0
Modern Strategies for SEO SuccessJesse Laffen | Director, SEO Performance@jlaffen
THIS PRESENTATION     INCLUDES: How Slingshot SEO thinks about search A new way of talking about holistic SEO 1 word Je...
THIS PRESENTATIONDOES NOT INCLUDE                    3
HOW SLINGSHOT SEO   SEES SEARCH                    4
Page-Level (micro) vs. Domain-Level (macro) SEO      • Agreeing on “about us” page content with marketing                 ...
Tactical vs. Strategic SEO       • Agreeing on “about us” page content with marketing                 strategic       • Fo...
Using these continua, we create a 2D SEO model: Domain-level (Macro) Page-level (Micro)                Tactical   Strategi...
TACTICAL | PAGE-LEVEL                        8
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Google in 2011:February: Unleashed the “Panda” update, which evaluates the quality of a page’sworth to a visitor by measur...
Google in 2011:      “[Google does] try to compensate if there is good quality content      and people still make mistakes...
What Does Your Website Talk About?“Since 1987, [Company A] has been the        “[Company B] provides drop-shippingindustry...
Action Items:• Find a quality copy writer, let  them write.• Talk about what you do in plain  terms somewhere on your  web...
15
The Google PageRank Algorithm, in Pieces:                                            16
The Google PageRank Algorithm - Simplified       “Why bother with a number that’s at best three steps       removed from y...
Link Metrics That Matter: • Links are like references on a resume. • The best links are ones that a lot of   people want t...
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yes          no                       no  Link         ?         On-Page        ?         Off-Page         ?Removal       ...
TACTICAL | DOMAIN-LEVEL                      26
Landing Pages vs. Domains, 2002:              Home                          Home              Page                        ...
Landing Pages vs. Domains, 2012:              Home                          Home              Page                        ...
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STRATEGIC | PAGE-LEVEL                         34
In-House Internet Marketer                             35
In-House Internet Marketer                             36
IT             Branding  User                                     Bus. Units &Interface                                   ...
STRATEGIC | DOMAIN LEVEL                       38
Enterprise Keyword Selection & Tracking                                          39
Definitions & Decisions        •   SEO goals        •   Reporting        •   Key Performance Indicators        •   Timelin...
SEO ROI          = Revenue from SEO – Cost of SEO                                             41
Traditional ValuationSlide by Conductor                           42
Advanced ValuationSlide by Conductor                        43
True ValueSlide by Conductor                     44
Q&AJesse Laffenjesse@slingshotseo.com@jlaffen                               45
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Slingshot SEO Client presentation Dec 21 2011

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This was given to Slingshot SEO clients on December 21, 2011. It includes an overview of the 4-box model of SEO and our tactical CLASS methodology.

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  • blessing_11111@yahoo.com

    My name is Blessing
    i am a young lady with a kind and open heart,
    I enjoy my life,but life can't be complete if you don't have a person to share it
    with. blessing_11111@yahoo.com

    Hoping To Hear From You
    Yours Blessing
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  • Each of the following are tasks which can help improve the profitability of your website. Do they affect individual pages on your site, or the entire site as a whole?
  • Each of the following are tasks which can help improve the profitability of your website. Do they affect individual pages on your site, or the entire site as a whole?
  • Agreeing on “about us” page content with marketingFormatting a standard product page to include a space for content within a CMSMeasuring the relevance of the copy on a page to a keyword phraseProducing ROI analysis on month-over-last web commerceWriting a week’s worth of social media content for publishingEstablishing organizational responsibilities & KPIs for internet marketingChanging a title tagSubmitting a request to change the color of a call-to-action button
  • It’s easy to get caught up in trying to understand the math behind how links are valued in an attempt to game your rankings with links, but this doesn’t do you any good
  • The web is made up of a select few people who control websites, and therefore links.
  • The social web is more widely available, and therefore may be a better indicator of popularity.
  • Transcript of "Slingshot SEO Client presentation Dec 21 2011"

