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 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

  1. 1. COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />SEO 2.0<br />
  2. 2. Who is Nowspeed?<br />
  3. 3. COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />3<br />Who am I?<br />I manage the day to day search marketing activities for many of Nowspeed’s clients.<br />I have been helping both B2B and B2C businesses market themselves on the internet since 2000, both internally and on the agency side.<br />Tom McGovern Sr. Search Marketing Project Manager<br />
  4. 4. Questions and Comments?<br />Please Email Your Questions to: <br /><br />Tweet Hashtag: #SEO2.0<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />4<br />
  5. 5. SEO 2.0 Agenda<br />Ensure initial SEO recommendations are implemented<br />Content Creation<br />The Quest for Backlinks<br />The Power of Anchor Text<br />Internal Links<br />Local Search<br />Rich Snippets<br />Social Media<br />Optimizing Multimedia (Images and Video)<br />Site Performance<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />5<br />
  6. 6. The importance of SEO<br />“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.”<br />SEO Study Highlights Fortune 500 Failures –Chris Stiner SMS 3/3/2010<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />6<br />
  7. 7. SEO Life Cycle<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />7<br />
  8. 8. Audit Initial SEO Components<br />Ensure all the initial SEO recommendations have been complete<br />Does your site have the wanted keywords found within the Page Titles?<br />Has your content changes included the keywords and related keyword variations more commonly typed by search engine users?<br />Are HTML element changes complete?<br />H1, H2, & H3 tags, Image titles, ordered lists, bold or emphasized content<br />Do your pages all contain page-level meta descriptions that are unique and relevant to the page’s content?<br />Did you decide to update your meta keywords?<br />Google does not account for the meta keywords tag to rank sites, though other search engines may take this into account.<br />Have you submitted a sitemap to the Search Engines to help ensure it knows of all your website’s content?<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />8<br />
  9. 9. SEO Audit Chart<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />9<br />
  10. 10. Content Creation <br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />10<br /><ul><li>Content Creation is still an essential piece to SEO
  11. 11. Fresh content increases the chances of search engine bots “spidering” more frequently
  12. 12. Build verticles of related content
  13. 13. Increases your sites visibility on variations of your “main phrase”
  14. 14. Explore keyword research tools for variations
  15. 15. Analytics - organic keywords
  16. 16. Avoid “cannibalizing” your main phrase and just adding it to pages – ranking confusion</li></li></ul><li>The Quest for Backlinks<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />11<br /><ul><li>Initial link building strategy probably involved submitting your website to human edited directories.
  17. 17. Balance and Variation
  18. 18. Partner sites, Vendors, Affiliations
  19. 19. Link from your company’s blog (off domain)
  20. 20. PR as a tool to help build backlinks
  21. 21. Learn from your competitors -mine your competitors inbound links and create an outreach strategy
  22. 22. Look for links that provide trust, authority and is on-topic
  23. 23. ID important pages for your competitors and who is linking to them
  24. 24. Commenting on relevant blogs, and social media channels to begin relationship building</li></li></ul><li>The Power of Anchor Text<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />12<br /><ul><li>Anchor Text provides clues to the search engines as to what content lies on the other side of the click
  25. 25. Example is for Adobe Reader and “Click Here” #1 in Google
  26. 26. Thousands of sites used “click here” to share a link for visitors to download Adobe to read PDFs contained within their website
  27. 27. Use anchor text wisely when requesting links</li></li></ul><li>Internal Links<br />Internal Links help search engines identify important content within your website<br />Increased pageviews to other pages within a website<br />Serves as a navigational aid to visitors<br />Increased benefit to SEO as links are typically keyword seeded<br />Types of Internal Links<br />Internal Content Links<br />Breadcrumbs<br />Related Content<br />Footer Links<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />13<br />
  28. 28. GWT Internal Links Report<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />14<br />
  29. 29. Internal Content Links<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />15<br /><ul><li>Internal links can further provide clues to the search engines
  30. 30. Allows a website owner to control and vary the anchor text
  31. 31. Increase the internal links to the most important pages within a website</li></li></ul><li>Bread Crumbs<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />16<br /><ul><li>Enhances the way visitors find their way around
  32. 32. Reduces actions needed to return to higher-level pages
  33. 33. Visual indicators within website hierarchy
  34. 34. Help Reduce Bounce Rates
  35. 35. Keyword Optimized
  36. 36. *Last step in breadcrumb should be un-linked
  37. 37. Google adding breadcrumbs in SERP listings</li></li></ul><li>Related Content<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />17<br /><ul><li>Related Content can help increase the internal links pointing to pages within your website
  38. 38. Effective at increasing visitor engagement, as related content on the subject matter which maybe more relevant or of interest to your visitor.</li></li></ul><li>Footer Links<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />18<br /><ul><li>Serve as a navigational aid to visitors
