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SEO: How to Win Rankings & Influence Search Results
 

SEO: How to Win Rankings & Influence Search Results

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Presentation given to PDXTech4Good on March 20, 2012. Covers current SEO tactics for the new search results landscape, Google Plus & Google Search Plus Your World and SEO tips and tricks. ...

Presentation given to PDXTech4Good on March 20, 2012. Covers current SEO tactics for the new search results landscape, Google Plus & Google Search Plus Your World and SEO tips and tricks.

See this page for more SEM presentations: http://www.amplify-interactive.com/search-engine-marketing-resources/sem-presentations/

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  • MARKUP THE RESULTS SCREEN SHOTTheir goal = Most relevant and timely content… to youThat includes ‘features’ introduced into results pages like reviews, maps, pictures, video, etcAND – personalized results
  • Google SPYW in full effectFriend recommendations in resultsContent from ‘friends’ in resultsRankings reports have become more of a ‘potential to rank’So – this means – you’ve gotta get more of your content into circles.get into more circles
  • We’re on a collision course with social in search
  • TO GIVE IN TO THE DARK SIDESEARCH & SOCIAL ARE HERE - GOOGLE PLUS IS A REALITY – THERE’S NO FIGHTING IT.
  • Marketing/sales/ ‘giving’ pages are boring
  • Let’s be honest – who’s going to link to this page?
  • This is where you expect me to talk about keyword optimization right? You guys actually do really well at creating content that attracts attention & links – so we’ll talk about guidelines and tips.First I want to
  • All you gotta do is keep it up…Leverage that content to boost authority elsewhere on your site
  • The first scenario is external links

SEO: How to Win Rankings & Influence Search Results SEO: How to Win Rankings & Influence Search Results Presentation Transcript

