Define Media Group's presentation to BusinessInsider's Ignition 2012 conference.

1. DON’T
SLEEP ON
SEARCH!
DON’T
SLEEP ON
SEARCH!
www.definemg.com

2. HOW OFTEN DO PEOPLE SEARCH?
DON’T
SLEEP ON
SEARCH!
www.definemg.com

3. IS SEARCH STILL GROWING?
DON’T
SLEEP ON
SEARCH!
www.definemg.com

4. WHERE ARE YOUR COMPETITORS SPENDING?
DON’T
SLEEP ON
SEARCH!
www.definemg.com

5. OK, WHAT IS SEO? I HEARD IT’S LIKE VOODOO.
Search Engine Optimization is NOT “tricking Google”.
That’s a lot of PhD’s to trick.
Search Engine Optimization is NOT “content farming”.
14 slightly different articles on “How To Boil An Egg” is not a long-term content strategy.
It’s not buying links. Hiding text. Repeating keywords 5 times.
SEO is a continuous process of educating your
team and ensuring your best content is quickly
crawled, indexed, and shared to increase user
engagement.
DON’T
SLEEP ON
SEARCH!
www.definemg.com

6. RIGHT, BUT WHAT ABOUT “THE ALGORITHM”?
“In 2011, the search team conducted You WILL go insane trying to
58,000 experiments on search and made reverse engineer this.
530 tweaks to how search works. Google
says it has found more than 30 trillion
unique URLs on the Web, crawls 20 billion Successful SEO strategies DO
sites a day and processes 100 billion NOT chase mythical algorithms.
searches every month.”
A successful, defensible SEO
Amit Singhal
Head of Google’s Core Ranking Team strategy understands the
evolution of search and
continually educates a company
and influences the product
roadmap.
DON’T
SLEEP ON
SEARCH!
www.definemg.com

7. WHAT’S BLACK, WHITE & SCARES THE INTERNET?
Be aware of the two algorithmic components that can destroy your traffic
Google Panda Google Penguin
Attacks “low-value” content Attacks over-optimized link profiles
Are you protected from the wrath of these adorable animals?
DON’T
SLEEP ON
SEARCH!
www.definemg.com

8. HOW CAN DATA HELP MY SEO?
The marketplace is searching for professional football content as [NFL] instead of [National
Football League].
Seasonality or event driven context is essential to understanding when your users are active.
DON’T
SLEEP ON
SEARCH!
www.definemg.com

9. GOT IT. DO USERS CLICK ON PAID OR ORGANIC LISTINGS?
18%
CLICK
PAID LISTINGS
82%CLICK
ORGANIC LISTINGS
www.definemg.com

10. WHAT IS THE CLICKTHROUGH RATE BY RANKING?
Not in the top 10 results?
Very few searchers click-
through to page 2
DON’T
SLEEP ON www.definemg.com

11. I SPEND A LOT ON SOCIAL. DOES IT HELP/HURT MY SEO?
Search and Social Media are ABSOLUTELY
intertwined.
While not as powerful as their core web
signals (links), social signals are growing
in importance in search algorithms.
The more a piece of content is shared
socially, the more links it is likely to
generate. Those social mentions and
backlinks equate to more SEO
horsepower.
www.definemg.com

12. HOW WELL DOES ORGANIC SEARCH TRAFFIC CONVERT?
DON’T
SLEEP ON
SEARCH!
www.definemg.com

13. SHOULD I OPTIMIZE FOR LOCAL SEARCH?
The results of eye-tracking
heat map testing on the
Local Search UI on Google
shows:
If you are a local business,
the benefits of Local Search
data structuring and
optimization are critical to
online success.
Source: http://www.seomoz.org/blog/eyetracking-google-serps
www.definemg.com

14. WHAT IS THE 2ND LARGEST SEARCH ENGINE?
Do you have a search strategy for your video content?
DON’T
SLEEP ON
SEARCH!
www.definemg.com

15. Here’s Something To Take
Back To The Team
DON’T
SLEEP ON
SEARCH!
www.definemg.com

16. I’M A PUBLISHER. WHAT’S WORKING NOW IN SEO?
AuthorRank and the
Rel=“Author” markup are
Google’s attempts to
organize content around
an author’s authority.
Result: the clickthrough
rate increases
significantly from the
picture next to the search
result.
www.definemg.com

17. I’M AN E-COMM OR VENDOR. WHAT ABOUT ME?
Schema.org microdata markup for your structured data can
MASSIVELY improve the clickthrough rates on your E-commerce or
Vendor search results
DON’T
SLEEP ON
SEARCH!
www.definemg.com

18. Some Of The Great
Companies We Work With
DON’T
SLEEP ON
SEARCH!
www.definemg.com

19. SOUNDS GREAT. HOW CAN WE CONTACT YOU?
Thanks! Come meet us in Ignition lobby to discuss SEO for your business
or you can reach us at:
Marshall Simmonds, CEO & Founder, Define Media Group, Inc.
marshall@definemg.com
@mdsimmonds
http://www.linkedin.com/in/marshallsimmonds
Brian Provost, VP, Digital Strategy, Define Media Group, Inc.
brian@definemg.com
@brianprovost
http://www.linkedin.com/in/brianprovost
DON’T
SLEEP ON
SEARCH!
www.definemg.com

20. For the Nerds in the room.
www.definemg.com