APCM - Conférence B2C Herman Tumurcuoglu
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Transcript of APCM - Conférence B2C Herman Tumurcuoglu
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Everything Revolves Around Search
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# 1 Question from Web entrepreneurs
THIS IS WHY SEARCH ENGINE MARKETING IS SO IMPORTANT IN INTERNET MARKETING
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The Search Marketplace
• Organic Vs. Paid
Organic: Search Engine Optimization (SEO)
Paid: Pay-‐Per-‐Click (PPC)
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Search Behaviour: Golden Triangle
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Organic Ranking Visibility
• Rank 1 – 100% • Rank 2 – 100% • Rank 3 – 100% • Rank 4 -‐ 85% • Rank 5 – 60% • Rank 6 – 50%
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Source: SEOMOZ
CTR Rates
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90% of Clicks
10% of Clicks
Organic Vs. Paid
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SEO vs. PPC
SEO PPC
-‐ Higher Volume -‐ Quick and low cost setup
-‐ Additional Exposure and Credibility -‐ Minimal Development resources
-‐ Hard to Quantify -‐ Highly measurable & trackable
-‐ lot’s of ongoing work -‐ PPC climbing in most categories
-‐ Results take lots of time -‐ Constant monitoring
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Most Important Search Engines
70% !17% !11%
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So how do I get to the top Herman?
• No magic formula. • It’s a competition. • Focus on the right keywords, domains, Build Micro sites
• Have great keyword-‐rich content…fresh content. • Optimize your tags fully and smartly! • Build links, and thus your PageRank™ • Get social…don’t forget video • Get your visitors involved • Continually monitor and benchmark
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Algorithmic Ranking Factors
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What Are Searchers Looking For?
• Keyword Research – “Target the wrong keywords and all your efforts will be in vain.” !
• The “right” keywords are… – relevant to your business – popular with searchers – Propensity to convert
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Keyword Research
• Tools to check popularity of keyword searches !– SEMRUSH and SEOQUAKE !
– Google’s Keyword Tool !
– Google Trends
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▪ Lack of links down into all content pages;Non-‐textlink sitewide navigation;
• Search-‐form-‐only; • Javascript/Java-‐only (ie: dynamic menus); • Flash apps / Splash pages;
Non-‐optimal URL formats of pages
http://www.example.com/app.jsp?sid=abc123xyz
Common Barriers to Spidering
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Search engine spiders turn their noses up at such URLs
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Title Tags
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Pretty good title
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Not so good title – where’s the phrase “credit card”?
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Meta Description
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Tag Length Recommendation
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SEO Audit via Webmaster Tools
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Link Building
• Choose your anchor text wisely and wary them. !
• Do not pay for your links. !
• Choose your sites wisely. Sites with lots of good content.
!• Google will allow you to opt out of links pointing back to you in Webmaster tools.
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Penguin is the ‘cousin’ of Panda…
Panda identifies thin/weak content and penalizes you for publishing it
Penguin penalizes you for thin/weak content which links to you
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Your reputation !
can be implode in minutes
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Anyone can be a bad assbehind a computer!
Sites like Angie's list, Yelp and even Google encourage people to rate . !No business or professional is exempt from reviews: doctors, insurance companies, retailers, and wholesale. !Most problematic posts are in: !1) Review Boards 2) Complaint Boards 3) Personal Blogs 4) News sites 5) Video sites (Youtube)
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Bad reputation goes viral!
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It’s a reputation engine
YOUR BRAND!
▪ People are searching for you (30% of searches) ▪ Your customers are searching for you ▪ Your prospects (investors, employees…etc) ▪ People pissed at you for no reason.
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Reverse SEO
REVERSE SEO
▪ Build and Bury technique !
▪ Push negative press down !▪ Push up positive content to the top of the SERP
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!• This is going to take time and it’s going to be expensive! !
• Prevention is the best online reputation management! !
• Google Algorithm changes very often. !
• Google favours established content.
BAD NEWS!
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GOOD NEWS!
!• Google is particularly eager to populate each SERP with a page from different web sites. !
• Panda updates are bias against sites with ads.
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BLOOMEX
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New Contact Form Extensions (Beta)
Sitelinks… good SEO
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Organic Ranking Visibility
• Rank 1 – 100% • Rank 2 – 100% • Rank 3 – 100% • Rank 4 -‐ 85% • Rank 5 – 60% • Rank 6 – 50%
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Incorporate social media
• Creating multiple social profiles on various platforms with keyword rich names. !
• Integrate social media platforms with your customer service department. !
• Create blogs/wikis and develop them separately, unique content. !
• update often.
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• Use keyword rich domain names. !–Mycompany-‐reviews.com –Mycompany-‐complaints.ca –Mycompany-‐service.com –Mycompany-‐Chairtywork.org –Mycompany-‐ourtreach.net !
• Create a value proposition. – Placement Vs. Build links.
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Issue well optimized press releases
!– Optimize key words (like “reviews”) especially in headings. !
– Be sure to date the release. (datePublished snippet: Schema.org). While Google looks for older/established sites, it is also triggered to look for fresh content. !
– Submit the press release to distribution vehicles PRweb, PRnewswire, Marketwire.
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BEFORE
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AFTER
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!!!!
• Loyal customers are your army! Drive them to the review sites. !
• Ask that false information be removed! !
• If true, acknowledge and apologize. Offer an explanation. !• Tell Google!
– Improper use of your trade name. [email protected] Records and Legal Investigations Support can be reached at: 650-‐253-‐3425.
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Take Away!
• Own your Brand. !
• Stake your claim on Social media. !
• Build your Social Currency. Which means… !
• Build connections, friends, followers and thus you will build links. Google will like you! !
• If all else fails! There is always Reverse SEO. �45
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!!!!!
• Herman Tumurcuoglu • E-‐Marketing Consultant • http://www.linkedin.com/in/webbusiness