SEO What’s coming, what’s here and how to be ready Wil Reynolds, Founder, SEER Interactive
Online Success Recipe <ul><li>This Presentation REQUIRES </li></ul><ul><li>Interruptions </li></ul>
Judging Search Success <ul><li>Lets agree to a couple of things </li></ul>
Judging Search Success <ul><li>A # 3 ranking is better than a #13 ranking </li></ul><ul><li>5,000 visitors from search is ...
Judging Search Success <ul><li>Why are those statements totally FALSE!? </li></ul><ul><li>(unless you are a publisher, may...
Judging Search Success <ul><li>None track down to </li></ul><ul><li>Brand Participation </li></ul><ul><li>Brand Exposure <...
Don’t Fall Victim… <ul><li>Beware of the SEO MYTH!! Every site ranks well for SOMETHING! </li></ul>
Get your E-G-O out of S-E-O <ul><li>Rankings are a  </li></ul><ul><li>________ </li></ul><ul><li>To an  </li></ul><ul><li>...
Get your E-G-O out of S-E-O <ul><li>SEO should be a  </li></ul><ul><li>MATCHMAKER! </li></ul><ul><li>Design – Usability - ...
Wanna trick them?  They’re Billionaires!
“ Tricking” Google + BMW
Would SAAB learn?
Would SAAB learn?
Shame Shame Shame SAAB! <ul><li>Now you know how to stay out of trouble, lets talk about how to get you there legitimately...
Content Structure & Spidering Behavior <ul><li>“ Importance” in Google – how often does Google visit </li></ul><ul><ul><li...
Free Competitive Analysis tools <ul><li>How to find out if people are searching for you & your competitors </li></ul><ul><...
What I learned about SAAB <ul><li>Quantcast </li></ul>
What I learned about SAAB <ul><li>Compete vs. Alexa </li></ul>
Free Competitive Analysis tools <ul><li>Give me one of your competitors </li></ul><ul><li>(gets significant traffic) </li>...
MSN Adlab Funnel - Brands
MSN Adlab Funnel - Generic
Free Competitive Analysis tools <ul><li>SPYFU.com </li></ul><ul><li>Keyword or Domain </li></ul><ul><li>PPC Budget </li></...
Keyword Development <ul><li>BAD NEWS… </li></ul><ul><li>You will actually have to alter your site to rank well for the wor...
Keyword Development <ul><li>We all stink at developing our own keyword lists (it’s not our fault): </li></ul><ul><li>Biase...
Keyword Development If you were a marketer for this product what 3 keyword words would you target for an SEO campaign?
Keyword Development If you were a marketer for this product what 3 keyword words would you target for an SEO campaign?
Keyword Development If you were working in marketing for a company that made a new medication to help people get a good ni...
Keyword Development If you were working in marketing  for me,  an organization that could get you at the top of Google?
<ul><li>Remember, picking the  wrong keywords  can kill your career! </li></ul>
JUST ASK THIS GUY!
Linking techniques
Quintura.com
My favorite tools <ul><li>Google Trends ( http://www.google.com/trends )  </li></ul><ul><ul><li>Keyword priority, order, p...
Trend for “Convertibles”
Marketing Convertibles <ul><li>Who is your target audience? Gender / Age </li></ul><ul><li>In what month do you think your...
DIY vs. Outsource <ul><li>DIY vs. outsource  (Toilets and Taxes) </li></ul><ul><li>38% avg increase in rank versus 110% </...
Signs you should RUN from a search firm <ul><li>They cold called you! </li></ul><ul><li>Required retainer to “keep your ra...
What is coming <ul><li>The future of search </li></ul>
Search is pervasive <ul><li>When was the last time you searched for something using a search engine, search box on a web s...
Search is pervasive an Example <ul><li>Example…you needed to use the bathroom and were in Germany but didn’t speak a lick ...
What happens when search falls short? <ul><li>Do people abandon search? </li></ul><ul><li>Use alternate means </li></ul>
What happens when search falls short? <ul><li>SEEK an answer </li></ul>This tool is 100% search friendly, meaning people d...
Yahoo! Answers <ul><li>But Wil, who  really  uses it? </li></ul><ul><li>60 Million Unique Users </li></ul><ul><li>Per MONT...
PR & SEO <ul><li>Yahoo News / Google News vs. Ask Jeeves </li></ul><ul><li>Where do reporters go to research / get info? <...
