eMarketing For Entrepreneurs - Advanced SEO Topics

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    8 Favorites

    eMarketing For Entrepreneurs - Advanced SEO Topics - Presentation Transcript

    1. Building World-Class Search Engine Optimization Expertise Advanced SEO Topics Advancing your online visibility, reputation and beyond Moderated by Sage Lewis Panelists: Mark Geyman, Leslie Carruthers, Matt Bailey and Chris Caputo This panel discussion and Q&A will cover topics beyond the basics and what it means for your business, Local Search, Online Reputation, Reporting, Managing Dynamic Sites and more …
    2. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search
        • Mark J. Geyman, Owner
        • OhioBiz.com Business Directory
        • OhioBiz Web Consulting, LLC
        • http://www.ohiobiz.com
        • [email_address]
    3. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search
        • Over the past year (from HitWise):
        • Visits to 5 yellow pages sites declined 7%
        • Next-generation local search sites increased
        • March 2007 vs. March 2006:
          • Google Maps/Local up 70%
          • Yahoo! Local up 20%
          • Local.com up 29%
          • Windows Live Local arrived on the scene
    4. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search – SEO Tactics
      • Make Your Pages “More Local”
      • Physical address and LOCAL phone number
      • on all pages
      • Write out a “Location / Directions” page
      XYZ Widgets is located in the Shadow Trails Shopping Center on 4th Avenue in the North Hills area of Happyville, Washington . Our address is 425 4th Avenue, Suite 201, Happyville, WA , 99999.
    5. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search – SEO Tactics
      • Use every geographic locator you can (ZIP, area codes…)
      • Use them in <TITLE>, anchor text (internal and inbound)
      • Submit to Google Local Business Center:
      • http://www.google.com/local/add/businessCenter
      • Submit to Yahoo! Local Listings Center:
      • http://listings.local.yahoo.com
      • Submit to MSN Local:
      • http:// webapp.localeze.com/bizreg/add.aspx
    6. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search – SEO Tactics
      • Add or Fix listings at major business databases :
      • infoUSA: http:// list.infousa.com/dbupdate.htm
      • Acxiom: http:// bcb.acxiom.com/start.pl
      • Amacai: http://www.localeze.com/manage
      • iBegin Source: http:// source.ibegin.com /submit/
      • Excellent Local Search Submission Resource:
      • http:// www.locallytype.com/pages/submit.htm
    7. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search – PPC Tactics
      • Geo-target ads
    8. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search - PPC Tactics
      • Advertise on local search engines/directories
    9. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search
    10. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search – What It Means To You
      • Google Maps traffic up 26%
      • in February
      • Proves value of:
        • Accurate business data
        • Directory / IYP listings
        • Directions
        • User Reviews
        • Local Search Optimization
    11. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search
        • 10 Steps to Local Search Dominance:
          • Register with Primary Local and Social Search engines and directories
          • Check/Edit your online yellow pages listings
          • Optimize your site for local search
          • Put a map along with driving directions on your site
          • Check your InfoUSA and iBegin Source
          • Add local content to your site
          • Add a blog, one that resides on your domain
          • Get local inbound links – local directories, strategic partners
          • Encourage online User Reviews of your business
          • Continuously monitor your website statistics
    12. Advanced SEO Topics Advancing your online visibility, reputation and beyond…
      • Local Search
      • Local Searchers
      • =
      • “ READY TO BUY”
    13. Advanced SEO Topics - Online Reputation Management
      • Online Reputation Management
        • &quot;Reputation is character minus what you can get away with.&quot; -Entrepreneur Seymour Schulich
      • Leslie Carruthers, President
      • The Search Guru
      • [email_address]
      • What does it take to:
        • build a great brand?
          • Potentially years and millions of dollars.
