1	
  
2	
  
Search	
  Engine	
  Op0miza0on	
  
•  The	
  Search	
  Landscape	
  
•  	
  How	
  Search	
  Engines	
  Work	
  
•  ...
3	
  
The	
  Search	
  Landscape	
  
4	
  
5	
  
6	
  
Value	
  of	
  Search	
  
7	
  
Market	
  Share	
  (US)	
  
ComScore Inc.
8	
  
9	
  
10	
  
Click-­‐Through	
  Rates	
  
11	
  
Local	
  Search	
  
12	
  
Image	
  Results	
  
13	
  
14	
  
How	
  Search	
  Engines	
  Work	
  
15	
  ‹#› 15
16	
  
Freshness	
  of	
  Content	
  
17	
  
18	
  
Building	
  SEO’d	
  Sites	
  
—  Crawlability	
  
—  Understand	
  your	
  keywords	
  
—  Claim/set-­‐up	
  yo...
19	
  
Crawlability	
  
20	
  
21	
  
www.google.com/support/webmasters/bin/answer.py?
hl=en&answer=35769
22	
  
23	
  
24	
  
Choose	
  the	
  Best	
  Keywords	
  
25	
  
“Long	
  Tail”	
  Keywords	
  
26	
  
26
27	
  
28	
  
29	
  
Keyword	
  Research	
  
30	
  
Check	
  Google	
  Analy0cs	
  
31	
  
Internal	
  Search	
  
32	
  
33	
  
34	
  
35	
  
36	
  
37	
  
38	
  
Step	
  2:	
  Op0mize	
  Your	
  Website	
  
—  Title	
  Tag	
  
—  Body	
  Copy	
  
—  Image	
  Name,	
  Image	...
39	
  
Page	
  Title	
  
40	
  
Page	
  Title	
  in	
  Google	
  Results	
  
41	
  
42	
  
43	
  
44	
  
Image	
  Names	
  and	
  Alt	
  Tags	
  
45	
  
Meta	
  Descrip0on	
  
46	
  
Tag	
  Length	
  
47	
  
Duplicate	
  Page	
  Content	
  –	
  Bad!	
  
48	
  
Use	
  301	
  Redirect	
  to	
  fix	
  
49	
  
Duplicate	
  Page	
  Titles	
  –	
  Bad!	
  
50	
  
Search	
  Friendly	
  URLs	
  
51	
  
Not	
  Friendly!	
  
52	
  
XML	
  Site	
  Map	
  
www.sitemaps.org/protocol.php	
  
53	
  
Step	
  3:	
  Google	
  Business	
  Lis0ng	
  
www.google.com/local/add/	
  
54	
  
55	
  
56	
  
57	
  
58	
  
Step	
  4:	
  Link	
  Building	
  
59	
  
60	
  
61	
  
Step	
  5:	
  Measure	
  
62	
  
63	
  
64	
  
65	
  
Social	
  Media	
  
— Social	
  Media	
  Op0miza0on	
  (SMO)	
  is	
  the	
  new	
  SEO,	
  or	
  
rather	
  two	
...
66	
  
It’s	
  Huge	
  
—  Facebook:	
  1,000,000,000	
  ac0ve	
  users	
  	
  
—  Twioer:	
  175,000,000	
  ac0ve	
  us...
67	
  
Gepng	
  Started	
  -­‐	
  Social	
  Media	
  Plan	
  
—  Define	
  the	
  goals	
  for	
  social	
  media	
  
—  ...
68	
  
Social	
  Media	
  Plan	
  
—  Listen	
  to	
  what’s	
  already	
  out	
  there:	
  
