2/1/20121

SEO 2013It’s not just your site; it’s your

presence

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2/1/201222

Mike McAnallyMike is an Owner and Partner at NordicClick Interactive and the in-house technology guru. He has experience in many facets of Interactive Marketing and manages the online initiatives for a variety of clients including Snap Fitness, Allen Edmonds, CarSoup and more.

With a background of more than 14 years of online marketing at Digital River, ShopNBC (FanBuzz) and Lifetouch, Mike’s expertise covers all facets of the interactive industry, from SEO, PPC and affiliate marketing to social media, Web strategy and local search.

Mike McAnally - Bio

2/1/20123

Agenda for Today• How SEO/Search has changed• Why SEO is important• Something's Stay the Same• Panda’s, Penguin’s and

Gorillas??• Takeaway’s

2/1/20124

Search in 2012

How SEO has Changed

2/1/20125

SEO Ranking Factors (2007-13)• In 2007 the Search Engines considered 3 main factors

in Rankings• In 2013 6 main factors were considered• User signals and Authority gaining most in importance

How SEO has Changed

2/1/20126

SEO Investment• Search Engine Marketing spending on SEO to

increase by 250% from 2008-2013• SEO viewed as most effecting tactic for generating

conversions

Why it is Important

2/1/20127

Why it is Important

Search Engines are the new Yellow Pages

2/1/20128

SEO by the Numbers• 70% of search users click on organic listings

• 60% of all organic clicks go to the top 3 search results

• 75% of users never scroll past the 1st page of results

Why it is Important

2/1/20129

What is SEO?Search Engine Optimization (SEO)

is a common sense way of organizing and displaying your Web site’s content to be properly indexed by the Search Engines.

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Technical Optimization

To identify any issues that will prevent search engines from

indexing your Web pages.

ContentDevelopment

Displaying and organizing your

content and keywords for the

search engines to index .

Local & Link Building

Increasing the quantity and most

importantly, quality of in-bound links to

your site.

Social Media OptimizationAn integral part of SEO utilized for Search Engine

Reputation Management

(SERM).

Search Engine Optimization

SEO Process

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Best Practices• Sound code structure• Sitemaps & Robots.txt• Meta Data• Rich Snippets• Page speed• 301 redirects

SEO - Technical

2/1/201212

Red Flags• XML Sitemap• Low Text to HTML Ratio• Printability• Slow load time• No Microformats• W3C Code issues

SEO - Technical

2/1/201213

Technical Optimization

To identify any issues that will prevent search engines from

indexing your Web pages.

ContentDevelopment

Displaying and organizing your

content and keywords for the

search engines to index .

Local & Link Building

Increasing the quantity and most

importantly, quality of in-bound links to

your site.

Social Media OptimizationAn integral part of SEO utilized for Search Engine

Reputation Management

(SERM).

Search Engine Optimization

SEO Process

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Keyword Research • Tools• Social Monitoring

(Hashtags)• Competitive• Paid Search• AnalyticsUse these keywords in your content!

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SEO - Content

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Content is King• Hierarchy• Text & Images• Documents, White

Papers, eBooks• Video, Audio• Social Conversations• Blogs, Wikis, Forums

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SEO - Content

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META Data• META data is

used for indexing by search engines and are used in SEO rankings. - Title tags- Description- Keywords tag- ALT tag- H tags- Geo

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SEO - Content

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What We See

What

the

SE

Sees

ContentOptimization• 200 – 300 words

per page (at least)• Focus on 1 – 3

core phrases per page

• Minimum 2 – 4% keyword density

• Group content together in thematic sets based on keywords

SEO - Content

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Blogs• Companies that blog

have 434% more indexed pages

• Blogs lead to 55% more web visitors

• 300 or more indexed pages leads to a 2x increase in conversions

• Blog needs to be on your core domain (.com/blog)

SEO - Content

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Technical Optimization

To identify any issues that will prevent search engines from

indexing your Web pages.

ContentDevelopment

Displaying and organizing your

content and keywords for the

search engines to index .

