magic of getting found part i
TRANSCRIPT
Magic of Getting FoundMagic of Getting FoundBob BradleyPart OneBob BradleyPart One
Getting FoundThe Magic of
Goo
d Bus
ines
s
Keyword R
esearch
Web Design
SEO
Measure
Lin
kin
g
adv
ertis
ing
External Media (P
R)
Directories
Email Marketing
Social M
edia Tim
e t
o R
est
Your New WebsiteYour New Website
• When you create a new website or any internet property it reminds me of an old television show
There are now over 1 trillion web pages in this world and you are only a few of them.
Getting Found Getting Found
We create a website and just sits there like a lonely bench
waiting for a visitor
We found
one We found one!!
The Internet Marketing ProblemThe Internet Marketing Problem
• Limited number of visitors• They visit but do nothing• They visit, click but do not convert• They visit, click, add to cart but do not buy• They visit, click, buy and return • They visit, click and buy, but not often
enough Oh, what to doDo you have a product/service
that has intrinsic value and…
THAT IS SEARCHED FOR?
What do we do??What do we do??
• We must DO SOMETHING to get found
• Design to entice clicks• Design to convert
And also:• Make our website
relevant to searches• Expose our website to
searchers
BUT FIRST
Tools and AssumptionsTools and Assumptions
Free!These dominate
We like
FREE
SEO: Myths or Reality??
Lets bring in the…
SEO Can Get a #1 Ranking? SEO Can Get a #1 Ranking?
Helga has a boat for saleIt is a 25 foot Trimaran
She will sell it with a trailer
She wants a simple website to sell this boat and a number 1 ranking!________________________
She answers an ad that says they will charge her credit ONLY upon showing you the number one ranking Cost $500
Should sheAccept?
SEO The Result SEO The Result
Email address
Phone No.
That’s my boat
SEO Google Number 1SEO Google Number 1
Number 1!!!I searched for it!!
And the result is…..
Helga’s credit card is charged $500
Heh, I need a loan!!
The WEBSITEThe WEBSITE
• What• Do• You• Want• Your• Website• To• Do• ?
Or WDYWYWTD
You must first answer the key question
All Things to All People??All Things to All People??
• It can do many things but not all at once!!!
Sell Stuff
PR
Provide Info
Call
Get Email Addresses
Customer Service
Develop
a Brand
All things to all people??All things to all people??
GETTING THEM TO DO WHAT
YOU WANT THEM TO DO
BUT….Its all about
CONVERSION
To Attract VisitorsTo Get Ranked
ON PAGE OPTIMIZATION
• One way to look at it is like a basketball game.• All the things you do to “optimize” your site are each worth some
points. • It is a “team” game. No one player (or action) will get you to
victory• You need points from a variety of directions (players)
The Search ArmyThe Search Army
Algorithms
GooglebotBingbot
Yahoo Slurp
The Search Engine The Search Engine
Searchers and search engines what exactly the same thing
Searchers want what they search for
and search engines want to give them exactly what they search for
Search engines are the most targeted marketing medium in the history of the world
Why?
Because users type in the search box what they want and the search engine delivers the results
Really??
Of course
This I never thought of
It’s About Marketing!It’s About Marketing!
Google’s Matt Cutts in an interview:
"It's interesting how much of SEO can come back to good, old-fashioned marketing."
It’s Always Been Here
We throw around terms like "viral marketing," "buzz marketing," and "word-of-mouth marketing" as if they were new concepts. Yet these tactical promotions have been around forever.
SEO is MarketingSEO is Marketing
Market Research
Keyword research
On page optimization
Site structure
Link building
Viral marketing
Adjusting
Staying up to date
Can you compete?
Words people search for
Rank for specific phrases
Create pages for keywords
Links are votes
One good action can work
Constant Testing tweaking
Things always change
Not Much Time to SellNot Much Time to Sell
Everything you do on your website should be leading your visitors to the ultimate goal.
I’m confused
Assume you have about 10 seconds to convert a visitor
And these are your visitors
Narrow it Down…Narrow it Down…
This is not about to make the sale! So, what is left if I can’t talk?
W
P
ords
ictures
Who knew?
talking
To convert and fo
r
search engines
equally
To convert…
Can be for s
earch
engines too
1.Right click on text portion of web page
2.Look for “view page source”
3.Click on view page source
View Source
Behind the ScenesBehind the Scenes
THE TITLE AND DESCRIPTION ARE THE FIRST TWO PLACES THE BOTS LOOK
Page Title
Description
The Title Tag is not like a Movie TitleThe Title Tag is not like a Movie Title
• Starts with the most important keywords• contains max. 65 characters (including spaces-
this is what shows in the SERPS);• add a call to action• Include branding names if that is what
people will search for, or mentioned in the end, or not at all;
• Make it compelling enough to click on• Check out the competition.
