Extreme Website Makeover Webcast Part 2: Understanding SEO

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This webcast goes over the way search engines work and rank sites, how people find websites and the importance of SEO and web content, SEO best practices, and various on-page SEO elements.

This webcast goes over the way search engines work and rank sites, how people find websites and the importance of SEO and web content, SEO best practices, and various on-page SEO elements.

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  • 1. The Extreme Website Makeover Webcast - Part 2: Understanding SEO Exclusively for ACT! Certified Consultants
  • 2. Jenika Scott Channel Marketing Manager [email_address] @jenika29 on Twitter Who We Are Candi Huber Lead Designer and Project Manager [email_address] Kasi Gajtkowski Organic Search Manager [email_address] @kasi_marie on Twitter Stephanie Spangler Sr. Product Marketing Manager, ACT! by Sage [email_address] Candace Farina Product Marketing Manager, ACT! by Sage [email_address]
  • 3. Ask Questions! Use GoToWebinar “Chat” or “Ask a Question” Tweet us your questions using #ACTmakeover tag ______ We will use time at the end of the webcast to answer your questions
  • 4. What You Will Learn Photo Credit - http://www.flickr.com/photos/crystaljingsr/3915514014/
    • How search engines work
    • The importance of SEO
    • Overview of SEO best practices
    • Using content on your website
    • to your advantage
  • 5. How Search Engines Work “ CRM Software”
  • 6. How do People Find Websites?
  • 7. Search Statistics
    • Close to 12 billion searches a month
    • 61%+ is Google
    • 84.2% are multiple word searches
    • Half of all web users search daily
    • eCommerce close to $200 billion a year
    Photo Credit - http://www.flickr.com/photos/tigerpixel/3185410319/ Source - http://www.hitwise.com/us/datacenter/main/dashboard-10133.html
  • 8. How Search Engines Rank Sites
  • 9. What is SEO? Photo Credit - http://www.flickr.com/photos/ezu/277341190/ Search Engine Optimization (SEO)
    • Make code easy to read
    • Use text on your site (search engines can’t read flash, images, etc.)
    Search engine optimization helps search engines understand what your website is about
  • 10. What is SEO? Photo Credit - http://www.act.com SEO helps people who are already looking for your products and services find you. Wow, thank you Google!
  • 11. SEO Best Practices
    • Keyword & Competitor Research
    • On-Page Elements:
    • - Title Tags
    • - H1 Tags (Header Tags)
    • - Meta Description Tags
    • - Meta Keywords Tag
    • - Alt (Alternative) Image Attributes
  • 12. SEO Best Practices Keyword & Competitor Research
    • Make a keyword target list
    • Use Keyword Tools for validation assistance
    • Manually test the list in the search engines – Assess the sector
    • Which companies come up in those searches?
    • Can you do it better? What makes you unique?
  • 13. SEO Best Practices Photo Credit - http://www.thecrmconnection.com On Page Elements: Title Tag
    • 5-12 words in length (or 65 characters)
    • Use the keywords that describe the content of that specific page
    • Title Tags should be unique for each of the different web pages of your website
  • 14. SEO Best Practices On Page Elements: H1 Tags (Header Tags)
    • The H1 Tag is the header on a web page
    • Use keywords that describe the content of that page – be specific
    • It can be similar to the title tag of the page
    • Found in the HTML code your header looks like this: <h1>ACT! By Sage 2010</h1>
    • What Google says about H1 Tags
  • 15. SEO Best Practices On Page Elements: Meta Description Tags
    • Is the description of the web page
    • Used to describe what the web page is about
    • Google often uses the description tag as the “snippet” of the web page in the search results
    • Important place to use keywords of the page due to the “bolding” that occurs in the visual snippet of the search results
    Meta Description
  • 16. SEO Best Practices On Page Elements: Meta Keywords Tag
    • Hidden from web users except when a web page’s source code is viewed
    • Tag in the HTML code that contains the keywords of a web page (2 or 3 most important terms)
    • Google and other search engines ignore because of previous abuse
    • Yahoo! still uses it to a very small degree but Yahoo! Search technology will be replaced by Bing this year
