Search Optimization Andy Halko, CEO Insivia, A Strategic Marketing Agency www.insivia.com Strategic Marketing
Strategic Marketing Web. Web Development Online Video Conversion Optimization A/B Testing Search Optimization Flash Animation Software Marketing. SEO & Social Media Direct Mail & E-Mail Advertising Branding. Identity & Collateral Print & Advertising Environmental Design Integrated, strategic marketing solutions.
Strategic Marketing 1. Know the prospect – understand who you're selling to 2. Know the goal – determine the results you want 3. Get focused – choose a select group of 2 – 4 phrases 4. Know the purpose – what is the intent of the searcher 5. Do your research – check monthly searches versus competition 6. NEW: Understand the effects of Google Instant Choosing The Right Words
Strategic Marketing 1. Title Tag – Factor number 4 in 'Top 5 Ranking Factors' 2. Submit Site Maps – XML sitemaps 3. Text in the page – Consider the density, but don't write for search 4. External Links – Have cross linking strategies and quality outbound links Optimize Your Site
Strategic Marketing https://siteexplorer.search.yahoo.com 1. Anchor Text 2. Site Trust + Distance from Trust 3. Site Page Rank 4. White versus Black Listed 5. Diversity of Sources Link Building
Strategic Marketing They say content is king and that is true. If it is great, people will link:
Articles, White papers, etc.
Build a "101 list".
Create a list of the top 10 myths for a specific category.
Create a list of gurus/experts.
Create extensive resource lists for a specific topic.
Shoot videos on interesting topics and with interesting people
Create interactive diagrams, infographics or other useful multimedia
Create a calculator, survey with results or other tool
Link Building – Create Great Content
Strategic Marketing OK, you've created great content, now make sure everyone can find it so they have the chance to build a link back to you: - Twitter, Facebook, Digg, Technorati … Use Social Media! - Submit to lists of similar resources - Use site like AllTop, EzineArticles, GoArticles, iSnare or local like Cleveland.com - Send an E-Mail Campaign or include in your employee's signatures - Use PPC to get targeted traffic - Use partners or other related organizations and request a link Link Building – Distribute + Syndicate
Strategic Marketing On many sites where you can interact, you have the ability to add links – even if they are no-follow, they provide exposure: - Ask questions and respond on sites like AskYahoo, GoogleGroups & LinkedIn - Go to related blogs and provide valuable comments - Get involved in forums around your sites topic - Link to other quality blogs and posts from your own - Write reviews and ask for feedback Link Building – Engage + Build Discussions
Strategic Marketing Get your link out there in any way you can – again, if it is no-follow it still provides another way for people to find you: - Join your chamber of commerce or other groups with good directories - Create accounts and fill out the info pages on any sites you can - Ask related organizations to put your link on their site - Sign-up for directories (be careful of blacklist ones though) Link Building – Join, Sign-Up & Beg
Strategic Marketing There are lots of ideas you could come up with, think about how you Could get more sites to link to you: - Create badges for membership sites. - Create some sort of partnership program. - Build a widget people can place on their site. - Have a really nice looking site. - Buy advertising. - Hold a contest. - Offer something for free. Link Building – Get Creative
Strategic Marketing Let's look at your sites and ask questions!