[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months

[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months

Posted by DmitryDragilev

This blog post was co-written with Brad Zomick, the former Director of Content Marketing at Pipedrive, where this case study took place.

It’s tough out there for SEOs and content marketers. With the sheer amount of quality content being produced, it has become nearly impossible to stand out in most industries.

Recently we were running content marketing for Pipedrive, a sales CRM. We created a content strategy that used educational sales content to educate and build trust with our target audience.

This was a great idea, in theory — we’d educate readers, establish trust, and turn some of our readers into customers.

The problem is that there are already countless others producing similar sales-focused content. We weren’t just competing against other startups for readers; we also had to contend with established companies, sales trainers, strategists, bloggers and large business sites.

The good news is that ranking a strategic keyword is still very much possible. It’s certainly not easy, but with the right process, anyone can rank for their target keyword.

Below, we’re going to show you the process we used to rank on page one for a high-volume keyword.

If you’re not sure about reading ahead, here is a quick summary:

We were able to rank #1 for a high-volume keyword: "sales management" (9,900 search volume). We outranked established sites including SalesManagement.org, Apptus, InsightSquared, Docurated, and even US News, Wikipedia, and the Bureau of Labor Statistics. We managed this through good old-fashioned content creation + outreach + guest posting, aka the "Skyscraper Technique."

Here are the eight steps we took to reach our goal (click on a step to jump straight to that section):

1. Select the right topic
2. Create bad-ass content for our own blog
3. Optimize on-page SEO & engagement metrics
4. Build internal links
5. Find people who would link to this content
6. Ask people to link to our content
7. Write guest posts on leading blogs
8. Fine-tuning content with TF * IDF

Before we start, understand that this is a labor-intensive process. Winning a top SERP spot required the focus of a 3-person team for the better part of 3 months.

If you’re willing to invest a similar amount of time and effort, read on!

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Step 1: Finding a good topic

We wanted three things from our target keyword:

1. Significant keyword volume

If you’re going to spend months ranking for a single keyword, you need to pick something big enough to justify the effort.

In our case, we settled on a keyword with 9,900 searches each month as per the Keyword Planner (1k–10k range after the last update).

That same keyword registered a search volume of 1.7–2.9k in Moz Keyword Explorer, so take AdWords’ estimates with a grain of salt.

One way to settle on a target volume is to see it in terms of your conversion rate and buyer’s journey:

• Buyer’s journey: Search volume decreases as customers move further along the buyer’s journey. Fewer searches are okay if you’re targeting Decision-stage keywords.
• Conversion rate: The stronger your conversion rate for each stage of the buyer’s journey, the more you can get away with by targeting a low search volume keyword.

Also consider the actual traffic from the keyword, not just search volume.

For instance, we knew from Moz’s research that the first result gets about 30% of all clicks.

For a keyword with 9,900 search volume, this would translate into over 3,000 visitors/month for a top position.

If we could convert even 5% of these into leads, we’d net over 1,800 leads each year, which makes it worth our time.

2. Pick a winnable topic

Some SERPs are incredibly competitive. For instance, if you’re trying to rank for "content marketing," you’ll find that the first page is dominated by CMI (DA 84):

You might be able to fight out a first-page rank, but it’s really not worth the effort in 99% of cases.

So our second requirement was to see if we could actually rank for our shortlisted keywords.

This can be done in one of two ways:

Informal method

The old-fashioned way to gauge keyword difficulty is to simply eyeball SERPs for your selected keywords.

If you see a lot of older articles, web 1.0 pages, unrecognizable brands, and generic content sites, the keyword should be solid.

On the other hand, if the first page is dominated by big niche brands with in-depth articles, you’ll have a hard time ranking well.

I also recommend using the MozBar to check metrics on the fly. If you see a ton of high DA/PA pages, move on to another keyword.

In our case, the top results mostly comprised of generic content sites or newish domains.

Moz Keyword Explorer

Moz’s Keyword Explorer gives you a more quantifiable way to gauge keyword difficulty. You’ll get actual difficulty vs. potential scores.

Aim for a competitiveness score under 50 and opportunity/potential scores above 50. If you get scores beyond this threshold, keep looking.

Of course, if you have an established domain, you can target more difficult keywords.

Following this step, we had a shortlist of four keywords:

1. sales techniques (8100)
2. sales process (8100)
3. sales management (9900)
4. sales forecast (4400)

We could have honestly picked anything from this list, but for added impact, we decided to add another filter.

