This document outlines the schedule for an internet marketing conference. It includes sessions on SEO, SEM, increasing conversions and rankings, getting the most from AdWords accounts, online advertising readiness, and a Q&A with all speakers. There will also be coffee breaks and a provided lunch. The first session is an intro to SEO, SEM and internet marketing with Dave Davies, followed by various topic deep dives from other speakers throughout the day.

1. WELCOME• 8:00 – 9:00 An Intro To SEO, SEM & Internet Marketing. With Dave Davies
• 9:00 – 9:30 Coffee & Snacks (Included with Conference Ticket)
• 9:30 – 10:30 How to Rise to the Top in Local Search With Ross Dunn
• 10:45 – 11:45 Increase Conversions and Rankings with User Experience With Mary Davies
• 12:00 – 1:00 Lunch (Included with Conference Ticket) + Mingling with Attendees & Speakers
• 1:00 – 2:00 Top Tips for Getting the Most from your AdWords Account With Mark Johnstone
• 2:15 – 3:15 Are You Ready for Online Advertising? With Robert Cooper
• 3:15 – 3:45 Coffee & Snacks (Included with Conference Ticket)
• 3:45 – 4:45 Q&A Session? With All Speakers

2. An Intro To SEO, SEM
& Internet Marketing

3. A Crash Course In Terms & Principles
(sorry for any geek-speak)
With a focus on:
• Algorithms
• Terms
• Factors
• Impact Points
• Principles

4. What Is Algorithm?
“An algorithm is a process or set of rules to
be followed in calculations or other
problem-solving operations”
• There are over 200 signals with more than 50
variants within each (yes - that’s 10,000)
• Each signal is dedicated to producing the best
possible result for searchers
• Many signals are dedicated to the task of
filtering abuse
• The others are dedicated to judging your site
and how visitors interact with it.

5. What Matters?
(in short … everything)
The goal can never be to work only on what we
know matters. Here’s why …
•Again - There are over 200 signals with more than
50 variants within each
•There is more than one Google update per day
•The landscape changes constantly and Google
files more than one patent per day
•Devices change
•Not everyone is like you
(or me … or the friend who you asked and who’s
too nice to tell you your baby is ugly)

6. Let’s Get To It
That’s the bare bones of it …
Let’s get to the specifics.

7. The Hummingbird Algorithm
Hummingbird: the largest update in
12 years focuses on improving
conversational search.
• Adds ability to judge context and
“conversational search”
• Highlights the move away from
keyword density to topic relevancy
• Pushes importance of schema
• Pushes importance of publishing
informative content across multiple
media

8. The Panda Algorithm
Panda: targets weak content and thin
sites; affects domains or sections.
• Initially rolled out in specific updates
• Directly affected sites with poor content
(immediately)
• Collateral damage to sites with poor
link profiles (delayed)
• Brought duplicate content and poor
content to the forefront
• Destroyed spam volume link building

9. The Penguin Algorithm
Penguin: targets Google Guideline
violations with an eye on links.
• Where Panda caused collateral link
damage Penguin decimated rankings
• Target is link schemes
• Disavow pushed as a protective
measure against this algorithm though
now declared unnecessary
• Negative SEO became a concern
• Link building got a lot harder (but don’t
worry, it’s a level playing field)

10. Rankbrain
Google’s first push into machine
learning
• Announced October 26, 2015
• It had been running since the spring
• Impacted ~15% of queries
• Announced as one of the top 3 ranking
signals (but isn’t really a signal)
• Expanded to all queries in June 2016
• The head of the Rankbrain team has
been promoted to the Head of Search
(John Giannandreas)

11. Penalties
Automated:
Cause by one or more aspects of a
website to be in violation of Google’s
Quality Guidelines.
(ex – cloaking or link spam)
Manual:
Caused by a human reviewer from
Google. This is generally in reaction to
signals from the algorithm or reports of
misconduct.

12. PageRank
The core of Google search …
According To Google:
PageRank works by counting the number
and quality of links to a page to
determine a rough estimate of how
important the website is.
The underlying assumption is that more
important websites are likely to receive
more links from other websites.

