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Hands-On SEO

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Hands-On SEO offers tips and advice for helping you improve your website’s visibility in the search engines. It also provides do's and don'ts to help convert more website visitors into leads, while …

Hands-On SEO offers tips and advice for helping you improve your website’s visibility in the search engines. It also provides do's and don'ts to help convert more website visitors into leads, while avoiding the common mistakes that cost PPC advertisers money. While targeted mainly at a B2B audience, this presentation is helpful to companies and organizations that deal directly with end users as well.


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  • 1. Hands-On SEO Hans Riemer Market Vantage LLC IAMCP New Jersey November 14, 2012
  • 2. First, just a few BASICS Search Engines vs Directories Organic and Paid Search Other sources of Traffic 2
  • 3. Search Engines and Directories Directories – Human-Edited – Yahoo Directory, Google Directory / ODP (DMOZ) Search Engines – Crawler-Based / Algorithmic – Google, Bing, Ask, etc. Recent History – Google started making money in 2001 – Remember AltaVista? Infoseek? HotBot? 3
  • 4. Organic vs Paid Search (2009) Organic Results Paid Ads 4
  • 5. Organic vs Paid Search (2012) 5
  • 6. Sources of Website Traffic Paid Contextual Search Ads On-Line Pubs Portals Related Sites E-Newsletters Organic Referring Viral Pay-Per Banners Sponsor- PR Ads Search Links Marketing Click & Text Ads ships (Online / Offline)(Radio/TV/Print) Referrals On-Line Advertising Brand Awareness (Bookmark or Direct) Website Traffic 6
  • 7. Search Engine’s Mission & Purpose Satisfy two stakeholders: Search users – Provide the most “relevant” results Investors – Generate revenue from ads (tied to traffic from Search) Not: “Push lots of traffic to your site so can make lots of money” 7
  • 8. What Search Engines Do 8
  • 9. Who makes their job harder? People who try to get their pages to rank higher than they would otherwise Why? Because if they succeed, searchers may not get the best results! 9
  • 10. So search engines keep tweaking 2012 Panda Penguin 2010 Venice Caffeine 2008 Vince Dewey 2006 Buffy Big Daddy 2004 Jagger Gilligan Bourbon . . . 10
  • 11. 1st Generation Search Engine Signals – Keywords and Content The site with the most keywords – WINS! Keyword Keyword Keyword Keyword Keyword Keyword 11
  • 12. 1st Generation Search Engine Signals – Keywords and Content The Result? Keyword-stuffed content Lots of spammy, junky content 12
  • 13. 2nd Generation Search Engine Signals – Inbound Links Google arrives on the scene Develops an algorithmic approach Granted a US Patent for PageRank Other search engines follow suit 13
  • 14. 2nd Generation Search Engine Signals – Inbound Links The Result? People create lots of junky content that links back to their site 14
  • 15. 3rd Generation – User Experience Data from Google’s “free” tools – Google Search – Google Analytics – Google Toolbar – Chrome or IE browser (with toolbar) Data from Social signals – Google+1 – Facebook – Twitter – Etc. 15
  • 16. 3rd Generation – User Experience The Result? Lots of pain and rank volatility 16
  • 17. How do search engines determine Rank? Site crawls / content authority Inbound links & anchor text Traffic to your site Search results clicks Stickiness – time on site Domain age & hosting longevity Social “buzz” and about 200 other factors 17
  • 18. How to Show Up at the Top Own a famous brand Get tons of visitors to your site Keep them there Become a thought-leader in your industry and write a ground-breaking blog post every week or two 18
  • 19. Three Things Every Website Must Have toGenerate Leads: Relevant traffic A clear value proposition A compelling call-to-action 19
  • 20. #1 Mistake We See: Investing money and time on driving traffic to a poor quality website 20
  • 21. #2 Mistake We See: Unclear, non-unique value proposition – “At Acme Corporation, our mission is to provide our customers and stakeholders with unparalleled quality, matchless service and unrivaled value.” 21
  • 22. #3 Mistake We See: Wasting money on the wrong traffic – Poor keyword selection – PPC “gotchas” Incorrect targeting Geography Demographics / contextual Dayparting 22
