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    MarketingSherpa's Top 5 SEO Practices for 2011 MarketingSherpa's Top 5 SEO Practices for 2011 Presentation Transcript

    • Top 5 SEO Practices for 2011 Managing the Evolving Search and Social Climate for Optimal Results Follow Conversation on Twitter #SherpaSEARCH
    • Top 5 SEO Practices for 2011 Jen Doyle Sergio Balegno Senior Analyst Research Director MarketingSherpa MarketingSherpa @JenLDoyle @SergioBalegno  Actual benefits of integrating social media into SEO campaigns  Real impact of search innovations  Effectiveness of SEO and social media on various business objectives  Top 5 SEO Practices for 2011  Case study – Acoustics by Design  Research based on MarketingSherpa’s 2011 Search Marketing Benchmark Report – SEO Edition  Follow Conversation on Twitter #SherpaSEARCH
    • Top 5 SEO Practices for 2011 - Agenda  Perceptions of SEO  Top 5 SEO Practices for 2011 1. Define objectives 2. Select target keywords Building a strong SEO foundation 3. Develop a strategic process 4. Integrate social media 5. Optimize for search innovations  Mobile search Managing the evolving search and  Real time search social climate  Personalized search  Video search Follow Conversation on Twitter #SherpaSEARCH
    • Perceptions of SEO Which statement best describes how SEO is perceived by your organization at budget time? The value of SEO is  67% of organizations are unknown and something we do increasing SEO investments only as time permits. Why either liberally or invest more? 13% conservatively SEO is a promising tactic and will eventually produce SEO is basically ROI. Let's increase  Which organizations are free. Let's keep it that way. budget but do it conservatively. most likely to increase 20% 43% their investment? SEO is producing  Mature SEO marketers measurable ROI. Let's increase  Organizations that integrate budget liberally for continuous social media into search improvement. 24% campaigns Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • Best Practice #1: Define Objectives  Have to know where you’re going in order to get there  Record key metrics “We establish our objectives and ensure that they are in line with the overall corporate and sales objectives.” “I will set up a strategy and objectives road map for the year that will include who is to do what and how certain things are to be accomplished.” Follow Conversation on Twitter #SherpaSEARCH
    • Define Objectives In your experience, how effective has SEO been at accomplishing these marketing objectives for your organization?  SEO is perceived as an Very effective Somewhat effective Not effective effective tactic in Increase website traffic 57% 40% 2% achieving a number of Increase brand or 42% 51% 7% product awareness impactful marketing Increase lead objectives generation 35% 58% 7% Improve brand or 29% 55% 15% product reputation  Improvements in Improve public 27% 51% 22% soft metrics leads to relations improvements in Increase online sales revenue 26% 54% 20% bottom-line metrics Increase offline sales 17% 55% 28% revenue Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • Define Objectives - Questions 1. Does my company need increased sales, website traffic, improved reputation, lead generation or some combination of all of the above? 2. Can we define revenue per visit? 3. Does my website accept ecommerce transactions? 4. Does my company have a reputation of authority? 4. Is my company receiving or subject to receive negative PR that needs to be managed? Follow Conversation on Twitter #SherpaSEARCH
    • Best Practice #2: Select Target Keywords  Just like other marketing tactics, SEO requires effective targeting “We speak with customers to understand the keywords they use when searching for solutions similar to ours. We also check competitors' sites to get insight into their strategies.” “(We) Identify keywords from competitive research, web analytics, and our on-site search engine.” Follow Conversation on Twitter #SherpaSEARCH
    • Select Target Keywords  Keyword research was rated as THE most effective tactic for SEO  Out-ranked link building and on- page content optimization Follow Conversation on Twitter #SherpaSEARCH
    • Select Target Keywords – How to  Speak your customer’s language  Use social media  Partner with Customer Service & Sales  Analytics  On-site search engine  Aim for relevance and mix broad & targeted terms  Conduct competitive research  Visit competitor websites  Utilize online tools  Use a keyword research tool  Repeat! Follow Conversation on Twitter #SherpaSEARCH
    • Best Practice #3: Develop a Strategic Process  Recent research indicates that organizations with formalized SEO processes receive the greatest benefits from their SEO practices “HIPPO (Highest Paid Person's Opinion) - that would be me. It is all done by gut and needs to be revised. Considering outsourcing to specialized agency.” “Identify opportunity keywords optimize sit back and watch the love roll in.” “Our strategy has been largely reactive at this point. We are evaluating options now to change that.” Follow Conversation on Twitter #SherpaSEARCH
    • Develop a Strategic Process Please select the statement that best describes the process your organization uses to perform SEO practices. We have no process for performing this  66% of organizations indicated 20% We have a formal process we that they do not have a formal routinely perform 34% process for executing SEO that can be routinely performed We have an informal process we randomly perform 46% Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • Develop a Strategic Process In your experience, how effective have the following SEO tactics been in achieving higher rankings? Phase I: Trial Phase II: Transition Phase III: Strategic 60% Keyword research 61%  Organizations On page content 33% 71% 59% optimization 71% in Phase III receive Title tag optimization 39% 50% 63% greater benefits Link building 28% 38% 61% from most SEO tactics Meta tag & meta description… 40% 41% 55% than organizations Competitive research 22% 23% 52% 50% in phases I & II Blogging 31% 42% Integrating social 17% 37% media 37% Online press release 20% 15% distribution 25% Creating an XML 0% 13% sitemap 38% Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • Develop a strategic process – 4 key components  Research and targeting  On-site optimization  On page content & code  Off-site optimization  Generate inbound links  Test, measure, test again Follow Conversation on Twitter #SherpaSEARCH
