Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
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This Is Not the SEO You're Looking For
1. This is Not
THE SEO
Youâre Looking For
The truths, myths, and best practices behind a modern
SEO strategy.
PRESENTED BY: MICHAEL REYNOLDS
2. Michael Reynolds
About Michael:
⢠President / CEO of SpinWeb
⢠Cellist
⢠Sushi connoisseur
⢠Tennis player
⢠Marketing/tech nerd
⢠www.spinweb.net
3. I Want SEO!
Common Requests:
⢠âWe want to rank for [big term XYZ].â
⢠âWeâve lost search rankings⌠help!â
⢠âWe need to âoptimizeâ our website for SEO.â
⢠âWe need to get keywords in our site!â
⢠âWe want people to ďŹnd us when they type in
[big competitive search term].â
4. The âGood Old Daysâ of SEO
StuďŹ that Used to Work:
⢠Keyword stuďŹng
⢠Lots of technical optimization
⢠Inbound link strategies
⢠Title tag hacks
⢠SEO âProjectsâ
⢠âDoing SEOâ
5. SEO Myths
Lies Still Getting Told:
⢠SEO means ranking for âbigâ keywords
⢠SEO is all about tuning my website
⢠SEO is an IT function
⢠I just need lots of inbound links
⢠Meta tags/descriptions are a big deal
⢠My home page needs keywords
⢠Once my site is optimized, Iâm done
6. How Google Works
Googleâs primary objective
is to serve the best
possible content to the
end user (the searcher).
8. Modern SEO Tactic #1
Create buyer personas and
target what they are
searching for, not just your
product/service keywords.
Track realistic keywords and
use them for content ideas,
not literal targets.
12. Modern SEO Tactic #3
Build out strong social
proďŹles, especially Google+.
Set up Authorship on blog
and other publications.
Network on social media
and create partnerships.
Also use personal proďŹles.
14. Myth: Site Submission
You donât need to submit your website to
Google. It will be indexed regardless.
15. Myth: I Need Inbound Links
If you publish great
content with sincerity and
heart, quality inbound
links will appear. Gaming
the system with low-
quality links will not work.
16. Myth: Meta Tags!
Google announced back in 2009 that meta
descriptions (and meta keywords) have no
bearing on search rankings.
17. Myth: SEO is a Project
SEO is not âset it and forget it.â It is
an ongoing program that should
be viewed holistically to focus on
quality throughout on-page
optimization, oďŹ-page
optimization, user experience,
and conversions. Itâs baked into
everything.
18. Myth: Exact Search Terms!
Googleâs algorithm looks for intent, not exact
terms. Write naturally and conversationally and
you will have a better chance at winning at SEO.
19. Myth: Home Page Keywords!
When doing it right, youâll get
a lot of incoming search traďŹc
via your blog, not your home
page. Design with usability in
mind⌠not keywords.
20. Myth: Microsites Will Help
Microsites can be valid if they
serve a marketing goal, but
are not useful as a SEO tactic.
21. Myth: SEO Can Happen Fast
Building search traďŹc takes
time and eďŹort. It can take
months for it to start showing
momentum, but once you get
rolling it can really start to
pay oďŹ.
22. The Technical StuďŹ
Tune the Following:
⢠Titles: go for relevance, not keywords
⢠Usability: use ALT tags, meta description
(for conversion optimization)
⢠Responsive website
⢠Subdomains are ďŹne
26. SEO = Inbound Marketing
Social Media
Search
Content Marketing
Sale
Sale
Landing pages / CTAs
Email campaigns
Conversion optimization
WorkďŹows / Segmentation
Lead scoring CRM integration
27. This is Not
THE SEO
Youâre Looking For
The truths, myths, and best practices behind a modern
SEO strategy.
PRESENTED BY: MICHAEL REYNOLDS