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SME Cleveland SEO Workshop March 2012
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![Page 1: SME Cleveland SEO Workshop March 2012](https://reader036.fdocuments.net/reader036/viewer/2022062513/554cf13bb4c905a5138b4afc/html5/thumbnails/1.jpg)
Search Engine Optimization
March 13, 2012
Scott Mowery
Search & Online Marketing Manager
Cleveland Clinic
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My Background
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4 Functions of a Search Engine
• Crawling the Internet
• Building an index
• Calculating relevancy
and rankings
• Serving results
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Search Engine Marketing
Organic Results
(SEO)
Paid Listings
(PPC)
Increasing
visibility on
search engine
result pages
![Page 6: SME Cleveland SEO Workshop March 2012](https://reader036.fdocuments.net/reader036/viewer/2022062513/554cf13bb4c905a5138b4afc/html5/thumbnails/6.jpg)
US Search Engine Market Share
Source: ComScore.com totals for Dec. 2011
Over 18.2 billion
total searches
per month!
![Page 7: SME Cleveland SEO Workshop March 2012](https://reader036.fdocuments.net/reader036/viewer/2022062513/554cf13bb4c905a5138b4afc/html5/thumbnails/7.jpg)
Why Consumers Use Search Engines
• “Digital Advice”
• Make informed decisions
• Find correct, complete info
• Reassurance and empowerment
• 24/7 access
• Useful in all stages
of purchase cycle
Loyalty Awareness
Familiarity Consideration
Selection
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Why is SEO Important to Me?
• 70% of online health seekers start there
• > 3 of 4 CCF.org visits from SEM
• 85% of searches from outside Ohio
• It’s the key driver for our Internet funnel
Sources: Pew Internet Study, Google Analytics
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Everybody is Part of the SEO Team
Marketing
Sales
IT
Copywriters
Media Relations
Designers
Analysts
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The Joy of Cooking SEO
The Recipe Has 10 Ingredients…
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Ingredient #1:
Make Your Site
Accessible to
Search Engines
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Limitations of Search Engines
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Descriptive HTML Text is Necessary
How much readable text is on this page?
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• Disable browser cookies and Javascript
• Use the cached link on any Google result
See Your Site Like a Search Engine
![Page 15: SME Cleveland SEO Workshop March 2012](https://reader036.fdocuments.net/reader036/viewer/2022062513/554cf13bb4c905a5138b4afc/html5/thumbnails/15.jpg)
http://www.joann.com/storage/scrapbook-storage/paper-organizers/
Keep URLs Clean and Simple
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Shallow, Logical Site Architecture
Home Page:
Toys
Category Page:
Lego
Subcategory Page:
Star Wars Lego
Product Detail Page:
8092 Luke’s Landspeeder
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Shallow, Logical Site Architecture
Largest share of links
Tend to earn few links
Tend to earn few links
A few pages may earn many links,
but most of them earn few
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Many Points of Entry
= Spider Entry Point
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Eliminate Duplicate Content
http://www.homedepot.com/Lightin
g-Fans-Indoor-Lighting-Indoor-
Ceiling-Lighting-
Chandeliers/h_d1/N-
5yc1vZbvn3/h_d2/Navigation?catal
ogId=10053&langId=-
1&storeId=10051
http://www.homedepot.com/Lightin
g-Fans-Indoor-Lighting-Indoor-
Ceiling-Lighting-
Chandeliers/h_d1/N-
5yc1vZbvn3/h_d2/Navigation?catal
ogId=10053&langId=-
1&storeId=10051#/?c=1&Ns=P_RE
P_PRC_MODE|1
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• URL Parameters
• Printable Versions
• http://buymystuff.com/widgets
• http://buymystuff.com/print/widgets
• Session IDs
• http://buymystuff.com/widgets
• http://buymystuff.com/widgets?SESSID=12
Duplicate Content Examples
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Solution: Canonical Tag
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Solution: URL Redirects
http://www.seomoz.org/blog/an-seos-guide-to-http-status-codes
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Even Error Pages Can Help Users
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Slow Site Speed Doesn’t
Win the Race (or Rankings)!
