SEO is dead. But is it? Well, it doesn't matter anyway because in the enterprise we have NO TIME and NO RESOURCES anyway. Well, this deck is here to save you. Here are about 9 things you can do yourself without the need for anyone else. Get after it.
24. SEO cannot
exist in a silo
Digital Visibility
SEO
PPC
Search
PLAs
CSEs
Tech
On-Page
Links
CSEs
PLAs
Display
Display
Social
Search
Outcome
Paid
Content
Content
Social
Community
Social Ads
Management
Website
Website
Social Ads
36. PROJECT THE OPPORTUNITY
Share of Voice for Top Terms
0.73%
1.71%
allrecipes.com
3.17%
drinks.com
about.com
2.44%
drinkmixer.com
2.93%
2.68%
recipes.com
chow.com
37. PROJECT THE OPPORTUNITY
Not Present for High Priority KWs
Drinks
About
Drinkmixer
Allrecipes
Recipes
Chow
0
5
10
15
20
25
30
35
40
38. PROJECT THE OPPORTUNITY
Monthly Share of Search Volume for High Priority KWs
250000
200000
150000
100000
50000
0
Chow
Recipes
Allrecipes
Drinkmixer
About
Drinks
39. PROJECT THEKW Monthly Volume vs Earned
High Priority OPPORTUNITY
Traffic (Jul-Sep), 13,451
Monthly Volume, 358,610
53. ADWORDS SEARCH QUERY
Not so good:
Paid search ≠ organic search behavior
Have to be running paid ads
And there‟s this…
54. ADWORDS SEARCH QUERY
Not so good:
"you‟ll only see search terms that were
used by people at least 24 hours ago
and have either received clicks in the
past 30 days or were searched for by a
significant number of people."
55. ADWORDS SEARCH QUERY
Not so good:
"Any search terms that did not meet this
criteria will be summed up in the 'Other
search terms' row.”
61. GWT DATA
Not so good:
Limited to ~2,000 queries per day
(there‟s a trick to expand this)
Queries are bucketed
Clicks ≤ 1 don‟t count
Data is „sanitized‟
68. HOW ‘BOUT EXTERNAL SOURCES?
External
Competitive insight tools (SEM Rush,
Search Metrics, etc)
SEO analytics (Brightedge, SEO Clarity,
etc)
Panel data (comScore, Alexa,
Quantcast)
69. CONUNDRUM OF SCRAPED DATA
What scraped data gives you:
Query data
Ranking position
Competitive insight
Ecosystem insight
70. 3. VERIFY MORE FOLDERS IN GWT
Why verify more folders?
GWT limited to ~2,000 daily queries
You don‟t control what these are
71. 3. VERIFY MORE FOLDERS IN GWT
Verify folders and subdomains
Requires folder structure like
/drinks/whiskey
Gives individual account access / data
Can be used for subdomains, too
73. 4. ANALYZE LOG FILES
Ask IT for this:
Timestamp
URL requested
User agent (limit to Googlebot and
Bingbot
Response code
74. Googlebot is spending most of its crawl allotment on two err
pages, which could mean these pages return the wrong
status code.
Googlebot is crawling the same page with 3 separate
URLs, which could indicate a canonicalization/duplication
problem.
These URLs with ?utm_source and ?creative_desc
parameters shouldn‟t be indexed.
75. SERVER LOG ANALYSIS
Look for:
Which URLs have the most requests?
Are there duplicate URLs?
Any language selector issues?
Are 404s returning the wrong status
code?
Are parameters being indexed?
80. 6. SETUP SEO LUNCHES
Use monthly „brown bags‟ for:
Building bridges across departments
Keeping other teams up to speed on
changes
Finding out what projects are in the
pipeline
81. 7. USE THE BATHROOM
Put up “did you know” posters:
Did u know? SEO isn‟t about spamming
search engines!
Did u know? When you permanently move a
page use a 301.
Did u know? Your SEO team is in building Q
and we‟ve got beer!
82. USE THE BATHROOM
Put up “did you know” posters:
Did u know? SEO isn‟t about spamming
search engines!
Did u know? When you permanently move a
page use a 301.
Did u know? Your SEO team is in building Q
and we‟ve got beer!
83. 8. CREATE A RUTHLESS ROADMAP
Create a 2014 technical roadmap:
Be ruthless: what are THE TOP 3 technical SEO
things that MUST be accomplished in 2014?
Say why they must be accomplished (back it up with
data)
Build a business rationale with all that time you have
don‟t have.
Have a year end meeting and set owners and
timelines for 2014.
84. 9. TAKE (OVER) YOUR G+
The G+ is without country:
Does social own it? Marketing? Search?
In G+ you have a CMS and social channel at
your fingertips
With rel publisher and authorship this is ever
more important
Hummingbird-ness….
85. 10. QUORA FOR CONTENT IDEAS
Quora and social sites vet for you:
What topics are most popular
What types of content get shared the most
Hat tip: Mike King @ipullrank follow him
95. BUILD A REVERSE PROXY TOOL
Why a reverse proxy tool:
Allows you to make SEO changes w/out need
for IT or dev
Gives you flexibility to implement metadata,
titles, and optimizations
Provides a relief for swamped dev teams, too
Although Bing Sees Largest Organic Search Share Gains in Q3 , Google is still the lion’s share of organic searchBing’s share of organic search visits increased ½% in Q3. call out that search query data is available from Bing / Yahoo, unlike Google. also that while a smaller relative slice of the search market, Bing/Yahoo represent incremental opportunity for many sites (who wouldn't want to leverage gains from search engines sending 10-30% of their organic traffic??). also Bing's webmaster tools (free) product is better than GWT
Through most of July, not provided hovered around 40% of Google search visits. Marketers saw that share jump 6-7% in early August as more iOS 6visits were properly attributed as organicsearches. After a brief plateau, not provided share accelerated to a new trajectory as Google shifted more users to secure search