—  Set-­‐up	
  Google	
  Al...
69	
  
Social	
  Media	
  Plan	
  
—  Create	
  your	
  Content	
  Calendar	
  For	
  Pos0ng	
  
—  Define	
  5-­‐6	
  co...
70	
  
71	
  
Social	
  Media	
  Plan	
  
—  Set-­‐up	
  your	
  profiles	
  and	
  pages	
  and	
  start	
  pos0ng	
  
—  Ensur...
72	
  
Why	
  Use	
  Facebook	
  
—  Increase	
  visibility	
  
—  Connect	
  with	
  customers	
  	
  
—  Increase	
  ...
73	
  
Engage	
  and	
  grow	
  your	
  following	
  
—  Write	
  interes0ng	
  and	
  relevant	
  posts	
  will	
  encou...
74	
  
75	
  
76	
  
77	
  
Twioer	
  
—  Microblogging	
  site	
  that	
  enables	
  users	
  to	
  send	
  and	
  read	
  
other	
  users’	
...
78	
  
Twioer	
  
—  An	
  informa0onal	
  tool	
  –	
  provides	
  informa0on	
  to	
  others	
  
—  A	
  conversa0onal...
79	
  
Engage	
  and	
  grow	
  your	
  following	
  
—  Listen!	
  	
  
—  Set	
  up	
  simple	
  searches	
  that	
  a...
80	
  
—  Ask	
  relevant	
  ques0ons	
  on	
  Twioer	
  and	
  consumers	
  are	
  
happy	
  to	
  share	
  opinions	
  ...
81	
  
Engage	
  and	
  grow	
  your	
  following	
  
—  Follow	
  people	
  –	
  they	
  might	
  follow	
  you	
  back	...
82	
  
Engaging	
  on	
  LinkedIn	
  –	
  Status	
  Updates	
  
—  Share	
  links	
  to	
  interes0ng	
  ar0cles,	
  webs...
83	
  
Engaging	
  on	
  LinkedIn	
  –	
  Status	
  Updates	
  
—  Men0on	
  a	
  person	
  or	
  a	
  situa0on	
  that	
...
84	
  
85	
  
Company	
  Pages	
  
—  Central	
  hub	
  where	
  millions	
  of	
  LinkedIn	
  members	
  can	
  go	
  to	
  
ke...
86	
  
87	
  
What	
  is	
  it?	
  
— Pinterest	
  is	
  a	
  “virtual	
  pinboard”	
  that	
  lets	
  people	
  
share	
  anyth...
88	
  
Strategies	
  for	
  Pinning	
  
—  Build	
  your	
  brand	
  out,	
  share	
  interes0ng	
  and	
  relevant	
  
c...
89	
  
89
90	
  
Blog	
  Content	
  
—  Answer	
  industry	
  ques0ons	
  
—  Comment	
  on	
  industry	
  news	
  
—  Provide	
 ...
91	
  
Engage	
  and	
  grow	
  with	
  a	
  Blog	
  
—  Pose	
  Engaging	
  Ques0ons	
  -­‐	
  At	
  the	
  end	
  of	
 ...
92	
  
Engage	
  and	
  grow	
  with	
  a	
  Blog	
  
—  Make	
  The	
  Content	
  Graphically	
  Vivid	
  -­‐	
  Paint	
...
93	
  
94	
  
YouTube	
  
—  YouTube	
  is	
  a	
  video	
  sharing	
  website	
  on	
  which	
  users	
  can	
  
upload	
  and	...
95	
  
Engaging	
  with	
  YouTube	
  
—  Powerful,	
  on-­‐demand	
  communica0on	
  channel	
  
—  Market	
  your	
  b...
96	
  
Engaging	
  with	
  YouTube	
  
—  Setup	
  a	
  branded	
  channel	
  using	
  your	
  colors	
  and	
  logo	
  
...
97	
  
98	
  
Thank	
  You!	
  
Bridget	
  Gibbons	
  
bridget@gibbonsdigital.com	
  
Gibbonsdigital.com	
  
@gibbonsdigital	
  
...
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Search Engine Optimization 101

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Seach engine optimization basics - keywords, on page and off page optimization.

