S E O For  Social  Media  Boot  Camp  Rockford 200907
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S E O For Social Media Boot Camp Rockford 200907

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  • Direct Product Sales Generate more leads Requests for information Phone call or contact form Email opt-in Set the stage for warmer sales calls Knowledgeable customers Support complex sales That have multiple touch points Build Word-of-Mouth
  • Why do we focus on Search Engine Optimization & Search Strategy? One reason Following SEO best practices… Provides a better customer experience Drives brand consistency Makes you more connected Brings in more customers
  • The marketer skills are
  • The developer focuses on
  • Load them into a spreadsheet and update online.
  • CONNECT WITH INFLUENCERS IN DIVERSE COMMUNITIES Facebook, AsianAvenue MiGente BlackPlanet Young people use Online Social Networks (Facebook) as their primary online touchpoint Drive traffic to the web site Build engagement Business People use LinkedIn.com Who you know and who they know Communities organize themselves on social networks Our goal is to make sure that each supporter online, regardless of where they are, has a connection with Obama Scott Goodstein, New Media “Guru” for Obama’s Campaign
  • Search Engine Marketing (SEM) Pay-per-Click (PPC) model Bid on keywords and key phrases Maximum per-click Daily budget Direct Search and “Content Network” Price & placement based on “Quality Score” Keyword density and SEO Compliance Click-through history
  • What does that ticket buy you?
  • Campaign Specific target and purpose Ad Groups Keywords Broad, exact phrase, negative words Ads 25-35-35 + url Auto-adjusts for best variation

S E O For  Social  Media  Boot  Camp  Rockford 200907 S E O For Social Media Boot Camp Rockford 200907 Presentation Transcript

