Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

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I have a website but I am not a programmer, how do I manage my SEO? What do I need to know to communicate with someone I contract to do SEO, web design or programming? …

I have a website but I am not a programmer, how do I manage my SEO? What do I need to know to communicate with someone I contract to do SEO, web design or programming?

If you do not know what your specific marketing goals are, who your target market is or who your competition is, you may not be ready for a website.

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  • 1. SEO is still evolving (if you ask me) 1
  • 2. No one SEO is complex and boring... could reallyexplain it to me... (in a context I could understand) 2
  • 3. Would you buy a plane ticket if you didnt know where you wereStart with going?what youSo I startedStart with know:with where I what youwanted to gowhere do know: and why:you wantwhere you Start withto go to gowant and what you and why why know 33 3
  • 4. SEO is a Marketing function... Marketing goals (analytics) SEO: search engine optimization Website Marketing planROIyour BrandSEO 4
  • 5. A website is part of your sales funnel ... What counts is conversions to sales, if that’s your business objective. Poorly executed Find your Target SEO may workBefore the against Market... conversions if itwebsite you turns off human prospects. a need marketing Have a plan conversion Brand Company Product or Marketing... service Sales Plan 5
  • 6. SEO: Puts your website in front of yourtarket market based on how they search the web using keywords 6 6
  • 7. I Know what makes you different... Your Brand... Your Brandbecausewhat yousell is notwho you are.. 7
  • 8. Gives credibility & presence...How does a website help me market?
  • 9. To stand out from the competition... I sell 000s ..Pick me! I sell 000s ..Pick me! I sell 000s ..Pick me!How does a website help me market? 9
  • 10. Lets you share information easily...How does a website help me market? 10
  • 11. Converts people to my Brand...How does a website help me market? ‘A website isn’t doing its job until it is bringing clients through the door. Its what it was built to do in the first place’ 11
  • 12. Pick me! Now find me ... Pick me! Pick me! Pick me!...Amongthe 266 Pick me! million Pick me! otherwebsites on the Pick me!internet Pick me! 12 12
  • 13. HUH? 13
  • 14. Start with specific goals... Marketing Director?Know what Social Media Manager? Grafic designer? you wantfrom your website SEO Manager? Programmer? and whoyour target market is 14
  • 15. Design... You remember a website that didnt work well... long after you remember People what it looked like... ignoredesign that ignores people.— Frank Chimero 15 15
  • 16. Design... (The 4A’s of user experience (ux)) Lead Share Attention Attractive Generation? Content? (Bounce) Customer Approachable Call to Action E-Commerce? Service? (clear purpose) (CRO / CTR) What do I What do need to you want consider yourwhen I start? website to do? 16
  • 17. Dont waste your Prime website real estate... Layout: How do Peoplenavigate a website? 17
  • 18. ‘In order to improve your website’s ability to convert visitors into Design... qualified leads, we must understand your brand positioning and the needs of your potentialMultivariate (MVT) experimentstest different versions customers.of content within a page.themA/B experiments test involvetesting one page against one ormore alternate pages. Each version It can make the differenceof the pagehas its own URL. between a site that converts at 1% and a site that converts at over 3% ‘ Layout: ...Do you know what (Click through rate) What features people makes respond to Testing: Multivariate and AB people most on a webpage? CLICK 18
  • 19. Design... From a SEO perspective:You must help the perfect webpage has no the search graphics, no javascript engines find code, no tables; it uses no special plug-ins and their way contains a lot of normal,through your Layout: readable text. site and How do webpages. Keywords in the first paragraph of Search a page weigh more than keywords in the middle or at the end. Engines navigate ...this may not be the way spiders see them...since in the HTML code and sort a this is just the opposite, the page may not be webpage? noticed as keyword-rich. 19
  • 20. If your site is ‘designoptimized’for people & search engines then youare readyfor SEO... 20
  • 21. Search Engine Optimization... 70% of the people Click on the first 4 linksWhere dopeopleClick onGoogle? Google’s Golden Triangle 21
  • 22. Search Engine Optimization... MarketingWhat counts isconversions tosales, if that’syour businessobjective.Poorly executedSEO may workagainstconversions if itturns off humanprospects. 22 22
  • 23. Search Engine Optimization...1) ‘Bots’ Help search 1. KEYWORDS: The words used to describe my brand, company andengines search your product that people will most likely use to search for them on line. Theweb page from top to more relevant keywords I place strategically in my site & in social media,bottom. the better chance I have of ranking well in the search engines.2) Algorithms find 2. LINKS (internal and inbound): 1. Links in my site linking one page tokeywords & keyword another. 2. Links on relevant websites where my web address (URL)phrases and help appears. These sites are ʻdoorsʼ toward my site making it more noticablesearch engines to the search engines. (ʻAnchor Textʼ in the link: using a max of 3determine how to keywords)prioritize your contentin their search results. 3. INDEXED PAGES: Search engine robots routinely search and catalogue pages in a website, the more pages catalogued the better SEO: chance of ranking. Internal links and programming quality determine the ease with which the search bots can travel tthrough a site and find pages What do I to catalog need for 4. GOOD PROGRAMMING (code): Avoid road blogs for search engine robots, optimize internal search factors: Links, tags, titles and text, visible Google to & invisible find me?
