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Understanding the New SEO

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  • 1. Understanding  the  New  SEO    November  5,  2012  
  • 2. Agenda  •  Search  Overview  –  Two  years  ago  and  now  •  SEO  Basics  •  Content  is  the  new  SEO  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 3. Search  -­‐-­‐  2010  •  Keywords    •  OpHmized  Title  tags  •  Inbound  links  •  OpHmized  content  •  Easy  to  see  results  – Rankings  – AnalyHcs  (keywords  used)  – Traffic  increases  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 4. (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 5. (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 6. Search  -­‐-­‐  2012  •  Over  200  search  signals  •  Personalized  search  •  “Not  provided”  •  CompeHtors:  Social  media  (i.e.  TwiWer)  •  Mobile  search    (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 7. Search  Signals  searchengineland.com/seotable  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 8. Personalized  Search  Results  tailored  to  the  searcher;  based  on  past  results  – If  you  click  Wikipedia  links  enough,  Google  will  boost  those  links  – Works  whether  you’re  logged  in  or  out  of  Google  – Have  to  go  in  and  manually  turn  it  off  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 9. “Not  Provided”  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 10. CompeHtor:  Social  Media  •  Facebook  –  Bing  search  engine  •  TwiWer  –  Real  Hme  news  and  updates  •  Pinterest  –  Driving  more  traffic  that  converts  into  sales.    (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 11. (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 12. (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 13. (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 14. Mobile  Search  •  More  local  results  •  Google  Places  lisHng  someHmes  higher  •  Searcher  is  highly  engaged  but  less  interested  in  scrolling  •  First  posiHon  maWers  even  more  in  mobile  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 15. 1st  PosiHon  on  Phone  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  Paid  Ads  Organic  
  • 16. 1st  PosiHon  on  iPad  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 17. Penguin  /  Panda  Updates  •  Panda  (aka  Farmer)  –  Feb.  2011  – Targeted  sites  with  thin  content,  content  farms,  high  bounce  rates  (Ezine  ArHcles,  eHow,  About.com  –  all  affected  big  Hme)  •  Penguin  –  May  2012  – Low  quality  links,  over  opHmized  anchor  text,  keyword  stuffing,  paid  links,  duplicate  content  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 18. Google  is  *Really*  Smart  Now  What  they  want:  •  Helpful,  unique  content  •  Good  user  experience  •  People  engaging  with  your  content;  taking  acHons  – Downloading,  subscribing,  +1ing,  commenHng,  sharing       (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 19. Big  No-­‐No’s  •  Paid  links  •  “Shallow”  content  •  Anything  that  “scams”  the  search  engine  •  QuesHonable  guest  blog  posts    •  Anything  that’s  “unnatural”  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 20.  SEO  Basics  Haven’t  Changed  “What’s  good  for  people  is  good  for  search  engines.”    -­‐-­‐  Jill  Whalen,  High  Rankings  
  • 21. On  Page  SEO  •  Title  /  meta  tags  •  Page  copy  •  File  names  (images,  pdfs)  •  Calls  to  acHon  (ask  people  to  engage,  share,  download,  etc.)  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 22. Keywords  –  SHll  Important  How  we  all  search  for  things  – Restaurants  – InformaHon  – Goods  and  services    – Events      (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 23. Keywords  in  Title  /  DescripHon  Tags  <Title>  tag  –  What  the  SE  uses  in  the  search  results    <descripHon>  No  affect  on  SE  ranking  but  nice  piece  of  real  estate  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 24. Search  Phrase:  Email  MarkeHng  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  Title  tag  Descrip3on  tag  (not  always)  
  • 25. Title  Tags  •  Each  Web  page  should  have  its  own  unique  Title  tag  •  Think  of  it  as  adding  a  name  to  a  file  folder  •  Helps  SE  know  how  to  index  and  present  your  informaHon  to  searchers  •  Use  1  –  2  keywords  per  tag;  70  characters  max    (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 26. DescripHon  Tags  •  No  bearing  on  search  engine  ranking    •  Valuable  real  estate  –  don’t  waste  it  •  Use  this  tag  to  “sell”  or  market  your  content  •  Include  the  main  keyword/s  in  it  –  these  get  bolded  (helps  with  search  “scent”)  •  160  characters  max!  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 27. WordPress  SEO  Plugin  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 28. Content  *is*  the  New  SEO  •  Think  about  content  in  terms  of:  – Genng  found  in  the  search  engines    – Genng  shared  à  traffic  back  to  site  – Engagement  à  Increased  sales,  connected  members  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 29. It’s  All  about  the  User!  •  Unique  content  that  helps  people  •  Engagement  (huge)  •  Social  interacHons  (huge)  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 30. (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 31. Engagement  (Social  Proof)  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 32. #9  in  Google  (was  #4)  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 33. Importance  of  Engagement  •  Viral  –  Gets  passed  around  and  shared  •  Shows  up  in  other  places  (social  plarorms)  •  Social  helps  with  SEO  (gets  indexed)  •  Google  looks  at  social  signals  •  Evidence  of  social  proof    (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 34. OpHmize  your  Content  •  Title  /  descripHon  tags  show  in  social  posts  •  Think  about  how  your  content  looks  on  social  plarorms  and  in  readers  /  apps  – TweetDeck,  NewsRack,  FB  •  Test  your  content  yourself  –  how  does  it  look?      (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 35. Post  on  G+  (that  I  opHmized)  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 36. Post  on  FB  (not  opHmized)  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 37. It’s  Easier  and  Harder  •  Easy  to  share  content    – Mobile  /  always  on  /  apps  •  Much,  much  harder  to  get  shares  –  content  glut!  – Very  short  aWenHon  spans  – Has  to  be  really  great  now      (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 38. Shared,  OpHmized  Content  •  Drives  search  from  more  than  one  place  à  Gets  found  •  Keeps  people  coming  back,  increases  referrals  •  More  traffic,  sharing  =  increased  leads  /  sales  over  Hme  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 39. Resources  •  Google’s  Webmaster  Central  Blog  hWp://googlewebmastercentral.blogspot.com  •  SearchEngine  Land  hWp://searchengineland.com    (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.  
  • 40. Free  B2B  MarkeHng  Tool  Kit  diannahuff.com/more-­‐leads  
  • 41. Thank  you!  •  DH  CommunicaHons,  Inc.  •  diannahuff.com  •  Follow  @diannahuff  •  Like:  Facebook/dhcommunicaHons  •  Call:  603-­‐382-­‐8093  (c)  Dianna  Huff,  DH  CommunicaHons,  Inc.