Making SEO a Source of New         Business         @stonetemple / +Eric Enge
First Off... Who Am I?• Co-author of The Art of SEO• President of Stone Temple Consulting     – 25+ person SEO and PPC fir...
Part IIntroduction@stonetemple / +Eric Enge
@stonetemple / +Eric Enge
97,000 years to download on your cable modem                  @stonetemple / +Eric Enge
@stonetemple / +Eric Enge
@stonetemple / +Eric Enge
0.4 Seconds               Response Time@stonetemple / +Eric Enge
Images                        Videos         @stonetemple / +Eric Enge
Your Opportunity in Search?                    80%                                       SEO: 78%                         ...
@stonetemple / +Eric Enge
Part 2On Page SEO@stonetemple / +Eric Enge
Role of On Page SEO                • Enables you to                compete for                traffic on keywords         ...
Search on Running Shoes       @stonetemple / +Eric Enge
ZERO Impact on Rankings       @stonetemple / +Eric Enge
But, The Meta Description Can Influence Click Through Rate          @stonetemple / +Eric Enge
On Page SEO Success in Six Steps        1…2…3…4…5…6            @stonetemple / +Eric Enge
1. Make Sure Your Site Can Be                 Read• Starts with your CMS  – Research SEO friendliness via search  – E.g. “...
2. Learn Your Keyword Space         @stonetemple / +Eric Enge
2. Keyword Space (cont’d)• Use the AdWords Keyword Tool• Or the Bing Tool within their Webmaster Tools• Find out what peop...
3. Smart Hierarchy, Great Titles•   One page for each major relevant term•   User friendly page flow•   Max 65 characters ...
Simple, Easy Hierarchy             HomePline 1    Pline 2       Info            News  P1 - 1     P2 - 1        A Page for ...
4. Different Copy For Each Page  Avoid Excessive Boilerplate Text!              @stonetemple / +Eric Enge
5. Avoid Duplicate Content   URL 1                   URL 2                    URL 3DNS Services          DNS Services     ...
6. Smart Meta Descriptions• Should sell to entice clickthrough• But … don’t go into sales speak                   @stonete...
Part 3Links Drive Rankings    @stonetemple / +Eric Enge
Links are Like Votes in an Election               @stonetemple / +Eric Enge
Who Rank’s First?Joe’sBookStore            @stonetemple / +Eric Enge
Links Are Not Created EqualKiller                              #1!Link 1                                   #2             ...
Academic Citation    @stonetemple / +Eric Enge
Not Bought @stonetemple / +Eric Enge
Not Bartered  @stonetemple / +Eric Enge
Not StolenAnonymous Said:Cheap ViagraCialisLevitra  Add Your Comment Here         @stonetemple / +Eric Enge
Link Building Success in Six Steps        1…2…3…4…5…6            @stonetemple / +Eric Enge
1. Be a Freaking Expert                     • OK, not that kind                       of freak                     • KNOW ...
2. Differentiate Your Expertise           @stonetemple / +Eric Enge
3. Great Content On Site        @stonetemple / +Eric Enge
4. Great Content Off Site        @stonetemple / +Eric Enge
5. Tell EveryoneDirect Outreach            Potential Linker             @stonetemple / +Eric Enge
6. Be a Member of the Community                             • Participate                             • Share             ...
Part 4Role of Social Media    @stonetemple / +Eric Enge
The BasicsBetter to excel at one, then dabble in all 4Of course, grab your profile for all                 @stonetemple / ...
Basic Rules•   Add Lots of value•   Be a member of the community•   Participate … Share•   Try to share more than you get ...
Major Drivers … NOT!• Likes and +1s only ranking factors for friends• Shares not visible to Google• Tweeted links can help...
Many Studies Show Correlations …Drowning                            • BetweenDeaths                                      S...
The Synergy We’re Looking For             Shared on             Social Networks              Helps Drive              New ...
The Power of Social Relationships                                         (Influencers)                                   ...
Thank You!Eric Engeeenge@stonetemple.com@stonetemple+Eric Enge(508) 485-7751www.stonetemple.com               @stonetemple...
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All about SEO in 30 minutes, HostingCon 2012

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Includes a 6 step recipe for On Page SEO and a 6 step recipe for Off Page (aka link building)

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All about SEO in 30 minutes, HostingCon 2012

