What every smart marketer needs to know

1. SEO in 2014
What Every Smart Marketer
Needs to Know
MassiveMedia.co | 604.227.4343
Friday, 11 October, 13

2. MassiveMedia.co | 604.227.4343
Presenter:
Lindsay Smith, CEO, Massive Media
@TechLinz
Fall 2013
LINDSAY SMITH
• 14 yrs. experience in search & digital
advertising
• Developed curriculum for BCIT’s
social analytics, web analytics, and
search marketing within the school of
business
• Regular guest expert on Global TV’s
Noon News & Shaw TV’s The Rush
Friday, 11 October, 13

3. Let’s Talk About...
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1.Online behavior
2.Factors influencing search today
3. How to ride the new wave for
search to get results
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4. Search Research
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Source: Google Consumer Barometer (Sept 2013)
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5. Path To Purchase
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Source: Google Think Insights (2012)
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6. Shopping Behavior
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Source: Google Think Insights (2012)
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7. The Basics
PPC versus SEO
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• Organic search optimization = long
lasting effects that don’t cost per
click
• Paid Search = immediate results
but you pay a higher price
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8. Page Rank
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What Are The Search Checking For?
Domain
Attributes
Page Level
Theming
Website
StructureBacklinks
User
Interaction
User
Signals
Social
Signals
Brand
Signals
Webspam
Warnings
Resource: Massive Media SEO Tool
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9. What’s Changing?
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10. #1
Automation of
technical SEO
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11. Old School
Map Keywords to Pages
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• Title tags
• Meta-description
• Permalinks (page URLs)
• Alt-tags
• Headers
• Content
• Anchor Text
• Website uses W3C best practices
and is user friendly
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12. New School
Automate the process
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• Should be built into your web
development platform
• Should be easy to edit (so easy
that you can do it in under 3
minutes per page!)
• With today’s tools the technical
implementation should be easy. If
it’s not something is wrong.
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13. #2
Tell a story that is
worth spreading
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14. Shift in Balance
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Technical
Content
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15. 15
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16. Technical
16
How?
#1
Engaging
CONTENT
infused with knowledge of seo best practices
PR
REAL
CONTENT
SOCIAL
PR
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17. Technical
17
Why does it work?
•Social graphs / peer influence
•Backlinks (Quality, Relevance, Quantity)
•Credibility from trusted sources
•Higher online engagement
PR
REAL
CONTENT
SOCIAL
PR
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18. SERP = News Feed
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19. Technical
19
Embrace The Ugly
#1
Engaging
CONTENT
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20. #3
Stop asking the wrong
question...
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21. Wrong Question:
How Do I Rank #1?
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22. Right Question:
What’s the best strategy
to drive traffic to my
site and convert it?
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23. When?
Start right from the beginning.
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• Brand message should be infused
in to the content of the website
• Keyword analysis and strategy
should be done before the content
and user interface are designed.
• Build the content and code around
audience optimization and user
interface.
“You can fix it now with
an eraser or fix it later
with a sledge hammer.”
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24. Work Flow
Information
Architecture
Testing
& Debugging
Front End
Development
Mock-upsWireframes
Launch
Back End
Development
Discovery & Strategy
24
Content Strategy
Conversion Strategy
User Interface Page Optimization
Conversion
Optimization
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25. What Should I Focus On?
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• Create sharable content that is link
worthy
• Develop carefully crafted
campaign messages that resonate
with your audience
• Build website on platforms that are
cross-channel ready and search
friendly.
• Continual A/B testing of content
and site layout
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26. Now...
You know what you need to
do. Go make it happen.
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