  • 17. SEO Best Practices On Page Elements: Alt Image Attributes (Alternate Image Attributes)
    • The text used to describe an image on a web page (not visible to the eye unless user mouse hovers over an image in IE or image properties are viewed)
    • Text-voice software for visually impaired uses this text
    • Search engines can index the alt IMG text that it is supplied
    • Use 1 or 2 keywords in your alt IMG attribute to contribute to the web page’s relevancy for those search words
    Photo Credit - http://www.thecrmconnection.com <img src=&quot; /images/home- img.jpg &quot; alt=&quot;Denver, Colorado Business CRM Software&quot; />
  • 18. Content is King
    • Existing site
    • Collateral
    • Copywriters
    • ACC Resources from ACT! Product Marketing
    • THEN
    • Utilize Your Keywords
    • Add Content!
    Photo Credit - http://www.faqs.org/photo-dict/phrase/420/crown.html
  • 19.
    • Keywords must be in the content
    Utilize Your Keywords Content is King Photo Credit - http://www.thecrmconnection.com Photo Credit - http://www.faqs.org/photo-dict/phrase/420/crown.html
  • 20. ACT! Recommended Keywords Content is King
      • business contact
      • management software
      • contact management crm
      • crm automation
      • crm blog
      • crm compare
      • crm contact management
      • crm database
      • crm management software
      • crm sales software
      • crm software
      • crm solutions
      • customer relationship management software
      • customer relationship marketing
      • customer service management software
      • customer service software
      • lead management software
      • marketing crm
      • mobile crm solutions
      • outlook contact management
      • outlook crm
      • real estate contact management software
      • real estate crm
      • sales contact management software
      • sales crm software
      • sales tracking software
      • crm tools
  • 21.
    • Search engine benefits
    • User benefits – provide information that your visitors need and are searching for
    • Social media benefits – spread content into the www to get people back to your site
    Content is Win-Win for Search Engines and Users Content is King Photo Credits - http://www.flickr.com/photos/sepblog/3941048713/ Photo Credit - http://www.faqs.org/photo-dict/phrase/420/crown.html
  • 22.
    • Blog
    • Whitepapers
    • Case Studies
    • Presentations
    • eBook
    • News Releases
    • Product Pages
    SO MANY Ways to Add Content Content is King Photo Credit - http://www.thecrmconnection.com Photo Credit - http://www.faqs.org/photo-dict/phrase/420/crown.html
  • 23. Ready for the Big Reveal?
  • 24. Case Study The CRM Connection: Keyword Performance
  • 25. Case Study
    • Removed company name from title tags
    • Geo-targeted
    • Ensured that all pages were optimized for best practices
    The CRM Connection: What Did We Do?
  • 26. Case Study The CRM Connection: September 2009 (Pre-Launch)
  • 27. Case Study The CRM Connection: November 2009 (One Month Post-Launch)
  • 28. Case Study The CRM Connection: What does John say?
    • How have the changes in your search engine optimization affected your business?
    • Our SEO strategy and partner has allowed us to increase our web traffic in targeted markets for specific services using our ACT! Co-Op fund. As our ideal client profile has evolved over the years, our SEO has helped us specifically target those users.
    • Simply stated, our SEO allows us to efficiently target markets instead of using the shotgun approach .
    • 2. Have you discovered an increase of people finding you through search engines?
    • The majority of prospects who contact us after visiting our web site are from SEO versus PPC.
  • 29. Recap
    • How Search Works
    • How Search Engines Rank Sites
    • What SEO is and SEO Best Practices
    • On-Page Elements of SEO
    • Importance of Content and Utilizing Keywords
    Photo Credit - http://www.faqs.org/photo-dict/phrase/420/crown.html
  • 30. Learn More
    • Resources at Hall:
    • Web Vision Blog - http:// www.hallme.com /blog
    • Webinars – http:// www.hallme.com /webinars
    • ACT! Resources:
    • Dedicated Extreme Web Makeover section on the ACT! Partner Site - http:// partners.act.com /
    ACT! Online Community – http.community.act.com /sage
  • 31. Questions?