If you’re like most SEOs, you spend a lot of time
reading. Over the past several years, I’ve spent 100s of hours studying
blogs, guides, and Google patents. Not long ago, I realized that 90% of
what I read each doesn’t change
what I actually do - that is, the basic work of
ranking a web page higher on Google.
For newer SEOs, the process can be overwhelming.
To simplify this process, I created this SEO blueprint. It’s meant as a
framework
for newer SEOs to build their own work on top of. This basic blueprint
has helped, in one form or another, 100s of pages and dozens of sites to
gain higher rankings.
Think of it as an intermediate SEO instruction manual, for beginners.
Level: Beginner to Intermediate
Timeframe: 2 to 10 Weeks
What you need to know: The blueprint assumes you have
basic SEO knowledge: you’re not scared of title tags, can implement a
rel=canonical, and you’ve built a link or two. (If this is your first
time to the rodeo, we suggest reading the
Beginners Guide to SEO and browsing our
Learn SEO section.)
Keyword Research
1. Working Smarter, Not Harder
Keyword research can be simple or hard, but it should
always be fun. For the sake of the Blueprint, let’s do keyword research
the easy way.
The biggest mistakes people make with keyword research are:
- Choosing keywords that are too broad
- Keywords with too much competition
- Keywords without enough traffic
- Keywords that don’t convert
- Trying to rank for one keyword at a time
The biggest mistake people make is
trying to rank for a single keyword at a time.
This is the hard way. It’s much easier, and much more profitable, to
rank for 100s or even 1,000s of long tail keywords with the same piece
of content.
Instead of ranking for a single keyword, let’s aim our project around a
keyword theme.
2. Dream Your Keyword Theme
Using keyword themes solves a whole lot of problems.
Instead of ranking for one Holy Grail keyword, a better goal is to rank
for lots of keywords focused around a single idea. Done right, the
results are amazing.
I assume you know enough about your business to
understand what type of visitor you’re seeking and whether you’re
looking for traffic, conversions, or both. Regardless, one simple rule
holds true:
the more specific you define your theme, the easier it is to rank.
This is basic stuff, but it bears repeating. If your
topic is the football, you’ll find it hard to rank for “Super Bowl,”
but slightly easier to rank for “Super Bowl 2014” - and easier yet to
rank for “Best Super Bowl Recipes of 2014.”
Don’t focus on specific words yet - all you need to
know is your broad topic. The next step is to find the right
keyword qualifiers.
3. Get Specific with Qualifiers
Qualifiers are words that add specificity to keywords and define intent. They take many different forms.
- Time/Date: 2001, December, Morning
- Price/Quality: Cheap, Best, Most Popular
- Intent: Buy, Shop, Find
- Location: Houston, Outdoors, Online
The idea is to find as many qualifiers as possible
that fit your audience. Here’s where keyword tools enter the picture.
You can use any keyword tool you like, but favorites include
Wordstream,
Keyword Spy,
SpyFu, and
Bing Keyword Tool and
Übersuggest.
For speed and real-world insight,
Übersuggest
is an all-time SEO favorite. Run a simple query and export over 100
suggested keyword based on Google’s own Autocomplete feature – based on
actual Google searches.
Did I mention it’s free?
4. Finding Diamonds in the Google Rough
At this point you have a few dozen, or a few hundred keywords to pull into
Google Adwords Keyword Planner.
Pro Tip #1: While it’s possible to run over a
hundred keyword phrases at once in Google’s Keyword Planner, you get
more variety if you limit your searches to 5-10 at a time.
Using “Exact” search types, we’re looking for 10-15
closely related keyword phrases with decent search volume, but not too
much competition.
Pro Tip #2: Be careful trusting the “Competition”
column in Google Adwords Keyword Planner. This refers to bids on paid
search terms, not organic search.
5. Get Strategic with the Competition
Now that we have a basic keyword set, you need to find
out if you can actually rank for your phrases. You have two basic
methods of ranking the competition:
- Automated tools like the Keyword Difficulty Tool
- Eyeballing the SERPs
If you have an SEOmoz PRO membership (or even a free trial) the
Keyword Difficulty Tool calculates – on a 100 point scale – a difficulty score for each individual keyword phrase you enter.]
Keyword phrases in the 60-70+ range are typically
competitive, while keywords in the 30-40 range might be considered low
to moderately difficult.
