INTRO TO SEO BY RACHEL BARNHARD CEO, BIGDATA MARKETING July 6, 2010

About Me Rachel Barnhard rachel@bigdatamarketing.com @bigd8a Not in Kansas Anymore... Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Agenda I. Dening Search II. Optimizing Your Site I. Internal II. External III. Content Strategy III. Where to Start Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Dening Search Search engine optimization (SEO) is the practice of maximizing the volume or quality of trafc to a web site (such as a blog) from search engines - Wikipedia, Search Engine Optimization Bing is a search engine that finds and organizes the answers you need so you can make faster, more informed decisions. - The description of Bing.com when you Google Search Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

What its not... Paid Advertising Spam Easy Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

What it is... Attempting togain favor with Search Engines in order to achieve a high rank in organic (i.e. unpaid) search results Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Whos the boss? 65% Google Yahoo Bing Ask 17% Aol 11% 4% 3% Source: ComScore Core Search Report, March 2010 Who knows: comScore, Nielsen, Compete, Hitwise Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm

What does it mean to your business? Knowing what your customer is looking for online when they need your product Anticipating how they ask for it Answering them when they do Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

How Users Search Types of Search: MusikPitch Navigational MusikPitch.com Informational How to license music Transactional Royalty Free Music General Whatevers Left How People Search: MusikPitch Explicit Custom Music Problem Make video more interesting Symptom Need Music for Film Product MusikPitch Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Questions?

Optimizing Your Site Your USP Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Who... R... U?? Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Who Does Google Think U... R...?? Desired Keyword Ranking vs. Googles Opinion MusikPitch Site Content Desired Keywords 1. musikpitch 1. Music LIcensing 2. music 2. Original Music 3. contest 3. Commercial Music 4. contests 4. Royalty Free Music 5. song Licensing 6. blog 5. Royalty Free Music 7. customer 6. Jingles 8. license 7. Video Game Music 9. composed 8. Business Jingles 10. musician 11. lms 12. rating 13. rss 14. eliminated 15. rights Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Who do you want to be? Identify your target customer How do they search for products or services like yours? (P.S. Ask them) Set goals for keyword and competitive ranking Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Keyword Research Keyword Tool Identify key search terms Use them in SEO activities on and off site Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Internal Validation Content Domain Name Canonical URLs Titles & Metatags Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Validation Google Webmaster Tools Yahoo Search Monkey XML Sitemaps CSS/XHTML Validation Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Content Site Design Headers Image Alt Text Video Flash Warning Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

URLs (Uniform Resource Locator) Domain Name: www.keyword.com Canonical URLs: A hint that we honor strongly - Google Bad Ex: www.yoursite.com/prod?ref=421 Canonical URL: www.yoursite.com/productname Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Page Titles Titles are Essential! MusikPitch: Custom Music and Jingles for Film, Commercials, Background Music Example: Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Meta Tags Descriptions Tags... pretty important Used in Search Engine descriptions if applicable Keyword tags...matter to some Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Questions?

External Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Directory Listings Top 3 Directories DMOZ Yahoo Directory ZoomInfo Industry Specic Directories IndieBible IndieConnect Business Listings- Yahoo, CitySearch,Yelp Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Vertical Search Engines Industry Specic May require special partnerships Examples: Kayak, Expedia Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Link Building Feeder vs. Organic Focus onTrusted Sites Use Anchor Text Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Intro to PageRank Googles PageRank system Discourages inorganic link building Gives certain sites more votes than others: YouTube answers.com Top ehow.com associatedcontent.com Social blogspot.com buzzle.com Sites ezinearticles.com squidoo.com hubpages.com wordpress.com facebook.com Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Web Neighborhoods Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Link Spam AKA: Search Spam, Search Engine Spam, or Web Spam Links present for reasons other than merit (hidden links, link farms) Result: Google PageRank Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Blog News Multi-Media Social Media Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Multi-Media Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Example Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Where do I start?

DIY Tools Google Analytics Google Adwords (Keyword Tools) Google Webmaster Tools Yahoo Search Monkey Alexa Hubspot Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Hire Someone Fees depend on size of site, need Average Cost: $2,500/mo to $1,000/hr (SEOmoz) Professional Tools: Ominture, Webtrends, RavenTools Intro Defining Search Optimizing SEO: Internal SEO: External What Next?

Questions? @bigd8a rachel@bigdatamarketing.com 615-852-5198