Sam Michelson - SMX Israel presentation 2015

Page 1

SAM MICHELSONFounder & CEO

SEOSgive up

theirBIG IDEAS

Keyword-rich content with thousands of low quality links on an unknown site used to work!

The keywords provided relevance

The links provided authority

And that was it.

The money flowed in.

Many brands weren’t even in the game.

Many brands weren’t even in the game.

We outranked Fortune 100 companies for their own branded terms!

Many brands weren’t even in the game. But the

world has changed…

…and search has changed with it.

For competitive terms…

(and other search engines) have the luxury to choose from millions of sites!

Google is fortunateOne Query = Many results

Most queries lead to many answers –

Commercial/ Corporate Websites

Review sites &

Opinionated Blogs

Social media /

Multimedia

News and Governmen

t Sites

Wikipedia

So here you are with a product to sell, leads to generate. WHAT’S YOUR

BEST BET?

Build a site with rich content and gain lots of links?

Build a site with rich content and gain lots of links?Share on social media, like there’s no tomorrow?

Build a site with rich content and gain lots of links?Share on social media like there’s no tomorrow?Hire a PR firm?

Build a site with rich content and gain lots of links?Share on social media like there’s no tomorrow?Hire a PR firm?Start a Wikipedia page?

Build a site with rich content and gain lots of links?Share on social media like there’s no tomorrow?Hire a PR firm?Start a Wikipedia page?Reach out to bloggers?

Build a site with rich content and gain lots of links?Share on social media like there’s no tomorrow?Hire a PR firm?Start a Wikipedia page?Reach out to bloggers?Try to game all of the above?

Yes!Consider them ALL.

Except maybe the gaming part…

Yes!

But not as disparate tactics.

Consider them ALL.Except maybe the gaming part…

Use these techniques (and many others) to..

YOUR

BRANDBUILD

Digital Brands are real companies too!

And they matter to avariety of stakeholders.

So why do established brands do better online than my

digital brand?

What makes any site rank well?

First we need to ask –

RELEVANT AUTHORITATIVE

Sites rank well because they are

leading toand

SATISFIED SEARCHER

S

RELEVANTCONTENT

Commodities can bemanufactured,they are not the product of passion.

a commodity

not a commodity

To be authoritative, a site needs to come from a source that has

TRUST

AUTHORITY

As brands grow, they (naturally) accumulate…

news stories blog

mentions

proponents haters

reviewsconversatio

ns Wikipedia

Established brands tend to have

ALLof these.

By serving search results from a brand,Google can be confident it is providingresults that are

RELEVANT

AUTHORITATIVE SATISFIED

SEARCHERS&

Let’s accept that Google favors brands

in search.

Why is that the case?

Brands have something special.

A branded site is not just another site with all the right words.

…that comes from being an established company that actual visitors go to and find what they need.

TRUST

In the age of brand building through

TRUST, what tactics should SEOs use?

Don’t just focus on

their links and

content.

STUDY THE COMPETITION

Outdo them in the way

they spread their

brand.

If they use Twitter, try that, but maybe branch out into video too

Exceed Your Competition

When you have enough traction and are becoming noteworthy, engage with the Wikipedia community and get a wiki page.Think about review

sites if relevant – they generate ongoing USG and relevant traffic

Seo tactics that will Move you ahead

Anchor text linking: Include your brand in

Wikidata Don’t forget basics Run ads to collect data Use Fiverr

It is NOT dead! Use anchor texts for relevance rather than authority.

Seo tactics that will Move you ahead

Anchor text linking

Include your brand in Wikidata

Don’t forget basics Run ads to collect data Use Fiverr

Seo tactics that will Move you ahead

Anchor text linking Include your brand in

Wikidata

Don’t forget basics: Run ads to collect data Use Fiverr

Make sure to avoid duplicate content

Seo tactics that will Move you ahead

Anchor text linking Include your brand in

Wikidata Don’t forget basics

Run ads to collect data

Use Fiverr

Seo tactics that will Move you ahead

Anchor text linking Get in Wikidata Don’t forget basics Run ads to collect data

Use Fiverr:Crowd support to get campaigns off the ground

Seo tactics that will Move you ahead

Think Pull rather than Push! Follow in social media, retweet, endorse on

LinkedIn Market to related searches Market to Google Alerts

Examine your SEO tactics. How would they work in

the real world?

If your tactics lead people to an inferior experience,

time to build a better experience.

If your SEO tactics are catalysts to a positive brand experience (and making you lots of dineros!!)

Great!

Sam MichelsonCEO/Foundersamm@fiveblocks.com+1.646.801.8669+972.54.440.6315