Concordia Universtiy Seo Services Seminar
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Concordia Universtiy Seo Services Seminar

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Guest Lecturer for Concordia Public Relations Class

Guest Lecturer for Concordia Public Relations Class

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  • Search Engine Reputation Management; 90% of consumers trust peer recommendations, according to Nielsen, but only 14% trust advertisements according to Larry WeberFacebook added more than 200 million users in less than a year according to the Facebook timelineFacebook tops Google for weekly traffic in the US2nd most popular search engine isn’t Yahoo, it’s YouTube according to comScore80% of companies use social media for recruitment, 95% of those are LinkedIn
  • Not talking about social media but : 90% of consumers trust peer recommendations, according to Nielsen, but only 14% trust advertisements according to Larry WeberFacebook added more than 200 million users in less than a year according to the Facebook timelineFacebook tops Google for weekly traffic in the US2nd most popular search engine isn’t Yahoo, it’s YouTube according to comScore80% of companies use social media for recruitment, 95% of those are LinkedIn
  • Modern commercial search engines rely on the science of information retrieval (IR). Early in the development of search systems, IR scientists realized that Relevance and Popularity made up the majority of search functionality
  • Document Analysis Search engines look at whether the search terms are found in important areas of the document - the title, the meta data, the heading tags, and the body of text content.
  • Search engines measure not only who is linking to a site or page, but what they are saying about that page/site. They also have a good grasp on who is affiliated with whom (through historical link data, the site's registration records, and other sources), who is worthy of being trusted (links from .edu and .gov pages are generally more valuable for this reason), and contextual data about the site the page is hosted on (who links to that site, what they say about the site, etc.).
  • Target longer phrases if they're relevantWhen choosing what keywords to include in a Title Tag, use as many as are completely relevant to the page at hand, while remaining accurate and descriptive.Use a dividerWhen splitting up the brand from the descriptive, use the "|" symbol (aka the pipe bar). Others choose the arrow ">" or hyphen "-" and both work well.Focus on click through & conversion ratesThe title tag is exceptionally similar to the title you might write for paid search ads, only it's harder to measure and improve because the stats aren't provided for you as easily
  • Cons of Dynamic URLsLower click-through rate in the search results, in emails, and on forums/blogs where they're cut and pastedA greater chance of cutting off the end of the URL, resulting in a 404 or other error when copying/pastingLower keyword relevance and keyword prominenceNearly impossible to write down manually and share on a business card or read over the phone to a personChallenging (if not impossible) to manually rememberDoes not typically create an accurate expectation of what the user will see prior to reaching the pageNot usable in branding or print campaigns
  • When submitting to free directories, try to include key phrases in the title of your link, and vary the description text in different submissions.
  • Some forums require a certain number of posts before a signature will be listed. Some forums will allow a signature, but it is made invisible to search engines.

Concordia Universtiy Seo Services Seminar Concordia Universtiy Seo Services Seminar Presentation Transcript

  • “How to elevate and maintain your search engine ranking results.”
    Wisconsin Strategic Web Marketing LLC. Concordia College PR Seminar
    Proprietary & confidential to WI Strategic Web Mkting. Please do not distribute
  • Definitions
    • (SEM) Search Engine Marketing is a form of Internet marketing that promotes websites by increasing their visibility
    • (SERPs) Search Engine Result Pages methods include:
    • Paid Placement (PPC) and Paid Inclusion
    • Social Media Optimization
    • (SEO) Search Engine Optimization
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • 17,576 TLA choices
    We will only focus on one:
    SEO
    (Search Engine Optimization)
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • SEO – One of easiest and most cost efficient ways to aise Awareness
    • Anytime something can be searched on it = There is an optimization opportunity!
    • Making information easier to find is what it is all about and that info can be good or bad for you and your company. SEO can play a very strategic role in media relations. What if as a PR firm you would systematically find out what people searching on and create a company glossary and develop content around it?
    The idea is you optimize according to what people looking for!For instance you should be creating search optimized press releases
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Easy does not necessarily mean simple! But it is Essential. Take a look at this Best Practices Checklist for a Press Releases!