3. Strategic relevance

If you’re going to turn visitors into leads, it’s important to focus on keywords that are strategically relevant to your conversion goals.

In our case, we chose “sales management” as the target keyword.

We did this because Pipedrive is a sales management tool, so the keyword describes us perfectly.

Additionally, a small business owner searching for “sales management” has likely moved from Awareness to Consideration and thus, is one step closer to buying.

In contrast, “sales techniques” and “sales forecast” are keywords a sales person would search for, not a sales leader or small business owner (decision-makers).

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Step 2: Writing a bad-ass piece of content

Content might not be king anymore, but it is still the foundation of good SEO. We wanted to get this part absolutely right.

Here’s the process we followed to create our content:

1. Extremely thorough research

We had a simple goal from the start: create something substantially better than anything in the top SERPs.

To get there, we started by reviewing every article ranking for “sales management,” noting what we liked and what we didn’t.

For instance, we liked how InsightSquared started the article with a substantive quote. We didn’t like how Apptus went overboard with headers.

We also looked for anomalies. One thing that caught our attention was that two of the top 10 results were dedicated to the keyword “sales manager.”

We took note of this and made sure to talk about “sales managers” in our article.

We also looked at related searches at the bottom of the page:

We also scoured more than 50 sales-related books for chapters about sales management.

Finally, we also talked to some real salespeople. This step helped us add expert insight that outsourced article writers just don’t have.

At the end, we had a superior outline of what we were going to write.

2. Content creation

You don’t need to be a subject matter expert to create an excellent piece of content.

What you do need is good writing skills... and the discipline to actually finish an article.

Adopt a journalistic style where you report insight from experts. This gives you a better end-product since you’re curating insight and writing it far better than subject matter experts.

Unfortunately, there is no magic bullet to speed up the writing part — you’ll just have to grind it out. Set aside a few days at least to write anything substantive.

There are a few things we learned through the content creation experience:

1. Don’t multi-task. Go all-in on writing and don’t stop until it’s done.
2. Work alone. Writing is a solitary endeavor. Work in a place where you won’t be bothered by coworkers.
3. Listen to ambient music. Search “homework edit” on YouTube for some ambient tracks, or use a site like Noisli.com

Take tip #1 as non-negotiable. We tried to juggle a couple of projects and finishing the article ended up taking two weeks. Learn from our mistake — focus on writing alone!

Before you hit publish, make sure to get some editorial feedback from someone on your team, or if possible, a professional editor.

We also added a note at the end of the article where we solicit feedback for future revisions.

If you can’t get access to editors, at the very least put your article through Grammarly.

3. Add lots of visuals and make content more readable

Getting visuals in B2B content can be surprisingly challenging. This is mostly due to the fact that there are a lot of abstract, hard-to-visualize concepts in B2B writing.

This is why we found a lot of blog posts like this with meaningless stock images:

To avoid this, we decided to use four custom images spread throughout the article.

We wanted to use visuals to:

• Illustrate abstract concepts and ideas
• Break up the content into more readable chunks.
• Emphasize key takeaways in a readily digestible format

We could have done even more — prolific content creators like Neil Patel often use images every 200–300 words.

Aside from imagery, there are a few other ways to break up and highlight text to make your content more readable.

• Section headers
• Bullets and numbered lists
• Small paragraphs
• Highlighted text
• Blockquotes
• Use simple words

We used most of these tactics, especially blockquotes to create sub-sections.

Given our audience — sales leaders and managers — we didn’t have to bother with dumbing down our writing. But if you’re worried that your writing is too complex, try using an app like Hemingway to edit your draft.

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Step 3: Optimize on-page SEO and engagement metrics

Here’s what we did to optimize on-page SEO:

1. Fix title

We wanted traffic from people searching for keywords related to “sales management,” such as:

• “Sales management definition” (currently #2)
• “Sales management process” (currently #1)
• “Sales management strategies” (currently #4)
• “Sales management resources” (currently #3)

To make sure we tapped all these keywords, we changed our main H1 header tag to include the words definition, process, strategies, and resources.

These are called “modifiers” in SEO terms.

Google is now smart enough to know that a single article can cover multiple related keywords. Adding such modifiers helped us increase our potential traffic.

