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TMN Internet Summit:
REO & SEO with RushmoreDrive.com

 Kevin McFall
 VP, Product & Content – BWE Inc. / An IAC Company
                                                     10.30.2008
What is RushmoreDrive.com?
The first online Discovery Destination for the Black community
An Overview of RushmoreDrive.com
• The world’s first of it’s kind true search
  engine for the Black community
• An innovative online news search and
  aggregation tool including original editorial
  opinions from Black journalists covering
  current and relevant topics affecting our
  community
• Jobs search and social networking
  platform focused on diverse talent

                www.RushmoreDrive.com
The RushmoreDrive Value Prop
        Advertisers / Agencies
• RushmoreDrive is uniquely positioned to
 enable you to promote, influence and/or
 persuade the brand engagement decisions
 of Black consumers in a targeted manner
 either in an online environment (i.e.,
 search terms, innovative media, and/or
 IAB std. units), offline environment, or both
              www.RushmoreDrive.com
RushmoreDrive’s Representative Client List




                 www.RushmoreDrive.com
The RushmoreDrive Value Prop
               Publishers
• RushmoreDrive.com is dedicated to
 promoting and improving the visibility of
 Black web content creators by enabling
 users who are looking for the products and
 services that you provide to find your
 websites quickly and in a more relevant
 context
               www.RushmoreDrive.com
REO - RushmoreDrive Engine Optimization
• REO Tips & Best Practices
  – Elevating the ranking of web pages with a
    high propensity of being more relevant to the
    Black / Urban community.
  – Delivering a viable blend of accurate results
  – Promote your site to geographically relevant
    audiences
  – Suggest a site; suggest your site
  – Evangelization of your site to the RMD team


                 www.RushmoreDrive.com
REO at work
and the
opportunity to
optimize




                 www.RushmoreDrive.com
SEO - Search Engine Optimization
• Objectives of SEO:
    A Tips & Best Practices Discussion
  – RELEVANCE, QUALITY, FRESHNESS
  – Identifying and influencing the Search
    Engines crawling/indexing of your Site
  – Tips for getting your pages to Rank higher.
  – Additional ideas to Increase Traffic
  – Tools to help improve your ranking
  – RELEVANCE, QUALITY, FRESHNESS


                 www.RushmoreDrive.com
Driving Search Engines to See You
• Search Engines attempt to identify every good
  page on the Internet!
• The vast majority of new sites and new pages;
  however, are either spam or very low quality.
• Search Engines might initially be conservative
  with crawling a new domain, especially with
  dynamic content
• Give crawlers the best view of your sites by
  shielding non-important pages using Robots.txt
  (for instance, you should block internal search
  and dynamic pages).

                 www.RushmoreDrive.com
Driving Search Engines to Rank You
• Having high enough quality to be selected for
  the ‘high quality’ partition (search engines
  partition their indexes into quality tiers).
• Matching text to the Search Engine
  User’s Query
• External Links
  – Anchor text that matches to a user’s query
  – A large number of links from high quality sites
  – Links within a query community
• Domain name text matching (to some extent)
• Being an established site (years on the web)

                    www.RushmoreDrive.com
Driving Ranking of Your Site
• In General:
  – Look to high-ranking peers in your category for clues
    on what to do to get better ranking.
  – Don’t implement any of the techniques to the extreme
    that the Spammers do!
  – Try to link websites in a way that mimic natural
    business relationships.
  – Try to make sure you’re not linked to by lots of low
    quality sites, i.e. don’t hang with a bad crowd.
  – Try to use language on your page that is part of your
    audience’s ‘normal’ vernacular.



                  www.RushmoreDrive.com
Other Best Practices:
Text in the HTML Page
• Text in the HTML Title and HTML Headings are
  more important than HTML Body Text
• Text at the top of the document is more
  important than text at the end of the document.
• Text in:
       Meta Description
       Meta Keywords
  is less important (this area has been heavily
  spammed)

                www.RushmoreDrive.com
Other Best Practices:
 Value of Anchor Text
• What is Anchor text?
  – Anchor text is the visible text with a hyperlink.
  – “Read more news…”
• A “community” of anchor text describes
  the page naturally, and identifies its
  importance



                  www.RushmoreDrive.com
Other Best Practices:
Expand External Anchor Text
• One way to expand external links is to generate
  press releases that link back to important pages
  on your site:
  – Utilize the PRNewsWire releases that you already
    send.
  – Provide an RSS feed for the Press Release section of
    your site. Go to Blog Engines and subscribe to the
    feed.
• These Press releases will be syndicated across
  the web, thereby creating more links.
                  www.RushmoreDrive.com
Other Best Practices:
Anchor Text to Avoid
• The worst Anchor Text is ‘Click Here’.
  – It doesn’t contribute any text or meaning to
    the page.
  – It doesn’t provide any description for the
    referred-to page.




                www.RushmoreDrive.com
THANK YOU!




www.RushmoreDrive.com
Contact Information
Kevin McFall
Vice President, Products & Content
Email: Kevin.McFall@RushmoreDrive.com
Office: 212.915.3203


                                        Susan Scott
                                        Vice President, National Sales
                                        Email: Susan.Scott@RushmoreDrive.com
                                        Office: 212.915.3207

