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Linking Your SEO Efforts to Business Outcomes
 

Linking Your SEO Efforts to Business Outcomes

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    Linking Your SEO Efforts to Business Outcomes Linking Your SEO Efforts to Business Outcomes Presentation Transcript

    • Linking Your SEO Efforts to Business Outcomes Your Recipe for Success Allison Fabella SEO / Social Media Manager The Atlanta Journal-Constitution
    • Allison Fabella SEO / Social Media Manager
    • 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
    • Evolution of Search How Changes in Search Engines Have Impacted SEO Techniques and Strategies
    • Mid 90’s 1994 Birth of Search Engines
    • 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
    • Enter... 1998
    • 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
    • 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
    • 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
    • SEO : The Next Generation Maturation of Search Engines
    • Search Engine Evolution
      • Additional Features
        • Global expansion
        • Shopping, travel, news, images, video...
        • XML sitemaps
      • BIG Search Results Page Changes
        • Personalized Search
        • Universal Search
    • Personalized Search
    • Universal Search
    • New Perspectives on SEO Giving Your Business a Competitive Edge Through Redefining Content
    • The New Frontier of Content
      • Local
      • Images
      • Video
      • Mobile
      • Social
      • Microformats
    • Local: Google Places
    • Images
    • Video
    • Mobile/Tablets
    • Social
    • Microformats (Rich Snippets)
      • Reviews
      • People
      • Businesses and organizations
      • Events
      • Video
    • Optimal Timing of SEO in Your Development Cycle Bringing SEO Into the Mix for Maximum Benefit
    • “ The Chocolate Chip Cookie Mistake” * SEO Website *Courtesy of Rand Fishkin, SEOMoz
    • 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
    • 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
    • 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!
    • Your SEO Stakeholders
      • Business owner / C-Suite / upper management
      • Product / project managers
      • Designers / user experience
      • Programmers / developers
      • Content producers
      • Marketing / sales
    • Maximum Benefit. Minimum Cost. $
    • Sweet Success!
    • Tools of the Trade A Business Owners Guide to SEO Tools
    • 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
    • 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
    • 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
    • Summing Up Key Ingredients to Your Business’ Search Marketing Success
    • 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
    • Thank you. Allison Fabella SEO / Social Media Manager The Atlanta Journal-Constitution [email_address] Twitter: @alli12