Modern SEO: It Takes a Village

All Rights Reserved © Ethology, Inc. 2
Ethology
#ModernSEO @Ethology
Agenda
• Introduction to Modern SEO
• Integrated Program Design
• Technical Search
• UX Design
• Content Strategy
• Local
• Media
• Social
• Program Planning Tips
• Q&A
Mike Corak
EVP of Strategy
@mikecorak
Mike Archer
Director of Search
@ArcherMktg
Nolan Alexander
Local Search Manager
@LocalSearchGuru
Jen Walsh
UX Manager
@jendub
Dustin Diehl
Sr. Content Strategist
@DRJedi
Anthony Nichols
Sr. Paid Media Specialist
@hashtagAnthony

Ethology
Modern SEO

Ethology
Search in its Simplest Form
Research
Measuring
Performance
Tactical
Execution

Ethology
Search was
Keyword Research Keyword Usage
Page elements:
Titles, headings, meta,
body copy, links including
anchor
Keyword Rankings
*Keyword data via
analytics
Research
Measuring
Performance
Tactical
Execution

Ethology
Search is
• Biz objectives
• Social listening
• User personas
• Analytic insights
• Keyword research by THEME
• All of which feeds content
strategy
• Search
• Content planning
• Site hierarchy
• Social posting
• Display messaging
• Email messaging
• Local messaging
• PPC AdGroups
• Content focused media (Native)
• Standard KPIs
(real world)
• Thematic performance
(segmentation, attribution)
Research
Measuring
Performance
Tactical
Execution

Ethology
The Future of SEO
Ingredients:
• 1 Part technical consultation
• 1 Part content strategy and planning
• An overpowering amount of
integration and coordinated
execution across channels

Ethology
Integrated SEO Programs

Ethology
Modern SEO: Technical Search

Ethology
As an SEO...

Ethology
A Lot...Actually
Roles, skills, responsibilities, disciplines, topics to understand or follow…
Disclaimer: This is not an exhaustive list of all responsibilities, duties, skills, efforts, requirements or working conditions associated with the job.

Ethology
Modern SEO = Data Analyst?
Volume of Data
Past
Data Sources:
Keyword Rankings
Backlinks
Pageviews
PageRank
Data Sources:
More Robust Analytics Data
Conversion Data
Attribution Modeling
Engagement Data
Competitive Insights
Content Demand
Social Data
Webmaster Tools Data
SERP Data
Future

Ethology
Where to Look For Opportunity
1. Ensure your site is free of technical issues
• Monitor GWT to keep an eye on any crawl issues
• Audit and re-audit your site on a regular basis
• Monitor GA for anomalies in analytic data
2. Focus on Themes, not Keywords
3. Focus on analytic metrics that matter
• Conversions
• Engagement
• Attribution
4. Understand what the competitors are doing
• Share of Voice in organic and paid search
• Social Reach (mentions, engagement, etc)
• What tactics are they using (social hub? blog?)

Ethology
How do you deal with all of these new tasks?
PRIORITIZATION!

Ethology
Examples of Prioritization
1. Ensure your site is free of technical issues
a. Determine what’s most important by associating impact and value to each
item.
i. Example: 30% of the site’s pages are inaccessible to search engines. Calculate
possible demand those pages are losing to determine importance.
2. Focus on Themes, not Keywords
a. Example: Widgets and doodads categories both have similar demand and
both need optimization attention. Widget sales would have a better value
per visitor.
3. Focus on analytic metrics that matter
a. Example: Which pages have the highest conversion rate?
b. Example: Which pages have had their bounce rates skyrocket since
implementing the newsletter sign up form?
4. Understand what the competitors are doing
a. Example: 3 of your 4 competitors have content around an important topic to
your industry. Analyze content demand and address with content strategy.

Ethology
Modern SEO: Content Strategy
It was the best of times,
it was the blurst of times.

