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
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
Top 10 Tried & True SEO Tactics
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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.

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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.
  • Transcript of "Top 10 Tried & True SEO Tactics"

    1. 1. MULTICHANNEL ATTRIBUTION Top 10 Tried & True SEO Tactics Adam Audette Ed Boyle
    2. 2. 2 WHAT IS SEO?
    3. 3. 3 SEO is full of false premises and misconceptions
    4. 4. SEO IS NOT ABOUT ALGORITHMS
    5. 5. SEO IS NOT ABOUT RANKINGS
    6. 6. SEO IS NOT ABOUT KEYWORDS
    7. 7. SEO is matching a relevant result to a specific need, using search engines.
    8. 8. SEO IS ABOUT PEOPLE (AND THEY’RE SAD)
    9. 9. TIP #1 INTERNAL EDUCATION
    10. 10. TIP #1 INTERNAL EDUCATION ON-GOING AND SUSTAINED
    11. 11. TIP #1 INTERNAL EDUCATION PICK YOUR EVANGELISTS
    12. 12. TIP #1 INTERNAL EDUCATION LEAN ON AN AGENCY
    13. 13. TIP #1 INTERNAL EDUCATION CREATE A TASK FORCE
    14. 14. TIP #1 INTERNAL EDUCATION CREATE A SUMMIT
    15. 15. TIP #1 INTERNAL EDUCATION SEO BECOMES PART OF THE CONVERSATION
    16. 16. TIP #1 INTERNAL EDUCATION TEAMS ARE MORE PROACTIVE DRIVING CHANGES WITH SEO IN MIND
    17. 17. TIP #1 INTERNAL EDUCATION LONG TERM BENEFIT: LESS SEO RETROFITS
    18. 18. BONUS TIP! EDUCATE YOUR AGENCY
    19. 19. HAMMER THE BRAND HOME
    20. 20. TIP #2 EXPECT COMPROMISE
    21. 21. TIP #2 EXPECT COMPROMISEBLUE SKY IS ONLY A STARTING POINT
    22. 22. RECS NOT IMPLEMENTED ARE LOST AND FORGOTTEN
    23. 23. TAKE OFF THE BLINDERS
    24. 24. BONUS TIP! ALIGN AGENCY RECS
    25. 25. ‘NOTHER BONUS TIP! DON’T BE A ‘ONE SIZE FITS ALL’ AGENCY
    26. 26. TIP #3 DEDICATE RESOURCES
    27. 27. RECS NOT IMPLEMENTED ARE LOST AND FORGOTTEN
    28. 28. … AND THEREFORE WORTHLESS
    29. 29. TIP #3 DEDICATE RESOURCES LACK OF IMPLEMENTATION IS THE #1 CAUSE OF SEO FAILURE
    30. 30. TIP #3 DEDICATE RESOURCES BRAND: DON’T EXPECT PERFORMANCE W/OUT GETTING STUFF DONE
    31. 31. TIP #3 DEDICATE RESOURCES AGENCY: BE A PROJECT MANAGER
    32. 32. TIP #4 CREATE ADVOCATES
    33. 33. TIP #4 CREATE ADVOCATES FROM SENIOR LEADERSHIP FROM THE DEV TEAM (outside SEO team is best)
    34. 34. TIP #4 CREATE ADVOCATES HELPS PRIORITIZE REQUESTS STRENGTHENS ARGUMENTS
    35. 35. TIP #5 STAND UP
    36. 36. TIP #5 STAND UP LEADERSHIP CITE BUZZ, TRENDS
    37. 37. TIP #5 STAND UP LEADERSHIP HAVE HOT BUTTON ISSUES
    38. 38. TIP #5 STAND UP LEADERSHIP HOPE FOR SILVER BULLETS
    39. 39. UNLIKE SNEAKERS, SEO HAS NO SILVER BULLETS.
    40. 40. KNOW WHEN TO PUSH BACK
    41. 41. TIP #6 PROVE ROI
    42. 42. TIP #6 PROVE ROI YOU HAVE DATA! SO QUANTIFY IT
    43. 43. HOW?
    44. 44. TIP #6 PROVE ROI USE TECHNOLOGY
    45. 45. TIP #6 PROVE ROI
    46. 46. TIP #6 PROVE ROI
    47. 47. TIP #6 PROVE ROI
    48. 48. TIP #6 PROVE ROI
    49. 49. TIP #6 PROVE ROI
    50. 50. TIP #7 GOOGLE+ MATTERS
    51. 51. TIP #7 GOOGLE+ MATTERS Google+ isn’t much of atraffic source
    52. 52. TIP #7 GOOGLE+ MATTERS WHY?
    53. 53. TIP #7 GOOGLE+ MATTERS
    54. 54. Your audience uses Google
    55. 55. That makes Google+ important
    56. 56. TIP #7 GOOGLE+ MATTERS 1. Invest in your G+ brand page 2. Use authorship for content 3. Know your Knowledge Graph
    57. 57. TIP #8 CURE (not provided)
    58. 58. (not provided) rising
    59. 59. Mobile share rising
    60. 60. 69 More hidden data
    61. 61. TIP #8 CURE (not provided) HOW?
    62. 62. TIP #8 CURE (not provided)
    63. 63. TIP #8 CURE (not provided)
    64. 64. TIP #8 CURE iOS6 traffic issue http://plotin.us/ios6-seo-fix
    65. 65. TIP #9 CHANGE YOUR PHILOSOPHY
    66. 66. misconception #1: FOCUS ON ALGORITHMS Remedy: focus on the user first, last and always
    67. 67. misconception #2: FOCUS ON KEYWORDS Remedy: understand your market segment
    68. 68. HERE’S SALLY
    69. 69. > Sally wants to shop for a little black dress > Your company sells little black dresses > Sally uses keywords to find you
    70. 70. misconception #3: FOCUS ON RANKINGS Remedy: know what metrics matter
    71. 71. Rankings don’t matter
    72. 72. What’s better?
    73. 73. TIP #10 CONTENT STRATEGY
    74. 74. TIP #10 CONTENT STRATEGY CONTENT STRATEGY ISN’T SEO…
    75. 75. TIP #10 CONTENT STRATEGY BUT CONTENT STRATEGY CAN FEED YOUR SEO!
    76. 76. TIP #10 CONTENT STRATEGY AUDIENCE ANALYSIS & PERSONA DEVELOPMENT
    77. 77. TIP #10 CONTENT STRATEGY INFORMATION ARCHITECTURE
    78. 78. TIP #10 CREATE YOUR CONTENT STRATEGY
    79. 79. 92 THANK YOU! Edward Boyle Urban Outfitters Adam Audette RKG @audette

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