• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Demystifying SEO - What really goes into a comprehensive SEO campaign
 

Demystifying SEO - What really goes into a comprehensive SEO campaign

on

  • 1,798 views

A high level overview of the time and resources needed for the SEO newbie. This video presentation is a live presentation recorded from San Diego Convention & Visitors Bureau's 6th Annual E-Commerce ...

A high level overview of the time and resources needed for the SEO newbie. This video presentation is a live presentation recorded from San Diego Convention & Visitors Bureau's 6th Annual E-Commerce Summit. Presentation was by San Diego-Based Search Engine Optimization Specialist, Internet Marketing Inc. SEO Director Benj Arriola.

Statistics

Views

Total Views
1,798
Views on SlideShare
1,708
Embed Views
90

Actions

Likes
0
Downloads
34
Comments
4

2 Embeds 90

http://www.internetmarketinginc.com 89
http://www.slashdocs.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

14 of 4 previous next Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Demystifying SEO - What really goes into a comprehensive SEO campaign Demystifying SEO - What really goes into a comprehensive SEO campaign Presentation Transcript

    • Demystifying SEOWhat really goes into acomprehensive SEO campaign
      Benj ArriolaSEO Director
      Internet Marketing Inc.
      www.internetmarketinginc.com
    • All About SEO
      A brief about the basics
    • Agenda
      All about SEO
      What is SEO?
      Why SEO?
      Is it just all about ranking?
      The Search Cycle
      SEO is not PPC
      The SEO Process
      Knowledge & Skills
      Typical & Advanced SEO Process & Resources Needed
      Cheap or Expensive?
      DIY SEO
      Further Learning
    • What is SEO?
      SEO?
      Common Definition:
      It’s something you do to the website so your website comes up first in Google®.
      *Images are of Phineas and Ferb. Both characters are registered trademarks of Disney Enterprises, Inc.
    • WikipediaDefinition:
      Search engine optimization (SEO) is the process of improving the visibility of a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results… In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine.
      SEO?
      *Images are of Phineas and Ferb. Both characters are registered trademarks of Disney Enterprises, Inc.
      Common Definition:
      It’s something you do to the website so your website comes up first in Google®.
      What is SEO?
    • WikipediaDefinition:
      Search engine optimization (SEO) is the process of improving the visibility of a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results… In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine.
      What is SEO?
      Google’s Definition
      SEO is an acronym for "search engine optimization" or "search engine optimizer.“
      Advertising with Google won’t have any effect on your site’s presence in search results.
      Google never accepts money to include or rank sites.
      Research the potential advantages as well as damages that an irresponsible SEO can do.
      No one can guarantee #1 ranking.
      Be careful if a company is secretive or won’t clearly explain what they intend to do.
    • Google’s Definition
      SEO is an acronym for "search engine optimization" or "search engine optimizer.“
      Advertising with Google won’t have any effect on your site’s presence in search results.
      Google never accepts money to include or rank sites.
      Research the potential advantages as well as damages that an irresponsible SEO can do.
      No one can guarantee #1 ranking.
      Be careful if a company is secretive or won’t clearly explain what they intend to do.
      What is SEO?
      My Definition of SEO
      ?
    • Why SEO?
    • Is it just all about ranking?
      Main objective why you want SEO.
      You can get #1 ranking
      You can get higher search traffic
      To make more money!
      But still no one visits your website???
      Wrong Keywords
      Weak Calls-to-Action
      But still no increase in sales
      Wrong Keywords
      Poor Design
      Bad Usability
    • What is SEO?
      My Definition of SEO
      The process of ongoing improvements of a website to increase revenue from organic search engine traffic.
    • The Search Cycle
      Testimonials /
      UGC, Reviews,
      Link Baits
      SEO
      LPO / CRO
      Support
      Sales People
    • SEO is not PPC
      PPC / Paid Search / Sponsored Results / Paid Listings / SEM?
      PPC / Paid Search / Sponsored Results / Paid Listings / SEM?
      Organic Results, Natural Results, Listings, Free Listing, Algorithmic Results
    • The SEO Process
      From the simple to the comprehensive
    • SEO Knowledge & Skills
      Not every SEO knows everything well.
      Have a Team
      Outsources to Others
      Partner up with other SEOs
      Does everything but not proficiently. May be strong in 1 area, weak in others.
      Only does what he/she is strong at and does not do the others.
    • Typical SEO Process
    • Offpage
      Onpage
      Typical SEO Process
      Onpage
      Offpage
    • Onpage
      Offpage
      Typical SEO Process
      Offpage
      Onpage
    • Offpage
      Onpage
      Typical SEO Process
      Your Competition!
    • Onpage SEO is a Good Foundation
    • Typical SEO Process
      Almost alldoes these