Ethology
Content Strategy as the Filter

Ethology
You Gotta Know the Sweet Spot

Ethology
Creating Content Based on Themes

Ethology
Keyword Stuffing = Not Made for Users

Ethology
Creating Content Based on Themes

Ethology
Content Strategy vs. Content Marketing

Ethology
Modern SEO: UX Design

Ethology
Google Cares About User Experience
“Starting April 21, we will be expanding our use of
mobile-friendliness as a ranking signal. This
change will affect mobile searches in all
languages worldwide and will have a significant
impact in our search results. Consequently, users
will find it easier to get relevant, high quality
search results that are optimized for their
devices.”
‘s

Ethology
You have them there. Now what?
Google cares about
the user’s
experience, not just
mobile sites.

Ethology
Plan Early.
Collaborate Early.
Be a Winner.

Ethology
SEO + Content Strategy + UX: The Sitemap
Brings together early Content Strat,
SEO, and UX collaboration
• All of the pages in the site
• 301 Redirects

Ethology
SEO + Content Strategy + UX: The Wireframes
Further implements elements from
early planning sessions:
• H1s, H2s
• SEO friendly copy

Ethology
Modern SEO: Local Search

Ethology
Local Search, SEO and Paid Search
should always work together
Would you rather be great in 1
channel…
Or be visible in 3?
3 > 1
@LocalSearchGuru

Ethology
Don’t Put Local Search in a Silo!
Essential Listings Paid Search Integration
Location Page /
SEO Integration
Aggregators
Secondary Listings Social Integration

Ethology
Local listings are a reflection of your website

Ethology
Modern SEO: Paid Search

Ethology
SEO and PPC Integration
When Paid Search works with Organic, an incremental lift in
total visits and conversions is seen

Ethology
Keyword Efficiency and Opportunities
Paid and Organic Reports via Google AdWords allow marketers greater
insight into how both media channels perform individually and together.
• Click Through Rate for Organic only: 2.32%
• Click Through Rate for Paid and Organic: 11.76%

Ethology
SEO and PPC Integration
Paid Search is typically the largest
assistor of Organic Search.
Organic as an assistor however only
represents 2.74% of all PPC
conversions.
Tip: Link Webmaster Tools to AdWords
so each tactic can gain insights into
keyword data, measure incremental lift
of Paid and Organic, and prevent
cannibalization.

Ethology
Common PPC and SEO Integration Points
• Use PPC keyword data to inform the organic content and optimization
strategy
• Use organic referral data to inform the creation and optimization of new PPC
ad groups
• Leverage PPC ad copy in organic snippet text to optimize click-through
rates. It is much easier to test what’s working in paid campaigns
• Use PPC to test landing page variations to help inform overall UX Design
and organic experiences
• Use PPC to test potential organic keywords to determine their effectiveness
• Integrate schema and other rich snippet data from your website into your
ads
• Adjust position bidding based on organic ranking movement to achieve the
best ROI possible

Ethology
Modern SEO: Social

Ethology

Ethology
Whether for Rankings, or Traffic, Praying for Links

Ethology
Local Social Integration

Ethology
Modern SEO: Program Planning Tips

Ethology
Top Impediment to Program Integration

Ethology
Cultural Shifts That Break Down Silos
• Educate
• Gain senior buy-off
• Reimagine your organizational structure, processes and ops design
• Rally teams and partners around integrated programs
• Assign common success KPIs across teams
• Create senior level Content position
• Include cross-channel teamwork in performance reviews
• Celebrate group successes

Ethology
Questions
SEO
Content
UX
Social
Local
PPC

Ethology
Thank You!

Modern SEO: It Takes a Village

Recomendados

Recomendados

Más contenido relacionado

Similar a Modern SEO: It Takes a Village

Similar a Modern SEO: It Takes a Village (20)

Más de Ethology

Más de Ethology (9)

Último

Último (20)

Modern SEO: It Takes a Village