SEO 3.0 notes
3 most effective types of marketing (in order):
- Word of Mouth
- PR
- Online Search
Google dominates search for most of the world
Target CPA (cost per action) not CPC (cost per click). Action could be purchase, lead, etc.
Adwords site targeting is very effective for new sites
He used a yearbook analogy to describe search ranking, important factors:
- # of signatures
- weight of signatures (prom queen is worth more than others)
- likelihood of signature (prom queen would be more likely to sign a football player's yearbook than a chess player's)
Current SEO Trends
80% of your ranking is what other people say about your site (incoming links)
20% is your actual on page content of which:
most is in your title tag
only 30% is keyword weight on page
Good content is key
Some hooks you can use:
humor
newsworthy
resourceful
controversial
flaming (though not recommended)
Do it frequently
Embed your keywords
Use internet wires (even internet only)
It's easy... do it
Search results aren't just plain text. Books, video, images all show up.
Real for '08: video, social media optimization (facebook, linkedin, etc.), conversions & cross-channel marketing
Not worth the hype: virtual worlds, mobile
Do a PPC keyword test for market research before building an SEO campaign
How to spot a snake oil salesman?
- order of elements in proposal (link building should be near the top)
- Reach and visibility aren't as important as conversion
- ask to speak with former not current clients
reciprocal links are devalued