SEO: Search Engine Optimization
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This document discusses search engine optimization (SEO) strategies for improving website visibility and driving online action and conversions. It covers key on-site and off-site optimization factors like technical elements, content creation, social media engagement, backlinks, and analytics to measure success. The goal is to help companies understand how to build successful SEO programs and decide if their efforts can accomplish their goals.
SEO: Search Engine Optimization
- 1. SEARCH ENGINE OPTIMIZATION (SEO) FOR VISIBILITY, ACTION & CONVERSION June 30, 2010 Powered by Cirrus ABS and Element Three DISCOVERELEMENTTHREE.COM & CIRRUSABS.COM
- 2. OBJECTIVES FOR TODAY Understand the elements critical to having a successful SEO program in place for your company Learn about the tools and tactics necessary to ensure your website is found for targeted keywords Understand more about how search engines view your website Decide if your efforts can accomplish the goals you have established Slides will be made available to you after the event.
- 3. SEO // VISIBILITY IS AN ONLINE CURRENCY no visibility = no clicks unattractive or spammy titles & descriptions = no clicks clicks for incorrect terms = no conversion poorly planned landing pages with no CTA = no conversion
- 4. SEO // TECHNICAL, ONSITE & OFFSITE FACTORS There are technical, onsite, & offsite factors that contribute to your sites SEO performance.
- 5. SEO // VISIBILITY VIA PREFERRED MEDIA preferred media not singular media the year of talking to your audience where they are not the time to be steadfast in our ideals
- 6. SEO // VISIBILITY VIA PREFERRED MEDIA i’ve never seen a perfect launch, i.e. one where I got to do everything I wanted projects are always limited by: time, money, effort, resources, knowledge, buy in (from HIPPOs or clients) test conversions, measure results
- 7. SEO // WHERE’S THE INTENT? social dm tv radio tradeshows newspaper yellowpages search Marketing SEO
- 8. SEO // ARE YOU IN TROUBLE? if your site is… trapped by flash looking good but can’t be found built in a way that prevents you from changing or adding content if you can’t change page titles, and meta descriptions you’re in trouble.
- 9. SEO // KNOW THY ALGORITHMS big year for search engine changes yahoo to switch to bing SERP results by Aug or Sept. google uses over 200 criteria/signals for ranking site pages 6000 tests & hundreds of algorithm changes per year by google alone google mayday update; signals of QUALITY, deep page content, long tail terms, no human intervention (algo), not from webspam team google caffeine; 50% fresher results, over 100 million gig of storage real time search: if something is trending you will see it forced customized (personalized) search: if you’re logged in you see customized results beta social circle search (will it be opt-out too?) emphasis on indexing speed emphasis on freshness and frequency webmaster console: removed pagerank, added Labs which includes site performance, fetch as googlebot, and malware detail tools normal (xml) sitemaps, news sitemaps, video sitemaps
- 10. SEO // ALL THINGS BEING EQUAL since there are over 200 criteria you must do competitive analysis to maximize your return on efforts.
- 11. SEO // ACTION ALPHA create a list of competitive sites resolve yourself to run competitive analysis (the ones i’m about to tell you) develop a plan to win or call in reinforcements
- 12. SEO // WHAT’S WHAT? there are many ways google presents results
- 13. SEO // BE LOCAL IF LOCAL mobile device “local searches” on the rise local search instills high confidence with searchers social applications like brightkite, foursquare, gowalla
- 14. SEO // ACTION BETA grab your local listings: getlisted.org setup google profiles for you and your business google.com/profiles schedule a time to review your local analytics google.com/places review friends businesses & have clients review yours
- 15. SEO // WE ALL WANT TO BE #1 but we can’t all be number one
- 16. SEO // WHAT’S IN A NAME? We've taken clients to number one on Google based on keywords they insisted had to be there, only to find out that a slight derivation would have yielded exponential traffic.
- 17. SEO // ACTION GAMMA poll your customer facing employees; ask who are your clients go to adlab.msn.com/demographics-prediction/ DPUI.aspx for additional insight write down what you really do & who you are competing against take the keywords & keyword phrases you think are important and verify volume with adwords.google.com/select/ KeywordToolExternal
- 18. SEO // I’VE NOTHING TO WRITE a common complaint is not knowing what to write & what keywords to target fresh content is crucial newest articles win all else being equal increases site depth increases crawl rate
- 19. CONTENT IDEA STARTERS What questions do you How are current events repeatedly get from your having an impact on your prospects during the sales business and the resulting process? impact on your customers Customer stories, Provide a window into the testimonials and case human side of your studies company – use Video! What is your passion for Product or service tips you what you do and the can offer your clients customers you serve? Promote new clients Product or service Tradeshows, event updates/ changes marketing – pre/during/ post
- 20. SEO // TECHNICAL CONSIDERATIONS KW - Saturation: formula + kw phrases + length (this isn't absolute but it makes you think) writing titles: formula + clickability + bolded words writing meta descriptions + clickability + bolded words H1-H6: alt tags: often missed (don't say picture or image of, google already knows its an image) calls to action so they do something once on page image naming and using "-" not "_" don't try so hard to get a certain saturation that you lose good long tail connecting words or relevance! duplicate content isn’t necessarily penalized nor is it rewarded so many more
- 21. SEO // ACTION DELTA for each page of your site run & review tools.seobook.com/general/keyword-density/ change title tags & descriptions first because they are valuable & clarify thinking start with keywords & keyword phrases you already rank for
- 22. SEO // ALL BACKLINKS; AREN’T EQUAL why do we want backlinks? visibility / brand recognition traffic generation / linkbait (to pages or our site) to encourage page or site indexing increase page rank / authority to impact SERPs because someone told you to get them
- 23. SEO // ALL BACKLINKS; AREN’T EQUAL (PART DEUX) BLNF: backlink nofollow = www.url.com (rel=“nofollow”) BLDF: backlink dofollow = www.url.com BLNA: no anchor = www.url.com (no <a href=“url”>bob</a>) CONNF: contextual nofollow = webdesign by company (rel=“nofollow”) CONDF: contextual dofollow = webdesign by company there are additional conditions that affect the value of backlinks TLD authority i.e. page rank or TLDPR link page authority / page rank backlink destination page: root or subpages topic relevance iframes, redirects, url-shortners, email, image links keyword anchor text match & proximity backlink age ?
- 24. SEO // ACTION EPSILON run Majestic SEO: majesticseo.com/bulk-backlink-checker.php ask Suppliers for backlinks ask Customers (mutually beneficial btw) ask friends and family create new, subject matter expert, articles on your site and tell the world link to the page with content, not always home
- 25. SEO // THE SOCIAL THREE social media the tools for building followers, friendships, & contacts social networking the daily visibility & interaction, i.e. the “social” part social marketing subtle or overt application of various media to promote
- 26. SEO // ACTION ZETA grab your brand mass id check namechk.com mass id with facebook app dandyid.org social visibility mybloglog.com signup & join some groups ning.com
- 27. SEO // DID IT WORK? DO IT AGAIN check google analytics or server logs for: bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels) monitor contacts, calls, lead sources rank checker: firefox add-on google a/b testing
- 28. WE'LL HELP YOU MASTER INTERNET MARKETING These days it’s more important than ever for you to reach new prospects, satisfy customers, find new efficiencies, and grow your business. The Web's the way to do it. We can help.
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