IRWD 2013 | Seth Dotterer: "The Latest Search Engine Changes" (with HSN)


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Fresh content, page design, usability – all of those never used to be part of ranking high in search engine results. Today they’re all important factors in whether consumers will be able to find a site in search results. This presentation features Hugo Guzman, Senior Manager of Online Marketing at HSN and Seth Dotterer, VP of Product & Marketing at Conductor, brings marketers up to date on the latest changes to Google and what they mean to a marketer’s success.

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IRWD 2013 | Seth Dotterer: "The Latest Search Engine Changes" (with HSN)

  1. 1. Welcome to IRWD 2013The latest search engine changes –what all marketers need to know.Hugo Guzman – HSNSeth Dotterer - ConductorR
  2. 2. We live in veryinteresting times
  3. 3. ®SEO Leadership•  150+ pieces of SEO thoughtleadership in 2012•  C3, the largest userconference in enterprise SEO•  Dedicated to raising theprofile of search marketersWho We Are•  Founded in 2006•  Located in New York, SanFrancisco, and BostonConductor Searchlight•  Supporting SEO success forover 2000 leading brands•  $4.5B in SEO revenue undermanagement•  18TB of SEO data collectedweekly
  4. 4. There are 3 billionsearches every day
  5. 5. Google is obsessedwith the internetuser
  6. 6. And makes over500 updates to itsalgorithm a year tokeep them happy
  7. 7. Since 2000 wehave seen updatesthat fluctuate inimpact.
  8. 8. Until 2010 thesehad little impact onmarketers whowere not SEOs.
  9. 9. The last two yearsthey have increasedin frequency anddisruptions caused.
  10. 10. Top Google changesin 2012
  11. 11. The menu barmigrates north
  12. 12. Google introducesthe knowledgegraph.
  13. 13. Enhanced SearchResults sprinkled inSERPS
  14. 14. SERPS arechanging fast andthat meansopportunity isincreasing
  15. 15. Not everything wasan immediatesuccess.
  16. 16. Penguin & Panda keepeveryone on alert
  17. 17. Making yourselfalgorithm proof anduser friendly
  18. 18. What to do in thenext algorithmupdate1.  Make Sure you Know!2.  Don’t Panic3.  Make sure you understandthe intent of the algorithmupdate4.  Check Google/Bingwebmaster tools5.  Conduct a visibility analysisusing your search platform6.  See if your competitors areaffected
  19. 19. Create new andrelevant contentregularly.
  20. 20. Duplicate content isnot a good strategy
  21. 21. Achieved successwith cross-functionalcollaboration
  22. 22. Great in-houseSEOs are best atengaging Non-SEOs versus beingtechnical gurusThe Engagerof Non-SEOsTheTechnicalGuru
  23. 23. Format yourplatforms for easyanalysis andreporting
  24. 24. Establish a SEOchecklist forcontentThe Engagerof Non-SEOs
  25. 25. Hunt down contentpoachers
  26. 26. Stay away fromboiler plates
  27. 27. Become a voice ofauthority in yourindustry
  28. 28. Focus on relevancewhen link building
  29. 29. Social media is notabout selling butengaging.
  30. 30. Make friends withGoogle+ but not bestfriends.
  31. 31. User orientatedweb strategiesincreased traffic
  32. 32. •  One Domain –•  Four Screens– TV– DesktopLaptop– Smartphone•  Dozens of internal stakeholders– Digital Marketing– Brand Marketing– PR– Creative– Merchandisers/Buyers– Product Management– Analytics– Legal– Finance– Executives Committee•  Thousands of products•  Millions of pages and in-boundlinksHSN SEO
  33. 33. HSN Keys tosearch success•  Stakeholder Buy-in•  Alignment with dev/IT•  Unique and authoritative content•  Influencer Engagement•  Enterprise Analytics andReporting– Leads to stakeholderempowerment
  34. 34. Download the presentation