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SEARCH ENGINE STRATEGIES: Put your web site to work! Presented by:  Avery Cohen - Metrist Partners  September 10, 2008
Overview <ul><li>Trend:  Increasing interest in search strategies from consumer and B2B companies  </li></ul><ul><li>Trend...
Definitions <ul><li>Website Optimization </li></ul><ul><ul><li>Creating a user-friendly Website with good, high-quality co...
<ul><li>Search Engine Strategies </li></ul><ul><li>Presented by: Avery J. Cohen </li></ul>Put Your Website to Work!
Do I Need a Search Strategy? <ul><li>Direct Product Sales </li></ul><ul><li>Generate more leads </li></ul><ul><ul><li>Requ...
Elements of a Search Strategy <ul><li>Set Goals </li></ul><ul><li>Optimize the Site </li></ul><ul><ul><li>Optimize for “co...
Why SEO? <ul><li>SEO makes the whole world-wide web better </li></ul><ul><li>Following SEO best practices… </li></ul><ul><...
Pursuing the “Holy Grail” <ul><li>Three questions to ask when considering  Search Engine Optimization </li></ul>
Pursuing the “Holy Grail” <ul><ul><li>What are your goals? </li></ul></ul><ul><ul><li>What do you want to be known for? </...
Google Knows People <ul><ul><li>Estimated at 40 billion searches per month </li></ul></ul><ul><ul><li>Primary income from ...
Google Knows What People Want <ul><li>People tell Google what they want. </li></ul>dog walkers
Google Knows What People Want <ul><li>When people click on an entry, they are telling Google what looks right.  </li></ul>
Google Knows What People Want <ul><li>People link to good content. </li></ul>
How Do Sites Get on Google? <ul><li>The “Spider” or “Googlebot” </li></ul><ul><ul><li>Follows links on the Internet </li><...
Care and Feeding of the Google Spider <ul><li>High quality inbound links </li></ul><ul><ul><li>Relevant to keywords </li><...
Two Sides to SEO: Marketing & IT
Marketer’s Roadmap <ul><li>Keyword selection </li></ul><ul><li>Writing for SEO </li></ul><ul><li>Linking strategy </li></u...
Developer’s Roadmap <ul><li>Site structure </li></ul><ul><li>Page structure </li></ul><ul><li>Search Vendor Relationship <...
Marketers: Keyword Selection <ul><li>Be specific </li></ul><ul><ul><li>“ dog walkers” --  “Chicago dog walkers” “Lincoln P...
Keyword Selection: Be Specific
Keyword Selection: Be Specific
Marketers: Tools for Marketers <ul><li>Tools (examples): </li></ul><ul><ul><li>Finding Keywords: Wordtracker  </li></ul></...
Marketers: Writing for SEO <ul><li>5 – 8% Keyword Density </li></ul><ul><ul><li>500 words of content per page </li></ul></...
How Does Stuff Get on Google? <ul><li>The “Spider” or “Googlebot” </li></ul><ul><ul><li>Follows links on the Internet </li...
The Googlebot Finds Content for Google <ul><li>The “Googlebot” is a spider-like program </li></ul><ul><ul><li>Googlebot fo...
Marketers: Linking Strategy <ul><li>High quality inbound links </li></ul><ul><ul><li>Solicit links </li></ul></ul><ul><ul>...
Linking Strategy: White Hat vs. Gray Hat <ul><li>Google doesn’t like paid links </li></ul><ul><ul><li>Access to “link farm...
Developers: Site Structure <ul><li>Clear text, keyword-based navigation </li></ul><ul><li>Human-readable URLs </li></ul><u...
Developers: Page Structure <ul><li>You get points for keywords in these elements </li></ul><ul><ul><li>Page titles </li></...
Search Engine Relations <ul><li>Google Webmaster Tools </li></ul><ul><li>Yahoo Site Submission </li></ul><ul><ul><li>Searc...
Implement Web Analytics <ul><li>Google Analytics </li></ul><ul><ul><li>It’s free </li></ul></ul><ul><ul><li>Tracks goals a...
