DON’T           SLEEP ON           SEARCH! DON’TSLEEP ONSEARCH!             www.definemg.com
HOW OFTEN DO PEOPLE SEARCH? DON’TSLEEP ONSEARCH!                    www.definemg.com
IS SEARCH STILL GROWING? DON’TSLEEP ONSEARCH!                      www.definemg.com
WHERE ARE YOUR COMPETITORS SPENDING? DON’TSLEEP ONSEARCH!                    www.definemg.com
OK, WHAT IS SEO? I HEARD IT’S LIKE VOODOO.Search Engine Optimization is NOT “tricking Google”.   That’s a lot of PhD’s to ...
RIGHT, BUT WHAT ABOUT “THE ALGORITHM”? “In 2011, the search team conducted         You WILL go insane trying to 58,000 exp...
WHAT’S BLACK, WHITE & SCARES THE INTERNET?   Be aware of the two algorithmic components that can destroy your traffic     ...
HOW CAN DATA HELP MY SEO?The marketplace is searching for professional football content as [NFL] instead of [NationalFootb...
GOT IT. DO USERS CLICK ON PAID OR ORGANIC LISTINGS?                                                        18%            ...
WHAT IS THE CLICKTHROUGH RATE BY RANKING?                                          Not in the top 10 results?             ...
I SPEND A LOT ON SOCIAL. DOES IT HELP/HURT MY SEO?                          Search and Social Media are ABSOLUTELY        ...
HOW WELL DOES ORGANIC SEARCH TRAFFIC CONVERT? DON’TSLEEP ONSEARCH!                    www.definemg.com
SHOULD I OPTIMIZE FOR LOCAL SEARCH?                                                                                 The re...
WHAT IS THE 2ND LARGEST SEARCH ENGINE?         Do you have a search strategy for your video content? DON’TSLEEP ONSEARCH! ...
Here’s Something To Take     Back To The Team DON’TSLEEP ONSEARCH!           www.definemg.com
I’M A PUBLISHER. WHAT’S WORKING NOW IN SEO?                                          AuthorRank and the                   ...
I’M AN E-COMM OR VENDOR. WHAT ABOUT ME?  Schema.org microdata markup for your structured data can  MASSIVELY improve the c...
Some Of The Great    Companies We Work With DON’TSLEEP ONSEARCH!           www.definemg.com
SOUNDS GREAT. HOW CAN WE CONTACT YOU?Thanks! Come meet us in Ignition lobby to discuss SEO for your business              ...
For the Nerds in the room.                             www.definemg.com
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Enterprise SEO - Don't Sleep on Search! - BusinessInsider Ignition 2012

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Define Media Group's presentation to BusinessInsider's Ignition 2012 conference.

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  • http://www.seomoz.org/blog/eyetracking-google-serps
  • Enterprise SEO - Don't Sleep on Search! - BusinessInsider Ignition 2012

