SEO 2013 - It’s not just your site; it’s your presence - Webinar
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2/1/2012 1 SEO 2013 It’s not just your site; it’s your presence 1
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In 2013 Search Engines are no longer analyzing JUST your site content and keywords…they are also monitoring your overall site presence. In the “It’s not just your site; it’s your presence” webinar we will be looking at areas outside of your Web site that need to be optimized for SEO. Blogging, Social Media, Local/Geo, Linking, and Reviews are just some of the contents that will be covered.
Transcript of SEO 2013 - It’s not just your site; it’s your presence - Webinar
2/1/20121
SEO 2013It’s not just your site; it’s your
presence
1
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
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Search in 2012
How SEO has Changed
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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
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Why it is Important
Search Engines are the new Yellow Pages
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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
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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
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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
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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
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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
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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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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
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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
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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 [email protected] (o) 952.460.3333 (c) 612.817.9971
