Top 10 Tried & True SEO Tactics

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This deck was presented at IRCE 2013 in Chicago. Learn about the top 10 SEO tactics for gaining buy in and getting SEO work done. Give us a call to learn more.

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  • iOS 6 will further obscure organic search data.one-year anniversary of Google choosing to block keyword referral information for secure organic searches. At the end of Q3, about a quarter of all queries fall into the (not provided) category on average.iOS 6 users coming from Google will appear as direct visits.
  • Top 10 Tried & True SEO Tactics

    1. 1. MULTICHANNEL ATTRIBUTION Top 10 Tried & True SEO Tactics Adam Audette Ed Boyle
    2. 2. 2 WHAT IS SEO?
    3. 3. 3 SEO is full of false premises and misconceptions
    4. 4. SEO IS NOT ABOUT ALGORITHMS
    5. 5. SEO IS NOT ABOUT RANKINGS
    6. 6. SEO IS NOT ABOUT KEYWORDS
    7. 7. SEO is matching a relevant result to a specific need, using search engines.
    8. 8. SEO IS ABOUT PEOPLE (AND THEY’RE SAD)
    9. 9. TIP #1 INTERNAL EDUCATION
    10. 10. TIP #1 INTERNAL EDUCATION ON-GOING AND SUSTAINED
    11. 11. TIP #1 INTERNAL EDUCATION PICK YOUR EVANGELISTS
    12. 12. TIP #1 INTERNAL EDUCATION LEAN ON AN AGENCY
    13. 13. TIP #1 INTERNAL EDUCATION CREATE A TASK FORCE
    14. 14. TIP #1 INTERNAL EDUCATION CREATE A SUMMIT
    15. 15. TIP #1 INTERNAL EDUCATION SEO BECOMES PART OF THE CONVERSATION
    16. 16. TIP #1 INTERNAL EDUCATION TEAMS ARE MORE PROACTIVE DRIVING CHANGES WITH SEO IN MIND
    17. 17. TIP #1 INTERNAL EDUCATION LONG TERM BENEFIT: LESS SEO RETROFITS
    18. 18. BONUS TIP! EDUCATE YOUR AGENCY
    19. 19. HAMMER THE BRAND HOME
    20. 20. TIP #2 EXPECT COMPROMISE
    21. 21. TIP #2 EXPECT COMPROMISEBLUE SKY IS ONLY A STARTING POINT
    22. 22. RECS NOT IMPLEMENTED ARE LOST AND FORGOTTEN
    23. 23. TAKE OFF THE BLINDERS
    24. 24. BONUS TIP! ALIGN AGENCY RECS
    25. 25. ‘NOTHER BONUS TIP! DON’T BE A ‘ONE SIZE FITS ALL’ AGENCY
    26. 26. TIP #3 DEDICATE RESOURCES
    27. 27. RECS NOT IMPLEMENTED ARE LOST AND FORGOTTEN
    28. 28. … AND THEREFORE WORTHLESS
    29. 29. TIP #3 DEDICATE RESOURCES LACK OF IMPLEMENTATION IS THE #1 CAUSE OF SEO FAILURE
    30. 30. TIP #3 DEDICATE RESOURCES BRAND: DON’T EXPECT PERFORMANCE W/OUT GETTING STUFF DONE
    31. 31. TIP #3 DEDICATE RESOURCES AGENCY: BE A PROJECT MANAGER
    32. 32. TIP #4 CREATE ADVOCATES
    33. 33. TIP #4 CREATE ADVOCATES FROM SENIOR LEADERSHIP FROM THE DEV TEAM (outside SEO team is best)
    34. 34. TIP #4 CREATE ADVOCATES HELPS PRIORITIZE REQUESTS STRENGTHENS ARGUMENTS
    35. 35. TIP #5 STAND UP
    36. 36. TIP #5 STAND UP LEADERSHIP CITE BUZZ, TRENDS
    37. 37. TIP #5 STAND UP LEADERSHIP HAVE HOT BUTTON ISSUES
    38. 38. TIP #5 STAND UP LEADERSHIP HOPE FOR SILVER BULLETS
    39. 39. UNLIKE SNEAKERS, SEO HAS NO SILVER BULLETS.
    40. 40. KNOW WHEN TO PUSH BACK
    41. 41. TIP #6 PROVE ROI
    42. 42. TIP #6 PROVE ROI YOU HAVE DATA! SO QUANTIFY IT
    43. 43. HOW?
    44. 44. TIP #6 PROVE ROI USE TECHNOLOGY
    45. 45. TIP #6 PROVE ROI
    46. 46. TIP #6 PROVE ROI
    47. 47. TIP #6 PROVE ROI
    48. 48. TIP #6 PROVE ROI
    49. 49. TIP #6 PROVE ROI
    50. 50. TIP #7 GOOGLE+ MATTERS
    51. 51. TIP #7 GOOGLE+ MATTERS Google+ isn’t much of atraffic source
    52. 52. TIP #7 GOOGLE+ MATTERS WHY?
    53. 53. TIP #7 GOOGLE+ MATTERS
    54. 54. Your audience uses Google
    55. 55. That makes Google+ important
    56. 56. TIP #7 GOOGLE+ MATTERS 1. Invest in your G+ brand page 2. Use authorship for content 3. Know your Knowledge Graph
    57. 57. TIP #8 CURE (not provided)
    58. 58. (not provided) rising
    59. 59. Mobile share rising
    60. 60. 69 More hidden data
    61. 61. TIP #8 CURE (not provided) HOW?
    62. 62. TIP #8 CURE (not provided)
    63. 63. TIP #8 CURE (not provided)
    64. 64. TIP #8 CURE iOS6 traffic issue http://plotin.us/ios6-seo-fix
    65. 65. TIP #9 CHANGE YOUR PHILOSOPHY
    66. 66. misconception #1: FOCUS ON ALGORITHMS Remedy: focus on the user first, last and always
    67. 67. misconception #2: FOCUS ON KEYWORDS Remedy: understand your market segment
    68. 68. HERE’S SALLY
    69. 69. > Sally wants to shop for a little black dress > Your company sells little black dresses > Sally uses keywords to find you
    70. 70. misconception #3: FOCUS ON RANKINGS Remedy: know what metrics matter
    71. 71. Rankings don’t matter
    72. 72. What’s better?
    73. 73. TIP #10 CONTENT STRATEGY
    74. 74. TIP #10 CONTENT STRATEGY CONTENT STRATEGY ISN’T SEO…
    75. 75. TIP #10 CONTENT STRATEGY BUT CONTENT STRATEGY CAN FEED YOUR SEO!
    76. 76. TIP #10 CONTENT STRATEGY AUDIENCE ANALYSIS & PERSONA DEVELOPMENT
    77. 77. TIP #10 CONTENT STRATEGY INFORMATION ARCHITECTURE
    78. 78. TIP #10 CREATE YOUR CONTENT STRATEGY
    79. 79. 92 THANK YOU! Edward Boyle Urban Outfitters Adam Audette RKG @audette

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