About Stone Crossing Solutions – Who We Are• A digital marketing agency and technology consulting firm focused on you• 30 year history - re-launched in 2010 to take advantage of the company’s deep expertise and results-driven approach to helping clients grow their business and meet the demands of their changing marketplaces• Focus on our clients’ business needs first, and then we choose the right technology solution to meet your current and future needs• All of our service offerings are managed and staffed by experts with vast experience in their disciplines• Deliver strategic and technology solutions to clients in B2B, eCommerce and the travel and hospitality industries• Develop on scalable platforms like .NET, Ruby on Rails, Microsoft Dynamics NAV and Community Stack – a new platform and content management system for the development of websites and social communities• We are your trusted partner for effective, affordable technology and digital marketing solutions. We look forward to growing and evolving with you! 2
About Stone Crossing Solutions – Interactive Marketing• Holistic marketing experts determine the best strategy to increase your business growth and revenue• Expert customer acquisition services in all areas of strategic internet marketing including SEO, Social Marketing, PPC and Online Display• Combine traditional marketing with technologies to increase online conversions, visibility and overall performance of a website• Team has extensive experience in all aspects of interactive marketing, usability & analytics
SEM / SEO DefinedPaid Search Engine Marketing (SEM):The act of marketing a Web site viasearch engines by purchasing paidlistings and other search engine-relatedactivities.Search Engine Optimization (SEO):The process of using specifictechniques to enhance a Web site toimprove rank and visibility within thesearch engines.
Importance of Organic OptimizationAs countless studies indicate, organic searchengine optimization is one of the most importantmarketing activities a company can undertake. 60%-70% of searchers prefer to click on organic listings instead of paid search listings 62% of searchers don’t look past the first page of search results 36% of searchers correlate top search placement to company prominence or importance
Organic Optimization Process Review business goals and market opportunities Analysis & Optimization Implementation Promotion Management Research keyword and key phrase opportunities Define success metrics and establish performance benchmarksStrategy Develop strategic roadmap for search engine Implementation Promotion Maintenance optimization enhancements (often part of a redesign effort)
Organic Optimization Process Leverage Stone Crossings technical expertise to ensure timely implementation of search engine Optimization optimization enhancements; including: & Analysis Implementation Promotion Management Page titles Meta tags Alt tags Page contentStrategy Implementation Promotion Maintenance Page layout Site Infrastructure
Organic Optimization Process Optimization Once changes are completed and validated, begin Analysis & Implementation Promotion Managementpromotion process; including: Engine & directory submissions - where necessary Dynamic site maps RSS developmentStrategy and syndication Implementation Promotion Maintenance Link acquisition Optimized press releases & articles
Organic Optimization Process Optimization Provide monthly search engine visibility reporting Analysis & Implementation Promotion Management Adjust / Expand organic optimization as needed Leverage analytics to track and identify improvementsbased on key performance indicators Strategy Implementation Promotion Maintenance
Understanding Search MotivationsUnderstanding and managing the keyword-drivenconsumer buying lifecycle: Broad keywords often signify the start of the buying lifecycle and are the most frequently used queries. Source: comScore – Search and the Consumer Buying Cycle (2009) Niche keyword phrases experience fewer searches but often lead to far greater conversion rates. The key is finding the right keyword balance to ensure strong presence in the early buying lifecycle and the strong conversions rates associated with the “long tail”.
Importance of Keyword Research & Site Architecture Traffic vs ConversionExample: High/Low• hispanic• latino• widgets BalancedExample:• hispanic social media• latino social media• blue widgets Low/HighExample:• hispanic social media agency in miami florida• blue polka dot widgets for sale in los angeles
Keyword ResearchKeyword research tools provide deep insightinto: Consumer demand Top categories and products Market trends Geographic interest Seasonality of demand Search engine market share
Tools for Keyword Research and DiscoveryGoogle AdWords (https://adwords.google.com/select/KeywordToolExternal)Google’s (free) keyword suggestion tool has a number of features that will help you learn moreabout keywords. If you type in a keyword, you will get multiple keywords that are related. This toolgives you a general sense of search volume but will not show you actual number of searches. Youcan also get an idea of how competitive the keywords are. Also gives rudimentary average searchvolume and search volume trends.Yahoo! Keyword Selector Tool (http://inventory.overture.com)A former industry staple, but longer updated with current search data. However, it remains a goodgeneral tool (free!) for discovering and evaluating keywords. This tool helps you discover additionalkeywords similar to a keyword you are searching on. You can type in general keywords like “dog”and get many variations like “dog breeders, dog training and dog house”. This is especially goodwhen you are just brainstorming new words as it gives you ideas that you hadnt thought of.Keyword Discovery (www.keywordiscovery.com)Subscription based tool which provides features to help you with both finding new keywords andanalyzing them. Compiles search statistics from over 180 search engines worldwide. Featuresinclude keyword research, industry keywords, seasonal search trends, related keywords, and more.Wordze (www.wordze.com)Subscription based tool that provides tools for discovering keywords and phrases. In addition, thistool provides some excellent optimization features, including competitive insight on top performingsites.
Optimization OpportunitiesOn the site In the code On other sitesPage Structure • Title tag Header TagsNavigation • Meta tags Body CopyBody Copy Anchor TextHeader TagsALT TagsAnchor Text
On the Site - Body CopyBecause the search engines are only able to index HTML text, it is important to provide enoughcontent to help the search engines fully understand the theme and focus of each target page. Inorder to do so, it is recommended that each page include a minimum of 250 words that arecarefully chosen based on their meaning and value to site visitors and the search engines.
