seo gold rush
DESCRIPTION
SEO is the most efficient form of marketing in history for all sizes of business. This powerpoint by SEO Consultant and Principal Brandon Na of Seattle Organic SEO exhibits basics of SEO, a brief history of marketing and the major tenets of SEO that all people should be paying attention to regardless of the changes in the Search Engine algorithms. **Pls note: Slide 9 has a mistake. It was suppose to be "The most effective in the short term" instead of the "The most efficient" for PPC.TRANSCRIPT
(The Real) SEO Gold RushBy Brandon NaCEO, Ethicus Group, [email protected], Seattle Organic SEO, [email protected]
Presented to Small business Owners on March 22, 2011 at the Community Capital Development, Seattle, WA, http://wbc.seattleccd.com/node/167
1st tip: Always question the source
In H.S., I was taught this (primary, secondary, biases, etc.)
Who is Brandon Na? (brandonna.com)• SEO, CEO, & Social Entrepreneur • Was a “practicing entrepreneur” for 38 yrs (amazon, expedia, r.e., cdi [140 ppl
in/directs; 7000 students], RMS, rSolutions, semcommonsense, almostfreephone & various other websites)
• Son of 2 serial entrepreneurs (still advise & will probably take over in a few years)• Used SEO to build 2 businesses into very profitable and succesful
entities that decreased marketing $’s drastically
• Sold house to Adrian Beltre, sold personal house to JJ Putz Sahalee Country Club member
Never has there been a time in business history where one marketing strategy been so efficient, so effective and so powerful. If you don’t take advantage of this opportunity, you might as well fall by the waste side as many businesses have done in the Past 5 years. -(author tbd)
January 24, 1848 The California gold rush began when gold was discovered at Sutter’s MillAs the news of discovery spread, some 300,000 people came to California from the rest of the United States and abroad
These early gold seekers called “49ers” traveled to California bysailing ships, covered wagons acrossthe continent.
Basically they did ANYTHING to get their gold. Sound familiar?
The Real Benefactor: Samuel BrannanSamuel Brannan was the first millionaire because of the California gold rush. Brannan established the first newspaper in San Francisco called the California Star and also established the first school in San Francisco. He was also credited with developing banks, railroads, and telegraph companies.
Recent scholarship confirms that merchants made far more money than miners during the Gold Rush. Brannan was a prime example. Brannan opened the first supply stores in Sacramento, Coloma, and other spots in the gold fields. Just as the Gold Rush began, he purchased all the prospecting supplies available in San Francisco and re-sold them at a substantial profit.
Basically, he got therefirst.
Many Gold Rushes have occurred since
• Black Hills of S.D. and Wyoming (1874)• Mount Baker (1897) & Klondike (1896)• Peruvian Amazon (2009)
• Dot Com Bubble (1995-2000)• Real Estate Bubble (2006 - ???)• Basically people want money that
grows on trees; very few believe in the phrase, “in order to make money, you need to ‘earn it.’”
(There have even been) Marketing Gold Rushes
Early days of: Newspapers (1704)Magazines (1742) Billboards (1867)Telemarketing (1895)Radio (1906)Television (1935)(Direct) Mail Marketing (1954)
Early days = Not fully provenCheaper prices & early adopters awarded
One of the most powerful, but…One of the most annoying! (est early 1990s)
At the beginning of Internet MarketingIn the first stage for several & at worst, the 2nd.
The most efficient– Has 2 major periodsBefore Google, After Google (est 1999/2000)
The most efficient– Has 2 major periodsBefore Google, After Google (est 1999/2000)
Just Started (2010)– Facebook, Twitter (still mostly noise)
Important, but…Social Media
Email Marketing
SEO
PPC
Mobile Marketing VERY earlyImportant, but…
What is SEO? Why do we care? Search Engine Optimization aka “Super Efficient Opportunities”
Position Click thru Click thru1 42.30% 33.84%2 11.92% 9.54%3 8.44% 6.75%4 6.03% 4.82%5 4.86% 3.89%6 3.99% 3.19%7 3.37% 2.70%8 2.98% 2.38%9 2.83% 2.26%
10 2.97% 2.38%
It’s a Google Dominated (Search) World
US Searches – Feb 2011• 66.69% Google.com• 28.48% Bing Powered• 14.99% Search.Yahoo.com• 13.49% Bing.com
*Experian Hitwise (Data based on 4 week rolling periods (ending Feb 26, 2011) from the Hitwise sample of 10 million U.S. InternetUsers. Figures are for Web Searches only.
