This document discusses the evolution of digital marketing and search engine optimization (SEO) practices. It describes how SEO strategies have changed over time in response to updates from Google, including the Penguin and Panda algorithm updates which penalized low-quality and unnatural backlink practices. The document then outlines a sample digital marketing campaign framework focusing on on-page optimization, content creation, social media engagement, and natural link-building practices that comply with current Google guidelines.

1. DIGITAL MARKETING
(POST PENGUIN)
1 Click Solutions, LLC – Denver, Colorado - USA

2. Today’s
Agenda

3. How Search Works
Matt Cutts: Head of Google Spam Team
How
search
works
http://www.youtube.com/watch?v=BNHR6IQJGZs

4. The Evolution of SEO
2000 – 2005
The
Evolution
of SEO
Meta Tags
Doorway Pages
Keyword Stuffing
Inbound Links
Link Farms
2005 – 2010
Links (quantity NOT quality)
 Directory Links
Article Directory Links
Link exchange
Keyword Density Metric (Page Keyword ration to page content)
Links from high page rank sites

5. The Evolution of SEO
2011 – Feb, April, Sept, Google launches Panda (Algorithm)
The
Evolution
of SEO
Google penalizes Website search rankings for low quality SEO
Keyword Stuffing – (ranking penalty)
Duplicate content – (ranking penalty)
Stale outdated website content – (ranking penalty)
No “Social” signals or presence – (ranking penalty)
Low quality inbound Links – (ranking penalty)
Poor content – (ranking penalty)
Google launches “Personalized search Results”
Different search results for different People
Based on your Social Networks
Based on your previous search History
 Websites you have visited

6. The Evolution of SEO
April 2012 – Google Penguin update
The
Evolution
of SEO
Google demotes rankings on websites globally
Bad Links – (ranking penalty)
Google sends bad Links notifications (Webmaster Tools)
Google introduces the Disavow Tool (request for ignoring Links)
No or poor quality Social Signals – (ranking penalty)
May, Oct 2013 – Google Penguin 2.0
Social Media Marketing a Must (relationships are the new “Link Juice”)
Personalized search gets stronger
On Page SEO factors gets more stringent
Google “Authorship” (Tagging content to an Individual Author)
Quality relevant content - NOT quantity
Aggressive Link building schemes is a NO

7. The Evolution of SEO
Matt Cutts: Head of Google Spam Team
The
Evolution
of SEO
http://www.youtube.com/watch?v=xQmQeKU25zg

8.  Social Media is the #1 activity on the Web
 It is word of Mouth Marketing
 People Trust People not Advertisements
 Traditional Marketing is an INTERRUPTION Social Marketing is ENGAGEMENT
 Social Media is YOU. It is your Businesses’ Personality
 Social Media is now an integral part of SEO and being found on the Internet

10. Benefits of Social Marketing

11. Social Marketing is Not new
It has in Fact been around for thousands of Years

12. Social Search in Action

13. Part 2
WSI Google
strategies

14. WSI Google Compliant Strategies
WSI Google
compliance
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We conduct stringent on-going R&D of Google SEO compliance
Google Web Master Audit (analysis and report on Websites health)
Advanced targeted Keyword Research
On Page search Optimization (per Google Guidelines)
Off Page Search Optimization Factors (per Google Guidelines)
Back Link Audit (per Google Guidelines)
Un-Natural Link Removal (per Google Guidelines)
 Advanced natural promotional Campaigns (per Google Guidelines)

15. Sample Campaign Framework (Phase 1)
Phase 1
WSI Campaign
setup
Google Web Master Audit (analysis and report on Websites SEO health)
Keyword Research (find the best keywords based on search trends)
Google Tools setup if not done) – Webmaster , Analytics
Backlink Monitoring (to avoid search engine penalties)
Sitemap Integration and submission
Domain Optimization (Robots.txt, 404 & 301 Redirects, Canonical
Optimization )
 Google Page Speed score Optimization
 Back Link Audit (per Google Guidelines)
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16. Sample Campaign Framework (Phase 2)
Phase 2
On Page
Factors
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Website URL’s & Navigation Structure (analysis & optimization )
Keyword Mapping (Mapping of sites pages and specific keywords to pages)
Meta Tags Optimization
Multimedia, Image Tag Optimization
Duplicate Content Removal
Keyword Density Optimization
Implement Structured Data (Integrating webpage contents with HTML schema to
get rich snippets in search results)
Back Link Audit (per Google Guidelines)
Anchor Text Audit
Site Wide Links Report (Analyzing and reporting links that are available in site's
footer & header)
Irrelevant Link Report ( Identifying and reporting irrelevant links)

17. Sample Campaign Framework (Phase 3)
Month 1
Phase 3
Ongoing
Promotions
Unique Quality Content Creation & posting (creation and posting of content such as
case study, success story, blogs, news
Advanced Video marketing and syndication
Google Plus Profile creation (or editing)
Google Plus Cover Image custom branding (or editing)
Google Plus Updates writing & posting
Back Link Monitoring (monitoring backlinks to avoid Google penalties)
Reporting: Google Analytics Report (comprehensive analysis & report on sites
performance)

18. Sample Campaign Framework (Phase 3)
Month 2
Phase 3
Ongoing
Promotions
Multimedia Content Creation (Creation of quality multimedia contents)
Advanced Video marketing and syndication
unique Quality Content Creation & posting (creation of content such as case study,
success story, blogs, news
 Google Plus updates writing & posting
Publisher/Author Markup ( Creating author profiles and markup to enhance visibility within
the search results)
Build Authority (get High Quality backlinks from Directories, Business Profiles)
Optimization for new Google updates
Backlink Monitoring (monitoring backlinks to avoid Google penalties)
Reporting: Google Analytics Report (comprehensive analysis & report on sites
performance)

19. Sample Campaign Framework (Phase 3)
Month 3
Phase 3
Ongoing
Promotions
Quality Content Creation
Content Publishing
Google+ updates
Build Authority (quality backlink building)
Optimization for New Google updates
Back Link Monitoring
Reporting: Google Analytics Report (comprehensive analysis & report on sites
performance)

20. Campaign content creation
Campaign
Content
creation
 Campaigns are structured to minimise Client required time & resources
 We can create and publish ALL content
 All content is Client approved prior to publishing
 You can also provide some content if preferred

21. Campaign strategy Proposal & Marketing Plan
Campaign
Proposal
creation
 Custom Proposal and strategy document created with firm pricing break down
 Campaign Marketing Plan schedule Calendar included
 Monthly transparent Reporting of all completed Tasks
Where to start?
We will create the Campaign strategy Proposal and Marketing Plan

22. About us
About WSI
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World’s largest Digital Marketing Group
Offices serving over 1,500 local markets and 89 countries worldwide
Ranked the # 1 Internet Services Business by Industry-leading Entrepreneur magazine
Core focus in delivering results to our customers

23. Our
Services
Our Services
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24. 1 Click Solutions, LLC – Denver, Colorado - USA
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