Distance from Perfect: SEO and PPC Common Sense

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Forget tricks, tips and algorithms. Search and social aren't about more blogging, more text, more keywords, more bids.

They're about being MORE PERFECT. Distance from perfect dominates search engines. It also dominates all of digital marketing. It's an easy concept to grasp.

Read this presentation to learn a bit about how DFP works, and see a few examples of easy wins.

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Distance from Perfect: SEO and PPC Common Sense

  1. DISTANCE FROM PERFECT Ian Lurie @portentint ian@portent.com HOW TO TREAT CUSTOMERS LIKE PEOPLE AND MAKE GOOGLE HAPPY.
  2. portent.com COME SAY HI
  3. THESE ARE THE LINKS: PORTENT.CO/deefsee NO ‘M’
  4. HOW THIS WILL GO THE PROBLEM DISTANCE FROM PERFECT EXAMPLES
  5. THE PROBLEM THE CHECKLIST IS DEAD
  6. A LOT OF FOLKS ASK…
  7. CAN’T YOU GIVE ME A CHECKLIST OF STUFF TO RANK HIGHER EARN MORE&
  8. WE’RE MYTHING THE POINT
  9. WE ARE NOT IN THE RANKINGS BUSINESS
  10. WE ARE NOT IN THE CPC BUSINESS
  11. WE ARE IN THE QUALITY BUSINESS
  12. WE MINIMIZE DFP DISTANCE FROM PERFECT
  13. THINK ABOUT SEO
  14. YOU CAN’T DO SEO BASED ON RANKINGS ANY MORE…
  15. WE CAN’T MEASURE KEYWORDS
  16. WE CAN’T MEASURE RANKINGS VERY WELL
  17. IF IT’S A NUMBERS GAME WE GOT NO NUMBERS but i just need my ranking factors...
  18. ALSO
  19. GOOGLE’S ALGORITHM
  20. grrrr
  21. i will kick your #!@*$
  22. OK IAN, FINE WHAT ABOUT PPC?
  23. GUESS WHAT
  24. PAID SEARCH: NOT JUST THE BIDS
  25. LOW QS, HIGHER COST
  26. HIGH QS, LOWER COST
  27. THERE IS NO CHECKLIST LONG ENOUGH.
  28. AND IF THERE WERE, IT’D BE DIFFERENT EVERY TIME.
  29. WHAT DO WE DO?!? PANIC! ZOMGZOMGCOMG PANIIIICCC!!!!
  30. CHANGE OUR THINKING
  31. WE ARE NOT IN A GAME. NUMBERS
  32. WE ARE NOT IN A GAME. CHECKLIST
  33. WE ARE IN A GAME. QUALITY
  34. YOU DON’T HAVE TO GUESS ABOUT QUALITY.
  35. GOOGLE’S BEEN TELLING US
  36. FACEBOOK’S BEEN TELLING US
  37. BING’S BEEN TELLING US
  38. THEY MAKE US VISIBLE
  39. IF WE MAKE OURSELVES DISCOVERABLE
  40. IF WE MAKE OURSELVES VALUABLE
  41. IF WE REDUCE DISTANCE FROM PERFECT
  42. LOW DFP = MORE DISCOVERABLE
  43. LOW DFP = HIGH VALUE
  44. HIGH DFP BUILDS A BRICK WALL IN FRONT OF YOUR SITE
  45. LOW DFP
  46. HIGH DFP MAKES CUSTOMERS DO THIS make it stop! please make it stop ohgodohgodohgod (METAPHORICALLY)
  47. LOW DFP MAKES THEM DO THIS (METAPHORICALLY) YEAH, BABY.
