SEO 101 - C2 $5 Friday Event 9/18/09

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Presentation given at C2's $5 Friday Event on September 18th, 2009.

Presented by Andrew Wintheiser as a introduction for search optimization, link building and the factors that are generally associated with search engine rankings

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SEO 101 - C2 $5 Friday Event 9/18/09

  1. 1. Search Optimization – Demystified<br />
  2. 2. SEO Demystified - Introduction<br />Co-Founder: Lightburn <br /><ul><li> Interactive Agency focused on helping client </li></ul> drive revenue via the web<br />www.lightburndesigns.com<br />Founder: Cooper Safety Supply<br /><ul><li> Online ecommerce company that sells safety equipment
  3. 3. Started in late 2006 as an experiment within Lightburn to sharpen our skills in </li></ul> ecommerce, search marketing and search optimization<br /><ul><li> Multi-million dollar business</li></ul>www.coopersafety.com<br />
  4. 4. SEO Demystified - Introduction<br /><ul><li> What is SEO? Why is it so darn important anyways?
  5. 5. Getting Started with SEO
  6. 6. Improving your SERP (Search Engine Results Page) Rankings
  7. 7. Factors
  8. 8. Tactics
  9. 9. Tools
  10. 10. Examples
  11. 11. Setting Expectations and Measuring Your Results</li></li></ul><li>SEO Demystified<br />What is SEO?<br />Why is it important?<br />
  12. 12. SEO Demystified<br />What is it?<br />SEO simply refers to the techniques and strategies that help your website rank higher within the search engines.<br />Why is it important?<br />Higher rankings = more site traffic = more potential to sell your products or services<br />
  13. 13. SEO Demystified<br />A few facts and figures:<br /><ul><li> Americans conducted 13.6 BILLION searches in July 2009 </li></ul> Google - 8.9 Billion<br /> Yahoo! - 2.6 Billion<br /> Bing - 1.2 Billion<br /><ul><li> Google dominates with 65% market share, but….
  14. 14. Bing is emerging as a search challenger and is the fastest growing </li></ul> search engine in the US<br />
  15. 15. SEO Demystified<br />What are people clicking?<br />
  16. 16. SEO Demystified<br />
  17. 17. SEO Demystified<br />
  18. 18. SEO Demystified<br />Enough already… <br />How do I get better rankings?<br />
  19. 19. SEO Demystified<br />The key things you need to understand and do for better rankings<br /><ul><li> Understand the factors
  20. 20. Keyword research and selection
  21. 21. Knowing where you stand and start with the basics
  22. 22. Content Development
  23. 23. Link Building</li></li></ul><li>SEO Demystified<br />Understanding the factors used for rankings<br />On Page Factors (35%):<br /><ul><li> Content & Meta Data
  24. 24. Friendly URLs
  25. 25. Linking Structure
  26. 26. Freshness of Content
  27. 27. Broken Links & Redirects</li></ul>Off Page Factors (65%):<br /><ul><li> Links</li></ul>On Page Factors<br />35%<br />Off Page Factors<br />65%<br />
  28. 28. SEO Demystified<br />On Page Factors<br />
  29. 29. SEO Demystified<br />Unique Page Titles<br />Text Based Navigation<br />HTML H1 Tags<br />HTML Text<br />On Page Factors<br />35%<br />Off Page Factors<br />65%<br />
  30. 30. SEO Demystified<br />Page Title<br />Meta Description<br />On Page Factors<br />35%<br />Off Page Factors<br />65%<br />
  31. 31. SEO Demystified <br />Detecting Duplicate Page Titles & Content<br />Use the search engines to help you determine if you have duplicate<br />content and page title. <br />
  32. 32. SEO Demystified<br />Duplicate Page Titles and Meta Descriptions for different pages.<br />Technique is also good for finding content that is available via more the one unique URL. <br />On Page Factors<br />35%<br />
  33. 33. SEO Demystified <br />Know your domain(s)<br /><ul><li> Is your site available on both non-www and www URLs? Regardless of </li></ul> what a user types, they should always end up on one or the other via <br /> a 301 redirect. <br />http://www.coopersafety.com<br />http://coopersafety.com<br /><ul><li> Do you own multiple domain names? Do these domains serve up the </li></ul> same content or redirect? (misspellings, etc.)<br />
  34. 34. SEO Demystified <br />Know your CMS<br /><ul><li> Make sure you understand how your CMS handles it’s content. </li></ul> If your page URLs are based off of the title of the content, what <br /> happens if you change that title. Does the old URL still server up<br /> content or does it redirect? It needs to 301 redirect. <br /><ul><li> Does your CMS show friendly URLs, but then use parameter based </li></ul> URLs for internal linking? Resulting in a non-301 redirect?<br />
  35. 35. SEO Demystified <br />Friendly URLs<br />Keep your key URL’s free of parameters as much as possible<br />Good<br />www.coopersafety.com/hardhats.aspx<br />Not So Good www.coopersafety.com/category/page.aspx?topic=hard%hats<br />
  36. 36. SEO Demystified <br />Friendly URLs<br />Keep your site structure as flat as possible<br />Good<br />www.coopersafety.com/hardhats.aspx<br />Ok, but not great <br />www.coopersafety.com/category/hardhats/hardhats.aspx<br />Bad<br />www.coopersafety.com/cat/124/125/hardhats/hardhats.aspx<br />
  37. 37. SEO Demystified<br />Search engines like clear directions to your content<br />
