HEO

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Human Engine Optimization
Conversion > Traffic
Writing for humans, not robots

Published in: Business, Technology, Design
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HEO

  1. 1. HEO Conversion > Traffic Websites for People, Not Robots John Nollin Co-founder
  2. 2. 2 Defining HEO IT IS… – Human Engine Optimization – Human Eye Optimization – Human Experience Optimization – CRO- Conversion Rate Optimization IT ISN’T… –High Earth Orbit –Heavy Equipment Operator –Higher Executive Officer –Health Education Officer
  3. 3. 3 SEO vs HEO Content for Traffic Content for Conversion
  4. 4. 4 So You Went and Did IT! • User Analysis • Keyword Analysis • Created Content Strategy • Optimized 50 Pages • Set up a PPC Campaign • Back Linked ‘till your Fingers Bled
  5. 5. 5 Where does HEO go? SEO Holy Trinity 1. Structure/Design 2. Keywords/Content 3. Back Linking
  6. 6. 6 Agenda 1. Structure/Design 1. The SEO Focus 2. Adding HEO 2. Keywording/Content 1. The SEO Focus 2. Adding HEO 3. Link Building 1. The SEO Way 2. The HEO Way
  7. 7. 7 Structure & Design
  8. 8. 8
  9. 9. 9 Structure/Design - SEO FOCUS WHAT DOES THIS WEBPAGE HAVE… • Title tags • Meta desc. • Meta keys • H1 • Bold • H2 • Italics • Underline • Anchor text • URL structure
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  14. 14. 14 Structure/Design - Adding HEO What to Remember “Design Web Pages for Scanning, Not Reading” “Keep the noise down to a dull roar” “Create a clear visual hierarchy”
  15. 15. 15 Keywording & Content
  16. 16. 16 Keywords - SEO FOCUS Example “Turks and Caicos” gets 673,000 monthly searches, but it has 175 million competitors, most of which are established sites Instead, we would focus on obtaining high positions for medium search volume keywords. “Turks and Caicos all inclusive” gets 33,000 monthly searches but has 300 times LESS competition.
  17. 17. 17 Keywords - SEO FOCUS GET THE TRAFFIC FIND A WAY TO CONVERT THEM TO WHAT I SELL CONVERT THEM TO BUY
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  19. 19. 19 Keywords - Adding HEO Find My Audience • UVP - Unique Value Proposition – Benefits, Costs, and Resulting Value your organization (site) can provide to a customer (visitor) • Your OWN Message • What Market Will “buy” that Message? Go Get Traffic • Call them to ACTION • Go get THAT traffic
  20. 20. 20 Content - Adding HEO Google Website Optimizer • Call to Action • Images • Intro Videos • Testimonial • ETC
  21. 21. 21 Content - A/B Testing 5% 7% Goal 2%
  22. 22. 22 Content - Multivariate Testing Goal
  23. 23. 23 Content - which to use?
  24. 24. 24 Content - GWO Setup
  25. 25. 25 Content - Setup in Drupal
  26. 26. 26 Content - GWO Reporting
  27. 27. 27 Backlinks
  28. 28. 28 Backlinks the SEO way… Backlinks for Anchor Text not Referral • Doesn’t matter much where the link resides • Comment sections, “nice post” • Random Forum Posts • Directories • Press Releases • THE LINK EXCHANGE
  29. 29. 29 Backlinks the HEO way 6 Ways to “Share” Your Drupal Site 1. Facebook Connect Module – Login to Drupal site with facebook login – Publish messages on FB about activity on Drupal site – Invite friends to join Drupal site 2. Twitter Connect Module – Login to Drupal site with twitter login – Post activity on Drupal site to twitter – Post Tweets on your Drupal site – Create a block with Twitter script*
  30. 30. 30 Backlinks the HEO way 6 Ways to “Share” Your Drupal Site 3. Your Blog!! – Write a quality blog, others find your posts, they share your link – Use HEO & SEO Tactics we’ve talked about 4. Create a Fan Page for your website – Post link for each of your blog posts – Connect to twitter so all your posts get pushed to twitter – Find us on FB on your website – Find us on Twitter link on your website – Encourage fans with Promotion
  31. 31. 31 Backlinks the HEO way 6 Ways to “Share” Your Drupal Site 5. Actually participate in blogs and forums – Introduce yourself ahead of time – Play fair (return the links) – Become a well known regular 6. Link Everything Together – Website to all social networks – Blog to all social networks – Email to all social networks – All social networks together
  32. 32. 32 Backlinks that do more! • Don’t just get the anchor text • Don’t just post in “comments” • Get not only “link love” but also a referral – a) the links are relevant – b) the links are organically obtained – c) the links are non-spam in nature.
  33. 33. 33 A Story The Story of Dr. David Klein “San Diego Chiropractic” Published: ShoeMoney April Newsletter
  34. 34. 34 What the Engines Say… Google: “Make pages primarily for users, not for search engines.” Yahoo!: It prefers to index “Pages designed primarily for humans, with search engine considerations secondary.” Bing: Microsoft advises webmasters trying to optimize for Bing to concentrate on making sure “the site target audience is interested.”
  35. 35. 35 Take Away • Make websites for people, not search engines • Build a brand around a community. One that loves you and will fight for you. • Make websites that convert to your end goal… not just rank for keywords • Make your brand so big the search engines need you
  36. 36. Questions? John Nollin John@PrometMarketing.com 773-668-0466

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