Upload
zach-doty
View
114
Download
0
Embed Size (px)
DESCRIPTION
The Reader's Digest version of SMX Advanced 2014, from an SEO perspective. This presentation is for the Fort Bend Internet Marketing meetup group. Learn about Matt Cutts' parting words before his leave of absence, the future of search and things you can do today to improve your SEO craft.
Citation preview
SMX Advanced
The Reader’s Digest Version!
Prepared by: Zach Doty
What’s Up?
• Zach Doty• Digital Media Specialist• Forthea Interactive• Love the outdoors
– (and digital marketing)
@forthea@zldoty
Why Conferences + SMX?
• “If you don’t focus on professional development, you won’t be remarkable in five years.”
• SMX Advanced = blend of tactics and thought leadership
@forthea@zldoty
Focus Areas
• Search Engine Optimization (SEO)
• Performance (Paid) Media
• Content and Conversions
@forthea@zldoty
SEO: Managing Complexity
• Time with Matt Cutts
• New success metrics
• Rich data
@forthea@zldoty
A Fireside Chat: Matt Cutts
• Web spam spokesperson
@forthea@zldoty
A Fireside Chat: Matt Cutts
• Mobile, mobile, mobile!• Technical cleanup
• User experience
@forthea@zldoty
New Success Metrics
• Old news: (not provided)
• Old problem: proving results@forthea@zldoty
New Different Success Metrics
• A balanced approach:
• Return on Investmento ((Revenue – Spend) / Spend) * 100
• Cost per Lead Acquisitiono (Spend / Conversions)
@forthea@zldoty
Structured Data
• Volatile applications in the SERPs– (See also: Google Pigeon)
• Searches and Transactions may now take place without ever seeing blue links.
• Just because rich data isn’t used now, doesn’t mean it won’t be used later.
@forthea@zldoty
SEO: The Bottom Line
• Google’s capabilities have vastly advanced, at increasing rates.
• Are you keeping up?
@forthea@zldoty
Spare Parts
• Pace your monthly budgets– You can win big in the last week, when
competitor budgets have expired.
• Website testing: rebuild your website every few weeks– Inspectlet.com: Free* heat mapping tool
@forthea@zldoty
Wrap Up
• Managing “internal” complexity in your work
• Communicating “external” simplicity to decision makers.
• “Mobile is coming faster than you realize.”
@forthea@zldoty