Everything You Know About SEO Is Wrong, Sage Lewis

April 28, 2016

By Janet Dodrill

In an energetic presentation titled “Everything You Know About SEO Is Wrong” by Sage Lewis, given at The Web Association on April 19, 2016 at COSE in Cleveland, we were introduced to Google’s new RankBrain algorithm and other recent changes.

Sage Lewis is author of bestseller “Link Building is Dead. Long Live Link Building” and president of Sagerock.com, a digital marketing agency in Akron, Ohio.

According to Sage, the current most important factors for the ranking of Google’s search engine results are Content, and Links (link pointing), and now Google’s RankBrain algorithm.

RankBrain is Google’s new artificial intelligence machine that helps it process information to rank in search results. Previously at Google, humans taught machines how to interpret search data, but this machine teaches itself! It gives us the results it thinks humans want! Can this be entirely accurate?

Ultimately, he stressed, that the best way to be found online by Google and draw people in was to show love and passion for your business by expressing it through compelling content, such as relevant text, pictures, video, and use of social media like Snapchat, Instagram, YouTube, Facebook Live, and others, which could help you to create a unique story.

Another change by Google, we were informed, is the elimination of side ads. This is for mobile device responsiveness. According to Sage, mobile searches have surpassed desktop searches. All ads are now in the regular location which is at the top of the main search results (and the increased ad purchase price brings in more money for Google). This may make things more difficult for small businesses to promote their products or services.

It was mentioned that a good way to get a small business noticed online is to setup a local business at Google.com/business. Also, before optimizing your site for SEO check Google to see who the competition is. Maybe consider a different angle or emphasis on your goods in order to stand out in a less saturated arena.

Sage co-hosts a live web cast Thursday at 3:15 p.m. ET called “The Tools”  where many social media tools and ways to market your product or business are discussed. One recent tool he shared with us is the ability to now live stream on Facebook. This is a free way to draw in an audience and promote your business!

Sage Lewis of SageRock.com, digital marketing agency in Akron, Ohio.

Sage Lewis of SageRock.com, digital marketing agency in Akron, Ohio.

Resource Links:

SageRock, Inc.
www.sagerock.com

The Tools
www.thetools.tv

The Web Association
www.webassociation.org

How do I share a live video on Facebook?
www.facebook.com/help/1636872026560015
To start a live broadcast from your personal Timeline.

Get your business hours, phone number, and directions on Google Search and Maps — with Google My Business.
www.google.com/business

Sage Lewis engages the audience at The Web Association.

Sage Lewis engages the audience at The Web Association.

Sage Lewis discussed Google's RankBrain algorithm.

Sage Lewis discussed Google’s RankBrain algorithm.

Three most important things for Google search engine ranking.

Three most important things for Google search engine ranking.

COSE in Cleveland, Ohio.

COSE in Cleveland, Ohio.

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Joe Pulizzi On Latest Book, Content Inc.

December 24, 2015

By Janet Dodrill

The Web Association welcomed Joe Pulizzi, Founder and CEO Content Marketing Institute.

The Web Association welcomed Joe Pulizzi, Founder and CEO Content Marketing Institute.

Last month, I heard Joe Pulizzi (@CMIContent), Founder and CEO Content Marketing Institute, speak at The Web Association, held at COSE (Council of Smaller Enterprises) in Cleveland, Ohio. He speaks on a regular basis (He noted that ours was his 71st presentation of 2015!), and has authored several books including bestselling Epic Content Marketing.

Joes Pulizzi points out ways to connect and engage on both a personal and professional level.

Joes Pulizzi points out ways to connect and engage on both a personal and professional level.

Joe discussed his newly published book, Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses, which is sold on Amazon.

Using the Content Inc. model, he reviewed the many forms of engaging through social media: social blogs, wikis, video, rating, social bookmarking, internet forums, pictures, microblogging, weblogs, and podcasts.

It was stated that the importance of communicating through the creation and distribution of your own information to build audiences is key.

A few highlights of his talk included these points:

  • Create your mission statement: have a defined audience, deliver, then measure the audience outcome.
  • Establish your content type and platform, deliver consistently over a long period of time, i.e. e-newsletter.
  • Loyal customers can mean increased product sales and revenue.

He pointed out ways to engage socially on both a personal and business level. Personal avenues include blogs, books and public speaking, whereas business methods could be digital media, print (yes, it still a valued form of communication), and in-person contact.

Takeaways:

-Find a niche and become a leading expert
-Develop your content mission
-Focus on content type, platform and delivery consistently
-Build an audience of opt-in subscribers
-Create an amazing e-newsletter and download
-Audience first, products second
-Be patient!

In his book, Content Inc., Joe breaks down the process to visualize, launch and monetize your own business, based on his own success and failures. This is explained through case studies.

Are you looking for a startup-business strategy? Perhaps kick-off the new year with his business-growing strategy. The Content Marketing Institute website is full of good information, plus there is an email news sign-up and podcast network. Also be sure to watch the 43-minute movie which explains how the marketing of the future is all about brands telling stories, in “The Story of Content: Rise of the New Marketing.”

 

Me with Joe Pulizzi!

Me with Joe Pulizzi!

