SEO in 2014What Every Smart Marketer Needs to Know

MassiveMedia.co | 604.227.4343

Friday, 11 October, 13

MassiveMedia.co | 604.227.4343

Presenter: Lindsay Smith, CEO, Massive Media

@TechLinz Fall 2013

LINDSAY SMITH• 14 yrs. experience in search & digital

advertising

• Developed curriculum for BCIT’s social analytics, web analytics, and search marketing within the school of business

• Regular guest expert on Global TV’s Noon News & Shaw TV’s The Rush

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Let’s Talk About...

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1.Online behavior

2.Factors influencing search today

3. How to ride the new wave for search to get results

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Search Research

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Source: Google Consumer Barometer (Sept 2013)

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Path To Purchase

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Source: Google Think Insights (2012)

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Shopping Behavior

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Source: Google Think Insights (2012)

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The BasicsPPC versus SEO

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• Organic search optimization = long lasting effects that don’t cost per click

• Paid Search = immediate results but you pay a higher price

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Page Rank

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What Are The Search Checking For?

DomainAttributes

Page LevelTheming

WebsiteStructureBacklinks

UserInteraction

User Signals

SocialSignals

BrandSignals

WebspamWarnings

Resource: Massive Media SEO Tool

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What’s Changing?

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#1Automation of technical SEO

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Old SchoolMap Keywords to Pages

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• Title tags• Meta-description• Permalinks (page URLs)• Alt-tags• Headers• Content• Anchor Text• Website uses W3C best practices

and is user friendly

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New SchoolAutomate the process

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• Should be built into your web development platform

• Should be easy to edit (so easy that you can do it in under 3 minutes per page!)

• With today’s tools the technical implementation should be easy. If it’s not something is wrong.

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#2Tell a story that is worth spreading

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Shift in Balance

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Technical

Content

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Technical

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How?

#1

EngagingCONTENT

infused with knowledge of seo best practices

PR

REALCONTENT

SOCIAL

PR

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Technical

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Why does it work?

•Social graphs / peer influence

•Backlinks (Quality, Relevance, Quantity)

•Credibility from trusted sources

•Higher online engagement

PR

REALCONTENT

SOCIAL

PR

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SERP = News Feed

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Technical

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Embrace The Ugly

#1

EngagingCONTENT

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#3Stop asking the wrong

question...

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Wrong Question:How Do I Rank #1?

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Right Question:What’s the best strategy to drive traffic to my site and convert it?

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When? Start right from the beginning.

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• Brand message should be infused in to the content of the website

• Keyword analysis and strategy should be done before the content and user interface are designed.

• Build the content and code around audience optimization and user interface.

“You can fix it now with an eraser or fix it later

with a sledge hammer.”

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Work Flow

InformationArchitecture

Testing & Debugging

Front End Development

Mock-upsWireframes

Launch

Back End Development

Discovery & Strategy

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Content StrategyConversion Strategy

User Interface Page Optimization

Conversion Optimization

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What Should I Focus On?

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• Create sharable content that is link worthy

• Develop carefully crafted campaign messages that resonate with your audience

• Build website on platforms that are cross-channel ready and search friendly.

• Continual A/B testing of content and site layout

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Now...You know what you need to

do. Go make it happen.

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