Automating and Maximizing your SEO Essentials for a Robust SEO Strategy

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2 Automating and Maximizing your SEO Essentials for a Robust SEO Strategy Luke Kohler, Naked Wines Chris Raniere, 46 Mile Rhonda Motil, J. Lohr Misty Roudebush Cain, St. Supery

3 What is SEO? The process of getting traffic from the free, organic, editorial or natural search results on search engines.

4 Laying the Foundation Mobile First Even if search is on desktop, how your site performs on mobile is the key indicator for mobile-first index Content on mobile and desktop should be the same. If you show less content on mobile, you are not optimized for mobile-first indexing Over half of searches are from mobile your site should be optimized for it Responsive Design When the server sends the same HTML to the screen, regardless of screen size If a user can see the exact same content no matter the device, you have a responsive website

5 Laying the Foundation This image cannot currently be displayed. HTTPS Google considers security a top priority If your site is HTTPS (secure), it is a ranking signal If you are an ecommerce site, this level of security is a standard and should be considered non-negotiable

Google Best Practices For Mobile First https://developers.google.

6 Tools: Measuring Optimization Google Mobile Friendly Test Run your website s URL through the tool and Google will tell you if your site is mobile friendly. Google Best Practices For Mobile First

7 Tools: Measuring Optimization Google PageSpeed Insights Recommended Optimizations

8 Tools: Measuring Optimization Google Chrome Audit SEO Audit Google Chrome -> Inspect Element -> Audits

9 Technical Structure: Content Semantic Elements Standard <title> <h1>, <h2>, etc. HTML5 <header> <nav> <section> <article> <aside> <form> <footer> These elements help describe what the page is about and how it is formatted Non-semantic Elements <div> <span> Non-semantic elements tell the browser nothing about the content. Well structured pages provide priority, accessibility and help to search engines to better index a page. Semantic elements provide the context that traditional divs and spans can t.

10 Technical Structure: Content Basic things you can do in all content to make it as SEO friendly as possible: Alt tags on images <img src= image.jpg alt= vineyard at sunset > Alt tags allow you to explain to search engines what the image you put on a page is Smart URLs URLs should be descriptive and accurate as they are one of the biggest sources of information search engines have Meta tags Title and meta description are the easiest way to influence what Google thinks your page is about. Every page should have these.

11 Comments and/or Questions? Luke Kohler, Sr. Manager - Design & Development luke.kohler@nakedwines.com

12 Three Areas of SEO Source: Serpstat Blog: The Ultimate Guide to Preforming an Actionable SEO Audit

13 SEO Key Ranking Factors Keyword Usage Site Structure Site Speed Time Spent on Site Number of inbound links Quality of inbound links

14 How does your site stack up? Pingdom.com

15 Site Indexing Ensure your site can be accessed/crawled Hide landing pages Maximize page descriptions and metatags Don t Forget about Video

68%, Desktop 32% 88% of US mobile minutes spent in Apps 2/3 of all app

16 Factor Mobile into your SEO and Digital Unique Mobile Visits is 90% of unique desktop visitors Video across all platforms Platform: Mobile 68%, Desktop 32% 88% of US mobile minutes spent in Apps 2/3 of all app usage is E,SM,IM,G Source: Global Digital Future in Focus, ComScore.com

17 Incorporate Inbound/Backlinks into your SEO strategy Inbound links or Backlinks are links on one website that take you to another website Image, Text Google Search Console (open site, go to Traffic, then go to Links to Your Site )

18 Inbound/Backlink Relevancy Relevant Authority Sites Real Websites with Real Traffic Anchor Text (ie. St. Supery, stsupery, stsupery.com) Social Media, Business Listings, meaningful blog comments, editorial

19 Inbound/Backlink Quick Wins Ensure your business is listed correctly on business directories Yelp, Merchant Circle, Citysearch Industry specific: Napa Valley.com Submit to all the major citation data aggregators Infogroup, Neustar, Acxiom, Factual

