Fundamentals of Ethical SEO Optimization Creative Fusion Media Ethical SEO + Social Media Marketing

Creative Fusion Media

Ethical SEO + Social Media Marketing

What is SEO? Search Engine Optimization

Search Engine Optimization

SEO is... “ ...the process of improving the volume and quality of traffic to a web site from search engines via "natural" or "organic" search results. To this end “SEO focuses on how search engines work and what people search for.” Thanks Wikipedia

Why focus on SEO?

To be heard

To be found

The alternative is...

You might be wondering...

How Does Google Work? Wants to find best content for searchers Created by academic model Incoming links to a webpage is fundamental to the formula

Wants to find best content for searchers

Created by academic model

Incoming links to a webpage is fundamental to the formula

So winning in Google Its about...quality, unique, audience centric content Its about creating relationships with your readers Its about creating relationships with other influential content creators (bloggers) Its about thinking like your users Checking out your competition

Its about...quality, unique, audience centric content

Its about creating relationships with your readers

Its about creating relationships with other influential content creators (bloggers)

Its about thinking like your users

Checking out your competition

Google Rankings 101 Great Content + Links = Winning

Great Content + Links = Winning

How do you create great content? Unique Audience centric Visual (pictures, photos, or diagrams) Technical, Personal, or both Community oriented

Unique

Audience centric

Visual (pictures, photos, or diagrams)

Technical, Personal, or both

Community oriented

Unique Content Interviews Pillar Content Themed Content Interesting, new, quirky, unique Memes

Interviews

Pillar Content

Themed Content

Interesting, new, quirky, unique

Memes

Unique Content Best of “ “ Step by step hacks Creative expression (poetry, video, pic) Project or Movement Identifying a nuance Secrets of, Top 10 Lists (magazine-like)

Best of “ “

Step by step hacks

Creative expression (poetry, video, pic)

Project or Movement

Identifying a nuance

Secrets of, Top 10 Lists (magazine-like)

Unique Content Re-mix or new perspective. Transform Metaphor Story (how a bible verse effects you) Visual Resource Aggregation your best, the best, x best

Re-mix or new perspective. Transform

Metaphor

Story (how a bible verse effects you)

Visual

Resource

Aggregation your best, the best, x best

Fundamentals of SEO Lets check out some examples....

Lets check out some examples....

Pillar Content Question: If I was a baptist mother or father, why would I link to this? If I was a baptist minister would I link to this? Is this unique? Is this moving? Is this a resource?

If I was a baptist mother or father, why would I link to this?

If I was a baptist minister would I link to this?

Is this unique? Is this moving?

Is this a resource?

Examples of Content thats “Linkworthy” Colorful whitepapers (2-9 pages) How-to with pictures or video Colorful, original design Simplicity in design Funny cats Moving photography

Colorful whitepapers (2-9 pages)

How-to with pictures or video

Colorful, original design

Simplicity in design

Funny cats

Moving photography

Fundamentals of SEO Experiment. Check your visitor stats in 2 weeks or a month. Check your Technorati stats in 2 weeks or a month to see if you got links. Ask your audience.

Experiment. Check your visitor stats in 2 weeks or a month.

Check your Technorati stats in 2 weeks or a month to see if you got links.

Ask your audience.

Fundamental SEO Tips Create pillar content Check your stats and piggyback on existing content Knowing influential niche blogs and interacting

Create pillar content

Check your stats and piggyback on existing content

Knowing influential niche blogs and interacting

Fundamental SEO Tips Identify a core set of keywords that receive significant traffic. Long tail keyword vs. Fat Belly Recognize that people enter phrases Identify what you rank for Identify what your “competition” ranks for

Identify a core set of keywords that receive significant traffic.

Long tail keyword vs. Fat Belly

Recognize that people enter phrases

Identify what you rank for

Identify what your “competition” ranks for

Fundamentals of SEO Keyword research: Google keyword suggest is sufficient SEO Book Keyword tool Wordtracker, Keyword Discovery, and Wordze are available. Wordtracker is the leader among professionals (each about $30-40 a month)

Keyword research:

Google keyword suggest is sufficient

SEO Book Keyword tool

Wordtracker, Keyword Discovery, and Wordze are available. Wordtracker is the leader among professionals (each about $30-40 a month)

Fundamentals of SEO Linking out to quality sites (aka that Google trusts) Linking to your own related content 2 Ways: internal text citation and suggested reading or suggested resources (aka Bread crumbs)

Linking out to quality sites (aka that Google trusts)

Linking to your own related content

2 Ways: internal text citation and suggested reading or suggested resources (aka Bread crumbs)

Fundamentals of SEO Aaron Wall “Linking out is a form of marketing”

Aaron Wall “Linking out is a form of marketing”

Fundamentals of SEO What is a trusted site? Trusted sites: DMOZ Or high in Google rankings Wikipedia, Amazon, Google, Yahoo Also .edu and .gov are trusted more

What is a trusted site?

