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Three Think Tales

Differentiate or Die

@stonetemple@stonetemple

Who Am I?

Co-author of The Art of SEOPresident of Stone Temple Consulting

20+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies

Publish web sites, grow them, then sell them2 significant exits so far

On Twitter: @stonetemple

@stonetemple@stonetemple

Think Like a Search Engineer

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Biggest Revenue Driver = Market Share

Source: comScore

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Market Share Generates Ad Impressions

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Trade Market Share for Revenue?

• Not that simple!• Shoot for changes where Revenue per user

gain exceeds market share loss?

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Competitive Balance and Oversight

Consumer Watchdogs

Federal Trade Commission

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Tipping the

Balance?

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Google’s Testing Process

Source: Peter Norvig, Google Director or Research

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Think Like an End User

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You Don’t Have My

Full Attention

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If I Don’t Get Instant Response, I’ll…

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Leave!

Google Test Results

Search Response Time Increased by 100 to 400 milliseconds

Searches Per User Dropped 0.2 to 0.6%

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Think Like a Business

Owner

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Be a Purple Cow

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“how to make french toast”

535,000 results!

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Intitle:glassblowing

152,000 results!

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“lathe operation”

294,000 results!

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What is the

Message?

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Progressive Followed Suit, but

Focused on Different Messages

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Embrace a New

Medium

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Connect With

Influencers

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Spread Your Visibility Infinitely Faster

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Why Does it Spread Faster?

• People are more likely to re-share content which is shared by an influencer

• Credibility of the Tweet-er reflects on the tweeted content itself

• How big a difference?• Double?

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People Believe Authorities More

One

Vs.Many

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Recent Changes to Klout Scores

This update emphasized authority• High Klout scores based on volume dropped• High Klout scores based on relationships with authorities did not

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An “Event”

Content Tweeted by major influencer

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Build Your Own

Influence

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• Treat your visitors like kings/queens

• Their behavior is a ranking factor

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Search Results Interaction

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Users Blocking Search Results

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Chrome Blocklist Extension

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Bounce Rate

• Google Analytics– Did the user view only one page?

• Google Toolbar– One page? How long on page?

• Search Results Interaction– Time between click through to back to results

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Time on Site

• Hard to measure with Analytics– Measures time from 1st page view to start of

last page view

• Easier to measure with Google Toolbar– Can see when they go to another site

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Pages Per Visit

• Easy to measure in analytics

• Easy to measure with the Google Toolbar

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Non-Search Traffic

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Brand Searches

37

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Thank You!

Eric Engeeenge@stonetemple.com@stonetemple(508) 485-7751www.stonetemple.com For a One Sheet SEO Checklist, email me, or drop

off a business card