anvil sic 2011 seo presentation by kent lewis
Post on 18-Oct-2014
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Search Marketing
The More Things Change,
The More They Stay The Same
Who Dat
Full-service & interactive agency background
Optimized first website in 1996
Founded Anvil Media in 2000 – SEM for Fortune 2000
Co-founded SEMpdx in 2006 – SearchFest in March
Founded Formic Media in 2008 – SEM for SMB
Teach SEM Workshops at Portland State University
Regularly speak & write on digital marketing
Agenda
• A Brief Search History
• Content
• Code
• Credibility
• Resources
• Q&A
1994-5
• Algorithms focused on on-site factors
for keyword rankings
• Google algorithm focuses on off-site factors
• 1996: Larry & Sergey develop BackRub
• 1998: Launch Google and shop PageRank
• 1999: AOL selects Google as default search
• 2000: Yahoo! selects Google
SEO ‘11
SEO ‘12+
The 3 Cs
Content
Code
Credibility
Content
• Old: Keyword density + links
• Proximity
• Prominence
• Placement
Content
• New: Experience
• Location
• Media
• Readability
• Freshness
Location
Media
• New media types in universal search
Readability
• Site usability & design
Freshness
Code
• Old: Simplicity
• Clean HTML
• Use CSS vs. frames
• Limit use of Flash & jscript
Code
• New: Elegance
• CMS (WordPress)
• HTML5
• Webmaster Tools
CMS
HTML5
Mobile
• Optimizing for Mobile • No Flash & larger buttons (with spacing)
• Contact information in footer
• Map & driving directions
• Building for Mobile • WordPress plug-ins
• Design in CSS (Handheld.css & iPhone.css)
• Dedicated website (m.company.com)
Credibility
• Old: On-site
• META tags
• Inbound links
• Domain history
• Rendering speed
• New: Off-site
• Citations & reviews
• SERP CTR
• Site traffic volume
Credibility
• Citations & reviews
Citations
• Track via Google Webmaster Tools
CTR
• New: Traffic
Site Traffic
• New: User experience
UX
The 3 Cs
Content: New Formats
Code: More Screens
Credibility: Experiential
Resources
Anvil SEO White Paper
Anvil SEM Articles
9 ways to Lose Friends and Alienate People in Social Media
How to Become a Social Media Guru in 3 Easy Steps
3 Effective Strategies for Securing Digital Marketing Budgets
Get More From Your Marketing Agency in 6 Easy Steps
7 Obsolete Digital Marketing Strategies
5 Reasons for Brands not to Outsource Social Media Marketing
Mobilizing for 2011 with a Mobile Marketing Strategy
Why Idiots Promote A Brand’s Facebook Page via Traditional Media
Online Reputation Management: 7 Strategies to Build Your Brand
Q&A
• Follow us on Twitter @AnvilMedia
• Check out our Resources section
• Sign up for our monthly newsletter
• Contact us with questions!
Kent Lewis (@KentLewis)
President & Founder, Anvil Media, Inc.
503-260-6700