2. Fix section headers

Next, we used the right headers for each section:

Instead of writing “sales management definition,” we used an actual question a reader might ask.

Here’s why:

• It makes the article easier to read
• It's a natural question, which makes it more likely to rank for voice searches and Google’s “answers”

We also peppered related keywords in headers throughout the article. Note how we used the keyword at the beginning of the header, not at the end:

We didn’t want to go overboard with the keywords. Our goal was to give readers something they’d actually want to read.

This is why our <h2> tag headers did not have any obvious keywords:

This helps the article read naturally while still using our target keywords.

3. Improve content engagement

Notice the colon and the line break at the very start of the article:

This is a “bucket brigade”: an old copywriting trick to grab a reader’s attention.

We used it at the beginning of the article to stop readers from hitting the back button and going back to Google (i.e. increase our dwell time).

We also added outgoing and internal links to the article.

4. Fix URL

According to research, shorter URLs tend to rank better than longer ones.

We didn’t pay a lot of attention to the URL length when we first started blogging.

Here’s one of our blog post URLs from 2013:

Not very nice, right?

For this post, we used a simple, keyword-rich URL:

Ideally, we wouldn’t have the /2016/05/ bit, but by now, it’s too late to change.

5. Improve keyword density

One common piece of on-page SEO advice is to add your keywords to the first 100 words of your content.

If you search for “sales management” on our site, this is what you’ll see:

If you’re Googlebot, you’d have no confusion what this article was about: sales management.

We also wanted to use related keywords in the article without it sounding over-optimized. Gaetano DiNardi, our SEO manager at the time, came up with a great solution to fix this:

We created a “resources” or “glossary” section to hit a number of related keywords while still being useful. Here's an example:

It’s important to make these keyword mentions as organic as possible.

As a result of this on-page keyword optimization, traffic increased sharply.

We over-optimized keyword density in the beginning, which likely hurt rankings. Once we spotted this, we changed things around and saw an immediate improvement (more on this below).

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Step 4: Build internal links to article

Building internal links to your new content can be surprisingly effective when promoting content.

As Moz has already written before:

“Internal links are most useful for establishing site architecture and spreading link juice.”

Essentially, these links:

• Help Googlebot discover your content
• Tell Google that a particular page is “important” on your site since a lot of pages point to it

Our approach to internal linking was highly strategic. We picked two kinds of pages:

1. Pages that had high traffic and PA. You can find these in Google Analytics under Behavior --> Site Content.

2. Pages where the keyword already existed unlinked. You can use this query to find such pages:

Site:[yoursite.com] “your keyword”

In our case, searching for “sales management” showed us a number of mentions:

After making a list of these pages, we dove into our CMS and added internal links by hand.

These new links from established posts showed Google that we thought of this page as “important.”

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Step 5: Finding link targets

This is where things become more fun. In this step, we used our detective SEO skills to find targets for our outreach campaign.

There are multiple ways to approach this process, but the easiest — and the one we followed — is to simply find sites that had linked to our top competitors.

We used Open Site Explorer to crawl the top ten results for backlinks.

By digging beyond the first page, we managed to build up a list of hundreds of prospects, which we exported to Excel.

This was still a very “raw” list. To maximize our outreach efficiency, we filtered out the following from our list:

• Sites with DA under 30.
• Sites on free blog hosts like Blogspot.com, WordPress.com, etc.

This gave us a highly targeted list of hundreds of prospects.

Here’s how we organized our Excel file:

Finding email addresses

Next step: find email addresses.

This has become much easier than it used to be thanks to a bunch of new tools. We used EmailHunter (Hunter.io) but you can also use VoilaNorbert, Email Finder, etc.

EmailHunter works by finding the pattern people use for emails on a domain name, like this:

To use this tool, you will need either the author’s name or the editor/webmaster’s name.

In some cases, the author of the article is clearly displayed.

In case you can’t find the author’s name (happens in case of guest posts), you’ll want to find the site’s editor or content manager.

LinkedIn is very helpful here.

Try a query like this:

site:linkedin.com “Editor/Blog Editor” at “[SiteName]”.

Once you have a name, plug the domain name into Hunter.io to get an email address guess of important contacts.

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Step 6: Outreach like crazy

After all the data retrieval, prioritization, deduping, and clean up, we were left with hundreds of contacts to reach out to.

