SEO 360⁰The Essentials of Search Engine Optimization<br />Chris Adams<br />Director of Online Marketing<br />
SEO 360⁰The Essentials of Search Engine Optimization<br />SEO 360⁰‘White Paper’<br />http://budurl.com/SEO360<br />This & ...
SEO 360⁰ - The Essentials<br />The Importance of SEO<br />The 6 building blocks of SEO 360⁰<br />Integrated Online Marketi...
SEO 360⁰ - The Essentials contd.<br />C. The 6 building blocks of SEO 360⁰<br />Content is King<br />Social Media Marketin...
SEO & SEM<br />PAID <br />ORGANIC<br />
SEO 360⁰<br />6 BUILDING BLOCKS<br />
1: Building Blocks of SEO 360⁰<br />Content is King<br />
SEO Starts & Ends with Great Content<br />
2: Building Blocks of SEO 360⁰<br />Social Media Marketing<br />
Encourage Sharing from Your Site.<br />
 SEO & Social Media<br />Share, seed, engage & facilitate.<br />Link back to your main site.<br />Use campaign tracking co...
3: Building Blocks of SEO 360⁰<br />Optimize Content<br />
Essentials of SEO Elements<br />Title Tag: 60-70 characters, most important words first.<br />Visible Text: Headings, sub ...
Essentials of SEO Elements<br />Keyword Research. Develop a target list. <br />Customize SEO elements to each page.<br />M...
4: Building Blocks of SEO 360⁰<br />XML Site Map<br />
XML (Search Engine Friendly) Site Map<br />
XML (Search Engine Friendly) Site Map<br />www.choosechicago.com/sitemap.xml<br />http://sitemaps.org<br />
5: Building Blocks of SEO 360⁰<br />Linking Strategy<br />
Quality Inbound Links. <br />Use Google’s Page Ranking Tool to assess site’s “quality”. <br />
Quality Inbound Links. <br />
www.quantcast.com<br />
Building Blocks of SEO 360⁰<br />Local Business Listings<br />
Manage Your Local Business Listing<br />
Manage Your Local Business Listing<br />Edit at: <br />Google Local Business Center<br />& on other sites<br />
SEO 360⁰ - The Essentials.<br />C. The 6 building blocks of SEO 360⁰<br />Content is King<br />Social Media Marketing<br /...
Integrated Online Marketing<br />SEO & Integrated Online Marketing<br />
DATA DRIVEN TOURISM MARKETING<br />Continuous Improvement<br />Source: Omniture. <br />
Building Blocks of SEO 360⁰<br />Manage ‘Beyond the Click’<br />
Manage Beyond the Click: Landing Pages<br />
Manage Beyond the Click:<br />Landing Page Optimization: <br />Test B<br />24% Bounce Rate114% Conversion Rate<br />Test A...
Continuous Improvement<br />Constant analysis & updates to SEO keywords,  landing pages & site content.<br />Your online m...
6 x Key Reminders  - SEO 360⁰<br />Prioritize SEO – it is critical. <br />Invest in Content<br />Optimize Content (Title &...
The Essential (& FREE) SEO Tool Kit<br />Robust Analytics – eg: Google Analytics: www.google.com/analytics<br />Keyword Re...
SEO 360⁰The Essentials of Search Engine Optimization<br />SEO 360⁰‘White Paper’<br />http://budurl.com/SEO360<br />This & ...
RESOURCES<br />FOR RESOURCES OR TO CONNECT:<br />www.MilesMedia.com/insight<br />www.Twitter.com/milesmedia<br />www.Twitt...
SEO 360⁰The Essentials of Search Engine Optimization<br />Chris Adams<br />Director of Online Marketing, Miles Media<br />...
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Seo Essentials.3.10.10

  1. 1. SEO 360⁰The Essentials of Search Engine Optimization<br />Chris Adams<br />Director of Online Marketing<br />
  2. 2. SEO 360⁰The Essentials of Search Engine Optimization<br />SEO 360⁰‘White Paper’<br />http://budurl.com/SEO360<br />This & other research & white papers @ <br />www.MilesMedia.com/insight<br />
  3. 3. SEO 360⁰ - The Essentials<br />The Importance of SEO<br />The 6 building blocks of SEO 360⁰<br />Integrated Online Marketing & SEO 360⁰<br />
  4. 4. SEO 360⁰ - The Essentials contd.<br />C. The 6 building blocks of SEO 360⁰<br />Content is King<br />Social Media Marketing<br />Optimize Content<br />XML Site Map<br />Linking Strategy<br />Local Business Listings<br />
  5. 5.
