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PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDIGITAL MARKETING STRATEGIES CERTIFICATESearch ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsExtensive full-service & interactive agency bac...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsIntegrated marketing agencySpecialize in SEO, P...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGlossary of Terms via Anvilhttp://www.anvilmedi...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsMore Learning via PSU SEM Workshophttp://extend...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms1:30 to 2:00 Search Engine Marketing Overview2:...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Marketing (SEM)Industry Overview
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch & Social Is Maturing
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOnline Marketing Focus
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOnline (Content) Marketing Focus
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhat’s Working?
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Mobile Web(site)
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSMB Mobile Search Ad Spend
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Results Page (SERP)
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Equity of SEO
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Market Share66.40%15%14%3% 2%Goog...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine ComponentsBot or spiderIndexAlgor...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Ranking AlgorithmSEOmoz.org
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsFuture Ranking Factors
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsQuality Principles, According to Google1. Make ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSEM PlanningIdentify ObjectivesAwareness & bran...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSEM PlanningIdentify AudiencesPotential or exis...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSEM PlanningAdditional ConsiderationsCustomer a...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research: Ground Zero
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Long Tail
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsResearchEvaluationPurchasee.g. cookbooks e.g. I...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBottom line: Searches aregetting longer and mor...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research:Tips
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #1:Optimize for plurals, misspellingsand ph...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsFor example: if your keyword iscookbook, includ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #2Branded phrases perform well
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsFor example: again, if yourkeyword is cookbook,...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #3Optimize for differentstages of buying cy...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWith our cookbook example again, ifyour keyword...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #4Consider Google AdWords TestCampaign
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHow do you find theright keywords?
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research:Tools
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Suggestion Tool
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle InstantSearch Suggestions
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCompetitors
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research Process
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms(1) Research keywords andcompile large master l...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmscookbook cookbook club joy of cooking cookbooko...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms(2) Eliminate irrelevantkeywords and group into...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmscookbook cookbook club joy of cooking cookbooko...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGroup into categoriesFamily Cookbook Healthy Co...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms(3) Segment Priority andReinforcing keywords
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsPriority keyword: user intent isclear: they wan...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBuy Cookbooks Keyword Typecheap cookbooks Prior...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsAdvanced Keyword Tools andTactics Google Traff...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe 3 C’s of SEO
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe 3Cs of SEOContentCodeCredibility
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCONTENT: PART ONEKeyword placement best practices
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Keyword Research Tools– Google Keyword Tool– ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms62• Search engines look to key areas of placeme...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsURLs – Best Practices• Use no more than 3 or 4 ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTitle & Meta TagsTitle tagMeta description
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Unique to each page• Keyword used in title ta...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHeader Tags• An <h1> tag should never be used m...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBody Copy & Anchor Text
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Keyword used in url – dashes are fine• Keywor...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Perfectly Optimized Page - SEOMoz
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCODEWhat’s going on behind the scene
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHTML textCSS (Cascading Style Sheets)Breadcrumb...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHTML TextNo.
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Font properties such as typeface and emphasis...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBreadcrumb Navigation
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRobots.txt file
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms301 Redirect
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBroken Links
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsNot:www.anvilmediainc.com/index.htmlwww.anvilme...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsIndexation – Create an XML Sitemap• List of all...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsIndexation – Create an XML Sitemap
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmshttp://schema.org/docs/fullMark UpTypes –RichSn...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSchema TypesCreative works – books, movies, re...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRich Snippets – Testing Toolhttp://www.google.c...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSite Speed
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSite Speed – Why is it Important?• Customers ex...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBest PracticesUse gzip HTTP compressionUse a ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCREDIBILITYWhat’s going on behind the scene
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsInbound Links
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDomain Authority
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDesign for User Experience & EngagementBounce r...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSpelling & Grammar are Critical“…the reputable ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsReduce Ads“…the reputable sites tendto spell be...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsAuthorshiphttps://plus.google.com/authorship
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRemember Site Speed?
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDon’t Forget Mobile• Optimizing for Mobile– No ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Traditional SEO rules still apply• Be sure to...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhat are these all about?
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsPanda targets low quality content, thin content...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsQuick and Dirty Mobile Site: GoMoGoogle Mobile ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOther Tracking ToolsFacebook InsightsCoTweetHoo...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal SEO
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDifference Between Local & OrganicOrganic Searc...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDifference Between Local & OrganicLocal Search ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Location, location, location• Organic/Paid se...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe “O” Pack
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search Results Now Blended
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhy is Local Search soImportant?
