Advanced SEO: Picking the Right Fights (And Winning Them, Too)Byrne Hobart / email@example.com / (917) 806-0159
Intro ● What problems are you solving? ● Where are you starting? ● Your team? Their skills?
SEO FundamentalsEvery campaign has a few iterative steps: 1. Identify keywords. 2. Write content. 3. Promote content. 4. Measure results. 5. Repeat.
Keyword Research● The big question: what kinds of terms?● The variables to look at.● Managing a keyword list.● Brand terms, head terms, long-tail, and template terms.
SEO Copywriting● What do you read? What do you link to?● Long-term: reputation > readers experience > search engine experience.● Short term: invert these.
Self-Promotion (Its Not So Bad...) ● Talk to people who will be happy to hear from you. ● Come up with a target list. ● If youre doing PR, think of it in SEO terms. (News cycles last a day, links last for years.)
Social Media● Its an increasingly big factor in rankings.● Also an easy way to self-promote.● Always ask: who shares this, and why?● Which social networks do you use?
Tracking Results● The "Last-Click" Fallacy● Numbers to look at.● How to create new variables to track.
Going Black-Hat● Costs and benefits of link-buying.● Link-selling.● Putting it in context. (Check your competitors first!)● Economics of "outing."
In-House, Agency, Hybrid?● Agencies: good people, bad incentives.● Kinds of agencies: design/dev, pure SEO, SEO consultants, and more...● In-house: a big, uncertain investment. Plus, too much focus?● Hybrid model: in-house for core stuff, agencies for peripheral work.
Case Studies● AirBNB● OKCupid● LinkedIn● Blue Fountain Media● Digital Due Diligence● TaxRascal● Granite Transformations
Q&A&moreSome great resources: ● Rank Checker: http://tools.seobook.com/firefox/rank- checker/ ● SEOQuake: http://www.seoquake.com/ ● The AdWords Keyword Tool: https://adwords.google. com/o/Targeting/Explorer ● The SEOMoz guide to SEO: http://www.seomoz. org/beginners-guide-to-seoByrne Hobart / firstname.lastname@example.org / (917) 806-0159