The idea isn't really to outsmart Google but rather all of your competitors to achieve first page placement in search results. Nearly 90% of all search users never make i t past the first page. Make your site count. Get the traffic you deserve. Learn more in this educational presentation.

1. How to Outsmart Google Kevin Krason President and Founder Biznet Internet Solutions, Inc. (How to earn a first page listing on Google, Yahoo!, Bing and more)

2. Session Agenda Marketing Trends Understanding Search Engines Key data points Basic Rules Top Ranking Factors Relevancy Building Techniques Measurement

3. Marketing Trends

4. Communication Paradigm Shift Smoke Signals Letters / Mail Telegraph Telephone Mobile Phone Email Online Community Technology continues to change the way humans communicate professionally and socially

5. Traditional Marketing…

6. Traditional Marketing is Dead

7. % of U.S. Advertising Budget Allocated to Digital

8. Forecast: U.S Digital Marketing Spend

9. David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content. RohitBharagava: The real secret to great marketing is creating compelling and useful content. Brian Clark: Online, great content is effective advertising and smart marketers are the new media. Seth Godin: Content Marketing is the only marketing left. Top online marketing thought leaders stress the importance of Inbound Marketing

10. Outbound vs. Inbound Marketing Inbound Marketing is desired, impactful, targeted, and extremely cost effective.

11. Inbound Marketing is more Cost Effective Average Cost Per Lead

12. Search Engine Market Share

13. March Search Volume: 16.94 Billion Source: comScoreqSearch

14. % clicks by position

15. Position Matters!

16. Understanding Search Engines

17. What is a Search Engine?

18. Key Data Points Google PageRank Alexa (Amazon) Back Links

19. Google Page Rank

20. Page Rank Defined “PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results. PageRank also considers the importance of each page that casts a vote, as votes from some pages are considered to have greater value, thus giving the linked page greater value.

21. Alexa Tracks 16 Million Sites Owned by Amazon Collects Traffic, Search Analytics, Demographics, etc. Get Data from many sources Compares site popularity Provides Ranking : Lower is Better!

22. Backlinks Links from other websites to your website Search Spider follows links More links = more relevant

23. Free Tools PopURI.us Chrome SEO

24. Basic Rules Keywords Content Relevancy It’s all relative to your competition

25. Keywords Which Keywords are used by your prospects? What is the search volume for each term? How many competitors are there? PPC: How much does it cost?

26. Keyword Research Tools Word Tracker Google Keywords Tool WebCEO Keyword Elite

27. Content Error Free / Professionally Written Keyword Rich (2-4% density) One Targeted Keyword per page More content pages = More indexed pages Provide Value

28. Relevancy Relevancy is earned ONLY through Inbound Links from External websites

29. On Site Optimization: Content and Code Keyword in site address Keyword in Domain name Keyword in Title Tag Keyword in Heading and Subheadings (H1, H2) Keyword in Internal Link Anchor Text

30. Top 5 Ranking Factors Keyword Focused Anchor Text from External Links External Link Popularity (Quantity / Quality) Diversity of Link Sources Keyword In Title Tag Link distance from Trusted Domain

31. Relevancy Building Techniques Content Marketing Social Media

32. What is Content Marketing? The art of listening to your customers wants and needs and the science of delivering content to them in a compelling way.

33. Content Marketing Continued Developing and sharing relevant and valuable content to educate, earn trust, and engage customers with the objective of driving profitable actions Creates thousands of links from external credible websites back to your website Improves your website's reputation and credibility with search engines Improves your rank on search engines Presents you as a thought leader in your industry Provides potential customers with value Drive Website Traffic Generate New Leads and Sales

34. Common Content Types Videos Articles News Releases PowerPoint Presentations How-To's White Papers Wiki Material Blog Posts

35. What can Content Marketingdo for you? Build Relevancy through the creation of Inbound Links Create brand awareness Public relations services Establish thought leadership Create Business Leads

36. Content Marketing Example Source: Google 1,220 External Properties Linking Article to Product

37. Article Example

39. Impressions range from 0 to millions depending on publishing property

41. What is Social Media Marketing? Face to Face networking or Word-of-Mouth Marketingin a virtual world

42. What is Social Media? Engagement and relationship building with prospective customers in a virtual environment Integrates technology and social interaction through words, pictures, videos and audio Uses conversations through networking to share experiences, links, and information about a company, product or service Must provide value to be effective

43. What can Social mediado for you? Identify and create prospects Create brand awareness SEO via link building Public relations services Relationship and network building Establish thought leadership Create Business Leads

44. Social Media is for B2B and B2C Source: HubSpot State of Inbound Marketing Report

45. 50% of Social Media activity happens on properties you’ve never heard of.

46. Engagement Example: Forums Source: http://www.abc-of-fitness.com forum

47. Engagement Example: Twitter

48. Social Media: Quick Facts 49% of social media (SM) users log on daily 31% agree SM is more credible than ads 61% research purchases with SM 36% use SM for purchasing decisions 40% are talking and learning from specific orgs 25% of users “feel better” about companies using SM 89% of users use SM more/same as last year Source: CNW Group and Leger Marketing

49. Social Media is a Key Driver in Brand Awareness and Affinity

51. 70% of US online Adults are “spectators” of social media content

53. Measuring: Monitoring, analyzing and tracking those conversations

55. Maximizing Inbound Marketing: Search, Content and Social Media In order to effectively benefit from inbound marketingyou must leverage multiple channels! Social Media Content Search

56. Measuring Results Google Analytics (Traffic) Search Engine Results Pages PageRank Alexa Rank Inbound Links Leads, Sales, etc. Traction

57. Summary Marketing Trends Understanding Search Engines Key data points Basic Rules Top Ranking Factors Relevancy Building Techniques Measurement

58. Learn More Next Seminar: Winning at Local Search & Sprout Biznet’s Website: http://www.biznetis.net Free Consultation: Call us!

59. Thank you! Want a copy of this presentation? Contact or Connect with Me: Kevin Krason kkrason@biznetis.net 248.560.9000 Twitter.com/kevinbiznet LinkedIn.com/in/kevinkrason