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Title:

When Search Engines Do Search Marketing

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I have a few search engines as clients. Wouldn't it be funny if... End user paid directory listings leverage the SEO's out there ; ... – PowerPoint PPT presentation

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Title: When Search Engines Do Search Marketing


1
When Search Engines DoSearch Marketing
  • Joseph Morin
  • President
  • Boost Search Marketing

2
My Background
  • SEO Consultant for past 5 years
  • Former in-house Director of Search for Autobytel
    for 2 years
  • Former Private Investigator focusing on
    competitive intelligence, intellectual property
    and trademark infringement
  • Moderator In-House and SEO Events Forums at
    forums.searchenginewatch.com
  • Official Party Coordinator for SES

3
Session Background
  • Lunch w/Yahoo
  • I have a few search engines as clients
  • Wouldnt it be funny if?
  • Late night email to Danny (by Dave)
  • Fortunately Business.com and Local.com agreed to
    the session.

4
  • Todd mentioned the Why, here is the How
  • With 65,000 categories laborious process
  • Every category ended with Information at
    Business.com
  • New focus on core directory
  • Streamline directory to channel strength of the
    page
  • Correct canonical issues

5
  • In addition to renaming the main directory
    categories, keyword research was conducted using
    multiple methods
  • Our own directorys conversion rate and ROI
  • Wordtracker
  • Keyword Discovery
  • Yahoo and Google Keyword suggestion tools
  • End user paid directory listings leverage the
    SEOs out there )

6
  • With new keyword research in place, now the slow
    process of roll out changes begins
  • Core content is moving closer to root domain
  • Less clicks to contents increases conversion and
    adds to page strength
  • More bang for the buck for our paid listings
    higher conversion

7
  • Canonical issues corrections
  • Internal link popularity is channeled to the home
    page
  • Redirect strategies include 301s where needed
  • Highest page strength is directed to the business
    directory

8
  • Background new local search engine launched
    approximately 1 year ago
  • Search Engine and Directory
  • Challenging directory structure - every
    imaginable local business

9
  • Even search engines need to understand SEO
  • Robots.txt issue were preventing crawls
  • Redirects made were 302s instead of 301s
  • Major canonical issues

10
  • Internal link popularity was being sent to
    multiple places
  • Local.com
  • Local.com/
  • www.local.com
  • www.local.com/index.html
  • When sent to the right location (www.local.com)
    sometimes done with a 302

11
  • Renewed focus on core directory
  • Leveraging internal link popularity
  • Adding more local content for more relevance
  • Better job at geotargeting - robots

12
Coopetition
  • Search engines are learning how to play on each
    other
  • Sometimes they play with each other
  • SES Party Rule 1 in 2003

13
Sometimes the Search EnginesEven work together
14
Sometimes the Search EnginesEven work together
15
Party Tonight
  • SEARCHBASH 3
  • Sponsored by
  • Bruce Clay, Inc.
  • Looksmart Moniker Position Tech True Local
    Webmaster Radio Location Studio 88 South
    First StreetSan Jose, CA 95113

16
Thank You
  • Contact info
  • Joseph Morin
  • Boost Search Marketing
  • Irvine, CA
  • www.boostranking.com
  • Joe_at_boostranking.com
  • http//equitymind.blogspot.com
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