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Learn to separate the signals from the noise when it comes to search engine marketing in this exciting presentation on SEO basics, brought to you by Website Magazine!
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www.act-on.com | @ActOnSoftware | #ActOnSW
SEO in 2014
Fact, Fiction and Sensationalism
Kaila Strong, Sr. Director SEO Services
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
About Your Speaker
• VerticalMeasures.com• Phoenix, AZ • Search, Social & Content
Marketing Agency • 5+ years at VM• Clients like Act On, Fortune 500
& SMBs
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
Animal Updates
VerticalMeasures.com |
Via techlila.com
www.act-on.com | @ActOnSoftware | #ActOnSW
SEO Evolved
VerticalMeasures.com |
Via gShiftlabs.com
www.act-on.com | @ActOnSoftware | #ActOnSW
Measurement Changed
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
Less About Keywords
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
Search in 2014
VerticalMeasures.com |
Old strategies & KPIs simply aren’t effective
any longer…
www.act-on.com | @ActOnSoftware | #ActOnSW
Redefine Search KPIs
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
SEO KPIs
VerticalMeasures.com |
Define SEO KPIs
• Visits & Unique Visitors• Conversion Rate• Per visit value • Time on Site• % of New Visitors• Low Bounce Rate• Just to name a few….
www.act-on.com | @ActOnSoftware | #ActOnSW
SEO in 2014
Algorithm Updates
• Promote better content• Aimed to fight spam of all kind• Rise of mobile and voice search
spike
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
SEO in 2014
Knowledge Graph & Structured Data
Collection of information Google will show within the search results itself, to enhance usability. Structured data is a uniform way to share information a search engine may use, not necessarily for the knowledge graph. • Google Maps• Carousel • Images• SERPs
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
SEO in 2014
Encrypted Search
• Google default encrypted search for logged in users ’11• Globally in 2014, Chinese users already• Effort to improve information security in light of
government surveillance last year• Encourage adoption of stronger security standards
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
Search in 2014
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
+ Affected
Walmart, JcPenney, AirBnB – steady growth
Why?• Content, content, content• On page focus• Quality > Quantity
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
+ Affected
VerticalMeasures.com |
Via semrush.com
www.act-on.com | @ActOnSoftware | #ActOnSW
- Affected
CheapOAir.com• Cheap flights, cheap tickets, airline tickets• Suspicious backlinks and unnatural profile• Search visitors reduced est. 500,000 visits/mo• Recovered in about 90 days
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
- Affected
MyBlogGuest.com• Guest blogging site deindexed• Google deemed links suspicious• Not recovered • Recommends adding nofollow to all guest blog links
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
Overreactions
VerticalMeasures.com |
Abandon Disavow ALL Denial Partial Acceptance
To every action there is always opposed an equal reaction.
–Isaac Newton
www.act-on.com | @ActOnSoftware | #ActOnSW
Common SEO Myths
#1 Online marketing activities aren’t risky.
• Know your risks• Invest in the right professionals• Regularly audit• Measure & test
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
Common SEO Myths
#2 You can’t get out of a Google penalty.
• You can do it!• May take several attempts• Machete vs. scalpel approach • Automated vs. Manual
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
Common SEO Myths
#3 Guest blogging doesn’t work any more.
• Bad guest blogging is dead• Valuable content wins every day• Guest blogging-only sites affected
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
Common SEO Myths
#4 SEO is too expensive and time consuming.
• Brand is important • Being able to buy your way to the top is gone• Good SEO should be indistinguishable from good
marketing
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
Common SEO Myths
#5 Build it and they will come.
• Ineffective content marketing strategy• Distribution and promotion channels important• Paid organic social promotion – Marty Weintraub• Have a plan!
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
SEO Moving Forward
VerticalMeasures.com |
1. Strategy Development2. Ideation3. Content Creation4. Optimization5. Content Promotion6. Distribution7. Lead Nurture8. Measurement
www.act-on.com | @ActOnSoftware | #ActOnSW
What You Can Do Today
Start Today
• Invest in Google +• Clean up your backlinks regularly• Optimize for voice search• Develop a well researched content strategy
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
What You Can Do Today
• In-depth content publish frequently• Build a social community • Integrate Schema• Earn natural links • Follow the 8 steps
VerticalMeasures.com |
www.act-on.com | @ActOnSoftware | #ActOnSW
Questions?
Contact us!Kaila StrongKailaS@VerticalMeasures.com888.476.1881VerticalMeasures.com
VerticalMeasures.com |