Search Engine Optimization - Wojo Design
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An in-depth look at search engine optimization, its importance, and how seo principles can be put to work to grow your business. Covers: ...

An in-depth look at search engine optimization, its importance, and how seo principles can be put to work to grow your business. Covers:

- Web Analytics
- SEO Fundamentals
- Pay-Per-Click (PPC) Adwords Campaigns

More in: Technology , Design
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  • http://www.blogcatalog.com/search.frame.php?term=google+searches+per+day+may+2009&id=96ad7d54b14a57ab5f7647d72ef20ca1\n
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  • US: 59%\nCHINA: 70%\nRUSSIA: 85%\n
  • http://news.cnet.com/8301-13577_3-10200161-36.html\n
  • 35 Seconds...\n405,000 Videos Watched on YouTube\n810,000 Google Searches\n364 New Blog Posts\n$6104 spent on virtual goods.\n
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Transcript

  • 1. hello@wojodesign.com (989) 750-1544Search Engine Optimization Optimizing Your Website for Maximum Exposure
  • 2. hello@wojodesign.com (989) 750-1544A Brief History of Search Engines
  • 3. hello@wojodesign.com (989) 750-1544 A Brief History of Search Engines• Originally, search engines contained relatively basic calculations to determine which websites were the most relevant.
  • 4. hello@wojodesign.com (989) 750-1544 A Brief History of Search Engines• Originally, search engines contained relatively basic calculations to determine which websites were the most relevant.• A few simple techniques used. – Keywords – Number of Links (to and from)
  • 5. hello@wojodesign.com (989) 750-1544 A Brief History of Search Engines• In order to increase their page rank, some website owners would implement techniques designed to “trick” search engines, taking advantage of their simple formulas.
  • 6. hello@wojodesign.com (989) 750-1544 A Brief History of Search Engines• In order to increase their page rank, some website owners would implement techniques designed to “trick” search engines, taking advantage of their simple formulas. – Link Farms
  • 7. hello@wojodesign.com (989) 750-1544 A Brief History of Search Engines• In order to increase their page rank, some website owners would implement techniques designed to “trick” search engines, taking advantage of their simple formulas. – Link Farms – “Invisible” Text
  • 8. hello@wojodesign.com (989) 750-1544 A Brief History of Search Engines• In order to increase their page rank, some website owners would implement techniques designed to “trick” search engines, taking advantage of their simple formulas. – Link Farms – “Invisible” Text – Keyword Stuffing
  • 9. hello@wojodesign.com (989) 750-1544 A Brief History of Search Engines• In order to increase their page rank, some website owners would implement techniques designed to “trick” search engines, taking advantage of their simple formulas. – Link Farms – “Invisible” Text – Keyword Stuffing – Irrelevant Keywords
  • 10. hello@wojodesign.com (989) 750-1544 A Brief History of Search Engines• However, Google and other search engines eventually learned of these abuses, and starting implementing more complex calculations to ignore or penalize sites for using these strategies.
  • 11. hello@wojodesign.com (989) 750-1544 A Brief History of Search Engines• However, Google and other search engines eventually learned of these abuses, and starting implementing more complex calculations to ignore or penalize sites for using these strategies.• Today, Google analyzes more than 200 factors to determine page rank.
  • 12. hello@wojodesign.com (989) 750-1544The Goal of Search Engines
  • 13. hello@wojodesign.com (989) 750-1544The Goal of Search Engines Locate the most relevant content.
  • 14. hello@wojodesign.com (989) 750-1544The Golden Rule of Effective SEO
  • 15. hello@wojodesign.com (989) 750-1544The Golden Rule of Effective SEO• Content is King.
  • 16. hello@wojodesign.com (989) 750-1544The Golden Rule of Effective SEO• Content is King.• Don’t trick them; deserve your ranking.
  • 17. hello@wojodesign.com (989) 750-1544The Golden Rule of Effective SEO• Content is King.• Don’t trick them; deserve your ranking.• This means developing quality content.
  • 18. hello@wojodesign.com (989) 750-1544The Golden Rule of Effective SEO• Content is King.• Don’t trick them; deserve your ranking.• This means developing quality content.• Good site structure -> effective indexing of site.
  • 19. hello@wojodesign.com (989) 750-1544The Importance of SEO May 2009 -> 229 Million Google Searches per Day
  • 20. hello@wojodesign.com (989) 750-1544The Importance of SEO May 2009 -> 229 Million Google Searches per Day Search is becoming the dominant technique for users finding content.
