#2 IMU: SEO Crash Course to Get Found (GF102)


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Class 2 of Inbound Marketing University

SEO Crash Course to Get Found (GF102)

Professor: Lee Odden, TopRank Online Marketing

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  • #2 IMU: SEO Crash Course to Get Found (GF102)

    1. 1. SEO Crash Course to Get Found (GF102) Professor: Lee Odden , TopRank Online Marketing
    2. 2. SEO Crash Course to Get Found Lee Odden @leeodden TopRank Marketing .com
    3. 3. TopRank Marketing .com <ul><li>Founded 2001 Minnesota </li></ul><ul><li>Digital Marketing & PR Agency </li></ul><ul><li>Search, Social Media, Online PR </li></ul><ul><li>Consulting, Implementation, Training </li></ul>
    4. 4. Lee Odden, CEO, TopRank Marketing SEO Consulting: PRSA.org Marketo.com PRWeb.com McKesson.com OneLegal.com TopRankMarketing.com TopRankBlog.com [email_address] @leeodden
    5. 5. <ul><li>Search Marketplace & Why SEO </li></ul><ul><li>Search Engine Fundamentals </li></ul><ul><li>Google Breakdown </li></ul><ul><li>Keywords </li></ul><ul><li>Search Engine Friendly Website </li></ul><ul><li>Link Building </li></ul><ul><li>Analytics </li></ul>Agenda
    6. 6. Search Demand 285 million watched TV monthly *Nielsen A2/M2 Three Screen Report Daily newspaper circulation 48.4 million *Audit Bureau of Circulations & Pew 14 billion core searches monthly *comScore Media Metrix
    7. 7. Fish Where the Fish Are Market distribution of the major search engines Google 63.7% Yahoo! Sites 20.5% Microsoft Sites 8.3% Ask Network 3.8% AOL 3.7% Source: comScore April 2009
    8. 8. SEO = Increased Conversions Source: Forbes Ad Effectiveness Survey June 2009 SEO is the most effective Online Marketing tactic for generating conversions
    9. 9. Case Study: Fabric Retailer <ul><li>Overspending on ads </li></ul><ul><li>SEO & Linking increased web visitors by 214% </li></ul><ul><li>5,332 inbould links </li></ul><ul><li>60+ Top 10 rankings including “fabric stores” </li></ul><ul><li>Search sends 80% of web site traffic </li></ul><ul><li>Reduced marketing spend </li></ul><ul><li>Increased sales </li></ul>jandofabrics.com
    10. 10. Case Study: Online Games <ul><li>6 month old site, little traffic </li></ul><ul><li>SEO & Social increase web traffic by 4,400% </li></ul><ul><li>23,614 inbound links </li></ul><ul><li>Top 10 Google rankings for phrases like: “online puzzles” </li></ul><ul><li>300,000 visitors per month </li></ul><ul><li>Now sells advertising as well as products </li></ul>smart-kit.com
    11. 11. What Happens With No SEO? What we see
    12. 12. What Happens With No SEO? Help/Contact Us About Us Careers Press Partners Corporate Information Legal Store Locator WARNING: Email Scam © 2009 adidas Adidas has no ranking for “men's running shoes” first 10 pages on Google What search engines see:
    13. 13. What Happens With No SEO? What we see
    14. 14. What Happens With No SEO? <ul><li>Sales, new gear and more: </li></ul><ul><li>Visit a store: From our blog The Cleanest Line® </li></ul><ul><li>Backyard Adventures: Toiyabe Trails - Part 1 </li></ul><ul><li>Mention Nevada to most folks and what comes to mind is Las Vegas glam and desert heat. Truth be… </li></ul><ul><li>Product Testing - Whale Watching with a Wee One </li></ul><ul><li>&quot;Signatures&quot; from Sweetgrass Productions Coming this Fall </li></ul><ul><li>Subscribe to The Cleanest Line RSS feed E-Fiber Favorites </li></ul><ul><li>Men's Polo Shirt </li></ul><ul><li>Men's Simple Synchilla Jacket </li></ul><ul><li>Men's All-Time Shell </li></ul><ul><li>Women's Netty Dress </li></ul><ul><li>Women's R1® Full-Zip Jacket </li></ul><ul><li>Kids' Live Simply T-Shirt </li></ul><ul><li>Freewheeler </li></ul><ul><li>Voluntary Recall: </li></ul><ul><li>Lotus Designs, Inc. is notifying consumers that