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Modern Strategies for SEO Success
Jesse Laffen | Director, SEO Performance
@jlaffen
THIS PRESENTATION
     INCLUDES:
 How Slingshot SEO thinks about search
 A new way of talking about holistic SEO
 1 word Jesse had to look up in the dictionary to
  use today
 Lots of interaction




                                                     2
THIS PRESENTATION
DOES NOT INCLUDE



                    3
HOW SLINGSHOT SEO
   SEES SEARCH



                    4
Page-Level (micro) vs. Domain-Level (macro) SEO

      • Agreeing on “about us” page content with marketing                 micro
      • Formatting a standard product page to include a space for          macro
        content within a CMS
      • Measuring the relevance of the copy on a page to a keyword         micro
        phrase
      • Producing ROI analysis on month-over-last web commerce             macro
      • Writing a week’s worth of social media content for publishing      macro
      • Establishing organizational responsibilities & KPIs for internet   macro
        marketing
      • Changing a title tag                                               micro
      • Submitting a request to change the color of a call-to-action       micro
        button




                                                                                   5
Tactical vs. Strategic SEO

       • Agreeing on “about us” page content with marketing                 strategic
       • Formatting a standard product page to include a space for          tactical
         content within a CMS
       • Measuring the relevance of the copy on a page to a keyword         tactical
         phrase
       • Producing ROI analysis on month-over-last web commerce             strategic
       • Writing a week’s worth of social media content for publishing      tactical
       • Establishing organizational responsibilities & KPIs for internet   strategic
         marketing
       • Changing a title tag                                               tactical
       • Submitting a request to change the color of a call-to-action       strategic
         button




                                                                                        6
Using these continua, we create a 2D SEO model:


 Domain-level
 (Macro)




 Page-level
 (Micro)




                Tactical   Strategic


                                                  7
TACTICAL | PAGE-LEVEL




                        8
9
10
Google in 2011:

February: Unleashed the “Panda” update, which evaluates the quality of a page’s
worth to a visitor by measuring the value of the content on the page and the domain’s
intent of producing value to its end user.

March through November: Rolls out two major overhauls and several smaller
“tweaks” to the Panda algorithm filter.

October: Announces that a new “freshness” score, measuring the recentness of a
page’s content, will affect as many as 35% of all searches.




                                                                                        11
Google in 2011:
      “[Google does] try to compensate if there is good quality content
      and people still make mistakes… Even if you do kind of brain-
      dead stupid things and shoot yourself in the foot, but have good
      content, we do want to return it.”

                                        -Matt Cutts, Head of Google Webspam Team




http://www.youtube.com/watch?feature=player_embedded&v=0JD55e5h5JM


                                                                               12
What Does Your Website Talk About?
“Since 1987, [Company A] has been the        “[Company B] provides drop-shipping
industry leader in turnkey solutions that    services for e-commerce companies. Our
work.                                        clients are free to mix and match services
                                             like websites and hosting, payment
Our facilities are unparalleled in quality   processing, order fulfillment and
and we strive to offer the best service      shipping, call center support, real-time
available.                                   tracking and more.

We’re trusted by companies like              We’ve helped hundreds of businesses
Microsoft, Nike, and Amazon to provide       build the right sites for their products and
rapid services with real ROI.”               get those products onto the doorsteps of
                                             the people who buy them.”




                                                                                        13
Action Items:
• Find a quality copy writer, let
  them write.
• Talk about what you do in plain
  terms somewhere on your
  website. Answer the question
  “What is [keyword]”
• Fill up your site with good
  content.
                                    14
15
The Google PageRank Algorithm, in Pieces:




                                            16
The Google PageRank Algorithm - Simplified

       “Why bother with a number that’s at best three steps
       removed from your actual goal, when you could instead
       directly measure what you want to achieve?”

                                                          -Susan Moskwa, Google Engineer




http://googlewebmastercentral.blogspot.com/2011/06/beyond-pagerank-graduating-to.html


                                                                                           17
Link Metrics That Matter:

 • Links are like references on a resume.
 • The best links are ones that a lot of
   people want to click.
 • Links are an endorsement of content.
   Corollary: Links cannot “make up for”
   other ranking inhibitors, like content.

                                             18
19
20
21
22
23
24
yes
          no                       no




  Link         ?         On-Page        ?         Off-Page         ?
Removal



                   yes                      yes




                                             no


                                                                       25
TACTICAL | DOMAIN-LEVEL




                      26
Landing Pages vs. Domains, 2002:

              Home                          Home
              Page                          Page



    Landing    Weak      Weak     Landing    Good      Good
     Page     Content   Content    Page     Content   Content




    LINKS!!                        links     links     links




                                                                27
Landing Pages vs. Domains, 2012:

              Home                          Home
              Page                          Page



    Landing    Weak      Weak     Landing    Good      Good
     Page     Content   Content    Page     Content   Content




    LINKS!!                        links     links     links




                                                                28
29
30
31
32
33
STRATEGIC | PAGE-LEVEL




                         34
In-House Internet Marketer




                             35
In-House Internet Marketer




                             36
IT             Branding



  User                                     Bus. Units &
Interface                                    Content
                                             Owners
                         SEO


PR &                                         Legal &
Social                                     Compliance



               Web              Product
            Production         Marketing



                                                          37
STRATEGIC | DOMAIN LEVEL




                       38
Enterprise Keyword Selection & Tracking




                                          39
Definitions & Decisions
        •   SEO goals
        •   Reporting
        •   Key Performance Indicators
        •   Timelines & Benchmarks
        •   Conversions
        •   Owners & Decision-Makers
        •   Software




