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Modern SEO
How the Rules Have
Changed to Make Content
and Social Media aVital Part
ofYour Search Strategy
By Jeff Sauer - @jeffalytics
Photo Credit: seier+seier
1
2
What is SEO?
@jeffalytics
3
SEO is…
4
SEO is…
5
SEO is…
6
SEO is…
7
SEO is Not Dead
According to Duane Forrester at Bing and Matt Cutts
at Google, SEO in 2013 is about (in priority order):
1. Content
2. Social
3. User Experience
4. Links
5. SEO
And not being a Spammer!
8
SEO is Changing
9
SEO is Content Strategy…
http://www.jeffalytics.com/seo-is-content-strategy/
10
SEO is Social Media
11
SEO is Opportunity
12
SEO Needs a Process
Functional Team Technical SEO Content Tasks Analytics KeywordResearch
Position Approved
Deploy Content
Promote Content
Technical
Site Scan
Keyword
Research
Historic Results
Analysis
Content Gap
Analysis &
Competitive
Review
Content Strategy
Editorial Calendar
Content Brief
Promotion
Create Content
(Pages, Blog posts, Video, etc.)
Content Review
Outreach
Hustle
Citations
Communities
Paid Promo
Sharing
Analyze Results
Optimize Outcomes
Phase 1: SetYour SEO Strategy
13
14
Set your SEO Strategy
Position Approved
Technical
Site Scan
Keyword
Research
Historic Results
Analysis
Content Gap
Analysis &
Competitive
Review
15
PerformTechnical SEO Audit
 More Info: How to Conduct aTechnical SEO Site Audit from Search Engine Watch
 More Info: How to Perform the World’s Greatest SEO Audit from SEOmoz
16
Research Keywords
 More Info: SEO Keyword Research Guide from Copyblogger
 More Info: Beginner’s Guide to Keyword Research from SEOMoz
17
Conduct a Content and Competitive Gap Analysis
 More Info: 3 Steps to Creative Competitive Content Gap Analysis from Search EngineWatch
 More Info: Scaling Content GapAnalysis for SEO with SEMrush fromTLC SEO
 More Info:Content Gap Analysis: Filling Holes inYour Content Schedule from Edge Multimedia
18
AnalyzeYour Previous Results
 More Info: PeriodicTable of Google Analytics from Jeffalytics
Phase 2: Feed the SEO Machine
19
DetermineYour Content Strategy
20
 More Info: How SEO Can Work with Content Strategy fromTopRank
 More Info: Why Content Marketing is a Great SEO Strategy from Search Engine Watch
Develop Content Editorial Calendar
21
 More Info: How to Create a Content Calendar to Correlate SEO Results from SE Watch
 More Info: DevelopingYour Editorial Calendar for 2013 fromVertical Measures
 More Info: Creating an Editorial Calendar for Content Marketing from Distilled
Map out content editorial calendar for the next 12-18 months
22
Create Content
23
Review Content for Search Optimization
 More Info: WordPress SEO ByYoast
 More Info: nTopic Content Relevancy Score
 Not on WordPress? Try Scribe SEO
Deploy Content and Mind Information Architecture
 More Info: Information Architecture for SEO from WordStream
 More Info: Information Architecture isCrucial to Good SEO from Search Engine Land
 More Info: Information Architecture is the Most Underrated Component of Effective Search Marketing
from SEOBook
24
PromoteYour Content
25
26
PromoteYour Content Using Several Methods
Build Links toYour Site
27
 More Info: SEO Link Building Best Practices for 2013: Interview with Neil Patel from SEW
 More Info: 101Ways to Build Link Popularity from SEOBook
Use Social Media for Engagement
28
 More Info: Blog Marketing Strategy: 7 Steps to Social SEO Success fromTop Rank
 More Info: Propel Promotion ofYour Content: 9Ways I Promote Sharing Online from Search
Engine Land
Reach Out to Bloggers and Guest Posting
29
 More Info:The Ultimate Guide to Advanced Guest Blogging from SEOMoz
 More Info: Power Guest Posting for SEO from Search Engine Watch
Build LinksThrough Event Marketing
 More Info:Tasty Ideas to Maximize Online Marketing for Events fromTopRank
 More Info: Powerful Marketing Through Event Sponsorship from MagnaLeap
Build Links through insurance events and seminars, and ongoing events held by
companies and industry associations where Agoragate participates
31
Use Google+!!
 More Info: 8 Reasons WhyYou NeedTo EstablishYourself as an Authority on Google+ from
Jeffalytics
Analyze and Optimize
32
33
AnalyzeYour Results
 More Info: SEO Content Analysis Using Google Analytics from Search Engine Watch
 More Info: Webmaster Tools in Google Analytics for everyone from Google Analytics Blog
OptimizeYour Results to Improve Conversion Rate
34
 More Info: Conversion Optimization is the New SEO from Search Engine Land
 More Info: Conversion Rate Optimization & SEO: Together at Last from Unbounce
Repeat the Process
35
36
Repeat the SEO Process
Functional Team Technical SEO Content Tasks Analytics KeywordResearch
Position Approved
Deploy Content
Promote Content
Technical
Site Scan
Keyword
Research
Historic Results
Analysis
Content Gap
Analysis &
Competitive
Review
Content Strategy
Editorial Calendar
Content Brief
Promotion
Create Content
(Pages, Blog posts, Video, etc.)
Content Review
Outreach
Hustle
Citations
Communities
Paid Promo
Sharing
Analyze Results
Optimize Outcomes
Congratulations!
You have set yourself up for success now
and into the future!
37
Thanks!
Jeff Sauer
Vice President
Three Deep Marketing
651-789-7706
jsauer@threedeepmarketing.com
38

