MAHA Global and IPR: Do Actions Speak Louder Than Words?
Search engine marketing you are invisible
1. Search Engine Marketing
You are invisible, and how to fix it
Presented By Hans Riemer
Market Vantage LLC
At North By North Shore
Danvers MA - Sept. 12, 2012
2. First, just a few BASICS
Search Engines vs Directories
Organic and Paid Search
Other sources of Traffic
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3. Search Engines and Directories
Directories – Human-Edited
– Yahoo Directory, Google Directory / ODP (DMOZ)
Search Engines – Crawler-Based / Algorithmic
– Google, Bing, Ask, etc.
Recent History
– Google started making money in 2001
– Remember AltaVista? Infoseek? HotBot?
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7. Google’s Mission & Purpose
Satisfy two stakeholders:
Search users
– Provide the most “relevant” results
Investors
– Generate revenue from ads (tied to traffic from Search)
Not: “Push lots of traffic to your site so can
make lots of money”
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8. Who makes Google’s job harder?
People who try to get their pages to rank
higher than they would otherwise
Why? Because if they succeed, Google’s users
(searchers) may not get the best results!
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9. So Google keeps tweaking
2012 Panda
Penguin
2010 Venice
Caffeine
2008 Vince
Dewey
2006 Buffy
Big Daddy
2004 Jagger
Gilligan
Bourbon . . .
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10. The $64,000 Question:
How do I get my website to show up
at the top of ?
Without having to pay for the clicks, of course
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12. 1st Generation Search Engine Signals
– Keywords and Content
The site with the most keywords – WINS!
Keyword
Keyword
Keyword
Keyword
Keyword Keyword
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13. 1st Generation Search Engine Signals
– Keywords and Content
The Result?
Keyword-stuffed content
Lots of spammy, junky websites
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14. 2nd Generation Search Engine Signals
– Inbound Links
Google arrives on the scene
Develops an algorithmic approach
Patent granted for Page Rank
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15. 2nd Generation Search Engine Signals
– Inbound Links
The Result?
Web 2.0 allows user generated content
Lots of spammy, junky websites
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16. 3rd Generation – User Experience
Data from Google’s “free” tools
Google Search
Google Analytics
Google Toolbar
Gmail
Google+1
Google Chrome browser (with toolbar)
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17. 3rd Generation – User Experience
The Result?
Lots of pain and volatility
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18. How to Show Up at the Top of Google
Own a famous brand
Get tons of visitors to your site
Keep them there
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20. Do’s
Keyword research is still important
– https://adwords.google.com/o/keywordtool
– Or search: google keyword tool
– Use: “Exact Match”
– Understand: limitations
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21. Do’s
Google understands synonyms
– No need to “stuff” keywords
– So, write web copy for humans
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22. Do’s
Natural link development
– Articles still work
– Keyword anchor text isn’t what it used to be
– Directories still hold sway
– Talk to your partners
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23. Do’s
Surprise! SEO is Marketing
– Crisp messaging + thoughtful word choices
– Visitor engagement
– Usefulness
– Compelling offers
– Impeccable customer service
– Follow-up and nurturing
– PR outreach
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