        • destroy a great brand?
          • Potentially hours and one blogger.
        • launch a new product?
          • Hundreds of TV commercials, dozens of newspaper ads, an ad agency and PR firm. OR
          • It can spread like a virus with the praise of just one customer, at one message board.
    14. Online Semantic Attacks
      • An estimated 75% of Fortune 100 companies have experienced brand abuse on the Internet.
        • disney-sucks.com ,
        • oreilly-sucks.com ,
        • peta-sucks.com ,
        • Ballysucks.com – famous early case
        • AOL, McDonalds, American Express, Citibank, Ameritech, Ford, GM, Allstate, Microsoft, Nike, Prudential, United Airlines, Enterprise Rent-A-Car…
    15. The power of one to many.
      • Why Entrepreneurs should care:
        • Online research is King
        • Not everyone judges for themselves
        • Information published online can be persistent.
        • Consumer Generated Media (CGM):
          • Blogs, Forums, Websites, 3 rd party complaint sites, Discussion lists, Chat rooms, Product review sites
    16. Goals and Objectives
      • The goals of Online Reputation Management:
        • Grow good buzz
        • Address bad buzz quickly
        • Clean Search Engine Results Pages (SERPs)
        • Grow your business
    17. Who’s talking about you / your firm / your product?
      • How to find conversations about you / your firm
        • Ego searches
        • Technorati.com, Feedster.com
        • Google / Yahoo! News Alerts
        • Monitor forums, message boards
        • Create custom RSS feeds based on keyword searches
    18. Yet another way to grow your business.
      • Turning conversations into $$
        • Plug in:
          • Blogger outreach programs
          • Forum participation
          • Set a policy
    19. Questions?
      • ?
      • What do you see for yourself?
    20. Matt Bailey SiteLogic [email_address] Fun with Stats Analytics . . . in 10 Minutes
    21. General Statistics Hits Entire Site (Successful) 1,019,671 Average per Day 32,892 Home Page N/A Page Views Page Views 219,391 Average per Day 7,077 Average per Unique Visitor 22 Document Views 109,012 Visits Visits 31,945 Average per Day 1,030 Average Visit Length 0:07:46 Median Visit Length 0:01:36 International Visits 0.00% Visits of Unknown Origin 100.00% Visits from United States 0.00% Visits Referred by Search Engines 3,887 Visits from Spiders 1,839 Visitors Unique Visitors 9,712 Visitors Who Visited Once 7,088 Visitors Who Visited More Than Once 2,624
    22. “ Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” -Eric Peterson
    23. “ life without this sort of examination is not worth living . . .” -Socrates
      • Page Views
      • Path Analysis
      • Hits
      • Monthly Visitors
      • Top 10 Pages
      • Top 10
      • keywords
    24.  
      • If they can’t find you – you’re not there.
      If they can’t find it – it’s not there. What the just happened?
    25.  
    26.  
    27. Abandonment Rate
      • Logged on to “www.amazon.com
      • Locate and click on “Books” tab on top navigation
      • Find search box and typed “Net Words” in the “Search Books” search box
      • Locate and click “Go” button
      • Browsed results for the correct book
      • Clicked on books title to see more details
      • Read through book details and customer reviews
      • Decided to purchase the book
      • Locate and click the “Add to Shopping Cart” button
      • Browsed through recommendations for related books
      • Decided I was happy with just the one I chose
      • Locate and click on the “Proceed To Checkout” button
      • Had to enter login information (I already had an account set-up from previous purchases)
      • Filled out shipping address
      • Locate and click on the “Ship to This Address” button
      • Chose a shipping speed by clicking on the “Standard Shipping” radio button”
      • Reviewed order again
      • Locate and click on the “Continue” button
      • Entered all payment information
      • Locate and click on the “Continue” button
      • Reviewed order again
      • Locate and Click on the “Place the Order” button
      • Reviewed special promotion “Share the Love”
      • Decided I wasn’t interested
      • Clicked on the “No Thanks, Just Place My Order” button
      • Reviewed confirmation message
    28.  
    29.  
      • Crew of 450
      • (Startrek.org)
      • 54 total deaths in the 5 year mission
