This is a document with all of the high velocity presentations at SearchCon this year.

1. The SEO Audit Toolbox

2. BrightEdge

3. BrightEdge

4. The Good The Not so Good
BrightEdge
• Organic Traffic, Keyword
Tracking, Project
Management, Reporting &
More, All in One Package
• Efficient Tracking &
Evaluation for 1000+ Page
Sites
• Data Cube: Keyword Tool
and Competitor Rankings,
All Keywords Ranking 1-100
• $$$$ & Yearly Contracts
• Number of Keyword
Tracking Limitations
• Not Plug & Play, Requires
Longer Setup
Good For Ecommerce, Multi
Location and Enterprise Level
Sites

5. Semrush

6. Semrush
The Good The Not so Good
• Regularly Updated Rankings
for All Search Terms in
Positions 1-100
• Assign “Dollar Value” to
Organic Rankings (How
Much Would it Cost to Buy
The Traffic via PPC)
• Domain vs Domain vs
Domain vs Domain
Comparison
• $69.95 - $549.95 Per Month
Depending on Package
• Doesn’t Take Google Places
into Account in Rankings
• Organic Traffic Data Can be
Way Off from Google
Analytics
Good For Quick Competitor
Analysis & Site Overview

7. Word Cloud

8. Word Cloud
The Good The Not so Good
• Not Java based like Worddle
(Works with Chrome)
• What is The Content Really
About?
• Free
• Will only look at < 1,000
Unique Words
• Can’t Export as a JPG or
PNG Easily
• Site Can be Finicky
Good For Analyzing 100-
1000 Word Blocks of
Content

9. Lucky Orange

10. Lucky Orange

11. Lucky Orange
The Good The Not so Good
• Records Every Click, Mouse
Movement, Keystroke &
Interaction
• *** Out Keystrokes, Does Not
Record User Info like CC #’s
• Heat Maps, Form
Abandonment, Live Chat
• Can Slow a Site Down
• $10 - $100+ Per Month
• Package is Based on Page
Views, Can Burn Through
Them With a Bigger Site
Good For Evaluating
Conversion & Diagnosing
Usability Issues

12. GTmetrix

13. GTmetrix

14. GTmetrix
The Good The Not so Good
• Instant Breakdown of Page
Load Time, Size & Requests
• Waterfall Breakout to
Pinpoint Bottlenecks
• Free (Paid Pro Version
Available)
• Displayed Load Times Can
Bounce Around Quite a Bit
• Blanket Recommendations
• Issues Sometimes with https
Sites
Good For Evaluating Page
Speed & Server Response
Time

15. Screaming Frog

16. Screaming Frog

17. The Good The Not so Good
• Titles, Meta & Subheadings
• 301’s, 302’s, & 404’s
• Alt Image Tags
• Only Crawls 500 URLS in
Free Version
Screaming Frog
Good For Quick Site
Overview of Page Titles &
Meta Descriptions

18. Majestic

19. Majestic
The Good The Not so Good
• Quick Overview of Link
Profiles
• Anchor Text Distribution
• New Additions Daily
• Free Version is Very Limited
Plans start a $50 per Month
• No Function for Building A
Disavow File Directly From
Tool Like In Ahrefs
Good For Link Profile
Overviews & In Depth Audits

20. Resources & Reference
BrightEdge
http://www.brightedge.com/
Semrush
https://www.semrush.com
Word Cloud
http://www.abcya.com/word_clouds.htm
Lucky Orange
http://luckyorange.com/
GTmetrix
https://gtmetrix.com/
Screaming Frog
https://www.screamingfrog.co.uk/seo-spider/
Majestic
https://majestic.com

21. May 12 & 13, 2016 | Breckenridge, Colorado

22. Promoting your promotions
Tiered Link Building

23. • Most “link builders” are creating and taking advantage of link
opportunities
• Directories
• Social Networking
• Social Media
• Contribution / Guest Blogging
• You do SEO so you probably know 1,000s of properties to
create valuable links at, right?
What is tiered link
building?

