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Digital Marketing Conference SEO Workshop Lewis 0613
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This is the 3 hour SEO workshop hosted by Anvil Media's Kent Lewis. It covers industry statistics, keyword research, on and off-site SEO factors, analytics as well as an SEO exercise.

This is the 3 hour SEO workshop hosted by Anvil Media's Kent Lewis. It covers industry statistics, keyword research, on and off-site SEO factors, analytics as well as an SEO exercise.

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Digital Marketing Conference SEO Workshop Lewis 0613 Presentation Transcript

  • 1. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDIGITAL MARKETING STRATEGIES CERTIFICATESearch Engine Optimization WorkshopKent LewisPresident & FounderAnvil Media, Inc.www.AnvilMediaInc.com
  • 2. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsExtensive full-service & interactive agency backgroundOptimized first website in 1996Founded pdxMindShare in 1999Founded Anvil Media in 2000 – SEM for Fortune 2000Co-founded SEMpdx in 2006 – SearchFest in MarchFounded Formic Media in 2008 – SEM for SMBTeach SEM & eMarketing workshops at PSUKent Lewis- @KentjLewis
  • 3. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsIntegrated marketing agencySpecialize in SEO, PPC, Social & AnalyticsFounded in 200014 employees & 50+ clientsPBJ Fastest Growing Company 5 Consecutive YearsPBJ 10th Most Philanthropic Company 2007100% of team Google Analytics and AdWords certified100% of team is published and has presented in the industryAnvil Media, Inc. - @AnvilMedia
  • 4. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGlossary of Terms via Anvilhttp://www.anvilmediainc.com/search-engine-marketing-resources/search-engine-marketing-glossary
  • 5. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsMore Learning via PSU SEM Workshophttp://extendedstudies.pdx.edu/search/publicCourseSearchDetails.do?method=load&courseId=35162
  • 6. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms1:30 to 2:00 Search Engine Marketing Overview2:00 to 2:30 Keyword Research2:30 to 3:00 3 C’s of SEO3:00 to 3:30 Local SEO3:30 to 3:45 Break3:45 to 4:00 Measurement via Analytics4:00 to 4:30 Exercise: SEO Audit & Site ClinicToday’s Agenda
  • 7. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Marketing (SEM)Industry Overview
  • 8. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  • 9. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch & Social Is Maturing
  • 10. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  • 11. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOnline Marketing Focus
  • 12. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOnline (Content) Marketing Focus
  • 13. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhat’s Working?
  • 14. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  • 15. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Mobile Web(site)
  • 16. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSMB Mobile Search Ad Spend
  • 17. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Results Page (SERP)
  • 18. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Equity of SEO
  • 19. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  • 20. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  • 21. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Market Share66.40%15%14%3% 2%GoogleMicrosoftYahoo!AskAOL
  • 22. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine ComponentsBot or spiderIndexAlgorithmSERP
  • 23. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Ranking AlgorithmSEOmoz.org
  • 24. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsFuture Ranking Factors
  • 25. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsQuality Principles, According to Google1. Make pages primarily for users, not search engines2. Don’t deceive your users3. Avoid tricks intended to improve rankings4. Think about what makes your websiteunique, valuable or engaging. Make your websitestand out from others in your field.
