Search Engine Optimization & Marketing II – Best Practices For Long Term Success
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Search Engine Optimization & Marketing II – Best Practices For Long Term Success

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This webinar delves into SEO best practices and focuses on methods for using them to achieve long term marketing goals. By the session's end, you will have the knowledge and tools to incorporate......

This webinar delves into SEO best practices and focuses on methods for using them to achieve long term marketing goals. By the session's end, you will have the knowledge and tools to incorporate SEO as an essential element of your online and offline marketing strategy.

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  • Hello everyone, as Jason mentioned I am Rebecca Lundregan, Manager of Online Marketing Services here at Visual Data Systems, and I also want to thank you ALL for attending today’s webinar. I do hope all those in attendance today will learn something. Let’s get started with an overview of our agenda. In this webinar we will be focusing on image optimization
  • One of the simplest methods to improve your search engine optimization is to look at the way you name your files. Keywords in file names is a good thing. Don’t call your webpages names like “areas.htm” or “products.htm” , use your keywords.This is affects file names, page names and blog posts.
  • The position of a link on a page and the number of other links on that page impacts the value of a link.A link in the footer of a page is given less weight than a link near the top, a link in the content of a page is given more weight than a link in a list of links. Alink on a page with 50 other links is given less weight than a link on a page with only a few other links.

