Old SEO techniques are dead. SEO has evolved. Learn how you can win with SEO today and how you can measure success.

1. How to Succeed
with SEO in 2014

2.
What
we
will
cover
today
• History
of
SEO
• How
Search
has
changed
• What
is
best
prac8ce
today
• The
3
pillars
of
SEO
• Why
Content
is
important
• How
Social
integrates
with
SEO
• Measuring
success

3.
Let’s
see
how
SEO
fits
into
the
marke8ng
landscape

4. Earned
Media
Owned
Media
Paid
Media
Sponsored
Customer
Promoted
Brand
Content
Brands
that
ask
for
shared
Converged
Media
Tradi8onal
Ads
Organic
Word
of
mouth
etc
Corporate
Content

5. Paid, Owned & Earned
PAID
OWNED
EARNED
Television,
Radio,
Print,
Magazines
Paid
Search,
Cinema,
Banners,
In
store
media,
Direct
Mail
Brochure,
retail
store,
company
website,
Email
list,
Microsite,
Facebook
Page,
Mobile
Apps,
Word
of
mouth,
Facebook,
TwiNer,
Youtube,
blogs,
forums

6. Impact of SEO on Owned Media
OWNED
Brochure,
retail
store,
company
website,
Email
list,
Mobile
site,
Facebook
Page,
Mobile
Apps,
Bad
SEO
puts
your
owned
assets
at
risk
Good
SEO
makes
your
exis8ng
assets
more
valuable

7.
Are
you
building
a
business
for
the
long
term?

8. In the beginning SEO focused On
1990
-­‐
2000
2000
-­‐
2010
Keywords
Links

9. Cracks started to appear

10. BIG Changes Impacted Search

11. A brief history of SEO
Year
Key
Search
Engine
Algorithm
changes
2000
AdWords
launches
pushing
organic
results
down
the
page
2004
Change
targets
decep8ve
on
page
tac8cs
including
invisible
text,
meta
tag
stuffing
.There
is
an
increased
aNen8on
on
anchor
text
relevance.
2005
Search
results
are
personalised
to
the
user.
Changes
targets
paid
links,
link
farms
&
reciprocal
links
2007
Era
of
universal
search.
This
means
Google
starts
showing
blended
results
news,
videos,
images,
websites,
maps
etc
2009
Changes
put
an
increased
weight
on
domain
authority
2010
Google
Places
is
launched.
Brands
now
start
seeing
mul8ple
lis8ngs
in
the
search
which
pushes
visibility
of
other
sites
down.
Google
confirm
that
social
signals
are
taken
into
account
2011
Panda
Update
targets
sites
with
low
quality
&
duplicate
content.
Sites
with
thin
content,
content
farms
and
high
ad
to
content
ra8os
are
penalised.
Brands
are
once
again
favoured
with
brands
having
expanded
sitelinks.
2012
Penguin
–
targets
low
quality
links
(ar8cle
sites,
spun
ar8cles,
directories)
2013
Hummingbird
–understanding
meaning
in
search
&
providing
the
most
relevant
content
2014
Panda
Update
&
Payday
Loans
update

12. #1
#2

13. #1
#2

15. #1
#2

16. MORE VISIBLE
ABOVE THE
FOLD

17. RIGHT
HAND SIDE

18. ABOVE
THE
FOLD

19. Source:
hNp://moz.com/blog/mega-­‐serp-­‐a-­‐visual-­‐guide-­‐to-­‐google
ARE
EVOLVING
ARE
YOU?

20.
One
thing
is
certain
Things
will
keep
changing

21.
The
game
has
changed
–
it’s
Qme
to
evolve
Image
Source:
Bryan
Wright
Flickr

22. What SEOs Focused On
1990-­‐1999
2000-­‐2009
2010-­‐present
Keywords
Links
Authority
&
Content

23. What SEOs Focused On
Brands
Mobile
search
H1
tags
Keyword
Rich
Anchor
Text
Social
Signals
Quality
Content.
Write
for
users
Good
UX.
Site
Speed
Lots
of
backlinks
Ar8cle
syndica8on
hNp://www.stateofdigital.com/how-­‐seo-­‐has-­‐changed/
Target
specific
keywords
Target
a
wider
range
of
keywords
Write
for
search
Engines

24. What is Good SEO in 2014
✖
✔
Paid
links
Keyword
stuffing
Doorway
pages
Hidden
links
Reciprocal
links
Footer
links
Blog
comments
/
comment
spam
Directory
lis8ngs
Links
from
unrelated
websites
Over
Op8mized
anchor
text
Guest
blog
networks
Ar8cle
directories
Link
farms
Spun
ar8cles
Good
on
page
op8miza8on
Website
with
good
site
structure
Fast
loading
website
Mobile
op8mized
website
Engaging
website
–
low
bounce
rate
Original
content
Content
rich
&
relevant
website
Blogger
outreach
Relevant
directories
Greater
variety
of
keywords

25. Focusing
on
the
Long
Tail
High
cost
&
CompeQQon
Low
cost
&
Risk
Low
probability
of
conversion
High
probability
of
conversion
1
word
phrases
e.g.
shoes
1
word
phrases
e.g.
“shoes”
2-­‐3
word
phrases
e.g.
“mens
shoes”
More
descripQve
phrases
e.g.
“red
Nike
mens
running
shoes”

