Top 10 Must Do’s in the Ever-changing World of SEO


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  • AtriSEO is only one part of a bigger piece. Act-On has made it extremely easy – removing the complexity to Marketing AutomationStarting with word class EMAIL – then we give a rich set of tools - all in a single platformThis combination has proven to be very successful in giving back time to the marketer to focus on Increasing Revenue. Next step.
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  • Top 10 Must Do’s in the Ever-changing World of SEO

    1. 1. Top 10 MUST Do’s in the Ever-Changing World of SEO Martin Laetsch September 13, 2012Proprietary & Confidential
    2. 2. Today’s Agenda SEO Overview Write For Your Audience Speak the Searchers Language Optimize Site Content Get Quality Links Custom 404 page Set a Canonical URL Navigation Sitemaps Microdata/Schema Responsive DesignProprietary & Confidential 2
    3. 3. What is Search Engine Marketing? “Putting content in front of people who overtly and explicitly express a desire, via keywords, for a particular product, service or piece of information.” – Search Engine Optimization (SEO): the process of making a site and its content highly relevant for both search engines and searchers. Successful search marketing helps a site gain top positioning for relevant words and phrases. – Paid Search Marketing (PPC): a type of search marketing where advertisers pay a set amount every time their ad is clicked by a prospect.Search Engine Marketing (SEM) is the combination of both 3
    4. 4. Paid vs. Organic
    5. 5. #1Write For Your Audience! 5
    6. 6. Write For Your Audience• You are creating content for your customers and prospects.• Search engines make money by recommending the best content for any given search.• If you base your marketing decisions on what is best for your customers, you will likely rank well in the search engines.• If you try and game the system to rank, you will eventually fail. Panda – Detect low quality and duplicate content Penguin – Devalue link spam 6
    7. 7. #2Speak the Searchers Language 7
    8. 8. Develop Initial Keyword List Compile a definitive list of keywords or phrases that customers should find your content with: • Analyze existing search engine referrals • Research external keyword databases • List product names (and their generic equivalents) • Ask customers how they would find a specific product or categoryGoogle &__u=1000000000&ideaRequestType=KEYWORD_IDEASKeywords tool 8
    9. 9. Develop the Searcher Profile/PersonaWho is the searcher? Who would belooking for this information? Someonewho… • Is looking for a general category of information? • Is looking for a specific solution? • Has one of your products and needs help? • Is an IT manager looking for a corporate solution? • Is a college student writing a research paper? 9
    10. 10. Define the Searcher MindsetWhy are they searching? They wantto … • Purchase a product or solution • Learn about a product or solution • Solve a specific problem • Understand a product category 10
    11. 11. Keyword MappingMap your important keywords topages on your site: • Look at each page in your site – what words do you think each is relevant for? • Now look again at the pages – are you actually using these words? • Try searching your own site for these words. If you cant find them, search engines wont. TIP: Use Google to search your site 11
    12. 12. #3Optimize site content 12
    13. 13. Writing for SEO• Choose 1 keyword phrase that is targeted for each page.• Include each keyword phrase 3-4 times each within your copy — more if it makes sense.• If your text sounds awkward to you, slice your keyword phrase usage or use synonyms.• Use the exact term – ―symptoms of diabetes" is not the same as ―diabetes symptoms"• Don’t over optimize. Use natural language to communicate your message (synonyms, varying word order, etc.)• Longer copy provides a better opportunity for keyword placement that sounds good and allows you to provide more information to you visitors.• Page length should be dictated by the message you want to communicate, but 250 words is a good target.Just write good marketing copy thats focused! 13
    14. 14. Put Keywords in…• Title Tag• URL• Headlines and sub- headlines (H1 & H2 tags)• Call to action links (hyperlinks)• Main body text copy, top to bottomSEO copywriting helps your writing be more specific.It’s just changing how we ―see‖ and write copy! 14
    15. 15. #4Get Quality Links 15
    16. 16. Why people link• Compelling content they want to share• Had a great experience with the brand• Had a terrible experience with the brand• They are a friend of the brand and want to promote it• Reciprocity – Site linked to them and they want to respond in kind 16
    17. 17. How to get links• Write great content• Provide helpful information• Article marketing – Share your content• Guest posts – providing and receiving• Constructively contribute to other blogs• Network – people are more likely to link to people they know• Speakerships, sponsorships, events, etc.• Social mediaCreate compelling content and let people knowit exists 17
    18. 18. Create Content People Want to SharePeople like to share interesting information • Builds their own credibility (they are in the know) • Consistently sharing good information increases their audience • Helps their visitors • White papers • Research results • Case studies • Thought provoking blog • Fun facts posts • Educational material • How to articles • Top 10 lists 18
    19. 19. #5Custom 404 page 19