What isn’t a Title Tag for SEOWhat isn’t a Title Tag for SEO
• New Page• Home Page• Welcome to my website• Bradley’s Home Page• www.Isellstuff.com• Golf clubs, golf clubs, golf clubs, golf clubs….• Bad Credit Home Loans – Poor Credit Finance.
(remember this will also entice clicks, or not)
• Trouble-Free Bad Credit Home Loans For Poor Credit Finance Applicants
• Guaranteed Bad Credit Home Loans For Poor Credit Finance Applicants.
Remember, every page needs a separate title tag
Probably #1
Title Tags ExamplesTitle Tags ExamplesPage on Red Pandas from the Wellington Zoo:
Page on Alexander Calder from the Calder Foundation:
Page on Plasma TVs from Tiger Direct:
Current Page Title: Red Panda
Current Page Title: Alexander Calder
Recommended: Plasma Screen & LCD Televisions at TigerDirect.com
Recommended: Alexander Calder - Biography of the Artist from the Calder Foundation
Current Page Title: Plasma Televisions, Plasma TV, Plasma Screen TVs, SONY Plasma TV, LCD TV at TigerDirect.com
Recommended: Red Panda - Habitat, Features, Behavior | Wellington Zoo
Keywords
Keywords
Keywords
Test on Tile TagsTest on Tile Tags
• What would your choose?• The smell good plumber?• Or• Mike Diamond plumbing?
Key Elements of SEOKey Elements of SEO• KEYWORDS
– Your keywords tell the search engines what you do
• INBOUND LINKS– Your inbound links tell them how important
you are.
This combination is what determines your relevance. And relevance is what the search engines are after
Word Usage
Which one are you?
Keywords Prosperity EquationKeywords Prosperity Equation
Highly relevant/rarely searched
Incredibly popular/no conversion
Generic words/ Lots of views-few click throughs
According to researchers a three word phrase is the most popular among searchers
Words/KeywordsWords/Keywords• The most important aspect of your site
• Based on what people search for
• Long tail keywords are more targeted and can result in higher conversions
• Each page of your website can be targeted for different keyword phrases
– Including title and description (in HTML)
• Search engines ignore what they do not understand
The Long Tail The Long Tail
If search were represented by a tiny lizard with a one-inch head, the tail of that lizardwould stretch for 221 miles.”
Research(1-2 words)
Consideration(2-3 words)
Purchase(3 or more words)
tea green Tea buy Loose green tea
tea wiki Assam tea Buy quality green tea
tea facts Chai tea Buy assam tea online
hot tea Green tea benefits Assam tea leaves
iced tea green tea diets buy chai tea online
Specialty teas chai tea drinks white tea gift
About teas Best white tea Buy organic green tea
Long tail examples
Keywords Search Results (competition)Keywords Search Results (competition)
Generic Keywords
Idaho Potatoes
Credit Cards
Dogs
Canon Camera
Kitchen Cabinets
Babies
Long Tail Keywords
Potatoes without Pesticides
Blue Infant Clothing
Canon Power Shot Camera 2MPHow to train a puppy
Affordable CustomKitchen Cabinets
Credit Card For People with Bad Credit
67m0.1m
0.4m144
7m0.7m
35m0.8m
29m0.5m
18m0.9m
The Big “long tail” QuestionThe Big “long tail” Question
Aren’t I leaving money on the table ? Or taking it out of my pocket?
KeywordsKeywords• Words visible to people reading the page are KEY
– The search engine can show that page to people who are searching for the words found on that page.
– Pretty simplistic, but it's amazing how many pages only contain a picture and a few words, or Flash animations, or other non-text items.
• Web site owners think that a picture says it all– Web designers thinks it's cutting edge or cool– But the site visitor wants to know more.
• The web is a research tool as well as a marketing medium and when viewing a commercial site people want to know all the ,
benefits
configurations
colors
sizes,
Words that people search for…Then pages with those words are presented at the top of the results pages
So, its about
TEXT!!!
Keyword MistakesKeyword Mistakes
• Targeting Keywords that people never use• Not understanding user intent
– Search “Car Reviews” (in research mode)– Search “fast auto financing” (ready to buy)
• Selecting single word keywords– Overly competitive unless you are a major
brand. (Whirlpool might use “washer” )
• Keyword Confusion– The term “Mobile marketing” might confuse
mobile billboards and selling ads on mobile devices
• Not allocating enough time
AttentionInterestDesireAction
Keyword Case StudyKeyword Case Study
A business you are running have the following facts:1. Sales had been falling steadily over the past 10 years.
2. Costs were out of control. Layoffs were inevitable.
3. The bank is getting very edgy.
You need a major boost in sales
BUT… you just couldn’t see where it was going to come from.
