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SEO Presentation - LA2M
 

SEO Presentation - LA2M

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Andrew Miller of Your Search Advisor presents Search Engine Optimization (SEO) at the LA2M lunch in Ann Arbor, MI on April 8, 2009.

Andrew Miller of Your Search Advisor presents Search Engine Optimization (SEO) at the LA2M lunch in Ann Arbor, MI on April 8, 2009.

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  • <br />
  • <br />
  • Happy place <br /> Zone out or bomb <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • buzzword <br /> Effective <br /> + ROI <br />
  • Maple Road <br />
  • <br />
  • IS <br /> IS NOT <br />
  • Can’t just set it and forget it <br />
  • Not all technical <br /> Technical problems and solutions exist <br /> Most tactics are content related <br />
  • No hidden secrets or black art <br /> Misinformation <br /> Knowing what/who to believe <br /> Experience, Trial and Error <br />
  • Investment in Time, Resources, People. <br /> Build into processes and business roles. <br />
  • Not stand-alone <br /> Combined with other marketing initiatives. <br /> PPC, Traditional, PR, Online, etc. <br />
  • Mindset / philosophy. <br /> Should be integrated into processes (copy, design, development, PR) <br /> Somebody needs to own it <br />
  • Searchers accomplish something (goal) <br /> Keywords are “stated intent” <br /> SEO funnels that intent to your content <br /> <br />
  • If you remember nothing else! <br /> Three main pillars of SEO <br />
  • If you remember nothing else! <br /> Three main pillars of SEO <br />
  • If you remember nothing else! <br /> Three main pillars of SEO <br />
  • Can crawlers access, read, understand site content? <br /> If they can’t see it, they can’t read it. <br />
  • Terminator - if you’re the Associated Press, it might be <br /> Peace Ctr has Flash element (surrounded by HTML, so it’s okay) <br /> Peace Ctr has text embedded in image <br /> <br />
  • Most dropdown effects can be achieved with CSS <br /> Peace Ctr has JavaScript navigation <br />
  • Table of contents for your site <br /> Enables crawler discovery <br /> Doesn’t help with ranking directly <br /> Peace Ctr does not have sitemaps <br />
  • Peace Ctr. Grocery Cards page not indexed <br />
  • related to the keywords being searched <br />
  • Don’t overdo it! <br /> Write for humans, not search engines. <br /> Keyword Research Tools: Google Adwords, Keyword Discovery <br />
  • other types of search engines (images, video, etc) <br /> Universal Search Results <br />
  • <br />
  • Links are votes <br /> Authority, Credibility <br /> Authoritative sites (CNN.com) attract more links <br /> Peace Ctr. has 101 links <br />
  • Manual requests <br /> Organic growth - which is easier? Create something of value <br /> Peace Ctr. Facebook Page <br />
  • Manual requests <br /> Organic growth - which is easier? <br /> Peace Ctr. Facebook Page <br />
  • <br />
  • Personalization <br /> Social and Usage Metrics <br /> Real Time (Twitter) <br />
  • Programmer, copywriter <br /> Contact me afterwards <br />
  • <br />
  • <br />

SEO Presentation - LA2M SEO Presentation - LA2M Presentation Transcript

  • Search Engine Optimization LA2M April 8, 2009
  • Hi.
  • Andrew Miller
  • SEO Consultant
  • Your Search Advisor.com
  • Housekeeping #LA2M on Twitter @AndrewCMiller All slides, notes, and links available after the presentation at YourSearchAdvisor.com
  • SEO
  • Search Engine Optimization
  • Live Site Review Peace Neighborhood Center PeaceNeighborhoodCenter.org
  • Kevin Lill & Dan Brady
  • Define SEO
  • What SEO Is Not... One-Time Project
  • What SEO Is Not... Rocket Science
  • What SEO Is Not... Voodoo
  • What SEO Is Not... Free Traffic
  • What is SEO? Subset of Marketing Internet Internet Marketing SEO Marketing
  • What is SEO? Ongoing Process
  • What is SEO? Capture Intent
  • What is SEO?
  • What is SEO? Accessibility
  • What is SEO? Accessibility Relevance
  • What is SEO? Accessibility Relevance Credibility
  • Accessibility
  • Content HTML + CSS is best Flash presents problems Text in images or video !
  • Navigation HTML is crawlable JavaScript, Flash, AJAX are not !
  • Sitemaps HTML for humans XML for robots sitemaps.org
  • Is Your Site Accessible? site:www.peaceneighborhoodcenter.org cache:http://www.peaceneighborhoodcenter.org/ Google Webmaster Tools Yahoo! Site Explorer !
  • Relevance
  • Keywords Content Page Titles, URLs, Meta Data Alt tags, Header tags: <h1>, etc Link Anchor Text Keyword Research
  • Digital Asset Optimization Universal Search Pictures, Video, Audio, PDF File names, tags, transcripts, descriptions, URLs, links
  • Credibility
  • Links Link JuJu (PageRank) Quality more than Quantity !
  • Link Building Social Media Public Relations Linkworthy Content Would you link to your site? !
  • Link Building, Continued Directories Professional Organizations Direct Requests
  • Analytics Rankings Organic Traffic Conversions
  • Future of SEO
  • Can You Help?
  • Thanks for coming.
  • Questions? Andrew Miller YourSearchAdvisor.com @AndrewCMiller