#ModernSEO @Ethology презентация

Tips
Q&A

Mike Corak
EVP of Strategy
@mikecorak

Mike Archer
Director of Search
@ArcherMktg

Nolan Alexander
Local Search Manager
@LocalSearchGuru

Jen Walsh
UX Manager
@jendub

Dustin Diehl
Sr. Content Strategist
@DRJedi

Anthony Nichols
Sr. Paid Media Specialist
@hashtagAnthony

including anchor

Keyword Rankings *Keyword data via analytics

THEN

feeds content strategy

Search
Content planning
Site hierarchy
Social posting
Display messaging
Email messaging
Local messaging
PPC AdGroups
Content focused media (Native)

Standard KPIs (real world)
Thematic performance (segmentation, attribution)

NOW

planning
An overpowering amount of integration and coordinated execution across channels

is not an exhaustive list of all responsibilities, duties, skills, efforts, requirements or working conditions associated with the job.

Analytics Data
Conversion Data Attribution Modeling
Engagement Data
Competitive Insights
Content Demand
Social Data
Webmaster Tools Data
SERP Data

Future

issues
Monitor GWT to keep an eye on any crawl issues
Audit and re-audit your site on a regular basis
Monitor GA for anomalies in analytic data
Focus on Themes, not Keywords
Focus on analytic metrics that matter
Conversions
Engagement
Attribution
Understand what the competitors are doing
Share of Voice in organic and paid search
Social Reach (mentions, engagement, etc)
What tactics are they using (social hub? blog?)

most important by associating impact and value to each item.
Example: 30% of the site’s pages are inaccessible to search engines. Calculate possible demand those pages are losing to determine importance.
Focus on Themes, not Keywords
Example: Widgets and doodads categories both have similar demand and both need optimization attention. Widget sales would have a better value per visitor.
Focus on analytic metrics that matter
Example: Which pages have the highest conversion rate?
Example: Which pages have had their bounce rates skyrocket since implementing the newsletter sign up form?
Understand what the competitors are doing
Example: 3 of your 4 competitors have content around an important topic to your industry. Analyze content demand and address with content strategy.

the blurst of times.

expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

‘s

not just mobile sites.

Strat, SEO, and UX collaboration
All of the pages in the site
301 Redirects

early planning sessions:
H1s, H2s
SEO friendly copy

rather be great in 1 channel…

Or be visible in 3?


3 > 1

@LocalSearchGuru

/ SEO Integration

Aggregators

Secondary Listings

Social Integration

lift in total visits and conversions is seen

marketers greater insight into how both media channels perform individually and together.
Click Through Rate for Organic only: 2.32%
Click Through Rate for Paid and Organic: 11.76%

Organic Search.

Organic as an assistor however only represents 2.74% of all PPC conversions.

Tip: Link Webmaster Tools to AdWords so each tactic can gain insights into keyword data, measure incremental lift of Paid and Organic, and prevent cannibalization.

the organic content and optimization strategy
Use organic referral data to inform the creation and optimization of new PPC ad groups
Leverage PPC ad copy in organic snippet text to optimize click-through rates. It is much easier to test what’s working in paid campaigns
Use PPC to test landing page variations to help inform overall UX Design and organic experiences
Use PPC to test potential organic keywords to determine their effectiveness
Integrate schema and other rich snippet data from your website into your ads
Adjust position bidding based on organic ranking movement to achieve the best ROI possible

processes and ops design

Rally teams and partners around integrated programs

Assign common success KPIs across teams

Create senior level Content position

Include cross-channel teamwork in performance reviews

Celebrate group successes