Buying Position with SEM <ul><li>Search Engine Marketing (SEM) </li></ul><ul><li>Pay-per-Click (PPC) model </li></ul><ul><...
When to Use SEM <ul><li>Buy position on a keyword or phrase </li></ul><ul><li>Drive traffic directly to a service offering...
Creating and Managing SEM <ul><li>Campaign </li></ul><ul><ul><li>Specific target  and purpose </li></ul></ul><ul><li>Ad Gr...
Measuring SEM <ul><li>Impressions </li></ul><ul><li>Clicks </li></ul><ul><ul><li>Click-through rate </li></ul></ul><ul><ul...
Measuring Your Results <ul><li>All SEO can be measured </li></ul><ul><ul><li>SEOChat.com (and others) </li></ul></ul><ul><...
Site Optimization <ul><li>Focus on conversions </li></ul><ul><ul><li>Views more than one page </li></ul></ul><ul><ul><li>R...
Tracking KPIs <ul><li>Key Performance Indicators (KPIs) </li></ul><ul><ul><li>Baseline – previous year  ± special events <...
Tracking KPIs KPI Jan Goal Jan Actual ±% Total Visits % Paid Visits Email List Opt-In Opt in % Email Unsubscribes Email Li...
Additional Benefits of SEO <ul><li>SEO makes the whole world-wide web better   </li></ul><ul><ul><li>People read like the ...
<ul><li>Brief “to do” list for the marketing team </li></ul><ul><li>Tools you can use to evaluate your site  site </li></u...
Make SEO Work for You <ul><li>Set goals </li></ul><ul><li>Audit site content  </li></ul><ul><ul><li>Consider an outsourced...
Technical Considerations <ul><li>Implement Joomla SEF component </li></ul><ul><li>Implement web analytics </li></ul><ul><l...
Free Tools to Use <ul><li>Wordtracker  </li></ul><ul><ul><li>Keyword suggestions and estimated daily search volume  </li><...
<ul><li>Ask your search questions… </li></ul>Q&A
Contact Information Metrist Partners 2525 N. Elston Ave. Suite D230 Chicago, Illinois 60647 847-926-8280 [email_address] h...
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Seo Presentation 200809

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SEO presentation by Avery Cohen of Metrist given at the Sepember JoomlaChicago User Group meeting.

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  • Transcript of "Seo Presentation 200809"

    1. 1. SEARCH ENGINE STRATEGIES: Put your web site to work! Presented by: Avery Cohen - Metrist Partners September 10, 2008
    2. 2. Overview <ul><li>Trend: Increasing interest in search strategies from consumer and B2B companies </li></ul><ul><li>Trend: Online marketing is expanding </li></ul><ul><ul><li>More integrated campaigns </li></ul></ul><ul><ul><li>Increased use of Web to find local service providers </li></ul></ul><ul><li>Internet and search strategies are a cost-effective way to expand reach </li></ul><ul><ul><li>Provides valuable buying stage information </li></ul></ul>
    3. 3. Definitions <ul><li>Website Optimization </li></ul><ul><ul><li>Creating a user-friendly Website with good, high-quality content to serve the visitor </li></ul></ul><ul><ul><li>Testing alternatives to achieve a desired objective with more of your site visitors </li></ul></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><ul><li>Improving the volume and quality of traffic to a site from search engines via “natural” search for targeted key words </li></ul></ul><ul><li>Search Engine Marketing (SEM) </li></ul><ul><ul><li>SEO techniques including paid placement and pay-per-click (PPC) programs, often called search engine advertising </li></ul></ul>
    4. 4. <ul><li>Search Engine Strategies </li></ul><ul><li>Presented by: Avery J. Cohen </li></ul>Put Your Website to Work!
