An Intro To SEO, SEM & Internet Marketing
- 1. WELCOME• 8:00 – 9:00 An Intro To SEO, SEM & Internet Marketing. With Dave Davies • 9:00 – 9:30 Coffee & Snacks (Included with Conference Ticket) • 9:30 – 10:30 How to Rise to the Top in Local Search With Ross Dunn • 10:45 – 11:45 Increase Conversions and Rankings with User Experience With Mary Davies • 12:00 – 1:00 Lunch (Included with Conference Ticket) + Mingling with Attendees & Speakers • 1:00 – 2:00 Top Tips for Getting the Most from your AdWords Account With Mark Johnstone • 2:15 – 3:15 Are You Ready for Online Advertising? With Robert Cooper • 3:15 – 3:45 Coffee & Snacks (Included with Conference Ticket) • 3:45 – 4:45 Q&A Session? With All Speakers
- 2. An Intro To SEO, SEM & Internet Marketing
- 3. A Crash Course In Terms & Principles (sorry for any geek-speak) With a focus on: • Algorithms • Terms • Factors • Impact Points • Principles
- 4. What Is Algorithm? “An algorithm is a process or set of rules to be followed in calculations or other problem-solving operations” • There are over 200 signals with more than 50 variants within each (yes - that’s 10,000) • Each signal is dedicated to producing the best possible result for searchers • Many signals are dedicated to the task of filtering abuse • The others are dedicated to judging your site and how visitors interact with it.
- 5. What Matters? (in short … everything) The goal can never be to work only on what we know matters. Here’s why … •Again - There are over 200 signals with more than 50 variants within each •There is more than one Google update per day •The landscape changes constantly and Google files more than one patent per day •Devices change •Not everyone is like you (or me … or the friend who you asked and who’s too nice to tell you your baby is ugly)
- 6. Let’s Get To It That’s the bare bones of it … Let’s get to the specifics.
- 7. The Hummingbird Algorithm Hummingbird: the largest update in 12 years focuses on improving conversational search. • Adds ability to judge context and “conversational search” • Highlights the move away from keyword density to topic relevancy • Pushes importance of schema • Pushes importance of publishing informative content across multiple media
- 8. The Panda Algorithm Panda: targets weak content and thin sites; affects domains or sections. • Initially rolled out in specific updates • Directly affected sites with poor content (immediately) • Collateral damage to sites with poor link profiles (delayed) • Brought duplicate content and poor content to the forefront • Destroyed spam volume link building
- 9. The Penguin Algorithm Penguin: targets Google Guideline violations with an eye on links. • Where Panda caused collateral link damage Penguin decimated rankings • Target is link schemes • Disavow pushed as a protective measure against this algorithm though now declared unnecessary • Negative SEO became a concern • Link building got a lot harder (but don’t worry, it’s a level playing field)
- 10. Rankbrain Google’s first push into machine learning • Announced October 26, 2015 • It had been running since the spring • Impacted ~15% of queries • Announced as one of the top 3 ranking signals (but isn’t really a signal) • Expanded to all queries in June 2016 • The head of the Rankbrain team has been promoted to the Head of Search (John Giannandreas)
- 11. Penalties Automated: Cause by one or more aspects of a website to be in violation of Google’s Quality Guidelines. (ex – cloaking or link spam) Manual: Caused by a human reviewer from Google. This is generally in reaction to signals from the algorithm or reports of misconduct.
- 12. PageRank The core of Google search … According To Google: PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites.
- 13. PageRank Flow
- 14. PageRank Flow With Incoming Link
- 16. PageSpeed vs Page Speed PageSpeed: A Google metric based on universally applicable speed tweaks to a site. Easily gameable but decent. Page Speed: The speed of your site to a visitor. What’s really important.
- 17. SEO vs SEM SEM: Search Engine Marketing - Everything to do with marketing on search engines SEO: Search Engine Optimization – Restricted to ranking in the organic results of the search engines
- 18. AMP Accelerated Mobile Pages: • Important for publishers • Specific HTML for mobile pages which strips down styling capabilities while dramatically increasing the speed. • Started in News only in carousel but expanded to general search
- 19. HTTPS HyperText Transfer Protocol Secure • Facilitates encryption between the browser and the server. • It is a declared Google signal • Actually speeds up web pages under the HTTP/2 protocol
- 20. 3 Kinds Of Lies "There are three kinds of lies: lies, damned lies, and statistics." - Mark Twain When looking at information make sure you understand where it is wrong: • Make sure you are comparing apples-to- apples (traffic changes over time) • Make sure you understand what you’re looking it (blog traffic is different than branded, etc.) • When looking to 3rd party data make sure you understand how it’s flawed
- 21. Analytics vs Tag Manager Analytics: A source of data on what visitors are doing on your website. Tag Manager: Controls “containers” that fire under “triggers” to send information to other systems (including Analytics)
- 22. Analytics Segments Segments Allow You To: • View a specific set of content • View a specific source of content • View a specific technology of content • And much more • Turning this …
- 23. Analytics Segments Into this ...
- 24. Analytics Segments Or this ...
- 25. Tagging Links
- 26. Behavior Viewing Analytics tells you what they did. There are tools to tell you how they did it • Improving your user experience doesn’t just improve conversions, it improves your rankings • Understanding what and where users click gives insight into how to keep them on your site longer • (the metric isn’t how long are they at your site but how long from the Google click. Linking out can be good) www.CrazyEgg.com
- 27. Questions?
- 28. Results:
- 29. More Results:
- 31. Local SEO
- 32. Mobile Adjustments Mobile is not an option … • Mobile search volume has surpassed desktop How Are Rankings Adjusted? • The key word is adjusted • The signal weights are adjusted based on intent • Applies to both organic and SEM • Having a mobile site from a purist SEO standpoint is a massive advantage, from a user standpoint it is critical.
- 33. Users Why are users important? … • Google uses visitor behavior to determine whether your site is relevant to the query. (note: Google does NOT need analytics to do this) • Satisfying the targeted user is the sole purpose of your site.
- 34. Backlinks Backlink: A link from another website to yours. A link is a vote … however: • Not all votes are equal • Some votes don’t count at all • The placement and “anchor text” matters • The reputation of the linking site matters • The variety of link types matters “The objective is not to “make your links appear natural”; the objective is that your links are natural.” - Matt Cutts
- 35. Backlinks Pass weight to your whole site
- 36. Onsite SEO Factors Core Onsite SEO Terms: •Title Tag – appears as the title in the search results •Description tag – no SEO value … directly •Internal links – links between pages on your site •Keyword density – the percentage of content that is comprised of your keywords •Heading tags – Code tags (H1, H2 …) that generally appear as chapter headings on a page •PageSpeed – A Google Metric for whether you’ve taken advantage of universal speed improvement techniques
- 37. Questions?
- 38. Dave Davies, CEO www.Beanstalk.IM We Offer: SEO services SEM Social Media Marketing Training Site Audits Consulting
- 39. UP NEXT • 9:00 – 9:30 Coffee & Snacks (Included with Conference Ticket) • 9:30 – 10:30 How to Rise to the Top in Local Search With Ross Dunn