    • Best Practice #4: Search and Social Media Integration  Research of search and social marketing practices  Two-year study of 4200 social media marketers  This year’s study of 2200 search marketers  Key finding: Search and social have incredible synergy  The whole is greater than the sum of its parts  But integration strategy critical to achieving optimal effectiveness “First, we identify the social media platforms that our target audience is using. Then, we research what our primary and secondary competitors are doing in terms of SEO and Social Media.“ Follow Conversation on Twitter #SherpaSEARCH
    • Majority Integrating Search and Social Media Does your organization integrate social media with search engine marketing?  Not currently integrating search and social? You’re in the minority No 36%  Marketers in strategic phase much more likely to integrate  What’s the pay-off? Yes 64% Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • Individually, Search and Social Very Effective In your experience, how effective has SEO and social media been at accomplishing these marketing objectives for your organization? Very Effective Social Media Objectives Very Effective SEO Objectives  SEO perceived as more Increase brand or 37% effective accomplishing hard product awareness 42% objectives: traffic, leads, sales product reputation Improve brand or 29% 37% Improve public 36%  Social perceived as more relations 27% Increase website 33% effective accomplishing soft traffic 57% objectives: branding and PR Increase lead generation 18% 35% Increase offline 10%  As social matures, sales revenue 17% Increase online 9% perception will change sales revenue 26% Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • Together, Search and Social a Very Powerful Pair What is your organization’s conversion rate for organic traffic? Social Media Users Non-Social Media Users  Search marketers who integrate 27% social media achieve a 59% better rate of conversion. Also…  Increase the amount of SEO 17% friendly content on the web  Generate inbound links  Increase the number of listings in the SERP’s  Improve the quality of your website’s traffic Organic search traffic Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • MarketingSherpa Case Study: Integrating Social Media to Reap SEO Gains  Acoustics by Design  Acoustical consulting firm with limited marketing resources •Healthcare •Education •Industrial  How they developed a blog strategy and corralled multiple authors to write timely posts Follow Conversation on Twitter #SherpaSEARCH
    • Integration Campaign Objectives  Create keyword rich content to improve SEO performance  Establish reputation as an industry though leader  Increase lead generation and conversion Follow Conversation on Twitter #SherpaSEARCH
    • Campaign Tactic: Planning Editorial Targets  Identify target audiences  Create keyword list for blog content that fills gaps in current web SEO  Create editorial calendar for a year of blog posts on keyword related topics Follow Conversation on Twitter #SherpaSEARCH
    • Campaign Tactic: Recruiting Authors “After I pulled all the knives out of my  Creating sufficient volume of content a big challenge chest and started talking about doing blogs for which everyone would only need to prepare a post once  Enlisted engineering team every 6-8 weeks, the conversation went to write blogs and gain a lot better. ” thought-leadership status – Kenric Van Wyk, President  Won acceptance by and Principle Acoustical Engineer, minimizing workload Acoustics by Design Follow Conversation on Twitter #SherpaSEARCH
    • Campaign Tactic: Streamlining Content  Allowed authors to select from a list of relevant topics  Provided writing guidelines to streamline process  Assigned an editor to review writing and optimize posts Follow Conversation on Twitter #SherpaSEARCH
    • Campaign Tactic: Share Results  Recognize thought-leadership status of bloggers with bylines  Analyze comments, inbound links, and other SEO gains  Include exceptional blog posts in company newsletter for recognition Follow Conversation on Twitter #SherpaSEARCH
    • Campaign Results  Blog generating 53% of natural search visits  Shared content positioning Acoustics by Design as thought leader on industry social media sites  Lead volume and rate of conversions increased Follow Conversation on Twitter #SherpaSEARCH
    • Best Practice #5: Optimize for Search Innovations  Major search engines are responding to the rapidly growing popularity of social media as a marketing tactic by developing and releasing various search engine innovations to improve the experience of end users and advertisers alike  Mobile search  Real time search  Personalized search  Video search “Our greatest challenge is getting high rankings for generic terms within our industry. Personalized search could have a ld large impact as well.” Follow Conversation on Twitter #SherpaSEARCH
    • Optimize for Search Innovations How do you think the following search innovations will impact your business In the next 1 – 5 years?  Personalized search has Will have a great impact on our business Will somewhat impact our business created much speculation Will have no impact on our business among the SEO industry Personalized search 33% 57% 11%  Real time search and social marketing Real time search 33% 56% 10%  Social media users Video search 26% 47% 28% anticipate the greatest impact from all search innovations across the board Mobile search 24% 47% 29% Follow Conversation on Twitter #SherpaSEARCH Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194
