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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.

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