  • Get Found: How to Win Rankings &Influence Search Results
  • Who Is This Guy? BEN LLOYD | PRESIDENT, Amplify Interactive • Focused on SEO/SEM since 1999 • Regularly speaks about SEM at national and local conferences • Participates in developing all client-strategy • President, SEMpdx
  • Gratuitous Cat Photo
  • Agenda• Search Results Landscape• Google SPYW & What it Means to You• Ranking Factors• Understand & Leverage Opportunities• Integrating SEO, Social & Content Marketing• The Only Link You Need – http://bit.ly/GBEm8u
  • SEARCH RESULTS LANDSCAPE
  • CURRENT SEARCH RESULTS LANDSCAPE
  • So… Tell Me Who‟s Ranked #3?Signed Out Signed In
  • SEO & SOCIAL – A BRIEF TIMELINE2009/2010 • Google starts using social signals in search results • Bing / Facebook form data partnership (shuts outOct 2010 Google) • SEOmoz study shows strong correlation between social 2011 metrics and rankings • Twitter & Google end relationshipJuly 2011 • Google Plus launchesSep 2011 • Google introduces SPYW (Search, plus Your World)Jan 2012
  • Google Search, Plus Your WorldIn other words – ultra-personalized results
  • THE TIME HAS COME
  • SO HOW DOES STUFF GETRANKED ANYWAY?
  • SEO: Links = Authority = Rankings Overall Ranking Algorithm Page Level Link Metrics 6% 5% Domain Level Link Authority 21% 7% Page Level Keyword Usage 7% Domain Level Keyword Usage 7% Page Level Social Metrics 21% Domain Level Brand Metrics 11% Page Level Keyword Agnostic 15% Features Page Level Traffic/Query Data Domain Level Keyword Agnostic Features The takeaway? On-site optimization is critical, but links and other off- site factors are a tremendous part of the ranking algorithm -Source: 2011 SEOmoz study “Search Engine Ranking Factors”
  • Rankings & Authority TrafficGet Links & Identify Your Social Attention SEO & Social: Keywords Create Authority Develop Map Unique and Keywords to Interesting Your Content Content & ID Gaps On-Site SEO • Content Optimization • Internal Links
  • BUT SEARCH IS NOW BIGGER THAN YOUR SITEThe Content and the Experience Matter - Not the Container
  • FUTURE OF SEARCHSEM & Other Disciplines Need to Work Together to BuildAuthority AND You Can Build Authority for Your Other “Sites”
  • Tips for Today‟s Search Engine LandscapeSEARCH & SOCIALOPPORTUNITIES
  • CREATE & OPTIMIZE YOUR GOOGLE+ PAGE• How? Bit.ly
  • OPPORTUNITY: PEOPLE & BRANDS Choose your battles, but you MUST have a G+ MY CONTACT page/strategy Create, optimize and connect pages for your MY CONTENT brand Key personnel must optimize & connect profiles to brand Promote your content MY BRAND from your profiles How? See Bit.ly
  • OPPORTUNITY & „DUH‟ TACTIC• Beg borrow & steal for +1‟s• Make G+ / +1‟s a prominent call to action• To get people next to your results – you‟ve got to expand your circles & get +1‟s
  • OPPORTUNITY: RICH SNIPPETS & AUTHOR• Structured content is a “Sign Post” for search engines• “Own” more of the results page, draw attention (clicks) to your result• Click through can be 20%-30% higher when present in results – More clicks = more visits = links & social activity = AUTHORITY• How? See Bit.ly
  • OPPORTUNITY: UNIVERSAL SEARCH • Each „tab‟ represents an opportunity • Content appears on primary results page • You can rank here even if your “page” doesn‟t • How? See Bit.ly
  • Sitemaps & Webmaster Tools• Got lots of specialized content? There‟s a sitemap for that• Webmaster tools: Know how your site/content is doing in search • Bing‟s got one too• How? See Bit.ly
  • SEO, Content Development, Links & SocialINTEGRATING SEO & SOCIAL
  • Build Authority: Social Supports SEOSocial Media Generates Links AND Reaches the People With thePower to Link Appealing to the types of users who have the power to link will generate more links, which raises a sites authority What Types of Users Link? • Website/Blog owners (ie – they have the ability to link!) • Participate in social media sites, forums & groups • Looking for great “stories” to Image courtesy SEOmoz share
  • The Marketer‟s Link/Social Conundrum
  • There‟s More Than One Way to ScoreThe slam dunk =Get a link directlyto a page.But that‟s toughfor „corporate‟content
  • • This page is well optimized & ranks well for several keywords• It‟s got a few links that we‟ve placed• But who‟s going to link to it?• Who‟s going to like it? Share it?
  • YOURBLOG CANHELP
  • BLOGS NATURALLY ATTRACT LINKS & SOCIAL
  • There‟s More Than One Way to ScoreThe “Bank Shot”Your “interesting”content acquiresauthority naturallyInternal links torelated „corporate‟content is anauthority “bankshot”
  • The Link-Building Bank Shot Interesting Page w/ Internal Link Links & Shares Target Page
  • Internal Links in PracticeBlog Post Links to SEM Services Page
  • AND IT RANKS
  • Getting Internal Links Right Off-site “managed” content counts too  (YouTube, PR, etc) Adding links after the fact sucks  Bake them in from the start – just one will do Best links are keyword anchor text in the body copy  The „higher up‟ in the content, the better Next best option is a callout/„blurb‟  Navigation, sidebars & footers don‟t really count REALLY highlight the social/sharing CTA on your „interesting‟ content Double-bank: Linking to resources, releases other posts etc that ALSO have a link to the target page
  • BUILD SEO (AND INTERNAL LINKS) INTOYOUR CONTENT DEVELOPMENT PROCESS
  • TIPS & TAKEAWAYS
  • GAIN VISIBILITY• Get a Google Plus strategy – Grow your circles – Add G+ buttons to your site/content• Leverage all your content – Optimize your profiles – Sitemaps – Rich Snippets – “Universal” SEO• Leverage internal links – Blog & “socialize” your content
  • Thanks for your time! Questions?