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Confidential and Proprietary Information
Alison Garrison
SEO Manager
Tori Klem
Marketing Account Manager
Confidential and Proprietary Information
• Recent Search Engine
Developments
• 5 Outside-the-Box SEO Strategies
– Rich Sni...
Confidential and Proprietary Information
• Devalued “low quality” pages
– Targeted “over-optimized” sites using
“manipulative” tactics
– Dramatically altered link ...
Confidential and Proprietary Information
• Targeted “webspam”
– Thin or duplicate content
– Photo driven sites
– Link heav...
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Higher Search
Results
More Qualified
Traffic
Better Click-
Through Rates
• Google Authorship enhances a content-
related query with an Author or Publisher
image
Confidential and Proprietary Infor...
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information Moz.com
• Give the search engines the rich mark up
they desire
• Keep product info up to date
• Implement Google Authorship tag
• ...
• Rich snippets will eventually be the norm
• Search display is always changing; be
aware of current search display trends...
• Learn about Volusion store mark up
• Test your rich snippets here
• Learn more about Schema rich snippets
• How Google u...
Confidential and Proprietary Information Join the conversation: #VolusionSEO
Confidential and Proprietary Information
• Social media has massive reach
• Social platforms are used like search
engines
• Builds links
• Increases speed and freq...
Confidential and Proprietary Information
Confidential and Proprietary Information http://www.searchmetrics.com/en/
Confidential and Proprietary Information Moz.com
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
• Commit to platforms that fit your market
• Craft a strategy and prepare to engage
regularly and usefully
• Act on social...
• Social media is not going away and will
continue to influence the online ecosystem
• There’s a growing shift toward sear...
• Stay abreast of social media trends
with Mashable and the Social Media
Examiner
• Monitor social media topic trends with...
• And Volusion is here to help!
• Utilize Volusion’s Social Store feature
• Like Us on Facebook and follow us on
Twitter a...
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
• Your business uses a PO Box
• You do not want your address to be public
• You are terrified of foot traffic
• You are lo...
• Local results are on the upswing
– Tablet & mobile search is on the rise
– One third of results are now locally influenc...
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
• Never try and trick your way into local
business
• Set up Google (+ or Places) account
• On-page optimization on website...
• Traditional organic results are changing
• Localization is not going away
• Google shows love to those who use their
pro...
• Optimize your Google Places account
• How to implement local Schema markup
• GetListed.org provides a number of local
SE...
Confidential and Proprietary Information
Confidential and Proprietary Information
• Attracts additional traffic
• Adds value to your potential customers
• It’s less competitive
• Can boost conversion rate...
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
Confidential and Proprietary Information
1. Include keywords in
title
2. Include a keyword
rich description
3. Add a link ...
• Post videos with SEO in mind
• Use the company voice and branding
• Frontload your videos
• Repurpose old content for vi...
• Videos are moving from nice-to-have to
need-to-have
• Google will likely reward helpful videos and
will probably penaliz...
• Add Videos to product pages on Volusion
stores (or, you can simply embed the
videos)
• Video Schema Markup
• Video Optim...
Confidential and Proprietary Information
Confidential and Proprietary Information
Complete
Marketing
Strategy
SEO
PPC
Shopping
Feeds
Public
Relations
Traditional
A...
Confidential and Proprietary Information cpcstrategy.com
Confidential and Proprietary Information
Confidential and Proprietary Information
• Find the right mix for your company
• Examine user behavior to identify your
best performing channels
– Bounce rate, con...
• The search engines will continue to be value
driven
– What is valuable in your industry? You need to
produce that online...
• Want to partner with Volusion SEO? Call
888-750-3996 to learn more about our
services and current promotions.
Confidenti...
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Thinking Outside the Box: 5 SEO Strategies for Success

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  • As promised here are a few resources to help you utilize rich snippets. These are NOT clickable now, but will be when you download the slides. We’re going to have a section like this for each of our strategies. We won’t go through them in detail, but I strongly urge you to come back and go through these resources on your own.
  • TransitionNow we wanted to talk about another underutilized strategy – or sometimes, incorrectly used strategy – social media.