           RushmoreDrive.com, an IAC Company
                         11215 Rushmore Drive
                               Suite 100
                          Charlotte, NC 28277
                             212.915.3200
                     feedback@RushmoreDrive.com


                       www.RushmoreDrive.com

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RushmoreDrive.com SEO & REO Introduction

  • 1. TMN Internet Summit: REO & SEO with RushmoreDrive.com Kevin McFall VP, Product & Content – BWE Inc. / An IAC Company 10.30.2008
  • 2. What is RushmoreDrive.com? The first online Discovery Destination for the Black community
  • 3. An Overview of RushmoreDrive.com • The world’s first of it’s kind true search engine for the Black community • An innovative online news search and aggregation tool including original editorial opinions from Black journalists covering current and relevant topics affecting our community • Jobs search and social networking platform focused on diverse talent www.RushmoreDrive.com
  • 4. The RushmoreDrive Value Prop Advertisers / Agencies • RushmoreDrive is uniquely positioned to enable you to promote, influence and/or persuade the brand engagement decisions of Black consumers in a targeted manner either in an online environment (i.e., search terms, innovative media, and/or IAB std. units), offline environment, or both www.RushmoreDrive.com
  • 5. RushmoreDrive’s Representative Client List www.RushmoreDrive.com
  • 6. The RushmoreDrive Value Prop Publishers • RushmoreDrive.com is dedicated to promoting and improving the visibility of Black web content creators by enabling users who are looking for the products and services that you provide to find your websites quickly and in a more relevant context www.RushmoreDrive.com
  • 7. REO - RushmoreDrive Engine Optimization • REO Tips & Best Practices – Elevating the ranking of web pages with a high propensity of being more relevant to the Black / Urban community. – Delivering a viable blend of accurate results – Promote your site to geographically relevant audiences – Suggest a site; suggest your site – Evangelization of your site to the RMD team www.RushmoreDrive.com
  • 8. REO at work and the opportunity to optimize www.RushmoreDrive.com
  • 9. SEO - Search Engine Optimization • Objectives of SEO: A Tips & Best Practices Discussion – RELEVANCE, QUALITY, FRESHNESS – Identifying and influencing the Search Engines crawling/indexing of your Site – Tips for getting your pages to Rank higher. – Additional ideas to Increase Traffic – Tools to help improve your ranking – RELEVANCE, QUALITY, FRESHNESS www.RushmoreDrive.com
  • 10. Driving Search Engines to See You • Search Engines attempt to identify every good page on the Internet! • The vast majority of new sites and new pages; however, are either spam or very low quality. • Search Engines might initially be conservative with crawling a new domain, especially with dynamic content • Give crawlers the best view of your sites by shielding non-important pages using Robots.txt (for instance, you should block internal search and dynamic pages). www.RushmoreDrive.com
  • 11. Driving Search Engines to Rank You • Having high enough quality to be selected for the ‘high quality’ partition (search engines partition their indexes into quality tiers). • Matching text to the Search Engine User’s Query • External Links – Anchor text that matches to a user’s query – A large number of links from high quality sites – Links within a query community • Domain name text matching (to some extent) • Being an established site (years on the web) www.RushmoreDrive.com
  • 12. Driving Ranking of Your Site • In General: – Look to high-ranking peers in your category for clues on what to do to get better ranking. – Don’t implement any of the techniques to the extreme that the Spammers do! – Try to link websites in a way that mimic natural business relationships. – Try to make sure you’re not linked to by lots of low quality sites, i.e. don’t hang with a bad crowd. – Try to use language on your page that is part of your audience’s ‘normal’ vernacular. www.RushmoreDrive.com
  • 13. Other Best Practices: Text in the HTML Page • Text in the HTML Title and HTML Headings are more important than HTML Body Text • Text at the top of the document is more important than text at the end of the document. • Text in: Meta Description Meta Keywords is less important (this area has been heavily spammed) www.RushmoreDrive.com
  • 14. Other Best Practices: Value of Anchor Text • What is Anchor text? – Anchor text is the visible text with a hyperlink. – “Read more news…” • A “community” of anchor text describes the page naturally, and identifies its importance www.RushmoreDrive.com
  • 15. Other Best Practices: Expand External Anchor Text • One way to expand external links is to generate press releases that link back to important pages on your site: – Utilize the PRNewsWire releases that you already send. – Provide an RSS feed for the Press Release section of your site. Go to Blog Engines and subscribe to the feed. • These Press releases will be syndicated across the web, thereby creating more links. www.RushmoreDrive.com
  • 16. Other Best Practices: Anchor Text to Avoid • The worst Anchor Text is ‘Click Here’. – It doesn’t contribute any text or meaning to the page. – It doesn’t provide any description for the referred-to page. www.RushmoreDrive.com
  • 18. Contact Information Kevin McFall Vice President, Products & Content Email: Kevin.McFall@RushmoreDrive.com Office: 212.915.3203 Susan Scott Vice President, National Sales Email: Susan.Scott@RushmoreDrive.com Office: 212.915.3207 RushmoreDrive.com, an IAC Company 11215 Rushmore Drive Suite 100 Charlotte, NC 28277 212.915.3200 feedback@RushmoreDrive.com www.RushmoreDrive.com