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The weeping trail to Mt. Google

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  1. 1. The Weeping Trail to Mt. Google<br />
  2. 2. The Wild West:Things didn’t work too well...<br />
  3. 3.
  4. 4.
  5. 5.
  6. 6. There was no trust….and <br />e-commerce was almost impossible. <br />Web masters had so much control over their own rankings… that results were unreliable<br />
  7. 7.
  8. 8. Link-Based Algorithm<br />
  9. 9. Google= 67%MSN/Yahoo=10%Baidu=7%<br />
  10. 10.
  11. 11. How to launch a site<br />
  12. 12. Commandment #1:You will be judged by your links.<br />
  13. 13. The Ideal Link<br />
  14. 14. You want links that are:<br />Thematically related.<br />From a site that has higher page rank than yours (though that’s no reason to refuse a link from one that is lower).<br />Based in a prominent position.<br />Comprised of anchor text that match your keywords.<br />From competitors.<br />
  15. 15. Getting Links Using Content Generation<br />1) Create an informative and/or entertaining (possibly inflammatory) article.<br />2) Disseminate the article via your blog. social media, and other online dissemination platforms.<br />
  16. 16. Wait…I’m a Business Person, not a Writer!<br />
  17. 17.
  18. 18.
  19. 19. Why generate content?<br />It brings lots of traffic.<br />The traffic increases your page rank….making Google trust you…<br />Once Google trusts you, it will begin putting your site in front of users that want your product/service.<br />The attention-grabbing articles are not for your main customer base, they are to create the traffic base and Google trust necessary to rank for your main customer base in the future.<br />
  20. 20. How Do You Start?<br />Research Your Demographic. These are not the people you ALREADY sell to. These are the people you WILL SELL to.<br />
  21. 21. Quantcast.com<br />
  22. 22. Audience Intelligence<br />http://adlab.microsoft.com/Demographics-Prediction/<br />
  23. 23. Google.com/insights/search<br />
  24. 24. Begin Writing<br />Create an Avatar based on your quantcast and insights for search report.<br />THEN…..think of the most AWESOME, catchy headline EVER.<br />HERENEXTYEAR.COM/<br />HEADLINE GENERATOR<br />
  25. 25. Writing a Headline<br />1) Is vitally important.<br />2) Use mindmeister.com or another mind-mapping tool.<br />3) Play to guilt.<br />4) Play to fear.<br />5) Play to the bandwagon.<br />6) Play to the joy of curiosity.<br />
  26. 26. Be Intelligently Inflammatory<br />
  27. 27. 1) It doesn’t have to be true. Use your content as a debating ground for an untrue proposition….then weigh in with the “expert” verdict. <br />2) The only requirement is that it’s entertaining and keyword rich (turn visitors into unwilling promoters). <br />3) Tie in current events (ride the wave). <br />4) Read headlines.<br />5) Set up Google alerts on your industry.<br />6) Search Google blogs. <br />7)Yourversion.com.<br />8) Make sure you enable comments on your blog (better to not moderate them).<br />
  28. 28. Use Captivating Images<br />
  29. 29. Styling= easy reading. Use links.<br />
  30. 30. Ideas<br />1) Top 99 List.<br />2) Who’s who of the industry (love your competition). (Code badges).<br />3) Interview Library.<br />4) Just rewrite something from a different sector.<br />5) Original research.<br />6) Original perspective.<br />7) Blog search.<br />8) Look at your keyword list.<br />9) Look at your competitors.<br />
  31. 31. Industry White Paper=E-mails.Use MS word templates.<br />
  32. 32. Always ask for participation<br />
  33. 33. Include backlinks and clear calls to action.<br />
  34. 34. Who has the time?: Here are some shortcuts.<br />Use your phone as a memo pad to find angles.<br />Frankenstein articles.<br />Buy a few entertaining books.<br />Buy some magazines.<br />Outsource to copy writers.<br />Practice makes perfect.<br />Does not have to be something new every month.<br />Can be a review/critique of someone else.<br />Make a video/podcast and include transcript.<br />
  35. 35. There are no short cuts: Beware of SEO products.<br />
  36. 36. Actually there are two, small short cuts.<br />
  37. 37. Commandment #2: Spend a very long time selecting your battles.<br />
  38. 38. Truths about choosing keywords<br />Opinions about which keywords will work well for your site don’t matter.<br />Specifically, YOUR opinions about which keywords will work don’t matter.<br />
  39. 39. You are statistically insignificant<br />
  40. 40. Statistics 101<br />1) You are at least a couple of sigma deviated from the norm.<br />2) Your friends are probably even more deviated than you are.<br />
  41. 41. Creating a Keyword List<br />Start by Brain Storming.<br />
  42. 42. Come up with a free form list of every word <br />you think might be related to your industry.<br />Then run those words through Google wonder wheel.<br />
  43. 43. Check those words out <br />against Google auto complete<br />
  44. 44.
