Is SEO Dead? Keeping SEO Alive Across All Marketing Channels


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Is SEO Dead? Keeping SEO Alive Across All Marketing Channels

  2. 2. Janet Driscoll Miller President and CEO, Search Mojo Follow on Twitter: @janetdmiller @searchmojo #mojowebinar SEARCH-MOJO.COM
  3. 3. • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more @searchmojo #mojowebinar SEARCH-MOJO.COM
  4. 4. @searchmojo #mojowebinar SEARCH-MOJO.COM
  5. 5. @searchmojo #mojowebinar SEARCH-MOJO.COM
  6. 6. • Inbound links – Press releases – Spammy sites • Greater emphasis on content – Authorship • Greater emphasis on social – Google+ • SEO has become more holistic – More barriers to success @searchmojo #mojowebinar SEARCH-MOJO.COM
  7. 7. @searchmojo #mojowebinar SEARCH-MOJO.COM
  8. 8. • • • • Keywords Content Inbound Linking Social Media @searchmojo #mojowebinar SEARCH-MOJO.COM
  9. 9. • Still have to have some focus on keywords @searchmojo #mojowebinar SEARCH-MOJO.COM
  10. 10. • Tools aren’t as good for research – Free Google keyword tool retired – New Google Keyword Planner data isn’t completely accurate @searchmojo #mojowebinar SEARCH-MOJO.COM
  11. 11. • Google Webmaster Tools query data @searchmojo #mojowebinar SEARCH-MOJO.COM
  12. 12. • Google now encrypts all organic searches @searchmojo #mojowebinar SEARCH-MOJO.COM
  13. 13. • Panda Update – Addresses duplicate content @searchmojo #mojowebinar SEARCH-MOJO.COM
  14. 14. • Authorship – Emphasis on author’s authority on a subject – How do you get everyone to embrace authorship and write online? @searchmojo #mojowebinar SEARCH-MOJO.COM
  15. 15. • Schema (structured markup) – Allows for rich snippets in Google and Bing @searchmojo #mojowebinar SEARCH-MOJO.COM
  16. 16. @searchmojo #mojowebinar SEARCH-MOJO.COM
  17. 17. • When to add it? – How big is your site? – Cost/benefit analysis • Not all CMS support innately – May have to involve developer time @searchmojo #mojowebinar SEARCH-MOJO.COM
  18. 18. • Three main changes in the last year – Penguin updates – Google’s position on press releases – Value of anchor text in links @searchmojo #mojowebinar SEARCH-MOJO.COM
  19. 19. • Penguin focused on linkspam • “Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site.” @searchmojo #mojowebinar SEARCH-MOJO.COM
  20. 20. • Google’s guidelines re: link schemes – “Links with optimized anchor text in articles or press releases distributed on other sites.” • Google: If you are publishing a press release or an article on your site and distribute it through a wire or through an article site, you must make sure to nofollow the links if those links are “optimized anchor text.” • Pubcon 2013, Matt Cutts: – Press releases are considered “paid links” – Google just doesn’t count them – Press release anchor-text linking isn’t necessarily helping you today @searchmojo #mojowebinar SEARCH-MOJO.COM
  21. 21. • Messages from Google are cryptic. Make press release links “nofollow” and avoid anchor text optimization. @searchmojo #mojowebinar We don’t follow those links anyways because they are paid links. SEARCH-MOJO.COM
  22. 22. @searchmojo #mojowebinar SEARCH-MOJO.COM
  23. 23. @searchmojo #mojowebinar SEARCH-MOJO.COM
  24. 24. ≠ @searchmojo #mojowebinar SEARCH-MOJO.COM
  25. 25. • The default setting for Google signed-in users is “Search Plus Your World” • These results are heavily personalized on search history, location and the connections and content associated in Google Plus with +1 votes and G+ shares @searchmojo #mojowebinar SEARCH-MOJO.COM
  26. 26. @searchmojo #mojowebinar SEARCH-MOJO.COM
  27. 27. • Rankings reports are inaccurate – Personalization – Geolocation @searchmojo #mojowebinar SEARCH-MOJO.COM
  28. 28. @searchmojo #mojowebinar SEARCH-MOJO.COM
  29. 29. YouTube Percent of Traffic from Mobile 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 2011 @searchmojo #mojowebinar 2012 2013 SEARCH-MOJO.COM
  30. 30. @searchmojo #mojowebinar SEARCH-MOJO.COM
  31. 31. • Hummingbird – Designed to focus on conversational text @searchmojo #mojowebinar SEARCH-MOJO.COM
  32. 32. • Knowledge Graph @searchmojo #mojowebinar SEARCH-MOJO.COM
  33. 33. • Knowledge Graph relies on “sentences”, i.e. the relationship of various objects – Paris is the capital of France. • Google creates relationships from what it learns and returns it via Knowledge Graph • Hummingbird = sentence queries • Schema (structured data) also helps search engines understand relationships @searchmojo #mojowebinar SEARCH-MOJO.COM
  34. 34. • AuthorRank vs. Authority – Authority = measure of importance on a subject – AuthorRank = type of algorithm adjustment Current: PageRank Coming: PageRank + AuthorRank PR 8 PR 8 + AR 10 PR 3 @searchmojo #mojowebinar PR 6 PR 3 PR 6 SEARCH-MOJO.COM
  35. 35. Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance. -- Eric Schmidt @searchmojo #mojowebinar SEARCH-MOJO.COM
  36. 36. • Pubcon Keynote Oct. 2013 – While Google can’t necessarily crawl all of Facebook (or other social networks) today, they clearly recognize how social influence can be a key indicator in understanding a person’s authority. Google will continue to try to read these social signals moving forward. So even if some social engagement doesn’t have direct ranking impact today, it may in the future. Just do what you can to be an authority in your space across these social networks. @searchmojo #mojowebinar SEARCH-MOJO.COM
  37. 37. @searchmojo #mojowebinar SEARCH-MOJO.COM
  38. 38. • Keys to effectively measuring SEO: – Shift away from rankings – Holistic attribution view • Attribution modeling – Conversion optimization @searchmojo #mojowebinar SEARCH-MOJO.COM
  39. 39. @searchmojo #mojowebinar SEARCH-MOJO.COM
  40. 40. @searchmojo #mojowebinar SEARCH-MOJO.COM
  41. 41. Contact Search Mojo: Sean McCusty 800-939-5938 ext. 116 @searchmojo #mojowebinar SEARCH-MOJO.COM
  42. 42. Janet Driscoll Miller Twitter: @janetdmiller Google+: +Janet Driscoll Miller Google+: +Search Mojo Twitter: @SearchMojo Facebook: @searchmojo #mojowebinar SEARCH-MOJO.COM
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