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4/20/2011 www.marqui.com Webinar: How to Build a Long Term SEO Strategy April 21, 2011
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Agenda What is SEO? The World of Search Engines Long-term vs. Short-term SEO Setting up a Long-term SEO Program On-page SEO On-site SEO Off-site SEO Measuring Success Future Trends
What is SEO? SEO = Search Engine Optimization Getting “free” traffic through organic search results Making your site easy to index by search engines 4/20/2011 www.marqui.com 4
The Search Engine World Google has been the market leader for the past 10 years Bing & Yahoo! now represent nearly 30% of market Google is still as important as ever, Bing is gaining on them, Facebook may aggressively enter the market soon
More People Notice Organic Search Results The importance of search engine ranking positions Organic results are noticed more Higher return on investment from SEO but.. Lower predictability of results Source: User Centric, “Eye Tracking Study”, Jan 27, 2011 via eMarketer.com
Long-term vs. Short-term SEO What is “Long Term” SEO? What is “Short Term” SEO? 4/20/2011 www.marqui.com 7
Setting up a Long-term SEO Program 4/20/2011 www.marqui.com 8 Get a Strategy Staff Resources Get the Tools
Step 1: Strategy Get a Strategy Content (Get this book!) Incoming, outgoing links Keyword niche Which search engines to target? Blogging Social media FAQs Content pages Preferred content 4/20/2011 www.marqui.com 9
Step 2: Staff Resources Coach your in-house staff to build on your website’s SEO Commit staff resources to write content, blog, or create new pages Knows your business Knows your industry and competitors Can communicate brand values Able to write link-worthy content! Some understanding of the web External Resources Freelance copywriters ScribeSEO (I’ll provide the URL at the end of the webinar) 4/20/2011 www.marqui.com 10
Step 3: Get the Tools Content management system Google & Bing Webmaster Tools WebCEO SEOmoz.org Open Site Explorer CopyScape Google Analytics or Adobe/OmnitureSiteCatalyst
On-site SEO Navigation structure URL structure Outgoing links XML sitemap HTML sitemap
On-site SEO Image tagging FAQs Robots.txt Redirection methods Internal links or crosslinking
Off-site SEO Directory submission (Yahoo!, DMOZ, Yellow Pages) Google and Bing Webmaster Tools Watch out for plagiarism Lots of original, fresh, interesting content
Off-site SEO Paid search support for SEO URL purchasing Web hosting, page speed Geolocation of hosting Press releases
Get More Incoming Links Encourage sharing and syndication through RSS and social media, social bookmarking Use Webmaster Tools to see who links to you Clean up your incoming links, add title attributes <a href=“http://www.marqui.com” title=“ Search Engine Optimization”>Search Engine Optimization</a> Contact site owners to set up reciprocal links Use online tools like PRWeb.com to distribute press releases Don’t buy incoming links.
Measuring Success Analytics system URL shortening services Benchmarking reports SEOMoz’s Open Site Explorer
Future Trends in SEO Google “Panda” Algorithm change Is duplicate content being punished? Curated/social search Bing
Summary No credible company with long-term business goals should consider short term SEO gains with black hat tactics, the risks are too high. Like everything on the web, content is king Contributing staff resources to ongoing SEO program is essential Don’t forget Bing!
Q + A Dan Biggs, Web Marketing Consultant firstname.lastname@example.org Feedback? Questions? Connect directly or DM us on Twitter at http://www.twitter.com/Marqui_CMS
Links Marqui Content Management http://www.marqui.com Scribe SEO http://scribeseo.com WebCEOhttp://www.webceo.com Book: Erin Kissane - The Elements of Content Strategy http://www.abookapart.com/products/the-elements-of-content-strategy Google Webmaster Tools http://www.google.com/webmasters/tools SEOMoz.org tools http://www.seomoz.org/tools Google Analytics http://www.google.com/analytics Bing Webmaster Tools http://www.bing.com/toolbox/webmasters CopyscapePlagiarism Detector http://www.copyscape.com Churnalismhttp://churnalism.com