Future Proofing Your SEO (Pubcon)
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@stonetemple @stonetemple Three Think Tales Differentiate or Die
description
An overview of how to approach SEO that will last for the long term. I did this presentation at Pubcon Las Vegas 2011.
Transcript of Future Proofing Your SEO (Pubcon)
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Three Think Tales
Differentiate or Die
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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
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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
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Thank You!
Eric [email protected]@stonetemple(508) 485-7751www.stonetemple.com For a One Sheet SEO Checklist, email me, or drop
off a business card
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