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S.E.O. is an A.R.T. form (literally)

S.E.O. = Search Engine Optimization

Authority ⥤ are you an authority in your field.�Relevance ⥤ do you have relevant content.�Trust ⥤ can people trust you, your business (and visiting your website).

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...and that should make sense.

Because that’s how real people work together.

It’s how real conversations happen.

(...and that’s what Google wants to recreate.)

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Who would you want to do business with?

A cat screaming a keyword over and over

Or a panda just doing his thang...

keyword stuffing

business first.�let others talk about how good you are.

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You may want to do both

Search Engine Marketing (SEM) �paid advertising

Search Engine Optimization (SEO)�organic growth

Pay Per Click

Content

Social Media�Email�Affiliate�Etc...

Blog Writing

HTML Markup

Backlinks

Reviews

Schema

Etc...

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But should you do both?

Maybe yes, maybe no.�

factors: �product/service margin�competitive keywords�expectation

understanding of online profile

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A Real Example - SEM to SEO - fitness industry (gym)

SEM

Paid Advertising

Google Adwords

0 effect on A.R.T.

SEM Stopped Completely

Expect a drop off�

SEO work started Nov 2017

Traffic back to same levels with SEM, but now:��- Authority

- Relevancy

- Trust

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Authority is given (people talk about you)

Authority - Hundreds of referring pages�
Relevance - ranking of hundreds of keywords now�
Trust - Review management

...basically it’s backlinks and guests posts;�but good ones

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SEO Takeaway #1

Target Marketing (i.e. SEM) can work
Industry average is 2% CTR
Can spend $ to $$$
...but it does nothing to help your A.R.T.

SEM does not built A.R.T.

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Another Example�SEO to better SEO�auto glass repair

Was using GoDaddy SEO (basic, $500/mo)
Asked me to take a look
GoDaddy was doing stuff,
...but the wrong type of work.
There was no measurable difference.

I took over in Nov 2017
Focus on growing Domain Rating
Focused on online local citations (
...but the wrong type of work.
Measurable difference in A.R.T.

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An Interesting Google Experience

I wanted to show GoDaddy SEO Pricing table for the last slide
Googled ‘godaddy seo pricing’
The top ‘preview article’ that shows up was titled �‘6 SEO Services You Shouldn’t Waste Your Money On’
That ‘preview article’ is actually in the 5th position
That site (websitemagazine.com) has strong A.R.T.

What just happened?

I asked Google a question
Google inferred what I might be actually interested (the WHY I searched, not just the search itself)
Google displayed what it considered the best (A.R.T. based)

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Google Takeaway

Google is constantly �changing it’s algorithm

Keywords that rank today, may not rank tomorrow
Web sites A.R.T. changing constantly
Uncertainty of where it will go means �you should focus on your business�(but still with some competitor/keyword research)

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Returning to our example SEO to better SEO�auto glass repair

> A.R.T = > Traffic

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SEO Takeaway #2

SEO can mean different things to different people
SEO can be done differently by different people
Choose wisely

Bad SEO does not built A.R.T.

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Another Example - Nada to SEO - alcohol & beverage (whiskey)

Left chart is organic search results only.
Site only up for several months, but has similar site authority to other sites I manage that have been around for years
Impressions and clicks tripled in 3 months (Feb - Apr)
Ranks for 1,000+ keywords

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SEO Takeaway #3

Don’t re-invent the wheel
Your content doesn’t need to be original (but it should be unique-ish)
Research matters more than internal guess work
Commit to the process

SEO should be Data Driven

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Recap

Authority ⥤ backlinks, guests posts, reviews, social media followers/comments�Relevance ⥤ content, on-page seo, reviews�Trust ⥤ online citations, backlinks, reviews, site security (the b.t.c.)

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SEO is Science, too - the BTC (Boring Technical Crap)

Responsive Design (changes with screen-size)�Fast (ish)�Secure (ssl)�Legal Stuff (Privacy Policy, Disclaimers, GDPR)

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