Beating Super Mario: Backlot Tour to Move a Website to the Top of Search Engines

– Desmond Layne

“We have a mission to serve the public, and when we can provide information

that’s informative, maybe even entertaining, then we can help people love what we love.”

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– Desmond Layne

“What do I need to do to create the world’s greatest peach website?”

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– Peter Tögel

“We had to beat Mario’s Princess Peach (ピーチ姫 Pīchi-hime)”

Game trademarks and copyrights are properties of their respective owners. Nintendo properties are trademarks of Nintendo. © 2014 Nintendo.

Innovators vs Copycats

No More Hide and More Seek

Unlocking Keywords

Let Everybody Know

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INNOVATORS VS COPYCATS

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INNOVATORS VS COPYCATS• Would you rather read the story

of an innovator or a copycat?

• What makes you the expert?

• What makes you unique?

• Is your content unique?

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INNOVATORS VS COPYCATS• South Carolina became “The Tastier Peach state”

• Dr. Desmond Layne became the Peach Doctor and provided important insight to local, national and international media

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INNOVATORS VS COPYCATSAudience

• Commercial Peach Growers

• Backyard Peach Growers

• Consumers

Content

• Variety Evaluations

• Articles

• Frequently Asked Questions

• Videos on Demand

• Audio on Demand

• Downloads10

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INNOVATORS VS COPYCATS• Peach Picks for South Carolina

(Every week a video showing a different peach variation)http://www.youtube.com/playlist?list=PLB23427131E636B51

• Frequently Asked Questions Videoshttp://www.clemson.edu/extension/peach/video_everything_about_peaches/

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NO MORE HIDE AND MORE SEEK

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NO MORE HIDE AND MORE SEEK

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Landing Pages

NO MORE HIDE AND MORE SEEK

• The more links you put on your page, the more the search engines will hide you

• The better and more unique your content, the more people will seek your information

• Be social, speak the language of your audience and be approachable

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UNLOCKING KEYWORDS

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UNLOCKING KEYWORDS• Think about the words or phrases users would type in a search box

• Google AdWords – https://adwords.google.comClick the Tools and Analysis drop-down menu and select "Keyword Planner.”

• Google Trends - http://www.google.com/trends/

• Wordtracker – http://www.wordtracker.com

• KeywordSpy – http://www.keywordspy.com 

• Wordstream – http://www.wordstream.com/keywords 24

UNLOCKING KEYWORDS

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UNLOCKING KEYWORDS• Use Keyword phrases within your content

• Use H1 tags for your headlines or subject headers

• Use high-ranking keywords in content first

• To keep content natural and to target a broader base of searches, use variations of the keywords

• Do not use images to display important names, content, or links

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UNLOCKING KEYWORDS• Add a keyword or two, and you will

gain some rank.

• Keep adding keywords, and it does not really add much rank benefit.

• If you keep on adding more keywords, and you will start to hide again.

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UNLOCKING KEYWORDS

• <title>Everything About Peaches : Extension : Clemson University : South Carolina</title>

• <meta content="Everything About Peaches provides both technical and popular information to quench your peach appetite.” name="description" />

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LET EVERYBODY KNOW

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LET EVERYBODY KNOW• Create XML Sitemap of your site

• http://www.ragesw.com/products/googlesitemap.html

• https://code.google.com/p/sitemap-generators/wiki/SitemapGenerators

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LET EVERYBODY KNOW• Submit your XML Sitemap to:

• Google at http://www.google.com/submityourcontent/

• Bing at http://www.bing.com/toolbox/submit-site-url

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LET EVERYBODY KNOW• Find good referral websites to your website

• Quality over quantity

• If possible, provide good link text (anchor text) for those back links

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LET EVERYBODY KNOW

• New York Times newspaper front page article “Peach Rivalry Becomes War Between the Tastes”

• CBS News – The Early Show “Georgia-South Carolina Peach War”

• National Public Radio’s All Things Considered - “Sweet Lessons from a South Carolina Peach Professor”

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ONE MORE THING…

ONE MORE THING…• Be prepared that some other University might

hire you away from your current place

• Desmond R. LayneProfessor of PomologyEndowed Chair – Tree Fruit Extension Program LeaderWashington State University

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ASK AWAY

Peter Tögel Email: [email protected]

Twitter : ptogel

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