Organic Search Essentials Matt Bailey, President SiteLogic Internet Marketing Consultants [email_address]

Words 1

“ Words are like little dynamite sticks in people’s minds . . .” Mao Zedong

Rule #1 Call things what they are

Call things what they are

Multi-Layer Fibrous Impact Fastener

Nail

Co-Dependency on Words 2

How do Search Engines rank websites?

Search is based on human factors!

Location of Words 3

60 Characters

Placement of Words 4

Jacob Neilson – AlertBox http://useit.com/alertbox/9710a.html 79% of users scan a web page; 16% read word for word.

Jacob Neilson – AlertBox http://useit.com/alertbox/9710a.html

Headlines Meaningful sub-headings Bulleted lists Headers: one idea per paragraph Content Arrangement : Inverted Pyramid

Headlines

Meaningful sub-headings

Bulleted lists

Headers: one idea per paragraph

Content Arrangement : Inverted Pyramid

Credibility of Words 5

Well-designed pages and content = Credibility “ Participants made credibility-based decisions . . . based upon the site's overall visual appeal .” -Stanford University Persuasive Technology Lab Study

Well-designed pages and content

= Credibility

Consumers assessed the credibility of sites based on the overall visual design of a site, Specifically noting; layout , typography , font size, color schemes . -Stanford University Persuasive Technology Lab Study

Consumers assessed the credibility of sites based on the overall visual design of a site,

Specifically noting;

layout ,

typography ,

font size,

color schemes .

-Stanford University Persuasive Technology Lab Study

Readability of Words 6

Read-ability Small Text Scrolling Blinking Rotating Low contrast

Variety of Words 7

Rule #2 Your keyword strategy cannot focus on 1 or 2 words . . .

Your keyword strategy cannot focus on 1 or 2 words . . .

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 terms referred: 8,366 visitors

Keyword Phrases Referrals per keyword Children’s music publisher Most sales generated from these key phrases . . .

Branding of Words 8

Keyword (User) Research

Persuasiveness of Words 9

Underneath their familiar green and yellow exterior isn’t just a redesign of the compact tractor, but a transformation. Where power is no longer measured by horsepower. Where implements practically attach themselves. And comfort is no longer at odds with productivity. One hundred and twenty improvements. Zero gimmicks. And countless firsts. These tractors are ready. 120 Improvements. Countless Firsts. Zero Gimmicks.

Beyond Words 10

Maximize Your Web Catalog - Tues 2:00 PM

Presentation www.SlideShare.net/sitelogic Blog www.SiteLogicMarketing.com/blog

Matt Bailey SiteLogic [email_address]