Winning SEO 2013 - High Level Approach
-
Upload
tomas-vaitulevicius -
Category
Technology
-
view
222 -
download
2
description
Transcript of Winning SEO 2013 - High Level Approach
Winning SEO 2013+Tomas Vaitulevicius @earnedmarketing
Rightmove
ON
TAR
GET
Who would like 12 million free visits every month?
ON
TAR
GET
What does Google really want?
The Plan
What is SEO?
Who needs it and why?
How do you “Do” SEO?
The crystal ball
ON
TAR
GET
What is SEO?
ON
TAR
GET
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
ON
TAR
GET
Who needs it and why?
ON
TAR
GET
Source: Alexa.com
Pinterest don’t need it that badly
ON
TAR
GET
Source: Alexa.com
Google doesn’t need it at all
ON
TAR
GET
Source: Alexa.com
Dollar shave club are not really after
non-branded searches
ON
TAR
GET
Source: Alexa.com
Rightmove needs it
ON
TAR
GET
Source: Alexa.com
Moneysupermarket really need it
ON
TAR
GET
Source: Rand Fishkin – Evolution of SEO opportunities
Searches on Google a day
By now it’s well over
4,000,000,000
ON
TAR
GET
“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/
ON
TAR
GET
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*)
ON
TAR
GET
Source: http://moz.com/blog/inbound-marketing-is-taking-off
ON
TAR
GET
What does Google really want?
ON
TAR
GET
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!
ON
TAR
GET
“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
ON
TAR
GET
Source: http://moz.com/blog/inbound-marketing-is-taking-off
ON
TAR
GET
How do you “Do” SEO?
ON
TAR
GET
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
ON
TAR
GET
25%
50%
25%
Ranking Factors 2002
Page Tags Page Keywords Quantity of Links
SEO:1 Stuff the tags2 Stuff the copy3 Manufacture
links
ON
TAR
GET
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
ON
TAR
GET
“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
ON
TAR
GET
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
ON
TAR
GET
Source: Fuzz One
ON
TAR
GET
Don’t try to squeeze this square peg into a round Google hole (it’s not what Google wants in their search results)
ON
TAR
GET
Neither this one
ON
TAR
GET
Nor this one
ON
TAR
GET
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
ON
TAR
GET
And it does
Not like these guys
Not like these guys
ON
TAR
GET
The crystal ball
ON
TAR
GET
Source: http://www.museumsandtheweb.com/
2005 – 10 blue links sending people to other websites
ON
TAR
GET 2013 – Google trying to
understand the user intent behind the search term and answer it directly on the search results
ON
TAR
GET
“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