Seo Presentation 200809
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Transcript of Seo Presentation 200809
SEARCH ENGINE STRATEGIES:Put your web site to work!Presented by: Avery Cohen - Metrist Partners
September 10, 2008
Overview
Trend: Increasing interest in search strategies from consumer and B2B companies
Trend: Online marketing is expanding More integrated campaigns Increased use of Web to find local service
providers Internet and search strategies are a cost-
effective way to expand reach Provides valuable buying stage information
Definitions
Website Optimization Creating a user-friendly Website with good, high-
quality content to serve the visitor Testing alternatives to achieve a desired objective
with more of your site visitors Search Engine Optimization (SEO)
Improving the volume and quality of traffic to a site from search engines via “natural” search for targeted key words
Search Engine Marketing (SEM) SEO techniques including paid placement and pay-
per-click (PPC) programs, often called search engine advertising
Do I Need a Search Strategy?
Direct Product Sales Generate more leads
Requests for information Phone call or contact form Email opt-in
Set the stage for warmer sales calls Knowledgeable customers
Support complex sales That have multiple touch points
Elements of a Search Strategy
Set Goals Optimize the Site
Optimize for “conversions” Optimize for search
“Pull” Traffic Linking strategy & PR Advertising, including paid search Email
Measure and Adapt Constantly changing environment
Why SEO?
SEO makes the whole world-wide web better
Following SEO best practices… Provides a better customer experience Drives brand consistency Makes you more connected Brings in more customers
Pursuing the “Holy Grail”
Three questions to ask Three questions to ask when considering when considering Search Engine Search Engine OptimizationOptimization
Pursuing the “Holy Grail”
What are your goals? What do you want to be known for? What do your customers want?
Google Knows People
Estimated at 40 billion searches per month
Primary income from pay-per-click advertising
Makes more money from advertising than the top 4 TV networks combined
Google Knows What People Want
People tell Google what they want.
dog walkers
Google Knows What People Want
When people click on an entry,they are telling Google what looks right.
Google Knows What People Want
People link to good content.
How Do Sites Get on Google?
The “Spider” or “Googlebot” Follows links on the Internet Catalogs Keywords and Key Phrases Calculates Relevance You can talk to the spider
Robots.txt & Sitemap.xml Submit on webmaster.google.com
The Search Engine Presents relevant pages to searchers Profiles items people select Assigns and updates relevance:
“Page Rank”
Care and Feeding of the Google Spider
High quality inbound links Relevant to keywords
Internal linking Strong internal linking on keywords High quality external links
Keyword density Early and often Between 5% and 8%
Likes fresh content
Two Sides to SEO: Marketing & IT
Marketer’s Roadmap
Keyword selection Writing for SEO Linking strategy Fresh content strategy
Developer’s Roadmap
Site structure Page structure Search Vendor
Relationship Analytics Infrastructure
Marketers: Keyword Selection
Be specific “dog walkers” --
“Chicago dog walkers”“Lincoln Park dog walkers”
Be consistent Choose your jargon
carefully Add pages for
“Long Tail” searches Specific Products
Keyword Selection: Be Specific
Keyword Selection: Be Specific
Marketers: Tools for Marketers
Tools (examples): Finding Keywords:
Wordtracker Google AdWords Budgeting Submit to Google Maps Feedburner
Marketers: Writing for SEO
5 – 8% Keyword Density 500 words of content per page
Early and often Use section headings Avoid synonyms, euphemisms and
implied usage Use your other keywords to create
linking opportunities
How Does Stuff Get on Google?
