Optimizing Your Website for Organic Search presentation at the eMarketing Association Conference 2014 (eM14) at the Marriott Hotel Union Square, San Francisco, California. Presented on March 25, 2014.
7. Long Tail Keyword Advantage
Fat Head Long Tail
Search Volume High Low
Keyword Variations Low High
Search Engine Ranking
Harder to rank.
Takes longer to rank.
Easier to rank.
Faster to rank.
Competition Larger Smaller
Conversions Less Likely More Likely
Amount of Research Work Less More
Fat Head Long Tail
Search Volume High Low
Keyword Variations Low High
Search Engine Ranking
Harder to rank.
Takes longer to rank.
Easier to rank.
Faster to rank.
Competition Larger Smaller
Conversions Less Likely More Likely
Amount of Research Work Less More
8. Diagnostics
- Crawlable
- Indexable
- Visible
- Keywords
- Taxonomies
- Microformats
- Page Speed
Content
Marketing
- Informative
- Valuable
- Interesting
- Resource
- Intriguing
- Inspiring
- Up-To-Date
- Useful
- Funny
- Controversial
Link
Bait
Passes Link Juice Improves
Ranking
Site Architecture & Content Marketing
Targets more specific long tails
Targets more general fat heads
10. No Projections – Just a Track Record
Data Driven: Overall Department Performance Analysis
Organic Search Traffic for Non-Branded Keywords
Clients Range
10% to 1,000%
Prioritizing task
Target low
hanging fruit
Get largest
benefit at the
soonest possible
time.
12. SEO Diagnostics
Indexing Issues
HTTP Header Status
Duplicate Content
Site Architecture
Taxonomies
URL Structure
Breadcrumb
Content Hierarchy
HTML Sitemap
Frames
Flash
AJAX
URL Issues
PDF and Other Docs
International SEO
Pagination
Content Writing Best Practices
JavaScript
ViewState Variable
Code Order
Images
Video
Social Sharing
13. Onpage Advantage Example: Travel Industry Client
Code Order
Change
Sep 3
Ranking
Jump on
Sep 6
Information
Architecture
Change
Sep 21
Process and results were
repeatable using different:
KEYWORDS
PAGES
CLIENT WEBSITE
Results varied in ranking
improvement jumps,
but all improved.
SEO Diagnostics Case Study Data from actual IMI
client in the travel
industry.
Only code order
change and information
architecture
modifications were
done.
Ran daily ranking
reports.
Results were published
in a case study and
present at Webmaster
World’s PubCon in
Dallas and Las Vegas
14. Toxic Link Report
102,099 Backlinks
99,127 Site-
Wide Links
394 Links No
Longer Exists
670 Error
Links
1,868
Analyzed
955881
32
Toxic Link Report
Healthy
Suspiscious
Toxic
294
244
171
72
1095
27 5
Toxic Link Breakdown
Suspiscious 1
Suspiscious 4
Suspiscious 14
Suspiscious 19
Other Suspiscious
Toxic 1
Toxic 2
27 links from
deindexed domains
5 links from malware
infected sites
294 links from pages with 0 Power*Trust and low
domain Power*Trust (low quality forum/directory)
244 links from pages that do not rank for
their title tag. Possibly penalized.
16. Link Baitable Content
Promotion with the aid of Social Media
Content Development Strategy
Natural High Quality Links = Biggest Impact on Rankings
TEXT
Content
Blogging Strategy
Trust Bait
Press Releases
Matte Releases
Infographic Creation
Award &
Recognitions
Badges
VISUAL
Content
Video Strategy
AUDIO
Content
17. Develop custom content marketing roadmap
1 Understand client’s goals and business
2
3
4
Identify target customer
Determine which online channels to target
Discovery / Goal Setting
21. Rapport Building
w/ Influencers
Influencer Outreach
Social Bookmarking
Social Network Promotion
Press Release Distribution
Image Link Reclamation
Influencer
Follow-up
Launch
Post
Launch
Pre
Launch
Promotion
29. Achievements to date:
4,388% increase in Facebook “likes”
Website Referral Traffic Increased 91%
31 blog posts
Avg. domain authority is 47 (avg. blogger is 30)
100’s of social posts by social influencers
promoting NutriPro Juicer
16 of top 30 referrals came from bloggers
Picked up in Health Magazine
Goal:
Increase brand
awareness and create
online buzz for new
product via blogger
outreach
Built very strong
professional
foundation across
all social channels.
Case Study: Blogger Outreach
31. SEO Case Studies
“A Running Shoe Company”
Main Strategy
Long Tail Keyword
Targeting
On-Page Code
Optimization
74% of
targeted
organic
keyword
Running
Shoes: Up
by 15,982.
Long tails
up by
69,459.
Running
Shoes up by
2.43%. Long
tail up by
0.009%.
Sales increased!
Running shoes keyword revenue increased by
$1,140.76. Long tails by $106,196.89
Profits increased!
Ranking
Organic
Traffic
Conversions Sales Revenue Profit
32. SEO Case Studies
Main Strategy
Content Marketing
Targeting other
types of search
results, like video
results.
“People who come in through
video [results] tend to convert
at a higher percentage than
non video visits” - Jordan
Boshers, Account Strategist
96k Videos Indexed!
