Search Marketing  The More Things Change,The More They Stay The Same
Who DatFull-service & interactive agency backgroundOptimized first website in 1996Founded Anvil Media in 2000 – SEM for Fo...
Agenda•   A Brief Search History•   Content•   Code•   Credibility•   Resources•   Q&A
1994-5•   Algorithms focused on on-site factors    for keyword rankings
Google•   Google algorithm focuses on off-site factors•   1996: Larry & Sergey develop BackRub•   1998: Launch Google and ...
SEO ‘11
SEO ‘12+
The 3 Cs            Content             Code           Credibility
Content• Old: Keyword density + links  • Proximity  • Prominence  • Placement
Content• New: Experience  • Location  • Media  • Readability  • Freshness
Location
Media• New media types in universal search
Readability• Site usability & design
Freshness
Code• Old: Simplicity  • Clean HTML  • Use CSS vs. frames  • Limit use of Flash & jscript
Code• New: Elegance  • CMS (WordPress)  • HTML5  • Webmaster Tools
CMS
HTML5
Mobile•   Optimizing for Mobile    •   No Flash & larger buttons (with spacing)    •   Contact information in footer    • ...
Credibility• Old: On-site  • META tags  • Inbound links  • Domain history  • Rendering speed
Credibility• New: Off-site  • Citations & reviews  • SERP CTR  • Site traffic volume
Citations• Citations & reviews
CTR• Track via Google Webmaster Tools
Site Traffic• New: Traffic
UX• New: User experience
The 3 Cs     Content: New Formats     Code: More Screens    Credibility: Experiential
ResourcesAnvil SEO White PaperAnvil SEM Articles9 ways to Lose Friends and Alienate People in Social MediaHow to Become a ...
Q&A•   Follow us on Twitter @AnvilMedia•   Check out our Resources section•   Sign up for our monthly newsletter•   Contac...
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Kent lewis-sic-2011

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Kent lewis-sic-2011

  1. 1. Search Marketing The More Things Change,The More They Stay The Same
  2. 2. Who DatFull-service & interactive agency backgroundOptimized first website in 1996Founded Anvil Media in 2000 – SEM for Fortune 2000Co-founded SEMpdx in 2006 – SearchFest in MarchFounded Formic Media in 2008 – SEM for SMBTeach SEM Workshops at Portland State UniversityRegularly speak & write on digital marketing
  3. 3. Agenda• A Brief Search History• Content• Code• Credibility• Resources• Q&A
  4. 4. 1994-5• Algorithms focused on on-site factors for keyword rankings
  5. 5. Google• Google algorithm focuses on off-site factors• 1996: Larry & Sergey develop BackRub• 1998: Launch Google and shop PageRank• 1999: AOL selects Google as default search• 2000: Yahoo! selects Google
  6. 6. SEO ‘11
  7. 7. SEO ‘12+
  8. 8. The 3 Cs Content Code Credibility
  9. 9. Content• Old: Keyword density + links • Proximity • Prominence • Placement
  10. 10. Content• New: Experience • Location • Media • Readability • Freshness
  11. 11. Location
  12. 12. Media• New media types in universal search
  13. 13. Readability• Site usability & design
  14. 14. Freshness
  15. 15. Code• Old: Simplicity • Clean HTML • Use CSS vs. frames • Limit use of Flash & jscript
  16. 16. Code• New: Elegance • CMS (WordPress) • HTML5 • Webmaster Tools
  17. 17. CMS
  18. 18. HTML5
  19. 19. Mobile• Optimizing for Mobile • No Flash & larger buttons (with spacing) • Contact information in footer • Map & driving directions• Building for Mobile • WordPress plug-ins • Design in CSS (Handheld.css & iPhone.css) • Dedicated website (m.company.com)
  20. 20. Credibility• Old: On-site • META tags • Inbound links • Domain history • Rendering speed
  21. 21. Credibility• New: Off-site • Citations & reviews • SERP CTR • Site traffic volume
  22. 22. Citations• Citations & reviews
  23. 23. CTR• Track via Google Webmaster Tools
  24. 24. Site Traffic• New: Traffic
  25. 25. UX• New: User experience
  26. 26. The 3 Cs Content: New Formats Code: More Screens Credibility: Experiential
  27. 27. ResourcesAnvil SEO White PaperAnvil SEM Articles9 ways to Lose Friends and Alienate People in Social MediaHow to Become a Social Media Guru in 3 Easy Steps3 Effective Strategies for Securing Digital Marketing BudgetsGet More From Your Marketing Agency in 6 Easy Steps7 Obsolete Digital Marketing Strategies5 Reasons for Brands not to Outsource Social Media MarketingMobilizing for 2011 with a Mobile Marketing StrategyWhy Idiots Promote A Brand’s Facebook Page via Traditional MediaOnline Reputation Management: 7 Strategies to Build Your Brand
  28. 28. Q&A• Follow us on Twitter @AnvilMedia• Check out our Resources section• Sign up for our monthly newsletter• Contact us with questions!Kent Lewis (@KentLewis)President & Founder, Anvil Media, Inc.kent@anvilmediainc.com503-260-6700
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