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SEO 2.0: Advanced SEO Tips and Techniques
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SEO 2.0: Advanced SEO Tips and Techniques

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Now that you’ve completed keyword research and optimized webpage elements such as title tags, meta info and urls, how are you ensuring that your search engine optimization strategy is still working ...

Now that you’ve completed keyword research and optimized webpage elements such as title tags, meta info and urls, how are you ensuring that your search engine optimization strategy is still working for you? Chances are, if you’ve implemented these web changes and haven’t looked back, it probably isn’t.

Watch our webinar and gain insight into new and inventive ways to continuously improve your search engine visibility, putting you a step ahead of the competition both in your search engine traffic and in the marketplace.

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SEO 2.0: Advanced SEO Tips and Techniques SEO 2.0: Advanced SEO Tips and Techniques Presentation Transcript

  • COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
    SEO 2.0
  • Who is Nowspeed?
  • COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
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    Who am I?
    I manage the day to day search marketing activities for many of Nowspeed’s clients.
    I have been helping both B2B and B2C businesses market themselves on the internet since 2000, both internally and on the agency side.
    Tom McGovern Sr. Search Marketing Project Manager
  • Questions and Comments?
    Please Email Your Questions to:
    amuniz@nowspeed.com
    Tweet Hashtag: #SEO2.0
    COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
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  • SEO 2.0 Agenda
    Ensure initial SEO recommendations are implemented
    Content Creation
    The Quest for Backlinks
    The Power of Anchor Text
    Internal Links
    Local Search
    Rich Snippets
    Social Media
    Optimizing Multimedia (Images and Video)
    Site Performance
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  • The importance of SEO
    “While some domains have made significant strides in their organic rankings, others have been stagnant and complacent at the top and they are now no longer maintaining those positive organic rankings. These falling stars have been forced to divert additional ad budget into PPC advertising to make up for the loss in organic listings. This emphasizes that an on-going SEO campaign is needed to not only get to the top, but to stay there.”
    SEO Study Highlights Fortune 500 Failures –Chris Stiner SMS 3/3/2010
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  • SEO Life Cycle
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  • Audit Initial SEO Components
    Ensure all the initial SEO recommendations have been complete
    Does your site have the wanted keywords found within the Page Titles?
    Has your content changes included the keywords and related keyword variations more commonly typed by search engine users?
    Are HTML element changes complete?
    H1, H2, & H3 tags, Image titles, ordered lists, bold or emphasized content
    Do your pages all contain page-level meta descriptions that are unique and relevant to the page’s content?
    Did you decide to update your meta keywords?
    Google does not account for the meta keywords tag to rank sites, though other search engines may take this into account.
    Have you submitted a sitemap to the Search Engines to help ensure it knows of all your website’s content?
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  • SEO Audit Chart
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  • Content Creation
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    • Content Creation is still an essential piece to SEO
    • Fresh content increases the chances of search engine bots “spidering” more frequently
    • Build verticles of related content
    • Increases your sites visibility on variations of your “main phrase”
    • Explore keyword research tools for variations
    • Analytics - organic keywords
    • Avoid “cannibalizing” your main phrase and just adding it to pages – ranking confusion
  • The Quest for Backlinks
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    • Initial link building strategy probably involved submitting your website to human edited directories.
    • Balance and Variation
    • Partner sites, Vendors, Affiliations
    • Link from your company’s blog (off domain)
    • PR as a tool to help build backlinks
    • Learn from your competitors -mine your competitors inbound links and create an outreach strategy
    • Look for links that provide trust, authority and is on-topic
    • ID important pages for your competitors and who is linking to them
    • Commenting on relevant blogs, and social media channels to begin relationship building
  • The Power of Anchor Text
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    • Anchor Text provides clues to the search engines as to what content lies on the other side of the click
    • Example is for Adobe Reader and “Click Here” #1 in Google
    • Thousands of sites used “click here” to share a link for visitors to download Adobe to read PDFs contained within their website
    • Use anchor text wisely when requesting links
  • Internal Links
    Internal Links help search engines identify important content within your website
    Increased pageviews to other pages within a website
    Serves as a navigational aid to visitors
    Increased benefit to SEO as links are typically keyword seeded
    Types of Internal Links
    Internal Content Links
    Breadcrumbs
    Related Content
    Footer Links
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  • GWT Internal Links Report
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  • Internal Content Links
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    • Internal links can further provide clues to the search engines
    • Allows a website owner to control and vary the anchor text
    • Increase the internal links to the most important pages within a website
  • Bread Crumbs
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    • Enhances the way visitors find their way around
    • Reduces actions needed to return to higher-level pages
    • Visual indicators within website hierarchy
    • Help Reduce Bounce Rates
    • Keyword Optimized
    • *Last step in breadcrumb should be un-linked