    5. 5. Do I Need a Search Strategy? <ul><li>Direct Product Sales </li></ul><ul><li>Generate more leads </li></ul><ul><ul><li>Requests for information </li></ul></ul><ul><ul><li>Phone call or contact form </li></ul></ul><ul><ul><li>Email opt-in </li></ul></ul><ul><li>Set the stage for warmer sales calls </li></ul><ul><ul><li>Knowledgeable customers </li></ul></ul><ul><li>Support complex sales </li></ul><ul><ul><li>That have multiple touch points </li></ul></ul>
    6. 6. Elements of a Search Strategy <ul><li>Set Goals </li></ul><ul><li>Optimize the Site </li></ul><ul><ul><li>Optimize for “conversions” </li></ul></ul><ul><ul><li>Optimize for search </li></ul></ul><ul><li>“ Pull” Traffic </li></ul><ul><ul><li>Linking strategy & PR </li></ul></ul><ul><ul><li>Advertising, including paid search </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><li>Measure and Adapt </li></ul><ul><ul><li>Constantly changing environment </li></ul></ul>
    7. 7. Why SEO? <ul><li>SEO makes the whole world-wide web better </li></ul><ul><li>Following SEO best practices… </li></ul><ul><ul><li>Provides a better customer experience </li></ul></ul><ul><ul><li>Drives brand consistency </li></ul></ul><ul><ul><li>Makes you more connected </li></ul></ul><ul><ul><li>Brings in more customers </li></ul></ul>
    8. 8. Pursuing the “Holy Grail” <ul><li>Three questions to ask when considering Search Engine Optimization </li></ul>
    9. 9. Pursuing the “Holy Grail” <ul><ul><li>What are your goals? </li></ul></ul><ul><ul><li>What do you want to be known for? </li></ul></ul><ul><ul><li>What do your customers want? </li></ul></ul>
    10. 10. Google Knows People <ul><ul><li>Estimated at 40 billion searches per month </li></ul></ul><ul><ul><li>Primary income from pay-per-click advertising </li></ul></ul><ul><ul><li>Makes more money from advertising than the top 4 TV networks combined </li></ul></ul>
    11. 11. Google Knows What People Want <ul><li>People tell Google what they want. </li></ul>dog walkers
    12. 12. Google Knows What People Want <ul><li>When people click on an entry, they are telling Google what looks right. </li></ul>
    13. 13. Google Knows What People Want <ul><li>People link to good content. </li></ul>
    14. 14. How Do Sites Get on Google? <ul><li>The “Spider” or “Googlebot” </li></ul><ul><ul><li>Follows links on the Internet </li></ul></ul><ul><ul><li>Catalogs Keywords and Key Phrases </li></ul></ul><ul><ul><li>Calculates Relevance </li></ul></ul><ul><ul><li>You can talk to the spider </li></ul></ul><ul><ul><ul><li>Robots.txt & Sitemap.xml </li></ul></ul></ul><ul><ul><ul><li>Submit on webmaster.google.com </li></ul></ul></ul><ul><li>The Search Engine </li></ul><ul><ul><li>Presents relevant pages to searchers </li></ul></ul><ul><ul><li>Profiles items people select </li></ul></ul><ul><ul><li>Assigns and updates relevance: “Page Rank” </li></ul></ul>
    15. 15. Care and Feeding of the Google Spider <ul><li>High quality inbound links </li></ul><ul><ul><li>Relevant to keywords </li></ul></ul><ul><li>Internal linking </li></ul><ul><ul><li>Strong internal linking on keywords </li></ul></ul><ul><ul><li>High quality external links </li></ul></ul><ul><li>Keyword density </li></ul><ul><ul><li>Early and often </li></ul></ul><ul><ul><li>Between 5% and 8% </li></ul></ul><ul><li>Likes fresh content </li></ul>
    16. 16. Two Sides to SEO: Marketing & IT
    17. 17. Marketer’s Roadmap <ul><li>Keyword selection </li></ul><ul><li>Writing for SEO </li></ul><ul><li>Linking strategy </li></ul><ul><li>Fresh content strategy </li></ul>