Joe Pilluzi's book, Content Inc. (Joe likes the color orange and orange shoes!).

Joe Pilluzi’s book, Content Inc. (Joe likes the color orange and orange shoes!).

"Janet, go out and be epic!" – Joe Pulizzi (signed in Joe's favorite color -- orange).

“Janet, go out and be epic!” – Joe Pulizzi (signed in Joe’s favorite color — orange).

A great feature for your business website is an email signup, like that on the Content Marketing Institute site.

A great feature for your business website is an email signup, like that on the Content Marketing Institute site.

COSE, Council of Smaller Enterprises, a division of the Greater Cleveland Partnership.

COSE, Council of Smaller Enterprises, a division of the Greater Cleveland Partnership.


Search Engine Strategies at The Web Association – Recap

March 2, 2012

By Janet Dodrill

The Web AssociationSearch Engine Strategies, the topic of The Web Association‘s presentation 2/28/12 informed a packed room on relevant content strategies for search engines to improve organic rankings.

Moderator Ryan Morgan, ERC prefaced the meeting by pointing out facts like Google now has 62.2% of search engine market share, while Bing has 15.2% and Yahoo 14.1%. He outlined that the two biggest factors to search engine results are page content, and number of links to that page. Inbound diverse and quality links across many pages is desirable.

He stated that page level keyword usage accounts for 15% of results, and that domain level keyword usage only accounts for 11%. Rising trends are relevance and value (to user). Decreasing trends are domain name keywords and the effectiveness of paid links.

Eric Pryor of Rosetta stressed the three tiers of a successful site were components 1.) Technical (crawlable, built-well with everything working, and loads fast), 2.) On-site Optimization (content), and 3.) Off-site Promotion (relevant, authoritative, significant linking to site).

Co-presenter, Dave Skorepa of Aztek made the point of how important the content of a site is, and the best designed site will not look good if it lacks content. The customer is responsible for content when approaching a web design firm. Content strategy should come first, before the web site design.

He used Smashing Magazine as an example of a well-executed site, both in content, and in design and the visual experience. He shared that the best sites have relevant, current information; attract the target audience; retain visitors; create and maintain customers; establish credibility; further business goals; make connections; foster communication; and create a community.

It was recommend to create other kinds of content for your web site, like: blogs, forums, quizzes, podcasts, FAQs, and surveys, to name a few. Content consists of traditional on-site methods (i.e. page titles, META tags, images and alt tags, text content, video) plus use of off-site content (news releases, articles, blogs, images, videos, etc.).

This year’s content strategy for Coca-Cola was mentioned (Google it!), that consists of 70% low risk (already works), 20% expansion of that (pushing what already works), and 10% new ideas (take chances, makes some mistakes, fail fast).

Dave presented a ‘Content Cycle’ (and suggested to repeat this often) of segments: Research; content creation; content optimization; content promotion; content distribution; link building; measure results; strategy development.

It is beneficial to create ‘Purpose Pages’ defined with goals that can be used as templates for other pages in site, that could, i.e. be a product details landing page, demo, solution, or case study.

A good discipline would be to create a calendar for your business, in order to schedule when and what you post. Develop content for the year to better prepare for your busy times, planned promotions or holiday themes.

Research the topic more. In Google type in “content strategy” or “content marketing” to learn more. The rules and standards change fast.

Dave Skorepa’s slides: www.slideshare.net/AztekWeb/seo-andcontentstrategy

Source: Logo property of The Web Association


Does Your Site Count (to Google)?

November 5, 2011

By Janet Dodrill

eyesIn attendance at The Web Association’s “What is up at Google? Panda? Google + ?” November 4, 2011 meeting, industry-knowlegeable speakers brought up thought-provoking issues like Google’s May 2011 blog post “More guidance on building high-quality sites” which, in addition to discussing the Panda algorithm search rankings release, lists questions for criteria for, according to Google, what counts as a high-quality site . Can the material be considered trusted, and is the material the sort of thing you would bookmark or share with a friend? Is the content original or does it offer insight on the topic? Would you expect to see the information printed in a publication? These rules may be in attempt to help to reduce ranking importance put on web content farms (sites with redundant article topics and content) created by web scrapers who repurpose article content and create links from web pages and sites not their own. Also discussed at the presentation was, when you write an article it is helpful to target your keywords on each given web page (instead of loading it with too many unrelated keywords), and then to post it to the web and submit it to one article site (a few include: Ezine Articles, Ski Doo, A1 Article, HubPages, etc.).

Are you utilizing the Google “+ 1” button feature on your sites and in your profiles when available?

Do you use the Google Chrome browser (now more popular than Firefox), or Google Analytics for web stats? They are both evolving with added social sharing tools.

Are you sharing all you can across all your sites? Today’s web is fed by user visibility. Google is ever-improving its search engine speed, as it increases its awareness of its users, and strives to define users on the web to better improve their web products.

On Google +? This may be the next large social platform to encompass our multiple lines of web communications, according to one speaker.

Want a fun break-up to your day? Mashable recently posted 10 hidden Google tricks which are revealed in their article Beyond Barrel Roll: 10 Hidden Google Tricks and include some entertaining surprises.