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Top 10 Tried & True SEO Tactics

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This deck was presented at IRCE 2013 in Chicago. Learn about the top 10 SEO tactics for gaining buy in and getting SEO work done. Give us a call to learn more.

This deck was presented at IRCE 2013 in Chicago. Learn about the top 10 SEO tactics for gaining buy in and getting SEO work done. Give us a call to learn more.

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  • iOS 6 will further obscure organic search data.one-year anniversary of Google choosing to block keyword referral information for secure organic searches. At the end of Q3, about a quarter of all queries fall into the (not provided) category on average.iOS 6 users coming from Google will appear as direct visits.

Top 10 Tried & True SEO Tactics Top 10 Tried & True SEO Tactics Presentation Transcript

  • MULTICHANNEL ATTRIBUTION Top 10 Tried & True SEO Tactics Adam Audette Ed Boyle
  • 2 WHAT IS SEO?
  • 3 SEO is full of false premises and misconceptions
  • SEO IS NOT ABOUT ALGORITHMS
  • SEO IS NOT ABOUT RANKINGS
  • SEO IS NOT ABOUT KEYWORDS
  • SEO is matching a relevant result to a specific need, using search engines.
  • SEO IS ABOUT PEOPLE (AND THEY’RE SAD)
  • TIP #1 INTERNAL EDUCATION
  • TIP #1 INTERNAL EDUCATION ON-GOING AND SUSTAINED
  • TIP #1 INTERNAL EDUCATION PICK YOUR EVANGELISTS
  • TIP #1 INTERNAL EDUCATION LEAN ON AN AGENCY
  • TIP #1 INTERNAL EDUCATION CREATE A TASK FORCE
  • TIP #1 INTERNAL EDUCATION CREATE A SUMMIT
  • TIP #1 INTERNAL EDUCATION SEO BECOMES PART OF THE CONVERSATION
  • TIP #1 INTERNAL EDUCATION TEAMS ARE MORE PROACTIVE DRIVING CHANGES WITH SEO IN MIND
  • TIP #1 INTERNAL EDUCATION LONG TERM BENEFIT: LESS SEO RETROFITS
  • BONUS TIP! EDUCATE YOUR AGENCY
  • HAMMER THE BRAND HOME
  • TIP #2 EXPECT COMPROMISE
  • TIP #2 EXPECT COMPROMISEBLUE SKY IS ONLY A STARTING POINT
  • RECS NOT IMPLEMENTED ARE LOST AND FORGOTTEN
  • TAKE OFF THE BLINDERS
  • BONUS TIP! ALIGN AGENCY RECS
  • ‘NOTHER BONUS TIP! DON’T BE A ‘ONE SIZE FITS ALL’ AGENCY
  • TIP #3 DEDICATE RESOURCES
  • RECS NOT IMPLEMENTED ARE LOST AND FORGOTTEN
  • … AND THEREFORE WORTHLESS
  • TIP #3 DEDICATE RESOURCES LACK OF IMPLEMENTATION IS THE #1 CAUSE OF SEO FAILURE
  • TIP #3 DEDICATE RESOURCES BRAND: DON’T EXPECT PERFORMANCE W/OUT GETTING STUFF DONE
  • TIP #3 DEDICATE RESOURCES AGENCY: BE A PROJECT MANAGER
  • TIP #4 CREATE ADVOCATES
  • TIP #4 CREATE ADVOCATES FROM SENIOR LEADERSHIP FROM THE DEV TEAM (outside SEO team is best)
  • TIP #4 CREATE ADVOCATES HELPS PRIORITIZE REQUESTS STRENGTHENS ARGUMENTS
  • TIP #5 STAND UP
  • TIP #5 STAND UP LEADERSHIP CITE BUZZ, TRENDS
  • TIP #5 STAND UP LEADERSHIP HAVE HOT BUTTON ISSUES
  • TIP #5 STAND UP LEADERSHIP HOPE FOR SILVER BULLETS
  • UNLIKE SNEAKERS, SEO HAS NO SILVER BULLETS.
  • KNOW WHEN TO PUSH BACK
  • TIP #6 PROVE ROI
  • TIP #6 PROVE ROI YOU HAVE DATA! SO QUANTIFY IT
  • HOW?
  • TIP #6 PROVE ROI USE TECHNOLOGY
  • TIP #6 PROVE ROI
  • TIP #6 PROVE ROI
  • TIP #6 PROVE ROI
  • TIP #6 PROVE ROI
  • TIP #6 PROVE ROI
  • TIP #7 GOOGLE+ MATTERS
  • TIP #7 GOOGLE+ MATTERS Google+ isn’t much of atraffic source
  • TIP #7 GOOGLE+ MATTERS WHY?
  • TIP #7 GOOGLE+ MATTERS
  • Your audience uses Google
  • That makes Google+ important
  • TIP #7 GOOGLE+ MATTERS 1. Invest in your G+ brand page 2. Use authorship for content 3. Know your Knowledge Graph
  • TIP #8 CURE (not provided)
  • (not provided) rising
  • Mobile share rising
  • 69 More hidden data
  • TIP #8 CURE (not provided) HOW?
  • TIP #8 CURE (not provided)
  • TIP #8 CURE (not provided)
  • TIP #8 CURE iOS6 traffic issue http://plotin.us/ios6-seo-fix
  • TIP #9 CHANGE YOUR PHILOSOPHY
  • misconception #1: FOCUS ON ALGORITHMS Remedy: focus on the user first, last and always
  • misconception #2: FOCUS ON KEYWORDS Remedy: understand your market segment
  • HERE’S SALLY
  • > Sally wants to shop for a little black dress > Your company sells little black dresses > Sally uses keywords to find you
  • misconception #3: FOCUS ON RANKINGS Remedy: know what metrics matter
  • Rankings don’t matter
  • What’s better?
  • TIP #10 CONTENT STRATEGY
  • TIP #10 CONTENT STRATEGY CONTENT STRATEGY ISN’T SEO…
  • TIP #10 CONTENT STRATEGY BUT CONTENT STRATEGY CAN FEED YOUR SEO!
  • TIP #10 CONTENT STRATEGY AUDIENCE ANALYSIS & PERSONA DEVELOPMENT
  • TIP #10 CONTENT STRATEGY INFORMATION ARCHITECTURE
  • TIP #10 CREATE YOUR CONTENT STRATEGY
  • 92 THANK YOU! Edward Boyle Urban Outfitters Adam Audette RKG @audette