SEO / PPC in 2014

Charles Crawford

Who Am I

• Background - 2010• Affiliate Marketing• Crawford and O’Brien

Goals

• Background and Understanding• Implementation• You’ll Never Get Screwed

Google’s Goal

• Provide the best experience for the user(sites with relevant information)

Old SEO

• Keyword stuffing• Meta tags• Spammy backlinks

Search Engine Optimization

Google’s Ranking Algorithm 2012-2014

On-Page SEO

• Title Tag• Meta Description• Authorship• Keyword Research – Google Planner

http://blog.kissmetrics.com/google-authorship/

Great Content

• Google’s Goal is is to provide users the best experience. So have great content that’s conversational and engaging.

• No duplicate content. • InfoGraphics• Images• Videos

Keywords in Your Content

• You need to include the keywords you are trying to rank for in your content…but don’t keyword stuff. Make it conversational.

• Google loves lots of text. If you want to rank include 1000+ words, an image, a video and more. Your chances of ranking are higher than someone with only 500 words of only text.

Other On-Page Factors

• User Experience (people scrolling & clicking)• Load Speed (under 1 second)• Responsive Design• No Duplicate Images / Content• Internal Linking (linking pages within your site

to other pages within your website)• Have recommended content after every post

Off-Page Factors

• Number of High Authority Sites Linking to Your Website (backlinks)

• Social Signals (Facebook likes, Google+, Tweets, Pins, Social Bookmarks)

• These 2 Factors are Over 60% of SEO!

Great Sites to Get Links From

• Gawker• Deadspin• Lifehacker• Gizmodo• Buzzfeed (anyone can submit)• Academia.edu• iReporter CNN • Yahoo Voices

Wikipedia Hack

• Fixing Broken Links – amazing link juice• http://www.quicksprout.com/2014/01/29/7-e

ssential-ingredients-every-seo-campaign-needs/

Rank Yelp Listings

How?

• Backlinks• Where do you get them?• Fiverr – buy social bookmarking links and

pyramids. • How do you check backlinks?• Ahrefs.com• Opensiteexplorer.com• Alexa Toolbar for Chrome

Fiverr

Rank Videos

• Every business should be on Youtube• Buy Fiverr backlinks to rank• Buy real views for $.02 • Buy comments, likes, views from Fiverr after

one week.• Google loves video and it has high CTR

This is Me!

But…

• Don’t send Fiverr links to your website. Just send links to authority sites like Youtube, Yelp, Linkedin, Facebook, Twitter. Why? Even if the links are low quality, it won’t affect the authority of Youtube (for example). But sending a bunch of low quality links to your main site would decrease your rank.

Guest Blogging

• Guest blogging is one of the most powerful methods for getting traffic and links

• Get into the sites mentioned earlier + relevant blogs in your industry

• Ex. This blog is perfect for a dentisthttp://www.dentistryiq.com/articles/2013/09/why-every-dentist-should-participate-in-dentistry-from-the-heart.html

InfoGraphics• Create an InfoGraphic – which is a big image that

is educational and entertaining• People love sharing them on social sites and they

generate links.• http://crawfordandobrien.com/phoenix-reputati

on-management/• Order infographics on fiverr.com at • http://fiverr.com/vlad22/send-you-the-

infographics-mega-pack-with-80-very-high-quality-and-completely-editable-infographics-that-pros-use

Example of an InfoGraphic

InfoGraphic Directories

• http://www.quicksprout.com/2012/06/11/5-ways-to-get-your-infographic-to-go-viral/

• Daily InfoGraphics• Cool InfoGraphics• Love InfoGraphics• If these sites publish your infographic, you get

a high quality link to your website!

Anchor Text

• Anchor text is the words that someone actually clicks when they click a link.

• Ex. Click Here is anchor text. • http://crawfordandobrien.com can be anchor

text. • You need to diversify your anchor text and not

stuff your anchor text with all your keywords

Use Ahrefs.com

Mix Up Your Anchor Text

• 30% of your anchor text should be conversational!

• 20% should be your company name• 10% keywords you want to rank for• 10% variations of keywords to rank for• 10% should be “click here” or “learn more”• 10% should be http://yourdomain.com• 10% should be the title of your page

Quick Action Plan for Fast Rankings• Keyword Research (Keyword Planner – need to create

a Google Adwords account)• Create a 2000 word blog post. Hire someone on

Elance.com• Order an infographic on Fiverr.com • Publish the infographic to 50+ directories – hire

someone on fiverr to do this. • Share it to PDF and slide sharing sites – hire someone

on fiverr to do this. • Order a white board animation video on fiverr• Share the post on Twitter, FB, Pinterest, Google+

Future of SEO• Voice search – people search with their voice.

That’s why conversation anchor text is so important.

• User experience. That’s Google’s goal. Give them what they want. Fast loading sites. Great content. Responsive. Get people to click through multiple pages on your site.

• Google+ Author Rank.• Make it look natural – if you look like spam, you

are.• These are responses from SEO millionaires.

Pay Per Click (PPC)

• Google Adwords – largest ad network• Does it still work? Yes. But the cost-per-clicks

CPCs are increasing, making SEO more valuable today than ever before.

• It’s based on supply / demand in an auction system.

• One Hack – don’t bid even numbers. Bid .02 since higher than even numbers.

Google’s New Ad Layout

How to Determine ROI

• Estimate Search Volume for your keywords• Get CPC estimates for that volume• Add up the cost• Determine your conversion rate• What’s your profit per conversion? • Revenue – cost = profit.

Example• “Las Vegas dentist”• Volume 1300 searches / mo• You could get a 3% click-through-rate (CTR)• .03 x 1300 = 39 clicks• Ave CPC = $10 per click• 39 clicks x $10 = $390• Conversions on 39 clicks? 2 patients• Revenue? $1000. • Profit? $610• Worth it? Yes.

PPC in 2014

• Standard CPC traffic is increasing, but it still works. But, the future is Native Advertising. Have you seen a Facebook newsfeed ad before? That’s native advertising. It works wonders, and that’s what’s working best now. Same with Youtube ads. I highly recommend any business owner do Youtube ads.

Retargeting / Remarketing

• This is showing ads to people who have previously visited your website. Have you noticed that most of the ads you see are from sites you’ve recently visited? That’s retargeting in action.

• It’s powerful• The CPCs are low relative to other platforms• It’s incredibly targeted, so the ROI is high

Internet Marketing Strategies for 2014

• SEO – Content Marketing• Google Adwords (Search and or Display)• Retargeting• Native Advertising (FB Newsfeed Ads, Twitter

Ads, Pinterest Promoted Posts, Stumbledupon Ads)

Let’s Get in Touch

• Charles Crawford• charles@crawfordandobrien.com• http://CrawfordandOBrien.com• http://Facebook.com/kingccrawford

• Bonus:• http://crawfordandobrien.com/mindmap