To get a better idea of your own strengths, take the
most competitive keyword you currently rank #1 or #2 for, and run it
through the tool.
Even without automated tools, the best way to size up the competition is to
eyeball the SERPs. Run a search query (
non-personalized) for your keywords and ask yourself the following questions:
- Are the first few results optimized for the keyword?
- Is the keyword in the title tag? In the URL? On the page?
- What’s the Page and/or Domain Authority of the URL?
- Are the first few results authorities on the keyword subject?
- What’s the inbound anchor text?
- Can you deliver a higher quality resource for this keyword?
You don’t actually have to rank #1 for any of your
chosen words to earn traffic, but you should be comfortable cracking the
top five.
With keyword themes, the magic often happens from keywords you never even thought about.
Case Study: Google Algo Update
When SEOmoz launched the
Google Algorithm Change HIstory (run by
Dr. Pete) we used a similar process for keyword research to explore the theme “
Google Algorithm” and more specifically, “
Google Algorithm Change.”
According to Google’s search tool, we could expect a no more than
a couple thousand visits a month
– best case – for these exact terms. Fortunately, because the project
was well received and because we optimized around a broad keyword theme
of “Google Algorithm,” the Algo Update receives lots of traffic outside
our pre-defined keywords.
This is where the long tail magic happens:
Content
6. Creating Value
Want to know the truth? I hate the word content. It
implies words on a page, a commodity to be produced, separated from the
value it creates.
Content without value is spam.
In the Google Algorithm Update example above, we could
have simply written 100 articles about Google’s Algorithm and hoped to
rank. Instead, the conversation started by asking how we could create a
valuable resource for webmasters.
For your keyword theme,
ask first how you can create value.
Value is harder to produce than mere words, but value
is rewarded 100x more. Value is future proof & algorithm proof.
Value builds links by itself. Value creates loyal fans.
Value takes different forms. It’s a mix of:
- Utility
- Emotional response
- Point of view (positive or negative)
- Perceived value, including fame of the author
Your content doesn’t have to include all 4 of these characteristics, but
it should excel in one or more to be successful.
A study of the New York Times found key characteristics of content to be influential in making the Most Emailed list.
7. Driving Your Content Vehicle
Here’s a preview: the Blueprint requires you create at
least one type of link bait, so now is a good time to think about the
structure of your content.
What’s the best way to deliver value given your theme? Perhaps it’s an
- Infographic
- Video series
- A new tool
- An interview series
- Slide deck
- How-to guide
- Q&A
- Webinar or simple blog post
Perhaps, it’s all of these combined.
The more ways you find to deliver your content and the
more channels you take advantage of, the better off you’ll be.
Not all of your content has to go viral, but you want
to create at least one “tent-pole” piece that’s better than anything
else out there and you’re proud to hang your hat on.
If you need inspiration, check out
Distilled's guide to Viral Linkbait or
QuickSprout’s Templates for Content Creation.
8. Title – Most Important Work Goes Here
Spend two hours, minimum, writing your title.
Sound ridiculous? If you’re an experienced title
writer like Rand Fishkin, you can break this rule. For the rest of us,
it’s difficult to underplay the value delivered by a finely crafted
title.
Write 50 titles or more before choosing one.
Study the successful titles on
Inbound.org,
Mashable,
Wired, or your favorite publication.
10. Content Qualities You Can Bank On
If you don’t focus on word count, how do you add quality “depth” to your content?
SEOs have written volumes about how Google might define quality including metrics such as
reading level, grammar, spelling, and even Author Rank. Most is speculation, but it’s clear Google does use guidelines to separate good content from bad.
My favorite source for clues comes from the
set of questions Google published shortly after the first Panda update. Here are a few of my favorites.
11. LDA, nTopic, and Words on the Page
Google is a machine. It can’t yet understand your page like a human can, but it’s getting close.
Search engines use sophisticated algorithms to model your
sentences, paragraphs, blocks, and
content sections. Not only do they want to understand your keywords, but also your topic, intent, and expertise as well.
How do you know if your content fits Google’s model of expectations?
For example, if your topic is “Super Bowl Recipes,”
Google might expect to see content about grilling, appetizers, and
guacamole. Content that addresses these topics
will likely rank higher than pages that talk about what color socks you’re wearing today.
Words matter.
SEOs have discovered that using certain words around a topic associated with concepts like
LDA and
nTopic are
correlated with higher rankings.
