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Optimizing Your Website for Organic Search

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Optimizing Your Website for Organic Search presentation at the eMarketing Association Conference 2014 (eM14) at the Marriott Hotel Union Square, San Francisco, California. Presented on March 25, 2014. …

Optimizing Your Website for Organic Search presentation at the eMarketing Association Conference 2014 (eM14) at the Marriott Hotel Union Square, San Francisco, California. Presented on March 25, 2014.

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  • 1. Optimizing Websites for Organic Search Benj Arriola
  • 2. Search Engine Optimization High Level Overview
  • 3. SEO & Content Marketing SEO On-Page Server Settings & Code Web Designers, Web Developers, Network Administrators Content Writers Off-Page Links Buzz Makers, Viral Marketers, Content Promotion SEO Diagnostics Content Marketing Foundational Continuous Content Marketing SEO Diagnostics
  • 4. Google Updates • Penalty-Like Updates • Panda • Penguin • Content Related Updates • Hummingbird • Older But Important Updates • Authorship • Rich Text Microformats Quality Content Quality Natural Links Leveraging Authority, Credibility & Trust Displayed Tagged Content Details in SERPs Detailed Long Tail Content Pushes Down Ranking More Ranking Potential Improve SERP Appearance Increase CTR Occupy Screen Real Estate
  • 5. Diagnostics - Crawlable - Indexable - Visible - Keywords - Taxonomies - Microformats - Page Speed Content Marketing - Informative - Valuable - Interesting - Resource - Intriguing - Inspiring - Up-To-Date - Useful - Funny - Controversial Link Bait Passes Link Juice Improves Ranking Site Architecture & Content Marketing
  • 6. Long Tail Keyword Distribution
  • 7. Long Tail Keyword Advantage Fat Head Long Tail Search Volume High Low Keyword Variations Low High Search Engine Ranking Harder to rank. Takes longer to rank. Easier to rank. Faster to rank. Competition Larger Smaller Conversions Less Likely More Likely Amount of Research Work Less More Fat Head Long Tail Search Volume High Low Keyword Variations Low High Search Engine Ranking Harder to rank. Takes longer to rank. Easier to rank. Faster to rank. Competition Larger Smaller Conversions Less Likely More Likely Amount of Research Work Less More
  • 8. Diagnostics - Crawlable - Indexable - Visible - Keywords - Taxonomies - Microformats - Page Speed Content Marketing - Informative - Valuable - Interesting - Resource - Intriguing - Inspiring - Up-To-Date - Useful - Funny - Controversial Link Bait Passes Link Juice Improves Ranking Site Architecture & Content Marketing Targets more specific long tails Targets more general fat heads
  • 9. SEO Strategy Setting Priorities
  • 10. No Projections – Just a Track Record Data Driven: Overall Department Performance Analysis Organic Search Traffic for Non-Branded Keywords Clients Range 10% to 1,000% Prioritizing task Target low hanging fruit Get largest benefit at the soonest possible time.
  • 11. Discovery Keyword Research Keyword Mapping Content Optimization Diagnostics & Recommendations Algorithmic Optimization Customize Your Process Based on the Website Needs
  • 12. SEO Diagnostics Indexing Issues HTTP Header Status Duplicate Content Site Architecture Taxonomies URL Structure Breadcrumb Content Hierarchy HTML Sitemap Frames Flash AJAX URL Issues PDF and Other Docs International SEO Pagination Content Writing Best Practices JavaScript ViewState Variable Code Order Images Video Social Sharing
  • 13. Onpage Advantage Example: Travel Industry Client Code Order Change Sep 3 Ranking Jump on Sep 6 Information Architecture Change Sep 21 Process and results were repeatable using different: KEYWORDS PAGES CLIENT WEBSITE Results varied in ranking improvement jumps, but all improved. SEO Diagnostics Case Study Data from actual IMI client in the travel industry. Only code order change and information architecture modifications were done. Ran daily ranking reports. Results were published in a case study and present at Webmaster World’s PubCon in Dallas and Las Vegas
  • 14. Toxic Link Report 102,099 Backlinks 99,127 Site- Wide Links 394 Links No Longer Exists 670 Error Links 1,868 Analyzed 955881 32 Toxic Link Report Healthy Suspiscious Toxic 294 244 171 72 1095 27 5 Toxic Link Breakdown Suspiscious 1 Suspiscious 4 Suspiscious 14 Suspiscious 19 Other Suspiscious Toxic 1 Toxic 2 27 links from deindexed domains 5 links from malware infected sites 294 links from pages with 0 Power*Trust and low domain Power*Trust (low quality forum/directory) 244 links from pages that do not rank for their title tag. Possibly penalized.