  • 21. hello@wojodesign.com (989) 750-1544The Importance of SEO May 2009 -> 229 Million Google Searches per Day Search is becoming the dominant technique for users finding content. 2004 Survey -> 63.9% of B2B Purchasing Decisions Go to Search Engine First
  • 22. hello@wojodesign.com (989) 750-1544The Importance of SEO May 2009 -> 229 Million Google Searches per Day Search is becoming the dominant technique for users finding content. 2004 Survey -> 63.9% of B2B Purchasing Decisions Go to Search Engine First Top 10 placement in Google = Increase site traffic 500%
  • 23. hello@wojodesign.com (989) 750-1544
  • 24. hello@wojodesign.com (989) 750-1544
  • 25. hello@wojodesign.com (989) 750-1544Major Pillars of SEO
  • 26. hello@wojodesign.com (989) 750-1544 Major Pillars of SEO Content
  • 27. hello@wojodesign.com (989) 750-1544 Major Pillars of SEO Content Links
  • 28. hello@wojodesign.com (989) 750-1544 Major Pillars of SEO Content Links Social Media
  • 29. hello@wojodesign.com (989) 750-1544 Major Pillars of SEO Content Links Social Media PPC (Pay Per Click)
  • 30. hello@wojodesign.com (989) 750-1544 Content Text content is absolutely critical for SEO
  • 31. hello@wojodesign.com (989) 750-1544 Content Text content is absolutely critical for SEO Choose the right Keywords
  • 32. hello@wojodesign.com (989) 750-1544What Keywords Do Your Customers Use?
  • 33. hello@wojodesign.com (989) 750-1544What Keywords Do Your Customers Use? Low Fares Cheap Flights
  • 34. hello@wojodesign.com (989) 750-1544What Keywords Do Your Customers Use? Low Fares Cheap Flights
  • 35. hello@wojodesign.com (989) 750-1544What Keywords Do Your Customers Use? Low Fares Cheap Flights 49,500 Monthly Searches 11,100,000 Monthly Searches
  • 36. hello@wojodesign.com (989) 750-1544What Keywords Do Your Customers Use? Low Fares Cheap Flights 49,500 Monthly Searches 11,100,000 Monthly Searches 224 Times as Popular!
  • 37. hello@wojodesign.com (989) 750-1544 Content Text content is absolutely critical for SEO Choose the right Keywords
  • 38. hello@wojodesign.com (989) 750-1544 Content Text content is absolutely critical for SEO Choose the right Keywords Choose 1 to 4 target keywords/landing page.
  • 39. hello@wojodesign.com (989) 750-1544 Content Text content is absolutely critical for SEO Choose the right Keywords Choose 1 to 4 target keywords/landing page. Avoid jargon, write clear and compelling copy.
  • 40. hello@wojodesign.com (989) 750-1544 Google Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal
  • 41. hello@wojodesign.com (989) 750-1544 Google Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal
  • 42. hello@wojodesign.com (989) 750-1544User Generated Content % of Users Generating Content in U.S.
  • 43. hello@wojodesign.com (989) 750-1544User Generated Content % of Users Generating Content in U.S. 47 45.75 44.5 43.25 42 2008 2009 2010 (pred.)
  • 44. hello@wojodesign.com (989) 750-1544Activity: Keyword Discovery Write down 5-7 keywords you think are important to your business. https://adwords.google.com/select/ KeywordToolExternal Expand upon initial list using Google’s search tool.
  • 45. hello@wojodesign.com (989) 750-1544Links
  • 46. hello@wojodesign.com (989) 750-1544 Links On Your Site  Internal  External
  • 47. hello@wojodesign.com (989) 750-1544 Links On Your Site  Internal  External On Other Sites (Incoming)  Reciprocal  Paid  One-Way
  • 48. hello@wojodesign.com (989) 750-1544 Links Text of the link is very important.
  • 49. hello@wojodesign.com (989) 750-1544 Links Text of the link is very important. Context of link -> what words surround it?
  • 50. hello@wojodesign.com (989) 750-1544 Links Text of the link is very important. Context of link -> what words surround it? Links vary in value  Credibility of source  Link text  Link context  Reciprocal?
  • 51. hello@wojodesign.com (989) 750-1544 Links Getting Incoming Links
  • 52. hello@wojodesign.com (989) 750-1544 Links Getting Incoming Links  Link exchanges?