    1. 1. DON’T SLEEP ON SEARCH! DON’TSLEEP ONSEARCH! www.definemg.com
    2. 2. HOW OFTEN DO PEOPLE SEARCH? DON’TSLEEP ONSEARCH! www.definemg.com
    3. 3. IS SEARCH STILL GROWING? DON’TSLEEP ONSEARCH! www.definemg.com
    4. 4. WHERE ARE YOUR COMPETITORS SPENDING? DON’TSLEEP ONSEARCH! www.definemg.com
    5. 5. OK, WHAT IS SEO? I HEARD IT’S LIKE VOODOO.Search Engine Optimization is NOT “tricking Google”. That’s a lot of PhD’s to trick.Search Engine Optimization is NOT “content farming”. 14 slightly different articles on “How To Boil An Egg” is not a long-term content strategy.It’s not buying links. Hiding text. Repeating keywords 5 times. SEO is a continuous process of educating your team and ensuring your best content is quickly crawled, indexed, and shared to increase user engagement. DON’TSLEEP ONSEARCH! www.definemg.com
    6. 6. RIGHT, BUT WHAT ABOUT “THE ALGORITHM”? “In 2011, the search team conducted You WILL go insane trying to 58,000 experiments on search and made reverse engineer this. 530 tweaks to how search works. Google says it has found more than 30 trillion unique URLs on the Web, crawls 20 billion Successful SEO strategies DO sites a day and processes 100 billion NOT chase mythical algorithms. searches every month.” A successful, defensible SEO Amit Singhal Head of Google’s Core Ranking Team strategy understands the evolution of search and continually educates a company and influences the product roadmap. DON’TSLEEP ONSEARCH! www.definemg.com
    7. 7. WHAT’S BLACK, WHITE & SCARES THE INTERNET? Be aware of the two algorithmic components that can destroy your traffic Google Panda Google Penguin Attacks “low-value” content Attacks over-optimized link profiles Are you protected from the wrath of these adorable animals? DON’TSLEEP ONSEARCH! www.definemg.com
    8. 8. HOW CAN DATA HELP MY SEO?The marketplace is searching for professional football content as [NFL] instead of [NationalFootball League].Seasonality or event driven context is essential to understanding when your users are active. DON’TSLEEP ONSEARCH! www.definemg.com
    9. 9. GOT IT. DO USERS CLICK ON PAID OR ORGANIC LISTINGS? 18% CLICK PAID LISTINGS 82%CLICK ORGANIC LISTINGS www.definemg.com
    10. 10. WHAT IS THE CLICKTHROUGH RATE BY RANKING? Not in the top 10 results? Very few searchers click- through to page 2 DON’TSLEEP ON www.definemg.com
    11. 11. I SPEND A LOT ON SOCIAL. DOES IT HELP/HURT MY SEO? Search and Social Media are ABSOLUTELY intertwined. While not as powerful as their core web signals (links), social signals are growing in importance in search algorithms. The more a piece of content is shared socially, the more links it is likely to generate. Those social mentions and backlinks equate to more SEO horsepower. www.definemg.com
    12. 12. HOW WELL DOES ORGANIC SEARCH TRAFFIC CONVERT? DON’TSLEEP ONSEARCH! www.definemg.com
    13. 13. SHOULD I OPTIMIZE FOR LOCAL SEARCH? The results of eye-tracking heat map testing on the Local Search UI on Google shows: If you are a local business, the benefits of Local Search data structuring and optimization are critical to online success.Source: http://www.seomoz.org/blog/eyetracking-google-serps www.definemg.com
    14. 14. WHAT IS THE 2ND LARGEST SEARCH ENGINE? Do you have a search strategy for your video content? DON’TSLEEP ONSEARCH! www.definemg.com
    15. 15. Here’s Something To Take Back To The Team DON’TSLEEP ONSEARCH! www.definemg.com
    16. 16. I’M A PUBLISHER. WHAT’S WORKING NOW IN SEO? AuthorRank and the Rel=“Author” markup are Google’s attempts to organize content around an author’s authority. Result: the clickthrough rate increases significantly from the picture next to the search result. www.definemg.com
    17. 17. I’M AN E-COMM OR VENDOR. WHAT ABOUT ME? Schema.org microdata markup for your structured data can MASSIVELY improve the clickthrough rates on your E-commerce or Vendor search results DON’TSLEEP ONSEARCH! www.definemg.com
    18. 18. Some Of The Great Companies We Work With DON’TSLEEP ONSEARCH! www.definemg.com
    19. 19. SOUNDS GREAT. HOW CAN WE CONTACT YOU?Thanks! Come meet us in Ignition lobby to discuss SEO for your business or you can reach us at: Marshall Simmonds, CEO & Founder, Define Media Group, Inc. marshall@definemg.com @mdsimmonds http://www.linkedin.com/in/marshallsimmonds Brian Provost, VP, Digital Strategy, Define Media Group, Inc. brian@definemg.com @brianprovost http://www.linkedin.com/in/brianprovost DON’TSLEEP ONSEARCH! www.definemg.com
    20. 20. For the Nerds in the room. www.definemg.com

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