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Search Engine Optimization for 2015 Whats In? Whats Out? Moderator: Rebecca Ryan Panelists: Michael H. Fleischner, Jenny Munn Slide 2 SEO Made Simple Drive tons of hungry buyers to your website Slide 3 Copyright 2015 Market Data Retrieval 3 Slide 4 Most People Have Given Up on SEO Slide 5 Copyright 2015 Market Data Retrieval Or Think Theres an Easy Way to Dominate the Web Slide 6 Copyright 2015 Market Data Retrieval Lets Buy a Few of These! Slide 7 Copyright 2015 Market Data Retrieval And Maybe Some of These! Slide 8 Copyright 2015 Market Data Retrieval SEO Nailed It! Slide 9 Copyright 2015 Market Data Retrieval But Theres a Problem Slide 10 Copyright 2015 Market Data Retrieval Only 18% of Clicks Go Here! Slide 11 Copyright 2015 Market Data Retrieval Only 2% of Clicks Go Here! Slide 12 Copyright 2015 Market Data Retrieval 80% Go Here! Slide 13 Copyright 2015 Market Data Retrieval Dont Ignore Organic Search Slide 14 Copyright 2015 Market Data Retrieval Whats Changed? Slide 15 Copyright 2015 Market Data Retrieval 2011 I think thats the only one Ive heard of Slide 16 Copyright 2015 Market Data Retrieval 2015 Hmm Pretty sure thats 5 of the 7 largest, best-known auto insurers in the US? Slide 17 Copyright 2015 Market Data Retrieval 2011 I know Sunset, but none of these others. Slide 18 Copyright 2015 Market Data Retrieval 2015 This is the only brand on page one I dont know. Slide 19 Copyright 2015 Market Data Retrieval Focus on building a powerful brand be better than your competition/be unique, be engaging Slide 20 Copyright 2015 Market Data Retrieval So How Can We Dominate? Slide 21 Copyright 2015 Market Data Retrieval MySEOmadesimple.com Focus on Whats Working Now! Factors Driving Organic Search Results Content Quality Social Signals (amplify) Usage Data (CTR) Topical Authority Trust & Spam Signals Local Factors Slide 22 Copyright 2015 Market Data Retrieval What About Links? Slide 23 Copyright 2015 Market Data Retrieval 23 Slide 24 Copyright 2015 Market Data Retrieval This Will Get You in Trouble: Crappy Links Seek out links to rank better Acquire them manually Submit, pay, beg, trade, etc. ++= Low Scalability Risk of Penalties This Will Get You the Right Links: Do stuff worthy of attention Earn amplifi- cation Links come in naturally ++= Traffic Branding Rankings Slide 25 Copyright 2015 Market Data Retrieval Slide 26 Slide 27 In The Past Few Minutes Building well SEOd sites are essential for building a powerful brand Powerful brands win the day (online and offline) Dont ignore local. Local search is driving local AND nation results, authority, and more Content is still king but it must be yours and be engaging The link game has changed. Earn links to your website and content for optimal results Focus on: Content, Social Signals, CTR, Topical Authority, Trust, Local Optimization Slide 28 Copyright 2015 Market Data Retrieval @mfleischner Michael Fleischner, Big Fin Solutions | Oct. 2015 Thank You! Free SEO Community Available at MySEOMadeSimple.com MySEOMadeSimple.com SEO Made Simple Available On Amazon.com Slide 29 Search Engine Optimization for 2015 Whats In? Whats Out? Jenny Munn - SEO Consultant www.JennyMunn.com Jenny@JennyMunn.com Twitter: @jennymunn Slide 30 Copyright 2015 Market Data Retrieval SEO - Agenda Definition: Modern vs Traditional SEO 5 Characteristics of a Successful Modern SEO Program Case Studies Challenges and Opportunities Faced Today Resources and Takeaways 30 Slide 31 Copyright 2015 Market Data Retrieval Why SEO is So Confusing Slide 32 Copyright 2015 Market Data Retrieval Modern SEO - Definition 32 The practice of making your content findable. Slide 33 Copyright 2015 Market Data Retrieval 5 Modern SEO Characteristics 1.Mix of disciplines 2.Team approach and execution 4.Metrics and data that matter 5.Funnel awareness 6.Creative keyword mix 33 Slide 34 Copyright 2015 Market Data Retrieval Modern SEO Characteristic #1: Mix of Disciplines 34 Technical basics Keywords On-Page Optimization Content Links and signals Engagement Optimization Conversion Optimization UX (user experience) Slide 35 Copyright 2015 Market Data Retrieval Modern SEO Characteristic #2: Team Approach Case Study: Global Student Network 35 Kind of in the right direction but so many directions we just need GUIDANCE Goals: Drive more qualified traffic to the site Improve conversions for enroll now Evolve curriculum priorities More sales Slide 36 Copyright 2015 Market Data Retrieval Modern SEO Characteristic #2: Team Approach Case Study 36 Slide 37 Copyright 2015 Market Data Retrieval Modern SEO Characteristic #2: Team Approach Case Study 37 350-500 words of meaty content Calls to action/persuasive content Better on-page optimization Technical improvements Plans/calendars, training Slide 38 Copyright 2015 Market Data Retrieval Modern SEO Characteristic #3: Metrics & Data That Matter 38 Regularly looking at the data helps you diagnose: Is your content being consumed Are you getting found Do you have enough terms/enough traffic Are you getting found for the right words Not ranking well Ranking but not converting clicks Converting clicks but not converting on the site CTA Slide 39 Copyright 2015 Market Data Retrieval Modern SEO Characteristic #3: Metrics & Data That Matter 39 Device: mobile, tablet or desktop Geographic locations Total visits Breakdown of traffic sources Bounce rate Site speed Average time on site # of pages visited Popular pages SEO Landing Pages Queries/Keywords and Clicks Links These items are not actionable on their own. You have to KNOW what youre working and MEASURING - towards Slide 40 Copyright 2015 Market Data Retrieval Modern SEO Characteristic #4: Funnel Awareness 40 Approximately 96% of visitors that come to your website are not ready to buy (but they may be willing to provide contact information in exchange for valuable content). *Marketo and KISSmetrics Slide 41 Copyright 2015 Market Data Retrieval Case Study: New Clients Path to Conversion Slide 42 Copyright 2015 Market Data Retrieval Modern SEO Characteristic #5: Creative Keyword Mix Case Study: Foundations School 42 Goals: Improve inquiries, tours, walk ins Generate more and higher quality traffic Diversify from social Integrate SEO into the marketing mix Slide 43 Copyright 2015 Market Data Retrieval Modern SEO Characteristic #5: Creative Keyword Mix Case Study: Foundations School 43 On-page optimization for core keywords Daycare vs child learning center Better blog strategy more lead gen focused Montessori alternative Primrose vs Goddard About 66% of website clicks come in to our homepage, but the rest come in to other pages. A few of our blogs have been landing pages and actually turned into conversions. Slide 44 Copyright 2015 Market Data Retrieval Takeaways and Resources 44 jennymunn.com/ednet Links to resources compiled resources and tools: This presentation PDF Marcomm excel download SEO Essentials for Busy Marketers How to Find Keywords Google Analytics and Google Search Console links Slide 45 Thank you! SEO for 2015Whats In? Whats Out? Jenny Munn - SEO Consultant www.JennyMunn.com Jenny@JennyMunn.com Twitter: @jennymunn Slide 46 Copyright 2015 Market Data Retrieval 46