SEO: Promoting Your Business in Search Engines

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    SEO: Promoting Your Business in Search Engines - Presentation Transcript

    1. Search Engine Marketing
        Promoting your business in search engines
    2. Search Engine Marketing
        Quick Facts:
      • More than 90% of the U.S. population online uses search engines
      • There are 400 million searches every day in the U.S. (comScore)
      • 74% of people use search engines to find local business information
        • 65% use the Yellow Pages (Nielsen)
    3. Search Engine Marketing
        Google Eye Tracking (Enquiro):
    4. Search Engine Marketing
        So how do you get to the top?
    5. Search Engine Marketing
        Magic!
    6. Search Engine Marketing
        OK, not really.
    7. Search Engine Marketing
        Two ways:
      1) Organic rankings 2) Pay-per-click advertising
    8. Search Engine Marketing
        What the search engine results look like:
    9. Search Engine Marketing: Organic
        “ Organic” search results are displayed on the left-hand side of search engine results
      • Not marked “sponsored”
      • Determined by ranking algorithms
        • “ algorithms” is a fancy word for math formulas that sort search results by relevance or value
    10. Search Engine Marketing: Organic
        So how do you satisfy the algorithms?
    11. Search Engine Marketing: Organic
        Give the search engines cookies?
    12. Search Engine Marketing: Organic
        If only it were that simple...
    13. Search Engine Marketing: Organic
        While algorithms are incredibly complex (more than 200 variables), everything boils down to three main components.
    14. Search Engine Marketing: Organic
        The 3 SEO Components
    15. Search Engine Marketing: Organic
        How friendly is your site to search engine crawlers?
      Me Googlebot. Me smart.
    16. Search Engine Marketing: Organic
        Googlebot (and other search engine crawlers) can only see pure HTML
    17. Search Engine Marketing: Organic
        HTML: HyperText Markup Language
    18. Search Engine Marketing: Organic
        HTML: HyperText Markup Language
      • Basic language of the web
        • Every website you view contains HTML
        • HTML was designed to give web browsers clues as to how to display web pages
    19. Search Engine Marketing: Organic
        What does HTML look like? Here's a snippet: <h1>UGLY BAT BOY MEETS NAMESAKE</h1> <p>An odd-looking cat called “Ugly Bat Boy” was revealed to the world last week. But is he related to Bat Boy in more than just name?</p> from WeeklyWorldNews.com
    20. Search Engine Marketing: Organic
        What can't Googlebot see?
      • JavaScript
      • Flash
      • Text in images
      • Pages with Session Ids
        • Codes used often for eCommerce websites
      Me not see your Flash page.
    21. Search Engine Marketing: Organic
        When your pages are crawler-friendly, Google indexes all of your content
      Page A Page B Page C Page D Me like clean pages
    22. Search Engine Marketing: Organic
        How can you tell if your site is crawler friendly?
      • Ask an SEO professional to review your site
      • Google “site:yourdomain.com” and see how many of your pages are indexed
      • Go to Website.Grader.com
        • This is a very broad analysis, take it with a grain of salt
    23. Search Engine Marketing: Organic
        Any questions on the Technical issues?
    24. Search Engine Marketing: Organic
        The Content component is all about the words on your pages
      mmm...words
    25. Search Engine Marketing: Organic
        By reading the words on your page, Google determines what your page is relevant to
      Ugly Batboy Lots of copy about Batboy and the Ugly Batboy cat.
    26. Search Engine Marketing: Organic
        When there is a choice, Google picks the most relevant page
      Batboy Batman Bat This one
    27. Search Engine Marketing: Organic
        The best way to improve your ranking for a keyword: include the keyword on your page
    28. Search Engine Marketing: Organic
        Where should you include it?
      • Title tag
      • Page heading
      • Body copy
      • Links pointing to the page
    29. Search Engine Marketing: Organic
        But you don't want to overdo it. Stuffing keywords into your pages creates two problems...
