Search Engine Marketing: SEO Tips

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During our most recent Digital Growth Broadcast, we caught up with three search engine marketing experts and asked them to share their SEO tips.

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Matthew Young, Sr. SEO Specialist, Adobe

Matthew Young Sr. SEO Specialist Adobe

Take into consideration Panda and Hummingbird (00:38-2:33).

One of the things I’ve been pretty big on over the last month or two is really taking into consideration Panda, which is the algorithm that goes after content quality. I also want to take into consideration Hummingbird and how that it affects search behavior.

Hummingbird is a big deal. It’s not necessarily something that targets your content and links the same way Panda and Penguin do, but it really replaces the penalty algorithm that Google had. It’s huge because it affects 97 percent of all searches, which basically is the internet.

Organizations should deliver the right contextual content for mobile devices. - @MatthewAYoung

So what Hummingbird does is add a conversational semantic layer. If I’m searching for something vocally, I’m not necessarily going to use keywords in every single one of my queries. For example, “Who is the president of the United States?” “How tall is the president of the United States?” “Where does the president of the United States live?” Those are all classic models of SEO. With Hummingbird, we get this situation where people are not necessarily searching for queries or keywords within their queries. Take the previous example, “How tall is the president of the United States?” “Who is he?” “Where does he live?” By replacing those pronouns, it’s more vocal and it flows better. Your content, mobile or otherwise, needs to account for not just throwing a bunch of keywords in there, but it really needs to target the semantic speech patterns that most people use.


Jeff Carpenter, SEO Manager, PETCO

Jeff Carpenter  SEO Manager PETCO

Focus on broad messaging (2:33-3:43).

We’re focused here on writing content in different phases of search because we’re e-commerce focused. We’re letting the content and category levels be to broad messaging where people might be searching yet they just don’t know exactly what they want. We’re searching with broader phases to find the answer to questions that are specific to their product. We then write the user a content that describes what they’re actually looking for in a conversational tone.

Engage people through social media (4:00-4:43).

We know that our audience really is into Facebook and Twitter. We have teams that focus specifically on engaging that audience and leading them to various pop quizzes or community-based blogs or e-commerce sites or some article that’s listed on our site.

Build valuable content that speaks to the target customer. - @SanDiegoSEO

David Fricks, Sr. Manager SEO & Inbound Marketing, Demand Media

David Fricks Sr. Manager, SEO Demand Media

Content for content’s sake can actually hurt your site’s authority (5:00-6:00).

One great blog post is better than 10 good posts, because great posts are shared. - @DavidFricks

I guess the big one I want to touch on is Panda, one of the algorithms everyone is talking about from a content-working standpoint. One of the things that really shook the marketplace is that having content for content’s sake can actually hurt your site’s authority. Most of the SEOs around are pretty interested when the Panda patent was released. If you take some creative license with the definition of the terms, you can draw from that the pages that aren’t adding to your site are hurting your site and if you can remove the zero-traffic pages, pages that aren’t generating any links or traffic, you can actually improve the overall quality of your site when we’re looking at those domain-level metrics.

Search Engine Marketing

Great post are the ones that get shared (6:00-6:40).

That’s something I learned from EA. A while back, we had a mantra of “fewer better games,” and that’s we’re going to make fewer titles and we’re going to really focus on really knocking them out of the park. I think that really applies to your blog post and to your content creation. In my experience, I found that one really great blog post is a lot better than 10 good posts because great post are the ones that get shared and get shared at a rate at which they can actually compound themselves and go viral, so to speak. One great blog post is better than 10 good posts, because great posts are shared.


What SEO tips do you have? Let us know in the comment box below or join our next Digital Growth Broadcast.