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Modern SEO is All About Content, Social Media a

  • 1. Modern SEO How the Rules Have Changed to Make Content and Social Media aVital Part ofYour Search Strategy By Jeff Sauer - @jeffalytics Photo Credit: seier+seier 1
  • 8. According to Duane Forrester at Bing and Matt Cutts at Google, SEO in 2013 is about (in priority order): 1. Content 2. Social 3. User Experience 4. Links 5. SEO And not being a Spammer! 8 SEO is Changing
  • 9. 9 SEO is Content Strategy… http://www.jeffalytics.com/seo-is-content-strategy/
  • 12. 12 SEO Needs a Process Functional Team Technical SEO Content Tasks Analytics KeywordResearch Position Approved Deploy Content Promote Content Technical Site Scan Keyword Research Historic Results Analysis Content Gap Analysis & Competitive Review Content Strategy Editorial Calendar Content Brief Promotion Create Content (Pages, Blog posts, Video, etc.) Content Review Outreach Hustle Citations Communities Paid Promo Sharing Analyze Results Optimize Outcomes
  • 13. Phase 1: SetYour SEO Strategy 13
  • 14. 14 Set your SEO Strategy Position Approved Technical Site Scan Keyword Research Historic Results Analysis Content Gap Analysis & Competitive Review
  • 15. 15 PerformTechnical SEO Audit  More Info: How to Conduct aTechnical SEO Site Audit from Search Engine Watch  More Info: How to Perform the World’s Greatest SEO Audit from SEOmoz
  • 16. 16 Research Keywords  More Info: SEO Keyword Research Guide from Copyblogger  More Info: Beginner’s Guide to Keyword Research from SEOMoz
  • 17. 17 Conduct a Content and Competitive Gap Analysis  More Info: 3 Steps to Creative Competitive Content Gap Analysis from Search EngineWatch  More Info: Scaling Content GapAnalysis for SEO with SEMrush fromTLC SEO  More Info:Content Gap Analysis: Filling Holes inYour Content Schedule from Edge Multimedia
  • 18. 18 AnalyzeYour Previous Results  More Info: PeriodicTable of Google Analytics from Jeffalytics
  • 19. Phase 2: Feed the SEO Machine 19
  • 20. DetermineYour Content Strategy 20  More Info: How SEO Can Work with Content Strategy fromTopRank  More Info: Why Content Marketing is a Great SEO Strategy from Search Engine Watch
  • 21. Develop Content Editorial Calendar 21  More Info: How to Create a Content Calendar to Correlate SEO Results from SE Watch  More Info: DevelopingYour Editorial Calendar for 2013 fromVertical Measures  More Info: Creating an Editorial Calendar for Content Marketing from Distilled Map out content editorial calendar for the next 12-18 months
  • 23. 23 Review Content for Search Optimization  More Info: WordPress SEO ByYoast  More Info: nTopic Content Relevancy Score  Not on WordPress? Try Scribe SEO
  • 24. Deploy Content and Mind Information Architecture  More Info: Information Architecture for SEO from WordStream  More Info: Information Architecture isCrucial to Good SEO from Search Engine Land  More Info: Information Architecture is the Most Underrated Component of Effective Search Marketing from SEOBook 24
  • 26. 26 PromoteYour Content Using Several Methods
  • 27. Build Links toYour Site 27  More Info: SEO Link Building Best Practices for 2013: Interview with Neil Patel from SEW  More Info: 101Ways to Build Link Popularity from SEOBook
  • 28. Use Social Media for Engagement 28  More Info: Blog Marketing Strategy: 7 Steps to Social SEO Success fromTop Rank  More Info: Propel Promotion ofYour Content: 9Ways I Promote Sharing Online from Search Engine Land
  • 29. Reach Out to Bloggers and Guest Posting 29  More Info:The Ultimate Guide to Advanced Guest Blogging from SEOMoz  More Info: Power Guest Posting for SEO from Search Engine Watch
  • 30. Build LinksThrough Event Marketing  More Info:Tasty Ideas to Maximize Online Marketing for Events fromTopRank  More Info: Powerful Marketing Through Event Sponsorship from MagnaLeap Build Links through insurance events and seminars, and ongoing events held by companies and industry associations where Agoragate participates
  • 31. 31 Use Google+!!  More Info: 8 Reasons WhyYou NeedTo EstablishYourself as an Authority on Google+ from Jeffalytics
  • 33. 33 AnalyzeYour Results  More Info: SEO Content Analysis Using Google Analytics from Search Engine Watch  More Info: Webmaster Tools in Google Analytics for everyone from Google Analytics Blog
  • 34. OptimizeYour Results to Improve Conversion Rate 34  More Info: Conversion Optimization is the New SEO from Search Engine Land  More Info: Conversion Rate Optimization & SEO: Together at Last from Unbounce
  • 36. 36 Repeat the SEO Process Functional Team Technical SEO Content Tasks Analytics KeywordResearch Position Approved Deploy Content Promote Content Technical Site Scan Keyword Research Historic Results Analysis Content Gap Analysis & Competitive Review Content Strategy Editorial Calendar Content Brief Promotion Create Content (Pages, Blog posts, Video, etc.) Content Review Outreach Hustle Citations Communities Paid Promo Sharing Analyze Results Optimize Outcomes
  • 37. Congratulations! You have set yourself up for success now and into the future! 37
  • 38. Thanks! Jeff Sauer Vice President Three Deep Marketing 651-789-7706 jsauer@threedeepmarketing.com 38

Editor's Notes

  1. I am assuming that everyone understands what SEO is already
  2. Two days ago I sat with 1,000 of my closest friends in Seattle
  3. SEO is Content Strategy
  4. You need to find a process that works for you