Search Engine
Unoptimization
Tools and Tips for Future-Proofing
Your Search Marketing
Grant Simmons
Sr. Director
SEO, Social & Paid Search Media
#OrangeFedora
@simmonet
#eM14
resources:
http://unop.me/emarcom
NOT an act, process, or
methodology of making
something (as a design,
system, or decision) as fully
perfect, functional, o...
Optimization is Easy
@simmonet
@simmonet
R i i i i g g g g g h h h t t t t
@simmonet
Optimization is Easy
Unoptimization is not Easy
@simmonet
kinda
simple
Unoptimization is Simple Though
3 Main Considerations of Unoptimization
• User Experience
• Google Bashing
• ...
I’m a
user too!
Unoptimization is Simple Though
3 Considerations of Unoptimization
• Unoptimization for User Experience
• ...
Unoptimization
For User Experience
@simmonet
Social Experiment
User Experience
@simmonet
Unoptimization
The User-Centric Approach
@simmonet
Treat Everyone Equally Different
Content connects with Intent & Context
• Query research
• Persona development
• Unique on...
Segment by Device / Location
“Hi, I’m near your store”
@simmonet
Offer Onsite Self Segmentation
“Hi, this is my first time here”
@simmonet
Simple Segmentation Example
Offer Unique Experiences
Engage Your Audience
Engagement is key:
• Value
• Conversation
• Community
• Content
• Answer questions
Personalize not op...
Great Reference on Personas
• http://unop.me/personas
• Yes... It features Smurfs
ouch
Unoptimization
3 Main Considerations of Unoptimization
• User Experience
• Google Bashing Over Optimization
• Testing...
Social Survey
Google Stats
@simmonet
How Many…
• Searches on Google a day?
@simmonet
6B
that’s 6 and 9 zeros
56%
How Many of You…
• Percentage of Internet users that
Google themselves?
@simmonet
So Is Google Really Evil?
@simmonet
Too Much of a Good Thing
… is a bad thing
@simmonet
Argh
Guest Blogging is Done
Matt Cutts – Google Spam Team
@simmonet
Over Optimization
is a bad thing
@simmonet
Unoptimization
Is a Googlely thing
 @simmonet
Say What???
Danger! Technical Stuff.
Google Algorithm Updates
Penguin: Link “Naturalness”
YIKES!
Link Graphs Should Be Unoptimized
• Anchor text to brand / site
• Inter-site linking i.e. footer links
• Dofollow l...
Panda: Content Value
Content is Over optimized
scale over
substance
substance
over scale
Content Should be Unoptimized
Content production needs to change from:
• Auto generated to human generated
• ‘Thin’ to val...
Take a Fresh Look
At Your Link Graph & Content
@simmonet
Tools
Link Graph
• Open Site Explorer
• Majestic SEO
• Google Webmaster Tools
Content
• Screaming Frog
• Google SERP
Testing
1-2-3
Unoptimization
3 Main Considerations of Unoptimization
• User Experience
• Google Bashing
• Testing is Unopt...
“Testing inherently comes at a cost – either time
money or both - without guaranteeing a
bottom-line positive outcome.
For...
Budgeting for Testing
• Whatever you can get
• Whatever you can afford
• Whatever makes sense
• Whatever you are comfortab...
Red Bull Example
Red Bull Example
• Obtuse Keywords
–“Games online”
–“Excel Help”
• Goal to tie Red Bull to
“consumption occasions”
• Ads m...
Red Bull Outcome
Other Tests We Do
• Title tags for click through rate
• On-page buttons, text and / or images
• Split traffic test on page...
Testing Tools to Help
• www.siteapps.com
• www.iperceptions.com
• www.visualwebsiteoptimizer.com
• www.google.com
Yes!
Unoptimization Simplified
3 Main Considerations
• User Experience
• Google Bashing
• Testing
@simmonet
Thank You
resources: http://unop.me/emarcom
Questions?
resources: http://unop.me/emarcom
Grant Simmons
Sr. Director
SEO, Social & Paid Search Media
@simmonet
#OrangeFedora
Search Engine
Unoptimization
Tools and Tips for Future-Proofing
Your Search Marketing
resources: http://unop.me/emarcom
How Much…
• Percentage of global web traffic
that dipped when Google
suffered a 5 minute outage?
@simmonet
40%
Search Engine UnOptimization - eMarketing Association San Francisco 2014
Search Engine UnOptimization - eMarketing Association San Francisco 2014
Search Engine UnOptimization - eMarketing Association San Francisco 2014
Search Engine UnOptimization - eMarketing Association San Francisco 2014
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Tools and Tips for Future-Proofing Your Search Marketing

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Search Engine UnOptimization - eMarketing Association San Francisco 2014

