Importance of an Organic Focus
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With the changing landscape of SEO, how important is it to maintain a focused SEO Program?
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Importance of an Organic Focus
- 1. INFLUENCE OF ORGANIC SEARCH ENGINE OPTIMIZATION
- 2. HOW TO WORK IN A CHANGING LANDSCAPE Importance of focusing on Organic Traffic Benefits of a great SEO Program Adapting to a Changing Landscape Setting Up Your Program
- 3. TERMS • Organic Traffic: Visitors that come to your website through unpaid, natural (Organic) search engine results. • SERP: Search Engine Results Page. The result of performing a query in a search engine. • PPC & SEM: Pay Per Click & Search Engine Marketing. These terms I use interchangeable for Paid Search marketing programs. • Mobile: When referring to Mobile we are most often referring to both phones and tablets unless otherwise stipulated.
- 4. IMPORTANCE OF AN ORGANIC FOCUS 4
- 5. HOW DO CONSUMERS FIND WEBSITES? 5
- 6. GOOGLE LOVES ORGANIC • Paid makes $ but Organic makes Sense • Organic Drives Paid Search • Fine Tuning Organic is the Driving Force of Google • Majority of users utilize Organic 85% 15% Share of Listings by Type Organic Paid
- 7. PERCENTAGE OF TRAFFIC FROM SEARCH ENGINES 7 0% 5% 10% 15% 20% 25% 30% 35% 40% 2011 2012 Consumer Brand Manufactures Retail Chains Web-Only Retailers
- 8. TRAFFIC, REVENUE, RANKINGS BENEFITS OF A QUALITY SEO PROGRAM 8
- 9. ORGANIC CLICK THROUGH RATES 9 Just Organic Listings
- 10. WHAT THAT TRAFFIC CAN MEAN Current Revenue: Position 2 = 1,500 Visitors/Day Current Overall Organic Conversion Rate = 1% Average Order Value = $50.00 Revenue/Day By Organic = $750/Day Potential Revenue at #1: Position 1 = 5,250 Current Overall Organic Conversion Rate = 1% Average Order Value = $50.00 Revenue/Day By Organic = $2,600/Day 10
- 11. SEO BENEFITS SEM 11 A high Quality Score means that for a given keyword bid, an advertiser may receive a higher Avg. Position, higher Impression Share and lower Cost per Click than competitors with lower Quality Scores.
- 12. LONG TERM VERSUS SHORT TERM 12
- 13. ADAPTING TO A CHANGING LANDSCAPE PANDA, PENGUIN, AND MORE 13
- 14. THE GOOGLE ALGORITHM 14 Google Looks for clues to better understand what you mean. Things like spelling, context, synonyms, etc… Then Google Uses those clues to pull related content from the Index. Google then filters those pieces of content based on a number of factors. Page Quality, Freshness, Domain History, etc.. Google Displays the results in a number of different ways to facilitate a users search. Things like the Knowledge Graph, Google Answers, Google News, Videos, etc.. Google is also constantly updating its algorithm to ensure the highest quality results it can. 1. 5. 4.3. 2.
- 16. ALGORITHM CHANGES OVER TIME 16 • Roughly 37 changes in 2012 alone.
- 17. MOBILE SEO COMPLIANCE Top 100 Fortune 500 Companies: 17 ONLY 6% Currently comply with Google Mobile Requirements ONLY 11% Target smartphone users via responsive design ONLY 56% Served mobile formatted content to people on smartphones While nearly half had a mobile dedicated site 0% Of those sites comply with Google’s configuration requirements This information comes from a study recently performed by Pure Oxygen Labs. It was focused on the top 100 companies in the Fortune 500.
- 18. MOBILE AND SEARCH 18 Multi-platform consumption is today’s new reality. 1 in 3 minutes spent online is now spent beyond the PC “The digital media landscape is already well into this transition, and smartphone and tablet usage can no longer be considered a mere rounding error in digital consumer behavior.” -Comscore Mobile Future In Focus 2013 37% Mobile 63% Desktop Source: comScore Media Matrix Multi-Platform (Beta), U.S., Dec-2012
- 19. WHERE TO START AND HOW TO KEEP UP SETTING UP YOUR PROGRAM
- 20. INTERNAL SEO V. EXTERNAL SEO 20 OR Internal: • Small Cost Investment • Large Time Investment • You know your sites limitations • Department Education is easier • Longer ROI Agency: • Larger Cost Investment • Smaller Time Investment • Generally Highly Knowledgeable • Can be harder to break the Silo • Quicker ROI • Innovative Tools
- 21. THE WHOLE PROGRAM 21 SEO Program Web Development IT Copywriters Marketing Teams • Title Tags • Meta Descriptions • Canonical Tags • Alt Tags • Robots.txt • Reference to Site Map • Customized XML Sitemap • Correct Re-Directs • Keyword Mapping • Keyword Density • Images • Header Tag Structure A lot of SEO is Education and relaying the importance of a shared effort.
- 22. TRACKING THE RIGHT METRICS Keyword Movement in the SERP Traffic From Keywords Traffic by Indexation Keyword Conversion Rates Conversion Rates by Indexation Organic Channel RPV, AOV, CR 22
- 23. CLOSING 23
- 24. SEO IS A PROCESS 24 • There are no Magic Tricks • SEO Takes Time • Monitor, Monitor, Monitor • SEO can Change Any Day • Consider the Consumer
- 25. QUESTIONS? 25
- 26. 26
Notes de l'éditeur
- Put in visuals about Money and Position with AOV and CR
- Panda First came out in early 2011 and was intended to lower the rank of low quality sites. Penguin was released in Early 2012 (April) and was aimed at decreasing the rankings of sites using black hat strategies. All updates to this algorithm are publicly announced by Google.
- Announced After the Fact or tell you how/why “Most of the Time”Mobile Algorithm Changes Coming Up this Year Still37 Known Updates Last year21 in 20112011 Updates:-Freshness Update in November impacted 35% of queries (Almost 3x as Panda 1.0)
- Add Growth Slide
- Add Tasks as Bullets