26. Key Learnings
• Search
engines
results
are
shrinking
• Brands
people
love
will
always
win
• Focus
on
earning
links
not
buying
them
• Compliance
with
Google
Webmaster
Guidelines
cri8cal
• Fixing
“bad
links”
is
expensive
and
can
take
8me
to
recover
• A
customised
approach
is
required
for
different
markets
Image
Source:
hNp://tyleen.deviantart.com/art/Yoda-­‐131290204

27. 3 Pillars of Good SEO
SOCIAL
SEO
CONTENT

28. 3 Pillars of Good SEO
SEO
• Keyword
research
• Site
&
URL
structure
• Page
8tles
and
descrip8ons
• Fast
website
• Mobile
op8mised
website
• Good
user
experience
–
page
engagement,
low
bounce
rate
• Easy
to
navigate
• About
us,
contact
us,
privacy,
disclaimer
pages
• Addressing
technical
issues
e.g.
sitemaps,
schema,
duplicate
content,
image
&
video
op8misa8on
CONTENT
• Expertly
wriNen
• High
quality
• Gramma8cally
correct
• Op8mized
for
discoverability
• These
are
not
$15
ar8cles.
SOCIAL
• Enables
amplifica8on
of
content
• Helps
your
content
be
found,
consumed
and
shared

29. SEO + Social + Content
Pros
þ Provide
a
posi8ve
customer
experience
þ Compliant
with
Google
Webmaster
guidelines
þ Less
risky
than
tradi8onal
link-­‐
building
þ Posi8ons
your
business
as
an
authority
þ Increases
sales
–
people
like
doing
business
with
leaders
þ Not
single
plamorm
reliant
þ Helps
build
a
sustainable
model
for
the
long
term
¥ Like
tradi8onal
SEO,
it
can
take
long
8me
to
get
trac8on
¥ Require
huge
amount
of
8me
and
aNen8on
to
be
successful
¥ Content
needs
to
be
good
enough
to
earn
aNen8on
¥ Needs
to
be
op8mized
¥ Doing
this
well
yourself
is
a
challenge

30. In
markeQng,
diversity
=
strength

31. The Case For Content
• People
gravitate
towards
brands
perceived
as
“leaders”
• They
know
they
leaders
get
there
because
they
wouldn’t
be
leaders
unless
they
sa8sfied
the
needs
of
their
customers
first

32. But I’ve tried writing content

33. Content Needs A Strategy

34. Type of Content
Website
Buying
Guides
NewsleNers
Industry
Publica8ons
Case
Studies

35. Why we write the content
• Helps
ensure
8melines
are
met
• Ensures
content
remains
a
priority
• Its
op8mised
&
integrated
• We
use
professional
writers
who
are
experts
in
different
markets
&
know
how
to
write
for
the
web

36. Impact of Social On SEO
• Google
&
Bing
publicly
state
they
take
social
signals
into
account
to
determine
rankings
– December
2010
• Google
state
they
don’t
take
Facebook
likes
and
TwiNer
Tweets
into
account
for
ranking
(for
now…)
– January
2014
• Studies
confirm
this,
however
Google+
is
shown
to
have
a
higher
correla8on
with
rankings

37. So Why Social
• The
objec8ve
is
to
help
your
content
be:
– Found
– Consumed
– Shared
• Your
content
should
aNract
links
naturally
• Helps
keep
your
brand
top
of
mind

38.
Great
content
isn’t
really
great
unQl
it
gets
found,
consumed
and
shared

39. Social Media Amplification
Website
/
Blog

40. Other Amplification Techniques
1. Blogger
/
Influencer
Outreach
2. Public
Rela8ons
3. Paid
adver8sing
e.g.
– Facebook
ads
– LinkedIn
– Promoted
Tweets
– Stumble
Upon
– Outbrain

41. Our SEO Process
1.
SEO
Audit
2.
Business
needs
analysis
3.
Determine
Objec8ves
4.
Target
audience
research
5.
Develop
buyer
persona’s
6.
Develop
content
strategy
7.
Create
content
8.
Content
op8misa8on
9.
Content
promo8on
10.
Tracking
and
analysis
11.
Measure
12.
Demonstrate
ROI

42. Measuring Success
Source:
hNp://www.socialmediaexplorer.com/online-­‐public-­‐rela8ons/the-­‐digi8za8on-­‐of-­‐research-­‐and-­‐measurement-­‐in-­‐public-­‐rela8ons/

43. Key Benefits For You
• Not
dependent
on
one
plamorm
• Google
proofing
your
business
– ANract
links
naturally
• Protect
yourself
from
risk
– Compliant
with
Google
Webmaster
Guidelines
• ANract
links
naturally
• Protect
your
staff
• BeNer
nights
sleep

44. Key Benefits For Your Customer
• Improved
customer
journey

45. What to Avoid
• Beware
of
companies
that:
– Guarantee
first
page
ranking
• No
one
can
guarantee
this
• Guarantees
are
ouen
meaningless
– Create
hidden
pages
on
other
people’s
website
– Have
their
own
link
networks
• Make
sure
you
are
not
ren8ng
links
• Not
understanding
your
backlink
profile

46.
Are
you
building
a
business
for
the
long
term?

47. Thank
You
Any
ques8ons
or
feedback
vip@swoopdigital.com.au