Monday – a record loss in the fourth quarter.
Tuesday, you asked the management team for their ideas – blank
faces all around.
Wednesday, a stormy meeting with your advertising agency. You
need something a lot different from the tired old clichés they’d
been spewing out for the last 10 years.
Pressure is on!
Keyword CaseKeyword Case
•You do some casual reading and you find–an article about the growth of vegetarianism. Next you read and
article about how dogs are the most pampered pets in the country
•You think to yourself –that, “If the growth of vegetarianism continues, there’ll be a lot
more meat for those dogs to be pampered with
(not that vegetarians would be too keen on feeding their dogs meat.)
•The answer? Could there be a market for vegetarian dog food? –You do some searching and find out that there are over 20 million
vegetarians and over 60 million dog owners.
Keyword CaseKeyword Case• If there is a market wouldn’t vegetarian dog
food be a brilliant product to sell online?
Idea
Dog
Vegetarian
E-commerce
CAN IT CONNECT?
Let’s Examine This FurtherLet’s Examine This Further
• First, gauging the size of the market– We use a popular keyword research tool like
WORDTRACKER and find out that there were 17 searches per day for “vegetarian dog food”. What does this mean?
If you converted 100% of ALL the searches your total market would be $310,250
No fair!
Explain please
Keywords/MarketingKeywords/Marketing
It isn’t realistic Most marketing professionals would agree that a more realistic conversion would be between 1% (perhaps achievable) and 10% (still too high) of the existing keyword search basket of inquiries.
In other wordsannual revenues for “vegetarian dog food” would come in somewhere between $3,102 and $31,025 a year.
THE 1/10 PRINCIPLE
Why?
Revenues not profit
Additional ProblemsAdditional Problems
Who tells you about additional Expenses to be accounted for prior to determining profits on this pitifully small
revenue stream. Ouch! ...not good.
It Just Doesn’t Work• The numbers for vegetarian dog food simply don't work! ...not even in a best-case scenario.
•There would have to be a better plan than to build a sales concept around the keyword phrase “vegetarian dog food.”
Enter the Bean counter
Boo!
Look for other “keyword markets”Look for other “keyword markets”
So, let's see what markets might exist based on dog-food-
related keywords that are kindred to the term “vegetarian.”
WellnessRecipesNaturalVegetarian 711 searches
Keyword ExampleKeyword ExampleA 10% sales conversion would produce $1,295,750.
•What about the 1/10 rule?•A conversion rate of 1% would convert into $127,750 in revenue. (Not profit).
•For this Company, this idea will not generate enough cash flow to save the company
The good news is………You had tools to make a decision • Did not waste time on a bad idea• Allocate time on good ideas
Other Methods-Long TailOther Methods-Long TailCompetitiveness of keywords using “AllinTitle:”
3 million
45,000
24,000
133
What does this tell us??
Cat Food
Diet Cat Food
Senior Cat Food
Senior Diet Cat Food
Google Adwords ToolGoogle Adwords Tool
Using the Google Adwords Keyword Tool the following is generated about cat food keywords
3 million
45,000
24,000
Search Results
The term “cat food diet” generates 720 searches per month or 8600 per year and there are 45,000 websites with the term contained within them
Your Website-KeywordsYour Website-Keywords• Google Trends-Comparing Words
Indexed to zero-not absolute searches
Vintage cars versus classic carsCheap Fare search versus low fares search
Fun with Google Trends- SearchesFun with Google Trends- Searches
War vs. PeaceMySpace vs. FacebookDeath vs. Life
MySpace vs. Facebook
Keyword Research ToolsKeyword Research Tools
Keyword Tools• http://www.keyworddiscovery.com/search.html• https://adwords.google.com/select/KeywordToolExternal• http://freekeywords.wordtracker.com/• http://www.keywordindex.com/• http://www.wordpot.com/
Google Tools• http://www.google.com/trends• http://www.google.com/insights/search/#
Blog
SEO Self HelpSEO Self Help• http://www.seo-browser.com/• http://www.seomoz.org/linkscape• http://validator.w3.org• http://websitegrader.com/• http://www.spidertest.com/• http://www.google.com/support/webmasters/bin/ans
wer.py?hl=en&answer=35291• https://addons.mozilla.org/en-US/firefox/addon/9440
• Google Chrome also has its own SEO tool
Good Google advice about SEO
Firefox SEO add on
WRITING COPY
SEO CopyWriting SEO CopyWriting
"If one is good, two is better”? •This has been applied to SEO copy in the worst way.
–It doesn't take a boatload of keyphrases shoved here, there and everywhere to make good search engine copy. In fact, that's the recipe for disaster when writing optimized text. Why?