    • Clearly define the goal and target audience of the release
    • Research keyword phrases (1-2 per release)
    • Add phrases to the title, sub heading and body copy
    • Use keyword phrases when linking to landing pages– not “click here”
    • Add media to the release (images, video, audio)
    • Add alternative formats of the release (MS Word, PDF)
    • Count conversions -Implement tracking codes in the URLs
    • Make certain tracking codes point from the press release to landing pages
    • Post the release to the company online newsroom
    • Write a blog post version of the announcement link to the press release
    • Distribute the release via a wire service such as; PRWeb, Marketwire, PRNewswire or Business Wire
    • Optional: create and distribute a social media version of the press release
    • Encourage bookmarking of press release pickups
    • Monitor release rankings, social mentions, traffic & outcomes
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • How essential is SEO to your marketing efforts ?
    You Decide…
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Think about this…
    Americans conducted 18.4 billion total core search queries in October 2010
    Overall US search volume increased almost 4 % over last month
    Currently about 28.7% of world uses Internet as of June 2010 and growing daily
    (www.internetworldstats.com/stats.htm)
    80% of all online transactions start with search engines
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • …and did you know…
    Google Sites led the U.S in October 2010 with 66.3 percent market share, followed by Yahoo with 16.5 percent and Microsoft sites with 11.5 percent. Ask Network captured 3.6 percent of explicit core searches, followed by AOL LLC Network with 2.1 percent (comScore)
    Search marketing continues to dominate the online advertising space with a sustained growth of about 40% yearly since 2004.
    To put 40% share into context, no other online ad format (display ads, classifieds, rich media/video, lead generation, email and sponsorships) contributes much more than half that amount. (eMarketer)
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Stats point to needed action
    The bar is moving UP in most industries but there is still time to gain a competitive advantage with SEO.
    SEO investment is the fastest growing segment and for good reason!
    Only $1.05 billion of the $6.75 billion dollars spent on search engine marketing last year was spent on organic SEO.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Fundamentals of Good SEO
    How Search Engines Work 101
    First things First = Keyword/Phrase Analysis is essential and critical
    SEO – Implementing Best Practices
    On-page SEO factors
    Off-page SEO factors
    SEO – Avoiding Worst Practices
    Results you can count on
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • How Search Engines Work
    Two ways to get found
    Paid Results = PPC (Pay per Click)
    Organic or Natural Results = SEO
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Paid or PPC
    Search patterns reveal that fewer search engine users visit PPC (pay per click) advertising sites than visit SEO (organic) sites.
    In fact 4 out of 5 search engine users report that they never click on PPC results.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Organic Results = ROI
    More than 70% of search engine users report visiting organic listings daily (Forester Research)
    72% of search engine users report feeling that Google’s organic listings are more relevant than their paid listings. Only 20% of search engine users will view a paid listing. (Forester Research)
    3 out of 4 advertisers are victims of click fraud
    Eye tracking study showed that 70% of search engine users choose to visit websites that appear in the top 10 organic results.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Eye Tracking Studies
    A recent study by Think Eyetracking shows that visitors are less likely to look down the SERPs than they were 3 years ago. They are significantly more concentrated on the top of the results than ever before
    Searchers have become so confident in Google to answer their query that they no longer place the burden of proof on the search engine to come up with the right answer.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • The Golden Triangle
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Eye Study Results
    Side Paid/Sponsored Visibility
    (% of participants looking at a listing in this location)
    1 – 50%2 – 40%3 – 30%4 – 20%5 – 10%6 – 10%7 – 10%8 – 10%
    Organic Ranking Visibility (% of participants looking at a listing in this location)
    Rank 1 – 100%Rank 2 – 100%Rank 3 – 100%Rank 4 – 85%Rank 5 – 60%Rank 6 – 50%Rank 7 – 50%Rank 8 – 30%Rank 9 – 30%Rank 10 – 20%
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • The Goal of Search Engines
    “Google's mission is to organize the world's information and make it universally accessible and useful.”