    18. 18. Developer’s Roadmap <ul><li>Site structure </li></ul><ul><li>Page structure </li></ul><ul><li>Search Vendor Relationship </li></ul><ul><li>Analytics Infrastructure </li></ul>
    19. 19. Marketers: Keyword Selection <ul><li>Be specific </li></ul><ul><ul><li>“ dog walkers” -- “Chicago dog walkers” “Lincoln Park dog walkers” </li></ul></ul><ul><li>Be consistent </li></ul><ul><ul><li>Choose your jargon carefully </li></ul></ul><ul><li>Add pages for </li></ul><ul><ul><li>“ Long Tail” searches </li></ul></ul><ul><ul><li>Specific Products </li></ul></ul>
    20. 20. Keyword Selection: Be Specific
    21. 21. Keyword Selection: Be Specific
    22. 22. Marketers: Tools for Marketers <ul><li>Tools (examples): </li></ul><ul><ul><li>Finding Keywords: Wordtracker </li></ul></ul><ul><ul><li>Google AdWords Budgeting </li></ul></ul><ul><ul><li>Submit to Google Maps </li></ul></ul><ul><ul><li>Feedburner </li></ul></ul>
    23. 23. Marketers: Writing for SEO <ul><li>5 – 8% Keyword Density </li></ul><ul><ul><li>500 words of content per page </li></ul></ul><ul><li>Early and often </li></ul><ul><li>Use section headings </li></ul><ul><li>Avoid synonyms, euphemisms and implied usage </li></ul><ul><li>Use your other keywords to create linking opportunities </li></ul>
    24. 24. How Does Stuff Get on Google? <ul><li>The “Spider” or “Googlebot” </li></ul><ul><ul><li>Follows links on the Internet </li></ul></ul><ul><ul><li>Catalogs keywords and key phrases </li></ul></ul><ul><ul><li>Calculates relevance </li></ul></ul><ul><ul><li>You can talk to the spider </li></ul></ul><ul><ul><ul><li>Robots.txt & Sitemap.xml </li></ul></ul></ul><ul><ul><ul><li>Submit on webmaster.google.com </li></ul></ul></ul><ul><li>The Search Engine </li></ul><ul><ul><li>Profiles items people select </li></ul></ul><ul><ul><li>Assigns and updates relevance: “Page Rank” </li></ul></ul>
    25. 25. The Googlebot Finds Content for Google <ul><li>The “Googlebot” is a spider-like program </li></ul><ul><ul><li>Googlebot follows links on the world-wide web </li></ul></ul><ul><ul><li>Googlebot catalogs keywords and key phrases </li></ul></ul><ul><ul><li>Googlebot calculates keyword relevance </li></ul></ul><ul><ul><li>You can talk to the Googlebot </li></ul></ul><ul><ul><ul><li>Robots.txt & Sitemap.xml </li></ul></ul></ul><ul><ul><ul><li>Submit on webmaster.google.com </li></ul></ul></ul><ul><li>The Search Engine works with Googlebot data </li></ul><ul><ul><li>Profiles items people select </li></ul></ul><ul><ul><li>Assigns and updates relevance: “Page Rank” </li></ul></ul>
    26. 26. Marketers: Linking Strategy <ul><li>High quality inbound links </li></ul><ul><ul><li>Solicit links </li></ul></ul><ul><ul><ul><li>Who would want to link to you? </li></ul></ul></ul><ul><ul><ul><li>How will linking to you help their audience (your customers)? </li></ul></ul></ul><ul><ul><li>PR campaigns </li></ul></ul><ul><ul><li>Stunts: Link bait and stupid Internet tricks </li></ul></ul><ul><li>High quality outbound links </li></ul><ul><ul><li>Link to authoritative sources </li></ul></ul><ul><ul><li>Link to helpful sites </li></ul></ul>
    27. 27. Linking Strategy: White Hat vs. Gray Hat <ul><li>Google doesn’t like paid links </li></ul><ul><ul><li>Access to “link farms” </li></ul></ul><ul><ul><li>Link exchange networks </li></ul></ul><ul><li>Fighting Web spam </li></ul><ul><ul><li>Comments on blogs and forums </li></ul></ul><ul><ul><li>Blogs now use “no-follow” links </li></ul></ul>
