smx milan - long term seo | idea evolver
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Long-Term SEO
SMX Milan 2014
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Search Experience Optimization® Insight. Publish. Monitor.
It’s about intercepting the most productive audiences and delivering experiential content
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Insight Create Monitor
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There are 20,000 Greek yogurt recipe searches a month Which is 21% of the total landscape SERPs show recipes, videos, images
Continuous Content Activations
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Desserts Dinner Breakfast Appe6zers Lunch Dips Side Dishes Sauces
Organic Lands Page Views
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The Dessert Recipes Category Is Popular
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100,000
200,000
300,000
400,000
Dessert Dinner Breakfast Appe6zers Lunch Snacks
Google Monthly Searches
Dessert recipes show strong demand and produc6vity
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Cakes and Pies make up 68% of all Dessert Searches
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n cake recipe
Cake Recipes 41%
Pie Recipes 27%
Cheesecake Recipes 11%
Cupcake Recipes 10%
Dessert Recipes 11%
• Cake is the most sought aRer dessert, even over dessert itself • Chocolate, carrot, and red velvet show the most demand • Cake pop recipe searches show breakout ac6vity
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Cake Pop Ideas
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Mr. Potato Head Jack-‐o Lanterns The Muppets Christmas Trees
Gradua6on Frosty The Snowman Winnie The Pooh Thanksgiving Turkeys
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Halloween Recipe Opportunity
• Over 20M “Halloween” food/recipe searches – 77% increase YoY in dessert recipe searches – 80% increase YoY in appe6zer recipe searches
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Average spend per party guest: $79
Americans that plan to celebrate
71.5%
Source: Google Insights and Think
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Halloween Recipe Searches by Category
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Halloween Recipes Halloween Cupcakes Halloween Dips
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Graveyard Cake Mummy Dogs Witch Finger Cookies
Breakout Halloween Recipe Searches
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Design for emotion and engagement - optimize for natural language
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Experiential Content and Optimization
Pages for cakes and cake pops added to dessert
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Page for Halloween added
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Jan 1, 2013 – Dec 31, 2013 Compared to: Jan 1, 2012 – Dec 31, 2012
n Before Implementation n After Implementation
Linking domains increased 190% Pinterest sessions to recipe pages +305% Facebook sessions to recipe pages +541%
Recipe Sessions up 265%
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Make the experience fast so it responds seamlessly throughout the day
Responsive Design Fits the Lifestyle
Commu-ng (7am – 10am)
Work Time (10am – 5pm)
Leisure Time (8pm – 12am)
Source:
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Redesign ORen • Keep the experience fresh • Use the latest design
techniques • Integrate the latest SEO
best prac6ces
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301 Migra6on Strategy Purpose Transfer search engine equity from one URL (or domain) to another. Migra-on When URLs change loca6ons, they need to be 301-‐redirected to the new des6na6ons. This permanent redirec6on transfers search equity from the old URL to the new. 301-‐redirects are cri6cal during a redesign or domain change. Make sure to use 301-‐redirects and NOT the 302. 302 redirects are reserved for temporary situa6ons like separate mobile sites.
Page Requested
Page Requested
Figure 1. Illustration of 301 migration
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Ongoing Technical Monitoring Consistently test for PageSpeed and Google Webmaster compliance
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