To make things easier, we segmented our list into two categories:

• Category 1: Low-quality, generic sites with poor domain authority. You can send email templates to them without any problems.
• Category 2: Up-and-coming bloggers/authoritative sites we wanted to build relationships with. To these sites, we sent personalized emails by hand.

With the first category of sites, our goal was volume instead of accuracy.

For the second category, our objective was to get a response. It didn’t matter whether we got a backlink or not — we wanted to start a conversation which could yield a link or, better, a relationship.

You can use a number of tools to make outreach easier. Here are a few of these tools:

1. JustReachOut
2. MixMax
3. LeadIQ
4. Toutapp
5. Prospectify

We loved using a sales tool called MixMax. Its ability to mail merge outreach templates and track open rates works wonderfully well for SEO outreach.

If you’re looking for templates, here’s one email we sent out:

Let’s break it down:

1. Curiosity-evoking headline: Small caps in the subject line makes the email look authentic. The “something missing” part evokes curiosity.
2. Name drop familiar brands: Name dropping your relationship to familiar brands is another good way to show your legitimacy. It’s also a good idea to include a link to their article to jog their memory.
3. What’s missing: The meat of the email. Make sure that you’re specific here.
4. The “why”: Your prospects need a “because” to link to you. Give actual details as to what makes it great — in-depth research, new data, or maybe a quote or two from Rand Fishkin.
5. Never demand a link: Asking for feedback first is a good way to show that you want a genuine conversation, not just a link.

This is just one example. We tested 3 different emails initially and used the best one for the rest of the campaign. Our response rate for the whole campaign was 42%.

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Step 7: Be prepared to guest post

Does guest blogging still work?

If you’re doing it for traffic and authority, I say: go ahead. You are likely putting your best work out there on industry-leading blogs. Neither your readers nor Google will mind that.

In our case, guest blogging was already a part of our long-term content marketing strategy. The only thing we changed was adding links to our sales management post within guest posts.

Your guest post links should have contextual reference, i.e. the post topic and link content should match. Otherwise, Google might discount the link, even if it is dofollow.

Keep this in mind when you start a guest blogging campaign. Getting links isn’t enough; you need contextually relevant links.

Here are some of the guest posts we published:

• 7 Keys to Scaling a Startup Globally [INC]
• An Introduction to Activity-Based Selling [LinkedIn]
• 7 Tips for MBAs Entering Sales Management Careers [TopMBA]

We weren’t exclusively promoting our sales management post in any of these guest posts. The sales management post just fit naturally into the context, so we linked to it.

If you’re guest blogging in 2017, this is the approach you need to adopt.

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Step 8: Fine-tuning content with TF * IDF

After the article went live, we realized that we had heavily over-optimized it for the term “sales management.” It occurred 48 times throughout the article, too much for a 2,500 word piece.

Moreover, we hadn’t always used the term naturally in the article.

To solve this problem, we turned to TF-IDF.

Recognizing TF-IDF as a ranking factor

TF-IDF (Term Frequency-Inverse Document Frequency) is a way to figure out how important a word is in a document based on how frequently it appears in it.

This is a pretty standard statistical process in information retrieval. It is also one of the oldest ranking factors in Google’s algorithms.

Hypothesis: We hypothesized that dropping the number of "sales management" occurrences from 48 to 20 and replacing it with terms that have high lexical relevance would improve rankings.

Were we right?

See for yourself:

Our organic pageviews increased from nearly 0 to over 5,000 in just over 8 months.

Note that no new links or link acquisition initiatives were actively in-progress during the time of this mini-experiment.

Experiment timeline:

• July 18th – Over-optimized keyword recognized.
• July 25th - Content team finished updating body copy, H2s with relevant topics/synonyms.
• July 26th - Updated internal anchor text to include relevant terms.
• July 27th - Flushed cache & re-submitted to Search Console.
• August 4th - Improved from #4 to #2 for "Sales Management"
• August 17 - Improved from #2 to #1 for "Sales Management"

The results were fast. We were able to normalize our content and see results within weeks.

We’ll show you our exact process below.

Normalization process — How did we do it?

The normalization process focused on identifying over-optimized terms, replacing them with related words and submitting the new page to search engines.

Here’s how we did it:

1. Identifying over-optimized term(s)

We started off using Moz’s on-page optimization tool to scan our page.

According to Moz, we shouldn’t have used the target term — “sales management” — more than 15 times. This means we had to drop 33 occurrences.