the Mildwater PFD, may pose a potential casualty hazard. </li></ul><ul><li>If you own the Mildwater PFD, the Fishing PFD or the Patagonia Fishing Vest please read this important notice. </li></ul><ul><li>PATAGONIA® CLOTHING & GEAR </li></ul><ul><li>Men's Apparel: Shirts, Pants, Footwear </li></ul><ul><li>Women's Apparel: Shirts, Skirts, Yoga </li></ul><ul><li>Travel Gear: Luggage, Packs, Totes, and Backpacks </li></ul><ul><li>Kids': Jackets, Pants, Fleece for Children </li></ul><ul><li>Accessories: Posters, Blankets, Books </li></ul><ul><li>Web Specials </li></ul>Welcome to the Web site for Patagonia, a designer of outdoor clothing, outdoor gear, footwear, and luggage. Patagonia specifically makes hard shells, soft shells, rain jackets, ski jackets, ski pants, organic cotton clothing, sportswear, travel clothing, Patagonia fleece, technical Regulator® fleece, Synchilla® fleece, Capilene® underwear, Capilene Baselayers (and base layers), luggage, packs, backpacks, totes, haul bags, rolling luggage, wetsuits, rashguards, board shorts, surfboard bags, hats, caps, visors, bucket hats, belts, socks, books, posters, flying discs, and Patagonia shoes. For the young ones in your life we also make children's clothing, kids' apparel and baby clothes. Our online store, retail stores and independent dealers offer women's outdoor clothing and men's outdoor clothing, including jackets, outerwear, gear, sportswear, shells, pants, bibs, vests, pullovers, hats, gloves, waterproof jackets, waterproof pants, and windproof fleece for a variety of outdoor sports like skiing, snowboarding, surfing, camping, rock climbing, alpine climbing, hiking, trail running, yoga, mountain biking, world travel, kayaking, and disc golf. Still looking for Water Girl and Rhythm clothes? Patagonia makes great women's surf clothes and swimwear and functional clothes for rock climbing. If you're looking for discounted Patagonia gear or Patagonia on sale, visit our Web Specials page or check out one of our Patagonia Outlet Sales. Patagonia believes in causing the least harm while doing business so we Lead an Examined Life as a company and maintain transparency through The Footprint Chronicles™. Environmentalism, sustainability and a commitment to protecting the natural environment through activism are part of our company's heritage and continue to this day as we work to continually reduce our carbon footprint. We hope you'll subscribe to the Patagonia catalog and Patagonia emails, and stop by the Patagonia blog, The Cleanest Line®, every morning to read a field report or listen to a podcast while you enjoy your coffee. Patagonia.com is the online presence of the company, Patagonia, Inc. If the whiskey bottle gets passed around the campfire too many times, folks might try and spell Patagonia like patigonia, pategonia, padagonia and pantagonia. Thank you for visiting Patagonia. © 2009 Patagonia, Inc. #2 on Google “ outdoor clothing” What search engines see:
    15. 15. All About the Google
    16. 16. <ul><li>Google makes a copy of the </li></ul><ul><li>web </li></ul><ul><li>Information is extracted </li></ul><ul><li>An index is created </li></ul><ul><li>Index is stored on </li></ul><ul><li>servers world wide </li></ul>How Google Works
    17. 17. <ul><li>User searches (query) </li></ul><ul><li>User location/login id’d </li></ul><ul><li>Query matched with index </li></ul><ul><li>Returns matching docs </li></ul><ul><li>Docs are sorted (ranked) </li></ul><ul><li>Docs displayed as </li></ul><ul><li>search results </li></ul><ul><li>Customized by location/history </li></ul>How Google Works Image Source: Google Corporate Technology
    18. 18. Search Engine Optimization <ul><li>Definition of SEO: </li></ul>A set of methodologies that make it easier for search engines to find , index , categorize and rank web content.
