seo presentation for tc kickstart
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Copyright Darren J. Cox and M.IP.P Strategy ™, 2010. All Rights Reserved
SEO Mechanics
IT IS NOT AS HARD AS YOU THINK
Darren CoxM.IP.P. Strategy
CaSTT, [email protected]
651-245-7797
Steve [email protected]
Insert Contact Info Here
Copyright Darren J. Cox and M.IP.P Strategy ™, 2010. All Rights Reserved
SEO Mechanics
• SEO Rules to Live By• Content / Topic• Keywords• Page Titles (Title Tags)• Headings• Using Keywords• Images and Video• Right and Wrong• Words to the Wise• Resource Links
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Darren Cox and Robert BauschDarren Cox
Founder and Chief Evangelist - CaSTT™, LLCPresident of M.IP.P. Strategy (Marketing, Intellectual Property, Product and SEO Strategy).
10 years doing SEO Consulting, using proven Web-marketing strategies, innovative workflow processes, content optimization techniques and Web 2.0 Integration
He is formerly the Vice President of Public Communication Services for GovDelivery and the Senior Higher Education Market Manager for US WEST (now Qwest).
Darren has too many degrees to list; None of which matter.
Steven Carstens
Sr. Developer and SEO Guru - IQ Marketing
Steven has spent 11 years helping customers define design and develop their communication, branding and online marketing strategy.
Steven has implemented cost-saving, revenue building strategies for companies ranging from Fortune 100 to online-only, mom & pop shops.
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Why Bother? – SEO Mechanics
Put your Call-to-Action in Front of Those Who Want to Take Action
• Create Unsolicited Leads• Increase Revenue• Reduces Costs• Speeds Time-to-Sale
Without SEO This is You?
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
How to Measure SEO Success
Search
FindClick
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
SEO is NOT an Accident
Search
Click
Find
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
7 Rules to Live By – SEO Mechanics
1.Search Engine Optimization (SEO) – Optimizing your description will help searchers find the content, but the context of your content matters more than anything else you do.
2.Keep it fresh – The more new content you have on each page, the better search engines like you.
3.Use Keywords – Search engines place more weight on pages that use their keywords throughout their content
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
7 Rules to Live By – SEO Mechanics
4. Use Formatting – Search engines put more weight on headings, lists, links, and italicized items.
5.Come Back - Once you have created a Title, come back and edit your description to be sure the Title is included.
a. Check Your Work – Use your Title (or at least it’s elements) in the first line of your description.
6.Links- It is extremely important to add links to your content as well as to make sure there are contextually relevant links to your pages.
7.Prioritize – There is no such thing as “Perfectly Optimized” so do what you can, then move on.
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Before You Start – SEO Mechanics
Before You Start: Search the internet as you would for the asset/service/product you are describing.
• Choose non-specific identifiers (i.e. NOT the business’ name)
• Continue searching until your search yields pages that very closely resemble your topic
This exercise should inform your choices regarding how to best describe your technology so it can be found by others ON THE WEB.
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Write Your Story – SEO Mechanics1. Get Organized and Pick Your TopicsWrite Great Content and Optimize Later
Online Marketing Services1. Search Engine Optimization2. Content Marketing3. Social Media Marketing4. Email Marketing
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Write Your Story – Other Stuff to Remember
2. PrioritizeWhat do you want the visitor to know and in what order of importance
3. Be Concise but Tell the Whole StoryThis content will NOT all appear on the main page so there is no penalty for using too much space.
4. Be Clear - Avoid Acronyms & JargonThe description should use Plain English; DO NOT use technical descriptions or jargon
If you must use an acronym, write out the words then put the acronym in parentheses.
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Where Are the Keywords – SEO Mechanics
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Title Context Relevancy – SEO Mechanics
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Titles – SEO Mechanics
Think of the Title as “Password” Clues
Page Title: Chocolate Donuts | Mary’s bakery
Meta Description: Mary’s Bakery Chocolate Donuts are possibly the most delicious, perfectly formed, flawlessly chocolaty donuts ever made!
