Download - Seo
![Page 1: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/1.jpg)
SEO is dead, long live SEO
Marc Uhlig
![Page 2: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/2.jpg)
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
04/10/23 SEO is dead, long live SEO - Marc Uhlig 2
![Page 3: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/3.jpg)
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)
04/10/23 SEO is dead, long live SEO - Marc Uhlig 3
![Page 4: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/4.jpg)
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
04/10/23 SEO is dead, long live SEO - Marc Uhlig 4
![Page 5: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/5.jpg)
SEO is all about communication
Usability is key, search engines are not
Need for a more holistic approach
04/10/23 5SEO is dead, long live SEO - Marc Uhlig
![Page 6: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/6.jpg)
SEM opportunities
04/10/23 6SEO is dead, long live SEO - Marc Uhlig
![Page 7: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/7.jpg)
High importance factors in SEO
04/10/23 7SEO is dead, long live SEO - Marc Uhlig
![Page 8: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/8.jpg)
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
04/10/23 SEO is dead, long live SEO - Marc Uhlig 8
![Page 9: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/9.jpg)
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
04/10/23 SEO is dead, long live SEO - Marc Uhlig 9
![Page 10: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/10.jpg)
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
04/10/23 SEO is dead, long live SEO - Marc Uhlig 10
![Page 11: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/11.jpg)
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
04/10/23 SEO is dead, long live SEO - Marc Uhlig 11
![Page 12: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/12.jpg)
SEO: Negative factors
Server is down/very slow Duplicate content Low quality outbound links Duplicate Title/Meta tags Keyword stuffing Participation in link schemes
04/10/23 SEO is dead, long live SEO - Marc Uhlig 12
![Page 13: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/13.jpg)
Code example: Separate main/sub navigation
04/10/23 13SEO is dead, long live SEO - Marc Uhlig
![Page 14: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/14.jpg)
Code example: Separate main/sub navigation
04/10/23 14SEO is dead, long live SEO - Marc Uhlig
![Page 15: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/15.jpg)
Code example: Integrated main/sub navigation
04/10/23 15SEO is dead, long live SEO - Marc Uhlig
![Page 16: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/16.jpg)
Code example: Integrated main/sub navigation
04/10/23 16SEO is dead, long live SEO - Marc Uhlig
![Page 17: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/17.jpg)
Keyword research tactics
04/10/23 17SEO is dead, long live SEO - Marc Uhlig
![Page 18: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/18.jpg)
Keyword research tools
Google Wordtracker Trellian keyword discovery
04/10/23 18SEO is dead, long live SEO - Marc Uhlig
![Page 19: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/19.jpg)
Greater specificity means more words
04/10/23 19SEO is dead, long live SEO - Marc Uhlig
![Page 20: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/20.jpg)
Word count in search phrases
04/10/23 20SEO is dead, long live SEO - Marc Uhlig
![Page 21: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/21.jpg)
Words per query on standard keypad vs. BlackBerry phones
04/10/23 21SEO is dead, long live SEO - Marc Uhlig
![Page 22: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/22.jpg)
Keyword research: Clustering
04/10/23 22SEO is dead, long live SEO - Marc Uhlig
![Page 23: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/23.jpg)
Example: Keyword cluster
04/10/23 23SEO is dead, long live SEO - Marc Uhlig
![Page 24: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/24.jpg)
Keyword clusters
Content Anchor text of site navigation URL architecture
04/10/23 SEO is dead, long live SEO - Marc Uhlig 24
![Page 25: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/25.jpg)
Basics of link building
04/10/23 25SEO is dead, long live SEO - Marc Uhlig
![Page 26: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/26.jpg)
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
04/10/23 26SEO is dead, long live SEO - Marc Uhlig
![Page 27: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/27.jpg)
Link building using media outlets
Discussion forums Identify top contributors and establish
relationship Electronic newsletters
Are usually archived
04/10/23 27SEO is dead, long live SEO - Marc Uhlig
![Page 28: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/28.jpg)
Link building using press releases
Paid Prnewswire.com Marketwire.com Richcontent.com
04/10/23 28SEO is dead, long live SEO - Marc Uhlig
![Page 29: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/29.jpg)
Link building using press releases
Free Prurgent.com Live-pr.com Pr-inside.com Pressbox.co.uk Clickpress.com Ukprwire.com Usprwire.com
04/10/23 29SEO is dead, long live SEO - Marc Uhlig
![Page 30: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/30.jpg)
Link building: One last tip
Find pages or sites which used to offer a service and no longer do
04/10/23 30SEO is dead, long live SEO - Marc Uhlig
![Page 31: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/31.jpg)
Social media
Link baiting: Cloaking? Digg.com Reddit.com Stumbleupon.com…
Communication Twitter.com Facebook.com…
04/10/23 31SEO is dead, long live SEO - Marc Uhlig
![Page 32: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/32.jpg)
Social media
Invest in exceptional product Listen to the buzz Be transparent Be more accessible
04/10/23 32SEO is dead, long live SEO - Marc Uhlig
![Page 33: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/33.jpg)
Impact of landing page elements
04/10/23 33SEO is dead, long live SEO - Marc Uhlig
![Page 34: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/34.jpg)
Landing pages
http://www.jupiter-labs.com/blog/wp-content/uploads/2008/07/landing_pages.ppt
04/10/23 34SEO is dead, long live SEO - Marc Uhlig
![Page 35: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/35.jpg)
What analytics programs get used most?
