This presentation is called ‘The Top 10 Reasons Your Search and Social Media Suck”. Some of the reasons everybody else sucks (I know you don't!): 1. ‘2009 called they want their SEO strategy back’ 2. “You only tested 268 keywords” 3. “You have no content calendar and no cascading content strategy” 4. “You aren’t testing all 5 kinds of retargeting and remarketing”. 5. “You aren’t targeting the #3 website in the world” 6. “You use the 2 S’ not the 3 E’s” 7. “You aren’t using any/advanced conversion tracking” 8. ‘Facebook doesn’t work’ 9. “You don’t use competitive intelligence” 10. “No Facebook candy”

1. The Top 10 Reasons
Your Search &
Social Media
Suck
Jay Berkowitz
TenGoldenRules.com

2. ► 2009 called they want their
SEO strategy back
► You only tested 268 keywords
► I tried Facebook…
► You use the 2 S’s
not the 3 E’s
► No Cascading Content
Jay Berkowitz
TenGoldenRules.com

4. FOX Business TV

5. Wall Street Journal

6. U San Fran Internet Masters Certificate

7. ‘2009 called they want their SEO strategies back’

8. The
of SEO
‘ s

9. Objective = Page Dominance

10. = Architecture

11. = Back Links

12. = Content

13. Architecture: clean design, meta tags, site map
Back Links: Other sites link TO your website
Content: keyword research , 250 -1000 words
. The of SEO

14. The
and
of SEO

15. = Great Content

16. •Write remarkable content
• Create linkable tools and features
• No farming
= Great Content

17. Panda!

18. Quality Raters Guidelines
http://www.barcelona-webdesign.com/download/GOOGLE_quality-rater-
guidelines.pdf

19. Quality Raters Guidelines
•Quality ratings by humans
•Trust with your credit card
•Attractive, Appealing and usable
•Conversions, time on site, pages viewed

20. Design Matters

21. Page Speed

22. Google Advice
http://googlewebmastercentral.blogspot.com/2011/05/more-
guidance-on-building-high-quality.html

23. Panda!
• Design and user experience matter for SEO
• Obviously optimized copy is bad for SEO
• Page Speed counts
• Good visitors metrics are good for SEO
• Click through rates on organic listings matter
• Where your traffic comes from matters

24. Social Signals (Authorship)
Google+
“Authorship”

25. Socially Enable Your Website

26. Socially Enable Your Contente

27. 2. Your website is not ‘responsive ’

28. 43.6% access by mobile!

29. 41.1% iPhone!
15.9% iPad

30. Responsive Design

31. Google Guidelines

36. 3. You only tested 268 keywords

37. Landing Page Performance + 44%

38. Case Study – New Website

39. Conversion Testing

40. The Winner! 15.29% Conversion Rate

41. “You aren’t getting free traffic from
the #3 website in the world”

42. http://www.youtube.com/watch?v=LDyvcM0gcVs

43. Chris Pirillo www.LockerGnome.com
@LockerGnome

44. 5. I tried Facebook and it didn’t work…

47. Sponsored Stories/Promoted Posts

48. Sponsored Stories/Promoted Posts

49. Sponsored Stories/Promoted Posts

50. Same Landing Page For 2 Campaigns.
Google CPA $24.42
Facebook CPA $6.02

51. 66,644 likes ·
78,855 talking
about this

52. 66,644 likes ·
78,855 talking
about this

53. 29,924 likes
6,674 shares

54. • 69% of calls are either put on hold and the caller hangs
up or caller is transferred to a voicemail and hangs up
before leaving a message
6. You aren’t tracking the right things

55. • Wednesday is the worst day for missed calls
• 1pm to 2pm is the worst hour for missed calls
Call tracking

56. 7. You aren’t following the 3 E’s …

57. The Three E’s of Social Media – Educate
‘How to get traffic to old blog posts…’

58. The Three E’s - Entertain
4.3 million #7

59. The Three E’s - Engage

60. Infographic
www.tengoldenrules.com/3-Es-Infograph.jpg

61. 8. You aren’t using competitive intelligence…

65. 9. you aren’t doing all 5 kinds
of remarketing

68. Retargeting Campaigns
• 118 Conversions
• 32.42% Conversion Rate
• $2.07 Cost Per Conversion

69. Facebook Retargeting

70. Email Retargeting

71. YouTube Retargeting

72. YouTube TrueView Video Ads
You pay only when viewers watch your ad

73. ‘Drip’ ReMarketing

74. 10. you don’t have a content calendar
and a cascading content strategy’

75. Cascade Content!

76. 1. 2009 called they want their SEO
strategy back
2. Your website isn’t responsive
3. You only tested 268 keywords
4. You aren’t getting free traffic
from the #3 website
5. Facebook doesn’t work
6. You aren’t using advanced
conversion tracking
7. You use the 2 S’ not the 3 E’s
8. No competitive intelligence
9. Not testing all 4 kinds of
retargeting”
10. No content calendar
or cascading content strategy
The Top 10 Reasons
Your Search & Social Media Suck

77. ► Top 10 List - Do 1 thing today!
► Be my friend! Linked In,
Facebook, Twitter
► Speaking Opportunities
► Consulting, Search, SEO,
Social Media
The Top 10 Reasons
Your Search & Social Media Suck
Jay Berkowitz
TenGoldenRules.com