2. Finding synonymous terms with high lexical relevance

Next, we had to replace our 28+ mentions with synonyms that wouldn’t feel out of place.

We used Moz's Keyword Explorer to get some ideas.

3. Removed “sales management” from H2 headings

Initially, we had the keyword in both H1 and H2 headings, which was just overkill.

We removed it from H2 headings and used lexically similar variants instead for better flow.

4. Diluted “sales management” from body copy

We used our list of lexically relevant words to bring down the number of “sales management” occurrences to under 20. This was perfect for 2,500+ word article.

5. Diversify internal anchors

While we were changing our body copy, we realized that we also needed more anchor text diversity for our internal links.

Our anchors cloud was mostly “sales management” links:

We diversified this list by adding links to related terms like “sales manager,” “sales process,” etc.

6. Social amplification

We ramped up our activity on LinkedIn and Facebook to get the ball rolling on social shares.

The end result of this experimentation was an over 100% increase in traffic between August ‘16 to January ‘17.

The lesson?

Don’t just build backlinks — optimize your on-page content as well!

---

Conclusion

There’s a lot to learn from this case study. Some findings were surprising for us as well, particularly the impact of keyword density normalization.

While there are a lot of tricks and tactics detailed here, you’ll find that the fundamentals are essentially the same as what Rand and team have been preaching here for years. Create good content, reach out to link prospects, and use strategic guest posts to get your page to rank.

This might sound like a lot of work, but the results are worth it. Big industry players like Salesforce and Oracle actually advertise on AdWords for this term. While they have to pay for every single click, Pipedrive gets its clicks for free.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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Launching a New Website: Your SEO Checklist - Whiteboard Friday

Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday
Launching a New Website: Your SEO Checklist - Whiteboard Friday

Posted by randfish

Hovering your finger over the big red "launch" button for your new website? Hold off for just a second (or 660 of them, rather). There may be SEO considerations you haven't accounted for yet, from a keyword-to-URL content map to sweeping for crawl errors to setting up proper tracking. In today's Whiteboard Friday, Rand covers five big boxes you need to check off before finally setting that site live.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to talk about launching a new website and the SEO process that you've got to go through. Now, it's not actually that long and cumbersome. But there are a few things that I put into broad categories, where if you do these as you're launching a new site or before you launch that new site, your chances of having success with SEO long term and especially in those first few months is going to go way up.

1. Keyword to URL map for your content

So let's get started with number one here. What I'm suggesting that you do is, as you look across the site that you've built, go and do some keyword research. There are a lot of Whiteboard Fridays and blog posts that we've written here at Moz about great ways to do keyword research. But do that keyword research and create a list that essentially maps all of the keywords you are initially targeting to all of the URLs, the pages that you have on your new website.

So it should look something like this. It's got the URL, so RandsAnimals.com, targeting the keyword "amazing animals," and here's the page title and here's the meta description. Then, I've got http://ift.tt/2nLC0oW, which is my page about lemurs, and that's targeting "lemurs" and "lemur habits." There's the title.

You want to go through these and make sure that if you have an important keyword that you have not yet targeted, you do so, and likewise, that if you've got a URL, a page on your website that you have not yet intentionally targeted a keyword with, you make sure to do that as well. This can be a great way to go through a small site in the early stages and make sure that you've got some terms and phrases that you're actually targeting. This will be also helpful when you do your rank tracking and your on-page optimization later on.

2. Accessibility, crawl, and UX

So what I want you to do here is to ask yourself:

I. "Are the pages and the content on my website accessible to search engines?"

There are some great ways to check these. You can use something like Screaming Frog or Google Search Console. You could use Moz Pro, or OnPage.org, to basically run a scan of your site and make sure that crawlers can get to all the pages, that you don't have duplicate content, that you don't have thin content or pages that are perceived to have no content at all, you don't have broken links, you don't have broken pages, all that kind of good stuff.

II. "Is the content accessible to all audiences, devices, and browsers?"

Next, we're going to ask not about search engines and their crawlers, but about the audience, the human beings and whether your content is accessible to all the audiences, devices, and browsers that it could be. So this could mean things like screen readers for blind users, mobile devices, desktop devices, laptops, browsers of all different kinds. You're going to want to use a tool like a browser checker to make sure that Chrome, Firefox, and... What's Internet Explorer called now? Oh, man. They changed it. Microsoft Edge. Make sure that it works in all of them.

