Modern SEO - It Takes a Village - Ethology

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Ethology
#ModernSEO @Ethology
Agenda
• Introduction to Modern SEO
• Integrated Program Design
• Technical Search
• UX Design
• Content Strategy
• Local
• Media
• Social
• Program Planning 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

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Modern SEO

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Search in its Simplest Form
Research
Measuring
Performance
Tactical
Execution

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Search was
Keyword Research Keyword Usage
Page elements:
Titles, headings, meta,
body copy, links including
anchor
Keyword Rankings
*Keyword data via
analytics
Research
Measuring
Performance
Tactical
Execution

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Search is
• Biz objectives
• Social listening
• User personas
• Analytic insights
• Keyword research by THEME
• All of which 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)
Research
Measuring
Performance
Tactical
Execution

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The Future of SEO
Ingredients:
• 1 Part technical consultation
• 1 Part content strategy and planning
• An overpowering amount of
integration and coordinated
execution across channels

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Integrated SEO Programs

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Modern SEO: Technical Search

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As an SEO...

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A Lot...Actually
Roles, skills, responsibilities, disciplines, topics to understand or follow…
Disclaimer: This is not an exhaustive list of all responsibilities, duties, skills, efforts, requirements or working conditions associated with the job.

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Modern SEO = Data Analyst?
Volume of Data
Past
Data Sources:
Keyword Rankings
Backlinks
Pageviews
PageRank
Data Sources:
More Robust Analytics Data
Conversion Data
Attribution Modeling
Engagement Data
Competitive Insights
Content Demand
Social Data
Webmaster Tools Data
SERP Data
Future

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Where to Look For Opportunity
1. Ensure your site is free of technical 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
2. Focus on Themes, not Keywords
3. Focus on analytic metrics that matter
• Conversions
• Engagement
• Attribution
4. 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?)

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How do you deal with all of these new tasks?
PRIORITIZATION!

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

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Modern SEO: Content Strategy
It was the best of times,
it was the blurst of times.

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Content Strategy as the Filter

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You Gotta Know the Sweet Spot

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Creating Content Based on Themes

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Keyword Stuffing = Not Made for Users

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Creating Content Based on Themes

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Content Strategy vs. Content Marketing

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Modern SEO: UX Design

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Google Cares About User Experience
“Starting April 21, we will be 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

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You have them there. Now what?
Google cares about
the user’s
experience, not just
mobile sites.

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Plan Early.
Collaborate Early.
Be a Winner.

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SEO + Content Strategy + UX: The Sitemap
Brings together early Content Strat,
SEO, and UX collaboration
• All of the pages in the site
• 301 Redirects

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SEO + Content Strategy + UX: The Wireframes
Further implements elements from
early planning sessions:
• H1s, H2s
• SEO friendly copy

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Modern SEO: Local Search

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Local Search, SEO and Paid Search
should always work together
Would you rather be great in 1
channel…
Or be visible in 3?
3 > 1
@LocalSearchGuru

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Don’t Put Local Search in a Silo!
Essential Listings Paid Search Integration
Location Page /
SEO Integration
Aggregators
Secondary Listings Social Integration

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Local listings are a reflection of your website

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Modern SEO: Paid Search

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SEO and PPC Integration
When Paid Search works with Organic, an incremental lift in
total visits and conversions is seen

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Keyword Efficiency and Opportunities
Paid and Organic Reports via Google AdWords allow 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%

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SEO and PPC Integration
Paid Search is typically the largest
assistor of 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.

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Common PPC and SEO Integration Points
• Use PPC keyword data to inform 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

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Modern SEO: Social

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Whether for Rankings, or Traffic, Praying for Links

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Local Social Integration

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Modern SEO: Program Planning Tips

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Top Impediment to Program Integration

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Cultural Shifts That Break Down Silos
• Educate
• Gain senior buy-off
• Reimagine your organizational structure, 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

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Questions
SEO
Content
UX
Social
Local
PPC

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Thank You!

Modern SEO - It Takes a Village - Ethology

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