Local & Link Building

Increasing the quantity and most

importantly, quality of in-bound links to

your site.

Social Media OptimizationAn integral part of SEO utilized for Search Engine

Reputation Management

(SERM).

Search Engine Optimization

SEO Process

2/1/201220

Local & Global Search Are LinkedWith Google’s recent algorithmic change to give moreimportance to Local listings and maps, optimizing for

Local search has become an intrinsic part of SEO.

Local Search Core Components• Google+ (Places/Maps) Optimization• Bing Business Portal• Geo Check-Ins• Submission to Trusted Providers

SEO – Local Search

2/1/201221

About Link Popularity • Link popularity is a very

important factor in search engine ranking. Search engines view Web sites with good link popularity as authorities in their subject matter.

• Quantity and most importantly, quality of in-bound links to your site.

SEO – Link Building

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Linking Strategies • Strategic Thinking

• Link Research• Local & Regional • Product Reviews• Business Partners

• Social Media and PR• Blogging• News Releases• Digital Asset Optimization• Social Power Linking

SEO – Link Building

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Red Flags • Link Dilution

• Focus on one domain(WWW)• Site Migration to New Domain

• 301 redirect old URLs• Link Farms

• Jeopardize rankings• Link Volume vs. Relevancy

• Quality and relevancy more than quantity

SEO – Link Building

2/1/201224

Technical Optimization

To identify any issues that will prevent search engines from

indexing your Web pages.

ContentDevelopment

Displaying and organizing your

content and keywords for the

search engines to index .

Local & Link Building

Increasing the quantity and most

importantly, quality of in-bound links to

your site.

Social Media OptimizationAn integral part of SEO utilized for Search Engine

Reputation Management

(SERM).

Search Engine Optimization

SEO Process

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Search Engine Reputation Management (SERM)

• Direct links from Social Profiles index to 1st page

• Not all profile links are followed but data show added value

SEO - Social

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SEO Benefits1. Increase quantity and

quality of links2. Increase brand

mentions on the front page of SERPs

3. Reputation Management (more control of your content)

4. A new source of searches and organic traffic

5. MOST IMPORTANTLY – Building your Social Authority

SEO - Social

2/1/201227

800 Pound Gorilla: “One that is dominating or uncontrollable because of great power that ignores a problem when everyone knows it's there, but pretends everything is OK.”

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Panda’s, Penguin’s & Gorillas

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• Who Google’s?• Who Searches?

Panda’s, Penguin’s & Gorillas

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Google Panda changed SEO in 2011

Panda’s, Penguin’s & Gorillas

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Panda’s, Penguin’s & Gorillas

Google Penguin Update

• Launched in 2012 to combat• Keyword stuffing• Hidden Content• Link Farms• Duplicate and copied

content

2/1/201231

5 Takeaways for Today• Don’t forget the basics• Google+ • Share, Share, Share• Social Authority• Defeat the Sterotype

Takeaways

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Technical Optimization

To identify any issues that will prevent search engines from

indexing your Web pages.

ContentDevelopment

Displaying and organizing your

content and keywords for the

search engines to index .

Local & Link Building

Increasing the quantity and most

importantly, quality of in-bound links to

your site.

Social Media OptimizationAn integral part of SEO utilized for Search Engine

Reputation Management

(SERM).

Search Engine Optimization

Takeaways

2/1/201233

If you can’t win the game…. change the rules.

Takeaways

2/1/201234

Google+ Impact

• CLAIM YOUR PAGE!!

• Google Places (Maps) is now Google+Local

• Google Search & Maps integrated with + via mobile

Takeaways

2/1/201235

Think Social • Share and produce content

Takeaways

2/1/201236

Social Authority• The transition from Search Engine

Marketing to Social Media Marketing

Vs.

Takeaways

2/1/201237

Credit Union StereotypeWhat kind of interaction do you have?

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Takeaways

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Thanks, Mike McAnally Partner | NordicClick Interactive2025 Coulter Blvd. #100Chanhassen, MN 55317mike@nordicclick.com (o) 952.460.3333 (c) 612.817.9971