Why is SEO so Important?
The Traditional Mental Model of Marketing         Stimulus        First     Second                       Moment      Momen...
The New Mental Model of Marketing     Stimulus                          First     Second                                  ...
Global Search Volume Growth                                                       In Feb. 2011, Google said they          ...
Search Engine Market Share                                       Most of the World Including                              ...
Organic vs. Paid SearchPaid       Organic
Organic vs. Paid Search~20% of Clicks ~80% of Clicks                           http://www.seomoz.org/blog/the-disconnec
ERP Click-Through Rates                                        Ranking #2, #3 and #4 would                                ...
How Can My Website Compete?
Step 1:Make Your ContentGreat.
“Good” Content vs. “GREAT” ContentSatisfies the searcher’s basic     Surprises and delights the information requirements  ...
Step 2: Make Content Accessible toSearch Engines.
Create Substantive, Descriptive, HTML TextContenthttp://www.hipmunk.com/ is a great site, but there’s no real text content...
Create Clean, Crawlable URLs Best      www.adioso.com/seattle/british-airways-flights                        www.adioso.co...
Step 3: Usability.
Use Your Analytics to Establish Baselines and              Measure Progress...                                http://www.g...
Step 4: Keyword Research.
The Best Keywords Are:                         High Volume                       (many searches/month)                    ...
Keyword Research Starts w/ the Right Brainstorming Process Graphic via Elliance: http://www.elliance.com/aha/infographics/...
Researching Keyword Volume: Google’sAdWords Tool             https://adwords.google.com/select/KeywordToolExternal
Determining Keyword Difficulty                              Number of results is                                 meaningle...
Determining a Keyword’s “Value”            1,000                                                       200   Visitors Sear...
Put the Data Together and Start with Low-HangingFruit
Step 5: Get Keyword Targeting Right.
Keyword Optimised Title Tags:  Best         Usability Testing Software | UserTesting.com               UserTesting.com | U...
Keyword Optimise Your URL’S Best    www.adioso.com/seattle/british-airways-flights         www.adioso.com/cat61/british   ...
Optimise Meta Descriptions:      TITLE: Low Cost Usability Testing - UserTesting.com META DESCRIPTION: Usability testing h...
Optimise website Content:  Not only do search engines like to see keywords in copy, but visitors will be  comforted to see...
Keyword Optimise Images & Alt Attributes Keywords in alt attributes are  surprisingly well correlated     with higher rank...
Keyword Optimise H1, H2, H3 Headlines                   Keywords in H(x) tags are not                    particularly well...
Step 6: Make Search Engines Work for You.
Create Up To Date XML Sitemaps
Create HTML Sitemaps
Implement Google Webmaster Tools
Step 7: Build Links, Tweets,Likes & Shares.
What Makes a Great Link                                                       Editorially given                           ...
Step 8: Help Your Community HelpYou.
Spread Your Message Across the Web                      News/Media/PR                                             SEO     ...
Step 9: Track What Matters.
Basic Google Analytics Installation
Tracking Keyword Rankings:
Step 10: Test & Improve
Improve the Conversion Funnel:Home Page                 List of Cheeses            Hours + Directions               25%   ...
Test Content Types       Blog                  Videos      Photos            Email NewslettersEmbeddable Content          ...
Why SEO Is Important
Why SEO Is Important
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Why SEO Is Important

