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2012-04 Inbound Marketing; Survival in Classified Ads

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2012-04 Inbound Marketing; Survival in Classified Ads

  1. 1. Inbound MarketingMarketing for Survival in Classified Ads Gillian Muessig – ICMA April 2012
  2. 2. ICMA12 60 days to play with the MozzersThe Web’s Most Popular SearchMuessig – ICMA April 2012 Gillian Marketing Software
  3. 3. Online Classified is Growing
  4. 4. Print Classified is Dying
  5. 5. 9% of Internet Users are Using anOnline Classified Site Right Now
  6. 6. Where can youfind an edge? Gillian Muessig – ICMA April 2012
  7. 7. Inbound Marketing News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Webinars Forums (AKA all the “free” traffic sources) Document SharingSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites
  8. 8. Interruption vs.Inbound Marketing Gillian Muessig – ICMA April 2012
  9. 9. Interruption Marketing
  10. 10. Inbound Marketing
  11. 11. Interruption Marketing
  12. 12. InboundMarketing
  13. 13. Interruption Marketing
  14. 14. InboundMarketing
  15. 15. Somemarketing
  16. 16. Interruption… stops us
  17. 17. from doing what wewant to do,
  18. 18. so it can sell us
  19. 19. …stuff we don’t need.
  20. 20. That’s Interruption Marketing
  21. 21. AdsInterruption Marketers Me
  22. 22. That’sNotHowWeroll.
  23. 23. How we buy in 2012 Gillian Muessig – ICMA April 2012
  24. 24. Realize a Need
  25. 25. Investigate Options
  26. 26. Ask Our Friends
  27. 27. Seek Out Experts
  28. 28. Find Communities
  29. 29. Dig Into Every Detail
  30. 30. Convert
  31. 31. RYou don’t buy those visitors.You earn them.
  32. 32. 1999-2002 Gillian Muessig – ICMA April 2012
  33. 33. On-Page Optimization http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
  34. 34. Slaves to PageRank http://www.elliance.com/aha/infographics/Google-PageRank-Explained.aspx
  35. 35. PageRank Busted! http://www.seomoz.org/blog/the-science-of-ranking-correlations
  36. 36. 2003 - 2005 Gillian Muessig – ICMA April 2012
  37. 37. Anchor Text http://www.seomoz.org/learn-seo/anchor-text
  38. 38. Keyword-Match DomainNames http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited
  39. 39. Registration & HistoricalInformation http://www.seobythesea.com/?p=1121
  40. 40. Topic Modeling LDA correlates w/ Google rankings better than any other on-page feature http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool
  41. 41. Why Engines Need Topic Modeling
  42. 42. Term Frequency & InverseDocument Frequency A clear demo of the inherent weakness of a metric like keyword density
  43. 43. Co-Occurrence
  44. 44. Topic Modeling
  45. 45. Content related signals require ability to determine INTENT Rock, grenade, or baseball? Are you SURE?
