Hardcore SEO - Growing Your Traffic via Content and Promotion
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Presentation for SearchFest 2014 in Portland, presented by SEMPDX. This presentation is focused on how to grow your traffic and get the right links to grow your business. It includes information on ...

Presentation for SearchFest 2014 in Portland, presented by SEMPDX. This presentation is focused on how to grow your traffic and get the right links to grow your business. It includes information on personas, goals, head terms, long tail, content ideas, and focusing on promotion.

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  • Full Name Full Name Comment goes here.
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  • Good Points Kate Morris!

    I believe that SEO should be replaced by UEO (User Experience Optimization) then all arrows (as shown in slide no 5 will automatically direct towards the end goal, user).

    Its not aggregated marketing effort that will lead to higher rankings ... oops ... higher conversions. Nice presentation :)
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  • How do you choose the best one to focus on? Demographics help support that decision.
  • How do you choose the best one to focus on? Demographics help support that decision.
  • Surveys and In Person
  • Employees are like your family, they will have the best feedback, the good, the bad, and the ugly
  • Employees are like your family, they will have the best feedback, the good, the bad, and the ugly
  • Employees are like your family, they will have the best feedback, the good, the bad, and the ugly
  • Explain what Lookout is

Hardcore SEO - Growing Your Traffic via Content and Promotion Presentation Transcript

  • 1. Hardcore SEO Getting to the Next Level brought to you by… @katemorris
  • 2. Take a deep breath. The basics of SEO are done. @katemorris
  • 3. Kate Morris Principal Consultant kate.morris@distilled.net @katemorris @katemorris
  • 4. The Next Level of SEO is Marketing @katemorris
  • 5. Big Impact Maximum Efficiency @katemorris
  • 6. Start with Planning @katemorris
  • 7. Define Your Audience @katemorris
  • 8. The Independent They are their own boss and help small businesses make it in the big bad world. They create business cards, logos, and pens for realtors. Their home is their office, their pets or children are their co-workers. Inspiration is almost easy but resources are not. Time is seemingly available but in short supply due to the nature of running their business. @katemorris
  • 9. Get to know them all, but focus on one at a time. @katemorris
  • 10. Use demographics data to prioritize your personas. @katemorris
  • 11. Define Your Goals @katemorris
  • 12. Company | Marketing | Website $1 million in revenue by 2015 Be the best place for the best people to work Sell the technology/idea in 3 years @katemorris
  • 13. Company | Marketing | Website Sell 100,000 units in the first year. Get coverage in 5 publications. Get 10,000 likes on Facebook. @katemorris
  • 14. Company | Marketing | Website Increase visits by 50% over last year. Decrease overall site bounce rate by 10%. Increase the conversion rate by 5% site wide. @katemorris
  • 15. Do The Things That Impact Your Goals First @katemorris
  • 16. Example: To help grow the number of users for this client, conversion testing is critical. Optimizing your pages for conversion is more important than technical optimization. @katemorris
  • 17. Hardcore SEO is about traffic growth. @katemorris
  • 18. Traffic #1 Long Tail Traffic This comes from relevant, high-quality content development. @katemorris
  • 19. Get your content ideas from: @katemorris
  • 20. Customer Service @katemorris
  • 21. Social People Will Tell You What They Want @katemorris
  • 22. Other User Communication @katemorris
  • 23. Employees They are like family. They will tell you the truth for better or for worse. @katemorris
  • 24. Traffic #2 Head Term Traffic Page Relevance and Site Popularity @katemorris
  • 25. Past: All About the Page @katemorris
  • 26. Today: Building the Brand @katemorris
  • 27. Increasing Brand Increases Site Popularity @katemorris
  • 28. They Don’t Do Link Building 188% Increase! @katemorris
  • 29. They Do. 16% Increase @katemorris
  • 30. Quick Comparison 188% vs 16% Increase @katemorris
  • 31. Traditional Marketing is NOT Dead. @katemorris
  • 32. The Next Level of SEO is Marketing @katemorris
  • 33. Links come from stories, this is PR territory. @katemorris
  • 34. Don’t Stress Anchor Text @katemorris
  • 35. Develop a Relevant, Data-Driven Page per Story https://blog.lookout.com/blog/2013/12/10/celebrating-tech-heroes/ @katemorris http://www.redfin.com/research/reports/real-time-market-sentiment/2014/just-65-percent-of-redfin-agents-say-now-is-a-good-time-to-sell-down-from-72-percent-in-the-third-quarter.html#.Usc85PRDs1Z
  • 36. @katemorris
  • 37. 1. Define Your Audience 2. Define Your Goals 3. Develop Content Based on Customer and Internal Feedback 4. Develop Your Brand 5. Invest in PR and Content to Support Stories @katemorris
  • 38. Thank You Contact me with any questions! @katemorris