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Tune Up Your Site for Search Engines

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Tune Up Your Site for Search Engines provides a detailed survey of the best search engine optimization techniques a website owner can use to improve their search rankings.

Tune Up Your Site for Search Engines provides a detailed survey of the best search engine optimization techniques a website owner can use to improve their search rankings.

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  • Agenda:Overview of what search engine optimization is and why it’s importantKey factors that influence rankingHow you can optimize your website for those factors
  • Be here by 11:40
  • SEO is a branch of Search Engine Marketing (change slide)
  • SEM has two branches (change)
  • We’re not going to talk about PPC today, as our focus is SEO. SEO also has two main components (change)
  • On-site optimization and off-site optimization, which each can be further broken down (change)
  • That’s a lot of material, but I wanted to give you a sense of the big picture. Now, let’s crop the picture a bit (change)
  • Today, we’re only talking about SEO, and we’re going to focus on the things you can do on your own website – the on-site optimization – to improve your search ranking. I will cover a bit about off-site optimization at the end, though. (change)
  • Let’s look at the difference between natural or organic search results – which we can affect with search engine optimization -- and pay per click, which we can’t. (change)
  • BE HERE BY 12:00
  • BE HERE BY 8:40
  • See how my eyes are looking straight down at the page heading?
  • BE HERE BY 12:30

Tune Up Your Site for Search Engines Tune Up Your Site for Search Engines Presentation Transcript

  • Tune Up Your Sitefor Search EnginesJune 24, 2010
  • Let’s Get Acquainted
    • Ed Tankersley
    • Principal of Eight Trails
    • Smarter websites and online marketing
  • Let’s Get Acquainted
    • Ed Tankersley
    • Principal of Eight Trails
    • Smarter websites and online marketing
    Former star of silver screen
  • Let’s Get Acquainted
    • Ed Tankersley
    • Principal of Eight Trails
    • Smarter websites and online marketing
    20+ years advertising and marketing
    Interactive director
    Creative director
    Writer
    Led the design and development of more than 50 websites
  • Tune Up Your Sitefor Search Engines
    Today’s agenda
  • What Is SEOand Why Does It Matter?
  • What is SEO?
    AKA Search Engine Optimization, Search Optimization
    Improvements to your website – and related to your website – that improve your site’s ranking in search engines
  • Why Does SEO Matter?
    When someone does a search, they have communicated that they are interested, motivated, and engaged
  • Why Does SEO Matter?
    60%
    of consumers use the Internet
    as their first-line tool to search for local businesses
    Source: comScore 2007 Search Report
  • Why Does SEO Matter?
    60%
    of those searchers
    go on to make a purchase
    Source: comScore 2007 Search Report
  • Find those potentialcustomers while they’reactively searching foryour product or service!
  • SEO vs PPC
    SEO or Search Engine Optimization helps you with your organic or natural search rankings
    PPC, Pay Per Click, or Paid Search is not affected by what you do with SEO
  • Top 10 Rank is Critical
    Source: http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm
  • What is Google’s Purpose?
    To deliver useful, relevant results to their searchers
  • What determines your rank?
    It’s all about relevant results for searchers
    On-site factors, such as
    Page title
    Text
    Headings
    Off-site factors, especially
    In-bound links
  • Optimizing Your Site
  • Optimizing is a 5-Step Process
    Keyword research
    Site updates
    Submit to search engines and directories
    Build links
    Measure and adjust
  • Step 1: Keyword Research
    Keyword – A word or series of words that a search engine user types into the search box
  • Step 1: Keyword Research
    Generate a seed list
    Ask your customers
    Ask your front-line employees
    Look at analytics or server logs
    Use tools to expand your list
    Evaluate and rank your keywords by
    High search volume
    High relevance
    Low competition
  • Sample Seed List
    Bike
    Bicycle
    Mountain bike
    Hardtail
    Full suspension
    Cannondale
    Trek
    Yeti
    Gary Fisher
    Flagstaff
    Arizona
    Reviews
    Ratings
  • Evaluate Search Volume
    Get search volume estimates
    Google Keyword Tool
    adwords.google.com/select/KeywordToolExternal
    Wordtracker
    freekeywords.wordtracker.com
    Keyword Discovery
    www.keyworddiscovery.com/search.html
  • Evaluate Relevance
    Are the people who search for that keyword likely to be buyers?
  • Evaluate Relevance
    The more precise the search, the closer they are to buying:
    Bicycles
    Mountain bikes
    Mountain bike reviews
    Cannondale mountain bike
    Cannondale hardtail
    Cannondale F3 Caffeine
    Cannondale F3 Caffeine Phoenix
  • Evaluate Competition
    You can’t be number 1 for everything
    Use long tail keywords
  • Select Your Keywords
    Start with a manageable number – 10-20 – these are your Target Keywords
    Match the Target Keywords to relevant pages of your site
    One keyword per page
  • Step 2: Optimize Your Site
    Focus on content
    Fix the major problems
    Get help with the tougher things
  • Content – Visible
    Domain name
    Page title
    URL
    Headings – H1, H2, H3
    Text
    Internal links
  • Content – Hidden
    Keywords
    Description
    Image alt tags
  • Structure
    Separation of content and presentation
    Important stuff first
    Text-based navigation
  • Don’t build your site in Flash!
  • Other On-Site Factors
    Currency of content
    Site map
    Custom error page
    Robots.txt
  • Off-Site Factors
    Inbound links
    Domain authority
    Quality of anchor text
    Bad
    Better
  • Step 3: Submit Your Site
    Search Engines
    Google
    Bing
    Directories
    Yahoo
    Open Directory (dmoz.org)
    JoeAnt
    Business.com
  • Step 4: Link Building
    Blogs
    Forums
    Press Releases
    Don’t buy links
    Don’t bother with link exchanges
    Most social media sites use “nofollow” tags so they don’t help your site get better ranking
  • Step 5: Measure
    Google Analytics
    Referrers
    Search terms
    Authority Labs
    Position monitoring
  • Adjust
    Getting to the top takes time
    SEO never stops
    Give it a few months to see results
    Adjust and refine regularly based on what you measure
  • Resources
    EightTrails.com
    SEOmoz.com
    SEObook.com
    SearchEngineLand.com
  • Questions? Comments?
    Ed Tankersley
    EightTrails.com
    ed@eighttrails.com
    @EightTrails
    602-361-2001