Minneapolis Marketing Authority Oct 18th, 2011

Agenda

Introductions– What You Currently Do?– Experience with Internet Marketing– Current Issues/Questions

Roundtable Discussion– Current Issues– Open Table

Topics of Interested

Random “Stuff”

Background

10 Years Internet Marketing Experience– Started with Email Marketing

– Built a Boston based Internet Consulting Agency• From $180k to $2 Million in 2 Years• Managed $35 Million in Client Revenues

– Left to Start My Own Business• Operate Several Ecommerce & Content Websites• Small Consulting Practice for Select Clients

I started this group to share and learn with others

Background

Areas of Expertise

– eCommerce

– Search Engine Optimization

– Online Advertising

– Social Media

– Conversion Optimization

Background

Web Portfolio

– eCommerce• High-End Baby Gear

• Baby Care / Feeding

• Branded / Luxury RX Eyewear

• Extreme Watersports

– Luxury Real Estate

– Niche Topics

– Social Network

Background

Michelle Schmidt• 10 Years Internet Marketing Experience– Currently Operates IceLinkDesign.net

Agenda

Introductions–What You Currently Do?

–Experience with Internet Marketing

–Current Issues/Questions

Agenda

General Discussion–News & Events

• Google Analytics• Panda Update 2.7 Oct. 14th • Facebook Google Insights for Websites

– Specific Questions

–Successes/Failures

Background

What is Panda?• Primarily for Duplicate Content

• Create a Humanized Algorithm– Is the site authoritative?– Are there to many ads?– What’s the quality of the content?

Aggregate Individuals Scores of Pages into Site-Wide Score

Background

Google Webmaster Tools:Give visitors the information they're looking for:Provide high-quality content on your pages, especially your homepage. This is the single most important things to do…

One of the most important steps in improving your site's rankins in Google search results is to ensure that it contains plenty of rich content…

Background

Matt Cutts:"...looking for higher quality sites to surface for long tail queries..."

The Caffeine update enabled Google to track more website

“signals” by re-engineering how they index.

Background

Manipulating quality website signals becomes more expensive

than earning…

Background

The underlying concept is inherently flawed… because we’re different…

Aggregate Individuals Scores of Pages into Site-Wide Score

Background

What is Panda?• Page Level Quality Classifier– Content

• Duplicate Content

– Usability• Bounce Rates / Single Page Access

– Interface • % of Ads to Content

Assess Subjective Characteristics Algorithmically!

Background

What is Panda?

Index Rankings

Serps

SerpSnippets

RemoveDuplicates Rerank

Track Removed

Page Score

Domain Score

Remove From Index

PandaOther Signals

Background

Best Practices• Don’t Mix Good & Crap / Scraped Content• Never Use Vendor / Canned Text• Add rel=Author Tax to Your Content• Unique Meta Information• Minimize Ad Footprint

Assess Subjective Characteristics Algorithmically!

Interesting

Sources:

• Don Crowther

• Distilled

• Pandasized

Interesting

Website Critique

Interesting

Linkdex.com

– SEOmoz, Ontolo, LotusJump Functionality

• Keyword Research / Tracking

• Onsite Optimization

• Link Building

• SEO Team Workflow