Trusted sites: DMOZ

Or high in Google rankings

Wikipedia, Amazon, Google, Yahoo

Also .edu and .gov are trusted more

Fundamentals of SEO What Google pays the most attention to in the text Title H1, H2, H3 Bolding Italics

What Google pays the most attention to in the text

Title

H1, H2, H3

Bolding

Italics

Fundamentals of SEO Anchor text, anchor text, anchor text Anchor text, anchor text, anchor text Anchor text, anchor text, anchor text

Anchor text, anchor text, anchor text

Anchor text, anchor text, anchor text

Anchor text, anchor text, anchor text

Fundamentals of SEO What is anchor text?

What is anchor text?

Fundamentals of SEO Deep linking, deep linking, deep linking Deep linking, deep linking, deep linking Deep linking, deep linking, deep linking

Deep linking, deep linking, deep linking

Deep linking, deep linking, deep linking

Deep linking, deep linking, deep linking

Fundamentals of SEO What does deep linking mean? Attempt to link to specific URL destination of generic URL Best for SEO and usability • Why? Increased specificity of landing

What does deep linking mean?

Attempt to link to specific URL destination of generic URL

Best for SEO and usability

• Why? Increased specificity of landing

Fundamentals of SEO One key thing to keep in mind: [moderate] siloification. There is a little debate over this topic, but I’ve seen the results. Easy way: Create link rings/circles

One key thing to keep in mind: [moderate] siloification.

There is a little debate over this topic, but I’ve seen the results.

Easy way: Create link rings/circles

Fundamentals of SEO Ranking factors study (available @ SEOMoz)

Ranking factors study (available @ SEOMoz)

Fundamentals of SEO No follow to contact page and other low value pages No follow to the competition (debateable) “Rel = no follow” in href < >

No follow to contact page and other low value pages

No follow to the competition (debateable)

“Rel = no follow” in href < >

Fundamentals of SEO Like Ice into an Ice Tray

Like Ice into an Ice Tray

Fundamentals of SEO For photos use dashes instead of spaces (ie “social-media-specialist”)

For photos use dashes instead of spaces (ie “social-media-specialist”)

Fundamentals of SEO Universal search Google Maps/Local Business Videos News Images (?)

Universal search

Google Maps/Local Business

Videos

News

Images (?)

Fundamentals of SEO Social Bookmarking Squidoo, Hubpages, Work Slideshare Google Knols Other platforms like Wikis + Wordpress

Social Bookmarking

Squidoo, Hubpages, Work

Slideshare

Google Knols

Other platforms like Wikis + Wordpress

Fundamentals of SEO Trusted directory submission = Decent SPAM directory submission = BAD Article marketing/Submission = OK PR Release (free + paid options)

Trusted directory submission = Decent

SPAM directory submission = BAD

Article marketing/Submission = OK

PR Release (free + paid options)

Fundamentals of SEO Anchor text, anchor text, anchor text Anchor text, anchor text, anchor text Anchor text, anchor text, anchor text

Anchor text, anchor text, anchor text

Anchor text, anchor text, anchor text

Anchor text, anchor text, anchor text

Monitoring Rankings Free tools like: Rank Checker SEO Digger (freemium) Paid tools: SEO Moz ($80 a month) Solo SEO ($25 a month)

Free tools like:

Rank Checker

SEO Digger (freemium)

Paid tools:

SEO Moz ($80 a month)

Solo SEO ($25 a month)

What is Reputation Management? How your brand shows up in key brand word searches For instance ego surfing = searching for your brand Includes your organization + people

How your brand shows up in key brand word searches

For instance ego surfing = searching for your brand

Includes your organization + people

Reputation Management Part of online branding Listening for organization, issues, and people (e-mail, RSS, Filtrbox) Use of social media sites (Twitter, Friend Feed, Stumbleupon) Guns a blaz’n style pre-emptive reputation management could backfire as new news is released

Part of online branding

Listening for organization, issues, and people (e-mail, RSS, Filtrbox)

Use of social media sites (Twitter, Friend Feed, Stumbleupon)

Guns a blaz’n style pre-emptive reputation management could backfire as new news is released

Fundamentals of SEO Keywords in URL Name (ie faithandpublicpolicy) Keywords in Title, H1, H2, H3, Bold Related Keywords in Article Content Keywords in Anchor text of incoming/onsite links Incoming Links (Quality and Number) Outgoing Links to trusted sources Keywords in tagging Keywords in picture title and alt attributes

Keywords in URL Name (ie faithandpublicpolicy)

Keywords in Title, H1, H2, H3, Bold

Related Keywords in Article Content

Keywords in Anchor text of incoming/onsite links

Incoming Links (Quality and Number)

Outgoing Links to trusted sources

Keywords in tagging

Keywords in picture title and alt attributes

Fundamentals of SEO Let unique, interesting, and engaging and audience centric content determine what gets published. (and of course Godly prayer + submission)

Let unique, interesting, and engaging and audience centric content determine what gets published.

