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10 SEO Lessons
Fast Growing Companies
March 2nd 2017
Philipp Klöckner
Philipp Klöckner
Angel Investor & Advisor
@pip_net
2005 2010 2015 2017
2005 2010 2015 2017
Philipp Klöckner
Angel Investor & Advisor
@pip_net
10 SEO Lessons Learned
SLIDE DECK:
http://clk.me/OMR
12 Years
70+ Startups
6 Unicorns
ONE
„LESS is more.
First and most important LESSon.“
Bamboo: Fastest Growing
Superior Structure on Earth
Duckweed
Duckweed: DNA for Growth
„All productivity is driven
by the things we DON‘T
do.“
My Cardinal Rule of Growth
Fast Growing Companies: 10 SEO Lessons Learned
TWO
„Extremely Uneven Distributions
Create Need For Ruthless
Prioritization“
The Digital 80/20 Rule
• 5 out of 5.000.000 products: 10% of Revenue (Retail)
• 2 out of 25.000 destinations: 20% of Revenue (Travel)
• 0.5% of Landing Pages: 100% of Revenue (Services)
• 2 Marketing Channels: 95% of Net Revenue (GAFA)
…is rather 99/1
THREE
„FocusOnYour1%CashCows“
„Deciding what not to
do is as important as
deciding what to do.“
- Steve Jobs
Fast Growing Companies: 10 SEO Lessons Learned
Fast Growing Companies: 10 SEO Lessons Learned
Kill Your Longtail (Panda Diet)
noindex
Low Quality
What It ACTUALLY Looks Like
Revenue
# of Landing Pages
Fast Growing Companies: 10 SEO Lessons Learned
Extreme De-Indexation (Panda Diet)
1.200 URLs
+100%
Build Better Websites
„Poor Dogs“:
• Kill „no results“ pages
• Kill „few results“ pages
• Take care of expired / Out of Stock offers
• Kill duplicate pages
• Get rid of everything providing poor value/UX
Build for DEMAND, INTENT and USER EXPERIENCE!
The Power of Reduction
5x
0,1% of Pages: 500% of SEO Visibility!
FOUR
„NobodyReadsYourBlog.“
(Sorry.)
FOUR
„NobodyReadsYourBlog.“
(Sorry.)
9 Likes!
2 Likes!
1 Like!
„99% chance YOUR blog is crap,
too.
Analyse. Improve. Or STOP.“
Corporate & Consumer Blogs
FIVE
„Fire Your Social Media
Manager“
Whatever (S)he‘s Optimizing: It‘s Not There!
Facebook
7.800.000 Fans
16.300.000 Fans
Facebook / Organic?
There‘s exactly ONE
way to make Zuck show
your content…
SIX
„SEO Has Evolved A Lot.“
SEO 10 Years Ago
Content Links Tech SEO
SEO 5 Years Ago
Content Links Tech SEO
User
Experience
NEW!
SEO Today
Content Links
Tech
SEO User Experience
50 Per cent
SEO TomorrowContent
Links
TechSEO
User Experience
Main Ranking Factor
We have seen this coming…
Panda Phantom HummingbirdCaffeine RankBrain
SEVEN
„No More Short Cuts.
Age Of Arbitrage Is Over.“
Fast Growing Companies: 10 SEO Lessons Learned
EIGHT
„Content Marketing
Is A Hit Business.
Fast Growing Companies: 10 SEO Lessons Learned
Content Marketing (MOZ)
• 50% of posts have two or less Facebook interactions
• 75% did not score a single link - ever
Tips:
• Done is better than perfect
• Perfect is better than done
• No rapidfire posting
• Don‘t Brainstorm – Analyse what works
NINE
„There are only few real SEO
ROCKSTARS, but plenty of great
specialists.“
Technical
Manager
Analyst
Content/P
R
• HR/Admin
• Training
• Processes
• Leadership
• Product Manager
• Quality Assurance
• Site Audits
• Analysis
• Reporting
• Tools
• Editorial
• Online PR
• Outreach
• Projekt Man.
• Content Marketing
TEN
„A/B Tests & Automation
Hardly Work In SEO.“
Fast Growing Companies: 10 SEO Lessons Learned
THANK YOU!
Slides: http://clk.me/OMR@pip_net

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