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SEO in 2014
1. SEO in 2014
What Every Smart Marketer
Needs to Know
MassiveMedia.co | 604.227.4343
Friday, 11 October, 13
2. MassiveMedia.co | 604.227.4343
Presenter:
Lindsay Smith, CEO, Massive Media
@TechLinz
Fall 2013
LINDSAY SMITH
• 14 yrs. experience in search & digital
advertising
• Developed curriculum for BCIT’s
social analytics, web analytics, and
search marketing within the school of
business
• Regular guest expert on Global TV’s
Noon News & Shaw TV’s The Rush
Friday, 11 October, 13
3. Let’s Talk About...
3MassiveMedia.co | 604.227.4343
1.Online behavior
2.Factors influencing search today
3. How to ride the new wave for
search to get results
Friday, 11 October, 13
7. The Basics
PPC versus SEO
7MassiveMedia.co | 604.227.4343
• Organic search optimization = long
lasting effects that don’t cost per
click
• Paid Search = immediate results
but you pay a higher price
Friday, 11 October, 13
8. Page Rank
8MassiveMedia.co | 604.227.4343
What Are The Search Checking For?
Domain
Attributes
Page Level
Theming
Website
StructureBacklinks
User
Interaction
User
Signals
Social
Signals
Brand
Signals
Webspam
Warnings
Resource: Massive Media SEO Tool
Friday, 11 October, 13
11. Old School
Map Keywords to Pages
11MassiveMedia.co | 604.227.4343
• Title tags
• Meta-description
• Permalinks (page URLs)
• Alt-tags
• Headers
• Content
• Anchor Text
• Website uses W3C best practices
and is user friendly
Friday, 11 October, 13
12. New School
Automate the process
12MassiveMedia.co | 604.227.4343
• Should be built into your web
development platform
• Should be easy to edit (so easy
that you can do it in under 3
minutes per page!)
• With today’s tools the technical
implementation should be easy. If
it’s not something is wrong.
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13. #2
Tell a story that is
worth spreading
13MassiveMedia.co | 604.227.4343
Friday, 11 October, 13
21. Wrong Question:
How Do I Rank #1?
21MassiveMedia.co | 604.227.4343
Friday, 11 October, 13
22. Right Question:
What’s the best strategy
to drive traffic to my
site and convert it?
22MassiveMedia.co | 604.227.4343
Friday, 11 October, 13
23. When?
Start right from the beginning.
23MassiveMedia.co | 604.227.4343
• Brand message should be infused
in to the content of the website
• Keyword analysis and strategy
should be done before the content
and user interface are designed.
• Build the content and code around
audience optimization and user
interface.
“You can fix it now with
an eraser or fix it later
with a sledge hammer.”
Friday, 11 October, 13
24. Work Flow
Information
Architecture
Testing
& Debugging
Front End
Development
Mock-upsWireframes
Launch
Back End
Development
Discovery & Strategy
24
Content Strategy
Conversion Strategy
User Interface Page Optimization
Conversion
Optimization
Friday, 11 October, 13
25. What Should I Focus On?
25MassiveMedia.co | 604.227.4343
• Create sharable content that is link
worthy
• Develop carefully crafted
campaign messages that resonate
with your audience
• Build website on platforms that are
cross-channel ready and search
friendly.
• Continual A/B testing of content
and site layout
Friday, 11 October, 13
26. Now...
You know what you need to
do. Go make it happen.
MassiveMedia.co | 604.227.4343 26
Friday, 11 October, 13
