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My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!
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My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!

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I had a great time at MozCon 2013. Learned a lot and have compiled my notes here....this will give you a quick overview of some of the presentations on Branding, Customer Loyalty, Social Media, SEO, …

I had a great time at MozCon 2013. Learned a lot and have compiled my notes here....this will give you a quick overview of some of the presentations on Branding, Customer Loyalty, Social Media, SEO, Ecommerce and more...

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  • Domain name that appears in green in the SERP’s – is a big part of how searched choose what to clickBack in the day – if one of the sites were penalized you quickly put up another one – success with new sites is harder than before
  • As mentioned in the previous slide - Go back to the marketing basics and get to know your customerWhy not Google - The average Domain Authority of sites found in Google search asking for guest contributions: 47.82The average Domain Authority of domains shared by influential US Chief Marketing Officers: 74.49*based on 100 domains extracted from “guest post” searches in Google vs 100 domains shared by influential US CMOs in July 2013Intersect: influential individuals typically followed by lots of people in our target audience
  • Quotes work on pinterest
  • Transcript

    • 1. What do SEO’s & Other Marketers Talk About Now! Some leanings from Mozcon 2013 and more…
    • 2. Over Arching Message Do Better Marketing Make Customers About Our Life Become a Brand People Know, Trust, and Share • Build a Relationship Between your Brand and your Customer • Web Marketing is Becoming Brand Dominated Multi-Device Marketing is Now Even Likes this
    • 3. A Reminder… • Do some marketing • Understand the target audience – Find out where the target market is – What websites they are on – What they are reading – Are they on the phone or desktop • Find out what & how they are sharing • Know what inspires them. • Loyalty is key
    • 4. Brand, Customers & Loyalty • Share your brands story offline • Connect with customers and be transparent • Take the relationship offline • Anticipate needs and add value before asked • Deliver on promises • Be consistent • Make it personal – put customers first and be loyal to them -> Reciprocal Loyalty Speaker: Joanna Loard Key Change: Word of Mouth has become a digitally archived media
    • 5. Notes from the 2012 Obama Campaign • 500 experiments – Copy test drive high ROI - require low LOE • 21% increase in conversion • Less copy does better – Image tests - next highest ROI – Button design isn’t high priority • Performance – Started with 5-7 second load time – New architecture drove an 80% faster time driving 14% higher conversions • Overall 49% increase on donation page • 161% increase on email sign up Speaker: Kyle Rush
    • 6. Web Psychology • Gender and Cultural difference affect the customer experience even on the web – Language – Body positions – Social contexts – Symbols – Aethestics • The US Psychology – Low power difference - loose structure, exploration, transparency, disclosure, reputation based on merit, equal access, peers, earned media – Low uncertainty culture – facilitate open dialogue, plain language, don’t be emotionally expressive, allow users to take risk, complexity and wider choice of action, navigation can be layered,
    • 7. Tools for the Data Geeks • Chord diagram – Visually shows a direct relationship among a group of entities – zqi.me/vizd3 – zqi.me/amtga (how to get the tools) – zqi.me/MCAak (blog) • Similarweb.com – Understand your competitors – Learn where their traffic is coming from – What’s working for them – Now Experiment Speaker: Avinash Kaushik
    • 8. We are SEO’s we want Tactics
    • 9. Need Links Content • 2008 SEO = On Page Basics + linkbuilding • 2013 SEO = Content Marketing – video, site speed, UX, Mobile, Link Building, Content Strategy, On- page SEO Link building vs content marketing in 2013 Speaker: Ross Hudgens Find old content @ http://www.greenlaneseo.com/outdated-content-finder
    • 10. Need Links Outreach Google Collect Data + Analyze + Be Smart List of domains your customers have shared + Domain authority of those domains + List of authors who’s articles are being shared Tools to assist with research: bit.ly/twitterarchiver, SEO Tools for Excel SEO Speaker: Richard Baxter Who are you targeting? Identify influencer intersect What Are those people sharing? Be there 0 20 40 60 80 100 120 0 5 10 15 20 25 30 35 40 45 50 blog.bufferapp.com techcrunch.com mashable.com advanced-television.com news.blinkbox.com venturebeat.com blog.lift.do worldobserveronline.com thenextweb.com lifehacker.com siliconangle.com blog.kippt.com ibeconnects.com jonyiveredesignsthings.tu… online.wsj.com cmo.com twitpic.com readwrite.com blog.hubspot.com unbounce.com m.vanityfair.com mobile.smashingmagazine… michaelhyatt.com blog.capwatkins.com resources.limelight.com latinafatale.com wronghands1.wordpress.c… e27.co videos.digg.comCount of Domain pda Find the Authors here
    • 11. Video • When to use videos: – If the message will be lost by any other medium – Video can be used to help sell a specific product or service – Video watchers spend 9.1% more money on average • Optimize for SEO: – Include a transcription in the html – valuable for users, provides unique and relevant content for the page – Enable rich snippets – Create a video sitemap – Include referring embed links – Available on your site first • Host your own vs. You Tube – Don’t lose the traffic to You Tube by hosting your conversion videos there – Use You tube for brand awareness and informational stuff – Measure engagement not views – You Tubes biggest ranking factor Platform to consider: Wistia Speaker: Phil Nottingham
