Eric Enge @stonetemple www.stonetemple.com
How Can I Drive Leads & Sales?
OPTIMIZEin Areas Other Ignore
BuildReputation, Visibility, and Audience
ObtainLinks (to Drive SEO)
NurtureRelationships That Drive Reputation, Visibility, Audience, & Links
LeverageMarketplaces Others Don’t Focus On
DO All of the Above and BEOpportunistic
Eric Enge @stonetemple www.stonetemple.com
What Happened With Mobilegeddon?
We Analyzed 15,235 Queries Week of April 17, 2015, and Again on May
18, 2015
Eric Enge @stonetemple www.stonetemple.com
“Voice control/search
will soon be the primary
way that users interact
with Android devices,
especially as the
operating system
expands into cars, onto
wrists and on TV sets.”
Greg SterlingSearch Engine LandJune 27, 2014
Eric Enge @stonetemple www.stonetemple.com
“Last year, the number of mobile voice searches more than doubled than the year
before.”
“We get 30 times as many action queries by voice as by
typing.”Gary IllyesFebruary 11, 2016
Eric Enge @stonetemple www.stonetemple.com
Source: Mindmeld Survey of 1800 Smartphone Users in the US
Eric Enge @stonetemple www.stonetemple.com
Source: Business Insider
Instant Articles Increase Reach on Facebook
Eric Enge @stonetemple www.stonetemple.com
Limited HTML/JS Elements Allowed
Limited HTML
Elements
• No Forms
• Nearly No JavaScript
• Can Only Use AMP Provided JS Library
• All Content is Pre-rendered
Eric Enge @stonetemple www.stonetemple.com
AMP Impact on Page Size
Source: SmallSEOTools.com
71% Reduction
in Page Size
Eric Enge @stonetemple www.stonetemple.com
Google Partners Can Cache the Page
This Will
Speed Up
the Page
Even
Further
Eric Enge @stonetemple www.stonetemple.com
Importance of Speed
Faster Pages ARE a big deal
Continuing Rise of Mobile Devices Only Drives More Demand
Your Competitor Will Do it, Whether or Not You Do
Can’t Ignore the Importance of Mobile Performance
Eric Enge @stonetemple www.stonetemple.com
Pop Quiz: What Was
the Exact % of Non-
Mobile Friendly Pages
That Lost Ranking
During Mobilegeddon
In Our Study?
Eric Enge @stonetemple www.stonetemple.com
Time on Apps
Growing Much Faster Than Mobile Browser or
Desktop
Eric Enge @stonetemple www.stonetemple.com
Top 10 mobile apps by US unique visitors, June 2015v
Source: comScore
Eric Enge @stonetemple www.stonetemple.com
Should You Build Your Own App?
Key Factors
Gain a Captive Audience
Push Messaging Ability
Learn About User Base
Can You Build Something that People Will Want to Install and Use?
Eric Enge @stonetemple www.stonetemple.com
App Store Optimization (ASO) is the Process of Tuning Your App Listings to Increase Your
App Store Ranks, and/or Increase Downloads and
Installs
Eric Enge @stonetemple www.stonetemple.com
App Deep Linking is a Process for Exposing “Pages” in Your
App, so They Can Be Crawled and Indexed by Google
Eric Enge @stonetemple www.stonetemple.com
App Install Button in
Google SERPs
App Seeking Query
Examples:
• Restaurant finder
• Grocery shopping list
• Breaking news app
Eric Enge @stonetemple www.stonetemple.com
Mobile is Filled With Opportunities
1. Mobile Searches > Desktop Search
2. Voice Search Will Become Primary Interface
3. More Time Spent in Apps Than Anywhere Else
4. Facebook Rising
5. Demand for Speed Growing Faster Than Ever
Eric Enge @stonetemple www.stonetemple.com
No Correlation Between Shares and Links
Source: Moz and BuzzSumo
Zero (or Near Zero) Means NO
Correlation
Eric Enge @stonetemple www.stonetemple.com
Source: Moz and BuzzSumo
Some Sites Have a Very Strong Correlation
Eric Enge @stonetemple www.stonetemple.com
https://www.stonetemple.com/all-our-social-media-seo-studies/
This post got good social
shares
Eric Enge @stonetemple www.stonetemple.com
And Got Some Links!
