Eric Enge: #BTG11 Conference
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Eric Enge: #BTG11 Conference Presentation Transcript

  • 1. Suffolk University Integrating SEO into Your Organization
  • 2. More Traffic from Search Than Any Other Source
    • Of Search Traffic:
    • 78% from SEO
    • 22% from Paid
  • 3. Position Matters
  • 4. Search Engines are Software Programs
  • 5. They Have a Big Job
    • Crawl one trillion web pages
    • Perform semantic analysis on All of Them
    • Map ALL the links on the web
    • Use this data to map results for ANY search query
    • Respond to any query in
    • < 0.2 seconds
    • Result: One tired spider
  • 6. They have Limitations
    • Images:
    • Videos (including Flash):
    • Can ’t “read” the file
    • Can read clean HTML text
    Hundreds of other considerations
  • 7. On Page SEO
    • Making your site understandable to search engines
    • Work around search engine limitations
    • Search engines use more than 200 factors in ranking decisions
  • 8. Key Points
    • Your developers may not know anything about SEO
      • SEO is not taught in schools
    • Your Content Management System may not be SEO friendly
      • In fact, it may be SEO hostile
    • Must review choices before writing the first line of code, or picking a CMS
  • 9. SEO Must be Part of Your Engineering Plan!
  • 10. Links are Like Votes in an Election
  • 11. Who Rank ’s First? Joe ’s Book Store
  • 12. Links Are Not Created Equal Web Site A Web Site B Killer Link 1 Link 1 Link 2 …… .. … 1,000 #1! #2 Search Results
  • 13. The Flow Of PageRank Pages are given an “innate”, albeit tiny, amount of PageRank Pages then accrue PageRank from every link that points to them
  • 14. The Flow Of PageRank The amount of PageRank that a page can pass is a function of that page ’s PageRank PageRank Passable PageRank X F(X)
  • 15. PageRank is Split Evenly Between the Links on a Page Link Link F(x)*0.5 F(x)*0.5 X
  • 16. PageRank is an Iterative Algorithm Link Link F(x)*0.5 F(x)*0.5 F(y) Link X y y
  • 17. Google Toolbar
    • View PageRank of current page, once turned on.
    • Available for:
      • Firefox
      • Internet Explorer
  • 18. Toolbar PageRank
    • Not the same as “Real” PageRank
    • Logarithmic scale from 0 to 10
    • Assigned to web pages, not sites
    • Still, a useful metric
    Culligan 0 ebay Boston Store 10 1 2 3 4 5 6 7 8 9 Google Amazon Disney Gap Relative number of pages with PR rating E F F O R T Sampling of Homepage PageRank Ratings
  • 19. Role of Relevance Your Page (Used Ford Mustangs) Casino Gambling Online Prescriptions Car and Driver Magazine Ford vehicles .com Low Value High Value
  • 20.  
  • 21. The Concept of Authority A A A All Websites about Used Cars
  • 22. Search Engines Do Not Count All Links
    • Links they can ’t read:
      • Encrypted JavaScript
      • In an iFrame
    • Links on pages that they can ’t crawl
      • Can ’t find
      • Marked as NoCrawl in Robots.txt
    • Links marked with NoFollow Attribute
  • 23. Why do People Link?
  • 24. SEO Ranking Factors
    • Source: SEOmoz SEO Ranking Factors Survey
  • 25. Summary of Ranking Factors
    • 66% related to Links
    • 6% social media
    • 7% traffic and click through data
    • 15% on page keyword usage
    • 5% registration and hosting related
    72% “External Recognition ”
  • 26. Link Building Must be Part of Your Marketing Plan!
  • 27. Volume Increasing Relationship Value Engaging in Social Activity
  • 28. Social Connectivity Pyramid 1 on 1 Meeting Blogging Meetups LinkedIn Facebook Twitter Higher Value Higher Effort
  • 29. Volume Increasing Social Effort Social Link Building Increasing Link Value
  • 30. Social Media Signals
    • Twitter mentions
      • Author quality matters
    • Facebook Links
    • Facebook Likes not a factor … yet
    • More to come
    • Ways Google can look in walled gardens:
      • Google Analytics
      • Goo.gl
      • Google Toolbar
  • 31. Where does SEO go?
    • SEO is a marketing function because …
      • It ’s purpose is to get new customers
    • SEO is a development function because …
      • It affects CMS selection and site coding and design
    • Senior management must understand SEO because …
      • Otherwise they will make decisions that blow your SEO out of the water! (C-Suite example, site ain ’t no freaking brochure!)
    • When to outsource …
  • 32. My Preferred Structure
    • Marketing person who owns it
    • Development team that understands the importance
    • 4 hour training session for the management team so they “get it”
    • Work with outside SEO to get leverage from their multi-dimensional experience
  • 33. Thank You!
    • Eric Enge
    • [email_address]
    • @stonetemple
    • (508) 485-7751
    • www.stonetemple.com
    • For a One Sheet SEO Checklist, email me, or drop off a business card