organic search 101
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ORGANIC Search Marketing
Created by Lindsey Fair
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SERP’s
search engine results page
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Search starts with a spider
The more often the search engine finds your site and the more ‘popular’ sites is where it is found the higher your site will show up in search engines.
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It’s about being the popular one
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click on organic results (http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Time)
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search everywhere marketing
search engine optimization
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If you can’t be #1, 2, or 3 you may be better off to be #10
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But you should aim to be #1, 2, or 3 in Organic
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Pandas, Penguins and the deal with algorithms
http://searchenginewatch.com
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Strategy
Tactics win a few customers Strategies win market share
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Start with the The right product The right people The right promotional – idea, collateral The right place – channel choice The right price (organic vs paid or both)
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Being little doesn’t make you irrelevant
Google = 69% 19.4 billion Bing 2nd with 3.5 billion
Yahoo 3rd with 2.2 billion
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Friendly Sitemaps
https://support.google.com/webmasters/answer/156184?hl=en http://www.sitemaps.org/protocol.html
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Link Building
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Submission & ReSubmission
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Search is more than text
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Rich Snippets
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Have a multi-domain name strategy – brand / campaign (14theories.com) & keyword specific (webdesignkingston.com)
Domain Names
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Div
er
Do
wn
….
Make 404’s useful for your customers and for SE’s
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Breadcrumb Navigation
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File Names & Systems
Make them keyword dense – useful – not image1.jpg