    How? By providing high quality, authoritative and RELEVANT content to their searchers
    Not to:
    • Sell your products or services, increase your brand exposure, or generate leads for you.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • How Do They Work? Four Easy Steps
    Crawling the Web
    Search engines run automated programs, called "bots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web. Estimates are that of the approximately 30 billion existing pages, search engines have crawled between 12 and 15 billion.
    Indexing Documents
    Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index.” This index needs to be tightly managed so that requests which must search and sort billions of documents can be completed in fractions of a second.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • How Do They Work? Four Easy Steps Cont’
    Processing Queries
    When a request for information comes into the search engine (hundreds of millions do each day), the engine retrieves from its index all the documents that match the query. A match is determined if the terms or phrase is found on the page in the manner specified by the user.
    Ranking Results
    Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query. They sort these on the SERPS in the order of most relevant to least relevant so that users can make a choice about which to select.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • What do the Search Engines see and what don’t they see?
    Lets take a look
    http://www.webconfs.com/search-engine-spider-simulator.php
    www.willmaster.com/library/tools/What_Search_Engine_Spiders_See.php?dlperry
    Look at Source and see what the spiders see
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • What don’t spiders see?
    Frames, Flash, JavaScript, images, and other popular web design elements can cause problems for rankings if they aren’t used correctly.
    Splash pages, sites done completely in images, framed sites with a single URL for multiple page versions, and navigation hidden in Flash are all common examples of bad design for SEO.
    Thus, creating a site with “visible content” is critical for good rankings.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • The Search Algorithms
    The Secret Formula
    Each SE has different algorithms
    Google alone uses 200+ algorithms
    All Algorithms are focused on 2 key results:
    Relevance
    Popularity
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • GB
    Measuring Relevance
    Relevance - the degree to which the content of the documents returned in a search matched the user's query intention and terms.
    The relevance of a document increases if the terms or phrase queried by the user occurs multiple times and shows up in the copy, title of the work or in important headlines or sub headers. Meta data!
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Measuring Popularity
    Popularity - the relative importance, measured via citation (the act of one work referencing another, as often occurs in academic and business documents) of a given document that matches the user's query.
    The popularity of a given document increases with every other document that references it.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Implications Are…
    Spiders must find your site and crawl through it deeply
    Importance of Links (internal and external)
    Design and Construct your pages to get as many pages into the index as possible
    With SEO the pieces are always in motion
    • Implement best practices and be aware when creating content
    • Stay current with Algorithm changes
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Best Practices – First things FirstKeyword/Phrase Analysis and Implementation
    How do you determine the important Keywords and Phrases?
    • Use keyword analysis tools:
    • Google Search-based Keyword Tool
    • https://adwords.google.com/select/KeywordToolExternal
    • Proprietary tools and services = WordTracker
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Understanding Keywords
    Typically users will type 2-5 wordphrases into the search box to research a topic
    Single words are too generic and too competitive
    Keywords should define your product or idea
    #1 Mistake - avoid internal or company-speak (keywords are not about what you call your stuff but what your users call your stuff)
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • The LONGGG Tail
    One of the most effective traffic building approaches
    Picture a graph of your search terms in relation to traffic provided
    Perhaps focus on the least trafficked terms
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • LONGGG Tail Strategy
    First, determine which terms you already rank well for
    Second, which terms already have a page of content ready to optimize
    Finally, which terms you will need to create content for
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Build a hierarchy of terms your audience cares about
    Know your priority keywords and TARGET your web pages
    Organize priority keywords into groups
    Think of unique “themed” content and target your keywords around each page
    Choose 3-5 synergistic target phrases that flow “naturally” into the content
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Once Keyword Foundation work is laid, begin utilizing those keywords…
    Key On-Page SEO Factors
    • Content
    • Architecture
    • Technical
    Key Off-Page SEO Factors
    • Linking
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Content is KING
    There is no shortcut to lots of good, practical, relevant content.
    Good content:
    • Engages the reader
    • Increases search engine rankings and traffic
    • Promotes the likelihood of quality links from other sites
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Establish Keyword Targets for each Content Page
    Think of content themed around target keywords
    Choose 3-5 synergistic target phrases you can use in the copy
    You want around 250 words per page
    Incorporate Keywords into headings and subheadings
    • Spiders place more emphasis on these
    • More readable for skimmers and scanners
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Search Value Pyramid
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Utilizing Long Tail Keywords in Search Value Pyramid
    Some of the best value is at the bottom of the keyword pyramid. If you spend too much time focused too broadly on the top you may miss some of the exceptional value on the bottom.
