YouToo2011-Dominic Litten-Ignore SEO at your own Peril


Published on

Ignore SEO at Your Own Peril presented by Dominic Litten from Point to Point at the YouToo 2011 Social Media Conference at Kent State University.

Published in: Education
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • This is not how to spam. This is not how to trick the search engines.Honestly this is about wanting PR to embrace stats.We bicker all day long about how to measure PR or social media.You can measure SEO-related PR efforts right nowThese are all whitehat tactics.
  • Marketing communications is changing. We’re getting bombarded.Rapidly. Video----- Meeting Notes (4/14/11 21:57) -----We're getting filtered out.
  • At the end of the day, SEO is about disciplined content and writing. Social media can answer good questions.SEO can put your best foot forward.
  • I know we’re at a social media conference. But, um, we have a problem. What type of information are we reading and PR people talking about? Social and social by itself.
  • According to SEOMoz data. That means the different between 1 and 10 is astronomical. That also means your assets, not just your site. Video, news, etc.
  • If you are a VP/partner at an agency, or hope to be someday, search marketing will grow 16% this year to $19.3 billion. If you don’t offer SEO, your competitor will. If haven’t realized everyone else thinks they can do PR. A lot of PR firms build sites, you could conceivably screw your client in SEO by designing poorly.
  • If you work at a large corporation or in a PR firm that does outsources web development and hosting, he/she who owns the website runs the day. The biggest bottlenecks in enterprise SEO is with this department. If you start to talk and know they’re language, you can do a lot of thinks yourself.
  • We’re not snowflakes. PR people are a coming out every year. Most KSU PR student knows more about SEO than I did coming out of school.Also, PR firms and departments are getting their lunch handed to them in SEO by
  • Content is exploding. 51% of businesses report that they plan to increase their spend in content marketing over the next 12 months. Some even say the amount of content will double
  • When you add SEO and SEO-based thinking into PR firms and departments are getting their lunch handed to them in SEO by ad firms. If you own the site, you have the power.You also get a lot more stats to play with. Show your bosses.
  • Google’s algorithm was built on links to crawl the web. Call them bots, spiders, doesn’t matter.
  • Can we agree on this?Goals cannot be sales guy said we don’t rank No. 1 for blue widgets. We will
  • Where does PR usually live? In the bottom two. It’s also where content marketing and social media live. The problem is the bottom two won’t work without top two.Why because your site is still your most important asset
  • Site is still your greatest, most expensive asset. 1 out 4 clients sites we come across has serious indexing issues.
  • How many people think that the internet is going away? Then why aren’t we doing this stuff. Instead of taking ownership of the website. PR sits in the corner. Quietly. If PR doesn’t try to take on the website from clients, someone will. Usually that jerk in advertising.
  • In a perfect world your site should be organized thusly. We call this a directory structure or silo structureTells the engines which content is more important.
  • This is an example of a flat site. No amount of social media marketing or content marketing will help this. We can spend months getting a client reorganized.
  • More simply, ask yourself. If so, you’re well on your way.
  • This is a huge problem with many agencies and client sites. We get too cute. If your content is on three different domains, the main site doesn’t benefit. Pinhole. Why would someone go to three sites to find relevant content?
  • We see duplicate content all the time. Some content management systems have a URL rewrite feature that doesn’t get rid of the URL. So both are indexable, both are crawlable.
  • I know, I know. Everyone loves Hubspot website grader. Great tool. Problem is? It can’t tell you everything that is wrong, or fix it. I’ve found sites with unindexable content scoring in the 90s.
  • Keywords can be process.
  • It’s a huge, time consuming process.At SEO conferences, there are super long presos on this. Should start during the first stage.
  • What is one of the first things we do in PR? Remember that part about knowing your audience?
  • Cleveland-based hospital The client was convinced 1 and the user used another. OK, now that we have keywords, now what?Numbers don’t mean as much as user intent. We always recommend using a keyword generating software and scoring, don’t let it run your life. Don’t let stats run your keyword list.
