Some people continue to use the same tactics to optimize sites, even though things have changed. Others seem to think that search engines can now use human language and no longer need any special attention. Both groups -- those living in the past and those looking toward a possible future -- are missing opportunities.

1. SEO
Search Engine Optimization:
Communicating well with search
engines and with human beings.
GET OUT OF
YOUR
SEO TIME
MACHINESEO hasn’t died, but it has changed.
You need to change your approach.

2. About Us
Haden Interactive builds, optimizes, and
manages WordPress websites for large
and small organizations on four
continents.
WWW.HADENINTERACTIVE.CO
M
Haden Interactive
Address: 1337 E. Ash, Fayetteville, AR
Phone: 479.966.9761
Email: info@hadeninteractive.com
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3. Our Team
John Doe
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Many of us are here at WordCamp
and several of us are speaking.
We’re happy to answer questions
and we want to meet you.

4. Service List
SEO/SEM includes a lot of different activities,
including on-page optimization of content and
code, strategy based on analytics, and off-
page actions like link-building, guest posting,
and integrating social media and advertising.
Search Engine
Optimization • Web design
• Web content
• WordPress websites
• SEO analysis and strategy
• Website optimization
• Blogging
• Link building
• Social media management
• Email marketing
• PPC
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5. Why SEO ?
Be found by people
looking for your
goods and services.
Reach customers at
the Zero Moment of
Truth.
SEO has the highest
ROI of any
marketing tactic.
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6. PAST FUTURE-UTOPIA FUTURE-DYSTOPIA
Put in lots of meta keywords,
post articles at Buzzle, and
make sure your keyword is in
the first and last sentences!
Search engines don’t need
anything special – they read
websites just the way humans
do and make the same
decisions people would!
Search engines just randomly
change the rules all the time for
no reason, so there’s no point
in trying to communicate with
them any more!
The Settings on the SEO Time Machine

7. • How search engines work
• How rankings work
• How people use search engines
What Has Changed
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Search engines are smarter
and people use them better.

8. How Search Engines Work
When people search, Google looks at
what it has already indexed.
It offers the best match, according to
the algorithm and the decisions it has
already made about the pages it has
already indexed.
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Google crawls and indexes
sites. Each page is ranked
by its topic and its value.

9. Why does the algorithm change?• Technology improves –
Google works constantly to
improve the search engine.
• When people try to game the
system, Google reacts, to
keep the search engine
working well.
• Just like taxes, the search
engine algorithms are also
used to influence behavior.

10. • Different people see different things.
• Rankings are based on both on-page
and off-page factors, including facts
about the searcher.
• Rankings are now only part of what
determines what people see on the
SERPs.
• You can’t tell where you rank by
Googling.
Ranking Factors
Directories
Blogs Articles
Social Media
Press Release
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Rankings are still important,
but they’re not the same as
they used to be.• Quality website
• Authority
Reviews

11. Google Webmaster Tools

12. Rick’s showed up #1 in 8 of the 9 searches.
Personalized search doesn’t change
rankings, and Rick’s is #1 for bakeries in
Fayetteville.
Ranking Experiment (2012)
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We did 9 searches, 3 each
on 3 computers, for bakeries
in Fayetteville, AR

13. Rick’s, Bliss, Stone Mill
In 9 trials conducted on 3
different computers, the
rankings are clear.
However, the results were
different. All three top
bakeries were below the
fold at least once.
Other bakeries showed
once or twice.
We tried Bing and Google
signed out, and Google
signed in.

14. Rick’s, Bliss, Stone Mill

15. Rick’s, Bliss, Stone Mill
The rankings are the
same, but the results are
different:
•Rick’s was the only local
result, and got the top
two spaces.
•An article from a Little
Rock paper on
Fayetteville bakeries
came ahead of Stone
Mill’s website.

16. 2103
The look is different,
but the rankings are
the same.
Below the fold options
now have photos
above the fold.

17. • We’re better at finding what we
want. We modify our queries fast.
• We’re all about the long tail search;
few people use one-word searches.
• We use more social media – we find
things and share them.
• We have online hangouts, like
Pinterest or YouTube.
People Use the Internet Differently
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We’re not surfing any more.

18. New Search Style
• Lots of different keywords
• Few one-word searches
• Lots more social sharing

19. Long Tail Search
People are more likely
to use longer searches,
and the results are likely
to be quite different from
one-word searches.
For your business, it’s
not all about getting a
#1 ranking for your #1
keyword.

20. • Don’t obsess over rankings – have the
best company and the best website you
can and watch the competition.
• Don’t act like a machine. If your
methods can be done by machine,
they’re not working, or won’t work in
the future.
• Don’t put all your eggs in one basket.
Not because there’s anything wrong
with the basket.
What Does This Mean for SEO?
If you’re following advice from
2005 (other than having a great
website), you’re doing it wrong.
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21. • Integrate social media and SEO.
• Don’t forget Google+.
• Use data to plan your social media
strategy.
Social Media and SEO
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Social signals are now used
by search engines to decide
what they show searchers

22. Links are still an essential part of the search engine algorithms, and social media can
influence links.
Social Media and Linkbuilding
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23. Ongoing SEO efforts gain results.
•Average year over year growth for
unmanaged websites: -0.17%
•Average year over year growth for
managed websites: +51.6%
SEO Ecosystem
SEO isn’t something you
do once.
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Media
Analysis
Links
Update
Content

24. Thank you for your Attention !
WWW.HADENINTERACTIVE.COM