top small business seo misconceptions for 2016
TRANSCRIPT
Top Misconceptions about SEO
Top Misconceptions about Search Engine Optimization As held by Small Businesses and Startups
Grant Morrow@Granto101 - Twitter | [email protected] – e-
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Meet Me
I consult with traditional brick & mortar retailers on how best to get into eCommerce, and consult with online retailers on how best to improve their ROI through better marketplace utilization, merchandising and SEO.eCommerce
SEO
Logistics
Analytics
Grant Morrow eCommerce Program Manager, Orgill, Inc.
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SEO JargonOf course you should learn these, right?
Term-Frequency Inverse Document Frequency
TF-IDF
Are you cleaning up your 404s and making them into 301s?
301s and 404s
Search Engine Result Page(s)SERPs
Query Deserves FreshnessQDF
Seen your Knowledge Graph lately?
KG
Information Retrieval ScoreIR Score
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Overview
Misconceptions Review – Top 5 Misconceptions
The Evolving SEO Spaghetti
What Should You Do?
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SEO Secret Sauce?
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Top Misconceptions
SEO is really Search Engine Marketing. Just like Marketing, you are never done.
Takes Months & Years of Effort
“I’ll hire an SEO firm and then in a few months, I’ll be on the top of Google”
#5 SEO Is Easy
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“All SEO has become pay to play”While Google is becoming more pay to play, this is far from true.
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#4 SEO is Snake Oil
Google patents, Google statements, correlations and reverse engineering of ranking factors,
there is mounds of data and articles to draw on.
There are hundreds of verifiable techniques
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“I need to hire experts to take care of the whole thing.”
#3 SEO is too complicated to understand
It’s not overly complicated, time is the problem. Keeping up with new changes is a constant
battle..
Time is the enemy
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“If experts have to do it, I can’t afford it.”
#2 SEO is too expensive.
Strategize what your objectives are and do those first, yourself or in-house with tips from
blogs
Many elements can be done part time or
in-house
#1 Misconception
“I need to be #1, #2 or #3
rank for X keyword”
Search Engine Optimization and Search Engine Marketing doesn’t work this way anymore.
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The Evolving SEO SpaghettiSEO is becoming SEM – Search Engine Marketing.
Ever changing pictureConstantly evolving
Google has LOTs of DataKnowledge Graph proves it
Changing Google ResultsSERPs are changing
because Google is moving away from 10 blue links
Content AggregatorsYelp, Zillow, FindLaw,
Angie’s List
SEO is not just Google Everything is becoming a
Search Engine
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Example Search Engine Result
Pages(SERPs)
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“Lawyers in Memphis”
Map dominates above the fold even though this is a service
based business
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“Plumbers in Memphis”
Map dominates above the fold even though this is a service
based business
Content Aggregators or Review sites
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“Real Estate Agent Memphis”
Map dominates top half, above the fold here, along with
content aggregatorsContent Aggregators or Review sites
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“Locksmiths Memphis”
Map dominates top half, above the fold, hours are extremely
important
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Conversion Applets
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Flight Status Card
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Knowledge Graph - Question
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Knowledge Graph - Sports
21Knowledge Graph – People, Places, Things
22Knowledge Graph – Celebrities + Recency
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Knowledge Graph – Carousel
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SERPs ReviewSorry, I used jargon!
Content Aggregators are King1
We aren’t in 10 Blue Links Land anymore, Toto.
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Actual Data & Content Matters. 3
Aggregators are King
Google Change
Make Content!
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It’s SEO, not GO (Google Optimization)Google is still important, but consider!
Search Engines are everywhere nowFrom Quora to Pinterest, Search Engines are
everywhere
ShoppingIf you do any eCommerce—
Amazon is a search engine, Etsy is a search engine, and Google is just as
much part of it
AnalyticsDo not stop analyzing, ever
Facebook is a Search EngineDon’t under utilize other sources such as Facebook, Google has no effective social media presence
TwitterTwitter is extremely important for the ebb and flow of recency of events and online communication
StrategyInvolve all elements of your online strategy not just SEO
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What Can You Do?Constant Examination, Improvement and Content Creation
Examine Look around, just use
Google to see what the landscape looks like
Create ContentContent is king, create
as much as you can
Continue ExaminationDouble down and expand original
emphasisContinue!
Explore and Grow!
Unlock more potentialCapitalize on new-
found search terms and niches
New ExplorationsFind verticals and queries which are
underservedResearch
What content do I need or what aggregators do
I need to be on?
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[email protected] @Granto101
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