  • 26. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSEM PlanningIdentify ObjectivesAwareness & brandingThought leadershipGenerating ad, affiliate or subscription revenueGenerating leads (B2B)Generating sales (B2C/ecommerce)Reduce costsIncrease profitability
  • 27. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSEM PlanningIdentify AudiencesPotential or existing customersPotential or existing employeesPotential or existing partnersPotential or existing investorsPress and analysts
  • 28. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSEM PlanningAdditional ConsiderationsCustomer acquisition costs & LCVIntegration with marketing programsTimelineGeographyInternal resourcesTools and technologyMetrics & measurementBudgets and budgeting
  • 29. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research: Ground Zero
  • 30. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Long Tail
  • 31. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  • 32. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsResearchEvaluationPurchasee.g. cookbooks e.g. Italian cookbookse.g. Essentials ofClassic ItalianCooking, MarcellaHazan
  • 33. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBottom line: Searches aregetting longer and morespecific
  • 34. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research:Tips
  • 35. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #1:Optimize for plurals, misspellingsand phrases
  • 36. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsFor example: if your keyword iscookbook, include keywordssuch as cookbook, cookbooks, and cookingbooks
  • 37. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #2Branded phrases perform well
  • 38. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsFor example: again, if yourkeyword is cookbook, includekeywords such as MarthaStewart Living Cookbook, AltonBrown Cookbook
  • 39. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #3Optimize for differentstages of buying cycle
  • 40. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWith our cookbook example again, ifyour keyword is cookbook:Stage of Buying Cycle KeywordsResearch cookbooksEvaluation Italian cookbookPurchaseEssentials of ClassicItalian Cooking,Marcella Hazan
  • 41. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #4Consider Google AdWords TestCampaign
  • 42. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHow do you find theright keywords?
  • 43. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research:Tools
  • 44. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Suggestion Tool
  • 45. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle InstantSearch Suggestions
  • 46. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCompetitors
  • 47. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  • 48. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research Process
  • 49. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms(1) Research keywords andcompile large master list
  • 50. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmscookbook cookbook club joy of cooking cookbookonline cookbook moosewood cookbook new cookbookscookbook software anarchist cookbook dessert cookbookscookbook template cook yourself thin cookbook homemade cookbooksmake your own cookbook electronic cookbook old cookbookscookbook publishers cookbooks for sale discount cookbooksbetty crocker cookbook used cookbooks crock pot cookbookdiabetic cookbook cheap cookbooks mexican cookbooktaste of home cookbook custom cookbook rachael ray cookbookvegetarian cookbook trisha yearwood cookbook baking cookbookscookbook recipes slow cooker cookbook pillsbury cookbookfamily cookbook hungry girl cookbook 101 cookbookspersonalized cookbook betty crocker low carb cookbookkids cookbook vintage cookbooks cookbook recipe softwaremaking a cookbook blank cookbooks kitchenaid cookbookcookbook fundraiser writing a cookbook diet cookbookshealthy cookbooks cookbook covers cookbooks for menbest cookbooks cooking light cookbook soup cookbookliving cookbook chinese cookbook cookbook namesdigital cookbook better homes cookbookExample: cookbook
  • 51. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms(2) Eliminate irrelevantkeywords and group intocategories
  • 52. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmscookbook cookbook club joy of cooking cookbookonline cookbook moosewood cookbook new cookbookscookbook software anarchist cookbook dessert cookbookscookbook template cook yourself thin cookbook homemade cookbooksmake your own cookbook electronic cookbook old cookbookscookbook publishers cookbooks for sale discount cookbooksbetty crocker cookbook used cookbooks crock pot cookbookdiabetic cookbook cheap cookbooks mexican cookbooktaste of home cookbook custom cookbook rachael ray cookbookvegetarian cookbook trisha yearwood cookbook baking cookbookscookbook recipes slow cooker cookbook pillsbury cookbookfamily cookbook hungry girl cookbook 101 cookbookspersonalized cookbook betty crocker low carb cookbookkids cookbook vintage cookbooks cookbook recipe softwaremaking a cookbook blank cookbooks kitchenaid cookbookcookbook fundraiser writing a cookbook diet cookbookshealthy cookbooks cookbook covers cookbooks for menbest cookbooks cooking light cookbook soup cookbookliving cookbook chinese cookbook cookbook namesdigital cookbook better homes cookbookEliminate irrelevant keywords