                                         40
SEO ROI




          = Revenue from SEO – Cost of SEO




                                             41
Traditional Valuation




Slide by Conductor


                           42
Advanced Valuation




Slide by Conductor


                        43
True Value




Slide by Conductor


                     44
Q&A


Jesse Laffen
jesse@slingshotseo.com
@jlaffen

                               45

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Modern Strategies for SEO Success

  • 1. Modern Strategies for SEO Success Jesse Laffen | Director, SEO Performance @jlaffen
  • 2. THIS PRESENTATION INCLUDES:  How Slingshot SEO thinks about search  A new way of talking about holistic SEO  1 word Jesse had to look up in the dictionary to use today  Lots of interaction 2
  • 4. HOW SLINGSHOT SEO SEES SEARCH 4
  • 5. Page-Level (micro) vs. Domain-Level (macro) SEO • Agreeing on “about us” page content with marketing micro • Formatting a standard product page to include a space for macro content within a CMS • Measuring the relevance of the copy on a page to a keyword micro phrase • Producing ROI analysis on month-over-last web commerce macro • Writing a week’s worth of social media content for publishing macro • Establishing organizational responsibilities & KPIs for internet macro marketing • Changing a title tag micro • Submitting a request to change the color of a call-to-action micro button 5
  • 6. Tactical vs. Strategic SEO • Agreeing on “about us” page content with marketing strategic • Formatting a standard product page to include a space for tactical content within a CMS • Measuring the relevance of the copy on a page to a keyword tactical phrase • Producing ROI analysis on month-over-last web commerce strategic • Writing a week’s worth of social media content for publishing tactical • Establishing organizational responsibilities & KPIs for internet strategic marketing • Changing a title tag tactical • Submitting a request to change the color of a call-to-action strategic button 6
  • 7. Using these continua, we create a 2D SEO model: Domain-level (Macro) Page-level (Micro) Tactical Strategic 7
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  • 11. Google in 2011: February: Unleashed the “Panda” update, which evaluates the quality of a page’s worth to a visitor by measuring the value of the content on the page and the domain’s intent of producing value to its end user. March through November: Rolls out two major overhauls and several smaller “tweaks” to the Panda algorithm filter. October: Announces that a new “freshness” score, measuring the recentness of a page’s content, will affect as many as 35% of all searches. 11
  • 12. Google in 2011: “[Google does] try to compensate if there is good quality content and people still make mistakes… Even if you do kind of brain- dead stupid things and shoot yourself in the foot, but have good content, we do want to return it.” -Matt Cutts, Head of Google Webspam Team http://www.youtube.com/watch?feature=player_embedded&v=0JD55e5h5JM 12
  • 13. What Does Your Website Talk About? “Since 1987, [Company A] has been the “[Company B] provides drop-shipping industry leader in turnkey solutions that services for e-commerce companies. Our work. clients are free to mix and match services like websites and hosting, payment Our facilities are unparalleled in quality processing, order fulfillment and and we strive to offer the best service shipping, call center support, real-time available. tracking and more. We’re trusted by companies like We’ve helped hundreds of businesses Microsoft, Nike, and Amazon to provide build the right sites for their products and rapid services with real ROI.” get those products onto the doorsteps of the people who buy them.” 13
  • 14. Action Items: • Find a quality copy writer, let them write. • Talk about what you do in plain terms somewhere on your website. Answer the question “What is [keyword]” • Fill up your site with good content. 14
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  • 16. The Google PageRank Algorithm, in Pieces: 16
  • 17. The Google PageRank Algorithm - Simplified “Why bother with a number that’s at best three steps removed from your actual goal, when you could instead directly measure what you want to achieve?” -Susan Moskwa, Google Engineer http://googlewebmastercentral.blogspot.com/2011/06/beyond-pagerank-graduating-to.html 17
  • 18. Link Metrics That Matter: • Links are like references on a resume. • The best links are ones that a lot of people want to click. • Links are an endorsement of content. Corollary: Links cannot “make up for” other ranking inhibitors, like content. 18
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  • 25. yes no no Link ? On-Page ? Off-Page ? Removal yes yes no 25
  • 27. Landing Pages vs. Domains, 2002: Home Home Page Page Landing Weak Weak Landing Good Good Page Content Content Page Content Content LINKS!! links links links 27
  • 28. Landing Pages vs. Domains, 2012: Home Home Page Page Landing Weak Weak Landing Good Good Page Content Content Page Content Content LINKS!! links links links 28
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  • 37. IT Branding User Bus. Units & Interface Content Owners SEO PR & Legal & Social Compliance Web Product Production Marketing 37
  • 38. STRATEGIC | DOMAIN LEVEL 38
  • 40. Definitions & Decisions • SEO goals • Reporting • Key Performance Indicators • Timelines & Benchmarks • Conversions • Owners & Decision-Makers • Software 40
  • 41. SEO ROI = Revenue from SEO – Cost of SEO 41
  • 44. True Value Slide by Conductor 44

Notes de l'éditeur

  1. Each of the following are tasks which can help improve the profitability of your website. Do they affect individual pages on your site, or the entire site as a whole?
  2. Each of the following are tasks which can help improve the profitability of your website. Do they affect individual pages on your site, or the entire site as a whole?
  3. Agreeing on “about us” page content with marketingFormatting a standard product page to include a space for content within a CMSMeasuring the relevance of the copy on a page to a keyword phraseProducing ROI analysis on month-over-last web commerceWriting a week’s worth of social media content for publishingEstablishing organizational responsibilities & KPIs for internet marketingChanging a title tagSubmitting a request to change the color of a call-to-action button
  4. It’s easy to get caught up in trying to understand the math behind how links are valued in an attempt to game your rankings with links, but this doesn’t do you any good
  5. The web is made up of a select few people who control websites, and therefore links.
  6. The social web is more widely available, and therefore may be a better indicator of popularity.