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…

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

    1. 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. 2. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search </li></ul><ul><ul><li>Mark J. Geyman, Owner </li></ul></ul><ul><ul><li>OhioBiz.com Business Directory </li></ul></ul><ul><ul><li>OhioBiz Web Consulting, LLC </li></ul></ul><ul><ul><li>http://www.ohiobiz.com </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    3. 3. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search </li></ul><ul><ul><li>Over the past year (from HitWise): </li></ul></ul><ul><ul><li>Visits to 5 yellow pages sites declined 7% </li></ul></ul><ul><ul><li>Next-generation local search sites increased </li></ul></ul><ul><ul><li>March 2007 vs. March 2006: </li></ul></ul><ul><ul><ul><li>Google Maps/Local up 70% </li></ul></ul></ul><ul><ul><ul><li>Yahoo! Local up 20% </li></ul></ul></ul><ul><ul><ul><li>Local.com up 29% </li></ul></ul></ul><ul><ul><ul><li>Windows Live Local arrived on the scene </li></ul></ul></ul>
    4. 4. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search – SEO Tactics </li></ul><ul><li>Make Your Pages “More Local” </li></ul><ul><li>Physical address and LOCAL phone number </li></ul><ul><li>on all pages </li></ul><ul><li>Write out a “Location / Directions” page </li></ul>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. 5. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search – SEO Tactics </li></ul><ul><li>Use every geographic locator you can (ZIP, area codes…) </li></ul><ul><li>Use them in <TITLE>, anchor text (internal and inbound) </li></ul><ul><li>Submit to Google Local Business Center: </li></ul><ul><li>http://www.google.com/local/add/businessCenter </li></ul><ul><li>Submit to Yahoo! Local Listings Center: </li></ul><ul><li>http://listings.local.yahoo.com </li></ul><ul><li>Submit to MSN Local: </li></ul><ul><li>http:// webapp.localeze.com/bizreg/add.aspx </li></ul>
    6. 6. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search – SEO Tactics </li></ul><ul><li>Add or Fix listings at major business databases : </li></ul><ul><li>infoUSA: http:// list.infousa.com/dbupdate.htm </li></ul><ul><li>Acxiom: http:// bcb.acxiom.com/start.pl </li></ul><ul><li>Amacai: http://www.localeze.com/manage </li></ul><ul><li>iBegin Source: http:// source.ibegin.com /submit/ </li></ul><ul><li>Excellent Local Search Submission Resource: </li></ul><ul><li>http:// www.locallytype.com/pages/submit.htm </li></ul>
    7. 7. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search – PPC Tactics </li></ul><ul><li>Geo-target ads </li></ul>
    8. 8. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search - PPC Tactics </li></ul><ul><li>Advertise on local search engines/directories </li></ul>
    9. 9. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search </li></ul>
    10. 10. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search – What It Means To You </li></ul><ul><li>Google Maps traffic up 26% </li></ul><ul><li>in February </li></ul><ul><li>Proves value of: </li></ul><ul><ul><li>Accurate business data </li></ul></ul><ul><ul><li>Directory / IYP listings </li></ul></ul><ul><ul><li>Directions </li></ul></ul><ul><ul><li>User Reviews </li></ul></ul><ul><ul><li>Local Search Optimization </li></ul></ul>
    11. 11. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search </li></ul><ul><ul><li>10 Steps to Local Search Dominance: </li></ul></ul><ul><ul><ul><li>Register with Primary Local and Social Search engines and directories </li></ul></ul></ul><ul><ul><ul><li>Check/Edit your online yellow pages listings </li></ul></ul></ul><ul><ul><ul><li>Optimize your site for local search </li></ul></ul></ul><ul><ul><ul><li>Put a map along with driving directions on your site </li></ul></ul></ul><ul><ul><ul><li>Check your InfoUSA and iBegin Source </li></ul></ul></ul><ul><ul><ul><li>Add local content to your site </li></ul></ul></ul><ul><ul><ul><li>Add a blog, one that resides on your domain </li></ul></ul></ul><ul><ul><ul><li>Get local inbound links – local directories, strategic partners </li></ul></ul></ul><ul><ul><ul><li>Encourage online User Reviews of your business </li></ul></ul></ul><ul><ul><ul><li>Continuously monitor your website statistics </li></ul></ul></ul>