  • SEARCH ENGINE OPTIMIZATION: Put your web site to work! @averycohen #socialmediabc Presented by: Avery Cohen - Metrist Partners July 24, 2009
  • Is Your Web Site a Slacker?
    • Does Your Web Site Produce?
    • Direct Product Sales
    • Gener ate Qualified Leads
      • Reque sts for information
      • Phone calls or contact forms
      • Email opt-ins
    • Set th e stage for warmer sales calls
      • Knowl edgeable customers
    • Suppo rt complex sales
      • That h ave multiple touch points
    • Build Word-of-Mouth
  • Elements of a Search Strategy
    • Set Goals
    • Optimize the Site
      • Optimize for “conversions”
      • Optimize for search
    • “ Pull” Traffic
      • Linking strategy & PR
      • Advertising, including paid search
      • Email
    • Measure and Adapt
      • Constantly changing environment
    View slide
  • Why SEO?
      • Provides a better customer experience
      • Drives brand consistency
      • Makes you more connected
      • Brings in more customers
    wide web SEO makes the whole world better View slide
  • Pursuing the “Holy Grail”
      • What are your goals?
      • What do you want to be known for?
      • What do your customers want?
  • Google Knows People
    • Estimated at 40 billion searches per month
    • Primary income source is pay-per-click advertising
    • 2002 Revenue $ 439 Million 2007 Revenue $ 16.5 Billion 2008 Revenue $ 21.8 Billion
  • Google Knows What People Want
    • People tell Google what they want.
    dog walkers
  • Google Knows What People Want
    • People link to good content.
  • How Do Sites Get on Google?
    • The “Spider” or “Googlebot”
      • Follows links on the Internet
      • Catalogs Keywords and Key Phrases
      • Calculates Relevance
      • You can talk to the spider
        • Robots.txt & Sitemap.xml
        • Submit on webmaster.google.com
    • The Search Engine
      • Presents relevant pages to searchers
      • Profiles items people select
      • Assigns and updates relevance: “Page Rank”
  • Care and Feeding of the Google Spider
    • High quality inbound links
      • Relevant to keywords
    • Internal linking
      • Strong internal linking on keywords
      • High quality external links
    • Keyword density
      • Early and often
      • Between 5% and 8%
    • Likes fresh content
  • Two Sides to SEO: Marketing & IT
  • Marketer’s Roadmap
    • Keyword selection
    • Writing for SEO
    • Linking strategy
    • Fresh content strategy
  • Developer’s Roadmap
    • Site structure
    • Page structure
    • Search Vendor Relationship
    • Analytics Infrastructure
  • Marketers: Keyword Selection
    • Be specific
      • “ dog walkers” -- “Chicago dog walkers” “Rockford dog walkers”
    • Be consistent
      • Choose your jargon carefully
    • Add pages for
      • “ Long Tail” searches
      • Specific Products
  • Keyword Selection: Be Specific
  • Keyword Selection: Be Specific
  • Marketers: Tools for Marketers
    • Tools (examples):
      • Finding Keywords: Wordtracker, Keyword Spy
      • Google AdWords Budgeting, Google Trends
      • Submit to Google Maps
        • www.google.com/local/add/businessCenter
      • Feedburner
    • Who is talking about your keywords
      • Blogsearch.google.com
      • Icerocket.com
  • Marketers: Writing for SEO
    • 5 – 8% Keyword Density
      • 500 words of content per page
    • Early and often
    • Use section headings
    • Avoid synonyms, euphemisms and implied usage
    • Use your other keywords to create linking opportunities
  • How Does Stuff Get on Google?
    • The “Spider” or “Googlebot”
      • Follows links on the Internet
      • Catalogs keywords and key phrases
      • Calculates relevance
      • You can talk to the spider
        • Robots.txt & Sitemap.xml
        • Submit on webmaster.google.com
    • The Search Engine
      • Profiles items people select
      • Assigns and updates relevance: “Page Rank”
  • The Googlebot Finds Content for Google
    • The “Googlebot” is a spider-like program
      • Googlebot follows links on the world-wide web
      • Googlebot catalogs keywords and key phrases
      • Googlebot calculates keyword relevance
      • You can talk to the Googlebot
        • Robots.txt & Sitemap.xml
        • Submit on webmaster.google.com
    • The Search Engine works with Googlebot data
      • Profiles items people select
      • Assigns and updates relevance: “Page Rank”
  • The Googlebot Finds Content for Google
    • The “Googlebot” is a spider-like program
      • Googlebot follows links on the world-wide web
      • Googlebot catalogs keywords and key phrases
      • Googlebot calculates keyword relevance
      • You can talk to the Googlebot
        • Robots.txt & Sitemap.xml
        • Submit on webmaster.google.com
    • The Search Engine works with Googlebot data
      • Profiles items people select
      • Assigns and updates relevance: “ Google Page Rank ”
  • Page Titles and Descriptions
    • Unique Page Title and Description
    • 80 Characters, 160 Characters
    • Keyword Rich
    • Used by Google as the “listing”
  • Marketers: Linking Strategy
    • High quality inbound links
      • Solicit links
        • Who would want to link to you?
        • How will linking to you help their audience (your customers)?
      • PR campaigns
      • Stunts: Link bait and stupid Internet tricks
    • High quality outbound links
      • Link to authoritative sources
      • Link to helpful sites
  • Marketers: Fresh Content Strategy
    • RSS on Feedburner
    • Syndicate on Social Media
    • Get People Talking About YOU!
  • Marketers: Social Networks
  • Developers: Site Structure
    • Clear text, keyword-based navigation
    • Human-readable URLs
      • Dogs/Dogwalkers.html
      • Dogs/Dog-walkers.html
    • Avoid duplicate content
    • Forward obsolete pages
  • Developers: Page Structure
    • You get points for keywords in these elements
      • Page titles
      • Headings – H1, H2
      • Meta tags
        • Description
        • Keywords
      • ALT tags for non-text content
    • Use CSS and DIV, External JS files
      • Text-to-code ratio
      • Keywords at top of page
  • Search Engine Relations
    • Google Webmaster Tools
      • https://www.google.com/webmasters/tools
    • Yahoo Site Submission
      • http://search.yahoo.com/info/submit.html
    • Robots.txt
    • Sitemap.xml
  • Implement Web Analytics
    • Google Analytics
      • It’s free
      • Tracks goals and conversion rates
      • Segments groups of users
      • Poor visit and path analysis
  • Buying Position with Paid Search
  • When to Use Paid Search
    • Buy position on a keyword or phrase
    • Drive traffic directly to a service offering
    • Test new marketing messages
  • Creating and Managing SEM
        • 25-35-35 + url
        • Auto-adjusts for best variation
  • Measuring SEM
    • Impressions
    • Clicks
      • Click-through rate
      • Cost-per-click
    • Bounce rate
    • Conversions
      • Conversion rate
      • Cost-per-lead
  • Measuring Your Results
    • All SEO can be measured
      • SEOChat.com (and others)
    • SEO has a cumulative measurable result
    • Contributing to your goals
      • Financial results
      • CRM or SalesForce.com
      • Google Analytics (and others)
  • Site Optimization
    • Focus on conversions
      • Views more than one page
      • Reaches specific “value-add” content
      • Opts in for email
      • Fills out a “contact” form
      • Makes a phone call
      • Makes a purchase
    • Segment and test
  • Tracking Key Performance Indicators (KPIs) KPI Jan Goal Jan Actual ±% Total Visits % Paid Visits Email List Opt-In Opt in % Email Unsubscribes Email List Size Whitepaper Downloads Download % Visits Contact Us form start Contact Us complete %
  • Additional Benefits of SEO
    • SEO makes the whole world-wide web better
      • People read like the spider program
      • People navigate through content links as much as through navigation options
      • Your message will be more clear
      • Measurement techniques lead from Search Optimization to Outcomes Optimization
    • Better “conversion rate” from visits to customers
    • Brief “to do” list for the marketing team
    • Tools you can use to evaluate your site site
    Getting Started Metrist Partners 2525 N. Elston Ave. Suite D230 Chicago, Illinois 60647 847-926-8280 [email_address] http://www.metristpartners.com Twitter: @averycohen
  • Make SEO Work for You
    • Set goals
    • Audit site content
      • Consider an outsourced evaluation
    • Pay attention to keyword use
      • Searchable, specific
    • External links
      • Get influential sites to link back to you
        • Alliances, sponsorships, news, blogs
    • Internal links
      • Improve the viewing experience and point search engines toward the most important pages
    • Apply intelligence from site statistics
  • Free Tools to Use
    • Wordtracker - Keyword suggestions and estimated daily search volume
      • http://freekeywords.wordtracker.com/
    • Keyword Spy – Paid Search and Organic Competition
      • http://keywordspy.com/
    • Google - Tools for smaller businesses and free map listings
      • http:// www.google.com /services/
    • Google Trends - Historic search volume on Google to help you decide on keywords
      • http:// www.google.com /trends
    • Rank Checker - Reports rankings on key words
      • http:// tools.seobook.com/firefox/rank -checker
    • SEO Chat
      • Wide variety of tools for Search Optimization
      • http://www.seochat.com/tools
    • W3C Accessibility Test
      • http://www.w3.org/WAI/ER/tools/complete.html
  • Contact Information Metrist Partners 2525 N. Elston Ave. Suite D230 Chicago, Illinois 60647 847-926-8280 [email_address] http://www.metristpartners.com Twitter: @averycohen