13. PageRank Flow

14. PageRank Flow
With Incoming Link

15. Questions?
Questions so far?

16. PageSpeed vs Page Speed
PageSpeed:
A Google metric based on
universally applicable speed
tweaks to a site. Easily
gameable but decent.
Page Speed:
The speed of your site to a
visitor. What’s really
important.

17. SEO vs SEM
SEM:
Search Engine Marketing -
Everything to do with
marketing on search engines
SEO:
Search Engine Optimization –
Restricted to ranking in the
organic results of the search
engines

18. AMP
Accelerated Mobile Pages:
• Important for publishers
• Specific HTML for mobile pages
which strips down styling
capabilities while dramatically
increasing the speed.
• Started in News only in carousel
but expanded to general search

19. HTTPS
HyperText Transfer Protocol Secure
• Facilitates encryption between the
browser and the server.
• It is a declared Google signal
• Actually speeds up web pages
under the HTTP/2 protocol

20. 3 Kinds Of Lies
"There are three kinds of lies: lies,
damned lies, and statistics."
- Mark Twain
When looking at information make sure
you understand where it is wrong:
• Make sure you are comparing apples-to-
apples (traffic changes over time)
• Make sure you understand what you’re
looking it (blog traffic is different than
branded, etc.)
• When looking to 3rd
party data make sure
you understand how it’s flawed

21. Analytics vs Tag Manager
Analytics:
A source of data on what
visitors are doing on your
website.
Tag Manager:
Controls “containers” that fire
under “triggers” to send
information to other systems
(including Analytics)

22. Analytics Segments
Segments Allow You To:
• View a specific set of content
• View a specific source of
content
• View a specific technology of
content
• And much more
• Turning this …

23. Analytics Segments
Into this ...

24. Analytics Segments
Or this ...

25. Tagging Links

26. Behavior Viewing
Analytics tells you what they did.
There are tools to tell you how they
did it
• Improving your user experience doesn’t
just improve conversions, it improves
your rankings
• Understanding what and where users
click gives insight into how to keep
them on your site longer
• (the metric isn’t how long are they at
your site but how long from the Google
click. Linking out can be good)
www.CrazyEgg.com

27. Questions?

28. Results:

29. More Results:

30. Even More Results:

31. Local SEO

32. Mobile Adjustments
Mobile is not an option …
• Mobile search volume has surpassed
desktop
How Are Rankings Adjusted?
• The key word is adjusted
• The signal weights are adjusted based on
intent
• Applies to both organic and SEM
• Having a mobile site from a purist SEO
standpoint is a massive advantage, from a
user standpoint it is critical.

33. Users
Why are users important? …
• Google uses visitor behavior to
determine whether your site is relevant
to the query.
(note: Google does NOT need analytics
to do this)
• Satisfying the targeted user is the sole
purpose of your site.

34. Backlinks
Backlink: A link from another website
to yours.
A link is a vote … however:
• Not all votes are equal
• Some votes don’t count at all
• The placement and “anchor text”
matters
• The reputation of the linking site
matters
• The variety of link types matters
“The objective is not to “make your links appear natural”; the objective is that
your links are natural.” - Matt Cutts

35. Backlinks
Pass weight to your whole site

36. Onsite SEO Factors
Core Onsite SEO Terms:
•Title Tag – appears as the title in the search results
•Description tag – no SEO value … directly
•Internal links – links between pages on your site
•Keyword density – the percentage of content that is comprised of your
keywords
•Heading tags – Code tags (H1, H2 …) that generally appear as chapter
headings on a page
•PageSpeed – A Google Metric for whether you’ve taken advantage of
universal speed improvement techniques

37. Questions?

38. Dave Davies, CEO
www.Beanstalk.IM
We Offer:
SEO services
SEM
Social Media Marketing
Training
Site Audits
Consulting

39. UP NEXT
• 9:00 – 9:30 Coffee & Snacks (Included with Conference Ticket)
• 9:30 – 10:30 How to Rise to the Top in Local Search With Ross Dunn