Download to read offline
Uploaded byAffiliate Summit
Debunking SEO Myths
The document discusses the complexities and misconceptions surrounding SEO, emphasizing the importance of genuine strategies over 'tricks' to improve search rankings. It highlights tools for keyword development, competitive analysis, and the significance of user experience and content structure in improving visibility. Additionally, it touches on the future of search and the power of social media and video in enhancing engagement and traffic.
More Related Content
More from Affiliate Summit
Debunking SEO Myths
- 1. SEO What’s coming,what’s here and how to be ready Wil Reynolds, Founder, SEER Interactive
- 2. Online Success RecipeThis Presentation REQUIRES Interruptions
- 3. Judging Search SuccessLets agree to a couple of things
- 4. Judging Search SuccessA # 3 ranking is better than a #13 ranking 5,000 visitors from search is better than 500
- 5. Judging Search SuccessWhy are those statements totally FALSE!? (unless you are a publisher, maybe)
- 6. Judging Search SuccessNone track down to Brand Participation Brand Exposure Leads Sales
- 7. Don’t Fall Victim…Beware of the SEO MYTH!! Every site ranks well for SOMETHING!
- 8. Get your E-G-Oout of S-E-O Rankings are a ________ To an _____
- 9. Get your E-G-Oout of S-E-O SEO should be a MATCHMAKER! Design – Usability - Remarketing
- 10. Wanna trick them? They’re Billionaires!
- 11. “ Tricking” Google+ BMW
- 12.
- 13.
- 14. Shame Shame ShameSAAB! Now you know how to stay out of trouble, lets talk about how to get you there legitimately.
- 15. Content Structure &Spidering Behavior “ Importance” in Google – how often does Google visit We Build Pages Cache Tool Identifying and fixing spidering issues Google Webmaster tools Don’t bury important content How many homepages can one web site have? How page importance flows down through a site “ Clicks” from the homepage & importance to user community Live Sample - NFL.com Seasonality impacts this CMS / Shopping carts (?’s, =‘s spaces) Live Sample – Answers.com Impact
- 16. Free Competitive Analysistools How to find out if people are searching for you & your competitors Quantcast Spyfu Compete MSN Adlab funnel Why use multiple tools?
- 17. What I learnedabout SAAB Quantcast
- 18. What I learnedabout SAAB Compete vs. Alexa
- 19. Free Competitive Analysistools Give me one of your competitors (gets significant traffic)
- 20. MSN Adlab Funnel- Brands
- 21. MSN Adlab Funnel- Generic
- 22. Free Competitive Analysistools SPYFU.com Keyword or Domain PPC Budget Organic terms & Competitors PPC terms & Competitors
- 23. Keyword Development BADNEWS… You will actually have to alter your site to rank well for the words people type into search engines! (Stop trying to “trick” SE’s)
- 24. Keyword Development Weall stink at developing our own keyword lists (it’s not our fault): Biased by own search behavior Too close to the product / service (acronyms, jargon, product features, etc) All is not lost: Use tools (not just overture keyword tool) Start wide (Prilosec - heartburn) People search for solutions to problems not products and services
- 25. Keyword Development Ifyou were a marketer for this product what 3 keyword words would you target for an SEO campaign?
- 26. Keyword Development Ifyou were a marketer for this product what 3 keyword words would you target for an SEO campaign?
- 27. Keyword Development Ifyou were working in marketing for a company that made a new medication to help people get a good night’s sleep?
- 28. Keyword Development Ifyou were working in marketing for me, an organization that could get you at the top of Google?
- 29. Remember, picking the wrong keywords can kill your career!
- 30. JUST ASK THISGUY!
- 31.
- 32.
- 33. My favorite toolsGoogle Trends ( http://www.google.com/trends ) Keyword priority, order, plural vs. singular Accounting job vs. accounting jobs Homepage real estate / Seasonality Omega vs. Movado vs. Tag Heuer (google)
- 34.
- 35. Marketing Convertibles Whois your target audience? Gender / Age In what month do you think your ads (PPC & Organic) should be up to get the most eyeballs. When do you think people begin their research? What month has the least search volume for convertibles?
- 36. DIY vs. OutsourceDIY vs. outsource (Toilets and Taxes) 38% avg increase in rank versus 110% DIY’s - Ready to invest 18 months? (outcome isn’t always good) Outsourcers – Hard to choose one from the next (gut) Opportunity cost Budget (How to get a good cheap SEO and why they are hard to find) Software (if it was that easy everyone would do it) Competitiveness of the landscape (only 20 spots, are you going to learn this & beat us out if we enter your space? Watch the low queried terms (keep your E-G-O out of S-E-O) Do you have time to learn? Is the competition way ahead? Do you want to learn, stay on top of trends?
- 37. Signs you shouldRUN from a search firm They cold called you! Required retainer to “keep your rankings” Look up query volume for their terms Common come backs: Shoemakers Children Busy working for clients Fave - “Under the radar” They don’t rank well for anything They don’t proactively offer to analyze traffic AND conversions from organic search The only reporting offered is on rankings Heavy on the scare tactics “ Proprietary” software The sites they show you are over optimized for search (OSEOBUS) They “dabble” in search
- 38. What is comingThe future of search
- 39. Search is pervasiveWhen was the last time you searched for something using a search engine, search box on a web site, TIVO, Cell Phone , Youtube, MySpace?
- 40. Search is pervasivean Example Example…you needed to use the bathroom and were in Germany but didn’t speak a lick of German, could Google help you? Google SMS Search
- 41. What happens whensearch falls short? Do people abandon search? Use alternate means
- 42. What happens whensearch falls short? SEEK an answer This tool is 100% search friendly, meaning people doing searches may find it forever
- 43. Yahoo! Answers ButWil, who really uses it? 60 Million Unique Users Per MONTH! 120 Million answers Influential in consumer decisions Samples (nursing schools, arcadia university) In 10 Months
- 44. PR & SEOYahoo News / Google News vs. Ask Jeeves Where do reporters go to research / get info? 92% Article research 73% Find additional releases Search works best when optimized across more than just Google Assign value to links, sales, mentions, etc. What was the outcome?
- 45. Social Bookmarking Areyou getting dug, slashdotted, delicioused, stumbleuponed? Stumbleupon has sent us more traffic in a 10 day period for ( developing a tool ) than Yahoo! did last year. Are you developing something people care about? Will link to, etc? Benchmark and analyze referrals from Social Bookmarking sites.
- 46. Power of Video– Content Lives forever SEO on Google Video #2 Search Engine Optimization #3 Last Month 552 Views This Month on pace for 1300 Views All time – 4500 Views – been uploaded for 6 months
- 47. Power of Video,Social Bookmarking, PR Gift that keeps on giving (IF DONE WELL) Investment Flight – $300 Hotel – $0 Day Rate - $4,000 Prep - $300 Dinner at The Wynn in Vegas - $200
- 48. Power of Video,Social Bookmarking, PR Having a 1 person recognize me at a techie SEO conference … PRICELESS
- 49. Feeling the Squeezeon PPC marketing? The secret is OUT!
- 50. PPC vs. SEOBig Brands are moving in eBags.com spent 5-8 Million (cutting) Babyage (costs up 2x for same traffic) Ice.com cutting spending by ~50%
- 51. PPC vs. SEOPPC Algorithms = More complex Vested interest in CONFIDENCE in paid ads Highest bidder days are over Impact of landing pages, text, etc on PPC ad rankings Variable costs are killing businesses SEO, other channels of *Future*