automotive unoptimization seo
DESCRIPTION
Grant Simmons of Homes.com presentation from SearchMetrics conference in Chicago. Auto Dealers can use these SEO tips for their business.TRANSCRIPT
Search EngineUnOptimization
Why The Future of SEO is UnOptimized
Grant SimmonsVP of Search Strategies
Question 1
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UnOptimization
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Question 2
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Is Google Evil?
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Guest Blogging is Good
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Guest Blogging is DoneMatt Cutts – Google Spam Team
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Over Optimizationis a bad thing
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UnOptimizationIs a Googlely thing
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kinda simple
UnOptimization is Simple4 Main Considerations of UnOptimization• Google Bashing• User Experience• Social Discoverability• Testing
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ouch
UnOptimization4 Main Considerations of UnOptimization• Google Bashing Over Optimization• User Experience• Social Discoverability• Testing
@simmonet
Google Algorithm Updates
& hummingbird
Penguin: Link “Naturalness”
YIKES!
Link Graphs Should Be UnOptimized• Anchor text to brand / site• Inter-site linking i.e. footer links• Dofollow links to nofollow links• Internal linking for users NOT Google
This obviously isn’t for users
zere areno absolutes
Panda: Content Value
Content is Over optimized
scale over substancesubstance over scale
better
Content Should be UnOptimizedContent production is changing from:• Auto-generated to human-generated*• ‘Thin’ to valuable• Patterned to unique• Scale to reasonable amount*• Generalists to authorities
*Cool new technologies may change this POV
zere areno absolutes
@simmonet
Be naturalNOTOver optimized
Lots of tools
ToolsLink Graph• Open Site Explorer• Majestic SEO• Google Webmaster ToolsContent• Screaming Frog• Google SERP
Und
I’m auser too!
UnOptimization is Simple4 Main Considerations of UnOptimization• Google Bashing• UnOptimization for User Exp.• Social Discoverability• Testing
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UnOptimizationFor User Experience
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Social ExperimentUser Experience
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UnOptimizationThe User-Centric Approach
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Satisfy query Intentwith understandingof users’ Context
Content Goals
Satisfy Your Audience
PersonalizeNOTOptimize
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Treat Everyone Equally Different
Satisfying Intent & Context• Query research• Persona development• Unique onsite experiences• Different conversion points• Different metrics
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Segment by Device / Location
“Hi, I’m near a property”
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Offer Onsite Self Segmentation
“Hi, this is my first time here”
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Simple Segmentation Example
Offer Unique Experiences
Satisfy Your Audience
Personalize(personas)
NOTOptimize
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Great Reference on Personas• http://unop.me/personas• Yes... It features Smurfs
Hello?
UnOptimization4 Main Considerations of UnOptimization• Google Bashing• User Experience• Social Discoverability for Search• Testing
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Social Discoverability
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BUSY
BUSY
It’s busy out there…How do you
stand out?Tough to:• Scale• Engage• Inspire signalsHow? How?
Creativitybow wow
Creativity can’t be optimized
Neither can creatives
How Does Google Know?
GoogleKNOWSEverything
They Know Value
How Does Google Know Value?
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• Links• Citations• Social signals• radar
• Search• e.g. CTR / dwell
• Velocity• Authority / topics• Engagement
To Engage Your Audience
Be CreativeNOTOptimized
Yes!
UnOptimization Simplified4 Main Considerations• Google Bashing• User Experience• Social Discoverability• Testing
@simmonet
ThankYou
Questions?
Grant SimmonsVP of Search Strategies
Search Engine
UnOptimization
Why The Future of SEO is UnOptimized
END OF PRESENTATION