the enter prenuer
TRANSCRIPT
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The enteprenuer
Article one
Because Google gives out such little information about the internal workings of its algorithms, it's
nearly impossible to say with certainty what issues webmasters can expect to face in 2013
!igital marketers faile" to pre"ict the wi"esprea" changes that woul" result from 2011's #an"a
up"ate, $ust as they coul"n't foresee the scope of the 2012 #enguin change
Google typically "oes about 200 algorithm up"ates each year, but there's no way to know if
another #an"a or #enguin is in store
But base" on the changes we have seen recently, it's possible to make a few pre"ictions about
how the fiel" of search engine optimi%ation &()* coul" change "uring the coming year
The Issues
+ few fun"amental shifts have occurre" recently that will likely continue throughout 2013
Google's perpetual goal is to rid its results pages of spam. -hile the #enguin up"ate
took ma$or steps in the right "irection, this series of changes reveale" a few new loopholes
that allowe" webmasters with low./uality pages to sneak into the natural search results
(xpect further refinements of the #enguin up"ate or an entirely new algorithm change, as
Google continues its battle against spam
• Link building continues to become more difficult. +s Google's algorithm up"ates
invali"ate popular linking schemes, the process of fin"ing an" securing backlinks for
search engine optimi%ation grows more challenging +s a result, it woul" be more
appropriate to call the techni/ues that will work best in 2013 link earning, rather than link
buil"ing
• Mobile internet usage grows, changing the scope of required !" acti#ities. -ith
pre"ictions that mobile internet usage will account for as much as half of all web traffic by
201, it's imperative that companies implement mobile () best practices for their
websites
The $la%ers
+lthough Google's changes are ma"e behin" close" "oors, there are a few () in"ustry
insi"ers to follow for the early wor" on important new up"ates
• Matt &utts ou'll want to give any up"ates that come from the hea" of Google's
-ebspam team an" the company's unofficial spokesperson extra consi"eration ubscribe
to his personal blog an" pay special attention to his witter fee", for what 4utts calls
weather up"ates .. messages that in"icate new algorithm changes an" that "ata
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refreshes are being release"
• (ann% ulli#an he e"itor.in.chief of earch (ngine 5an" is one of the rare people in
the () in"ustry who is often able to get clarifying responses from official Google
spokespeople 6 recommen" following his up"ates on the earch (ngine 5an" website
an" his witter account
• )and *ishkin he foun"er an" 4() of eattle.base" () an" social monitoring
service ()7o% is recogni%e" as a member of the () worl"'s in crow" o stay up.to.
"ate on changes in the in"ustry, follow the general posts on the ()7o% blog, along with
8ishkin's personal blog an" witter account, which offer a""itional insights into the latest
() news
)elated +e%ond +asic !" hen -iring a &onsultant Makes ense
$redictions
!espite Google's secrecy, 6'm comfortable making a few pre"ictions about the relative
importance of certain elements in the fiel" of "igital marketing pecifically, 6 believe
• 'tructured data' will pla% an increasingl% important role in !". tructure" "ata, or
micro"ata, is a special mark up language that websites can use to provi"e a""itional
information about their content to the search engines Given that Google has relatively few
in"icators to ob$ectively assess /uality an" given how much it has been pushing the
a"option of this system, 6 believe schemaorg micro"ata an" other forms of structure"
mark up will become even more important to website performance in the natural search
results
• Good content marketing will become a more accessible path to website success.
o be clear, goo" content marketing "oesn't involve spamming sites with fake guest
posts or "istributing infographics simply because they're popular 6nstea", valuable content
on topics rea"ers care about is what will help websites increase their inboun" backlinks,
bran" reputation an" referral traffic naturally his will lea" to success in the search engine
results with much less effort than tra"itional () techni/ues
• (atadri#en marketing techniques will dri#e out intuiti#e promotions. Big "ata was
one of the hottest "igital marketing bu%%wor"s in 2012 Because the amount of information
marketers have access to is only going to increase, it's wise to assume that "ata."riven
"ecisions will become even more important to marketers this year
+rticle 2
+ing #s. Google hich earch !ngine is+est/
ou might have seen the commercials online or on 9 Bing has been waging a marketing war
on Google, claiming that blin" users prefer Bing's results over Google's by a 2.to.1 margin
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But has 7icrosoft's search engine really a"vance" enough to pose a cre"ible threat to Google:
-hile you can test the comparison on your own at Bingit)ncom, 6've i"entifie" strengths an"
weaknesses for both (ither engine may have an e"ge "epen"ing on your personal preferences
8rom social integration to spee" to /uality, here's a look at how they stack up
Google ad#antage $ro#ides more rele#ant information.