  48. EVERY ALGORITHM, EVERY SEARCH ENGINE, EVERY SOCIAL NETWORK LOOKS AT DFP.
  49. IT IS NOT A LIST. well, fiddlesticks.
  50. IT’S A GRAPH.
  51. PERFECT IS HERE
  52. IT’S MEASURED BY OBJECTIVE AND SUBJECTIVE DATA.
  53. BEHAVIOR BEHAVIOR: THE SUBJECTIVE CLUES PEOPLE GIVE TO AN ITEM’S QUALITY. DATA
  54. BEHAVIOR EXAMPLES: LINKS SHARES REVIEWS CLICKTHRU THUMBS UP BOUNCE BACK DATA
  55. BEHAVIOR DATA DATA: OBJECTIVE INFORMATION PROVIDED BY COMPUTERS THAT DIRECTLY IMPLIES QUALITY.
  56. BEHAVIOR DATA EXAMPLES: SITE SPEED BROKEN LINKS SERVER ERRORS WORD RELEVANCE
  57. BEHAVIOR DATA BETTER SIGNALS = BETTER BEHAVIOR = BETTER RESULTS
  58. HERE’S AN EXAMPLE
  59. DATA BEHAVIOR RANKS #1 YOU SEE A SITE THAT OUT-RANKS YOU. THEY'RE SPAMMING. I KNOW IT.
  60. DATA BEHAVIOR RANKS #1 YOU NOTICE THEY HAVE LOTS OF BLOG POSTS.
  61. DATA BEHAVIOR RANKS #1 YOU WRITE LOTS OF BLOG POSTS. $50 FOR A BLOG POST?!!!
  62. THEM: #1YOU RANK #2 DATA BEHAVIOR BUT THEY STILL OUT- RANK YOU.
  63. THEM: #1YOU RANK #2 DATA BEHAVIOR THEIR SITE’S FASTER. OR HAS FEWER 404S.
  64. THEM: #1 OR POOR UI/UX DATA BEHAVIOR
  65. THEM: #1YOU RANK #2 DATA BEHAVIOR YOU HAD OTHER PROBLEMS. @@!#$%!
  66. YOUR GOAL IS NOT TO BE BLOGGIER.
  67. YOUR GOAL IS NOT TO BE PRETTIER.
  68. YOUR GOAL IS NOT TO BE SOCIAL-ER.
  69. YOUR GOAL: BE PERFECT-ER
  70. whoa. hold on there. this is a lot of theoretical mumbo- jumbo. what do i do?!!!
  71. MAKING DFP WORK IN REAL LIFE
  72. WHAT WILL MOST IMPROVE YOUR ONLINE QUALITY?
  73. WHAT WILL MOST IMPROVE YOUR ONLINE QUALITY WITH THE LEAST EFFORT?
  74. BREADTH DEPTH IMPACT +
  75. BREADTH: HOW MANY CHANNELS WILL THIS IMPACT?
  76. DEPTH: HOW FAR ARE YOU FROM PERFECT?
  77. CONSTRAINTS COMPLEXITY DIFFICULTY +
  78. CONSTRAINTS: LEGAL, BRANDING, RESOURCES, ??
  79. COMPLEXITY: SKILLS REQUIRED
  80. IMPACT DIFFICULTY PRIORITY +
  81. ORGANIZE IT (EXAMPLE IN LINK BUNDLE)
  82. ORGANIZE IT (EXAMPLE IN LINK BUNDLE) portent.co/deefsee
  83. EXAMPLES
  84. ERRORS : FIX BROKEN LINKS
  85. YOUR ADVANTAGEGOOGLE WEBMASTER TOOLS
  86. YOUR ADVANTAGESCREAMING FROG
  87. BING WEBMASTER TOOLS
  88. A SECRET PILE OF AWESOME
  89. WHY DO IT? WHY NOT?!
  90. FIXING BROKEN LINKS HAS BROAD IMPACT
  91. GOOD FOR SEARCH
  92. GOOD FOR PPC
  93. GOOD FOR SOCIAL
  94. GOOD FOR CUSTOMERS
  95. IT HAS DEEP IMPACT IT’S THE DIFFERENCE BETWEEN A POSITIVE USER EXPERIENCE AND NO USER EXPERIENCE.
  96. I CAN'T STAND IT. WHERE'S THE PAGE?! FINDING WHAT YOU WANT AND THEN GETTING A BROKEN LINK MESSAGE IS PAINFUL.