    20. 20. Custom 404 Page• Helps people understand where they are if they get lost• Reinforces brand• Expose important content to lost visitors• Provide links back to the main domain, ensuring users and search engines can access other pages on your site.Link to key content • Important/popular pages • Articles/videos • Contact information • Sign up for a demo • Link to sitemap 20
    21. 21. #6Set a Canonical URL 21
    22. 22. URL’s - Canonical• There should only be one canonical version of each page. The non- canonical version should 301 redirect to the canonical.• This is extremely important since inbound links help determine how a site ranks. If people are linking to both and, link juice will be split between the two sites.• 301 redirects pass full link juice so the canonical version would get full value. 22
    23. 23. #7Navigation 23
    24. 24. URL’s – URL Hacking• Subdirectories should resolve with URL hacking. This is a common way to navigate a site.• Provides additional deep links to important content 24
    25. 25. Navigation – Breadcrumbs• Breadcrumbs provide a trail for site visitors to easily navigate to higher levels in the site hierarchy.• Helps both site usability and search results• Breadcrumbs are a representation of the path a visitor took to get to the page. It is a representation of where the page lives in the hierarchy and an easy way to navigate to higher levels of the hierarchy.• Google believes breadcrumbs are important to help visitors understand the structure of the site and how the specific page fits into the site hierarchy. They will include breadcrumb navigation in search results when they can. 25
    26. 26. #8Sitemaps 26
    27. 27. HTML site map• Easy way for visitors to locate pages they care about.• Another way for search engines to locate pages.• If you have a large site, list the main pages (category pages) of the site which takes you to a sub site map with links to pages within that category.• For a small site, just one site map will be fine.• Include a link to your site map on every page.
    28. 28. XML Sitemap• Easy way for search engines to locate every important page on a website• The Sitemap must: • Begin with an opening <urlset> tag and end with a closing </urlset> tag. • Specify the namespace (protocol standard) within the <urlset> tag. • Include a <url> entry for each URL, as a parent XML tag. • Include a <loc> child entry for each <url> parent tag.• All other tags are optional.• All URLs in a Sitemap must be from a single domain, such as or
    29. 29. Image Search • For each URL you list in your Sitemap, add additional information about important images on that page. <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns= xmlns:image=""> <url> <loc></loc> <image:image> <image:loc></image:loc> </image:image> <image:image> <image:loc></image:loc> </image:image> </url> </urlset> =178636
    30. 30. Video Sitemap • Video content includes web pages which embed video, URLs to players for video, or the URLs of raw video content hosted on your site. • Each URL entry must contain the following information: – Title – Description – Landing page URL – Thumbnail URL – Raw video file location and/or the player URL (SWF) =80472
    31. 31. Video Sitemap Example31
    32. 32. #9Microdata 32
    33. 33. Schema Markup• HTML tags that webmasters can use to markup their pages in ways recognized by major search engines.• Used to help search engines and other applications identify structured data and understand what it means.• Makes it easier for people to find the content they are looking for by providing richer search results.• For example, <h1>Avatar</h1> tells the browser to display the text string "Avatar" in a heading 1 format. However, the HTML tag doesnt give any information about what that text string means—"Avatar" could refer to the hugely successful 3D movie, or it could refer to a type of profile picture—and this can make it more difficult for search engines to intelligently display relevant content to a user.
    34. 34. Structured vs. Unstructured HTML• Structured data that helps search engines understand what web content is about. VS 34
    35. 35. Microdata Suggestions• Videos• Images 35
    36. 36. Microdata Suggestions• Events 36
    37. 37. #10Responsive Design 37
    38. 38. MobileSource
    39. 39. Responsive Web Design• Responsive web design is a technique to build web pages that alter how they look using CSS3 media queries. There is one HTML code for the page regardless of the device accessing it, but its presentation changes using CSS media queries to specify which CSS rules apply for the browser displaying the page.• It keeps desktop and mobile content on a single URL, which is easier for users to interact with, share, and link to and for Google’s algorithms to assign the indexing properties to your content.• Google can discover your content more efficiently.This is Google’s recommended way to code for mobile sites ndations-for-building-smartphone.html
    40. 40. Responsive Web Design - Sphero 40
    41. 41. Responsive Web Design - Sphero 41
    42. 42. Responsive Web Design - Sphero 42
    43. 43. Q&A
    44. 44. Integrated Marketing Platform World-Class E-mail Complete Set of Tools Approach & Terms Marketing Core & on One Platform that Work Deliverability • Drip/Nurturing, Web • Start Simple, Automate at Analytics, Landing Pages, Your Own Pace• Third-Generation Email Forms, Scoring, CRM Marketing Platform Integration, Social Media, • Affordable Pricing; Month- Reporting and More to-Month Contracts• No extra charge for deliverability • Focus Usability, Simplicity & • Live Customer Support – At Manageability No Additional Costs #AOWEB Demystifying Marketing Automation by Design
    45. 45. Ready to Learn More? Sign up for a demo: Can’t Wait?Call our hotline at: 1 (877) 530-1555 Email us: