0
Let’s Go Back - Understand
SEO HISTORY & DETAIL 2008 WPA CONFERENCE SEARCH ENGINE MARKETING JON ROGNERUD www.jonrognerud.com  | contact@jonrognerud.com
Quick backgrounder…Jon Rognerud <ul><ul><li>Founder  ChaosMap.Com </li></ul></ul><ul><ul><li>Entrepreneur SEO Columnist </...
Organization / Presentation <ul><ul><li>Intro </li></ul></ul><ul><ul><li>35slides x 1 min & butterfly </li></ul></ul><ul><...
Before We Begin… <ul><li>Why we focus on search engines:  </li></ul><ul><li>Check out the marketplace! </li></ul><ul><li>P...
 
Organic is top of show! Enquiro / marketingsherpa
B2B Buyers Start With Google
Morgan Stanley Internet Trends ‘08
Internet Trends 2008 - Continued <ul><ul><li>Blended Search / Universal </li></ul></ul><ul><ul><li>Penetration by Type ===...
Trends in search : Search 1.0
Trends in search : Search 2.0
Trends in search : Search 3.0 / Blend
Google’s Approach - Universal
Local Search – Before & After
Universal Search Results Click performance – to conversion: No universal still high Video & News close seconds
Vertical Search <ul><li>Blog Search </li></ul><ul><li>Book Search </li></ul><ul><li>Catalogs </li></ul><ul><li>Code Search...
International
 
Opps/threats – Good SEO Matters!
TRADITIONAL MARKETING   NEW WAY OF MARKETING
Common Pitfalls Path To Success -No strategy -Lack of support, resources -Poor Coordination -Inappropriate Content -Being ...
SEO – Top Level Breakdown What  – the “definition”  - volume, quality of traffic & free  Art, science, business skills (or...
SEO – The Essentials - Snapshot Keyword Research  – “what do people type to find you”? http://tools.seobook.com/keyword-to...
SEO – The Essentials – Details - Page ONPAGE  – “html and content” Page Titles:  keyword rich, 1-3 keywords, variations Me...
SEO – HTML OVERVIEW
SEO – Results (SERPs) SE Result Pages
SEO – The Essentials – Details - Links OFFPAGE  – “links” External profiles:  a) Get links from relevant, topical themes. ...
SEO – The Essentials – LINK BOMBS OFFPAGE  – “links”
<ul><li>Things you can do today, to take advantage of the search market place… </li></ul>AND NOW … YOUR OPPORTUNITIES!
TIPS YOU CAN USE - FLAVORS <ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>Competitive Research & Analysis, organi...
TIPS YOU CAN USE – BAIT & VIRAL <ul><ul><li>First Mover Advantage – Get the news first </li></ul></ul><ul><ul><li>Compilat...
FINAL – Start Today! <ul><ul><li>Not magic or rocket science </li></ul></ul><ul><ul><li>Quality (!) content in focus, buil...
Resources <ul><ul><li>http://www.amazon.com/exec/obidos/ASIN/0470113456/freshspotpubl-20 </li></ul></ul><ul><li>http://www...
THANKS ALSO TO: HUBSPOT.COM SEARCHENGINEWATCH.COM SEMPO.ORG WWW.JONROGNERUD.COM www.jonrognerud.com  | contact@jonrognerud...
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Search Engine Marketing - Search Engines Background and SEO Introduction

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Author Jon Rognerud discusses the emergence of search, use of search engine optimization, seo tactics and seo tips for immediate use. Presented at the WPA publishers conference in Los Angeles, California

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Transcript of "Search Engine Marketing - Search Engines Background and SEO Introduction"