    • Optimize for Search Innovations – Mobile Search  Mobile search refers to the use of web search functionality on mobile devices 29% with wireless internet connections  Mobile search has increased the reach 47% of search engines by adding another point of access for search engine users  Mobile search is still in it’s 24% infancy as a marketing tactic Will have a great impact on our business  56% of respondents indicated that they Will somewhat impact our business Will have no impact on our business had not yet received any impact from mobile search Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • Optimize for Search Innovations – Mobile Search  Know your apps  Research apps on major device manufacturers websites, and the websites for phone operating systems  Optimize more types of content  Mobile search applications are accepting more than text- based queries  Shazam  SnapTell  Signal your location  Attract local business  Include address in website code using hCard microformatting  Optimize your current site  Take advantage of the history with search engines, current traffic and inbound links  Original content will out rank duplicate content  Keep sites clean and simple  The mobile web is not yet sophisticated enough for complex websites  Keep keywords short Follow Conversation on Twitter #SherpaSEARCH
    • Optimize for Search Innovations – Real Time Search  Real time search refers to a search 10% engine’s ability to index newly published web content as it is being published with virtually no delay, or in real time 56%  Real time search can have a great impact on organizations by allowing search engine users to access newly created and published content. 33%  Promotions & time sensitive content can now be distributed through organic Will have a great impact on our business search Will somewhat impact our business Will have no impact on our business  Social media content Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • Optimize for Search Innovations – Real Time Search  Develop keyword optimized content for social media  Join the conversation  Research hot topics and latest trends that are relevant to your business  Post frequently  Utilize social tools to schedule tweets or status updates ahead of time  Recruit brand advocates Follow Conversation on Twitter #SherpaSEARCH
    • Optimize for Search Innovations – Personalized Search  Personalized search refers to a search 11% engine’s capability to personalize search results based on the last 180 days of a search engine users’ search habits 57%  Previously visited sites  Interpreting search queries  Personalized search is expected to 33% have a negative impact on SEO by limiting the number of impressions their organic Will have a great impact on our business listings receive Will somewhat impact our business Will have no impact on our business Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • Optimize for Search Innovations – Personalized Search  Drive more traffic to your site – now!  Email blasts  Encourage bookmarking  PPC  Etc.  Engage web visitors  Relevant, useful, engaging content  Frequently add a new variety of content  Rank checking is even less reliable Follow Conversation on Twitter #SherpaSEARCH
    • Optimize for Search Innovations – Video Search  Search engines have responded to the growing popularity of video being utilized for marketing and business 28% purposes by developing video search, or the capability to crawl and index video content. 47%  Video content is now being indexed and ranked on the first page of the search results when relevant  Video search is in it’s infancy as a 26% marketing tactic  52% of organizations indicated that they had Will have a great impact on our business not yet received any impact from video Will somewhat impact our business search Will have no impact on our business Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 Follow Conversation on Twitter #SherpaSEARCH
    • Optimize for Search Innovations – Video Search  Create great content  Relevance and usefulness  Keep it short  Optimize video content with target keywords  Video sharing sites  On-page content & surrounding HTML  Links  Attract viewers & maximize views  Video thumbnails  Enable sharing  Encourage comments and ratings Follow Conversation on Twitter #SherpaSEARCH
    • Top 5 SEO Practices for 2011 - Review  Define objectives •Optimize for search innovations  Questions to ask yourself •Mobile search  Does my company need increased sales, traffic, improved reputation, lead •Know your apps gen, or all of the above? •Optimize for more types of content  Can we define revenue per visit? •Signal your location  Does my website accept ecommerce transactions? •Optimize your current site  Does my company have a reputation of authority? •Keep it clean and simple  Is my company receiving negative PR? •Target shorter keywords  Select target keywords •Real time search •Optimize social content  Speak your customers language •Join the conversation  Aim for relevance and mix broad & targeted terms •Post frequently  Conduct competitor research •Recruit brand advocates  Use a keyword research tool •Personalized search •Drive traffic now  Repeat •Engage web visitors  Develop a strategic process •Encourage bookmarking •Rank checking is less reliable  Research & targeting •Video search  On-site optimization •Create great content  Off-site optimization •Optimize video content  Test, measure, test again •Attract viewers and maximize reviews •Encourage comments and ratings  Integrate social media  Need to have an existing social marketing plan in place  Increase the amount of SEO friendly content  Increase inbound links  Increase the number of listings in the SERP’s  Improve conversion rates Follow Conversation on Twitter #SherpaSEARCH