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Kent lewis-sic-2011

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  • 1. Search Marketing The More Things Change,The More They Stay The Same
  • 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. Agenda• A Brief Search History• Content• Code• Credibility• Resources• Q&A
  • 4. 1994-5• Algorithms focused on on-site factors for keyword rankings
  • 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. SEO ‘11
  • 7. SEO ‘12+
  • 8. The 3 Cs Content Code Credibility
  • 9. Content• Old: Keyword density + links • Proximity • Prominence • Placement
  • 10. Content• New: Experience • Location • Media • Readability • Freshness
  • 11. Location
  • 12. Media• New media types in universal search
  • 13. Readability• Site usability & design
  • 14. Freshness
  • 15. Code• Old: Simplicity • Clean HTML • Use CSS vs. frames • Limit use of Flash & jscript
  • 16. Code• New: Elegance • CMS (WordPress) • HTML5 • Webmaster Tools
  • 17. CMS
  • 18. HTML5
  • 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. Credibility• Old: On-site • META tags • Inbound links • Domain history • Rendering speed
  • 21. Credibility• New: Off-site • Citations & reviews • SERP CTR • Site traffic volume
  • 22. Citations• Citations & reviews
  • 23. CTR• Track via Google Webmaster Tools
  • 24. Site Traffic• New: Traffic
  • 25. UX• New: User experience
  • 26. The 3 Cs Content: New Formats Code: More Screens Credibility: Experiential
  • 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. 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