SEMA 2012 - SEO: Not Even Remotely Dead

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SEMA Las Vegas Session Description:

Over the past couple of years, SEO has changed more than it has over the previous ten. Or has it? Others tell us that the core principles of SEO are timeless and unchanging since the birth of Google in the late 1990s. What's the truth? We constantly hear about new Google updates and how Google Panda this or Google Penguin that has completely changed the rankings landscape.What's really going on? SEO is actually more important than ever, and we're going to dispel myths and dispense useful tactics that when implemented, WILL increase your visibility and traffic online. This session will get down and dirty with actionable strategies and tactics for now, for 2013, and beyond. Don't miss this hands-on, no holds barred clinic that will help you successfully grapple with one of the very highest ROI marketing endeavors out there.

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SEMA 2012 - SEO: Not Even Remotely Dead

  1. 1. Apogee Results
  2. 2. Apogee Results
  3. 3. Over the past couple of years, SEO has changed more than it has over the previous ten. Or has it? Others tell us that the core principles of SEO are timeless and have been unchanging since the birth of Google in the late 1990s. Whats the truth? We constantly hear about new Google updates and how Google Panda this or Google Penguin that has completely changed the rankings landscape. Whats really going on? SEO is actually more important than ever, and were going to dispel myths and dispense useful tactics that when implemented, WILL increase your visibility and traffic online. This session will get down and dirty with actionable strategies and tactics for now, for 2013, and beyond. Dont miss this hands-on, no holds barred clinic that will help you successfully grapple with one of the very highest ROI marketing endeavors out there.SEO: Not Even Remotely DeadOctober 2012
  4. 4. • Once you have something figured out, it is probably about to change on you• There are many roads to Rome• Hubris (pride) is the beginning of humiliation• What works for someone else, might not work for you• Follow me @marketing_bill or email me leake@apogeeresults.comSEO: Not Even Remotely DeadOctober 2012
  5. 5. = Revenue?SEO: Not Even Remotely DeadOctober 2012
  6. 6. • Forrester JUST released a new report• “The Purchase Path of Online Buyers in 2012• Analyzed conversion paths on 77,000 orders• Fewer than 1 percent of transactions could be traced to social links• Top performing sources • direct visits (20%) • Organic search (16%) • Paid Search (11%)SEO: Not Even Remotely DeadOctober 2012
  7. 7. SEO: Not Even Remotely DeadOctober 2012
  8. 8. • Search matters most for NEW customers• Email matters most for REPEAT customers• Social tactics are not meaningful sales driversSEO: Not Even Remotely DeadOctober 2012
  9. 9. VSSEO: Not Even Remotely DeadOctober 2012
  10. 10. SEO: Not Even Remotely DeadOctober 2012
  11. 11. Slide Copy• Sales?• Bottom Line Earnings?• Top Line Revenue?• Margin?• ROI?• Brand (building, maintenance and/or defense) MOST LIKELY…. Not Forms or LikesSEO: Not Even Remotely DeadOctober 2012
  12. 12. • Social Media• Partners• Channels• Press• Portals• Divisional efforts• Universal / Blended Search• Mobile• Plus / Places / Maps Shades of a Large Shift…SEO: Not Even Remotely DeadOctober 2012
  13. 13. • Online PR• Search - Paid (PPC)• Search - Natural (SEO)• Email• Social Networks• Display (incl. retargeting & rich media)SEO: Not Even Remotely DeadOctober 2012
  14. 14. • ABT (Always Be Testing) • Titles, Descriptions, Tagging • Keywords • Landing pages / conversion• ABM (Always Be Measuring) • What matters? • How are you measuring it?• ABA (Always Be Asking) • What else can I learn from this? • ex/ PPC drives SEO keyword selectionSEO: Not Even Remotely DeadOctober 2012
  15. 15. • Get it right at the beginning• Sales and marketing alignment critical to this exercise• Strategic planning worth the investment• What is victory? “If you don’t know where you are going, any road will get you there” - Lewis CarrollSEO: Not Even Remotely DeadOctober 2012
  16. 16. • How are you going to measure this?• Are your analytics tools working?• Where are you today?• How does today compare with where you need to be? “If you don’t know where you are going, any road will get you there” - Lewis CarrollSEO: Not Even Remotely DeadOctober 2012
  17. 17. • Heuristic (aka rules of thumb) • Top ten lists • Checklists • Best practices• Persona-based = QUALITATIVE• A/B & Analytics• Multivariate • Google • Adobe / Omniture Test & Target = QUANTITATIVESEO: Not Even Remotely DeadOctober 2012
  18. 18. SEO: Not Even Remotely DeadOctober 2012