(and of course Godly prayer + submission)

Fundamentals of SEO How do I find my backlinks? How do I find my competitors backlinks? How do I find subject hub backlinks? Link Diagnosis (The Doctor is In)

How do I find my backlinks?

How do I find my competitors backlinks?

How do I find subject hub backlinks?

Link Diagnosis (The Doctor is In)

Fundamentals of SEO “ Sticky” Content

“ Sticky” Content

Fundamentals of SEO Great writing + keywords + relationships/links

Great writing

+ keywords

+ relationships/links

Fundamentals of SEO Write for humans, not search engines

Write for humans, not search engines

Fundamentals of SEO Listening Your audience (crowd sourcing) Your web analytics (ie top posts, top comments) Thought leaders (Technorati, Alltop) Keywords

Listening

Your audience (crowd sourcing)

Your web analytics (ie top posts, top comments)

Thought leaders (Technorati, Alltop)

Keywords

Fundamentals of SEO Create pillar authority content. Builds trust. Builds audience. Builds links when marketed well.

Create pillar authority content.

Builds trust.

Builds audience.

Builds links when marketed well.

Fundamentals of SEO Create original content This can mean: remixing it, aggregating, or picking a new metaphor, story, or historical reference to related it to and sticking a relevant

Create original content

This can mean: remixing it, aggregating, or picking a new metaphor, story, or historical reference to related it to and sticking a relevant

Fundamentals of SEO Add a conversational, community, social, audience participation, or question element

Add a conversational, community, social, audience participation, or question element

Fundamentals of SEO Make it easy to join your email list and to subscribe to sub-areas of content

Make it easy to join your email list and to subscribe to sub-areas of content

Fundamentals of SEO Make it easy to share your content

Make it easy to share your content

Fundamentals of SEO Create link bait & list bait

Create link bait & list bait

Future for Google Search Personalization!!! Thanksgiving weekend launched Search-wiki Allowed you to rank up or down Allowed you to leave personal comments

Personalization!!!

Thanksgiving weekend launched Search-wiki

Allowed you to rank up or down

Allowed you to leave personal comments

Google Trends : Who cares?

Web Analytics Golden Three Questions from Avinash: What is the purpose of your visit to our website today? Were you able to complete your task today? If you were not able to complete your task today, why not?

Golden Three Questions from Avinash:

What is the purpose of your visit to our website today?

Were you able to complete your task today?

If you were not able to complete your task today, why not?

Web Analytics Avinash Web Analytics Guru: Where is your traffic coming from? Forget about your homepage, your top 50 (your top 15) are your new landing page. 2% conversion is really good Multivariate testing (Google Webmaster tools) is almost mandatory 3 Golden Questions

Avinash Web Analytics Guru:

Where is your traffic coming from?

Forget about your homepage, your top 50 (your top 15) are your new landing page.

2% conversion is really good

Multivariate testing (Google Webmaster tools) is almost mandatory

3 Golden Questions

Ethical SEO Basics Ready for a review???

Ready for a review???

Review.... What is SEO? What are the 2 to 3 core components of SEO? What main factors does Google look to determine ranking? SEO fundamental strategies?

What is SEO?

What are the 2 to 3 core components of SEO?

What main factors does Google look to determine ranking?

SEO fundamental strategies?

Where can I find SEO resources? Google keyword tool Link Diagnosis SEO Quake for Firefox (Backlinks, PR, and KW Density) Dave Naylor Keyword Density SEO Moz: Ranking Factors Study Aaron Wall : SEO for Bloggers Aaron Wall : SEO for Non-profits Aaron Wall: Work Guide

Google keyword tool

Link Diagnosis

SEO Quake for Firefox (Backlinks, PR, and KW Density)

Dave Naylor Keyword Density

SEO Moz: Ranking Factors Study

Aaron Wall : SEO for Bloggers

Aaron Wall : SEO for Non-profits

Aaron Wall: Work Guide

Thank you....

Questions?

Creative Fusion Media