Linking Your SEO Efforts to Business Outcomes

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  • 1. Linking Your SEO Efforts to Business Outcomes Your Recipe for Success Allison Fabella SEO / Social Media Manager The Atlanta Journal-Constitution
  • 2. Allison Fabella SEO / Social Media Manager
  • 3. What We’ll Cover Today
    • The Evolution of Search: How Changes in Search Engines Have Impacted SEO
    • The Future of Search: New SEO Resources for Expanding Your Business Horizons
    • Integrating SEO as Part of Your Thriving Business Model
    • SEO Tools of the Trade
  • 4. Evolution of Search How Changes in Search Engines Have Impacted SEO Techniques and Strategies
  • 5. Mid 90’s 1994 Birth of Search Engines
  • 6. Early Days of SEO
    • “ Wild west’
    • Based on submission to engines
    • Human edited directory dependant
    • Unsophisticated algorithm
      • Heavy reliance on meta tag info – esp. keywords
      • Easy to manipulate & abuse
  • 7. Enter... 1998
  • 8. Google the Game Changer
    • Sophisticated, proprietary algorithm
      • Multiple ranking criteria
    • PageRank
      • Off-page factors
        • Links (Votes)
        • Quantity based
    • LinkSpam
      • Link farmers
      • Google’s response:
        • Link quality vs. link quantity
  • 9. SEO’s Response: The Big 3
    • Content
        • On-page
            • Headings, subheads, body, anchor text
        • Behind page
            • Title tags, meta descriptions
    • Links
        • Relevant to site
        • Relationship based
        • High quality/authority
    • Site structure
        • Navigation
        • Sitemaps
  • 10. Implications to Your Business Model
    • No more SEO shortcuts
      • Keyword stuffing not effective
      • LinkFarmers harmful - not effective
    • SEO foundation built on:
      • Content
      • Link building
      • Good site navigation + sitemaps
  • 11. SEO : The Next Generation Maturation of Search Engines
  • 12. Search Engine Evolution
    • Additional Features
      • Global expansion
      • Shopping, travel, news, images, video...
      • XML sitemaps
    • BIG Search Results Page Changes
      • Personalized Search
      • Universal Search
  • 13. Personalized Search
  • 14. Universal Search
  • 15. New Perspectives on SEO Giving Your Business a Competitive Edge Through Redefining Content
  • 16. The New Frontier of Content
    • Local
    • Images
    • Video
    • Mobile
    • Social
    • Microformats
  • 17. Local: Google Places
  • 18. Images
  • 19. Video
  • 20. Mobile/Tablets
  • 21. Social
  • 22. Microformats (Rich Snippets)
    • Reviews
    • People
    • Businesses and organizations
    • Events
    • Video
  • 23. Optimal Timing of SEO in Your Development Cycle Bringing SEO Into the Mix for Maximum Benefit
  • 24. “ The Chocolate Chip Cookie Mistake” * SEO Website *Courtesy of Rand Fishkin, SEOMoz
  • 25. Mistiming of SEO
      • Most common SEO mistake is baking SEO too late in your development cycle
      • Too late for optimal impact:
        • After launch
        • During development phase
        • During design phase
      • Leads to costly choices
  • 26. Tough Choices
    • Abandon SEO aspirations
      • Lose competitive advantage
      • Lose opportunities for new clients and prospects
      • Lose potential revenue
    • Re-do site
      • Allocate more $, time, resources to:
        • Redesign
        • Re-code
  • 27. Optimal Integration of SEO
    • During planning phase
    • Inclusion of ALL stakeholders
      • Your stakeholders are your partners
    • Each stakeholder understands their SEO role
      • Education is key!
  • 28. Your SEO Stakeholders
    • Business owner / C-Suite / upper management
    • Product / project managers
    • Designers / user experience
    • Programmers / developers
    • Content producers
    • Marketing / sales
  • 29. Maximum Benefit. Minimum Cost. $
  • 30. Sweet Success!
  • 31. Tools of the Trade A Business Owners Guide to SEO Tools
  • 32. SEO & Social Media Toolkit
    • SEO Tools
      • SEOmoz
        • Free & Paid
      • SEObook
        • Free & Paid
    • Social Media Tools
      • Paid
        • Radian6, RavenTools
      • Free
        • Bit.ly, Facebook
        • Klout
        • Twittercounter, Twitterstats
    • Search Engine Data
      • Google Webmaster Tools
      • Yahoo Site Explorer
      • Bing Webmaster Center
    • Free Analytics Tools
      • Google Analytics
      • Yahoo Web Analytics
  • 33. SEO & Social Media Resources
    • SEO & Social Sites/Blogs
      • SEOmoz
      • Search Engine Land
      • Search Engine Watch
      • Mashable
      • BlueGlass
      • WebmasterRadio
    • Organizations
      • SEMPO
      • MarketMotive
    • Conferences
      • Search Engine Strategies
      • PubCon
      • SMX
    • Videos
      • Matt Cutts
        • Google Videos
      • SEOmoz
        • Whiteboard Fridays
    • Books
      • Search Engine Marketing, Inc.
      • The Art of SEO
      • Web Analytics: An Hour a Day
  • 34. Industry Leaders
    • SEO
      • Matt Cutts
      • Bruce Clay
      • Danny Sullivan
      • Stephan Spencer
      • Rand Fishkin
      • Todd Malicoat
    • PPC
      • David Szetela
      • Kevin Lee
      • Christine Churchill
    • Social Media
      • Li Evans
      • Dan Zarrella
      • Jennifer Laycock
      • Dave Snyder
    • Analytics
      • Avinash Kaushik
      • Matt Bailey
    • Link Building
      • Debra Mastaler
      • Eric Ward
  • 35. Summing Up Key Ingredients to Your Business’ Search Marketing Success
  • 36. Takeaways
    • SEO techniques have evolved for maximum opportunity to attract new clients and prospects
    • Act now to gain a competitive edge in your marketing efforts
    • Optimize all forms of content for maximum business outcome
    • Integrate your SEO efforts into your entire business model
  • 37. Thank you. Allison Fabella SEO / Social Media Manager The Atlanta Journal-Constitution [email_address] Twitter: @alli12