How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, Bing, and more)

How to Outsmart GoogleKevin KrasonPresident and FounderBiznet Internet Solutions, Inc.(How to earn a first page listing on Google, Yahoo!, Bing and more)

Session AgendaMarketing TrendsUnderstanding Search EnginesKey data pointsBasic RulesTop Ranking FactorsRelevancy Building TechniquesMeasurement

Communication Paradigm ShiftSmoke SignalsLetters / MailTelegraphTelephoneMobile PhoneEmailOnline CommunityTechnology continues to change the way humans communicate professionally and socially

% of U.S. Advertising Budget Allocated to Digital

Forecast: U.S Digital Marketing Spend

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

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

Inbound Marketing is more Cost EffectiveAverage Cost Per Lead

March Search Volume: 16.94 BillionSource: comScoreqSearch

Key Data PointsGoogle PageRankAlexa (Amazon)Back Links

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.

AlexaTracks 16 Million SitesOwned by AmazonCollects Traffic, Search Analytics, Demographics, etc.Get Data from many sourcesCompares site popularityProvides Ranking : Lower is Better!

BacklinksLinks from other websites to your websiteSearch Spider follows linksMore links = more relevant

Basic RulesKeywords Content RelevancyIt’s all relative to your competition

KeywordsWhich 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?

Keyword Research ToolsWord TrackerGoogle Keywords ToolWebCEOKeyword Elite

ContentError Free / Professionally WrittenKeyword Rich (2-4% density)One Targeted Keyword per pageMore content pages = More indexed pagesProvide Value

RelevancyRelevancy is earned ONLY through Inbound Links from External websites

On Site Optimization: Content and CodeKeyword in site addressKeyword in Domain nameKeyword in Title TagKeyword in Heading and Subheadings (H1, H2)Keyword in Internal Link Anchor Text

Top 5 Ranking FactorsKeyword Focused Anchor Text from External LinksExternal Link Popularity (Quantity / Quality)Diversity of Link SourcesKeyword In Title TagLink distance from Trusted Domain

Relevancy Building TechniquesContent Marketing Social Media

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.

Content Marketing ContinuedDeveloping and sharing relevant and valuable content to educate, earn trust, and engage customers with the objective of driving profitable actionsCreates thousands of links from external credible websites back to your websiteImproves your website's reputation and credibility with search enginesImproves your rank on search enginesPresents you as a thought leader in your industryProvides potential customers with valueDrive Website TrafficGenerate New Leads and Sales

Common Content TypesVideos Articles News Releases PowerPoint Presentations How-To'sWhite Papers Wiki Material Blog Posts

What can Content Marketingdo for you?Build Relevancy through the creation of Inbound LinksCreate brand awarenessPublic relations servicesEstablish thought leadershipCreate Business Leads

Content Marketing ExampleSource: Google1,220 External Properties Linking Article to Product

Content Marketing: Measuring Reach1 in 3 articles goes viral =Distributed to more than 10,000 sites

Impressions range from 0 to millions depending on publishing property

Website statistics will identify referral sources - can quantify resulting trafficContent Marketing Program Elements: Measurement & ReportingOnline brand mentionsBreadth of content distributionInfluence on Search EnginesImpact on website trafficWebsite rankingsLeadsSales

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

What is Social Media?Engagement and relationship building with prospective customers in a virtual environmentIntegrates technology and social interaction through words, pictures, videos and audioUses conversations through networking to share experiences, links, and information about a company, product or serviceMust provide value to be effective

What can Social mediado for you?Identify and create prospectsCreate brand awarenessSEO via link buildingPublic relations servicesRelationship and network buildingEstablish thought leadershipCreate Business Leads

Social Media is for B2B and B2CSource: HubSpot State of Inbound Marketing Report

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

Engagement Example: ForumsSource: http://www.abc-of-fitness.com forum

Social Media: Quick Facts49% of social media (SM) users log on daily31% agree SM is more credible than ads61% research purchases with SM36% use SM for purchasing decisions40% are talking and learning from specific orgs25% of users “feel better” about companies using SM89% of users use SM more/same as last yearSource: CNW Group and Leger Marketing

Social Media is a Key Driver inBrand Awareness and Affinity

Social Media: Measuring Reach75% of US Adults use Social Media

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

Each Social Media “creation” equates to 10+ quality impressions (ex. 1,000 engagements= 10,000 impressions)Social Media ProcessThree phases of an end to end program: Listening: Discovering real-time, relevant, impactful conversations

Measuring: Monitoring, analyzing and tracking those conversations

Engaging: Active dialog with customers and tracking/ tagging comments for further useSocial Media: Measurement & ReportingSocial Media Engagements/InfluenceOnline brand mentionsInfluence on Search EnginesImpact on website trafficWebsite rankingsLeads Sales

Maximizing Inbound Marketing: Search, Content and Social MediaIn order to effectively benefit from inbound marketingyou must leverage multiple channels!Social MediaContentSearch

Measuring ResultsGoogle Analytics (Traffic)Search Engine Results PagesPageRankAlexa RankInbound LinksLeads, Sales, etc.Traction

How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, Bing, and more)

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