optimize your bottom line
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What you need to know about Search Engine OptimizationTRANSCRIPT
Optimize Your Bottom Line:
What You Need to Know About SEO (Search Engine
Optimization)
presented by seOverflow
• seOverflow is a Search Engine Optimization and Paid Search marketing company in Denver, CO.
• We specialize in offering solutions that enable web design companies, marketing consultants, and other solution providers to offer high end SEO services to their clients.
• We are a Google Adwords Qualified Company, Yahoo Search Marketing Ambassadors, and SEMPO members.
• http://www.seOverflow.com
Who Is seOverflow?
• Chris Hickey – Director of Business Development– Twitter: @hicculus
– Linked In: http://www.linkedin.com/in/chrishickey
• Mary Bowling – Director of SEO– Twitter: @marybowling
– Linked In: http://www.linkedin.com/in/marybowling
• Reid Fenlaw – Director of Link Building & Social Media– Twitter: @rfenlaw
– Linked In: http://www.linkedin.com/in/reidfenlaw
Today’s Presenters
What Is SEO?
presented by seOverflow
• Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine.
• Source: http://en.wikipedia.org/wiki/Search_engine_optimization
SEO Is…
Anatomy of a SERP
Organic
Pay Per Click
Pay Per Click
Local Ten Pack
Organic vs PPC
Who Gets The Clicks?
Source: Enquiro, 2006
Who Gets The Clicks?
Source: Enquiro, 2006
Search Engine Market Share
What Rankings Are Worth
• #1 - 42.13%• #2 - 11.90% (3.5x less)• #3 - 8.50% (4.9x less)• #4 - 6.06% (6.9x less)• #5 - 4.92% (8.5x less)• #6 - 4.05% (10.4x less)• #7 - 3.41% (12.3x less)• #8 - 3.01% (14x less)• #9 - 2.85% (14.8x less)• #10 - 2.99% (14.1x less)
* This data does not take into account Local Search
Who Gets The Clicks?
• Wizardry or a myth• Keywords in the meta tags only• $29.95 per month• Submission to 1000 search engines every month• An overnight success• A one time activity• Something purchased from any site “Yellow”
What SEO Is NOT:
• On-page Optimization– Research, planning and implementation.
Anything and everything that can be controlled on the website.
• Off-page Optimization– Includes Link Building, Local Search
Optimization, Social Media
SEO From 30,000 Feet
On-page Optimization
Research, Planning and Implementation
Keyword Research is the process of discovering for which keywords you should optimize. KW research is critical. Without it, your SEO efforts may be misdirected.
Keyword Research: The Cornerstone of SEO
Keyword Research Steps
1. Brainstorming
2. Use Keyword Research Tools
3. Check The Competition Levels, Choose The Keywords
• How much traffic does the keyword receive?
• How likely is someone using that keyword to reach your site going to convert into a customer/lead/sale?
• How competitive is the keyword?
• How much budget and time do you have?
Is This A Good Keyword?
Google Keyword Tool• https://adwords.google.com/select/KeywordToolExternal• FREE
WordTracker• http://www.wordtracker.com/• Paid service (FREE trial)
Keyword Discovery• http://www.keyworddiscovery.com/• Paid Service (FREE trial)
Keyword Research Tools
Match Types• Broad Match
– “similar phrases and relevant variations”
• Phrase Match– “searches that match the exact phrase”
• Exact Match– “match the exact phrase exclusively”
**Broad Match is up to Google’s interpretation**
Source: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6100
Google Keyword Tool
Keyword Competitiveness• Google operator searches
– Intitle• Intitle:”My search phrase”
– Inurl• Inurl:”My search phrase”
– Inanchor• Inanchor:”My search phrase”
• Example of Inanchor operator– restaurants Denver inanchor:kid-friendly
• Search for pages on Denver restaurants for which links to the page say they are "kid friendly.")
Gauging Keyword Competition
Keyword Research: The Long Tail
• The Keyword Matrix is an optimization map showing which pages will be optimized for which keywords.
• Typically we target 1-5 closely related keywords per page. (3 on avg.)
• Many times we suggest adding new pages to existing sites.
• We use the keywords identified in the matrix as your main ‘rank checking’ keywords.
