Matt Bailey, President SiteLogic [email_address]
Keyword Research
Top Secret Ranking Algorithm
<ul><li>Make a site with a clear hierarchy and text links .  Every page should be reachable from at least one static text ...
<ul><li>Provide a   text equivalent for every non-text element. </li></ul><ul><li>Provide   redundant text links   for eac...
Why Accessibility? Search Engine Search Engine
 
<ul><li>- Jacob Neilson </li></ul>
<ul><li>Headlines   </li></ul><ul><li>Meaningful   sub-headings   </li></ul><ul><li>Bulleted   lists   </li></ul><ul><li>H...
 
 
 
 
 
 
HammerTime, inc.
Multi-Layer Fibrous Impact Fastener
Nail
Rule #1 <ul><li>Call products what they are </li></ul><ul><li>Don’t define the market – listen to it! </li></ul>
<ul><li>“ We think that we need to rank #1 for the term “nail” and “nails,” as those have the most . . .” </li></ul>Hammer...
 
Courtesy: Joe Kraus, JotSpot, http://www.longtail.com
Referrals per keyword Top 30 terms referred:  2,916 visitors Keyword Phrases Children’s music publisher Next 4,640 unique ...
Keyword Phrases Referrals per keyword Children’s music publisher Most sales generated from these key phrases . . .
Rule #2 <ul><li>Don’t get confused by  Big  Numbers </li></ul>
 
 
Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
Rule #3 <ul><li>Your keyword strategy cannot focus on 1 or 2 words . . . </li></ul>
<ul><li><title>  nails, nail, hammertime nails, roofing nails, finish nails, nail guns, nail gun safety, interlayer forced...
 
60  Characters
 
Rubber Band Powered Hover Craft
Rule #4 <ul><li>Focus on Your Marketing Message </li></ul>
<a href=“ link.html ”>keyword anchor text</a> keyword anchor text
Engagement for Content Based Site (conversions = subscriptions)
Engagement for The Lactivist
 
<ul><li>Geek Toys  v  Paramount Zone </li></ul>
 
 
 
 
ParamountZone.com
Rule #6 <ul><li>Users Come First </li></ul>
www.slideshare.net/sitelogic www.SiteLogicMarketing.com/blog Today’s Presentation:
Matt Bailey, CEO SiteLogic [email_address]
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DMA - SEO Basics

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This covers the basics of beginning a search engine optimization campaign for a website. Starting at keyword research to help find your market; architecture, content, and links are the essence of building a search-friendly website.

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DMA - SEO Basics

  1. 1. Matt Bailey, President SiteLogic [email_address]
  2. 2. Keyword Research
  3. 3. Top Secret Ranking Algorithm
  4. 4. <ul><li>Make a site with a clear hierarchy and text links . Every page should be reachable from at least one static text link. </li></ul><ul><li>Offer a site map to your users with links that point to the important parts of your site. </li></ul><ul><li>Create a useful , information-rich site, and write pages that clearly and accurately describe your content . </li></ul><ul><li>Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. </li></ul><ul><li>Try to use text instead of images to display important names, content, or links. </li></ul><ul><li>Make sure that your title and alt tags are descriptive and accurate. </li></ul>
  5. 5. <ul><li>Provide a text equivalent for every non-text element. </li></ul><ul><li>Provide redundant text links for each active region of a server-side image map. </li></ul><ul><li>Clearly identify changes in the natural language of a document’s text and any text equivalents (e.g., captions). </li></ul><ul><li>Organize documents so they may be read without style sheets. </li></ul><ul><li>Use the clearest and simplest language . </li></ul><ul><li>Ensure that dynamic content is accessible. </li></ul><ul><li>Clearly identify the target of each link . </li></ul>
  6. 6. Why Accessibility? Search Engine Search Engine
  7. 8. <ul><li>- Jacob Neilson </li></ul>
  8. 9. <ul><li>Headlines </li></ul><ul><li>Meaningful sub-headings </li></ul><ul><li>Bulleted lists </li></ul><ul><li>Headers: one idea per paragraph </li></ul><ul><li>Content Arrangement : Inverted Pyramid </li></ul><ul><li>Half the word count – Double the retention </li></ul>
  9. 16. HammerTime, inc.
  10. 17. Multi-Layer Fibrous Impact Fastener
  11. 18. Nail
  12. 19. Rule #1 <ul><li>Call products what they are </li></ul><ul><li>Don’t define the market – listen to it! </li></ul>
  13. 20. <ul><li>“ We think that we need to rank #1 for the term “nail” and “nails,” as those have the most . . .” </li></ul>HammerTime, inc.
  14. 22. Courtesy: Joe Kraus, JotSpot, http://www.longtail.com
  15. 23. Referrals per keyword Top 30 terms referred: 2,916 visitors Keyword Phrases Children’s music publisher Next 4,640 unique terms referred: 8,366 visitors
  16. 24. Keyword Phrases Referrals per keyword Children’s music publisher Most sales generated from these key phrases . . .
  17. 25. Rule #2 <ul><li>Don’t get confused by Big Numbers </li></ul>
  18. 28. Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
  19. 29. Rule #3 <ul><li>Your keyword strategy cannot focus on 1 or 2 words . . . </li></ul>
  20. 30. <ul><li><title> nails, nail, hammertime nails, roofing nails, finish nails, nail guns, nail gun safety, interlayer forced friction fastener, buy nails, e-commerce nails, more nails,copper nails, aluminum nails </title> </li></ul>HammerTime, inc.
  21. 32. 60 Characters
  22. 34. Rubber Band Powered Hover Craft
  23. 35. Rule #4 <ul><li>Focus on Your Marketing Message </li></ul>
  24. 36. <a href=“ link.html ”>keyword anchor text</a> keyword anchor text
  25. 37. Engagement for Content Based Site (conversions = subscriptions)
  26. 38. Engagement for The Lactivist
  27. 40. <ul><li>Geek Toys v Paramount Zone </li></ul>
  28. 45. ParamountZone.com
  29. 46. Rule #6 <ul><li>Users Come First </li></ul>
  30. 47. www.slideshare.net/sitelogic www.SiteLogicMarketing.com/blog Today’s Presentation:
  31. 48. Matt Bailey, CEO SiteLogic [email_address]

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