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Kent lewis-sic-2011

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Kent lewis-sic-2011

  1. 1. Search Marketing The More Things Change, The More They Stay The Same
  2. 2. Who Dat Full-service & interactive agency background Optimized first website in 1996 Founded Anvil Media in 2000 – SEM for Fortune 2000 Co-founded SEMpdx in 2006 – SearchFest in March Founded Formic Media in 2008 – SEM for SMB Teach SEM Workshops at Portland State University Regularly speak & write on digital marketing
  3. 3. Agenda • A Brief Search History • Content • Code • Credibility • Resources • Q&A
  4. 4. 1994-5 • Algorithms focused on on-site factors for keyword rankings
  5. 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. 6. SEO ‘11
  7. 7. SEO ‘12+
  8. 8. The 3 Cs Content Code Credibility
  9. 9. Content • Old: Keyword density + links • Proximity • Prominence • Placement
  10. 10. Content • New: Experience • Location • Media • Readability • Freshness
  11. 11. Location
  12. 12. Media • New media types in universal search
  13. 13. Readability • Site usability & design
  14. 14. Freshness
  15. 15. Code • Old: Simplicity • Clean HTML • Use CSS vs. frames • Limit use of Flash & jscript
  16. 16. Code • New: Elegance • CMS (WordPress) • HTML5 • Webmaster Tools
  17. 17. CMS
  18. 18. HTML5
  19. 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. 20. Credibility • Old: On-site • META tags • Inbound links • Domain history • Rendering speed
  21. 21. Credibility • New: Off-site • Citations & reviews • SERP CTR • Site traffic volume
  22. 22. Citations • Citations & reviews
  23. 23. CTR • Track via Google Webmaster Tools
  24. 24. Site Traffic • New: Traffic
  25. 25. UX • New: User experience
  26. 26. The 3 Cs Content: New Formats Code: More Screens Credibility: Experiential
  27. 27. Resources Anvil SEO White Paper Anvil SEM Articles 9 ways to Lose Friends and Alienate People in Social Media How to Become a Social Media Guru in 3 Easy Steps 3 Effective Strategies for Securing Digital Marketing Budgets Get More From Your Marketing Agency in 6 Easy Steps 7 Obsolete Digital Marketing Strategies 5 Reasons for Brands not to Outsource Social Media Marketing Mobilizing for 2011 with a Mobile Marketing Strategy Why Idiots Promote A Brand’s Facebook Page via Traditional Media Online Reputation Management: 7 Strategies to Build Your Brand
  28. 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.com 503-260-6700

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