Seo Presentation 200809
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SEO presentation by Avery Cohen of Metrist given at the Sepember JoomlaChicago User Group meeting.

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

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Seo Presentation 200809 Seo Presentation 200809 Presentation Transcript

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