  46. 46. Simplistic Term Vector Model
  47. 47. Causation? Not so fast? • Good links may be more likely to point to more "relevant" pages • Other aspect of Googles algorithm may naturally bias towards these pages
  48. 48. Out of the SERPs! •Keyword Spamming might improve your LDA Score, but probably not your rankings
  49. 49. How to use topic modeling • Think about negative keywords in a similar fashion to negative keywords for ppc. • Think about positive keywords in localized terms
  50. 50. Perspective: it’s all relative • The numbers are RELATIVE •Track numbers over time – shoot for improvement
  51. 51. 2006-2009 Gillian Muessig – ICMA April 2012
  52. 52. Domain Authority http://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics
  53. 53. External Link Source Diversity http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
  54. 54. Search Quality Raters http://www.seobook.com/archives/000915.shtml
  55. 55. 2009-2012 Gillian Muessig – ICMA April 2012
  56. 56. Twitter Data Google: “We use it as a signal in our organic and news rankings. We enhance our news universal by marking how many people shared an article.” http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
  57. 57. Twitter Test Page A Page B646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
  58. 58. Twitter: Clearly InfluencingGoogle Page B – the tweeted version – ranks #1! Page A Page B646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
  59. 59. Twitter Data for QDF http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
  60. 60. Author AuthorityDo Search Engines Use Author Authority toRank Pages in the SERPs? Google: Yes we compute Bing: Yes. We calculate the and use author quality. authority of someone who tweets. We don’t know who For known public figures or anyone is in real life. publishers, we do associate them with who they are. http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
  61. 61. Facebook Likes & Shares http://www.seomoz.org/blog/facebook-marketing-ultimate-guide
  62. 62. Brand Signals http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  63. 63. What are Brand Signals? Brands Have real people working at a physical address Generics Often exist only online http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  64. 64. Brand Signals Brands Have authentic, followed social accounts Generics Rarely have significant social accounts http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  65. 65. Brand Signals Brands Display obvious, robust contact information Generics Frequently use email forms only http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  66. 66. Brand Signals Brands Register with government/civic organizations Generics Stay “under the radar” http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  67. 67. Brand Signals Brands Receive traffic from diverse sources Generics Search is often 90%+ of traffic http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  68. 68. Brand Signals Brands Generate branded search query volume Generics Have little-no branded search demand http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  69. 69. Brand Signals Brands Run offline marketing/advertising campaigns Generics Ignore the offline world http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  70. 70. Entity Association http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  71. 71. Changing rankingfactors Gillian Muessig – ICMA April 2012
  72. 72. Search Engine Ranking Factors2009 http://www.seomoz.org/article/search-ranking-factors
  73. 73. Search Engine Ranking Factors2011 Preliminary Data http://www.seomoz.org/blog/early-ranking-factors-data-an-april-linkscape-update
  74. 74. Big Changes from 2009 to 2011 • Link-Based Factors are waning • Social Data is increasing • Page-Level Link Metrics Fell the Most (43% - 22%) • Keyword-Level Domain Metrics, Brand Data + Social Rising The next update of the ranking factors will be online in April, 2013
  75. 75. Pandas andFarmers Gillian Muessig – ICMA April 2012
  76. 76. From the Mouths of Googlers Wired.com: How do you recognize a shallow-content site? http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
  77. 77. From the Mouths of Googlers Singhal: we ask… “Would you be comfortable giving this site your credit card? Would you be comfortable giving medicine prescribed by this site to your kids?” http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
  78. 78. From the Mouths of Googlers Matt Cutts responds: we ask… 1. “Do you consider this site to be authoritative? 2. Would it be okay if this were in a magazine? 3. Does this site have excessive ads?” http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
  79. 79. From the Mouths of Googlers Wired.com: How do you implement that algorithmically? http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
  80. 80. From the Mouths of Googlers Cutts: …look for signals that recreate that same intuition http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
  81. 81. From the Mouths of Googlers Singhal: • Imagine in a hyperspace a bunch of points, some points are red and some points are green and in others there’s some mixture. Your job is to find a plane which says, Most things on this side of the plane are red and most of the things on that side of the plane are the opposite of red. http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
  82. 82. Googlers want to know…Are you trustworthy? http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
  83. 83. Are you an expert? Author? http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
  84. 84. Are your facts checked? http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
  85. 85. Are you genuinely interesting? http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
  86. 86. Original? Insightful?
  87. 87. Are you printworthy?
  88. 88. Or not?
  89. 89. Is this worthy ofbookmarking?
  90. 90. Sharing? http://www.brandwatch.com/2012/01/product-update-dashboard-sharing/
  91. 91. Would I recommend it?
  92. 92. Is it a safe place to put mycredit card?
  93. 93. Do excessive ads interfere?
  94. 94. Is this site better than thecompetition?
  95. 95. Where we’re headed Gillian Muessig – ICMA April 2012
  96. 96. Google SERPs circa 1999
  97. 97. Google SERPs 2011
  98. 98. Google SERPs Tomorrow
  99. 99. Context
  100. 100. Some signals areshrinking inimportance Gillian Muessig – ICMA April 2012
  101. 101. Low Quality Links
  102. 102. Link Farms
  103. 103. Keyword Stuffing
  104. 104. What’s out? Gillian Muessig – ICMA April 2012
  105. 105. Social Spamming: OUT!
  106. 106. Plaguerism: OUT!
