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eMarketing For Entrepreneurs - Advanced SEO Topics
 

eMarketing For Entrepreneurs - Advanced SEO Topics

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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… ...

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…

Moderated by Sage Lewis. Panelists: Mark Geyman, Leslie Carruthers, Matt Bailey and Chris Caputo. Brought to you by the Key Entrepreneur Development Center and Cleveland SEO.

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eMarketing For Entrepreneurs - Advanced SEO Topics eMarketing For Entrepreneurs - Advanced SEO Topics Presentation Transcript

  • 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 …
  • 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]
  • 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
  • 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.
  • 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
  • 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
  • Advanced SEO Topics Advancing your online visibility, reputation and beyond…
    • Local Search – PPC Tactics
    • Geo-target ads
  • Advanced SEO Topics Advancing your online visibility, reputation and beyond…
    • Local Search - PPC Tactics
    • Advertise on local search engines/directories
  • Advanced SEO Topics Advancing your online visibility, reputation and beyond…
    • Local Search
  • 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
  • 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
  • Advanced SEO Topics Advancing your online visibility, reputation and beyond…
    • Local Search
    • Local Searchers
    • =
    • “ READY TO BUY”
  • 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.
  • 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…
  • 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
  • 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
  • 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
  • Yet another way to grow your business.
    • Turning conversations into $$
      • Plug in:
        • Blogger outreach programs
        • Forum participation
        • Set a policy
  • Questions?
    • ?
    • What do you see for yourself?
  • Matt Bailey SiteLogic [email_address] Fun with Stats Analytics . . . in 10 Minutes
  • 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
  • “ Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” -Eric Peterson
  • “ life without this sort of examination is not worth living . . .” -Socrates
    • Page Views
    • Path Analysis
    • Hits
    • Monthly Visitors
    • Top 10 Pages
    • Top 10
    • keywords
  •  
    • If they can’t find you – you’re not there.
    If they can’t find it – it’s not there. What the just happened?
  •  
  •  
  • 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
  •  
  •  
    • 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%
  • Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
    • Goals
    • Segmentation
    • Contrast
    • Compare
  • Matt Bailey [email_address] www.SiteLogic.com
  • 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;
  • 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.
  • 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
  • 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!
  • 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
  • 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
  • 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
  • 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
  • Advanced SEO Topics