1. SEO is dead, long live SEO Marc Uhlig

2. 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

3. 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

4. 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

5. 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

6. SEM opportunities 9/19/20155SEO is dead, long live SEO - Marc Uhlig

7. High importance factors in SEO 9/19/20156SEO is dead, long live SEO - Marc Uhlig

8. 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

9. 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

10. 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

11. 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

12. 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

13. Code example: Separate main/sub navigation 9/19/201512SEO is dead, long live SEO - Marc Uhlig

14. Code example: Separate main/sub navigation 9/19/201513SEO is dead, long live SEO - Marc Uhlig

15. Code example: Integrated main/sub navigation 9/19/201514SEO is dead, long live SEO - Marc Uhlig

16. Code example: Integrated main/sub navigation 9/19/201515SEO is dead, long live SEO - Marc Uhlig

17. Keyword research tactics 9/19/201516SEO is dead, long live SEO - Marc Uhlig

18. Keyword research tools  Google  Wordtracker  Trellian keyword discovery 9/19/201517SEO is dead, long live SEO - Marc Uhlig

19. Greater specificity means more words 9/19/201518SEO is dead, long live SEO - Marc Uhlig

20. Word count in search phrases 9/19/201519SEO is dead, long live SEO - Marc Uhlig

21. Words per query on standard keypad vs. BlackBerry phones 9/19/201520SEO is dead, long live SEO - Marc Uhlig

22. Keyword research: Clustering 9/19/201521SEO is dead, long live SEO - Marc Uhlig

23. Example: Keyword cluster 9/19/201522SEO is dead, long live SEO - Marc Uhlig

24. Keyword clusters  Content  Anchor text of site navigation  URL architecture 9/19/2015SEO is dead, long live SEO - Marc Uhlig23

25. Basics of link building 9/19/201524SEO is dead, long live SEO - Marc Uhlig

26. 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

27. 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

28. Link building using press releases  Paid  Prnewswire.com  Marketwire.com  Richcontent.com 9/19/201527SEO is dead, long live SEO - Marc Uhlig

29. 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

30. 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

31. 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

32. 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

33. Impact of landing page elements 9/19/201532SEO is dead, long live SEO - Marc Uhlig

34. What analytics programs get used most? 9/19/201533SEO is dead, long live SEO - Marc Uhlig

35. 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

36. Be careful: Don’t over-analyze 9/19/2015SEO is dead, long live SEO - Marc Uhlig35

37. Search marketers rank most under- used metrics 9/19/201536SEO is dead, long live SEO - Marc Uhlig

38. SEM campaign tests ROI 9/19/201537SEO is dead, long live SEO - Marc Uhlig

39. ROI of SEM: 2007 vs. 2008 9/19/201538SEO is dead, long live SEO - Marc Uhlig

40. Indexed ROI of big 3 search engines 9/19/201539SEO is dead, long live SEO - Marc Uhlig

41. Clickthrough rates 2005-2008 9/19/201540SEO is dead, long live SEO - Marc Uhlig

42. Clickthrough rates 9/19/201541SEO is dead, long live SEO - Marc Uhlig

43. Natural search conversion rates vs. paid 9/19/201542SEO is dead, long live SEO - Marc Uhlig

44. Conversion rates by conversion type 9/19/201543SEO is dead, long live SEO - Marc Uhlig

45. Brand most important consideration among clickers 9/19/201544SEO is dead, long live SEO - Marc Uhlig

46. Combined brand effect of search and display 9/19/201545SEO is dead, long live SEO - Marc Uhlig

47. Searchers focus on page 1 of the SERP 9/19/201546SEO is dead, long live SEO - Marc Uhlig

48. Clicks vs. page rank 9/19/201547SEO is dead, long live SEO - Marc Uhlig

49. Business decision makers’ engine of choice 9/19/201548SEO is dead, long live SEO - Marc Uhlig

50. Composition by age of top 5 search engines by searches 9/19/201549SEO is dead, long live SEO - Marc Uhlig

51. Household income profile of top 5 search engines 9/19/201550SEO is dead, long live SEO - Marc Uhlig

52. European searches 9/19/201551SEO is dead, long live SEO - Marc Uhlig

53. Search property comparison: Germany 9/19/201552SEO is dead, long live SEO - Marc Uhlig

54. Search marketer salary boom slowing 9/19/201553SEO is dead, long live SEO - Marc Uhlig

55. MarketingSherpa's Search Marketing Benchmark Guide 9/19/201554SEO is dead, long live SEO - Marc Uhlig

56. MarketingSherpa's Landing Page Handbook 9/19/2015SEO is dead, long live SEO - Marc Uhlig

57. 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

58. E-Commerce User Experience High- Level Strategy by NN/g 9/19/201557SEO is dead, long live SEO - Marc Uhlig

59. Net Words: Creating High-Impact Online Copy by Nick Usborne 9/19/2015SEO is dead, long live SEO - Marc Uhlig

60. Thank you very much Marc Uhlig Marc@jupiter-labs.com Twitter.com/marcuhlig