11NTC SEO 201

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  • SEO is short for “Search Engine Optimization,” but it’s somewhat of a confusing term. People who do SEO aren’t optimizing search engines, but rather web sites, so that they can be found in search engines. But the services that search engines provide have been growing beyond just providing search. As search engines evolve, so has SEO. Let’s look beyond people finding your Website, to people finding your organization, and interacting with it in meaningful ways…. How many of you have used a phone book in the last month? Last year? How many of you know have even seen a copy of the phone book recently? How many of you used the web to search for a place to eat? To shop? To find services for your home or office? How many of you use Twitter? Facebook? How many of you run a blog? Check in with foursquare?
  • SEO is short for “Search Engine Optimization,” but it’s somewhat of a confusing term. People who do SEO aren’t optimizing search engines, but rather web sites, so that they can be found in search engines. But the services that search engines provide have been growing beyond just providing search. As search engines evolve, so has SEO. Let’s look beyond people finding your Website, to people finding your organization, and interacting with it in meaningful ways…. How many of you have used a phone book in the last month? Last year? How many of you know have even seen a copy of the phone book recently? How many of you used the web to search for a place to eat? To shop? To find services for your home or office? How many of you use Twitter? Facebook? How many of you run a blog? Check in with foursquare?
  • There are a growing number of location based services on the Web that can help make it easier for an organization to be found online. Social Networks also make it easier to communicate with people who are looking for the services and opportunities that you offer. They can help you extend the reach of your website, and start conversations and activities. Being listed in a number of “business” directories can make it easier for you to rank in Maps services like Google Maps, Yahoo Local, and Bing Maps.
  • Like Google Maps, there are a wide range of sites on the Web that allow you to post information about your organization or association that don’t charge anything to be included, or which offer both a free and a premium (paid for) option. Usually, the free listing is sufficient for most organizations. Google Maps has a verification process to follow so that they are sure that you are who you say you are. This can involve receiving a phone call, or postcard from them, which includes a PIN number that you need to submit to Google to verify your listing. If you use phone submission, make sure that you’re ready to answer the phone as soon as you hit the “verify now” button. If someone else usually answers the phone, such as a switchboard, warn the person answering those calls before you hit the button. If you opt for the mail option, make sure that the person who receives the mail is warned beforehand. The postcard can be easily confused for a direct mail advertisement. Yahoo Local and Bing Maps also have a verification process as well.
  • The place page packs a lot of information about this location in one place, from a map showing the location, to a street view for people to recognize the place when they see it. Not only are directions available, but also hours, and public transit information also helps those who might be taking buses or the metro line. The “owner” has clearly noted that not only does Miriam’s Kitchen provide meals, but also case management services. You can also submit pictures and videos, and it’s highly recommended that you try joining the YouTube Non-Profit Partnership as well.
  • One of the benefits of verifying your Google Maps listing is that you have some control over what shows up in Google’s Web search when they provide Local Search information in regular search results, like above.
  • Building a community on a site like Facebook enables you to share news about what you’re doing, and also enable that community to get involved in activities that they may be interested in. By creating a community, you can show people how you’re making a difference, and enable them to interact directly with you.
  • 11NTC SEO 201

