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Search optimization

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Search optimization Search optimization Presentation Transcript

  • 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 http://www.seomoz.org/article/search-ranking-factors Search Ranking Factors
  • 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 https://adwords.google.com/select/KeywordToolExternal Monthly Searches + Competition
  • 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!