is it easier to be an seo for a small business or a big business?

57
www.analyticsseo.com @analyticsseo Is it easier to be an SEO for a small business or a big business? David Bain Host ThisWeekInOrganic.com Head of Growth AnalyticsSEO.com [email protected]

Upload: authoritas

Post on 12-Apr-2017

442 views

Category:

Business


0 download

TRANSCRIPT

Page 1: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Is it easier to be an SEO for a small business or a big business?

David Bain

HostThisWeekInOrganic.com

Head of GrowthAnalyticsSEO.com

[email protected]

Page 2: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

What we’re going to explore today

1. How SEOs in small businesses can compete with SEOs in big businesses

2. How SEOs in big businesses can compete with SEOs in small businesses

3. How we can learn off each other

Page 3: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Part 1

How SEOs in small businesses can

compete with SEOs in big businesses

Page 4: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

The advantages that small businesses have

They can make decisions quickly

Page 5: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

The advantages that small businesses have

They can change their site quickly

Page 6: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

The advantages that small businesses have

They can multitask

Page 7: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

The SEO is the content marketer

In small businesses the SEO is the content marketer and the

content marketer is the SEO

Page 8: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

The challenge with SEO & content marketers in big businesses

Source: http://www.analyticsseo.com/blog/social-media-platforms/http://www.thisweekinorganic.com

“I conducted research interviewing about 70 or 75 very top level, Fortune 100, Fortune 500 CMOs, SVPs, Heads of Digital, and I asked them what their priorities were with content marketing. Only one of them mentioned SEO.

…currently it’s senior executives, senior marketers that have their eyes on bright, shiny objects, very much at the expense of the fundamental toolkits. And as a result I’m seeing content marketing copywriters who have absolutely no training or background in SEO, videos going up with none of the optimisation concerns that we discussed, transcripts, titles, keywords research in the tagging. And it’s time to marry the two practices back together again.”

REBECCA LIEB

Page 9: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

It should be like this…

Source: http://www.searchdecoder.com/

Page 10: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

But it’s actually more like this…

http://www.thesaleslion.com/content-marketing-vs-seo-google-search/

Page 11: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Think like an artist and a scientist at the same time!

“science is looking for answersand art is looking for questions”

http://www.theguardian.com/artanddesign/2011/aug/21/collaborations-between-artists-and-scientists

Page 12: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Small businesses can leverage live events

They can report on niche events, live

Page 13: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Small businesses can leverage live events

Many niche news blogs appear in Google News

Page 14: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Be controversial – Have an opinion!

Page 15: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Try to be seasonally strategic

Page 16: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Partner up! It’s a team game…

Page 17: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Use every tool at your disposal

Page 18: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Leverage your time!

Here’s how we do SEO...

Page 19: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Moving from link building to link fostering

Page 20: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Broadcasting our own show means that we can publish replay pages

Page 21: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

And replay pages published in the right format means…

Page 22: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

How to get links: Show listings

Page 23: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

How to get links: Featured guests

Page 24: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

How to get links: Friends of Featured guests

Page 25: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

How to get links: Social shares

Page 26: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

What does this mean for link growth?

Page 27: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

What about keyword rankings?

Page 28: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Part 2

How SEOs in big businesses can

compete with SEOs in small businesses

Page 29: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Re-optimize existing, authoritative pages

Page 30: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Build with the future in mind

Page 31: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Many people in large organisations have a certain perception of SEO

“I'm beginning to believe that search engines are a dead-end technology andfretting over where your site comes up is a big waste of time.”

Online Advertising Discussion List1997

Page 32: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

That’s just before this happened…

Page 33: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

You will be out of business or irrelevant in 3 years

Page 34: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

We need to show everyone why SEO isn’t dead…

Source: http://www.huamarketing.com/

Page 35: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

As long as if we don’t explain SEO like this…

Source: http://www.searchenginejournal.com/

Page 36: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Here’s a simple way to explain the value of SEO…

RD

P

P

PKW

KW

KW

KW

KW

CP

CP

KW

KW

KW

The competition!

KW

KW

CP

CDYou

SEOopportunities!

CD = Competing domainsCP = Competitor’s pages

RD = Ranking domainP = Your pageKW = Keyword

Page 37: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Relate with your audience!

Page 38: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Bake the SEO cake

Ref. https://www.seroundtable.com/photos/seo-google-cake-14668.html

Page 39: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Explore the “unknown unknowns”

“There are known knowns. These are things we know that we know.There are known unknowns. That is to say, there are things that we know we don't know.But there are also unknown unknowns. There are things we don't know we don't know.”

