Fresh content, page design, usability – all of those never used to be part of ranking high in search engine results. Today they’re all important factors in whether consumers will be able to find a site in search results. This presentation features Hugo Guzman, Senior Manager of Online Marketing at HSN and Seth Dotterer, VP of Product & Marketing at Conductor, brings marketers up to date on the latest changes to Google and what they mean to a marketer’s success. Download this presentation today by filling out the form in our resource center: http://www.conductor.com/resource-center/presentations/latest-search-engine-changes

1. Welcome to IRWD 2013
The latest search engine changes –
what all marketers need to know.
Hugo Guzman – HSN
Seth Dotterer - Conductor
R

2. We live in very
interesting times

3. ®
SEO Leadership
• 150+ pieces of SEO thought
leadership in 2012
• C3, the largest user
conference in enterprise SEO
• Dedicated to raising the
profile of search marketers
Who We Are
• Founded in 2006
• Located in New York, San
Francisco, and Boston
Conductor Searchlight
• Supporting SEO success for
over 2000 leading brands
• $4.5B in SEO revenue under
management
• 18TB of SEO data collected
weekly

4. There are 3 billion
searches every day

5. Google is obsessed
with the internet
user

6. And makes over
500 updates to its
algorithm a year to
keep them happy

7. Since 2000 we
have seen updates
that fluctuate in
impact.

8. Until 2010 these
had little impact on
marketers who
were not SEOs.

9. The last two years
they have increased
in frequency and
disruptions caused.

10. Top Google changes
in 2012

11. The menu bar
migrates north

12. Google introduces
the knowledge
graph.

13. Enhanced Search
Results sprinkled in
SERPS

14. SERPS are
changing fast and
that means
opportunity is
increasing

15. Not everything was
an immediate
success.

16. Penguin & Panda keep
everyone on alert

17. Making yourself
algorithm proof and
user friendly

18. What to do in the
next algorithm
update
1. Make Sure you Know!
2. Don’t Panic
3. Make sure you understand
the intent of the algorithm
update
4. Check Google/Bing
webmaster tools
5. Conduct a visibility analysis
using your search platform
6. See if your competitors are
affected

19. Create new and
relevant content
regularly.

20. Duplicate content is
not a good strategy

21. Achieved success
with cross-
functional
collaboration

23. Great in-house
SEOs are best at
engaging Non-
SEOs versus being
technical gurus
The Engager
of Non-SEOs
The
Technical
Guru

25. Format your
platforms for easy
analysis and
reporting

26. Establish a SEO
checklist for
content
The Engager
of Non-SEOs

27. Hunt down content
poachers

28. Stay away from
boiler plates

29. Become a voice of
authority in your
industry

30. Focus on relevance
when link building

31. Social media is not
about selling but
engaging.

32. Make friends with
Google+ but not best
friends.

33. User orientated
web strategies
increased traffic

35. • One Domain – HSN.com
• Four Screens
– TV
– Desktop
Laptop
– Smartphone
• Dozens of internal stakeholders
– Digital Marketing
– Brand Marketing
– PR
– Creative
– Merchandisers/Buyers
– Product Management
– Analytics
– Legal
– Finance
– Executives Committee
• Thousands of products
• Millions of pages and in-bound
links
HSN SEO

36. HSN Keys to
search success
• Stakeholder Buy-in
• Alignment with dev/IT
• Unique and authoritative content
• Influencer Engagement
• Enterprise Analytics and
Reporting
– Leads to stakeholder
empowerment

37. Download the presentation at
conductor.com/IRWD2013