  107. 107. Over SEO’ing: OUT! seo seo seo seoseo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo seo
  108. 108. Numbers of Followers: OUT!
  109. 109. Ignoring Online Reputation: OUT!
  110. 110. Just a Blog: OUT!
  111. 111. What’s In? Gillian Muessig – ICMA April 2012
  112. 112. Blogging With Social Promotion: IN!
  113. 113. Engines are mining multiple socialplatforms to connect keywords todata: IN!
  114. 114. Domain Authority: IN!
  115. 115. Depth of Engagement& Social Reputation: IN! Engagement ring… get it?
  116. 116. Well Written Content& LDA Scoring: IN!
  117. 117. Well Managed & Tagged Content:IN!
  118. 118. Reputation Management& Monitoring: IN!
  119. 119. Q&A Sites: IN! Build Your Personal Brand
  120. 120. Competitive Research: IN! http://www.seomoz.org/tools
  121. 121. More Social Platforms: Coming!
  122. 122. First Touch may not besearch engines: Coming!
  123. 123. Mobile search will continue torise: Coming!
  124. 124. Mobile coupons moving paper toapps: Coming!
  125. 125. Darwinian Tips Gillian Muessig – ICMA April 2012
  126. 126. SEO is still under-invested SEO = ~15% of spend PPC = ~85% of spend 1 Billion searches per day 1 Billion searchers per week
  127. 127. Long tail remains dominant
  128. 128. Don’t “Look” Like aContent Farm http://hubpages.com/hub/WomensFashionsofthe1920-FlappersandtheJazz-Age
  129. 129. Avoid “Classic” SEO Tactics Directory Link Building Keyword-Variant Abuse Reciprocal Link Pages Paid Links w/ Manipulative Anchor Text Sitewide, Footer Links Navigation for Engines, Not Humans Low Cost/Quality, Outsourced Content Generic Design and Layout Anonymous Contact Forms Anchor-Text Rich Internal Links Ad Blocks Dominating the Page Keyword Stuffed Titles + Pages It’s great to do good SEO, just don’t look like the only reason the site exists is to draw Google traffic
  130. 130. New and evolvingopportunities Gillian Muessig – ICMA April 2012
  131. 131. Become a “Brand” Brands Generics• Have real people working at a physical address • Often exist only online• Have authentic, followed social accounts • Rarely have significant social accounts• Display obvious, robust contact information • Frequently use email forms only• Register with government/civic organizations • Stay “under the radar”• Receive traffic from diverse sources • Search is often 90%+ of traffic• Generate branded search query volume • Have little-no branded search demand• Run offline marketing/advertising campaigns • Ignore the offline world http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  132. 132. Do Competitive Research Where do these brands earn their links? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.opensiteexplorer.org
  133. 133. Research Brand “Mention” Sources Facebook page Blippr? Crunchbase profile App profile on Blackberry Twitter account BusinessWeek Profile Chrome Extension Mashable Article
  134. 134. Focus on the UserDon’t Forget Engines http://www.nytimes.com/2011/02/11/business/media/11search.html
  135. 135. Leverage rich snippets http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html
  136. 136. Be a personal brand: Q & A Sites http://outspokenmedia.com/social-media/quora-hipsters/
  137. 137. Infographics: Hire guys like this! http://outspokenmedia.com/social-media/quora-hipsters/
  138. 138. Check out OKCupid.com
  139. 139. When in Rome… Find Your Corporate Voice Phenomenal analysis of statements by I’m excited to be Googlers + how they able to share my translate to life’s passion with content/marketing you. actions: http://bit.ly/iGd7Pe http://outspokenmedia.com/social-media/quora-hipsters/
  140. 140. Get your social on • Stumble (upon) • Thumb up • Re-tweet • Like it • Share it • Digg it • Redd It http://outspokenmedia.com/social-media/quora-hipsters/
  141. 141. Get your social on And now… Pinterest http://outspokenmedia.com/social-media/quora-hipsters/
  142. 142. Gillian Muessig Founding President, SEOmoz• Twitter: @SEOmom Try SEOmoz Free for 60 Days• Blog: www.seomoz.org/blog ICMA12• Email: gillian@seomoz.org Gillian Muessig – ICMA April 2012

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