Demystifying Search Engine Optimization Placing the “Marketer” Back into Search Marketing Search Engine Marketing Everett Sizemore Stephen Riegel

What are we going to talk about… Overview of SEO Six ways to help you put marketer back in SEM or … What would a marketer do? (WWAMD) Practical examples/tools/insights Demystifying Search Engine Optimization

What are we going to talk about…

Overview of SEO

Six ways to help you put marketer back in SEM or … What would a marketer do? (WWAMD)

Practical examples/tools/insights

“ Supposing is good, but finding out is better.” Mark Twain Search Engine Optimization

“ Supposing is good, but finding out is better.”

Mark Twain

Search Marketing is a Simple concept… Searchers are looking for answers Search engines are looking to provide the best answer Marketers are looking to be the answer Demystifying Search Engine Optimization

Search Marketing is a Simple concept…

Searchers are looking for answers

Search engines are looking to provide the best answer

Marketers are looking to be the answer

25% of SEO is on site Page title/meta info URL/site structure Content/Text 75% of SEO is off site Links/ anchor text Recommendations Reputation/Authority Demystifying Search Engine Optimization

25% of SEO is on site

Page title/meta info

URL/site structure

Content/Text

75% of SEO is off site

Links/ anchor text

Recommendations

Reputation/Authority

The Many Facets of SEO Demystifying Search Engine Optimization Search in practice is marketing

The Many Facets of SEO

WWAMD #1: Tag it, label it, define it – all of it Demystifying Search Engine Optimization

Tag it, Label it, Define it – all of it Facts 80% of Searches are informational, 10% navigational WWAMD = Label your info On site – tag images, label links fill out all meta data, use words in urls 2. Off site – Digg it, flickr, facebook, list it, tag it, promote it

Facts

80% of Searches are informational, 10% navigational

WWAMD = Label your info

On site – tag images, label links

fill out all meta data, use words

in urls

2. Off site – Digg it, flickr, facebook,

list it, tag it, promote it

WWAMD #2 Understand that customers search on their terms, not yours Demystifying Search Engine Optimization

Facts 61% find natural search results relevant to their search 35% of searches have no clicks Customers search on their terms, not yours WWAMD = Become Relevant Talk to consumers/sales staff Develop your Search empathy Monitor Social Media

Facts

61% find natural search results relevant to their search

35% of searches have no clicks

WWAMD = Become Relevant

Talk to consumers/sales staff

Develop your Search empathy

Monitor Social Media

WWAMD #3 Be opportunistic—keyword targets come anytime/everywhere Demystifying Search Engine Optimization

Facts Search is driven by needs/wants that change Be opportunistic - anytime/everywhere WWAMD = Be ready Monitor chatter - Tweets, MSN adlabs Google alerts/trends 2. Capitalize – Take action

Facts

Search is driven by needs/wants that change

WWAMD = Be ready

Monitor chatter -

Tweets, MSN adlabs

Google alerts/trends

2. Capitalize – Take action

WWAMD #4 : Educate yourself and become an early adopter - Search Changes Demystifying Search Engine Optimization

Search changes, marketing doesn’t, be in the right place at the right moment Search marketing changed May 13 th , tomorrow it will too

Search changes, marketing doesn’t, be in the right place at the right moment

WWAMD #5 : Understand that SEO is an ongoing process, not a project Demystifying Search Engine Optimization

FACTS SEO intersects with every stage in the buying cycle 90% of marketers engage in SEO 36% integrate with other efforts SEO is a process, not a project WWAMD = integrate it Move it to the planning process Segment terms into stages in the process that you can target 3. Repeat SEARCH

FACTS

SEO intersects with every stage in the buying cycle

90% of marketers engage in SEO

36% integrate with other efforts

WWAMD = integrate it

Move it to the planning process

Segment terms into stages in the

process that you can target

3. Repeat

FACTS 50% of marketers cite Organic SEO as a top ROI tactic Only 10% of SEM spend is on Organic SEO efforts Repeat…SEO is not a project WWAMD = kazien it SEO is a process not a project 2. Make Continuous improvements Source: Aberdeen 2008 Best in Class SEM Practices

FACTS

50% of marketers cite Organic SEO as a top ROI tactic

Only 10% of SEM spend is on Organic SEO efforts

WWAMD = kazien it

SEO is a process

not a project

2. Make Continuous

improvements

WWAMD #6 : Extend SEO mindset beyond the site— optimize your digital content Demystifying Search Engine Optimization

FACTS Your brand does not exist in a vacuum In SEO 1+1=3 You have the power to change someone else’s rankings Extend your SEO mindset beyond the site Source: Oneupweb

FACTS

Your brand does not exist in a vacuum

In SEO 1+1=3

You have the power to change someone else’s rankings

SEO and PR Intersect Extend your SEO mindset beyond the site WWAMD = Loss Leaders Get more out of your link building efforts than Just links.

SEO and PR Intersect

WWAMD = Loss Leaders

Get more out of your

link building efforts than

Just links.

SEO and Social Media Intersect What do Twitter and Facebook have to do with SEO? Link Building Reputation Management Keyword Research Search Engine Optimization

SEO and Social Media Intersect

What do Twitter and Facebook

have to do with SEO?

Link Building

Reputation Management

Keyword Research

SEO and Brand Management Intersect Search Engine Optimization WWAMD = Make Lemonade Reactive Tactics Getting bad search results off page 1 of Google. Proactive Tactics Monitor your brand image. Catch situations before they get indexed or go viral.

SEO and Brand Management Intersect

WWAMD = Make Lemonade

Reactive Tactics

Getting bad search results off

page 1 of Google.

Proactive Tactics

Monitor your brand image.

Catch situations before

they get indexed or go viral.

SEO and Market Research Intersect Search Engine Optimization WWAMD = Market Research What is selling well for your competitors? What else are your customers trying to buy? 3. What is the next “hot thing”?

SEO and Market Research Intersect

WWAMD = Market Research

What is selling well for

your competitors?

What else are your

customers trying to buy?

3. What is the next “hot thing”?

SEO News and Articles www.SEOmoz.org (+ tools ) www.SEObook.com (+ tools ) www.searchenginewatch.com www.clickz.com www.sitepronews.com www.searchenginewatch.com www.sempo.org www.seo-news.com www.webpronews.com www.searchengineland.com www.sphinn.com SEO Resources SEO Tools www.keyworddiscovery.com www.wordtracker.com www.combinewords.com Gooogle Adwords Keyword Selector www.xml-sitemaps.com www.google.com/webmasters/tools http://siteexplorer.search.yahoo.com www.Spyfu.com www.link-assistant.com/seo-spyglass www.markhorrell.com/tools/density.asp Xenu Broken Link Checker

SEO News and Articles

www.SEOmoz.org (+ tools )

www.SEObook.com (+ tools )

www.searchenginewatch.com

www.clickz.com

www.sitepronews.com

www.searchenginewatch.com

www.sempo.org

www.seo-news.com

www.webpronews.com

www.searchengineland.com

www.sphinn.com

Demystifying Search Engine Marketing Everett Sizemore Stephen Riegel @balibones @faction /in/everett /in/steveriegel Please be sure to fill out your evaluation form and turn it into the room monitor or a staff member. Thank you.