@stonetemple@stonetemple
Three Think Tales
Differentiate or Die
@stonetemple@stonetemple
Who Am I?
Co-author of The Art of SEOPresident of Stone Temple Consulting
20+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
On Twitter: @stonetemple
@stonetemple@stonetemple
Think Like a Search Engineer
@stonetemple@stonetemple
Biggest Revenue Driver = Market Share
Source: comScore
@stonetemple@stonetemple
Market Share Generates Ad Impressions
@stonetemple@stonetemple
Trade Market Share for Revenue?
• Not that simple!• Shoot for changes where Revenue per user
gain exceeds market share loss?
@stonetemple@stonetemple
Competitive Balance and Oversight
Consumer Watchdogs
Federal Trade Commission
@stonetemple@stonetemple
Tipping the
Balance?
@stonetemple@stonetemple
Google’s Testing Process
Source: Peter Norvig, Google Director or Research
@stonetemple@stonetemple
Think Like an End User
@stonetemple@stonetemple
You Don’t Have My
Full Attention
@stonetemple@stonetemple
If I Don’t Get Instant Response, I’ll…
@stonetemple@stonetemple
Leave!
Google Test Results
Search Response Time Increased by 100 to 400 milliseconds
Searches Per User Dropped 0.2 to 0.6%
@stonetemple@stonetemple
Think Like a Business
Owner
@stonetemple@stonetemple
Be a Purple Cow
@stonetemple@stonetemple
“how to make french toast”
535,000 results!
@stonetemple@stonetemple
Intitle:glassblowing
152,000 results!
@stonetemple@stonetemple
“lathe operation”
294,000 results!
@stonetemple@stonetemple
What is the
Message?
@stonetemple@stonetemple
Progressive Followed Suit, but
Focused on Different Messages
@stonetemple@stonetemple
Embrace a New
Medium
@stonetemple@stonetemple
Connect With
Influencers
@stonetemple@stonetemple
Spread Your Visibility Infinitely Faster
@stonetemple@stonetemple
Why Does it Spread Faster?
• People are more likely to re-share content which is shared by an influencer
• Credibility of the Tweet-er reflects on the tweeted content itself
• How big a difference?• Double?
@stonetemple@stonetemple
People Believe Authorities More
One
Vs.Many
@stonetemple@stonetemple
Recent Changes to Klout Scores
This update emphasized authority• High Klout scores based on volume dropped• High Klout scores based on relationships with authorities did not
@stonetemple@stonetemple
An “Event”
Content Tweeted by major influencer
@stonetemple@stonetemple
Build Your Own
Influence
@stonetemple@stonetemple
• Treat your visitors like kings/queens
• Their behavior is a ranking factor
@stonetemple@stonetemple
Search Results Interaction
@stonetemple@stonetemple
Users Blocking Search Results
@stonetemple@stonetemple
Chrome Blocklist Extension
@stonetemple@stonetemple
Bounce Rate
• Google Analytics– Did the user view only one page?
• Google Toolbar– One page? How long on page?
• Search Results Interaction– Time between click through to back to results
@stonetemple@stonetemple
Time on Site
• Hard to measure with Analytics– Measures time from 1st page view to start of
last page view
• Easier to measure with Google Toolbar– Can see when they go to another site
@stonetemple@stonetemple
Pages Per Visit
• Easy to measure in analytics
• Easy to measure with the Google Toolbar
@stonetemple
Non-Search Traffic
@stonetemple@stonetemple
Brand Searches
37
@stonetemple@stonetemple
Thank You!
Eric [email protected]@stonetemple(508) 485-7751www.stonetemple.com For a One Sheet SEO Checklist, email me, or drop
off a business card
Top Related