Social Bookmarking <ul><li>Are you getting dug, slashdotted, delicioused, stumbleuponed? </li></ul><ul><li>Stumbleupon has...
Power of Video – Content Lives forever  <ul><li>SEO on Google Video #2 </li></ul><ul><li>Search Engine Optimization #3 </l...
Power of Video, Social Bookmarking, PR <ul><li>Gift that keeps on giving (IF DONE WELL) </li></ul><ul><li>Investment </li>...
Power of Video, Social Bookmarking, PR <ul><li>Having a  1  person recognize me at a techie SEO conference … </li></ul><ul...
<ul><li>Feeling the Squeeze on  </li></ul><ul><li>PPC marketing? </li></ul><ul><li>The secret is OUT! </li></ul>
PPC vs. SEO <ul><li>Big Brands are moving in  </li></ul><ul><li>eBags.com spent 5-8 Million (cutting) </li></ul><ul><li>Ba...
PPC vs. SEO <ul><li>PPC Algorithms = More complex </li></ul><ul><ul><li>Vested interest in CONFIDENCE in paid ads </li></u...
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Debunking SEO Myths

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Is the conflicting advice you are getting on SEO keeping you from success? Attending this session will help you get straight answers on the SEO issues keeping you from the top of the search engines.

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Debunking SEO Myths

  1. 1. SEO What’s coming, what’s here and how to be ready Wil Reynolds, Founder, SEER Interactive
  2. 2. Online Success Recipe <ul><li>This Presentation REQUIRES </li></ul><ul><li>Interruptions </li></ul>
  3. 3. Judging Search Success <ul><li>Lets agree to a couple of things </li></ul>
  4. 4. Judging Search Success <ul><li>A # 3 ranking is better than a #13 ranking </li></ul><ul><li>5,000 visitors from search is better than 500 </li></ul>
  5. 5. Judging Search Success <ul><li>Why are those statements totally FALSE!? </li></ul><ul><li>(unless you are a publisher, maybe) </li></ul>
  6. 6. Judging Search Success <ul><li>None track down to </li></ul><ul><li>Brand Participation </li></ul><ul><li>Brand Exposure </li></ul><ul><li>Leads </li></ul><ul><li>Sales </li></ul>
  7. 7. Don’t Fall Victim… <ul><li>Beware of the SEO MYTH!! Every site ranks well for SOMETHING! </li></ul>
  8. 8. Get your E-G-O out of S-E-O <ul><li>Rankings are a </li></ul><ul><li>________ </li></ul><ul><li>To an </li></ul><ul><li>_____ </li></ul>
  9. 9. Get your E-G-O out of S-E-O <ul><li>SEO should be a </li></ul><ul><li>MATCHMAKER! </li></ul><ul><li>Design – Usability - Remarketing </li></ul>
  10. 10. Wanna trick them? They’re Billionaires!
  11. 11. “ Tricking” Google + BMW
  12. 12. Would SAAB learn?
  13. 13. Would SAAB learn?
  14. 14. Shame Shame Shame SAAB! <ul><li>Now you know how to stay out of trouble, lets talk about how to get you there legitimately. </li></ul>
  15. 15. Content Structure & Spidering Behavior <ul><li>“ Importance” in Google – how often does Google visit </li></ul><ul><ul><li>We Build Pages Cache Tool </li></ul></ul><ul><li>Identifying and fixing spidering issues </li></ul><ul><ul><li>Google Webmaster tools </li></ul></ul><ul><li>Don’t bury important content </li></ul><ul><ul><li>How many homepages can one web site have? </li></ul></ul><ul><ul><li>How page importance flows down through a site </li></ul></ul><ul><ul><li>“ Clicks” from the homepage & importance to user community </li></ul></ul><ul><ul><li>Live Sample - NFL.com </li></ul></ul><ul><ul><li>Seasonality impacts this </li></ul></ul><ul><li>CMS / Shopping carts (?’s, =‘s spaces) </li></ul><ul><ul><li>Live Sample – Answers.com </li></ul></ul><ul><ul><li>Impact </li></ul></ul>
  16. 16. Free Competitive Analysis tools <ul><li>How to find out if people are searching for you & your competitors </li></ul><ul><li>Quantcast </li></ul><ul><li>Spyfu </li></ul><ul><li>Compete </li></ul><ul><li>MSN Adlab funnel </li></ul><ul><li>Why use multiple tools? </li></ul>
  17. 17. What I learned about SAAB <ul><li>Quantcast </li></ul>
