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1. MULTICHANNEL
ATTRIBUTION
Top 10 Tried & True
SEO Tactics
Adam Audette Ed Boyle

2. 2
WHAT IS SEO?

3. 3
SEO is full of false premises
and misconceptions

4. SEO IS NOT ABOUT ALGORITHMS

5. SEO IS NOT ABOUT RANKINGS

6. SEO IS NOT ABOUT KEYWORDS

7. SEO is matching a
relevant result to a
specific need, using
search engines.

8. SEO IS ABOUT PEOPLE
(AND THEY’RE SAD)

9. TIP #1
INTERNAL EDUCATION

10. TIP #1
INTERNAL EDUCATION
ON-GOING AND SUSTAINED

11. TIP #1
INTERNAL EDUCATION
PICK YOUR EVANGELISTS

12. TIP #1
INTERNAL EDUCATION
LEAN ON AN AGENCY

13. TIP #1
INTERNAL EDUCATION
CREATE A TASK FORCE

14. TIP #1
INTERNAL EDUCATION
CREATE A SUMMIT

15. TIP #1
INTERNAL EDUCATION
SEO BECOMES PART OF
THE CONVERSATION

16. TIP #1
INTERNAL EDUCATION
TEAMS ARE MORE
PROACTIVE DRIVING
CHANGES WITH SEO IN
MIND

17. TIP #1
INTERNAL EDUCATION
LONG TERM BENEFIT:
LESS SEO RETROFITS

18. BONUS TIP!
EDUCATE YOUR AGENCY

19. HAMMER THE BRAND HOME

20. TIP #2
EXPECT COMPROMISE

21. TIP #2
EXPECT COMPROMISEBLUE SKY IS ONLY
A STARTING POINT

22. RECS NOT IMPLEMENTED
ARE LOST AND FORGOTTEN

23. TAKE OFF THE BLINDERS

24. BONUS TIP!
ALIGN AGENCY RECS

26. ‘NOTHER BONUS TIP!
DON’T BE A ‘ONE SIZE
FITS ALL’ AGENCY

28. TIP #3
DEDICATE RESOURCES

29. RECS NOT IMPLEMENTED
ARE LOST AND FORGOTTEN

30. … AND THEREFORE WORTHLESS

31. TIP #3
DEDICATE RESOURCES
LACK OF
IMPLEMENTATION
IS THE #1 CAUSE
OF SEO FAILURE

32. TIP #3
DEDICATE RESOURCES
BRAND:
DON’T EXPECT
PERFORMANCE W/OUT
GETTING STUFF DONE

33. TIP #3
DEDICATE RESOURCES
AGENCY:
BE A PROJECT MANAGER

34. TIP #4
CREATE ADVOCATES

35. TIP #4
CREATE ADVOCATES
FROM SENIOR LEADERSHIP
FROM THE DEV TEAM
(outside SEO team is best)

36. TIP #4
CREATE ADVOCATES
HELPS PRIORITIZE REQUESTS
STRENGTHENS ARGUMENTS

37. TIP #5
STAND UP

38. TIP #5
STAND UP
LEADERSHIP CITE
BUZZ, TRENDS

39. TIP #5
STAND UP
LEADERSHIP HAVE HOT
BUTTON ISSUES

40. TIP #5
STAND UP
LEADERSHIP HOPE FOR
SILVER BULLETS

42. UNLIKE
SNEAKERS, SEO HAS
NO SILVER BULLETS.

43. KNOW WHEN TO PUSH BACK

44. TIP #6
PROVE ROI

45. TIP #6
PROVE ROI
YOU HAVE DATA!
SO QUANTIFY IT

46. HOW?

47. TIP #6
PROVE ROI
USE TECHNOLOGY

48. TIP #6
PROVE ROI

49. TIP #6
PROVE ROI

50. TIP #6
PROVE ROI

51. TIP #6
PROVE ROI

52. TIP #6
PROVE ROI

53. TIP #7
GOOGLE+ MATTERS

55. TIP #7
GOOGLE+ MATTERS
Google+ isn’t much
of atraffic source

56. TIP #7
GOOGLE+ MATTERS
WHY?

57. TIP #7
GOOGLE+ MATTERS

62. Your audience uses
Google

63. That makes Google+
important

64. TIP #7
GOOGLE+ MATTERS
1. Invest in your G+ brand page
2. Use authorship for content
3. Know your Knowledge Graph

66. TIP #8
CURE (not provided)

67. (not provided) rising

68. Mobile share rising

69. 69
More hidden data

70. TIP #8
CURE (not provided)
HOW?

71. TIP #8
CURE (not provided)

72. TIP #8
CURE (not provided)

73. TIP #8
CURE iOS6 traffic issue
http://plotin.us/ios6-seo-fix

74. TIP #9
CHANGE YOUR
PHILOSOPHY

75. misconception #1:
FOCUS ON ALGORITHMS
Remedy: focus on the
user first, last and
always

76. misconception #2:
FOCUS ON KEYWORDS
Remedy: understand
your market segment

77. HERE’S SALLY

78. > Sally wants to shop
for a little black dress
> Your company sells
little black dresses
> Sally uses keywords
to find you

79. misconception #3:
FOCUS ON RANKINGS
Remedy: know what
metrics matter

80. Rankings don’t matter

81. What’s better?

85. TIP #10
CONTENT STRATEGY

86. TIP #10
CONTENT STRATEGY
CONTENT STRATEGY
ISN’T SEO…

87. TIP #10
CONTENT STRATEGY
BUT CONTENT STRATEGY
CAN FEED YOUR SEO!

88. TIP #10
CONTENT STRATEGY
AUDIENCE ANALYSIS &
PERSONA DEVELOPMENT

89. TIP #10
CONTENT STRATEGY
INFORMATION ARCHITECTURE

91. TIP #10
CREATE YOUR
CONTENT STRATEGY

92. 92
THANK YOU!
Edward Boyle
Urban Outfitters
Adam Audette
RKG @audette