anvil sic 2011 seo presentation by kent lewis

28
Search Marketing The More Things Change, The More They Stay The Same

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Page 1: Anvil SIC 2011 SEO Presentation by Kent Lewis

Search Marketing

The More Things Change,

The More They Stay The Same

Page 2: Anvil SIC 2011 SEO Presentation by Kent Lewis

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

Page 3: Anvil SIC 2011 SEO Presentation by Kent Lewis

Agenda

• A Brief Search History

• Content

• Code

• Credibility

• Resources

• Q&A

Page 4: Anvil SIC 2011 SEO Presentation by Kent Lewis

1994-5

• Algorithms focused on on-site factors

for keyword rankings

Page 5: Anvil SIC 2011 SEO Presentation by Kent Lewis

Google

• 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

Page 6: Anvil SIC 2011 SEO Presentation by Kent Lewis

SEO ‘11

Page 7: Anvil SIC 2011 SEO Presentation by Kent Lewis

SEO ‘12+

Page 8: Anvil SIC 2011 SEO Presentation by Kent Lewis

The 3 Cs

Content

Code

Credibility

Page 9: Anvil SIC 2011 SEO Presentation by Kent Lewis

Content

• Old: Keyword density + links

• Proximity

• Prominence

• Placement

Page 10: Anvil SIC 2011 SEO Presentation by Kent Lewis

Content

• New: Experience

• Location

• Media

• Readability

• Freshness

Page 11: Anvil SIC 2011 SEO Presentation by Kent Lewis

Location

Page 12: Anvil SIC 2011 SEO Presentation by Kent Lewis

Media

• New media types in universal search

Page 13: Anvil SIC 2011 SEO Presentation by Kent Lewis

Readability

• Site usability & design

Page 14: Anvil SIC 2011 SEO Presentation by Kent Lewis

Freshness

Page 15: Anvil SIC 2011 SEO Presentation by Kent Lewis

Code

• Old: Simplicity

• Clean HTML

• Use CSS vs. frames

• Limit use of Flash & jscript

Page 16: Anvil SIC 2011 SEO Presentation by Kent Lewis

Code

• New: Elegance

• CMS (WordPress)

• HTML5

• Webmaster Tools

Page 17: Anvil SIC 2011 SEO Presentation by Kent Lewis

CMS

Page 18: Anvil SIC 2011 SEO Presentation by Kent Lewis

HTML5

Page 19: Anvil SIC 2011 SEO Presentation by Kent Lewis

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)

Page 20: Anvil SIC 2011 SEO Presentation by Kent Lewis

Credibility

• Old: On-site

• META tags

• Inbound links

• Domain history

• Rendering speed

Page 21: Anvil SIC 2011 SEO Presentation by Kent Lewis

• New: Off-site

• Citations & reviews

• SERP CTR

• Site traffic volume

Credibility

Page 22: Anvil SIC 2011 SEO Presentation by Kent Lewis

• Citations & reviews

Citations

Page 23: Anvil SIC 2011 SEO Presentation by Kent Lewis

• Track via Google Webmaster Tools

CTR

Page 24: Anvil SIC 2011 SEO Presentation by Kent Lewis

• New: Traffic

Site Traffic

Page 25: Anvil SIC 2011 SEO Presentation by Kent Lewis

• New: User experience

UX

Page 26: Anvil SIC 2011 SEO Presentation by Kent Lewis

The 3 Cs

Content: New Formats

Code: More Screens

Credibility: Experiential

Page 27: Anvil SIC 2011 SEO Presentation by Kent Lewis

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

Page 28: Anvil SIC 2011 SEO Presentation by Kent Lewis

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.

[email protected]

503-260-6700