2 intro toseo_gf102
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

2 intro toseo_gf102

  • 1,612 views
Uploaded on

This is an introduction to what you need to know for SEO

This is an introduction to what you need to know for SEO

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,612
On Slideshare
1,612
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
5
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. SEO URSE CRASH CO UND TO GET FO SEO Crash Course to Get Found (GF102) Lee Odden Professor: Lee Odden, TopRank Online Marketing @leeodden TopRankMarketing.com ©2009 TopRank® Online Marketing. All rights reserved. Lee Odden, CEO, TopRank Marketing TopRankMarketing.com SEO Consulting: PRSA.org •  Founded 2001 Minnesota Marketo.com •  Digital Marketing & PR Agency PRWeb.com McKesson.com •  Search, Social Media, Online PR OneLegal.com •  Consulting, Implementation, Training TopRankMarketing.com TopRankBlog.com lee@toprankmarketing.com @leeodden ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 1
  • 2. Agenda Search Demand Daily newspaper circulation •  Search Marketplace & Why SEO 48.4 million •  Search Engine Fundamentals *Audit Bureau of Circulations & Pew •  Google Breakdown 285 million watched TV •  Keywords monthly •  Search Engine Friendly Website *Nielsen A2/M2 Three Screen Report •  Link Building •  Analytics 14 billion core searches monthly *comScore Media Metrix ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Fish Where the Fish Are SEO = Increased Conversions Market distribution of the major search engines SEO is the most effective Online Google 63.7% Marketing tactic Yahoo! Sites 20.5% for generating Microsoft Sites 8.3% conversions Ask Network 3.8% AOL 3.7% Source: comScore April 2009 Source: Forbes Ad Effectiveness Survey June 2009 ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 2
  • 3. Case Study: Fabric Retailer Case Study: Online Games •  Overspending on ads •  6 month old site, little traffic •  SEO & Linking increased •  SEO & Social increase web web visitors by 214% traffic by 4,400% •  5,332 inbould links •  23,614 inbound links •  60+ Top 10 rankings •  Top 10 Google rankings for including “fabric stores” phrases like: •  Search sends 80% of web “online puzzles” site traffic •  300,000 visitors per month •  Reduced marketing spend •  Now sells advertising as jandofabrics.com •  Increased sales smart-kit.com well as products ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. What Happens With No SEO? What Happens With No SEO? What we see What search engines see: Help/Contact Us About Us Careers Press Partners Corporate Information Legal Store Locator WARNING: Email Scam © 2009 adidas Adidas has no ranking for “men's running shoes” first 10 pages on Google ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 3
  • 4. What Happens With No SEO? What Happens With No SEO? What we see What search engines see: Sales, new gear and more: Welcome to the Web site for Patagonia, a designer of outdoor clothing, outdoor gear, Visit a store: From our blog The Cleanest Line® footwear, and luggage. Patagonia specifically makes hard shells, soft shells, rain Backyard Adventures: Toiyabe Trails - Part 1 jackets, ski jackets, ski pants, organic cotton clothing, sportswear, travel clothing, Patagonia fleece, technical Regulator® fleece, Synchilla® fleece, Capilene® Mention Nevada to most folks and what comes to mind is Las Vegas glam and desert heat. underwear, Capilene Baselayers (and base layers), luggage, packs, backpacks, Truth be… totes, haul bags, rolling luggage, wetsuits, rashguards, board shorts, surfboard Product Testing - Whale Watching with a Wee One bags, hats, caps, visors, bucket hats, belts, socks, books, posters, flying discs, and "Signatures" from Sweetgrass Productions Coming this Fall Patagonia shoes. For the young ones in your life we also make children's clothing, #2 on Google Subscribe to The Cleanest Line RSS feed E-Fiber Favorites kids' apparel and baby clothes. Our online store, retail stores and independent Men's Polo Shirt dealers offer women's outdoor clothing and men's outdoor clothing, including jackets, outerwear, gear, sportswear, shells, pants, bibs, vests, pullovers, hats, Men's Simple Synchilla Jacket gloves, waterproof jackets, waterproof pants, and windproof fleece for a variety of “outdoor clothing” Men's All-Time Shell outdoor sports like skiing, snowboarding, surfing, camping, rock climbing, alpine Women's Netty Dress climbing, hiking, trail