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Search Marketing
  The More Things Change,
The More They Stay The Same
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
Agenda
•   A Brief Search History
•   Content
•   Code
•   Credibility
•   Resources
•   Q&A
1994-5
•   Algorithms focused on on-site factors
    for keyword rankings
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
SEO ‘11
SEO ‘12+
The 3 Cs
            Content


             Code


           Credibility
Content
• Old: Keyword density + links
  • Proximity
  • Prominence
  • Placement
Content
• New: Experience
  • Location
  • Media
  • Readability
  • Freshness
Location
Media
• New media types in universal search
Readability
• Site usability & design
Freshness
Code
• Old: Simplicity
  • Clean HTML
  • Use CSS vs. frames
  • Limit use of Flash & jscript
Code
• New: Elegance
  • CMS (WordPress)
  • HTML5
  • Webmaster Tools
CMS
HTML5
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)
Credibility
• Old: On-site
  • META tags
  • Inbound links
  • Domain history
  • Rendering speed
Credibility
• New: Off-site
  • Citations & reviews
  • SERP CTR
  • Site traffic volume
Citations
• Citations & reviews
CTR
• Track via Google Webmaster Tools
Site Traffic
• New: Traffic
UX
• New: User experience
The 3 Cs
     Content: New Formats


     Code: More Screens


    Credibility: Experiential
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
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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Kent lewis-sic-2011

  • 1. Search Marketing The More Things Change, The More They Stay The Same
  • 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. Agenda • A Brief Search History • Content • Code • Credibility • Resources • Q&A
  • 4. 1994-5 • Algorithms focused on on-site factors for keyword rankings
  • 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
  • 8. The 3 Cs Content Code Credibility
  • 9. Content • Old: Keyword density + links • Proximity • Prominence • Placement
  • 10. Content • New: Experience • Location • Media • Readability • Freshness
  • 12. Media • New media types in universal search
  • 15. Code • Old: Simplicity • Clean HTML • Use CSS vs. frames • Limit use of Flash & jscript
  • 16. Code • New: Elegance • CMS (WordPress) • HTML5 • Webmaster Tools
  • 17. CMS
  • 18. HTML5
  • 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. Credibility • Old: On-site • META tags • Inbound links • Domain history • Rendering speed
  • 21. Credibility • New: Off-site • Citations & reviews • SERP CTR • Site traffic volume
  • 23. CTR • Track via Google Webmaster Tools
  • 25. UX • New: User experience
  • 26. The 3 Cs Content: New Formats Code: More Screens Credibility: Experiential
  • 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. 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