    19. 19. <ul><li>Content is reachable by search engines </li></ul><ul><li>Content is added often/periodically </li></ul><ul><li>Content is organized logically – themes/categories </li></ul><ul><li>Keywords exist in content and internal text links </li></ul><ul><li>Quantity of quality sites linking in </li></ul><ul><li>Monitor, adjust </li></ul>Basic SEO Checklist
    20. 20. Keywords and Links www.prnewsonline.com 1. Keywords in content 2. Incoming links Keywords Key Word Word Key Word Key Word Word Key Key Word Key Word Word Key Key Word
    21. 21. How SEO Affects SERPs
    22. 22. How SEO Affects SERPs Advertising Organic
    23. 23. How SEO Affects SERPs Pay Per Click Ads The most prominent position can be achieved via Google AdWords ads. The best performing ads appear on top.
    24. 24. How SEO Affects SERPs News Results – Universal SERP Certain queries that return more relevant results from other Google data sources will be displayed such as news, video, images, blogs, products or local info.
    25. 25. How SEO Affects SERPs Sitelinks Queries for company or brand names often return a company listing and display the most important links for the site. Sitelnks can be managed in Google Webmaster Tools.
    26. 26. How SEO Affects SERPs Standard Search Result Web pages determined most relevant based on over 200 signals and influenced by standard SEO.
    27. 27. How SEO Affects SERPs Video results from YouTube Shopping results from Google Base Related queries Organic Results These are the ranked results from Google’s index of web pages. Approx 60-70% of visitors will click on these links. Called “natural” or “free” listings because there is no direct payment to Google for them.
    28. 28. How SEO Affects SERPs <ul><li>Google Options </li></ul><ul><li>Videos </li></ul><ul><li>Forums </li></ul><ul><li>Reviews </li></ul><ul><li>Recency </li></ul><ul><li>Images </li></ul><ul><li>Related </li></ul><ul><li>Timeline </li></ul><ul><li>And…. </li></ul>
    29. 29. How SEO Affects SERPs The Wonder Wheel
    30. 30. <ul><li>If it can be searched on </li></ul><ul><li>it can be optimized </li></ul>
    31. 31. SEO Fundamentals Keywords Search Friendly Site Link Building
    32. 32. <ul><li>Keywords show intent: </li></ul><ul><li>Broad </li></ul><ul><li>Brands </li></ul><ul><li>Specifics </li></ul>Keywords Search Sales Funnel Research Consider Buy
    33. 33. <ul><li>Find the keywords your customers use to find your products/services: </li></ul><ul><li>Brainstorm based on solutions & customer needs </li></ul><ul><li>Interview or survey customers </li></ul><ul><li>Review current web analytics </li></ul><ul><li>Poll sales & customer service staff </li></ul><ul><li>Review competitor content </li></ul>Keywords
    34. 34. <ul><li>Free: </li></ul><ul><li>Google Keyword Tool, Insights, Ad Planner </li></ul><ul><li>freekeywords.wordtracker.com </li></ul><ul><li>Paid: </li></ul><ul><li>Wordtracker.com </li></ul><ul><li>KeywordDiscovery.com </li></ul><ul><li>SEMRush.com </li></ul>Leverage Keyword Tools
    35. 35. Keyword Research
    36. 36. Keyword Research
    37. 37. Keyword Glossary <ul><li>Category </li></ul><ul><li>Popularity </li></ul><ul><li>Competition </li></ul><ul><li>Relevance </li></ul>
    38. 38. Keyword Optimization <ul><li>Title tags </li></ul><ul><li>Headings </li></ul><ul><li>Paragraph titles </li></ul><ul><li>Keywords in body copy </li></ul><ul><li>Anchor text in links </li></ul><ul><li>URL </li></ul><ul><li>Image alt text </li></ul><ul><li>Meta description tag </li></ul>
    39. 39. <ul><li>Most important location for keywords </li></ul><ul><li>Important keywords to the left </li></ul><ul><li>8-10 words or about 65 characters </li></ul><ul><li>Focus on 1-2 keyword phrases – specificity rules </li></ul><ul><li>Each page on the site should have a unique title tag (and meta description) </li></ul>Title Tags
