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Everything You Need to Know About Search Engines

Everything You Need to Know About Search Engines. Stuart Butler COO, Fuel Interactive stuart@fuelinteractive.com @StuartButler. POP QUIZ!. Archie Veronica Jughead. Search Engine Timeline. 1989 Archie 1993 WWW Wanderer 1994 Yahoo, Lycos 1995 Excite, AltaVista 1997 Google

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Everything You Need to Know About Search Engines

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  1. Everything You Need to KnowAbout Search Engines Stuart Butler COO, Fuel Interactive stuart@fuelinteractive.com @StuartButler

  2. POP QUIZ!

  3. ArchieVeronicaJughead

  4. Search Engine Timeline • 1989 Archie • 1993 WWW Wanderer • 1994 Yahoo, Lycos • 1995 Excite, AltaVista • 1997 Google • 1998 MSN, GoTo.com

  5. Aspects of a great Search Engine

  6. Crawling

  7. Indexing

  8. Ranking

  9. Search Engine Market Share

  10. Why Google?

  11. Google Revenue 2012?

  12. Google Revenue 2012$50.2billion(96% from ads)

  13. Should I INVEST in PPC?

  14. Influencing Factors - Paid • Cost Per Click (CPC) • Click Through Rate (CTR) • Ad Relevance • Budget • Site Speed

  15. Should I BIDon my BRAND keywords?

  16. Higher conversion rate • More Visitors • Brand Protection • Synergy with Organic • Legitimizes brand

  17. What is SEO?

  18. SEO Myth #1 META keywords matter

  19. SEO Myth #2 Titles & META Descriptions DON’T impact ranking

  20. SEO Myth #3 SEO is a bunch of VOODOO

  21. “A Visual Guide to Keyword Targeting and On-Page Optimization“ • Rand Fishkin, MOZ.com

  22. SEO Myth #4 Guest BLOGGING is the BEST way to get links

  23. Quality link building CAN’T be SCALED!

  24. SEO Myth #5 SEO is something I can pay someone else to do for me

  25. How do YOU get good RANKINGS?

  26. You can’t CHASE the ALGORITHM!

  27. 500+ updates per year (They test over 10,000)

  28. You can’t GAME the SYSTEM!

  29. You can’t simply RELY on the DATA!

  30. Average 22 Sites • Over 9 Sessions • Across Multiple Devices • From Multiple Locations

  31. Generic Keywords • hotels in myrtle beach sc • myrtle beach hotels and resorts • myrtle beach • myrtle beach suites • myrtle beach hotel maps sc

  32. Generic Keywords $0

  33. Generic Keywords visitor participation $5,250

  34. Specific Keywords • red parrot menu myrtle beach • red parrot menu myrtle beach sc • palms 2 bedroom ocean view suite • pirates cove resort myrtle beach

  35. Specific Keywords visitor participation $2,840

  36. Typo Keywords • the nreakers resort myrtle beach • the breajers myrtle beachr hotel • map of the nreakers myrtle • brakers mrytle beach on beach • red patrot cafe myrtle beach

  37. Typo Keywords visitorparticipation $3,334

  38. Semi-Specific Keywords • hotels near pier 14 myrtle beach sc • myrtle beach hotels on the strip • jacuzzi suites in myrtle beach • myrtle beach hotel with waterpark • myrtle beach hotel with pirate ship

  39. Semi-Specific Keywords visitor participation $6,478

  40. Random Keywords “pp” generated $715

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