Caliber SEO Director of Strategy Mike Br

2. SEO Revolution and Superpowers
Travel Bloggers Unite
Rotterdam
May 2013

3. What the heck am I talking about?
• Revolution
• Superhero powers to fight back
• Questions

4. SEO is about Results

5. Position is everything
Winner
Almost
winning
Getting
there
Pretty
good
Doing ok

6. Position is everything
30% clicks
12% clicks
7% clicks
5% clicks
4% clicks

9. Changes in Layout
Look at that real
estate
Pretty faces &
pretty CTR

10. New information added
Eats up lots
of the clicks
Look at the
size of that
thing!!!

11. Where did that come from?

13. Clicks & Keywords
Blog Space

14. Brands now want your traffic
Blog spaceBrand space

15. Just one more thing

16. Google Updates

17. Accelerating Google Updates

18. Pandas

19. Penguins

20. SCARED?

21. Don’t give up

23. Being a good guy/gal
• Do only good things

24. Being a good guy/gal
• Do only good things
• Follow terms and conditions

25. Being a good guy/gal
• Do only good things
• Follow terms and conditions
• Keep writing great content

26. Being a good guy/gal
• Do only good things
• Follow terms and conditions
• Keep writing great content
• No more shortcuts

27. Being a good guy/gal
• Do only good things
• Follow terms and conditions
• Keep writing great content
• No more shortcuts
• No good ends from bad means

28. SEO Super Powers
• X-Ray Vision
• Invisibility
• Intelligence
• Stamina/ Strength
• Cool gadgets

29. X-Ray Vision

30. X-Ray Vision
• Rankings are about relevance
• Queries are not just words
– Queries are concepts
– You need to “see through the query”
• Intent
• Relevance
• Websites that focus on concepts rank best
• Websites that focus on keywords rank worse

31. X-Ray Vision
• Freebase : http://bit.ly/10YanqA
– What parts make up the thing “Rotterdam”
• Currency
• Country
• Airport
• Government
• Attractions
• Not all parts are right for your content
• Government?
• Seems out of place

32. Amazing Intelligence
• Query in title
– Near the front is best
• Query variant in Headings
– Don’t duplicate the title
• Copy variants
– Use related words in the copy
• Images
– Mark up properly : alt/title
• Videos
– Make a transcription
• Include links to related content

33. Amazing Intelligence
• Adding search value example
– “Rotown Bar Rotterdam Review”
• Give address of bar
• How to get there information
• Prices in bar
• Mention Rotterdam -> Holland
• Mention DJs playing
• Link to their website
• Mention post on twitter/facebook
– Post it to their company profile

34. Spot the SEO?

35. Power of Invisibility
• Don’t do SEO that looks like SEO
• SEO shouldn’t detract from the UX
• Get to work with some plugins
• Improve understanding of your site

36. Power of invisibility
• Rel=“author”
– You need to do this!!!
• If you haven’t do it ASAP
– Google wants to rank people & experts
– http://support.google.com/webmasters/bin/answer.py?hl=en&answer=2539557
• Get into microdata
– Schema Creator plugin
• Make your results better
• Get stars into results
• Manage your message

37. Cool Gadgets

38. Cool Gadgets
• Webmaster Tools
– Google and Bing both have these
– Check your “error” pages
• Too many errors = collapse in rankings
– http://wordpress.org/extend/plugins/quick-pagepost-
redirect-plugin/ : redirect error pages
– Check you “average” rankings
– Warning from Google

39. Cool Gadgets
• Check out your links
– http://www.linkdetox.com/

40. Strength & Stamina
• Ranks take time
• Don’t expect everything over night

41. What does an SEO Superhero look
like?

42. Actions
• Get authorship installed
• Keep writing great content
– Focus on improving information about “things”
• Use microformats layout
• Get your gadgets in place
• Read Google SEO Guide

43. Thanks

44. Yep I’m that geek
• I was Mike Briggs
• My suit counts as a costume
• Come say hi
• @caliberi
• michael.briggs@caliberi.com
• @michaelkebriggs