Including One From the Wall Street Journal
Eric Enge @stonetemple www.stonetemple.comNote: # of links often dependent on allocated budget per category
Does This Work For Large Scale Enterprises?
This Campaign Was Worth
Tens of Millions of
Dollars!
Eric Enge @stonetemple www.stonetemple.com
Reasons Why Larger Brands Will Partner
You are Faster Moving
They Don’t Have the Budget
They Don’t Have the Focus
Harder for Them to Make the Business Case
They Don’t Have the Subject Matter Experts
Eric Enge @stonetemple www.stonetemple.com
The Benefits to 10 x 10
Great Media Coverage
Spike in Visibility
Eric Enge @stonetemple www.stonetemple.com
2. Invest More in One Channel
Best Made Invested More in
Eric Enge @stonetemple www.stonetemple.com
What Do We Mean By Invest More?
Doesn’t Mean Spend
Millions of Dollars
You Can Focus On
One Vertical
You Can Focus On
One Brand Theme
Then Invest
More in That Area
Eric Enge @stonetemple www.stonetemple.com
3. Be Unique
Seventh Generation Pushes
an Eco-Friendly Theme
Eric Enge @stonetemple www.stonetemple.com
Steps to Being Unique
Find a Vertical Concept That You Can Lead
Focus Your Content On That Concept
Develop the Subject Matter Expertise
Engage and Build Followings
Establish a Leadership Role
Eric Enge @stonetemple www.stonetemple.com
The Benefits to Seventh Generation
Large, Engaged Social
Followings
Eric Enge @stonetemple www.stonetemple.com
4. Work Harder
Study of the Singers With
Greatest Vocal Range
Eric Enge @stonetemple www.stonetemple.com
What Do I Mean by Work Harder
Again, Focus is Key
Do Something that Others Won’t
Go Deep Into Manual Research
Leverage Data That Others Haven’t
Put the Hours In Where Others Won’t
Eric Enge @stonetemple www.stonetemple.com
What Do You Do?
BE an Expert
ADD Value
HELP People With Their Problems
HELP Solve Group Problems
Eric Enge @stonetemple www.stonetemple.com
Guest Posts Establish a Foundation of Relationships
Increased Visibility to Readers on Relevant
Topics
Links tokey sitePages
Sample Content
Piece
Your Business
Put Down Your Phone
Eric Enge @stonetemple www.stonetemple.com
Enhanced Content Marketing Types Helps Your Brand Create Even More Relationships
Enhanced Content
Infographics
Media, Bloggers, Influencers, etc.
Interviews Videos Bylines
Interaction Promotion Engagement SharingMutually
Beneficial Relationships
Sample Campaign Components
Eric Enge @stonetemple www.stonetemple.com
Often Driven by Anchor Content
Achieving “Reputation Critical Mass”
Eric Enge @stonetemple www.stonetemple.com
Benefits of Critical Mass
Happens When Reputation Crosses
a Threshold
Critical Pieces of Content or
Visibility a Big Key
Needs to be Sustained
Now More Mundane Content Will Still Get High
Engagement
Must Continue to Support With More Anchor
Pieces
Eric Enge @stonetemple www.stonetemple.com
Stone Temple Consulting
Full-service Digital Marketing Agency
Content Marketing
• Strategic Plan
• Off-site Placements• On-site Content• Influencer / Media Relationships
• Link Building
On-Page SEO
• Comprehensive Audits
• Site Hierarchy (IA)• Search Engine Crawl Management• Crawls
• Ongoing Site Reviews and Auditing
• Mobile Strategy
• Mobile SEO Implementation• AMP• App Strategy
• Deep Linking• App Store Optimization
Social Media
• Strategic Plan
• Drive Business Results• Influencer / Media Relationships• Content Strategy
• Content Generation
Mobile
Eric Enge @stonetemple www.stonetemple.com
Eric Enge
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!