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.
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Stale outdated website content – (ranking penalty)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
14. WSI Google Compliant Strategies
WSI Google
compliance
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)
16. Sample Campaign Framework (Phase 2)
Phase 2
On Page
Factors
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
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
lin eSol ut io ns Devel op men t
On
on sive Webs ite design , Grap h ic Des ign , Co pywr itin g an d W Site Sol uti on s
Resp
eb
co mmer ce Stor eDevelo p ment
E mpetit or Analys is & In tern et Marketi ng P lan s
Co
ap tiveSearch Engine Opt imizatio n
Ad
search marketi ng an d management
Paid
n ten t marketi ng Str at egy
Co
cial Med ia St rat egy Develo p ment
So
l Market in g C ampaign s
Emai
st om An alytics and Dash b oard Cr eat io n
Cu
rat egi c Acco un t Man agement
St
lin eR eview an d R ep ut at io n Management
On