Search Engine Optimization (SEO)
for traditional marketers




Overview


                                   Vanessa Bright
Relax, SEO is… Marketing

•   Search Engine Optimization (SEO) is part of Search Engine Marketing (SEM)
•   The most impor...
What is Search Engine Optimization (SEO)?




Search Engine Optimization is optimizing
marketing programs for a new audien...
Search Engine Spider as an audience

            Search Engine Spider is an influencer



            What Spider likes?
 ...
Universal Search
    (Spider is not concentrating on Web sites only)



    Sponsored Links
    (advertisement you can buy...
Targeting different audiences



                                Audiences




    Blog   Press Release
                  ...
Considering that we are “customer centric…”

     Blog



                                                 Web Site



   ...
Marketing Strategy and Search Engine Optimization

POST method (Forrester)

•   People     (determine target audience and ...
Search Engine Optimization process

   Web site or micro site


Audience:                                                 ...
Keyword Research

     Research Keywords that your target audience is              https://adwords.google.com/select/Keywo...
Web site optimization - copy
 You found key phrases that your prospects use; now these words
 need to be available for the...
Web site optimization – copy

•    Have about 250 words of copy per page (however, do what is reasonable
     for your cus...
Web site optimization – copy (title and description tags)

                              Search results your prospect/cust...
Web site optimization – copy (title and description tags)

                               Key phrase    Company name or br...
Web site optimization – internal links
     Determine which page should be optimized as a search landing
     page and lin...
Web site optimization – external links
                                                           Your site


            ...
Press Release Optimization
                                                                              Research key phra...
Social Media optimization

•    Use key phrases in profile names, copy, links
•    Optimize file names (images, video)
•  ...
Remember every audience




Create for the user, but don’t forget the spider… so the user can find it

 These are basic co...
Questions

20          Vanessa Bright
Upcoming SlideShare
Loading in...5
×

Search Engine Optimization For Traditional Marketers

606

Published on

Traditional marketers have many misconceptions about Search Engine Optimization (SEO). I tried to explain these misconceptions many times and often found myself an interpreter between marketing and IT. This presentation is specifically created for traditional marketers; it uses the most easy to explain approach from my experience and does not include any technical nuances.

Published in: Business, Technology
1 Comment
5 Likes
Statistics
Notes
No Downloads
Views
Total Views
606
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
57
Comments
1
Likes
5
Embeds 0
No embeds