  • 53. hello@wojodesign.com (989) 750-1544 Links Getting Incoming Links  Link exchanges?  Ask for them (must be relevant)
  • 54. hello@wojodesign.com (989) 750-1544 Links Getting Incoming Links  Link exchanges?  Ask for them (must be relevant)  “Linkbait”
  • 55. hello@wojodesign.com (989) 750-1544 Links Getting Incoming Links  Link exchanges?  Ask for them (must be relevant)  “Linkbait”  Participate in forums, blogs
  • 56. hello@wojodesign.com (989) 750-1544 Links Getting Incoming Links  Link exchanges?  Ask for them (must be relevant)  “Linkbait”  Participate in forums, blogs  Article Directory Submission (ezinearticles.com, goarticles.com, articledashboard.com, isnare.com)
  • 57. hello@wojodesign.com (989) 750-1544
  • 58. hello@wojodesign.com (989) 750-1544
  • 59. hello@wojodesign.com (989) 750-1544 Activity: Link Status What links are on your page? Who links to your page? link:yoursite.com
  • 60. hello@wojodesign.com (989) 750-1544 Social Media "A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."  Andreas Kaplan and Michael Haenlein
  • 61. hello@wojodesign.com (989) 750-1544Social Media Optimization (SMO) Social Media Optimization (SMO) - A form of online marketing that focuses on participating in various social media websites to generate traffic, buzz, and links back to your website.
  • 62. hello@wojodesign.com (989) 750-1544 Internet Users Who Have Created a Social Network Profile
  • 63. hello@wojodesign.com (989) 750-1544 Internet Users Who Have Created a Social Network Profile 2009
  • 64. hello@wojodesign.com (989) 750-1544% Yearly Growth Feb 2008 to Feb 2009
  • 65. hello@wojodesign.com (989) 750-1544 % Yearly Growth Feb 2008 to Feb 2009 Wikia 172%Multiply 192%Facebook 228% Zimbio 240% Twitter 1,382% 0% 375% 750% 1,125% 1,500%
  • 66. hello@wojodesign.com (989) 750-1544http://juhaf.posterous.com/social-media-growth-rate-put-simply
  • 67. hello@wojodesign.com (989) 750-1544http://juhaf.posterous.com/social-media-growth-rate-put-simply
  • 68. hello@wojodesign.com (989) 750-1544Major Players
  • 69. hello@wojodesign.com (989) 750-1544PPC (Pay Per Click)
  • 70. hello@wojodesign.com (989) 750-1544 PPC (Pay Per Click) PPC - Advertisers only pay when their ad is clicked.
  • 71. hello@wojodesign.com (989) 750-1544 PPC (Pay Per Click) PPC - Advertisers only pay when their ad is clicked. Usually refers to search engine PPC campaigns.  Google Adwords  Yahoo Search Marketing  Microsoft AdCenter
  • 72. hello@wojodesign.com (989) 750-1544
  • 73. hello@wojodesign.com (989) 750-1544
  • 74. hello@wojodesign.com (989) 750-1544Google Adwords
  • 75. hello@wojodesign.com (989) 750-1544Google Adwords
  • 76. hello@wojodesign.com (989) 750-1544Google Adwords - Key Terms
  • 77. hello@wojodesign.com (989) 750-1544Google Adwords - Key Terms Campaigns - How you organize your Ad Groups.
  • 78. hello@wojodesign.com (989) 750-1544Google Adwords - Key Terms Campaigns - How you organize your Ad Groups. Ad Groups - How you organize your keywords. Keywords in the same Ad Group trigger the same ad text (or creative). Its best to group your keywords thematically so you can target ads toward each theme, product line, or promotion.
  • 79. hello@wojodesign.com (989) 750-1544Google Adwords - Key Terms Campaigns - How you organize your Ad Groups. Ad Groups - How you organize your keywords. Keywords in the same Ad Group trigger the same ad text (or creative). Its best to group your keywords thematically so you can target ads toward each theme, product line, or promotion. Creatives - The different executions of your ad. Every word change is a different creative. Typical to run two to four creatives per Ad Group.
  • 80. hello@wojodesign.com (989) 750-15445 Ways to Maximize Adwords
  • 81. hello@wojodesign.com (989) 750-15445 Ways to Maximize Adwords1. Set Goals2. Select Keywords3. Develop Ads4. Track Results5. Revise
  • 82. hello@wojodesign.com (989) 750-1544 1.) Set Goals What results are you looking for?
