Search Engine Optimization 101

Eric Layland - Point It January 21, 2009

Presentation AgendaAbout Point It

• Launched in April 2002

• Seattle’s largest

independent search

marketing firm

• 12 team members, 40+ yrs

of SEM experience

• Servicing clients across all

verticals and revenue

models

• Search Engine Marketing

• An Introduction to SEO

• Crucial Factors in SEO

• Where to Start your SEO Project

• Selected Resources

• Q & A

Presentation AgendaAgenda

SEARCH ENGINE MARKETING

• Search Engine Optimization (SEO)

• Pay Per Click Advertising (PPC)

• Social Media Marketing (SMM)

• Online Reputation Management (ORM)

• Measurement & Analytics

Presentation AgendaElements of Search Marketing

Presentation AgendaWhat Does it All Mean?

ORM

ANALYTICS

*SERP: Search Engine Results Page

Presentation AgendaAnatomy of a SERP*

Presentation AgendaOrganic Listings & Paid Ads

Presentation AgendaHow Does SEO Work?

HOW DO I MAKE IT WORK?

Presentation AgendaVital Considerations

THIS STUFF(e.g. Your Website)

• Keyword Targeting

• Page Title Tags

• Meta Description Tags

• Improve URL Structure

• Site Navigation/Architecture

Presentation AgendaOn Page Factors

1.Brainstorm

� Ask customers & co-workers

� Visit high ranking competitors

2.Take your Marketer hat off

� Problem your company solves

� Describe the situation & solution

3.Are analytics are available?

� Review site logs, if not…

� Google Analytics (free) & collect data

Presentation AgendaKeyword Research

Help is Available! Useful low cost toolsPresentation AgendaKW Research – Phase 2

Tools to Help

• Google Keyword Tool – free

• WordTracker – small fee, KEI index

• SEOMoz.org – small fee, multiple SEO tools

• Live Search (MSN) – multiple free keyword research tools

• SpyFu.com – helpful for competitive & PPC data

• Trellian – a limited free service or subscription options

• WebCEO – multiple features, free & pay versions

• Organize your list

• Narrow your list. Review several times.

� Think hard about your ideal visitor

� Use a variety of filters to refine your list

� KEI values for relative competitiveness

� Weed out terms that are too broad, off target, etc.

� Test terms in a pay per click campaign

• Zero in on 15-25 keyword phrases that are most relevant.

• Ongoing process. Evolves with time & learnings

Presentation AgendaKW Research - Now What?

• Meta Data = Data About Data

• Page Title Tag

� Summarizes the page’s content

� Appears as the headline in search results

� From page HTML

<title> Keyword Rich w/call to action or brand</title>

• Best Practices

� Create a unique descriptive title for every page

� Include a keyword or two, no more

� Avoid vague titles (i.e. Home Page, Products)

� Recommended 50-60 characters

Presentation AgendaPage Title Tags

• Meta Page Description� Summarizes the page with opportunity for more detail

� Appears as text below Hyper Linked Title Tag on SERP

� Support the headline & work in 1-3 keywords

� Google may supply a description for you

• Best Practices� Craft unique descriptions for every page

� Support concepts in the Page Title

� Influence using HTML <meta name="description" content=“A keyword rich

description of products available on this page. Write it like an ad and include a call to action." />

� Recommended 150 -170 characters

� DO NOT use keywords excessively

Presentation AgendaMeta Description Tag

Presentation AgendaMeta Page Descriptions

Presentation AgendaExample Titles & Descriptions

“antivirus software”

“handcrafted belt buckles”

Presentation AgendaImprove URL Structure

URL Structure Tips

• Avoid using unintelligible tracking strings URLsExample from HP. Search query: “high end servers“

http://h20341.www2.hp.com/integrity/cache/342254-0-0-0-121.html

Preferred: http://www.hp.com/servers/integrity/hp-high-end-servers.html

• Work relevant keywords into directory names

• Links to your site may be taken from URLs. � Improves link anchor text

� Better for users and search engines

• Keywords in URLs are highlighted on SERPs

Presentation AgendaImproving Site Navigation

• Include a site map� HTML page on site for user navigation

� Less needed for engines but helpful

• Create an XML Sitemap for engines� Eases an engine’s crawling of your site

� Submit to each engine: http://www.xml-sitemaps.com/

• Organize site content in a hierarchy

• Use text for navigation� Engines don’t like Flash/Java heavy navigation

� Include a breadcrumb navigation option

Acme Products › Widgets › Industrial Strength Widgets

� Keyword rich internal links to assist navigation

• Link Building & Baiting

• High Value Content Distribution

• Search Engine/Directory Submissions

Presentation AgendaOff Page Essentials

Link Building is…� Acquiring in-bound link from reputable sites relevant to your

target audience

� Strategies & tactics which entice others to link to your site

Why is Linking Important?� Engines like links. Links drive traffic. Links improve visibility.