    28. 28. Developers: Site Structure <ul><li>Clear text, keyword-based navigation </li></ul><ul><li>Human-readable URLs </li></ul><ul><ul><li>Dogs/Dogwalkers.html </li></ul></ul><ul><ul><li>Dogs/Dog-walkers.html </li></ul></ul><ul><li>Avoid duplicate content </li></ul><ul><li>Forward obsolete pages </li></ul>
    29. 29. Developers: Page Structure <ul><li>You get points for keywords in these elements </li></ul><ul><ul><li>Page titles </li></ul></ul><ul><ul><li>Headings </li></ul></ul><ul><ul><li>Meta tags </li></ul></ul><ul><ul><ul><li>Description </li></ul></ul></ul><ul><ul><ul><li>Keywords </li></ul></ul></ul><ul><ul><li>ALT tags for non-text content </li></ul></ul><ul><li>Use CSS and DIV, External JS files </li></ul><ul><ul><li>Text-to-code ratio </li></ul></ul><ul><ul><li>Keywords at top of page </li></ul></ul>
    30. 30. Search Engine Relations <ul><li>Google Webmaster Tools </li></ul><ul><li>Yahoo Site Submission </li></ul><ul><ul><li>Search.yahoo.com/info/submit.html </li></ul></ul><ul><li>Robots.txt </li></ul><ul><li>Sitemap.xml </li></ul>
    31. 31. Implement Web Analytics <ul><li>Google Analytics </li></ul><ul><ul><li>It’s free </li></ul></ul><ul><ul><li>Tracks goals and conversion rates </li></ul></ul><ul><ul><li>Segments groups of users </li></ul></ul><ul><ul><li>Poor visit and path analysis </li></ul></ul>
    32. 32. Buying Position with SEM <ul><li>Search Engine Marketing (SEM) </li></ul><ul><li>Pay-per-Click (PPC) model </li></ul><ul><li>Bid on keywords and key phrases </li></ul><ul><ul><li>Maximum per-click </li></ul></ul><ul><ul><li>Daily budget </li></ul></ul><ul><li>Direct Search and “Content Network” </li></ul><ul><li>Price & placement based on “Quality Score” </li></ul><ul><ul><li>Keyword density and SEO Compliance </li></ul></ul><ul><ul><li>Click-through history </li></ul></ul>
    33. 33. When to Use SEM <ul><li>Buy position on a keyword or phrase </li></ul><ul><li>Drive traffic directly to a service offering </li></ul><ul><li>Test new marketing messages </li></ul>
    34. 34. Creating and Managing SEM <ul><li>Campaign </li></ul><ul><ul><li>Specific target and purpose </li></ul></ul><ul><li>Ad Groups </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><ul><li>Broad, exact phrase, negative words </li></ul></ul></ul><ul><ul><li>Ads </li></ul></ul><ul><ul><ul><li>25-35-35 + url </li></ul></ul></ul><ul><ul><ul><li>Auto-adjusts for best variation </li></ul></ul></ul>
    35. 35. Measuring SEM <ul><li>Impressions </li></ul><ul><li>Clicks </li></ul><ul><ul><li>Click-through rate </li></ul></ul><ul><ul><li>Cost-per-click </li></ul></ul><ul><li>Bounce rate </li></ul><ul><li>Conversions </li></ul><ul><ul><li>Conversion rate </li></ul></ul><ul><ul><li>Cost-per-lead </li></ul></ul>
    36. 36. Measuring Your Results <ul><li>All SEO can be measured </li></ul><ul><ul><li>SEOChat.com (and others) </li></ul></ul><ul><li>SEO has a cumulative measurable result </li></ul><ul><li>Contributing to your goals </li></ul><ul><ul><li>Financial results </li></ul></ul><ul><ul><li>CRM or SalesForce.com </li></ul></ul><ul><ul><li>Google Analytics (and others) </li></ul></ul>
    37. 37. Site Optimization <ul><li>Focus on conversions </li></ul><ul><ul><li>Views more than one page </li></ul></ul><ul><ul><li>Reaches specific “value-add” content </li></ul></ul><ul><ul><li>Opts in for email </li></ul></ul><ul><ul><li>Fills out a “contact” form </li></ul></ul><ul><ul><li>Makes a phone call </li></ul></ul><ul><ul><li>Makes a purchase </li></ul></ul><ul><li>Segment and test </li></ul>
