Future Proofing Your SEO (Pubcon)
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Future Proofing Your SEO (Pubcon)



An overview of how to approach SEO that will last for the long term. I did this presentation at Pubcon Las Vegas 2011.

An overview of how to approach SEO that will last for the long term. I did this presentation at Pubcon Las Vegas 2011.



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Future Proofing Your SEO (Pubcon) Future Proofing Your SEO (Pubcon) Presentation Transcript

  • 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