GET CRAWLED BY GOOGLE • Use Google Webmaster Tools • Mind your meta tags • Minimize the use of Flash
GET CRAWLED BY GOOGLE Use Google Webmaster Tools hUp://www.google.com/webmasters • Google will give you several methods to verify that you own this website • Use www.xml-‐sitemaps.com to create a sitemap document to submit to Google • Submit your sitemap via the Webmaster Tools Dashboard • Go do something fun… it may take several days for Google to crawl your site • Return later to check out how Google sees your site • “Crawl Errors” will indicate any pages Google could not access • “Search Queries” tell you which search terms are bringing people to your site • “Keywords” will tell you what Google thinks your site is about • “Links to your site” will tell you exactly that… who’s linking to you
GET CRAWLED BY GOOGLE Mind Your META Tags In most cases, Google uses your meta tags something like this: So, make sure your <TITLE> tag makes a good “headline” for your page. Give each page a unique <TITLE> e.g., each product page includes the product name. Use your <DESCRIPTION> tag to reinforce why someone should click thru to your page.
GET CRAWLED BY GOOGLE Minimize Use of Flash Remember our friends at Suju’s Coﬀee? Don’t let this happen to you!
BLOODY GOOD CONTENT • Keywords (what you’re about) • Press releases • Photos and video • Case studies, tutorials • Lists, reviews, raKngs
Bloody good CONTENT Keywords hUps://adwords.google.com/select/KeywordToolExternal • Keywords are the handful of words and phrases you want to strongly associate with your brand, products, website, and social presence online. • Think about a few “anchor” words that describe what you do/make/sell • e.g., soap, socks, photography, art prints, cards, catering • Add modiﬁers to make it speciﬁc to you and your customers • Geographic: “Bay Area pet photography”, • Product oriented: “handmade angora kneesocks” • Customer oriented: “online storefronts for arKsans” • 3-‐4 word phrases work best as they get preUy speciﬁc about who this site is for • Use the Google Keyword Tool to see variaKons and monthly search volume
Bloody good CONTENT Press Releases hUp://www.bestonlineadverKsingstuﬀ.com/2009/11/best-‐free-‐and-‐ aﬀordable-‐press-‐release-‐services/ • Don’t worry -‐ it’s not the Daily Press Brieﬁng at the White House • Anything happening in your business that supports your “story” is newsworthy! • You hired a new person, or signed a new client • Your business will be represented at an event (sponsor, speaker, etc.) • You’ve conducted a survey and want to share the results • Use your keyword phrases liberally, but naturally, in each press release • Create a “News” secKon for your website and post your press releases • Don’t forget to push out your news via Facebook, TwiUer, and Email • Press releases can be duplicated across the web without any penalty from Google • Press release services can help you distribute your news to relevant media outlets
Bloody good CONTENT Photos & Video • Use the ALT tag to associate keywords with images • Create a text transcript for your videos; include your website URL, too • News is given preferenKal treatment in search results (remember press releases!)
Bloody good CONTENT Lists, How Tos, Reviews…. • Over 300 MILLION Google searches each month include the phrase “how to” • Over 124 MILLION Google searches each month include the word “review” • Experiment with the format that makes the most sense for your site • Lists of tools, products, vendors you recommend • Reviews or wrap ups describing an event you aUended • Video tutorials that show people how you create your product • See what categories people are searching for using Google’s Keyword Tool hUps://adwords.google.com/select/KeywordToolExternal
LINKS!• Quality over quanKty • Marketplaces & directories • Social media links
LINKS! Quality over QuanKty • Google uses a system called “Page Rank” as shorthand for a site’s authority • The higher the Page Rank, the more Google trusts this site and the sites it links to • You want links from sites that have high Page Rank • Use Page Rank Checker to see the current page rank for any site hUp://www.prchecker.info/check_page_rank.php • How do you get sites to link to you? • Give to get – put a link on your site to theirs • Comment on their blog/arKcles • Follow and engage them on Facebook, TwiUer, LinkedIn, etc. • Ask them (nicely)
LINKS! Marketplaces & Directories • Marketplaces and directories can do some of the “heavy liqing” SEO work for you • Marketplaces and directories opKmize their overall site to aUract people interested in the products their members sell • Many marketplaces oﬀer promoKonal tools to help you get more visibility • Marketplaces succeed when their members succeed – talk to other sellers to ﬁnd out what is working for them, and where else you might want to list
LINKS! Social Media Links • The big search engines are working hard to ﬁgure out how to best interpret links and menKons from social media sites. • These links can be very important when someone is searching for YOU • Use your social media proﬁles to drive people back to your store/website
Climb to the top• Clean up your website (meta tags, no ﬂash, etc.) • No subsKtute for relevant content • Get lots of quality sites linking to you • SEO is a process, not an event; change takes Kme • Lots of resources to help
TOOLS AND LINKSGoogle Webmaster Tools hUp://www.google.com/webmasters Free XML Sitemap Generator hUp://www.xml-‐sitemaps.com VIDEO: How Google Uses Meta Tags in Search Results hUp://www.google.com/support/webmasters/bin/answer.py?answer=35624#1 Why Flash & SEO Don’t Mix hUp://www.seomoz.org/blog/ﬂash-‐and-‐seo-‐compelling-‐reasons-‐why-‐search-‐engines-‐ﬂash-‐sKll-‐dont-‐mix Google Keyword Tool hUps://adwords.google.com/select/KeywordToolExternal Best Free & Aﬀordable Press Release Services hUp://www.bestonlineadverKsingstuﬀ.com/2009/11/best-‐free-‐and-‐aﬀordable-‐press-‐release-‐services/ Page Rank Checker hUp://www.prchecker.info/check_page_rank.php More resources for online markeKng, adverKsing, and social media hUp://markeKng.leadtail.com/resources/
Leadtail helps marketers, adverKsers, and business owners navigate the cluUered, confusing world of online markeKng. We’d love to talk about how we can help you, too! Karri Carlson email@example.com @heykarri, @Leadtail Marke/ng.Leadtail.com www.facebook.com/Leadtail