NCET Tech Bite | Chad Hallert, How to Rock SEO | May 2016

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How to Rock SEO in 2016 (and beyond)!NCET Tech Bite May 25, 2016

Confidential. Intellectual property of Noble Studios.Thank NCET and audience. TEAM. Discuss what we will be talking about. 1

Chad HallertWinner of The Direct Marketing News' 40 Under 40 and an expert in Digital Marketing, Analytics and Optimization, Chad Hallert brings more than 15 years of digital marketing leadership experience to his role as Strategy Director at Noble Studios. Chad was also an honoree at last nights Reno-Tahoe 20 under 40 Awards hosted by the Young Professionals Network and RGJ.

https://www.linkedin.com/in/chadhallert

Your speaker.2

Confidential. Intellectual property of Noble Studios.Kimberly bio and intro2

First things first.3

Confidential. Intellectual property of Noble Studios.Lets define SEO. Go back to the basics real quick. 3

Lets start with a quick definition. 4

Confidential. Intellectual property of Noble Studios.@ChadHallertThere are too many options.5

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Over 200 ranking signals.6

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Is this you? 7

Confidential. Intellectual property of Noble Studios.@ChadHallertWe dont need SEOOur company is too small for SEOSEO takes too longSEOcosts too muchSEO is snake oil

Common excuses we hear.8

Confidential. Intellectual property of Noble Studios.@ChadHallertWhy is SEO so important?9

Confidential. Intellectual property of Noble Studios.Why seo is importand and why you shouldnt be scared and run away from the challenege. 9

Google gets over 100 billion searches per month51% of ALL web traffic comes from organic search

Sources: Mashable, BrightedgeYour customers are there.10

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A lot happens before customers find you.11Source: Google

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And we mean a lot!12

Source: Google

Confidential. Intellectual property of Noble Studios.@ChadHallertGoogle dominates and the stakes are high. 13Source: Google

Confidential. Intellectual property of Noble Studios.@ChadHallertSource SEL13

The competition is fierce.14Source: Search Engine Land

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Organic traffic offers the best ROI.15Source: Search Engine Land

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The changing SEO landscape.16

Confidential. Intellectual property of Noble Studios.Talking points: consumer behavior, Google is getting better at noticing and minimizing web spam and becoming more intelligent and focused on the users and the value they will get from the sites. 16

Dont forget the fundamentals. 17

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Dont forget the fundamentals. 18

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Dont forget the fundamentals. 19

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1,000+ algorithm updates in 2015.20Source: Moz

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Lots of new things on the results page.21Source: Moz

Confidential. Intellectual property of Noble Studios.@ChadHallertThe way we think.22

Confidential. Intellectual property of Noble Studios.@ChadHallertThe reality.23

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Spot the organic listing.24

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Spot the organic listing.25

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Spot the organic listing.26

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Spot the organic listing.27

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Spot the organic listing.28

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Spot the organic listing.29

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Its time for a new approach.30

Confidential. Intellectual property of Noble Studios.@ChadHallert3 factors for success:Be fast and usefulFocus on the customerGive Google some help60 slides boiled down into 1. 31

Confidential. Intellectual property of Noble Studios.@ChadHallertBe fast and useful.32

Confidential. Intellectual property of Noble Studios.What was the first thing you did this morning, after waking up?

Brushed my teethExercisedAte breakfast Checked my phoneLets Start with a Question33

Confidential. Intellectual property of Noble Studios.@ChadHallertPoll the audience with a raise of hands. 33

Who Would Have Guessed It?34

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What Would You Give Up For Your Smartphone?

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Watch for yourself. 36

Confidential. Intellectual property of Noble Studios.@ChadHallerthttps://youtu.be/mNltt5_LbG836

Over half of all searches now take place on a mobile device 67% of mobile searches list different results than desktopConstant mobile access has changed consumer expectations40% of people abandon a website that takes more than 3 seconds to load

The impact of mobile.37

Confidential. Intellectual property of Noble Studios.@ChadHallertIdentify 2-3 key moments where your business needs to show upCreate content that will help your customers in those momentsBe race car fastYour mobile plan.38

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Identify key moments to show up.39

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Offer practical, informational content and frame it in a way that clearly answers questions.

Hold the sales pitch for later.

Help your customers.40

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Be race car fast.41

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Start with a diagnostic.42Fix!

Confidential. Intellectual property of Noble Studios.@ChadHallertThen dig deeper.43

Confidential. Intellectual property of Noble Studios.@ChadHallertAre you competitive?44

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Now get to work!45

Confidential. Intellectual property of Noble Studios.@ChadHallertAMP is a way to build web pages for static content that render fast. Up to 10x faster than standard mobile pagesGoogle preferences AMP content in mobile search results.If you have a blog, or content focused site, look into AMP.Get AMPd.46

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Focus on the customer.47

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Google launches AI machine learning.

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Introducing RankBrain.49

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How RankBrain impacts search results.50

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Another example.51

Confidential. Intellectual property of Noble Studios.@ChadHallertWhere most of us are at.52

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More than keywords.53

Confidential. Intellectual property of Noble Studios.@ChadHallertWhere most of us focus.54

Confidential. Intellectual property of Noble Studios.@ChadHallertWhat we overlook.55

Confidential. Intellectual property of Noble Studios.@ChadHallertAddressing user needs.56You want to live here.

Confidential. Intellectual property of Noble Studios.@ChadHallertHow to determine user needs.57Your institutional knowledgeReview the top sitesFocus on answering questionsLeverage Google suggestions

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Your knowledge and experience.58

Confidential. Intellectual property of Noble Studios.@ChadHallertLook at the top sites.59

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Answer questions.60

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Leverage Googles suggestions.61

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Give Google some help.62

Confidential. Intellectual property of Noble Studios.What the google engineers do is complex.

Google wasnt the first, but they are the best. They focus on the users vs the websites.

It is our job for SEO to give Google the righ tinformaiton to help them better rank.

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Two sides of the story.63

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But, its just an Apple.64

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What Google sees.65

Confidential. Intellectual property of Noble Studios.@ChadHallertThis is formerly science fiction.66

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Make it easy for Google.67

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Schema markup is code (semantic vocabulary) that you put o