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Search Engine Optimization 101

  1. 1. 1  
  2. 2. 2   Search  Engine  Op0miza0on   •  The  Search  Landscape   •   How  Search  Engines  Work   •   Building  SEO’d  Sites   •   Conduc0ng  Keyword  Research   •   Link  Building  Strategies   •   Social  Media  &  the  Web’s  Influencers  
  3. 3. 3   The  Search  Landscape  
  4. 4. 4  
  5. 5. 5  
  6. 6. 6   Value  of  Search  
  7. 7. 7   Market  Share  (US)   ComScore Inc.
  8. 8. 8  
  9. 9. 9  
  10. 10. 10   Click-­‐Through  Rates  
  11. 11. 11   Local  Search  
  12. 12. 12   Image  Results  
  13. 13. 13  
  14. 14. 14   How  Search  Engines  Work  
  15. 15. 15  ‹#› 15
  16. 16. 16   Freshness  of  Content  
  17. 17. 17  
  18. 18. 18   Building  SEO’d  Sites   —  Crawlability   —  Understand  your  keywords   —  Claim/set-­‐up  your  Google  business  lis0ng   —  Op0mize  your  website   —  Measure  and  adjust  
  19. 19. 19   Crawlability  
  20. 20. 20  
  21. 21. 21   www.google.com/support/webmasters/bin/answer.py? hl=en&answer=35769
  22. 22. 22  
  23. 23. 23  
  24. 24. 24   Choose  the  Best  Keywords  
  25. 25. 25   “Long  Tail”  Keywords  
  26. 26. 26   26
  27. 27. 27  
  28. 28. 28  
  29. 29. 29   Keyword  Research  
  30. 30. 30   Check  Google  Analy0cs  
  31. 31. 31   Internal  Search  
  32. 32. 32  
  33. 33. 33  
  34. 34. 34  
  35. 35. 35  
  36. 36. 36  
  37. 37. 37  
  38. 38. 38   Step  2:  Op0mize  Your  Website   —  Title  Tag   —  Body  Copy   —  Image  Name,  Image  Alt  Tag   —  Meta  Descrip0on   —  Search  Friendly  URLs   —  XML  Sitemap  
  39. 39. 39   Page  Title  
  40. 40. 40   Page  Title  in  Google  Results  
  41. 41. 41  
  42. 42. 42  
  43. 43. 43  
  44. 44. 44   Image  Names  and  Alt  Tags  
  45. 45. 45   Meta  Descrip0on  
  46. 46. 46   Tag  Length  
  47. 47. 47   Duplicate  Page  Content  –  Bad!  
  48. 48. 48   Use  301  Redirect  to  fix  
  49. 49. 49   Duplicate  Page  Titles  –  Bad!  
  50. 50. 50   Search  Friendly  URLs  
  51. 51. 51   Not  Friendly!  
  52. 52. 52   XML  Site  Map   www.sitemaps.org/protocol.php  
  53. 53. 53   Step  3:  Google  Business  Lis0ng   www.google.com/local/add/  
  54. 54. 54  
  55. 55. 55  
  56. 56. 56  
  57. 57. 57  
  58. 58. 58   Step  4:  Link  Building  
  59. 59. 59  
  60. 60. 60  
  61. 61. 61   Step  5:  Measure  
  62. 62. 62  
  63. 63. 63  
  64. 64. 64  
  65. 65. 65   Social  Media   — Social  Media  Op0miza0on  (SMO)  is  the  new  SEO,  or   rather  two  halves  of  a  whole.   — SMO  is  the  distribu0on  of  social  objects  (videos,  blog   posts,  tweets,  Facebook  updates)  so  that  they’re   op0mized  to  rise  to  the  top  of  any  related  search   query,  where  and  when  it  is  performed.     — We  will  cover  op0miza0on  –  page  0tles,  descrip0ons   and  tags.   — SEO  +  SMO  =  Amplified  findability  in  the  tradi0onal   and  social  web.    
  66. 66. 66   It’s  Huge   —  Facebook:  1,000,000,000  ac0ve  users     —  Twioer:  175,000,000  ac0ve  users   —  LinkedIn:    150,000,000  registered  users   —  Pinterest:    8,000,000  ac0ve  users   —  Blogs:  346,000,000  people  read  blogs  every  day   —  YouTube:  800,000,000  unique  visitors  last  month  
