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

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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.

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  • 1. Demystifying SEOWhat really goes into acomprehensive SEO campaign
    Benj ArriolaSEO Director
    Internet Marketing Inc.
    www.internetmarketinginc.com
  • 2. All About SEO
    A brief about the basics
  • 3. 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
  • 4. 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.
  • 5. 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?
  • 6. 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.
  • 7. 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
    ?
  • 8. Why SEO?
  • 9. 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
  • 10. What is SEO?
    My Definition of SEO
    The process of ongoing improvements of a website to increase revenue from organic search engine traffic.
  • 11. The Search Cycle
    Testimonials /
    UGC, Reviews,
    Link Baits
    SEO
    LPO / CRO
    Support
    Sales People
  • 12. 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
  • 13. The SEO Process
    From the simple to the comprehensive
  • 14. 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.
  • 15. Typical SEO Process
  • 16. Offpage
    Onpage
    Typical SEO Process
    Onpage
    Offpage
  • 17. Onpage
    Offpage
    Typical SEO Process
    Offpage
    Onpage
  • 18. Offpage
    Onpage
    Typical SEO Process
    Your Competition!
  • 19. Onpage SEO is a Good Foundation
  • 20. 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.
  • 21. 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
  • 22. 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
  • 23. 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*
  • 24. Reporting
    ROI Reporting will be done only if the data is available.
    LPO / Usability / AB Test
    Report Types
    • Type 1Ranking & Traffic
    • 25. Type 2Ranking & Traffic Correlation
    • 26. Type 3Correlation w/Conversion Tracking
    • 27. Type 4Correlation w/Conversion Tracking & ROI
    Action
    SEO
    Titles & Descriptions
    Conversion Tracking
    • Google Analytics
    User Testing
    • UserTesting.com
    • 28. 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
    & Others
  • 32. Reporting
    All
    Report Types
    • Type 1Ranking & Traffic
    • 33. Type 2Ranking & Traffic Correlation
    • 34. Type 3Correlation w/Conversion Tracking
    • 35. Type 4Correlation w/Conversion Tracking & ROI
    Some
    Rare
    Conversion Tracking
    • Google Analytics
    User Testing
    • UserTesting.com
    • 36. 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
    & Others
  • 40. 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
  • 41. 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
  • 42. 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
  • 43. Thanks!
    Questions?

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