Future Proofing Your SEO (Pubcon)


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An overview of how to approach SEO that will last for the long term. I did this presentation at Pubcon Las Vegas 2011.

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Future Proofing Your SEO (Pubcon)

  1. 1. Three Think Tales Differentiate or Die
  2. 2. Who Am I? <ul><li>Co-author of The Art of SEO </li></ul><ul><li>President of Stone Temple Consulting </li></ul><ul><ul><li>20+ person SEO and PPC firm </li></ul></ul><ul><li>Trainer for Instant E-Training </li></ul><ul><li>Founder of Web Site Publishing Companies </li></ul><ul><ul><li>Publish web sites, grow them, then sell them </li></ul></ul><ul><ul><li>2 significant exits so far </li></ul></ul><ul><li>On Twitter: @stonetemple </li></ul>
  3. 3. Think Like a Search Engineer
  4. 4. Biggest Revenue Driver = Market Share Source: comScore
  5. 5. Market Share Generates Ad Impressions
  6. 6. Trade Market Share for Revenue? <ul><li>Not that simple! </li></ul><ul><li>Shoot for changes where Revenue per user gain exceeds market share loss? </li></ul>
  7. 7. Competitive Balance and Oversight Consumer Watchdogs Federal Trade Commission
  8. 8. Tipping the Balance?
  9. 9. Google’s Testing Process Source: Peter Norvig, Google Director or Research
  10. 10. Think Like an End User
  11. 11. You Don’t Have My Full Attention
  12. 12. If I Don’t Get Instant Response, I’ll…
  13. 13. Leave! Google Test Results Search Response Time Increased by 100 to 400 milliseconds Searches Per User Dropped 0.2 to 0.6%
  14. 14. Think Like a Business Owner
  15. 15. Be a Purple Cow
  16. 16. “ how to make french toast” 535,000 results!
  17. 17. Intitle:glassblowing 152,000 results!
  18. 18. “ lathe operation” 294,000 results!
  19. 19. What is the Message?
  20. 20. Progressive Followed Suit, but Focused on Different Messages
  21. 21. Embrace a New Medium
  22. 22. Connect With Influencers
  23. 23. Spread Your Visibility Infinitely Faster
  24. 24. Why Does it Spread Faster? <ul><li>People are more likely to re-share content which is shared by an influencer </li></ul><ul><li>Credibility of the Tweet-er reflects on the tweeted content itself </li></ul><ul><li>How big a difference? </li></ul><ul><li>Double? </li></ul>
  25. 25. People Believe Authorities More One Vs. Many
  26. 26. Recent Changes to Klout Scores <ul><li>This update emphasized authority </li></ul><ul><li>High Klout scores based on volume dropped </li></ul><ul><li>High Klout scores based on </li></ul><ul><li>relationships with authorities did not </li></ul>
  27. 27. An “Event” Content Tweeted by major influencer
  28. 28. Build Your Own Influence
  29. 29. <ul><li>Treat your visitors like kings/queens </li></ul><ul><li>Their behavior is a ranking factor </li></ul>
  30. 30. Search Results Interaction
  31. 31. Users Blocking Search Results
  32. 32. Chrome Blocklist Extension
  33. 33. Bounce Rate <ul><li>Google Analytics </li></ul><ul><ul><li>Did the user view only one page? </li></ul></ul><ul><li>Google Toolbar </li></ul><ul><ul><li>One page? How long on page? </li></ul></ul><ul><li>Search Results Interaction </li></ul><ul><ul><li>Time between click through to back to results </li></ul></ul>
  34. 34. Time on Site <ul><li>Hard to measure with Analytics </li></ul><ul><ul><li>Measures time from 1 st page view to start of last page view </li></ul></ul><ul><li>Easier to measure with Google Toolbar </li></ul><ul><ul><li>Can see when they go to another site </li></ul></ul>
  35. 35. Pages Per Visit <ul><li>Easy to measure in analytics </li></ul><ul><li>Easy to measure with the Google Toolbar </li></ul>
  36. 36. Non-Search Traffic
  37. 37. Brand Searches
  38. 38. Thank You! <ul><li>Eric Enge </li></ul><ul><li>[email_address] </li></ul><ul><li>@stonetemple </li></ul><ul><li>(508) 485-7751 </li></ul><ul><li>www.stonetemple.com </li></ul><ul><li>For a One Sheet SEO Checklist, email me, or drop off a business card </li></ul>