  • 53. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGroup into categoriesFamily Cookbook Healthy Cookbooksfamily cookbook healthy cookbookskids cookbook vegetarian cookbookjoy of cooking cookbook cook yourself thin cookbook101 cookbooks diet cookbooksbetter homes cookbook soup cookbookbetty crocker cookbook cooking light cookbooktaste of home cookbook living cookbookBuy Cookbooks Make Your Own Cookbookused cookbooks cookbook templatecheap cookbooks make your own cookbookbest cookbooks making a cookbookdiscount cookbooks personalized cookbooknew cookbooks digital cookbookold cookbooks writing a cookbookcookbooks for sale custom cookbookvintage cookbooks online cookbookcookbook recipe softwarehomemade cookbooks
  • 54. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms(3) Segment Priority andReinforcing keywords
  • 55. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsPriority keyword: user intent isclear: they want to take anaction (e.g. buy cookbook)Reinforcing keyword: userintent is less clear, but leads usto believe they will take actionsoon (e.g. used cookbooks)
  • 56. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBuy Cookbooks Keyword Typecheap cookbooks Prioritydiscount cookbooks Prioritycookbooks for sale Priorityused cookbooks Reinforcingbest cookbooks Reinforcingnew cookbooks Reinforcingold cookbooks Reinforcingvintage cookbooks Reinforcing
  • 57. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsAdvanced Keyword Tools andTactics Google Traffic Estimator – cost-per-click and search volume estimates WordTracker Free Keywords – related terms and estimated search volume(paid version available) SEO Book Keyword Suggestion Tool – links to search estimates, trends,synonyms, cost estimates, etc. Compete – in depth search volume and competitive details Google Trends Yahoo Search Assist Analytics – reference site analytics for organic keyword referrals Google Webmaster Tools – utilize Top Clicked Query report to determinewhich keywords not only return site content but also which resulted incorresponding clicks through to the site PPC Data – reference impression, click and conversion data from PPC
  • 58. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe 3 C’s of SEO
  • 59. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe 3Cs of SEOContentCodeCredibility
  • 60. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCONTENT: PART ONEKeyword placement best practices
  • 61. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Keyword Research Tools– Google Keyword Tool– Google Search Suggest– Google Trends– Google Analytics• Competitor Content• Customer Reviews & Social Media– How are customers talking about your products and services?61Reminder: Keyword Research
  • 62. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms62• Search engines look to key areas of placement to aid in the process ofdetermining how to rank content.• By ensuring that descriptive (and targeted) keywords are inserted into theseareas you can improve your site’s organic presence.URLSANCHOR TEXTMETADESCRIPTIONTAGSTITLE TAGSHEADERS ANDSUBHEADERSBODY COPYKey Areas of Placement
  • 63. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsURLs – Best Practices• Use no more than 3 or 4 subdirectories• Use hyphens (preferably) or underscores when separatingkeywords in a URL• Use keywords in URLs to improve relevancy for users andsearch engines• Use lowercase characters onlyTest: can you guess what these pages are about?http://www.right.com/capabilities/organizational-effectiveness/default.aspxhttp://www.barnesandnoble.com/container/2-3-merch.asp?PID=34724
  • 64. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTitle & Meta TagsTitle tagMeta description
  • 65. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Unique to each page• Keyword used in title tag• Keyword used in meta description & compelling marketingmessage• Watch the lengthTitle & Meta Tag Best Practices
  • 66. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHeader Tags• An <h1> tag should never be used more than once per page• Sub-headers such as <h2> tags can be used multiple times• Descriptive and targeted keywords should be incorporatedthroughout the site in <h1> and <h2> tags
  • 67. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBody Copy & Anchor Text
  • 68. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Keyword used in url – dashes are fine• Keyword used in file name• Keyword used in Alt tag and title attribute• Keyword used on page and around fileSEO Success – File Optimization
  • 69. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Perfectly Optimized Page - SEOMoz
  • 70. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCODEWhat’s going on behind the scene
  • 71. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHTML textCSS (Cascading Style Sheets)Breadcrumb navigationRobots.txt File404 Error Pages301 redirects & CanonicalizationXML & HTML SitemapChallenges:Flash, frames, Javascript, dynamic URLsSEO – Code Elements
  • 72. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHTML TextNo.