  19. 19. Logical Competitive Methodical Spontaneous Emotional Quick Decisions Slow DecisionsSEO: Not Even Remotely DeadOctober 2012
  20. 20. • SEO is the study of search rankings factors and the practice of implementing those findings to increase a clients ranking or otherwise favorably position a client in the results pages. TraditionalSEO: Not Even Remotely DeadOctober 2012
  21. 21. Competitive Reputation Management Publicity LocalSEO: Not Even Remotely DeadOctober 2012
  22. 22. Traditional SocialSEO: Not Even Remotely DeadOctober 2012
  23. 23. SEO: Not Even Remotely DeadOctober 2012
  24. 24. SEO: Not Even Remotely DeadOctober 2012
  25. 25. • Objectives • Target audience • Rankings, traffic, actions (per keyword/page/section/site/overall)• Keywords • Popularity & competition • Keyword intent (navigational/informational/transactional) • Rich content appearing in SERPsSEO: Not Even Remotely DeadOctober 2012
  26. 26. SEO: Not Even Remotely DeadOctober 2012
  27. 27. • Keyword generation • Google Insights • Google Trends • Google Suggest/Instant• Keyword popularity • Google Adwords Keyword Tool • Wordtracker• Keyword competition • Adwords Keyword Tool • SERPs, AllinAnchor, AllinTitle • Viewing SERPs • Spyfu (paid)SEO: Not Even Remotely DeadOctober 2012
  28. 28. • Think like the Customer• Must have Search Volume• Don’t Forget the Long TailSEO: Not Even Remotely DeadOctober 2012
  29. 29. • Structural Issues• On-Page Factors• Off-Page Factors (links)SEO: Not Even Remotely DeadOctober 2012
  30. 30. • Indexability • Google Webmaster Central (www.google.com/webmasters/)• Sitemaps • Page on Site • XML Sitemaps• Internal Linking Structure • Keyword Usage • “No Follow” to Focus PageRank FlowSEO: Not Even Remotely DeadOctober 2012
  31. 31. • Title tags• URL structure• On-page copy (a/b test!)• Meta description (just test!)• Alt tags• Fresh content • Blog • UGC• Unimportant • H1 tags • Meta keyword tagSEO: Not Even Remotely DeadOctober 2012
  32. 32. • Traditional link building • Directories, business profiles, local listings • Blog commenting • Article syndication • Press releases • Partnerships • Sponsorships • Rented links • Link excavation or linking optimizationSEO: Not Even Remotely DeadOctober 2012
  33. 33. • Social link building • Social Bookmarking and Social News • Social Bookmarking = less community (Delicious, Diigo, Mister Wong) • Social News = more community (Digg, Reddit, Slashdot) • Promotion on social networks – followers on Twitter, people who ‘like’ you on Facebook • User generated content • Make something interestingSEO: Not Even Remotely DeadOctober 2012
  34. 34. SEO: Not Even Remotely DeadOctober 2012
  35. 35. • Content link building • Write something that your average customer would share • Build an interactive tool that can be extremely useful or interesting • Provide such an interactive tool to be used on other’s websites (widget) • Share and share appropriately • Track what works (mentions, new links, traffic, conversions?)SEO: Not Even Remotely DeadOctober 2012
  36. 36. • Video search• Image search• Product search• Maps/local search• Blog search• News search• Other sites where search is key • eBay • Amazon • App storeSEO: Not Even Remotely DeadOctober 2012
  37. 37. • Different set of rankings factors • Popularity countsSEO: Not Even Remotely DeadOctober 2012
  38. 38. • Trust • Citations > linksSEO: Not Even Remotely DeadOctober 2012
  39. 39. • Indexing • Google Webmaster Tools • Analytics (# of pages with search traffic)• Ranking • Free: hand-checking (only applicable for very short tail) • Paid: Authority Labs, SEOMoz, most reporting suites• Traffic• ActionsSEO: Not Even Remotely DeadOctober 2012
  40. 40. Don’t Forget BING!SEO: Not Even Remotely DeadOctober 2012
  41. 41. Over the past couple of years, SEO has changed more than it has over the previous ten. Or has it? Others tell us that the core principles of SEO are timeless and unchanging since the birth of Google in the late 1990s. Whats the truth? We constantly hear about new Google updates and how Google Panda this or Google Penguin that has completely changed the rankings landscape.Whats really going on? SEO is actually more important than ever, and were going to dispel myths and dispense useful tactics that when implemented, WILL increase your visibility and traffic online. This session will get down and dirty with actionable strategies and tactics for now, for 2013, and beyond. Dont miss this hands-on, no holds barred clinic that will help you successfully grapple with one of the very highest ROI marketing endeavors out there.SEO: Not Even Remotely DeadOctober 2012
  42. 42. @Marketing_Bill Leake@ApogeeResults.com Apogee Results

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