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Agenda Introduction to Modern SEO Integrated Program Design Technical Search UX Design Content Strategy Local Media Social Program Planning Tips Q&A Mike Corak EVP of Strategy @mikecorak Mike Archer Director of Search @ArcherMktg Nolan Alexander Local Search Manager @LocalSearchGuru Jen Walsh UX Manager @jendub Dustin Diehl Sr. Content Strategist @DRJedi Anthony Nichols Sr. Paid Media Specialist @hashtagAnthony
Search in its Simplest Form
Search was Keyword Research Keyword UsagePage elements: Titles, headings, meta, body copy, links including anchor Keyword Rankings *Keyword data via analytics THEN
Search is Biz objectives Social listening User personas Analytic insights Keyword research by THEME All of which feeds content strategy Search Content planning Site hierarchy Social posting Display messaging Email messaging Local messaging PPC AdGroups Content focused media (Native) Standard KPIs(real world) Thematic performance (segmentation, attribution) NOW
The Future of SEO Ingredients: 1 Part technical consultation 1 Part content strategy and planning An overpowering amount of integration and coordinated execution across channels
Integrated SEO Programs
Modern SEO: Technical Search
As an SEO...
A Lot...Actually Roles, skills, responsibilities, disciplines, topics to understand or follow… Disclaimer: This is not an exhaustive list of all responsibilities, duties, skills, efforts, requirements or working conditions associated with the job.
Modern SEO = Data Analyst? Volume of Data Past Data Sources:Keyword Rankings Backlinks Pageviews PageRank Data Sources:More Robust Analytics Data Conversion DataAttribution Modeling Engagement Data Competitive Insights Content Demand Social Data Webmaster Tools Data SERP Data Future
Where to Look For Opportunity Ensure your site is free of technical issues Monitor GWT to keep an eye on any crawl issues Audit and re-audit your site on a regular basis Monitor GA for anomalies in analytic data Focus on Themes, not Keywords Focus on analytic metrics that matter Conversions Engagement Attribution Understand what the competitors are doing Share of Voice in organic and paid search Social Reach (mentions, engagement, etc) What tactics are they using (social hub? blog?)
How do you deal with all of these new tasks?
Examples of Prioritization Ensure your site is free of technical issues Determine what’s most important by associating impact and value to each item. Example: 30% of the site’s pages are inaccessible to search engines. Calculate possible demand those pages are losing to determine importance. Focus on Themes, not Keywords Example: Widgets and doodads categories both have similar demand and both need optimization attention. Widget sales would have a better value per visitor. Focus on analytic metrics that matter Example: Which pages have the highest conversion rate? Example: Which pages have had their bounce rates skyrocket since implementing the newsletter sign up form? Understand what the competitors are doing Example: 3 of your 4 competitors have content around an important topic to your industry. Analyze content demand and address with content strategy.
Modern SEO: Content Strategy It was the best of times, it was the blurst of times.
Content Strategy as the Filter
You Gotta Know the Sweet Spot
Creating Content Based on Themes
Keyword Stuffing = Not Made for Users
Creating Content Based on Themes
Content Strategy vs. Content Marketing
Modern SEO: UX Design
Google Cares About User Experience “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.” ‘s
You have them there. Now what? Google cares about the user’s experience, not just mobile sites.
Plan Early. Collaborate Early. Be a Winner.
SEO + Content Strategy + UX: The Sitemap Brings together early Content Strat, SEO, and UX collaboration All of the pages in the site 301 Redirects
SEO + Content Strategy + UX: The Wireframes Further implements elements from early planning sessions: H1s, H2s SEO friendly copy
Modern SEO: Local Search
Local Search, SEO and Paid Search should always work together Would you rather be great in 1 channel… Or be visible in 3? 3 > 1 @LocalSearchGuru
Don’t Put Local Search in a Silo! Essential Listings Paid Search Integration Location Page / SEO Integration Aggregators Secondary Listings Social Integration
Local listings are a reflection of your website
Modern SEO: Paid Search
SEO and PPC Integration When Paid Search works with Organic, an incremental lift in total visits and conversions is seen
Keyword Efficiency and Opportunities Paid and Organic Reports via Google AdWords allow marketers greater insight into how both media channels perform individually and together. Click Through Rate for Organic only: 2.32% Click Through Rate for Paid and Organic: 11.76%
SEO and PPC Integration Paid Search is typically the largest assistor of Organic Search. Organic as an assistor however only represents 2.74% of all PPC conversions. Tip: Link Webmaster Tools to AdWords so each tactic can gain insights into keyword data, measure incremental lift of Paid and Organic, and prevent cannibalization.
Common PPC and SEO Integration Points Use PPC keyword data to inform the organic content and optimization strategy Use organic referral data to inform the creation and optimization of new PPC ad groups Leverage PPC ad copy in organic snippet text to optimize click-through rates. It is much easier to test what’s working in paid campaigns Use PPC to test landing page variations to help inform overall UX Design and organic experiences Use PPC to test potential organic keywords to determine their effectiveness Integrate schema and other rich snippet data from your website into your ads Adjust position bidding based on organic ranking movement to achieve the best ROI possible
Modern SEO: Social
Whether for Rankings, or Traffic, Praying for Links
Local Social Integration
Modern SEO: Program Planning Tips
Top Impediment to Program Integration
Cultural Shifts That Break Down Silos Educate Gain senior buy-off Reimagine your organizational structure, processes and ops design Rally teams and partners around integrated programs Assign common success KPIs across teams Create senior level Content position Include cross-channel teamwork in performance reviews Celebrate group successes
Questions SEO Content UX Social Local PPC
Thank You! #ModernSEO @Ethology