Zenais Marketing: How We Climbed our Way to the Top of Google Page One Rankings in Just Four Weeks

March 29, 2012 - PRLog -- Zenais Marketing: How We Climbed our Way to the Top of
Google Page One Rankings in Just Four Weeks

-- Lessons Learned on our Path to the Summit of Search --


ANNAPOLIS, MD, March 29, 2012 -- Plenty has been written about the best way to improve natural rankings on Google search, but many of these solutions are inevitably expensive, highly technical and often ineffective.  

After all, the stakes are high. According to some reports, appearing on page 1 of Google may generate up to 20 times more traffic than page 2 and up to 50 times more traffic than page 3.  Beyond that, it doesn’t really matter what page you’re on because no one really ventures that far. In fact, most people rarely look beyond the first few results.  So what’s a proactive marketer to do?

First, be wary of any person or any search engine optimization (SEO) company that guarantees you a page 1 organic ranking on Google search. It isn’t realistic or sustainable.   Second, there are indeed some very basic changes you can make to ensure that your website is more identifiable to the major search engines. To have Google, Yahoo and Bing rank you for specific keywords, as a starting point you must actually have those keywords on your website -- in a logical, grammatically correct and humanly comprehensible format.  Thus, loading up key words or phrases on hidden pages on your site with the hope that Google will look more favorably on you is both mistaken and likely to result in more harm than good.

Third, prepare a concise site map and provide it to Google in the format it requires. That’s not a particularly time-consuming or expensive hurdle to cross.  Fourth, consider using “long-tail” key words – descriptors that go beyond the basic two or three word phrases to describe your entity. While that may sound counterintuitive, the more specific you can be about your product or service, the better your chances of achieving a higher ranking.  More about that in a moment.  Fifth, genuine backlinks are good but paid backlinking services are a major negative. So for example, while it’s great to have a major industry source refer to your site for its expertise, especially by keywords, using a contrived service to generate hundreds or even thousands of “artificial” backlinks to your site is definitely punished by the search gurus.

And now sixth: content is supreme.  You’ve heard it before, but it is definitely true.  Researching, writing and maintaining original content on your site and your blogs – including key words – is definitely the way to move up the search rankings.   At Zenais Marketing, we know it first hand and I’ll be specific.  Recently, we launched a company called Einstein Academic that was created to provide name-brand software, at steep discounts, to students and faculty.  One of the best-known products for sale is the academic version of Microsoft Office Professional 2010.  Our long-tail keyword was: “Save up to 85% on Microsoft Office,” which we use liberally, but always appropriately throughout the site and our social media.  Then, we researched and wrote a series of hard-hitting press releases – less about specific products and more about industry trends that related to our offerings.  For example, one news release was entitled: “Mac Sales Surge But Lag PCs In Key Education Market.”  Another was headed: “Talking Computers to Dominate the Market & Enhance Productivity Suites.”  We then generated news coverage, blogged about the stories, posted results to Twitter and featured them on Facebook – again always using our key words.  The results were astounding.  Within four weeks, Einstein Academic was item #1, page #1 on Google search – ahead of all of the established industry players.  We also were on page 1 of Yahoo and Bing.  The challenge going forward is to keep generating quality, original content and follow through on leveraging all marketing channels.  

In sum, there’s no guarantee we’ll remain on page 1 of Google.  That said, we like our odds.  We’re very confident that our unique ability to think like journalists, research, write and place hard-hitting news content – timed for specific industry developments -- select specific key words and merchandise the results across multiple social, digital and traditional media will definitely keep us and our clients somewhere near the summit of search.

About the Author:

Paul D. Feldman is recognized marketing leader and branding expert.  He currently serves as President of Zenais Marketing and a director of The Worlds Biggest Buying Club.  He also founded Einstein Academic and recently completed the sale of that entity.  Feldman previously held the post of First Vice President, Corporate Affairs, at American Express Bank.  He is a graduate of the University of Pennsylvania and The Harvard Business School.

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Zenais Marketing is a leading PR, marketing and digital media firm, guided by a core principle: Create ongoing value for our clients. We accomplish this mission by fusing the best in positioning, branding, creative and social media services.

The firm has offices in the Greater Washington, D.C. area, Cincinnati, London and Johannesburg. More information can be found at: www.ZenaisMarketing.com.