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  • This description will appear on the main product page. It is the description that will get the customer to contact our office and initiate the license process.The first priority is getting the customer to contact us based on our page’s content. In order to accomplish this, you must help folks find the contentIn the Long Description, You may get into a little more detail than a typical 1-pager. However, This is not the place to show how adept you are at using jargon and highly technical language. The description should use plain English. A user should gain a basic understanding of what the product does based mostly on this description and the short description.Search engines place more weight on pages that use their keywords throughout their content, so try to use keywords often in this description.DO NOT USE ACRONYMS. Or, if you must, at least write them out then put the acronym in parentheses. Search engines also put more weight on headings, lists, and italicized items. Therefore, try to use these things as often as you can without making the descriptions cluttered or unattractive. (see the “How a Web Page Works” document for more) It is important to remember that search optimization should be the second priority of the contentGenerally, you want to include the Title (described later in this manual) in the first line of the long description.
  • Use Cases – Think about applications and features of your technology.e.g. for Software that helps you study human brain anatomy you might add references to both Human Brain and anatomy software since not all Brain Anatomy Software is specific to the human brainMinimize – Keep your list of keywords or keyword phrases to 3-6 unique words or phrases.Prioritize – put your most important words or phrases at the beginning of your list.Specify – Make sure your keywords are specific to your product, normally in the form of synonyms or words specific to each item.Commas – Separate words or phrases using a comma in your Content management System (CMS)Match – Keywords and phrases must contextually match the content and context of the page content as well as the “Title” and “Headings.”Phrase – Keep useful phrases together.e.g., do no enter “Human” AND “Brain” separately. Instead, enter “Human Brain”
  • Get It Right - Page Title is the single most important Search Engine Optimization factor.Be Honest– If the Page Title isn’t, contextually, about the searched subject, or just isn’t compelling, searchers won’t read any further AND Google will crush you.Make it Fit – You have a maximum of 100 characters to create your “Title,” including spaces, though search results will often only display about 65 characters.Keywords Count – Use a character counter to utilize as many keywords as possible; most word processing programs (such as MS Word) will count characters. Don’t Waste My Time – Design your Page Title to help your searcher quickly scan and skip.Get a Clue –Page Title gives readers a clue to what your page is all about but Don’t stuff your title with keywords; Use only the most important keywords that describe the contentDid I Mention it is Important? –Page Title shows up as the top line in search results lists. Give the searcher (and search engines) an idea about content (though rarely context).Google is also looking at these titles to try to decide what your Web page is all about. When someone types in a search phrase, Google looks in their index to see if titles (and a bunch of other things) “match” with that person’s search term. If it does, it’ll bring that page to the top of the search engine results page (SERP). Google is even kind enough to highlight the words that match in the search. If your title is a close match to what that person is looking for, it’s far more likely that someone will click-through to your site.
  • Extra…Extra!– This could be described as your Page Topic’s Headline.Don’t Go Overboard – Unlike the Page Title, The Headline Name needs to be readable.What Do You Want to Talk About? – The Main Heading of your page should contain important keywords, be concise and speak to the main topic of your pageSize Matters – A larger font size compared to other page text, is more important than the rest of the text. The same applies to other headings (, , etc.), which generally are in larger font size than the rest of the text. (but can be different colors too so apply CSS rules to headings)Say It With Style –Bold and italic emphasize important words and phrases. However, use them judiciously, or you will achieve the opposite effect. Be Consistent – Use CSS to make sure all attributes look the same across your site and have someone proofread your contentHeadings Are Getting a Bump – Google is using headings more-and-more as an SEO Factor, SO…Just like in “Titles,” A word is used in a heading(Especially ), MUST also show up in the main body of the page!

Seo presentation for tc kickstart Presentation Transcript

  • 1. SEO Mechanics
    It is NOT as Hard as You Think
    Darren Cox
    M.IP.P. Strategy
    CaSTT, LLC.
    Dcox@MippStrategy.com
    651-245-7797
    Steve Carsten
    Scarsten@gmail.com
    Insert Contact Info Here
    Copyright Darren J. Cox and M.IP.P Strategy ™, 2010. All Rights Reserved
  • 2. SEO Mechanics
    SEO Rules to Live By
    Content / Topic
    Keywords
    Page Titles (Title Tags)
    Headings
    Using Keywords
    Images and Video
    Right and Wrong
    Words to the Wise
    Resource Links
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 3. Darren Cox and Robert Bausch
    Darren Cox
    Steven Carstens
    Founder and Chief Evangelist - CaSTT™, LLC
    President of M.IP.P. Strategy (Marketing, Intellectual Property, Product and SEO Strategy).
