Webinar - Powerful Strategies for #1 Google Rankings


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Michael Fleischner presented expert SEO content as part of the LogMyCalls Thursday Marketing Webinar series

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Webinar - Powerful Strategies for #1 Google Rankings

  1. 1. Powerful SEO Strategies for #1Google RankingsMichael Fleischner, Founder, MarketingScoop.com
  2. 2. The Use of Search Engineshttp://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx
  3. 3. Growth of Google Queries Currently, there are more than 3 billion searches/day on Googlehttp://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
  4. 4. Value of Search Engine Traffic
  5. 5. Yes, You Can Compete with the Big Guys
  6. 6. Good SEO is Easier than It Looks
  7. 7. You Have to Get These Right
  8. 8. Before You Get These Right
  9. 9. Keyword Research
  10. 10. A Simple Process for Choosing Good Keywords High Volume (many searches/month) Low Competition Ideal Keywords! (weak sites/pages in the top 10) High Value (large % of visitors convert)
  11. 11. AdWords: The Best Choice (Most of the Time) The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal
  12. 12. Use Exact Match! Be Careful About Phrase + Broad Note the much higher numbers!
  13. 13. Analyzing the Top 10 to Determine Difficulty Strong, popularsites w/ targeted titles + content
  14. 14. Analyzing the Top 10 to Determine Difficulty Weaker, lesser known sites andnon-targeted titles
  15. 15. Keyword Difficulty ToolI use SEOmoz tool to drill down on difficulty: http://pro.seomoz.org/tools/keyword-difficulty/
  16. 16. Value of Visits? Use Analytics DataGood proxies for the value of traffic from these sources Via Google Analytics (http://www.google.com/analytics) which is free!
  17. 17. A Simple Process for Choosing Good Keywords High Volume Google AdWords (many searches/month) Low Competition (weak sites/pages in the top 10) Gut Feel (or KW Difficulty Tool) High Value Gut Feel (or Analytics Data) (large % of visitors convert)
  18. 18. Link Building
  19. 19. Why Links Matter to Search EnginesWhat You Say What Others SayAbout Yourself. < About You.
  20. 20. What Matters in a Link? Editorially given From a trusted source Uses descriptive anchor text Points to the right pageBest primer I’ve found on link dynamics:http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
  21. 21. What Matters in a Link? Rel=“Nofollow” URL (a tag that indicates search (the link target) engines shouldn’t trust/count this link) <p><a href=“http://www.marketingscoop.com” rel=“nofollow”> Marketing Resources Website </a> is a great resource for those seeking to learn more about online marketing and search engine optimization.</p> Surrounding Text Anchor text (may provide context on(tells the engine what this link is about) the link’s relevance)
  22. 22. Manual Link BuildingTactics like discovering the links of competitors, getting listed in directories, resource lists, submitting content,building profiles, etc. are all in the “manual link building” category (above via http://opensiteexplorer.org andhttp://www.majesticseo.com
  23. 23. Link Building through Outreach, Networking
  24. 24. “Natural” Link Building Many of these blogs will use the badge and link to the list, because it makes them look good!The AdAge 150 is a brilliant example of link building through the creation and sharing of aresource.
  25. 25. Link Building Post Penguin4 main anchor types of an inbound link profile - anchor text distribution ratio:•Naked URLs -Examples include: searchenginejournal.com, http://www.searchenginejournal.com, www.searchenginejournal.com, and http://searchenginejournal.com.•Brand Anchors consist of some variation of the brand name of the destination website: -Examples include Search Engine Journal, SearchEngineJournal, Search engine journal, and SEJ.•Brand-keyword hybrid anchors consist of some variation of the brand name of thedestination website mixed with a relevant exact-match or LSI keyword. E -Examples include: SEO blog Search Engine Journal, Search Blog Search Engine Journal, and Search Engine Journal, a search blog.•Universal/junk anchors consist of words that can apply to any destination website, or areuniversal in nature, such as “click here,” “visit this website,” and “here.”
  26. 26. Link Building & Social Sharing Resources There are literally infinite numbers of ways to build links – creativity is your only limitation!
  27. 27. Social Media & SEO
  28. 28. Indirect Impacts of Social on SEO All these shares lead to visits, which may lead to links, comments and positive user/usage signals This handy tool can be found at http://sharedcount.com
  29. 29. Twitter & Google
  30. 30. Result #42
  31. 31. Result #13
  32. 32. FacebookCorrelation of Social Media-Based Factors (data via Topsy API & Google Buzz API) Amazing: Facebook Shares is our single highest correlated metric with higher Google rankings.But correlation is not causation!
  33. 33. Google+
  34. 34. Google+ Anyone logged-in to any Google service will see results like these. Time to get on G+!http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554
  35. 35. LinkedIn
  36. 36. Other Networks to Consider14mm Millions 14mm 6.5mm2.5mm 500mm 1.5mm 10mm There are many social networks potentially worthy of participation
  37. 37. A Few Specific SEO Questions
  38. 38. What Was Panda? Do I Need to Worry About It? Where’s the beef? -low ration of original content above the fold Pages that exist simply to link to other pages…
  39. 39. Redundant content Too many adsAffiliate links and auto generated content
  40. 40. Can Links from Low Quality Sites Hurt Me?
  41. 41. What About Local SEO?•Just over a year-and-a-half ago, Google introducedBlended Place Search, merging its traditional organicalgorithm with its index of Local businesses from GooglePlaces.•We saw the number of "pure" Local results (thoseshowing traditional "7-pack" formats) go from aconsistent majority to a consistent minority.
  42. 42. What About Local SEO? NormalAlgorithm MapsAlgorithm http://www.davidmihm.com/local-search-ranking-factors.shtml
  43. 43. How Do I Get These Cool Results!?That’s my face! Rel author tag… http://www.vervesearch.com/blog/seo/how-to-implement-the-relauthor-tag- a-step-by-step-guide/
  44. 44. What About Those Awesome Video Results?! These are great fordriving clicks http://wistia.com/doc/video-seo
  45. 45. Tools to Help with Optimization http://www.google.com/webmasters/
  46. 46. Thank You! Want to get in touch?@mfleischner on Twitter or by email – mfleischner@marketingscoop.com RESOURCES: Scoop Marketing Forum, The Marketing Blog
  47. 47. Track Your SEOSpecial Offer – 30 Day FREE Trial LogMyCalls.com/30-day-trial (866) 811-8880
  48. 48. Next Webinar Thursday, Sept. 27 – 2 PM EDT Title: Why Your Agency Needs to Walk The Social Media Talk • Agencies and marketers are selling social but their own efforts are embarrassing • Good and bad examples • How to leverage social media for lead gen • How to impact SEO with social media • What tactics and tools to use • Sign up LogMyCalls/webinar Drew McLellan, Top Dog, McLellan Marketing Group Drew has worked in advertising for 25+ years and started his own agency in 1995 after a five-year stint at Y&R. He agency’s blog, Drew’s Marketing Minute, was launched in 2006 and has been on the AdAge Top 150 from the list’s inception. Drew has been quoted in Entrepreneur Magazine, New York Times, CNN, BusinessWeek, and many others. The Wall Street Journal calls him “one of 10 bloggers every entrepreneur should read.”