Non-Traditional example- search “Iphone” results come up with accessories, repair shops, retailers
How are you to measure success?
Back end is indexed by robots, make sure your web designer uses responsible techniques to optimize your site to its fullest potential.The front end is also indexed by the search engines. Content is king here, build it out with keywords and lots of relevant content.
A clean, aesthetic look with easy navigation will provide the user friendly site. Bad looking sites drive potential customers away. Make it readable and easy to navigate. Fill it with relevant content and people will know you are a credible source of info and this gets you that much closer to a conversion.
The backend of the website should be crawlable by the search engines to aid in ranking. This includes having keyword relevant title tags and meta tags that are SEO friendly.
Making sure all the pages in your site are indexed will help in your visibility to search engines and ultimately to your audience.Submitting your site to major search engines ensures that you will be visible to the most commonly used engines. Waiting for the search engines to find you may prolong your exposure so it is best to take a proactive approach.A search engine sitemap is critical for the robots indexing your sites content. Do not over look this aspect.
Creating on page or off page links helps your site out in such a way that information is made easily accessible to the end user. Search engines view this as a positive quality and it helps with rankings.Building relevant inbound links to the site is a necessity when maximizing rank ability. Seek out relevant websites to link back to yours and yours to theirs and this aids greatly.
What are your SEO goals?<br />Sell online<br />Generate leads<br />Build marketing database<br />Goals<br />
Who is your audience?<br />What industry or business are they in?<br />What business are the people visiting your site in within their companies?<br />Are they searching for a product, brand name, or service they wish achieve?<br />Audience<br />
Who are your competitors?<br />Traditional- Sell same products / services<br />Non-Traditional- All other search results that pop up using your keywords<br />Competitors<br />
The Business Building Impact<br />Increased Website Ranking<br />Increased Website Traffic<br />Online Leads and/or sales<br />Success Measures<br />
Speak Customer Language<br />Words used by customers<br />Words used on website and search ads<br />Part Art and Part Science<br />Art- Brainstorm list of keywords (10-15 recommended)<br />Science- See what works via statistical info and keyword programs<br />II. Best Keywords (cornerstone)<br />
How Search Engines See Site<br />How People See Site<br />Create Keyword Plan<br />Code for Success <br />III. Optimize Website<br />
Back end <br />Front end<br />How Search Engines See Site<br />
Aesthetics<br />Readability<br />Content<br />How People See Site<br />
Assign each phrase to most appropriate web page<br />Start with one phrase for each page<br />Use keyword phrase throughout entire page<br />Leverage different forms of keyword phrases (plural, present, and past tenses)<br />Link between pages<br />Create Keyword Plan<br />
Make website crawlable<br />Create killer “Title” tags<br />Create meaty “Meta” tags<br />Code for Success<br />
Make sure all pages are in search engines<br />Perform advanced search<br />Search within a site or domain<br />Submit site to major search engines<br />Setup a search engine sitemap<br />IV. Get Site Indexed<br />
On Page and Off Page<br />Build inbound links to site<br />Assess current inbound links<br />Create link-worthy content<br />Educational info on site (*great traffic generator)<br />Consider producing blog<br />V. Attract Links to Site<br />
Get listed in industry and topical directories<br />Review competitors links<br />Siteexplorer.search.yahoo.com<br />Build links with online public relations<br />Publish press releases online<br />Use keyword phrases in title<br />PRWeb, Articlesbase are good sources<br />V. Attract Links to Site cont.<br />
Publish in online industry publications<br />Sydicate articles on article distribution services<br />Ehow, Ezine Articles<br />Build carefully with social media<br />Setup a Linkedin profile<br />Publish educational videos and presentations online<br />YouTube, SlideShare<br />V. Attract Links to Site cont.<br />
Participate in blogs and forums<br />Blogspot, Tumblr<br />Also<br />Facebook, Twitter<br />V. Attract Links to Site cont.<br />
Pay Per Click (PPC)<br />Ads in paid search results<br />Bids are managed via 24/7 online auction<br />Each ad network managed separately<br />With PPC you can manage<br />Keywords phrases<br />Keywords bids<br />Daily budget<br />Ad copy<br />Geographic location<br />Time of day (ex. during business hours) <br />VI. Run a Results-Focused PPC Campaign<br />
Results-Focused PPC Campaign<br />Think of it as paying for leads or sales<br />Bid on relevant keywords- popular terms cost more<br />Tie bidding strategies to results<br />Write relevant and compelling ad copy (think what is searchers motive?) <br />Include ‘call to action’ in the ad<br />Send people to relevant and unique landing page (not just home)<br />Test, test, test- make sure you are optimizing results<br />VI. Run a Results-Focused PPC Campaign cont.<br />
Focus On Results with ROI Measurement<br />Measure Organic SEO Campaign<br />Track organic search ranking<br />Track your position and competitors<br />Track Traffic Generated from Search Engines<br />Top Search Engines (Google, Yahoo, Bing)<br />Top Keywords<br />Paths through website<br />VII. Measure Success<br />
Measure link building and online Press Release Success<br />Track traffic generated from referring sites<br />Track traffic generated from Press Releases, articles, and forum posts<br />Top referring sites<br />Paths through site- what did they do on site?<br />Goal completion by website <br />VII. Measure Success cont.<br />
Setup Google Alerts Account<br />Google.com/alerts- measure how many times sites have picked up your site<br />Measure PPC Success<br />‘conversion tracking’ in Google Adwords<br />Track paid search results in Google Analytics<br />Top Search engines, keywords<br />Cost per visit/click<br />Paths through site<br />VII. Measuring Success cont.<br />