  • 24. KNOW your marketing goals... 1. CRO (Conversion rate optimization): Analyzing and improving the rate at which people perform the desired ʻcall to actionʼ required in my website. 2. CTR (Click through rate): The rate at which people click on links: leading to my website from a search engine or other website where my address appears or on links inside my site 3. GOOGLE PAGE RANK: Determines how important my page is to Analytics Google (0 - 10) locate 4. SEARCH ENGINE RESULTS PAGE (SERP): Determines my placement on a search engine when people search my keywords. (tool:opportunity Proxify) 5. SITE ANALYTICS: Determines the traffic to my site and the navigation within it. Filtered results determine keyword popularity & page popularity.‘Reports are 6. HEAT MAPS: An application added to your website so you can track not how users navigate your site analytics’ 8. WEBGRADER: A Hubspot tool that can assess your site and point out weak spots. 24
  • 25. Search Engine Optimization... How to managetasks and What happened toresources ‘marketing’ ? 25
  • 26. KEYWORDS are the key to everything... SEO TARGET MARKET Social MediaOverview 26
  • 27. Content is King !!...Most resultscome from the‘long tail’ ofcombinationsof keywords.Keywords:This is how Googlesees them Your Competition on line is anyone using your same keywords...they may have nothing to do with your industry 27
  • 28. Relevancy... Pick me! ‘A number 1 ranking on Googleis great but it wont help your businessif it is for the wrong keyword’ Were you looking for Bunnies? 28
  • 29. Find the best keywords...How doesGoogle assignrelevance to theword "orange" ona page?They determineorange is relatedto the fruit set orto the color setby page context. Keyword Density vs.How to get Keyword Placementstarted & You just left the what keyword density building and 4% crossed the street into ‘term per page matters weights’. 29
  • 30. How to create the best content... Analytics + SEO = Content Analytics locate opportunity Analytics draw conclusions Reports do not equal AnalyticsKeywords: Content Use analytics to find the best- performing content (opportunity). andAnalytics Then you can use the results to decide what to write next. www.conversationmarketing.com 30
  • 31. Off page SEO: 75% important... Link buildingLinks: DirectoriesInbound Partners links Blog Video / photo Social media Forums and Wikis 31
  • 32. On Page SEO 25% important... Internal links help the search engines find more pages in your website and index them. Links Keep the doors wide openInternal links 32
  • 33. Programming...To manage yourwebsite you need tounderstand your Programming goal: Avoid road blocks Site map that prevent the search robots from travelling through your website 33
  • 34. Programming...Learn whatmakes up awebsite soyou know how toadminister your site API RSS 34
  • 35. Social Media affects SEO... Can you get a domain ranking using just Facebook likes and Tweets? YES Socialmedia isoff page SEO 35
  • 36. QLICK – Social Media Strategy www.qlick.com.mx 3Know yourpara liderazgo pasos marketing goals if not... your SEO will always be out of 1. Identifica En donde se desarrolla la conversación context 2. Involúcrate. 3. Dirige la conversación contestando la pregunta... ¿Porque elegir mi marca? 36 18Tuesday, March 29, 2011 18
  • 37. QLICK – Social Media Strategy www.qlick.com.mx Katy Ochoa, Director 3 pasos para liderazgo Qlick: Social Media management, 1. IdentificaElectronicas & Portal de Facturas En donde se desarrolla la conversación Proveedores 2. Involúcrate. For a copy of this presentation 3. Dirige la conversación contestando la pregunta... DM us on Twitter: @kqlick Friend us on FB: portalqlick ¿Porque elegir mi marca? Email us at: hola@qlick.com.mx 37 18Tuesday, March 29, 2011 18
  • 38. QLICK – Social Media Strategy www.qlick.com.mx 3 pasos para liderazgo 1. Identifica En donde se desarrolla la conversación Search 2. Involúcrate. spiders / robots ‘Search’ 3. Dirige Algorhithms la conversación contestando la pregunta... ‘Sort’ ¿Porque elegir mi marca? 38 18Tuesday, March 29, 2011 18
  • 39. QLICK – Social Media Strategy www.qlick.com.mx follow / no follow link building link baiting 3 pasos para liderazgo (inbound links) anchor text internal links image links optimization 1. Identifica En donde se desarrolla la conversación inbound links / back links BETA link relevancy 2. Involúcrate. long tail keywords narrow keywords related keywords Links meta tags / meta 3. Dirige Terms to keyword density descriptions keyword phrases la conversación contestando la pregunta... understand keyword ppc (pay per click) CMS (content competition management system) ¿Porque elegir mi marca? RSS (really simple syndication *) API (aplication programming interface) site map HTML, Javascript, H tags URL PHP, ASP.net ect... 39 18Tuesday, March 29, 2011 18
  • 40. QLICK – Social Media Strategy www.qlick.com.mx No clear call to action Targeting the wrong keyword 3 pasos para liderazgo No social proof Ignoring the title tag Too much stuff Flash with out HTML alternative 1. Identifica En donde se desarrolla la conversación Lack of logic Javascript in menus Top 10 2. Involúcrate. mistakes Copy is difficult to read Lack of consistancy and maintenance Concentrating too much on 2011: Links No visitor capture 3. Dirige meta tags la conversación contestando la pregunta... No headline Ignoring the URL Design No Flow Back link spamming & ¿Porque elegir mi marca? SEO No testing Lack keywords in content No mobile version Using only images for headings 40 18Tuesday, March 29, 2011 18
  • 41. QLICK – Social Media Strategy www.qlick.com.mx 3 pasos para liderazgo 1. Identifica En donde se desarrolla la conversación 2. Involúcrate. 3. Dirige la conversación contestando la pregunta... ¿Porque elegir mi marca? Google: Website Speed is a Ranking Parameter 41 18Tuesday, March 29, 2011 18
  • 42. QLICK – Social Media Strategy www.qlick.com.mx 3 pasos para liderazgo 1. Identifica En donde se desarrolla la conversación Check your Sites Google PAGE RANK: www.prchecker.info 2. Involúcrate. 3. Dirige la conversación contestando la pregunta... ¿Porque elegir mi marca? 42 18Tuesday, March 29, 2011 18