24. This would be the
Tiered link building goes a little further than just building T1 links
directly linking to the site. Once a Link is built.
What is tiered link
building?
This would be a link, built
however you like.
This is your
target site.

25. This would be the
After building a set of T1 properties, you will have the beginning
of a T1 network (Tier 1)
T1 Network

26. This would be the
T1 Network
Start building links to your other
Properties. This will increase the
Popularity of your T1 properties.

27. • Duplicating grass roots organic popularity for
page rank
Why bother with tiered
link building?
• Increases indexation of target page
• Lower tiers can be manipulated for keyword
direction

28. • Duplicating grass roots organic popularity for
page rank
Why bother with tiered
link building?
• Increases indexation of target page
• Lower tiers can be manipulated for keyword
direction

30. • Increases popularity of T1
What does this
accomplish?
• Increase indexation rate
• Optimize well known properties (parasite SEO)

31. Results
The campaign above was completed with links all built manually/automated
No purchased / leased links

32. • Building trust and the reputation of your site
Benefits of Tiered Link
Building
• Building trust and reputation of links that you
control
• Little Tier 1 action (you can accomplish huge
rankings with a small amount of links)

33. Benefits of Tiered Link
Building

34. Benefits of Tiered Link
Building
This video was
optimized
Using very little
T1 links
With a 6 Tier
Link Building
Profile.

37. Making Good Turns in SEO:
3 Insights from a Google Engineer

38. o VP of Product & Strategy
@ Volume Nine
o SEO
o Marketer
o Skier
o A guy often frustrated
with Google.
Hi, I’m David

39. I love tangible
directions.
Google is
vague.
I love tangible
directions.

40. Meet Paul Haahr
How Google Works:
A Ranking Engineer’s
Perspective:
http://www.stateofdigital.
com/how-google-works/

41. It’s not very often
Google teaches us
new tricks.

42. Mobile isn’t the future.
Mobile is now.
Insight #1

43. Mobile = Majority of Search Queries
(Duh!)
But the gap is going to widen.

44. Ways Google is Going Mobile-Centric:
o SERP Experiments = Majority Mobile
o User’s Location = Different SERPs
o Mobile Site Speed = Crucial (i.e. AMP Pages)
o Google Quality Raters = Mobile First Focus

45. Google Quality Raters = Mobile First
“Needs Met rating asks raters to focus on mobile
users needs and think about how helpful and
satisfying the result is for the mobile users.”
- Google
Example:
Satisfying Results

46. David’s Lesson Learned - Mobile
In everything we do, we need to start
with mobile and work outwards.

47. Google cares deeply
about the quality of
content. Websites
MUST nail ‘E-A-T’.
Insight #2

48. What is E-A-T?
Expertise Authority
Trust

49. So, how good is your content?
Low Quality Pages
• Not much main content
• Author is not an authority or expert
• Negative site-wide reputation
• Is primarily text-based
• Secondary Content is distracting
(i.e. Ads)
High Quality Pages
• A lot of main content
• Demonstrates E-A-T
• Good site-wide reputation
• Uses different mediums
• Has a “satisfying amount” of
high quality content

50. The “Don’t Suck” Test The “Me” Test
Two Quality Tests
Be honest, is this content
actually any good?
Would you engage with this
content on your own time?

51. David’s Lesson Learned - Quality
SEOs need to think of better ways to tactically
evaluate content quality. It is easy to see that
your content sucks but hard to convince a
client their content sucks.

52. Google is obsessed
with properly
matching search
intent to search
results.
Insight #3

53. Google’s Needs Met Scale
Source: https://webmasters.googleblog.com/2015/11/updating-our-search-quality-rating.html
“Does a page usefully answer a user’s query?”