  6. 6. SEO & SEM<br />PAID <br />ORGANIC<br />
  7. 7. SEO 360⁰<br />6 BUILDING BLOCKS<br />
  8. 8. 1: Building Blocks of SEO 360⁰<br />Content is King<br />
  9. 9. SEO Starts & Ends with Great Content<br />
  10. 10. 2: Building Blocks of SEO 360⁰<br />Social Media Marketing<br />
  11. 11. Encourage Sharing from Your Site.<br />
  12. 12. SEO & Social Media<br />Share, seed, engage & facilitate.<br />Link back to your main site.<br />Use campaign tracking codes in your links. <br />Use URL shortenerswhich use 301 redirects<br />
  13. 13. 3: Building Blocks of SEO 360⁰<br />Optimize Content<br />
  14. 14.
  15. 15.
  16. 16. Essentials of SEO Elements<br />Title Tag: 60-70 characters, most important words first.<br />Visible Text: Headings, sub heading using target keywords<br />Meta Description: Call to action. 150 characters max. <br />Alt Tags: 3-5 words. Descriptive.<br />Meta Keywords: 20-30 most important words or phrases<br />
  17. 17. Essentials of SEO Elements<br />Keyword Research. Develop a target list. <br />Customize SEO elements to each page.<br />Mixture of manual & automated updates.<br />
  18. 18. 4: Building Blocks of SEO 360⁰<br />XML Site Map<br />
  19. 19. XML (Search Engine Friendly) Site Map<br />
  20. 20. XML (Search Engine Friendly) Site Map<br />www.choosechicago.com/sitemap.xml<br />http://sitemaps.org<br />
  21. 21. 5: Building Blocks of SEO 360⁰<br />Linking Strategy<br />
  22. 22. Quality Inbound Links. <br />Use Google’s Page Ranking Tool to assess site’s “quality”. <br />
  23. 23. Quality Inbound Links. <br />
  24. 24. www.quantcast.com<br />
  25. 25. Building Blocks of SEO 360⁰<br />Local Business Listings<br />
  26. 26. Manage Your Local Business Listing<br />
  27. 27. Manage Your Local Business Listing<br />Edit at: <br />Google Local Business Center<br />& on other sites<br />
  28. 28. SEO 360⁰ - The Essentials.<br />C. The 6 building blocks of SEO 360⁰<br />Content is King<br />Social Media Marketing<br />Optimize Content<br />XML Site Map<br />Linking Strategy<br />Local Business Listings<br />
  29. 29. Integrated Online Marketing<br />SEO & Integrated Online Marketing<br />
  30. 30.
  31. 31. DATA DRIVEN TOURISM MARKETING<br />Continuous Improvement<br />Source: Omniture. <br />
  32. 32. Building Blocks of SEO 360⁰<br />Manage ‘Beyond the Click’<br />
  33. 33. Manage Beyond the Click: Landing Pages<br />
  34. 34. Manage Beyond the Click:<br />Landing Page Optimization: <br />Test B<br />24% Bounce Rate114% Conversion Rate<br />Test A41% Bounce Rate71% Conversion Rate<br />Performance Improvement: >85%<br />
  35. 35. Continuous Improvement<br />Constant analysis & updates to SEO keywords, landing pages & site content.<br />Your online marketing efforts are constantly reallocated based on results. <br />Key metrics improve during each program and across the year. <br />Case Study 1: VISIT FLORIDA Integrated Online Marketing Program May – June 2009<br />
  36. 36. 6 x Key Reminders - SEO 360⁰<br />Prioritize SEO – it is critical. <br />Invest in Content<br />Optimize Content (Title & Meta Tags, XML Site Map)<br />Build Links<br />Integrate with your other online marketing <br />Manage ‘Beyond the Click’<br />
  37. 37. The Essential (& FREE) SEO Tool Kit<br />Robust Analytics – eg: Google Analytics: www.google.com/analytics<br />Keyword Research Tool - eg: Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal<br />XML Site Maps: http://sitemaps.org<br />Google Webmaster Tools: www.google.com/webmaster<br />Page Ranking Tool http://www.google.com/toolbar<br />Quantcast Audience & Affinity Information www.quantcast.com<br />
  38. 38. SEO 360⁰The Essentials of Search Engine Optimization<br />SEO 360⁰‘White Paper’<br />http://budurl.com/SEO360<br />This & other research & white papers @ <br />www.MilesMedia.com/insight<br />
  39. 39. RESOURCES<br />FOR RESOURCES OR TO CONNECT:<br />www.MilesMedia.com/insight<br />www.Twitter.com/milesmedia<br />www.Twitter.com/kiwicolorado<br />
  40. 40. SEO 360⁰The Essentials of Search Engine Optimization<br />Chris Adams<br />Director of Online Marketing, Miles Media<br />Chris.adams@MilesMedia.com<br />Tel: 1 941 342 2323<br />www.Twitter.com/kiwicolorado<br />www.MilesMedia.com/insight<br />
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