Organic Search Essentials

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10 ways that words affect your organic search engine rankings. The mastery of placement, variety, readability, and credibility of words can boost your website into top rankings.

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Organic Search Essentials

  1. 1. Organic Search Essentials Matt Bailey, President SiteLogic Internet Marketing Consultants [email_address]
  2. 2. Words 1
  3. 3. “ Words are like little dynamite sticks in people’s minds . . .” Mao Zedong
  4. 5. Rule #1 <ul><li>Call things what they are </li></ul>
  5. 6. Multi-Layer Fibrous Impact Fastener
  6. 7. Nail
  7. 9. Co-Dependency on Words 2
  8. 10. How do Search Engines rank websites?
  9. 11. Search is based on human factors!
  10. 12. Location of Words 3
  11. 15. 60 Characters
  12. 19. Placement of Words 4
  13. 20. <ul><li>Jacob Neilson – AlertBox http://useit.com/alertbox/9710a.html </li></ul>79% of users scan a web page; 16% read word for word.
  14. 21. <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>
  15. 23. Credibility of Words 5
  16. 24. <ul><li>Well-designed pages and content </li></ul><ul><li>= Credibility </li></ul>“ Participants made credibility-based decisions . . . based upon the site's overall visual appeal .” -Stanford University Persuasive Technology Lab Study
  17. 25. <ul><li>Consumers assessed the credibility of sites based on the overall visual design of a site, </li></ul><ul><li>Specifically noting; </li></ul><ul><ul><ul><li>layout , </li></ul></ul></ul><ul><ul><ul><li>typography , </li></ul></ul></ul><ul><ul><ul><li>font size, </li></ul></ul></ul><ul><ul><ul><li>color schemes . </li></ul></ul></ul><ul><ul><ul><li>-Stanford University Persuasive Technology Lab Study </li></ul></ul></ul>
  18. 26. Readability of Words 6
  19. 27. Read-ability Small Text Scrolling Blinking Rotating Low contrast
  20. 28. Variety of Words 7
  21. 29. Rule #2 <ul><li>Your keyword strategy cannot focus on 1 or 2 words . . . </li></ul>
  22. 31. Courtesy: Joe Kraus, JotSpot, http://www.longtail.com
  23. 32. 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
  24. 33. Keyword Phrases Referrals per keyword Children’s music publisher Most sales generated from these key phrases . . .
  25. 34. Branding of Words 8
  26. 35. Keyword (User) Research
  27. 38. Persuasiveness of Words 9
  28. 41. 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.
  29. 43. Beyond Words 10
  30. 44. Maximize Your Web Catalog - Tues 2:00 PM
  31. 45. Presentation www.SlideShare.net/sitelogic Blog www.SiteLogicMarketing.com/blog
  32. 46. Matt Bailey SiteLogic [email_address]

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