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Roughly 30% of all searches have local intent...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHow are Consumers Finding Local Merchants
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal: Big 2013 Marketing Investment
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsInformation Consumers are Seeking by Device
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• 97% of American internet users shop online, o...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms• Roughly 25 million SMBs in the US• Approximat...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search: Websites are Lacking
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search Business Stats
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhere are Local Searches Happening?Courtesy of ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Organic Search Ecosystem
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Local Search EcosystemCourtesy of GetListed...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search Components• Google+ Local Page (Ya...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle+ Local Page (Yahoo/Bing)• Claim & verify...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization• Still need to focus on we...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization• Utilize Schema.org and mi...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization• Local phone number = Good...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization• If you have multiple stor...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search Components• Google+ Local Page (Ya...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOff-site Optimization• Web Citations & Inbound ...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOff-site OptimizationCourtesy of GetListed.org
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOff-site Optimization• User reviews also help g...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOff-site Optimization• Get reviews through:–Ema...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search for Google• Google AdWords
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search for Google
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search for Google
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search Alternatives• Facebook• Yelp•...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms15 Minute Break
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsMeasurement via Analytics
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsMEASUREMENT VIA ANALYTICSTools to get the job d...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRankings Aren’t Everything
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOrganic Traffic Analysis
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsUse Tools to Identify Speed IssuesGoogle Site S...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSite Speed in Google Analytics
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsScreaming Froghttp://www.screamingfrog.co.uk/se...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Webmaster Tools
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Analytics - Goals
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Analytics - Social
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Analytics - Mobile
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsExercise: SEO AuditUse Woorank & learning to au...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSEO Planning Tool: WooRank.com
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsExercise: Site ClinicShare a website with me an...
PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDIGITAL MARKETING STRATEGIES CERTIFICATEQuestio...
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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.

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Transcript of "Digital Marketing Conference SEO Workshop Lewis 0613"

  1. 1. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDIGITAL MARKETING STRATEGIES CERTIFICATESearch Engine Optimization WorkshopKent LewisPresident & FounderAnvil Media, Inc.www.AnvilMediaInc.com
  2. 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. 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. 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. 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. 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. 7. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Marketing (SEM)Industry Overview
  8. 8. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  9. 9. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch & Social Is Maturing
  10. 10. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  11. 11. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOnline Marketing Focus
  12. 12. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOnline (Content) Marketing Focus
  13. 13. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhat’s Working?
  14. 14. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  15. 15. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Mobile Web(site)
  16. 16. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSMB Mobile Search Ad Spend
  17. 17. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Results Page (SERP)
  18. 18. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Equity of SEO
  19. 19. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  20. 20. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  21. 21. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Market Share66.40%15%14%3% 2%GoogleMicrosoftYahoo!AskAOL
  22. 22. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine ComponentsBot or spiderIndexAlgorithmSERP
  23. 23. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSearch Engine Ranking AlgorithmSEOmoz.org
  24. 24. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsFuture Ranking Factors
  25. 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. 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. 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. 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. 29. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research: Ground Zero
  30. 30. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Long Tail
  31. 31. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  32. 32. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsResearchEvaluationPurchasee.g. cookbooks e.g. Italian cookbookse.g. Essentials ofClassic ItalianCooking, MarcellaHazan
  33. 33. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBottom line: Searches aregetting longer and morespecific
  34. 34. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research:Tips
  35. 35. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #1:Optimize for plurals, misspellingsand phrases
  36. 36. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsFor example: if your keyword iscookbook, include keywordssuch as cookbook, cookbooks, and cookingbooks
  37. 37. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #2Branded phrases perform well
  38. 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. 39. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #3Optimize for differentstages of buying cycle
  40. 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. 41. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTip #4Consider Google AdWords TestCampaign
  42. 42. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHow do you find theright keywords?
  43. 43. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research:Tools
  44. 44. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Suggestion Tool
  45. 45. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle InstantSearch Suggestions
  46. 46. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCompetitors
  47. 47. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
  48. 48. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsKeyword Research Process
  49. 49. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms(1) Research keywords andcompile large master list
  50. 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. 51. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms(2) Eliminate irrelevantkeywords and group intocategories
  52. 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. 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. 54. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms(3) Segment Priority andReinforcing keywords
  55. 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. 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. 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. 58. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe 3 C’s of SEO
  59. 59. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe 3Cs of SEOContentCodeCredibility
  60. 60. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCONTENT: PART ONEKeyword placement best practices
  61. 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. 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. 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. 64. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsTitle & Meta TagsTitle tagMeta description
  65. 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. 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. 67. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBody Copy & Anchor Text
  68. 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. 69. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Perfectly Optimized Page - SEOMoz
  70. 70. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCODEWhat’s going on behind the scene
  71. 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. 72. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHTML TextNo.