20 7 SEO Takeaways 1. Conduct a Site Audit - Google Page Speed, Pingdom, 2. Optimize Site Structure mobile first indexing, https, site index, cache 3. Improve Relevancy - Key word strategy Google Search Console, metatags, product descriptions, and videos 4. Compress Images - Optimizilla, TinyPng

21 5. Work mobile into your SEO and digital planning & Don t forget about Video 6. Define your content strategy ensuring you are regularly creating relevant and engaging content Please the user = pleasing google algorithms 7. Use the right anchor text and keywords in content plan to support your SEO

22 More Tools Moz all in one focused on SEO SEMrush keywords, ranking and more with paid search features Ahrefs all in one focused on competitive research Screaming Frog link spider with several free features Majestic Everything links Google Keyword Planner - Identify keywords to target

23 6 SEO Findings Source: Wordstream

24 If You Are Serious - Homework Research the Golden Ratio of SEO keyword phrases

25 Thank You! Comments/Questions Misty Roudebush Cain Director of Marketing, St. Supery Chris Raniere President, 46 Mile

26 Automating Your Search Engine Optimization Rhonda Motil, Vice President Marketing, J. Lohr Vineyards & Wines August 2018

27 Agenda 1. The Start of Our Journey 2. Search Engine Strategy 3. Evolution of SEO 4. Tools 5. Identifying Content 6. Tracking / Metrics

28 The Start of Our Journey New Website

29 Google Tools: How to Develop Your Strategy Google Keyword Planner Google Optimize Google Trends

Developing Your Overall Search Engine Strategy Content Research Word and topic lists, identifying if you can rank Establish Budget Identify

30 Developing Your Overall Search Engine Strategy Content Research Word and topic lists, identifying if you can rank Establish Budget Identify the Funnel Entry / Customer Journey Develop Content and Imagery What Can You Be an Expert On? Utilize a Network Track/Report/Course Correct

31 Evolution of SEO SEM Programmatic SEO Creating SEO landing pages that target search queries Pair programmatic campaigns with search to yield optimal results Tools Available to Help: SEM Rush, Clearscope, Screaming Frog Think out of the box: Use these tools for words and content you might have never thought of

32 Tools: Thinking Broadly About SEO Facebook Business Manager/Ads Manager Moz

33 Tools: Thinking Broadly About SEO Moat Analytics SEMRush

34 Identifying Content: SEM Rush Reporting Keyword Date Position CPC Search Volume Traffic (%) Url Title Description Visible Url Red Wine Gift Baskets https:// Red Wine Gift Baskets https:// Holiday Wine Gift Baskets - Give The Perfect Gift Give the Gift of Wine Holiday Wine Gift Baskets - Give The Perfect Gift California Wine Travel Visit ABC Winery Gift Giving Made Easy Plan Your Wine Country Getaway California Wine Travel https:// Visit ABC Winery California Pinot Noir https:// ABC Winery Pinot Noir California Pinot Noir https:// Wines from ABC Winery Visit <b>wine</b> for wine tasting and tours Enjoy the taste of California Pinot Noir Enjoy the taste of California Pinot Noir

35 Identifying Content: Google Ads Google Ads (Previously Adwords) Headline Display URL Description/Ad Copy Google Shopping Ads

36 Identifying Content: Facebook Ads General Brand Awareness Ad Recipe Ad

37 Tracking Analytics Sample Metrics Click Through Rate (CTR) Cost Per Click (CPC) Positioning (Google) % of Traffic of Overall Traffic for Keywords % of Video Watched

38 Comments or Questions: Rhonda Motil VP Marketing, J. LohrVineyards & Wines

The Insanely Powerful 2018 SEO Checklist

The Insanely Powerful 2018 SEO Checklist How to get a perfectly optimized site with the 2018 SEO checklist Every time we start a new site, we use this SEO checklist. There are a number of things you should