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Confidential, Property of Search Influence, LLC © 2016
SEO IS DEAD, AGAIN. LONG LIVE ONLINE MARKETING. Will Scott
CEO & Co-Founder
@w2scott #ZENITH2016
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@searchinfluence #ZENITH2016
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@w2scott #ZENITH2016
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@searchinfluence #ZENITH2016
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@w2scott #ZENITH2016
GET YOUR TARGET AUDIENCE TO SEE YOUR BUSINESS AS A TRUSTED
PROVIDER OF GOODS OR SERVICES.
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● Helping businesses succeed online since 1994
● Started Search Influence in 2006 with wife and COO Angie Scott
● 30,000 clients and 47 resellers served
WILL SCOTTABOUT ME
@w2scott #ZENITH2016
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SEARCH INFLUENCEHelping customers successfully market online since 2006.
Search Influence 90 full and part-time employees120 contract writersGoogle AdWords & Analytics Certified StaffGoogle Certified Partner
Reputation2011 Inc. 500 honoreeSEL Columnists, SMX, LocalU, Pubcon, mozcon, Searchfest and moreTwo decades in online mediaBest Places to Work, 2014
ABOUT
@searchinfluence #ZENITH2016
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75%of Americans
use search engines on a regular basis
@searchinfluence #ZENITH2016
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75%of Americans
use search engines on a regular basis
@searchinfluence #ZENITH2016
56%of Americans
use search engines every
day
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75% 56% 40%of Americans
use search engines on a regular basis
of Americans use search
engines every day
of searches are for local businesses
and services
@searchinfluence #ZENITH2016
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WHAT IS SEO REALLY?
@w2scott #ZENITH2016
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IT’S THE PROCESS OF INFLUENCING YOUR
WEBSITE’S VISIBILITY IN SEARCH ENGINES
@searchinfluence #ZENITH2016
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60%OF ALL ORGANIC CLICKS GO TO THE ORGANIC TOP 3 SEARCH RESULTS.
@w2scott #ZENITH2016
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WHAT YOU SHOULD ALREADY BE DOING
IN 2016
@searchinfluence #ZENITH2016
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YOUR WEBSITE PAGES SHOULD HAVE TITLE TAGS
@w2scott #ZENITH2016
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YOUR WEBSITE PAGES SHOULD HAVE META DESCRIPTIONS
@searchinfluence #ZENITH2016
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YOUR WEBSITE SHOULD HAVEA CALL TO ACTION
@w2scott #ZENITH2016
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YOUR WEBSITE SHOULD BE FREE OF BROKEN LINKS
@searchinfluence #ZENITH2016
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IDEAL TOPICS & KEYWORDS SHOULD BE REFLECTED
● Title tags● Meta descriptions● On-page headings● On-site content
@w2scott #ZENITH2016
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YOUR SITE MUST BE MOBILE FRIENDLY
@searchinfluence #ZENITH2016
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admitted they can’t live without their smartphones, according to
the Pew Research Center.
SMARTPHONE ADDICTION
@w2scott #ZENITH2016
46%
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97%of those ages 18
to 29 use smartphones
for Internet use
AGES18-29
@searchinfluence #ZENITH2016
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97% 90%of those ages 18
to 29 use smartphones
for Internet use
of those ages 30 to 49 use
smartphones for Internet use
AGES18-29
AGES30-49
@searchinfluence #ZENITH2016
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97% 90% 80%of those ages 18
to 29 use smartphones
for Internet use
of those ages 30 to 49 use
smartphones for Internet use
of those ages 50+ use their
smartphone for getting online
AGES18-29
AGES30-49
AGES50+
@searchinfluence #ZENITH2016
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MOBILE-FRIENDLY WEBSITE TEST
Check your website using Google’s handy mobile friendly test: https://www.google.com/webmasters/tools/mobile-friendly/
@w2scott #ZENITH2016
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MUST BE QUICK TO LOAD
@searchinfluence #ZENITH2016
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@w2scott #ZENITH2016
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DON’T FORGET SCHEMA
HTML markup that webmasters add to web pages to make them
more easily readable and understandable by search engines
@searchinfluence #ZENITH2016
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@w2scott #ZENITH2016
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@searchinfluence #ZENITH2016
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+4 POSITIONS
PAGES WITH SCHEMA VS. PAGES WITHOUT SCHEMA
@w2scott #ZENITH2016
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MUST HAVE GOOD CONTENT
@searchinfluence #ZENITH2016
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BEFORE: KEYWORD
DRIVEN WEBSITE CONTENT
@w2scott #ZENITH2016
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NOW: MORE
NATURAL SOUNDING
@searchinfluence #ZENITH2016
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RESULTS
@w2scott #ZENITH2016
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13X
MUST HAVE A BLOG
@searchinfluence #ZENITH2016
INCREASE IN ROI, YEAR AFTER YEAR
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82%
@w2scott #ZENITH2016
MUST USE YOUR BLOG
OF MARKETERS WHO BLOG DAILYGAINED CUSTOMERS USING THEIR BLOG
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ALONG THE WAY, GOOGLE PROVIDED
GUIDANCE VIA WEBMASTER GUIDELINES.
@searchinfluence #ZENITH2016
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MANIPULATION ENSUED
@w2scott #ZENITH2016
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@searchinfluence #ZENITH2016
BARNACLE SEO
Attaching oneself to a large fixed object and waiting for the customers to float by in the current.