  18. 18. What I learned about SAAB <ul><li>Compete vs. Alexa </li></ul>
  19. 19. Free Competitive Analysis tools <ul><li>Give me one of your competitors </li></ul><ul><li>(gets significant traffic) </li></ul>
  20. 20. MSN Adlab Funnel - Brands
  21. 21. MSN Adlab Funnel - Generic
  22. 22. Free Competitive Analysis tools <ul><li>SPYFU.com </li></ul><ul><li>Keyword or Domain </li></ul><ul><li>PPC Budget </li></ul><ul><li>Organic terms & Competitors </li></ul><ul><li>PPC terms & Competitors </li></ul>
  23. 23. Keyword Development <ul><li>BAD NEWS… </li></ul><ul><li>You will actually have to alter your site to rank well for the words people type into search engines! (Stop trying to “trick” SE’s) </li></ul>
  24. 24. Keyword Development <ul><li>We all stink at developing our own keyword lists (it’s not our fault): </li></ul><ul><li>Biased by own search behavior </li></ul><ul><li>Too close to the product / service (acronyms, jargon, product features, etc) </li></ul><ul><li>All is not lost: </li></ul><ul><li>Use tools (not just overture keyword tool) </li></ul><ul><li>Start wide (Prilosec - heartburn) </li></ul><ul><li>People search for solutions to problems not products and services </li></ul>
  25. 25. Keyword Development If you were a marketer for this product what 3 keyword words would you target for an SEO campaign?
  26. 26. Keyword Development If you were a marketer for this product what 3 keyword words would you target for an SEO campaign?
  27. 27. Keyword Development If you were working in marketing for a company that made a new medication to help people get a good night’s sleep?
  28. 28. Keyword Development If you were working in marketing for me, an organization that could get you at the top of Google?
  29. 29. <ul><li>Remember, picking the wrong keywords can kill your career! </li></ul>
  30. 30. JUST ASK THIS GUY!
  31. 31. Linking techniques
  32. 32. Quintura.com
  33. 33. My favorite tools <ul><li>Google Trends ( http://www.google.com/trends ) </li></ul><ul><ul><li>Keyword priority, order, plural vs. singular </li></ul></ul><ul><ul><ul><li>Accounting job vs. accounting jobs </li></ul></ul></ul><ul><ul><li>Homepage real estate / Seasonality </li></ul></ul><ul><ul><ul><li>Omega vs. Movado vs. Tag Heuer (google) </li></ul></ul></ul>
  34. 34. Trend for “Convertibles”
  35. 35. Marketing Convertibles <ul><li>Who is your target audience? Gender / Age </li></ul><ul><li>In what month do you think your ads (PPC & Organic) should be up to get the most eyeballs. </li></ul><ul><li>When do you think people begin their research? </li></ul><ul><li>What month has the least search volume for convertibles? </li></ul>
  36. 36. DIY vs. Outsource <ul><li>DIY vs. outsource (Toilets and Taxes) </li></ul><ul><li>38% avg increase in rank versus 110% </li></ul><ul><li>DIY’s - Ready to invest 18 months? (outcome isn’t always good) </li></ul><ul><li>Outsourcers – Hard to choose one from the next (gut) </li></ul><ul><li>Opportunity cost </li></ul><ul><li>Budget (How to get a good cheap SEO and why they are hard to find) </li></ul><ul><li>Software (if it was that easy everyone would do it) </li></ul><ul><li>Competitiveness of the landscape (only 20 spots, are you going to learn this & beat us out if we enter your space? </li></ul><ul><li>Watch the low queried terms (keep your E-G-O out of S-E-O) </li></ul><ul><li>Do you have time to learn? Is the competition way ahead? </li></ul><ul><li>Do you want to learn, stay on top of trends? </li></ul>
  37. 37. Signs you should RUN from a search firm <ul><li>They cold called you! </li></ul><ul><li>Required retainer to “keep your rankings” </li></ul><ul><ul><li>Look up query volume for their terms </li></ul></ul><ul><ul><li>Common come backs: </li></ul></ul><ul><ul><ul><li>Shoemakers Children </li></ul></ul></ul><ul><ul><ul><li>Busy working for clients </li></ul></ul></ul><ul><ul><ul><li>Fave - “Under the radar” </li></ul></ul></ul><ul><li>They don’t rank well for anything </li></ul><ul><li>They don’t proactively offer to analyze traffic AND conversions from organic search </li></ul><ul><li>The only reporting offered is on rankings </li></ul><ul><li>Heavy on the scare tactics </li></ul><ul><li>“ Proprietary” software </li></ul><ul><li>The sites they show you are over optimized for search (OSEOBUS) </li></ul><ul><li>They “dabble” in search </li></ul>