  1. 1. Search Engine Unoptimization Tools and Tips for Future-Proofing Your Search Marketing
  2. 2. Grant Simmons Sr. Director SEO, Social & Paid Search Media #OrangeFedora
  3. 3. @simmonet #eM14 resources: http://unop.me/emarcom
  4. 4. NOT an act, process, or methodology of making something (as a design, system, or decision) as fully perfect, functional, or effective as possible; noun ˌən-äp-tə-mə-ˈzā-shən un·op·ti·mi·za·tion
  5. 5. Optimization is Easy @simmonet
  6. 6. @simmonet
  7. 7. R i i i i g g g g g h h h t t t t @simmonet Optimization is Easy
  8. 8. Unoptimization is not Easy @simmonet
  9. 9. kinda simple Unoptimization is Simple Though 3 Main Considerations of Unoptimization • User Experience • Google Bashing • Testing @simmonet
  10. 10. I’m a user too! Unoptimization is Simple Though 3 Considerations of Unoptimization • Unoptimization for User Experience • Google Bashing • Testing @simmonet
  11. 11. Unoptimization For User Experience @simmonet
  12. 12. Social Experiment User Experience @simmonet
  13. 13. Unoptimization The User-Centric Approach @simmonet
  14. 14. Treat Everyone Equally Different Content connects with Intent & Context • Query research • Persona development • Unique onsite experiences • Different conversion points • Different metrics @simmonet
  15. 15. Segment by Device / Location “Hi, I’m near your store” @simmonet
  16. 16. Offer Onsite Self Segmentation “Hi, this is my first time here” @simmonet
  17. 17. Simple Segmentation Example
  18. 18. Offer Unique Experiences
  19. 19. Engage Your Audience Engagement is key: • Value • Conversation • Community • Content • Answer questions Personalize not optimize @simmonet
  20. 20. Great Reference on Personas • http://unop.me/personas • Yes... It features Smurfs
  21. 21. ouch Unoptimization 3 Main Considerations of Unoptimization • User Experience • Google Bashing Over Optimization • Testing @simmonet
  22. 22. Social Survey Google Stats @simmonet
  23. 23. How Many… • Searches on Google a day? @simmonet 6B that’s 6 and 9 zeros
  24. 24. 56% How Many of You… • Percentage of Internet users that Google themselves? @simmonet
  25. 25. So Is Google Really Evil? @simmonet
  26. 26. Too Much of a Good Thing … is a bad thing @simmonet
  27. 27. Argh
  28. 28. Guest Blogging is Done Matt Cutts – Google Spam Team @simmonet
  29. 29. Over Optimization is a bad thing @simmonet
  30. 30. Unoptimization Is a Googlely thing  @simmonet
  31. 31. Say What???
  32. 32. Danger! Technical Stuff.
  33. 33. Google Algorithm Updates
  34. 34. Penguin: Link “Naturalness”
  35. 35. YIKES! Link Graphs Should Be Unoptimized • Anchor text to brand / site • Inter-site linking i.e. footer links • Dofollow links to nofollow links • Internal linking for users NOT Google This obviously isn’t for users
  36. 36. Panda: Content Value
  37. 37. Content is Over optimized scale over substance substance over scale
  38. 38. Content Should be Unoptimized Content production needs to change from: • Auto generated to human generated • ‘Thin’ to valuable • Patterned to unique • Scale to reasonable amount • Generalists to authorities better
  39. 39. Take a Fresh Look At Your Link Graph & Content @simmonet
  40. 40. Tools Link Graph • Open Site Explorer • Majestic SEO • Google Webmaster Tools Content • Screaming Frog • Google SERP
  41. 41. Testing 1-2-3 Unoptimization 3 Main Considerations of Unoptimization • User Experience • Google Bashing • Testing is Unoptimization @simmonet
  42. 42. “Testing inherently comes at a cost – either time money or both - without guaranteeing a bottom-line positive outcome. For many businesses this means testing is perceived as an unjustifiable expense when in fact it’s the most valuable of investments in the unoptimization arsenal.” ~ Me
  43. 43. Budgeting for Testing • Whatever you can get • Whatever you can afford • Whatever makes sense • Whatever you are comfortable spending There is no magic number BUT You can start with 5-10% OR see above
  44. 44. Red Bull Example
  45. 45. Red Bull Example • Obtuse Keywords –“Games online” –“Excel Help” • Goal to tie Red Bull to “consumption occasions” • Ads mentioning Red Bull • Built a test plan • Assumed the worst case • Set expectations
  46. 46. Red Bull Outcome
  47. 47. Other Tests We Do • Title tags for click through rate • On-page buttons, text and / or images • Split traffic test on pages to conversions
  48. 48. Testing Tools to Help • www.siteapps.com • www.iperceptions.com • www.visualwebsiteoptimizer.com • www.google.com
  49. 49. Yes! Unoptimization Simplified 3 Main Considerations • User Experience • Google Bashing • Testing @simmonet
  50. 50. Thank You resources: http://unop.me/emarcom
  51. 51. Questions? resources: http://unop.me/emarcom
  52. 52. Grant Simmons Sr. Director SEO, Social & Paid Search Media @simmonet #OrangeFedora
  53. 53. Search Engine Unoptimization Tools and Tips for Future-Proofing Your Search Marketing resources: http://unop.me/emarcom
  54. 54. How Much… • Percentage of global web traffic that dipped when Google suffered a 5 minute outage? @simmonet 40%

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