  • 23. Do Start with a great website – Clear, crisp value proposition – Straightforward navigation – Strong calls-to-action – Visually appealing – Engaging – use multimedia – Search engine friendly – Careful keyword selection and well-optimized pages 23
  • 24. Do Keyword research is important – Google Adwords keyword tool https://adwords.google.com/o/keywordtool Or search: google keyword tool Use: “Exact Match” and take with grain of salt Understand: limitations – Search Engine Suggest Feature Start typing and what do you see? 24
  • 25. Keyword Research Lateral search using software tools Evaluate each term across three axes Group by theme Search Frequency For SEO: Assign to pages For PPC: Assign to ads Competition Relevance 25
  • 26. Do Search engines understand synonyms – No need to “stuff” keywords – So, write web copy for humans 26
  • 27. Do On-Site SEO Basics – Unique HTML title for each optimized page – Unique description tag for each optimized page – Keywords in Headline – HTML or XML sitemap and footer links – Post to your blog to offer fresh content 27
  • 28. Do Natural link development – Vary anchor text – don’t over-optimize for one keyword – Diversify links Article placements Business partners Press releases Review sites Industry directories Conferences Social signals (bookmarks, Pinterest, Google+, etc.) 28
  • 29. Don’t Keyword “stuffing” On-site SEO “tricks” Unnatural links – Link schemes – Automated links – Too many links from one site 29
  • 30. Do Surprise! SEO = Marketing – Crisp messaging + thoughtful word choices – Visitor engagement – Useful, informative content – Compelling offers – Impeccable customer service – Follow-up and nurturing – PR outreach 30
  • 31. Bottom Line Your website should represent you well – Often the first impression of your prospect – Hire a pro Timely follow-up is critical, especially for web leads – Use a marketing automation system like Leadformix 31
  • 32. How to tell if your site got nuked 32
  • 33. How to tell if your site got nuked Traffic This: instead of This: site:www.yoursite.com comes up empty 33
  • 34. What to do if your site got nuked Run, don’t walk, to – Install Google Webmaster Tools Find out what needs to be fixed and fix it! File a reconsideration request 34
  • 35. And now a few words about Pay-Per-Click 35
  • 36. Yearly Revenue$ in millions $40,000 $35,000 10,386 $30,000 $25,000 8,793 $20,000 7,167 6,714 $15,000 5,788 26,145 $10,000 19,443 4,160 15,723 14,413 $5,000 10,625 6,332 $0 2006 2007 2008 2009 2010 2011 Licensing & Other Network Google.com
  • 37. PPC Truths If your site isn’t converting, the solution is not to spend more money 37
  • 38. PPC Truths You’re playing against “the House” and your fellow advertisers 38
  • 39. PPC Truths It’s a live auction – Pay attention – Don’t “set it and forget it” 39
  • 40. PPC Truths Target carefully – Keyword selections – Display Network sites Sloppy = Expensive 40
  • 41. PPC Tip Use AdWords Preview tool to check ads – Impressions are costly – Allows geographic testing – adwords.google.com/d/AdPreview/ – Or search: adwords preview tool 41
  • 42. PPC Tip Who is seeing your ads? – Search: check typed “search terms” – Display: check Automatic Placements NEVER mix Search and Contextual advertising in the same Campaign 42
  • 43. “Typed” vs. “Matched” Keyword Keyword matching options – Broad Match – Modified Broad Match (+) – Phrase Match (“ “) – Negative Match (-) – Exact Match ([ ]) Typed keyword is what they typed Matched keyword is what you bid on using matching options Important to track BOTH in web analytics and CRM Use “Negative Match” to filter Broad and Phrase matched misfits 43
  • 44. PPC Gotchas Parked Domains MFA’s 44
  • 45. 45
  • 46. 46
  • 47. 47
  • 48. MFA (Made-For-AdSense) Example 48
  • 49. SEO & PPC Tools Majestic SEO (paid) – Backlink analysis – Competitor analysis – Identify link opportunities 49
  • 50. SEO & PPC Tools Spyfu (free and paid) – Competitor keywords Organic and paid – Competitor ad copy variations 50
  • 51. SEO & PPC Tools Google Keyword Tool (free) – Keyword research / suggestions – Search frequency Google Trends (free) 51
  • 52. SEO & PPC Tools Wordtracker (paid) – Keyword research / suggestions – Link-building SEOmoz (subscription) – Site evaluation – Rank tracking over time – DIY advice 52
  • 53. Questions? Hans Riemer Market Vantage LLC 978-482-0130 hjr@market-vantage.com Blog / Tips / Newsletter at www.market-vantage.com 53