    10 years doing SEO Consulting, using proven Web-marketing strategies, innovative workflow processes, content optimization techniques and Web 2.0 Integration
    He is formerly the Vice President of Public Communication Services for GovDelivery and the Senior Higher Education Market Manager for US WEST (now Qwest).
    Darren has too many degrees to list; None of which matter.
    Sr. Developer and SEO Guru - IQ Marketing
    Steven has spent 11 years helping customers define design and develop their communication, branding and online marketing strategy.
    Steven has implemented cost-saving, revenue building strategies for companies ranging from Fortune 100 to online-only, mom & pop shops.
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 4. Why Bother? – SEO Mechanics
    Put your Call-to-Action
    in Front of Those Who Want to Take Action
    Create Unsolicited Leads
    Increase Revenue
    Reduces Costs
    Speeds Time-to-Sale
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
    Without SEO This is You?
  • 5. How to Measure SEO Success
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
    Search
    Find
    Click
  • 6. SEO is NOT an Accident
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
    Search
    Find
    Click
  • 7. 7 Rules to Live By – SEO Mechanics
    Search Engine Optimization (SEO) – Optimizing your description will help searchers find the content, but the context of your content matters more than anything else you do.
    Keep it fresh – The more new content you have on each page, the better search engines like you.
    Use Keywords – Search engines place more weight on pages that use their keywords throughout their content
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 8. 7 Rules to Live By – SEO Mechanics
    Use Formatting – Search engines put more weight on headings, lists, links, and italicized items.
    Come Back -Once you have created a Title, come back and edit your description to be sure the Titleis included.
    Check Your Work –Use your Title(or at least it’s elements) in the first line of your description.
    Links- It is extremely important to add links to your content as well as to make sure there are contextually relevantlinks to your pages.
    Prioritize– There is no such thing as “Perfectly Optimized” so do what you can, then move on.
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 9. Before You Start – SEO Mechanics
    Before You Start:
    Search the internet as you would for the asset/service/product you are describing.
    • Choose non-specific identifiers (i.e. NOT the business’ name)
    • 10. Continue searching until your search yields pages that very closely resemble your topic
    This exercise should inform your choices regarding how to best describe your technology so it can be found by others ON THE WEB.
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 11. Write Your Story – SEO Mechanics
    1. Get Organized and Pick Your Topics
    Write Great Content and Optimize Later
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
    Online Marketing Services
    Search Engine Optimization
    Content Marketing
    Social Media Marketing
    Email Marketing
  • 12. Write Your Story – Other Stuff to Remember
    2. Prioritize
    What do you want the visitor to know and in what order of importance
    3. Be Concise but Tell the Whole Story
    This content will NOT all appear on the main page so there is no penalty for using too much space.
    4. Be Clear - Avoid Acronyms & Jargon
    The description should use Plain English; DO NOT use technical descriptions or jargon
    If you must use an acronym, write out the words then put the acronym in parentheses.
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 13. Where Are the Keywords – SEO Mechanics
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 14. Title Context Relevancy – SEO Mechanics
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 15. Titles – SEO Mechanics
    Page Title: Chocolate Donuts | Mary’s bakery
    Meta Description: Mary’s Bakery Chocolate Donuts are possibly the most delicious, perfectly formed, flawlessly chocolaty donuts ever made!