    • 12. Ecommerce SEO Then Now Chase Algos Chase people Keywords with most traffic Keywords with most relevance Obsess on links Creating experiences with sharing More links, more pages, more everything Less is more Focus on rankings Focus on bottom line metrics – non branded revenue, conversion rate, new customers Speaker: Adam Audette
    • 13. Content Strategy & Ecomm • Key words get you half way • Do a categorization exercise and build persona’s • SEO and Content – – use terms in titles that trigger CTR – these terms are determined by the customers Speaker: Adam Audette
    • 14. Other Ecomm Tips • Tablets used more than smartphones to visit ecommerce sites. Tablet users look at more pages. • Reduce load time by using responsive - one code • Crawling tips: – Fix server errors when they spike – Monitor indexation in XML – blow them out into different pages like category, sub category – Speed rules – Use 304 not modified – Parameter handling is good – Use log files to identify issues • Okay to have a 404 page at the product level though have related or recommended items on this page. Or can do a 301 to related product or up a level. • Navigation & internal links, external backlinks, canonical tags, XML files all point to the same definitive URLs. • Use pagination • Use faceted Navigation Web performance optimization http://plotin.us/183sKv2 SEO site speed http://plotin.us/12gKxOy Adobe: http://plotin.us/12QMH7d Responsive: http://plotin.us/18GrTn2 Estimating hidden iOS6 traffic http://plotin.us/12ViOjo Speaker: Adam Audette
    • 15. Social is In Images work - Transcend the limitations of text - - Easy to share - - People are busy - - Help tell a story - -Search engines designed for text but People love images- Wordless Wednesdays Meme - Share an image with no text. Allow customers to comment - Infographics - Create your own- - Infogr.am, Visua.ly, InfoActive.com, Poktochart, Easel.ly, Many Eyes - - Fill the content gaps -Quote graphics - Social works - Speaker: Lena West Some Tools:
    • 16. Social @ Think Geeks • Valuable content, timely, informative, useful, entertaining • Instead of saying things about products, they say stuff about the fandoms that come out of those • Approach social like TV, share good content – sprinkle in messages about yourself • Today in Geek History accounts for 30% of their top 100 RT tweets • Frequency that works for them: – FB & Google = 3 times per day – Twitter = once ever yhour • Time of day that works for them – Tweeting – Noon & 1pm – Retweets 10 to 1pm – FB – 4pm and then after 7pm • Best days that work for them – Google and Twitter: Mon – Fri – FB: Ever day for • Content – Google: videos – FB: posts with images, links within posts are not performing as well Speaker: Carrie Gouldin
    • 17. Some Basics…
    • 18. On-Page Factors & their Correlations with Ranking • Word count: – pages that rank in top positions have a higher word count than websites positioned at the lower end of SERPs except for branded sites • Internal links: – pages appearing at the top of search results tend to have a greater number of internal links – Use ‘hard’ links internally (i.e. with keywords) and ‘soft’ links externally (i.e. generic/stop words/more words in the anchor, brand links, etc.). links than pages achieving lower rankings. • Advertising less negative than before – well-ranked sites had fewer adverts than those that ranked lower. The situation has now changed somewhat so these correlations are close to neutral. • KW in title tag, on page, H1 Possible ranking factors in the future: open graph, schema.org, G+ publisher, G+ author
    • 19. Some Other Ranking Factors – External anchor text: Partial and exact match have the same correlation (correlation data) – Survey says you need to maintain a good mix of anchor text – It’s not actual document complete time, but server response time that has a higher correlation – which makes sense since Google often doesn’t load all elements. – Fresh links and mentions to your domain and subdomain (citations) help – Social: • Very strong correlations to G+ (second only to page authority) • Facebook still strong, but slipped a bit recently • Twitter flat for the past few years • Questionable if this is correlation or causation
    • 20. Title Tags • Main text that describes an online document. It is an accurate and concise description of what’s on the page. It is critical for user experience and search engine optimization. • 2nd most important thing after over-all content • Where does it appear: – Browser – SERP (Search engine results page) – External websites (as anchor text to link to your content) • Value: relevancy, browsing and SERP • Benefit: low effort but high SEO impact • Rules: – 70 characters or less including spaces – Place KW close to the front of the Title Tag – Include the Brand name within the tag to leverage the brand – Consider readability and emotional impact
    • 21. Meta Descriptions • HTML attributes that provide concise explanations of the content on the web page • Value: – Important in gaining user click-through from SERPs – Opportunity to advertise content to searchers • Rules: – 155 characters including spaces – Employ the keywords intelligently, but also create a readable compelling description that a searcher will want to click – Must be unique – Prevent Google from cutting off the meta description • Don’t use quotes • remove all non-alphanumeric characters – If the page is targeting between one and three heavily searched terms or phrases, go with a meta description that hits those users performing that search Note: – Google and other search engines bold keywords in the description when they match search queries – When choosing whether or not to add a meta description consider that social sharing sites like Facebook commonly use a page's description tag when the page is shared