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Search Engine
Unoptimization
Tools and Tips for Future-Proofing
Your Search Marketing
Grant Simmons
Sr. Director
SEO, Social & Paid Search Media
#OrangeFedora
@simmonet
#eM14
resources:
http://unop.me/emarcom
NOT an act, process, or
methodology of making
something (as a design,
system, or decision) as fully
perfect, functional, or
effective as possible;
noun ˌən-äp-tə-mə-ˈzā-shən
un·op·ti·mi·za·tion
Optimization is Easy
@simmonet
@simmonet
R i i i i g g g g g h h h t t t t
@simmonet
Optimization is Easy
Unoptimization is not Easy
@simmonet
kinda
simple
Unoptimization is Simple Though
3 Main Considerations of Unoptimization
• User Experience
• Google Bashing
• Testing
@simmonet
I’m a
user too!
Unoptimization is Simple Though
3 Considerations of Unoptimization
• Unoptimization for User Experience
• Google Bashing
• Testing
@simmonet
Unoptimization
For User Experience
@simmonet
Social Experiment
User Experience
@simmonet
Search Engine UnOptimization - eMarketing Association San Francisco 2014
Unoptimization
The User-Centric Approach
@simmonet
Treat Everyone Equally Different
Content connects with Intent & Context
• Query research
• Persona development
• Unique onsite experiences
• Different conversion points
• Different metrics @simmonet
Segment by Device / Location
“Hi, I’m near your store”
@simmonet
Offer Onsite Self Segmentation
“Hi, this is my first time here”
@simmonet
Simple Segmentation Example
Offer Unique Experiences
Engage Your Audience
Engagement is key:
• Value
• Conversation
• Community
• Content
• Answer questions
Personalize not optimize @simmonet
Great Reference on Personas
• http://unop.me/personas
• Yes... It features Smurfs
ouch
Unoptimization
3 Main Considerations of Unoptimization
• User Experience
• Google Bashing Over Optimization
• Testing
@simmonet
Social Survey
Google Stats
@simmonet
How Many…
• Searches on Google a day?
@simmonet
6B
that’s 6 and 9 zeros
56%
How Many of You…
• Percentage of Internet users that
Google themselves?
@simmonet
So Is Google Really Evil?
@simmonet
Search Engine UnOptimization - eMarketing Association San Francisco 2014
Too Much of a Good Thing
… is a bad thing
@simmonet
Argh
Guest Blogging is Done
Matt Cutts – Google Spam Team
@simmonet
Over Optimization
is a bad thing
@simmonet
Unoptimization
Is a Googlely thing
 @simmonet
Say What???
Danger! Technical Stuff.
Google Algorithm Updates
Penguin: Link “Naturalness”
YIKES!
Link Graphs Should Be Unoptimized
• Anchor text to brand / site
• Inter-site linking i.e. footer links
• Dofollow links to nofollow links
• Internal linking for users NOT Google
This obviously isn’t for users
Panda: Content Value
Content is Over optimized
scale over
substance
substance
over scale
Content Should be Unoptimized
Content production needs to change from:
• Auto generated to human generated
• ‘Thin’ to valuable
• Patterned to unique
• Scale to reasonable amount
• Generalists to authorities
better
Take a Fresh Look
At Your Link Graph & Content
@simmonet
Tools
Link Graph
• Open Site Explorer
• Majestic SEO
• Google Webmaster Tools
Content
• Screaming Frog
• Google SERP
Testing
1-2-3
Unoptimization
3 Main Considerations of Unoptimization
• User Experience
• Google Bashing
• Testing is Unoptimization
@simmonet
“Testing inherently comes at a cost – either time
money or both - without guaranteeing a
bottom-line positive outcome.
For many businesses this means testing is
perceived as an unjustifiable expense when in
fact it’s the most valuable of investments
in the unoptimization arsenal.”
~ Me
Search Engine UnOptimization - eMarketing Association San Francisco 2014
Budgeting for Testing
• Whatever you can get
• Whatever you can afford
• Whatever makes sense
• Whatever you are comfortable spending
There is no magic number BUT
You can start with 5-10% OR see above
Red Bull Example
Red Bull Example
• Obtuse Keywords
–“Games online”
–“Excel Help”
• Goal to tie Red Bull to
“consumption occasions”
• Ads mentioning Red Bull
• Built a test plan
• Assumed the worst case
• Set expectations
Red Bull Outcome
Other Tests We Do
• Title tags for click through rate
• On-page buttons, text and / or images
• Split traffic test on pages to conversions
Testing Tools to Help
• www.siteapps.com
• www.iperceptions.com
• www.visualwebsiteoptimizer.com
• www.google.com
Yes!
Unoptimization Simplified
3 Main Considerations
• User Experience
• Google Bashing
• Testing
@simmonet
Thank You
resources: http://unop.me/emarcom
Questions?
resources: http://unop.me/emarcom
Grant Simmons
Sr. Director
SEO, Social & Paid Search Media
@simmonet
#OrangeFedora
Search Engine
Unoptimization
Tools and Tips for Future-Proofing
Your Search Marketing
resources: http://unop.me/emarcom
Search Engine UnOptimization - eMarketing Association San Francisco 2014
How Much…
• Percentage of global web traffic
that dipped when Google
suffered a 5 minute outage?
@simmonet
40%

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