seo is dead, again. long live online …...infographics grow website traffic 12 percent faster than...

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.

@w2scott #ZENITH2016

WHAT YOU SHOULD ALREADY BE DOING

IN 2016

@searchinfluence #ZENITH2016

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

@w2scott #ZENITH2016

YOUR WEBSITE SHOULD BE FREE OF BROKEN LINKS

@searchinfluence #ZENITH2016

IDEAL TOPICS & KEYWORDS SHOULD BE REFLECTED

● Title tags● Meta descriptions● On-page headings● On-site content

@w2scott #ZENITH2016

YOUR SITE MUST BE MOBILE FRIENDLY

@searchinfluence #ZENITH2016

admitted they can’t live without their smartphones, according to

the Pew Research Center.

SMARTPHONE ADDICTION

@w2scott #ZENITH2016

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/

@w2scott #ZENITH2016

MUST BE QUICK TO LOAD

@searchinfluence #ZENITH2016

@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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@w2scott #ZENITH2016

@searchinfluence #ZENITH2016

+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

@w2scott #ZENITH2016

13X

MUST HAVE A BLOG

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INCREASE IN ROI, YEAR AFTER YEAR

82%

@w2scott #ZENITH2016

MUST USE YOUR BLOG

OF MARKETERS WHO BLOG DAILYGAINED CUSTOMERS USING THEIR BLOG

ALONG THE WAY, GOOGLE PROVIDED

GUIDANCE VIA WEBMASTER GUIDELINES.

@searchinfluence #ZENITH2016

MANIPULATION ENSUED

@w2scott #ZENITH2016

@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

@w2scott #ZENITH2016

BUILD YOUR AUTHORITY USING:

@searchinfluence #ZENITH2016

● 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

@searchinfluence #ZENITH2016

12%Publishers who use

infographics grow website traffic 12 percent faster than those with no infographics.

FASTER

@w2scott #ZENITH2016

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

@w2scott #ZENITH2016

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

@searchinfluence #ZENITH2016

WOULD YOU RATHER ATTEND AN ESTATE PLANNING WORKSHOP

OR A LIFEPLAN™ WORKSHOP?

@w2scott #ZENITH2016

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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@w2scott #ZENITH2016

SNIPPET

RICH SNIPPET

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SOFTWARE APPLICATION

PRODUCT

EVENT

RECIPE

REVIEW

HOW TO WIN POSITION ZERO

@w2scott #ZENITH2016

@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

@w2scott #ZENITH2016

Source: Peter Meyers, Moz, “SEO for Answers: Ranking #0

@searchinfluence #ZENITH2016

FEATURED SNIPPET

@w2scott #ZENITH2016

FEATURED SNIPPET

@searchinfluence #ZENITH2016

FEATURED SNIPPET

@w2scott #ZENITH2016

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

@searchinfluence #ZENITH2016

WITH FACEBOOK LOCAL AWARENESS ADS, YOU CAN

TARGET LIKE A BOSS.

@w2scott #ZENITH2016

@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/