Post on 26-Aug-2014
description
Hi, I’m John Marzolph.
Solutions Architect at
The Evolution of SEO.
of Search Engine Optimization was Off-Page Backlinking.
75%
On-Page Optimization
Yesterday’s Optimization.
Today’s Success.
Products
Legacy Voice
Audience
Blog / Articles / News
Videos
Infographics
Social Engagement
Natural Content Placement
The Algorithm.
(First Update)
Casandra
Dominic
Esmerelda
Fritz
Florida
Boston
2002 2003
Brandy
Austin
2004
Bourbon
Gilligan
Jagger
Allegra
2005 2006 2007
Buffy Dewey Vince
2008 2009
Updates Since “May Day.” 2010-2013
The Focus: On-Page Fresh, Original, Deep 300-500 Words Clean
The Focus: Local Google+ / Local Prioritizing Local Results
The Focus: Linking Natural Linking > Quantity
Social Conversation
of Search Engine Optimization was Off-Page Backlinking.
75%
Fresh, Quality On-Page Content.
75%
When it Comes to Content, More is More.
Less is More.
The Parable of the
Naked Lawyer.
Have you ever meta guy who didn’t look good in a suit?
Content Builds Authority.
It has to be fresh. (Google gets bored with old stories)
It has to be original. (Google hates it when you say the same thing over and over again – or when you try and pass off someone else’s story as your own.)
Seriously.
Don’t Sell the Product.
Sell the Solution.
More Ways than One.
So, you get it. But how do you do it?
3 Ways to Optimize Content on Your Site:
Layering Building Embedding
Layering Building Embedding
3 Ways to Optimize Content on Your Site:
Webfonts, Alt-Text & Markup.
Layering Building Embedding
3 Ways to Optimize Content on Your Site:
Are you an attorney, or do you just have a nice suit? Q.
I’m an expert on the topic. A.
Types: Blog Articles News Infographics Videos
Make it Count: 300-500 Words Linked in Navigation Original Use Long-Tail Keywords
Are you an attorney, or do you just have a nice suit? Q.
I’m up-to-date. A.
Current means: Once a Week at Minimum Topical, Seasonal & Relevant
Are you an attorney, or do you just have a nice suit? Q.
I don’t even need to advertise. A.
Less Branding = More Shares (Remember what this content is for)
Are you an attorney, or do you just have a nice suit? Q.
I’m great at what I do. A.
Let customers write for you: Ratings & Reviews (Hey-o Syndicated Content!) Testimonials Commenting Guest Features
Layering Building Embedding
3 Ways to Optimize Content on Your Site:
Embed & Integrate
Video
Ratings & Reviews
Social Integration
It works.
0
2000
4000
6000
8000
10000
12000
Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13
The Proof.
Total Articles on the Site
Landing Page Visits
Organic Search Visits
Where does backlinking come into play?
Quantity
Socially Present
sdf
Quantity
Quantity
Blog / Articles / News
Videos
Infographics
Social Engagement
Natural Content Placement
Your Site.
Bloggers & Influencers Always Need Content. There’s a Blog & Writer for Everything. Make it Worth Their (and Your) While. Encourage Reader Sharing.
Directory Submissions (Is Still Kind of a Thing) DMOZ and Yahoo! still utilize directories for a portion of their search ranking criteria.
Direct Link Placement Source must be relevant to your product category.
Press Releases Great way to build links… but…
But what is traditional link building really doing?
“Look at all of these links pointing to my product page! That means I’m relevant for all of the terms relating to this product.”
Home Page
Product 1 Product 2 Product 3
Products
Google smiles, and replies, “Yeah sure… here are your branded phrases. Nice job.”
Instead of focusing on links, focus on the conversations.
What the Customer Needs.
Best Ways to
Get Rid of
Products
How Do I
Article on Best Ways to
Infographic on Getting Rid of
Optimized Product Pages
Video on How Do
The Content You Have.
Site Ranking
The sites that rank highest are those that own the conversation.
Forums
Blogs
Social Media
Product Review Sites
eCommerce Platforms
The Content Generators: Consumer Reports, How Stuff Works, Good Housekeeping
The Coupon Sites: Frugal Living, Krazy Koupon Lady, Coupon Mom
The Brands: the ones with authority content, and the strongest voice in the conversation.
Be the Life of the Party Topical & Engagement-Centric
Be Sure the Cool Kids are There Size & Growth Rate of the Audience
Be a Good Host Social Integration with Your Site
The Social Clique of Ranking High School (All the Cool Kids are Doing It.)
Be Open to Other Circles Google+ Might Not Be Fun, but it’s Important.
The Life-Long Impact of a +1
How do we quantify results?
A Simple Equation, with Easily Accessible Data.
“Advertising Agencies” costs $6.28
If DeferoUSA.com receives 100 visits from this term, the value of that traffic is equivalent to:
$6.28 x 100 = $628
CPC x Visits = Value of Organic Search Traffic
$4,815.45
$22,873.99
$- $5,000.00 $10,000.00 $15,000.00 $20,000.00 $25,000.00
January
February
March
April
May
June
The Pennies Add Up
Total Traffic Value
$75,000+
Let’s Recap.
Search Engine Optimization: The strategic and evolving process of earning optimal search engine results page ranking for specific keywords and phrases that searchers use in order to find and buy your product/service, and products/services like yours.
Search Engine Optimization:
A strategic process that goes beyond meta tags and backlinks. Centered on fresh, frequent and quality content - fueled by all digital brand properties.
The strategic and evolving process of earning optimal search engine results page ranking for specific keywords and phrases that searchers use in order to find and buy your product/service, and products/services like yours.
Search Engine Optimization:
Also known as SERP optimization, this often has a larger impact on visits to your site than your actual rank position.
The strategic and evolving process of earning optimal search engine results page ranking for specific keywords and phrases that searchers use in order to find and buy your product/service, and products/services like yours.
Search Engine Optimization:
Customers Come with a Problem. Be a Problem Solver.
The strategic and evolving process of earning optimal search engine results page ranking for specific keywords and phrases that searchers use in order to find and buy your product/service, and products/services like yours.
Thank you.