Most Important SEO Factors
There are 2 Big C’s to focus on• Content
• On-site/page Optimization• Credibility
• Links
“The Internet is a an Economic Library”
Content
Credibility Chaos,:
(Creativity, Cunning, Collaboration,
Conditions [luck])
2’s
4’s
3’s#1
20th page
2nd page
3rd page
CONTENT
MA = Media (website) Attributes• Describing your website to
Google with website attributes• URL (#3)• Most Imp Tags
• Title(#1, #2)• H1 Headline Tags (#4)• In/Ex-ternal link anchor text• Much more (imgs, meta)
PA = Page Authority• Links• Page Rank
• Determines importance on ‘net
CREDIBILITY
What exactly is Content & Credibility?How are people successful in every day business?
MA & PA do it the
right way!
SEO Factors Survey Results (2009)24% Trust/Authority of the Host Domain22% Link Popularity Of the Specific Page20% Anchor Text of Internal Links15% On-Page Keyword Usage7% Traffic and Click-Through Data6% Social Graph Metrics5% Registration and Hosting Data
http://www.seomoz.org/article/search-ranking-factors#ranking-factors
Keyword Research B4 Content & CredibilityDefining what you will target is key!
Real World Case Study #1Deviant Seattlehttp://deviantseattle.com
TYPICAL FIRST LINE CHECKS• Title Tag• About Page• Scan the site (on the outside
[visually] & inside [view source]• Header tags• Meta tags (imp/not imp)
• Use Online Tools to determine important SEO factors
• Look for the website online• Conduct searches on what the
site appears to be focused on
• Title is not site’s focus, but brand name or business name
• Keywords are stuffed and not natural; in wrong places
• Fails to show up in searches
TYPICAL PROBLEMS
Content: What is the site about?
Consensus Rank On-Page (Keyword-Specific) Ranking Factors
66% 1 In Title Tag
63% 2 In 1st Word - Title Tag
60% 3 In Root Domain
49% 4 In H1
47% 5 In Internal Link Anchor Text on Page
46% 6 In External Link Anchor Text on Page
45% 7 In 1st Word - H1 Tag
45% 8 In 1st 50-100 words of HTML on Page
42% 9 In SubDomain Name
38% 10 Keyword Use in the Page Name URL
37% 11 In Page Folder URL
35% 12 in other Headline Tags (<h2> – <h6>)
33% 13 in Image Alt Text
33% 14 Number of Repetitions in the HTML Text on the Page
33% 15 Keyword Use in Image Names Included on the Page
ON PAGE ELEMENTS• Change title tag• Add kw focus in h1 tags• Add h2 tags w/ kw focus• Change meta description to be
sth consumers would like (click)• Current Meta Desc looks like a
kw list; meta kws not important & actually gives competition insight
• Create logos with kw in name• Use kws in alt text• Apply to all pages
• GA & GW’s a must!!!• Change url structure to be
semantic not id=123• Create folders/sub dirs that
reflect kw focus• Add sitemap that google
understands (url structure?)• Age = new?
SITE ARCHITECTURE
Some SEO Suggestions for Deviant
Not as important, but could effect your rankingsThere are 200+ factors in the algorithm
Rank On-Page (Non-Keyword) Ranking Factors1 Existence of Substantive, Unique Content on the Page2 Recency (freshness) of Page Creation
3Use of Links on the Page that Point to Other URLs on this Domain
4Historical Content Changes (how often the page content has been updated)
5 Use of External-Pointing Links on the Page6 Query Parameters in the URL vs. Static URL Format7 Ratio of Code to Text in HTML
Rank Site-Wide (non-link based) Ranking Factors
1Site Architecture of the Domain (whether intelligent, useful hierarchies are employed)
2 Use of External Links to Reputable, Trustworthy Sites/Pages3 Length of Domain Registration
4Domain Registration History (how long it’s been registered to the same party, number of times renewed, etc.)
