Kent lewis-sic-2011

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Seattle Interactive Conference

Technologie 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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