Page URL: Http://marysbakery.com/Chocolate_Donuts
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Headings – SEO Mechanics
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Keyword Usage – SEO Mechanics16 factors of Influence in Keyword Ranking
1. Keyword Use Anywhere in the Title Tag (66%)2. Keyword Use as the First Word(s) of the Title Tag (63%)3. Keyword Use Anywhere in the H1 Headline Tag (49%)4. Keyword Use in Internal Link Anchor Text on the Page (47%)5. Keyword Use in External Link Anchor Text on the Page (46%)6. Keyword Use as the First Word(s) in the H1 Tag (45%)7. Keyword Use in the First 50-100 Words in HTML on the Page (45%)8. Keyword Use in other Headline Tags (<h2> – <h6>) (35%)9. Keyword Use in Image Alt Text (33%)10. Keyword Use / Number of Repetitions in the HTML Text on the Page (33%)11. Keyword Use in Image Names Included on the Page (e.g. keyword.jpg) (33%)12. Keyword Use in <b> or <strong> Tags (26%)13. Keyword Density Formula (25%) http://tools.seobook.com/general/keyword-density 14. Keyword Use in List Items <li> on the Page (23%)15. Keyword Use in <i> or <em> Tags (22%)16. Keyword Use in the Meta Description Tag (19%)
You can go crazy trying to
optimize everything
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Images and Videos – SEO MechanicsA picture (or video) is worth a thousand words… Except on the web when a picture ALONE isn‘t worth $#!+%$@^%
• Pretty Doesn’t Cut It – You must name your pictures
• No Place to Get Skimpy – Use keywords to name images
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Images and Videos – SEO Mechanics
• Leverage – By using important content-related keywords for “Alt Tag” Text, you are doubling down on your SEO. Google ranks images separately, and as they are associated with a page and site, so you get a huge return on your investment if you get this right.
• Optimize, Rinse, Repeat - You may consider repeating the page “Title” in your “Alt Tag” text.
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Google is Blind
Search engines don’t have eyes so they can’t tell if your image is relevant or not, which is why they read the “alt text” of images.
If you don’t tell the search engines what the picture is, they simply won’t know and it will be a huge waste of time, space and money
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Google is Blind – SEO Mechanics
[IQ Marketing Minneapolis marketing agency] [IQ Marketing, Mineapolis Marketing Agency] AttractIQ Marketing puts the best interactive marketing tactics to work with solid direct marketing strategy to break through the clutter and attract buyers.
[Learn more about Minneapolis Advertising with IQ Marketing] EngageIQ Marketing connects with your buyers with integrated marketing strategy that spans social media, search engine marketing, direct marketing, and traditional media.
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[Learn more about Minneapolis Advertising with IQ Marketing] ConvertIQ Marketing tracks and reports marketing results using customizable marketing database technology depending on the needs of our clients.
[Learn more about Minneapolis Advertising with IQ Marketing]
What we doconcept developmentwebsite designsite optimization / SEOsearch marketing / PPCsocial marketingdisplay advertisingdigitial PRmobiletracking & analysisresearch & segmentationdirect marketingfull list of services
What we've been up toIQ Marketing is a Minneapolis, MN marketing agency. We deliver innovative online marketing, email marketing, print marketing and advertising solutions that fuel growth and evolution to thrive in today’s challenging marketplace. We weave direct marketing and interactive marketing with exceptional marketing strategy to reach our clients' goals.[img_iqmarketingMinneapolisBuilding.jpg]Loading Facebook Feed. Please hold...
[Follow IQ Marketing on the Facebook Social Media Network] [Follow IQ Marketing on Twitter Social Media Network]
What Visitors See What Google Sees
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Missing the Mark – SEO MechanicsThis is the title of every page
and doesn’t describe what they do
This isn’t a heading, it is
an image, with no “alt text,”
Not Descriptive
Is this what people search for when looking for a lawyer
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Doing it Right
Big, Bold, Concise Heading
“Title” says what they do AND what people search for to find
them
Keywords match
“Title” and Main <H1>
Heading
New pages, with new
“Titles,” for different topics.
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Words to the Wise• Hire an expert, then listen• If your marketing person isn’t an expert, (and they probably
aren’t), see #1• SEO isn’t a project, it is a process – You are never done• Blog• If you claim to be a technology company, or you sell to
technology companies, but your website sucks, customers will think you don’t know what you are doing.
• Hire a PR firm• Building a website is like building a hut in the forest,
covering your tracks and not telling anyone about it…YOU must get the word out if you want people to show up
• Don’t hire anyone that won’t teach you to do it for yourself
Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
SEO Sites to Read Religiously
• Top Rank Online Marketing Blog• Webconfs.com• SEOBook blog• Search Engine Land• SEOMOZ – The beginner’s guide to SEO• Search Engine Journal• Uncommon Sense - Some of Your Damn Busin
ess This is my blog – But the others (above) are all better, and better for you.