  45. 45. Google Adwords Keyword Tool<br />
  46. 46. Criteria at this stage of the selection process<br />Each keyword represents an entire market and an entire campaign. <br />Learn vs. Do.<br />Search volume should be at least 500 people per month (due to click through rate and conversion rates). <br />Global vs. domestic: You want both.<br />Don’t shoot too high. <br />
  47. 47. Check Out the Competition<br />1) Google the keyword you are interested in with the appropriate brackets.<br />2) Survey the competition. <br />
  48. 48. Alexa.com<br />
  49. 49.
  50. 50. www.CheckTrustRank.com<br />Allows you to check Trust Rank and Page Rank<br />
  51. 51. Good indications you can dominate that keyword<br />Results include geo-specific info outside of your region.<br />Results include a lot of videos and directory submissions.<br />Results are difficult to use and do not address the query.<br />Results are not visually pleasing. <br />Results include a lot of cross-contaminated data.<br />Results have low page rank.<br />Results have high Alexa ranking.<br />
  52. 52. How do I know whenI’ve struck gold?<br />
  53. 53. The gold nugget keyword<br />1) Has at least 500/month unique individuals searching for it.<br />2) Has less than one million results on a regular Google search.<br />3) Has less than 10,000 results on an all-in-title Google search.<br />
  54. 54. Has a good forecast<br />www.google.com/insights/search<br />
  55. 55. Has an appropriate geo-concentration<br />
  56. 56. Is commercially viable. Conversion Ratehttp://adlab.microsoft.com/Online-Commercial-Intention/Default.aspx<br />
  57. 57. Additional Tools<br />Compete.com<br />Quantcast.com<br />Check-domains.com<br />Websitegrader.com<br />BlogGrader.com<br />Google.com/archivesearch<br />Spyfu.com<br />Trendistic.com<br />
  58. 58. Trouble Shooting<br />1) Make sure all on-page SEO elements are keyword rich (firefox, SEO doctor)<br />2) Make sure you have submitted an xml site map.<br />3) Make sure you have a 301 redirect. <br />
  59. 59. Additional Strategies<br />
  60. 60. Geo-targeting<br />1) Claim your local Google listing.<br />2) Create a Google and Windows places.<br />3) Use geographically identifiable information on your site.<br />4) Submit to local directories. <br />
  61. 61. Social Media<br />1) Knowem.com.<br />2) Ping.Fm.<br />
  62. 62. Pay-per-click<br />Pros/Cons<br />Instantly on the top page of Google for a few hundred dollars.<br />Very high customer volume very quickly.<br />Have to pay to stay up there.<br />Does not help your Google rankings.<br />Have to constantly manage the ads.<br />
  63. 63. Other search engines?<br />1) It is still worth submitting a site map to Yahoo and MSN.<br />2) If you rank on Google, you will almost certainly be indexed by Yahoo, MSN, and AltaVista unless you forgot to submit a site map.<br />
  64. 64. Conclusion<br />Writing good content <br />+ <br />picking the right keywords<br />= <br />the number one page on Google.<br />
  65. 65. Thank you.<br />www.EverLineWebMarketing.com<br />Kirill@EverLineWebMarketing.com<br />(650) 274-7844<br />

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