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  • 1.
  • 2. Search Engine Optimization & Marketing II – Best Practices For Long Term Success
  • 3. Background
    Since 1994, Visual Data Systems has been a leader in:
    Website Design
    Software Integration
    Search Engine Optimization & Marketing
    Technology Consultation
    Email Marketing and more…
  • 4. Housekeeping
    Please use the Go-To-Webinar Toolbar to ask questions – we cannot nor can any of the other participants hear you.
    We will be asking several polls during our Webinar – you will have 30 seconds to answer them on your screen
    Please use your phone (access number provided on your invitation) or your computer speakers to listen.
  • 5. Today’s Panelists
    Rebecca Lundregan is theOnline Marketing Services Manager for Visual Data Systems
    Mark Randle is aSeniorOnline Marketing Consultant for Visual Data Systems
    “Search Engine Optimization & Marketing II: Best Practices for Long Term Success”
  • 6. Webinar Agenda
    Image Optimization
    Optimized URL Structures
    Link Building
    Competitor Research
    Quick Tools
    Q & A
  • 7. Poll
    Evaluate Search Optimization: Is your website regularly optimized for search engines?
    We’re doing an excellent job with this
    We’re doing a good job with this
    We’re doing an OK job with this
    We’re doing a fair/poor job with this
    We’re not doing this
  • 8. IMAGE OPTIMIZATION
  • 9. Poll
    Do you compress your image file size before putting the image on your site?
    Yes
    No
    I don’t know
  • 10. Image Optimization - Compressing
    Image file size should always be compressed, while maintaining as much image-quality as possible
    WHY???
    People do not want to wait for web pages to load!
  • 11. Image Optimization
    Went from 156K to 9.059K which will take 4 seconds to download
  • 12. Image Optimization
    Once you have compressed the file size of your images so you don’t have women pulling out their hair…
    You can then focus on the official SEO side of the images
  • 13. Image Optimization
    Why care about image optimization?
    Images appear in the regular search results
    Free service/product promotion
    More optimization opportunities than regular search alone
    Less competition
    Define overall page theme
  • 14. Image Results in regular search
  • 15. Image Optimization – what NOT to do
    http://www.hiltonhead.com/HH.com_1.jpg
    What to Watch:
    A separate SE accessible image folder does not exist – NEVER put images in the root directory
    Not using a descriptive filename
    Using underscores ( _ ) instead of hyphens (-)
  • 16. Image Optimization – a better solution
    http://www.hiltonhead.com/images/hilton-head-island.jpg
    What Changed?
    Separate SE accessible image folder
    Used a descriptive filename - /hilton-head-island.jpg
    Used hyphens instead of underscores
  • 17. Poll
    Search Engines interpret hyphens as spaces.
    True
    False
  • 18. Image Optimization – what NOT to do
    http://www.beautifulimagerybybetty.com/userfiles/876088dce6a6e4d444d137d802cb1db4cd33cd3d1234803165166224284.gif
    What to Watch:
    Saving a PHOTO as a GIF
    The never ending filename
    The name of the folder
  • 19. Image Optimization – a better solution
    http://www.beautifulimagerybybetty.com/images/weddings/outdoor-wedding-ceremony.jpg
    What Changed?
    Saved the photo as a JPEG (jpg)
    Descriptive file name
    Descriptive folder name
  • 20. Image Optimization
    What is an Alt Attribute???
  • 21. Image Optimization
    Why worry about the Alt attribute?
    So you get this Instead of this
    When an image doesn’t load for whatever reason
  • 22. Image Optimization – Blog Example
  • 23. Image Optimization – Blog Example
    Tip: Control + F and search for “alt”
    <a href="http://www.site.com/images/edisto-island-marsh.jpg"><img style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 390px; HEIGHT: 293px" alt="Edisto Island South Carolina Marsh View"src="http://www.site.com/images/edisto-island-marsh.jpg" border="0" /></a>
  • 24. Image Optimization – Blog Example
    Used an ALT attribute that complements the filename (edisto-island-marsh.jpg). Appears when the image isn’t loading for whatever reason. Instead of there being an ugly little X-ed box, it says “Edisto Island South Carolina Marsh View”.
  • 25. Recap of Image Optimization
    Place the image between important heading titles
    Use a descriptive filename. Instead of DSC20076.jpg make it edisto-island-marsh.jpg
    Place the image well within the text – let ample text surround the image
    Use an ALT attribute complementing the filename. Ex: ALT=“Edisto Island Marsh View”
    Use Jpegs and Gifs instead of PNG’s or larger files – edisto-island-marsh.jpg
  • 26. Places to find FREE images online
  • 27. www.EveryStockPhoto.com
  • 28. www.PicFindr.com
  • 29. www.yotophoto.com(currently under construction)
  • 30. A Guide to Finding and Using Incredible Flickr Images – describing:
    Which Flickr images you are allowed to use
    Tactics to quickly find best images.
  • 31. Part II
    File Naming Best Practice
    Link Building
    Competitive Research Tools
  • 32. File Naming Structure
    One of the simplest methods to improve your search engine optimization
    Keywords in file names is a good thing.
    This affects file names, page names and blog posts.
  • 33. Let’s assume we sell used golf balls.
    We sell three different brands of golf
    Balls:Titliest, Callaway and Maxfli.
    A common naming mistake would be
    to name the individual sales pages:
    www.usedgolfballs.com/golfballs1.htm
    www.usedgolfballs.com/golfballs2.htm
    www.usedgolfballs.com/golfballs3.htm
    There is no keyword defined identifying text for the search engines about the brand of golf ball.
    Page Naming Example
  • 34. Example Cont’d
    Using keywords to name the pages will not only improve your potential to rank but it will also better describe the content of the pgs.
    For Example:
    www.usedgolfballs.com/titliest-used-golf-balls.htm
    www.usedgolfballs.com/callaway-used-golf-balls.htm
    www.usedgolfballs.com/maxfli-used-golf-balls.htm
    Note: Use hyphens to separate each word.
  • 35. What is Link Building?
    To put it simply: a link is a vote.
    Every link pointing to your site from another website tells the search engines that the other site finds your resource valuable
    So, the goal should be acquiring tons of links and you're done, right?
    Wrong!
  • 36. Not All Votes Are Created Equal!
    The 4 basic factors that affect a link's value to your website are:
    Site Strength
    Relevance
    Anchor Text
    Position
  • 37. The strength of the site that is pointing to yours is a significant factor in the evaluation of links.
    Ex. Google PageRank
    Site Strength
    Google PageRank
  • 38. Relevance
    The relevance of a site linking to you is more important than a site's strength.
    The Winner!
  • 39. Anchor Text
    Anchor Text
    The actual text used to link to your site is extremely important.
    Be sure to include your keywords
    This is especially relevant for those of you from company names that are not keyword driven or area specific.
    Ex. Harrison & Sons Vacation Rentals
  • 40. Position
    The position of a link on a page and the number of other links on that page impacts the value of a link.
    A link in the footer of a page is given less weight than a link near the top
    A link in the content of a page is given more weight than a link in a list of links.
    A link on a page with 50 other links is given less weight than a link on a page with only a few other links.
  • 41. Reciprocal Links
    Google classifies reciprocal linking in their “Link Schemes” portion of their Webmaster Guidelines.
    Examples of Link Schemes can include:
    Links intended to manipulate PageRank
    Links to web spammers or bad neighborhoods on the web
    Excessive reciprocal links(“Link to me and I’ll link to you”)
    “Before making any single decision, you should ask yourself the question: Is this going to be beneficial for my page's visitors?” –Courtesy Google Webmaster Tools
  • 42. Link Building
  • 43. Local Links
    Can range from local tourism sites to event sites to government sites to classifieds to blogs.
    There are typically a number of competitors on these sites.
    Consistently among the highest referrers month after month.
  • 44. Local Links Continued
    Targeted Keyword Phrase
    The best way to find quality local links is to do searches of your targeted keywords.
    Local Links
  • 45. Regional Links
    You can find Regional Links the same way as local links, however, in this case you are searching your more general keywords. (State or Region
  • 46. National Links
    Benefits:
    Give your site a wider range of exposure then local and regional links.
    Open new windows to your business
    These sites often rank for key terms like “vacation rentals”
    Provide very strong inlinks
    Drawbacks:
    Though they may produce more referrals, they don’t provide ready-to-convert referrals like local and regional links.
    Ex. 10KVacationRentals.com
  • 47. Niche Links
    Appeal to a very qualified niche segments.
    Strong conversion rate.
    Other examples:
    Wedding Associations, Corporate Travel, and Youth Athletic Tournaments.
    Ex.PetFriendlyTravel.com
  • 48. Social Links
    Social links have the greatest potential to go viral.
    Other popular examples:
    Digg.com and Reddit.com
    Ex. Yahoo Answers
  • 49. Poll: Are You Currently Doing Competitor Research?
    Yes
    No
    I’m not sure it’s research, but I look at their websites often.
  • 50. Poll: How often are you monitoring your competitors online?
    Daily
    3-4 times a week
    Weekly
    Monthly
    Never
  • 51. Competitor Research Tools
    Page and Inlink Info
    Yahoo Site Explorer
    www.siteexplorer.search.yahoo.com
    LinkVendor.com
    Paid Search Info
    KeywordSpy.com
    Spyfu.com
  • 52. Yahoo Site Explorer
  • 53. LinkVendor.com Anchor Text Analysis Tool
  • 54. SpyFu.com
  • 55. Keyword Spy
  • 56. Questions&Answers
  • 57. Future Webinars
    7/15/09: Social Media For Business – An Overview
    7/29/09: Social Media for Business – How To Use Twitter; LinkedIn; Facebook; Blogs and more
    Visit: www.vdsys.com/presentations.htm
  • 58. This Webinar will be posted on our website:www.VisualDataSystems.comAs soon as possible
  • 59. Thank You!For More Information:Rebecca@VDSYS.comMarkR@VDSYS.comMarketing@VDSYS.com