Is SEO Dead? Keeping SEO Alive Across All Marketing Channels

SEARCH-MOJO.COM @searchmojo #mojowebinar

JANET DRISCOLL MILLER

SEARCH MOJO

SEARCH-MOJO.COM @searchmojo #mojowebinar SEARCH-MOJO.COM @searchmojo #mojowebinar

Janet Driscoll Miller

President and CEO,

Search Mojo

Follow on Twitter: @janetdmiller

• Search engine marketing firm founded in 2005

– Search engine optimization (SEO)

– Pay-per-click advertising management (PPC)

– Social media advertising

– Online reputation management

• Headquartered in Charlottesville, VA

– Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more

• Inbound links

– Press releases

– Spammy sites

• Greater emphasis on content

– Authorship

• Greater emphasis on social

– Google+

• SEO has become more holistic

– More barriers to success

• Keywords

• Content

• Inbound Linking

• Social Media

• Still have to have some focus on keywords

• Tools aren’t as good for research

– Free Google keyword tool retired

– New Google Keyword Planner data isn’t

completely accurate

• Google Webmaster Tools query data

• Google now encrypts all organic searches

• Panda Update

– Addresses duplicate

content

• Authorship

– Emphasis on author’s authority on a subject

– How do you get everyone to embrace

authorship and write online?

• Schema (structured markup)

– Allows for rich snippets in Google and Bing

• When to add it?

– How big is your site?

– Cost/benefit analysis

• Not all CMS support innately

– May have to involve developer time

• Three main changes in the last year

– Penguin updates

– Google’s position on press releases

– Value of anchor text in links

• Penguin focused on

linkspam

• “Any links intended to

manipulate PageRank or a

site's ranking in Google

search results may be

considered part of a link

scheme and a violation of

Google’s Webmaster

Guidelines. This includes

any behavior that

manipulates links to your

site.”

• Google’s guidelines re: link schemes

– “Links with optimized anchor text in articles or press releases

distributed on other sites.”

• Google: If you are publishing a press release or an article on your

site and distribute it through a wire or through an article site, you

must make sure to nofollow the links if those links are “optimized

anchor text.”

• Pubcon 2013, Matt Cutts:

– Press releases are considered “paid links”

– Google just doesn’t count them

– Press release anchor-text linking isn’t necessarily helping you today

• Messages from Google are cryptic.

Make press release links

“nofollow” and avoid anchor

text optimization.

We don’t follow those links

anyways because they are

paid links.

• The default setting for Google signed-in

users is “Search Plus Your World”

• These results are heavily personalized on

search history, location and the

connections and content associated in

Google Plus with +1 votes and G+ shares

• Rankings reports are inaccurate

– Personalization

– Geolocation

2011 2012 2013

YouTube Percent of Traffic from Mobile

• Hummingbird

– Designed to focus on conversational text

• Knowledge Graph

• Knowledge Graph relies on “sentences”,

i.e. the relationship of various objects

– Paris is the capital of France.

• Google creates relationships from what it

learns and returns it via Knowledge Graph

• Hummingbird = sentence queries

• Schema (structured data) also helps

search engines understand relationships

• AuthorRank vs. Authority

– Authority = measure of importance on a subject

– AuthorRank = type of algorithm adjustment

Current: PageRank

PR 3 PR 6

Coming: PageRank + AuthorRank

PR 3 PR 6

Within search results, information tied to

verified online profiles will be ranked

higher than content without such

verification, which will result in most

users naturally clicking on the top

(verified) results. The true cost of

remaining anonymous, then, might be

irrelevance.

-- Eric Schmidt

• Pubcon Keynote Oct. 2013

– While Google can’t necessarily crawl all of Facebook

(or other social networks) today, they clearly

recognize how social influence can be a key

indicator in understanding a person’s authority.

Google will continue to try to read these social

signals moving forward. So even if some social

engagement doesn’t have direct ranking impact

today, it may in the future. Just do what you can to

be an authority in your space across these social

networks.

• Keys to effectively measuring SEO:

– Shift away from rankings

– Holistic attribution view

• Attribution modeling

– Conversion optimization

Contact Search Mojo:

Sean McCusty

800-939-5938 ext. 116

smccusty@search-mojo.com

Google+: +Search Mojo

Twitter: @SearchMojo

Facebook:

facebook.com/searchmojo

Janet Driscoll Miller

Twitter: @janetdmiller

Google+: +Janet Driscoll Miller

Is SEO Dead? Keeping SEO Alive Across All Marketing Channels

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Transcript of Is SEO Dead? Keeping SEO Alive Across All Marketing Channels

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