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Ingredient #2:
Don’t Settle for
Good Content.
Make Your
Content Great!
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• Satisfies user needs
• Written by a human
• Not copied from
elsewhere
• 1-2 pages long
• Free of grammar,
spelling and
punctuation errors
• Similar to other sites
Which Content Would You Like?
• Exceeds user
expectations
• Produced by
outstanding writers
and designers
• May use video, audio
and images to
enhance copy
• Provides unique
insights and info
• “I have to share this”
“Good” Content “Great” Content
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Search Engine Land Periodic Table
http://searchengineland.com/seotable
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Unbounce Marketing Guide
http://unbounce.com/noob-guide-to-online-marketing-infographic/
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“Analytics According to Captain Kirk”
http://www.sitelogicmarketing.com/blog/02-analytics-according-to-captain-kirk
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Oyster.com Hotel Reviews
http://www.oyster.com/phoenix/hotels/the-boulders-resort-and-golden-door-spa/
15+ Page
Review
300+
Photos
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• Company
• Customers
• News/Media
• Blogs
• Social Media
• Vendors
• Government
• Events
Become a Content Hub
• Industry News/Data
• Unique Research
• Timely Analysis
• Product Information
• Multimedia Content
• Discussion/Interaction
• Offers/Promotions
• Humor/Human Interest
• Presentations/White
Papers/Infographics
Sources Content Bank
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Ingredient #3:
Boost User
Satisfaction with
Strong Design
and Usability
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Poor Design = Lost Traffic
Avoid building link farms and pages littered with ads
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Google Panda Update
http://searchengineland.com/google-panda-update-112805
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First Question You Must Ask:
What do you want
your site to do?
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• Design for people,
not search engines
• Understand your
user’s expectations
• Define user needs
• Leave a scent
• Read this book
Usability and Design Basics
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Ingredient #4:
Develop a
Keyword Strategy
That Fits Your
User’s Needs
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What’s the Ideal Keyword?
• High volume of monthly searches
• Low number of optimized competitors
• Provides strong conversion and value
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The Long Tail of SEO
Lots of search
volume & competition;
Low conversion
Limited search
volume & competition;
Higher conversion
Cancer
Prostate Cancer
Prostate Cancer Treatment
Chemotherapy Treatment
for Prostate Cancer
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• Brainstorm keyword ideas for root terms
• What words are used by other sites?
• Use modifiers, descriptors, extensions
• Group into buckets of common themes
• Expand with keyword tools
• Throw out negative terms
Keyword Research Basics
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Google Keyword Tool
http://adwords.google.com/select/KeywordToolExternal
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http://www.google.com/insights/search
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Google Insights for Search
Get popularity by state, city, and new “breakout” terms
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Try Testing Keywords in PPC
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How Much is a Keyword Worth?
