Joe Laratro presented at DFWSEM on August 13, 2015 on 2015 & Beyond - The Future of SEO

1. #Pubcon
@jlaratro
2015 & Beyond – The Future
of SEO
Presented by:
Brett Tabke, Pubcon, @btabke
Joe Laratro, Tandem Interactive,
Pubcon Masters Trainer, @jlaratro

2. #Pubcon
@jlaratro

3. #Pubcon
@jlaratro
The Checklists
• Core SEO
• Ongoing SEO
• Link Building
• Local Search

4. #Pubcon
@jlaratro
Bill Leake’s SEO Update Philosophy
• “Google’s updates have brought SEO
back to the USA. Offshore SEOs use
yesterday’s tactics. USA SEO have to
use tomorrow’s tactics”
• Panda 4.2
• Penguin
• Pigeon – New Local Changes 8/10/15

5. #Pubcon
@jlaratro
The Post-Matt Cutts Era of
SEO
• Our most clear communication for Webmasters is
gone
• He was a lightening rod
for our Industry
• Who can replace him?
• Why is this important?
– Mobilegeddon

6. #Pubcon
@jlaratro
Core SEO Checklist
• Google Search Console
– HTML
Recommendations
– 404 Errors
• Regular Spidering
– Screaming Frog
– Moz
• Architecture
– Themed Linking
– Sub-themed Linking
• Titles
• Descriptions
• H & Alt Tags
• Schema
• Content Optimization

7. #Pubcon
@jlaratro
Ongoing SEO
• Regular content additions (not too
much)
– Web page (evergreen)
– Blogs (timely, engaging)
• Quality over quantity
• Valuable topics

8. #Pubcon
@jlaratro
Link Building
• Portfolio style
– Heavy link research
– Maximize owned sites
– Socialize content
• Quarterly link audits / disavow updates
• Avoid Shortcuts

9. #Pubcon
@jlaratro
Local SEO
• Quick Test Story – Moz + best practices
(86%) local versus Yext.
• GMB Managers
• GMB Insights Reporting (manual)
• G+ Circle Growth – today, maybe not
tomorrow?
• Barnacle SEO

10. #Pubcon
@jlaratro
Future SEO(and Tactical)

11. #Pubcon
@jlaratro
Future SEO - Brand
• DFWSEM.org is more important than best-dallas-
search-conference.com
• Secure search & organic keywords
• Brand Signals
– Social Profiles
– News
– Link Building
• Traditional PR

12. #Pubcon
@jlaratro
Brand - Tactical
• Traditional PR
– Earned media from real news
– Build brand sites (jobs, charity, news)
• Socialize Content
– Facebook, Twitter, Pinterest, LinkedIn
• Traditional Advertising
– Unified marketing message - Print, Radio, TV,
Billboards
• Review Strategy – Home-grown, TrustPilot, or
Signpost

13. #Pubcon
@jlaratro
Future SEO - Mobile
• More mobile searches than desktop search as of Q2
2015
• “Mobile friendly”
– Responsive
– Separate mobile site
• Mobile SEO differentials
– Link building
– Content
– SEO Compliance

14. #Pubcon
@jlaratro
Mobile - Tactical
• Mobile Friendly Design
• Mobile browser compatibility
– Version testing
– Conversion testing
– Tracking
• User experience!
• Discount Eyeglasses Story

15. #Pubcon
@jlaratro
Future SEO – The Internet of Things
• Voice Search (Eric Enge Example and Hummingbird)
• Wearables
• Nest / Nest Cam
• Smarter smart phones (S health)
• Blurring of TV / Internet content
• Tesla
• Google Self Driving Cars – Summer 2015

16. #Pubcon
@jlaratro

17. #Pubcon
@jlaratro
The Internet of Things -
Tactical
• Keep eyes WIDE OPEN
• Test new advertising opportunities
• Watch for new advertising channels

18. #Pubcon
@jlaratro
Future SEO - Video

19. #Pubcon
@jlaratro
Brent Csutoras - Social Media Marketing
Philosophy
• “Most SEO’s social media tactics
equate to putting a sign in the middle
of the mall that directs shoppers to
another mall”.
• Right message to the right audience
• Search optimization by social site

20. #Pubcon
@jlaratro
Social Media - Tactical
• Twitter – links are crawled by Google again
– If using URL shorteners-test for 301
• Pinterest – excellent SEO value because of link
structure
– Pin anything that can be “made” into a picture
and use keywords
• Google Plus
– Circle outreach
– Post valuable content

21. #Pubcon
@jlaratro
Future SEO – The Darkside
• Negative SEO
• Blackhat SEO

22. #Pubcon
@jlaratro
The Dark Side - Tactical
• Monitor backlinks
– Look for spam anchor text
– Look for link spikes
• Monitor referral traffic
– Look for spammy domain names
• Monitor Google Webmaster Tools
– Malware messages
– Unnatural Links
• Update disavow file quarterly

23. #Pubcon
@jlaratro
The Future of SEO = Search Optimization
• Optimize Web content
• Optimize Social content
• Optimize App content
• Optimize wherever our audience lives

24. #Pubcon
@jlaratro
Search Optimization -
Tactical
• Maximize onsite SEO
– Titles, descriptions, structure, internal linking
– Gsitecrawler, Screaming Frog, GSC
• Schema.org
– Use location, review, product schemas
• Open Graph Tags
– WordPress Yoast plugin
– Control your social shares

25. #Pubcon
@jlaratro
Content Marketing

26. #Pubcon
@jlaratro
What is the Future SEO?
BRIGHT!

27. #Pubcon
@jlaratro

28. #Pubcon
@jlaratro
“I am one of the good guys”
• Your site is penalized
• I am calling from Google
• The display URL does not work
• Ridiculous keyword clicks
• Spamming your analytics
• Removing client ownership of Google
My Business / Analytics / Website

29. #Pubcon
@jlaratro
“I am one of the good guys”
• Transparency
• Communication
• Reporting
• High Quality Work
• Client Education
• Go the Extra Mile

30. #Pubcon
@jlaratro
The Take-Aways
• Maintain your own checklists
• Branding Plan
• SEO – Adapt or PPC
• SEO – Innovate
• Social – Be Relevant & Expand
• Mobile – Be In Compliance
• 2016 - TRAFFIC

31. #Pubcon
@jlaratro
Final Thought
Versus

32. #Pubcon
@jlaratro
Thank You!
Joe Laratro
jlaratro@tandem-interactive.com
Vegas 2015
SEO Training Day