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SEO is dead, long live SEO

SEO is dead, long live SEO. Marc Uhlig. Agenda. Introduction Definitions What works in SEM Factors in SEO In detail: Code, keywords, link building Social Media Landing pages Analytics and metrics Branding Search engine users Suggested readings. Definitions. A/B split

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SEO is dead, long live SEO

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  1. SEO is dead, long live SEO Marc Uhlig

  2. Agenda • Introduction • Definitions • What works in SEM • Factors in SEO • In detail: Code, keywords, link building • Social Media • Landing pages • Analytics and metrics • Branding • Search engine users • Suggested readings SEO is dead, long live SEO - Marc Uhlig

  3. Definitions • A/B split • Acquisition cost • Backlinks (inbound links) • Bait-and-switch (agent name delivery, IP delivery, or cloaking) • Clickthrough rate (CTR) • Consumer generated media: (user generated content) • Conversion rate • Conversion • Cost per lead (CPL) SEO is dead, long live SEO - Marc Uhlig

  4. Definitions • Cost per thousand (CPM) • CPA (cost per action, or cost per acquisition) • CPC (cost per click) • Keyword density • Scraping • Search engine optimization (SEO) • Searchjacking • Usability SEO is dead, long live SEO - Marc Uhlig

  5. SEO is all about communication • Usability is key, search engines are not • Need for a more holistic approach SEO is dead, long live SEO - Marc Uhlig

  6. SEM opportunities SEO is dead, long live SEO - Marc Uhlig

  7. High importance factors in SEO SEO is dead, long live SEO - Marc Uhlig

  8. SEO: Positive keyword factors • Title tag • Body tag • Keyword density • H1 tag • Domain name • Page URL • H2, H3... tags • Alt and image Title tags • Bold/Strong tags • Meta Description/Keyword tag SEO is dead, long live SEO - Marc Uhlig

  9. SEO: Positive page/site attributes • Global link popularity • Quality/relevancy of inbound links • Rate of new inbound links • Internal link popularity • Quality/relevancy of outgoing links • Quality of content • Organization/hierarchy of navigation • Age of page/domain • Frequency of updates SEO is dead, long live SEO - Marc Uhlig

  10. SEO: Positive page/site attributes • Amount of indexible content • Spelling and grammar • HTML validation • Historical performance • Relevancy to query • Number of queries • TLD extension • Google PageRank of page SEO is dead, long live SEO - Marc Uhlig

  11. SEO: Positive inbound link attributes • Anchor text • Surrounding text • Global link popularity of linking site • Internal link popularity of linking site • Topical relevancy of linking site • TLD extension of linking site • Google PageRank of linking page SEO is dead, long live SEO - Marc Uhlig

  12. SEO: Negative factors • Server is down/very slow • Duplicate content • Low quality outbound links • Duplicate Title/Meta tags • Keyword stuffing • Participation in link schemes SEO is dead, long live SEO - Marc Uhlig

  13. Code example: Separate main/sub navigation SEO is dead, long live SEO - Marc Uhlig

  14. Code example: Separate main/sub navigation SEO is dead, long live SEO - Marc Uhlig

  15. Code example: Integrated main/sub navigation SEO is dead, long live SEO - Marc Uhlig

  16. Code example: Integrated main/sub navigation SEO is dead, long live SEO - Marc Uhlig

  17. Keyword research tactics SEO is dead, long live SEO - Marc Uhlig

  18. Keyword research tools • Google • Wordtracker • Trellian keyword discovery SEO is dead, long live SEO - Marc Uhlig

  19. Greater specificity means more words SEO is dead, long live SEO - Marc Uhlig

  20. Word count in search phrases SEO is dead, long live SEO - Marc Uhlig

  21. Words per query on standard keypad vs. BlackBerry phones SEO is dead, long live SEO - Marc Uhlig

  22. Keyword research: Clustering SEO is dead, long live SEO - Marc Uhlig

  23. Example: Keyword cluster SEO is dead, long live SEO - Marc Uhlig

  24. Keyword clusters • Content • Anchor text of site navigation • URL architecture SEO is dead, long live SEO - Marc Uhlig

  25. Basics of link building SEO is dead, long live SEO - Marc Uhlig

  26. Link building using media outlets • Industry specific/trade magazines • Check Yahoo directory or DMOZ • Classifieds • Direct visitors to resource area on your site • Specialty directories • Submit your site SEO is dead, long live SEO - Marc Uhlig

  27. Link building using media outlets • Discussion forums • Identify top contributors and establish relationship • Electronic newsletters • Are usually archived SEO is dead, long live SEO - Marc Uhlig

  28. Link building using press releases • Paid • Prnewswire.com • Marketwire.com • Richcontent.com SEO is dead, long live SEO - Marc Uhlig

  29. Link building using press releases • Free • Prurgent.com • Live-pr.com • Pr-inside.com • Pressbox.co.uk • Clickpress.com • Ukprwire.com • Usprwire.com SEO is dead, long live SEO - Marc Uhlig

  30. Link building: One last tip • Find pages or sites which used to offer a service and no longer do SEO is dead, long live SEO - Marc Uhlig

  31. Social media • Link baiting: Cloaking? • Digg.com • Reddit.com • Stumbleupon.com … • Communication • Twitter.com • Facebook.com … SEO is dead, long live SEO - Marc Uhlig

  32. Social media • Invest in exceptional product • Listen to the buzz • Be transparent • Be more accessible SEO is dead, long live SEO - Marc Uhlig

  33. Impact of landing page elements SEO is dead, long live SEO - Marc Uhlig

  34. What analytics programs get used most? SEO is dead, long live SEO - Marc Uhlig

  35. Avinash Kaushik, Google Spend 10% of your budget on your tool implementation cost, 90% on analysis, interpretation and acting on the results SEO is dead, long live SEO - Marc Uhlig

  36. Be careful: Don’t over-analyze SEO is dead, long live SEO - Marc Uhlig

  37. Search marketers rank most under-used metrics SEO is dead, long live SEO - Marc Uhlig

  38. SEM campaign tests ROI SEO is dead, long live SEO - Marc Uhlig

  39. ROI of SEM: 2007 vs. 2008 SEO is dead, long live SEO - Marc Uhlig

  40. Indexed ROI of big 3 search engines SEO is dead, long live SEO - Marc Uhlig

  41. Clickthrough rates 2005-2008 SEO is dead, long live SEO - Marc Uhlig

  42. Clickthrough rates SEO is dead, long live SEO - Marc Uhlig

  43. Natural search conversion rates vs. paid SEO is dead, long live SEO - Marc Uhlig

  44. Conversion rates by conversion type SEO is dead, long live SEO - Marc Uhlig

  45. Brand most important consideration among clickers SEO is dead, long live SEO - Marc Uhlig

  46. Combined brand effect of search and display SEO is dead, long live SEO - Marc Uhlig

  47. Searchers focus on page 1 of the SERP SEO is dead, long live SEO - Marc Uhlig

  48. Clicks vs. page rank SEO is dead, long live SEO - Marc Uhlig

  49. Business decision makers’ engine of choice SEO is dead, long live SEO - Marc Uhlig

  50. Composition by age of top 5 search engines by searches SEO is dead, long live SEO - Marc Uhlig

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