  38. 38. What is coming <ul><li>The future of search </li></ul>
  39. 39. Search is pervasive <ul><li>When was the last time you searched for something using a search engine, search box on a web site, TIVO, Cell Phone , Youtube, MySpace? </li></ul>
  40. 40. Search is pervasive an Example <ul><li>Example…you needed to use the bathroom and were in Germany but didn’t speak a lick of German, could Google help you? </li></ul><ul><li>Google SMS Search </li></ul>
  41. 41. What happens when search falls short? <ul><li>Do people abandon search? </li></ul><ul><li>Use alternate means </li></ul>
  42. 42. What happens when search falls short? <ul><li>SEEK an answer </li></ul>This tool is 100% search friendly, meaning people doing searches may find it forever
  43. 43. Yahoo! Answers <ul><li>But Wil, who really uses it? </li></ul><ul><li>60 Million Unique Users </li></ul><ul><li>Per MONTH! </li></ul><ul><li>120 Million answers </li></ul><ul><li>Influential in consumer decisions </li></ul><ul><li>Samples (nursing schools, arcadia university) </li></ul><ul><li>In 10 Months </li></ul>
  44. 44. PR & SEO <ul><li>Yahoo News / Google News vs. Ask Jeeves </li></ul><ul><li>Where do reporters go to research / get info? </li></ul><ul><ul><li>92% Article research </li></ul></ul><ul><ul><li>73% Find additional releases </li></ul></ul><ul><ul><li>Search works best when optimized across more than just Google </li></ul></ul><ul><li>Assign value to links, sales, mentions, etc. </li></ul><ul><li>What was the outcome? </li></ul>
  45. 45. Social Bookmarking <ul><li>Are you getting dug, slashdotted, delicioused, stumbleuponed? </li></ul><ul><li>Stumbleupon has sent us more traffic in a 10 day period for ( developing a tool ) than Yahoo! did last year. </li></ul><ul><li>Are you developing something people care about? Will link to, etc? </li></ul><ul><li>Benchmark and analyze referrals from Social Bookmarking sites. </li></ul>
  46. 46. Power of Video – Content Lives forever <ul><li>SEO on Google Video #2 </li></ul><ul><li>Search Engine Optimization #3 </li></ul><ul><li>Last Month 552 Views </li></ul><ul><li>This Month on pace for 1300 Views </li></ul><ul><li>All time – 4500 Views – been uploaded for 6 months </li></ul>
  47. 47. Power of Video, Social Bookmarking, PR <ul><li>Gift that keeps on giving (IF DONE WELL) </li></ul><ul><li>Investment </li></ul><ul><ul><li>Flight – $300 </li></ul></ul><ul><ul><li>Hotel – $0 </li></ul></ul><ul><ul><li>Day Rate - $4,000 </li></ul></ul><ul><ul><li>Prep - $300 </li></ul></ul><ul><ul><li>Dinner at The Wynn in Vegas - $200 </li></ul></ul>
  48. 48. Power of Video, Social Bookmarking, PR <ul><li>Having a 1 person recognize me at a techie SEO conference … </li></ul><ul><li>PRICELESS </li></ul>
  49. 49. <ul><li>Feeling the Squeeze on </li></ul><ul><li>PPC marketing? </li></ul><ul><li>The secret is OUT! </li></ul>
  50. 50. PPC vs. SEO <ul><li>Big Brands are moving in </li></ul><ul><li>eBags.com spent 5-8 Million (cutting) </li></ul><ul><li>Babyage (costs up 2x for same traffic) </li></ul><ul><li>Ice.com cutting spending by ~50% </li></ul>
  51. 51. PPC vs. SEO <ul><li>PPC Algorithms = More complex </li></ul><ul><ul><li>Vested interest in CONFIDENCE in paid ads </li></ul></ul><ul><ul><li>Highest bidder days are over </li></ul></ul><ul><li>Impact of landing pages, text, etc on PPC ad rankings </li></ul><ul><li>Variable costs are killing businesses </li></ul><ul><li>SEO, other channels of *Future* </li></ul>

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