Ws ppt
- 1. Search Marketing Rankings Success Factors Tactics and Strategy Matt Robson matt@webstrategist.com
- 2. Ranking Success Factors 0. Market Choice, Size, Responsiveness 1. Conversion Optimization 2. Quality Content 3. Scale and nature of content production 4. Keyword Mapping 5. Link Building. Trust, Authority
- 3. Conversion Optimization • • • • Most crucial element to success after market selection. Determines what types of tactics will be viable. Testing. Competitive Research. Direct Marketing Best Practises, List Building. Google Analytics, Omniture Sitecatalyst
- 4. Quality Content • • • • In-depth, Data-driven, polarizing, provocative Curation - Digest-format of other resources Real-time - Associated Press Trending + Commentary - Lifestyle Magazines, Gossip Blogs
- 5. Content Model • • • • • • Publishing - New York Times Entertainment - TMZ ECommerce - Amazon, small etailer B2B - strategic content builds client trust Business Opportunity - Internet Marketing Guru, Network Marketing SEO-centric ventures. White Hat, Black Hat. (tech platform)
- 6. Keyword Mapping • • • Long-tail phrases can be targeted by expanding content Highly competitive phrases can be targeted by increasing link authority and site architecture around those phrases Internal Linking, Site Architecture
- 7. Link Building • • • • • Leveraging your Content, Building Relationships Media, Press Distribution, Social Media Forum participation. Directories. App Creation, Free Tools Content and Link Development Companies
- 8. Google Algorithm Updates Penguin - Black hat Linking, Link Disavow Pruning Panda - low-quality sites, duplicate, unoriginal content Hummingbird - context, site-wide keywords
- 9. Video and Mobile Advertising Video and Curation Web Video has a seamless distribution, but is lacking a discovery mechanism. (sides of taxis, commercials run in existing shows, critical mass following leads to press coverage, feedback loop. ) Need for content reviewers, roundup format as well as program directors.