SIMengage 2015Laratro+Future+Tre… · SIMengage 2015 - Future SEO 6 The SEO Diet – Abridged...

@jlaratro #SIMengage �

SIMengage 2015��Future Trends in Search: The Connection with Content +

Social�May 18, 2015�

Presented by Joe Laratro �

SIMengage 2015 - Future SEO � 1�



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�


The Convergence of Search and Social

•  Three generations of SEOers �–  Content �–  Links �–  Social�

•  Social Media is part of “best practices SEO” �–  Twitter �–  Pinterest �–  Google+�



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�



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�




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 �


SIMengage 2015 - Future SEO Tandem Interactive � 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 �



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 �


Google My Business

•  Google Maps -> Google Places -> Google Local+ -> GMB�

•  Completely Fill Out Profile �•  Setup G+ Page �•  Link WMT, YouTube Channel�•  Add a “Manager” �



Moz.com/local

•  $84 / Year �•  Verify Ownership�•  Spreadsheet of Aggregator Data�•  Active “Score” �•  Follow Recommendations for NAP Work /

Optimization / Clean Up�




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�


SIMengage 2015 - Future SEO Tandem Interactive � 12�


•  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.�




•  Complete optimizing meta tags for existing site �•  Complete and optimize content for existing site �•  Set up a blog �•  Use http://schema.org/LocalBusiness �



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 �



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�



The SEO Diet – Months 2 - 12

•  The Review Plan�–  Email Follow Ups �–  BazaarVoice / TrustPilot �–  Thank You Cards �

•  www.Autorevo.com/blog �•  Reporting �

– Weekly Monitoring �– Monthly Monitoring �–  Implementation Tracking �


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 �


Future SEO (and Tactical)


Future SEO - Brand

•  SIMengage.com is more important than best-social-search-conference.com�

•  Secure search & organic keywords �•  Brand Signals �

–  Social Profiles �–  News �–  Link Building �

•  Traditional PR�



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 �



Future SEO - Mobile

• More mobile searches than desktop search as of Q2 2015�

•  “Mobile friendly” �–  Responsive �–  Separate mobile site �

• Mobile SEO differentials �–  Link building �–  Content �–  SEO Compliance �



Mobile - Tactical

• Mobile Friendly Design�• Mobile browser compatibility�

–  Version testing�–  Conversion testing �–  Tracking �

•  User experience! �•  Discount Eyeglasses Story�



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 2015�



The Internet of Things - Tactical

•  Keep eyes WIDE OPEN�•  Test new advertising opportunities �• Watch for new advertising channels �



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 �



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 �



What is the Future SEO?

BRIGHT! �



Future SEO – The Darkside

•  Negative SEO �•  Blackhat SEO �



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�



The Future of SEO = Search Optimization

•  Optimize Web content �•  Optimize Social content �•  Optimize App content �•  Optimize wherever our audience lives �



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 �



Content Marketing



The Take-Aways

•  Content Marketing �•  Branding Plan�•  SEO – Adapt or PPC �•  SEO – Risk Tolerance �•  SEO – Innovate �•  Social – Be Relevant & Expand�• Mobile – Be In Compliance �



Thank You!

Joe Laratro �[email protected]��Vegas 2015�SEO Training Day�Local SEO Diet Presentation�The Dark Side of SEO �


SIMengage 2015Laratro+Future+Tre… · SIMengage 2015 - Future SEO 6 The SEO Diet – Abridged...

Documents

Transcript of SIMengage 2015Laratro+Future+Tre… · SIMengage 2015 - Future SEO 6 The SEO Diet – Abridged...