presentation by webstrategist

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
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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
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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
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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
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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
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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.

10. Thanks.
Matt Robson
matt@webstrategist.com
516-510-8779
Linkedin.com/in/MattRobson
mattcrobson@gmail.com (gChat)