running, yoga, mountain biking, world travel, kayaking, and Women's R1® Full-Zip Jacket disc golf. Still looking for Water Girl and Rhythm clothes? Patagonia makes great Kids' Live Simply T-Shirt women's surf clothes and swimwear and functional clothes for rock climbing. If you're looking for discounted Patagonia gear or Patagonia on sale, visit our Web Freewheeler Specials page or check out one of our Patagonia Outlet Sales. Patagonia believes Voluntary Recall: in causing the least harm while doing business so we Lead an Examined Life as a Lotus Designs, Inc. is notifying consumers that the Mildwater PFD, may pose a potential company and maintain transparency through The Footprint Chronicles™. casualty hazard. Environmentalism, sustainability and a commitment to protecting the natural If you own the Mildwater PFD, the Fishing PFD or the Patagonia Fishing Vest please read environment through activism are part of our company's heritage and continue to this important notice. this day as we work to continually reduce our carbon footprint. We hope you'll subscribe to the Patagonia catalog and Patagonia emails, and stop by the Patagonia blog, The Cleanest Line®, every morning to read a field report or listen PATAGONIA® CLOTHING & GEAR to a podcast while you enjoy your coffee. Patagonia.com is the online presence of Men's Apparel: Shirts, Pants, Footwear the company, Patagonia, Inc. If the whiskey bottle gets passed around the campfire Women's Apparel: Shirts, Skirts, Yoga too many times, folks might try and spell Patagonia like patigonia, pategonia, Travel Gear: Luggage, Packs, Totes, and Backpacks padagonia and pantagonia. Thank you for visiting Patagonia. Kids': Jackets, Pants, Fleece for Children Accessories: Posters, Blankets, Books © 2009 Patagonia, Inc. Web Specials ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. All About the Google How Google Works •  Google makes a copy of the web •  Information is extracted •  An index is created •  Index is stored on servers world wide ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 4
  • 5. How Google Works Search Engine Optimization •  User searches (query) Definition of SEO: •  User location/login id’d •  Query matched with index A set of methodologies that make it easier for search engines to find, index, categorize •  Returns matching docs and rank web content. •  Docs are sorted (ranked) •  Docs displayed as search results •  Customized by location/history Image Source: Google Corporate Technology ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Basic SEO Checklist Keywords and Links   Content is reachable by search engines Word Key Key Word   Content is added often/periodically 1. Keywords in content   Content is organized logically – themes/ 2. Incoming links Key Keywords categories Word Key Word Key Word   Keywords exist in content and internal text links Word   Quantity of quality sites linking in Word Key   Monitor, adjust Word Key Key Word ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 5
  • 6. How SEO Affects SERPs How SEO Affects SERPs Advertising Organic ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. How SEO Affects SERPs How SEO Affects SERPs Pay Per Click Ads! News Results – Universal SERP! The most prominent position can Certain queries that return more be achieved via Google AdWords relevant results from other ads. The best performing ads Google data sources will be appear on top.! displayed such as news, video, images, blogs, products or local info.! ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 6
  • 7. How SEO Affects SERPs How SEO Affects SERPs Sitelinks ! Queries for company or brand names often return a company listing and display the most important links for the site. Sitelnks can be managed in Google Webmaster Tools.! Standard Search Result! Web pages determined most relevant based on over 200 signals and influenced by standard SEO.! ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. How SEO Affects SERPs How SEO Affects SERPs Video results from YouTube! Shopping results from Google Google Options! Base! •  Videos! •  Forums! •  Reviews! Organic Results! •  Recency! These are the ranked results •  Images! from Google’s index of web •  Related! pages. Approx 60-70% of visitors •  Timeline! will click on these links. Called •  And….! “natural” or “free” listings because there is no direct payment to Google for them.! Related queries! ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 7
