How to Outsmart Google

Kevin KrasonPresident and Founder

Biznet Internet Solutions, Inc.

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

Session Agenda

Marketing TrendsUnderstanding Search EnginesKey data pointsBasic RulesTop Ranking FactorsRelevancy Building TechniquesMeasurement

Marketing Trends

Communication Paradigm Shift

Smoke SignalsLetters / MailTelegraphTelephoneMobile PhoneEmailOnline Community

Technology continues to change the way humans communicate professionally and socially

Traditional Marketing…

Traditional Marketing is Dead

% of U.S. Advertising Budget Allocated to Digital

2008 20130%

5%

10%

15%

20%

25%

30%

17%

25%

Forecast: U.S Digital Marketing Spend

2009 2010 2011 2012 2013 2014$0

$10,000,000,000

$20,000,000,000

$30,000,000,000

$40,000,000,000

$50,000,000,000

$60,000,000,000

Mobile MarketingSocial MediaEmail MarketingDisplay MarketingSearch Marketing

Top online marketing thought leaders stress the importance of Inbound Marketing

Seth Godin: Content Marketing is the only marketing left.

Rohit Bharagava: 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.

David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.

Outbound vs. Inbound MarketingOUTBOUND (Push) INBOUND (Pull)

Telemarketing Search Marketing

Trade Shows Blogging

Direct Mail Social Media

Email Blasts RSS/Content Syndication

Print Ads / Press Releases Articles, Ebooks, White Papers

Television / Radio Videos / Presentations

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

Inbound Marketing is more Cost Effective

Average Cost Per Lead

Search Engine Market Share

65.7

15.7

13.9 3.1 1.6

% Search Share March 2011

GoogleYahooMicrosoftAskAOL

March Search Volume: 16.94 Billion

Source: comScore qSearch

Explicit Core Search Query ReportMarch 2011 vs. February 2011

Total U.S. – Home/Work/University Locations

Core Search Entity Explicit Core Search Queries (MM)

Feb-11 Mar-11 Percent Change

Total Explicit Core Search

15,445 16,940 10%

Google Sites 10,096 11,123 10%

Yahoo! Sites 2,485 2,662 7%

Microsoft Sites 2,106 2,362 12%

Ask Network 491 520 6%

AOL, Inc. 267 272 2%

% clicks by position

Position Matters!

Understanding Search Engines

What is a Search Engine?

Key Data Points

Google PageRankAlexa (Amazon)Back Links

Google Page Rank

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.

Alexa

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

Backlinks

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

Free Tools

PopURI.usChrome SEO

Basic Rules

Keywords Content Relevancy

It’s all relative to your competition

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?

Keyword Research Tools

Word TrackerGoogle Keywords ToolWebCEOKeyword Elite

Content

Error 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 Code

Keyword in site addressKeyword in Domain nameKeyword in Title TagKeyword in Heading and Subheadings (H1, H2)Keyword in Internal Link Anchor Text

Top 5 Ranking Factors

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

Relevancy Building Techniques

Content 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 actions

Creates 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 Types

Videos 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 Links

Create brand awareness

Public relations services

Establish thought leadership

Create Business Leads

Content Marketing Example

1,220 External Properties Linking Article to ProductSource: Google

Article Example

Content Marketing: Measuring Reach

• 1 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 traffic

Content Marketing Program Elements: Measurement & Reporting

Online 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 Marketing

in a virtual world

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

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

Social Media is for B2B and B2C

Source: HubSpot State of Inbound Marketing Report

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

Engagement Example: Forums

Source: http://www.abc-of-fitness.com forum

Engagement Example: Twitter

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

Social Media is a Key Driver inBrand Awareness and Affinity

Social Media: Measuring Reach• 75% 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)

Creators 1,000 Conversationalists 1,375Critics 1,542Collectors 833J oiners 2,458Spectators 3,208

Total Impressions 10,417

Social Media Impressions

Social Media Process

Three 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 use

Listening Measuring Engaging

Social Media: Measurement & Reporting

Social Media Engagements/InfluenceOnline brand mentionsInfluence on Search EnginesImpact on website trafficWebsite rankingsLeads Sales

Content

Social Media

Maximizing Inbound Marketing: Search, Content and Social Media

In order to effectively benefit from inbound marketingyou must leverage multiple channels!

Search

Measuring Results

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

Summary

Marketing TrendsUnderstanding Search EnginesKey data pointsBasic RulesTop Ranking FactorsRelevancy Building TechniquesMeasurement

Learn More

Next Seminar: Winning at Local Search & Sprout

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Thank you!

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Contact or Connect with Me:Kevin Krasonkkrason@biznetis.net248.560.9000Twitter.com/kevinbiznetLinkedIn.com/in/kevinkrason