For the Digital Summit at Home August 2020

1. WINNING AT SEO:
MAKING YOUR BRAND A
TRUSTED SOURCE ONLINE

2. ALLI BERRY
THE MOTLEY FOOL
SEO Director
LOCATION
Denver, CO
HIGHLIGHTS
• 9+ years off SEO and content marketing
experience
• Agency and in-house experience
• Moz blog, Rank Ranger, A11y Rules, MozPod
• 2019 Women in Content Marketing Award

3. Content
(On-
Page)
Technical
(Off-
Page)
Traditional
SEO

4. Content
Technical
Brand
Reputation
SEO in the E-A-T
Era

5. BACKGROUND

6. Google's Medic Update

7. Google's Medic Update

8. Google's Medic Update

9. WHAT IS E-A-T? •
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10. WHAT IS YMYL?

11. WHAT'S INCLUDED?
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12. WHY DOES ALL THIS
MATTER?

13. Conten
t
SEO in the E-A-T
Era

14. We cannot operate in silos
and succeed.

15. TO BE SUCCESSFUL IN SEO
YOU NEED THESE HATS TOO:

16. 3RD PARTY REVIEWS

17. When the website says one thing
about itself, but reputable
external sources disagree with
what the website says, trust the
external sources.

18. 84%
15%

19. OTHER SEO BENEFITS
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20. WHAT CAN HAPPEN
WHEN YOU'RE NOT
ACTIVELY SEEKING
REVIEWS...

21. AFTER A FEW MONTHS
OF EFFORT...

22. REVIEW PAGE

23. OTHER APPLICATIONS

24. OTHER APPLICATIONS

25. "Responding to reviews shows
that you value your customers
and the feedback that they leave
about your business.”

27. DIRECT TRAFFIC +
BRAND SEARCHES

28. SEMRUSH STUDY:
RANKING FACTORS

29. ADVANCED WEB
RANKING STUDY

30. HOW DO YOU DRIVE
DIRECT TRAFFIC AND BRAND
SEARCHES?

31. TRADITIONAL
ADVERTISING ISN'T AS
DEAD AS YOU THINK.

32. DIRECT MAIL

33. PODCAST/RADIO ADS

34. TV/STREAMING ADS

35. ADS IN PUBLIC SPACES

36. WORD OF MOUTH

37. BRAND MENTIONS/LINKS

38. LAUNCHING SOMETHING
NEWSWORTHY?

39. PRESS RELEASE

40. WHAT ORIGINAL CONTENT
CAN YOU CREATE?

41. ORIGINAL RESEARCH

42. WHAT
PARTNERSHIPS/SPONSORSHIPS
DO YOU ALREADY HAVE?

43. ASK FOR A LINK

44. EXPERTISE IN CONTENT

45. Think about the topic of the page.
What kind of expertise is
required for the page to achieve
its purpose well?

46. WHO ARE THE RIGHT
PEOPLE AT YOUR
ORGANIZATION TO
CREATE OR CONTRIBUTE
TO CONTENT?

47. INCLUDE AN
AUTHOR BIO
CONTACT INFO
EXPERTISE

48. CREDENTIALS
MATTER IN
YMYL

49. PRO TIP: NOT ALL EXPERTS
ARE GOOD CONTENT
CREATORS.
INTERVIEWS ARE GOOD
TOO.

50. ACCURACY IN CONTENT

51. Find high quality, trustworthy sources
to check accuracy and the consensus of
experts if you are unsure about a
topic. Be especially careful with YMYL
topics...that are necessary for
maintaining an informed citizenry.

52. CITE CREDIBLE SOURCES

53. CHECK YOUR FACTS

54. DO REGULAR UPDATES

55. WIKIPEDIA PAGE

56. A note about Wikipedia: In general,
the website has a good reputation
and is a very popular resource that is
generally valued for accuracy.

57. ADDING A WIKIPEDIA
PAGE IS REALLY HARD.
BUT, NOT IMPOSSIBLE.

58. SOME TIPS
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59. KEY TAKEAWAYS

60. Content
Technical
Brand
Reputation
SEO in the E-A-T
Era

61. GAME PLAN