  • 73. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Font properties such as typeface and emphasis• Color of text, backgrounds, and other elements• Text attributes such as spacing between words, letters, and linesof text• Alignment of text, images, tables and other elements• Margin, border, padding, and positioning for most elements• Unique identification and generic classification of groups ofattributesCascading Style Sheets
  • 74. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBreadcrumb Navigation
  • 75. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRobots.txt file
  • 76. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms301 Redirect
  • 77. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBroken Links
  • 78. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsNot:www.anvilmediainc.com/index.htmlwww.anvilmediainc.com/home.htmlCanonicalizationDecreasedSearchEngineRankingsSelf CompetitionCanonicalizationBurns CrawlEquity
  • 79. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsIndexation – Create an XML Sitemap• List of all site pages• Allows engines to easily “see” all site pages without havingto crawl manually• Designate page priority & change frequency
  • 80. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsIndexation – Create an XML Sitemap
  • 81. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmshttp://schema.org/docs/fullMark UpTypes –RichSnippets
  • 82. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSchema TypesCreative works – books, movies, recipes, etcEventsOrganizationsPlaces (Local Businesses & Restaurants)ProductsReviewsMusicVideosAuthors
  • 83. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRich Snippets – Testing Toolhttp://www.google.com/webmasters/tools/richsnippets
  • 84. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSite Speed
  • 85. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSite Speed – Why is it Important?• Customers expect your website to load in 2 secondsor less.• 40% of customers will abandon any site that takeslonger than 3 seconds to load.• For every 1 second of load time, conversion dropsby 7%.• For every 1 second of load time, user satisfactiondrops by 16%.
  • 86. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBest PracticesUse gzip HTTP compressionUse a far-future Expires headerUse the asynchronous GA codeDon’t duplicate JavaScript & remove unused CSS<link> CSS & avoid @importSpecify a character setUse a small, cached favicon.icoAvoid empty <img>sCompress images, use dimensions
  • 87. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCREDIBILITYWhat’s going on behind the scene
  • 88. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsInbound Links
  • 89. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDomain Authority
  • 90. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDesign for User Experience & EngagementBounce rates, time on site, conversion rates, # of pages per visit = indicators ofan ENGAGED user
  • 91. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSpelling & Grammar are Critical“…the reputable sites tendto spell better and thesites that are lowerPageRank, or very lowPageRank, tend not tospell as well."Matt Cutts, GoogleSearch Quality engineer& industry hero
  • 92. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsReduce Ads“…the reputable sites tendto spell better and thesites that are lowerPageRank, or very lowPageRank, tend not tospell as well."Google has released several updates relating specifically to ads and theirplacement if there are “too many” above the fold
  • 93. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsAuthorshiphttps://plus.google.com/authorship
  • 94. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRemember Site Speed?
  • 95. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDon’t Forget Mobile• Optimizing for Mobile– No Flash & larger buttons (with spacing)– Contact information in footer– Map & driving directions• Building for Mobile– Responsive design– WordPress plug-ins
  • 96. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Traditional SEO rules still apply• Be sure to include:– Mobile style sheets– Mobile sitemaps– Optimization on short keyword phrasesMobile SEO
  • 97. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhat are these all about?
  • 98. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsPanda targets low quality content, thin content, duplicatecontent, heavy advertising or affiliate link use, etc.Penguin targets spam (and at this point it’s heavily targetingunnatural inbound links)
  • 99. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsQuick and Dirty Mobile Site: GoMoGoogle Mobile Site Builder
  • 100. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOther Tracking ToolsFacebook InsightsCoTweetHootSuiteTweetDeckBit.lySproutSocial…and MORE
  • 101. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal SEO
  • 102. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDifference Between Local & OrganicOrganic Search Results
  • 103. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDifference Between Local & OrganicLocal Search Results
  • 104. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Location, location, location• Organic/Paid search = “the what”–Nike running shoes, Sony DSLR camera• Local Search = “the what” & “the where”–Nike shoe store Portland, Camera World PortlandDifference Between Local & Organic
  • 105. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe “O” Pack
  • 106. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search Results Now Blended
  • 107. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhy is Local Search soImportant?
