Enterprise SEO Is Always the Lowest Priority...Until It’s Not - 2016 MnSearch Summit

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MnSearch, The Minnesota Search Engine Marketing Association

Andrew Shotland gave a presentation at the MNSearch Summit 2016 about how SEO is often a low priority for companies until issues arise. He discussed many common SEO mistakes that can negatively impact a website, referred to as "SEO death", such as blocked robots.txt files, insecure HTTP, site redesigns, and taxonomy changes. Shotland stressed the importance of prioritizing SEO and avoiding these issues through education on best practices.

Andrew Shotland
CEO, LOCALSEOGUIDE.COM
SEO IS ALWAYS THE
LOWEST
PRIORITY…UNTIL IT’S
NOT 😜
MNSearch Summit 2016
MINNEAPOLIS, MN
06.24.16

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
MY STORY
THE ORIGIN OF LOCAL SEO GUIDE

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
MY STORY
WHAT DO SEO CONSULTANTS DO
ANYWAY?

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
MY STORY
WHAT DO IN-HOUSE SEOS DO ANYWAY?

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● BLOCKED ROBOTS.TXT FILE
I HAVE PUT MY KIDS THROUGH COLLEGE
ON THIS EASY-TO-AVOID ERROR
DISALLOW: /
http://www.localseoguide.com/robotstxt-file-disallowing-entire-site-seo-death/

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● DEV SERVER | IP ADDRESSES INDEXED
SITE:STAGING.SHITE.COM
http://www.localseoguide.com/dev-server-seo-death/

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● FACETED SEARCH
/restaurants+romantic+cheap+eggs+delis+e
xpensive+XL
http://www.localseoguide.com/faceted-search-seo-death/

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
SEO DEATH ● GEOTARGETING LOCATION BY IP ADDRESS
WHY IS MY SITE ALWAYS LOCATED IN
MOUNTAIN VIEW, CA?
http://www.localseoguide.com/geotargeting-location-by-ip-address-seo-death/

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● VIRTUAL CANONICAL LOOPS
A GOOD WAY TO GET GOOGLEBOT TO
PUKE IN YOUR LAP
www.site.com www.site.com/
<link rel=“canonical” href=“http://www.site.com/” />
301
🖕
http://www.localseoguide.com/virtual-canonical-loops-seo-death/

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● INSECURITY
BUT GOOGLE SAID HTTPS IS CRITICAL…

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● INSANITY
DETAILED RELEASE NOTES MIGHT BE A
GOOD IDEA…

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● PANIC AT THE DISCO
MAKE SURE YOU HAVE THE WHOLE
PICTURE…

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● TRADE OFFS
BUT THE GOOGLE GUY SAID RESPONSIVE
WAS THE WAY TO GO…
INDEXED M. URLS % WE CAN MAP TO
WWW
2,335,546 <10%

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● TRADE OFFS
HERE’S WHAT HE DIDN’T SAY…
INDEXED M.
URLS
% WE MAP TO
WWW
BEST GUESS
OUTCOME
2,335,546 100% Should be OK
2,335,546 <10% SimplyHired.com

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● TRADE OFFS
A PICTURE IS WORTH A THOUSAND
UNEMPLOYMENT CHECKS…

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
SEO DEATH ● BLACKLISTING GOOGLEBOT
UhOh…

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● BIG IT CONSULTANTS
WE JUST CHARGED YOU $10MM TO REDO
YOUR SITE. HOW ABOUT SOME SEO?

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● NO TAXONOMY CHANGES
NOTHING COMES BETWEEN ME & MY
KATES

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● SITE REDESIGNS
THE DIAMOND-CUTTING OF SEO

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● DOMAIN REBRANDS
THE OTHER DIAMOND-CUTTING OF SEO

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● ACQUISITIONS
GREED IS NOT GOOD IF SEO IS BAD
http://searchengineland.com/the-seo-risks-rewards-of-buying-multi-location-companies-248970

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
SEO DEATH ● SEO COWBOYS
I HEARD ON TWITTER THIS WAS BIG…
<Old Title>”Keyword + Modifier”</>
<New Title>”Keyword + Hot New Modifier + Modifier”</>

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
UNICORNS & RAINBOWS
IF YOU CAN’T DO SEO, DO LOCAL SEO

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
UNICORNS & RAINBOWS
THE PAGE TWO BUMP
http://thenextcorner.net/technical-seo/ http://www.localseoguide.com/the-page-2-bump/

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
UNICORNS & RAINBOWS
THE DIRTY SITEMAP

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
UNICORNS & RAINBOWS
BRINGING PARTNER SITES BACK FROM
THE DEAD…

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
IN CLOSING
BRINGING PARTNER SITES BACK FROM
THE DEAD…

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
DEEP THOUGHTS
2 KEYS TO LAUNCH THE NUKES…

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
DEEP THOUGHTS
EDUCATION IS THE ONLY WAY TO STOP
THE MADNESS…

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
DEEP THOUGHTS
SHOW THEM THE MONEY…
http://www.slideshare.net/SearchMarketingExpo/enterprise-seo-the-world-is-in-your-hands-by-garth-obrien

SEO Is Always The Lowest Priority...Until It's Not | MNSearch Summit 2016
Blocked Robots.txt – SEO Radar
IN CLOSING
ALWAYS REMEMBER…
THANK YOU!
@localseoguide
andrew-at-localseoguide.com

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