Search Marketing
Rankings Success
Factors
Tactics and Strategy
Matt Robson
matt@webstrategist.com
Ranking Success Factors
0. Market Choice, Size, Responsiveness
1. Conversion Optimization
2. Quality Content
3. Scale and ...
Conversion Optimization

•
•

•
•

Most crucial element to success after market
selection.
Determines what types of tactic...
Quality Content

•
•
•
•

In-depth, Data-driven, polarizing,
provocative
Curation - Digest-format of other resources
Real-...
Content Model
•
•
•
•
•
•

Publishing - New York Times
Entertainment - TMZ
ECommerce - Amazon, small etailer
B2B - strateg...
Keyword Mapping

•
•
•

Long-tail phrases can be targeted by
expanding content
Highly competitive phrases can be targeted
...
Link Building

•
•
•
•
•

Leveraging your Content, Building
Relationships
Media, Press Distribution, Social Media
Forum pa...
Google Algorithm Updates
Penguin - Black hat Linking, Link Disavow Pruning
Panda - low-quality sites, duplicate, unorigina...
Video and Mobile Advertising
Video and Curation
Web Video has a seamless distribution, but is
lacking a discovery mechanis...
Thanks.
Matt Robson
matt@webstrategist.com
516-510-8779

Linkedin.com/in/MattRobson
mattcrobson@gmail.com (gChat)
Upcoming SlideShare
Loading in …5
×

Ws ppt

2,244
-1

Published on

presentation by webstrategist

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,244
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ws ppt

  1. 1. Search Marketing Rankings Success Factors Tactics and Strategy Matt Robson matt@webstrategist.com
  2. 2. Ranking Success Factors 0. Market Choice, Size, Responsiveness 1. Conversion Optimization 2. Quality Content 3. Scale and nature of content production 4. Keyword Mapping 5. Link Building. Trust, Authority
  3. 3. Conversion Optimization • • • • Most crucial element to success after market selection. Determines what types of tactics will be viable. Testing. Competitive Research. Direct Marketing Best Practises, List Building. Google Analytics, Omniture Sitecatalyst
  4. 4. Quality Content • • • • In-depth, Data-driven, polarizing, provocative Curation - Digest-format of other resources Real-time - Associated Press Trending + Commentary - Lifestyle Magazines, Gossip Blogs
  5. 5. Content Model • • • • • • Publishing - New York Times Entertainment - TMZ ECommerce - Amazon, small etailer B2B - strategic content builds client trust Business Opportunity - Internet Marketing Guru, Network Marketing SEO-centric ventures. White Hat, Black Hat. (tech platform)
  6. 6. Keyword Mapping • • • Long-tail phrases can be targeted by expanding content Highly competitive phrases can be targeted by increasing link authority and site architecture around those phrases Internal Linking, Site Architecture
  7. 7. Link Building • • • • • Leveraging your Content, Building Relationships Media, Press Distribution, Social Media Forum participation. Directories. App Creation, Free Tools Content and Link Development Companies
  8. 8. Google Algorithm Updates Penguin - Black hat Linking, Link Disavow Pruning Panda - low-quality sites, duplicate, unoriginal content Hummingbird - context, site-wide keywords
  9. 9. Video and Mobile Advertising Video and Curation Web Video has a seamless distribution, but is lacking a discovery mechanism. (sides of taxis, commercials run in existing shows, critical mass following leads to press coverage, feedback loop. ) Need for content reviewers, roundup format as well as program directors.
  10. 10. Thanks. Matt Robson matt@webstrategist.com 516-510-8779 Linkedin.com/in/MattRobson mattcrobson@gmail.com (gChat)

×