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New SEO Rules for Success

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If you haven't updated your SEO strategy in the last year, it's a whole new world. This session will focus on the three things you need to know to make sure you're being ranked by the search engines.

Published in: Business, Technology, Design
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New SEO Rules for Success

  1. 1. THE NEW RULES OF SEO April Wilson President, Digital Analytics 101
  2. 2. 1/29/2014 #SURFACES Before #StonExpo After Google Searches 22,000 100,000 Land on Website 497 6,719 Complete Form 100 672 New Customers 50 134 2
  3. 3. 1/29/2014 #SURFACES #StonExpo What makes you rank well? • How much traffic you get • How many people link to you • What your text actually says • How often you update your website And then maybe… (?) - Your author rank (if you write / blog) - If you have an active social media presence - How engaged your social media followers are 3
  4. 4. 1/29/2014 #SURFACES #StonExpo So what’s important? • “Natural” use of keywords and phrases in your text • Hierarchy of information • Some repetition, but don’t go crazy Nice to have: • Phrase in your URL 4
  5. 5. 1/29/2014 #SURFACES #StonExpo About Panda and Penguin PANDA PENGUIN • Came out in 2011 • Changed SEO from ranking • Came out mid-2012 individual pages to entire websites • Overuse of keywords on any one page causes site quality to go down • User experience is important – high bounce rate will cause poor rankings • Too much imagery and not enough text “above the fold” is bad. of keywords and duplicative content – if you’re trying to “game” the search engine, you will be left out of search results • Social participation may cause higher rankings (shares, +1’s, comments, etc.) • Penalizes website for “overuse” • Penalized sites with large graphic sliders on home page 5
  6. 6. 1/29/2014 #SURFACES #StonExpo About Hummingbird • Hummingbird is a Google algorithm replacement that was announced as part of their 15th birthday celebration in September 2013. • The entire SEO model was changed out to optimize for semantic search. • Publishers have reported no impact as a result of these changes. 6
  7. 7. 1/29/2014 #SURFACES #StonExpo EXAMPLE http://www.rhdconstruction.com/ 7
  8. 8. 1/29/2014 #SURFACES #StonExpo 8
  9. 9. 1/29/2014 #SURFACES #StonExpo Example Current Text RHD Construction Inc. is a quality, fullservice remodeling and design firm offering unsurpassed customer service, integrity, and superior craftsmanship since 1982. Having worked extensively with leading Dallas architects and designers, our blend of "old school" craftsmanship and the latest technology has earned us high acclaim within the industry as well as with our clients. 90% of RHD's business is made up of previously satisfied homeowners and referrals. SEO-Optimized Text We are remodeling home professionals and general contractors specializing in home renovation. If you live in Dallas, Mesquite, Garland, Rowlett, or Rockwall and you are looking for a partner in your home remodeling project, we would love to earn your business. Over 90% of our current clients are repeat customers, having left favorable reviews for our work on their home renovation projects. 9
  10. 10. 1/29/2014 #SURFACES #StonExpo Don’t forget Bing! 10
  11. 11. 1/29/2014 #SURFACES #StonExpo Why Bing? • Bing bought Yelp a while back and uses Yelp as the primary database that feeds the map results. • Apple’s iOS assistant Siri uses Bing to deliver back search results. • Given that you have high mobile traffic and over 80% of those devices are Apple, we should optimize for Bing. • For optimizing, you’ll want to really blow out the “About this business” tab on your Yelp profile and add lots of photos. • Additionally, seniors prefer Bing for their search over Google. • Bing has bigger fonts, more photographs • Seniors have more free time on their hands – maybe get you more traffic during slow times in this demographic 11
  12. 12. 1/29/2014 #SURFACES #StonExpo april@digitalanalytics101.com 12

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