SEO is dead, long live SEO Marc Uhlig

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 9/19/2015SEO is dead, long live SEO - Marc Uhlig1

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) 9/19/2015SEO is dead, long live SEO - Marc Uhlig2

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 9/19/2015SEO is dead, long live SEO - Marc Uhlig3

SEO is all about communication  Usability is key, search engines are not  Need for a more holistic approach 9/19/20154SEO is dead, long live SEO - Marc Uhlig

SEM opportunities 9/19/20155SEO is dead, long live SEO - Marc Uhlig

High importance factors in SEO 9/19/20156SEO is dead, long live SEO - Marc Uhlig

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 9/19/2015SEO is dead, long live SEO - Marc Uhlig7

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 9/19/2015SEO is dead, long live SEO - Marc Uhlig8

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 9/19/2015SEO is dead, long live SEO - Marc Uhlig9

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 9/19/2015SEO is dead, long live SEO - Marc Uhlig10

SEO: Negative factors  Server is down/very slow  Duplicate content  Low quality outbound links  Duplicate Title/Meta tags  Keyword stuffing  Participation in link schemes 9/19/2015SEO is dead, long live SEO - Marc Uhlig11

Code example: Separate main/sub navigation 9/19/201512SEO is dead, long live SEO - Marc Uhlig

Code example: Separate main/sub navigation 9/19/201513SEO is dead, long live SEO - Marc Uhlig

Code example: Integrated main/sub navigation 9/19/201514SEO is dead, long live SEO - Marc Uhlig

Code example: Integrated main/sub navigation 9/19/201515SEO is dead, long live SEO - Marc Uhlig

Keyword research tactics 9/19/201516SEO is dead, long live SEO - Marc Uhlig

Keyword research tools  Google  Wordtracker  Trellian keyword discovery 9/19/201517SEO is dead, long live SEO - Marc Uhlig

Greater specificity means more words 9/19/201518SEO is dead, long live SEO - Marc Uhlig

Word count in search phrases 9/19/201519SEO is dead, long live SEO - Marc Uhlig

Words per query on standard keypad vs. BlackBerry phones 9/19/201520SEO is dead, long live SEO - Marc Uhlig

Keyword research: Clustering 9/19/201521SEO is dead, long live SEO - Marc Uhlig

Example: Keyword cluster 9/19/201522SEO is dead, long live SEO - Marc Uhlig

Keyword clusters  Content  Anchor text of site navigation  URL architecture 9/19/2015SEO is dead, long live SEO - Marc Uhlig23

Basics of link building 9/19/201524SEO is dead, long live SEO - Marc Uhlig

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 9/19/201525SEO is dead, long live SEO - Marc Uhlig

Link building using media outlets  Discussion forums  Identify top contributors and establish relationship  Electronic newsletters  Are usually archived 9/19/201526SEO is dead, long live SEO - Marc Uhlig

Link building using press releases  Paid  Prnewswire.com  Marketwire.com  Richcontent.com 9/19/201527SEO is dead, long live SEO - Marc Uhlig

Link building using press releases  Free  Prurgent.com  Live-pr.com  Pr-inside.com  Pressbox.co.uk  Clickpress.com  Ukprwire.com  Usprwire.com 9/19/201528SEO is dead, long live SEO - Marc Uhlig

Link building: One last tip  Find pages or sites which used to offer a service and no longer do 9/19/201529SEO is dead, long live SEO - Marc Uhlig

Social media  Link baiting: Cloaking?  Digg.com  Reddit.com  Stumbleupon.com …  Communication  Twitter.com  Facebook.com … 9/19/201530SEO is dead, long live SEO - Marc Uhlig

Social media  Invest in exceptional product  Listen to the buzz  Be transparent  Be more accessible 9/19/201531SEO is dead, long live SEO - Marc Uhlig

Impact of landing page elements 9/19/201532SEO is dead, long live SEO - Marc Uhlig

What analytics programs get used most? 9/19/201533SEO is dead, long live SEO - Marc Uhlig

Avinash Kaushik, Google Spend 10% of your budget on your tool implementation cost, 90% on analysis, interpretation and acting on the results 9/19/2015SEO is dead, long live SEO - Marc Uhlig34

Be careful: Don’t over-analyze 9/19/2015SEO is dead, long live SEO - Marc Uhlig35

Search marketers rank most under- used metrics 9/19/201536SEO is dead, long live SEO - Marc Uhlig

SEM campaign tests ROI 9/19/201537SEO is dead, long live SEO - Marc Uhlig

ROI of SEM: 2007 vs /19/201538SEO is dead, long live SEO - Marc Uhlig

Indexed ROI of big 3 search engines 9/19/201539SEO is dead, long live SEO - Marc Uhlig

Clickthrough rates /19/201540SEO is dead, long live SEO - Marc Uhlig

Clickthrough rates 9/19/201541SEO is dead, long live SEO - Marc Uhlig

Natural search conversion rates vs. paid 9/19/201542SEO is dead, long live SEO - Marc Uhlig

Conversion rates by conversion type 9/19/201543SEO is dead, long live SEO - Marc Uhlig

Brand most important consideration among clickers 9/19/201544SEO is dead, long live SEO - Marc Uhlig

Combined brand effect of search and display 9/19/201545SEO is dead, long live SEO - Marc Uhlig

Searchers focus on page 1 of the SERP 9/19/201546SEO is dead, long live SEO - Marc Uhlig

Clicks vs. page rank 9/19/201547SEO is dead, long live SEO - Marc Uhlig

Business decision makers’ engine of choice 9/19/201548SEO is dead, long live SEO - Marc Uhlig

Composition by age of top 5 search engines by searches 9/19/201549SEO is dead, long live SEO - Marc Uhlig

Household income profile of top 5 search engines 9/19/201550SEO is dead, long live SEO - Marc Uhlig

European searches 9/19/201551SEO is dead, long live SEO - Marc Uhlig

Search property comparison: Germany 9/19/201552SEO is dead, long live SEO - Marc Uhlig

Search marketer salary boom slowing 9/19/201553SEO is dead, long live SEO - Marc Uhlig

MarketingSherpa's Search Marketing Benchmark Guide 9/19/201554SEO is dead, long live SEO - Marc Uhlig

MarketingSherpa's Landing Page Handbook 9/19/2015SEO is dead, long live SEO - Marc Uhlig

Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug 9/19/2015SEO is dead, long live SEO - Marc Uhlig

E-Commerce User Experience High- Level Strategy by NN/g 9/19/201557SEO is dead, long live SEO - Marc Uhlig

Net Words: Creating High-Impact Online Copy by Nick Usborne 9/19/2015SEO is dead, long live SEO - Marc Uhlig

Thank you very much Marc Uhlig Twitter.com/marcuhlig