-hile Bing's recent changes make it a more viable search option, it's still lacking in terms of
result /uality in response to informative /ueries
6n this case, 6 teste" the phrase, income tax rates -hile the Google search engine results
page &(;#* "isplaye" information on both 2012 an" 2013 tax rates in the first five listings, the
only "ate" information foun" in Bing's results was a single listing mentioning 2011 tax rates
)elated -ow a *acebook earch !ngine &ould &hange the a% $eople *ind 0our
+usiness
+ing ad#antage ocial integrations are stronger.
Bing's results win in terms of the smoothness of its social integrations he company's contracts
with both 8acebook an" witter give it access to more social "ata than Google, which must rely
on the lesser.use" Google< network he way it integrates social recommen"ations into its
(;#s is also much less cluttere" than Google's results
Google ad#antage Instant search sa#es time.
+lthough Google an" Bing both offer instant search features .. which "isplay potential search
/ueries as you're typing into the search box .. Google's instant search ten"s to provi"e more
relevant results, more /uickly
o measure this, 6 began entering the sample /uery, latest #ackers score into both engines
Google provi"e" this as a possible /uery result after only latest #ack, while Bing re/uire" the
full latest #ackers s to turn up the same result
+ing ad#antage )esults pages are more attracti#e.
Bing's search results pages have a certain visual appeal +n" it appears that there are plenty of
people who agree
6n many ways, Bing's results look like Google's use" to, before Google cluttere" its listings with
<1 buttons, social annotations an" other useless features
)elated hat 0ou 1eed to 2now 3bout 4sing Google's ebmaster Tools
Google ad#antage &onnected products pro#ide more background information.
6f you use any of Google's other pro"ucts .. such as Google ;ea"er or Google< .. the search
giant alrea"y has a wealth of information available to un"erstan" you an" tailor its results to the
listings that are most likely to be of value to you -hile Bing offers similar pro"ucts .. such as
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Bing ;ea"er .. they aren't nearly as wi"ely a"opte" as Google's offerings, meaning that Bing's
internal integrations aren't likely to influence the company's (;# results for many users
6n this case, because 6'm subscribe" to () an" social monitoring service ()7o% in my
Google ;ea"er account, 6 was more likely to see posts from ()7o% contributing authors
appear in my Google /uery results than in Bing's listings o me, this a""s value by increasing
the likelihoo" that results will appear from authors 6 know an" trust
+ottom line (veryone's search engine use comes "own to personal preference 8or me, 6'm
sticking with Google until Bing is able to claim a much greater a"vantage over the web's largest,
most preferre" search engine
+rticle
In their book, he =ltimate Gui"e to Google +"-or"s, 3r" ("ition, authors Perry Marshall and
Bryan Todd lay out the fundamentals of Google's pay-per-click advertising system and detail
ho businesses can build campaigns to increase search engine visibility, capture clicks and
increase sales! In this edited e"cerpt, Marshall and Todd discuss ho Google #d$ords and
Place Pages can be a gold mine for local businesses!
>inety.seven percent of consumers use the 6nternet to research local pro"ucts an" services
7ost brick.an".mortar businesses "on't reali%e the opportunity available to them for free by
combining the power of local search marketing an" online reviews
Google has processe" so many searches that it has an excellent i"ea of how people make
buying "ecisions an" where an in"ivi"ual searcher is in the buying process 6t can figure out
whether a searcher is likely looking for information or to buy something locally
-ith $ust a few pieces of information an" a little bit of work, your local business can compete with
the large corporations for targete" customers ou can also "ominate your in.town competition
an" gather the lion's share of local customers
+ few years ago, Google starte" "e"icating a portion of search results to local businesses, an"
people have using Google like a phone book 6n 2011, approximately 2? percent of all searches
on Google ha" local intent, an" that number is growing "ramatically as more people buysmartphones with 6nternet access
Base" on a searcher's 6# a""ress, Google knows your geographic location, so it can easily
provi"e local solutions to your /uery 5ooking for a 4hinese restaurant, mountain bike or a
plumber: our first page results will show you the businesses nearest you that may have what
you're searching for
his is great news because now your local business is only competing against imme"iate local
competitors for these searches -hen the search is clearly of local intent, you no longer have to
worry about national companies hogging the first page of the search results +ll you have to "o isknow how to get on the first page
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Google's response to all of the searches with local intent was to create what's calle" a #lace
#age 4hances are Google has alrea"y given you one ou $ust have to optimi%e it to turn it into
a Google gol"mine
7ost #lace #ages are automatically generate" base" on information Google fin"s from multiple
sources across the 6nternet (very local business nee"s to fin" an" claim its Google #lace #age
an" make sure all the information is correct an" up.to."ate
6f you are unable to fin" your Google #lace #age, you can create one if your local business
meets Google's gui"elines for local search hen you nee" to integrate your #lace #age with
your website an" optimi%e it to rank highly for local search
our #lace #age contains all sorts of information "esigne" to help the searcher choose you over
other businesses ou can list "etails like hours, "irections, payment accepte", etc, an" a""
photos, vi"eos an" coupons
+ stea"y stream of customer reviews is crucial to optimi%ing your #lace #age to appear on page
one #eople make choices base" on the recommen"ations of others@ stu"ies show that as many
as A0 percent of us will trust what a perfect stranger says about a company
7arketing experts cite the importance of wor".of.mouth marketing an" referrals, an" a review is
permanent wor".of.mouth + review on Google has maximum value because it's available to
searchers when they're closest to the en" of the purchasing "ecision hey are using it to affirm
their "ecision
)nce you start getting reviews on your Google #lace #age, you will start earning star ratings
6"eally, you want a five.star rating with consistent fresh reviews 8ive stars are natural click.