  67. 67. 67   Gepng  Started  -­‐  Social  Media  Plan   —  Define  the  goals  for  social  media   —  increasing  sales,  brand  awareness  /  engagement  or  simply   more  people  who  “like”  or  “follow”  your  business   —  Create  your  plan  –  align  with  marke0ng  calendar   —  Iden0fy  the  most  important  keywords  for  your  business.     Use  these  consistently  in  all  posts,  tweets,  updates.       —  Set-­‐up  your  profiles  and  pages  and  start  pos0ng   —  Ensure  you  have  a  consistent  design/branding  across  all   plaqorms   —  Measure  and  adjust  –  traffic,  comments,  leads,  etc.  
  68. 68. 68   Social  Media  Plan   —  Listen  to  what’s  already  out  there:   —  Set-­‐up  Google  Alerts  for  all  your  keywords,  your   compe0tors,  your  own  company  name,  your  personal   name,  etc.   —  Use  Social  Men0on  to  search  social  media  for  men0ons  of   your  organiza0on  /  compe00on   —  Use  Google  Search  and  Google  Blog  Search  to  find  bloggers   and  other  content  creators  in  your  space   —  Use  Muck  Rack  to  find  journalists  
  69. 69. 69   Social  Media  Plan   —  Create  your  Content  Calendar  For  Pos0ng   —  Define  5-­‐6  content  categories   —  Set-­‐up  a  3-­‐month  calendar   —  Add  your  key  offline  events  and  any  milestones,  holidays,   etc.,     —  Align  with  your  marke0ng  calendar   —  Content  should  be  a  mix  of  original  content/images,  news   updates  and  curated  content/images  
  70. 70. 70  
  71. 71. 71   Social  Media  Plan   —  Set-­‐up  your  profiles  and  pages  and  start  pos0ng   —  Ensure  you  have  a  consistent  design/branding  across  all   plaqorms   —  Set-­‐up  Google  Analy0cs  to  monitor  web  traffic   —  Measure  and  adjust  –  traffic,  comments,  leads,  etc.   —  Set-­‐up  and  use  a  dashboard  (Hootsuite,  etc.)  to  manage   your  social  media  updates  
  72. 72. 72   Why  Use  Facebook   —  Increase  visibility   —  Connect  with  customers     —  Increase  engagement   —  Promote  your  brand   —  Create  a  community   —  Promote  and  manage  events   —  Give  back  to  loyal  customers  through  special  offers  and   discounts  
  73. 73. 73   Engage  and  grow  your  following   —  Write  interes0ng  and  relevant  posts  will  encourage   followers  to  engage  with  your  posts   —  Liking,  commen0ng  and  sharing  are  important     —  Facebook  uses  the  level  of  engagement  to  determine  how   many  people  see  your  posts   —  Reveal  the  human  side  of  a  company,  give  it  personality   —  Provide  useful  informa0on  that  people  won’t  get   elsewhere  (or  at  least  not  as  quickly)   —  Respond  to  comments,  complaints,  requests  real-­‐0me   —  Have  a  plaqorm  for  announcing  news,  promo0ons,   events  
  74. 74. 74  
  75. 75. 75  
  76. 76. 76  
  77. 77. 77   Twioer   —  Microblogging  site  that  enables  users  to  send  and  read   other  users’  updates  (known  as  tweets)   —  Text  based  posts   —  160  characters  total   —  20  for  username,  140  for  message  text   —  Updates  appear  on  the  user’s  profile  page  and  are   delivered  to  other  users  who  have  signed  up  to  receive   them  (followers)  
  78. 78. 78   Twioer   —  An  informa0onal  tool  –  provides  informa0on  to  others   —  A  conversa0onal  tool  –  respond  to  other  people’s  tweets   and  engage  in  dialogue   —  Great  way  to  network  and  communicate  with  new  and   old  contacts   —  You  choose  the  message,  not  the  recipient  