    Targeting generic terms may not add much value, since the leads are not strongly qualified. Paying extra to rank for more generic terms may not be a cost that is justified unless you can resell those leads at a profit.
    Being exceptionally aggressive raises your risk profile and makes your site more likely to fluctuate in rankings when new search algorithms are rolled out.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Title Tags = The most important on-page SEO factor
    Displays in upper left hand corner of browser window
    Also appears in the title of most search engine results
    Needs to be different for every web page
    Must contain the keyword targets for the webpage
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Best Practices - Title Tags
    Incorporate keyword phrasesIt is critical that whatever your keyword research shows as being the most valuable for capturing searches, gets prominently included in your Title Tag.
    Limit length to 65 characters or less
    Brand your trafficUse the title of your site or brand at the beginning or end of every Title Tag to help searchers know where they're going and to increase return visits.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Best Practices - Title Tags
    Target searcher intentWhen you're writing titles for web pages, keep in mind the search terms your audience employed to reach your site. If you're reasonably sure the intent is a purchase, download or other action, make it clear in your title that this function can be performed at your site, i.e. “Buy Slatwall Here”
    Repeat in the headlineRe-using the title tag of each page as the H1 header tag can be valuable from both a keyword targeting standpoint and a user experience improvement. Users who go to a page from the SERPs will have the expectation of finding the title they clicked.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Meta Description Tags
    MDTs are usually the text that appears in the search engines, just under the title of the result
    A short text “advertisement”
    • Your goal is to entice searchers to click on your listing
    Should contain the keyword targets for the page
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Alt Image Tags
    AIT’s contain the text that appears when you mouse over an image. Use keywords to describe the image appropriately.
    For Effective AITs:
    Name the image files with keywords
    Write keyword rich captions
    ADA friendly pages = Text reader
    (Target had a $6 million settlement)
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Site Architecture
    Directory structure flat as possible
    Parameter driven URLS and URL structure
    W3C Standards mean a lot
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Directory Structure
    Keep your most important pages no more than one or two "clicks" away from your home page. Search engine robots may have difficulty reaching deeper pages in a website. Just as your website visitor may become lost and frustrated in too many clicks away from your homepage, the robots may also give up after multiple clicks away from the root of your site.
    Navigation
    • Avoid dropdowns unless list menu
    • If flash or JavaScript, have an alternative static form of navigation
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Directory StructureInternal Linking
    When done right, you can kill two birds with one stone, and improve both search rankings and usability
    Use keyword rich anchor text to foreshadow content of the next page
    It helps the spider
    Do not use “click here”
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Static vs. Dynamic
    Pros of Static URLs
    Higher click-through rates in the SERPs, emails, web pages, etc.
    Higher keyword prominence and relevancy
    Easier to copy, paste and share on or offline
    Easy to remember thus usable in branding and offline media
    Creates an accurate expectation from users of what they are about to see on the page
    All 4 of the major search engines (and plenty of minor engines) generally handle static URLs more easily than dynamic ones, particularly if there are multiple parameters
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • W3C Standards Based
    There are several reasons to make your website W3C valid
    Better chances for good rendering in different browsers
    Decrease dependency on error correction of browsers
    You could give a speed boost to your websites
    You avoid bad coding and hence poor spidering
    Accessibility means something
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Technical Best Practices
    Hosting/Speed - avoid someone's basement or do-it-yourself
    Use redirects (301 vs. 302)
    Use Google Webmaster Crawl Tools
    Sitemaps - make them descriptive; Submit to Google Sitemaps
    Robots.txt
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Linking, Linking, and Linking
    Most overlooked and important aspect of SEO
    Choose your friends wisely – you gain authority and respect from search engines and prospects
    Inbound linking: websites linking to you
    Outbound linking: websites you link to
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Back-Link strategies
    How to get somebody to link to your site…
    Submitting to Free Directories
    There are hundreds of free directories. Submitting your site to them will help you improve your rankings somewhat and help get your site indexed, however they are usually too general.
