Integrating SEO Into a Comprehensive Marketing Plan
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The document outlines the importance of integrating SEO into marketing strategies to drive profits, highlighting key metrics and misconceptions about SEO effectiveness. It discusses pillars of online marketing and website conversion, emphasizing the need for clarity in goals and an adaptive SEO approach. Additionally, it addresses the changes in Google algorithms and the significance of microformats for SEO success.
Integrating SEO Into a Comprehensive Marketing Plan
- 1. Integrating SEO Into a Comprehensive Marketing Plan Presented @ Think Tank Live! 2010 Advanced SEO Workshop October 28, 2010 Rey Villar Search Marketing Manager Norvax/GoHealth.com
- 2. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
- 3. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Going Digital eConsultancy, Feb 2010
- 4. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Search Factoids • 39% believe top ranked means industry leader • 77% choose organic over PPC on searches • 67% choose organic over PPC when buying • 40% aware of ROI report 500% ROIs on SEO • 62% click a link on the 1st page of SERP • 42% of search users click on the #1 entry • 8% click on the #2 entry
- 5. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi 5 Biggest SEO Misconceptions 1. Purpose: solely to rank 2. Alexa rank means something 3. Can’t reach page 1 4. Stands alone 5. Is easy
- 6. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Pillars of Online Marketing 1. Search Engine Marketing 2. Conversion Website 3. Email Marketing 4. Social Media?
- 7. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Website Conversion
- 8. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Converting Visitors into Leads
- 9. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Design Mistakes • Too artsy • Too wordy • Lack of focus • Obstacles to closing • Ignoring your prospects’ range • Suspicious looks
- 10. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi 3 Stages of Online Buying
- 11. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Who Are You Targeting? 3 Categories of Searches • Information – Research & pre-shoppers • Transactional – Intending to act • Navigation – Specific site or brand
- 12. Advanced Keyword Strategy Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi 3 Stages of Online Buying
- 13. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi SEM
- 14. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi SEO Elements
- 15. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Google (and SEO) – Always Changing • Google Algorithm • Google Caffeine • Google Instant
- 16. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
- 17. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Getting Buzzed by Google Caffeine • Faster impact • Bigger index • Unique content • Increase load time • Post Frequency • Real-time content • Indexation cap
- 18. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Google Instant Impact • User interface system • Search results basically same • Keyword recommendation • More impressions • Lower CTR • Long- and short-tail • Better titles and descriptions
- 19. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi The Google Page Rank • Named after Larry Page • Link analysis algorithm • Site popularity • Link strength • Don’t use as the main factor for your SEO decisions PR(A) = (1-d) + d(PR(t1)/C(t1) + ... + PR(tn)/C(tn))
- 20. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Correlating Page Rank with Rankings • Google – 18%? • Bing – 17%? • Yahoo – 4%? SEOmoz 2010
- 21. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Correlating Other Metrics w/ Ranking • Google PageRank – 18% • Yahoo External Links – 24% • SEOmoz Linking Domains – 25% • SEOmoz Page Authority – 28% SEOmoz 2010
- 22. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi A Brief Word on Microformats Google supports (HTML) microformats 1. hcard – business card 2. hReview – user reviews 3. hReview-aggregate – overall rating 4. hProduct – ecommerce 5. hCalendar – dates and appointments 6. hRecipe – self-explanatory
- 23. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi What the Future Holds for SEOs • Faster results • Less traffic • More competition • No room for amateurs
- 24. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi What the Future Holds for Real SEOs And Websites Who Really Understand SEO
- 25. Successful SEO = Profits Think Tank Live! SM @ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi Recipe for Successful SEO 1. Start with Clear Goals 2. Use a Proven Formula 3. Build an SEO Toolbox 4. Organize, Measure and Adapt 5. Learn the Rules – then Bend Them 6. Outsource