The Search Engine Experience

The Value in the Search
Engine Experience
Hint: It’s not just SEO anymore… What you as an MBA
need to know.

@clarktbell
SEO
Local
Social
Mobile
Content

@clarktbell
PRESO SUMMARY
Kinda in order… Depends on my ADD!
- Google VS. BING
- Google History
- Why SEO?
- SEO VS. PPC
- What is SEO?
- How Search Engines Work
- On-Page SEO
- Off-Page SEO
- PageRank
- Domain Authority
- Real Life Examples
- SEE over SEO
I Want You To Learn!

@clarktbell
This is not a lecture… This is a conversation.

@clarktbell
SEO’s generally only worry about
Mtn. View’s algorithm
Currently aware of 200+ algos.

@clarktbell
Why
Should I
Give a
DAMN
About
rankings?

@clarktbell
REVENUE / RANKINGS
Rankings = Revenue

@clarktbell
SEO VS. PPC
As of 5/23/14
CPC*
Insurance = $65.12
Loans = $53.77
Mortgage = $51.27
Attorneys = $47.93
Credit = $39.88
http://www.wordstream.com/articles/most-expensive-keywords

@clarktbell
Info provided from John Rampton  @johnrampton

@clarktbell
Which costs less?
Which provides a higher ROI?

@clarktbell
PPC = Temporary Form of Traffic

@clarktbell
SEO = Building Your Own Personal Highway
YOUR
WEBSITE

@clarktbell
How do Search Engines Work?
How does SEO fit into the picture?
Resources:

@clarktbell
Does Google like SEO? In short, YES!

@clarktbell
The TWO most important things to remember about SEO
Popularity
&
Relevancy

@clarktbell
Search Engine Optimization (SEO)
Comprised of:
On-Page SEO
And
Off-Page SEO

@clarktbell
How SEO was done 1994 - 2012

@clarktbell
We would take a website that was wanting to rank for
Utah Roofing and do this:
Atom Roofing, Inc.
Utah roofing, utah roof, utah roof repair, utah roofing
Contractor, salt lake city roof, 84109, 87117, utah roof,
Roofing company , utah roof contractor, utah shingle
Repair, utah roof damage, ogden roof contractor

@clarktbell
Then we would publish the website content to look like
this:
Atom Roofing, Inc.

@clarktbell
How SEO is done now (May 2013):
On-Page SEO:
Content written for humans, not robots
Dialed-In UX
Consistent blogging
Developed and Tested content strategy
Social channels incorporated in website
Crawlable Information Architecture (IA)
Geo-Targeting Deployed
Mobile Friendly (Responsive)
GA or Piwik
Off-Page SEO:
Social Signals directing to website
Active in social media community
PR Links
Blog Commenting
Guest Post
Diversify link profile
Brand Link Profile
Generate highly shareable content (IG’s)
“Findability precedes usability on the alphab
And on the web. You can’t use what you can
Find.” –Peter Morville

@clarktbell
Understanding On-Page SEO

@clarktbell
Understanding On-Page SEO – URL Parameters

@clarktbell
Understanding On-Page SEO – URL Parameters
Page URL’s should be short in length, logical in structure
And contain the keywords you’re targeting on the page
TIP:

@clarktbell
Understanding On-Page SEO – Title

@clarktbell
Understanding On-Page SEO – Alt. Text

@clarktbell
Understanding On-Page SEO – Interlinking

@clarktbell
Example:

@clarktbell
Understanding On-Page SEO – Social & Trust
SOCIAL

@clarktbell
Understanding On-Page SEO – Social & Trust
TRUST
TRUST

@clarktbell
Understanding On-Page SEO – Blog
Remember, Remember, Remember: QDF

@clarktbell
Understanding Off-Page SEO

@clarktbell
Understanding Off-Page SEO – Link Building
SEO’s will always talk about
Link Building. Don’t call it link
building, call it LINK EARNING.

@clarktbell
Understanding Off-Page SEO Link Earning
Link Earning- Be Social

@clarktbell
Link Earning – Earn PR Links

@clarktbell
Link Earning-Blog Comment

@clarktbell
Link Earning – Guest Post

@clarktbell
Link Earning – Diversify Links

@clarktbell
Link Earning – Generate Content

@clarktbell
DOMAIN AUTHORITY (DA)
Currently over 150 signals that have to do with DA:
These signals are noteworthy and understandable:
-inbound links
-inbound link patterns
-outbound links
-outbound link patterns
-Registration history
-Temporal links
-Branded opportunities seized
- Quantity
- Quality over quantity

@clarktbell
Real Results: See It To Believe It

@clarktbell
DON’T MESS IT UP!

@clarktbell
Watch These Guys Fall Apart!

@clarktbell
Remember:
Not Search Engine Optimization
Search Engine Experience
-SEO
+UX +Social
+Content +IA
+ Web Analytics & Data

@clarktbell
What A Search Engine Experience
Architects Brain Should Look Like:

@clarktbell
7 THINGS YOU CAN DO TODAY

@clarktbell
MARKUP YOUR DATA:

@clarktbell
On every page of your website(s)
interlink at least three times.

@clarktbell
SITE: “WEBSITE YOU WANT TO LEARN ABOUT”

@clarktbell
Hit Me Up!!!
www.clutchfuse.com
clark@clutchfuse.com
801-891.1717
@clarktbell
FREE 30 Minute Consultation

The Search Engine Experience

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