  • We know social media isn’t a brand new idea in the online ecosystem, but it still remains unsaturated for businesses. Let’s take a moment and see how many of us are actively using social media as part of the marketing strategy? A lot are: Ok, it looks like ________ % of us are – which is great! Let’s go into a few tips to make sure we’re using it correctly. Being involved doesn’t mean doing it right.A lot aren’t: Well, it looks like the ________________% of us are not actively using social media – which means we’re missing out on using it for new traffic and revenue! Let’s delve into some reasons we should use social, why, and some tips on using it effectively. Plus ___% of us said we weren’t sure if we’re doing it
  • Transcript of "Thinking Outside the Box: 5 SEO Strategies for Success"

    1. 1. Confidential and Proprietary Information Alison Garrison SEO Manager Tori Klem Marketing Account Manager
    2. 2. Confidential and Proprietary Information • Recent Search Engine Developments • 5 Outside-the-Box SEO Strategies – Rich Snippets – Social Media – Local SEO - Even if your business is not “local” – Video – Diversifying your Marketing Mix • The Future of SEO – Where are we headed? • Q&A Join the conversation: #VolusionSEO
    3. 3. Confidential and Proprietary Information
    4. 4. • Devalued “low quality” pages – Targeted “over-optimized” sites using “manipulative” tactics – Dramatically altered link profile and anchor text values • Placed greater emphasis on local and blended search • Applied new methods of measuring relevance, engagement and authority Confidential and Proprietary Information
    5. 5. Confidential and Proprietary Information • Targeted “webspam” – Thin or duplicate content – Photo driven sites – Link heavy sites • Does that sound like your store?
    6. 6. Confidential and Proprietary Information
    7. 7. Confidential and Proprietary Information
    8. 8. Confidential and Proprietary Information
    9. 9. Confidential and Proprietary Information
    10. 10. Confidential and Proprietary Information
    11. 11. Confidential and Proprietary Information
    12. 12. Confidential and Proprietary Information Higher Search Results More Qualified Traffic Better Click- Through Rates
    13. 13. • Google Authorship enhances a content- related query with an Author or Publisher image Confidential and Proprietary Information
    14. 14. Confidential and Proprietary Information
    15. 15. Confidential and Proprietary Information
    16. 16. Confidential and Proprietary Information Moz.com
    17. 17. • Give the search engines the rich mark up they desire • Keep product info up to date • Implement Google Authorship tag • Implement a review strategy Confidential and Proprietary Information
    18. 18. • Rich snippets will eventually be the norm • Search display is always changing; be aware of current search display trends • Mark up helps search engines immediately locate and identify what they view as valuable information Confidential and Proprietary Information
    19. 19. • Learn about Volusion store mark up • Test your rich snippets here • Learn more about Schema rich snippets • How Google uses rich snippets • Learn how to activate post-purchase email to solicit reviews • Learn how to set up Google Authorship Confidential and Proprietary Information
    20. 20. Confidential and Proprietary Information Join the conversation: #VolusionSEO
    21. 21. Confidential and Proprietary Information
    22. 22. • Social media has massive reach • Social platforms are used like search engines • Builds links • Increases speed and frequency of indexing • Bolsters branding • Signals authority and engagement Confidential and Proprietary Information
    23. 23. Confidential and Proprietary Information
    24. 24. Confidential and Proprietary Information http://www.searchmetrics.com/en/
    25. 25. Confidential and Proprietary Information Moz.com
    26. 26. Confidential and Proprietary Information
    27. 27. Confidential and Proprietary Information
    28. 28. Confidential and Proprietary Information
    29. 29. Confidential and Proprietary Information
    30. 30. Confidential and Proprietary Information
    31. 31. Confidential and Proprietary Information
    32. 32. Confidential and Proprietary Information
    33. 33. Confidential and Proprietary Information
    34. 34. Confidential and Proprietary Information
    35. 35. Confidential and Proprietary Information
    36. 36. • Commit to platforms that fit your market • Craft a strategy and prepare to engage regularly and usefully • Act on social media like how you act at a party or social engagement • Incorporate keywords naturally into posts and social content • Ask for reviews and feedback Confidential and Proprietary Information
    37. 37. • Social media is not going away and will continue to influence the online ecosystem • There’s a growing shift toward search within social networks • Don’t be afraid of trying new social platforms • Social signals are the new backlinks • Social media requires strategy, time and knowhow Confidential and Proprietary Information
    38. 38. • Stay abreast of social media trends with Mashable and the Social Media Examiner • Monitor social media topic trends with Social Mention • Organize your social media channels with Hootsuite Confidential and Proprietary Information