  • Here’s the bad news. Ranking for a lot of stuff is hard.Don’t fall in love with data.A lot of keywords are not doable in a year, or even over years.It’s ok to say no.
  • Get your site optimized.
  • Does everyone know where the title tag lives? Kent state.One of the most important ranking signals of all onpage SEO. Each page on your site has a field called a Title tag. Does
  • As a PR person, this is how we are being judged by the outside world. This is how we are perceived by the world. Imagine if this said home? Would you click on this?Total aside, looking at the some of the marketing firms here today, 80% don’t have a descriptive home page title tag..
  • Next step.
  • The meta description field has zero influence on rankings. But gets people to click.
  • Why would I click on this result? Where is it located? What are their specialties?
  • Remember
  • Don’t add keywords to irrelevant content. Also, there is no magic number of times to use it to get it on the page.
  • Really easy to have advice. So much misinformation. There are many different subsets of SEO and most information deals with small sitesEnterprise SEO is different.Treat SEO just like PR.
  • This is the bad news. Link building is still the best and fastest way to rank well. Crudely, do you have more and better links?
  • Clicking on the SEO checkbox You probably know more about SEO than the sales people. Great tool, but guess who owns the content? Do it, but know what it means. This is temporary.Most sophisitcatedalgos in the world. Don’t you think Google knows this trick?
  • This. never ends.
  • Ask simply.
  • If you already have a link building process, you’re shouldn’t be in here.
  • Don’t worry, this is the home stretch.
  • What do we keep hearing about? Google +1 Bing’s Facebook integration.Still a small part of ranking well.
  • I searched for my name last night and got this. Everyone else try it. What’s No. 1 for your name?
  • We read all about content marketing and strategy and the growth, but the part they don’t tell you is how much if it is designed for smaller sites.
  • Think about that last part. For many of us, one client is all we need to make this investment in time worthwhile.
  • 2nd most popular search engine isn’t Yahoo, it’s YouTube according to comScoreFollow guidelinesDon’t be spammy.
  • Do same for case study. Or white paper.
  • YouToo2011-Dominic Litten-Ignore SEO at your own Peril

    1. 1. Why PR fails SEO<br />Dominic Litten – Lead, Interactive Marketing at Point to Point<br />
    2. 2. 2<br />About Point to Point.<br />We don’t live in silos.<br />We say no a lot. <br />We have clients. <br /><br />
    3. 3. 3<br />About Me<br />Recovering PR practitioner.<br />#humblebrag time.<br />I think I am hilarious. <br />I speak really, really fast (sorry).<br />
    4. 4. Today’s nonsense.<br />Organic SEO for PR practitioners.<br />Be measureable. <br />Be actionable.<br />That’s it.<br />4<br />
    5. 5. Why SEO? Welcome to the pinhole.<br />5<br />
    6. 6. Dominic. Nobody cares.<br />6<br />
    7. 7. Why you care: PR should own SEO, like Social.<br />PR + SEO = Good.<br />PR + SEO + SMM = Better. <br />PR + SEO + SMM + CM = Crazy Delicious. <br />7<br />
    8. 8. Why you care: This is how you’re found. <br />8<br />
    9. 9. Why you care: Social alone isn’t enough.<br />9<br />
    10. 10. Why you care: Higher rank, more clicks.<br />No. 1 ranking = 42.1% of clicks<br />No. 2 = 11.9% <br />No. 3 = 8.5%<br />No. 4 = 6.1%<br />No. 5 = 4.9%<br />No. 10 = 3.0%<br />Nos. 11-20 = 10.1% (combined)<br />Nos. 21-1,000 = 1.2% (combined)<br />10<br />
