IS20G 7-New York-May 18-20, 2015

2. Two Guys and a Back Rub
The Anatomy of a Large-Scale
Hypertextual Web Search Engine
Sergey Brin and Lawrence Page
Computer Science Department,
Stanford University, Stanford, CA
http://infolab.stanford.edu/~backrub/google.html

3. First Rule of SEO
“Know WHO You Are and WHAT You Want.”

4. Who Are You?
 Where is your market, who are your competitors?
 What is different about your dealerships?
 What makes you better than your competitors?
 What is your Unique Selling Proposition?
What Do You Want?
 What type of buyers do you want to serve?
 How much growth? National? Local? Both?
 What does that look like? Do you really want it?

5. What Can Google Detect?

6. What Can Google Detect?

7. What Can Google Detect?

9. Can You See It?
SEO SpyGlass
link-assistant.com/seo-spyglass
https://majestic.com

10. Check Your Link Profile
 Conduct analysis on your own backlink profile.
 Use disavow if necessary.
 Conduct analysis on your competitor’s backlink profile.
 Check on your breakdown of anchor text.
 Check the profiles of sites that you think you want to get links
from before pursuing opportunities.
 Watch your links, if you have a drop in rankings, look for fishy
links. Considering the harm that can come from bad links, it’s
worth it to keep a close eye on everything.

11. Building Good Links

12. Always Be Connecting
Search the Web
 Search Your Topic, Read Before Reaching Out.
 Use LinkedIn and Twitter to Find Connections.
 Email and Pound the Phones.
Think Data
 Make Sure You’re Listed in Main Directories.
 Make Sure You’re Listed Correctly in Google Business (Places),
Yahoo Local and Social.

13. Always Be Connecting
Sponsor Something
 Local Charities
 After School Clubs
 Contests
 Little Leagues
 Conferences
 College Programs
 Sports Boosters
 PBS and NPR
 Kickstarter
 Music Festivals
 Any Aligned Events
 Fun Runs
 Symphonies, The Arts
 Golf Tournaments

14. Always Be Connecting
Create Something Linkable
 Create a Definitive Local Resource To Be Updated
Annually or Semi-Annually.
 Create a Contest. A Few Hundred Dollar Prize Can
Serve as Valuable Link Bait.
 Start a Scholarship or a Grant.

15. Always Be Connecting
Leave Your Links Everywhere
 In Your Email Signature
 On Social Media Platforms
 Business Cards
 Tell People About Your Site
 Guest Post
 Rewrite an old post to update the ideas
 Write a rebuttal or an alternative view point
 Give Feedback, Write Reviews, Testimonials

16. Always Be Connecting
Leverage Business Relationships
 Simply Ask Your Partners to Link to You
 Link Out to Suppliers and Get a Link Back
 Become a Member of Local Civic Organizations
 Chamber of Commerce, BBB, Rotary
 Showcase a Partner on Your Blog or Newsletter
 Ask Your Partner to Promote It
 Participate Where Your Partners Participate
 Forums, Private Groups, Events

18. 2011 Facts
73% of mobile internet users say that they’ve encountered
a website that was too slow to load.
 47% of consumers expect a web page to load in 2 seconds
or less.
 40% of consumers abandon a site that takes more than 3
seconds to load.
April 28, 2011 – https://blog.kissmetrics.com/loading-time/

25. Fix It.

27. Bonus