Essential SEO Strategies to Promote Your Site Copyright © 2009 YADA DROP LLC. All rights reserved.

Brian

What we’re talking about… What is SEO? Three Pillars of SEO Forming the right Team Targeting the right Audience Capturing the right Metrics Selecting the right Keywords Creating the right Content Applying the right Technical Tweaks Soliciting the right Inbound Links

What is SEO?

Three Pillars of SEO

Forming the right Team

Targeting the right Audience

Capturing the right Metrics

Selecting the right Keywords

Creating the right Content

Applying the right Technical Tweaks

Soliciting the right Inbound Links

What is SEO? Strategically improving the quantity and quality of traffic to your web site from the search engines.

Strategically improving the quantity and quality of traffic to your web site from the search engines.

Three Pillars of SEO Compelling Content Keyword Visibility Targeted Audience

Forming the Right Team Sales/Marketing (Someone who knows the customer.) Designer (Build effective landing pages.) Technical (Embed keywords into HTML.) SEO Professional (Expert knowledge, competitive analysis, industry contacts, and time-saving advice.) How many hats are you wearing?

Sales/Marketing (Someone who knows the customer.)

Designer (Build effective landing pages.)

Technical (Embed keywords into HTML.)

SEO Professional (Expert knowledge, competitive analysis, industry contacts, and time-saving advice.)

Targeting the Right Audience Know your customer! Identify the perfect customer. What demographics? What do your customers value the most? How do they use the search engines? Get inside of their head. Ready, fire, aim?

Know your customer!

Identify the perfect customer.

What demographics?

What do your customers value the most?

How do they use the search engines?

Get inside of their head.

Targeting the Right Audience Market Research Surveys Focus Groups Industry Reports Talk to existing customers SEO always begins with the customer. Ready, fire, aim?

Market Research

Surveys

Focus Groups

Industry Reports

Talk to existing customers

SEO always begins with the customer.

Capturing the Right Metrics “ If you can’t measure it, you can’t manage it.” Setup a baseline ASAP Tools for your belt: Google Analytics Quantcast.com Alexa.com Google PageRank™ Movin’ on up?

“ If you can’t measure it, you can’t manage it.”

Setup a baseline ASAP

Tools for your belt:

Google Analytics

Quantcast.com

Alexa.com

Google PageRank™

Choosing the Right Keywords Choose key phrases that are audience-relevant. (Think like the customer, always!) Stick with key phrases that are 2-4 words long. Generic = Low quality leads. Specific = High quality leads. What are your customers shopping for?

Choose key phrases that are audience-relevant. (Think like the customer, always!)

Stick with key phrases that are 2-4 words long.

Generic = Low quality leads.

Specific = High quality leads.

Choosing the Right Keywords Perfect Formula: Audience-relevant key words, That complement your page content, Are specific enough to bring in high-quality leads, Searched frequently enough to bring in a high volume, and Underutilized by competitors to ensure a high ranking in the search results. What are your customers shopping for?

Perfect Formula:

Audience-relevant key words,

That complement your page content,

Are specific enough to bring in high-quality leads,

Searched frequently enough to bring in a high volume, and

Underutilized by competitors to ensure a high ranking in the search results.

Creating the Right Content Authoritative content trumps all SEO strategies. Search engines are in the business of delivering relevant, authoritative content. Generally, people don’t like to waste their time reading crap. People don’t share crap with friends, family, and coworkers. Web site owners don’t want to create links to crap either. Is your content king?

Authoritative content trumps all SEO strategies.

Search engines are in the business of delivering relevant, authoritative content.

Generally, people don’t like to waste their time reading crap.

People don’t share crap with friends, family, and coworkers.

Web site owners don’t want to create links to crap either.

Creating the Right Content Content doesn’t need to be encyclopedic. Just useful. Engaging, compelling. Gets your visitor to do something. Buy something. Signup for a newsletter. Call or email. Break up your content into smaller chunks with headlines that can be easily skimmed. Is your content king?

Content doesn’t need to be encyclopedic. Just useful.

Engaging, compelling. Gets your visitor to do something.

Buy something.

Signup for a newsletter.

Call or email.

Break up your content into smaller chunks with headlines that can be easily skimmed.

Applying the Right Technical Tweaks Place your keywords in the following HTML tags: <title> keywords </title> <meta description=&quot; keywords &quot;> <meta keywords=&quot; keywords &quot;> <h1> keywords </h1> <h2> keywords </h2> <h3> keywords </h3> <h4> keywords </h4> <b> keywords </b> <i> keywords </i> <img alt=&quot; keywords &quot;> <img title=&quot; keywords &quot;> <a href=&quot;url&quot;> keywords </a> How’s your balancing act?

Place your keywords in the following HTML tags:

<title> keywords </title>

<meta description=&quot; keywords &quot;>

<meta keywords=&quot; keywords &quot;>

<h1> keywords </h1> <h2> keywords </h2> <h3> keywords </h3> <h4> keywords </h4>

<b> keywords </b>

<i> keywords </i>

<img alt=&quot; keywords &quot;> <img title=&quot; keywords &quot;>

<a href=&quot;url&quot;> keywords </a>

Applying the Right Technical Tweaks Use keywords in your page URLs, separated by dashes. x.com/keyword-keyword-keyword Repeat your keywords naturally in your text using a 3 to 5% keyword density. There are well over 100 additional best-practices! How’s your balancing act?

Use keywords in your page URLs, separated by dashes. x.com/keyword-keyword-keyword

Repeat your keywords naturally in your text using a 3 to 5% keyword density.

There are well over 100 additional best-practices!

Soliciting the Right Inbound Links Ideal Link Partners: Relevant to your industry Have a high PageRank™ Techniques: Personal email to owner Software automated Link Exchange programs Purchase links Before you make any link requests… make your content link-worthy! How well do you handle rejection?

Ideal Link Partners:

Relevant to your industry

Have a high PageRank™

Techniques:

Personal email to owner

Software automated

Link Exchange programs

Purchase links

Before you make any link requests… make your content link-worthy!

When Things Go Wrong You might have... targeted the wrong audience. selected the wrong keywords. content that sucks. Don’t give up! Keep tweaking until you get good results. You might have accidentally implemented “Black Hat” SEO. Hire a professional. #fail

You might have...

targeted the wrong audience.

selected the wrong keywords.

content that sucks.

Don’t give up! Keep tweaking until you get good results.

You might have accidentally implemented “Black Hat” SEO.

Hire a professional.

Assignment Form an SEO planning team Start knowing your customer Setup Google Analytics and Quantcast to capture metrics Assignment Due Date: Wed, December 2 nd @ 6pm Did the dog really eat your homework?

Form an SEO planning team

Start knowing your customer

Setup Google Analytics and Quantcast to capture metrics

Assignment Due Date:

Wed, December 2 nd @ 6pm

Thank you :-) My contact information Email: brian@yadadrop.com Phone: 614.321.YADA (9232) Twitter: @Brian294 Facebook: facebook.com/Brian.G.Stevenson LinkedIn: linkedin.com/in/briangstevenson

My contact information

Email: brian@yadadrop.com

Phone: 614.321.YADA (9232)

Twitter: @Brian294

Facebook: facebook.com/Brian.G.Stevenson

LinkedIn: linkedin.com/in/briangstevenson