Metrics Epilepsy
Treatment
Epilepsy
Symptoms
Visits 400 1,000
Online Appointment Requests 80 20
Patients 40 2
Conversion Rate 10% 0.2%
Total Net Revenue ($10K per) $400K $20K
Revenue Per Visit $1,000 $20
Conversions trump visits and rankings
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Ingredient #5:
Map Keywords
to Pages
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• #1 on-page ranking
factor
• Unique for each page
• Starts with primary
keyword phrase
• 65 characters or less
(incl. spaces)
Title Tags
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Title Tag:
“Basketball – Men’s Footwear –
Dick’s Sporting Goods”
Think Like a Customer
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Think Like a Customer
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• Engaging, accurate description of page
• Unique for each page
• Includes primary keyword phrase
• 250 characters or less (incl. spaces)
• Makes a difference on clickthrough rate
Meta Description
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• Sprinkle keyword
throughout body copy
and headlines
• Avoid keyword stuffing
On-Page Content
![Page 52: SME Cleveland SEO Workshop March 2012](https://reader036.fdocuments.net/reader036/viewer/2022062513/554cf13bb4c905a5138b4afc/html5/thumbnails/52.jpg)
Images
Include in alt-attributes and image file name
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“Combo Approach” to Keywords
• Total Hip Replacement Surgery
• Total Hip Replacement
• Hip Replacement Surgery
• Hip Replacement
• Hip Surgery
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Ingredient #6:
Develop a
SEO Toolbelt
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Google Webmaster Tools
http://www.google.com/webmasters/tools/
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Bing Webmaster Tools
http://www.bing.com/toolbox/webmaster/
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Google Places for Business
http://www.google.com/placesforbusiness
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XML Sitemaps
http://xml-sitemaps.com
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HTML Sitemaps
http://www.joann.com/sitemap
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RSS Feeds – Feedburner.com
Set up and monitor feeds and subscribers
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Ingredient #7:
Win the Popular
Vote with Links &
Social Media
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The “American Idol” Effect
More links and shares = more votes of authority
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What Makes a Good Link?
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Don’t Pay for Links
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Sharing Counts for SEO
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Ingredient #8:
Make it Easy for
Others to Help You
Gain Traction
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Develop Multiplatform Content
• Mobile
• Video
• Audio
• Blog
• Webinar
• Lead Generation
![Page 68: SME Cleveland SEO Workshop March 2012](https://reader036.fdocuments.net/reader036/viewer/2022062513/554cf13bb4c905a5138b4afc/html5/thumbnails/68.jpg)
Spread it thru Inbound Marketing
SEO
Webinars Blogs RSS
Comments
Video
Forums
Social Media
Podcasts
Word of Mouth
Infographics
White Papers
News/Media/PR
Content Syndication Referral Links
Q&A Articles
Research Apps
Presentations
Direct Traffic Interviews
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There’s More to Search Than Google…
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Ingredient #9:
Master Your
Analytics to
Gain Actionable
Insights
![Page 71: SME Cleveland SEO Workshop March 2012](https://reader036.fdocuments.net/reader036/viewer/2022062513/554cf13bb4c905a5138b4afc/html5/thumbnails/71.jpg)
Install Google Analytics in <10 Minutes
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Visits by Search Engine
![Page 73: SME Cleveland SEO Workshop March 2012](https://reader036.fdocuments.net/reader036/viewer/2022062513/554cf13bb4c905a5138b4afc/html5/thumbnails/73.jpg)
Keywords Sending Traffic by Engine
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# of Pages Getting Visits by Engine
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www.opensiteexplorer.org
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Track Keyword Rankings
http://www.brightedge.com
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Most Important Metric: Conversions
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Top Conversion Paths and Attribution
Find the Introducers, Influencers and Closers
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Analytics Points of Emphasis
• Quantifiable outcomes
• Segment your data
• Fact-based decision making
• Actionable insights
• Competitive Intelligence
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Ingredient #10:
Never Stop
Testing
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You Can Build a Better Mousetrap
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Internet Funnel
Attract: Visit Site from Google
Engage: Positive Site Experience
Convert: Lead Generation
Buy:
Digital Consumers
Customers/Patients
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Discover | Test | Measure | Repeat
• Photos
• Videos
• Lead Generation
• Webinars
• Infographics
• Slideshows
• Testimonials
• Page Length
• Calls to Action
• Promos/Offers
• Email Newsletters
• Blog
• Apps
• Checkout
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A/B Testing Resources
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And for Dessert…
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Recommended Reading
• Search Engine Marketing Sites - SEOmoz.org blog
- Search Engine Land
- Search Engine Guide
- Search Engine Roundtable
- SEOBook.com
- Google blogs
- Twitter: #sem, #seo, #ppc, #landingpages
• Web Analytics Sites
- Avinash Kaushik (Occam’s Razor)
- Web Analytics Demystified
- Twitter: #measure, #gaanalytics
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Search Engine Optimization Books