Demystifying Seo - Putting the Marketer back into Search Marketing

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DM Days presentation with Gaiam's Everett Sizemore

DM Days presentation with Gaiam's Everett Sizemore

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  • 1. Demystifying Search Engine Optimization Placing the “Marketer” Back into Search Marketing Search Engine Marketing Everett Sizemore Stephen Riegel
  • 2.
    • 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
  • 3.
    • “ Supposing is good, but finding out is better.”
    • Mark Twain
    Search Engine Optimization
  • 4.
    • 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
  • 5.
    • 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
  • 6.
    • The Many Facets of SEO
    Demystifying Search Engine Optimization Search in practice is marketing
  • 7. WWAMD #1: Tag it, label it, define it – all of it Demystifying Search Engine Optimization
  • 8. 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
  • 9. WWAMD #2 Understand that customers search on their terms, not yours Demystifying Search Engine Optimization
  • 10.
    • 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
  • 11. WWAMD #3 Be opportunistic—keyword targets come anytime/everywhere Demystifying Search Engine Optimization
  • 12.
    • 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
  • 13. WWAMD #4 : Educate yourself and become an early adopter - Search Changes Demystifying Search Engine Optimization
  • 14.
    • Search changes, marketing doesn’t, be in the right place at the right moment
    Search marketing changed May 13 th , tomorrow it will too
  • 15. WWAMD #5 : Understand that SEO is an ongoing process, not a project Demystifying Search Engine Optimization
  • 16.
    • 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
  • 17.
    • 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
  • 18. WWAMD #6 : Extend SEO mindset beyond the site— optimize your digital content Demystifying Search Engine Optimization
  • 19.
    • 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
  • 20.
    • 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.
  • 21.
    • SEO and Social Media Intersect
    • What do Twitter and Facebook
    • have to do with SEO?
      • Link Building
      • Reputation Management
      • Keyword Research
    Search Engine Optimization
  • 22.
    • 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.
  • 23.
    • 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”?
  • 24.
    • 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
  • 25. 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.