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SEO Revolution and SEO Superpowers


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Caliber SEO Director of Strategy Mike Br

Caliber SEO Director of Strategy Mike Br

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  • 1. SEO Revolution and SuperpowersTravel Bloggers UniteRotterdamMay 2013
  • 2. What the heck am I talking about?• Revolution• Superhero powers to fight back• Questions
  • 3. SEO is about Results
  • 4. Position is everythingWinnerAlmostwinningGettingtherePrettygoodDoing ok
  • 5. Position is everything30% clicks12% clicks7% clicks5% clicks4% clicks
  • 6. Changes in LayoutLook at that realestatePretty faces &pretty CTR
  • 7. New information addedEats up lotsof the clicksLook at thesize of thatthing!!!
  • 8. Where did that come from?
  • 9. Clicks & KeywordsBlog Space
  • 10. Brands now want your trafficBlog spaceBrand space
  • 11. Just one more thing
  • 12. Google Updates
  • 13. Accelerating Google Updates
  • 14. Pandas
  • 15. Penguins
  • 16. SCARED?
  • 17. Don’t give up
  • 18. Being a good guy/gal• Do only good things
  • 19. Being a good guy/gal• Do only good things• Follow terms and conditions
  • 20. Being a good guy/gal• Do only good things• Follow terms and conditions• Keep writing great content
  • 21. Being a good guy/gal• Do only good things• Follow terms and conditions• Keep writing great content• No more shortcuts
  • 22. Being a good guy/gal• Do only good things• Follow terms and conditions• Keep writing great content• No more shortcuts• No good ends from bad means
  • 23. SEO Super Powers• X-Ray Vision• Invisibility• Intelligence• Stamina/ Strength• Cool gadgets
  • 24. X-Ray Vision
  • 25. X-Ray Vision• Rankings are about relevance• Queries are not just words– Queries are concepts– You need to “see through the query”• Intent• Relevance• Websites that focus on concepts rank best• Websites that focus on keywords rank worse
  • 26. X-Ray Vision• Freebase :– What parts make up the thing “Rotterdam”• Currency• Country• Airport• Government• Attractions• Not all parts are right for your content• Government?• Seems out of place
  • 27. Amazing Intelligence• Query in title– Near the front is best• Query variant in Headings– Don’t duplicate the title• Copy variants– Use related words in the copy• Images– Mark up properly : alt/title• Videos– Make a transcription• Include links to related content
  • 28. Amazing Intelligence• Adding search value example– “Rotown Bar Rotterdam Review”• Give address of bar• How to get there information• Prices in bar• Mention Rotterdam -> Holland• Mention DJs playing• Link to their website• Mention post on twitter/facebook– Post it to their company profile
  • 29. Spot the SEO?
  • 30. Power of Invisibility• Don’t do SEO that looks like SEO• SEO shouldn’t detract from the UX• Get to work with some plugins• Improve understanding of your site
  • 31. Power of invisibility• Rel=“author”– You need to do this!!!• If you haven’t do it ASAP– Google wants to rank people & experts–• Get into microdata– Schema Creator plugin• Make your results better• Get stars into results• Manage your message
  • 32. Cool Gadgets
  • 33. Cool Gadgets• Webmaster Tools– Google and Bing both have these– Check your “error” pages• Too many errors = collapse in rankings– : redirect error pages– Check you “average” rankings– Warning from Google
  • 34. Cool Gadgets• Check out your links–
  • 35. Strength & Stamina• Ranks take time• Don’t expect everything over night
  • 36. What does an SEO Superhero looklike?
  • 37. Actions• Get authorship installed• Keep writing great content– Focus on improving information about “things”• Use microformats layout• Get your gadgets in place• Read Google SEO Guide
  • 38. Thanks
  • 39. Yep I’m that geek• I was Mike Briggs• My suit counts as a costume• Come say hi• @caliberi•• @michaelkebriggs