04/10/23 35SEO is dead, long live SEO - Marc Uhlig
![Page 36: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/36.jpg)
Avinash Kaushik, Google
Spend 10% of your budget on your tool implementation cost, 90% on
analysis, interpretation and acting on the results
04/10/23 SEO is dead, long live SEO - Marc Uhlig 36
![Page 37: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/37.jpg)
Be careful: Don’t over-analyze
04/10/23 SEO is dead, long live SEO - Marc Uhlig 37
![Page 38: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/38.jpg)
Search marketers rank most under-used metrics
04/10/23 38SEO is dead, long live SEO - Marc Uhlig
![Page 39: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/39.jpg)
SEM campaign tests ROI
04/10/23 39SEO is dead, long live SEO - Marc Uhlig
![Page 40: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/40.jpg)
ROI of SEM: 2007 vs. 2008
04/10/23 40SEO is dead, long live SEO - Marc Uhlig
![Page 41: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/41.jpg)
Indexed ROI of big 3 search engines
04/10/23 41SEO is dead, long live SEO - Marc Uhlig
![Page 42: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/42.jpg)
Clickthrough rates 2005-2008
04/10/23 42SEO is dead, long live SEO - Marc Uhlig
![Page 43: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/43.jpg)
Clickthrough rates
04/10/23 43SEO is dead, long live SEO - Marc Uhlig
![Page 44: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/44.jpg)
Natural search conversion rates vs. paid
04/10/23 44SEO is dead, long live SEO - Marc Uhlig
![Page 45: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/45.jpg)
Conversion rates by conversion type
04/10/23 45SEO is dead, long live SEO - Marc Uhlig
![Page 46: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/46.jpg)
Brand most important consideration among clickers
04/10/23 46SEO is dead, long live SEO - Marc Uhlig
![Page 47: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/47.jpg)
Combined brand effect of search and display
04/10/23 47SEO is dead, long live SEO - Marc Uhlig
![Page 48: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/48.jpg)
Searchers focus on page 1 of the SERP
04/10/23 48SEO is dead, long live SEO - Marc Uhlig
![Page 49: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/49.jpg)
Clicks vs. page rank
04/10/23 49SEO is dead, long live SEO - Marc Uhlig
![Page 50: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/50.jpg)
Business decision makers’ engine of choice
04/10/23 50SEO is dead, long live SEO - Marc Uhlig
![Page 51: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/51.jpg)
Composition by age of top 5 search engines by searches
04/10/23 51SEO is dead, long live SEO - Marc Uhlig
![Page 52: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/52.jpg)
Household income profile of top 5 search engines
04/10/23 52SEO is dead, long live SEO - Marc Uhlig
![Page 53: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/53.jpg)
European searches
04/10/23 53SEO is dead, long live SEO - Marc Uhlig
![Page 54: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/54.jpg)
Search property comparison: Germany
04/10/23 54SEO is dead, long live SEO - Marc Uhlig
![Page 55: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/55.jpg)
Search marketer salary boom slowing
04/10/23 55SEO is dead, long live SEO - Marc Uhlig
![Page 56: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/56.jpg)
MarketingSherpa's Search Marketing Benchmark Guide
04/10/23 56SEO is dead, long live SEO - Marc Uhlig
![Page 57: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/57.jpg)
MarketingSherpa's Landing Page Handbook
04/10/23 SEO is dead, long live SEO - Marc Uhlig
![Page 58: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/58.jpg)
Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by
Steve Krug
04/10/23 SEO is dead, long live SEO - Marc Uhlig
![Page 59: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/59.jpg)
E-Commerce User Experience High-Level Strategy by NN/g
04/10/23 59SEO is dead, long live SEO - Marc Uhlig
![Page 60: Seo](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c73ba44a7959e5208b46d3/html5/thumbnails/60.jpg)
Net Words: Creating High-Impact Online Copy by Nick Usborne
04/10/23 SEO is dead, long live SEO - Marc Uhlig