  1. 1. Let’s Go Back - Understand
  2. 2. SEO HISTORY & DETAIL 2008 WPA CONFERENCE SEARCH ENGINE MARKETING JON ROGNERUD www.jonrognerud.com | contact@jonrognerud.com
  3. 3. Quick backgrounder…Jon Rognerud <ul><ul><li>Founder ChaosMap.Com </li></ul></ul><ul><ul><li>Entrepreneur SEO Columnist </li></ul></ul><ul><ul><li>Author “ Ultimate Guide to SEO ” (*New: Amazon, Bookstores) </li></ul></ul><ul><ul><li>Designed/wrote search engine licensed to Expedia/Microsoft </li></ul></ul><ul><ul><li>20 yrs software dev & consulting </li></ul></ul>
  4. 4. Organization / Presentation <ul><ul><li>Intro </li></ul></ul><ul><ul><li>35slides x 1 min & butterfly </li></ul></ul><ul><ul><li>Importance of Search + Trends </li></ul></ul><ul><ul><li>SEO Overview + Specifics </li></ul></ul><ul><ul><li>Opportunities for you </li></ul></ul><ul><ul><li>SEO Demo / Analysis </li></ul></ul><ul><ul><li>Questions along the way </li></ul></ul>
  5. 5. Before We Begin… <ul><li>Why we focus on search engines: </li></ul><ul><li>Check out the marketplace! </li></ul><ul><li>Portions of user base can view your website </li></ul><ul><li>FOR FREE! * *(if done right, also targeted = conversion) </li></ul>
  6. 7. Organic is top of show! Enquiro / marketingsherpa
  7. 8. B2B Buyers Start With Google
  8. 9. Morgan Stanley Internet Trends ‘08
  9. 10. Internet Trends 2008 - Continued <ul><ul><li>Blended Search / Universal </li></ul></ul><ul><ul><li>Penetration by Type ====  </li></ul></ul><ul><ul><li>Video & News dominate Query Share, Suggesting High Intensity </li></ul></ul>http://blogs.mediapost.com/search_insider/?p=761 (Search Insider) Out of 1.2 billion queries surveyed, 220 million (17 percent) contained a Universal search results. 87 million people searched during the measured period, and 58 percent saw a natural search placement. Within the Universal results , individual placements broke out this way: Video 38% News 34% Images 19% Multiple placements 15% Maps/Stocks/Weather 10% http://www.webguild.org/images/InternetTrends031808.pdf (Morgan Stanley)
  10. 11. Trends in search : Search 1.0
  11. 12. Trends in search : Search 2.0
  12. 13. Trends in search : Search 3.0 / Blend
  13. 14. Google’s Approach - Universal
  14. 15. Local Search – Before & After
  15. 16. Universal Search Results Click performance – to conversion: No universal still high Video & News close seconds
  16. 17. Vertical Search <ul><li>Blog Search </li></ul><ul><li>Book Search </li></ul><ul><li>Catalogs </li></ul><ul><li>Code Search </li></ul><ul><li>Directory </li></ul><ul><li>Finance </li></ul><ul><li>Images </li></ul><ul><li>Local/Maps </li></ul><ul><li>News </li></ul><ul><li>Patent Search </li></ul><ul><li>Product Search </li></ul><ul><li>Scholar </li></ul><ul><li>Video </li></ul><ul><li>Web Search </li></ul><ul><li>Vertical Search Opportunities in Google </li></ul>
  17. 18. International
  18. 20. Opps/threats – Good SEO Matters!
  19. 21. TRADITIONAL MARKETING NEW WAY OF MARKETING
  20. 22. Common Pitfalls Path To Success -No strategy -Lack of support, resources -Poor Coordination -Inappropriate Content -Being overly promotional -Sell upper management -Buy in from all key depts. -A “give to gain” philosophy -Find the right people -Testing -Oversight -Measuring Results
  21. 23. SEO – Top Level Breakdown What – the “definition” - volume, quality of traffic & free Art, science, business skills (organic, algorithmic) Who - the “players” - Searchers, Search Engines, Websites: The magic triangle: 1. Know your audience, 2. Know search engines (no spam), 3. Create search engine friendly websites …. (and of course, user friendly sites!) How – “tripod”: Content , Link Popularity , Link Reputation The least “imperfect site” on the web wins! Manage balance of all three – content is King
  22. 24. SEO – The Essentials - Snapshot Keyword Research – “what do people type to find you”? http://tools.seobook.com/keyword-tools/seobook/ WordTracker (http://freekeywords.wordtracker.com) Google Keyword Tools Analysis – yours & the competition Content – “mapping keywords to content that matches” Keyword density Long tail (“the belly”) Onpage factors (Title, Description, H1, etc) Links – “links and links to describe your page/anchor text” Authority/trusted links best Beware of “rel=nofollow” (html code) PageRank not interesting, traffic + action matters
