importance of an organic focus
DESCRIPTION
With the changing landscape of SEO, how important is it to maintain a focused SEO Program?TRANSCRIPT
INFLUENCE OF ORGANIC
SEARCH ENGINE OPTIMIZATION
HOW TO WORK IN A CHANGING LANDSCAPE
Importance of focusing on Organic Traffic
Benefits of a great SEO Program
Adapting to a Changing Landscape
Setting Up Your Program
TERMS
• Organic Traffic: Visitors that come to your website through unpaid, natural (Organic) search engine results.
• SERP: Search Engine Results Page. The result of performing a query in a search engine.
• PPC & SEM: Pay Per Click & Search Engine Marketing. These terms I use interchangeable for Paid Search marketing programs.
• Mobile: When referring to Mobile we are most often referring to both phones and tablets unless otherwise stipulated.
IMPORTANCE OF AN ORGANIC FOCUS
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HOW DO CONSUMERS FIND WEBSITES?
GOOGLE LOVES ORGANIC
• Paid makes $ but Organic makes Sense
• Organic Drives Paid Search
• Fine Tuning Organic is the Driving Force of Google
• Majority of users utilize Organic
85%
15%
Share of Listings by Type
Organic
Paid
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PERCENTAGE OF TRAFFIC FROM SEARCH ENGINES
2011 20120%
5%
10%
15%
20%
25%
30%
35%
40%
Consumer Brand Manu-facturesRetail ChainsWeb-Only Re-tailers
TRAFFIC, REVENUE, RANKINGS
BENEFITS OF A QUALITY SEO PROGRAM
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ORGANIC CLICK THROUGH RATES
Just Organic Listings
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WHAT THAT TRAFFIC CAN MEAN
Current Revenue:
Position 2 = 1,500 Visitors/Day
Current Overall Organic Conversion Rate = 1%
Average Order Value = $50.00
Revenue/Day By Organic = $750/Day
Potential Revenue at #1:
Position 1 = 5,250
Current Overall Organic Conversion Rate = 1%
Average Order Value = $50.00
Revenue/Day By Organic = $2,600/Day
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SEO BENEFITS SEM
A high Quality Score means that for a given keyword bid, an advertiser may receive a higher Avg. Position, higher Impression Share and lower Cost per Click than competitors with lower Quality Scores.
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LONG TERM VERSUS SHORT TERM
ADAPTING TO A CHANGING LANDSCAPE
PANDA, PENGUIN, AND MORE
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THE GOOGLE ALGORITHM
Google Looks for clues to better understand what you mean. Things like spelling, context, synonyms, etc…
Then Google Uses those clues to pull related content from
the Index.
Google then filters those pieces of content based on a
number of factors. Page Quality, Freshness, Domain
History, etc..
Google Displays the results in a number of different ways to
facilitate a users search. Things like the Knowledge Graph, Google Answers,
Google News, Videos, etc..
Google is also constantly updating its algorithm to
ensure the highest quality results it can.
1.
5.
4.3.
2.
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ALGORITHM CHANGES
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ALGORITHM CHANGES OVER TIME
• Roughly 37 changes in 2012 alone.
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MOBILE SEO COMPLIANCETop 100 Fortune 500 Companies:
ONLY 6%
Currently comply with Google Mobile Requirements
ONLY 11%
Target smartphone users via responsive design
ONLY 56%
Served mobile formatted content to people on smartphones
While nearly half had a mobile dedicated site 0%Of those sites comply with Google’s configuration requirements
This information comes from a study recently performed by Pure Oxygen Labs. It was focused on the top 100 companies in the Fortune 500.
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MOBILE AND SEARCH
Multi-platform consumption is today’s new reality.
1 in 3 minutes spent online is now spent beyond the PC
“The digital media landscape is already well into this transition, and smartphone and tablet usage can no longer be considered a mere rounding error in digital
consumer behavior.” -Comscore Mobile Future In Focus 2013
37%Mobile
63%Desktop
Source: comScore Media Matrix Multi-Platform (Beta), U.S., Dec-2012
WHERE TO START AND HOW TO KEEP UP
SETTING UP YOUR PROGRAM
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INTERNAL SEO V. EXTERNAL SEO
OR
Internal:• Small Cost Investment• Large Time Investment• You know your sites limitations• Department Education is easier• Longer ROI
Agency:• Larger Cost Investment• Smaller Time Investment• Generally Highly Knowledgeable• Can be harder to break the Silo• Quicker ROI• Innovative Tools
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THE WHOLE PROGRAM
SEO Program
Web Development
IT
Copywriters
Marketing Teams
• Title Tags• Meta Descriptions• Canonical Tags• Alt Tags
• Robots.txt• Reference to Site Map• Customized XML Sitemap• Correct Re-Directs
• Keyword Mapping• Keyword Density• Images• Header Tag Structure
A lot of SEO is Education and relaying the importance of a shared effort.
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TRACKING THE RIGHT METRICS
Keyword Movement in the SERP
Traffic From Keywords
Traffic by Indexation
Keyword Conversion Rates
Conversion Rates by Indexation
Organic Channel RPV, AOV, CR
CLOSING
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SEO IS A PROCESS
• There are no Magic Tricks • SEO Takes Time• Monitor, Monitor, Monitor• SEO can Change Any Day• Consider the Consumer
QUESTIONS?
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