Total Seo Branko Rihtman July 22nd
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Total Seo Branko Rihtman July 22nd


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Total Seo Branko Rihtman July 22nd Presentation Transcript

  • 1. Total SEO: Harnessing Your Web Activity to Increase Organic Search Traffic Presented by Branko Rihtman MIT Forum
  • 2. Some facts
    • June 2008 – Google breaks the 7 billion searches per month point
    • North American companies have spent over 12 billion dollars on Search Engine Marketing in 2007
    • More than 95% of people do not click past the first page of results
    • SEO offers some of the highest conversion rates when compared to other marketing methods
  • 3. Google SERPs yesterday PPC Organic
  • 4. SEO yesterday
    • Metatag optimization
    • Directory and Search Engine Submission
    • Reciprocal Link Exchange
  • 5. Google SERPs today
  • 6. SEO Today ?
  • 7. SEO Today ? Not a “service done to a website” but rather an internet profile building service, affecting almost every aspect of the website-internet interaction. Site design and architecture Social media participation Public Relations Paid Advertising Online Publishing Community building
  • 8. Site building
    • URL Canonization (Dynamic URLS ? How many parameters ?)
    • Duplicate content issues (order of query string parameters, product descriptions, tracking parameters)
    • Server side redirects (expired content, incoming link typos – use mod_rewrite/ISAPI_Rewrite )
    • Custom 404 pages
    • Site Search Optimization
    • Internal navigation (JAVA ?, FLASH ?)
  • 9. Utilizing PPC
    • Initial traffic stream (until the organic rankings arrive)
    • Keyword research (identification of the “long tail” phrases)
    • Site conversion rates (A/B testing, testing of calls to action)
  • 10. Utilizing Social Media
    • Digg
    • Stumbleupon
    • Twitter
    • Wikipedia
    • LinkedIn
  • 11. Off-site content
    • Community participation – comments, answering questions
    • Article submission
    • Press release optimization & submission
    • Blogging (employees, management) – topics according to the public interest (traffic analysis)
  • 12. Bundling it all together
      • SEO
        • Performing keyword research
        • On-page optimization (metatags, content, on-site navigation, link consolidation)
        • Off-page optimization (links)
        • Analytics
      • PPC
        • Estimate your traffic volume
        • Find terms used by your target audience
        • Provide an initial stream of traffic (ROI!)
      • SMO
          • Brand recognition
          • Traffic
      • Off site content development
          • press releases
          • article submission
          • guest blogging
          • forum participation
  • 13. SMX Israel 2009
    • First (well, maybe second) conference dedicated to Search Marketing in Israel
    • From the line of world SMX conferences
    • Search Engine representatives, Top SEM companies and consultants from Israel and SEO rock-stars from the world
    • Two day event, with exhibition area, panels on SEO, PPC, SMO, Analytics, etc.
  • 14.