Seer Interactive’s Wil Reynolds

One of the presenters, Seer Interactive’s Wil Reynolds didn’t fail to shine as always with his “SEO For the New Google / Yahoo! / MSN” presentation (somewhat wordy, but chock full of content as usual).

No word yet on whether Shawn will have the videos up, but you can download Wil’s presentation PDF.

Here’s what you might have missed:

An evolution of search engine ranking strategies from past to present. From the early days of meta tag keyword stuffing to the evolution to linkbaiting / sticky content now.

Wil’s advice?

Drop the tech-focused hard approaches to SEO and adopt a human-relevant relevancy approach, and the focus on business revenue (and ultimately, profit) should stand you in good stead too.

The relevancy theme should be no surprise, with a theme-based approach making for a tight silo approach to site construction (building on the hierarchical vs spoke site architecture Wil spoke about during Affiliate Summit East earlier in the year)

Assets too will play a vital part in your site ranking strategy. Think relevance and providing value to visitors and readers:

If you need a primer on assets, check out my earlier post “Building Your Internet Marketing Asset Base”

Besides building your assets, you need to know how to effectively utlize them as well, this is where your skill as a marketer and a social networker (the human interaction side of Web2.0) comes in.

What I found particularly was this heatmap Wil included:

You might not be able to see this, but assuming the heatmap is labelled from hot (the most popular) to the coolest, in order of popularity, the hottest are:

• Video result (with thumbnail): Result #2
• Organic search result #1
• Organic search result #3
• Paid Search ad block (positioned above the organic results)

This is a quantifiable study that demonstrates SEO gives a higher return compared to PPC (at least for the terms you dominate the SERPs with).

You can install a similar heatmap using Neil Patel and Cameron Olthuis’ CrazyEgg service.

For more Affiliate Summit London presentations, you can check out the Affiliate Summit newsletter.

Now keep your fingers crossed that Shawn will upload the videos…

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