Is SEO Dead? Keeping SEO Alive Across All Marketing Channels

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  • Insert Scott’s Info here.
  • Google said, “In general, you’ll notice that the average search volume data is higher in Keyword Planner as compared to the exact match search volume data you got with Keyword Tool. That’s because we’ll show you the average number of searches for a keyword idea on all devices (desktop and laptop computers, tablets, and mobile phones). With Keyword Tool, we showed you average search volume for desktop and laptop computers by default.”
  • Matt Cutts shared this data at his Pubcon Keynote in October 2013

    http://www.thinkwithgoogle.com/mobileplanet
  • Image by skyrocketgroup
  • Social media
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    Subject matter experts
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  • Kari
  • Is SEO Dead? Keeping SEO Alive Across All Marketing Channels

    1. 1. @marketingmojo | marketing-mojo.com IS SEO DEAD? KEEPING SEO ALIVE ACROSS ALL MARKETING CHANNELS Janet Driscoll Miller Marketing Mojo
    2. 2. @marketingmojo | marketing-mojo.com TODAY’S PRESENTERS Janet Driscoll Miller President and CEO, Marketing Mojo Follow on Twitter: @janetdmiller
    3. 3. @marketingmojo | marketing-mojo.com ABOUT MARKETING MOJO • 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
    4. 4. @marketingmojo | marketing-mojo.com OUR CLIENTS
    5. 5. @marketingmojo | marketing-mojo.com IS SEO REALLY DEAD?
    6. 6. @marketingmojo | marketing-mojo.com SEO ISN’T DEAD. IT’S DIFFERENT. • 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
    7. 7. @marketingmojo | marketing-mojo.com BIG CHANGES IN SEO
    8. 8. @marketingmojo | marketing-mojo.com THE FOUR MAIN FACETS OF SEO • Keywords • Content • Inbound Linking • Social Media
    9. 9. @marketingmojo | marketing-mojo.com HOW KEYWORDS HAVE CHANGED • Still have to have some focus on keywords
    10. 10. @marketingmojo | marketing-mojo.com HOW KEYWORDS HAVE CHANGED • Tools aren’t as good for research › Free Google keyword tool retired › New Google Keyword Planner data isn’t completely accurate
    11. 11. @marketingmojo | marketing-mojo.com HOW KEYWORDS HAVE CHANGED • Google Webmaster Tools query data
    12. 12. @marketingmojo | marketing-mojo.com HOW KEYWORD MEASUREMENT HAS CHANGED • Google now encrypts all organic searches
    13. 13. @marketingmojo | marketing-mojo.com HOW CONTENT HAS CHANGED • Panda Update › Addresses duplicate content
    14. 14. @marketingmojo | marketing-mojo.com HOW CONTENT HAS CHANGED • Authorship › Emphasis on author’s authority on a subject › How do you get everyone to embrace authorship and write online?
    15. 15. @marketingmojo | marketing-mojo.com HOW CONTENT HAS CHANGED • Schema (structured markup) › Allows for rich snippets in Google and Bing
    16. 16. @marketingmojo | marketing-mojo.com HOW CONTENT HAS CHANGED
    17. 17. @marketingmojo | marketing-mojo.com HOW CONTENT HAS CHANGED • When to add it? › How big is your site? › Cost/benefit analysis • Not all CMS support innately › May have to involve developer time
    18. 18. @marketingmojo | marketing-mojo.com HOW LINKS HAVE CHANGED • Three main changes in the last year › Penguin updates › Google’s position on press releases › Value of anchor text in links
    19. 19. @marketingmojo | marketing-mojo.com PENGUIN UPDATES • 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.”
    20. 20. @marketingmojo | marketing-mojo.com GOOGLE’S POSITION ON PRESS RELEASES • 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
    21. 21. @marketingmojo | marketing-mojo.com GOOGLE’S POSITION ON PRESS RELEASES • Messages from Google are cryptic. Make press release links “nofollow” and avoid anchor text optimization. We don’t follow those links anyways because they are paid links.
    22. 22. @marketingmojo | marketing-mojo.com ANCHOR TEXT
    23. 23. @marketingmojo | marketing-mojo.com SOCIAL IMPACTS SEO
    24. 24. @marketingmojo | marketing-mojo.com CORRELATION ≠ CAUSATION
    25. 25. @marketingmojo | marketing-mojo.com GOOGLE PERSONALIZATION AND GOOGLE+ • 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
    26. 26. @marketingmojo | marketing-mojo.com PERSONALIZED VS. NON- PERSONALIZED
    27. 27. @marketingmojo | marketing-mojo.com HOW MEASURING SUCCESS HAS CHANGED • Rankings reports are inaccurate › Personalization › Geolocation
    28. 28. @marketingmojo | marketing-mojo.com
    29. 29. @marketingmojo | marketing-mojo.com THE FUTURE OF SEO
    30. 30. @marketingmojo | marketing-mojo.com
    31. 31. @marketingmojo | marketing-mojo.com MORE FOCUS ON MOBILE 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2011 2012 2013 YouTube Percent of Traffic from Mobile
    32. 32. @marketingmojo | marketing-mojo.com MORE FOCUS ON MOBILE
    33. 33. @marketingmojo | marketing-mojo.com MORE FOCUS ON MOBILE • Hummingbird › Designed to focus on conversational text
    34. 34. @marketingmojo | marketing-mojo.com FOCUS ON QUALITY CONTENT • Knowledge Graph
    35. 35. @marketingmojo | marketing-mojo.com FOCUS ON QUALITY CONTENT • 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
    36. 36. @marketingmojo | marketing-mojo.com FOCUS ON QUALITY CONTENT • AuthorRank vs. Authority › Authority = measure of importance on a subject › AuthorRank = type of algorithm adjustmentCurrent: PageRank PR 8 PR 3 PR 6 Coming: PageRank + AuthorRank + PR 8 AR 10 PR 3 PR 6
    37. 37. @marketingmojo | marketing-mojo.com FOCUS ON QUALITY CONTENT 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
    38. 38. @marketingmojo | marketing-mojo.com FOCUS ON SOCIAL • 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.
    39. 39. @marketingmojo | marketing-mojo.com MEASURING SEO
    40. 40. @marketingmojo | marketing-mojo.com MEASURING SEO • Keys to effectively measuring SEO: › Shift away from rankings › Holistic attribution view » Attribution modeling › Conversion optimization
    41. 41. @marketingmojo | marketing-mojo.com MEASURING SEO
    42. 42. @marketingmojo | marketing-mojo.com WHO IS RESPONSIBLE FOR SEO?
    43. 43. @marketingmojo | marketing-mojo.com CONTACT JANET DRISCOLL MILLER President and CEO Marketing Mojo @janetdmiller +Janet Driscoll Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo

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