  • 15. Content Marketing Links Goal Featured on sites within your vertical with a high amount of visibility Gaining powerful, authoritative links
  • 16. Link Baitable Content Promotion with the aid of Social Media Content Development Strategy Natural High Quality Links = Biggest Impact on Rankings TEXT Content Blogging Strategy Trust Bait Press Releases Matte Releases Infographic Creation Award & Recognitions Badges VISUAL Content Video Strategy AUDIO Content
  • 17. Develop custom content marketing roadmap 1 Understand client’s goals and business 2 3 4 Identify target customer Determine which online channels to target Discovery / Goal Setting
  • 18. Content Topic Q & A Websites News & Media Long-Tail Traffic Analysis Google Trends Social Media Trends Research
  • 19. Remarkable Content In A Variety Of Mediums. Infographics & Infoguides eBooks Viral Content Videos Blogging Guest Blogging Kinetic Typography & Motion Graphics Press Release & Matte Release Badge, Awards & Recognitions Content Creation
  • 20. Influencer Research Identify bloggers, journalist, reporters in various niches. Segment by Geographic Location Content Topics News Outlets And More!
  • 21. Rapport Building w/ Influencers Influencer Outreach Social Bookmarking Social Network Promotion Press Release Distribution Image Link Reclamation Influencer Follow-up Launch Post Launch Pre Launch Promotion
  • 22. Conversions from Content Traffic Analysis Link Analysis Social Activity 1 2 3 4 Measurement
  • 23. Infographic Examples
  • 24. Visits: 13,911 # of Linking Domains: 187 Tweets: 520 G+: 219 Facebook Shares: 244 Infographic Case Study
  • 25. Shares Online: 363K Facebook Likes & Shares: 47K Tweets: 4K High Authority Links: 120 Page Views: 16K Infographic Case Study
  • 26. eBook Example Content not about bowling. But targets the right audience.
  • 27. Reads: 9,243 Slide Presentation
  • 28. Press Releases / Matte Releases
  • 29. Achievements to date: 4,388% increase in Facebook “likes” Website Referral Traffic Increased 91% 31 blog posts Avg. domain authority is 47 (avg. blogger is 30) 100’s of social posts by social influencers promoting NutriPro Juicer 16 of top 30 referrals came from bloggers Picked up in Health Magazine Goal: Increase brand awareness and create online buzz for new product via blogger outreach Built very strong professional foundation across all social channels. Case Study: Blogger Outreach
  • 30. SEO Success Some Case Studies
  • 31. SEO Case Studies “A Running Shoe Company” Main Strategy Long Tail Keyword Targeting On-Page Code Optimization 74% of targeted organic keyword Running Shoes: Up by 15,982. Long tails up by 69,459. Running Shoes up by 2.43%. Long tail up by 0.009%. Sales increased! Running shoes keyword revenue increased by $1,140.76. Long tails by $106,196.89 Profits increased! Ranking Organic Traffic Conversions Sales Revenue Profit
  • 32. SEO Case Studies Main Strategy Content Marketing Targeting other types of search results, like video results. “People who come in through video [results] tend to convert at a higher percentage than non video visits” - Jordan Boshers, Account Strategist 96k Videos Indexed! Rock and Dirt YouTube account Rock and Dirt Website Also main ordinary organic result. Video thumbnails are more compelling to click on
  • 33. SEO Case Studies Links gained: Experimental Aircraft Association Websites EAA922.org (.edu & .gov) EAA32.org (1999) ProFlyersInc.com/EAA501 (2002) ExperimentalAirplane.com (2000) Other Airplane Pilot Groups FlyingGators.com (1999, .edu & .gov) AirMailPioneers.org (1998) Educational Insitutions COA.FIT.edu (1989) UkiahAviation.com (.edu & .gov) Informational/Resource Pages CrashSiteOrkney.com AirCrashSites-Scotland.co.uk • Main Strategy • Content Marketing • Trust Baiting
  • 34. SEO Case Studies Links gained: Experimental Aircraft Association Websites EAA922.org (.edu & .gov) EAA32.org (1999) ProFlyersInc.com/EAA501 (2002) ExperimentalAirplane.com (2000) Other Airplane Pilot Groups FlyingGators.com (1999, .edu & .gov) AirMailPioneers.org (1998) Educational Insitutions COA.FIT.edu (1989) UkiahAviation.com (.edu & .gov) Informational/Resource Pages CrashSiteOrkney.com AirCrashSites-Scotland.co.uk Main Strategy Content Marketing Trust Baiting 20,000 increase in non- branded organic search traffic.
  • 35. GreatCall Case Study Phased Approach Jitterbug first, then 5 Star next Targeted the Jitterbug first. Targeting the 5Star Urgent Response next
  • 36. GreatCall Case Study Separate landing pages Gaining client trust. Quick fix to technology issues.