    • Google adding breadcrumbs in SERP listings
  • Related Content
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    • Related Content can help increase the internal links pointing to pages within your website
    • Effective at increasing visitor engagement, as related content on the subject matter which maybe more relevant or of interest to your visitor.
  • Footer Links
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    • Serve as a navigational aid to visitors
    • Keywords can be used within the footer links to help reinforce to the search engines the content found on a page
  • Local Search Optimization
    Online users typically use a variety of sources to locate, research and select a local business.
    Search Engines, Yellow Pages, Local Search Engines, Newspaper Websites, Classifieds, and Review Sites.
    Business listing information aggregation (InfoUSA, Acxiom, Amacai) provide information to other sources
    Ensure business information is current and updated
    Local Search (Google Local, Yahoo! Local, Bing Local)
    Verification of ownership required to update and validate listing
    Online Social Networking, User Review, and Local Search (Yelp, Urbanspoon, Angieslist ….)
    Mobile Search and Smart Phones
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  • Local Search Listings
    Local Search results tend to dominate the SERPs as local business appear in the upper fold and above the organic listings
    Results delivered are based on proximity to City, State and Zip code based searches
    Listings incorporate business information - phone, website
    Review information is aggregated from other sources and linked
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  • Aggregated Content & Information
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    • Drill down into more specific information
    • Address
    • Directions
    • Reviews
    • More about this place
    • User content
    • Monitor and respond to reviews and user generated content to help manage reputation
  • Optimize Website Locations for Search
    Including basic SEO factors (Title, Meta, H1, Content, Alt tags, Links) can help influence rank for Local Search
    SEO components should include location
    Title Tag Example: Strategic Consulting | Financial Planning Boston, MA
    Include surrounding areas served within Content or Page Footer
    Separate locations should have their own page with differentiating content and optimized for location targeted keywords including local landmarks
    Encourage reviews
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  • The Changing SERPs
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    • Universal search began integrating Images, Video and News in 2007
    • Drive search engine traffic through channels other your website
    • As part of a strategy produce content related to your industry and keywords
    • Get noticed by other influencers in the space who in turn may create their own related content and reference you
  • Rich Snippets
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    • Review information is marked up in the body of a web page and can be made available in search results pages. (using microformats, microdata)
    • Types of data available for inclusion in the Rich snippet: reviews, people, businesses or organizations, and events
    • Easier it is for users to decide whether that page is relevant to their search
  • Tweets, Exposure and Traffic
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    • Social Media Content like blogs and tweets are now being indexed in practically real-time
    • Cross Promotion via Social Media
    • Opportunity to immediately post events and topics
    • Capture traffic from the search engines
    • Potential to appeal to new followers
    • Include keywords in tweets
  • Image optimization
    Optimizing images is a strategy for some sites to help drive traffic
    Blended Search Results and Image Search
    Image and Photo sites - Flickr
    Content around the image is related
    Image based searches
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  • Video SEO - VSEO
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    • Post your video content on your site first (if possible), provide an embed code (Vimeo)- help build backlinks
    • Optimize your content surrounding video – transcription, referenced links or tools
    • Develop a strong You Tube account, On YT, besides optimizing title, description and tags, - engagement is important, views, ratings, embeds, share and comments, subscribers, inbound links, are factored into which videos are shown for searches
    • Creating Video content can help distinguish your organization as the dominate player.
    • See who has embedded your video, these are sites who maybe interested in sharing more of your content
  • PR as a Tool for Traffic
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    • PR in the traditional sense was for financial results, and partner deals
    • Optimized releases can include links to your website - help with deep linking
    • PR has an opportunity to show within SERP
    • Picked up through distribution partners – builds awareness
    • Increase in backlinks
  • Site Performance
    Google is now sharing and providing information on how webmasters can improve their site’s performance
    Ever visit a site and sat waiting for the page to load? Chances are you didn’t wait very long and in the end you clicked the back browser and visited the next website in the SERP.
    Google not only wants to show relevant content, but also a working site to a visitor.
    A form of housing keeping, keeping your website in order.
    If you pages load fast, and contains few site errors – you can help increase your trust rank in the eyes of the search engines
    Add-on’s and feeds can sometimes cause your page to stall or slow to load.
    Page Speed 1.6 ( a Firefox plugin can help troubleshoot and provide suggestions)
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  • Related SEO Services
    SEO
    Keyword Research
    SEO Copywriting
    Website Optimization
    Link Building
    Competitive SEO Analysis
    Social Media Marketing
    Social Media Channel Strategy
    Content Creation
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    If you have more questions…
    Visit our site for more info www.nowspeed.com
    Visit our blog www.nowspeed.com/blog
    Connect with us on twitter http://twitter.com/nowspeed
    Please Email Your Questions to:
    amuniz@nowspeed.com
    Tweet Hashtag: #SEO2.0