    12. 12. Advanced SEO Topics Advancing your online visibility, reputation and beyond… <ul><li>Local Search </li></ul><ul><li>Local Searchers </li></ul><ul><li>= </li></ul><ul><li>“ READY TO BUY” </li></ul>
    13. 13. Advanced SEO Topics - Online Reputation Management <ul><li>Online Reputation Management </li></ul><ul><ul><li>&quot;Reputation is character minus what you can get away with.&quot; -Entrepreneur Seymour Schulich </li></ul></ul><ul><li>Leslie Carruthers, President </li></ul><ul><li>The Search Guru </li></ul><ul><li>[email_address] </li></ul>
    14. 14. <ul><li>What does it take to: </li></ul><ul><ul><li>build a great brand? </li></ul></ul><ul><ul><ul><li>Potentially years and millions of dollars. </li></ul></ul></ul><ul><ul><li>destroy a great brand? </li></ul></ul><ul><ul><ul><li>Potentially hours and one blogger. </li></ul></ul></ul><ul><ul><li>launch a new product? </li></ul></ul><ul><ul><ul><li>Hundreds of TV commercials, dozens of newspaper ads, an ad agency and PR firm. OR </li></ul></ul></ul><ul><ul><ul><li>It can spread like a virus with the praise of just one customer, at one message board. </li></ul></ul></ul>
    15. 15. Online Semantic Attacks <ul><li>An estimated 75% of Fortune 100 companies have experienced brand abuse on the Internet. </li></ul><ul><ul><li>disney-sucks.com , </li></ul></ul><ul><ul><li>oreilly-sucks.com , </li></ul></ul><ul><ul><li>peta-sucks.com , </li></ul></ul><ul><ul><li>Ballysucks.com – famous early case </li></ul></ul><ul><ul><li>AOL, McDonalds, American Express, Citibank, Ameritech, Ford, GM, Allstate, Microsoft, Nike, Prudential, United Airlines, Enterprise Rent-A-Car… </li></ul></ul>
    16. 16. The power of one to many. <ul><li>Why Entrepreneurs should care: </li></ul><ul><ul><li>Online research is King </li></ul></ul><ul><ul><li>Not everyone judges for themselves </li></ul></ul><ul><ul><li>Information published online can be persistent. </li></ul></ul><ul><ul><li>Consumer Generated Media (CGM): </li></ul></ul><ul><ul><ul><li>Blogs, Forums, Websites, 3 rd party complaint sites, Discussion lists, Chat rooms, Product review sites </li></ul></ul></ul>
    17. 17. Goals and Objectives <ul><li>The goals of Online Reputation Management: </li></ul><ul><ul><li>Grow good buzz </li></ul></ul><ul><ul><li>Address bad buzz quickly </li></ul></ul><ul><ul><li>Clean Search Engine Results Pages (SERPs) </li></ul></ul><ul><ul><li>Grow your business </li></ul></ul>
    18. 18. Who’s talking about you / your firm / your product? <ul><li>How to find conversations about you / your firm </li></ul><ul><ul><li>Ego searches </li></ul></ul><ul><ul><li>Technorati.com, Feedster.com </li></ul></ul><ul><ul><li>Google / Yahoo! News Alerts </li></ul></ul><ul><ul><li>Monitor forums, message boards </li></ul></ul><ul><ul><li>Create custom RSS feeds based on keyword searches </li></ul></ul>
    19. 19. Yet another way to grow your business. <ul><li>Turning conversations into $$ </li></ul><ul><ul><li>Plug in: </li></ul></ul><ul><ul><ul><li>Blogger outreach programs </li></ul></ul></ul><ul><ul><ul><li>Forum participation </li></ul></ul></ul><ul><ul><ul><li>Set a policy </li></ul></ul></ul>
    20. 20. Questions? <ul><li>? </li></ul><ul><li>What do you see for yourself? </li></ul>
    21. 21. Matt Bailey SiteLogic [email_address] Fun with Stats Analytics . . . in 10 Minutes
    22. 22. 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
    23. 23. “ Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” -Eric Peterson
    24. 24. “ life without this sort of examination is not worth living . . .” -Socrates
    25. 25. <ul><li>Page Views </li></ul><ul><li>Path Analysis </li></ul><ul><li>Hits </li></ul><ul><li>Monthly Visitors </li></ul><ul><li>Top 10 Pages </li></ul><ul><li>Top 10 </li></ul><ul><li>keywords </li></ul>
    26. 27. <ul><li>If they can’t find you – you’re not there. </li></ul>If they can’t find it – it’s not there. What the just happened?
