Kenyon Adei-Manu, Product Manager, Amazon Stephan Bajaio, VP Professional Services, Conductor Bill Sebald, Founder, Greenlane Search Marketing

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Remember – SEO is an ongoing experiment
Every SEO has an opinion. Not all opinions are correct for each website. Google uses different
signals for different industries, verticals, and websites in general.
Create your own opinion by experimenting.

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Log Files. Analyze them.
Important pages are visited often by search bots. These logs can tell you if what you think is
important jives with search engines’ opinions.

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Analyze the SERP for intent before you rush in
Google ranks with consideration to query intent. Consider going with the grain instead of
against it.
Example: If you want to rank a mid-funnel term, make sure Google isn’t ranking “informational”
top of funnel terms.

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SEO is now CRO
SEOs shouldn’t just want rankings. We should want conversions.
Google doesn’t just want links and content. They want a good user experience.
Enter CRO. Add Conversion Rate Optimization to all on-page SEO work.

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Craft SEO Strategies; Tactics Are Moving Out
Less and less traditional SEO tactics are working. Build larger brand building, data-based,
content driven strategies.
You know… like real digital marketers!

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Discard the bad pages – consolidate.
The days of pumping out a multitude of pages full of text for better rankings are gone. Optimal
performance is often gained from consolidating the content into fewer holistic pages.
This improves relevance and cuts down on crawl waste and index bloat.

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Focus on Index Bloat
Search Console tells us how many pages are indexed, but is bad at telling us what pages are
indexed.
On large sites, duplicate pages exist sometimes without knowledge. But Google finds them and
wastes bandwidth on them.
Tip: https://www.greenlanemarketing.com/tools/google-indexation-tester/

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Title Tag Wash En Masse
While many tags have lost degrees of influence, the title tag is still potent.
If your site is large, concentrating on a large title tag rewash still shows great results.

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Don’t Try To Measure Everything
Some things are imperceptible, but matter in aggregate. Don’t let the lack of blatant ROI
visibility discourage you from performing SEO.

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Look Forward – Experiment with new
technologies.
The job of the SEO is changing. Sometimes it’s not about the ranking or the click, but the brand
exposure.
Voice search is growing.
VR/AR is growing.
Progressive Web Apps are growing.
The web is noisy. If you want to cut through, be cutting edge.

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If you have an old site, don’t leave those old
links hanging…
The older the site, the more replatforms it has probably endured. In the old days, SEOs were
not always considered.
Look at historic link data or the Wayback Machine to find old links that point to 404’s, and
redirect them.
If you can’t redirect, alert the owner of the broken link with an update.

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Invest in each and every signal, especially
earning a 10 where your competitors don’t have
a 10.
Many companies only invest in a small percent of SEO signals. This is your opportunity to
overcome by scoring higher in each signal.
Even the smallest signals add up in the long run. This is what SEO is about – not silver bullets.
A competitive technical audit can help set the stage for prioritization.

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Boring industry? Link build off your mission.
“Link building is hard in boring industries,” says everyone.
True – but if your company has a mission, build links from that. Relevancy can still persist.

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Use PPC ad conversion data to influence title
tags and meta descriptions
PPC ads are made to convert. Use the common keywords/CTAs that have high conversion rates
to improve CTRs for top organic listings.

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Assess your text “readability score”.
If Google has a 7th grade reading level, use tools to make sure you’re at that level.
https://readable.io/ or http://www.hemingwayapp.com/
Clarity isn’t only key for search engines, but your visitors as well.

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Anticipate and answer common questions
Every query represents a need. Estimated search volume only goes so far.
Look at chatbox data, read reviews, interview customer service reps, and tools like
AnswerthePublic and BuzzSumo’s Question Analyzer.

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Spend more time in your analytics than you’re
probably doing now
Check analytics everyday. Look for stories. Look for emerging trends. Ask why.
Did Google suddenly start giving us traffic? Why?
Did our homepage start suddenly ranking better? What can we learn and leverage?
Are we suddenly getting more referral traffic? Maybe we got a major media mention we can exploit.

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Shoot for links that can drive actual conversions
Link quality and relevance matters more than ever. If a link is valuable, shouldn’t it be driving
more than SEO?
That’s probably the way Google sees it too.