How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, Bing, and more)


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The idea isn't really to outsmart Google but rather all of your competitors to achieve first page placement in search results. Nearly 90% of all search users never make i t past the first page. Make your site count. Get the traffic you deserve. Learn more in this educational presentation.

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How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, Bing, and more)

  1. 1. How to Outsmart Google<br />Kevin Krason<br />President and Founder<br />Biznet Internet Solutions, Inc.<br />(How to earn a first page listing on Google, Yahoo!, Bing and more)<br />
  2. 2. Session Agenda<br />Marketing Trends<br />Understanding Search Engines<br />Key data points<br />Basic Rules<br />Top Ranking Factors<br />Relevancy Building Techniques<br />Measurement<br />
  3. 3. Marketing Trends<br />
  4. 4. Communication Paradigm Shift<br />Smoke Signals<br />Letters / Mail<br />Telegraph<br />Telephone<br />Mobile Phone<br />Email<br />Online Community<br />Technology continues to change the way humans communicate professionally and socially<br />
  5. 5. Traditional Marketing…<br />
  6. 6. Traditional Marketing is Dead<br />
  7. 7. % of U.S. Advertising Budget Allocated to Digital<br />
  8. 8. Forecast: U.S Digital Marketing Spend<br />
  9. 9. David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.<br />RohitBharagava: The real secret to great marketing is creating compelling and useful content.<br />Brian Clark: <br />Online, great content is effective advertising and smart marketers are the new media.<br />Seth Godin: Content Marketing is the only marketing left.<br />Top online marketing thought leaders stress the importance of Inbound Marketing<br />
  10. 10. Outbound vs. Inbound Marketing<br />Inbound Marketing is desired, impactful, targeted, and extremely cost effective.<br />
  11. 11. Inbound Marketing is more Cost Effective<br />Average Cost Per Lead<br />
  12. 12. Search Engine Market Share<br />
  13. 13. March Search Volume: 16.94 Billion<br />Source: comScoreqSearch<br />
  14. 14. % clicks by position<br />
  15. 15. Position Matters!<br />
  16. 16. Understanding Search Engines<br />
  17. 17. What is a Search Engine?<br />
  18. 18. Key Data Points<br />Google PageRank<br />Alexa (Amazon)<br />Back Links<br />
  19. 19. Google Page Rank<br />
  20. 20. Page Rank Defined<br />“PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results. <br />PageRank also considers the importance of each page that casts a vote, as votes from some pages are considered to have greater value, thus giving the linked page greater value. <br />
  21. 21. Alexa<br />Tracks 16 Million Sites<br />Owned by Amazon<br />Collects Traffic, Search Analytics, Demographics, etc.<br />Get Data from many sources<br />Compares site popularity<br />Provides Ranking : Lower is Better!<br />
  22. 22. Backlinks<br />Links from other websites to your website<br />Search Spider follows links<br />More links = more relevant<br />
  23. 23. Free Tools<br /><br />Chrome SEO<br />
  24. 24. Basic Rules<br />Keywords <br />Content <br />Relevancy<br />It’s all relative to your competition<br />
  25. 25. Keywords<br />Which Keywords are used by your prospects?<br />What is the search volume for each term?<br />How many competitors are there?<br />PPC: How much does it cost?<br />
  26. 26. Keyword Research Tools<br />Word Tracker<br />Google Keywords Tool<br />WebCEO<br />Keyword Elite<br />
  27. 27. Content<br />Error Free / Professionally Written<br />Keyword Rich (2-4% density)<br />One Targeted Keyword per page<br />More content pages = More indexed pages<br />Provide Value<br />
  28. 28. Relevancy<br />Relevancy is earned ONLY through Inbound Links from External websites<br />
  29. 29. On Site Optimization: Content and Code<br />Keyword in site address<br />Keyword in Domain name<br />Keyword in Title Tag<br />Keyword in Heading and Subheadings (H1, H2)<br />Keyword in Internal Link Anchor Text<br />
  30. 30. Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links<br />External Link Popularity (Quantity / Quality)<br />Diversity of Link Sources<br />Keyword In Title Tag<br />Link distance from Trusted Domain<br />
  31. 31. Relevancy Building Techniques<br />Content Marketing <br />Social Media<br />
  32. 32. What is Content Marketing?<br />The art of listening to your customers wants and needs and the science of delivering content to them in a compelling way.<br />
