Let’s Go Back - Understand

SEO HISTORY & DETAIL 2008WPA CONFERENCE

SEARCH ENGINE MARKETING

JON ROGNERUDwww.jonrognerud.com | contact@jonrognerud.com

Quick backgrounder…Jon Rognerud

Founder ChaosMap.Com Entrepreneur SEO Columnist Author “Ultimate Guide to

SEO” (*New: Amazon, Bookstores)

Designed/wrote search engine licensed to Expedia/Microsoft

20 yrs software dev & consulting

Organization / Presentation Intro 35slides x 1 min &

butterfly Importance of Search +

Trends SEO Overview + Specifics Opportunities for you SEO Demo / Analysis Questions along the way

Before We Begin…Why we focus on search engines:

Check out the marketplace!

Portions of user basecan view your websiteFOR FREE! *

*(if done right, also targeted = conversion)

Organic is top of show!Enquiro / marketingsherpa

B2B Buyers Start With Google

Morgan Stanley Internet Trends ‘08

Internet Trends 2008 - Continued Blended Search / Universal Penetration by Type

==== Video & News dominate

Query Share, Suggesting High Intensity

http://blogs.mediapost.com/search_insider/?p=761 (Search Insider)

Out of 1.2 billion queries surveyed, 220 million (17 percent) contained a Universal search results. 87 million people searched during the measured period, and 58 percent saw a natural search placement. Within the Universal results, individual placements broke out this way: Video 38% News 34% Images 19% Multiple placements 15% Maps/Stocks/Weather 10% http://www.webguild.org/images/InternetTrends031808.pdf

(Morgan Stanley)

Trends in search : Search 1.0

Trends in search : Search 2.0

Trends in search : Search 3.0 / Blend

Google’s Approach - Universal

Local Search – Before & After

Universal Search Results

Click performance – to conversion:

No universal still highVideo & News close seconds

Vertical Search Blog Search Book Search Catalogs Code Search Directory Finance Images Local/Maps News Patent Search Product Search Scholar Video Web Search

Vertical Search Opportunities in Google

International

Opps/threats – Good SEO Matters!

TRADITIONAL MARKETING NEW WAY OF MARKETING

Common Pitfalls Path To Success

-No strategy-Lack of support, resources-Poor Coordination

-Inappropriate Content-Being overly promotional

-Sell upper management-Buy in from all key depts.-A “give to gain” philosophy-Find the right people-Testing-Oversight-Measuring Results

SEO – Top Level BreakdownWhat – the “definition” - volume, quality of traffic & free Art, science, business skills (organic, algorithmic)

Who - the “players” - Searchers, Search Engines, Websites: The magic triangle:

1. Know your audience, 2. Know search engines (no spam), 3. Create search engine friendly

websites …. (and of course, user friendly

sites!)

How – “tripod”: Content, Link Popularity, Link Reputation The least “imperfect site” on the web wins! Manage balance of all three – content is King

SEO – The Essentials - Snapshot

Keyword Research – “what do people type to find you”?

http://tools.seobook.com/keyword-tools/seobook/

WordTracker (http://freekeywords.wordtracker.com)

Google Keyword ToolsAnalysis – yours & the competition

Content – “mapping keywords to content that matches”

Keyword densityLong tail (“the belly”)Onpage factors (Title, Description, H1,

etc)Links – “links and links to describe your page/anchor text”

Authority/trusted links bestBeware of “rel=nofollow” (html code)PageRank not interesting, traffic +

action matters

SEO – The Essentials – Details - Page

ONPAGE – “html and content”Page Titles: keyword rich, 1-3 keywords, variationsMeta Tags: keywords + descriptionBody Text: keyword density, proximity, prominenceHeadings: H1, H2, H3Images: Fast loading, descriptive URLs, ALT attributesInternal Links: relevant, keyword richSitemap: easy to follow – users and search enginesLanding Pages: User friendly, call to action, fast load

FIGURE: “How bots read pages”

SEO – HTML OVERVIEW

SEO – Results (SERPs) SE Result Pages

SEO – The Essentials – Details - Links

OFFPAGE – “links”External profiles: a) Get links from relevant, topical themes. b) Links from high authority sites & hubs best. c) Directories (yahoo, dmoz, gimpsy, joeant) d) Reciprocal still valid if measured e) Research the competition and their links f) Use Yahoo Site Explorer to check links g) Use www.marketleap.com/publinkpop/ h) paid links, bartered links, blogs, socialSUCCESS TIP: Articles and Press Releases. Google is considered an off-page engine, and 75% of rankings come from links.

REMEMBER - Recommendations from friends:“I know Jon Rognerud”, “Jon Rognerud isan SEO expert”, Seth Godin: “Rognerud is an SEO Expert”

SEO – The Essentials – LINK BOMBS

OFFPAGE – “links”

Things you can do today, to take advantage of the search market place…

AND NOW … YOUR OPPORTUNITIES!

TIPS YOU CAN USE - FLAVORS Keyword Research Competitive Research & Analysis, organic, paid, pages Open Google Adwords account, bid aggressively, determine

traffic, value, and budget: (http://searchmarketing.yahoo.com/calculator/roi.php)

Create Google Webmaster Console Acct, create sitemaps, check diagnostics and much more..

Blended Search Vertical Search Onpage Traditional factors - always Be flexible, room to adapt, test, test, test – rinse, wash, repeat Identify the “who” in the conversation (get links!)

*cool tool:touchgraph.com

TIPS YOU CAN USE – BAIT & VIRAL First Mover Advantage – Get the news first Compilations of news, resources, top x lists Exposing stories – controversy, humor, weird Videos – Coke/Mentos, Will It Blend - Viral Widgets / Gadgets – “websites within

websites” Interactive ads, lead generators, awareness

builders, news/pr vehicles Reputation Improvers

Blended Search Onpage Tradt’l. Offpage Links to quality content

FINAL – Start Today! Not magic or rocket science Quality (!) content in focus, build partnerships

(links) Read forums + blogs + industry verticals SEO tools – see chaosmap.com resources section Be focused, start small – work upwards Blended Search (image, news, video, maps,

products…) Track all (analytics) and “Test everything.

Assume nothing.” Will take time, 1-6+ months, depending on

competition

Resources

http://www.amazon.com/exec/obidos/ASIN/0470113456/freshspotpubl-20

http://www.seomoz.org/article/search-ranking-factors

www.searchengineland.com www.searchenginewatch.com www.searchengineguide.com http://www.work.com/learning-search-engine-

optimization-1053/

THANKS ALSO TO:HUBSPOT.COMSEARCHENGINEWATCH.COMSEMPO.ORG

WWW.JONROGNERUD.COMwww.jonrognerud.com | contact@jonrognerud.com