I like that I think that there's a peanut gallery who's going to yell it out. Like you're watching this at lunch and you're thinking, "Rand, if I yell it to you now, it won't be recorded." I know. I know.

III. "Do those pages load fast from everywhere?"

So I could use a tool like Google Speed Test. I can also do some proxy checking to make sure that from all sorts of regions, especially if I'm doing international targeting or if I know that I'm going to be targeting rural regions that my pages load fast from everywhere.

IV. "Is the design, UI, visuals, and experience enjoyable and easy for all users?"

You can do that with some in-house usability testing. You could do it informally with friends and family and existing customers if you have them. Or you could use something like Five Second Test or UsabilityHub to run some more formal testing online. Sometimes this can reveal things in your navigation or your content that's just stopping people from having the experience that you want — that's very easy to fix.

3. Setup of important services and tracking

So there's a bunch of stuff that you just need to set up around a website. Those include:

• Web analytics - Google Analytics is free and very, very popular. But you could also use something like Piwik, or if you're bigger, Omniture. You're going to want to do a crawl. OnPage or Moz Pro, or some of these other ones will check to make sure that your analytics are actually loaded on all of your pages.
• Uptime tracking - If you haven't checked them out, Pingdom has some very cheap plans for very early-stage sites. Then, if you get bigger, they can get more expensive and more sophisticated.
• Retargeting and remarketing - Even if you don't want to pay now and you're not going to use any of the services, go ahead and put the retargeting pixels from at least Facebook and Google onto your website, on all of your pages, so that those audiences are accessible to you later on in the future.
• Set up some brand alerts - The cheapest option is Google Alerts, which is free, but it's not very good at all. If you're using Moz Pro, there's Fresh Web Explorer alerts, which is great. Mention.net is also good, Talkwalker, Trackur. There's a number of options there that are paid and a little bit better.
• Google Search Console - If you haven't set that up already, you're going to want to do that, as well as Bing Webmaster Tools. Both of those can reveal some errors to you. So if you have accessibility issues, that's a good free way to go.
• Moz/Ahrefs/SEMRush/Searchmetrics/Raven/etc. - If you are doing SEO, chances are good that you're going to want to set up some type of an SEO tool to track your rankings and do a regular crawl, show you competitive opportunities and missteps, potentially show you link-building opportunities, all that kind of stuff. I would urge you to check out one of probably these five. There are a few other ones. But these five are pretty popular — Moz, Ahrefs, SEMRush, Searchmetrics, or Raven. Those are some of the best known ones certainly out there.
• Social and web profiles - Again, important to set those up before you launch your new site, so that no one goes and jumps on the name of your Facebook page, or your Pinterest page, or your Instagram profile page, or your YouTube page, or your SlideShare page. I know you might be saying, "But Rand, I don't use SlideShare." No, not today. But you might in the future, and trust me, you're going to want to claim Rand's Animals on YouTube and SlideShare. You're going to want to claim whatever your website's name is. I'll go claim this one later. But you've got to set all those up, because you don't want someone else taking them later. I would urge you to go down the full list of all the social media sites out there, all the web profiles out there, just to make sure that you've got your brand secured.

4. Schema, rich snippets, OpenGraph, etc

Optimization in general, more broadly. So this is where I'm essentially going through these URLs and I'm making sure, "Hey, okay. I know I've targeted these keywords and I already did sort of my page title meta description. But let me check if there are other opportunities."

Are there content opportunities or image search opportunities? Do I have rich snippet opportunities? Like maybe, this is probably not the case, but I could have user review stars for my Rand's Animals website. I don't know if people particularly love this lemur GIF versus that lemur GIF. But those can be set up on your site, and you can see the description of how to do that on Google and Bing. They both have resources for that. The same is true for Twitter and Facebook, who offer cards so that you show up correctly in there. If you're using OpenGraph, I believe that also will correctly work on LinkedIn and other services like that. So those are great options.

