when search engines do… …search marketing joseph morin president boost search marketing
TRANSCRIPT
When Search Engines Do……Search Marketing
Joseph Morin
PresidentBoost Search Marketing
My Background
• SEO Consultant for past 5 years• Former in-house Director of Search for
Autobytel for 2 years• Former Private Investigator focusing on
competitive intelligence, intellectual property and trademark infringement
• Moderator – In-House and SEO Events Forums at forums.searchenginewatch.com
• Official Party Coordinator for SES
Session Background
• Lunch w/Yahoo
• I have a few search engines as clients
• Wouldn’t it be funny if…?
• Late night email to Danny (by Dave)
• Fortunately Business.com and Local.com agreed to the session.
• Todd mentioned the Why, here is the How• With 65,000 categories – laborious process• Every category ended with “…Information at
Business.com”• New focus on core directory• Streamline directory to channel strength of the
page• Correct canonical issues
• In addition to renaming the main directory categories, keyword research was conducted using multiple methods:
• Our own directory’s conversion rate and ROI• Wordtracker• Keyword Discovery• Yahoo and Google Keyword suggestion tools• End user paid directory listings – leverage the
SEO’s out there ;)
• With new keyword research in place, now the slow process of roll out changes begins
• Core content is moving closer to root domain
• Less clicks to contents increases conversion and adds to page strength
• More ‘bang for the buck’ for our paid listings – higher conversion
• Canonical issues corrections• Internal link popularity is channeled to the
home page• Redirect strategies include 301’s where
needed• Highest page strength is directed to the
business directory
• Background – new local search engine launched approximately 1 year ago
• Search Engine and Directory
• Challenging directory structure - every imaginable local business
• Even search engines need to understand SEO
• Robots.txt issue were preventing crawls
• Redirects made were 302’s instead of 301’s
• Major canonical issues
• Internal link popularity was being sent to multiple places:• Local.com• Local.com/• www.local.com• www.local.com/index.html• When sent to the right location (www.local.com)
sometimes done with a 302
• Renewed focus on core directory
• Leveraging internal link popularity
• Adding more local content for more relevance
• Better job at geotargeting - robots
Coopetition
• Search engines are learning how to play on each other
• Sometimes they play with each other– “SES Party Rule #1” in 2003
Sometimes the Search Engines……Even work together
Sometimes the Search Engines……Even work together
Party TonightSEARCHBASH 3
Sponsored by:
Bruce Clay, Inc. Looksmart Moniker Position Tech True Local Webmaster Radio
Location: Studio 8
8 South First StreetSan Jose, CA 95113
Thank You
Contact info:
Joseph Morin
Boost Search Marketing
Irvine, CA• www.boostranking.com• [email protected]• http://equitymind.blogspot.com