  • 37. GreatCall Case Study Content Marketing Infographics URL Title Anchor Text Page Authority Domain Authority http://en.wikipedia.org/wiki/Enhanced_9-1-1 Enhanced 9-1-1 - Wikipedia, the free encyclopediaTechnology behind Enhanced 911 Calls 69 100 http://www.criminalmindsatwork.blogspot.com/2012/12/911-technology-in-us.htmlCriminal Minds at Work (img alt) 5Star medical alert 39 94 http://visual.ly/technology-behind-911-call Technology Behind a 911 Call | Visual.ly http://www.greatcall.com/lp/technology-behind-911-calls-infographic.htm44 84 http://gentlemint.com/tack/111083/ Technology Behind A 911 Call Infographic | GreatCall - Gentlemintwww.greatcall.com 18 54 http://www.911dispatch.com/911/index.html 911 Information Infographic 48 53 http://infographicjournal.com/technology-behind-enhanced-911/ Technology Behind Enhanced 911 {infographic](img alt) Technology Behind Enhanced 911 14 40 http://boscoinfotech.com/the-technology-behind-911-calls/ The technology behind 911 calls | Bosco Information Tech(img alt) 5Star medical alert, ermergency responders, 911 calls, 911 technology27 29 http://www.geekyhabitat.com/911-technology/ 911 technology | Geeky Habitat (img alt) 5Star medical alert, 911 calls, technology behind 911 calls, emergency ph20 21 http://www.grandtraverse911.com/public-education/911-technology/ 911 Technology | Grand Traverse County 911 (img alt) (img) [No Anchor Text] 15 21 http://www.mattlogic.com/how-911-works/ how 911 works | Matt Logic (img alt) 5Star medical alert, 911 calls, 911 dispatch, how 911 works17 18 http://infographics.idlelist.com/2013/01/12/technology-behind-a-911-call/ Technology Behind A 911 Call | Infographics : IdleList(img alt) 5Star medical alert, 911 calls, 911 dispatch, how 911 works13 25 Relevant natural links with good authority metrics.
  • 38. GreatCall Case Study SEO Results Main Strategies Keyword Strategy Phased Approach Testing Landing Pages Content Marketing with Infographics SEO gave GreatCall an 83.30% increase of non- branded organic search traffic year over year.
  • 39. Summary
  • 40. SEO & Content Marketing SEO On-Page Server Settings & Code Web Designers, Web Developers, Network Administrators Content Writers Off-Page Links Buzz Makers, Viral Marketers, Content Promotion SEO Diagnostics Content Marketing Foundational Continuous Content Marketing SEO Diagnostics
  • 41. Google Updates • Penalty-Like Updates • Panda • Penguin • Content Related Updates • Hummingbird • Older But Important Updates • Authorship • Rich Text Microformats Quality Content Quality Natural Links Leveraging Authority, Credibility & Trust Displayed Tagged Content Details in SERPs Detailed Long Tail Content Pushes Down Ranking More Ranking Potential Improve SERP Appearance Increase CTR Occupy Screen Real Estate
  • 42. Diagnostics - Crawlable - Indexable - Visible - Keywords - Taxonomies - Microformats - Page Speed Content Marketing - Informative - Valuable - Interesting - Resource - Intriguing - Inspiring - Up-To-Date - Useful - Funny - Controversial Link Bait Passes Link Juice Improves Ranking Site Architecture & Content Marketing
  • 43. Diagnostics - Crawlable - Indexable - Visible - Keywords - Taxonomies - Microformats - Page Speed Content Marketing - Informative - Valuable - Interesting - Resource - Intriguing - Inspiring - Up-To-Date - Useful - Funny - Controversial Link Bait Passes Link Juice Improves Ranking Site Architecture & Content Marketing Targets more specific long tails Targets more general fat heads
  • 44. Benj Arriola SEO Conference Speaker 2014 eMarketing Conference 2013 SMX, PubCon, IMC, IRCE, EmMeCon, Emory University, eMarketing Conference 2012 IABC, Online Marketing Summit, MORCon 2011 SEMCon, MORCon, Bataan Bootcamp 2010 PubCon, San Diego eCommerce Summit, SEMCon 2009 SMX, SEMCon 2007 SEMCon SEO Contest Winning - Timeline 2009 SEO Contest by NetBuilders.org - 4th 2008 Promote Your Business SEO Contest by Branders.com - 2nd 2008 SEOContest2008 by UK Webmaster World - 2nd 2007 SEO World Championship by Get Updated - 1st Place 2006 Vogermilten SEO Contest - 1st Place VP for SEO Internet Marketing Inc. www.internetmarektinginc.com @benjarriola
  • 45. Thank You Questions?

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