Donald Rumsfeld

“There are also unknown unknowns”…

Page 40: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

For us SEOs we need to drill deeper…

Host – BluePage – GreenKeyword – Brown

Page 41: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Understanding the related nature of the marketplace

Host – BluePage – GreenKeyword – Brown

Page 42: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

True Total Marketplace

Page 43: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Structuring big data into meaningful clusters

As SEOs, we need to base our work on Google’s view of the relationship between the structure of the web and search intent.

Based on this, we can model related keywords and ranking URLs; then segment the data into groups revealing natural clusters of search topics.

We then need to prioritise actions based upon short-term vs. long-term gain & ROI.

Natural clusters

Graph data example: Green = URLsBrown = KWsBlue = Domains

Page 44: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Explaining the value of big data to in-house marketing

directors

Communication: An essential task for SEOs in big businesses

Page 45: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Start off by looking at competing domains & how they achieve success

Mar

ket V

isibi

lity

Shar

e%

The initial ‘net casting’ shows that the top 19 biggest players account for 81% of the market. Note that these results are displayed prior to any filtering.

Page 46: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Initial Market Share results for GreatBritishChefs.com

Market Keywords: Keywords you rank for:

Your Market Share

2.8%

113K 24K

Market Value

£6.1MYour Market Value

£115K

Market Searches

24.7MSearches for your keywords

4.8M

by visibility

Opportunity Keywords

89K

Page 47: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Key to useful big data – Effective Filtering

Important filtering steps:1) Identify core niche

competitors2) Analyse the performance of

existing keywords and pages3) Suggest new keywords for

existing pages4) Suggest new keywords for

new pages

Page 48: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

1) Identifying Core Niche Competitors

CORE NICHE COMPETITORS

NICHE COMPETITORS

POWERFUL MAINSTREAM COMPETITORS

FRINGE COMPETITORS

HIGH

LOW

HIGH

ORG

ANIC

SEA

RCH

VISI

BILI

TY

STRENGTH OF DOMAIN

GreatBritishChefs.com

Top 100 market domains shown. Bubble size = number of unique keywordsX axis: Strength determined by Majestic® metrics Y axis: Sum of estimated organic search visibility (log scale)

Page 49: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

2) Existing keywords & existing content

LONG-TERM ROI

LOW/NO ROI

QUICK ROI

MAINTAIN ROI

HIGH

LOW

HIGH

LOW

ORG

ANIC

GRO

WTH

POT

ENTI

AL

AVERAGE RELATIVE STRENGTHBubble size = number of unique keywordsX axis: Average relative strength of clusterY axis: Sum of estimated organic traffic growth per cluster(log scale)

9,215 of your keywords have growth potential, clustered into categories below:

Page 50: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

3) NEW keywords & existing content

LONG-TERM HIGH ROI

SHORT-TERM LOW ROI

SHORT-TERM HIGH ROI

SHORT-TERM LOW ROI

HIGH

LOW

HIGH

SUM

OF

ORG

ANIC

GRO

WTH

POT

ENTI

AL

AVERAGE RELATIVE STRENGTH – DOMAIN LEVELBubble size = number of unique keywordsX axis: Average relative strength of cluster determined by Majestic® metrics Y axis: Sum of estimated organic traffic growth per cluster(log scale)

43,449 keywords GreatBritishChefs.com could rank for that relate closely to existing content:

Page 51: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

4) NEW keywords & NEW content

LONG-TERM HIGH ROI

LONG-TERM AVERAGE ROI

SHORT-TERM HIGH ROI

SHORT-TERM AVERAGE ROI

HIGH

LOW

HIGH

LOW

SEAR

CH V

OLU

MES

– K

EYW

ORD

CLU

STER

LEV

EL

RELATIVE STRENGTH - DOMAIN LEVEL

Showing clusters of new potential opportunitykeywords that are less related to existing content20,863 new keywords for content creation strategies:

Page 52: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Once we define the true total marketplace we can be much more confident

at defining the true potential of SEO in a large

organisation

Why is big data so important for SEO in big businesses?

Page 53: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

And bigger businesses have bigger budgets!

Page 54: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Bigger budgets mean that you areless reactive and can plan for the future!

Page 55: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

So in summary…SEOs in small businesses:

+ Aren’t restricted by having to report to a large organisation and need to get involved with content marketing too

- Will generally have a small budget and lower domain authority

SEOs in bigger businesses:

+ Will be able to work with higher-authority domains and spread the SEO word!

- It’s tough not being able to make all the changes you want to make as fast as you want. You’re also less likely to be actively involved with other marketing activities.

Page 56: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Is it easier to be an SEO for a small business or a big business?

It depends on you. But learn off each other!

Page 57: Is it easier to be an SEO for a small business or a big business?

www.analyticsseo.com@analyticsseo

Is it easier to be an SEO for a small business or a big business?

David Bain

HostThisWeekInOrganic.com

Head of GrowthAnalyticsSEO.com

[email protected]