SEO 101

399
-1

Published on

SEO 101

Heatherstone
http://heatherstone.com
Software, database, management, and search engine marketing consulting to businesses and professionals who prefer innovation to infrastructure.
Rockville Innovation Center
155 Gibbs Street, Suite 530
Rockville, Maryland 20850
888.716.1521

Like us at Heatherstone on Facebook
http://on.fb.me/HeatherstoneWeb
Follow us @HeatherstoneWeb on Twitter:
http://twitter.com/HeatherstoneWeb

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
399
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

SEO 101

  1. 1. Getting started in getting found<br />Aaron Overton<br />CEO, Heatherstone<br />Search Engine Optimization 101<br />
  2. 2. Revenue comes from visitors that meet your goals.<br />1000 visitors x 1% conversion x $500 per conversion = $5000<br />Generating Revenue<br />
  3. 3. A visitor “converts” when he does the thing you want him to do.<br />What do you want your visitors to do?<br />Examples<br />Buy something<br />Read an article<br />Sign up for a newsletter<br />Contact you for an appointment<br />Conversion Goals<br />
  4. 4. When a visitor meets a goal, it has a value.<br />Knowing the value is key to measuring your results.<br />What is it worth to convert a visitor?<br />Examples<br />Becomes advertiser for a year: $4000<br />Donates to my charitable organization: $250<br />Calls for appointment: $180<br />Conversion Valuation<br />
  5. 5. Use the worksheet to define goals<br />Identify your conversion goals.<br />Determine the value.<br />Describe the audience.<br />Extra Credit<br />Write task list to make conversion better (or even possible!)<br />Your Turn<br />
  6. 6. Relevancy is the key to being found via search.<br />There are other ways to make your site found even easier.<br />How will visitors find your site via search?<br />Examples<br />Be relevant<br />Add new content regularly<br />Connect to and from related sites<br />Use a search engine friendly content management tool<br />Search Engine Optimization<br />
  7. 7. There’s more than one way to skin a cat. Eww.<br />How do you optimize a site for search engines?<br />Examples<br />Know your keywords and focus on the best<br />Include 200-800 words of relevant content<br />Use your metatags: title, description<br />Note: keywords metatag is no longer of value!<br />Examine your site in SEO browser and adjust<br />Acquire incoming links from other relevant sites<br />Components of SEO<br />
  8. 8. A lot of what we like as visitors, search engines miss.<br />What does my site look like to a search engine?<br />Your site is just text<br />Images are read via alt tags<br />Heading tags matter<br />Using CSS for formatting helps declutter<br />Flash and some Javascript are problematic<br />How Browsers See Pages<br />http://www.seo-browser.com/<br />
  9. 9. Nothing is more important than having the right keywords.<br />What words lead traffic to you?<br />Keyword Evaluation<br />Relevance<br />Popularity<br />Competition<br />Keywords<br />
  10. 10. Google AdWords Example<br />https://adwords.google.com/select/KeywordToolExternal<br />
  11. 11. Brainstorm keywords<br />Work with a partner and write down as many as you can.<br />Rate them for relevance on a scale of 1 to 4.<br />Be specific!<br />Extra Credit<br />Add two hours to your calendar to evaluate your list.<br />Your Turn<br />
  12. 12. Deliver exactly what your visitor is expecting.<br />What will you say, what will you offer?<br />Keyword Placement<br />Title: first 60-80 characters<br />Body: at least three; main heading, intro, conclusion<br />Consider: breadcrumb links, secondary headings, alt text for images<br />Metatags: description; keywords is generally ignored!<br />Call to Action<br />Include both primary and secondary<br />Offer something of value in exchange<br />Landing Pages<br />
  13. 13. Stress the right keywords without going overboard.<br />How many times should keywords be repeated?<br />Guidelines<br />Use at least three placements<br />Don’t forget to hit 200-800 words (preferably 500)<br />Ideal is 3% to 5%<br />Over 10% can be problematic<br />Keyword Density<br />http://www.googlerankings.com/ultimate_seo_tool.php<br />
  14. 14. Design a Landing Page<br />Write a title<br />Write a description<br />Write headings<br />Outline your content<br />Define your calls to action<br />Extra Credit<br />Write the rest of the content and put it on your site<br />Your Turn<br />
  15. 15. Content is king.<br />How do you keep your site up to date?<br />Key Features<br />Separates content from design<br />Requires no extra software<br />Descriptive URLs<br />Notifies search engines of changes<br />Automatic RSS feeds<br />Consider: Dreamweaver, Contribute, WordPress, Joomla, Drupal<br />Content Management<br />
  16. 16. It seems hard. I need help.<br />What if you are already too busy, but need this done?<br />Our Call to Action<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×