Slingshot SEO Client presentation Dec 21 2011
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Slingshot SEO Client presentation Dec 21 2011

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This was given to Slingshot SEO clients on December 21, 2011. It includes an overview of the 4-box model of SEO and our tactical CLASS methodology.

This was given to Slingshot SEO clients on December 21, 2011. It includes an overview of the 4-box model of SEO and our tactical CLASS methodology.

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    My name is Blessing
    i am a young lady with a kind and open heart,
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  • Each of the following are tasks which can help improve the profitability of your website. Do they affect individual pages on your site, or the entire site as a whole?
  • Each of the following are tasks which can help improve the profitability of your website. Do they affect individual pages on your site, or the entire site as a whole?
  • Agreeing on “about us” page content with marketingFormatting a standard product page to include a space for content within a CMSMeasuring the relevance of the copy on a page to a keyword phraseProducing ROI analysis on month-over-last web commerceWriting a week’s worth of social media content for publishingEstablishing organizational responsibilities & KPIs for internet marketingChanging a title tagSubmitting a request to change the color of a call-to-action button
  • It’s easy to get caught up in trying to understand the math behind how links are valued in an attempt to game your rankings with links, but this doesn’t do you any good
  • The web is made up of a select few people who control websites, and therefore links.
  • The social web is more widely available, and therefore may be a better indicator of popularity.

Slingshot SEO Client presentation Dec 21 2011 Slingshot SEO Client presentation Dec 21 2011 Presentation Transcript

  • Modern Strategies for SEO SuccessJesse Laffen | Director, SEO Performance@jlaffen
  • THIS PRESENTATION INCLUDES: How Slingshot SEO thinks about search A new way of talking about holistic SEO 1 word Jesse had to look up in the dictionary to use today Lots of interaction 2
  • THIS PRESENTATIONDOES NOT INCLUDE 3
  • HOW SLINGSHOT SEO SEES SEARCH 4
  • Page-Level (micro) vs. Domain-Level (macro) SEO • Agreeing on “about us” page content with marketing micro • Formatting a standard product page to include a space for macro content within a CMS • Measuring the relevance of the copy on a page to a keyword micro phrase • Producing ROI analysis on month-over-last web commerce macro • Writing a week’s worth of social media content for publishing macro • Establishing organizational responsibilities & KPIs for internet macro marketing • Changing a title tag micro • Submitting a request to change the color of a call-to-action micro button 5
  • Tactical vs. Strategic SEO • Agreeing on “about us” page content with marketing strategic • Formatting a standard product page to include a space for tactical content within a CMS • Measuring the relevance of the copy on a page to a keyword tactical phrase • Producing ROI analysis on month-over-last web commerce strategic • Writing a week’s worth of social media content for publishing tactical • Establishing organizational responsibilities & KPIs for internet strategic marketing • Changing a title tag tactical • Submitting a request to change the color of a call-to-action strategic button 6
  • Using these continua, we create a 2D SEO model: Domain-level (Macro) Page-level (Micro) Tactical Strategic 7
  • TACTICAL | PAGE-LEVEL 8
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  • Google in 2011:February: Unleashed the “Panda” update, which evaluates the quality of a page’sworth to a visitor by measuring the value of the content on the page and the domain’sintent of producing value to its end user.March through November: Rolls out two major overhauls and several smaller“tweaks” to the Panda algorithm filter.October: Announces that a new “freshness” score, measuring the recentness of apage’s content, will affect as many as 35% of all searches. 11
  • Google in 2011: “[Google does] try to compensate if there is good quality content and people still make mistakes… Even if you do kind of brain- dead stupid things and shoot yourself in the foot, but have good content, we do want to return it.” -Matt Cutts, Head of Google Webspam Teamhttp://www.youtube.com/watch?feature=player_embedded&v=0JD55e5h5JM 12
  • What Does Your Website Talk About?“Since 1987, [Company A] has been the “[Company B] provides drop-shippingindustry leader in turnkey solutions that services for e-commerce companies. Ourwork. clients are free to mix and match services like websites and hosting, paymentOur facilities are unparalleled in quality processing, order fulfillment andand we strive to offer the best service shipping, call center support, real-timeavailable. tracking and more.We’re trusted by companies like We’ve helped hundreds of businessesMicrosoft, Nike, and Amazon to provide build the right sites for their products andrapid services with real ROI.” get those products onto the doorsteps of the people who buy them.” 13
  • Action Items:• Find a quality copy writer, let them write.• Talk about what you do in plain terms somewhere on your website. Answer the question “What is [keyword]”• Fill up your site with good content. 14
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  • The Google PageRank Algorithm, in Pieces: 16
  • The Google PageRank Algorithm - Simplified “Why bother with a number that’s at best three steps removed from your actual goal, when you could instead directly measure what you want to achieve?” -Susan Moskwa, Google Engineerhttp://googlewebmastercentral.blogspot.com/2011/06/beyond-pagerank-graduating-to.html 17
  • Link Metrics That Matter: • Links are like references on a resume. • The best links are ones that a lot of people want to click. • Links are an endorsement of content. Corollary: Links cannot “make up for” other ranking inhibitors, like content. 18
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  • yes no no Link ? On-Page ? Off-Page ?Removal yes yes no 25
  • TACTICAL | DOMAIN-LEVEL 26
  • Landing Pages vs. Domains, 2002: Home Home Page Page Landing Weak Weak Landing Good Good Page Content Content Page Content Content LINKS!! links links links 27
  • Landing Pages vs. Domains, 2012: Home Home Page Page Landing Weak Weak Landing Good Good Page Content Content Page Content Content LINKS!! links links links 28
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  • STRATEGIC | PAGE-LEVEL 34
  • In-House Internet Marketer 35
  • In-House Internet Marketer 36
  • IT Branding User Bus. Units &Interface Content Owners SEOPR & Legal &Social Compliance Web Product Production Marketing 37
  • STRATEGIC | DOMAIN LEVEL 38
  • Enterprise Keyword Selection & Tracking 39
  • Definitions & Decisions • SEO goals • Reporting • Key Performance Indicators • Timelines & Benchmarks • Conversions • Owners & Decision-Makers • Software 40
  • SEO ROI = Revenue from SEO – Cost of SEO 41
  • Traditional ValuationSlide by Conductor 42
  • Advanced ValuationSlide by Conductor 43
  • True ValueSlide by Conductor 44
  • Q&AJesse Laffenjesse@slingshotseo.com@jlaffen 45