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Top Small Business SEO Misconceptions for 2016


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SEO Misconceptions held by Small Businesses and Startups. Google is ever changing and this talk's goal was to open the eyes of small business owners, but also SEO Professionals.

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Top Small Business SEO Misconceptions for 2016

  1. 1. Top Misconceptions about SEO Top Misconceptions about Search Engine Optimization As held by Small Businesses and Startups Grant Morrow @Granto101 - Twitter | – e-mail
  2. 2. 2 Meet Me I consult with traditional brick & mortar retailers on how best to get into eCommerce, and consult with online retailers on how best to improve their ROI through better marketplace utilization, merchandising and SEO. eCommerce SEO Logistics Analytics Grant MorroweCommerce Program Manager, Orgill, Inc.
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  4. 4. 4 SEO Jargon Of course you should learn these, right? Term-Frequency Inverse Document Frequency TF-IDF Are you cleaning up your 404s and making them into 301s? 301s and 404s Search Engine Result Page(s) SERPs Query Deserves Freshness QDF Seen your Knowledge Graph lately? KG Information Retrieval Score IR Score
  5. 5. 5 Overview Misconceptions Review – Top 5 Misconceptions The Evolving SEO Spaghetti What Should You Do? 1 2 3 SEO Secret Sauce?
  6. 6. 6 Top Misconceptions SEO is really Search Engine Marketing. Just like Marketing, you are never done. Takes Months & Years of Effort “I’ll hire an SEO firm and then in a few months, I’ll be on the top of Google” #5 SEO Is Easy
  7. 7. 7 “All SEO has become pay to play” While Google is becoming more pay to play, this is far from true. . #4 SEO is Snake Oil Google patents, Google statements, correlations and reverse engineering of ranking factors, there is mounds of data and articles to draw on. There are hundreds of verifiable techniques
  8. 8. 8 “I need to hire experts to take care of the whole thing.” #3 SEO is too complicated to understand It’s not overly complicated, time is the problem. Keeping up with new changes is a constant battle.. Time is the enemy
  9. 9. 9 “If experts have to do it, I can’t afford it.” #2 SEO is too expensive. Strategize what your objectives are and do those first, yourself or in-house with tips from blogs Many elements can be done part time or in-house
  10. 10. #1 Misconception “I need to be #1, #2 or #3 rank for X keyword” Search Engine Optimization and Search Engine Marketing doesn’t work this way anymore.
  11. 11. 11 The Evolving SEO Spaghetti SEO is becoming SEM – Search Engine Marketing. Ever changing picture Constantly evolving Google has LOTs of Data Knowledge Graph proves it Changing Google Results SERPs are changing because Google is moving away from 10 blue links Content Aggregators Yelp, Zillow, FindLaw, Angie’s List SEO is not just Google Everything is becoming a Search Engine
  12. 12. 12 Example Search Engine Result Pages (SERPs)
  13. 13. 13 “Lawyers in Memphis” Map dominates above the fold even though this is a service based business
  14. 14. 14 “Plumbers in Memphis” Map dominates above the fold even though this is a service based business Content Aggregators or Review sites
  15. 15. 15 “Real Estate Agent Memphis” Map dominates top half, above the fold here, along with content aggregators Content Aggregators or Review sites
  16. 16. 16 “Locksmiths Memphis” Map dominates top half, above the fold, hours are extremely important
  17. 17. 17 Conversion Applets
  18. 18. 18 Flight Status Card
  19. 19. 19 Knowledge Graph - Question
  20. 20. 20 Knowledge Graph - Sports
  21. 21. 21 Knowledge Graph – People, Places, Things
  22. 22. 22 Knowledge Graph – Celebrities + Recency
  23. 23. 23 Knowledge Graph – Carousel
  24. 24. 24 SERPs Review Sorry, I used jargon! Content Aggregators are King1 We aren’t in 10 Blue Links Land anymore, Toto . 2 Actual Data & Content Matters.3 Aggregators are King Google Change Make Content!
  25. 25. 25 It’s SEO, not GO (Google Optimization) Google is still important, but consider! Search Engines are everywhere now From Quora to Pinterest, Search Engines are everywhere Shopping If you do any eCommerce— Amazon is a search engine, Etsy is a search engine, and Google is just as much part of it Analytics Do not stop analyzing, ever Facebook is a Search Engine Don’t under utilize other sources such as Facebook, Google has no effective social media presence Twitter Twitter is extremely important for the ebb and flow of recency of events and online communication Strategy Involve all elements of your online strategy not just SEO
  26. 26. 26 What Can You Do? Constant Examination, Improvement and Content Creation Examine Look around, just use Google to see what the landscape looks like Create Content Content is king, create as much as you can Continue Examination Double down and expand original emphasis Continue! Explore and Grow! Unlock more potential Capitalize on new-found search terms and nichesNew Explorations Find verticals and queries which are underservedResearch What content do I need or what aggregators do I need to be on?
  27. 27. 27 Thanks for Watching! Don’t forget to give your opinions about this presentation & Rate it! @Granto101 Contact info: Questions?