Slide 1
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SEO visibility is online currency
no visibility = no clicks
no visibility = no clicks
unattractive or spammy titles & descriptions = no clicks
clicks for incorrect terms = no conversion
poorly planned landing pages with no CTA = no conversion
Today we will discuss Search Visibility, which includes both Search Engine Optimization and Marketing. We also want to discuss clickability or overall conversion an often overlooked part of the success equation. It doesn't matter how much traffic you can drive if it's the wrong traffic (wrong keywords) or if they never take action. Lack of conversion can be caused by things like, poor site usability / design / lack / CTA calls to action, etc.
SEO technical onsite amp offsite factors
There are technical, onsite, & offsite factors that
There are technical, onsite, & offsite factors that
contribute to your sites SEO performance.
We will also discuss technical (limited), onsite (onpage) and offsite factors. And don't worry if you have no idea what that means, you will when you leave.
SEO visibility via preferred media
preferred media not singular media
preferred media not singular media
the year of talking to your audience where they are
not the time to be steadfast in our ideals
visibility via preferred media (Not about Social; it's about preferred media)
If you have not been already, this will be the year you are inundated with people telling you to get into social media, and I will be among those asking you to take a look at it, but I want to explain some factors to consider before deciding where to put your money and efforts in 2010. I also want to show you a bit about how social media is affecting SEO and more importantly how it is not. As I mentioned at a recent Social Media breakfast, this will be the year of talking to your audience in their preferred medium, that is to say those they pay attention to, not the ones you wish to participate in. In a down economy we have no time to be steadfast in our ideals.
Slide 5
iâve never seen a perfect launch, i.e. one where I got to
do everything I wanted
iâve never seen a perfect launch, i.e. one where I got to
do everything I wanted
projects are always limited by: time, money, effort,
resources, knowledge, buy in (from HIPPOs or clients)
test conversions, measure results
The Difficult Truth
Time not Money
It's not about money it is about time, unless you don't have time, then you need to spend money. If you don't have the time, or someone on staff who does, you will need someone you can call to explain it. Someone who will weed out the fad from the facts.Even if you engage us to help, we need you to show interest and participate in it's online marketing success.
Never Done
Launching a site is not a checkoff item. Unless the check says, now it's time to get serious. I've never seen a PERFECT site launch. What's a perfect site launch. One where I was able to do everything I wanted to do. Heck, I didn't even get to do EVERYTHING for our site launch. Projects are always limited by one or more of the following; time, money (which can affect time), effort, resources, knowledge, buy in (from HIPPOs or you; the client). Any company you deal with will have those same limiting factors.
SEO wheres the intent
social
social
dm
tv
radio
tradeshows
newspaper
yellow pages
search Marketing
SEO
We don't have to be very old to figure out that if we want fed we have to go where the food is. Right now, you need to be going where the traffic is, and where......
SEO are you in trouble
if your site isâ¦
if your site isâ¦
trapped by flash
looking good but canât
be found
built in a way that
prevents you from
changing or adding content
if you canât change page titles, and meta descriptions
youâre in trouble.
We simply do not have time today to cover the pitfalls common to poorly performing sites, nor can we go through step by step the right things. For the purpose of today I am going to assume you have a functioning website that isn't a lame duck. We will be happy to look at your site and give you a free report on how it fairs. That said, here is a mach 1 flyby.
SEO know thy algorithms
big year for google changes
big year for google changes
over 200 criteria
6000 test algorithm changes per year
caffeine; the new algorithm
google Gulp with Auto Drink » google.com/googlegulp
real time search: if something is trending you will see it
forced customized (personalized) search:
if youâre logged in you see customized results
beta social circle search (will it be opt-out too?)
emphasis on indexing speed
emphasis on freshness and frequency
webmaster console: removed pagerank, added Labs which includes site performance, fetch as googlebot, and malware detail tools
DNS 8.8.8.8.
Who can tell me a recent Google change, preferably one I have not already stated?
Did you understand it? Did you research it? Do you know how that will affect you business or site? Do you have the time too? And more importantly did you change anything on your site to take advantage of it?
Google has dozens of blogs, so it is hard to know which product is going to affect your business today.
For example how does the new personalized search affect you? (you will think you are ranking better then you are!)
SEO all things being equal
since there are over 200 criteria you must do competitive
since there are over 200 criteria you must do competitive
analysis to maximize your return on efforts.
Take any of the 200+ criteria and start by first comparing that to your competition. Let's say for example that your competition has a page (browser) title like such (company name + service + location + stop words + other service + stop words) ALL THINGS BEING EQUAL you could likely win with (service + location | company name). Why include the company name? Branding and credibility which MAY lead to more click through. Now if your competition has kept it to (service + location) and everything else was equal then you would want to match that.
