hi everybody I'm John Lincoln with ignite visibility and today I'm gonna
talk to you about what you need to know for search engine optimization in 2019
and I should know a thing or two about it because I was search marketer of the
year and in addition my company is the number one ranked SEO company on
Klitchko the most credible b2b review site within our industry so today I'm
just gonna tell you a little bit about the things that you need to be focusing
on for search engine optimization as we go into 2019
okay so in this video I'm gonna break down search engine optimization by
different types of websites I think that that's a really common misconception in
a lot of cases when it comes to search engine optimization that it's a
one-size-fits-all solution that is absolutely not the case so when it comes
to search engine optimization there are actually five different types of website
programs that you need to be aware of so the first one is local the second one
would be news the third one would be Commerce and then the fourth one is
branding and then the fifth one is FAQ or just a general information site for
all of those different types of websites there are different programs that are
associated with them and if you don't implement the right program for the
right site you're gonna have pretty bad results okay so the first one I'd like
to talk about is local so local SEO and it's basically built for businesses that
have different locations so every single business generally has a location but in
some cases they don't let people come in to their locations so if you have a
location you don't let people come into your location that is you know not
something that you're not gonna push local SEO really hard but if you're a
multi location business and we have a lot of clients that are multi location
businesses here then you are going to want to do local SEO so you might have
five locations ten locations I've worked with businesses that have as many as
10,000 locations right across the United States or across the globe so when it
comes to this type of program for search engine optimization is very very
different completely different than an e-commerce site so here's how it works
basically within the local rankings you're gonna see ads at the top then
you're gonna see the maps the maps is something that you want to rank inside
of and there's specific criteria for that then you're gonna see the HTML
listings and within the HTML right there you're gonna have the opportunity for
your own website to rank but then in addition for that you're gonna have the
opportunity for different profiles to rank specifically around your brand name
right so if somebody Google's your brand name you're gonna come up and you're
gonna want to own that whole area from that local perspective in whatever city
that you're in and you're also going to want to have that age
I'll page and your map listing your Google my business listing show up
around general terms when people search for those as well so a program for local
SEO usually looks like something like a local directory website where they're
going to be submitting your your information to all these local directory
sites so you would use something like uber all you would use something like
yext you would use something like Moz local those are some of the biggest in
addition to that you're creating a URL you're adding content to those pages
you're refreshing those pages you're optimizing each one of those location
pages for usually three keywords you're doing that across a mass scale and then
in addition to that you're doing some kind of link building and general SEO
for some of the top terms that you're also going after so you're gonna have
your national terms and those are gonna be the ones that you're trying to get
the main kind of general domain rank for and then you're gonna have your local
terms so usually a local based site will be broken down by kind of top-level
national terms down to the state level terms the city level terms and then all
the way down to your multi location business terms so what you need to do is
you need to put in place a program for a local listing service and then in
addition to that you want to put in place a program so that you're
refreshing content you're adding new content you're building up credibility
and in addition to that you're doing things like thought leadership studies
you're doing things like creative campaigns to drive links back to your
site and to get kind of a social media buzz going as well all of those things
working together are gonna be really important but generally a baseline
program just looks like are things technically correct are you adding
content on a regular basis are you doing content marketing do you have a
quarterly kind of social media marketing campaign strategy are you doing thought
leadership are you doing link building on the national level and if you can do
all those things together and put that into a great quarterly plan then you're
gonna have a lot of success with your multi-location business and your in your
local SEO now I can go way more down into specifics into how you can actually
optimize the Google my business page how you can optimize a Yelp page to show up
inside of Google or so you can show up higher and Yelp but I'll save that for
another video that local SEO if you're a local business should definitely be
something on your radar for this year okay so the next one I'd like to get
into is ecommerce so ecommerce is completely
different than local SEO when it comes to e-commerce it's done in a different
way and here's why because you start with your top-level categories then you
go down into your sub your sub and then your sub right so you might have an
e-commerce optimization that could be all the way down to four levels deep and
if that's the case that's much different than how you would approach something on
the local SEO basis in addition to that for for local SEO or for new sites
you're going to be writing much longer pieces of content and those longer
pieces of content are going to be living on the blog or they'll be living on the
service pages when it comes to e-commerce that's not the case when it
comes to e-commerce you're going to be just writing a couple hundred words
probably putting that at the top of the e-commerce category page optimizing a
thumbnail up there and then having anywhere from 30 plus products that show
up on that page that are not you know part of Ajax but actually shown in the
