Search Engine Strategies


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Learn several innovative ideas on how to earn higher ranking and increased saturation in search engines such as Google, Bing and Ask. Presented by SEO Expert Steve Wiideman at

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Search Engine Strategies

  1. 1. Search Engine Strategies(Tech & Creative Inbound Marketing Tactics)<br />Steve Wiideman<br /><br />
  2. 2. About Steve Wiideman<br />Corporate Search Marketer for Disney, Expedia, & Ticketmaster companies<br />Consultant & resource for brands such as Skechers, RingCentral, and Flirt<br />Search Google for “SEO Expert”<br />Authored 3 FREE eBooks, downloadable at<br />
  3. 3. Part of 1 of 4: Creative Research<br />Beyond the typical tools, you can use the following:<br /><ul><li>Customer surveys
  4. 4. Employee feedback
  5. 5. Website meta tag extractors
  6. 6. XML/URL parsing (take a breath)
  7. 7. AdCenter and AdWords “starter campaign” support
  8. 8. Listening tools (sm2, Radian6, Brand Monitor, Viral Heat, etc)
  9. 9. Your own stuff (Google Analytics, Omniture, SiteStats)</li></li></ul><li>Part of 1 of 4: Creative Research<br />Dear Customer (or Employee),<br />Please take 5 minutes to help us improve how we’re doing. By participating, you’ll receive a 5% off your next service.<br />How would you rate our customer service (1-5)?<br />How would you rate the quality of our product/service (1-5)?<br />Would you recommend us to a friend? Why or why not?<br />When you think about our products/service, what words come to mind?<br />If you were to search the Internet for what we offer, what words would you use in your search?<br />
  10. 10. Part of 1 of 4: Creative Research<br />Website Meta Tag Extractors:<br /><ul><li>Search Google for “meta tag extractor”
  11. 11. Crawl competitor websites
  12. 12. List, categorize, and prioritize results</li></ul>! Remember, you are not scraping search results, you’re automating source code views of competitor websites. <br />
  13. 13. Part of 1 of 4: Creative Research<br />XML/ URL Scraper<br />
  14. 14. Part of 1 of 4: Creative Research<br />AdCenter / AdWords “New User” Help<br />1-866-2-Google<br />
  15. 15. Part of 1 of 4: Creative Research<br />Listening Tools<br /><ul><li>Search for “Personal Development”
  16. 16. Select Blogs in Google search options
  17. 17. Search for tags on posts about personal development</li></ul>The Long Way<br />
  18. 18. Part of 1 of 4: Creative Research<br />Listening Tools<br />The Easy Way<br />
  19. 19. Part of 2 of 4: Google Autocomplete<br />What if we could influence predicted search suggestions?<br />WOW!<br />You Cannot Turn This Off<br />
  20. 20. Part of 2 of 4: Google Autocomplete<br />A Few Google Autocomplete Influencers:<br />Search and click behavior<br />In natural search results<br />In search suggestions (Autocomplete itself)<br />Number of links pointing to authoritative pages that appear in the search results for a keyword theme<br />Discussion, mention, tags, and social ‘buzz’ around the keyword theme<br />
  21. 21. Part of 2 of 4: Google Autocomplete<br />
  22. 22. Part of 3 of 4: Creative “Bait”<br />Pay for Links or Get Them Free? Examples:<br />Xenu Link Sleuth (4k+ domains link to this download)<br />Mihm’s Local Ranking Factors (721+ domains link)<br />Robertson’s Video SEO Page (1k+ domains link)<br /> (74k+ domains link)<br />Some work from home opportunity (-100 domains link)<br />Awesome content = free links forever <br />
  23. 23. Part of 3 of 4: Creative “Bait”<br />A Few Ideas<br /><ul><li>Top 10 lists
  24. 24. Research and study results (with attributions)
  25. 25. Free online tools (calculators, website graders, etc)
  26. 26. Authoritative content (view Mihm’s blog)
  27. 27. Offer fresh value (daily deals [Groupon], offers, etc)
  28. 28. Tutorials and training (w3schools, eHow, etc)</li></li></ul><li>Part of 3 of 4: Creative “Bait”<br />
  29. 29. Part of 3 of 4: Creative “Bait”<br />Notice how the text in the widget rotates to provide unique static links.<br />
  30. 30. Part of 4 of 4: Campaign Mentality<br />Search is not a destination…….<br /><ul><li>What’s your marketing calendar look like?
  31. 31. Do you have a video + micro-blogging campaign?
  32. 32. What are your themes?
  33. 33. Daily “How To”, “Tip of the Day”, “Quote of the Day”, “Daily Deal”
  34. 34. Celebrity outreach
  35. 35. Persona skits (Old Spice Guy)
  36. 36. Second quarter 2fer offer, third quarter “affordability” campaign
  37. 37. What’s your push and pull strategy? (syndication)</li></li></ul><li>Part of 4 of 4: Campaign Mentality<br />
  38. 38. Part of 4 of 4: Campaign Mentality<br />2011 Campaign Results<br />
  39. 39. Special Thanks<br />
  40. 40. Connect with Steve Wiideman<br />Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.<br />He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.<br />He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.<br />Steve Wiideman<br /><br /><br />P. (562) 732-4417<br />E.<br />@seosteve<br />