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

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

    • 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)
    • Session Agenda
      Marketing Trends
      Understanding Search Engines
      Key data points
      Basic Rules
      Top Ranking Factors
      Relevancy Building Techniques
      Measurement
    • Marketing Trends
    • Communication Paradigm Shift
      Smoke Signals
      Letters / Mail
      Telegraph
      Telephone
      Mobile Phone
      Email
      Online Community
      Technology continues to change the way humans communicate professionally and socially
    • Traditional Marketing…
    • Traditional Marketing is Dead
    • % of U.S. Advertising Budget Allocated to Digital
    • Forecast: U.S Digital Marketing Spend
    • 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
    • Outbound vs. Inbound Marketing
      Inbound Marketing is desired, impactful, targeted, and extremely cost effective.
    • Inbound Marketing is more Cost Effective
      Average Cost Per Lead
    • Search Engine Market Share
    • March Search Volume: 16.94 Billion
      Source: comScoreqSearch
    • % clicks by position
    • Position Matters!
    • Understanding Search Engines
    • What is a Search Engine?
    • Key Data Points
      Google PageRank
      Alexa (Amazon)
      Back Links
    • Google Page Rank
    • 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.
    • 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!
    • Backlinks
      Links from other websites to your website
      Search Spider follows links
      More links = more relevant
    • Free Tools
      PopURI.us
      Chrome SEO
    • Basic Rules
      Keywords
      Content
      Relevancy
      It’s all relative to your competition
    • 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?
    • Keyword Research Tools
      Word Tracker
      Google Keywords Tool
      WebCEO
      Keyword Elite
    • Content
      Error Free / Professionally Written
      Keyword Rich (2-4% density)
      One Targeted Keyword per page
      More content pages = More indexed pages
      Provide Value
    • Relevancy
      Relevancy is earned ONLY through Inbound Links from External websites
    • 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
    • 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
    • Relevancy Building Techniques
      Content Marketing
      Social Media
    • 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.
    • 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
    • Common Content Types
      Videos
      Articles
      News Releases
      PowerPoint Presentations
      How-To's
      White Papers
      Wiki Material
      Blog Posts
    • 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
    • Content Marketing Example
      Source: Google
      1,220 External Properties Linking Article to Product
    • Article Example
    • Content Marketing: Measuring Reach
      • 1 in 3 articles goes viral =Distributed to more than 10,000 sites
      • Impressions range from 0 to millions depending on publishing property
      • 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
      Leads
      Sales
    • What is Social Media Marketing?
      Face to Face networking or Word-of-Mouth Marketingin a virtual world
    • 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
    • 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
    • Social Media is for B2B and B2C
      Source: HubSpot State of Inbound Marketing Report
    • 50% of Social Media activity happens on properties you’ve never heard of.
    • Engagement Example: Forums
      Source: http://www.abc-of-fitness.com forum
    • Engagement Example: Twitter
    • 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
    • Social Media is a Key Driver in
      Brand Awareness and Affinity
    • Social Media: Measuring Reach
      • 75% of US Adults use Social Media
      • 70% of US online Adults are “spectators” of social media content
      • 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
      • Measuring: Monitoring, analyzing and tracking those conversations
      • 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
      Leads
      Sales
    • Maximizing Inbound Marketing:
      Search, Content and Social Media
      In order to effectively benefit from inbound marketingyou must leverage multiple channels!
      Social Media
      Content
      Search
    • Measuring Results
      Google Analytics (Traffic)
      Search Engine Results Pages
      PageRank
      Alexa Rank
      Inbound Links
      Leads, Sales, etc.
      Traction
    • Summary
      Marketing Trends
      Understanding Search Engines
      Key data points
      Basic Rules
      Top Ranking Factors
      Relevancy Building Techniques
      Measurement
    • Learn More
      Next Seminar:
      Winning at Local Search & Sprout
      Biznet’s Website:
      http://www.biznetis.net
      Free Consultation:
      Call us!
    • Thank you!
      Want a copy of this presentation?
      Contact or Connect with Me:
      Kevin Krason
      kkrason@biznetis.net
      248.560.9000
      Twitter.com/kevinbiznet
      LinkedIn.com/in/kevinkrason