Search Engine Optimization Windsor, Nova Scotia March 2, 2010
What is the Internet? <ul><li>How does it work? </li></ul><ul><li>...No, it’s not a series of tubes! </li></ul><ul><li>Sea...
What is a Search Engine? <ul><li>How do they work? </li></ul><ul><li>Why Google? </li></ul><ul><ul><li>80 billion searches...
GateKeepers of the Web <ul><li>#1 way people access websites is through search </li></ul><ul><li>Search engines are the bu...
How Does Google Make Money? <ul><li>Why should you care? </li></ul><ul><li>What does this mean for me? </li></ul>
The Three Pillars of SEO <ul><li>Content </li></ul><ul><ul><li>Words, words, words </li></ul></ul><ul><li>Links </li></ul>...
Content <ul><li>Use real language that reflects your offerings. </li></ul><ul><li>Latent Semantic Indexing </li></ul><ul><...
Links <ul><li>How to find and get them? </li></ul><ul><ul><li>Linkdomain:www.yadayada.com </li></ul></ul><ul><ul><li>Look ...
Other Factors <ul><li>Technical problems and other issues </li></ul><ul><ul><li>Google needs to see your site and content ...
What Makes a Site Win Top Rank? <ul><ul><li>Competitive challenge </li></ul></ul><ul><ul><li>Page Rank, Trust Rank </li></...
USER EXPERIENCE! <ul><li>One of the factors Google is now looking at is visitor satisfaction. </li></ul><ul><li>Are people...
Think Like Google!
Search Means Business <ul><li>Are they finding you first? If not, they're finding your competition... and you lose that cu...
Optimize for Who?
The Challenge of Search <ul><ul><li>“ Overall, effective SEM requires the integration of  many disciplines … a   marketer ...
To Be Better, You Need to Do More.
Search Hot Spots
Search Tail
Keyword Research
Target Analysis
Code Problems?
Tracking, Reporting are Key
Structured Reporting is Key
SkiMontBlanc.com
 
SkiMontBlanc.com
 
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Seo Talk Feb/Mar2010

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Optimize for the New Google

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Seo Talk Feb/Mar2010

  1. 1. Search Engine Optimization Windsor, Nova Scotia March 2, 2010
  2. 2. What is the Internet? <ul><li>How does it work? </li></ul><ul><li>...No, it’s not a series of tubes! </li></ul><ul><li>Search engine versus browser </li></ul><ul><li>More like a library… </li></ul>
  3. 3. What is a Search Engine? <ul><li>How do they work? </li></ul><ul><li>Why Google? </li></ul><ul><ul><li>80 billion searches per month </li></ul></ul><ul><ul><li>Google has 75-80% of the market </li></ul></ul><ul><ul><li>People search for everything! </li></ul></ul><ul><ul><li>Tiddly Winks searched over 10,000 times in December 2009 </li></ul></ul>
  4. 4. GateKeepers of the Web <ul><li>#1 way people access websites is through search </li></ul><ul><li>Search engines are the busiest and most used sites on the web </li></ul><ul><li>Local, global, regional… doesn’t matter </li></ul><ul><li>Direct Marketing Association: SEO the most important for generating web traffic </li></ul><ul><li>Why SEO? Simple: make your website easier to find for people seeking what you have to offer. </li></ul>
  5. 5. How Does Google Make Money? <ul><li>Why should you care? </li></ul><ul><li>What does this mean for me? </li></ul>
  6. 6. The Three Pillars of SEO <ul><li>Content </li></ul><ul><ul><li>Words, words, words </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Show Google that you are important </li></ul></ul><ul><li>Other factors (technical) </li></ul><ul><ul><li>Hello Google, can you see me? </li></ul></ul>
  7. 7. Content <ul><li>Use real language that reflects your offerings. </li></ul><ul><li>Latent Semantic Indexing </li></ul><ul><li>Use keyword tools to find appropriate keyword targets. </li></ul><ul><li>Make your webpage as relevant as possible to your keyword targets. </li></ul>
  8. 8. Links <ul><li>How to find and get them? </li></ul><ul><ul><li>Linkdomain:www.yadayada.com </li></ul></ul><ul><ul><li>Look at competitors’ websites </li></ul></ul><ul><ul><li>Do Google searches </li></ul></ul><ul><ul><li>Create rich content </li></ul></ul><ul><ul><li>What makes a link “good”? </li></ul></ul><ul><ul><ul><li>Relevant topic sites </li></ul></ul></ul><ul><ul><ul><li>Authority sites </li></ul></ul></ul><ul><ul><ul><li>Relevant Anchor Text </li></ul></ul></ul>
  9. 9. Other Factors <ul><li>Technical problems and other issues </li></ul><ul><ul><li>Google needs to see your site and content in order to index it. Frames, Flash, Java Script, poor navigation… all can pose problems for Google. </li></ul></ul><ul><ul><li>What the heck is WHOIS? </li></ul></ul><ul><ul><li>Why does where you are located matter? </li></ul></ul>
  10. 10. What Makes a Site Win Top Rank? <ul><ul><li>Competitive challenge </li></ul></ul><ul><ul><li>Page Rank, Trust Rank </li></ul></ul><ul><ul><li>Smart targeting of customer groups </li></ul></ul><ul><ul><li>Well written, well structured copy </li></ul></ul><ul><ul><li>Copy placement </li></ul></ul><ul><ul><li>Keyword density </li></ul></ul><ul><ul><li>Concept clustering </li></ul></ul><ul><ul><li>Keyword selection and use </li></ul></ul><ul><ul><li>Removal of technical obstacles </li></ul></ul><ul><ul><li>Link community size </li></ul></ul><ul><ul><li>Link community quality </li></ul></ul><ul><ul><li>Copy growth </li></ul></ul><ul><ul><li>Penalty factors </li></ul></ul><ul><ul><li>Search Engine “mood” changes... </li></ul></ul>
  11. 11. USER EXPERIENCE! <ul><li>One of the factors Google is now looking at is visitor satisfaction. </li></ul><ul><li>Are people engaging with the site? </li></ul><ul><li>How well laid out is the site Nav? </li></ul><ul><li>What sort of tools does the site have to enhance user experience? </li></ul><ul><li>The Point? Make your site as good as possible for your visitor! </li></ul>
  12. 12. Think Like Google!
  13. 13. Search Means Business <ul><li>Are they finding you first? If not, they're finding your competition... and you lose that customer! </li></ul>“ SEO Halifax” – AlphaSearch #1 “ Halifax SEO” – AlphaSearch #1 “ Internet Marketing Halifax” – AIM #1, AlphaSearch #2 “ SEO Moncton” – #1 an Alpha site “ SEO Canada”, etc.
  14. 14. Optimize for Who?
  15. 15. The Challenge of Search <ul><ul><li>“ Overall, effective SEM requires the integration of many disciplines … a marketer at heart, yet have client service (people) skills... possess copywriting abilities , knowledge of HTML ... understand Web site architecture, usability , and site navigation, and have the technical aptitude to employ sophisticated tools, while also possessing a keen linguistic sense .” </li></ul></ul><ul><ul><ul><li>from an article about why good search marketers are hard to find. </li></ul></ul></ul>
  16. 16. To Be Better, You Need to Do More.
  17. 17. Search Hot Spots
  18. 18. Search Tail
  19. 19. Keyword Research
  20. 20. Target Analysis
  21. 21. Code Problems?
  22. 22. Tracking, Reporting are Key
  23. 23. Structured Reporting is Key
  24. 24. SkiMontBlanc.com
  25. 26. SkiMontBlanc.com
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