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Seo

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a more user centric approach to seo

a more user centric approach to seo

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  • Transcript

    • 1. SEO is dead, long live SEO Marc Uhlig
    • 2. Agenda
      • Introduction
      • Definitions
      • What works in SEM
      • Factors in SEO
        • In detail: Code, keywords, link building
      • Social Media
      • Landing pages
      • Analytics and metrics
      • Branding
      • Search engine users
      • Suggested readings
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 3. Definitions
      • A/B split
      • Acquisition cost
      • Backlinks (inbound links)
      • Bait-and-switch (agent name delivery, IP delivery, or cloaking)
      • Clickthrough rate (CTR)
      • Consumer generated media: (user generated content)
      • Conversion rate
      • Conversion
      • Cost per lead (CPL)
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 4. Definitions
      • Cost per thousand (CPM)
      • CPA (cost per action, or cost per acquisition)
      • CPC (cost per click)
      • Keyword density
      • Scraping
      • Search engine optimization (SEO)
      • Searchjacking
      • Usability
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 5. SEO is all about communication
      • Usability is key, search engines are not
      • Need for a more holistic approach
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 6. SEM opportunities 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 7. High importance factors in SEO 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 8. SEO: Positive keyword factors
      • Title tag
      • Body tag
      • Keyword density
      • H1 tag
      • Domain name
      • Page URL
      • H2, H3... tags
      • Alt and image Title tags
      • Bold/Strong tags
      • Meta Description/Keyword tag
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 9. SEO: Positive page/site attributes
      • Global link popularity
      • Quality/relevancy of inbound links
      • Rate of new inbound links
      • Internal link popularity
      • Quality/relevancy of outgoing links
      • Quality of content
      • Organization/hierarchy of navigation
      • Age of page/domain
      • Frequency of updates
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 10. SEO: Positive page/site attributes
      • Amount of indexible content
      • Spelling and grammar
      • HTML validation
      • Historical performance
      • Relevancy to query
      • Number of queries
      • TLD extension
      • Google PageRank of page
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 11. SEO: Positive inbound link attributes
      • Anchor text
      • Surrounding text
      • Global link popularity of linking site
      • Internal link popularity of linking site
      • Topical relevancy of linking site
      • TLD extension of linking site
      • Google PageRank of linking page
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 12. SEO: Negative factors
      • Server is down/very slow
      • Duplicate content
      • Low quality outbound links
      • Duplicate Title/Meta tags
      • Keyword stuffing
      • