SEO is dead, long live SEO

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SEO is dead, long live SEO

• Marc Uhlig

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Agenda

• Introduction
• Definitions
• What works in SEM
• Factors in SEO
• In detail Code, keywords, link building
• Social Media
• Landing pages
• Analytics and metrics
• Branding
• Search engine users
• Suggested readings

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Definitions

• A/B split
• Acquisition cost
• Backlinks (inbound links)
• Bait-and-switch (agent name delivery, IP
  delivery, or cloaking)
• Clickthrough rate (CTR)
• Consumer generated media (user generated
  content)
• Conversion rate
• Conversion
• Cost per lead (CPL)

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Definitions

• Cost per thousand (CPM)
• CPA (cost per action, or cost per acquisition)
• CPC (cost per click)
• Keyword density
• Scraping
• Search engine optimization (SEO)
• Searchjacking
• Usability

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SEO is all about communication

• Usability is key, search engines are not
• Need for a more holistic approach

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SEM opportunities
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High importance factors in SEO
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SEO Positive keyword factors

• Title tag
• Body tag
• Keyword density
• H1 tag
• Domain name
• Page URL
• H2, H3... tags
• Alt and image Title tags
• Bold/Strong tags
• Meta Description/Keyword tag

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SEO Positive page/site attributes

• Global link popularity
• Quality/relevancy of inbound links
• Rate of new inbound links
• Internal link popularity
• Quality/relevancy of outgoing links
• Quality of content
• Organization/hierarchy of navigation
• Age of page/domain
• Frequency of updates

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SEO Positive page/site attributes

• Amount of indexible content
• Spelling and grammar
• HTML validation
• Historical performance
• Relevancy to query
• Number of queries
• TLD extension
• Google PageRank of page

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SEO Positive inbound link attributes

• Anchor text
• Surrounding text
• Global link popularity of linking site
• Internal link popularity of linking site
• Topical relevancy of linking site
• TLD extension of linking site
• Google PageRank of linking page

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SEO Negative factors

• Server is down/very slow
• Duplicate content
• Low quality outbound links
• Duplicate Title/Meta tags
• Keyword stuffing
• Participation in link schemes

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Code example Separate main/sub navigation
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Code example Separate main/sub navigation
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Code example Integrated main/sub navigation
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Code example Integrated main/sub navigation
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Keyword research tactics
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Keyword research tools

• Google
• Wordtracker
• Trellian keyword discovery

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Greater specificity means more words
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Word count in search phrases
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Words per query on standard keypad vs. BlackBerry
phones
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Keyword research Clustering
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Example Keyword cluster
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Keyword clusters

• Content
• Anchor text of site navigation
• URL architecture

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Basics of link building
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Link building using media outlets

• Industry specific/trade magazines
• Check Yahoo directory or DMOZ
• Classifieds
• Direct visitors to resource area on your site
• Specialty directories
• Submit your site

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Link building using media outlets

• Discussion forums
• Identify top contributors and establish
  relationship
• Electronic newsletters
• Are usually archived

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Link building using press releases

• Paid
• Prnewswire.com
• Marketwire.com
• Richcontent.com

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Link building using press releases

• Free
• Prurgent.com
• Live-pr.com
• Pr-inside.com
• Pressbox.co.uk
• Clickpress.com
• Ukprwire.com
• Usprwire.com

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Link building One last tip

• Find pages or sites which used to offer a service
  and no longer do

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Social media

• Link baiting Cloaking?
• Digg.com
• Reddit.com
• Stumbleupon.com
• Communication
• Twitter.com
• Facebook.com

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Social media

• Invest in exceptional product
• Listen to the buzz
• Be transparent
• Be more accessible

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Impact of landing page elements
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What analytics programs get used most?
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Avinash Kaushik, Google

• Spend 10 of your budget on your tool
  implementation cost, 90 on analysis,
  interpretation and acting on the results

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Be careful Dont over-analyze
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Search marketers rank most under-used metrics
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SEM campaign tests ROI
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ROI of SEM 2007 vs. 2008
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Indexed ROI of big 3 search engines
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Clickthrough rates 2005-2008
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Clickthrough rates
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Natural search conversion rates vs. paid
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Conversion rates by conversion type
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Brand most important consideration among clickers
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Combined brand effect of search and display
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Searchers focus on page 1 of the SERP
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Clicks vs. page rank
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Business decision makers engine of choice
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Composition by age of top 5 search engines by
searches
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Household income profile of top 5 search engines
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European searches
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Search property comparison Germany
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Search marketer salary boom slowing
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MarketingSherpa's Search Marketing Benchmark Guide
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MarketingSherpa's Landing Page Handbook
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Don't Make Me Think A Common Sense Approach to
Web Usability, 2nd Edition by Steve Krug
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E-Commerce User Experience High-Level Strategy by
NN/g
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Net Words Creating High-Impact Online Copy by
Nick Usborne
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Thank you very much

• Marc Uhlig
• Marc_at_jupiter-labs.com
• Twitter.com/marcuhlig