    27. 30. Abandonment Rate <ul><li>Logged on to “www.amazon.com </li></ul><ul><li>Locate and click on “Books” tab on top navigation </li></ul><ul><li>Find search box and typed “Net Words” in the “Search Books” search box </li></ul><ul><li>Locate and click “Go” button </li></ul><ul><li>Browsed results for the correct book </li></ul><ul><li>Clicked on books title to see more details </li></ul><ul><li>Read through book details and customer reviews </li></ul><ul><li>Decided to purchase the book </li></ul><ul><li>Locate and click the “Add to Shopping Cart” button </li></ul><ul><li>Browsed through recommendations for related books </li></ul><ul><li>Decided I was happy with just the one I chose </li></ul><ul><li>Locate and click on the “Proceed To Checkout” button </li></ul><ul><li>Had to enter login information (I already had an account set-up from previous purchases) </li></ul><ul><li>Filled out shipping address </li></ul><ul><li>Locate and click on the “Ship to This Address” button </li></ul><ul><li>Chose a shipping speed by clicking on the “Standard Shipping” radio button” </li></ul><ul><li>Reviewed order again </li></ul><ul><li>Locate and click on the “Continue” button </li></ul><ul><li>Entered all payment information </li></ul><ul><li>Locate and click on the “Continue” button </li></ul><ul><li>Reviewed order again </li></ul><ul><li>Locate and Click on the “Place the Order” button </li></ul><ul><li>Reviewed special promotion “Share the Love” </li></ul><ul><li>Decided I wasn’t interested </li></ul><ul><li>Clicked on the “No Thanks, Just Place My Order” button </li></ul><ul><li>Reviewed confirmation message </li></ul>
    28. 33. <ul><li>Crew of 450 </li></ul><ul><li>(Startrek.org) </li></ul>
    29. 34. <ul><li>54 total deaths in the 5 year mission </li></ul><ul><li>= 13.7 % mortality rate </li></ul>
    30. 35. <ul><li>Of the 54 Deaths: </li></ul><ul><li>Yellow shirts 10% </li></ul><ul><li>Blue Shirts 7.2% </li></ul><ul><li>Red Shirts 72.8% (43) </li></ul>
    31. 36. <ul><li>If you beamed down with Captain Kirk, </li></ul><ul><li>and wore a red shirt – </li></ul><ul><li>57.5% - death rate! </li></ul>
    32. 37. <ul><li>However, </li></ul><ul><li>If Captain Kirk hooks up with an alien babe, </li></ul><ul><li>The red shirt survival rate increases to 84%! </li></ul>
    33. 38. <ul><li>Captain Kirk “conquest” Rate? </li></ul><ul><li>30% </li></ul>
    34. 39. Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
    35. 40. <ul><li>Goals </li></ul><ul><li>Segmentation </li></ul><ul><li>Contrast </li></ul><ul><li>Compare </li></ul>
    36. 41. Matt Bailey [email_address] www.SiteLogic.com
    37. 42. Advanced SEO Topics <ul><li>How to Build Great Websites using SEO </li></ul><ul><li>Chris Caputo </li></ul><ul><li>American Greetings Interactive </li></ul><ul><li>&quot;Our brands and content help people connect and express themselves everyday in everyway&quot; </li></ul>
    38. 43. Advanced SEO Topics <ul><li>Bake It In! </li></ul><ul><ul><li>No one serves the flour separate from the cake. </li></ul></ul><ul><ul><li>SEO should be part of planning any new site or page. </li></ul></ul><ul><ul><li>SEO can even determine the direction your content should go. </li></ul></ul><ul><ul><li>#1 Mistake of new websites is not starting with SEO. </li></ul></ul>
    39. 44. 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