    38. 38. Tracking KPIs <ul><li>Key Performance Indicators (KPIs) </li></ul><ul><ul><li>Baseline – previous year ± special events </li></ul></ul><ul><ul><li>Set goals </li></ul></ul><ul><ul><li>Track results </li></ul></ul><ul><ul><li>Evaluate based on goals and trends </li></ul></ul><ul><ul><li>Take action! </li></ul></ul>
    39. 39. Tracking KPIs KPI Jan Goal Jan Actual ±% Total Visits % Paid Visits Email List Opt-In Opt in % Email Unsubscribes Email List Size Whitepaper Downloads Download % Visits Contact Us form start Contact Us complete %
    40. 40. Additional Benefits of SEO <ul><li>SEO makes the whole world-wide web better </li></ul><ul><ul><li>People read like the spider program </li></ul></ul><ul><ul><li>People navigate through content links as much as through navigation options </li></ul></ul><ul><ul><li>Your message will be more clear </li></ul></ul><ul><ul><li>Measurement techniques lead from Search Optimization to Outcomes Optimization </li></ul></ul><ul><li>Better “conversion rate” from visits to customers </li></ul>
    41. 41. <ul><li>Brief “to do” list for the marketing team </li></ul><ul><li>Tools you can use to evaluate your site site </li></ul>Getting Started
    42. 42. Make SEO Work for You <ul><li>Set goals </li></ul><ul><li>Audit site content </li></ul><ul><ul><li>Consider an outsourced evaluation </li></ul></ul><ul><li>Pay attention to keyword use </li></ul><ul><ul><li>Searchable, specific </li></ul></ul><ul><li>External links </li></ul><ul><ul><li>Get influential sites to link back to you </li></ul></ul><ul><ul><ul><li>Alliances, sponsorships, news, blogs </li></ul></ul></ul><ul><li>Internal links </li></ul><ul><ul><li>Improve the viewing experience and point search engines toward the most important pages </li></ul></ul><ul><li>Apply intelligence from site statistics </li></ul><ul><li>Review technology </li></ul>
    43. 43. Technical Considerations <ul><li>Implement Joomla SEF component </li></ul><ul><li>Implement web analytics </li></ul><ul><li>Register site with Search Engines </li></ul><ul><li>Evaluate </li></ul><ul><ul><li>Page structure </li></ul></ul><ul><ul><li>keyword usage on the site </li></ul></ul><ul><ul><li>Internal content linking </li></ul></ul>
    44. 44. Free Tools to Use <ul><li>Wordtracker </li></ul><ul><ul><li>Keyword suggestions and estimated daily search volume </li></ul></ul><ul><ul><li>http:// freekeywords.wordtracker.com / </li></ul></ul><ul><li>Google </li></ul><ul><ul><li>Tools for smaller businesses and free map listings </li></ul></ul><ul><ul><li>http:// www.google.com /services/ </li></ul></ul><ul><li>Google Trends </li></ul><ul><ul><li>Historic search volume on Google to help you decide on keywords </li></ul></ul><ul><ul><li>http:// www.google.com /trends </li></ul></ul><ul><li>Rank Checker </li></ul><ul><ul><li>Reports rankings on key words </li></ul></ul><ul><ul><li>http:// tools.seobook.com/firefox/rank -checker </li></ul></ul><ul><li>SeoQuake </li></ul><ul><ul><li>Reports on a variety of search factor, good for checking the competition </li></ul></ul><ul><ul><li>http://seoquake.com </li></ul></ul><ul><li>SEO Chat </li></ul><ul><ul><li>Wide variety of tools for Search Optimization </li></ul></ul><ul><ul><li>http://www.seochat.com/tools </li></ul></ul>
    45. 45. <ul><li>Ask your search questions… </li></ul>Q&A
    46. 46. Contact Information Metrist Partners 2525 N. Elston Ave. Suite D230 Chicago, Illinois 60647 847-926-8280 [email_address] http://www.metristpartners.com
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