SIMengage Future Trends in Search: The Connection with Content + Social May 18, 2015 Presented by Joe #SIMengage

Transcription

1 SIMengage 2015 Future Trends in Search: The Connection with Content + Social May 18, 2015 Presented by Joe Laratro 1

2 Quick Credentials 15 Years of Pure SEO / SEM Yahoo Strategic Provider Program MSN Search Council MCT Microsoft Certified Trainer Author of the DMA s Natural SEO Module SEOClass Professor Pubcon Advisory Board Pubcon Conference Lead Moderator University of San Francisco s Online Marketing Master s Certificate Program Former President of SFIMA 2

3 The Convergence of Search and Social Three generations of SEOers Content Links Social Social Media is part of best practices SEO Twitter Pinterest Google+ 3

4 Bill Leake s SEO Update Philosophy Google s updates have brought SEO back to the USA. Offshore SEOs use yesterday s tactics. USA SEO have to use tomorrow s tactics Panda Penguin Pigeon 4

5 The Post Matt Cutts Era of SEO Our most clear communication for Webmasters is gone He was a lightening rod for our Industry Who can replace him? Why is this important? Mobilegeddon 5

6 The SEO Diet Abridged Version Brett Tabke s 26 Steps to 15,000 Visits A Day Pubcon Austin 2009 Question How Do You Start Your Day With a Swim Lee Oden Local Search is a Long Term Process Local Search is NOT a Quick Fix Fad Diet vs. Lifestyle Change SEO Consulting vs. SEO Implementation Diet = Regiment & Training 6

7 The Metaphor Protein Local Citations / Link Building Carbohydrates Localized Content Lean Lipids Social Media Steroids Link Buys (in a post Panda / Penguin world) Illegal Fast Results Potential Long Term Side Effects Tandem Interactive 7

8 The SEO Diet Week 1 Day 1 Analytics should be in place. Register the sites with Google Webmaster tools, Bing Webmaster Central Day 2 - Register the site with Google My Business, Facebook Page Day 3 - Benchmark current pages indexed, benchmark amount of back links, benchmark Google page rank, benchmark amount of keywords referring free search traffic, benchmark amount of traffic from free search Day 4 - Download GSiteCrawler and crawl the website, examine duplicate content, error pages, export meta tags Day 5 - Analyze meta tags in relevance to individual page content 8

9 Google My Business Google Maps -> Google Places -> Google Local+ -> GMB Completely Fill Out Profile Setup G+ Page Link WMT, YouTube Channel Add a Manager 9

10 Moz.com/local $84 / Year Verify Ownership Spreadsheet of Aggregator Data Active Score Follow Recommendations for NAP Work / Optimization / Clean Up 10

11 The SEO Diet Week 2 Day 1 - Optimize meta tags for city, state Day 2 - Optimize content for city, state Day 3 - Analyze internal linking structure Day 4 - Analyze inbound or external linking structure Day 5 - Optimize on-site links 11

12 The SEO Diet Week 3 Begin local citations / link building campaign. Always use the common NAP (Name, Address, Phone Number) Research and submit to five local sites. (Whitespark) Research and submit to three high quality directories. Engage four social media sites and build out optimized profiles. Tandem Interactive 12

13 The SEO Diet Week 4 Complete optimizing meta tags for existing site Complete and optimize content for existing site Set up a blog Use 13

14 The SEO Diet Month 1 Review Architecture Content Linking Review Web Analytics Review Google My Business Review Moz.com/local score Compare Current Number to the Benchmark Reports 14

15 The SEO Diet Months 2-12 The Content Plan 2 Web Pages Per Week 4 Blog Posts Per Week Social Media Integrations G+, FB, Pinterest, Twitter (again) The Local Citations / Link Building Plan 2 Hours Per Week Moz.com/local Continuously Correct Issues Uniform NAP Delete Duplicates 15

16 The SEO Diet Months 2-12 The Review Plan Follow Ups BazaarVoice / TrustPilot Thank You Cards Reporting Weekly Monitoring Monthly Monitoring Implementation Tracking 16

17 The SEO Diet Every 6 Months The Personal Trainer Hire Consultants / Search Agencies Audit Work Develop New Strategies Change Up the Routine Get Latest Techniques Conference Time Pubcon!!! Other Types of Conferences (BlogWorld, Affiliate Summit, Ad Tech) Education USanFranonline.com Market Motive 17

18 Future SEO (and Tactical) 18

19 Future SEO - Brand SIMengage.com is more important than best-socialsearch-conference.com Secure search & organic keywords Brand Signals Social Profiles News Link Building Traditional PR 19

20 Brand - Tactical Traditional PR Earned media Real news Build brand sites (jobs, charity, news) Socialize Content Facebook, Twitter, Pinterest, LinkedIn Traditional Advertising Unified marketing message Print, radio, TV, billboards Review Strategy Home grown or TrustPilot 20

21 Future SEO - Mobile More mobile searches than desktop search as of Q Mobile friendly Responsive Separate mobile site Mobile SEO differentials Link building Content SEO Compliance 21

22 Mobile - Tactical Mobile Friendly Design Mobile browser compatibility Version testing Conversion testing Tracking User experience! Discount Eyeglasses Story 22

23 Future SEO The Internet of Things Voice Search (Eric Enge Example and Hummingbird) Wearables Nest / Dropcam Smarter smart phones (S health) Blurring of TV / Internet content Tesla Google Self Driving Cars Summer

24 The Internet of Things - Tactical Keep eyes WIDE OPEN Test new advertising opportunities Watch for new advertising channels 24

25 Brent Csutoras - Social Media Marketing Philosophy Most SEO s social media tactics equate to putting a sign in the middle of the mall that directs shoppers to another mall. Right message to the right audience Search optimization by social site 25

26 Social Media - Tactical Twitter links are crawled by Google again If using URL shortners test for 301 Pinterest excellent SEO value because of link structure Pin anything that can be made into a picture and use keywords Google Plus Circle outreach Post valuable content 26

27 What is the Future SEO? BRIGHT! 27

28 Future SEO The Darkside Negative SEO Blackhat SEO 28

29 The Dark Side - Tactical Monitor backlinks Look for spam anchor text Look for link spikes Monitor referral traffic Look for spammy domain names Monitor Google Webmaster Tools Malware messages Unnatural Links Update disavow file quarterly 29

30 The Future of SEO = Search Optimization Optimize Web content Optimize Social content Optimize App content Optimize wherever our audience lives 30

31 Search Optimization - Tactical Maximize onsite SEO Titles, descriptions, structure, internal linking Gsitecrawler, Screaming Frog, GMT Schema.org Use location, review, product schemas Open Graph Tags WordPress Yoast plugin Control your social shares 31

32 Content Marketing 32

33 The Take-Aways Content Marketing Branding Plan SEO Adapt or PPC SEO Risk Tolerance SEO Innovate Social Be Relevant & Expand Mobile Be In Compliance 33

34 Thank You! Joe Laratro Vegas 2015 SEO Training Day Local SEO Diet Presentation The Dark Side of SEO 34