  1. 1. Making SEO a Source of New Business @stonetemple / +Eric Enge
  2. 2. First Off... Who Am I?• Co-author of The Art of SEO• President of Stone Temple Consulting – 25+ person SEO and PPC firm• Trainer for Instant E-Training• On Twitter: @stonetemple• On Google+: +Eric Enge 2 @stonetemple / +Eric Enge 2
  3. 3. Part IIntroduction@stonetemple / +Eric Enge
  4. 4. @stonetemple / +Eric Enge
  5. 5. 97,000 years to download on your cable modem @stonetemple / +Eric Enge
  6. 6. @stonetemple / +Eric Enge
  7. 7. @stonetemple / +Eric Enge
  8. 8. 0.4 Seconds Response Time@stonetemple / +Eric Enge
  9. 9. Images Videos @stonetemple / +Eric Enge
  10. 10. Your Opportunity in Search? 80% SEO: 78% PPC: 22% 15% @stonetemple / +Eric Enge
  11. 11. @stonetemple / +Eric Enge
  12. 12. Part 2On Page SEO@stonetemple / +Eric Enge
  13. 13. Role of On Page SEO • Enables you to compete for traffic on keywords • Some influence On rankings @stonetemple / +Eric Enge
  14. 14. Search on Running Shoes @stonetemple / +Eric Enge
  15. 15. ZERO Impact on Rankings @stonetemple / +Eric Enge
  16. 16. But, The Meta Description Can Influence Click Through Rate @stonetemple / +Eric Enge
  17. 17. On Page SEO Success in Six Steps 1…2…3…4…5…6 @stonetemple / +Eric Enge
  18. 18. 1. Make Sure Your Site Can Be Read• Starts with your CMS – Research SEO friendliness via search – E.g. “Drupal SEO” – All platforms require configuration – Learn how, and then do it – Get help if you need it• Don’t build the whole site in Flash• Don’t use hard to parse JavaScript for Navigation @stonetemple / +Eric Enge
  19. 19. 2. Learn Your Keyword Space @stonetemple / +Eric Enge
  20. 20. 2. Keyword Space (cont’d)• Use the AdWords Keyword Tool• Or the Bing Tool within their Webmaster Tools• Find out what people are searching on• Focus on relevant variants of your products/services• Get creative• Build a list and prioritize – Based on volume and likelihood to convert @stonetemple / +Eric Enge
  21. 21. 3. Smart Hierarchy, Great Titles• One page for each major relevant term• User friendly page flow• Max 65 characters per title tag• Avoid duplicate / competing title tags @stonetemple / +Eric Enge
  22. 22. Simple, Easy Hierarchy HomePline 1 Pline 2 Info News P1 - 1 P2 - 1 A Page for Each Major Product/Service/Need P1 - 2 P2 - 2 Different Title Each Page P1 - 3 P2 - 3 @stonetemple / +Eric Enge
  23. 23. 4. Different Copy For Each Page Avoid Excessive Boilerplate Text! @stonetemple / +Eric Enge
  24. 24. 5. Avoid Duplicate Content URL 1 URL 2 URL 3DNS Services DNS Services DNS ServicesOur DNS Services Our DNS Services Our DNS Servicesoffer best in class offer best in class offer best in classresponse time toe response time toe response time toepeople lucky people lucky people luckyenough and smart enough and smart enough and smartenough to buy … enough to buy … enough to buy … Each URL is a separate page to the search engines Each consumes PageRank Each will get crawled @stonetemple / +Eric Enge
  25. 25. 6. Smart Meta Descriptions• Should sell to entice clickthrough• But … don’t go into sales speak @stonetemple / +Eric Enge
  26. 26. Part 3Links Drive Rankings @stonetemple / +Eric Enge
  27. 27. Links are Like Votes in an Election @stonetemple / +Eric Enge
  28. 28. Who Rank’s First?Joe’sBookStore @stonetemple / +Eric Enge
  29. 29. Links Are Not Created EqualKiller #1!Link 1 #2 Web Site ALink 1Link 2 Search Results……..…1,000 Web Site B @stonetemple / +Eric Enge
  30. 30. Academic Citation @stonetemple / +Eric Enge
  31. 31. Not Bought @stonetemple / +Eric Enge
  32. 32. Not Bartered @stonetemple / +Eric Enge
  33. 33. Not StolenAnonymous Said:Cheap ViagraCialisLevitra Add Your Comment Here @stonetemple / +Eric Enge
  34. 34. Link Building Success in Six Steps 1…2…3…4…5…6 @stonetemple / +Eric Enge
  35. 35. 1. Be a Freaking Expert • OK, not that kind of freak • KNOW your stuff as good as, or better than, anyone else @stonetemple / +Eric Enge
  36. 36. 2. Differentiate Your Expertise @stonetemple / +Eric Enge
  37. 37. 3. Great Content On Site @stonetemple / +Eric Enge
  38. 38. 4. Great Content Off Site @stonetemple / +Eric Enge
  39. 39. 5. Tell EveryoneDirect Outreach Potential Linker @stonetemple / +Eric Enge
  40. 40. 6. Be a Member of the Community • Participate • Share • Try to share more than you get shared • After awhile, it gets really hard! @stonetemple / +Eric Enge
  41. 41. Part 4Role of Social Media @stonetemple / +Eric Enge
  42. 42. The BasicsBetter to excel at one, then dabble in all 4Of course, grab your profile for all @stonetemple / +Eric Enge
  43. 43. Basic Rules• Add Lots of value• Be a member of the community• Participate … Share• Try to share more than you get shared• Build an audience @stonetemple / +Eric Enge
  44. 44. Major Drivers … NOT!• Likes and +1s only ranking factors for friends• Shares not visible to Google• Tweeted links can help Google discover content faster @stonetemple / +Eric Enge
  45. 45. Many Studies Show Correlations …Drowning • BetweenDeaths Shares and Rankings • Beware “Correlation” Studies! Ice Cream Consumption @stonetemple / +Eric Enge
  46. 46. The Synergy We’re Looking For Shared on Social Networks Helps Drive New Followers, Fans, Friends Traffic, Links & New Subscribers @stonetemple / +Eric Enge
  47. 47. The Power of Social Relationships (Influencers) (Sharing) (Your Stuff) @stonetemple / +Eric Enge
  48. 48. Thank You!Eric Engeeenge@stonetemple.com@stonetemple+Eric Enge(508) 485-7751www.stonetemple.com @stonetemple / +Eric Enge
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