Download - Who's Afraid of SEO
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AFRAID OF SEO ?
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SEO = Search Engine Op/miza/on
“… the process of improving the visibility of a website or a web page in search engines via the "natural" or un-‐paid search results.”
Source: Wikipedia
WHAT IS SEO ?
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IN OTHER WORDS…
“How the heck do I get found online?”
“How do I get people to visit my site?”
“Do I have to pay to get on Page 1 of Google?”
Source: Everyone We Talk To
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PAID RESULTS
PAID RESULTS “NATURAL”
RESULTS
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25–30% CLICKS
70–75% CLICKS
Source: MarkeKngSherpa
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Source: SearchEngineLand
121 MILLION Number of searches performed on Google – every hour.
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THREE KEYS TO SEO • Get crawled by Google • Create bloody good content • Relentless pursuit of quality links
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GET CRAWLED BY GOOGLE
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GET CRAWLED BY GOOGLE • Use Google Webmaster Tools
• Mind your meta tags
• Minimize the use of Flash
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GET CRAWLED BY GOOGLE Use Google Webmaster Tools hUp://www.google.com/webmasters
• Google will give you several methods to verify that you own this website
• Use www.xml-‐sitemaps.com to create a sitemap document to submit to Google
• Submit your sitemap via the Webmaster Tools Dashboard
• Go do something fun… it may take several days for Google to crawl your site
• Return later to check out how Google sees your site • “Crawl Errors” will indicate any pages Google could not access • “Search Queries” tell you which search terms are bringing people to your site
• “Keywords” will tell you what Google thinks your site is about • “Links to your site” will tell you exactly that… who’s linking to you
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GET CRAWLED BY GOOGLE Mind Your META Tags
In most cases, Google uses your meta tags something like this:
So, make sure your <TITLE> tag makes a good “headline” for your page.
Give each page a unique <TITLE> e.g., each product page includes the product name.
Use your <DESCRIPTION> tag to reinforce why someone should click thru to your page.
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GET CRAWLED BY GOOGLE Minimize Use of Flash
Remember our friends at Suju’s Coffee? Don’t let this happen to you!
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BLOODY GOOD CONTENT
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BLOODY GOOD CONTENT • Keywords (what you’re about) • Press releases • Photos and video • Case studies, tutorials • Lists, reviews, raKngs
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Bloody good CONTENT Keywords
hUps://adwords.google.com/select/KeywordToolExternal
• Keywords are the handful of words and phrases you want to strongly associate with your brand, products, website, and social presence online.
• Think about a few “anchor” words that describe what you do/make/sell
• e.g., soap, socks, photography, art prints, cards, catering • Add modifiers to make it specific to you and your customers
• Geographic: “Bay Area pet photography”, • Product oriented: “handmade angora kneesocks”
• Customer oriented: “online storefronts for arKsans”
• 3-‐4 word phrases work best as they get preUy specific about who this site is for • Use the Google Keyword Tool to see variaKons and monthly search volume
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Bloody good CONTENT Press Releases
hUp://www.bestonlineadverKsingstuff.com/2009/11/best-‐free-‐and-‐affordable-‐press-‐release-‐services/
• Don’t worry -‐ it’s not the Daily Press Briefing at the White House
• Anything happening in your business that supports your “story” is newsworthy! • You hired a new person, or signed a new client • Your business will be represented at an event (sponsor, speaker, etc.) • You’ve conducted a survey and want to share the results
• Use your keyword phrases liberally, but naturally, in each press release • Create a “News” secKon for your website and post your press releases • Don’t forget to push out your news via Facebook, TwiUer, and Email
• Press releases can be duplicated across the web without any penalty from Google
• Press release services can help you distribute your news to relevant media outlets
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Bloody good CONTENT Photos & Video
• Use the ALT tag to associate keywords with images
• Create a text transcript for your videos; include your website URL, too • News is given preferenKal treatment in search results (remember press releases!)
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Bloody good CONTENT Lists, How Tos, Reviews….
• Over 300 MILLION Google searches each month include the phrase “how to”
• Over 124 MILLION Google searches each month include the word “review”
• Experiment with the format that makes the most sense for your site
• Lists of tools, products, vendors you recommend
• Reviews or wrap ups describing an event you aUended • Video tutorials that show people how you create your product
• See what categories people are searching for using Google’s Keyword Tool hUps://adwords.google.com/select/KeywordToolExternal
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L I I I I I I n k s !
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L I N K S ! • Quality over quanKty • Marketplaces & directories
• Social media links
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L I N K S ! Quality over QuanKty
• Google uses a system called “Page Rank” as shorthand for a site’s authority
• The higher the Page Rank, the more Google trusts this site and the sites it links to
• You want links from sites that have high Page Rank
• Use Page Rank Checker to see the current page rank for any site hUp://www.prchecker.info/check_page_rank.php
• How do you get sites to link to you? • Give to get – put a link on your site to theirs • Comment on their blog/arKcles
• Follow and engage them on Facebook, TwiUer, LinkedIn, etc.
• Ask them (nicely)
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L I N K S ! Marketplaces & Directories
• Marketplaces and directories can do some of the “heavy liqing” SEO work for you
• Marketplaces and directories opKmize their overall site to aUract people interested in the products their members sell
• Many marketplaces offer promoKonal tools to help you get more visibility
• Marketplaces succeed when their members succeed – talk to other sellers to find out what is working for them, and where else you might want to list
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L I N K S ! Social Media Links
• The big search engines are working hard to figure out how to best interpret links and menKons from social media sites.
• These links can be very important when someone is searching for YOU
• Use your social media profiles to drive people back to your store/website
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CLIMB TO THE TOP
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Climb to the top • Clean up your website (meta tags, no flash, etc.)
• No subsKtute for relevant content • Get lots of quality sites linking to you • SEO is a process, not an event; change takes Kme
• Lots of resources to help
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TOOLS AND LINKS Google Webmaster Tools hUp://www.google.com/webmasters
Free XML Sitemap Generator hUp://www.xml-‐sitemaps.com
VIDEO: How Google Uses Meta Tags in Search Results hUp://www.google.com/support/webmasters/bin/answer.py?answer=35624#1
Why Flash & SEO Don’t Mix hUp://www.seomoz.org/blog/flash-‐and-‐seo-‐compelling-‐reasons-‐why-‐search-‐engines-‐flash-‐sKll-‐dont-‐mix
Google Keyword Tool hUps://adwords.google.com/select/KeywordToolExternal
Best Free & Affordable Press Release Services hUp://www.bestonlineadverKsingstuff.com/2009/11/best-‐free-‐and-‐affordable-‐press-‐release-‐services/
Page Rank Checker hUp://www.prchecker.info/check_page_rank.php
More resources for online markeKng, adverKsing, and social media hUp://markeKng.leadtail.com/resources/
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Thank You, Monsters
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Karri Carlson [email protected] @heykarri, @Leadtail Marke/ng.Leadtail.com www.facebook.com/Leadtail
Leadtail helps marketers, adverKsers, and business owners navigate the cluUered, confusing world of online markeKng.
We’d love to talk about how we can help you, too!