    1. 1. SEO 201: Advanced SEO Offsite Strategies That Will Blow Your SEO Mind 11NTCseo Eric Werner Bill Slawski Dottie Hodges
    2. 2. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! Session Evaluations Powered By: TEXT Text 11NTCseo to 69866. ONLINE Use 11NTCseo at http://nten.org/ntc/eval
    3. 3. Today’s Topics: Who’s in the room? Importance of OFF-SITE Factors Ranking Factors Intrigue A Nonprofit Success Story Being Found Being Social Being Responsive Being Yourself Q&A
    4. 4. In the room: Orgs versus consultants? For onsite have you done your: - Keyword Research? - Unique titles/headings/descriptions? - Site arch/navigation/content? Verified your organization with Google maps?
    5. 5. SEO 201: Advanced SEO - Secret Offsite Strategies That'll Blow Your SEO Mind Eric Werner 404-754-5694 www.AtlantaClickAdvisor.com [email_address] Bill Slawski SEO by the Sea www.seobythesea.com Panelists: Dottie Hodges 703-786-8140 [email_address] Moderated by:
    6. 6. Importance of OFF-SITE Factors
    7. 7. Why Off-Site is Important <ul><li>Link is important independent of SEO </li></ul><ul><li>Roots of web marketing </li></ul><ul><li>More pathways to your website! </li></ul>
    8. 8. Why Off-Site is Important <ul><li>Missing key to improving rankings </li></ul><ul><li>More qualified traffic </li></ul><ul><li>Perceived authority improves with social proof </li></ul><ul><li>Forces attention to content strategy </li></ul>
    9. 9. Top 5 Ranking Factors <ul><li>Keyword Anchor Text from External Links </li></ul><ul><li>External Link Popularity </li></ul><ul><li>Diversity of Link Sources </li></ul><ul><li>Keyword Use in the Title Tag </li></ul><ul><li>Trustworthiness of the Domain </li></ul>
    10. 10. Top Ranking Factors Data: SEOMOZ.org
    11. 11. Intrigue Why would they do it?
    12. 12. A Typical Non-Profit SEO Story  Already have links to home page   On-Site factors correct SO: What are we doing wrong!?
    13. 13. A Typical Non-Profit SEO Story
    14. 14. What People Are Doing Wrong?  No links to internal pages  No links with Anchor Text
    15. 15. Anchor Text Done Right
    16. 16. Evaluating Link Value <ul><li>Source Domain </li></ul><ul><li>Source Page </li></ul><ul><li>Context vs. Sidebar/Footer </li></ul><ul><li>How many links on the page </li></ul><ul><li>siteexplorer .search. yahoo .com </li></ul><ul><li>www. seoquake .com </li></ul>$
    17. 17. Gain Links <ul><li>Request Links </li></ul><ul><li>Attract Links </li></ul><ul><li>Purchase Links </li></ul><ul><li>Encourage Links </li></ul><ul><li>Build Relationships </li></ul><ul><li>Internal Links </li></ul>
    18. 18. Link Building Ideas for Nonprofits <ul><li>Scholarships </li></ul><ul><li>Stakeholders </li></ul><ul><li>Board member websites </li></ul><ul><li>Coalitions </li></ul><ul><li>Constituent blogs/sites </li></ul><ul><li>Who built your site </li></ul><ul><li>Links or testimonials </li></ul><ul><li>Find relevant sites and ask </li></ul><ul><li>Call them </li></ul><ul><li>Offer them a t-shirt </li></ul>
    19. 19. Being Found <ul><li>Google Maps </li></ul><ul><li>Yahoo! Local </li></ul><ul><li>Bing Maps </li></ul><ul><li>Facebook Place Page </li></ul><ul><li>Telecom Directories </li></ul><ul><li>Review Sites </li></ul><ul><li>Local Directories </li></ul>
    20. 20.
    21. 21.
    22. 22.
    23. 23. “ Business” Directories <ul><li>http://www.localeze.com/ </li></ul><ul><li>http://www.superpages.com/ </li></ul><ul><li>http://www.yellowbook.com/ </li></ul><ul><li>http://www.yellowpages.com/ </li></ul><ul><li>http://www.yelp.com/ </li></ul><ul><li>http://www.citysearch.com/ </li></ul><ul><li>http://www.merchantcircle.com/ </li></ul><ul><li>http://www.insiderpages.com/ </li></ul><ul><li>http://citysquares.com/ </li></ul><ul><li>http://www.kudzu.com/ </li></ul><ul><li>http://www.hotfrog.com/ </li></ul><ul><li>http://www.yellowbot.com/ </li></ul><ul><li>http://www.local.com/ </li></ul>
    24. 24. Local Search Help <ul><li>Be consistent in how your location information is formatted everywhere </li></ul><ul><li>Search for old address information on the Web and update to new addresses </li></ul><ul><li>Mentions of your organization w/location information is as important to local search as links are to web search </li></ul><ul><li>Think about what terms people are using to find you when choosing categories </li></ul>
    25. 25. Being Social
    26. 26. <ul><li>It’s not all about you </li></ul><ul><li>It’s about your audience </li></ul><ul><li>Think about those you provide services to </li></ul><ul><li>Think about online volunteers </li></ul><ul><li>Think about potential donors </li></ul><ul><li>Give them an insight into what you’re doing </li></ul><ul><li>Make it easy for them to find you </li></ul><ul><li>Make it easy for them to Interact with you </li></ul>
    27. 27.
    28. 28. <ul><ul><li>Tell people what you have (spam) </li></ul></ul><ul><ul><li>Tell people what you want (recipes) </li></ul></ul><ul><ul><li>Make it easy for them to find you </li></ul></ul><ul><ul><li>Make it easy for them to help you </li></ul></ul><ul><ul><li>Thank people </li></ul></ul>Being Responsive
    29. 29. Being Yourself: Individuals Within Organizations <ul><li>Encourage members of your staff to be active on the Web, including places like LinkedIn and other professional networks </li></ul><ul><li>Encourage and make it easy for volunteers to post tweets, blog posts, videos, and more of events and initiatives and share them </li></ul>
    30. 30. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! Session Evaluations Powered By: TEXT Text 11NTCseo to 69866. ONLINE Use 11NTCseo at http://nten.org/ntc/eval

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