#NOEW2016 SEO Is Dead, Again. Long Live Online Marketing. 3-17-2016

Confidential, Property of Search Influence, LLC © 2016

SEO IS DEAD, AGAIN. LONG LIVE ONLINE MARKETING. Will Scott

CEO & Co-Founder

@w2scott #NOEW2016

@searchinfluence #NOEW


GET YOUR TARGET AUDIENCE TO SEE YOUR BUSINESS AS A TRUSTED

PROVIDER OF GOODS OR SERVICES.

● Helping businesses succeed online since 1994

● Started Search Influence in 2006 with wife and COO Angie Scott

● 30,000 clients and 47 resellers served● @w2scott

WILL SCOTTABOUT ME


SEARCH INFLUENCEHelping customers successfully market online since 2006.

Search Influence 90 full and part-time employees120 contract writersGoogle AdWords & Analytics Certified StaffGoogle Certified Partner

Reputation2011 Inc. 500 honoreeSEL Columnists, SMX, LocalU, Pubcon, mozcon, Searchfest and moreTwo decades in online mediaBest Places to Work, 2014

ABOUT


75% 56% 40%of Americans

use search engines on a regular basis

of Americans use search

engines every day

of searches are for local businesses

and services


WHAT IS SEO REALLY?


IT’S THE PROCESS OF INFLUENCING YOUR

WEBSITE’S VISIBILITY IN SEARCH ENGINES


60%OF ALL ORGANIC CLICKS GO TO THE ORGANIC TOP 3 SEARCH RESULTS.


WHAT YOU SHOULD ALREADY BE DOING

IN 2016


YOUR WEBSITE PAGES SHOULD HAVE TITLE TAGS


YOUR WEBSITE PAGES SHOULD HAVE META DESCRIPTIONS


YOUR WEBSITE SHOULD HAVEA CALL TO ACTION


YOUR WEBSITE SHOULD BE FREE OF BROKEN LINKS


IDEAL TOPICS & KEYWORDS SHOULD BE REFLECTED

● Title tags● Meta descriptions● On-page headings● On-site content


YOUR SITE MUST BE MOBILE FRIENDLY


admitted they can’t live without their smartphones, according to

the Pew Research Center.

SMARTPHONE ADDICTION


46%

97% 90% 80%of those ages 18

to 29 use smartphones

for Internet use

of those ages 30 to 49 use

smartphones for Internet use

of those ages 50+ use their

smartphone for getting online

AGES18-29

AGES30-49

AGES50+


MOBILE-FRIENDLY WEBSITE TEST

Check your website using Google’s handy mobile friendly test: https://www.google.com/webmasters/tools/mobile-friendly/


https://www.google.com/webmasters/tools/mobile-friendly/

https://www.google.com/webmasters/tools/mobile-friendly/

MUST BE QUICK TO LOAD


DON’T FORGET SCHEMA

HTML markup that webmasters add to web pages to make them

more easily readable and understandable by search engines


+4 POSITIONS

PAGES WITH SCHEMA VS. PAGES WITHOUT SCHEMA


MUST HAVE GOOD CONTENT


BEFORE: KEYWORD

DRIVEN WEBSITE CONTENT


NOW: MORE

NATURAL SOUNDING


RESULTS


13X

MUST HAVE A BLOG


INCREASE IN ROI, YEAR AFTER YEAR

82%


MUST USE YOUR BLOG

OF MARKETERS WHO BLOG DAILYGAINED CUSTOMERS USING THEIR BLOG

ALONG THE WAY, GOOGLE PROVIDED

GUIDANCE VIA WEBMASTER GUIDELINES.


MANIPULATION ENSUED



BARNACLE SEO

Attaching oneself to a large fixed object and waiting for the customers to float by in the current.

OWNING THE TOP OF THE PAGE

“Restaurants in New Orleans” top organic Google search results:

● TripAdvisor● New Orleans Restaurants● Nola Eater● New Orleans Online


BUILD YOUR AUTHORITY USING:


● Yelp, ● Angie’s List, ● Yellow Pages, ● White Pages, ● Foursquare, ● Google+, ● YouTube, ● HealthGrades and● even TripAdvisor.


THROUGH ALGORITHM UPDATES, GOOGLE CORRECTS SEO

LOOPHOLES TO MAKE THE USER EXPERIENCE BETTER.


HELLO “CONTENT MARKETERS”

CONTENT TAKES MANY FORMS


OTHER TYPES OF ONSITE CONTENT● Photos and other images● Videos● Press releases ● Social media posts● White papers, guides and ebooks


GO INFORMATIONAL


12% 800%Publishers who use

infographics grow website traffic 12 percent faster than those with no infographics.

The popularity of infographics has surged in recent years—increasing

by 800 percent from 2010 to 2012

FASTER SURGE


LOTS OF OPPORTUNITY STILL EXISTS


CONTINUE TO BUILD YOUR BRAND

“Brands are how you sort out the cesspool”

- Eric Schmidt, 2008



#1

WOULD YOU RATHER ATTEND AN ESTATE PLANNING WORKSHOP

OR A LIFEPLAN™ WORKSHOP?


WOULD YOU RATHER DOWNLOAD A MEDICAID WHITEPAPER

OR A LIFEPLAN™ REPORT?


TAKE ADVANTAGE OF RICH SNIPPETS



SNIPPET

RICH SNIPPET


SOFTWARE APPLICATION

PRODUCT

EVENT

RECIPE

REVIEW

HOW TO WIN POSITION ZERO



KNOWLEDGE PANELS


KNOWLEDGE CARD


FEATURED SNIPPET


HERE IS THAT CONTENT


FEATURED SNIPPET

#0

#1


Source: Peter Meyers, Moz, “SEO for Answers: Ranking #0


FEATURED SNIPPET


ANSWERS IN TABLES


Source: Peter Meyers, Moz, “SEO for Answers: Ranking #0

YOU’VE GOT TO PAY-TO-PLAY


2M 80%active advertisers on Facebook (and

most are small businesses)

of Facebook’s new advertisers started

by paying for promoted posts

a day is the average spent by small businesses

on Facebook

$5-$50


WITH FACEBOOK LOCAL AWARENESS ADS, YOU CAN

TARGET LIKE A BOSS.


DOES IT WORK?


ON LINKEDIN


ON PINTEREST


REMARKET TO TURN LOSERS INTO WINNERS


#2: CLOSE THE LOOP


64%lower cost per

conversion when compared to display

increase in conversion rate

compared to display

370%

ANY QUESTIONS?


#NOEW2016 SEO Is Dead, Again. Long Live Online Marketing. 3-17-2016

Marketing

Transcript of #NOEW2016 SEO Is Dead, Again. Long Live Online Marketing. 3-17-2016