The Keyword Matrix
Keyword URL1
seo outsourcing http://www.seoverflow.com
outsource seo http://www.seoverflow.com
seo outsourcing company http://www.seoverflow.com
keyword research services http://www.seoverflow.com/services/keyword-research.html
keyword research report http://www.seoverflow.com/services/keyword-research.html
outsource keyword research http://www.seoverflow.com/services/keyword-research.html
outsource ppc http://www.seoverflow.com/services/pay-per-click.html
ppc outsourcing http://www.seoverflow.com/services/pay-per-click.html
outsource pay per click http://www.seoverflow.com/services/pay-per-click.html
outsource link building http://www.seoverflow.com/services/link-building.html
link building outsourcing http://www.seoverflow.com/services/link-building.html
link building services http://www.seoverflow.com/services/link-building.html
The Keyword Matrix Example
• Title Tags– <TITLE>Specific to Each Page</TITLE>
• Header Tags– <H1>Main Heading</H1>– <H2>Sub-Header</H2>
• Unique Content– Duplicate Content is BAD!– http://www.copyscape.com
TOP 3 On-PageOptimization Components
• Spiderability• Accessibility (Broken Links, W3C, File Size etc.)• Meta Tags (keywords & description)• Image Optimization
– Use ALT tags• Internal Linking
– Often overlooked, extremely valuable• Outbound Links
– Your site should not be the ‘dead end’ of the internet• Keyword Density• Sitemap (HTML & XML)• Robots.txt• Site architecture / navigation format• Custom 404 Error Page
Other Critical On-pageOptimization Components
• Google Analytics (FREE)• Google Webmaster Tools (also FREE)
More Recommended Tools
Link Building
Strategies For Finding and Acquiring Powerful Links
Link Building Is…
• Link Building is the practice of obtaining links from external websites into your own website in order to obtain higher search engine rankings and/or direct referrals.
Link Building Basics
• Links as “votes”– When another website links to yours,
that site is essentially casting a “vote” for your website.
– The more votes you have the better, although in this game the quality of the votes you receive is very important too.
Link Building Basics, cont’d
• Quality Link Factors– Keyword Rich Text Link
• ‘Click Here’ vs. ‘My Target Keyword’
– Followed vs. No-Followed– Number of outbound links on the page– Age of the link
• Link becomes more trusted with time
– Neighborhoods (good vs. bad)– .edu & .gov– How recently & how often page is indexed– Page Rank (PR)
• General indicator
Getting Links
• Directory Submissions– Paid Directories– Free Directories– Niche Directories– General Directories
• Article Distribution– Plenty of free sites (such as Article Alley) that allow you to create
a profile and submit articles that include text links.
• Content Creation and Publication– In addition to articles, also consider creating videos, slideshows
etc and distributing across the web– Guest Articles
Getting Links
• Press Releases– Not just a tool for the traditional PR company anymore– Easy way to generate some text links for your product or service– Press releases often will show up quite high in search results, at
least for a while• Exposure, plus a lasting link for relevant keywords
• Resource Pages– Look within relevant industry– Often can get these links for free– Present your website as a resource that should be included in
the owner’s list– Quality
Getting Links• Paid Links
– Against Google webmaster guidelines, much controversy– Still a widely used technique
• Sponsorships– Within relevant industry
• If your site deals with cars, consider sponsoring a car club
– Local Sponsorships• Sports leagues, parks, etc.- the Page Rank surprise!
• Community Involvement
• Video Distribution– http://www.TubeMogul.com
Getting Links
• Social Media– Social Media categorizes online tools that people use to share
content, opinions, profiles, and news itself. This sharing causes conversations and interactions between people online.
– Examples include• Voting style sites- Digg, Mixx, Sphinn
• Online communities- Myspace, Facebook
• Video based communities- YouTube
• Niche communities- health, auto lovers, etc.
Getting Links
• Link Bait– “Fishing for links”– Content developed from a unique angle on a relevant
topic that people will want to link to– Text (article), pictures, video, software or other tools– Host on your own site, and use Social Media sites to
give it a boost and generate links– Link Bait “market” is competitive and is often flooded
with material- stand out!– Link Bait can be loosely related to your actual site– End goal is links, not conversions
• Strategic Link Bait– Very manual distribution, most likely deals
within a certain niche
• Viral Link Bait– Can appeal to a broad audience, easy to
spread wide via social media
Two Types of Link Bait
Strategic Link Bait Example
Viral Link Bait Example
Links That Will Not Count
• 302 redirects
• Javascript / AJAX / Flash
• ‘Nofollow’ links
• Links on pages that are not indexed
Back Link Analysis• Backlink Analyzer
– http://tools.seobook.com/backlink-analyzer/
• Yahoo! Site Explorer– http://siteexplorer.search.yahoo.com/
• SEOmoz Linkscape• Hubfinder• SEObook Toolbar
Link Building Tools
Measuring SEO Success
Tracking, Measuring and Analyzing an SEO Project
• Rank checking is the most obvious key performance indicator (KPI).
• Beware that rankings can be different from user to user due to Personalized search and the use of multiple data centers.
Analytics and Tracking SEO
• The success of an SEO campaign is not just based off rankings. There are many other factors to measure and analyze.– Increases/Decreases in search volume– Conversion rates– Quality of Organic Visitors (time on site, pages viewed,
bounce rate, etc)– Number of Unique Keywords Used– Pages Indexed– Brand to Non Brand Mix of Keywords
Analytics and Tracking SEO
• 40+ Page custom SEO audit– Identify SEO Opportunities– Avoid SEO Pitfalls– Learn How to Make Your Site More Powerful– Analyze Your Competition
• http://www.seOverflow.com/seOverview• COUPON CODE (use at checkout)
– $200 off until 8/31 (SBDC200)– $100 off until 9/15 (SBDC100)
Quick Plug: seOverview
• Questions???
Q & A