The document discusses search engine optimization (SEO) strategies for 2014. It notes that SEO focuses on long-term organic search results, while paid search provides immediate but costly clicks. Top factors for search rankings include technical elements, backlinks, social signals and user behavior. The presentation recommends automating technical SEO and prioritizing engaging content that tells a story and is worth spreading on social media. Marketers are advised to focus on driving traffic and conversions rather than simply aiming for the #1 search ranking. An optimal workflow incorporates SEO best practices from the start of a website's development.

1. SEO in 2014
What Every Smart Marketer
Needs to Know
MassiveMedia.co | 604.227.4343
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2. MassiveMedia.co | 604.227.4343
Presenter:
Lindsay Smith, CEO, Massive Media
@TechLinz
Fall 2013
LINDSAY SMITH
• 14 yrs. experience in search & digital
advertising
• Developed curriculum for BCIT’s
social analytics, web analytics, and
search marketing within the school of
business
• Regular guest expert on Global TV’s
Noon News & Shaw TV’s The Rush
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3. Let’s Talk About...
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1.Online behavior
2.Factors influencing search today
3. How to ride the new wave for
search to get results
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4. Search Research
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Source: Google Consumer Barometer (Sept 2013)
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5. Path To Purchase
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Source: Google Think Insights (2012)
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6. Shopping Behavior
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Source: Google Think Insights (2012)
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7. The Basics
PPC versus SEO
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• Organic search optimization = long
lasting effects that don’t cost per
click
• Paid Search = immediate results
but you pay a higher price
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8. Page Rank
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What Are The Search Checking For?
Domain
Attributes
Page Level
Theming
Website
StructureBacklinks
User
Interaction
User
Signals
Social
Signals
Brand
Signals
Webspam
Warnings
Resource: Massive Media SEO Tool
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9. What’s Changing?
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10. #1
Automation of
technical SEO
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11. Old School
Map Keywords to Pages
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• Title tags
• Meta-description
• Permalinks (page URLs)
• Alt-tags
• Headers
• Content
• Anchor Text
• Website uses W3C best practices
and is user friendly
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12. New School
Automate the process
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• Should be built into your web
development platform
• Should be easy to edit (so easy
that you can do it in under 3
minutes per page!)
• With today’s tools the technical
implementation should be easy. If
it’s not something is wrong.
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13. #2
Tell a story that is
worth spreading
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14. Shift in Balance
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Technical
Content
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15. 15
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16. Technical
16
How?
#1
Engaging
CONTENT
infused with knowledge of seo best practices
PR
REAL
CONTENT
SOCIAL
PR
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17. Technical
17
Why does it work?
•Social graphs / peer influence
•Backlinks (Quality, Relevance, Quantity)
•Credibility from trusted sources
•Higher online engagement
PR
REAL
CONTENT
SOCIAL
PR
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18. SERP = News Feed
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19. Technical
19
Embrace The Ugly
#1
Engaging
CONTENT
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20. #3
Stop asking the wrong
question...
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21. Wrong Question:
How Do I Rank #1?
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22. Right Question:
What’s the best strategy
to drive traffic to my
site and convert it?
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23. When?
Start right from the beginning.
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• Brand message should be infused
in to the content of the website
• Keyword analysis and strategy
should be done before the content
and user interface are designed.
• Build the content and code around
audience optimization and user
interface.
“You can fix it now with
an eraser or fix it later
with a sledge hammer.”
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24. Work Flow
Information
Architecture
Testing
& Debugging
Front End
Development
Mock-upsWireframes
Launch
Back End
Development
Discovery & Strategy
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Content Strategy
Conversion Strategy
User Interface Page Optimization
Conversion
Optimization
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25. What Should I Focus On?
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• Create sharable content that is link
worthy
• Develop carefully crafted
campaign messages that resonate
with your audience
• Build website on platforms that are
cross-channel ready and search
friendly.
• Continual A/B testing of content
and site layout
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26. Now...
You know what you need to
do. Go make it happen.
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