  • 8. How SEO Affects SERPs If it can be searched on The Wonder Wheel! it can be optimized ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. SEO Fundamentals Keywords Search Sales Funnel Search Keywords show intent: Keywords Friendly •  Broad Research Site •  Brands Consider •  Specifics Link Buy Building ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 8
  • 9. Keywords Leverage Keyword Tools Find the keywords your customers use to find Free: your products/services: •  Google Keyword Tool, Insights, Ad Planner •  Brainstorm based on solutions & customer •  freekeywords.wordtracker.com needs •  Interview or survey customers Paid: •  Review current web analytics •  Wordtracker.com •  Poll sales & customer service staff •  KeywordDiscovery.com •  Review competitor content •  SEMRush.com ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Keyword Research Keyword Research ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 9
  • 10. Keyword Glossary Keyword Optimization •  Title tags •  Headings •  Category •  Paragraph titles •  Popularity •  Keywords in body copy •  Competition •  Anchor text in links •  Relevance •  URL •  Image alt text •  Meta description tag ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Title Tags Title Tags •  Most important location for keywords •  No: “McKesson Corporation” •  Important keywords to the left •  No: “Healthcare, Health Care, HealthCare, •  8-10 words or about 65 characters healthcare, technology, services, information” •  Focus on 1-2 keyword phrases – specificity rules •  Yes: “Improve health care services and increase •  Each page on the site should have a unique patient safety with McKesson” title tag (and meta description) ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 10
  • 11. Making Sites Search Friendly Optimize Digital Assets Issue: Including Social Media Needed better search •  Text ote rankings •  MS Office Docs Pr om & •  Images ize Problem: Op tim •  Video Most Title tags duplicates •  Blog/RSS •  Media Coverage Solution: •  Social News/Bookmark Dynamically publish unique titles ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Keyword Summary Search Friendly Website •  Research customer driven keyword phrases Make it easy for search engines •  Create a keyword glossary •  Consider searcher intent & buying cycle Easy to find Easy to & revisit crawl links •  Use phrases in Titles, URLs, in body copy, site image alt text, links & navigation •  Extend keyword SEO to digital assets (on-page) Site & social media (off-page) Architecture ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 11
  • 12. Search Friendly Website Search Friendly Website Crawlable •  Quantity of quality inbound links to your site •  Use text links in navigation •  Use text links between pages using keywords •  HTML & XML site maps ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Search Friendly Website Search Friendly Website Avoid Crawling Issues •  Unnecessarily complex URLs & session ids •  Multiple URLs to duplicate content •  Temporary redirects •  Site navigation with Ajax, Flash, JavaScript ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 12
  • 13. Search Friendly Website Search Friendly Website Make URLs search & user friendly Primary site navigation Flash, Ajax or JavaScript ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Search Friendly Website Making Sites Search Friendly Fresh, themed content Issue: •  Logical site structure: categories, sub-categories Many pages not ranked •  Add new content regularly Problem: Robots.txt file blocking bots Solution: Update ONE file Source: webmasterworld.com ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 13
  • 14. Search Friendly Website Search Friendly Website Breadcrumb navigation These URLs are all different, yet point to the same page: Canonical tag to avoid duplicate content issues Link keyword phrases between pages Link consistently site wide: www.example.com ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Most Common SEO Mistake SEO Migration Plan “Changing your web design, content •  Map old URLs to new management system or web site software •  Employ permanent redirects 301 (not 302) can destroy your search visibility if you do •  Identify top inbound link sources & ask them to not plan a migration.” change links •  Build new inbound links to new URLs Just 1 character change in a URL can cause •  Monitor site analytics for 404 not found errors broken links: •  Monitor search engine rankings for fluctuations company.com/product.htm company.com/product.html ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 14
