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Everything Revolves Around Search
# 1 Question from Web entrepreneurs
THIS IS WHY SEARCH ENGINE MARKETING IS SO IMPORTANT IN INTERNET MARKETING
The Search Marketplace
• Organic Vs. Paid
Organic: Search Engine Optimization (SEO)
Paid: Pay-‐Per-‐Click (PPC)
Search Behaviour: Golden Triangle
Organic Ranking Visibility
• Rank 1 – 100% • Rank 2 – 100% • Rank 3 – 100% • Rank 4 -‐ 85% • Rank 5 – 60% • Rank 6 – 50%
Source: SEOMOZ
CTR Rates
90% of Clicks
10% of Clicks
Organic Vs. Paid
SEO vs. PPC
SEO PPC
-‐ Higher Volume -‐ Quick and low cost setup
-‐ Additional Exposure and Credibility -‐ Minimal Development resources
-‐ Hard to Quantify -‐ Highly measurable & trackable
-‐ lot’s of ongoing work -‐ PPC climbing in most categories
-‐ Results take lots of time -‐ Constant monitoring
Most Important Search Engines
70% !17% !11%
So how do I get to the top Herman?
• No magic formula. • It’s a competition. • Focus on the right keywords, domains, Build Micro sites
• Have great keyword-‐rich content…fresh content. • Optimize your tags fully and smartly! • Build links, and thus your PageRank™ • Get social…don’t forget video • Get your visitors involved • Continually monitor and benchmark
Algorithmic Ranking Factors
What Are Searchers Looking For?
• Keyword Research – “Target the wrong keywords and all your efforts will be in vain.” !
• The “right” keywords are… – relevant to your business – popular with searchers – Propensity to convert
Keyword Research
• Tools to check popularity of keyword searches !– SEMRUSH and SEOQUAKE !
– Google’s Keyword Tool !
– Google Trends
▪ Lack of links down into all content pages;Non-‐textlink sitewide navigation;
• Search-‐form-‐only; • Javascript/Java-‐only (ie: dynamic menus); • Flash apps / Splash pages;
Non-‐optimal URL formats of pages
http://www.example.com/app.jsp?sid=abc123xyz
Common Barriers to Spidering
Search engine spiders turn their noses up at such URLs
Title Tags
Pretty good title
Not so good title – where’s the phrase “credit card”?
Meta Description
Tag Length Recommendation
SEO Audit via Webmaster Tools
Link Building
• Choose your anchor text wisely and wary them. !
• Do not pay for your links. !
• Choose your sites wisely. Sites with lots of good content.
!• Google will allow you to opt out of links pointing back to you in Webmaster tools.
Penguin is the ‘cousin’ of Panda…
Panda identifies thin/weak content and penalizes you for publishing it
Penguin penalizes you for thin/weak content which links to you
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Your reputation !
can be implode in minutes
Anyone can be a bad assbehind a computer!
Sites like Angie's list, Yelp and even Google encourage people to rate . !No business or professional is exempt from reviews: doctors, insurance companies, retailers, and wholesale. !Most problematic posts are in: !1) Review Boards 2) Complaint Boards 3) Personal Blogs 4) News sites 5) Video sites (Youtube)
Bad reputation goes viral!
It’s a reputation engine
YOUR BRAND!
▪ People are searching for you (30% of searches) ▪ Your customers are searching for you ▪ Your prospects (investors, employees…etc) ▪ People pissed at you for no reason.
Reverse SEO
REVERSE SEO
▪ Build and Bury technique !
▪ Push negative press down !▪ Push up positive content to the top of the SERP
!• This is going to take time and it’s going to be expensive! !
• Prevention is the best online reputation management! !
• Google Algorithm changes very often. !
• Google favours established content.
BAD NEWS!
GOOD NEWS!
!• Google is particularly eager to populate each SERP with a page from different web sites. !
• Panda updates are bias against sites with ads.
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BLOOMEX
New Contact Form Extensions (Beta)
Sitelinks… good SEO
Organic Ranking Visibility
• Rank 1 – 100% • Rank 2 – 100% • Rank 3 – 100% • Rank 4 -‐ 85% • Rank 5 – 60% • Rank 6 – 50%
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Incorporate social media
• Creating multiple social profiles on various platforms with keyword rich names. !
• Integrate social media platforms with your customer service department. !
• Create blogs/wikis and develop them separately, unique content. !
• update often.
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• Use keyword rich domain names. !–Mycompany-‐reviews.com –Mycompany-‐complaints.ca –Mycompany-‐service.com –Mycompany-‐Chairtywork.org –Mycompany-‐ourtreach.net !
• Create a value proposition. – Placement Vs. Build links.
Issue well optimized press releases
!– Optimize key words (like “reviews”) especially in headings. !
– Be sure to date the release. (datePublished snippet: Schema.org). While Google looks for older/established sites, it is also triggered to look for fresh content. !
– Submit the press release to distribution vehicles PRweb, PRnewswire, Marketwire.
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BEFORE
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AFTER
!!!!
• Loyal customers are your army! Drive them to the review sites. !
• Ask that false information be removed! !
• If true, acknowledge and apologize. Offer an explanation. !• Tell Google!
– Improper use of your trade name. [email protected] Records and Legal Investigations Support can be reached at: 650-‐253-‐3425.
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Take Away!
• Own your Brand. !
• Stake your claim on Social media. !
• Build your Social Currency. Which means… !
• Build connections, friends, followers and thus you will build links. Google will like you! !
• If all else fails! There is always Reverse SEO. �45
!!!!!
• Herman Tumurcuoglu • E-‐Marketing Consultant • http://www.linkedin.com/in/webbusiness
