PIGEON? SHIT. WHO CARES…

ONE MORE ALGO UPDATE FOR THE GOOGLE DANCE TRACK

November 17, 2014 – DFWSEM State of Search

ABOUTSEARCH INFLUENCEHelping customers successfully market online since 2006.

Search Influence

• 90 full and part-time

employees

• 60 contract writers

• Google AdWords &

Analytics Certified Staff

• Thousands of clients in

most industries

Reputation

• 2011 Inc. 500 honoree

• 2013 Inc. Hire Power Winner

• Recognized leader in search and

social for local business

• Two decades in online media

• Best Places to Work, 2014

Confidential, Property of Search Influence, LLC © 2014

@searchinfluence

WHAT ISSEARCH INFLUENCE?

Confidential, Property of Search Influence, LLC © 2014

Systems, software, and

really smart people

building scalable, kick-ass

online marketing.

OUR TEAM

@searchinfluence

• First website online in 1994

• Built 2,500 web sites in 18 months with a

production staff of 12 (2002).

• Part of team which took Sprint Yellow Pages

from zero to 1,000,000 monthly visitors in 18

months (2005)

• Preaching the Gospel of Facebook Ads for

local business since 2009

• Produced more than 150,000 pages of web

copy in 2013

• Local U Faculty member and forum moderator

• Search Engine Land columnist

WILL SCOTTABOUT ME

@w2scott

FLASHBACK: PUBCON NOLA 2014

@searchinfluence

BECAUSE,GOOGLE SUCKS.

@w2scott Luna the Lamprey to tweet in effort to save fish

NOT SEO.

GOOGLE KUNG FU.

@w2scott

• YouTube

• Yelp

• Pinterest

• Facebook

• Houzz

• YP.com

• And more…

GOOGLE HAS A WEAKNESS:BIG “AUTHORITY” SITES

@w2scott

MORE SCATALOGICAL REFERENCE

@searchinfluence

@searchinfluence

THE INTERNET CESSPOOL

"Brands are the

solution, not the

problem," Mr. Schmidt

said. "Brands are how

you sort out the

cesspool.”

Eric Schmidt, 10/2008

http://adage.com/article/media/google-s-schmidt-internet-cesspool-brands/131569/

@searchinfluence

WIKIPEDIA: CESSPOOL (CESSPIT)

“used for the

temporary

collection and

storage of

feces, excreta

or faecal

sludge”

Wikipedia(first Google result for

“cesspool”)

Note: scum rises

to the top.

“Bedrijfsafval". Licensed under Public domain via Wikimedia Commons

@searchinfluence

GOOGLE IMAGES: “CESSPOOL”

ADVERTISING USED TO BE MORE OBVIOUS

@searchinfluence

@searchinfluence

https://www.behance.net/gallery/1998561/Americas-Country-Store-Advertising-Circular

ADS USED TO BE OBVIOUS

ADS USED TO BE OBVIOUS

http://www.washingtonpost.com/blogs/erik-wemple/wp/2013/01/15/the-atlantics-scientology-problem-start-to-finish/

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

http://adage.com/article/media/york-times-shrinks-labeling-natives-ads/294473/

ADS USED TO BE OBVIOUS

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

ADS USED TO BE OBVIOUS

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

ADS USED TO BE OBVIOUS

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

IF YOU CAN’T BEAT ‘EM…

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

http://services.google.com/fh/files/misc/buzzfeed-case-study.pdf

SO BACK TO THE CESSPOOL

@searchinfluence

GUESS WHAT, GOOGLE FAVORS YOUTUBE

@w2scott Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

OH, AND THEY REALLY LIKE BIG SITES TOO

@w2scott Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

YOU MAY WANT TO AVERT YOUR EYES

@w2scott

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

BARNACLE SEO IS NOW THE COST OF ENTRY

@w2scott

BUT HOW DO WE FIND THE PLACES TO BARNACLE?

@searchinfluence

DUH, GOOGLEStart at the source

@w2scott

define:SPAM

Answer:

• Search

• Positions

• Above

• Mine

RANKING REPORTSOh come on, you know you

do it.

@w2scott

CITATION RESEARCHWHITESPARK

Local Citation Finder

@w2scott

THIS IS…

@searchinfluence

“bounce like beyonce”

HOW WE DO IT

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

“juvederm xc”

HOW WE DO IT

@searchinfluence Confidential, Property of Search Influence, LLC © 2014

THANK YOU!

wscott@searchinfluence.com

searchinfluence.com/blog

@w2scott