    40. 40. <ul><li>No: “McKesson Corporation” </li></ul><ul><li>No: “Healthcare, Health Care, HealthCare, healthcare, technology, services, information” </li></ul><ul><li>Yes: “Improve health care services and increase patient safety with McKesson” </li></ul>Title Tags
    41. 41. Making Sites Search Friendly <ul><li>Issue: </li></ul><ul><li>Needed better search rankings </li></ul><ul><li>Problem: </li></ul><ul><li>Most Title tags duplicates </li></ul><ul><li>Solution: </li></ul><ul><li>Dynamically publish unique titles </li></ul>
    42. 42. Optimize Digital Assets <ul><li>Including Social Media </li></ul>www.prnewsonline.com <ul><li>Text </li></ul><ul><li>MS Office Docs </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Blog/RSS </li></ul><ul><li>Media Coverage </li></ul><ul><li>Social News/Bookmark </li></ul>Optimize & Promote
    43. 43. <ul><li>Research customer driven keyword phrases </li></ul><ul><li>Create a keyword glossary </li></ul><ul><li>Consider searcher intent & buying cycle </li></ul><ul><li>Use phrases in Titles, URLs, in body copy, image alt text, links & navigation </li></ul><ul><li>Extend keyword SEO to digital assets (on-page) & social media (off-page) </li></ul>Keyword Summary
    44. 44. <ul><li>Make it easy for search engines </li></ul>Search Friendly Website Easy to find & revisit site Easy to crawl links Site Architecture
    45. 45. Search Friendly Website <ul><li>Crawlable </li></ul><ul><li>Quantity of quality inbound links to your site </li></ul><ul><li>Use text links in navigation </li></ul><ul><li>Use text links between pages using keywords </li></ul><ul><li>HTML & XML site maps </li></ul>
    46. 46. Search Friendly Website
    47. 47. Search Friendly Website
    48. 48. <ul><li>Avoid Crawling Issues </li></ul><ul><li>Unnecessarily complex URLs & session ids </li></ul><ul><li>Multiple URLs to duplicate content </li></ul><ul><li>Temporary redirects </li></ul><ul><li>Site navigation with Ajax, Flash, JavaScript </li></ul>Search Friendly Website
    49. 49. <ul><li>Make URLs search & user friendly </li></ul>Search Friendly Website
    50. 50. <ul><li>Primary site navigation Flash, Ajax or JavaScript </li></ul>Search Friendly Website
    51. 51. Search Friendly Website <ul><li>Fresh, themed content </li></ul><ul><li>Logical site structure: categories, sub-categories </li></ul><ul><li>Add new content regularly </li></ul>Source: webmasterworld.com
    52. 52. <ul><li>Issue: </li></ul><ul><li>Many pages not ranked </li></ul><ul><li>Problem: </li></ul><ul><li>Robots.txt file blocking bots </li></ul><ul><li>Solution: </li></ul><ul><li>Update ONE file </li></ul>Making Sites Search Friendly
    53. 53. <ul><li>Breadcrumb navigation </li></ul><ul><li>Canonical tag to avoid duplicate content issues </li></ul><ul><li>Link keyword phrases between pages </li></ul>Search Friendly Website
    54. 54. <ul><li>These URLs are all different, yet point to the same page: </li></ul><ul><li>Link consistently site wide: www.example.com </li></ul>Search Friendly Website
    55. 55. <ul><li>“ Changing your web design, content management system or web site software can destroy your search visibility if you do not plan a migration.” </li></ul><ul><li>Just 1 character change in a URL can cause broken links: </li></ul><ul><li>company.com/product.htm </li></ul><ul><li>company.com/product.html </li></ul>Most Common SEO Mistake