  33. 33. Content Marketing Continued<br />Developing and sharing relevant and valuable content to educate, earn trust, and engage customers with the objective of driving profitable actions<br />Creates thousands of links from external credible websites back to your website<br />Improves your website's reputation and credibility with search engines<br />Improves your rank on search engines<br />Presents you as a thought leader in your industry<br />Provides potential customers with value<br />Drive Website Traffic<br />Generate New Leads and Sales<br />
  34. 34. Common Content Types<br />Videos <br />Articles <br />News Releases <br />PowerPoint Presentations <br />How-To's<br />White Papers <br />Wiki Material <br />Blog Posts <br />
  35. 35. What can Content Marketingdo for you?<br />Build Relevancy through the creation of Inbound Links<br />Create brand awareness<br />Public relations services<br />Establish thought leadership<br />Create Business Leads<br />
  36. 36. Content Marketing Example<br />Source: Google<br />1,220 External Properties Linking Article to Product<br />
  37. 37. Article Example<br />
  38. 38. Content Marketing: Measuring Reach<br /><ul><li>1 in 3 articles goes viral =Distributed to more than 10,000 sites
  39. 39. Impressions range from 0 to millions depending on publishing property
  40. 40. Website statistics will identify referral sources - can quantify resulting traffic</li></li></ul><li>Content Marketing Program Elements: Measurement & Reporting<br />Online brand mentions<br />Breadth of content distribution<br />Influence on Search Engines<br />Impact on website traffic<br />Website rankings<br />Leads<br />Sales<br />
  41. 41. What is Social Media Marketing?<br />Face to Face networking or Word-of-Mouth Marketingin a virtual world<br />
  42. 42. What is Social Media?<br />Engagement and relationship building with prospective customers in a virtual environment<br />Integrates technology and social interaction through words, pictures, videos and audio<br />Uses conversations through networking to share experiences, links, and information about a company, product or service<br />Must provide value to be effective<br />
  43. 43. What can Social mediado for you?<br />Identify and create prospects<br />Create brand awareness<br />SEO via link building<br />Public relations services<br />Relationship and network building<br />Establish thought leadership<br />Create Business Leads<br />
  44. 44. Social Media is for B2B and B2C<br />Source: HubSpot State of Inbound Marketing Report<br />
  45. 45. 50% of Social Media activity happens on properties you’ve never heard of.<br />
  46. 46. Engagement Example: Forums<br />Source: forum<br />
  47. 47. Engagement Example: Twitter<br />
  48. 48. Social Media: Quick Facts<br />49% of social media (SM) users log on daily<br />31% agree SM is more credible than ads<br />61% research purchases with SM<br />36% use SM for purchasing decisions<br />40% are talking and learning from specific orgs<br />25% of users “feel better” about companies using SM<br />89% of users use SM more/same as last year<br />Source: CNW Group and Leger Marketing<br />
  49. 49. Social Media is a Key Driver in<br />Brand Awareness and Affinity<br />
  50. 50. Social Media: Measuring Reach<br /><ul><li>75% of US Adults use Social Media
  51. 51. 70% of US online Adults are “spectators” of social media content
  52. 52. Each Social Media “creation” equates to 10+ quality impressions (ex. 1,000 engagements= 10,000 impressions)</li></li></ul><li>Social Media Process<br />Three phases of an end to end program:<br /><ul><li> Listening: Discovering real-time, relevant, impactful conversations
  53. 53. Measuring: Monitoring, analyzing and tracking those conversations
  54. 54. Engaging: Active dialog with customers and tracking/ tagging comments for further use</li></li></ul><li>Social Media: Measurement & Reporting<br />Social Media Engagements/Influence<br />Online brand mentions<br />Influence on Search Engines<br />Impact on website traffic<br />Website rankings<br />Leads <br />Sales<br />
  55. 55. Maximizing Inbound Marketing: <br />Search, Content and Social Media<br />In order to effectively benefit from inbound marketingyou must leverage multiple channels!<br />Social Media<br />Content<br />Search<br />
  56. 56. Measuring Results<br />Google Analytics (Traffic)<br />Search Engine Results Pages<br />PageRank<br />Alexa Rank<br />Inbound Links<br />Leads, Sales, etc.<br />Traction<br />
  57. 57. Summary<br />Marketing Trends<br />Understanding Search Engines<br />Key data points<br />Basic Rules<br />Top Ranking Factors<br />Relevancy Building Techniques<br />Measurement<br />
  58. 58. Learn More<br />Next Seminar: <br />Winning at Local Search & Sprout<br />Biznet’s Website:<br /><br />Free Consultation:<br />Call us!<br />
  59. 59. Thank you!<br />Want a copy of this presentation? <br />Contact or Connect with Me:<br />Kevin Krason<br /><br />248.560.9000<br /><br /><br />