8. SEO
vs.
PPC
SEO
PPC
-‐
Higher
Volume
-‐
Quick
and
low
cost
setup
-‐
Additional
Exposure
and
Credibility
-‐
Minimal
Development
resources
-‐
Hard
to
Quantify
-‐
Highly
measurable
&
trackable
-‐
lot’s
of
ongoing
work
-‐
PPC
climbing
in
most
categories
-‐
Results
take
lots
of
time
-‐
Constant
monitoring
10. So how do I get to the top
Herman?
• No
magic
formula.
• It’s
a
competition.
• Focus
on
the
right
keywords,
domains,
Build
Micro
sites
• Have
great
keyword-‐rich
content…fresh
content.
• Optimize
your
tags
fully
and
smartly!
• Build
links,
and
thus
your
PageRank™
• Get
social…don’t
forget
video
• Get
your
visitors
involved
• Continually
monitor
and
benchmark
12. What
Are
Searchers
Looking
For?
• Keyword
Research
– “Target
the
wrong
keywords
and
all
your
efforts
will
be
in
vain.”
!
• The
“right”
keywords
are…
– relevant
to
your
business
– popular
with
searchers
– Propensity
to
convert
13. Keyword
Research
• Tools
to
check
popularity
of
keyword
searches
!
– SEMRUSH
and
SEOQUAKE
!
– Google’s
Keyword
Tool
!
– Google
Trends
14. Common
Barriers
to
Spidering
▪ Lack
of
links
down
into
all
content
pages;
Non-‐textlink
sitewide
navigation;
•
Search-‐form-‐only;
•
Javascript/Java-‐only
(ie:
dynamic
menus);
•
Flash
apps
/
Splash
pages;
Non-‐optimal
URL
formats
of
pages
http://www.example.com/app.jsp?sid=abc123xyz
22. Link
Building
• Choose
your
anchor
text
wisely
and
wary
them.
!
• Do
not
pay
for
your
links.
!
• Choose
your
sites
wisely.
Sites
with
lots
of
good
content.
!
• Google
will
allow
you
to
opt
out
of
links
pointing
back
to
you
in
Webmaster
tools.
23. Penguin
is
the
‘cousin’
of
Panda…
Panda
identifies
thin/weak
content
and
penalizes
you
for
publishing
it
Penguin
penalizes
you
for
thin/weak
content
which
links
to
you
25. Anyone
can
be
a
bad
ass
behind
a
computer!
Sites
like
Angie's
list,
Yelp
and
even
Google
encourage
people
to
rate
.
!
No
business
or
professional
is
exempt
from
reviews:
doctors,
insurance
companies,
retailers,
and
wholesale.
!
Most
problematic
posts
are
in:
!
1)
Review
Boards
2)
Complaint
Boards
3)
Personal
Blogs
4)
News
sites
5)
Video
sites
(Youtube)
27. It’s
a
reputation
engine
YOUR
BRAND!
▪
People
are
searching
for
you
(30%
of
searches)
▪
Your
customers
are
searching
for
you
▪
Your
prospects
(investors,
employees…etc)
▪
People
pissed
at
you
for
no
reason.
28. Reverse
SEO
REVERSE
SEO
▪
Build
and
Bury
technique
!
▪
Push
negative
press
down
!
▪
Push
up
positive
content
to
the
top
of
the
SERP
29. BAD
NEWS!
!
• This
is
going
to
take
time
and
it’s
going
to
be
expensive!
!
• Prevention
is
the
best
online
reputation
management!
!
• Google
Algorithm
changes
very
often.
!
• Google
favours
established
content.
30. GOOD
NEWS!
!
• Google
is
particularly
eager
to
populate
each
SERP
with
a
page
from
different
web
sites.
!
• Panda
updates
are
bias
against
sites
with
ads.
36. Incorporate
social
media
• Creating
multiple
social
profiles
on
various
platforms
with
keyword
rich
names.
!
• Integrate
social
media
platforms
with
your
customer
service
department.
!
• Create
blogs/wikis
and
develop
them
separately,
unique
content.
!
• update
often.
39. • Use
keyword
rich
domain
names.
!
– Mycompany-‐reviews.com
– Mycompany-‐complaints.ca
– Mycompany-‐service.com
– Mycompany-‐Chairtywork.org
– Mycompany-‐ourtreach.net
!
• Create
a
value
proposition.
– Placement
Vs.
Build
links.
40. Issue
well
optimized
press
releases
!
– Optimize
key
words
(like
“reviews”)
especially
in
headings.
!
– Be
sure
to
date
the
release.
(datePublished
snippet:
Schema.org).
While
Google
looks
for
older/
established
sites,
it
is
also
triggered
to
look
for
fresh
content.
!
– Submit
the
press
release
to
distribution
vehicles
PRweb,
PRnewswire,
Marketwire.
43. !
!
!
!
• Loyal
customers
are
your
army!
Drive
them
to
the
review
sites.
!
• Ask
that
false
information
be
removed!
!
• If
true,
acknowledge
and
apologize.
Offer
an
explanation.
!
• Tell
Google!
– Improper
use
of
your
trade
name.
uslawenforcement@google.com
Records
and
Legal
Investigations
Support
can
be
reached
at:
650-‐253-‐3425.
45. Take
Away!
• Own
your
Brand.
!
• Stake
your
claim
on
Social
media.
!
• Build
your
Social
Currency.
Which
means…
!
• Build
connections,
friends,
followers
and
thus
you
will
build
links.
Google
will
like
you!
!
• If
all
else
fails!
There
is
always
Reverse
SEO.
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