HTML so it matters the type of web technology that you deliver your your
elements and when it comes to e-commerce a lot of people try to deliver their
their products within ecommerce through Ajax or JavaScript and Google can't pick
them up so that's really important but making sure you have good clean
optimizations you are refreshing content you are building out hubs but not too
much content on those category pages and making sure you have something called a
dynamic optimization on every single level that is very deliberate and makes
it clear exactly what keywords you're targeting at each level within that
e-commerce optimization that's really really important in addition to that
ecommerce once you've kind of got everything set up it comes down to
getting more reviews for for more content
refreshing content doing content marketing and then putting in place a
link building program and a program to get buzz so you're seeing some kind of
similarities there you always want to have link building you always want to
have a program to get buzz if you can do thought leadership you know things to
get people to come to your site even without the SEO that actually helps the
SEO in addition to that so those are some things to think about when it comes
to e-commerce and there's a lot more that goes into that type of business as
far as conversion rate optimisation but at the end of
day making sure every single category is deliberately optimized you've got great
product lit up today ssin in place and then in addition to that watching for
those technical issues that come up so much any commerce which are things like
duplicate content you know just random URLs that that kind
of cannibalize your rankings in other places so those are other things you're
gonna have to watch out for as well as watching out for creating content that
competes with your other categories so keep an eye out for that okay so now I'm
getting into news sites of news sites you know really the name of the game
with news sites is is is this basically determining what are the terms that
you're gonna be targeting right so if you having a clear roadmap or these are
you know hundred terms that we want to target this month and and and then going
after those terms and writing pieces of content that are usually 1,000 words or
more you know sometimes to three thousand words the longer the better
chance usually you have to rank in Google and then just cranking that out
right so developing a list of here's a hundred terms and these are you know the
100 we're going after this month these are the 100 we're going after this month
these are the 100 going after this month and then making sure that if you're
going after a term you haven't already written on it because if you've already
written on it it's better to go back and refresh those pages so for some of our
news sites we are refreshing hundreds of pages of content a month and when you
refresh hundreds of old pages of content a month that reoptimize them brings them
back to the top they start ranking you see this big jump in traffic so
absolutely love working on new sites I believe that they're the simplest out of
out of those different types of business models that we're discussing today so
really it's just a matter of what new terms are you're targeting what old
pages are you refreshing and and that's just on the article level and then the
other step is on the category level making sure that the categories do not
compete with the new content that you're creating so what are you optimizing your
category pages for and what are you optimizing the new content for in
addition to that of course you want to have a link building strategy you want
to be doing studies and creative things and building up your social all of that
stuff kind of works together within that ecosystem but generally for news sites
being very deliberate and the things that I just discussed
because I can't tell you how many new sites that that I've seen they don't
really think about actually what the SEO strategy is and have a clear segmented
approach across the website for exactly what they're targeting in addition to
that creating a good internal linking strategy and having a clear hierarchy of
internal linking within the site so you know you're linking to your most
important pages because you want these 100 pages to rank for these 100 terms
finally and this is actually true with all of the different ones but making
sure that if you have these 100 pages that are driving the bulk of the revenue
and in traffic or leads in traffic or it could be 10 pages whatever your top
money pages are focusing more on those with content focusing more on those with
links focusing more on those for user experience that's what makes the really
big difference right and so in many cases we try to update those pages and
make those better on a monthly basis if you can do that then they're always
gonna be getting better and better and better and you're gonna have good
visibility on them so for news sites the only other thing that I would mention
that can be really good is having an outreach linking program a lot of these
new sites think that they don't need to do it but if you're linking if you're
looking to build links and you're asking for unlink mentions so if somebody
mentions your new site you ask them to link back to you if you're promoting
articles you're gonna get a lot more links through outreach than if you are
not so make sure that you take the time to at least have someone dedicating 10
to 30 hours a week right so that you are building links consistently back to your
news site okay so the last two that we have here are FAQ sites and then in
addition to that we have branding sites and and FAQ sites when I say that you
know think of like Intuit for an example they have a lot of different forums on
how to use things so usually when you're looking at a type of forum optimization
there's a lot that can go wrong there you can have too much than content
Google doesn't rank anything you can have a lot of duplicate content it's
usually site structure technical issues or you know things get out of control
you get a lot of spam those are things you really want to watch out for so when
it comes to these type of sites it's very important that you have a clear
dynamic optimization for the categories and then in addition to that you know
you're categorizing the posts into clear categories putting in place either rel
