The New Rules of SEO: A Crash Course in Modern Search - Slides

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1 The Problem with Status Quo SEO SEO Moves Fast and Takes Revenue with It

2 The New Rules of SEO Upgrade Your Search Strategy for 2015

3 Live Q&A Ask Your Toughest SEO Questions

On the Agenda

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Status quo SEO doesn’t cut it.

/ The Problem with Status Quo SEO

Yesterday’s search tactics are toast.

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Status quo SEO doesn’t cut it.


May 20th

Panda 4.0 debuts.

August 20th

Authorship gets the ax.

July 24th

Pigeon came on the scene.

August 6th

Ranking boost to SSL websites.

June 12th

Payday Loan 3.0 rolls out.

All of this happened in the last 5 months!

September 25th

Panda 4.1 enters the scene.

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SEO is worth the effort.

71% of business

purchases start with a search engine.

(Brafton)

57% of B2B marketers say SEO has the

biggest impact on lead gen.

(Mindjumpers)

15% lead-to-close

rate for SEO driven

Leads. (eConsultancy)

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On the Agenda

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/ The New Rules of SEO

Keep a clean link building strategy. 1

Brace yourselves. Penguin 3.0 is coming.

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Keep a clean link building strategy. 1

“At its best, good link building is indistinguishable from good marketing.”

Cyrus Shepard Content Marketer, Moz

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1 Keep a clean link building strategy.


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3

Get a list of your inbound links from Google Webmaster Tools.

Ask the link source to remove the link.

Use the Google disavow tool on all bad links.

Conduct a link profile audit to identify bad links.

1

4

Resubmit your site for Google reconsideration. 5

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Optimize for Knowledge Graph. 2


This is how the Knowledge Graph explains the “Knowledge Graph.”

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Google is pushing KGO in anticipation of increased spoken search on mobile.

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Wikipedia

Freebase

Google+

Schema

These 4 elements make up the Knowledge Graph.

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Build a proactive competitor strategy. 3


Jan Feb Mar Apr May Jun Jul Aug

Boun

ce R

ate

You The Other Guy

Find out what’s working & what’s not with new Google Benchmark reports.

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Build a proactive competitor strategy. 3


Choose from 1,600 industries, 1,250 markets & 7 size buckets to measure performance across:

Channel Time Location Device

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Stop ignoring social. 4


Social signals have the highest correlation with rising search rankings.

Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.

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Stop ignoring social. 4


Strong social media activity influences overall domain performance:


2

3

Signals strong brand awareness.

Indicates new quality, content is added to the site.

Produces frequent direct traffic.

1

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Tech performance matters. 5


Onpage tech is still a basic requirement for good search rankings:

Exceptional UX: Solid navigation and sitespeed across browsers and devices.

Employs meta data, schema, and rich snippets.

Site content is accessible to Google crawlers.

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Use responsinator.com to test cross-device performance.

Source: Moz, “The SEO of Responsive Web Design”

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Source: SmashingMagazine, “SEO for Responsive Websites”

Check load time for desktop and mobile with Google’s PageSpeed Insights.

The average load time of a domain in the top 30 is 1.27 seconds. Source: Searchmetrics

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Consider migrating your site to HTTPS/SSL.

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Keywords are not everything. 6

Content is still king, but proving quality has changed.



Snowboarding Resort

“best snowboarding resort”

“Shaun White”

“snowboarding trail conditions”

Holistic, relevant content trumps exact keyword presence.

Be sure to include rich media.

Word count matters!

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2

3

1

4

5

The New Rules of SEO Recap Keep a squeaky clean link strategy.

Optimize your site for the Knowledge Graph.

Take social media strategy seriously.

Keep up with the growing list of onpage tech requirements.

6 Demonstrate quality with holistic, relevant content over exact keywords.

Use Google Benchmark analytics to pull ahead of the competition.

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On the Agenda

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Let’s Talk!

Lauren Blecher, Webmarketing123 Marketing Manager

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