� Engines puts heavy emphasis on quality of inbound links

Create & Distribute Quality Content

Pursue High Value Link Partners as Biz Dev

Presentation AgendaLink Building

Sources of good links…� Look for sites with long established URLs

� Sites who have credible link networks

� Sites are related to your site’s content and audience

� .gov, .mil, .edu high value & seen as unbiased

� Vendors and partners

1,000 links for $29.95 !� If you see these offers….RUN!

� If you’ve done this…find the links and ask them to be removed

Presentation AgendaLink Building

• Widgets that cater to your audience� Mini-applications delivering value

� Includes a link back or directs traffic to your site

• Press Releases with SEO in mind� Submit to news organizations

� Associations, vertical directories, etc.

• Leverage RSS to distribute relevant articles (product/corp news, promotions, events,

new resources, etc.)

Presentation AgendaContent Distribution

• DMOZ.org – The Open Directory Project

• Yahoo! Directory - $299/year

• Others – not all appropriate for every site� Business.com - $299/year

� Best of the Web - $249 one time or $99/year

� StartingPoint (http://www.stpt.com) - $99/year

� ExactSeek.com – free

� Industry Vertical Directories

Presentation AgendaEngine/Directory Submissions

HOW TO START YOUR SEO PROJECT

Presentation AgendaStarting Your SEO Project

Options Exist

OR

It’s your choice.

• Align the Team: Marketing, Dev & IT

• Outline Goals and Objectives

• Keyword Research

• Evaluate Current Site’s Content, Navigation & Structure

• Install Website Analytics

• Review Recent Traffic Patterns

• Link Opportunity Research

• Baseline, Benchmark & GO!

Presentation AgendaLaunching Your SEO Project

Presentation AgendaSEO Project Timeline

Activity Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Project Scoping X

Research & Planning X

Site Content Review X

Site Technical Review X

Optimization Recommendations X X

Implementation Project Management X X

Link Building Strategy X X

Reporting Systems X

Monthly Monitoring X X X X

Content Analysis

H1 Tags

Redirects

URL Structure

Keyword & Phrase Use

User Site Map

Site Configuration Files

Image Optimization

Video Optimization

PDF Optimization

Presentation AgendaBeyond SEO 101

Benchmarking

PageRank

Keyword peformance

Inbound linking analysis

Search engine saturationSocial Media• Where to find resources• Best practices• Tracking activity• Emerging issues

SEO RESOURCES

SEO News• http://searchengineland.com/

• http://searchenginewatch.com/

• http://www.imediaconnection.com/seo/index.asp

Key Blogs / ForumsRand Fishkin:

http://www.seomoz.org/blogAaron Wall: http://www.seobook.com/John Battelle: http://battellemedia.com/DigitalPoint:

http://forums.digitalpoint.com/SEMPO.org: http://www.sempo.org/home

Presentation AgendaSEO Resources

SEO Tools• Google Keyword Tool

https://adwords.google.com/select/KeywordToolExternal

• WordTracker

http://www.wordtracker.com/index.html

• SEOMoz - http://www.seomoz.org/tools

• Live Search (MSN) http://adlab.msn.com/Keyword-Forecast/default.aspx

• SpyFu – http://www.spyfu.com

• Trellian -http://www.keyworddiscovery.com/

• WebCEO - http://www.webceo.com

Eric Layland

Point It – Vice President

206-973-5485

ericl@pointit.com

Presentation AgendaQ & A

Keep your eyes on your inbox for an invitation to our next webinar:

Integrating Search &

Email Marketing

APENDIX

Presentation AgendaSEO vs. Paid

Organic Results Element Paid Ads

50-60 recommended Headline 25 max

160-170 recommended Description 2 lines 35 each max

• Meta description tag• Scraped/cobbled from website• DMOZ directory

Source of Description Written Advertising Copy

Actual Page URLPulled from website

Display URL Root domain + customized after “…com/”

Like PR

“My site is cool, like me.. Please!”

Traditional Marketing Analogy

Like a media buy

Target your audience & make the buy

Very good and getting better. Measurability Precise to the penny and keyword

Arguably better ROI but takes longer to realize. Not free traffic.

Program Returns & Cost Excellent ROI achieved quicker -requires significant maintenance

Presentation Agenda404 Error Pages

HELP YOUR VISITORS!

Just say “NO” to defaulterror pages.

Presentation AgendaUseful 404 Ideas

Help your visitor get back on track. Be creative and offersuggestions

Presentation AgendaToday’s Presenter

Point It co-founder

12 Years Interactive Marketing

10 Years Client & Agency Side Search Marketing

Responsible for Client Strategies & Business Development