Anvil SIC 2011 SEO Presentation by Kent Lewis

•

1 like•559 views

Anvil Media, Inc.

Technology Business

Search Marketing
The More Things Change,
The More They Stay The Same

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

Agenda
• A Brief Search History
• Content
• Code
• Credibility
• Resources
• Q&A

1994-5
• Algorithms focused on on-site factors
for keyword rankings

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

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

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

Media
• New media types in universal search

Code
• Old: Simplicity
• Clean HTML
• Use CSS vs. frames
• Limit use of Flash & jscript

Code
• New: Elegance
• CMS (WordPress)
• HTML5
• Webmaster Tools

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)

Credibility
• Old: On-site
• META tags
• Inbound links
• Domain history
• Rendering speed

Credibility
• New: Off-site
• Citations & reviews
• SERP CTR
• Site traffic volume

The 3 Cs
Content: New Formats

Code: More Screens

Credibility: Experiential

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

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Anvil SIC 2011 SEO Presentation by Kent Lewis

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

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