Winning SEO 2013 - High Level Approach

35
Winning SEO 2013+ Tomas Vaitulevicius @earnedmarketing Rightmove

description

A quick presentation on the place of search engine optimisation within overall marketing strategy, and the high level approach to winning Google.

Transcript of Winning SEO 2013 - High Level Approach

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Winning SEO 2013+Tomas Vaitulevicius @earnedmarketing

Rightmove

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Who would like 12 million free visits every month?

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What does Google really want?

The Plan

What is SEO?

Who needs it and why?

How do you “Do” SEO?

The crystal ball

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What is SEO?

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Source: Rand Fishkin – http://gs.statcounter.com/#search_engine-GB-monthly-201210-201310

It’s Search Engine Optimisation, but

for a while now it’s really been –

Optimisation for Google

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Who needs it and why?

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Source: Alexa.com

Pinterest don’t need it that badly

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Source: Alexa.com

Google doesn’t need it at all

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Source: Alexa.com

Dollar shave club are not really after

non-branded searches

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Source: Alexa.com

Rightmove needs it

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Source: Alexa.com

Moneysupermarket really need it

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Source: Rand Fishkin – Evolution of SEO opportunities

Searches on Google a day

By now it’s well over

4,000,000,000

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“Eighty-nine percent of consumers surveyed use Internet search engines to make purchasing decisions, punctuating the need for a strong search engine optimization (SEO) strategy.“

Fleishman-Hillard and Harris Interactive Study 

Source: http://fleishmanhillard.com/2012/01/news-and-opinions/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/

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Source: Rand Fishkin – Don’t buy marketing - earn it; Forrester’s Interactive Marketing 2012 Report

Inbound Marketing: ~90% of traffic

(but only $5 Billion of investment in 2012*)

Paid Marketing: ~10% of traffic

($40 Billion of investment in 2012*)

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Source: http://moz.com/blog/inbound-marketing-is-taking-off

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What does Google really want?

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Focus on the user and all else will follow

Earn more & more & more money

Mission - organize the world’s information and make it universally accessible and useful

Provide the best user experience possible, a.k.a give users the best answers to their questions!

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“The internet is fast becoming a "cesspool" where false information thrives”

"Brands are the solution, not the problem. Brands are how you sort out the cesspool.“

"Brand affinity is clearly hard wired. It is so fundamental to human existence that it's not going away. It must have a genetic component.“

Google CEO, at the time, Eric Schmidt

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Source: http://moz.com/blog/inbound-marketing-is-taking-off

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How do you “Do” SEO?

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How would you decide whether to watch a movie if there was no internet?

Friends opinions

Opinions of people with the same tastes

Authority opinions

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25%

50%

25%

Ranking Factors 2002

Page Tags Page Keywords Quantity of Links

SEO:1 Stuff the tags2 Stuff the copy3 Manufacture

links

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BMW ban

Optimise long-term business ROI

2002 - cheating your way into Google was easy, cheap and not that risky

JCPenney ban

1,000,000s of others

2013 - Not anymore

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“If there is something easy, effective and scalable that you can do to improve your SEO rankings Google will have no choice but to take it away.“

Will Critchlow

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21%

19% 15%

10%

8%

8%

7%7%5%

Ranking Factors 2013

Domain Link Authority Page Link AuthorityPage Content Page QualityDomain Brand UsageSocial Domain Topic

Source: http://moz.com/blog/weighting-the-clusters-of-ranking-factors-in-google-analytics-whiteboard-friday

SEO:1 Build a

competitive offering with a USP

2 Build a user friendly website

with relevant useful content

3 Tell Google how to find it

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Source: Fuzz One

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Don’t try to squeeze this square peg into a round Google hole (it’s not what Google wants in their search results)

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Neither this one

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Nor this one

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Source: https://www.dollarshaveclub.com/

This one though, will do great even with minimal amount of technical SEO and will not carry any risk of being penalised by Google

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And it does

Not like these guys

Not like these guys

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The crystal ball

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Source: http://www.museumsandtheweb.com/

2005 – 10 blue links sending people to other websites

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understand the user intent behind the search term and answer it directly on the search results

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“A study of the search engine result pages (sample size: 10k) revealed only 15% hadno news, no local, no video, no image, no knowledge graph, no paid inclusion, no authorship.”

Source @dr_pete: Beyond 10 Blue Links