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

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