  39. 39. Keywords can be used within the footer links to help reinforce to the search engines the content found on a page</li></li></ul><li>Local Search Optimization<br />Online users typically use a variety of sources to locate, research and select a local business.<br />Search Engines, Yellow Pages, Local Search Engines, Newspaper Websites, Classifieds, and Review Sites.<br />Business listing information aggregation (InfoUSA, Acxiom, Amacai) provide information to other sources<br />Ensure business information is current and updated<br />Local Search (Google Local, Yahoo! Local, Bing Local)<br />Verification of ownership required to update and validate listing<br />Online Social Networking, User Review, and Local Search (Yelp, Urbanspoon, Angieslist ….)<br />Mobile Search and Smart Phones<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />19<br />
  40. 40. Local Search Listings<br />Local Search results tend to dominate the SERPs as local business appear in the upper fold and above the organic listings<br />Results delivered are based on proximity to City, State and Zip code based searches<br />Listings incorporate business information - phone, website<br />Review information is aggregated from other sources and linked<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />20<br />
  41. 41. Aggregated Content & Information<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />21<br /><ul><li> Drill down into more specific information
  42. 42. Address
  43. 43. Directions
  44. 44. Reviews
  45. 45. More about this place
  46. 46. User content
  47. 47. Monitor and respond to reviews and user generated content to help manage reputation</li></li></ul><li>Optimize Website Locations for Search<br />Including basic SEO factors (Title, Meta, H1, Content, Alt tags, Links) can help influence rank for Local Search<br />SEO components should include location<br />Title Tag Example: Strategic Consulting | Financial Planning Boston, MA<br />Include surrounding areas served within Content or Page Footer<br />Separate locations should have their own page with differentiating content and optimized for location targeted keywords including local landmarks<br />Encourage reviews<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />22<br />
  48. 48. The Changing SERPs<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />23<br /><ul><li>Universal search began integrating Images, Video and News in 2007
  49. 49. Drive search engine traffic through channels other your website
  50. 50. As part of a strategy produce content related to your industry and keywords
  51. 51. Get noticed by other influencers in the space who in turn may create their own related content and reference you</li></li></ul><li>Rich Snippets<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />24<br /><ul><li>Review information is marked up in the body of a web page and can be made available in search results pages. (using microformats, microdata)
  52. 52. Types of data available for inclusion in the Rich snippet: reviews, people, businesses or organizations, and events
  53. 53. Easier it is for users to decide whether that page is relevant to their search</li></li></ul><li>Tweets, Exposure and Traffic<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />25<br /><ul><li>Social Media Content like blogs and tweets are now being indexed in practically real-time
  54. 54. Cross Promotion via Social Media
  55. 55. Opportunity to immediately post events and topics
  56. 56. Capture traffic from the search engines
  57. 57. Potential to appeal to new followers
  58. 58. Include keywords in tweets</li></li></ul><li>Image optimization<br />Optimizing images is a strategy for some sites to help drive traffic<br />Blended Search Results and Image Search<br />Image and Photo sites - Flickr<br />Content around the image is related<br />Image based searches<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />26<br />
  59. 59. Video SEO - VSEO<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />27<br /><ul><li>Post your video content on your site first (if possible), provide an embed code (Vimeo)- help build backlinks
  60. 60. Optimize your content surrounding video – transcription, referenced links or tools
  61. 61. 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
  62. 62. Creating Video content can help distinguish your organization as the dominate player.
  63. 63. See who has embedded your video, these are sites who maybe interested in sharing more of your content</li></li></ul><li>PR as a Tool for Traffic<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />28<br /><ul><li>PR in the traditional sense was for financial results, and partner deals
  64. 64. Optimized releases can include links to your website - help with deep linking
  65. 65. PR has an opportunity to show within SERP
  66. 66. Picked up through distribution partners – builds awareness
  67. 67. Increase in backlinks</li></li></ul><li>Site Performance<br />Google is now sharing and providing information on how webmasters can improve their site’s performance<br />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.<br />Google not only wants to show relevant content, but also a working site to a visitor.<br />A form of housing keeping, keeping your website in order.<br />If you pages load fast, and contains few site errors – you can help increase your trust rank in the eyes of the search engines<br />Add-on’s and feeds can sometimes cause your page to stall or slow to load.<br />Page Speed 1.6 ( a Firefox plugin can help troubleshoot and provide suggestions)<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />29<br />
  68. 68. Related SEO Services<br />SEO<br />Keyword Research<br />SEO Copywriting<br />Website Optimization<br />Link Building<br />Competitive SEO Analysis<br />Social Media Marketing<br />Social Media Channel Strategy<br />Content Creation<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />30<br />
  69. 69. COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />31<br />If you have more questions…<br />Visit our site for more info<br />Visit our blog<br />Connect with us on twitter<br />Please Email Your Questions to: <br /><br />Tweet Hashtag: #SEO2.0<br />