No notes for slide

Search Engine Optimization For Traditional Marketers

  1. 1. Search Engine Optimization (SEO) for traditional marketers Overview Vanessa Bright
  2. 2. Relax, SEO is… Marketing • Search Engine Optimization (SEO) is part of Search Engine Marketing (SEM) • The most important for SEO: understanding your audience Outline • Explanation of Search Engine Optimization from marketing perspective • Practical tips – Keyword research – Web site SEO – Press release SEO – Social media SEO 2 Vanessa Bright
  3. 3. What is Search Engine Optimization (SEO)? Search Engine Optimization is optimizing marketing programs for a new audience – a search engine spider Search Engine Optimization has a technical element, but it is a marketing initiative that Spider is a program that automatically indexes Web involves much more than a web site content. The index is used to find the most relevant Common misconception: “SEO is something IT information on the Internet does with the Web site when everything is Spider can be considered completed…” It would be similar to “Brand is a very knowledgeable friend that can always find something designers do when they design an ad…” needed information 3 Vanessa Bright
  4. 4. Search Engine Spider as an audience Search Engine Spider is an influencer What Spider likes? • Electronic copy… everywhere on the web • Links • Can not see images • Can not see animation (at this point) • Can not see password-protected information • Prefers its information fresh… What Spider wants? • To find the most relevant information and present it on the search results page… to “keep the job” 4 Vanessa Bright
  5. 5. Universal Search (Spider is not concentrating on Web sites only) Sponsored Links (advertisement you can buy; spider is not involved) We should optimize everything Videos News Twitter Social Networks (MySpace, Facebook) Blogs Books Organic (listing you can not buy; based on “spider work”) 5 Vanessa Bright
  6. 6. Targeting different audiences Audiences Blog Press Release Interactive Marketing Channels Web Site Micro Site 6 Vanessa Bright
  7. 7. Considering that we are “customer centric…” Blog Web Site Press Release Micro Site Spider influences Blog every audience that uses search engines Web Site We should optimize everything based on the key phrases each Press Release audience would use Micro Site 7 Vanessa Bright
  8. 8. Marketing Strategy and Search Engine Optimization POST method (Forrester) • People (determine target audience and its needs/desires) • Objectives (determine what do you want to achieve) • Strategy (determine how do you plan to achieve it) SEO needs to be • Technology (find technology that suits your purpose) considered at every stage of the process Common misconception: “IT group has some content management system; let us use the shell of an old web site and make a new web site quickly…” Why this approach is wrong: – it is backward – it starts from the technology which may not fit customer needs and business objectives - It is similar to branding approach “other group has some brand; let us use it for our new product and promote it quickly…” 8 Vanessa Bright
  9. 9. Search Engine Optimization process Web site or micro site Audience: Building the site – Based on research: Based on research: Based on research: how they search? Based on research: External links, Site structure Site copy keyword research Tags, internal links PR, etc. Press release Audience: All of it should work together – Based on research: Based on research: how they search? title and copy links Optimization is not a keyword research campaign – it is an approach; it is a permanent activity; a “state of mind” Social media Audience: Based on research: Based on research: how they search? copy / file names links keyword research / tags 9 Vanessa Bright
  10. 10. Keyword Research Research Keywords that your target audience is https://adwords.google.com/select/KeywordToolExternal (Google only - about 73% of US online search volume) using to find your product Example – chocolate covered cherry Learn more: very concise article about keyword research Plural is more Highest search popular volume is in December Key phrases Last month Google search used in Google search volume trends over last searches on Google year 10 Vanessa Bright
  11. 11. Web site optimization - copy You found key phrases that your prospects use; now these words need to be available for the Spider (become part of Web site copy). Important: do not use “keyword staffing” just adding keywords into the text, use keywords and other relevant words. Key word example: pasta If you are looking for pasta, you I love pasta! Nothing makes me came to the right place… Pasta happier than cooking some blah blah… pasta pasta… blah Macaroni and Cheese in my blah, pasta… kitchen. Even though I am sensitive to carbohydrates, there are some great pasta companies, like ET TER Dreamfields who makes low-carb E B Spaghetti, Linguini, and Angel Hair. U L DB If you are interested in gourmet SHO cuisine, then this pasta will bring the flair of an Italian meal (with high fiber) in a flash. This easy to understand example is from http://www.stomperblog.com/ 11 Vanessa Bright
  12. 12. Web site optimization – copy • Have about 250 words of copy per page (however, do what is reasonable for your customers • Optimize one key phrase per page (2-3 times per paragraph) • Use key phrases in bold, italic, bulleted lists and headings • Use key phrases as anchor text of links • Title tag – Use unique title tags for each page – Start title tag from key phrase, not your brand • Description tag – Use unique description tags for each page – Phrase description as a call to action and use key phrase 12 Vanessa Bright
  13. 13. Web site optimization – copy (title and description tags) Search results your prospect/customer could see Title tag Could be description tag Code your prospect/customer would not see (to view the code, right-click on the web page and select “view source”) Title tag Description tag 13 Vanessa Bright
  14. 14. Web site optimization – copy (title and description tags) Key phrase Company name or brand Title tag is also visible on the page If your content management system allows changing title tags and descriptions, you can do it. If not, ask site developers. You can always verify title tags and descriptions in the code ;-) 14 Vanessa Bright
  15. 15. Web site optimization – internal links Determine which page should be optimized as a search landing page and link key phrase from other pages to it (business decision) Your site Dark Chocolate Dark Chocolate Dark Chocolate Dark Chocolate Dark Chocolate Dark Chocolate Create “clusters” of key phrase links leading to the targeted page 15 Vanessa Bright
  16. 16. Web site optimization – external links Your site Something about dark chocolate Your Press Release Your blog (optimized!) (optimized!) In Business Wire (for example) Dark chocolate Dark chocolate Dark chocolate Dark chocolate Dark chocolate Ask for links (or create them) from other sites with similar content, articles, social sites, trade associations, etc. 16 Vanessa Bright
  17. 17. Press Release Optimization Research key phrases Chocolate Covered Cherries – the rest of the title of the press release Use key phrase as close to the beginning of the title as possible Lorem ipsum dolar sit amet, Chocolate Covered Cherries et Optimize the release copy dolore magn trud exercitation ullamcorpor susc vel eum irure dolor in reprehende dolore eu fugiat nulla pariatur. Link appropriate key phrases to the At lupatum delenit aigue duos dolor tempor sunt in culpa qui officia d dereud facils est er expedit distinc peccand quaerer en imigent page of the site with the same topic or cupidat. Cherries, Covered with Dark Chocolate ad quam vis product vadisen vlavis confecs nis revinc tae. Ietm hae magnitu dine for super oper mari aggere. Oppidi his mowni bus suifs fortunis desp Chocolate erate coe Chocolate Gourmet se rursus isdem opport unitel Covered rursus isdem opport loci defen porti busi. Navigandi ad nunc. Que Cherries neque pedibus ipsorum, naves ad hunc mod arm aeque, erant fere situs oppi dorum ut facilus. Vada ac desussum aestus exipe aditurn (page Inside habere ex alto. your main site ) Oppidi his mowni bus suifs fortunis Cherry recipei ban ibi se rursus isdem Dark chocolate candy isdem opport loci defen porti busi. Situs era eod oppi dorum, ut posta. Lorem ipsum dolar sit Use advanced opportunities, such as amet, cons incidunt ut labore et Business Wire Smart Press Releases dolor tempor sunt in culpa qui officia d dereud facils est er expedit distinc peccand quaerer en imigent cupidat. 17 Vanessa Bright
  18. 18. Social Media optimization • Use key phrases in profile names, copy, links • Optimize file names (images, video) • If tags are allowed (blogs, social bookmarking sites) use keywords as tags Example for a photo sharing network: name the image dark-chocolate-covered-cherries.jpg rather than cher-23.jpg Learn more about Social Media SEO 18 Vanessa Bright
  19. 19. Remember every audience Create for the user, but don’t forget the spider… so the user can find it These are basic concepts of Search Engine Optimization; learn more in the future. SEO is not a rocket science, but it has a few nuances that need to be understood. SEO is just part of marketing. If you are not using it yet, start now! 19 Vanessa Bright
  20. 20. Questions 20 Vanessa Bright
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×