smx milan - long term seo | idea evolver

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Long-Term SEO SMX Milan 2014

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Page 1: SMX Milan - Long Term SEO | Idea Evolver

Long-Term SEO

SMX Milan 2014

Page 2: SMX Milan - Long Term SEO | Idea Evolver

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Search Experience Optimization® Insight. Publish. Monitor.

It’s about intercepting the most productive audiences and delivering experiential content

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@IdeaEvolver  

Insight Create Monitor

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There are 20,000 Greek yogurt recipe searches a month Which is 21% of the total landscape SERPs show recipes, videos, images

Continuous Content Activations

Page 4: SMX Milan - Long Term SEO | Idea Evolver

@IdeaEvolver  

Desserts   Dinner   Breakfast   Appe6zers   Lunch   Dips   Side  Dishes   Sauces  

Organic  Lands   Page  Views  

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The Dessert Recipes Category Is Popular

0  

100,000  

200,000  

300,000  

400,000  

Dessert   Dinner   Breakfast  Appe6zers   Lunch   Snacks  

Google  Monthly  Searches  

Dessert  recipes  show  strong  demand  and  produc6vity  

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@IdeaEvolver  

Cakes  and  Pies  make  up  68%  of  all  Dessert  Searches  

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n  cake  recipe  

Cake  Recipes  41%  

Pie  Recipes  27%  

Cheesecake  Recipes  11%  

Cupcake  Recipes  10%  

Dessert  Recipes  11%  

•  Cake  is  the  most  sought  aRer  dessert,  even  over  dessert  itself  •  Chocolate,  carrot,  and  red  velvet  show  the  most  demand  •  Cake  pop  recipe  searches  show  breakout  ac6vity  

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@IdeaEvolver  

Cake  Pop  Ideas  

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Mr.  Potato  Head   Jack-­‐o  Lanterns     The  Muppets   Christmas  Trees  

Gradua6on   Frosty  The  Snowman   Winnie  The  Pooh     Thanksgiving  Turkeys  

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@IdeaEvolver  

Halloween  Recipe  Opportunity  

•  Over  20M  “Halloween”  food/recipe  searches    –  77%  increase  YoY  in  dessert  recipe  searches  –  80%  increase  YoY  in  appe6zer  recipe  searches  

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Average  spend  per  party  guest:  $79  

Americans  that  plan  to  celebrate  

71.5%  

Source: Google Insights and Think

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@IdeaEvolver  

Halloween  Recipe  Searches  by  Category  

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Halloween  Recipes   Halloween  Cupcakes   Halloween  Dips  

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@IdeaEvolver   9

Graveyard  Cake   Mummy  Dogs   Witch  Finger  Cookies  

Breakout  Halloween  Recipe  Searches  

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@IdeaEvolver  

Design for emotion and engagement - optimize for natural language

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Experiential Content and Optimization

Pages  for  cakes  and  cake  pops  added  to  dessert  

sec0on  

Page  for  Halloween  added  

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@IdeaEvolver   11

Jan 1, 2013 – Dec 31, 2013 Compared to: Jan 1, 2012 – Dec 31, 2012

n Before Implementation n After Implementation

Linking domains increased 190% Pinterest sessions to recipe pages +305% Facebook sessions to recipe pages +541%

Recipe Sessions up 265%

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@IdeaEvolver   12

Make the experience fast so it responds seamlessly throughout the day

Responsive Design Fits the Lifestyle

Commu-ng  (7am  –  10am)  

Work  Time  (10am  –  5pm)  

Leisure  Time  (8pm  –  12am)  

Source:

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@IdeaEvolver  

Redesign  ORen  •  Keep  the  experience  fresh  •  Use  the  latest  design  

techniques  •  Integrate  the  latest  SEO  

best  prac6ces  

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@IdeaEvolver  

301  Migra6on  Strategy  Purpose  Transfer  search  engine  equity  from  one  URL  (or  domain)  to  another.    Migra-on  When  URLs  change  loca6ons,  they  need  to  be  301-­‐redirected  to  the  new  des6na6ons.    This  permanent  redirec6on  transfers  search  equity  from  the  old  URL  to  the  new.  301-­‐redirects  are  cri6cal  during  a  redesign  or  domain  change.    Make  sure  to  use  301-­‐redirects  and  NOT  the  302.    302  redirects  are  reserved  for  temporary  situa6ons  like  separate  mobile  sites.  

Page  Requested  

Page  Requested  

Figure 1. Illustration of 301 migration

✔  

✖  

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@IdeaEvolver   15

Ongoing Technical Monitoring Consistently test for PageSpeed and Google Webmaster compliance

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