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

• 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.

kent@anvilmediainc.com

503-260-6700