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
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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
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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
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7. Using these continua, we create a 2D SEO model:
Domain-level
(Macro)
Page-level
(Micro)
Tactical Strategic
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11. Google in 2011:
February: Unleashed the “Panda” update, which evaluates the quality of a page’s
worth to a visitor by measuring the value of the content on the page and the domain’s
intent 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 a
page’s content, will affect as many as 35% of all searches.
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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 Team
http://www.youtube.com/watch?feature=player_embedded&v=0JD55e5h5JM
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13. What Does Your Website Talk About?
“Since 1987, [Company A] has been the “[Company B] provides drop-shipping
industry leader in turnkey solutions that services for e-commerce companies. Our
work. clients are free to mix and match services
like websites and hosting, payment
Our facilities are unparalleled in quality processing, order fulfillment and
and we strive to offer the best service shipping, call center support, real-time
available. tracking and more.
We’re trusted by companies like We’ve helped hundreds of businesses
Microsoft, Nike, and Amazon to provide build the right sites for their products and
rapid services with real ROI.” get those products onto the doorsteps of
the people who buy them.”
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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.
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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 Engineer
http://googlewebmastercentral.blogspot.com/2011/06/beyond-pagerank-graduating-to.html
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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.
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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.