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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
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
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
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
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
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
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
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
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
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
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
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
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
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
Search Engine UnOptimization - eMarketing Association San Francisco 2014
Search Engine UnOptimization - eMarketing Association San Francisco 2014
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Search Engine UnOptimization - eMarketing Association San Francisco 2014

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Search Engine UnOptimization …

Search Engine UnOptimization
Tools and Tips for Future-Proofing Your Search Marketing

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  • 1. Search Engine Unoptimization Tools and Tips for Future-Proofing Your Search Marketing
  • 2. Grant Simmons Sr. Director SEO, Social & Paid Search Media #OrangeFedora
  • 3. @simmonet #eM14 resources: http://unop.me/emarcom
  • 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. Optimization is Easy @simmonet
  • 6. @simmonet
  • 7. R i i i i g g g g g h h h t t t t @simmonet Optimization is Easy
  • 8. Unoptimization is not Easy @simmonet
  • 9. kinda simple Unoptimization is Simple Though 3 Main Considerations of Unoptimization • User Experience • Google Bashing • Testing @simmonet
  • 10. I’m a user too! Unoptimization is Simple Though 3 Considerations of Unoptimization • Unoptimization for User Experience • Google Bashing • Testing @simmonet
  • 11. Unoptimization For User Experience @simmonet
  • 12. Social Experiment User Experience @simmonet
  • 13. Unoptimization The User-Centric Approach @simmonet
  • 14. Treat Everyone Equally Different Content connects with Intent & Context • Query research • Persona development • Unique onsite experiences • Different conversion points • Different metrics @simmonet
  • 15. Segment by Device / Location “Hi, I’m near your store” @simmonet
  • 16. Offer Onsite Self Segmentation “Hi, this is my first time here” @simmonet
  • 17. Simple Segmentation Example
  • 18. Offer Unique Experiences
  • 19. Engage Your Audience Engagement is key: • Value • Conversation • Community • Content • Answer questions Personalize not optimize @simmonet
  • 20. Great Reference on Personas • http://unop.me/personas • Yes... It features Smurfs
  • 21. ouch Unoptimization 3 Main Considerations of Unoptimization • User Experience • Google Bashing Over Optimization • Testing @simmonet
  • 22. Social Survey Google Stats @simmonet
  • 23. How Many… • Searches on Google a day? @simmonet 6B that’s 6 and 9 zeros
  • 24. 56% How Many of You… • Percentage of Internet users that Google themselves? @simmonet
  • 25. So Is Google Really Evil? @simmonet
  • 26. Too Much of a Good Thing … is a bad thing @simmonet
  • 27. Argh
  • 28. Guest Blogging is Done Matt Cutts – Google Spam Team @simmonet
  • 29. Over Optimization is a bad thing @simmonet
  • 30. Unoptimization Is a Googlely thing  @simmonet
  • 31. Say What???
  • 32. Danger! Technical Stuff.
  • 33. Google Algorithm Updates
  • 34. Penguin: Link “Naturalness”
  • 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. Panda: Content Value
  • 37. Content is Over optimized scale over substance substance over scale
  • 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. Take a Fresh Look At Your Link Graph & Content @simmonet
  • 40. Tools Link Graph • Open Site Explorer • Majestic SEO • Google Webmaster Tools Content • Screaming Frog • Google SERP
  • 41. Testing 1-2-3 Unoptimization 3 Main Considerations of Unoptimization • User Experience • Google Bashing • Testing is Unoptimization @simmonet
  • 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. 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. Red Bull Example
  • 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. Red Bull Outcome
  • 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. Testing Tools to Help • www.siteapps.com • www.iperceptions.com • www.visualwebsiteoptimizer.com • www.google.com
  • 49. Yes! Unoptimization Simplified 3 Main Considerations • User Experience • Google Bashing • Testing @simmonet
  • 50. Thank You resources: http://unop.me/emarcom
  • 51. Questions? resources: http://unop.me/emarcom
  • 52. Grant Simmons Sr. Director SEO, Social & Paid Search Media @simmonet #OrangeFedora
  • 53. Search Engine Unoptimization Tools and Tips for Future-Proofing Your Search Marketing resources: http://unop.me/emarcom
  • 54. How Much… • Percentage of global web traffic that dipped when Google suffered a 5 minute outage? @simmonet 40%

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