The “Spider” or “Googlebot” Follows links on the Internet Catalogs keywords and key phrases Calculates relevance You can talk to the spider
Robots.txt & Sitemap.xml Submit on webmaster.google.com
The Search Engine Profiles items people select Assigns and updates relevance:
“Page Rank”
The Googlebot Finds Content for Google
The “Googlebot” is a spider-like program Googlebot follows links on the world-wide web Googlebot catalogs keywords and key phrases Googlebot calculates keyword relevance You can talk to the Googlebot
Robots.txt & Sitemap.xml Submit on webmaster.google.com
The Search Engine works with Googlebot data Profiles items people select Assigns and updates relevance:
“Page Rank”
Marketers: Linking Strategy
High quality inbound links Solicit links
Who would want to link to you? How will linking to you help their audience (your
customers)? PR campaigns Stunts: Link bait and stupid Internet tricks
High quality outbound links Link to authoritative sources Link to helpful sites
Linking Strategy: White Hat vs. Gray Hat
Google doesn’t like paid links Access to “link farms” Link exchange networks
Fighting Web spam Comments on blogs and forums Blogs now use “no-follow” links
Developers: Site Structure
Clear text, keyword-based navigation
Human-readable URLs Dogs/Dogwalkers.html Dogs/Dog-walkers.html
Avoid duplicate content Forward obsolete pages
Developers: Page Structure
You get points for keywords in these elements Page titles Headings Meta tags
Description Keywords
ALT tags for non-text content Use CSS and DIV, External JS files
Text-to-code ratio Keywords at top of page
Search Engine Relations
Google Webmaster Tools Yahoo Site Submission
Search.yahoo.com/info/submit.html Robots.txt Sitemap.xml
Implement Web Analytics
Google Analytics It’s free Tracks goals and conversion rates Segments groups of users Poor visit and path analysis
Buying Position with SEM
Search Engine Marketing (SEM) Pay-per-Click (PPC) model Bid on keywords and key phrases
Maximum per-click Daily budget
Direct Search and “Content Network” Price & placement based on “Quality
Score” Keyword density and SEO Compliance Click-through history
When to Use SEM
Buy position on a keyword or phrase Drive traffic directly to a service offering Test new marketing messages
Creating and Managing SEM
Campaign Specific target
and purpose Ad Groups
Keywords Broad, exact phrase, negative words
Ads 25-35-35 + url Auto-adjusts for best variation
Measuring SEM
Impressions Clicks
Click-through rate Cost-per-click
Bounce rate Conversions
Conversion rate Cost-per-lead
Measuring Your Results
All SEO can be measured SEOChat.com (and others)
SEO has a cumulative measurable result Contributing to your goals
Financial results CRM or SalesForce.com Google Analytics (and others)
Site Optimization
Focus on conversions Views more than one page Reaches specific “value-add” content Opts in for email Fills out a “contact” form Makes a phone call Makes a purchase
Segment and test
Tracking KPIs
Key Performance Indicators (KPIs) Baseline – previous year ± special events Set goals Track results Evaluate based on goals and trends Take action!
Tracking KPIs
KPIJan Goal
Jan Actual ±%
Total Visits
% Paid Visits
Email List Opt-In
Opt in %
Email Unsubscribes
Email List Size
Whitepaper Downloads
Download % Visits
Contact Us form start
Contact Us complete %
Additional Benefits of SEO
SEO makes the whole world-wide web better People read like the spider program People navigate through content links as
much as through navigation options Your message will be more clear Measurement techniques lead from
Search Optimization to Outcomes Optimization
Better “conversion rate” from visits to customers
-Brief “to do” list for the marketing team-Tools you can use to evaluate your site site
Getting Started
Make SEO Work for You
Set goals Audit site content
Consider an outsourced evaluation Pay attention to keyword use
Searchable, specific External links
Get influential sites to link back to you Alliances, sponsorships, news, blogs
Internal links Improve the viewing experience and point
search engines toward the most important pages
Apply intelligence from site statistics Review technology
Technical Considerations
Implement Joomla SEF component Implement web analytics Register site with Search Engines Evaluate
Page structure keyword usage on the site Internal content linking
Free Tools to Use
Wordtracker Keyword suggestions and estimated daily search volume http://freekeywords.wordtracker.com/
Google Tools for smaller businesses and free map listings http://www.google.com/services/
Google Trends Historic search volume on Google to help you decide on keywords http://www.google.com/trends
Rank Checker Reports rankings on key words http://tools.seobook.com/firefox/rank-checker
SeoQuake Reports on a variety of search factor, good for checking the competition http://seoquake.com
SEO Chat Wide variety of tools for Search Optimization http://www.seochat.com/tools
Ask your search questions…
Q&A
Contact Information
Metrist Partners2525 N. Elston Ave.Suite D230Chicago, Illinois
60647847-926-8280
[email protected]://www.metristpartners.com