5. Launch amplification & link outreach plan

So one of the things that we know about SEO is that you need links and engagement and those types of signals in order to rank well. You're going to want to have a successful launch day and launch week and even a launch month. That means, asking the question in advance:

I. "Who will help amplify your launch and why? Why are they going to do this?"

If you can identify, "These people, I know they personally want to help out," or, "They are friends and family. I have business relationships with them. They're customers of mine. They're journalists who promised to cover this. They are bloggers who care a lot about this subject and need stuff to write about." Whatever it is, if you can identify those people, create a list, and start doing that direct outreach, that is certainly something that you should do. I would plan in advance for that, and I would warn folks of when you were going to do that launch. That way, when launch day rolls around, you have some big, exciting news to announce. Two weeks after you launch to say, "Hey, I launched a new website a couple weeks ago," you're no longer news. You're no longer quite as special, and therefore your chances of coverage go down pretty precipitously after the first few days.

II. "What existing relationships, profiles, and sites should I update to create buzz (and accuracy)?"

I would also ask what existing relationships and websites and profiles do you already have that you can and should update to create buzz and actually to create accuracy. So this would be things like everything from your email signature to all your social profiles that we've talked about, both the ones you've claimed and the ones that you personally have. You should go and update your LinkedIn. You should go and update your Twitter page. You should go and update Facebook. All of those kinds of things, you may want to go and update. About.me if you have a profile there, or if you're a designer, maybe your Dribbble profile, whatever you've got.

*Then, you should also be thinking about, "Do I have content that I've contributed across the web over the years, on all sorts of other websites, where if I went and said, 'Hey, I've got a new site. Could you point to that new site, instead of my old one, or to my new site that I've just launched, instead of my old employer who I've left?'" you can do that as well, and it's certainly a good idea.

III. "What press coverage, social coverage, or influencer outreach can I do?"

The last thing I would ask about are people who are maybe more distant from you, but press coverage, social coverage, or influencer outreach, similar to the, "Who will help you amplify and why?" You should be able to make a list of those folks, those outlets, find some email addresses, send a pitch if you've got one, and start to build those relationships.

Launch day is a great reason to do outreach. When you're launching something new is the right time to do that, and that can help you get some amplification as well.

All right. Hopefully, when you launch your new site, you're going to follow this checklist, you're going to dig into these details, and you're going to come away with a much more successful SEO experience.

If you've launched a website and you see things that are missing from this list, you see other recommendations that you've got, please, by all means, leave them in the comments. We'd love to chat about them.

We'll see you again next week for another edition of Whiteboard Friday. Take care.

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The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]
The Wonderful World of SEO Meta Tags [Refreshed for 2017]

Posted by katemorris

Meta tags represent the beginning of most SEO training, for better or for worse. I contemplated exactly how to introduce this topic because we always hear about the bad side of meta tags — namely, the keywords meta tag. One of the first things dissected in any site review is the misuse of meta tags, mainly because they're at the top of every page in the header and are therefore the first thing seen. But we don't want to get too negative; meta tags are some of the best tools in a search marketer's repertoire.

There are meta tags beyond just description and keywords, though those two are picked on the most. I've broken down the most-used (in my experience) by the good, the bad, and the indifferent. You'll notice that the list gets longer as we get to the bad ones. I didn't get to cover all of the meta tags possible to add, but there's a comprehensive meta tag resource you should check out if you're interested in everything that's out there.

My main piece of advice: stick to the core minimum. Don't add meta tags you don't need — they just take up code space. The less code you have, the better. Think of your page code as a set of step-by-step directions to get somewhere, but for a browser. Extraneous meta tags are the annoying "Go straight for 200 feet" line items in driving directions that simply tell you to stay on the same road you're already on!

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The good meta tags

These are the meta tags that should be on every page, no matter what. Notice that this is a small list; these are the only ones that are required, so if you can work with just these, please do.

• Meta content type – This tag is necessary to declare your character set for the page and should be present on every page. Leaving this out could impact how your page renders in the browser. A few options are listed below, but your web designer should know what's best for your site.

<meta http-equiv="Content-Type" content="text/html; charset=utf-8" />

<meta http-equiv="Content-Type" content="text/html; charset=ISO-8859-1">

• Title – While the title tag doesn’t start with "meta," it is in the header and contains information that's very important to SEO. You should always have a unique title tag on every page that describes the page. Check out this post for more information on title tags.
• Meta description – The infamous meta description tag is used for one major purpose: to describe the page to searchers as they read through the SERPs. This tag doesn't influence ranking, but it's very important regardless. It's the ad copy that will determine if users click on your result. Keep it within 160 characters, and write it to catch the user's attention. Sell the page — get them to click on the result. Here's a great article on meta descriptions that goes into more detail.
• Viewport – In this mobile world, you should be specifying the viewport. If you don’t, you run the risk of having a poor mobile experience — the Google PageSpeed Insights Tool will tell you more about it. The standard tag is:

<meta name=viewport content="width=device-width, initial-scale=1">

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The indifferent meta tags

Different sites will need to use these in specific circumstances, but if you can go without, please do.