    1. 1. Modern Strategies for SEO SuccessJesse Laffen | Director, SEO Performance@jlaffen
    2. 2. THIS PRESENTATION INCLUDES: How Slingshot SEO thinks about search A new way of talking about holistic SEO 1 word Jesse had to look up in the dictionary to use today Lots of interaction 2
    3. 3. THIS PRESENTATIONDOES NOT INCLUDE 3
    4. 4. HOW SLINGSHOT SEO SEES SEARCH 4
    5. 5. Page-Level (micro) vs. Domain-Level (macro) SEO • Agreeing on “about us” page content with marketing micro • Formatting a standard product page to include a space for macro content within a CMS • Measuring the relevance of the copy on a page to a keyword micro phrase • Producing ROI analysis on month-over-last web commerce macro • Writing a week’s worth of social media content for publishing macro • Establishing organizational responsibilities & KPIs for internet macro marketing • Changing a title tag micro • Submitting a request to change the color of a call-to-action micro button 5
    6. 6. Tactical vs. Strategic SEO • Agreeing on “about us” page content with marketing strategic • Formatting a standard product page to include a space for tactical content within a CMS • Measuring the relevance of the copy on a page to a keyword tactical phrase • Producing ROI analysis on month-over-last web commerce strategic • Writing a week’s worth of social media content for publishing tactical • Establishing organizational responsibilities & KPIs for internet strategic marketing • Changing a title tag tactical • Submitting a request to change the color of a call-to-action strategic button 6
    7. 7. Using these continua, we create a 2D SEO model: Domain-level (Macro) Page-level (Micro) Tactical Strategic 7
    8. 8. TACTICAL | PAGE-LEVEL 8
    9. 9. 9
    10. 10. 10
    11. 11. Google in 2011:February: Unleashed the “Panda” update, which evaluates the quality of a page’sworth to a visitor by measuring the value of the content on the page and the domain’sintent of producing value to its end user.March through November: Rolls out two major overhauls and several smaller“tweaks” to the Panda algorithm filter.October: Announces that a new “freshness” score, measuring the recentness of apage’s content, will affect as many as 35% of all searches. 11
    12. 12. Google in 2011: “[Google does] try to compensate if there is good quality content and people still make mistakes… Even if you do kind of brain- dead stupid things and shoot yourself in the foot, but have good content, we do want to return it.” -Matt Cutts, Head of Google Webspam Teamhttp://www.youtube.com/watch?feature=player_embedded&v=0JD55e5h5JM 12
    13. 13. What Does Your Website Talk About?“Since 1987, [Company A] has been the “[Company B] provides drop-shippingindustry leader in turnkey solutions that services for e-commerce companies. Ourwork. clients are free to mix and match services like websites and hosting, paymentOur facilities are unparalleled in quality processing, order fulfillment andand we strive to offer the best service shipping, call center support, real-timeavailable. tracking and more.We’re trusted by companies like We’ve helped hundreds of businessesMicrosoft, Nike, and Amazon to provide build the right sites for their products andrapid services with real ROI.” get those products onto the doorsteps of the people who buy them.” 13
    14. 14. Action Items:• Find a quality copy writer, let them write.• Talk about what you do in plain terms somewhere on your website. Answer the question “What is [keyword]”• Fill up your site with good content. 14
    15. 15. 15
    16. 16. The Google PageRank Algorithm, in Pieces: 16
    17. 17. The Google PageRank Algorithm - Simplified “Why bother with a number that’s at best three steps removed from your actual goal, when you could instead directly measure what you want to achieve?” -Susan Moskwa, Google Engineerhttp://googlewebmastercentral.blogspot.com/2011/06/beyond-pagerank-graduating-to.html 17
    18. 18. Link Metrics That Matter: • Links are like references on a resume. • The best links are ones that a lot of people want to click. • Links are an endorsement of content. Corollary: Links cannot “make up for” other ranking inhibitors, like content. 18
    19. 19. 19
    20. 20. 20
    21. 21. 21
    22. 22. 22
    23. 23. 23
    24. 24. 24
    25. 25. yes no no Link ? On-Page ? Off-Page ?Removal yes yes no 25
    26. 26. TACTICAL | DOMAIN-LEVEL 26
    27. 27. Landing Pages vs. Domains, 2002: Home Home Page Page Landing Weak Weak Landing Good Good Page Content Content Page Content Content LINKS!! links links links 27
    28. 28. Landing Pages vs. Domains, 2012: Home Home Page Page Landing Weak Weak Landing Good Good Page Content Content Page Content Content LINKS!! links links links 28
    29. 29. 29
    30. 30. 30
    31. 31. 31
    32. 32. 32
    33. 33. 33
    34. 34. STRATEGIC | PAGE-LEVEL 34
    35. 35. In-House Internet Marketer 35
    36. 36. In-House Internet Marketer 36
    37. 37. IT Branding User Bus. Units &Interface Content Owners SEOPR & Legal &Social Compliance Web Product Production Marketing 37
    38. 38. STRATEGIC | DOMAIN LEVEL 38
    39. 39. Enterprise Keyword Selection & Tracking 39
    40. 40. Definitions & Decisions • SEO goals • Reporting • Key Performance Indicators • Timelines & Benchmarks • Conversions • Owners & Decision-Makers • Software 40
    41. 41. SEO ROI = Revenue from SEO – Cost of SEO 41
    42. 42. Traditional ValuationSlide by Conductor 42
    43. 43. Advanced ValuationSlide by Conductor 43
    44. 44. True ValueSlide by Conductor 44
    45. 45. Q&AJesse Laffenjesse@slingshotseo.com@jlaffen 45
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