Future Proof SEO – Handout for Executives

Organic / Natural SEO Primer

  • Google and Bing own the market for search engines.
  • Search engines crawl, copy and index web pages.
  • Your search results are personalized and localized based on recent searches, etc.
  • Search engines roll out improvements weekly or more.
  • On-page and off-page factors affect rank.
  • Recent changes at Google have decimated “shortcut SEO” techniques.

Key Take-Aways


  • Most websites try to do too much with too little low-value content.
  • Mediocre content is not linked to or shared, greatly reducing its value.
  • Most current website content is written for the brand searcher / due diligence information consumer.
  • Websites need to carve out a special area for dynamic content development (often a blog.)

Google and Bing

  • 60-70% of ranking influence is based on external factors directly related to quality of your site content. The rest are “tweakable” changes to your own site.
  • Major ranking signals include links from trusted sites and social media sharing (human) activity.
  • Google / Bing 2009 are nothing like Google / Bing 2012 – vastly more powerful – using over 220 ranking signals.
  • Google / Bing 2012 are a convincing proxy for the searching customer and are difficult to “fool.”


  • It is usually straightforward to rank well for your company name. It is harder to rank for keywords.
  • Researching keywords being used by your customers is essential.
  • Solid future-proof SEO is based on adopting an inbound marketing approach.
  • SEO is not an I.T. activity, and must be internalized / woven-in to your organization.
  • More about creating a SEO friendly website in 2012 is on this post.

Inbound Marketing
Slowly and naturally acquiring customers by maintaining a pool of useful, relevant content with regular freshening. (e.g. pool of clean water in the desert.) Grow association of your brand with quality, timeliness and develop a network of advocates.
Outbound Marketing
“Chasing” the customer and advertising to them. Customers are flooded with marketing messages each day. Effectiveness is temporary and often has backlash. May be employed in combination with inbound techniques.

Web Marketing Overview / Glossary for CEOs

Web Advertising

Modern web advertising is fast to start up, highly targeted and measurable – showing ads at the “right place and right time.” Ads may appear in search engine pages, on other sites, or on social media pages.  Examples: Google Adwords, Bing Adcenter, LinkedIN Ads, Facebook Ads, banner ads.

Clicks from Other Web Pages
Links are the life-blood of the Internet. Obtaining these links, and the traffic that results, is collectively known as “link building”
Examples: News stories, blog posts, lists of resources in which you appear.

Search Engine Referrals
After a web user enters a search query on a search engine and clicks on the results, this activity is called “natural” or “organic” traffic and has no per-click cost. This is heavily influenced by link building.
Examples: Google regular search results, Bing regular search results

Local Business Listings and Mobile
Google and Bing list local businesses prominently in the search results pages, and are essential, including the ratings and reviews provided by consumers. This is especially true for mobile users.
Examples: Google Places, Bing Local, Yelp, Maps

Social Media
Users of social media do a lot of sharing of content if it is very good but shun aggressive promotion. Having your content shared on social media can build delicate trust and traffic, but requires engaging and helpful material. This can increase effectiveness of link building.
Examples: Facebook, LinkedIn, Google+, Twitter, Slideshare,

Email marketing
Opt-In Email marketing can be a very effective tool. It enables a lot of testing, optimization and control. Building a great email list can help to sustain the momentum for a consumer site on-line.

Direct visitors
Usually occurs after the potential customer has already learned your business name and knows something about you. A memorable domain name contributes to success.
Examples: Typing in your web address to visit your site.

Handout (c) 2012 – BuzzMaven, Inc. by Scott Clark  All Rights Reserved!