55. The Future of Relevancy
Image Source: http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
Queries, not Keywords
Customization, not quantity
Learning, not Algorithms

56. Lead with a relevancy story. We
need to obsess over what the
user actually wants.
David’s Final Lesson Learned - Relevancy

57. Links & Resources:
‘How Google Works’ Talk:
http://www.stateofdigital.com/how-
google-works/
Google Quality Guidelines:
https://webmasters.googleblog.com/20
15/11/updating-our-search-quality-
rating.html
Email: Dyarian@v9seo.com

58. Why Location-Based Experience is the
New Frontier of Mobile Search

59. Yext by the Numbers
Yext is the world’s #1 Location Management Platform
650k+
Locations
Managed
425+
Enterprise
Clients
500+
Employees
6
Offices
Worldwide
100+
Global
Publisher
Partners
115+
Member
Technology
Team
$115M
Funding
2014 + 2015
Forbes most
promising
companies list
60+
Member
Services
Team

60. What We See
Sources: Think With Google, 2015; comScore, 2014; U.S. Census Bureau, 2015
Smartphones have fundamentally changed
how consumers interact with the world.
4in 5
local mobile
searches result
in a purchase
34x
Increase in
“Near Me” searches
since 2011
93%
of sales still occur
in person

61. Location Services
The best apps on your phone use location services to help you Go Places.

62. Brands needs to be connected to all these
apps and services in order for mobile consumers
to easily find, visit and transact with their locations.

63. The Rise of Near-Me Searches

64. The Rise of Near-Me Searches
Mobile search behavior is anchored in local
Queries with “near me,” “closest,” and
“nearby” have increased rapidly over the
past few years, nearly doubling from 2014 to
2015
Source: Google, I-Want-to-Go Micro Moments: From Search to Store, 2015

65. The Rise of Near-Me Searches
Google Now Assumes You Want Local Information
“Near me” searches have
increased so much that Google
automatically displays local results
for highly general searches, such
as “cable” or “dentist”

66. The Rise of Near-Me Searches
Mobile Empowered Consumer Expectations
• Mobile consumers expect this information wherever and whenever they’re searching.
Store Visits In-Store Purchases On-The-Go Searches
50%
of smartphone users
who conduct a search
for a business convert
that same day
18%
of smartphone searches
for a local business lead
to a same-day purchase
50%
of consumers who
aren’t sure where to eat
don’t search until within
an hour of going

67. Micro-Moments: Location-Based Experience
Google defines these in-the-go searches as “micro-moments”
• Consumer journey is fractured into hundreds
of real-time, intent-driven micro moments
where customer interacts with a brand
• Each one is a critical opportunity for brands to
shape our decisions and preferences
• These decisions and preferences drive
experiences, which are shaped by location
• All the latest apps are focused on creating
local experiences for consumers

68. Micro-Moments: Location-Based Experience
Example: Snapchat’s GeoFilters
Snapchat

69. Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks

70. Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks Spotify
+

71. Translation?

72. Reach customers wherever they search via integration-based partnerships with Google,
Facebook, Apple, and 100+ other third-party apps, maps, and directories.
How do you make each one of these endpoints the best they can be?
1. You Need to Be Everywhere

73. 2. Need to Enhance Listings with Rich Content
When it comes to online
business information, less isn’t
more. Rich listings with images,
descriptions, reviews, contact
information and directions drive
engagement.
Patented Clickable
Featured Message
Local URL
Merchant Verified
Menu
Rich Description

74. 2. Need to Enhance Listings with Rich Content
• Yext’s Comparative Listings
Study showed that across the
board, additional listing fields
(beyond NAP) showed a
positive impact on
engagement
• Listing fields include:
• Hours
• URL
• Menu
• Logo
• Photos
• Videos
• Calendar
Yext’s Comparative Listings Study, 2015
• Emails
• Product List
• Facebook URL
• Twitter Handle
• Descriptions
• Payment Options
• Foursquare Offer

75. Yext:
#1 Global Location Data
Management Platform

76. #1 Location Management Platform & Ecosystem

77. Pages
Drive foot traffic from your online properties to your physical locations
with optimized local pages, locators, and mobile screens in your own website and app.

78. Xone
Engage customers via their smartphones during in-person visits, and after they have left.

79. Thank You
@yext
@timamiller