  • 108. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Roughly 30% of all searches have local intent• Google = ~12.5 billion searches/month• Yahoo = ~3.6 billion/month• Bing = ~2.6 billion/month• ~18.7 billion searches/month• ~5.6 billion searches have local intentLocal Search Volume by MonthData Courtesy of ComScore
  • 109. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHow are Consumers Finding Local Merchants
  • 110. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal: Big 2013 Marketing Investment
  • 111. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsInformation Consumers are Seeking by Device
  • 112. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• 97% of American internet users shop online, of which57% say they purchase offline (NPD Group)• 90% of online commercial searches result in offline brickand mortar purchases (comScore)• 82% of local searchers follow up offline by an in-storevisit or phone call (comScore)• 80% of all budgets are spent within 50 miles of thehome (DMA)Local Search User Stats
  • 113. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Roughly 25 million SMBs in the US• Approximately 2 million Google+ Local pages (~8%) havebeen claimedLocal Search Business Stats
  • 114. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search: Websites are Lacking
  • 115. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search Business Stats
  • 116. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhere are Local Searches Happening?Courtesy of 15 Miles
  • 117. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Organic Search Ecosystem
  • 118. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Local Search EcosystemCourtesy of GetListed.org
  • 119. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search Components• Google+ Local Page (Yahoo/Bing Local Listings)• Off-site Optimization• On-site Optimization
  • 120. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle+ Local Page (Yahoo/Bing)• Claim & verify your Google+ Local page
  • 121. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization• Still need to focus on website optimization– Geo-specific keyword targeting–Title Tags–Meta Tags–H1 tags–Body Copy
  • 122. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
  • 123. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization• Utilize Schema.org and microformatsOriginal MarkupSchema.org Markup
  • 124. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
  • 125. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
  • 126. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization• Local phone number = Good• 800 phone number = Not ideal• Tracking phone number = Bad
  • 127. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization• If you have multiple store locations, you should:–Create unique pages for each location
  • 128. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
  • 129. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search Components• Google+ Local Page (Yahoo/Bing Local Listings)• On-site Optimization• Off-site Optimization
  • 130. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOff-site Optimization• Web Citations & Inbound Links–More citations/links = more trust + higher rankings
  • 131. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOff-site OptimizationCourtesy of GetListed.org
  • 132. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOff-site Optimization• User reviews also help gain trust from both the searchengines and users– Quantity is still more powerful than quality– Engines are working to understand sentiment
  • 133. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOff-site Optimization• Get reviews through:–Email campaigns–Encourage employees to ask for reviews• Incentivize your employees if necessary–Google window sticker–Utilize in-store collateral– Social media–Use website widget by BrightLocal.com
  • 134. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search for Google• Google AdWords
  • 135. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search for Google
  • 136. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search for Google
  • 137. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search Alternatives• Facebook• Yelp• CityGrid• Internet Yellow Pages• Many, many more…
  • 138. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms15 Minute Break
  • 139. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsMeasurement via Analytics
  • 140. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsMEASUREMENT VIA ANALYTICSTools to get the job done and how to measure your performance
  • 141. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRankings Aren’t Everything
  • 142. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOrganic Traffic Analysis
  • 143. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsUse Tools to Identify Speed IssuesGoogle Site Speed Tool: https://developers.google.com/speed/pagespeed/insights
  • 144. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSite Speed in Google Analytics
  • 145. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsScreaming Froghttp://www.screamingfrog.co.uk/seo-spider/
  • 146. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Webmaster Tools
  • 147. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Analytics - Goals
  • 148. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Analytics - Social
  • 149. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Analytics - Mobile
  • 150. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsExercise: SEO AuditUse Woorank & learning to audit & optimize a website
  • 151. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSEO Planning Tool: WooRank.com
  • 152. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsExercise: Site ClinicShare a website with me and I’ll analyze it!
  • 153. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDIGITAL MARKETING STRATEGIES CERTIFICATEQuestions?@KentjLewisAnvil Media, Inc.50-595-6050Kent@AnvilMediaInc.com