SEO action alpha
create a list of competitive sites
create a list of competitive sites
resolve yourself to run competitive analysis
(the ones iâm about to tell you)
develop a plan to win or call in reinforcements
SEO whats what
there are many ways google presents results
there are many ways google presents results
SHORT explanation : search pages explained > Let's start by making sure we are all on the same page as to what are some of the key terms and areas of a SERP "search engine result page" are
SEO be local if local
mobile device âlocal searchesâ on the rise
mobile device âlocal searchesâ on the rise
local search instills high confidence with searchers
social applications like brightkite, foursquare, gowalla
If you are not a national brand localization matters. Ok, now how many of you have done a localized search in the past 24hrs? Ok, thank you. Please relax, for a moment.
Why is localized search important? Place Rank.
SEO action beta
grab your local listings:
getlisted.org
grab your local listings:
getlisted.org
setup google profiles for you and your business
google.com/profiles
schedule a time to review your local analytics
google.com/localbusinesscenter
review friends businesses & have clients review yours
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SEO we all want to be 1
we canât all be number one
we canât all be number one
Expectations for KW / KWP SERPs
SEO whats in a name
We've taken clients to number one on Google
We've taken clients to number one on Google
based on keywords they insisted had to be there, only to find out
that a slight derivation would have yielded exponential traffic.
The right keywords for the right demographics
SEO action gamma
poll your customer facing employees; ask who are your clients
poll your customer facing employees; ask who are your clients
go to adlab.msn.com/demographics-prediction/DPUI.aspx for additional insight
write down what you really do & who you are competing against
take the keywords & keyword phrases you think are important and verify volume with
adwords.google.com/select/KeywordToolExternal
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SEO ive nothing to write
a common complaint is not
a common complaint is not
knowing what to write & what
keywords to target
fresh content is crucial
newest articles win
all else being equal
increases site depth
increases crawl rate
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SEO technical considerations
KW - Saturation: formula + kw phrases + length (this isn't absolute but it makes you think)
KW - Saturation: formula + kw phrases + length (this isn't absolute but it makes you think)
writing titles: formula + clickability + bolded words
writing meta descriptions + clickability + bolded words
H1-H6:
alt tags: often missed (don't say picture or image of, google already knows its an image)
calls to action so they do something once on page
image naming and using "-" not "_"
don't try so hard to get a certain saturation that you lose good long tail connecting words or relevance!
duplicate content. Google essentially came out and said this isn't a big deal, but still.
so many more
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SEO action delta
for each page of your site run & review
tools.seobook.com/general/keyword-density/
for each page of your site run & review
tools.seobook.com/general/keyword-density/
change title tags & descriptions first because they are valuable & clarify thinking
start with keywords & keyword phrases you already rank for
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SEO all backlinks arent equal
why do we want backlinks?
why do we want backlinks?
visibility / brand recognition
traffic generation / linkbait
(to pages or our site)
to encourage page or site indexing
increase page rank / authority to impact SERPs
because someone told you to get them
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SEO all backlinks arent equal part deux
BLNF: backlink nofollow = www.url.com (rel=ânofollowâ)
BLNF: backlink nofollow = www.url.com (rel=ânofollowâ)
BLDF: backlink dofollow = www.url.com
BLNA: no anchor = www.url.com (no <a href=âurlâ>bob</a>)
CONNF: contextual nofollow = webdesign by company (rel=ânofollowâ)
CONDF: contextual dofollow = webdesign by company
there are additional conditions that affect the value of backlinks
TLD authority i.e. page rank or TLDPR
link page authority / page rank
backlink destination page: root or subpages
topic relivance
iframes, redirects, url-shortners, email, image links
keyword anchor text match & proximity
backlink age ?
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SEO action epsilon
run Majestic SEO:
majesticseo.com/bulk-backlink-checker.php
run Majestic SEO:
majesticseo.com/bulk-backlink-checker.php
ask Suppliers for backlinks
ask Customers (mutually beneficial btw)
ask friends and family
create new, subject matter expert, articles on your site and tell the world
link to the page with content, not always home
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SEO the social three
social media
the tools for building followers, friendships, & contacts
social media
the tools for building followers, friendships, & contacts
social networking
the daily visibility & interaction, i.e. the âsocialâ part
social marketing
subtle or overt application of various media to promote
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SEO action zeta
grab your brand
grab your brand
mass id check
namechk.com
mass id with facebook app
dandyid.org
social visibility
mybloglog.com
signup & join some groups
ning.com
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SEO did it work do it again
check google analytics or server logs for:
bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels)
check google analytics or server logs for:
bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels)
monitor contacts, calls, lead sources
rank checker: firefox add-on
google a/b testing
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Well Help You Master Internet Marketing
These days itâs more important than ever for you to reach new prospects, satisfy customers, find new efficiencies, and grow your business. The Web's the way to do it. We can help. Call 1.877.817.4442
These days itâs more important than ever for you to reach new prospects, satisfy customers, find new efficiencies, and grow your business. The Web's the way to do it. We can help. Call 1.877.817.4442
thanks for coming out, drive safe, please let us know how we can help you, if you liked this one remember we our next one will be on march 1st on social media, this presentation will be available after the event from our website.
Slide 27
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thanks
Posted By: seo On: 09/10/11 4:28 AM