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 Founder ChaosMap.Com Entrepreneur SEO Columnist Author “ Ultimate Guide to SEO ” (*New: Amazon, Bookstores) Designed/wrote search engine licensed to Expedia/Microsoft 20 yrs software dev & consulting

Founder ChaosMap.Com

Entrepreneur SEO Columnist

Author “ Ultimate Guide to SEO ” (*New: Amazon, Bookstores)

Designed/wrote search engine licensed to Expedia/Microsoft

20 yrs software dev & consulting

Organization / Presentation Intro 35slides x 1 min & butterfly Importance of Search + Trends SEO Overview + Specifics Opportunities for you SEO Demo / Analysis Questions along the way

Intro

35slides x 1 min & butterfly

Importance of Search + Trends

SEO Overview + Specifics

Opportunities for you

SEO Demo / Analysis

Questions along the way

Before We Begin… Why we focus on search engines: Check out the marketplace! Portions of user base can view your website FOR FREE! * *(if done right, also targeted = conversion)

Why we focus on search engines:

Check out the marketplace!

Portions of user base can view your website

FOR FREE! * *(if done right, also targeted = conversion)

Organic is top of show! Enquiro / marketingsherpa

B2B Buyers Start With Google

Morgan Stanley Internet Trends ‘08

Internet Trends 2008 - Continued Blended Search / Universal Penetration by Type ====  Video & News dominate Query Share, Suggesting High Intensity 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)

Blended Search / Universal

Penetration by Type ==== 

Video & News dominate Query Share, Suggesting High Intensity

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 Blog Search Book Search Catalogs Code Search Directory Finance Images Local/Maps News Patent Search Product Search Scholar Video Web Search Vertical Search Opportunities in Google

Blog Search

Book Search

Catalogs

Code Search

Directory

Finance

Images

Local/Maps

News

Patent Search

Product Search

Scholar

Video

Web Search

Vertical Search Opportunities in Google

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 overly promotional -Sell upper management -Buy in from all key depts. -A “give to gain” philosophy -Find the right people -Testing -Oversight -Measuring Results

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

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

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”

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. 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 ”

SEO – The Essentials – LINK BOMBS OFFPAGE – “links”

Things you can do today, to take advantage of the search market place… AND NOW … YOUR OPPORTUNITIES!

Things you can do today, to take advantage of the search market place…

TIPS YOU CAN USE - FLAVORS Keyword Research Competitive Research & Analysis, organic, paid, pages Open Google Adwords account, bid aggressively, determine traffic, value, and budget: ( http://searchmarketing.yahoo.com/calculator/roi.php ) Create Google Webmaster Console Acct, create sitemaps, check diagnostics and much more.. Blended Search Vertical Search Onpage Traditional factors - always Be flexible, room to adapt, test, test, test – rinse, wash, repeat Identify the “who” in the conversation (get links!) *cool tool:touchgraph.com

Keyword Research

Competitive Research & Analysis, organic, paid, pages

Open Google Adwords account, bid aggressively, determine traffic, value, and budget: ( http://searchmarketing.yahoo.com/calculator/roi.php )

Create Google Webmaster Console Acct, create sitemaps, check diagnostics and much more..

Blended Search

Vertical Search

Onpage Traditional factors - always

Be flexible, room to adapt, test, test, test – rinse, wash, repeat

Identify the “who” in the conversation (get links!)

*cool tool:touchgraph.com

TIPS YOU CAN USE – BAIT & VIRAL First Mover Advantage – Get the news first Compilations of news, resources, top x lists Exposing stories – controversy, humor, weird Videos – Coke/Mentos, Will It Blend - Viral Widgets / Gadgets – “websites within websites” Interactive ads, lead generators, awareness builders, news/pr vehicles Reputation Improvers Blended Search Onpage Tradt’l. Offpage Links to quality content

First Mover Advantage – Get the news first

Compilations of news, resources, top x lists

Exposing stories – controversy, humor, weird

Videos – Coke/Mentos, Will It Blend - Viral

Widgets / Gadgets – “websites within websites”

Interactive ads, lead generators, awareness builders, news/pr vehicles

Reputation Improvers

Blended Search

Onpage Tradt’l.

Offpage Links to quality content

FINAL – Start Today! Not magic or rocket science Quality (!) content in focus, build partnerships (links) Read forums + blogs + industry verticals SEO tools – see chaosmap.com resources section Be focused, start small – work upwards Blended Search (image, news, video, maps, products…) Track all (analytics) and “Test everything. Assume nothing.” Will take time, 1-6+ months, depending on competition

Not magic or rocket science

Quality (!) content in focus, build partnerships (links)

Read forums + blogs + industry verticals

SEO tools – see chaosmap.com resources section

Be focused, start small – work upwards

Blended Search (image, news, video, maps, products…)

Track all (analytics) and “Test everything. Assume nothing.”

Will take time, 1-6+ months, depending on competition

Resources http://www.amazon.com/exec/obidos/ASIN/0470113456/freshspotpubl-20 http://www.seomoz.org/article/search-ranking-factors www.searchengineland.com www.searchenginewatch.com www.searchengineguide.com http://www.work.com/learning-search-engine-optimization-1053/

http://www.amazon.com/exec/obidos/ASIN/0470113456/freshspotpubl-20

http://www.seomoz.org/article/search-ranking-factors

www.searchengineland.com

www.searchenginewatch.com

www.searchengineguide.com

http://www.work.com/learning-search-engine-optimization-1053/

THANKS ALSO TO: HUBSPOT.COM SEARCHENGINEWATCH.COM SEMPO.ORG WWW.JONROGNERUD.COM www.jonrognerud.com | contact@jonrognerud.com