Grant Simmons of Homes.com presentation from SearchMetrics conference in Chicago. Auto Dealers can use these SEO tips for their business.

1. Search Engine
UnOptimization
Why The Future of SEO is UnOptimized

2. Grant Simmons
VP of Search Strategies

3. Question 1
@simmonet

9. @simmonet
grant@homes.com
#visibility_14

10. UnOptimization
@simmonet

11. Question 2
@simmonet

12. Is Google Evil?
@simmonet

14. Guest Blogging is Good
@simmonet

15. Guest Blogging is Done
Matt Cutts – Google Spam Team
@simmonet

16. Over Optimization
is a bad thing
@simmonet

17. UnOptimization
Is a Googlely thing
 @simmonet

18. kinda
simple
UnOptimization is Simple
4 Main Considerations of UnOptimization
• Google Bashing
• User Experience
• Social Discoverability
• Testing
@simmonet

19. ouch
UnOptimization
4 Main Considerations of UnOptimization
• Google Bashing Over Optimization
• User Experience
• Social Discoverability
• Testing
@simmonet

20. Google Algorithm Updates
& hummingbird

22. Penguin: Link “Naturalness”

23. YIKES!
Link Graphs Should Be UnOptimized
• Anchor text to brand / site
• Inter-site linking i.e. footer links
• Dofollow links to nofollow links
• Internal linking for users NOT Google
This obviously isn’t for users

24. zere are
no absolutes

25. Panda: Content Value

26. Content is Over optimized
scale over
substance
substance
over scale

27. better
Content Should be UnOptimized
Content production is changing from:
• Auto-generated to human-generated*
• ‘Thin’ to valuable
• Patterned to unique
• Scale to reasonable amount*
• Generalists to authorities
*Cool new technologies may change this POV

28. zere are
no absolutes

29. @simmonet
Be natural
NOT
Over optimized
Lots of tools

30. Tools
Link Graph
• Open Site Explorer
• Majestic SEO
• Google Webmaster Tools
Content
• Screaming Frog
• Google SERP
Und


31. I’m a
user too!
UnOptimization is Simple
4 Main Considerations of UnOptimization
• Google Bashing
• UnOptimization for User Exp.
• Social Discoverability
• Testing
@simmonet

32. UnOptimization
For User Experience
@simmonet

33. Social Experiment
User Experience
@simmonet

35. UnOptimization
The User-Centric Approach
@simmonet

36. Satisfy query Intent
with understanding
of users’ Context
Content Goals

37. Satisfy Your Audience
Personalize
NOT
Optimize
@simmonet

38. Treat Everyone Equally Different
Satisfying Intent & Context
• Query research
• Persona development
• Unique onsite experiences
• Different conversion points
• Different metrics @simmonet

39. Segment by Device / Location
“Hi, I’m near a property”
@simmonet

40. Offer Onsite Self Segmentation
“Hi, this is my first time here”
@simmonet

41. Simple Segmentation Example

42. Offer Unique Experiences

43. Satisfy Your Audience
Personalize
(personas)
NOT
Optimize
@simmonet

44. Great Reference on Personas
• http://unop.me/personas
• Yes... It features Smurfs

45. Hello?
UnOptimization
4 Main Considerations of UnOptimization
• Google Bashing
• User Experience
• Social Discoverability for Search
• Testing
@simmonet

46. Social Discoverability
@simmonet

47. BUSY

48. BUSY

49. It’s busy out there…
How do you
stand out?
Tough to:
• Scale
• Engage
• Inspire signals
How? How?
Creativity
bow wow

50. Creativity can’t
be optimized

51. Neither can creatives 

52. How Does Google Know?

53. Google
KNOWS
Everything

54. They Know Value

55. How Does Google Know Value?
@simmonet
• Links
• Citations
• Social signals
• radar
• Search
• e.g. CTR / dwell
• Velocity
• Authority / topics
• Engagement

56. To Engage Your Audience
Be Creative
NOT
Optimized

57. Yes!
UnOptimization Simplified
4 Main Considerations
• Google Bashing
• User Experience
• Social Discoverability
• Testing
@simmonet

58. Thank
You

59. Questions?

60. Grant Simmons
VP of Search Strategies

61. Search Engine
UnOptimization
Why The Future of SEO is UnOptimized

62. END OF PRESENTATION