next rail probe for pagination or just rel canonical Amane page so that there's
some unique content there but generally for those type of sites like those the
FAQ s there's not a lot of emphasis that's put on SEO on the branding sites
on the other side there is a lot of emphasis that's put on SEO so think of
your a big jewelry company but maybe you don't sell direct from your website and
you just want a great site for branding and I've worked on a couple of these you
know you're going to be trying to rank rank for these top big terms right so if
that's the case you're gonna approach that much like you would any other type
of SEO programs all these other ones what's that main page that you're really
trying to determine is the one that you want to rank making sure that you're
refreshing that on a monthly basis making sure you have long-form content
on that page updated facts and figures making sure that you have a link
building program that's very good for that page
that you have people visiting this page for a reason and in general that you're
kind of putting it front and center in your internal linking strategy your
website your social sharing and all those things together that's gonna help
that rank better so those are a couple things to keep in mind when it comes to
branding sites and FA cues and I won't go over all the other stuff because I
just touched on a lot of it already and it gets a little redundant okay so
summing it up where's the top things for SEO when it comes to 2019 so here's the
thing I only win over the basics and but let's
start with the basics and then we'll get a little bit more advanced okay so so it
basics the main things you need to think about are a good link building program
and a good content program so content for your top pages and then also content
for your content marketing those type of those two things together if you're
always adding more content you're always improving your pages you're always
building links you are going to see success the other element is that you
will not see success if you have technical issues so also monitoring your
website from a technical perspective on a monthly basis to make sure things
don't break make sure the websites not not blocked making sure that there's not
duplicate content and again that's really big for for larger size
that are custom-built or they're on CMS's that have common problems but
there's other things to look out for so there's also amp right so amp pages are
these really really fast pages that you can create that show up in mobile and
that's something that there's a pen a lot of discussion around Google said
come out you have to make these accelerated mobile pages and then what
happened is they said oh we kind of figured it out now they're they're not
really as important as they were and also we saw a lot of people who push
them live have conversion issues so amp still important but something that maybe
could be going away in the next couple years
not sure something you're gonna have to keep an eye on next thing Google
discover Google discover is the new way within a phone where information just
gets pushed to you if you kind of swipe to the side on an Android so information
will get pushed to you different articles if you can show up inside of
google it discover this year you are going to get in front of 800 million
people a month in an entirely new feed from a phone and there's a whole nother
video that I did on that which you can check out but really it's just a matter
of people interacting with your content in addition to that you know there's
other interesting things that are coming out really watch your Ajax in your
JavaScript so Google came out with new recommendations and they basically said
that you must have an HTML base for all of your content if you want to rank well
so that's new documentation that came out for Google and something that that's
been a big issue we've seen a lot of sites take nosedives because they tried
to go to Ajax heavy and Google wasn't able to pick it up another thing have a
great user experience so important that people actually want to use your site
and interact with it next take the time to go back and rewrite your titles and
meta descriptions if you can do that that's going to bring a lot more
click-through rates to your site and you're going to be able to get more
traffic for the real estate that you already have out there so rewrite your
titles and descriptions and if you go inside a Google search console you can
see what your click-through rates are right now and see if you can improve
those really really important ones so you know even this year think about
going back and finding your 300 lowest click-through rates and rewriting every
single one of those next try an SEO test so an SEO test would be if you find a
specific segment of your website so maybe just a series of subcategories and
in increasing the amount of content on those pages the amount of reviews on
those pages trying to put an optimized image in place putting rich snippet on
that page with with review markup so that you get stars changing the title
and description and then rolling that out across those pages if it increases
click-through rates rolling it out across the entire website that's another
great thing that you should be doing this year so make sure you have some SEO
testing as part of what you're doing so I could go on and on about all the new
stuff with search engine optimization I could talk to you about Google stories I
could talk to you about little technical elements I'm not going to do that I just
want to sum this up for you right now because at the end of the day the most
important thing is great content and links right and then also creating a
buzz about your company right through good general marketing don't only do SEO
and then finally being technically correct so those are the main things
that you need to do to win in 2019 so think about what's the program to add a
ton of content to your site refresh old content build links every single month
monitor your website to make sure is technically correct every month and then
run a really great marketing campaign every quarter so there's always
something new that people are talking about so that's it
for SEO in 2019 today hope you enjoyed it if you did make sure to LIKE comment
and subscribe I would really appreciate it ask any questions and I'll make sure
to respond to you thanks so much have a great day
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