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

6. SEO ‘11

7. SEO ‘12+

8. The 3 Cs
Content
Code
Credibility

9. Content
• Old: Keyword density + links
• Proximity
• Prominence
• Placement

10. Content
• New: Experience
• Location
• Media
• Readability
• Freshness

11. Location

12. Media
• New media types in universal search

13. Readability
• Site usability & design

14. Freshness

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

22. Citations
• Citations & reviews

23. CTR
• Track via Google Webmaster Tools

24. Site Traffic
• New: Traffic

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