(Part 5 of 6) Top Google ranked "Search engine optimization expert" @Rob Bertholf shares his insight on improving your search engine placement and content marketing success. Desired takeaways include understanding what SEO key performance indicators exist and how to track them.
5. @Rob Bertholf
@Rob’s Geek Cred
@Rob
WordPress
Plugin
Developer
<>
#IRC Operator
@Zeppo
Former
Board of
Directors
Information Management
Staff Sergeant
US Air Force
Software as a Service
Architect / Growth Hacker
CC Creative
Commons
Contributor
Wikipedia
Editor
PATENT APPLICATION
#US20060294199
Systems &
Methods for a
Standard Web
Platform
6. @Rob Bertholf
Search Engine Optimization Expert
Google Search Engine Optimization Expert
@Rob Bertholf | Search Engine Optimization Expert
rob.bertholf.com
Hi, I’m @Rob on Twitter. California guy living in
Honolulu, Hawaii the last 10 years. I teach at
University of Hawaii’s PNM program and I am
passionate about Development, Social Marketing
Strategy, Web Analytics & Conversion optimization.
Search engine optimization - Wikipedia
en.wikipedia.org/wiki/Search_engine_optimization
About 22,500,000 Results
7. @Rob Bertholf
Get Social! #UHPNM
Pacific New Media
@pacificnewmedia
Follow @PacificNewMedia
Excited to speak at #Clarity15
on #SEO #KPI’s & Reporting!
Rob Bertholf
@Rob
Follow @Rob
Excited to speak at #UHPNM
on #SEO & #ContentMarketing!
13. @Rob Bertholf
Google is a concierge
● Like a concierge, the role of a search engine is to help
a visitor find what they are looking for
● The search engine finds the most relevant results
with the best visitor experience based on the user's
intent
● If Google does not deliver answers we stop using
them and their ad revenue dries up
● Our interests are aligned!
19. @Rob Bertholf
$
$ $
Organic
Search
Revenue
Organic
Ad
Revenue
Product
Costs
SEO Team
Operating
Costs
Organic Search Profit ≈
Ads by Google
Lorem Ipsum
Dolor sit amet, conse ctetur ad
ipiscing tiam lacinia quam et.
http://example.com
Nullam nec porttitor
Interdum tortor vitae nisi egest
as gravid convallis aliquam.
http://example.com
20. @Rob Bertholf
Actionable Tasks
● Minimize operating costs
○ Work smart with automation
● Determine appropriate software licenses
● Consider leveraging content for additional
revenue streams
24. @Rob Bertholf
Actionable Tasks
● Target variety of queries with varying search
demand & competition (short & long term
targets)
● Improve title & meta description to be more eye
catching with call to action
27. @Rob Bertholf
Actionable Tasks
● Ensure keywords are found in content
● Ensure query intent is satisfied (don’t let them
leave hungry)
● Ensure site is responsive
● Optimize for multiple content types (images,
video, etc.)
● Add & update content frequently
31. @Rob Bertholf
Actionable Tasks
● Monitor site for malware/hijacking
● Improve site speed & optimize delivery
● Make it easy to share content
● Actively promote/market content
● Attract links from other websites
33. @Rob Bertholf
Actionable Tasks
● Improve internal linking through the navigation,
HTML sitemaps, dynamic link modules and
more.
● Grow inbound links through quality content,
asset buildout, content marketing and
validation tactics.
34. @Rob Bertholf via @RandFishkin #MozCon 2015
Keyword Targeting
Quality & Uniqueness
Crawl/Bot Friendly
Snippet Optimization
UX / Multi-Device
Relative CTR
Short vs. Long-Click
Content Gap Fulfillment
Amplification & Return Rates
Task Completion Success
Searcher OutputsRanking Inputs