C3 2018 | Tracking Global Success: From Testing to Search Intent and Beyond
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Garth O'Brien discusses winning SEO tactics from his 16 years of experience in SEO, including the three pillars of SEO: structure, content, and authority. He emphasizes the importance of keyword research, competitive analysis, prioritizing content based on revenue potential, and continuously optimizing and expanding efforts based on data to find new opportunities. Both successes and misses are discussed to illustrate lessons learned.
C3 2018 | Tracking Global Success: From Testing to Search Intent and Beyond
- 1. #C3NY @garthobrien WINNING TACTICS #C3NY TRACKING GLOBAL SUCCESS FROM TESTING TO SEARCH INTENT AND BEYOND Garth O’Brien Sr. Director & Global Head of SEO, GoDaddy
- 2. #C3NY @garthobrien 2 Garth O’Brien Hi. I am a recovering attorney that transitioned into Digital Marketing. My 16 years of SEO experience (11 in global enterprise) has been quite the journey. Along the way I picked up experience in Content, Social Media and know a thing or two about the other digital channels. Twitter LinkedIn GarthOBrien.com (My defunct blog)
- 3. #C3NY @garthobrien 3 The Problem
- 4. #C3NY @garthobrien 4 The Search Engines
- 5. #C3NY @garthobrien 5 The Three Pillars of SEO Structure Mobility Code & URL Structure On-Page Elements SEO-Friendly CMS Content Own All Terms Unique & Quality Keyword Research Customer Demand Authority Social Sharing Social Promotion Linkable Content Establish Authors
- 6. #C3NY @garthobrien 6 Content is KING… …but what does that mean?
- 7. #C3NY @garthobrien 7 Do we make video content? Should we publish a white paper? Are 25 web pages enough? Can we copy content? I love CATS! Should we talk about CATS? The Stream of Questions
- 8. #C3NY @garthobrien 8 Be Creative
- 9. #C3NY @garthobrien 9 Always Based in Data Keyword Research Web Analytics Competitor Review Tools (Conductor)
- 10. #C3NY @garthobrien 10 We don’t rank for <enter keyword> in Google!!!!!! The Inevitable
- 11. #C3NY @garthobrien 11 Calm Yourself…
- 12. #C3NY @garthobrien 12 The Strategy
- 13. #C3NY @garthobrien 13 The 20,000 Foot Overview Online StoreHelp/Support Blog Forums Education Hub ????? ?????
- 14. #C3NY @garthobrien 14 The Competition • Review their navigation • Crawl their site with Screaming Frog • Compare your keyword rankings
- 15. #C3NY @garthobrien 15 Competitive IntelliScope • Review their navigation • Crawl their site with Screaming Frog • Review how you stack up in keyword rankings
- 16. #C3NY @garthobrien 16 Finding Gold
- 18. #C3NY @garthobrien 18 Finding Gold
- 19. #C3NY @garthobrien 19 Keyword Research • Review internal site search data • Utilize Google Keyword Planner • Review the Paid Search performance data
- 20. #C3NY @garthobrien 20 Expand Your Mind • EXHAUSTIVE RESEARCH • Push yourself • Refine, refine and refine some more
- 21. #C3NY @garthobrien 21 Are You Guilty of This Today? • Are you targeting by product only? • Are you targeting by solution only? • Why not both? • Find your missing opportunity!
- 22. #C3NY @garthobrien 22 Organize Your Content • Create target keyword lists • Begin tracking ~ Conductor • Assign a location for the pages • Publish the content
- 23. #C3NY @garthobrien 23 Prioritize Content • Create a revenue model by page • Organic conversion % • Organic revenue • CTR from SERPs • Life Time Value Keyword Annual Vol Avg Clicks Avg Revenue LTV 13 Mon LTV 4 Years Avg NC Avg RC Total Cust Keyword 1 100,000 12,596 $55,395.90 $128,479.10 $374,730.70 252 819 1,071 Keyword 2 35,400 4,459 $19,610.15 $45,481.60 $132,654.67 89 290 379 Keyword 3 4,500 567 $2,492.82 $5,781.56 $16,862.88 11 37 48 Keyword 4 4,100 516 $2,271.23 $5,267.64 $15,363.96 10 34 44
- 24. #C3NY @garthobrien 24 The Success… …And Some Misses
- 25. #C3NY @garthobrien 25 Alternate Product Pages – 99 Cent Domain Names Before • A sneeze of visibility After • Presence! • Visibility! Never removal a page to correct a content issue. Just correct the content.
- 26. #C3NY @garthobrien 26 New Site Sections – Website Templates Before • Zero visibility • Page 1 littered with competitors After • Presence! • Visibility!
- 27. #C3NY @garthobrien 27 Expand Your Reach – Domains Before • Insane coverage • Considered an Authority • Not tracking all the keywords After • Better understanding
- 28. #C3NY @garthobrien 28 Identify Areas of Concern – Drupal Hosting Before • Zero visibility • Competitors and affiliates on Page 1 After • Investigate the problem • Continue to optimize