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 9/19/2015SEO is dead, long live SEO - Marc Uhlig1
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) 9/19/2015SEO is dead, long live SEO - Marc Uhlig2
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 9/19/2015SEO is dead, long live SEO - Marc Uhlig3
SEO is all about communication Usability is key, search engines are not Need for a more holistic approach 9/19/20154SEO is dead, long live SEO - Marc Uhlig
SEM opportunities 9/19/20155SEO is dead, long live SEO - Marc Uhlig
High importance factors in SEO 9/19/20156SEO is dead, long live SEO - Marc Uhlig
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 9/19/2015SEO is dead, long live SEO - Marc Uhlig7
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 9/19/2015SEO is dead, long live SEO - Marc Uhlig8
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 9/19/2015SEO is dead, long live SEO - Marc Uhlig9
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 9/19/2015SEO is dead, long live SEO - Marc Uhlig10
SEO: Negative factors Server is down/very slow Duplicate content Low quality outbound links Duplicate Title/Meta tags Keyword stuffing Participation in link schemes 9/19/2015SEO is dead, long live SEO - Marc Uhlig11
Code example: Separate main/sub navigation 9/19/201512SEO is dead, long live SEO - Marc Uhlig
Code example: Separate main/sub navigation 9/19/201513SEO is dead, long live SEO - Marc Uhlig
Code example: Integrated main/sub navigation 9/19/201514SEO is dead, long live SEO - Marc Uhlig
Code example: Integrated main/sub navigation 9/19/201515SEO is dead, long live SEO - Marc Uhlig
Keyword research tactics 9/19/201516SEO is dead, long live SEO - Marc Uhlig
Keyword research tools Google Wordtracker Trellian keyword discovery 9/19/201517SEO is dead, long live SEO - Marc Uhlig
Greater specificity means more words 9/19/201518SEO is dead, long live SEO - Marc Uhlig
Word count in search phrases 9/19/201519SEO is dead, long live SEO - Marc Uhlig
Words per query on standard keypad vs. BlackBerry phones 9/19/201520SEO is dead, long live SEO - Marc Uhlig
Keyword research: Clustering 9/19/201521SEO is dead, long live SEO - Marc Uhlig
Example: Keyword cluster 9/19/201522SEO is dead, long live SEO - Marc Uhlig
Keyword clusters Content Anchor text of site navigation URL architecture 9/19/2015SEO is dead, long live SEO - Marc Uhlig23
Basics of link building 9/19/201524SEO is dead, long live SEO - Marc Uhlig
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 9/19/201525SEO is dead, long live SEO - Marc Uhlig
Link building using media outlets Discussion forums Identify top contributors and establish relationship Electronic newsletters Are usually archived 9/19/201526SEO is dead, long live SEO - Marc Uhlig
Link building using press releases Paid Prnewswire.com Marketwire.com Richcontent.com 9/19/201527SEO is dead, long live SEO - Marc Uhlig
Link building using press releases Free Prurgent.com Live-pr.com Pr-inside.com Pressbox.co.uk Clickpress.com Ukprwire.com Usprwire.com 9/19/201528SEO is dead, long live SEO - Marc Uhlig
Link building: One last tip Find pages or sites which used to offer a service and no longer do 9/19/201529SEO is dead, long live SEO - Marc Uhlig
Social media Link baiting: Cloaking? Digg.com Reddit.com Stumbleupon.com … Communication Twitter.com Facebook.com … 9/19/201530SEO is dead, long live SEO - Marc Uhlig
Social media Invest in exceptional product Listen to the buzz Be transparent Be more accessible 9/19/201531SEO is dead, long live SEO - Marc Uhlig
Impact of landing page elements 9/19/201532SEO is dead, long live SEO - Marc Uhlig
What analytics programs get used most? 9/19/201533SEO is dead, long live SEO - Marc Uhlig
Avinash Kaushik, Google Spend 10% of your budget on your tool implementation cost, 90% on analysis, interpretation and acting on the results 9/19/2015SEO is dead, long live SEO - Marc Uhlig34
Be careful: Don’t over-analyze 9/19/2015SEO is dead, long live SEO - Marc Uhlig35
Search marketers rank most under- used metrics 9/19/201536SEO is dead, long live SEO - Marc Uhlig
SEM campaign tests ROI 9/19/201537SEO is dead, long live SEO - Marc Uhlig
ROI of SEM: 2007 vs /19/201538SEO is dead, long live SEO - Marc Uhlig
Indexed ROI of big 3 search engines 9/19/201539SEO is dead, long live SEO - Marc Uhlig
Clickthrough rates /19/201540SEO is dead, long live SEO - Marc Uhlig
Clickthrough rates 9/19/201541SEO is dead, long live SEO - Marc Uhlig
Natural search conversion rates vs. paid 9/19/201542SEO is dead, long live SEO - Marc Uhlig
Conversion rates by conversion type 9/19/201543SEO is dead, long live SEO - Marc Uhlig
Brand most important consideration among clickers 9/19/201544SEO is dead, long live SEO - Marc Uhlig
Combined brand effect of search and display 9/19/201545SEO is dead, long live SEO - Marc Uhlig
Searchers focus on page 1 of the SERP 9/19/201546SEO is dead, long live SEO - Marc Uhlig
Clicks vs. page rank 9/19/201547SEO is dead, long live SEO - Marc Uhlig
Business decision makers’ engine of choice 9/19/201548SEO is dead, long live SEO - Marc Uhlig
Composition by age of top 5 search engines by searches 9/19/201549SEO is dead, long live SEO - Marc Uhlig
Household income profile of top 5 search engines 9/19/201550SEO is dead, long live SEO - Marc Uhlig
European searches 9/19/201551SEO is dead, long live SEO - Marc Uhlig
Search property comparison: Germany 9/19/201552SEO is dead, long live SEO - Marc Uhlig
Search marketer salary boom slowing 9/19/201553SEO is dead, long live SEO - Marc Uhlig
MarketingSherpa's Search Marketing Benchmark Guide 9/19/201554SEO is dead, long live SEO - Marc Uhlig
MarketingSherpa's Landing Page Handbook 9/19/2015SEO is dead, long live SEO - Marc Uhlig
Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug 9/19/2015SEO is dead, long live SEO - Marc Uhlig
E-Commerce User Experience High- Level Strategy by NN/g 9/19/201557SEO is dead, long live SEO - Marc Uhlig
Net Words: Creating High-Impact Online Copy by Nick Usborne 9/19/2015SEO is dead, long live SEO - Marc Uhlig
Thank you very much Marc Uhlig Twitter.com/marcuhlig