Ultra Light Startups

Getting Started with SEO
More Traffic from Search Than Any
           Other Source
Position Matters
Paid vs. Organic




• Paid Search:
  – Offers direct response model
  – Cost per click management fees
• Organic search:
...
Search Engines are Software
        Programs
They Have a Big Job
• Crawl one trillion web pages
• Perform semantic analysis on All
  of Them
• Map ALL the links on the...
They have Limitations
Images:

Videos (including Flash):

Can’t “read” the file

But, with clean HTML text, it’s easy
Conclusions (Part 1)
• Need search engine friendly web site
  – Content Management System
  – E-Commerce Platform
  – Web ...
Use Links Like Votes in an
        Election
Who Rank’s First?




Joe’s
Book
Store
Links Are Not Created Equal
Killer                 #1!
Link 1
                       #2
          Web Site A
Link 1
Link 2...
Search Engines Do Not Count All
             Links
• Links they can’t read:
  – Encrypted JavaScript
  – In an iFrame
• Li...
Why do People Link?
Conclusions (Part 2)
• Must actively pursue links
  – It’s part of your marketing plan
• People don’t link to you to help ...
Content Management Systems
Typical E-commerce/CMS
            Problems
• Lack of control in specifying:
  – Titles
  – heading tags
  – meta descript...
More E-commerce/CMS
              Problems
•   Generate really long, ugly, URLs
•   Uses hidden text in a risky way
•   No...
Market Focus
• Your product is your product
• But …
• Are search engines going to be the
  primary source of your new cust...
Conclusions (Part 3)
• You CAN screw up your SEO at the very
  beginning
• You CAN try to compete in a market where you
  ...
Thank You!
Eric Enge
President
Stone Temple Consulting
eenge@stonetemple.com
(508) 485-7751
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ULS - Getting Started with SEO by Eric Enge, Stone Temple Consulting

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Presentation by Eric Enge, President of Stone Temple Consulting. Given to Ultra Light Startups Boston on March 11, 2010.

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ULS - Getting Started with SEO by Eric Enge, Stone Temple Consulting

  1. 1. Ultra Light Startups Getting Started with SEO
  2. 2. More Traffic from Search Than Any Other Source
  3. 3. Position Matters
  4. 4. Paid vs. Organic • Paid Search: – Offers direct response model – Cost per click management fees • Organic search: – Results take months to see, but are more enduring
  5. 5. Search Engines are Software Programs
  6. 6. They Have a Big Job • Crawl one trillion web pages • Perform semantic analysis on All of Them • Map ALL the links on the web • Use this data to map results for ANY search query • Respond to any query in < 0.2 seconds • Result: One tired spider
  7. 7. They have Limitations Images: Videos (including Flash): Can’t “read” the file But, with clean HTML text, it’s easy
  8. 8. Conclusions (Part 1) • Need search engine friendly web site – Content Management System – E-Commerce Platform – Web Development Tools • Need to have text on your web site – Lots of text (on many pages, 2 paragraphs is enough) – Must still offer a good user experience
  9. 9. Use Links Like Votes in an Election
  10. 10. Who Rank’s First? Joe’s Book Store
  11. 11. Links Are Not Created Equal Killer #1! Link 1 #2 Web Site A Link 1 Link 2 Search Results …….. …1,000 Web Site B
  12. 12. Search Engines Do Not Count All Links • Links they can’t read: – Encrypted JavaScript – In an iFrame • Links on pages that they can’t crawl – Can’t find – Marked as NoCrawl in Robots.txt • Links marked with NoFollow Attribute
  13. 13. Why do People Link?
  14. 14. Conclusions (Part 2) • Must actively pursue links – It’s part of your marketing plan • People don’t link to you to help you make money • Need to provide compelling content
  15. 15. Content Management Systems
  16. 16. Typical E-commerce/CMS Problems • Lack of control in specifying: – Titles – heading tags – meta descriptions – Image alt tags – anchor text – breadcrumbs – URL structure of site
  17. 17. More E-commerce/CMS Problems • Generate really long, ugly, URLs • Uses hidden text in a risky way • No support for NoIndex and NoFollow • No canonical redirects • Uses 302 as default redirect • Uses session parameters on URLs • Does not generate XML sitemap • Non-scalable optimization methods
  18. 18. Market Focus • Your product is your product • But … • Are search engines going to be the primary source of your new customers? • Competitive landscape can define where the best opportunities are • If competition has 4 or 5 areas of the search market wrapped up …
  19. 19. Conclusions (Part 3) • You CAN screw up your SEO at the very beginning • You CAN try to compete in a market where you have no chance of success • You CAN build a web site that gets no traffic • To avoid this: – Bake SEO into your plan from the first moment
  20. 20. Thank You! Eric Enge President Stone Temple Consulting eenge@stonetemple.com (508) 485-7751

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