Virante offers an interesting stand alone
keyword suggestion tool called nTopic. The tools analyzes your keywords and suggests related keywords to improve your relevancy scores.
12. Better than LDA - Poor Man's Topic Modeling
Since we don’t have access to Google’s computers for
topic modeling, there’s a far simpler way to structure your content that
I find far superior to worrying about individual words:
Use the
keyword themes you created at the beginning of this blueprint.
You’ve already done the research using Google’s
keyword tool to find closely related keyword groups. Incorporating these
topics into your content may help increase your relevancy to your given
topic.
Example: Using the Google Algorithm project cited
above, we found during keyword research that certain keywords related to
our theme show up repeatedly, time and time again. If we conducted this
research today, we would find phrases like “
Penguin SEO” and “
Panda Updates” frequently in our results.
Google suggests these terms via the keyword tool
because they consider them closely related. So any content that explored
“Google Algorithm Change” might likely include a discussion of these
ideas.
Note: This isn't real LDA, simply a way of adding relevant topics
to your content that Google might associate with your subject matter.
13. Design Is 50% of the Battle
If you have any money in your budget,
spend it on design. A small investment with a designer typically pays outsized dividends down the road. Good design can:
- Lower bounce rate
- Increase page views
- Increase time on site
- Earn more links
- Establish trust
… All of which can help earn higher rankings.
Architecture
Here’s the special secret of the SEO Blueprint: you’re
not making a single page to rank; you’re making several.
14. Content Hubs
Very few successful websites consist of a single page.
Google determines context and relevancy not only by what’s on your
page, but also by the pages around it and linking to it.
The truth is, it’s far easier to rank when you create
Content Hubs exploring several topics in depth focused around a central
theme.
Using our “Super Bowl Recipes” example, we might
create a complete section of pages, each exploring a different recipe in
depth.
15. Linking the Hub Together
Because your pages now explore different aspects of
the same broad topic, it makes sense to link them together.
- Your page about guacamole relates to your page about nachos.
- Your page about link building relates to your page about infographics.
- Your page about Winston Churchill relates to major figures of World War II.
It also helps them to rank by distributing
PageRank,
anchor text, and other
relevancy signals.
16. Find Your Center
Content Hubs work best with a “hub” or center. Think
of the center as the master document that acts as an overview or gateway
to all of your individual content pages.
The hub is the authority page. Often, the hub is a
link bait page or a category level page. It’s typically the page with
the most inbound links and often as a landing page for other sections of
your site.
For great example of Hub Pages, check out:
On-Page Optimization
17. Master the Basics
You could write an entire book about on-page
optimization. If you’re new to SEO, one of the best ways to learn is by
using
Moz's On-page Report Card.
The tool grades 36 separate on-page SEO elements, gives you a report
and suggestions on how to fix each element. Working your way through
these issues is an excellent way to learn (and often used by agencies
and companies as a way to teach SEO principals)
Beyond the basics, let’s address a few slightly more
advanced tactics to take advantage of your unique keyword themes and hub
pages, in addition to areas where beginners often make mistakes.
18. Linking Internally for the Reasonable Surfer
Not all links are created equal
(One of the greatest SEO blog posts ever written!) So, when you
interlink your internal pages within your content hub together, keep in
mind a few important points.
- Links from inside unique content pass more value than navigation links.
- Links higher up the page pass more value than links further down.
- Links in HTML text pass more weight than image links.
When interlinking your content, it’s best to keep links prominent and
“editorial” – naturally link to your most important content pages higher
up in the HTML text.
19. Diversify Your Anchor Text - Naturally
If Google’s Penguin update taught us anything, it’s that
over-thinking anchor text is bound to get us in trouble.
When you link naturally and editorially to other places on the web, you
naturally diversify your anchor text. The same should hold true when you link internally.
Don’t choose your anchor text to fit your keywords;
choose your anchor text to fit the content around it.
Practically speaking, this means
linking internally with a mix of partial match keyword and related phrases.
Don’t be scared to link occasionally without good keywords in the
anchor – the link can still pass relevancy signals. When it comes to
linking, it’s safer to under-do it than over-do it.
20. Title Tags - Two Quick Tips
We assume you know how to write a compelling title
tag. Even today, keyword usage in the title tag is one of the
most highly correlated on-page ranking factors that we know.