  79. 79. 79   Engage  and  grow  your  following   —  Listen!     —  Set  up  simple  searches  that  allow  you  to  hear  men0ons  of   your  company   —  Twioer  is  a  real-­‐0me  opportunity  to  listen  in  on  the   conversa0ons  of  200  million  users   —  Serve  as  a  resource   —  Provide  informa0on  that  helps  your  target  audience  in  a   quick,  easy-­‐to-­‐use  format  
  80. 80. 80   —  Ask  relevant  ques0ons  on  Twioer  and  consumers  are   happy  to  share  opinions   —  People  like  being  asked  to  provide  input  on  topics  of   interest   —  Thinking  of  offering  a  new  product  or  service?    Ask  for   input  beforehand   —  Take  advantage  of  the  online  community  to  gain   feedback  and  generate  new  ideas  that  will  result  connect   with  the  audience  served  by  your  business.   Engage  and  grow  your  following  
  81. 81. 81   Engage  and  grow  your  following   —  Follow  people  –  they  might  follow  you  back   —  Add  Twioer  link  to  your  website  homepage   —  Include  Twioer  icon  on  ALL  materials  that  reach  your   target  market  
  82. 82. 82   Engaging  on  LinkedIn  –  Status  Updates   —  Share  links  to  interes0ng  ar0cles,  websites  or  video  you  have   found  that  some  individuals  in  your  network  might  appreciate.   Try  to  use  words  that  grab  the  readers  and  encourage  them  to   click  the  link.   —  Pose  a  ques0on  that  could  lead  to  solving  a  problem  you  have,   like:  "Anyone  know  about…?"     —  Conduct  an  informal  poll  rela0ng  to  a  topic  that  is  of  interest   to  you,  such  as:  "What  interest  rates  are  you  seeing  for  lines  of   credit  in  the  current  environment?"   82
  83. 83. 83   Engaging  on  LinkedIn  –  Status  Updates   —  Men0on  a  person  or  a  situa0on  that  might  be  helpful  to  some   of  your  connec0ons,  like:  "I  just  met  with  John  Jones  from  ABC   Company  and  found  out  ….”   —  Talk  about  an  event  you  are  aoending  or  have  aoended  to   encourage  involvement  and/or  ques0ons  about  what  you   learned  there.   —  Use  the  "Like"  feature  when  you  see  a  helpful  update  from   one  of  your  connec0ons.  Doing  this  shares  that  update  with   your  en0re  network.  This  is  a  great  way  to  give  the  writer  of   the  helpful  update  exposure  to  your  network  that  he/she   wouldn't  normally  have.   83
  84. 84. 84  
  85. 85. 85   Company  Pages   —  Central  hub  where  millions  of  LinkedIn  members  can  go  to   keep  in  the  loop  on  company  news,  products  and  services,   business  opportuni0es,  and  job  openings.   —  Also  perfect  place  to  start  conversa0on  with  your  customers,   prospec0ve  clients,  job  seekers,  post  company  updates.   —  Post  industry  ar0cles  and  fun  facts.   —  These  updates  appear  on    your  company  page  and  also  the   pages  of  your  followers.   —  Have  followers  Like  your  post  so  it  goes  viral.   —  Analy0cs  pages  to  see  ac0vity  on  the  page.   85
  86. 86. 86  
  87. 87. 87   What  is  it?   — Pinterest  is  a  “virtual  pinboard”  that  lets  people   share  anything  and  any  topic  on  the  web  that   they  find  interes0ng  and  beau0ful  –  e.g.,  pictures,   quotes,  recipes,  etc.     — Conceptually  similar  to  social  bookmarking  sites.   — Content  is  organized  in  “Boards”  and  organized  in   categories.     — Each  piece  of  content  is  called  a  “Pin”  