  23. 25. SEO – The Essentials – Details - Page ONPAGE – “html and content” Page Titles: keyword rich, 1-3 keywords, variations Meta Tags: keywords + description Body Text: keyword density, proximity, prominence Headings: H1, H2, H3 Images: Fast loading, descriptive URLs, ALT attributes Internal Links : relevant, keyword rich Sitemap: easy to follow – users and search engines Landing Pages : User friendly, call to action, fast load FIGURE: “How bots read pages”
  24. 26. SEO – HTML OVERVIEW
  25. 27. SEO – Results (SERPs) SE Result Pages
  26. 28. SEO – The Essentials – Details - Links OFFPAGE – “links” External profiles: a) Get links from relevant, topical themes. b) Links from high authority sites & hubs best. c) Directories (yahoo, dmoz, gimpsy, joeant) d) Reciprocal still valid if measured e) Research the competition and their links f) Use Yahoo Site Explorer to check links g) Use www.marketleap.com/publinkpop/ h) paid links, bartered links, blogs, social SUCCESS TIP: Articles and Press Releases. Google is considered an off-page engine, and 75% of rankings come from links. REMEMBER - Recommendations from friends: “I know Jon Rognerud ”, “Jon Rognerud is an SEO expert ”, Seth Godin: “Rognerud is an SEO Expert ”
  27. 29. SEO – The Essentials – LINK BOMBS OFFPAGE – “links”
  28. 30. <ul><li>Things you can do today, to take advantage of the search market place… </li></ul>AND NOW … YOUR OPPORTUNITIES!
  29. 31. TIPS YOU CAN USE - FLAVORS <ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>Competitive Research & Analysis, organic, paid, pages </li></ul></ul><ul><ul><li>Open Google Adwords account, bid aggressively, determine traffic, value, and budget: ( http://searchmarketing.yahoo.com/calculator/roi.php ) </li></ul></ul><ul><ul><li>Create Google Webmaster Console Acct, create sitemaps, check diagnostics and much more.. </li></ul></ul><ul><ul><li>Blended Search </li></ul></ul><ul><ul><li>Vertical Search </li></ul></ul><ul><ul><li>Onpage Traditional factors - always </li></ul></ul><ul><ul><li>Be flexible, room to adapt, test, test, test – rinse, wash, repeat </li></ul></ul><ul><ul><li>Identify the “who” in the conversation (get links!) </li></ul></ul><ul><ul><ul><li>*cool tool:touchgraph.com </li></ul></ul></ul>
  30. 32. TIPS YOU CAN USE – BAIT & VIRAL <ul><ul><li>First Mover Advantage – Get the news first </li></ul></ul><ul><ul><li>Compilations of news, resources, top x lists </li></ul></ul><ul><ul><li>Exposing stories – controversy, humor, weird </li></ul></ul><ul><ul><li>Videos – Coke/Mentos, Will It Blend - Viral </li></ul></ul><ul><ul><li>Widgets / Gadgets – “websites within websites” </li></ul></ul><ul><ul><ul><li>Interactive ads, lead generators, awareness builders, news/pr vehicles </li></ul></ul></ul><ul><ul><ul><li>Reputation Improvers </li></ul></ul></ul><ul><ul><li>Blended Search </li></ul></ul><ul><ul><li>Onpage Tradt’l. </li></ul></ul><ul><ul><li>Offpage Links to quality content </li></ul></ul>
  31. 33. FINAL – Start Today! <ul><ul><li>Not magic or rocket science </li></ul></ul><ul><ul><li>Quality (!) content in focus, build partnerships (links) </li></ul></ul><ul><ul><li>Read forums + blogs + industry verticals </li></ul></ul><ul><ul><li>SEO tools – see chaosmap.com resources section </li></ul></ul><ul><ul><li>Be focused, start small – work upwards </li></ul></ul><ul><ul><li>Blended Search (image, news, video, maps, products…) </li></ul></ul><ul><ul><li>Track all (analytics) and “Test everything. Assume nothing.” </li></ul></ul><ul><ul><li>Will take time, 1-6+ months, depending on competition </li></ul></ul>
  32. 34. Resources <ul><ul><li>http://www.amazon.com/exec/obidos/ASIN/0470113456/freshspotpubl-20 </li></ul></ul><ul><li>http://www.seomoz.org/article/search-ranking-factors </li></ul><ul><li>www.searchengineland.com </li></ul><ul><li>www.searchenginewatch.com </li></ul><ul><li>www.searchengineguide.com </li></ul><ul><li>http://www.work.com/learning-search-engine-optimization-1053/ </li></ul>
  33. 35. THANKS ALSO TO: HUBSPOT.COM SEARCHENGINEWATCH.COM SEMPO.ORG WWW.JONROGNERUD.COM www.jonrognerud.com | contact@jonrognerud.com
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