    56. 56. <ul><li>Map old URLs to new </li></ul><ul><li>Employ permanent redirects 301 (not 302) </li></ul><ul><li>Identify top inbound link sources & ask them to change links </li></ul><ul><li>Build new inbound links to new URLs </li></ul><ul><li>Monitor site analytics for 404 not found errors </li></ul><ul><li>Monitor search engine rankings for fluctuations </li></ul>SEO Migration Plan
    57. 57. <ul><li>Ensure site content is discoverable via strong inbound links from other sites </li></ul><ul><li>Make it easy for search engines & users to navigate the site </li></ul><ul><li>Create a logical site structure with internal links & link consistently </li></ul><ul><li>Use CSS instead of Ajax, JavaScript or Flash for dynamic navigation and offer text link alternatives </li></ul>Search Friendly Summary
    58. 58. Links Inbound links are like electricity for search visibility
    59. 59. Why is Link Building Important? <ul><li>Links build traffic </li></ul><ul><li>Links infer meaning based on the text used in the link </li></ul><ul><li>Variety is the spice of life for link text and sources </li></ul><ul><li>Internal links are also important </li></ul><ul><li>Inbound links from relevant, authoritative web sites are key </li></ul>
    60. 60. Link Building Checklist <ul><li>Use keywords in link text </li></ul><ul><ul><li>Yes: red widget No: click here </li></ul></ul><ul><li>Earn links with great content </li></ul><ul><li>Promote on social networks </li></ul><ul><li>Link up with marketing partners </li></ul><ul><li>Cross link internally </li></ul><ul><li>Embed links in news releases </li></ul><ul><li>Social bookmark pickups </li></ul><ul><li>Syndicate content via RSS </li></ul>www.prnewsonline.com
    61. 61. Link Building Tactics
    62. 62. Social Media Link Building Blog
    63. 63. Link Building Tool Who’s linking to the competition and not linking to you? ericmiraglia.com/inlink/
    64. 64. <ul><li>Linkscape </li></ul><ul><li>BuzzStream </li></ul>Link Analysis & Mgt Tools
    65. 65. <ul><li>Create content worth linking to </li></ul><ul><li>Promote your content via distribution channels (email, RSS, social networks & media) </li></ul><ul><li>Get links using your keywords as anchor text </li></ul><ul><li>Focus on relevant, authoritative link sources </li></ul><ul><li>Manage link building activity like CRM with software </li></ul>Link Building Summary
    66. 66. <ul><li>“ If it can’t be measured, it’s not worth doing.” </li></ul>Search Analytics
    67. 67. <ul><li>KPIs to pay attention to: </li></ul><ul><li>Pages indexed </li></ul><ul><li>Crawling errors & Webmaster Tools Reports </li></ul><ul><li>Rankings relative to your own site over time </li></ul><ul><li>Inbound links: quantity, quality, longevity </li></ul><ul><li>Keyword referrals from search </li></ul><ul><li>Link traffic </li></ul><ul><li>Social media traffic </li></ul><ul><li>Goal pages & conversions </li></ul>Search Analytics
    68. 68. Analytics Tools
    69. 69. Analytics Tools
    70. 70. <ul><li>Set goals for KPIs and outcomes (goals, conversions) </li></ul><ul><li>Take benchmark measurements </li></ul><ul><li>Measure at regular intervals </li></ul><ul><li>Spot check and enable real time monitoring </li></ul><ul><li>Make sure you have the right analytics tools and measuring the right data for your goals </li></ul>Analytics Summary
    71. 71. SEO Takeaways Keywords Search Friendly Site Link Building
    72. 72. Search Marketing Resources <ul><li>searchenginewatch.com </li></ul><ul><li>searchengineland.com </li></ul><ul><li>webpronews.com </li></ul><ul><li>blog.hubspot.com </li></ul><ul><li>seomoz.org/blog/ </li></ul><ul><li>toprankblog.com </li></ul>www.prnewsonline.com
    73. 73. <ul><li>Lee Odden, CEO </li></ul><ul><li>TopRank Marketing .com </li></ul><ul><li>Twitter: @leeodden </li></ul><ul><li>[email_address] </li></ul><ul><li>1-877-872-6628 </li></ul>Thank you TopRank Blog .com