1. Search:
the basics
Scott Fillman

2. Search Engines 101
● Tools used to search
the Web
● Sort through content to
find most relevant sites
● Assist in accomplishing
goals and conversions

3. How Search Engines Operate
● Websites are indexed
● Records are stored in
a database
● Records are ranked
● Records are retrieved
from the database

4. Search Results
● Results are links to sites that are indexed in
database tables / records
● These also include metadata or page
content from the site that briefly describes
the site link
● High position on the first page of search
engine results page (SERP) is desired

5. Search Rank Factors
● Keyword placement
● Backlinks / link-building
● Content update
frequency
● Quantity and quality of
structured content
● Geo-location (newer
consideration for
business listings)

6. Search Algorithm
● Scans and ranks information based on a
variety of factors
● Complex and secret
● Some factors are known, others not known
● Move toward authenticity:
o Authorship counts
o No more keyword stuffing / tag clouds
o No more Squidoo

7. Search Algorithm Updates
● Multiple times
per year
● Panda,
Penguin,
Hummingbird
● Changes
reduce
cheating

8. “Black Hat” Tactics

9. “White Hat” Tactics

10. Semantic Web

11. The Digital Ecosystem

12. Why Search Matters in Comm.
● Reach / Awareness
● Mindshare
● Quality information structure
● Access to information can drive social change
● Monitor effectiveness of communications
strategies
● Connect people to resources and information
● “New Rules of Marketing and P.R.”

13. Everybody’s Doing It

14. Image Sources (In Order of Presentation)
● www.au-kbc.org
● www.geeko-promotions.net
● www.wrensoft.com
● www.vibrant.com
● www.steamfeed.com
● www.seo-alien.com
● www.rockingteam.com
● www.smartinsights.com

15. Image Sources (Continued)
● www.adlava.com