      Some think SEO is ONLY Link Building
      Keyword Research
      Keyword Mapping
      Keyword Assignment
      Title Tag / Meta Tag
      Meta Data / Meta Information
      Content Optimization & Internal Link Building
      Content Writing/Rewriting
      Copywriting
      Link Building
      Link Development
      SEO Diagnostic & Recommendations
      Code Optimization / Website Optimization / Onpage SEO
      Done by most but at varying proficiencies. Only a few are very comprehensive.
    • More Advanced SEO Process
      Information Architecture Optimization
      Site Structure Optimization
      Global Navigation Optimization
      Sitemap Optimization
      Algorithmic Optimization
      Automated SEO
      Programmable SEO
      Reporting
      International SEO
      Local SEO
      Video SEO
      Mobile SEO
      Retail SEO
      Done by moreadvanced SEOs
      Should be doneby all SEOs
      Advanced SEO Add-On or Separate SEO Service
    • Link Building Methods
      Link Begging / Solicitation / Request
      Dealers, Suppliers, Distributors, Partners
      Organizations, Memberships, Donations
      Submissions
      Directories
      Articles
      Press Releases
      Blogs
      Own Blog Postings
      Guest Blog Postings
      Blog Commenting
      Sponsored Reviews / Paid Blog Post
      Banner Ads
      Forum
      Own Forum
      Forum Posting
      Forum Signatures
      Email Groups
      Social Media
      Social Networking
      Social Bookmarking
      Link Baiting
    • Need to report
      on these:
      Omniture Site Catalyst
      Visual Sciences
      Core Metrics
      Omniture Site Catalyst
      Visual Sciences
      Core Metrics
      Omniture Site Catalyst
      Visual Sciences
      Custom Tools
      Ranking Reports
      Web Analytics
      MS Excel
      MS Access
      Most companies report this:
      *Eric T. Peterson – Web Analytics Demystified
      Web Analytics Hierarchy of Needs*
    • Reporting
      ROI Reporting will be done only if the data is available.
      LPO / Usability / AB Test
      Report Types
      • Type 1Ranking & Traffic
      • Type 2Ranking & Traffic Correlation
      • Type 3Correlation w/Conversion Tracking
      • Type 4Correlation w/Conversion Tracking & ROI
      Action
      SEO
      Titles & Descriptions
      Conversion Tracking
      • Google Analytics
      User Testing
      • UserTesting.com
      • Loop11
      Click Tracking
      • CrazyEgg,
      ClickTale
      • Attention Wizard
      X-Browser Test
      • CrossBrowserTesting.com
      Split Test / Multivariate Test
      • Google Website
      Optimizer
      Tools
      Buzz
      Complete
      SEO
      CTR
      • Google Webmaster
      Tools
      Search Engine Traffic / Incoming Keywords
      • Google Webmaster
      Tools
      • Web Analytics
      Titles & Descriptions
      • WebCEO
      Links
      Reports
      Ranking Reports
      • RavenTools
      • SEOBook
      • WebCEO
      • Web Position, IBP
      & Others
    • Reporting
      All
      Report Types
      • Type 1Ranking & Traffic
      • Type 2Ranking & Traffic Correlation
      • Type 3Correlation w/Conversion Tracking
      • Type 4Correlation w/Conversion Tracking & ROI
      Some
      Rare
      Conversion Tracking
      • Google Analytics
      User Testing
      • UserTesting.com
      • Loop11
      Click Tracking
      • CrazyEgg,
      ClickTale
      • Attention Wizard
      X-Browser Test
      • CrossBrowserTesting.com
      Split Test / Multivariate Test
      • Google Website
      Optimizer
      CTR
      • Google Webmaster
      Tools
      Search Engine Traffic / Incoming Keywords
      • Google Webmaster
      Tools
      • Web Analytics
      Titles & Descriptions
      • WebCEO
      Ranking Reports
      • RavenTools
      • SEOBook
      • WebCEO
      • Web Position, IBP
      & Others
    • Cheap or Expensive?
      Is a $500,000 a year SEO service the same as a $5,000 one time payment SEO Service to someone offshore?
      Ask for number of hours and number of people.
      Ask for a complete full range of SEO service.
      This gives you an idea of their capabilities.
      Never give a cheaper company a more comprehensive process and ask them to do it.
      Expertise
      Technical, Marketing, Writing
      Process
      Typical, Advanced
      Link Building
      Reporting
      # Keywords,# of Pages
      Competitiveness
      Number of Products/Services
    • DIY SEO
      Learn
      Onpage
      Google SEO Definitions
      Google Webmaster Guidelines
      Google 101: Crawling & Indexing
      Google SEO Started Guide
      Offpage
      Forums / Blogs
      Webmaster World
      Digital Point
      More!
      Quick Start
      SEO Quick Start
      Keyword Research
    • Further Learning
      Forums
      Books
      The Art of SEO: Mastering Search Engine Optimization
      Professional Search Engine Optimization with PHP: A Developer's Guide to SEO
      Professional Search Engine Optimization with ASP.NET: A Developer's Guide to SEO
      eBooks
      SEOBook
      SEO Fast Start
      Conferences
      Search Marketing Expo (SMX)
      Search Engine Strategies (SES)
      Webmaster World’s PubCon
      Online Marketing Summit (OMS)
      Meetup Groups
      San Diego Search Engine Optimization (SEO) Meetup
      SEO Mastermind Group for people making money with SEO
    • Thanks!
      Questions?