SEO in a Universally Personalized SERP World Pubcon NOLA 2013

David Wallace
David WallaceCEO at SearchRank
SEO in a Universally
Personalized SERP World
Presented by:
David Wallace
CEO/Founder - SearchRank
@DavidWallace
Personalized Search = My Search
@DavidWallace
Personalized Search = My Search
@DavidWallace
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
@DavidWallace
Image source: http://harleyandmakara.com
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
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
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
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
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
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
Video: Cool Knife Tricks
@DavidWallace
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
Infographic: Knife Throwing Records
@DavidWallace
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
Infographic: Barcode Scanners
@DavidWallace
16 Facebook Likes
69 Google +s
136 Tweets
1,484 Stumbles
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
Infographic: QR Codes
@DavidWallace
156 Facebook Likes
41 Google +s
185 Tweets
1,352 Stumbles
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
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
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
Infographic: B.A.C.
@DavidWallace
SEO in a Universally Personalized SERP World   Pubcon NOLA 2013
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
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
Thank You!
David Wallace
searchrank.com
infographicjournal.com
@DavidWallace
@DavidWallace
SearchRank
SearchRank
bit.ly/A4JQfW
1 of 31

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SEO in a Universally Personalized SERP World Pubcon NOLA 2013

  • 1. SEO in a Universally Personalized SERP World Presented by: David Wallace CEO/Founder - SearchRank @DavidWallace
  • 2. Personalized Search = My Search @DavidWallace
  • 3. Personalized Search = My Search @DavidWallace
  • 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Video: Cool Knife Tricks @DavidWallace
  • 16. Infographic: Knife Throwing Records @DavidWallace
  • 18. Infographic: Barcode Scanners @DavidWallace 16 Facebook Likes 69 Google +s 136 Tweets 1,484 Stumbles
  • 20. Infographic: QR Codes @DavidWallace 156 Facebook Likes 41 Google +s 185 Tweets 1,352 Stumbles
  • 22. 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
  • 29. 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
  • 30. 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