      • = 13.7 % mortality rate
      • Of the 54 Deaths:
      • Yellow shirts 10%
      • Blue Shirts 7.2%
      • Red Shirts 72.8% (43)
      • If you beamed down with Captain Kirk,
      • and wore a red shirt –
      • 57.5% - death rate!
      • However,
      • If Captain Kirk hooks up with an alien babe,
      • The red shirt survival rate increases to 84%!
      • Captain Kirk “conquest” Rate?
      • 30%
    30. Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
      • Goals
      • Segmentation
      • Contrast
      • Compare
    31. Matt Bailey [email_address] www.SiteLogic.com
    32. Advanced SEO Topics
      • How to Build Great Websites using SEO
      • Chris Caputo
      • American Greetings Interactive
      • &quot;Our brands and content help people connect and express themselves everyday in everyway&quot;
    33. Advanced SEO Topics
      • Bake It In!
        • No one serves the flour separate from the cake.
        • SEO should be part of planning any new site or page.
        • SEO can even determine the direction your content should go.
        • #1 Mistake of new websites is not starting with SEO.
    34. Advanced SEO Topics Site Structure Level 1 – Home Page, Sitemap Level 2 – Category Pages Level 3 – Topical Landing Pages Level 4 – Product / Article Pages Level 1 Level 2 Level 2 Level 2 Level 3 Level 3 Level 3 Level 3 Level 3 Level 3 Level 3 Level 3 Level 3 Level 4 Level 4 Level 4 Level 4 Level 4 Level 4 Level 4 Level 4
    35. Advanced SEO Topics
      • Organize your Content
      • … Not your Customers
        • You can’t change what customers call your stuff. So don’t try!
        • In an average day, 117 people will search for “low fares” in Google
        • In the same day, 8,057 people will search for “cheap flights” in Google.
        • Market to your customers…They want it!
    36. Advanced SEO Topics
      • (1) Identify your Buckets
        • Segment by Keyword Grouping
          • Example: Automotive, Trucking
        • Perform Keyword Research
          • KeywordDiscovery.com
          • Wordtracker.com
        • Further Segment Keyword Groups
          • Based on size estimates from research
          • Filter to 2-6 target keywords per bucket
            • 1-2 Target Terms
              • Example: Chevy Cars
            • 2-4 Secondary Terms
              • Fast Chevy Cars, Cheap Chevy Cars
    37. Advanced SEO Topics
      • (2) Identify/Build Category Landing Pages
        • Put your target keywords on page
          • Title Tag
          • Meta Tags (Description, Keywords)
          • ‘ H’ Section Headlines
          • Body Copy
          • Link Text
          • Alt-Text
        • Keep your keyword density nominal
          • 2-5%
        • 500+ words per page is ideal
    38. Advanced SEO Topics
      • (3) Internal Linking
        • Link to deep content
          • Homepage
          • Sitemap
        • Cross link deep content to deep content
          • Product  Product
          • Article  Article
        • Link pages with related topics
          • Example: Chevy Convertibles  Chevy Cars
        • Put your target keywords in your link text
        • Think volume…more is good
    39. Advanced SEO Topics
      • (4) Inbound Back Linking
        • Buy them / Beg them / Steal them
          • Topically relevant sites
          • Directories
          • Press Releases
          • Blogs (build your own!)
          • Affiliates (Link Connector)
          • Partners
          • Article Syndication
          • New Media (Videos, Podcasts)
        • Use target keywords in the link text
        • The mix must be natural
    40. Advanced SEO Topics

    + Corporate CollegeCorporate College, 3 years ago

    custom

    4492 views, 8 favs, 4 embeds more stats

    This panel discussion and Q&A will cover topics bey more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 4492
      • 4455 on SlideShare
      • 37 from embeds
    • Comments 0
    • Favorites 8
    • Downloads 14
    Most viewed embeds
    • 18 views on http://www.pozycjoneros.pl
    • 14 views on http://www.pozycjonowanie.krakweb.pl
    • 4 views on http://xzbit.wordpress.com
    • 1 views on http://keyentrepreneurcenter.blogspot.com

    more

    All embeds
    • 18 views on http://www.pozycjoneros.pl
    • 14 views on http://www.pozycjonowanie.krakweb.pl
    • 4 views on http://xzbit.wordpress.com
    • 1 views on http://keyentrepreneurcenter.blogspot.com

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories