Automotive UnOptimization SEO

Search EngineUnOptimization

Why The Future of SEO is UnOptimized

Grant SimmonsVP of Search Strategies

Question 1

@simmonet

@simmonetgrant@homes.com

#visibility_14

UnOptimization

@simmonet

Question 2

@simmonet

Is Google Evil?

@simmonet

Guest Blogging is Good

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Guest Blogging is DoneMatt Cutts – Google Spam Team

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Over Optimizationis a bad thing

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UnOptimizationIs a Googlely thing

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kinda simple

UnOptimization is Simple4 Main Considerations of UnOptimization• Google Bashing• User Experience• Social Discoverability• Testing

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ouch

UnOptimization4 Main Considerations of UnOptimization• Google Bashing Over Optimization• User Experience• Social Discoverability• Testing

@simmonet

Google Algorithm Updates

& hummingbird

Penguin: Link “Naturalness”

YIKES!

Link Graphs Should Be UnOptimized• Anchor text to brand / site• Inter-site linking i.e. footer links• Dofollow links to nofollow links• Internal linking for users NOT Google

This obviously isn’t for users

zere areno absolutes

Panda: Content Value

Content is Over optimized

scale over substancesubstance over scale

better

Content Should be UnOptimizedContent production is changing from:• Auto-generated to human-generated*• ‘Thin’ to valuable• Patterned to unique• Scale to reasonable amount*• Generalists to authorities

*Cool new technologies may change this POV

zere areno absolutes

@simmonet

Be naturalNOTOver optimized

Lots of tools

ToolsLink Graph• Open Site Explorer• Majestic SEO• Google Webmaster ToolsContent• Screaming Frog• Google SERP

Und

I’m auser too!

UnOptimization is Simple4 Main Considerations of UnOptimization• Google Bashing• UnOptimization for User Exp.• Social Discoverability• Testing

@simmonet

UnOptimizationFor User Experience

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Social ExperimentUser Experience

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UnOptimizationThe User-Centric Approach

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Satisfy query Intentwith understandingof users’ Context

Content Goals

Satisfy Your Audience

PersonalizeNOTOptimize

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Treat Everyone Equally Different

Satisfying Intent & Context• Query research• Persona development• Unique onsite experiences• Different conversion points• Different metrics

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Segment by Device / Location

“Hi, I’m near a property”

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Offer Onsite Self Segmentation

“Hi, this is my first time here”

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Simple Segmentation Example

Offer Unique Experiences

Satisfy Your Audience

Personalize(personas)

NOTOptimize

@simmonet

Great Reference on Personas• http://unop.me/personas• Yes... It features Smurfs

Hello?

UnOptimization4 Main Considerations of UnOptimization• Google Bashing• User Experience• Social Discoverability for Search• Testing

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Social Discoverability

@simmonet

BUSY

BUSY

It’s busy out there…How do you

stand out?Tough to:• Scale• Engage• Inspire signalsHow? How?

Creativitybow wow

Creativity can’t be optimized

Neither can creatives

How Does Google Know?

GoogleKNOWSEverything

They Know Value

How Does Google Know Value?

@simmonet

• Links• Citations• Social signals• radar

• Search• e.g. CTR / dwell

• Velocity• Authority / topics• Engagement

To Engage Your Audience

Be CreativeNOTOptimized

Yes!

UnOptimization Simplified4 Main Considerations• Google Bashing• User Experience• Social Discoverability• Testing

@simmonet

ThankYou

Questions?

Grant SimmonsVP of Search Strategies

Search Engine

UnOptimization

Why The Future of SEO is UnOptimized

END OF PRESENTATION