  73. 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. 74. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBreadcrumb Navigation
  75. 75. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRobots.txt file
  76. 76. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms301 Redirect
  77. 77. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsBroken Links
  78. 78. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsNot:www.anvilmediainc.com/index.htmlwww.anvilmediainc.com/home.htmlCanonicalizationDecreasedSearchEngineRankingsSelf CompetitionCanonicalizationBurns CrawlEquity
  79. 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. 80. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsIndexation – Create an XML Sitemap
  81. 81. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmshttp://schema.org/docs/fullMark UpTypes –RichSnippets
  82. 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. 83. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRich Snippets – Testing Toolhttp://www.google.com/webmasters/tools/richsnippets
  84. 84. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSite Speed
  85. 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. 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. 87. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsCREDIBILITYWhat’s going on behind the scene
  88. 88. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsInbound Links
  89. 89. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDomain Authority
  90. 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. 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. 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. 93. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsAuthorshiphttps://plus.google.com/authorship
  94. 94. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRemember Site Speed?
  95. 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. 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. 97. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhat are these all about?
  98. 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. 99. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsQuick and Dirty Mobile Site: GoMoGoogle Mobile Site Builder
  100. 100. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOther Tracking ToolsFacebook InsightsCoTweetHootSuiteTweetDeckBit.lySproutSocial…and MORE
  101. 101. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal SEO
  102. 102. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDifference Between Local & OrganicOrganic Search Results
  103. 103. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDifference Between Local & OrganicLocal Search Results
  104. 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. 105. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe “O” Pack
  106. 106. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search Results Now Blended
  107. 107. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhy is Local Search soImportant?
  108. 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. 109. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsHow are Consumers Finding Local Merchants
  110. 110. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal: Big 2013 Marketing Investment
  111. 111. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsInformation Consumers are Seeking by Device
  112. 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. 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. 114. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search: Websites are Lacking
  115. 115. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Search Business Stats
  116. 116. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsWhere are Local Searches Happening?Courtesy of 15 Miles
  117. 117. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Organic Search Ecosystem
  118. 118. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsThe Local Search EcosystemCourtesy of GetListed.org
  119. 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. 120. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle+ Local Page (Yahoo/Bing)• Claim & verify your Google+ Local page
  121. 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. 122. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
  123. 123. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization• Utilize Schema.org and microformatsOriginal MarkupSchema.org Markup
  124. 124. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
  125. 125. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
  126. 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. 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. 128. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOn-site Optimization
  129. 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. 130. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOff-site Optimization• Web Citations & Inbound Links–More citations/links = more trust + higher rankings
  131. 131. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOff-site OptimizationCourtesy of GetListed.org
  132. 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. 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. 134. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search for Google• Google AdWords
  135. 135. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search for Google
  136. 136. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search for Google
  137. 137. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsLocal Paid Search Alternatives• Facebook• Yelp• CityGrid• Internet Yellow Pages• Many, many more…
  138. 138. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms15 Minute Break
  139. 139. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsMeasurement via Analytics
  140. 140. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsMEASUREMENT VIA ANALYTICSTools to get the job done and how to measure your performance
  141. 141. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsRankings Aren’t Everything
  142. 142. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsOrganic Traffic Analysis
  143. 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. 144. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSite Speed in Google Analytics
  145. 145. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsScreaming Froghttp://www.screamingfrog.co.uk/seo-spider/
  146. 146. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Webmaster Tools
  147. 147. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Analytics - Goals
  148. 148. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Analytics - Social
  149. 149. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsGoogle Analytics - Mobile
  150. 150. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsExercise: SEO AuditUse Woorank & learning to audit & optimize a website
  151. 151. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsSEO Planning Tool: WooRank.com
  152. 152. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsExercise: Site ClinicShare a website with me and I’ll analyze it!
  153. 153. PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdmsDIGITAL MARKETING STRATEGIES CERTIFICATEQuestions?@KentjLewisAnvil Media, Inc.50-595-6050Kent@AnvilMediaInc.com

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