Marshall Simmonds-seo for ceos 3-18-12

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The document provides tips for SEO professionals to justify their work to CEOs and other executives. It discusses how to answer questions about the costs, potential revenue, and traffic from SEO initiatives. It also covers specific tactics like keeping content fresh, using author markup, image alt text, sitemaps, and YouTube to increase traffic and search referrals. The overall message is that SEO requires ongoing work and can substantially boost a website's search performance and traffic.

Technology Design

SEO for CEOs
How to Justify your Existence and Other
Existential Quandaries
Marshall Simmonds
Define Media Group, Inc.
Marshall@DefineMG.com
mdsimmonds

Universal / Blended / Mixed

mdsimmonds www.DefineMG.com

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Always be able to answer:

How much will it:

Cost?
Make?
Traffic Potential?

and what‟s involved?
mdsimmonds Define Media Group, Inc. www.DefineMG.com

EGO

mdsimmonds Define Media Group, Inc. www.DefineMG.com

EGO

http://www.webpagetest.org/

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Data
One Box Popularity

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Data

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Fresh? Meh.
News

Fresh (When Listed)

Relateds

Fresh

OLD

mdsimmonds Define Media Group, Inc. www.DefineMG.com

25% freshness

45% freshness
mdsimmonds Define Media Group, Inc. www.DefineMG.com

What to do?
• Pay attention to the <lastmod> in your XML sitemap

• Blog about a topic? Blog often! (Editorial calendar)

• RSS feed – Feedburner.com for your blog (WordPress supports)

• Time Stamp

• +1 probably a strong signal

• Watch timely queries – things people ARE searching for (queries, what’s
hot / real time / trending) not necessarily historic data

• http://insidesearch.blogspot.com/2011/11/giving-you-fresher-more-
recent-search.html

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Worst “new” Google Feature?
Rel=canonical

Bing. = 20% of search marketshare

“acts as a strong hint for duplicate content”
and
“take your preference into account”

It is NOT a directive - 301s are

Dependency vs fixing the problem
mdsimmonds Define Media Group, Inc. www.DefineMG.com

Data

Who get the reports?

mdsimmonds Define Media Group, Inc. www.DefineMG.com

$$$ Link Equity – protect the castle
$25/mo for a PR3 link

$100/mo PR5 link (maybe 3-4?)

10,000 top links

833 links p/m (not gonna happen)

744 hours per month link building

$1,000,000.00+ Link Equity

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Typical Google Recommendations
•Can your web page content be trusted?

•Would you trust the information presented in your article?

•Is the article written by an expert or enthusiast who knows the topic well, or is it
more shallow in nature?

•Would you be comfortable giving your credit card information to the site?

•Is the site a recognized authority on its topic?

•For a health related query, would you trust information from the site?

•Would you recognize the site as an authoritative source when mentioned by name?

•Is the website the sort of page you'd want to bookmark, share with a friend, or
recommend?

•Would users complain when they see pages from the site?
mdsimmonds Define Media Group, Inc. www.DefineMG.com

Real Panda Suggestion
•PUSH THE SEO AGENDA!!!

•Time for an SEO audit

•Reduce and/move Ad Blocs

•Consider „no-indexing‟ or removing poorly performing pages

•Syndicating Content?

•Page speed

•Clean up duplication with specific parameter handling guidance

•Where are you linking?

•Sitemap

•Only Opportunity
mdsimmonds Define Media Group, Inc. www.DefineMG.com

SEO is not a project

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Traffic

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Traffic

http://developers.facebook.com/docs/opengraph/

http://developers.facebook.com/tools/debug

mdsimmonds Define Media Group, Inc. www.DefineMG.com

20% of searches every day are image related

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Search Engines are Distracted and
Even Confused

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Sitemaps
 Do them
– XML
– HTML
– Image
– Video
– News
– Blogs
– Product (beware
of the changes)

mdsimmonds Define Media Group, Inc. www.DefineMG.com

The Power of the Sitemap
166K Pages Indexed

Partial Sitemap Implemented

20K Pages Indexed

Full Sitemap Implemented

65% increase in search referrals

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Video: What platform is used?

mdsimmonds Define Media Group, Inc. www.DefineMG.com

GNews Standout Tag
•The tag should be placed in the <head> section of the source code
on the page

•The syntax is <link rel=”standout” href=”URL”>

•7 Times per week

•Unlimited number of standout tags to other articles on other sites

•Any publisher can use the standout tag.

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Rel=Author

Confusing implementation? Yep

Inconsistent in-displaying? increase in click
30 400% Absolutely thru traffic
Buggy? Indeed.

Important? Yes.

mdsimmonds Define Media Group, Inc. www.DefineMG.com

How Much It Will Make/Cost/Traffic Potential?

Freshness Update: 45% of timely Google queries

Rel=author: 30% - 400%

Alt text on images: 20% of daily searches

Site maps: 65% increase

YouTube: 84% of Universal traffic

mdsimmonds Define Media Group, Inc. www.DefineMG.com

DON’T EVER EVER GIVE UP

mdsimmonds Define Media Group, Inc. www.DefineMG.com

Think With Google

http://www.thinkwithgoogle.com/insights/library/all/?cat=search
mdsimmonds Define Media Group, Inc. www.DefineMG.com

Marshall Simmonds
Founder / CEO - Define Media Group, Inc.

www.DefineMG.com

Marshall@DefineMG.com
mdsimmonds

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