  88. 88. 88   Strategies  for  Pinning   —  Build  your  brand  out,  share  interes0ng  and  relevant   content,  create  engagement   —  Add  products  with  prices  to  drive  awareness     —  Service  businesses  can  create  pos0ngs  with  infographics   that  contains  useful  informa0on  or  a  graphic  with  a  quote   —  Post  videos  (hosted  on  YouTube)   —  Add  links  to  your  pins’  descrip0ons  giving  your  business   the  benefit  of  your  links  carrying  over  with  your  pins   when  users  re-­‐pin  them   88
  89. 89. 89   89
  90. 90. 90   Blog  Content   —  Answer  industry  ques0ons   —  Comment  on  industry  news   —  Provide  how-­‐to  based  content   —  Encourage  readers  to  comment   —  Post  consistently  –  2  0mes  per  week  
  91. 91. 91   Engage  and  grow  with  a  Blog   —  Pose  Engaging  Ques0ons  -­‐  At  the  end  of  a  post,  pose  a  brain-­‐ s0mula0ng  ques0on.     —   Get  readers  to  offer  0ps  -­‐  It  could  be  a  problem  that  you’re   facing,  or  something  your  customer  is  facing.  Make  it  a   contest;  publicly  credit  the  reader  with  the  best  0ps  on  your   blog  so  that  everyone  can  see.   —  Start  With  An  Engaging  Opener  –  Your  opening  should  engage   the  reader  from  the  word  go,  something  that’ll  ignite  their   curiosity,  mo0vate  their  thought  process  and  get  them   engaged.  Make  your  opener  funny,  insighqul,  wioy  and   outrageous  if  need  be.   —     
  92. 92. 92   Engage  and  grow  with  a  Blog   —  Make  The  Content  Graphically  Vivid  -­‐  Paint  a  picture  with   your  words,  and  draw  people  into  the  scene  you’re   pain0ng.   —  Write  in  your  speaking  voice,  as  though  you’re  chapng   with  friends.     —  Provide  A  Conclusion  –  sum  up  the  essence  of  your  ar0cle   in  a  short  conclusion.  Your  conclusion  should  ideally  0e   up  your  points  together  and  provide  a  short  glimpse  of   what  the  ar0cle  is  all  about.  
  93. 93. 93  
  94. 94. 94   YouTube   —  YouTube  is  a  video  sharing  website  on  which  users  can   upload  and  share  videos  
  95. 95. 95   Engaging  with  YouTube   —  Powerful,  on-­‐demand  communica0on  channel   —  Market  your  business  to  millions  of  people  at  virtually  no   cost   —  Build  more  personal  rela0onships  with  your  current  client   base   —  Inform,  Educate,  Entertain   —  Good  content,  plan  ahead,  don’t  blatantly  market,  keep  it   short   —  Curate  exis0ng  videos  if  you  don’t  have  your  own  
  96. 96. 96   Engaging  with  YouTube   —  Setup  a  branded  channel  using  your  colors  and  logo   —  Allows  users  to  subscribe  to  your  content  and  the  op0on  to   search  just  your  uploaded  content   —  Engage  With  the  YouTube  Community   —  Check  out  other  videos,  favorite  appropriate  videos  and   make  suitable  YouTube  “friends.”   —  Use  tags  and  categories  to  iden0fy  your  videos   —  Promote  your  videos  elsewhere  (blog,  FB,  etc.)   —  Run  contests,  giveaways,  have  calls  to  ac0on   —  Keep  your  channel  current  
  97. 97. 97  
  98. 98. 98   Thank  You!   Bridget  Gibbons   bridget@gibbonsdigital.com   Gibbonsdigital.com   @gibbonsdigital   }.com/gibbonsdigital  
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