shift in marketing
Pull
Push
how to get results
Website
SEO
Link strategy
Social Media
Paid
PaidOrganic
2009 Search Engine Market Share
Google Yahoo! Bing Ask
73% 15% 9% 3%
Source: seoconsultants.com
(some) components of Google Ranking
1. What is this page about?Keywords– url– title & meta tags– headings, font emphasis– content
2. How important is this page? Links– in-bound links– anchor text– authority/trust of domain– traffic
~TWO-THIRDSApprox. “weight” of link popularity to Google search algo
Multiple sources
Link Building
not just any links
• Links from trusted domains• Links from popular sites• Links from authorities in your topic
Note: Avoid schemes promising thousands of links. Now, it’s trusted links that count.
where to get them
• Blogs (your blog, other blogs, twitter, technorati.com)
• Article directories (ezinearticles, bestmanagementarticles, isnare, goarticles)
• PR (industry news sites, local sites)
• High trust directories (google, yahoo etc, retail directories, yellow pages listings, industry directories)
• Event sites (depends on your business)
• Associations, partners, affiliations (Chamber, synergistic businesses)
• Coupon sites• Social media
how to get them: publish
• Unique, valuable content (tips, lists, expert info, articles, white papers, slides)
• Freebies (icons, white papers, videos…)• Software, tools, widgets, themes, embeddable
content, quizzes• Books and ebooks• Reviews (amazon)• Comments• Leverage social media services– Photos, presentations, videos, podcasts, PR…
measure along the way
Traffic Rank: Alexa.com
Page Rank: Google toolbar, PRChecker.info
Site traffic stats: Google Analytics, your hosting company
Inbound Links: siteexplorer.search.yahoo.com
“PageRank reflects our view of the importance of web pages by
considering more than 500 million variables and 2 billion terms” - Google
tools
Keyword research:google.com/sktool/ https://adwords.google.com/select/KeywordToolExternal http://labs.wordtracker.com/keyword-questions
SEO:Google.com/webmasters/sitemaps/siteoverviewGoogle.com/analytics/homealexa.com/siteinfoSiteexplorer.search.yahoo.com
Blogs:Seomoz.org/beginners.phpGoogleblog.blogspot.comMattcutts.com/blogSeomoz.org/blog.php
Reading:Search Engine Optimization for Dummies
how to get results
Website
SEO
Link strategy
Social Media
leverage what you have
Yourwebsite
Press releases
Slides
Images
Blog
Video
Articles
post content on the Web
Yourwebsite
Press releases
Slides
ImagesBlog
Video
Articles
Thank you!