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SEO in a Universally Personalized SERP World Pubcon NOLA 2013

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SEO in a Universally Personalized SERP World Pubcon NOLA 2013

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Now that search results are "personalized" for each individual searcher, how does a business approach SEO? What are the best methods to focus on and what things should they avoid?

Now that search results are "personalized" for each individual searcher, how does a business approach SEO? What are the best methods to focus on and what things should they avoid?

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SEO in a Universally Personalized SERP World Pubcon NOLA 2013

  1. 1. SEO in a Universally Personalized SERP World Presented by: David Wallace CEO/Founder - SearchRank @DavidWallace
  2. 2. Personalized Search = My Search @DavidWallace
  3. 3. Personalized Search = My Search @DavidWallace
  4. 4. On-Page SEO Still Foundational Basic On-Page SEO Best Practices Even though SEO is now multi-faceted and can include a myriad of elements, on page SEO is the foundation. - Keyword Research - Title Tag - Meta Data - Headers - Image Alt Attributes - Anchor Text in Links - Canonical - HTML - Etc. @DavidWallace
  5. 5. @DavidWallace Image source: http://harleyandmakara.com
  6. 6. Content Marketing A strategic content marketing strategy will help cover all aspects of today’s personalized universal search (i.e., web pages, images, video, social, etc.) • Blog Posts / Articles still work but need images • How To’s / Tutorials • White Papers • Video • Infographics • Interactive Infographics / Video Infographics @DavidWallace
  7. 7. Content Marketing + Social Push Good content is invisible unless accompanied with social media marketing Post Level Tips: • Make sure social media voting buttons are present • Incorporate thumbnail to show up on Facebook and Google + posts • For infographics, include “embed this” code http://infographicjournal.com/embed-code-generator/ @DavidWallace
  8. 8. Content Marketing + Social Push Good content is invisible unless accompanied with social media marketing Social Media Outreach: • Establish strong presences on Facebook, Google +, Twitter & Pinterest • Contests, promos, giveaways and the like to build your following • Push content via these social media accounts • Use unique descriptions for each site @DavidWallace
  9. 9. Infographics Infographics Archives/Directories • Infographic Journal – http://infographicjournal.com/ • Cool Infographics - http://www.coolinfographics.com/ • InfographicsArchive - http://www.infographicsarchive.com/ • Infographic Site Dot Com - http://infographicsite.com/ • Submit Infographics - http://submitinfographics.com/ • The Infographics Showcase - http://www.infographicsshowcase.com/ ($100) Additional Sites – http://www.infographicgalleries.com/ @DavidWallace
  10. 10. Which Social Media Sites? These are the essential social sites where your content should be distributed. • Facebook - Utilize “Promote This Post” • Twitter - Consider morning, afternoon and evening tweets for same content • Google + - Because it’s Google dammit! • Pinterest - If good images are present • YouTube - For video content • Others - StumbleUpon (Paid Discovery), Tumblr, LinkedIn, Slideshare Besides these, seek out social media sites that fit your content and audience. @DavidWallace
  11. 11. Video: Cool Knife Tricks @DavidWallace
  12. 12. Infographic: Knife Throwing Records @DavidWallace
  13. 13. Infographic: Barcode Scanners @DavidWallace 16 Facebook Likes 69 Google +s 136 Tweets 1,484 Stumbles
  14. 14. Infographic: QR Codes @DavidWallace 156 Facebook Likes 41 Google +s 185 Tweets 1,352 Stumbles
  15. 15. Infographic: How Animals See @DavidWallace Published April 2012 (1 year ago) Still # 1 visited piece of content on Infographic Journal 65 inbound links to date
  16. 16. Infographic: B.A.C. @DavidWallace
  17. 17. Page Speed • Minimize HTTP requests • CSS design (avoid nested tables) • Externally locate CSS and JavaScript • Place style sheets towards top of html • Place scripts towards bottom of html • Reduce DNS lookups • Make AJAX cacheable • Don’t scale images in html • Make favicon.ico small and cacheable • For Wordpress sites - make sure theme & plug-ins are not slowing down site. Use P3 – Plugin Performance Profiler @DavidWallace
  18. 18. Key Takeaways • Traditional On-Page SEO foundational to success • Use Content Marketing Strategy to cover all aspects of personalized universal search (i.e., web pages, images, video, social, etc.) • Good content that nobody sees is not good content at all. Make sure you have an effective social media marketing strategy in place for your content. • If a user thinks your web site is slow, so will a search engine. Optimize for page speed. @DavidWallace
  19. 19. Thank You! David Wallace searchrank.com infographicjournal.com @DavidWallace @DavidWallace SearchRank SearchRank bit.ly/A4JQfW

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