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 …

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