Queries

99. THAT’S
ALL
FOLKS

100. THANK
YOU!
ERIC
SCISM
ESCISM@GSANDF.COM
@ERICSCISM