  38. 38. SEO Demystified<br />Funnel similar links to a single source<br /><ul><li> Don’t point links that say the same</li></ul> thing to different pages on your site<br /><ul><li> Identify pages that are similar and consolidate </li></ul> if possible<br />
  39. 39. SEO Demystified <br />Don’t lock away your content in graphics. <br />On Page Factors<br />35%<br />Off Page Factors<br />65%<br />
  40. 40. SEO Demystified<br />Keep your content fresh & updated<br /><ul><li> The more often content is</li></ul> added, tweaked and revised<br /> the more often the bots will<br /> visit your site.<br /><ul><li> More frequent visits provide more opportunity</li></ul> for improved ranks. <br />
  41. 41. SEO Demystified <br />Gauging Visit Frequency<br />View the cache version of your page/site<br />
  42. 42. SEO Demystified <br />Shows ~ date of last index of the page/site. <br />This date should be within the last 24/36 hours ideally for your home page and key landing pages.<br />
  43. 43. SEO Demystified<br />Avoid, Detect and Repair ALL broken and redirected links<br /><ul><li> Your site should NOT have any broken links. Use a link checker </li></ul> to see how you stand. You might be surprised! <br /> Web Link Validator detects broken links and on page redirects<br />www.relsoftware.com/wlv/<br /><ul><li> Make sure your site does not have any redirected links within it.</li></li></ul><li>SEO Demystified<br />Most site owners don’t realize that something is broken or redirecting, because it usually doesn’t affect the experience of human visitors. <br />Check your site for broken or non-301 redirected links at least one per month. <br />
  44. 44. SEO Demystified<br />Off Page Factors<br />
  45. 45. SEO Demystified<br />Off Page Factors (65%)<br />
  46. 46. SEO Demystified<br />Inbound links from credible 3rd party sites are a critical factor in determining your ranking <br />
  47. 47. SEO Demystified<br />What those links “say” and where they point IS important<br />
  48. 48. SEO Demystified<br />Which link from a 3rd party website would be better for C2?<br />www.c2gps.com<br />Adobe Training<br />When possible, try to suggest link text when getting sites to link to you<br />
  49. 49. SEO Demystified<br />Link Building<br />
  50. 50. SEO Demystified <br />Building Good Links<br /><ul><li> Make sure your site is listed with the top paid directories
  51. 51. Business.com
  52. 52. BBB
  53. 53. Yahoo! Directory
  54. 54. Vendors and Business Partner Websites
  55. 55. Press Releases
  56. 56. Answers, Forums, Blogs (Yahoo! Answers, Linked In)
  57. 57. Associations & Community Sites (i.e. Third Ward Association)</li></li></ul><li>SEO Demystified <br />Building Good Links<br /><ul><li> Develop unique, useful and compelling content
  58. 58. Calculators
  59. 59. Tools
  60. 60. Humor
  61. 61. Sponsor events and charitable organization and ask for links!
  62. 62. Focus on one-way links. It’s ok to be selfish in this case
  63. 63. Understand where your competition is getting it’s links. </li></li></ul><li>SEO Demystified <br />http://siteexplorer.search.yahoo.com/<br />
  64. 64. SEO Demystified <br />Link Building Examples: BlendTec / WillItBlend.com<br />29000+ Inbound Links<br />http://www.willitblend.com<br />
  65. 65. SEO Demystified <br />Link Building Examples: Astuteo / Project Estimator<br />3500+ Inbound Links<br />http://estimator.astuteo.com<br />
  66. 66. SEO Demystified <br />Bad, Bad Links…<br /><ul><li> Avoid buying links on blogs. Commercial directories are ok
  67. 67. Avoid services like www.Text-Link-Ads.com
  68. 68. Avoid trading links with non-relevant sites
  69. 69. Link farms are bad</li></li></ul><li>SEO Demystified<br />Keyword Research<br />
  70. 70. SEO Demystified<br />Types of Keywords<br />
  71. 71. SEO Demystified<br />
  72. 72. SEO Demystified <br />Research and Test Keywords<br /><ul><li> Use a tool such as Google Adwords for keyword ideas and search </li></ul> volume “guess-timates”. (www.google.com/adwords)<br /><ul><li> The highest volume keywords are NOT always the best.
  73. 73. Low conversion rate (window shoppers)
  74. 74. Highly competitive
  75. 75. Test keywords using Pay-Per-Click is a great way to determine value </li></ul> and more accurate search volumes.<br /><ul><li> Determine the page on your site that can support those keywords</li></li></ul><li>SEO Demystified <br />Additional Paid Keywords Tools<br /><ul><li> Word Tracker (www.wordtracker.com)
  76. 76. Keyword Spy (www.keywordspy.com)
  77. 77. Compete.com (www.compete.com)</li></li></ul><li>SEO Demystified<br />Setting Expectations<br />
  78. 78. SEO Demystified <br />Search Optimization <br /><ul><li> Search optimization is a never-ending process.
  79. 79. Link building takes time. Lots of time.
  80. 80. Don’t expect #1 rankings for highly competitive keywords overnight.
  81. 81. Plan on investing a minimum of 4-5 hours a week on search </li></ul> optimization. <br /><ul><li> Content Development
  82. 82. Evaluation & Monitoring
  83. 83. Link Building</li></li></ul><li>SEO Demystified<br />You can’t rank for a keyword that isn’t supported by content<br />

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