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]

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

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.

Local Search – SEO Tactics

Make Your Pages “More Local”

Physical address and LOCAL phone number

on all pages

Write out a “Location / Directions” page

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

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

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

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

Local Search - PPC Tactics

Advertise on local search engines/directories

Advanced SEO Topics Advancing your online visibility, reputation and beyond… Local Search

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

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

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”

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]

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.

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…

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

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

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

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

Turning conversations into $$

Plug in:

Blogger outreach programs

Forum participation

Set a policy

Questions? ? What do you see for yourself?

?

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

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?

If they can’t find you – you’re not there.

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

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)

Crew of 450

(Startrek.org)

54 total deaths in the 5 year mission = 13.7 % mortality rate

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)

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!

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%!

However,

If Captain Kirk hooks up with an alien babe,

The red shirt survival rate increases to 84%!

Captain Kirk “conquest” Rate? 30%

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

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;

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.

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!

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

(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

(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

(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

(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