    Page URL:Http://marysbakery.com/Chocolate_Donuts
    Think of the Title as “Password” Clues
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 16. Headings – SEO Mechanics
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 17. Keyword Usage – SEO Mechanics
    16 factors of Influence in Keyword Ranking
    Keyword Use Anywhere in the Title Tag (66%)
    Keyword Use as the First Word(s) of the Title Tag (63%)
    Keyword Use Anywhere in the H1 Headline Tag (49%)
    Keyword Use in Internal Link Anchor Text on the Page (47%)
    Keyword Use in External Link Anchor Text on the Page (46%)
    Keyword Use as the First Word(s) in the H1 Tag (45%)
    Keyword Use in the First 50-100 Words in HTML on the Page (45%)
    Keyword Use in other Headline Tags (<h2> – <h6>) (35%)
    Keyword Use in Image Alt Text (33%)
    Keyword Use / Number of Repetitions in the HTML Text on the Page (33%)
    Keyword Use in Image Names Included on the Page (e.g. keyword.jpg) (33%)
    Keyword Use in <b> or <strong> Tags (26%)
    Keyword Density Formula (25%) http://tools.seobook.com/general/keyword-density
    Keyword Use in List Items <li> on the Page (23%)
    Keyword Use in <i> or <em> Tags (22%)
    Keyword Use in the Meta Description Tag (19%)
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
    You can go crazy trying to optimize everything
  • 18. Images and Videos – SEO Mechanics
    A picture (or video) is worth a thousand words…
    Except on the web when a picture alone isn‘t worth $#!+%$@^%
    Pretty Doesn’t Cut It – You must name your pictures
    No Place to Get Skimpy– Use keywords to name images
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 19. Images and Videos – SEO Mechanics
    Leverage – By using important content-related keywords for “Alt Tag” Text, you are doubling down on your SEO. Google ranks images separately, and as they are associated with a page and site, so you get a huge return on your investment if you get this right.
    Optimize, Rinse, Repeat -You may consider repeating the page “Title”in your “Alt Tag” text.
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 20. Google is Blind
    Search engines don’t have eyes so they can’t tell if your image is relevant or not, which is why they read the “alt text” of images.
    If you don’t tell the search engines what the picture is, they simply won’t know and it will be a huge waste of time, space and money
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 21. Google is Blind – SEO Mechanics
    [IQ Marketing Minneapolis marketing agency] [IQ Marketing, Mineapolis Marketing Agency]  Attract
    IQ Marketing puts the best interactive marketing tactics to work with solid direct marketing strategy to break through the clutter and attract buyers.
    [Learn more about Minneapolis Advertising with IQ Marketing]Engage
    IQ Marketing connects with your buyers with integrated marketing strategy that spans social media, search engine marketing, direct marketing, and traditional media.
    [Learn more about Minneapolis Advertising with IQ Marketing]Inform
    IQ Marketing uses compelling copywriting to put your marketing message in the right light within each marketing tactic delivered.
    [Learn more about Minneapolis Advertising with IQ Marketing]Convert
    IQ Marketing tracks and reports marketing results using customizable marketing database technology depending on the needs of our clients.
    [Learn more about Minneapolis Advertising with IQ Marketing]What we do
    concept developmentwebsite designsite optimization / SEOsearch marketing / PPCsocial marketingdisplay advertisingdigitial PRmobiletracking & analysisresearch & segmentationdirect marketingfull list of servicesWhat we've been up to
    IQ Marketing is a Minneapolis, MN marketing agency.  We deliver innovative online marketing, email marketing, print marketing and advertising solutions that fuel growth and evolution to thrive in today’s challenging marketplace.  We weave direct marketing and interactive marketing with exceptional marketing strategy to reach our clients' goals.[img_iqmarketingMinneapolisBuilding.jpg]
    Loading Facebook Feed. Please hold... [Follow IQ Marketing on the Facebook Social Media Network][Follow IQ Marketing on Twitter Social Media Network]
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
    What Visitors See
    What Google Sees
  • 22. Missing the Mark – SEO Mechanics
    This is the title of every page and doesn’t describe what they do
    This isn’t a heading, it is an image, with no “alt text,”
    Not Descriptive
    Is this what people search for when looking for a lawyer
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 23. Doing it Right
    “Title” says what they do AND what people search for to find them
    Big, Bold, Concise Heading
    Keywords match “Title” and Main <H1> Heading
    New pages, with new “Titles,” for different topics.
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 24. Words to the Wise
    Hire an expert, then listen
    If your marketing person isn’t an expert, (and they probably aren’t), see #1
    SEO isn’t a project, it is a process – You are never done
    Blog
    If you claim to be a technology company, or you sell to technology companies, but your website sucks, customers will think you don’t know what you are doing.
    Hire a PR firm
    Building a website is like building a hut in the forest, covering your tracks and not telling anyone about it…YOU must get the word out if you want people to show up
    Don’t hire anyone that won’t teach you to do it for yourself
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
  • 25. SEO Sites to Read Religiously
    Top Rank Online Marketing Blog
    Webconfs.com
    SEOBook blog
    Search Engine Land
    SEOMOZ – The beginner’s guide to SEO
    Search Engine Journal
    Uncommon Sense - Some of Your Damn BusinessThis is my blog – But the others (above) are all better, and better for you.
    Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved