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A Significant Portion of Search
Traffic May Be Falsely Hidden in “Direct” Groupon’s experiment showing up to 60% of traffic reported as “direct” may be organic search
So… How do these changes
affect which tactics we can still pursue vs. those we must leave behind?
Great SEO Is No Longer
Just “SEO” Keywords Rankings Links Crawl SEO in 2014 Social Content Design & UX Speed Webspam Mobile Press & PR CX Email Accessibility Localization Internationalization
Modern Criteria for Content: One-of-a-Kind
– doesn’t appear elsewhere on the web Relevant – contains content the engines can interpret as on-the-topic to the searcher’s intent & phrasing Helpful – resolves the searcher’s query in a useful, efficient manner Uniquely Valuable – provides information that’s unavailable (or hard to get) elsewhere Great UX– is easy & pleasurable to consume on any device
Instead, Build Relationships My haircut
place built a relationship & partnered with a local sex toy shop – now both get more branding, exposure, customers, & links!* *partnering with nearby sex toy shops may not be the perfect bizdev action for everyone
For more link building tactics
to love, see: Link Building from the MozBlog Paddy Moogan’sLink Building eBook Experts’ Favorite Link Building Tactics How to Leverage PR for Link Building The Future of Link Building
Share Socially to Get Rankings
No doubt about it – there’s a strong CORRELATION between tweets (and Facebook and Google+ shares) and higher rankings.
Share Socially to Get Rankings
Leave It Behind No doubt about it – there’s a strong CORRELATION between tweets (and Facebook and Google+ shares) and higher rankings.
Social Impacts SEO Indirectly Social
shares expose content to those who might link to it (and amplify in other ways) This blog post from OKTrends earned 100s of links after launch
G+ is the Exception for
Logged-In Results Because I follow Mark on G+, what he shares/+1s can usually ranks higher when I’m logged into my Gmail.
Rules for Content Investments: Strategic
& Relevant– the content must tie to business goals and fit with your branding Targets Likely Amplifiers – there should be an obvious answer to the question “who will help spread this content and why?” Cannot Be Fire & Forget–most content will fail; you need to be willing to invest longer and harder than the competition to find success
And/OrUse Estimates in SEO Software
Packages If you use a tool like Conductor, Searchmetrics, or Moz Analytics, you can see predictions for KWs sending traffic to given pages
Pro Tip: Note which channels
are frequently part of your overall conversion process Many times, these contain channels that can’t be tracked, and you’ll only miss them if you stop investing