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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  • 1. Digital Insight Current Trends and Best Practices in Search Marketing
  • 2. Search Marketing
  • 3. 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)
  • 4. Why SEO? SERP Search Engine Results Page
  • 5. Why SEO? Heat Map Click Trends
  • 6. Factors That Affect SEO
    • On-Page
      • Keywords
      • Unique Content
      • Relevance
    • Off-Page
      • External Links
      • Domain Authority
    • Measurement
      • Visits
      • Traffic Sources
      • Ongoing Optimization
  • 7. When SEO?
    • Development Process
      • Strategy
      • Keyword Discovery
      • Design
      • Production
      • Launch
      • Ongoing Optimization
  • 8. On-Page SEO Factors
  • 9. 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
  • 10. 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)
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. Off-Page SEO Factors
  • 17. 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
  • 18. PageRank & Backlinks YourSite.com Passing “Link Juice”
  • 19. 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
  • 20. 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
  • 21. Levels of Indexation
    • The more important your domain, the more likely Search Engines will crawl and index your site
  • 22. Thank You