SEO in 2014

SEO in 2014What Every Smart Marketer Needs to Know

MassiveMedia.co | 604.227.4343

Friday, 11 October, 13

MassiveMedia.co | 604.227.4343

Presenter: Lindsay Smith, CEO, Massive Media

@TechLinz Fall 2013

LINDSAY SMITH• 14 yrs. experience in search & digital

advertising

• Developed curriculum for BCIT’s social analytics, web analytics, and search marketing within the school of business

• Regular guest expert on Global TV’s Noon News & Shaw TV’s The Rush


Let’s Talk About...

3MassiveMedia.co | 604.227.4343

1.Online behavior

2.Factors influencing search today

3. How to ride the new wave for search to get results


Search Research


Source: Google Consumer Barometer (Sept 2013)


Path To Purchase


Source: Google Think Insights (2012)


Shopping Behavior


Source: Google Think Insights (2012)


The BasicsPPC versus SEO


• Organic search optimization = long lasting effects that don’t cost per click

• Paid Search = immediate results but you pay a higher price


Page Rank


What Are The Search Checking For?

DomainAttributes

Page LevelTheming

WebsiteStructureBacklinks

UserInteraction

User Signals

SocialSignals

BrandSignals

WebspamWarnings

Resource: Massive Media SEO Tool


What’s Changing?



#1Automation of technical SEO



Old SchoolMap Keywords to Pages


• Title tags• Meta-description• Permalinks (page URLs)• Alt-tags• Headers• Content• Anchor Text• Website uses W3C best practices

and is user friendly


New SchoolAutomate the process


• Should be built into your web development platform

• Should be easy to edit (so easy that you can do it in under 3 minutes per page!)

• With today’s tools the technical implementation should be easy. If it’s not something is wrong.


#2Tell a story that is worth spreading



Shift in Balance


Technical

Content


15


Technical

16

How?

#1

EngagingCONTENT

infused with knowledge of seo best practices

PR

REALCONTENT

SOCIAL

PR


Technical

17

Why does it work?

•Social graphs / peer influence

•Backlinks (Quality, Relevance, Quantity)

•Credibility from trusted sources

•Higher online engagement

PR

REALCONTENT

SOCIAL

PR


SERP = News Feed



Technical

19

Embrace The Ugly

#1

EngagingCONTENT


#3Stop asking the wrong

question...



Wrong Question:How Do I Rank #1?



Right Question:What’s the best strategy to drive traffic to my site and convert it?



When? Start right from the beginning.


• Brand message should be infused in to the content of the website

• Keyword analysis and strategy should be done before the content and user interface are designed.

• Build the content and code around audience optimization and user interface.

“You can fix it now with an eraser or fix it later

with a sledge hammer.”


Work Flow

InformationArchitecture

Testing & Debugging

Front End Development

Mock-upsWireframes

Launch

Back End Development

Discovery & Strategy

24

Content StrategyConversion Strategy

User Interface Page Optimization

Conversion Optimization


What Should I Focus On?


• Create sharable content that is link worthy

• Develop carefully crafted campaign messages that resonate with your audience

• Build website on platforms that are cross-channel ready and search friendly.

• Continual A/B testing of content and site layout


Now...You know what you need to

do. Go make it happen.

MassiveMedia.co | 604.227.4343 26


Date post:	18-Jan-2015
Category:	Business
Upload:	massive-media
View:	910 times
Download:	0 times

SEO in 2014

Business