top small business seo misconceptions for 2016

Top Misconceptions about SEO

Top Misconceptions about Search Engine Optimization As held by Small Businesses and Startups

Grant Morrow@Granto101 - Twitter | grant@burningroot.com – e-

mail

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Meet Me

I consult with traditional brick & mortar retailers on how best to get into eCommerce, and consult with online retailers on how best to improve their ROI through better marketplace utilization, merchandising and SEO.eCommerce

SEO

Logistics

Analytics

Grant Morrow eCommerce Program Manager, Orgill, Inc.

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SEO JargonOf course you should learn these, right?

Term-Frequency Inverse Document Frequency

TF-IDF

Are you cleaning up your 404s and making them into 301s?

301s and 404s

Search Engine Result Page(s)SERPs

Query Deserves FreshnessQDF

Seen your Knowledge Graph lately?

KG

Information Retrieval ScoreIR Score

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Overview

Misconceptions Review – Top 5 Misconceptions

The Evolving SEO Spaghetti

What Should You Do?

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SEO Secret Sauce?

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Top Misconceptions

SEO is really Search Engine Marketing. Just like Marketing, you are never done.

Takes Months & Years of Effort

“I’ll hire an SEO firm and then in a few months, I’ll be on the top of Google”

#5 SEO Is Easy

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“All SEO has become pay to play”While Google is becoming more pay to play, this is far from true.

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#4 SEO is Snake Oil

Google patents, Google statements, correlations and reverse engineering of ranking factors,

there is mounds of data and articles to draw on.

There are hundreds of verifiable techniques

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“I need to hire experts to take care of the whole thing.”

#3 SEO is too complicated to understand

It’s not overly complicated, time is the problem. Keeping up with new changes is a constant

battle..

Time is the enemy

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“If experts have to do it, I can’t afford it.”

#2 SEO is too expensive.

Strategize what your objectives are and do those first, yourself or in-house with tips from

blogs

Many elements can be done part time or

in-house

#1 Misconception

“I need to be #1, #2 or #3

rank for X keyword”

Search Engine Optimization and Search Engine Marketing doesn’t work this way anymore.

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The Evolving SEO SpaghettiSEO is becoming SEM – Search Engine Marketing.

Ever changing pictureConstantly evolving

Google has LOTs of DataKnowledge Graph proves it

Changing Google ResultsSERPs are changing

because Google is moving away from 10 blue links

Content AggregatorsYelp, Zillow, FindLaw,

Angie’s List

SEO is not just Google Everything is becoming a

Search Engine

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Example Search Engine Result

Pages(SERPs)

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“Lawyers in Memphis”

Map dominates above the fold even though this is a service

based business

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“Plumbers in Memphis”

Map dominates above the fold even though this is a service

based business

Content Aggregators or Review sites

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“Real Estate Agent Memphis”

Map dominates top half, above the fold here, along with

content aggregatorsContent Aggregators or Review sites

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“Locksmiths Memphis”

Map dominates top half, above the fold, hours are extremely

important

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Conversion Applets

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Flight Status Card

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Knowledge Graph - Question

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Knowledge Graph - Sports

21Knowledge Graph – People, Places, Things

22Knowledge Graph – Celebrities + Recency

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Knowledge Graph – Carousel

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SERPs ReviewSorry, I used jargon!

Content Aggregators are King1

We aren’t in 10 Blue Links Land anymore, Toto.

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Actual Data & Content Matters. 3

Aggregators are King

Google Change

Make Content!

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It’s SEO, not GO (Google Optimization)Google is still important, but consider!

Search Engines are everywhere nowFrom Quora to Pinterest, Search Engines are

everywhere

ShoppingIf you do any eCommerce—

Amazon is a search engine, Etsy is a search engine, and Google is just as

much part of it

AnalyticsDo not stop analyzing, ever

Facebook is a Search EngineDon’t under utilize other sources such as Facebook, Google has no effective social media presence

TwitterTwitter is extremely important for the ebb and flow of recency of events and online communication

StrategyInvolve all elements of your online strategy not just SEO

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What Can You Do?Constant Examination, Improvement and Content Creation

Examine Look around, just use

Google to see what the landscape looks like

Create ContentContent is king, create

as much as you can

Continue ExaminationDouble down and expand original

emphasisContinue!

Explore and Grow!

Unlock more potentialCapitalize on new-

found search terms and niches

New ExplorationsFind verticals and queries which are

underservedResearch

What content do I need or what aggregators do

I need to be on?

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Thanks for Watching!

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grant@burningroot.com @Granto101

Contact info:

Questions?