Joint presentation from #EktronSynergy conference in Boston MA May 2014 - Given by @MonicaWright (Director of Audience Engagement at @SEngineland & @MarketingLand) and Jim Carney (@JimmCarney ) of @Ektron.

2. Hello!
Monica Wright
Director of Audience Engagement at
Search Engine Land and Marketing Land
@MonicaWright
Jim Carney
Content Marketing Manager at Ektron
@JimmCarney

3. How Do Search Engines Work?

4. The Old Way

5. PERIODIC TABLE OF SEO
ELEMENTS & GUIDE TO SEO
searchengineland.com/seotable

6. Index vs. Refresh vs. Algorithm

8. Targeted content farms churning out low
quality articles. Some sites were producing
over 7,000 articles per day!

9. Targeted spammy links.

10. FAQ: ALL ABOUT THE NEW
GOOGLE HUMMINGBIRD
ALGORITHM
Emphasis on “Entity Search”

11. Knowledge
Graph
Learn More:
Google Knowledge Graph

12. Semantic
MarkUp
OPEN GRAPH PROTOCOL, SCHEMA

13. Personalized Search

14. Instant Answers

15. Mobile Matters, But…
• you don’t need a mobile site to rank better,
however…
• a site with problems for smartphone searches
on Google may not rank as well
• it’s more about what happens after the
mobile search…

16. What Mobile Visitors Want
GOOGLE SURVEY REVEALS
WHAT USERS WANT FROM
MOBILE SITES
by Greg Sterling

17. What This Means For Your Content Strategy

18. Google Encryption of Keywords

19. Less Keywords, More Engagement

21. How to Get Started

22. Think Questions, Not Keywords

23. Provide Value

24. Build Buyer
Personas

25. Think Like
A Brand

26. Think Beyond Text

27. Think Beyond
Your Site

28. 4 More Ways…
• Use rich snippets
• Verify and implement Google+ brand page
• Don’t forget Google+ authorship
• Remember social media sharing, onsite and off…

29. Status Update
in 17 SECONDS!

30. G+ Authorship

31. You Could Just Ask
• www.helpmewrite.co
• Quora
• G+ Communities
• Reddit…

32. How To Track Success

33. Minutia
Old-school keyword rankings aren’t going to
work because of…
• Personalization
• Geotargeting
• (Not Provided)
• Google Keyword Tool retired in 2013
• Possible inaccurate data in WMT
SEO REPORTING: It’s Time We Get Away
From the Minutia & Focus On What
Matters by Janet Driscoll Miller

34. Results are not rankings.
Results are results.

35. Takeaways
Be Organic
• Don’t try to
game the
system
• Organic
content
tastes better
Think
Creatively
• Failing is a
good thing
• Try things
that haven’t
been done
Think in
questions
• Think about
questions
not
keywords
• Track results
not rankings

36. THANKS!
@MonicaWright / @SEngineLand
@JimmCarney
#EktronSynergy @Ektron