the new rules of seo: a crash course in modern search - slides
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![Page 1: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/1.jpg)
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FAQs
![Page 4: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/4.jpg)
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1 The Problem with Status Quo SEO SEO Moves Fast and Takes Revenue with It
2 The New Rules of SEO Upgrade Your Search Strategy for 2015
3 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
![Page 5: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/5.jpg)
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Status quo SEO doesn’t cut it.
/ The Problem with Status Quo SEO
Yesterday’s search tactics are toast.
![Page 6: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/6.jpg)
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Status quo SEO doesn’t cut it.
/ The Problem with Status Quo SEO
May 20th
Panda 4.0 debuts.
August 20th
Authorship gets the ax.
July 24th
Pigeon came on the scene.
August 6th
Ranking boost to SSL websites.
June 12th
Payday Loan 3.0 rolls out.
All of this happened in the last 5 months!
September 25th
Panda 4.1 enters the scene.
![Page 7: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/7.jpg)
#123webinar
/ The Problem with Status Quo SEO
SEO is worth the effort.
71% of business
purchases start with a search engine.
(Brafton)
57% of B2B marketers say SEO has the
biggest impact on lead gen.
(Mindjumpers)
15% lead-to-close
rate for SEO driven
Leads. (eConsultancy)
![Page 8: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/8.jpg)
#123webinar
1 The Problem with Status Quo SEO SEO Moves Fast and Takes Revenue with It
2 The New Rules of SEO Upgrade Your Search Strategy for 2015
3 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
![Page 9: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/9.jpg)
#123webinar
/ The New Rules of SEO
Keep a clean link building strategy. 1
Brace yourselves. Penguin 3.0 is coming.
![Page 10: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/10.jpg)
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/ The New Rules of SEO
Keep a clean link building strategy. 1
“At its best, good link building is indistinguishable from good marketing.”
Cyrus Shepard Content Marketer, Moz
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1 Keep a clean link building strategy.
/ The New Rules of SEO
2
3
Get a list of your inbound links from Google Webmaster Tools.
Ask the link source to remove the link.
Use the Google disavow tool on all bad links.
Conduct a link profile audit to identify bad links.
1
4
Resubmit your site for Google reconsideration. 5
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Optimize for Knowledge Graph. 2
/ The New Rules of SEO
This is how the Knowledge Graph explains the “Knowledge Graph.”
![Page 13: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/13.jpg)
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Optimize for Knowledge Graph. 2
/ The New Rules of SEO
Google is pushing KGO in anticipation of increased spoken search on mobile.
![Page 14: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/14.jpg)
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Optimize for Knowledge Graph. 2
/ The New Rules of SEO
Wikipedia
Freebase
Google+
Schema
These 4 elements make up the Knowledge Graph.
![Page 15: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/15.jpg)
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Build a proactive competitor strategy. 3
/ The New Rules of SEO
Jan Feb Mar Apr May Jun Jul Aug
Boun
ce R
ate
You The Other Guy
Find out what’s working & what’s not with new Google Benchmark reports.
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Build a proactive competitor strategy. 3
/ The New Rules of SEO
Choose from 1,600 industries, 1,250 markets & 7 size buckets to measure performance across:
Channel Time Location Device
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Stop ignoring social. 4
/ The New Rules of SEO
Social signals have the highest correlation with rising search rankings.
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
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Stop ignoring social. 4
/ The New Rules of SEO
Strong social media activity influences overall domain performance:
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
2
3
Signals strong brand awareness.
Indicates new quality, content is added to the site.
Produces frequent direct traffic.
1
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Tech performance matters. 5
/ The New Rules of SEO
Onpage tech is still a basic requirement for good search rankings:
Exceptional UX: Solid navigation and sitespeed across browsers and devices.
Employs meta data, schema, and rich snippets.
Site content is accessible to Google crawlers.
![Page 20: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/20.jpg)
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Tech performance matters. 5
/ The New Rules of SEO
Use responsinator.com to test cross-device performance.
Source: Moz, “The SEO of Responsive Web Design”
![Page 21: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/21.jpg)
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Tech performance matters. 5
/ The New Rules of SEO
Source: SmashingMagazine, “SEO for Responsive Websites”
Check load time for desktop and mobile with Google’s PageSpeed Insights.
The average load time of a domain in the top 30 is 1.27 seconds. Source: Searchmetrics
![Page 22: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/22.jpg)
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Tech performance matters. 5
/ The New Rules of SEO
Consider migrating your site to HTTPS/SSL.
![Page 23: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/23.jpg)
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Keywords are not everything. 6
Content is still king, but proving quality has changed.
/ The New Rules of SEO
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
Snowboarding Resort
“best snowboarding resort”
“Shaun White”
“snowboarding trail conditions”
Holistic, relevant content trumps exact keyword presence.
Be sure to include rich media.
Word count matters!
![Page 24: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/24.jpg)
#123webinar
/ The New Rules of SEO
2
3
1
4
5
The New Rules of SEO Recap Keep a squeaky clean link strategy.
Optimize your site for the Knowledge Graph.
Take social media strategy seriously.
Keep up with the growing list of onpage tech requirements.
6 Demonstrate quality with holistic, relevant content over exact keywords.
Use Google Benchmark analytics to pull ahead of the competition.
![Page 25: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/25.jpg)
#123webinar
1 The Problem with Status Quo SEO SEO Moves Fast and Takes Revenue with It
2 The New Rules of SEO Upgrade Your Search Strategy for 2015
3 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
![Page 26: The New Rules of SEO: A Crash Course in Modern Search - Slides](https://reader033.vdocuments.us/reader033/viewer/2022051817/5479b6e1b4af9faf158b48d5/html5/thumbnails/26.jpg)
#123webinar e: [email protected] t: 800. 619. 1570
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Lauren Blecher, Webmarketing123 Marketing Manager
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