• Because you have a dual audience: the search engines and, most importantly, your site visitors.
–Not recognizing this fact is one of the biggest mistakes made with SEO copywriting.
USER EXPERIENCE RULES
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How about this?How about this?
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SEO AND USER
Strategic vs. HaphazardStrategic vs. Haphazard
• Headlines• Sub-headlines• Photo captions• Body copy• Link text (anchor text)• Navigation links• Calls to action
USER EXPERIENCE IS THE TIEBREAKER
Resist the urge to stuffWhite space is your friendUse active tenseBrevityWrite informallyBe directTell a story
LINKING
LinkingLinking
• Link building– is an ever-changing landscape.
• Because search engines make changes to their algorithms to thwart artificial link building
• because link building as a practice continues to morph there are many places to engage in link building
IT’S ABOUT RELEVANCE
LinkingLinking• Page Rank-Google uses a proprietary
algorithm called PageRank
– It weighs links from pages that it considers important. (authority sites)
– Every web page, not site, is assigned a PageRank score.
– There are several sources where you can check your page rank.
Larry Page and Sergey Brin
Page Rank=Linking
Heh,I know these guys from last
night
LinkingLinking
• Submit to Directories – Yahoo!, Open Directory (dmoz.org), GoGuides,
Gigablast, JoeAnt, Gimpsy, BlueFind and Zeal.
– But don’t overly rely on directory listings. Just like with investing, with link building it’s important to diversify.
• Additional link opportunities might include– Suppliers, Customers, industry guides. – Sponsor Stuff and get a link from their site.– Target relevant sites.
Linking OpportunitiesLinking Opportunities
• Conventions. – No matter what your industry, conventions are a part of it.
Conventions are often filled with people who control relevant websites.
• Professional gatherings. – These gatherings could be planned events or more casual
affairs, but people representing relevant websites are likely to be in attendance.
• Parties. – Even at the most general gatherings, you’ll encounter people
with websites. Often, people who have little or no knowledge of the search-engine implications are happy to offer a link.
• Travel.– If the guy next to you is a windbag, you might as well nudge
the conversation towards websites and links.
Linking and Social NetworksLinking and Social Networks
In order to get more links to your website from other trusted websites, consider LinkedIn.
Many of your employees and friends might already be using LinkedIn as a networking tool. But they may not have links from their profiles to your website.
• Facebook Account• Facebook Fan
Page• Twitter Account• Use Badges
DirectoriesDirectories
Linking-CompetitionLinking-Competition• Link Checking Tools–Yahoo Site Explorer–Linkscape–LinkDiagnosis–Linkcheck (net concepts)
•Check backlinks to other sites•Via Google, MSN, Yahoo
– link:www.yourdomain.com
Yahoo requires the http://–link:http://www.yourdomain.com
–Yahoo also has a special command that will show you all the links to an entire web site. –Linkdomain:www.yourdomain.com.
•Now you can see all the links to the home page and sub-pages in a web site.
–Remember sub pages also.
National University Links
Link Bait BlogsLink Bait Blogs
• “Stinking linking” versus “Creative Thinking”
• “Link Bait is more or less anything you create anywhere on the Web that inspires other people to link to it”. ‘Link baiting’, as the rather unattractive term implies does have negative connotations
This is Where Blogs Come InThis is Where Blogs Come In
• Blogs are about text• Blogs are ever
changing content• Blogs are
participatory• Blogs cross link
2-Ways to be a successful blogger
Some say that WORDPRESS (blog software) is the most perfectly SEO’d software in the market
Become successful
Become a Blogger
Become a Successful
Blogger
Become a Blogger
Become Successful
Become a Successful
Blogger
It’s Easy!!
On Page Optimization-What to doOn Page Optimization-What to do
• Use Google’s Webmaster Tools• DIY or purchase the service• Maximize effort without going overboard
– You can obsess about on page SEO
• SEO must result in good user experience– You are serving two masters– Having a SiteMap (example)
• Determine keywords for each page• Get your title and description right for each page• Write good copy• Links, links and more links (you gotta be important!)
Purchasing SEO ServicesPurchasing SEO Services• Educate yourself • Fee structures and budget
– Most offer a range of packages – Cost IS NOT the primary factor. – Pay more does not necessarily
mean better SEO. – Pay less may not necessarily be
providing you the proper services.
• Location– The location of the firm largely
depends on your comfort level.
• Client testimonials and references
• Guarantees– Most good firms won’t guarantee
top position results and shouldn’t.
– Should be about increasing your traffic and rankings
• Ethics / Spam– Paramount Importance– Unethical practices
• Reporting and success measurement– How long will it take to see
results?– What type of reports will the SEO
firm furnish and how often? – How will success be measured? – Will a maintenance plot be
included?