Future Proofing Your SEO (Pubcon)

Three Think Tales Differentiate or Die

Who Am I?
Co-author of The Art of SEO
President of Stone Temple Consulting
20+ person SEO and PPC firm
Trainer for Instant E-Training
Founder of Web Site Publishing Companies
Publish web sites, grow them, then sell them
2 significant exits so far
On Twitter: @stonetemple

Think Like a Search Engineer

Biggest Revenue Driver = Market Share Source: comScore

Market Share Generates Ad Impressions

Trade Market Share for Revenue?
Not that simple!
Shoot for changes where Revenue per user gain exceeds market share loss?

Competitive Balance and Oversight Consumer Watchdogs Federal Trade Commission

Tipping the Balance?

Google’s Testing Process Source: Peter Norvig, Google Director or Research

Think Like an End User

You Don’t Have My Full Attention

If I Don’t Get Instant Response, I’ll…

Leave! Google Test Results Search Response Time Increased by 100 to 400 milliseconds Searches Per User Dropped 0.2 to 0.6%

Think Like a Business Owner

Be a Purple Cow

“ how to make french toast” 535,000 results!

Intitle:glassblowing 152,000 results!

“ lathe operation” 294,000 results!

What is the Message?

Progressive Followed Suit, but Focused on Different Messages

Embrace a New Medium

Connect With Influencers

Spread Your Visibility Infinitely Faster

Why Does it Spread Faster?
People are more likely to re-share content which is shared by an influencer
Credibility of the Tweet-er reflects on the tweeted content itself
How big a difference?
Double?

People Believe Authorities More One Vs. Many

Recent Changes to Klout Scores
This update emphasized authority
High Klout scores based on volume dropped
High Klout scores based on
relationships with authorities did not

An “Event” Content Tweeted by major influencer

Build Your Own Influence

Treat your visitors like kings/queens
Their behavior is a ranking factor

Search Results Interaction

Users Blocking Search Results

Chrome Blocklist Extension

Bounce Rate
Google Analytics
Did the user view only one page?
Google Toolbar
One page? How long on page?
Search Results Interaction
Time between click through to back to results

Time on Site
Hard to measure with Analytics
Measures time from 1 st page view to start of last page view
Easier to measure with Google Toolbar
Can see when they go to another site

Pages Per Visit
Easy to measure in analytics
Easy to measure with the Google Toolbar

Non-Search Traffic

Brand Searches

Thank You!
Eric Enge
[email_address]
@stonetemple
(508) 485-7751
www.stonetemple.com
For a One Sheet SEO Checklist, email me, or drop off a business card

Future Proofing Your SEO (Pubcon)

by Eric Enge on Nov 20, 2011

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