joe laratro | 2015 & beyond - the future of seo | dfwsem
TRANSCRIPT
#Pubcon@jlaratro
2015 & Beyond – The Future of SEO
Presented by:Brett Tabke, Pubcon, @btabke
Joe Laratro, Tandem Interactive, Pubcon Masters
Trainer, @jlaratro
#Pubcon@jlaratro
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The Checklists• Core SEO• Ongoing SEO• Link Building• Local Search
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Bill Leake’s SEO Update Philosophy
• “Google’s updates have brought SEO back to the USA. Offshore SEOs use yesterday’s tactics. USA SEO have to use tomorrow’s tactics”
• Panda 4.2• Penguin• Pigeon – New Local Changes
8/10/15
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The Post-Matt Cutts Era of SEO
• Our most clear communication for Webmasters is gone
• He was a lightening rod for our Industry
• Who can replace him?• Why is this important?
– Mobilegeddon
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Core SEO Checklist• Google Search
Console– HTML
Recommendations– 404 Errors
• Regular Spidering– Screaming Frog– Moz
• Architecture– Themed Linking– Sub-themed
Linking
• Titles• Descriptions• H & Alt Tags• Schema• Content Optimization
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Ongoing SEO• Regular content additions (not too
much)– Web page (evergreen)– Blogs (timely, engaging)
• Quality over quantity• Valuable topics
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Link Building• Portfolio style
– Heavy link research– Maximize owned sites– Socialize content
• Quarterly link audits / disavow updates
• Avoid Shortcuts
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Local SEO• Quick Test Story – Moz + best
practices (86%) local versus Yext.• GMB Managers• GMB Insights Reporting (manual)• G+ Circle Growth – today, maybe
not tomorrow?• Barnacle SEO
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Future SEO
(and Tactical)
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Future SEO - Brand• DFWSEM.org is more important than best-
dallas-search-conference.com• Secure search & organic keywords• Brand Signals
– Social Profiles– News– Link Building
• Traditional PR
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Brand - Tactical• Traditional PR
– Earned media from real news– Build brand sites (jobs, charity, news)
• Socialize Content– Facebook, Twitter, Pinterest, LinkedIn
• Traditional Advertising– Unified marketing message - Print, Radio,
TV, Billboards• Review Strategy – Home-grown, TrustPilot, or
Signpost
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Future SEO - Mobile• More mobile searches than desktop search as
of Q2 2015• “Mobile friendly”
– Responsive– Separate mobile site
• Mobile SEO differentials– Link building– Content– SEO Compliance
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Mobile - Tactical• Mobile Friendly Design• Mobile browser compatibility
– Version testing– Conversion testing– Tracking
• User experience!• Discount Eyeglasses Story
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Future SEO – The Internet of Things
• Voice Search (Eric Enge Example and Hummingbird)
• Wearables• Nest / Nest Cam• Smarter smart phones (S health)• Blurring of TV / Internet content• Tesla• Google Self Driving Cars – Summer 2015
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The Internet of Things - Tactical
• Keep eyes WIDE OPEN• Test new advertising opportunities• Watch for new advertising
channels
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Future SEO - Video
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Brent Csutoras - Social Media Marketing Philosophy
• “Most SEO’s social media tactics equate to putting a sign in the middle of the mall that directs shoppers to another mall”.
• Right message to the right audience
• Search optimization by social site
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Social Media - Tactical• Twitter – links are crawled by Google again
– If using URL shorteners-test for 301• Pinterest – excellent SEO value because of link
structure– Pin anything that can be “made” into a
picture and use keywords• Google Plus
– Circle outreach– Post valuable content
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Future SEO – The Darkside• Negative SEO• Blackhat SEO
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The Dark Side - Tactical• Monitor backlinks
– Look for spam anchor text– Look for link spikes
• Monitor referral traffic– Look for spammy domain names
• Monitor Google Webmaster Tools– Malware messages– Unnatural Links
• Update disavow file quarterly
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The Future of SEO = Search Optimization
• Optimize Web content• Optimize Social content• Optimize App content• Optimize wherever our audience
lives
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Search Optimization - Tactical
• Maximize onsite SEO– Titles, descriptions, structure, internal
linking– Gsitecrawler, Screaming Frog, GSC
• Schema.org– Use location, review, product schemas
• Open Graph Tags– WordPress Yoast plugin– Control your social shares
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Content Marketing
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What is the Future SEO?
BRIGHT!
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“I am one of the good guys”
• Your site is penalized• I am calling from Google• The display URL does not work• Ridiculous keyword clicks• Spamming your analytics• Removing client ownership of
Google My Business / Analytics / Website
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“I am one of the good guys”
• Transparency• Communication• Reporting• High Quality Work• Client Education• Go the Extra Mile
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The Take-Aways• Maintain your own checklists• Branding Plan• SEO – Adapt or PPC• SEO – Innovate • Social – Be Relevant & Expand• Mobile – Be In Compliance• 2016 - TRAFFIC
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Final Thought
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