    39. 39. • And Volusion is here to help! • Utilize Volusion’s Social Store feature • Like Us on Facebook and follow us on Twitter and Google+ for regular social media updates • Check out Social Media videos on our YouTube Channel • Check out our Social Media Pinterest board for useful infographics • Regularly check in with the Volusion blog for social media tips specific to ecommerce Confidential and Proprietary Information
    40. 40. Confidential and Proprietary Information
    41. 41. Confidential and Proprietary Information
    42. 42. Confidential and Proprietary Information
    43. 43. Confidential and Proprietary Information
    44. 44. Confidential and Proprietary Information
    45. 45. Confidential and Proprietary Information
    46. 46. Confidential and Proprietary Information
    47. 47. • Your business uses a PO Box • You do not want your address to be public • You are terrified of foot traffic • You are located in a very isolated place Confidential and Proprietary Information
    48. 48. • Local results are on the upswing – Tablet & mobile search is on the rise – One third of results are now locally influenced • Provides a competitive edge in your region • More information for the search engines • Google favors those who are transparent and use their products • Additional search result real estate Confidential and Proprietary Information
    49. 49. Confidential and Proprietary Information
    50. 50. Confidential and Proprietary Information
    51. 51. Confidential and Proprietary Information
    52. 52. Confidential and Proprietary Information
    53. 53. • Never try and trick your way into local business • Set up Google (+ or Places) account • On-page optimization on website • Implement a citation strategy – Always use consistent information in citations • Local PR Confidential and Proprietary Information
    54. 54. • Traditional organic results are changing • Localization is not going away • Google shows love to those who use their products • Local SEO can tip the scales between you and a close competitor Confidential and Proprietary Information
    55. 55. • Optimize your Google Places account • How to implement local Schema markup • GetListed.org provides a number of local SEO resources Confidential and Proprietary Information
    56. 56. Confidential and Proprietary Information
    57. 57. Confidential and Proprietary Information
    58. 58. • Attracts additional traffic • Adds value to your potential customers • It’s less competitive • Can boost conversion rate • Increases engagement Confidential and Proprietary Information
    59. 59. Confidential and Proprietary Information
    60. 60. Confidential and Proprietary Information
    61. 61. Confidential and Proprietary Information
    62. 62. Confidential and Proprietary Information
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    66. 66. Confidential and Proprietary Information
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    68. 68. Confidential and Proprietary Information
    69. 69. Confidential and Proprietary Information 1. Include keywords in title 2. Include a keyword rich description 3. Add a link within the description 4. Provide value within the video 5. Add keywords under “tags” 6. Categorize
    70. 70. • Post videos with SEO in mind • Use the company voice and branding • Frontload your videos • Repurpose old content for video Confidential and Proprietary Information
    71. 71. • Videos are moving from nice-to-have to need-to-have • Google will likely reward helpful videos and will probably penalize “spammy” video • YouTube is and will continue to be the dominant video player • Short video applications are growing Confidential and Proprietary Information
    72. 72. • Add Videos to product pages on Volusion stores (or, you can simply embed the videos) • Video Schema Markup • Video Optimization Tips Confidential and Proprietary Information
    73. 73. Confidential and Proprietary Information
    74. 74. Confidential and Proprietary Information Complete Marketing Strategy SEO PPC Shopping Feeds Public Relations Traditional Advertising Branding Email Content Strategy Social Media
    75. 75. Confidential and Proprietary Information cpcstrategy.com
    76. 76. Confidential and Proprietary Information
    77. 77. Confidential and Proprietary Information
    78. 78. • Find the right mix for your company • Examine user behavior to identify your best performing channels – Bounce rate, conversions, time on site, etc. • Repeat after me: – All well-behaved traffic is beneficial to my SEO! Confidential and Proprietary Information
    79. 79. • The search engines will continue to be value driven – What is valuable in your industry? You need to produce that online material. • Blended search & localization will continue to be important – Do not ignore local optimization or complementary search marketing channels • It’s time to think beyond “traditional” SEO – Your goal is visibility for relevant search queries • Search is always changing – Be quick to adapt – Track future algorithm changes here Confidential and Proprietary Information
    80. 80. • Want to partner with Volusion SEO? Call 888-750-3996 to learn more about our services and current promotions. Confidential and Proprietary Information
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