seo is dead, again. long live online marketing. · seo is dead, again. long live online marketing....
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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
@searchinfluence #ZENITH2016
@w2scott #ZENITH2016
@searchinfluence #ZENITH2016
@w2scott #ZENITH2016
GET YOUR TARGET AUDIENCE TO SEE YOUR BUSINESS AS A TRUSTED
PROVIDER OF GOODS OR SERVICES.
● 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
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
75%of Americans
use search engines on a regular basis
@searchinfluence #ZENITH2016
75%of Americans
use search engines on a regular basis
@searchinfluence #ZENITH2016
56%of Americans
use search engines every
day
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
WHAT IS SEO REALLY?
@w2scott #ZENITH2016
IT’S THE PROCESS OF INFLUENCING YOUR
WEBSITE’S VISIBILITY IN SEARCH ENGINES
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60%OF ALL ORGANIC CLICKS GO TO THE ORGANIC TOP 3 SEARCH RESULTS.
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WHAT YOU SHOULD ALREADY BE DOING
IN 2016
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YOUR WEBSITE PAGES SHOULD HAVE TITLE TAGS
@w2scott #ZENITH2016
YOUR WEBSITE PAGES SHOULD HAVE META DESCRIPTIONS
@searchinfluence #ZENITH2016
YOUR WEBSITE SHOULD HAVEA CALL TO ACTION
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YOUR WEBSITE SHOULD BE FREE OF BROKEN LINKS
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IDEAL TOPICS & KEYWORDS SHOULD BE REFLECTED
● Title tags● Meta descriptions● On-page headings● On-site content
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YOUR SITE MUST BE MOBILE FRIENDLY
@searchinfluence #ZENITH2016
admitted they can’t live without their smartphones, according to
the Pew Research Center.
SMARTPHONE ADDICTION
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46%
97%of those ages 18
to 29 use smartphones
for Internet use
AGES18-29
@searchinfluence #ZENITH2016
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
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
MOBILE-FRIENDLY WEBSITE TEST
Check your website using Google’s handy mobile friendly test: https://www.google.com/webmasters/tools/mobile-friendly/
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MUST BE QUICK TO LOAD
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@w2scott #ZENITH2016
DON’T FORGET SCHEMA
HTML markup that webmasters add to web pages to make them
more easily readable and understandable by search engines
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+4 POSITIONS
PAGES WITH SCHEMA VS. PAGES WITHOUT SCHEMA
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MUST HAVE GOOD CONTENT
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BEFORE: KEYWORD
DRIVEN WEBSITE CONTENT
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NOW: MORE
NATURAL SOUNDING
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RESULTS
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13X
MUST HAVE A BLOG
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INCREASE IN ROI, YEAR AFTER YEAR
82%
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MUST USE YOUR BLOG
OF MARKETERS WHO BLOG DAILYGAINED CUSTOMERS USING THEIR BLOG
ALONG THE WAY, GOOGLE PROVIDED
GUIDANCE VIA WEBMASTER GUIDELINES.
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MANIPULATION ENSUED
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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.
OWNING THE TOP OF THE PAGE
“Restaurants in New Orleans” top organic Google search results:
● TripAdvisor● New Orleans Restaurants● Nola Eater● New Orleans Online
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BUILD YOUR AUTHORITY USING:
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● Yelp, ● Angie’s List, ● Yellow Pages, ● White Pages, ● Foursquare, ● Google+, ● YouTube, ● HealthGrades and● even TripAdvisor.
@w2scott #ZENITH2016
@searchinfluence #ZENITH2016
THROUGH ALGORITHM UPDATES, GOOGLE CORRECTS SEO
LOOPHOLES TO MAKE THE USER EXPERIENCE BETTER.
HELLO “CONTENT MARKETERS”
CONTENT TAKES MANY FORMS
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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
GO INFORMATIONAL
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12%Publishers who use
infographics grow website traffic 12 percent faster than those with no infographics.
FASTER
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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
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LOTS OF OPPORTUNITY STILL EXISTS
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CONTINUE TO BUILD YOUR BRAND
“Brands are how you sort out the cesspool”
- Eric Schmidt, 2008
@w2scott #ZENITH2016
@searchinfluence #ZENITH2016
@w2scott #ZENITH2016
#1
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WOULD YOU RATHER ATTEND AN ESTATE PLANNING WORKSHOP
OR A LIFEPLAN™ WORKSHOP?
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WOULD YOU RATHER DOWNLOAD A MEDICAID WHITEPAPER
OR A LIFEPLAN™ REPORT?
@searchinfluence #ZENITH2016
@w2scott #ZENITH2016
@searchinfluence #ZENITH2016
@w2scott #ZENITH2016
TAKE ADVANTAGE OF RICH SNIPPETS
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SNIPPET
RICH SNIPPET
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SOFTWARE APPLICATION
PRODUCT
EVENT
RECIPE
REVIEW
HOW TO WIN POSITION ZERO
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@searchinfluence #ZENITH2016
KNOWLEDGE PANELS
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KNOWLEDGE CARD
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FEATURED SNIPPET
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HERE IS THAT CONTENT
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FEATURED SNIPPET
#0
#1
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Source: Peter Meyers, Moz, “SEO for Answers: Ranking #0
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FEATURED SNIPPET
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FEATURED SNIPPET
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FEATURED SNIPPET
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FEATURED SNIPPET
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ANSWERS IN TABLES
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ANSWERS IN TABLES
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Source: Peter Meyers, Moz, “SEO for Answers: Ranking #0
YOU’VE GOT TO PAY-TO-PLAY
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2Mactive advertisers on Facebook (and
most are small businesses)
@searchinfluence #ZENITH2016
2M 80%active advertisers on Facebook (and
most are small businesses)
of Facebook’s new advertisers started
by paying for promoted posts
@searchinfluence #ZENITH2016
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
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WITH FACEBOOK LOCAL AWARENESS ADS, YOU CAN
TARGET LIKE A BOSS.
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@searchinfluence #ZENITH2016
DOES IT WORK?
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ON LINKEDIN
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ON PINTEREST
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REMARKET TO TURN LOSERS INTO WINNERS
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@searchinfluence #ZENITH2016
64%lower cost per
conversion when compared to display
@searchinfluence #ZENITH2016
64%lower cost per
conversion when compared to display
increase in conversion rate
compared to display
370%
ANY QUESTIONS?
@w2scott #ZENITH2016
THANK YOU!Search Influence
935 Gravier St STE 1300New Orleans LA 70112-1608
(504) 208-3900http://www.searchinfluence.com/