    11. 11. Why you care: More AGI for your agency/dept.<br />11<br />
    12. 12. Why you care: Kumbaya with IT (or skip ‘em). <br />12<br />
    13. 13. Why you care: You are replaceable. <br />13<br />
    14. 14. Why you care: Everyone is a publisher, stand out. <br />14<br />
    15. 15. Why you care: Be more accountable. <br />15<br />
    16. 16. 16<br />SEO is just one way through the pinhole.<br />The intersection of need & want. <br />
    17. 17. Links. Crawling. Profit. <br />17<br />
    18. 18. 18<br />The reality?<br />Google’s algo has 1000s of variables.<br />
    19. 19. Want to be be clear: Doing SEO assumes…<br />Have. Know. Love. Analytics.<br />SEO matches existing goals. <br />Have a site that allows easy changes to:<br />HTML.<br />Copy.<br />19<br />
    20. 20. Four levels of optimization.<br />1. Indexable, crawlable site. <br />2. Onsite keyword targeting.<br />3. Know the link. Be the link.<br />4. Smart social and content. <br />20<br />
    21. 21. Step No. 1: Is your site ready to be indexed?<br />21<br />
    22. 22. Where PR fails SEO. <br />We pass the keys on to IT. Or worse, outsource.<br />22<br />
    23. 23. Common errors.<br />Content in flash? In PDFs?<br />Pages hidden from engines?<br />Site too flat?<br />23<br />
    24. 24. Site/URL architecture. Like this.<br />24<br />
    25. 25. Site/URL architecture. Not like this. <br />25<br />
    26. 26. Back to the pinhole. <br />Is my site developed in a way my audience can logically navigate?<br />26<br />
    27. 27. Is your content spread out over URLs?<br />27<br />
    28. 28. Is there duplicate content?<br />28<br />
    29. 29. PR/SEO Myth 1: Scoring software = All I need.<br />29<br />
    30. 30. Indexing, Crawling Tools<br />Google Webmaster Tools<br />Bing Webmaster Tools<br />SEOMoz Crawl Test<br />Xenu<br />Yes, Hubspot Website Grader<br />30<br />
    31. 31. Into process?<br />Before all site redesigns.<br />Before any content marketing analysis.<br />Before starting a blog.<br />31<br />
    32. 32. Step No. 2: Keywords and onsite optimization.<br />32<br />
    33. 33. Where do keywords start? Personas. <br />33<br />
    34. 34. Where PR fails SEO. <br />We take shortcuts. <br />34<br />
    35. 35. 35<br />Where else?<br />Existing search traffic. Duh.<br />
    36. 36. 36<br />Where else? <br />Your competitors. <br />
    37. 37. 37<br />Where else?<br />Locality. <br />
    38. 38. Remember the pinhole. <br />Your keywords should answer the questions your audience is asking.<br />38<br />
    39. 39. Keyword example: Save my ticker. <br />Cardiologist? <br />Heart doctor?<br />Heart surgeon?<br />Cardiovascular specialist?<br />39<br />
    40. 40. Where PR fails keywords.<br />We think we can have any keyword we want. <br />40<br />
    41. 41. Once we have keywords finalized? <br />Do. Immediately. <br />41<br />
    42. 42. 42<br />That means everything. <br />Not just what you like. <br />
    43. 43. Onpage keyword infusion. Commence. <br />Title tags.<br />Describes page to engines.<br />Be descriptive. “Home” vs. “Cleveland PR Agency”<br />Less than 65 characters. <br />Unique on every page.<br />43<br />
    44. 44. How it looks in Google SERPs. This is not ideal. <br />44<br />
    45. 45. Neither is this. <br />45<br />
    46. 46. This works. <br />46<br />
    47. 47. Onpage keyword infusion. Commence. <br />Meta descriptions.<br />155 characters or less.<br />Unique on every page.<br />Call to action.<br />47<br />
    48. 48. Again, this is not ideal. <br />48<br />
    49. 49. But this works. <br />49<br />
    50. 50. Onpage keyword infusion. Commence. <br />Body copy. <br />Blog titles.<br />Page titles.<br />Unique on every page.<br />50<br />
