Sam Michelson - SMX Israel presentation 2015
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Page 1 SAM MICHELSON Founder & CEO SEOS give up their BIG IDEAS
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Transcript of Sam Michelson - SMX Israel presentation 2015
Page 1
SAM MICHELSONFounder & CEO
SEOSgive up
theirBIG IDEAS
Keyword-rich content with thousands of low quality links on an unknown site used to work!
The keywords provided relevance
The links provided authority
And that was it.
The money flowed in.
Many brands weren’t even in the game.
Many brands weren’t even in the game.
We outranked Fortune 100 companies for their own branded terms!
Many brands weren’t even in the game. But the
world has changed…
…and search has changed with it.
For competitive terms…
(and other search engines) have the luxury to choose from millions of sites!
Google is fortunateOne Query = Many results
Most queries lead to many answers –
Commercial/ Corporate Websites
Review sites &
Opinionated Blogs
Social media /
Multimedia
News and Governmen
t Sites
Wikipedia
So here you are with a product to sell, leads to generate. WHAT’S YOUR
BEST BET?
Build a site with rich content and gain lots of links?
Build a site with rich content and gain lots of links?Share on social media, like there’s no tomorrow?
Build a site with rich content and gain lots of links?Share on social media like there’s no tomorrow?Hire a PR firm?
Build a site with rich content and gain lots of links?Share on social media like there’s no tomorrow?Hire a PR firm?Start a Wikipedia page?
Build a site with rich content and gain lots of links?Share on social media like there’s no tomorrow?Hire a PR firm?Start a Wikipedia page?Reach out to bloggers?
Build a site with rich content and gain lots of links?Share on social media like there’s no tomorrow?Hire a PR firm?Start a Wikipedia page?Reach out to bloggers?Try to game all of the above?
Yes!Consider them ALL.
Except maybe the gaming part…
Yes!
But not as disparate tactics.
Consider them ALL.Except maybe the gaming part…
Use these techniques (and many others) to..
YOUR
BRANDBUILD
Digital Brands are real companies too!
And they matter to avariety of stakeholders.
So why do established brands do better online than my
digital brand?
What makes any site rank well?
First we need to ask –
RELEVANT AUTHORITATIVE
Sites rank well because they are
leading toand
SATISFIED SEARCHER
S
RELEVANTCONTENT
Commodities can bemanufactured,they are not the product of passion.
a commodity
not a commodity
To be authoritative, a site needs to come from a source that has
TRUST
AUTHORITY
As brands grow, they (naturally) accumulate…
news stories blog
mentions
proponents haters
reviewsconversatio
ns Wikipedia
Established brands tend to have
ALLof these.
By serving search results from a brand,Google can be confident it is providingresults that are
RELEVANT
AUTHORITATIVE SATISFIED
SEARCHERS&
Let’s accept that Google favors brands
in search.
Why is that the case?
Brands have something special.
A branded site is not just another site with all the right words.
…that comes from being an established company that actual visitors go to and find what they need.
TRUST
In the age of brand building through
TRUST, what tactics should SEOs use?
Don’t just focus on
their links and
content.
STUDY THE COMPETITION
Outdo them in the way
they spread their
brand.
If they use Twitter, try that, but maybe branch out into video too
Exceed Your Competition
When you have enough traction and are becoming noteworthy, engage with the Wikipedia community and get a wiki page.Think about review
sites if relevant – they generate ongoing USG and relevant traffic
Seo tactics that will Move you ahead
Anchor text linking: Include your brand in
Wikidata Don’t forget basics Run ads to collect data Use Fiverr
It is NOT dead! Use anchor texts for relevance rather than authority.
Seo tactics that will Move you ahead
Anchor text linking
Include your brand in Wikidata
Don’t forget basics Run ads to collect data Use Fiverr
Seo tactics that will Move you ahead
Anchor text linking Include your brand in
Wikidata
Don’t forget basics: Run ads to collect data Use Fiverr
Make sure to avoid duplicate content
Seo tactics that will Move you ahead
Anchor text linking Include your brand in
Wikidata Don’t forget basics
Run ads to collect data
Use Fiverr
Seo tactics that will Move you ahead
Anchor text linking Get in Wikidata Don’t forget basics Run ads to collect data
Use Fiverr:Crowd support to get campaigns off the ground
Seo tactics that will Move you ahead
Think Pull rather than Push! Follow in social media, retweet, endorse on
LinkedIn Market to related searches Market to Google Alerts
Examine your SEO tactics. How would they work in
the real world?
If your tactics lead people to an inferior experience,
time to build a better experience.
If your SEO tactics are catalysts to a positive brand experience (and making you lots of dineros!!)
Great!
