Advanced Search Engine Marketing 2013


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The SEO landscape continues to change and evolve. Alex Miranda, VP digital marketing at Marknet Group Inc, Presents a quick overview about Advanced Search Engine Marketing. He covers:

1. SEO stuff you still need
2. Google Hummingbird Algorithm
3. Semantic Search
4. Structured Data Markup
5. Local SEO Factors
6. Citation Resources
7. Link Building

This Advanced Search Engine Optimization is not to be missed.

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Advanced Search Engine Marketing 2013

  1. 1. Advanced Search Engine Marketing Hudson Valley Digital & Internet Marketing Group Presented By: Alex Miranda 1
  2. 2. Basics in Place • • • • • • • • • Create an HTML Site Map Create an XML Sitemap Go to to create both Create a robot.txt file Verify with Webmaster Tools Google Analytics Sync Webmaster Tools with Google Analytics Title Tags Meta Description 2
  3. 3. Crawl & Validate Determine where your site is by crawling and validating it. Check: •HTML/XHTML CSS •Accessibility (Section 508) •Dead links •Feeds •Multiple browsers •Multiple devices Use: 3
  4. 4. Knowledge Graph Understands facts about people, places and things and how they are all connected 4
  5. 5. Hummingbird Update The new Hummingbird update looks at the query as a whole not just keywords. •Conversational search & long tail keywords •More semantic •Able to perceive •Who, when, where & why Prioritizes relevant content rather than keywords and backlinks 5
  6. 6. The Answer Engine Semantic search considers various points: •Context of search •Location •User intent •Variation of words •Synonyms •Generalized and specialized queries Provides a more interactive, conversational or dialogue-based search result. 6
  7. 7. The Answer Engine • • • • • • • Increases confidence in search Allows to use voice search Voice search is truly semantic Has its own index Supported in 42 languages Will recognize accents If you can say it, Google will find it. 7
  8. 8. The Answer Engine The key is to offer a service, product or in-depth information that can be delivered in a search engine response. 8
  9. 9. Structured Data Markup • Provides open structured data to search engines to increase search visibility • Helps connect users with information they want and need. • Earn your site greater trust • Makes it easier for people to find you on the web 9
  10. 10. Structured Data Markup Uses: •Local: Postal Address, Telephone •Person •Events – shows, sports, movies, concerts, etc. •Reviews •Recipes •Article summaries •Content type identification (video) •Any fact-based information •New uses coming all the time. 10
  11. 11. Structured Data Markup 11
  12. 12. Structured Data Markup Schema Creator: • 12
  13. 13. Structured Data Markup Schema Validator •Rich Snippets Testing Tool •Chrome Plugin: Microdata Reveal 13
  14. 14. Local SEO Factors • • • • • • • • • City landing pages Proper category associations Physical address in city of search Consistency of structured citations (NAP) Quality/authority of structured citations HTML NAP matching place page NAP Quantity of structured citations Individually owner-verified local Plus page City, state in Places landing page title 14
  15. 15. Citation Resources • The Whitespark Local Citation Finder • • Professional organizations 15
  16. 16. Link Building Strategically join relevant audience communities •Google Display Planner 16
  17. 17. Link Building Google Display Planner Find relevant website you can build relationships with. 17
  18. 18. Link Building Join question & answer sites. Provide value. • •Formspring •Yahoo Answers •Quora •Wiki How 18
  19. 19. 10 more ways to build Links • • • • • • • • • • CNN iReport – Read more about how to do this here Craigslist – Read more here Social bookmarking sites Use super-sized images, photos and illustrations Jump into trending discussions with thought leaders Use Twitter often. Include relevant hashtags intitle:”keyword” inurl:”links” to find relevant topics Professional organizations – Chambers, meetups..etc Create killer titles Build relationships 19
  20. 20. Lets Talk Email: Twitter: @mralexmiranda Facebook: Google+: Web: 20