    40. 45. Advanced SEO Topics <ul><li>Organize your Content </li></ul><ul><li>… Not your Customers </li></ul><ul><ul><li>You can’t change what customers call your stuff. So don’t try! </li></ul></ul><ul><ul><li>In an average day, 117 people will search for “low fares” in Google </li></ul></ul><ul><ul><li>In the same day, 8,057 people will search for “cheap flights” in Google. </li></ul></ul><ul><ul><li>Market to your customers…They want it! </li></ul></ul>
    41. 46. Advanced SEO Topics <ul><li>(1) Identify your Buckets </li></ul><ul><ul><li>Segment by Keyword Grouping </li></ul></ul><ul><ul><ul><li>Example: Automotive, Trucking </li></ul></ul></ul><ul><ul><li>Perform Keyword Research </li></ul></ul><ul><ul><ul><li>KeywordDiscovery.com </li></ul></ul></ul><ul><ul><ul><li>Wordtracker.com </li></ul></ul></ul><ul><ul><li>Further Segment Keyword Groups </li></ul></ul><ul><ul><ul><li>Based on size estimates from research </li></ul></ul></ul><ul><ul><ul><li>Filter to 2-6 target keywords per bucket </li></ul></ul></ul><ul><ul><ul><ul><li>1-2 Target Terms </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Example: Chevy Cars </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>2-4 Secondary Terms </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Fast Chevy Cars, Cheap Chevy Cars </li></ul></ul></ul></ul></ul>
    42. 47. Advanced SEO Topics <ul><li>(2) Identify/Build Category Landing Pages </li></ul><ul><ul><li>Put your target keywords on page </li></ul></ul><ul><ul><ul><li>Title Tag </li></ul></ul></ul><ul><ul><ul><li>Meta Tags (Description, Keywords) </li></ul></ul></ul><ul><ul><ul><li>‘ H’ Section Headlines </li></ul></ul></ul><ul><ul><ul><li>Body Copy </li></ul></ul></ul><ul><ul><ul><li>Link Text </li></ul></ul></ul><ul><ul><ul><li>Alt-Text </li></ul></ul></ul><ul><ul><li>Keep your keyword density nominal </li></ul></ul><ul><ul><ul><li>2-5% </li></ul></ul></ul><ul><ul><li>500+ words per page is ideal </li></ul></ul>
    43. 48. Advanced SEO Topics <ul><li>(3) Internal Linking </li></ul><ul><ul><li>Link to deep content </li></ul></ul><ul><ul><ul><li>Homepage </li></ul></ul></ul><ul><ul><ul><li>Sitemap </li></ul></ul></ul><ul><ul><li>Cross link deep content to deep content </li></ul></ul><ul><ul><ul><li>Product  Product </li></ul></ul></ul><ul><ul><ul><li>Article  Article </li></ul></ul></ul><ul><ul><li>Link pages with related topics </li></ul></ul><ul><ul><ul><li>Example: Chevy Convertibles  Chevy Cars </li></ul></ul></ul><ul><ul><li>Put your target keywords in your link text </li></ul></ul><ul><ul><li>Think volume…more is good </li></ul></ul>
    44. 49. Advanced SEO Topics <ul><li>(4) Inbound Back Linking </li></ul><ul><ul><li>Buy them / Beg them / Steal them </li></ul></ul><ul><ul><ul><li>Topically relevant sites </li></ul></ul></ul><ul><ul><ul><li>Directories </li></ul></ul></ul><ul><ul><ul><li>Press Releases </li></ul></ul></ul><ul><ul><ul><li>Blogs (build your own!) </li></ul></ul></ul><ul><ul><ul><li>Affiliates (Link Connector) </li></ul></ul></ul><ul><ul><ul><li>Partners </li></ul></ul></ul><ul><ul><ul><li>Article Syndication </li></ul></ul></ul><ul><ul><ul><li>New Media (Videos, Podcasts) </li></ul></ul></ul><ul><ul><li>Use target keywords in the link text </li></ul></ul><ul><ul><li>The mix must be natural </li></ul></ul>
    45. 50. Advanced SEO Topics

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