  97. WOOT. FOUND IT. FINDING WHAT YOU WANT AND THEN GETTING IT IS COOL.
  98. LOW COMPLEXITY FIND IT. FIX IT, REDIRECT IT OR REMOVE IT.
  99. BUT CONSTRAINTS? NO LEGAL OR BRAND IMPACT. DEV EXPERTISE REQUIRED. QUICK TO FIX.
  100. PAGE SPEED : COMPRESS IMAGES
  101. 77kb 2kb FRIENDS DON’T LET FRIENDS CREATE 77KB TILES
  102. GET THE GOOGLE CHROME PAGESPEED PLUGIN
  103. RUN IT
  104. RUN IT
  105. THE CULPRIT
  106. IT GIVES YOU AN OPTIMIZED VERSION!
  107. DOWNLOAD IT
  108. UPLOAD IT
  109. SAVE .2s
  110. WHY DO IT?
  111. 10 x .2 = 2s
  112. 3s 2s LOAD TIME VS. PAGE VALUE
  113. REVENUE CORRELATION 8,000 PAGES TESTED
  114. GOOD FOR SEARCH
  115. GOOD FOR SOCIAL
  116. GOOD FOR PPC
  117. GOOD FOR MOBILE
  118. GOOD FOR CUSTOMERS
  119. IT HAS DEEP IMPACT WHO WANTS TO WAIT AROUND?
  120. ONLY PEOPLE WHO LIKE THIS.
  121. I PREFER THIS.
  122. LOW COMPLEXITY DOWNLOAD. UPLOAD.
  123. LOW CONSTRAINTS NO DEV EXPERTISE REQUIRED. JUST CMS/SITE ACCESS.
  124. WHAT’S A ‘GOOD’ LOAD TIME?
  125. FASTER THAN RIGHT NOW
  126. FASTER = LOWER DFP
  127. CONTENT: THE RIGHT WORDS IN THE RIGHT PLACES
  128. THE TITLE TAG YOUR AD YOUR POST YOUR PRODUCT INFO
  129. WHY DO IT?
  130. REVENUE CORRELATION 8,000 PAGES TESTED
  131. LANGUAGE HAS BROAD IMPACT
  132. I DON'T WANT NUTRITIONAL SUPPLEMENTS. I WANT TREATS.
  133. we don't want pet preservation. we want a taxidermist.
  134. GOOD FOR SEARCH
  135. GOOD FOR PPC
  136. GOOD FOR PPC THIS HAS MY WORD. I’M MORE LIKELY TO CLICK.
  137. GOOD FOR PPC WHICH MEANS A HIGHER CLICKTHRU %
  138. GOOD FOR PPC AND A HIGHER QUALITY SCORE
  139. GOOD FOR CUSTOMERS
  140. I FIND WHAT I WANT
  141. IT HAS DEEP IMPACT WHO WANTS TO USE A DICTIONARY WHEN SHOPPING?
  142. ONLY PEOPLE WHO LIKE THIS.
  143. I PREFER THIS.
  144. LOW COMPLEXITY USE THE WORDS YOUR AUDIENCE USES.
  145. LOW CONSTRAINTS LEARN TO TYPE. AND SPELL.
  146. OTHER IDEAS DEFENSIVE DESIGN TAGGING/METADATA SCHEMA PAGE STRUCTURE CODE PERSONA-FOCUSED CONTENT SITE STRUCTURE USER INTERFACE MOBILE-READINESS LANDING PAGE QUALITY TIMELINESS SITEMAPS FEEDS …
  147. THE DRAMATIC FINISH
  148. NOT.
  149. AS INTERNET MARKETERS, WE CONTROL QUALITY.
  150. SEARCH IS A QUALITY GAME. PERIOD.
  151. LOWER DFP = HIGHER QUALITY
  152. MEASURE DFP HOLISTICALLY
  153. DETERMINE IMPACT
  154. DETERMINE DIFFICULTY
  155. TAKE ACTION
  156. REDUCE DISTANCE FROM PERFECT
  157. GET THE LINKS: PORTENT.CO/deefsee REMEMBER, NO ‘M’ GET IN TOUCH: @portentint portent.com THANK YOU

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