SEO Isn't Just for Web Geeks

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SEO Isn't Just for Web Geeks

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When it comes to search results, marketing is literally a game of inches: click-through rates for the top positions on a search engine results page are several times higher than those for lower......

When it comes to search results, marketing is literally a game of inches: click-through rates for the top positions on a search engine results page are several times higher than those for lower positions on the same page. That?s why companies are turning to Search Engine Optimization (SEO), primarily using outside consultants. However, much of the information that ends up on your website, whether it?s marketing collateral, product specifications, white papers or techdocs, originates outside of your web team. You can continue to let SEO consultants fix your content after the fact, or you can optimize for SEO during the content creation process and keep it optimized through revisions and updates. In this presentation, you?ll learn the factors that affect your search rankings, which factors are under your control, and how to create intelligent content that?s optimized for search. You can apply these factors to all content types: semantic XML markup, desktop publishing, word processing, and web-based authoring. By following a simple process and keeping search in mind, you can improve your content?s ranking in search engines, lower your SEO costs, increase your click-through rate, and have an impact on revenue.

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  • When it comes to search results, marketing is literally a game of inches: click-through rates for the top positions on a search engine results page are several times higher than those for lower positions on the same page. That’s why companies are turning to Search Engine Optimization (SEO), primarily using outside consultants. However, much of the information that ends up on your website, whether it’s marketing collateral, product specifications, white papers or techdocs, originates outside of your web team. You can continue to let SEO consultants fix your content after the fact, or you can optimize for SEO during the content creation process and keep it optimized through revisions and updates. In this presentation, you’ll learn the factors that affect your search rankings, which factors are under your control, and how to create intelligent content that’s optimized for search. You can apply these factors to all content types: semantic XML markup, desktop publishing, word processing, and web-based authoring. By following a simple process and keeping search in mind, you can improve your content’s ranking in search engines, lower your SEO costs, increase your click-through rate, and have an impact on revenue.
  • Will also present key terminology.
  • Why are companies spending heavily on SEO? To improve their search rankings so they are found when people need:InformationTo purchase – (but not ONLY when they’re buying)Help – (you don’t want someone else helping out your customer)
  • CTR = Click-Through Rate, i.e., the percentage of people who view the page and click on the link
  • From a study by Slingshot SEO: http://www.slingshotseo.com/wp-content/uploads/2011/07/Google-vs-Bing-CTR-Study-2012.pdf
  • A large software company optimized the keywords they used in their support articles. They saw hits more than double, and support calls related to the topics in the articles they optimized dropped by more than 30%.
  • “Rich snippet” improves the appearance of your listing on the SERP, which can raise your CTR even if your page rank remains the same. But results vary wildly, depending on your specific implementation of rich snippets (e.g., how good a job do you do?) and your competitors’ snippets.

Transcript

  • 1. SEO Isn’t Just for Web GeeksIntelligent Content Conference 2013PG Bartlett
  • 2. Today’s Discussion Impact of your search rankings Factors that affect your search rankings Simple process to: – Improve your content’s ranking in search engines – Increase your click-through rate
  • 3. What Do You Write? Pre-Sales Information Post-Sales Information
  • 4. Why Improve Findability? Pre-Sales Information Post-Sales Information Increase Revenue Improve Support
  • 5. Google Isn’t Everything Ask, 3.2% AOL, 1.8% Yahoo, 12.2% Bing, 16.0% Google, 66.9% US Search Market Share
  • 6. Google Isn’t Everything Soso, 3.7% Bing, 0.5% Google*, 4.7% Sogou, 7.8% Qihoo, 9.6% Baidu, 73.0% China Search Market Share * Google left China in 2010
  • 7. Google Isn’t EverythingAlfresco says 75% of queries on their supportknowledgebase come via Google
  • 8. SEO Goal: VisibilitySERPs = Search Engine Result Pages Google AdWords (Paid advertisements) Organic search results
  • 9. Higher Rank = Higher Click-Through Rate HP IBM “Heat map” shows where CTR users’ eyes spend time IBM Fujitsu HP
  • 10. Average Click-Through Rates (Google) 20% 18% 1st position 4x better than 4th 16% 2nd position 2x better than 4th Click-Through Rate 14% 3rd position 1.5x better than 4th 12% 10% 8% 6% 4% 2% 0% 1 2 3 4 5 6 7 8 9 10 SERP Position Data from Slingshot SEO
  • 11. What’s the Value of a Higher Ranking? 8100 searches / month “unix servers”: IBM CTR 10% (= 810 qualified visits) Fujitsu CTR 5% (= 405 qualified visits)Conversion rate on website: 0.3% HP 2.4 transactions, new customers 1.2 transactions, new customers IBMAvg. Transaction $8000 Revenue+ $19,200 / month Revenue+ $9,600 / month IBM Fujitsu HP Pre-Sales Information
  • 12. What’s the Value of a Higher Ranking? Optimized support articles: Hits Calls Impact on customer satisfaction & retention? Post-Sales Information
  • 13. Important Factors for Search Rankings
  • 14. Keeping Up With Search engines want to deliver relevant results 2011: Panda – focused on “quality” content – Original (unique) – Authoritative – Substantial – Linguistically correct – Few ads 2012: Penguin – focused on spam – Keyword stuffing – Link stuffing
  • 15. On-Page Optimization – Under Your Control Content quality Keyword placement – Title – Headings (H1, H2) – Links – Description (meta tag) – Most important keywords first – Maximum number of keywords: 2 to 20 Keyword density? – Don’t overdo it Title – Unique – 140 characters
  • 16. But My Authoring Tool Has No Title Tag! Then you’re not authoring in HTML So you must learn how your content transforms to HTML Specifically, how do you generate: – Title – H1 & H2 headings – Meta description
  • 17. Off-Page Optimization – Under Others’ Control Links from other high- quality sites to yours Social links Server location & performance
  • 18. Your SEO ProcessImprove Rank & CTR
  • 19. Improve Rank
  • 20. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • What do your customers search for? • What are profitable keywords to optimize for? • What are my competitors doing?
  • 21. Google AdWords account/Tools & Analysis/Contextual Targeting Tool You think of keywords Google suggests others…
  • 22. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • Determine target keyword list • Group keywords (for example: product-related keywords) • Group for language and region
  • 23. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • Select 1-3 keywords for each page • Do NOT optimize multiple pages for the same keywords
  • 24. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • High-quality content • Keyword placement (title, headings, links, description, most important first) • No keyword stuffing! • Unique title, 140 characters
  • 25. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • Get social
  • 26. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • KPIs (time on page, visitors, etc.) • Analyze keyword performance • Monitor site performance
  • 27. Improve CTR
  • 28. How to Improve CTR • Compelling & SEO friendly title • Trustworthy and “readable” URL • Compelling description • Great style, no grammar and spelling errors Pre-Sales Information
  • 29. CTR Not Always Relative to Rank “Rich snippets” change the math: 30% to 150% increase in CTR! (Or not…) What about this? Pre-Sales Information
  • 30. Rich Snippets  Types – People – Products – Businesses – Reviews – Events – Videos – Others (recipes & music)  Encoding options – Microdata (recommended) – Microformats – RDFa
  • 31. Thank You!PG.Bartlett@acrolinx.com