• Social meta tags – I'm leaving these out. OpenGraph and Twitter data are important to sharing, but are not required per se.
• Robots – One huge misconception is that you have to have a robots meta tag. Let's make this clear: In terms of indexing and link following, if you don't specify a meta robots tag, they read that as index,follow. It's only if you want to change one of those two commands that you need to add meta robots. Therefore, if you want to noindex but follow the links on the page, you would add the following tag with only the noindex, as the follow is implied. Only change what you want to be different from the norm.

<meta name="robots" content="noindex" />

• Specific bots (Googlebot) – These tags are used to give a specific bot instructions like noodp (forcing them not to use your DMOZ listing information, RIP) and noydir (same, but instead the Yahoo Directory listing information). Generally the search engines are really good at this kind of thing on their own, but if you think you need it, feel free. There have been some cases I've seen where it's necessary, but if you must, consider using the overall robots tag listed above.
• Language – The only reason to use this tag is if you're moving internationally and need to declare the main language used on the page. Check out this meta languages resource for a full list of languages you can declare.
• Geo – The last I heard, these meta tags are supported by Bing but not Google (you can target to country inside Search Console). There are three kinds: placename, position (latitude and longitude), and region.

<META NAME="geo.position" CONTENT="latitude; longitude">
<META NAME="geo.placename" CONTENT="Place Name">
<META NAME="geo.region" CONTENT="Country Subdivision Code">

• Keywords – Yes, I put this on the "indifferent" list. While no good SEO is going to recommend spending any time on this tag, there's some very small possibility it could help you somewhere. Please leave it out if you're building a site, but if it's automated, there's no reason to remove it.
• Refresh – This is the poor man's redirect and should not be used, if at all possible. You should always use a server-side 301 redirect. I know that sometimes things need to happen now, but Google is NOT a fan.
• Site verification – Your site is verified with Google and Bing, right? Who has the verification meta tags on their homepage? These are sometimes necessary because you can't get the other forms of site verification loaded, but if at all possible try to verify another way. Google allows you to verify by DNS, external file, or by linking your Google Analytics account. Bing still only allows by XML file or meta tag, so go with the file if you can.

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The bad meta tags

Nothing bad will happen to your site if you use these — let me just make that clear. They're a waste of space though; even Google says so (and that was 12 years ago now!). If you're ready and willing, it might be time for some spring cleaning of your <head> area.

• Author/web author – This tag is used to name the author of the page. It's just not necessary on the page.
• Revisit after – This meta tag is a command to the robots to return to a page after a specific period of time. It's not followed by any major search engine.
• Rating – This tag is used to denote the maturity rating of content. I wrote a post about how to tag a page with adult images using a very confusing system that has since been updated (see the post's comments). It seems as if the best way to note bad images is to place them on a separate directory from other images on your site and alert Google.
• Expiration/date – "Expiration" is used to note when the page expires, and "date" is the date the page was made. Are any of your pages going to expire? Just remove them if they are (but please don't keep updating content, even contests — make it an annual contest instead!). And for "date," make an XML sitemap and keep it up to date. It's much more useful.
• Copyright – That Google article debates this with me a bit, but look at the footer of your site. I would guess it says "Copyright 20xx" in some form. Why say it twice?
• Abstract – This tag is sometimes used to place an abstract of the content and used mainly by educational pursuits.
• Distribution – The "distribution" value is supposedly used to control who can access the document, typically set to "global." It's inherently implied that if the page is open (not password-protected, like on an intranet) that it's meant for the world. Go with it, and leave the tag off the page.
• Generator – This is used to note what program created the page. Like "author," it's useless.
• Cache control – This tag is set in hopes of controlling when and how often a page is cached in the browser. It's best to do this in the HTTP header.
• Resource type – This is used to name the type of resource the page is, like "document." Save yourself time, as the DTD declaration does it for you.

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There are so many meta tags out there, I’d love to hear about any you think need to be added or even removed! Shout out in the comments with suggestions or questions.

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