Rock and Dirt
YouTube account
Rock and Dirt
Website
Also main ordinary
organic result.
Video thumbnails are more
compelling to click on
33. SEO Case Studies
Links gained:
Experimental Aircraft Association Websites
EAA922.org (.edu & .gov)
EAA32.org (1999)
ProFlyersInc.com/EAA501 (2002)
ExperimentalAirplane.com (2000)
Other Airplane Pilot Groups
FlyingGators.com (1999, .edu & .gov)
AirMailPioneers.org (1998)
Educational Insitutions
COA.FIT.edu (1989)
UkiahAviation.com (.edu & .gov)
Informational/Resource Pages
CrashSiteOrkney.com
AirCrashSites-Scotland.co.uk
• Main Strategy
• Content Marketing
• Trust Baiting
34. SEO Case Studies
Links gained:
Experimental Aircraft Association Websites
EAA922.org (.edu & .gov)
EAA32.org (1999)
ProFlyersInc.com/EAA501 (2002)
ExperimentalAirplane.com (2000)
Other Airplane Pilot Groups
FlyingGators.com (1999, .edu & .gov)
AirMailPioneers.org (1998)
Educational Insitutions
COA.FIT.edu (1989)
UkiahAviation.com (.edu & .gov)
Informational/Resource Pages
CrashSiteOrkney.com
AirCrashSites-Scotland.co.uk
Main Strategy
Content Marketing
Trust Baiting
20,000 increase in non-
branded organic search traffic.
35. GreatCall Case Study
Phased Approach
Jitterbug first, then 5 Star next
Targeted the
Jitterbug first.
Targeting the
5Star Urgent
Response next
37. GreatCall Case Study
Content
Marketing
Infographics
URL Title Anchor Text Page Authority Domain Authority
http://en.wikipedia.org/wiki/Enhanced_9-1-1 Enhanced 9-1-1 - Wikipedia, the free encyclopediaTechnology behind Enhanced 911 Calls 69 100
http://www.criminalmindsatwork.blogspot.com/2012/12/911-technology-in-us.htmlCriminal Minds at Work (img alt) 5Star medical alert 39 94
http://visual.ly/technology-behind-911-call Technology Behind a 911 Call | Visual.ly http://www.greatcall.com/lp/technology-behind-911-calls-infographic.htm44 84
http://gentlemint.com/tack/111083/ Technology Behind A 911 Call Infographic | GreatCall - Gentlemintwww.greatcall.com 18 54
http://www.911dispatch.com/911/index.html 911 Information Infographic 48 53
http://infographicjournal.com/technology-behind-enhanced-911/ Technology Behind Enhanced 911 {infographic](img alt) Technology Behind Enhanced 911 14 40
http://boscoinfotech.com/the-technology-behind-911-calls/ The technology behind 911 calls | Bosco Information Tech(img alt) 5Star medical alert, ermergency responders, 911 calls, 911 technology27 29
http://www.geekyhabitat.com/911-technology/ 911 technology | Geeky Habitat (img alt) 5Star medical alert, 911 calls, technology behind 911 calls, emergency ph20 21
http://www.grandtraverse911.com/public-education/911-technology/ 911 Technology | Grand Traverse County 911 (img alt) (img) [No Anchor Text] 15 21
http://www.mattlogic.com/how-911-works/ how 911 works | Matt Logic (img alt) 5Star medical alert, 911 calls, 911 dispatch, how 911 works17 18
http://infographics.idlelist.com/2013/01/12/technology-behind-a-911-call/ Technology Behind A 911 Call | Infographics : IdleList(img alt) 5Star medical alert, 911 calls, 911 dispatch, how 911 works13 25
Relevant natural links with
good authority metrics.
38. GreatCall Case Study
SEO Results
Main Strategies
Keyword Strategy
Phased Approach
Testing Landing Pages
Content Marketing with
Infographics
SEO gave GreatCall an
83.30% increase of non-
branded organic search
traffic year over year.
43. Diagnostics
- Crawlable
- Indexable
- Visible
- Keywords
- Taxonomies
- Microformats
- Page Speed
Content
Marketing
- Informative
- Valuable
- Interesting
- Resource
- Intriguing
- Inspiring
- Up-To-Date
- Useful
- Funny
- Controversial
Link
Bait
Passes Link Juice Improves
Ranking
Site Architecture & Content Marketing
Targets more specific long tails
Targets more general fat heads
44. Benj Arriola
SEO Conference Speaker
2014 eMarketing Conference
2013 SMX, PubCon, IMC, IRCE, EmMeCon, Emory
University, eMarketing Conference
2012 IABC, Online Marketing Summit, MORCon
2011 SEMCon, MORCon, Bataan Bootcamp
2010 PubCon, San Diego eCommerce Summit,
SEMCon
2009 SMX, SEMCon
2007 SEMCon
SEO Contest Winning - Timeline
2009 SEO Contest by NetBuilders.org - 4th
2008 Promote Your Business SEO Contest by
Branders.com - 2nd
2008 SEOContest2008 by UK Webmaster World - 2nd
2007 SEO World Championship by Get Updated -
1st Place
2006 Vogermilten SEO Contest - 1st Place
VP for SEO
Internet Marketing Inc.
www.internetmarektinginc.com
@benjarriola