seo

SEO is dead, long live SEO

Marc Uhlig

Agenda

Introduction Definitions What works in SEM Factors in SEO

In detail: Code, keywords, link building Social Media Landing pages Analytics and metrics Branding Search engine users Suggested readings

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Definitions

A/B split Acquisition cost Backlinks (inbound links) Bait-and-switch (agent name delivery, IP

delivery, or cloaking) Clickthrough rate (CTR) Consumer generated media: (user

generated content) Conversion rate Conversion Cost per lead (CPL)

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Definitions

Cost per thousand (CPM) CPA (cost per action, or cost per

acquisition) CPC (cost per click) Keyword density Scraping Search engine optimization (SEO) Searchjacking Usability

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SEO is all about communication

Usability is key, search engines are not

Need for a more holistic approach

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SEM opportunities

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High importance factors in SEO

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SEO: Positive keyword factors

Title tag Body tag Keyword density H1 tag Domain name Page URL H2, H3... tags Alt and image Title tags Bold/Strong tags Meta Description/Keyword tag

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SEO: Positive page/site attributes

Global link popularity Quality/relevancy of inbound links Rate of new inbound links Internal link popularity Quality/relevancy of outgoing links Quality of content Organization/hierarchy of navigation Age of page/domain Frequency of updates

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SEO: Positive page/site attributes

Amount of indexible content Spelling and grammar HTML validation Historical performance Relevancy to query Number of queries TLD extension Google PageRank of page

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SEO: Positive inbound link attributes

Anchor text Surrounding text Global link popularity of linking site Internal link popularity of linking site Topical relevancy of linking site TLD extension of linking site Google PageRank of linking page

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SEO: Negative factors

Server is down/very slow Duplicate content Low quality outbound links Duplicate Title/Meta tags Keyword stuffing Participation in link schemes

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Code example: Separate main/sub navigation

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Code example: Separate main/sub navigation

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Code example: Integrated main/sub navigation

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Code example: Integrated main/sub navigation

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Keyword research tactics

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Keyword research tools

Google Wordtracker Trellian keyword discovery

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Greater specificity means more words

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Word count in search phrases

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Words per query on standard keypad vs. BlackBerry phones

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Keyword research: Clustering

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Example: Keyword cluster

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Keyword clusters

Content Anchor text of site navigation URL architecture

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Basics of link building

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Link building using media outlets

Industry specific/trade magazines Check Yahoo directory or DMOZ

Classifieds Direct visitors to resource area on your

site Specialty directories

Submit your site

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Link building using media outlets

Discussion forums Identify top contributors and establish

relationship Electronic newsletters

Are usually archived

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Link building using press releases

Paid Prnewswire.com Marketwire.com Richcontent.com

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Link building using press releases

Free Prurgent.com Live-pr.com Pr-inside.com Pressbox.co.uk Clickpress.com Ukprwire.com Usprwire.com

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Link building: One last tip

Find pages or sites which used to offer a service and no longer do

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Social media

Link baiting: Cloaking? Digg.com Reddit.com Stumbleupon.com…

Communication Twitter.com Facebook.com…

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Social media

Invest in exceptional product Listen to the buzz Be transparent Be more accessible

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Impact of landing page elements

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Landing pages

http://www.jupiter-labs.com/blog/wp-content/uploads/2008/07/landing_pages.ppt

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What analytics programs get used most?

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Avinash Kaushik, Google

Spend 10% of your budget on your tool implementation cost, 90% on

analysis, interpretation and acting on the results

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Be careful: Don’t over-analyze

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Search marketers rank most under-used metrics

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SEM campaign tests ROI

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ROI of SEM: 2007 vs. 2008

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Indexed ROI of big 3 search engines

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Clickthrough rates 2005-2008

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Clickthrough rates

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Natural search conversion rates vs. paid

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Conversion rates by conversion type

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Brand most important consideration among clickers

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Combined brand effect of search and display

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Searchers focus on page 1 of the SERP

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Clicks vs. page rank

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Business decision makers’ engine of choice

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Composition by age of top 5 search engines by searches

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Household income profile of top 5 search engines

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European searches

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Search property comparison: Germany

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Search marketer salary boom slowing

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MarketingSherpa's Search Marketing Benchmark Guide

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MarketingSherpa's Landing Page Handbook

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Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by

Steve Krug

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E-Commerce User Experience High-Level Strategy by NN/g

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Net Words: Creating High-Impact Online Copy by Nick Usborne

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Thank you very much

Marc UhligMarc@jupiter-labs.comTwitter.com/marcuhlig