Seo Search Engine Marketing

Let’s Go Back - Understand

SEO HISTORY & DETAIL 2008 WPA CONFERENCE SEARCH ENGINE MARKETING JON ROGNERUD www.jonrognerud.com | contact@jonrognerud.com

Quick backgrounder…Jon Rognerud

Founder ChaosMap.Com

Entrepreneur SEO Columnist

Author “ Ultimate Guide to SEO ” (*New: Amazon, Bookstores)

Designed/wrote search engine licensed to Expedia/Microsoft

20 yrs software dev & consulting

Organization / Presentation

Intro

35slides x 1 min & butterfly

Importance of Search + Trends

SEO Overview + Specifics

Opportunities for you

SEO Demo / Analysis

Questions along the way

Before We Begin…

Why we focus on search engines:

Check out the marketplace!

Portions of user base can view your website

FOR FREE! * *(if done right, also targeted = conversion)

Organic is top of show! Enquiro / marketingsherpa

B2B Buyers Start With Google

Morgan Stanley Internet Trends ‘08

Internet Trends 2008 - Continued

Blended Search / Universal

Penetration by Type ==== 

Video & News dominate Query Share, Suggesting High Intensity

http://blogs.mediapost.com/search_insider/?p=761 (Search Insider) Out of 1.2 billion queries surveyed, 220 million (17 percent) contained a Universal search results. 87 million people searched during the measured period, and 58 percent saw a natural search placement. Within the Universal results , individual placements broke out this way: Video 38% News 34% Images 19% Multiple placements 15% Maps/Stocks/Weather 10% http://www.webguild.org/images/InternetTrends031808.pdf (Morgan Stanley)

Trends in search : Search 1.0

Trends in search : Search 2.0

Trends in search : Search 3.0 / Blend

Google’s Approach - Universal

Local Search – Before & After

Universal Search Results Click performance – to conversion: No universal still high Video & News close seconds

Vertical Search

Blog Search

Book Search

Catalogs

Code Search

Directory

Finance

Images

Local/Maps

News

Patent Search

Product Search

Scholar

Video

Web Search

Vertical Search Opportunities in Google

International

Opps/threats – Good SEO Matters!

TRADITIONAL MARKETING NEW WAY OF MARKETING

Common Pitfalls Path To Success -No strategy -Lack of support, resources -Poor Coordination -Inappropriate Content -Being overly promotional -Sell upper management -Buy in from all key depts. -A “give to gain” philosophy -Find the right people -Testing -Oversight -Measuring Results

SEO – Top Level Breakdown What – the “definition” - volume, quality of traffic & free Art, science, business skills (organic, algorithmic) Who - the “players” - Searchers, Search Engines, Websites: The magic triangle: 1. Know your audience, 2. Know search engines (no spam), 3. Create search engine friendly websites …. (and of course, user friendly sites!) How – “tripod”: Content , Link Popularity , Link Reputation The least “imperfect site” on the web wins! Manage balance of all three – content is King

SEO – The Essentials - Snapshot Keyword Research – “what do people type to find you”? http://tools.seobook.com/keyword-tools/seobook/ WordTracker (http://freekeywords.wordtracker.com) Google Keyword Tools Analysis – yours & the competition Content – “mapping keywords to content that matches” Keyword density Long tail (“the belly”) Onpage factors (Title, Description, H1, etc) Links – “links and links to describe your page/anchor text” Authority/trusted links best Beware of “rel=nofollow” (html code) PageRank not interesting, traffic + action matters

SEO – The Essentials – Details - Page ONPAGE – “html and content” Page Titles: keyword rich, 1-3 keywords, variations Meta Tags: keywords + description Body Text: keyword density, proximity, prominence Headings: H1, H2, H3 Images: Fast loading, descriptive URLs, ALT attributes Internal Links : relevant, keyword rich Sitemap: easy to follow – users and search engines Landing Pages : User friendly, call to action, fast load FIGURE: “How bots read pages”

SEO – HTML OVERVIEW

SEO – Results (SERPs) SE Result Pages

SEO – The Essentials – Details - Links OFFPAGE – “links” External profiles: a) Get links from relevant, topical themes. b) Links from high authority sites & hubs best. c) Directories (yahoo, dmoz, gimpsy, joeant) d) Reciprocal still valid if measured e) Research the competition and their links f) Use Yahoo Site Explorer to check links g) Use www.marketleap.com/publinkpop/ h) paid links, bartered links, blogs, social SUCCESS TIP: Articles and Press Releases. Google is considered an off-page engine, and 75% of rankings come from links. REMEMBER - Recommendations from friends: “I know Jon Rognerud ”, “Jon Rognerud is an SEO expert ”, Seth Godin: “Rognerud is an SEO Expert ”

SEO – The Essentials – LINK BOMBS OFFPAGE – “links”