Mike Greenfield w/ Circle of Moms @ MamaBear Conference, Mt. View 4/20

1. MamaSearch
Lessons from Circle of Moms’ SEO
Mike Greenfield, 2012-04-20

2. Quick Disclaimer :)
• I co-founded Circle of Moms (CoM); was CTO until February
2012.
• I left CoM after the company was acquired by Sugar.
• If you don’t like this presentation, blame me and not CoM
or Sugar.

3. Circle of Moms: SEO Success
SEO growth supplements Facebook, email, other traffic sources

4. Why SEO?
• Light/broad new user engagement
• Re-engagement for large + targeted user base
• You have lots of unique content people might find
interesting
• But: SEO -> user registration is hard

5. Balancing Privacy and Search
• Be upfront with users
• Give people a chance to hide their content from bots
• Carefully consider the ratio
[ SEO value ] : [ potential trust effect ]
• For CoM, key decisions around Child Page, community
conversations, mom profile pages

6. Inbound Links
• Site’s “authority” key for Google
• Usually, gimmicks will (eventually) fail
• Value that’s unique to your site
• For CoM, high quality RoundUp content
• For CoM, competitive blogger contests

7. Supply – Supply – Demand
• Your supply (content)
• Other sites’ supply (content)
• Market demand (people’s search terms)

8. CoM’s Supply – Supply – Demand
• High quality but unusual content
• Tuning very specific queries
• Pruning high competition queries

9. CoM Example Keywords
• "how long is breast milk good for after heating"
• "13th birthday ideas"
• "how long does colic last"
• "hiccups in the womb"
• "how to get fingernail polis out of carpet"
• "I hate breastfeeding"
• "10 month old diet"
• "15 month old not talking"
• "22 weeks pregnant with twins"

10. Other Stuff to Consider
• Google News optimization
• Friendly URLs
• Fast page loads
• Good link structure
• Don’t index weak content
• Algorithms change
• Search behavior will change

11. The End.