1. SEO for CEOs
How to Justify your Existence and Other
Existential Quandaries
Marshall Simmonds
Define Media Group, Inc.
Marshall@DefineMG.com
mdsimmonds

2. Universal / Blended / Mixed
mdsimmonds www.DefineMG.com

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6. Always be able to answer:
How much will it:
Cost?
Make?
Traffic Potential?
and what‟s involved?
mdsimmonds Define Media Group, Inc. www.DefineMG.com

7. EGO
mdsimmonds Define Media Group, Inc. www.DefineMG.com

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11. EGO
http://www.webpagetest.org/
mdsimmonds Define Media Group, Inc. www.DefineMG.com

12. Data
One Box Popularity
mdsimmonds Define Media Group, Inc. www.DefineMG.com

13. Data
mdsimmonds Define Media Group, Inc. www.DefineMG.com

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15. Fresh? Meh.
News
Fresh (When Listed)
Relateds
Fresh
OLD
mdsimmonds Define Media Group, Inc. www.DefineMG.com

16. 25% freshness
45% freshness
mdsimmonds Define Media Group, Inc. www.DefineMG.com

17. What to do?
• Pay attention to the <lastmod> in your XML sitemap
• Blog about a topic? Blog often! (Editorial calendar)
• RSS feed – Feedburner.com for your blog (WordPress supports)
• Time Stamp
• +1 probably a strong signal
• Watch timely queries – things people ARE searching for (queries, what’s
hot / real time / trending) not necessarily historic data
• http://insidesearch.blogspot.com/2011/11/giving-you-fresher-more-
recent-search.html
mdsimmonds Define Media Group, Inc. www.DefineMG.com

18. Worst “new” Google Feature?
Rel=canonical
Bing. = 20% of search marketshare
“acts as a strong hint for duplicate content”
and
“take your preference into account”
It is NOT a directive - 301s are
Dependency vs fixing the problem
mdsimmonds Define Media Group, Inc. www.DefineMG.com

19. Data
Who get the reports?
mdsimmonds Define Media Group, Inc. www.DefineMG.com

20. $$$ Link Equity – protect the castle
$25/mo for a PR3 link
$100/mo PR5 link (maybe 3-4?)
10,000 top links
833 links p/m (not gonna happen)
744 hours per month link building
$1,000,000.00+ Link Equity
mdsimmonds Define Media Group, Inc. www.DefineMG.com

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22. Typical Google Recommendations
•Can your web page content be trusted?
•Would you trust the information presented in your article?
•Is the article written by an expert or enthusiast who knows the topic well, or is it
more shallow in nature?
•Would you be comfortable giving your credit card information to the site?
•Is the site a recognized authority on its topic?
•For a health related query, would you trust information from the site?
•Would you recognize the site as an authoritative source when mentioned by name?
•Is the website the sort of page you'd want to bookmark, share with a friend, or
recommend?
•Would users complain when they see pages from the site?
mdsimmonds Define Media Group, Inc. www.DefineMG.com

23. Real Panda Suggestion
•PUSH THE SEO AGENDA!!!
•Time for an SEO audit
•Reduce and/move Ad Blocs
•Consider „no-indexing‟ or removing poorly performing pages
•Syndicating Content?
•Page speed
•Clean up duplication with specific parameter handling guidance
•Where are you linking?
•Sitemap
•Only Opportunity
mdsimmonds Define Media Group, Inc. www.DefineMG.com

24. SEO is not a project
mdsimmonds Define Media Group, Inc. www.DefineMG.com

25. Traffic
mdsimmonds Define Media Group, Inc. www.DefineMG.com

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27. Traffic
http://developers.facebook.com/docs/opengraph/
http://developers.facebook.com/tools/debug
mdsimmonds Define Media Group, Inc. www.DefineMG.com

28. 20% of searches every day are image related
mdsimmonds Define Media Group, Inc. www.DefineMG.com

29. Search Engines are Distracted and
Even Confused
mdsimmonds Define Media Group, Inc. www.DefineMG.com

30. Sitemaps
 Do them
– XML
– HTML
– Image
– Video
– News
– Blogs
– Product (beware
of the changes)
mdsimmonds Define Media Group, Inc. www.DefineMG.com

31. The Power of the Sitemap
166K Pages Indexed
Partial Sitemap Implemented
20K Pages Indexed
Full Sitemap Implemented
65% increase in search referrals
mdsimmonds Define Media Group, Inc. www.DefineMG.com

32. Video: What platform is used?
mdsimmonds Define Media Group, Inc. www.DefineMG.com

33. GNews Standout Tag
•The tag should be placed in the <head> section of the source code
on the page
•The syntax is <link rel=”standout” href=”URL”>
•7 Times per week
•Unlimited number of standout tags to other articles on other sites
•Any publisher can use the standout tag.
mdsimmonds Define Media Group, Inc. www.DefineMG.com

34. Rel=Author
Confusing implementation? Yep
Inconsistent in-displaying? increase in click
30 400% Absolutely thru traffic
Buggy? Indeed.
Important? Yes.
mdsimmonds Define Media Group, Inc. www.DefineMG.com

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38. How Much It Will Make/Cost/Traffic Potential?
Freshness Update: 45% of timely Google queries
Rel=author: 30% - 400%
Alt text on images: 20% of daily searches
Site maps: 65% increase
YouTube: 84% of Universal traffic
mdsimmonds Define Media Group, Inc. www.DefineMG.com

39. DON’T EVER EVER GIVE UP
mdsimmonds Define Media Group, Inc. www.DefineMG.com

40. Think With Google
http://www.thinkwithgoogle.com/insights/library/all/?cat=search
mdsimmonds Define Media Group, Inc. www.DefineMG.com

41. mdsimmonds Define Media Group, Inc. www.DefineMG.com

42. Marshall Simmonds
Founder / CEO - Define Media Group, Inc.
www.DefineMG.com
Marshall@DefineMG.com
mdsimmonds