    30. Search Engine Marketing: Organic
        1) Search engines may view your page as SPAM and penalize you
    31. Search Engine Marketing: Organic
        2) Users don't like it
    32. Search Engine Marketing: Organic
        How can you add relevant content to your site?
      • Publish Articles
      • Start a Blog
        • If you have time to post regularly
      • Publish case studies / testimonials
      • Go into more detail describing your services
        • But keep the important stuff uncluttered
    33. Search Engine Marketing: Organic
        Any questions on Content?
    34. Search Engine Marketing: Organic
        The Trust component is about letting search engines know you're a valuable, trustworthy website
      Me been hurt in past relationships
    35. Search Engine Marketing: Organic
        Trust factors include:
      • Website age
      • Length of domain registration
      • Who you link out to
      • Who links to you
    36. Search Engine Marketing: Organic
        Website Age: is your site brand new or old as the hills?
      v
    37. Search Engine Marketing: Organic
        Length of domain registration: are you sticking around or just passing through?
    38. Search Engine Marketing: Organic
        Who do you link to? Are they SPAMMY?
      Would you vouch for this guy?
    39. Search Engine Marketing: Organic
        Who links to you? Are they valuable and trustworthy?
      v Would this guy vouch for you?
    40. Search Engine Marketing: Organic
        How many pages link to you?
      Your Site Site D Site B Site C Site A
    41. Search Engine Marketing: Organic
        How do you improve the Trust factors? Make your website older? Not unless you have one of these:
    42. Search Engine Marketing: Organic
        How do you improve the Trust factors? Register your domain name for the maximum (5 years) – lets the search engines know you plan on sticking around
    43. Search Engine Marketing: Organic
        How do you improve the Trust factors? Stop linking to SPAMMY websites If you were involved in a reciprocal linking scheme there's a good chance you're linking to “bad neighborhoods”
    44. Search Engine Marketing: Organic
        How do you improve the Trust factors? Build inbound links!
      • Chambers of Commerce
      • Business/Strategic Partners
      • Web Directories
        • Yahoo!, BOTW.org, Business.com, etc
    45. Search Engine Marketing: Organic
        How do you improve the Trust factors? How else can you build inbound links? There's usually a trade involved.
      • Content for links
      • Money for links
    46. Search Engine Marketing: Organic
        How do you improve the Trust factors? Content for links:
      • Article Marketing – write an article and syndicate it online for publication (with links pointing back to your website)
      • Guest posting / writing – write a blog post or article and ask someone to publish at their site (with links pointing back to your website)
    47. Search Engine Marketing: Organic
        How do you improve the Trust factors? Money for links: Should you directly purchase links?
      v
    48. Search Engine Marketing: Organic
        How do you improve the Trust factors? Money for links: Google doesn't like it – and if they catch you buying/selling links, they'll penalize your site On the other hand, it works Need to do it “under the radar”
    49. Search Engine Marketing: Organic
        How do you improve the Trust factors? Money for links: Some ways to buy links without “buying” them:
      • Sponsor an event or charity – they'll usually be more than happy to link to you
      • Pay to have a neat web application developed – and give it away (with links pointing back to you)
    50. Search Engine Marketing: Organic
        Content influences Trust Great content (well-presented) makes building links easier
      • Makes it easier to ask for links
      • Increases the likelihood that other webmasters/bloggers will link to you on their own
    51. Search Engine Marketing: Organic
        Any questions on Trust?
    52. Search Engine Marketing: Organic
        One last tip: GetListed.org If your business is local (and aren't they all?):
      • Go to GetListed.org
      • Enter your business name and zip code
      • Click “Check My Listings”
    53. Search Engine Marketing: Organic
        One last tip: GetListed.org This tool will walk you through securing your local search listings –
      • It's free!
      • It can instantly improve your search engine traffic
    54. Search Engine Marketing: Organic
        What Local results look like:
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