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Why SEO Is Important

  1. 1. Why is SEO so Important?
  2. 2. The Traditional Mental Model of Marketing Stimulus First Second Moment Moment of Truth of Truth At shelf Experience In-store 2
  3. 3. The New Mental Model of Marketing Stimulus First Second Moment Moment of Truth of Truth Pre-shopping | In-store | In-home At shelf Experience In-store 3
  4. 4. Global Search Volume Growth In Feb. 2011, Google said they had 2 Billion+ searches/day!Millions of Searches (Monthly) Data via Comscore: http://www.comscore.com
  5. 5. Search Engine Market Share Most of the World Including South Africa (except China, Russia, Korea + Czech Republic) look like this http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_January_201http://www.hitwise.com/uk/datacentre/main/dashboard-7323.html http://www.impactmedia.co.uk/blog/search-engine-news/google/search-engine-market-share-statistics-%E2%80%93-february-2011-18271/
  6. 6. Organic vs. Paid SearchPaid Organic
  7. 7. Organic vs. Paid Search~20% of Clicks ~80% of Clicks http://www.seomoz.org/blog/the-disconnec
  8. 8. ERP Click-Through Rates Ranking #2, #3 and #4 would send less traffic than just ranking #1 http://www.blogstorm.co.uk/google-organic-seo-click-through-rates/
  9. 9. How Can My Website Compete?
  10. 10. Step 1:Make Your ContentGreat.
  11. 11. “Good” Content vs. “GREAT” ContentSatisfies the searcher’s basic Surprises and delights the information requirements searcher by being remarkableWritten by a human and not Produced by extraordinary duplicated elsewhere writers/designers/producers Long enough to fulfill basic May leverage video, audio, needs of engines for graphics & photos to convey a depth/uniqueness unique, shareable experienceGrammatically correct; free of Produced by extraordinary spelling/punctuation errors writers/designers/producers
  12. 12. Step 2: Make Content Accessible toSearch Engines.
  13. 13. Create Substantive, Descriptive, HTML TextContenthttp://www.hipmunk.com/ is a great site, but there’s no real text content for engines to see!http://adioso.com doesn’t have much more, but there’s at least something for Google/Bing to use.
  14. 14. Create Clean, Crawlable URLs Best www.adioso.com/seattle/british-airways-flights www.adioso.com/cat61/british www.adioso.com/cat61/174 www.adioso.com/f?ID=174 www.adioso.com/f?cat=61&?ID=174Worst cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21 http://www.seomoz.org/blog/11-best-practices-for-urls
  15. 15. Step 3: Usability.
  16. 16. Use Your Analytics to Establish Baselines and Measure Progress... http://www.google.com/analytics
  17. 17. Step 4: Keyword Research.
  18. 18. The Best Keywords Are: High Volume (many searches/month) Low Competition (weak sites/pages in the top 10) High Value (large % of visitors convert) The tricky part is finding these terms/phrases
  19. 19. Keyword Research Starts w/ the Right Brainstorming Process Graphic via Elliance: http://www.elliance.com/aha/infographics/keyword- research-part-2.aspx?page=1&category=ROI
  20. 20. Researching Keyword Volume: Google’sAdWords Tool https://adwords.google.com/select/KeywordToolExternal
  21. 21. Determining Keyword Difficulty Number of results is meaningless We want to know how “strong” these sites/pages are And how our site’s/page’s metrics compare
  22. 22. Determining a Keyword’s “Value” 1,000 200 Visitors Searched “Usability Visitors Searched “User Testing Testing” and Arrived at the Site Software” and Arrived at the Site 20 40 Visitors Took the Product Tour Visitors Took the Product Tour Conversion Rate: 2 0.2% 5% 10 Visitors Bought the Software Visitors Bought the SoftwareKeyword volume is initially appealing, but conversion rate is critical to the evaluation!
  23. 23. Put the Data Together and Start with Low-HangingFruit
  24. 24. Step 5: Get Keyword Targeting Right.
  25. 25. Keyword Optimised Title Tags: Best Usability Testing Software | UserTesting.com UserTesting.com | Usability Testing Software Usability Testing Software Usability Testing, Usability Test, User Testing, User Software UserTesting.com Worst NAhttp://www.seomoz.org/learn-seo/title-tag
  26. 26. Keyword Optimise Your URL’S Best www.adioso.com/seattle/british-airways-flights www.adioso.com/cat61/british www.adioso.com/cat61/174 www.adioso.com/f?ID=174 www.adioso.com/f?cat=61&?ID=174 cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21Worst
  27. 27. Optimise Meta Descriptions: TITLE: Low Cost Usability Testing - UserTesting.com META DESCRIPTION: Usability testing has never been easier. UserTesting.coms online usability testing is the cheapest, fastest way to find out why visitors leave your website. A good meta description acts like ad copy and draws the searcher in: http://www.seomoz.org/learn-seo/meta-description
  28. 28. Optimise website Content: Not only do search engines like to see keywords in copy, but visitors will be comforted to see that you have content that addresses their query, too.
  29. 29. Keyword Optimise Images & Alt Attributes Keywords in alt attributes are surprisingly well correlated with higher rankings
  30. 30. Keyword Optimise H1, H2, H3 Headlines Keywords in H(x) tags are not particularly well correlated with high rankings, but may provide some, minor value.
  31. 31. Step 6: Make Search Engines Work for You.
  32. 32. Create Up To Date XML Sitemaps
  33. 33. Create HTML Sitemaps
  34. 34. Implement Google Webmaster Tools
  35. 35. Step 7: Build Links, Tweets,Likes & Shares.
  36. 36. What Makes a Great Link Editorially given From a trusted source Uses descriptive anchor text Points to the right pagehttp://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
  37. 37. Step 8: Help Your Community HelpYou.
  38. 38. Spread Your Message Across the Web News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Webinars (Find Your Audience Organically on the Web) Forums Document SharingSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites
  39. 39. Step 9: Track What Matters.
  40. 40. Basic Google Analytics Installation
  41. 41. Tracking Keyword Rankings:
  42. 42. Step 10: Test & Improve
  43. 43. Improve the Conversion Funnel:Home Page List of Cheeses Hours + Directions 25% 20%A better “conversion rate” means more peoplewho already visit the site will come to the store!
  44. 44. Test Content Types Blog Videos Photos Email NewslettersEmbeddable Content Webinars Slideshows Questions + Answers Infographics Research/White Papers Web Apps Community Forum

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