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OWNING THE TOP OF THE PAGE
“Restaurants in New Orleans” top organic Google search results:
● TripAdvisor● New Orleans Restaurants● Nola Eater● New Orleans Online
@w2scott #ZENITH2016
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BUILD YOUR AUTHORITY USING:
@searchinfluence #ZENITH2016
● Yelp, ● Angie’s List, ● Yellow Pages, ● White Pages, ● Foursquare, ● Google+, ● YouTube, ● HealthGrades and● even TripAdvisor.
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@w2scott #ZENITH2016
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@searchinfluence #ZENITH2016
THROUGH ALGORITHM UPDATES, GOOGLE CORRECTS SEO
LOOPHOLES TO MAKE THE USER EXPERIENCE BETTER.
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HELLO “CONTENT MARKETERS”
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CONTENT TAKES MANY FORMS
@searchinfluence #ZENITH2016
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OTHER TYPES OF ONSITE CONTENT● Photos and other images● Videos● Press releases ● Social media posts● White papers, guides and ebooks
@w2scott #ZENITH2016
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GO INFORMATIONAL
@searchinfluence #ZENITH2016
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12%Publishers who use
infographics grow website traffic 12 percent faster than those with no infographics.
FASTER
@w2scott #ZENITH2016
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12% 800%Publishers who use
infographics grow website traffic 12 percent faster than those with no infographics.
The popularity of infographics has surged in recent years—increasing
by 800 percent from 2010 to 2012
FASTER SURGE
@w2scott #ZENITH2016
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LOTS OF OPPORTUNITY STILL EXISTS
@searchinfluence #ZENITH2016
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CONTINUE TO BUILD YOUR BRAND
“Brands are how you sort out the cesspool”
- Eric Schmidt, 2008
@w2scott #ZENITH2016
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@searchinfluence #ZENITH2016
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@w2scott #ZENITH2016
#1
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@searchinfluence #ZENITH2016
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WOULD YOU RATHER ATTEND AN ESTATE PLANNING WORKSHOP
OR A LIFEPLAN™ WORKSHOP?
@w2scott #ZENITH2016
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WOULD YOU RATHER DOWNLOAD A MEDICAID WHITEPAPER
OR A LIFEPLAN™ REPORT?
@searchinfluence #ZENITH2016
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@w2scott #ZENITH2016
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@searchinfluence #ZENITH2016
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@w2scott #ZENITH2016
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TAKE ADVANTAGE OF RICH SNIPPETS
@searchinfluence #ZENITH2016
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@w2scott #ZENITH2016
SNIPPET
RICH SNIPPET
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@searchinfluence #ZENITH2016
SOFTWARE APPLICATION
PRODUCT
EVENT
RECIPE
REVIEW
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HOW TO WIN POSITION ZERO
@w2scott #ZENITH2016
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@searchinfluence #ZENITH2016
KNOWLEDGE PANELS
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@w2scott #ZENITH2016
KNOWLEDGE CARD
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@searchinfluence #ZENITH2016
FEATURED SNIPPET
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@w2scott #ZENITH2016
HERE IS THAT CONTENT
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@searchinfluence #ZENITH2016
FEATURED SNIPPET
#0
#1
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@w2scott #ZENITH2016
Source: Peter Meyers, Moz, “SEO for Answers: Ranking #0
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@searchinfluence #ZENITH2016
FEATURED SNIPPET
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@w2scott #ZENITH2016
FEATURED SNIPPET
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@searchinfluence #ZENITH2016
FEATURED SNIPPET
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@w2scott #ZENITH2016
FEATURED SNIPPET
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@searchinfluence #ZENITH2016
ANSWERS IN TABLES
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@w2scott #ZENITH2016
ANSWERS IN TABLES
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@searchinfluence #ZENITH2016
Source: Peter Meyers, Moz, “SEO for Answers: Ranking #0
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YOU’VE GOT TO PAY-TO-PLAY
@w2scott #ZENITH2016
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2Mactive advertisers on Facebook (and
most are small businesses)
@searchinfluence #ZENITH2016
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2M 80%active advertisers on Facebook (and
most are small businesses)
of Facebook’s new advertisers started
by paying for promoted posts
@searchinfluence #ZENITH2016
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2M 80%active advertisers on Facebook (and
most are small businesses)
of Facebook’s new advertisers started
by paying for promoted posts
a day is the average spent by small businesses
on Facebook
$5-$50
@searchinfluence #ZENITH2016
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WITH FACEBOOK LOCAL AWARENESS ADS, YOU CAN
TARGET LIKE A BOSS.
@w2scott #ZENITH2016
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@searchinfluence #ZENITH2016
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DOES IT WORK?
@w2scott #ZENITH2016
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ON LINKEDIN
@searchinfluence #ZENITH2016
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ON PINTEREST
@w2scott #ZENITH2016
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REMARKET TO TURN LOSERS INTO WINNERS
@searchinfluence #ZENITH2016
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@searchinfluence #ZENITH2016
64%lower cost per
conversion when compared to display
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@searchinfluence #ZENITH2016
64%lower cost per
conversion when compared to display
increase in conversion rate
compared to display
370%
![Page 92: SEO IS DEAD, AGAIN. LONG LIVE ONLINE MARKETING. · SEO IS DEAD, AGAIN. LONG LIVE ONLINE MARKETING. Will Scott CEO & Co-Founder @w2scott #ZENITH2016. @searchinfluence #ZENITH2016](https://reader034.vdocuments.site/reader034/viewer/2022050717/5e1585f1157b7e40513b421d/html5/thumbnails/92.jpg)
ANY QUESTIONS?
@w2scott #ZENITH2016
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