    To find free directories, search for “list of free directories” in Google.
    Major directories such as Dmoz will only allow for an official site title (e.g. your company name).
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • LinkingSubmitting to Pay Directories
    • Major Pay Directories such as Yahoo! and Business.com, are sometimes worth submitting to just for the traffic they bring directly, regardless of the improvement they may bring to your rankings. There are pay directories that will not bring traffic to a site directly, but will help with your rankings. Try to choose industry-related sites when paying for a link.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • LinkingSearch for Related Sites
    • Search for related sites. Make general queries in a search engine to bring up directories or resources that are generally related to your site’s topic, and contact the webmaster to request a link.
    • Search for terms related to your site’s industry in conjunction with terms like “add site,” “submit resource,” “add link,” etc.
    • The highest quality links will require a written request. A written request should discuss what you like about their site, why you want to be listed, why they should list you, and how they might link to you.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • LinkingPosting in Forums
    • Some forums will allow a “signature” to be listed in each one of your posts. A signature is a link to your site.
    • Find related forums, create a user in forums that appear to allow signatures, and make posts.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • LinkingOther Ideas
    Content distribution – press releases, articles
    Specifications
    Case studies or White Papers
    Customers and Partners
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • LinkingCreate a Blog
    Blogging does two great things for SEO:
    First, if you run a blog correctly, you are updating content on a frequent basis. Search engines love fresh content on Web sites. Web pages or articles that have been published recently on an established Web site get an extra boost in the rankings.
    The second benefit of blogging is that blogs are a magnet for links!The people who do the most linking online are bloggers and writers. They are much more likely to link to an interesting blog article with a unique perspective on an issue than a typical corporate Web site.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • LinkingKey Takeaways
    If your site truly has unique content or is considered authoritative, other sites will often link to it naturally. This is the best way to get links.
    Quality vs. Quantity – Google Page Rank
    Trusted links rank higher (.edu, gov, non-profits)
    Always keep in mind “How can I get other authorative sites to link to mine?”
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • SEO Worst Practices
    Link Farms – do not join!
    • A link farm is a group of Web sites with the primary purpose of creating a high number of links to a given Web site. These links are not "real" (in terms of signaling the quality of the site they link to), and so they are trying to distort search engine results.
    • Careful, you may get blacklisted or banned.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • SEO Worst Practices
    Keyword Stuffing
    • This involves over-populating certain portions of a Web page with repeated occurrences of a given keyword in the hopes of influencing search engine results. Search engines caught on to this trick many years ago, yet it remains popular for some reason.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • SEO Worst Practices
    Cloaking
    • This practice involves delivering different Web site content to the search engine spiders versus what is delivered to human users. Why? Send the search engine crawlers certain key word term content in attempt to get higher ranking.
    • It is pretty easy for the search engines to detect this. If you're suspected of using cloaking, it's easy for someone (like a Google employee) to simply visit your Web site as a human and check whether you're cloaking. This technique, when discovered, is one of the most reliable ways to get a site banned.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • SEO Worst Practices
    Hidden Text
    • This technique "hides" text on the Web page that search spiders will index (for ranking purposes), but is invisible to a human. The simplest example is some variation of white text on a white background.
    • Based on how sophisticated you want to get, it could be based on something as simple as tags in the HTML, CSS stylings or JavaScript that changes the page dynamically. Regardless of how sophisticated the approach, it is still going to be detected at some point.
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Bottom Line
    It is Not Smart to Try to Outsmart Google Engineers
    Google has a lot at stake and has really smart engineers working on the algorithms. An Internet strategy that is predicated on outsmarting Google is not a smart strategy.
    For most marketers, the time and energy spent on trying to take these shortcuts is much better invested in two things:
    1.)Improving their Web site so that it deserves to be ranked highly because it has valuable, differentiated content
    2.) Helping the search engines discover the content for the benefit of users
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute
  • Thank You!
    Any Questions, Ideas?
    Proprietary & confidential to WI Strategic Web Marketing Please do not distribute