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Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
Tune Up Your Site for Search Engines
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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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  • Make sure signup sheet is circulating.
  • Makesure signup sheet is circulating.
  • Makesure signup sheet is circulating.
  • Makesure signup sheet is circulating.
  • 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
  • Transcript

    • 1. Tune Up Your Sitefor Search EnginesJune 24, 2010
    • 2. Let’s Get Acquainted
      • Ed Tankersley
      • 3. Principal of Eight Trails
      • 4. Smarter websites and online marketing
    • Let’s Get Acquainted
      • Ed Tankersley
      • 5. Principal of Eight Trails
      • 6. Smarter websites and online marketing
      Former star of silver screen
    • 7. Let’s Get Acquainted
      • Ed Tankersley
      • 8. Principal of Eight Trails
      • 9. 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
    • 10. Tune Up Your Sitefor Search Engines
      Today’s agenda
    • 11. What Is SEOand Why Does It Matter?
    • 12. 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
    • 13.
    • 14.
    • 15.
    • 16.
    • 17.
    • 18. Why Does SEO Matter?
      When someone does a search, they have communicated that they are interested, motivated, and engaged
    • 19. 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
    • 20. Why Does SEO Matter?
      60%
      of those searchers
      go on to make a purchase
      Source: comScore 2007 Search Report
    • 21. Find those potentialcustomers while they’reactively searching foryour product or service!
    • 22. 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
    • 23.
    • 24.
    • 25.
    • 26.
    • 27. Top 10 Rank is Critical
      Source: http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm
    • 28. What is Google’s Purpose?
      To deliver useful, relevant results to their searchers
    • 29. 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
    • 30. Optimizing Your Site
    • 31. Optimizing is a 5-Step Process
      Keyword research
      Site updates
      Submit to search engines and directories
      Build links
      Measure and adjust
    • 32. Step 1: Keyword Research
      Keyword – A word or series of words that a search engine user types into the search box
    • 33. 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
    • 34. Sample Seed List
      Bike
      Bicycle
      Mountain bike
      Hardtail
      Full suspension
      Cannondale
      Trek
      Yeti
      Gary Fisher
      Flagstaff
      Arizona
      Reviews
      Ratings
    • 35. 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
    • 36.
    • 37. Evaluate Relevance
      Are the people who search for that keyword likely to be buyers?
    • 38. 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
    • 39. Evaluate Competition
      You can’t be number 1 for everything
      Use long tail keywords
    • 40.
    • 41. 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
    • 42. Step 2: Optimize Your Site
      Focus on content
      Fix the major problems
      Get help with the tougher things
    • 43. Content – Visible
      Domain name
      Page title
      URL
      Headings – H1, H2, H3
      Text
      Internal links
    • 44.
    • 45.
    • 46. Content – Hidden
      Keywords
      Description
      Image alt tags
    • 47. Structure
      Separation of content and presentation
      Important stuff first
      Text-based navigation
    • 48.
    • 49.
    • 50.
    • 51. Don’t build your site in Flash!
    • 52.
    • 53.
    • 54. Other On-Site Factors
      Currency of content
      Site map
      Custom error page
      Robots.txt
    • 55. Off-Site Factors
      Inbound links
      Domain authority
      Quality of anchor text
      Bad
      Better
    • 56. Step 3: Submit Your Site
      Search Engines
      Google
      Bing
      Directories
      Yahoo
      Open Directory (dmoz.org)
      JoeAnt
      Business.com
    • 57. 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
    • 58.
    • 59. Step 5: Measure
      Google Analytics
      Referrers
      Search terms
      Authority Labs
      Position monitoring
    • 60.
    • 61. 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
    • 62. Resources
      EightTrails.com
      SEOmoz.com
      SEObook.com
      SearchEngineLand.com
    • 63. Questions? Comments?
      Ed Tankersley
      EightTrails.com
      ed@eighttrails.com
      @EightTrails
      602-361-2001

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