That said, Google is getting strict about
over-optimizing title tags, and appears to be further cracking down on
titles “written for SEO.” Keep this in mind when crafting your title
tags
I. Avoid Boilerplates
It used to be common to tack on your business phrase or main keywords to the end of every title tag, like so:
- Plumbing Supplies – Chicago Plumbing and Fixtures
- Pipes & Fittings – Chicago Plumbing and Fixtures
- Toilet Seat Covers – Chicago Plumbing and Fixtures
While we don’t have much solid data, many SEOs are now
asserting that “boilerplate” titles tacked on to the end of every tag
are no longer a good idea. Brand names and unique descriptive
information is okay, but making every title as unique as possible is the
rule of the day.
II. Avoid Unnecessary Repetition
Google also appears (at least to many SEOs) to be
cracking down on what’s considered the lower threshold of “keyword
stuffing.”
In years past it was a common rule of thumb never to
repeat your keyword more than twice in the title. Today, to be on the
safe side, you might be best to consider not repeating your keywords
more than once.
21. Over-Optimization: Titles, URLs, and Links
Writing for humans not only gets you more clicks
(which can lead to higher rankings), but hardly ever gets you in trouble
with search engines.
As SEOs we're often tempted to get a "perfect score" which means exactly matching our
title tags, URLs, inbound anchor text, and more. unfortunately, this isn't natural in the real world, and Google recognizes this.
Diversify.
Don’t over-optimize.
22. Structured Data
Short and simple: Make structured data part of every
webpage. While structured data hasn’t yet proven to be a large ranking
factor, it’s future-facing value can be seen today in rich snippet SERPs
and social media sharing. In
some verticals, it’s an absolute necessity.
There’s no rule of thumb about what structured data to include, but the essentials are:
- Facebook Open Graph tags
- Twitter Cards
- Authorship
- Publisher
- Business information
- Reviews
- Events
To be honest, if you’re not creating pages with structured data, you’re probably behind the times.
For an excellent guide about Micro Data and Schema.org, check out this
fantastic resource from SEOGadget.
Building Links
23. The 90/10 Rule of Link Building
This blueprint contains 25 steps to rank your content,
but only the last three address link building. Why so few? Because
90% of your effort should go into creating great content, and
10% into link building.
If you have a hard time building links, it may be because you have these numbers reversed.
Creating great content first solves a ton of problems down the line:
- Good content makes link building easier
- Attracts higher quality links in less time
- Builds links on its own even when sleeping or on vacation
If you’re new to marketing or relatively unknown, you may need to spend
more than 10% of your time building relationships, but don’t let that
distract you from crafting the type of content that folks find so
valuable they link to you without you even asking.
24. All Link Building is Relationships - Good & Bad
This blueprint doesn't go into link building
specifics, as there are 100's of ways to build quality links to every
good project. That said, a few of my must have link building resources:
- Jon Cooper's Complete List of Link Building Strategies
- StumbleUpon Paid Discovery
- Citation Labs
- Promoted Tweets
- Ontolo
- eReleases - Press releases not for links, but for exposer
- BuzzStream
- Paddy Moogan's excellent Link Building Book
These resources give you the basic tools and tactics for a successful
link building campaign, but keep in mind that all good link building is
relationship building.
Successful link builders understand this and foster
each relationship and connection. Even a simple outreach letter can be
elevated to an advanced form of relationship building with a little
effort, as this
Whiteboard Friday by Rand so graciously illustrates.
25. Tier Your Link Building... Forever
The truth is, for professionals,
link building never ends.
Each content and link building campaign layers on top of previous
content and the web as a whole like layers of fine Greek baklava.
For example, this post could be considered linkbait
for SEOmoz, but it also links generously to several other content pieces
within the Moz family and externally as well; spreading both the link
love and the relationship building as far as possible at the same time.
SEOmoz links generously to other sites: the link
building experience is not just about search engines, but the people
experience, as well. We link to great resources and build links for the
best user experience possible. When done right, the search engines
reward exactly this type of experience with higher rankings.
For an excellent explanation as to why you should link
out to external sites when warranted, read AJ Kohns excellent work,
Time to Long Click.
One of my favorite posts on SEOmoz was
10 Ugly SEO Tools that Actually Rock. Not only was the first link on the page directed to
our own SEO tools, but we linked and praised our competitors as well.
Linkbait at its finest.
This is Information
