Benj ArriolaWork

SEO VP, Internet Marketing Inc.

SpeakerSMX, Pubcon, IRCE, OMS, eMA, EmMeCon, SEMCon, MORCon, and more!

ExperienceSEO: 11 yearsWeb Design & Development: Since 1997Chemist: Before 1997

CompetitorWinner of several SEO contest winning cash and a brand new car in the 2007 SEO World Championship

It’s my first time in Sydney!

KPI• Number of

social shares and votes

Use• Measure of

efficiency of content promotion & content quality

KPI• Number of

links including quality metrics

Use• Measure of

efficiency of content marketing links

• Clean up bad links

KPI• Revenue,

Profit

Use• Measure

success of the SEO campaign

KPI• Conversion

Rate

Use• Determine

efficiency of organic landing page

• Improve CRO• Align search

intent with page content

KPI• YoY Organic

Search Traffic

Use• Determine

efficiency of SERP CTR

• Measure of effectiveness of the ranking

KPI• Ranking

Trends

Use• Fine tune

strategy & tactics

• Find better keywords

• Adjust content

• Fix errors

SEO Success

Social Shares Links Ranking Organic Traffic Conversions SaleSocial Shares Links Ranking Organic Traffic Conversions Sale

KPI• Number of

social shares and votes

Use• Measure of

efficiency of content promotion & content quality

KPI• Number of

links including quality metrics

Use• Measure of

efficiency of content marketing links

• Clean up bad links

Social Shares Links Ranking Organic Traffic Conversions Sale

What is SEO?Strategies and tactics involved in the improvement of traffic and conversions from organic search engines in order to maximize revenue, profit or popularity.

If you want to maximize success in SEO, you really have to pay attention to the user behavior and conversions.

Search Engine OptimizationNon-Branded KeywordsSocial MediaYoutube VideoContent MarketingPay Per Click

Search Engine OptimizationSocial MediaWebsitePay Per ClickDisplay AdvertisingLanding Page

RetargetingBranded SearchEmail Marketing

CREATIVE

CRO

SEO• Differs in Search

Intent• Differs in

Optimization• Keyword Research• Keyword Mapping• Content

Optimization• Content Marketing

SEO Conversion FunnelIntroduce Influence Close

CRO

UX, CRO

UX

Integrated

Action

Path to Conversion

Page

Search Intent

Intent

Content Marketing Pages

Appropriate Page

Order Page

SharesConversion

Links

Introduce

Path to Conversion• Unique Selling Proposition• Product Comparison• Live or Scheduled Demo• Promo / Specials

• Time Sensitive• Whitepaper Download

Introducers Influencers ClosersInformation Navigation Buy

PPC, Creative, CRO/LPO

Analytics, Usability, Creative

Social Media, Creative

Search Intent &The Conversion FunnelIntroduce Influence Close

SEO

On-Page

Server Settings& Code

Web Designers, Web Developers,

Network Administrators

Content Writers

Off-Page

LinksBuzz Makers,

Viral Marketers, Content

Promotion

SEO Diagnostics

Content Marketing

Foundational

Continuous

Content Marketing

SEO Diagnostics

SEO OverviewIntroduce Influence Close

Site Architecture & SEODiagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page Speed

ContentMarketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial

Link Bait

Passes Link Juice Improves Ranking

Introduce Influence Close

SEO Case Studies on E-Commerce

Links gained:Experimental Aircraft Association Websites

EAA922.org (.edu & .gov)EAA32.org (1999)ProFlyersInc.com/EAA501 (2002)ExperimentalAirplane.com (2000)

Other Airplane Pilot GroupsFlyingGators.com (1999, .edu & .gov)AirMailPioneers.org (1998)

Educational InsitutionsCOA.FIT.edu (1989)UkiahAviation.com (.edu & .gov)

Informational/Resource PagesCrashSiteOrkney.comAirCrashSites-Scotland.co.uk

Main StrategyContent MarketingTrust Baiting

SEO Case Studies on E-Commerce

Links gained:Experimental Aircraft Association Websites

EAA922.org (.edu & .gov)EAA32.org (1999)ProFlyersInc.com/EAA501 (2002)ExperimentalAirplane.com (2000)

Other Airplane Pilot GroupsFlyingGators.com (1999, .edu & .gov)AirMailPioneers.org (1998)

Educational InsitutionsCOA.FIT.edu (1989)UkiahAviation.com (.edu & .gov)

Informational/Resource PagesCrashSiteOrkney.comAirCrashSites-Scotland.co.uk

Main StrategyContent MarketingTrust Baiting

20,000 increase in non-branded organic search

traffic. (Pre-Not Provided 2012)

• Links to content marketing pages help ranking of product pages.• The content marketing pages did not need to mention nor link to the product pages.• This is a strong testament to the improvement of the overall domain authority helping out ranking overall.

Long Tail Keyword DistributionIntroduce Influence Close

Fat Head Long TailSearch Volume High Low

Keyword Variations Low High

Search Engine Ranking Harder to rank.Takes longer to rank.

Easier to rank.Faster to rank.

Competition Larger Smaller

Conversions Less Likely More Likely

Amount of Research Work Less More

Fat Head Long TailSearch Volume High Low

Keyword Variations Low High

Search Engine Ranking Harder to rank.Takes longer to rank.

Easier to rank.Faster to rank.

Competition Larger Smaller

Conversions Less Likely More Likely

Amount of Research Work Less More

Long Tail Keyword Advantage

ContentMarketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial

Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page Speed

Link Bait

Passes Link Juice Improves Ranking

Site Architecture & SEO

Targets more general fat headsTargets related keywords

Branded Search Targets more specific long tails

Introduce Influence Close

• Category pages target more general keywords, product pages target more specific long tail keywords.• When dealing with category pages, always think of influencing the users to buy since there is some intent to buy already.

• A common issue in ecommerce sites, the category pages have no content.• When adding content to category pages, don’t just think SEO. Think usability, give content that helps in the customer’s buying

decision.• The goal in content marketing is to introduce your brand, your company, products & services, but these pages should not be blatantly

selling, because the intent to buy is not there at all.• Planning your site architecture well, helps you plan you breadcrumb navigation well, which is very important in mobile search.

SummarySuccessful SEO always needs to consider usability and conversions.Deciphering the intent of a user helps guide you optimize for the right keywords for the right pages.After serving the intent of the user, always think of the customer journey going down the funnel.Content marketing goals are often not about gaining more conversions, but gaining more brand popularity, that helps out in social media and in SEO when natural links are gained.

But content marketing can still gain some significant amount of conversions.

Links to content marketing pages without internal links to products and not using any product related keywords still help out in the ranking of products, especially if they are all on the same domain.

Preparing your site architecture well paying attentions to search intent, also prepares you for optimizing your breadcrumbs ideal for mobile search.

All my 3 presentations at SMX will be uploaded on:

http://bit.ly/smxsydney2015

I cannot stay long, if you have more questions, feel free to reach out to be using my social media info below.

ThanksQuestions?