  • 83. hello@wojodesign.com (989) 750-1544 1.) Set Goals What results are you looking for?  Increased traffic
  • 84. hello@wojodesign.com (989) 750-1544 1.) Set Goals What results are you looking for?  Increased traffic  Increased conversion rate
  • 85. hello@wojodesign.com (989) 750-1544 1.) Set Goals What results are you looking for?  Increased traffic  Increased conversion rate  More leads
  • 86. hello@wojodesign.com (989) 750-1544 2.) Select Keywords1. Expand Keyword List (Brainstorming)
  • 87. hello@wojodesign.com (989) 750-1544 Google Keyword Tool (again)https://adwords.google.com/select/KeywordToolExternal
  • 88. hello@wojodesign.com (989) 750-1544 2.) Select Keywords1. Expand Keyword List (Brainstorming)
  • 89. hello@wojodesign.com (989) 750-1544 2.) Select Keywords1. Expand Keyword List (Brainstorming)2. Refine List 1. Selectively choose likely ‘conversion’ keywords. 2. Consider competition and price.
  • 90. hello@wojodesign.com (989) 750-1544 2.) Select Keywords1. Expand Keyword List (Brainstorming)2. Refine List 1. Selectively choose likely ‘conversion’ keywords. 2. Consider competition and price.3. Group into thematic ad clusters.
  • 91. hello@wojodesign.com (989) 750-15443.) Develop Ads
  • 92. hello@wojodesign.com (989) 750-1544 3.) Develop Ads1. Clearly state customer benefits.
  • 93. hello@wojodesign.com (989) 750-1544 3.) Develop Ads1. Clearly state customer benefits.2. Include keywords in the headline.
  • 94. hello@wojodesign.com (989) 750-1544 3.) Develop Ads1. Clearly state customer benefits.2. Include keywords in the headline.3. Clearly state the call to action.
  • 95. hello@wojodesign.com (989) 750-1544 3.) Develop Ads1. Clearly state customer benefits.2. Include keywords in the headline.3. Clearly state the call to action.4. Test multiple creatives by Ad Group.
  • 96. hello@wojodesign.com (989) 750-1544Analysis of Adwords Ad
  • 97. hello@wojodesign.com (989) 750-1544Analysis of Adwords Ad
  • 98. hello@wojodesign.com (989) 750-15444.) Track Results
  • 99. hello@wojodesign.com (989) 750-1544 4.) Track Results Tight integration with Google Analytics
  • 100. hello@wojodesign.com (989) 750-1544 4.) Track Results Tight integration with Google Analytics Track revenue earned per keyword.  Locate highly profitable words.  Locate unprofitable words.
  • 101. hello@wojodesign.com (989) 750-15445.) Revise
  • 102. hello@wojodesign.com (989) 750-1544 5.) Revise Good Adwords campaign management requires frequent revision.
  • 103. hello@wojodesign.com (989) 750-1544 5.) Revise Good Adwords campaign management requires frequent revision. Monitor results closely to control spending/ maximize earnings.
  • 104. hello@wojodesign.com (989) 750-1544Activity: Adwords Campaign What Keywords would be effective for adwords? What ad copy (creative) would work well?
  • 105. hello@wojodesign.com (989) 750-1544SEO - A Continuous Process
  • 106. hello@wojodesign.com (989) 750-1544SEO - A Continuous Process SEO is always a work in progress.
  • 107. hello@wojodesign.com (989) 750-1544SEO - A Continuous Process SEO is always a work in progress. Fundamentals
  • 108. hello@wojodesign.com (989) 750-1544SEO - A Continuous Process SEO is always a work in progress. Fundamentals  Develop great content
  • 109. hello@wojodesign.com (989) 750-1544SEO - A Continuous Process SEO is always a work in progress. Fundamentals  Develop great content  Develop links
  • 110. hello@wojodesign.com (989) 750-1544SEO - A Continuous Process SEO is always a work in progress. Fundamentals  Develop great content  Develop links  Consider adwords if relevant to your business
  • 111. hello@wojodesign.com (989) 750-1544SEO - A Continuous Process SEO is always a work in progress. Fundamentals  Develop great content  Develop links  Consider adwords if relevant to your business  Track, Track, Track