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Current Trends and Best Practices in Search Marketing
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Current Trends and Best Practices in Search Marketing

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Get answers to your SEO questions in this compelling presentation developed by our seasoned strategists. Learn the what, when, why, and how of launching a successful SEO campaign in a competitive ...

Get answers to your SEO questions in this compelling presentation developed by our seasoned strategists. Learn the what, when, why, and how of launching a successful SEO campaign in a competitive market.

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    Current Trends and Best Practices in Search Marketing Current Trends and Best Practices in Search Marketing Presentation Transcript

    • Digital Insight Current Trends and Best Practices in Search Marketing
    • Search Marketing
    • What is SEO?
      • As defined by Darren Rowse, co-founder of one of the world’s largest blog networks:
        • 1. The right answer - SEO is something that helps a website to increase it’s ranking in a search engine.
        • 2. My ‘historical’ answer (ie what I would have answered a few years ago)
          • SEO is about manipulating Search Engines in order to get them to send you as much traffic as possible.
        • 3. The ‘in practice’ answer (ie how it impacts me these days) - SEO for me these days is a combination of:
          • • About knowing some of the general principles that help a site or page to rank well in search engines
          • • Building the best quality site that I can with content that meets the needs of readers (and as a result attracts links from other sites)
    • Why SEO? SERP Search Engine Results Page
    • Why SEO? Heat Map Click Trends
    • Factors That Affect SEO
      • On-Page
        • Keywords
        • Unique Content
        • Relevance
      • Off-Page
        • External Links
        • Domain Authority
      • Measurement
        • Visits
        • Traffic Sources
        • Ongoing Optimization
    • When SEO?
      • Development Process
        • Strategy
        • Keyword Discovery
        • Design
        • Production
        • Launch
        • Ongoing Optimization
    • On-Page SEO Factors
    • Start with the Keywords
      • Find the most relevant keywords
        • Tools such as Google Keyword Tool, Wordtracker, Microsoft Adcenter, Google Insights
        • Check the competition
      • Balance Popularity, Competitiveness and Relevance
        • Long tail – represents 75% of all search queries
      • Target to optimize 1-3 keywords per page, minimal duplication among pages
      • Use targeted keywords consistently throughout each relevant area of the page for optimal impact
        • Titles, URLs, Content, etc.
        • Do not Keyword Stuff
    • Where to Use Keywords
      • In Order of Ranking Importance
        • Title Tag
        • Body Text
        • H1 Tag (Header)
        • Domain Name
        • Page URL
        • H2, H3, Hx Tags (Sub-headers)
        • Alt Tags (Image Titles)
        • Bold/Strong Tags
        • Meta Description Tag (no affect on ranking)
        • Meta Keywords Tag (no affect on ranking)
    • Title Tag
        • Each page should have a unique Title Tag specific to the content on that page featuring the targeted keywords
        • Should be short and to the point – succinct and targeted as possible
        • Do not stuff with keywords
        • Should not exceed 70 characters in length
        • Place important keywords at the beginning
    • Content
      • Write content for your visitors, not search engines (but keep them in mind)
      • Mention keywords within content when it makes sense
      • Write for conversions
        • Have a clear call to action
        • Be descriptive, not just “click here”
      • Do not copy content for similar pages, changing only the product name.
        • Each page should be as unique as possible
      • Use “Anchor Text” to link to other pages within the site
      • Write meaningful content that people want to link to
    • Other Keyword Opportunities
      • H1 Tags
        • Headers normally very similar to the Title
        • H2, H3, Hx not as important
      • Domains and URLs
        • Utilize keywords
        • Dashes instead of underscores
      • Alt Text
        • Used with images and graphics (ex. logo)
        • Include keywords
        • Most useful for sites with many images
    • Meta Data
        • Meta Description
          • Unique for each page, relevant to page content
          • Not relevant in rankings, but engines will use it as a descriptor in listings, so important for click-throughs
          • Sentence format
          • A properly written description can get more traffic
        • Meta Keywords
          • Listing of keywords, separated by a comma
          • Use most relevant keywords first
          • Not a factor in ranking
    • Site Architecture
      • Make your site easy to crawl
      • Try to keep it flat – no more than 3 levels or 3 clicks away from the home page
      • Internal linking structure
      • Site Map
    • Off-Page SEO Factors
    • PageRank
      • According to Google
        • “ PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important".”
      A B PageRank
    • PageRank & Backlinks YourSite.com Passing “Link Juice”
    • Link Building
      • Directory listings
        • Can help site gain visibility
        • Both free and paid can be useful
          • DMOZ
          • Yahoo & BoTW
      • Social bookmarking
        • Process of saving web addresses (bookmarking) to social networking sites thereby creating a one way link
        • Free and (relatively) simple
        • Sample sites: Reddit (PR7), Digg (PR7), Delicious (PR8)
      • Submit original articles to article submission sites
        • Link back to site using anchor text
        • Links from high PR “dofollow” sites contribute to higher rank
    • Backlinks
      • Important Inbound Link Attributes
        • Domain Authority/Importance of Linking Site
        • Anchor Text of Inbound Link
        • Relevance of Linking Page
        • Age of Link
        • Internal Popularity of Linking Page
        • Top Level Domain of Linking Site - .edu, .gov, .org
    • Levels of Indexation
      • The more important your domain, the more likely Search Engines will crawl and index your site
    • Thank You