4. Why we *might* know something
(aka Shameless Plug Slide)
• Apogee Search is the largest “pure-play” online marketing firm
in the Southwest, and one of the 10 largest nationwide
– 150+ clients, including National Public Radio, Golfsmith, Lance Armstrong
Foundation, Olive Garden, PerkinElmer, SAP, Hewlett Packard, Gannett
Digital, Shell, + numerous VC-backed technology firms
– Paid Search, Organic Search, Online Media, Website Effectiveness
• Our management team built *the first* company to ever sell a million dollars of
product on the internet
• Our management team has been doing search engine optimization since 1995, and
paid search since early 1998 (within 1 week of its start)
• Founder’s background includes McKinsey & Co., Dell, and executive roles at
successful, private-equity-backed firms
• All programs are results-focused and metrics-based
5. Why we *might* NOT know
something (aka Reality Slide)
• Once you have something figured out, it is
probably about to change on you
• There are many roads to Rome
• Hubris is the beginning of humiliation
• What works for someone else, might not
work for you
I’m a Cowboys fan:
• Cowboys 14 - Rams 34
• Texans 28 - Lions 21
6. Vertical Search
• Specialized search engines focused on a particular field, type
of information, or file format.
• Examples include:
– Image Search – Email Search
– Video Search – Book Search
– Local/Map Search – Scholar Search
– Blog Search – Finance Search
– News Search – Industry Vertical Search
– Shopping Search
8. Image Search
• Pictures that are “Closely Related” to the Query
• Use with Visually Interesting Topics
• Optimization Tips:
– Descriptive image file name
– Unique ALT text in IMG tag
– Captions and descriptive text near images
– Create original images branded with your logo
– Use the word “picture” or “image” in your file names and ALT
texts
– Turn on enhanced image search in Google Webmaster Tools
(allows reviews of your images by others)
10. Video Search
• Video Files Closely Related to the Query
• Either Crawler- or Upload-Based Indexing
• Works Best if Content is Unique, Interesting and Instructive
(Two of Three, at least)
• Optimization Tips:
– Surround video with HTML
– Tags and comments are critical
– Brand your videos and include a call to action
– Large video libraries should have their own sitemap
– Links still very important!
12. Local/Map Search
• Listings Connected to Specific Geographic Regions
• Sometimes Mashed with a Mapping System
• Register with Each Engine:
– Go to local.google.com and click “Add or Edit Your Business”
– Go to listings.local.yahoo.com and follow steps
– Go to local.live.com and click on “Help” in upper right corner
• Optimization Tips:
– Include City, State in title tag
– Add physical address to page (footer?)
– Backlinks from local directories
– Backlinks with geo targeted anchor text
• Google is Cracking Down on Keyword Stuffed Company
Names
14. Blog Search
• Similar to traditional text listings, except that the content
comes from a blog
• Great for time-sensitive content
• Indexed by RSS/Site Feed
• Optimized Tips:
– Page elements (Title, Meta, URL)
– Ping the search engines
– Categorize and tag posts
– Update frequently
– Links stil matter (especially for site authority)
16. News Search
• Similar to traditional text listings, except that the content
comes from a news site.
• Indexed by RSS/Site Feed (Must be Approved)
• Optimization Tips:
– Publish at least three times a day
– Unique H1 or H2 that matches page title
– URLs that at least appear static
– Multiple authors
– Articles longer than 200 words
– Images within articles may be returned separately
18. Shopping Search
• Product Listings that Link to Ecommerce Sites
• Indexed by Product Data Feed (Mostly)
• Users are Highly Price Sensitive
• Optimization Tips:
– Start with high margin product lines, where you have room to
learn by error
– Use primary keywords in product title
– Use secondary keywords in product description
– Include the manufacturer’s reference numbers
– Remove out of stock items
19. Blended Search
“It’s essentially the largest revision we’ve made in the past two or
three years” - Sergey Brin, Google
• It’s Not All Text
• Increases Inventory for the Search Engines
– Users are roughly twice as likely to click on a vertical result on a
general SERP than on a result in a vertical engine (Jupiter)
• Additive or Subtractive to Other Listings
• Can Push Listings Below the Fold
• Blended Search is a Game Changer!
20. Advantages of Blended Search
• Vertical Listings More Prominent
• Accesses All Searchers
– Usage of vertical engines is low
– Blended results are returned on the standard SERP
– Capitalize on digital assets without changing user behavior
• Opportunity to Grab More SERP Real Estate
– Procter & Gamble strategy
– Great for reputation management
• Many Verticals are Less Competitive
33. Vertical & Blended
Search Best Practices
• It’s Become Much More Complicated
• Assess Current Digital Inventory
– What do you have?
– What can you create?
• Define the Search Landscape for your Category
– Proactively Consider Enhanced Media
• Start with Your Images
• Target Local Results
• Start a Blog (If You Can/Will Maintain It)
• Keep Your Messaging Consistent