magnets, an" Google now shows your five.star rating within your +"-or"s listing
aving the five.star rating as part of your +"-or"s campaign can increase your click.through
rate substantially, give your marketing campaign greater impact an" re"uce your cost.per.click
tar ratings can fluctuate "epen"ing on how many reviews you have, how fresh they are, how
positive they are an" how well your competitors are keeping up with you
Cust because you have five stars now "oesn't mean you'll keep them forever o you nee" to
integrate some sort of system into your "aily operations that will generate consistent reviews
from your customers
6t also means you shoul" monitor the reviews on your #lace #ages on a weekly basis Cust one
negative review can mean an D0 percent "rop in new business you might otherwise receive from
local search +nyone can say anything about your business on the 6nternet an" get away with it,
so customer service an" conflict resolution are more important than ever
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6f you receive a negative review online, it's almost impossible to get it remove" he best thing
you can "o to minimi%e its effects is to have a constant flow of fresh goo" reviews 8or most
businesses, this means that the most recent review shoul" never be more than seven "ays ol"
6f you're using Google +"-or"s, a properly optimi%e" Google #lace #age an" a process for
collecting ongoing fresh five.star reviews, you will have create" an online marketing weapon ..
an effective way to boost your business with Google local search
This article is an e"cerpt from he =ltimate Gui"e to Google +"-or"s, 3r" ("ition available from
%ntrepreneur Press!
#rticle & imporant
UPDATE: Marissa Mayer as named chief e"ecutive officer of ahoo Inc! (uly )*, +)+!
7any entrepreneurs "on't even think twice when it comes to working aroun" the clock 7arissa
7ayer, Google's 20th employee an" current vice presi"ent of location an" local services, is no
exception -hen Google was a young company, she worke" 130 hours per week an" often slept
at her "esk
8or my first five years at Google, 6 pulle" an all.nighter every week, 7ayer sai" in a recent talk
at >ew ork's E2 cultural center 6t was a lot of har" work
ar" work, she says, has been the key to Google's success, as well as her own
8or young companies that "eman" so much of their employees, har" work can spiral intoburnout 5earning to prevent it..for yourself an" your employees..is essential to your success as
a business owner ere are three steps to get starte"
tep 5. atch for signs of resentment.
Burnout is about resentment, 7ayer tol" the au"ience at E2 F#reventing it is about knowing
yourself well enough to know what it is you're giving up that makes you resentful
er assessment is right on target he /uestion is whether you can replenish your energy when
you get tire", says 7ichael 5eiter , professor of psychology at +ca"ia =niversity in >ova cotia
6f you can't restore your energy or resolve your values conflict with your work, you feelexhauste", cynical, an" "iscourage"..the hallmarks of burnout
)elated 6 $ostures to +oost $roducti#it% 1ow
tep 7. *ind %our rh%thm.
7ayer's theory is that you nee" to figure out what your rhythm is, meaning the activity that
matters so much to you resentment sets in when you can't "o it 6n 5eiter's wor"s, it's the activity
that restores your energy hat might mean sleeping eight hours a night, practicing yoga "aily, or
getting out in nature once a week -hatever it is, it's essential to your satisfaction, so "on't skip
it
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#eople..particularly entrepreneurs..can put in huge amounts of energy an" time, 5eiter says
)verwork "oesn't burn people out per se, but it's "oing that without knowing the things that
replenish you
)elated 3 ecret to &reati#e $roblem ol#ing
tep 6. Grant emplo%ees one mustha#e freedom.
-hen 7ayer suspects an employee might burn out, she asks them to fin" their rhythm hey've
come back with, 6 nee" to be home for ues"ay night "inners, or 6 nee" to be on time for my
"aughter's soccer games he grants those nee"s..no exceptions
ou can't have everything you want, 7ayer cautions But you can have the things that really
matter to you hat empowers you to work really har" for a long perio" of time on something that
you're passionate about