    51. 51. Write naturally. Don’t overdo it. <br />Google knows. Trust us. <br />51<br />
    52. 52. PR/SEO Myth No. 2: All SEO advice works for you.<br />52<br />
    53. 53. Keyword, onsite tools. <br />Competitive keyword software.<br />Google trends.<br />Google Adwords.<br />Existing PPC data.<br />Character counter. <br />Ranking software.<br />A URL chart.<br />53<br />
    54. 54. Into process? <br />Each piece of onsite content produced should include:<br />Title tag.<br />Meta description.<br />Page title (H1).<br />Copy.<br />Inventory everything. <br />54<br />
    55. 55. Step No. 3: Link building.<br />55<br />
    56. 56. PR/SEO Myth No. 3: Release distribution = Links <br />56<br />
    57. 57. Link building is hard. Too bad. <br />Link “cold calling.”<br />Research, then ask nicely. <br />Great onsite content. <br />Guest blogging.<br />Blogger relations.<br />Paying. <br />57<br />
    58. 58. Where SEO fails link building.<br />You’re already the best at pitching, why doesn’t PR own link building?<br />58<br />
    59. 59. Pinhole. <br />Which sites are most relevant to my audience and can I get a link from them?<br />59<br />
    60. 60. Link building tools. <br />Yahoo! Site Explorer.<br />SEOMoz.<br />Raven.<br />Majestic SEO.<br />Ontolo.<br />Your (my) big mouth/email. <br />60<br />
    61. 61. Process?<br />Yeah right. <br />61<br />
    62. 62. No. 4 Content development and social media.<br />62<br />
    63. 63. Good news? PR owns social media. <br />63<br />
    64. 64. Good news? Smart content is SO pinhole. <br />Fills a niche.<br />Attribute content to a place in the sales cycle.<br />64<br />
    65. 65. Good news? PR people are great writers.<br />We can produce content out the wazoo.<br />blog posts<br />case studies<br />white papers<br />webinars<br />video<br />65<br />
    66. 66. Bad news? The GOOG doesn’t care. Yet.<br />Ranking factors according to 2010 SEOMoz Survey<br />Authority of domain (age, breadth of site) 24%<br />Link popularity 22%<br />Anchor text of external links 20%<br />On-page keyword usage 15%<br />Social graph 6%<br />66<br />
    67. 67. Social often only ranks for low search. #humblebrag<br />LinkedIn No. 1.<br />Twitter No. 2.<br />NingNo. 3. <br />Quora No. 10. <br />YouTube No. 11.<br />67<br />
    68. 68. Bad news? Content alone does nothing. <br />68<br />
    69. 69. Good news? Content + social does work. <br />Blogs can account for 20-40% of organic traffic.<br />Blogs can increase all traffic 55%.<br />57% of businesses have acquired a customer through their company blog. <br />69<br />
    70. 70. First step. Optimize offsite assets.<br />YouTube. <br />Twitter.<br />LinkedIn.<br />Quora.<br />Slideshare.<br />Other shiny objects.<br />Etc.<br />70<br />
    71. 71. 71<br />Next step. Get all editorial-y<br />Develop an editorial calendar. <br />
    72. 72. Content marketing tools. <br />Editorial calendar.<br />Title.<br />Topic.<br />Keywords.<br />Posting where?<br />Additional assets needed?<br />72<br />
    73. 73. For example, develop a process.<br />Every press release.<br />Posted on Twitter?<br />Posted on Facebook?<br />Posted on company blog?<br />Posted on distribution site?<br />Video to YouTube?<br />Images to Flickr?<br />73<br />
    74. 74. 74<br />Wrap up. Quick tips. <br />Onsite > Offsite. Twice on Sundays. <br />
    75. 75. 75<br />Wrap up. Quick tips. <br />Test your theories. Always. <br />
    76. 76. 76<br />Wrap up. Quick tips. <br />Do. Measure. Report. Do. Measure. Report.<br />
    77. 77. 77<br />Thank You<br />@djlitten<br />