5 Server/Hosting Uptime
6Hosting Information (what other domains are hosted on the server/c-block of IP addresses)
7
Domain Registration Ownership Change (whether the domain has changed hands according to registration records)
8 Inclusion of Feeds from the Domain in Google News9 Use of XML Sitemap(s)
10Domain Ownership (who registered the domain and their history)
Rank Site-Wide (non-link based) Ranking Factors11 Domain Registration with Google Local
12Domain “Mentions” (text citations of the domain name/address even in the absence of direct links)
13 Inclusion of Feeds from the Domain in Google Blog Search
14Citations/References of the Domain in the Yahoo! Directory (beyond the value of the link alone)
15Citations/References of the Domain in DMOZ.org (beyond the value of the link alone)
16Citations/References of the Domain in Wikipedia (beyond the value of the link alone)
17 Use of Feeds on the Domain
18Citations/References of the Domain in the Librarian’s Internet Index - Lii.org (beyond the value of the link alone)
19 Domain Registration with Google Webmaster Tools
20 Activation of Google’s “Enhanced Image Search” (aka image labeler)
21 Use of Security Certificate on the Domain (for HTTPS transactions)
22Validity of Mailing Address/Phone Numbers/Records from Domain Registration
23Citations/References of the Domain in Google Knol Articles (beyond the value of the link alone)
24 Use of a Google Search Appliance on the Domain25 Use of Google AdSense on the Domain
26 Use of Google AdWords for Ads Pointing to the Domain
27 Alexa Rank of the Domain (independent of actual traffic)
28 Compete.com Rank of the Domain (independent of actual traffic)
29 Use of Google’s Hosted Web Apps (not App Engine) on the Domain
Other On Site/Page SEO Factors
Click icon to add picture
Real World Case Study #2College Solutionshttp://solvingcollege.com
ON PAGE ELEMENTS• Title tag is o.k. BUT, “college
placement consultants” has only 12 searches/mo & is very competitive
• Title is 122 characters; limit is 65 characters
• No h1 tags• Titles remain the same on different
pages• Meta description misspelling• Meta keywords not imp• Images & alt text (ok, but could be
better)
• No sitemap• No Analytics? • Very few links• Young site? • More pages? • Google Webmasters?
SITE ARCHITECHTURE & LINKING
Some SEO Suggestions for College Solutions LLC
Link building is the missing part of the SEO puzzleCreates “credibility” for your website
Anchor Text is Critical
Ideal Results
Never has there been a time in business history where one marketing strategy been so efficient, so effective and so powerful. If you don’t take advantage of this opportunity, you might as well fall by the waste side as many businesses have done in the Past 5 years. -(author = me, you & everyone)
Thanks & If You’re Thankful, Please…This advice could be worth thousands, millions or nothing…
Search Engine Marketing by Top Seattle SEO Firm SOS and National SEO Marketing Agency Ethicus Group
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References
Advertising History Timeline, http://adage.com/century/timeline/index.htmlBillboards, http://en.wikipedia.org/wiki/BillboardCalifornia Gold Rush, http://en.wikipedia.org/wiki/California_Gold_RushDirect Marketing, http://en.wikipedia.org/wiki/Direct_marketingDot-com Bubble, http://en.wikipedia.org/wiki/Dot_com_bubbleHow Radio Drives Ad Awareness Four Times more Cost Effectevely than TV, http://www.rab.co.uk/rab2009/showcontent.aspx?id=466Radio Advertisement, http://en.wikipedia.org/wiki/Radio_advertisementRadio Advertising Costs Demystified, http://www.tradelinkabc.com/index.php/2010/03/radio-advertising-costs-demystified/ (hard to read, but nuggets in here definitely)The Birth of Telemarketing, http://directmag.com/history/birth-telemarketing/
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