Don't try to trick the engines. Execute data-driven content activations designed to fill emerging demand.

1. Long-Term SEO
SMX Milan 2014

2. 2
Search Experience Optimization®
Insight. Publish. Monitor.
It’s about intercepting
the most productive
audiences and delivering
experiential content

3. Continuous Content Activations
Insight Create Monitor
@IdeaEvolver
3
There are 20,000 Greek yogurt
recipe searches a month
Which is 21% of the total landscape
SERPs show recipes, videos, images

4. 400,000
300,000
200,000
100,000
Organic
Lands
Page
Views
Google
Monthly
Searches
Desserts
Dinner
Breakfast
Appe6zers
Lunch
Dips
Side
Dishes
Sauces
@IdeaEvolver
4
The Dessert Recipes Category Is Popular
0
Dessert
Dinner
Breakfast
Appe6zers
Lunch
Snacks
Dessert
recipes
show
strong
demand
and
produc6vity

5. Cakes
and
Pies
make
up
68%
of
all
Dessert
Searches
is
the
most
sought
aRer
dessert,
even
over
dessert
itself
@IdeaEvolver
5
n
cake
recipe
Cake
Recipes
41%
• Cake
• Chocolate,
Pie
Recipes
27%
Cupcake
Recipes
10%
Cheesecake
Recipes
11%
Dessert
Recipes
11%
carrot,
and
red
velvet
show
the
most
demand
• Cake
pop
recipe
searches
show
breakout
ac6vity

6. @IdeaEvolver
Cake
Pop
Ideas
6
Mr.
Potato
Head
Jack-­‐o
Lanterns
The
Muppets
Christmas
Trees
Gradua6on
Frosty
The
Snowman
Winnie
The
Pooh
Thanksgiving
Turkeys

7. Halloween
Recipe
Opportunity
@IdeaEvolver
• Over
20M
“Halloween”
food/recipe
searches
– 77%
increase
YoY
in
dessert
recipe
searches
– 80%
increase
YoY
in
appe6zer
recipe
searches
7
Average
spend
per
party
guest:
$79
Americans
that
plan
to
celebrate
71.5%
Source: Google Insights and Think

8. Halloween
Recipe
Searches
by
Category
@IdeaEvolver
8
Halloween
Recipes
Halloween
Cupcakes
Halloween
Dips

9. Breakout
Halloween
Recipe
Searches
@IdeaEvolver
9
Graveyard
Cake
Mummy
Dogs
Witch
Finger
Cookies

10. Design for emotion and engagement - optimize for natural language
@IdeaEvolver
10
Experiential Content and Optimization
Pages
for
cakes
and
cake
pops
added
to
dessert
sec0on
Page
for
Halloween
added

11. Recipe Sessions up 265%
Linking domains increased 190%
Pinterest sessions to recipe pages +305%
Facebook sessions to recipe pages +541%
@IdeaEvolver
Jan 1, 2013 – Dec 31, 2013
Compared to: Jan 1, 2012 – Dec 31, 2012
11
n Before Implementation n After Implementation

12. Responsive Design Fits the Lifestyle
@IdeaEvolver
12
Make the experience fast so it responds seamlessly throughout the day
Commu-ng
(7am
–
10am)
Work
Time
(10am
–
5pm)
Leisure
Time
(8pm
–
12am)
Source:

13. @IdeaEvolver
Redesign
ORen
• Keep
the
experience
fresh
• Use
the
latest
design
techniques
• Integrate
the
latest
SEO
best
prac6ces

14. 301
Migra6on
Strategy
Purpose
Transfer
search
engine
equity
from
one
URL
(or
domain)
to
another.
Migra-on
When
URLs
change
loca6ons,
they
need
to
be
301-­‐redirected
to
the
new
des6na6ons.
This
permanent
redirec6on
transfers
search
equity
from
the
old
URL
to
the
new.
301-­‐redirects
are
cri6cal
during
a
redesign
or
domain
change.
Make
sure
to
use
301-­‐
redirects
and
NOT
the
302.
302
redirects
are
reserved
for
temporary
situa6ons
like
separate
mobile
sites.
@IdeaEvolver
Page
Requested
Page
Requested
✖
✔
Figure 1. Illustration of 301 migration

15. @IdeaEvolver
15
Ongoing Technical Monitoring
Consistently test for PageSpeed and Google Webmaster compliance

16. 16