User experience-seo-indiana-bar-camp-2010

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  • 1. WHO AM I ? NAME: Nat Finn COMPANY: Golden Technologies POSITION: Internet Marketing Specialist ADDITIONAL: Officer - NWITweetup Regional Director - Blog Indiana Author - SEOBoy.com
  • 2. WHO IS GOLDEN TECHNOLOGIES ? ELEVATOR PITCH: A solution-based technology company that specializes in the BIG 3: IT & Support Custom Development Marketing & (Web) Design
  • 3. WHAT DO I DO ? GOOD QUESTION: E-Strategy: Client & Corporate SEO, SEM, Social Media, Corporate Blogging, Copywriting... Conversion Optimization: A/B Testing Even some general marketing INDUSTRY EXPERIENCE: 5+ Years
  • 4. WHY ARE YOU HERE ? PROBABLY: You don’t know a whole lot about SEO Because you want to learn how SEO will help your agency grow POSSIBLY: You’re killing time till either Kyle Lacy or Dave Woodson starts their presentation
  • 5. WHAT YOU WILL GAIN A common-sense understanding of SEO SEO Techniques you don’t have to be a programmer to implement A few learning resources
  • 6. WHAT IS SEO ? “the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines” – SEOMoz (Seattle-Based SEO Firm) GOAL IN SEO: Generate relevant traffic to your website via top search engines: Google Yahoo! Bing Ask.com
  • 7. ANATOMY OF A SEARCH ENGINE (Image credit: http://www.6smarketing.com/how-search-engines-work/)
  • 8. 3 BRANCHES OF SEO Content Backlinks Traffic
  • 9. CONTENT Static Text in html Pictures Dynamic Mp3s Animation – JavaScript / Flash Streaming video Note: Text embedded in dynamic content can’t be seen by search engine bots
  • 10. BACKLINKS Quantity of Links Quality of Links Anchor Text and Link Tags (Image credit: http://bloggingdata.com/wp-content/uploads/2010/02/Get-More-Backlinks.jpg)
  • 11. TRAFFIC SEARCH ENGINES TRACK: Keyword searches Results Clicked links
  • 12. WHAT THE SEARCH ENGINE BOT IS LOOKING FOR Keyword themes Tags on dynamic content (more on Keyword phrases that in the Onsite Frequency a website SEO Section) updates content The number of links Keywords on a that point to a page link’s text The amount of traffic Keywords in a URL the search engine sends to a page Meta Data
  • 13. BEFORE YOU BEGIN - IDENTIFY YOUR GOALS NO: Keyword rankings (presumptive) YES: Traffic Sales Branding / Awareness
  • 14. MATT CUTTS’ ADVICE WHO IS MATT CUTTS ? Webspam Team Leader at Google ADVICE (TYPICALLY) Write great content people will want to link to. Search for his videos on YouTube. Great content! (Image credit: twitter.com/mattcutts)
  • 15. REMEMBER: SEO IS A PHILOSOPHY, A STRATEGY AND A PROCESS! SEO, LIKE GRAPHIC DESIGN, COPYWRITING, IS A CREATIVE ART. CONSIDER IT IN ALL ASPECTS OF YOUR WEB MARKETING: Planning Development Execution Analysis
  • 16. SEO IN ACTION SEO Design Onsite SEO Offsite SEO User Experience
  • 17. SEO DESIGN Search-Engine Friendly Programming Technology Subfolder Structure - SEOMoz Rule of 100 Robots.txt File “Google-friendly URLs” Canonical URLs XML Sitemaps
  • 18. ONSITE SEO Keyword Research Tagging Meta Descriptions Internal Linking SEO Copywriting Blogging for SEO
  • 19. OFFSITE SEO Search Engine Blogging for SEO Submission Backlinks Local SEO (Image credit: http://www.verticalmeasures.com/linktoberfest-seo-infographic-for-link-data-visualization/))
  • 20. USER EXPERIENCE: WHY DO YOU THINK IT’S THE MOST IMPORTANT ELEMENT? YEAH. THAT’S ALL I WANT TO KNOW ON THIS SLIDE. (Image credit: http://www.flickr.com/photos/darwinbell/395969573/)
  • 21. WHY USER EXPERIENCE IS THE MOST IMPORTANT ELEMENT. BECAUSE YOUR WEBSITE IS DESIGNED FOR YOUR USERS, NOT YOU! (Image credit: http://xkcd.com/773/) No marketing, SEO or advertising will help if the visitor doesn’t have a positive user experience.
  • 22. OTHER SEO ASPECTS TO CONSIDER Site Speed Optimization Mobile Optimization Print Cross Promotion Email Signatures Business Cards Promotion / Branding
  • 23. ANALYTICS AND REPORTING Traffic Conversion SEO Reporting Webmaster reports Keyword (SERP) rankings Backlink reporting
  • 24. DIAGNOSTICS - YOU CAN LEAD A HORSE TO WATER... Be critical of your site. Be critical of your design. How much traffic does the site/page get? Where is the traffic coming from? How easy is it for the user to engage with the content? How easy is it for the user to perform the desired action? Have you tested the site?
  • 25. FINAL NOTES Test, test, test… Like market conditions: SEO is always evolving Remember: it’s about the USER/Visitor/Customer For basic content writing tips, consult the Google Search Engine Optimization Starter Guide
  • 26. IN CONCLUSION Content, content, content Let Conversions guide you “When in doubt, plan broad.” -Gregory House, M.D.
  • 27. AND DON’T Scrape content from Work with anyone who other websites says, “Black Hat is okay” Believe anyone who Spam other websites guarantees #1 rankings Give up after a couple Start a blog on another months domain and expect Believe anyone who it to boost your SEO the claims to have Matt same as a blog under Cutts’ permission your company’s website would (1 to 1 linking) (Image credit: http://myhosting.com/blog/wp-content/uploads/2009/08/ seo-cartoon-white-hat-seo-firm.gif)
  • 28. IT’S LIKE ANY CRAFT IT TAKES TIME, PATIENCE AND YOU SELDOM GET IT RIGHT ON THE FIRST TIME, BUT IN THE END YOU WILL END UP WITH SOMETHING BEAUTIFUL THAT WILL REWARD YOU. (Image credit: http://www.artic.edu/aic/conservation/revealingpicasso/)
  • 29. I THANK YOU - Nat Finn WORK: NOT AS MUCH WORK: nfinn@golden-tech.com http://www.natfinn.com/ http://www.golden-tech.com/ twitter.com/natfinn
  • 30. APPENDIX: INDIANA-BASED SEO RESOURCES OF NOTE http://www.seoboy.com/ http://www.marketingtechblog.com/ http://www.slingshotseo.com/blog http://www.convinceandconvert.com/ (new Hoosier Jay Baer) http://blog.golden-tech.com/
  • 31. BONUS TIP FOR REALTOR SITES - Never take down a listing once it’s sold. Put up a “sold” sign and update the content with a link directing the visitor to a new page: Like Property Neighborhood Page Latest Deals This will help add pages to your site.