eMarketing For Entrepreneurs - Advanced SEO Topics

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
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 – 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.

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

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 – PPC Tactics
Geo-target ads

Local Search - PPC Tactics
Advertise on local search engines/directories

Local Search

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
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
Local Searchers
=
“ READY TO BUY”

Advanced SEO Topics - Online Reputation Management
Online Reputation Management
"Reputation is character minus what you can get away with." -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
"Our brands and content help people connect and express themselves everyday in everyway"

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

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http://www.pozycjonowanie.krakweb.pl	14
http://xzbit.wordpress.com	4
http://optyseo.net	4
http://www.slideshare.net	2
http://keyentrepreneurcenter.blogspot.com	1

eMarketing For Entrepreneurs - Advanced SEO Topics

by Corporate College on May 11, 2007

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eMarketing For Entrepreneurs - Advanced SEO Topics — Presentation Transcript