On the Site - Header TagsBesides the page title, a page’sHeader tags are the next mostimportant or heavily weightedplace to include the targetkeywords and phrases.Generally speaking, the <h1> tag isconsidered more important than the<h2>, which is more important thatthe <h3> tag, and so on.So where should they go? <h1> <h2> <h3>
On the Site - ALT TagsImage ALT Attributes or ALT Tags areimportant because search engines (andsite visitors using assistive technology)cannot see content contained in images.The only indexable aspect of images isthe text content that is placed withinthe <image alt=”Put Text Here”>tag. Asa result of including target keywords in theALT tags, it is possible to turn images intooptimization assets. The character lengthfor ALT tags should support a minimum of150 characters.In addition, ALT tags are needed forSection 508 compliance which requiresthat: “when an image is used to representpage content, the image must have a textdescription accompanying it that explainsthe meaning of the image.”
On the Site - Link Anchor TextLink anchor text refers to the visible text in an HTML link (i.e. Get an Auto Insurance Quote). Thesearch engines place an increased weighting on the content found within the anchor links.Ideally, the most important keywords and phrases for that page should be included within theanchor links of that page.Top search engine performance requires inclusion of target keywords in all of the followingtypes of link locations: Top Navigation Sub Navigation Contextual
In the Code – Titles and Meta Tags Key Factors Page Titles should contain the most important keywords and phrases for the page Meta Descriptions should be keyword-dense for the most important keywords and phrases for the page Meta Keywords should only contain the target keywords and phrases for the page
In the Code – Title TagThe Title Tag is the single most important and heavily weighted place within a Web site toplace target keywords. The page title should consist of a sentence or sentence fragment thatincludes the most important keywords or phrases for the page. Each important page of the siteshould have a unique page title. Standard format is Title Case.
In the Code – Meta DescriptionThe Meta Description provides an opportunity to increase the total keyword density for the page,because some search engines combine the words from the Meta Description with body copy whencalculating density. The Meta description should consist of a keyword-rich paragraph (250-500words) that further elaborates on the page title by using target keywords to convey the valueproposition and call-to-action. Standard format is sentence case. Did you know? In Google, if the keyword in the search query is contained in your page title, Google will show your Meta description as the description in the SERP. Otherwise, they will use a snippet of text from your page content.
In the Code – Meta KeywordsThe Meta Keywords tag is the least important of the tags discussed in this section, however itshould not be omitted. Some search engines may include the Meta Keywords in the rankingalgorithm, and therefore you should include 4-6 unique keyword targets for each page. Additionally, the Meta Keywords tag is an acceptable location to use common misspellings of keywords or singular / plural tenses of keywords since the user will not see it on the page.
Technical Design - URL StructureAlways maintain the hierarchy of your domain structure by driving all traffic from the topdown thru the root domain. By driving the traffic thru the root domain, your sub-pages arecreating “juice” for your domain.BADhttp://auto.driveinsurance.com/auto/auto_insurance.aspxhttp://rv.driveinsurance.com/rv/rv_insurance.aspxhttp://motorcycle.driveinsurance.com/motorcycle/motorcycle_insurance.aspxGOODhttp://www.driveinsurance.com/auto-insurance/http://www.driveinsurance.com/rv-insurance/http://www.driveinsurance.com/motorcycle-insurance/
Technical Design - HTML Site MapSince spiders crawl through Web sites ina sequential manner, it is beneficial tohave a single page that links to themajority (and preferably all) of thepages that exist on the site.This is far superior than requiring amulti-page parse in order to find deep-rooted pages.
Technical Design - robots.txt fileIt is extremely important to include arobots.txt file on the Web server. Thisfile tells search engine spiders whichdirectories of a site can or cannot becrawled.Common pages to exclude fromspidering include: privacy policies,shopping cart pages, help pages,account details, and directories thatcontain images or other sensitivecompany data.
Measuring Success - Search Engine CacheGoogle’s Cache provides importantindicators of search engineperformance, including:• Inclusion in search index• Date of last indexing• Keyword inclusion
Measuring Success - Google Webmaster ToolsGoogle Webmaster Toolsprovides valuable insightsinto top search queries andsearch query clicksTop search queries are thequeries on the selected searchproperty that most oftenreturned pages from yoursiteTop search query clicks arethe top queries that directedtraffic to your site (based onthe number of clicks to yourpages).
Thank You• Register for a FREE I-Pad from Stone Crossing Solutions by visiting our booth (#113) or visiting stonecrossingsolutions.com• FREE White Paper: The Definitive Guide to Social Media Marketing for Business• Product Sheet: Spanish SEO – Optimize your site in 60 days!• Product Sheet: Community Stack (Community Website Platform)• Product Sheet: Site Core (Content Management Solution)• Session: Introduction of Spanish SEO, brought to you by Hispanicize and Stone Crossing Solutions (session Friday @ 5:00)Contact Us:Stone Crossing SolutionsOne Independence Place, Suite 7004807 Rockside RoadIndependence, OH 44131www.stonecrossingsolutions.comEmail: Info@StoneCrossingSolutions.comPhone: (216) 524-9055Fax: (216) 524-2594 31