  • 15. Search Friendly Summary Links Inbound links are like •  Ensure site content is discoverable via strong electricity for search inbound links from other sites visibility •  Make it easy for search engines & users to navigate the site •  Create a logical site structure with internal links & link consistently •  Use CSS instead of Ajax, JavaScript or Flash for dynamic navigation and offer text link alternatives ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Why is Link Building Important? Link Building Checklist •  Links build traffic  Use keywords in link text •  Links infer meaning based on the Yes: red widget No: click here text used in the link  Earn links with great content •  Variety is the spice of life for link text and sources  Promote on social networks •  Internal links are also important  Link up with marketing partners •  Inbound links from relevant,  Cross link internally authoritative web sites are key  Embed links in news releases  Social bookmark pickups  Syndicate content via RSS ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 15
  • 16. Link Building Tactics Social Media Link Building Profiles Optimized Press Releases Transcribe video interviews to text Article Submissions Build and Host Useful Tools as separate posts Unpaid Directories Awards (badge) Apply for industry awards, web site Paid Directories Contest (badge) and blog awards Widgets Cross link company-owned websites Ensure industry groups you’re involved with, link to you Conference Sponsorships Write reviews Create a wiki Association Sponsorships Promote Content on Social Sites Create microsites for causes, Aggregated Content Blog/RSS Feed Directory events, specific purposes Research & Surveys Submissions Affiliate program Blog Reviews Ads on Search Friendly Sites Become resource on Q/A websites Job Listings Testimonials Classified Ads Post Ebook or Substantial like Yahoo Answers Slideshare and similar content Blog Whitepaper Letters to the Editor hosting Contributed Articles Exchange links with marketing/ Monitor 404 stats and ask link business partners sources to fix broken links RSS Feeds Post Surveys Blogroll Solicit links directly from sources Write Guest Posts on Other Blogs Provide ‘link to us’ content on blog Bookmarking Speak at events, offer PPT with links and/or web site Social Media Pages embedded Squidoo Page Leverage publicity and media Donate where a link of donors is relations for links Applications published Digital asset submissions: images, audio, video ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Link Building Tool Link Analysis & Mgt Tools ericmiraglia.com/inlink/ •  Linkscape •  BuzzStream Who’s linking to the competition and not linking to you? ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 16
  • 17. Link Building Summary Search Analytics •  Create content worth linking to “If it can’t be measured, it’s not worth doing.” •  Promote your content via distribution channels (email, RSS, social networks & media) •  Get links using your keywords as anchor text •  Focus on relevant, authoritative link sources •  Manage link building activity like CRM with software ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. Search Analytics Analytics Tools KPIs to pay attention to: •  Pages indexed •  Crawling errors & Webmaster Tools Reports •  Rankings relative to your own site over time •  Inbound links: quantity, quality, longevity •  Keyword referrals from search •  Link traffic •  Social media traffic •  Goal pages & conversions ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 17
  • 18. Analytics Tools Analytics Summary •  Set goals for KPIs and outcomes (goals, conversions) •  Take benchmark measurements •  Measure at regular intervals •  Spot check and enable real time monitoring •  Make sure you have the right analytics tools and measuring the right data for your goals ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. SEO Takeaways Search Marketing Resources •  searchenginewatch.com Search •  searchengineland.com Keywords Friendly •  webpronews.com Site •  blog.hubspot.com •  seomoz.org/blog/ Link •  toprankblog.com Building ©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved. 18
  • 19. Thank you Lee Odden, CEO TopRankBlog.com TopRankMarketing.com Twitter: @leeodden lee@toprankmarketing.com 1-877-872-6628 ©2009 TopRank® Online Marketing. All rights reserved. 19