Organic Ranking
& Lead Generation
http://www.whitecloudmarketing.com

Trust and content is a significant part of
a company’s SEO strategy.

100.00
75.00
50.00
25.00
0
2002 2003 2004 2005 2007 2008 2009
Trust & Authority of Domain Host Anchor Text in External Links
On Page Keyword Usage Links as Page Rank
http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-
Rand - CEO of SMOZ

Importance of Various Ranking Factors
100.00
75.00
50.00
25.00
0
2002 2003 2004 2005 2007 2008 2009
Trust & Authority of Domain Host Anchor Text in External Links
On Page Keyword Usage Links as Page Rank
http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-
Rand - CEO of SMOZ

Domain Trust
Domain Trust/Authority - A factor most SEOs
did not seriously feel until after the Florida update
(November of 2003), after which it skyrocketed into
consciousness, and over the last couple of years, has
become the dominant factor in the success of
rankings at Google. Just recently authority sites like
Technorati are re-ranking for their tag pages on
virtually every SERP they target.
http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-
Rand Fishkin - CEO of SMOZ

Anchor Text In
External Links
• Anchor Text in External Links - While this is
still a very powerful ranking tactic, it's not the
powerhouse it once was, and before ~2004. Today,
anchor text has come to be regarded much like Links
after its dominance in the algorithm. SEOs have
focused on Anchor text gaming to such an extent that
much of it has become noise.
http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-
Rand Fishkin - CEO of SMOZ

On Page Keywords
• On-Page Keyword Usage - When SEO initially
began, even Google was susceptible to keyword
stuffing. Incidentally, I think this gave rise to the myth
of keyword density as a ranking factor (or at least,
didn't help slow it down). Today, it's not lost all of its
ranking power, but it still sits in the middle as an
essential element, but one where \"more\" won't help
you.
http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-
Rand Fishkin - CEO of SMOZ

Links
• Links - In the early days links were everything (or
nearly everything). Manipulating rankings was as easy
as getting a few high PageRank links. In 2003,
PageRank was already on the decline as a ranking
factor - a decline that has continued to this day.
http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-
Rand Fishkin - CEO of SMOZ

Content & Advertising.
• Advertising will always work. What is changing is
how ‘good’ advertising works.
• What is over is ‘poor’ advertising.
• Consumers and business have unlimited choices in
their advertising and they are subsequently
choosing good content.
• Consumers are tuning out the ads interrupting
them from reaching the content they want to
consume.

Content is king.
• Today advertising is moving towards education.
Providing the consumer and business with
information helping with choice, creating
awareness, effectively building brand & trust.
• Content creators, respect their readers. They are
transparent, add a personal flavor and create
content that is embedded, ‘faved’ and so on the
viral world of Social Media Marketing.
• The effect of good content rips up the organic
search results, its highly trusted, free and earned.

Good content builds brand.
•Innovative content and presentation is
providing marketers with opportunities
to develop both brand and lead
generation.

Content is Changing the
Advertising Game

Content is Changing the
Advertising Game

Content is Changing the
Advertising Game

Content
and a
trusted
site
improved
rank.

Question:
Why does the
WhiteCloudMarketing.com site
have less views in one month
than a Presentation Deck on
SlideShare.net?

A:The value of the
content

A:The value of the
content

A:The value of the
content

Users vote with their views!
They tell us what is valuable

Users vote with their views!
They tell us what is valuable

http://www.whitecloudmarketing.com

http://www.whitecloudmarketing.com