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Search Engine Optimization Workshop - Internet Retailer 2013

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Danielle Leitch presented at Internet Retailer 2013 Conference in Orlando. These are the slides from the SEO Workshop on Day 1.

Danielle Leitch presented at Internet Retailer 2013 Conference in Orlando. These are the slides from the SEO Workshop on Day 1.

Published in: Technology, Design

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  • 1. Danielle Leitch, MoreVisibilityDanielle Leitch, MoreVisibilityIRWD Orlando – February 11, 2013IRWD Orlando – February 11, 201310:30am – 11:15am10:30am – 11:15amSearch Engine Optimization WorkshopSearch Engine Optimization Workshop
  • 2. Danielle LeitchExecutive Vice PresidentMoreVisibilityMoreVisibilityDLeitch@MoreVisibility.comwww.MoreVisibility.com(561)620-9682
  • 3. What is It?– Competitive manipulation of website rankings based on garnering mass quantities of “spammy” linksto those sites.Could it work?– Yes … but…Is it likely?– Not usually.A Word on Negative SEO3
  • 4. • Quality has always been the goal …. Now more than ever, it matters.Updates Are Always HappeningName: PandaLaunch: February 2011, continuous rolloutssinceTarget: Low-quality, “thin” contentWho Was “Pandalized”?: Sites with largeamounts of duplicate content, poor qualitycontent, and/or ugc. Sites that scrapedcontent – article spinning / over syndication.Name: PenguinLaunch: April 2012Target: Spam / Over-OptimizationWho Was Impacted?: Sites with keywordstuffing, unnatural inbound links / patterns,over-optimized anchor text (read: overduplicated / redundant / mechanical), etc.4Quality Content Quality Content & Links
  • 5. 5SEO Fundamentals: Onsite & Offsite
  • 6. Focus On Your Site FirstFocus On Your Site FirstDanielle Leitch, MoreVisibilityDanielle Leitch, MoreVisibilityIRWD Orlando – February 11, 2013IRWD Orlando – February 11, 2013
  • 7. 7Keyword Research
  • 8. How Do You Select a Page’s Keyword?Tips for Keyword Decisions1. Relevance: Selected word must “make sense”; contentneeds to be able to “support” it.2. Reach: Cast a wide net during research and then pickand choose how to match as content is created.3. Overlap: Review current targeting, current rankings,and current organic traffic, and avoid overlap.8
  • 9. How Do You Select a Page’s Keyword?Tips for Keyword Decisions (Cont.)4. Tone: Some words are more formal than others; matchwords based on type of content. Formal =“regular”pages; Informal = blog posts, offsite content, etc.5. Navigation Level: Align word selections based onplacement on the site / within navigation; from broad tomost specific.6. Intention: Selected word should mesh with user need.9
  • 10. Stages of Search –User Need & Keyword Selection10Narrowing Choices /BrandedBroad Research / JustGetting StartedReady to Buy
  • 11. 11Match one primary keyword/theme to each unique page / unique piece ofcontent based on navigation level, relevance, tone, etc.Most broad / generalInformational andNavigationalTransactionalGoal: Keyword-Page Matching
  • 12. 1212Goal: Keyword-Page Matching• Target pages to a singular theme / keyphrase
  • 13. 13Keyword Research Tools• Google Adwords External Keyword Tool:https://adwords.google.com/select/KeywordToolExternal• Google Insights for Search:http://www.google.com/insights/search• Keyword Discovery: http://keyworddiscovery.com/• WordTracker: http://www.wordtracker.com/
  • 14. 14
  • 15. Now What?Now What?Danielle Leitch, MoreVisibilityDanielle Leitch, MoreVisibilityIRWD Orlando – February 11, 2013IRWD Orlando – February 11, 2013
  • 16. 16
  • 17. Blogs Are ValuableSearch Engines Like Blogs:– Link- and keyword-rich, descriptive content.– Topical and informative.– Relevance.– Search engines are addicted to content.– Blogs show up in the search results quickly and with highvolume. Why? Recency… pings and feeds allow searchengines not to have to “work” to find blog content.• With an onsite blog your main domain benefits from anyinbound link value going to blog posts.
  • 18. Sharing OptionsCompelling TitleTagsAuthorList w/in a ListParagraph & linksCompelling Images18
  • 19. More ImportantLess Important19Inbound Link BuildingSearch engines see links as “votes” that pass keyword relevance.Other signs ofpopularity …
  • 20. Links That Matter20
  • 21. Creating Inbound LinksLink May Be Based on:• Industry – Vortals, “Hubs”• Location• Partnerships• Content Published By You:• Slideshare, Tumblr, Blog, Social Media, Press Releases,etc.• Content About You:• Media, Listings, Blogs, etc.• B2B vs. B2C Opens Different Opportunities21Slow and SteadyRelevantNo Payment/Incentive
  • 22. 22Researching & Evaluating Inbound LinkSources – AVOID Bad Neighborhoodswww.bad-neighborhood.com/text-link-tool.htm
  • 23. Optimized Social MediaSocial Media Can:• Create More Organic Results Listings (Corporate Profiles) forBranding / Top Category Keywords• Help Increase Company’s “Digital Footprint” / ContentProliferation• Create Opportunities for Sharing and Links• Include Content that Ranks Independently of the MainWebsite … Videos, Images, etc.23
  • 24. Tips:• Use keywords based on targeted theme.• Create a variety of content types / post types.• Set up channels only as much as can be activelysupported.• Use descriptive text, titles, headlines, tags, etc. withmultimedia content.• Use descriptive file naming schema for multimediacontent.• Interlink between your site and social media channelsOptimized Social Media
  • 25. Measure & Monitor:Measure & Monitor:Beyond Rankings!Beyond Rankings!Danielle Leitch, MoreVisibilityDanielle Leitch, MoreVisibilityIRWD Orlando – February 11, 2013IRWD Orlando – February 11, 2013
  • 26. Tools for TrackingGoogle Analytics (GA)• Onsite Content• Link Building• Social Media• Other contentcampaigns tagged forGA trackingGoogle WebmasterTools (GWT)• Onsite content• Link Building
  • 27. Analyze Conversion Sources & Assists
  • 28. Marketing Source ROI Analysis
  • 29. Google Webmaster Tools (GWT)29
  • 30. IRWD Attendee Special OfferIRWD Attendee Special OfferComplimentary SEO Website Critiquewww.MoreVisibility.com/IRWDDuring our evaluation of your site, we will analyzeDuring our evaluation of your site, we will analyze:Design Architecture Keyword StrategyContent Management System (CMS)Off-Site SEO Linking