Entering the Chamber of SEO-crets

Published on May 29, 2018

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PRESENTATION OUTLINE

Entering the Chamber of SEO-crets

10 Things About SEO You Should Know

Mandy Pennington

Director of Internet Marketing at Net Driven

#1 What is true for you may not be true for others.

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Perspective is Everything

  • Best practices are consistent across multiple search engines
  • There is no formula
  • Personalized search changed the user experience and how we approach SEO
  • Time is always a factor
  • Just because it worked for someone else doesn't mean it'll work for you

#2 Create the best experience for searchers first.

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Making Better Experiences

  • Content to serve user intent
  • Easy/intuitive navigation
  • Responsive design, mobile-first indexing, & HTTPS
  • Well-structured pages
  • "What would someone expect to find on this page and am I delivering it?"

#3 Accessibility and user experience helps you drive and keep traffic.

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Accessibility + UX =

  • Voice and mobile changed the game
  • Make sure your pages are crawlable, monitor your crawl activity
  • Structured data and appropriate tags are more important than ever
  • Search engines consider user signals (e.g. bounce rate, dwell time, etc.)

#4 Speed matters.

Why Speed Matters

  • Ranking factor for most search engines
  • Convenience is key
  • Mobile users expect fast
  • Use Google's PageSpeed Insights as a guide, along with webmaster tools (e.g. Google Analytics, Google Search Console, etc.)

#5 Data is your friend.

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Data Makes the World Go Round

  • Have analytics in place from day 1
  • Use analytics in setting goals and making decisions
  • Tools: Google Analytics, Google Search Console, Bing Webmaster Tools

#6 Tools are great, but they're one of many reference points on your road map.

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Tools Can Be Great

  • But tools aren't a replacement for a solid strategy
  • Take feedback with a grain of salt
  • Tools to Consider: AdWords Keyword Planner, Ubersuggest, Search Suggest, SEMRush, Google Trends, Majestic, OpenSiteExplorer, Ahrefs, Screaming Frog, Raven SEO Tools, BuiltWith

#7 Understand SEO's role in your overall marketing strategy.

SEO's Role

  • Don't make business decisions for SEO reasons
  • SEO works best when used in tandem with other channels
  • Users experience information in a multi-channel way
  • SEO can be influenced by multiple players in your organization

#8 Audience knowledge is power.

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Audience Knowledge is Power

  • Users experience information in a multi-channel way
  • Spend time listening
  • Social influence and link building activities are all about making the right connections
  • Create, amplify, collect feedback
  • Optimize the media they consume
  • Understand their journeys

#9 Change is the only constant.

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Change is Inevitable

  • Search engines change their algorithms thousands of times each year
  • Search technology has only improved
  • Remember the definition of insanity
  • Test, test, test, and test some more

#10 SEO isn't magic.

It's about being present.

In the moments we're needed most.
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Mischief Managed! Thank You!

Have more questions? Tweet me @mandyboyle

Mandy Pennington

Haiku Deck Pro User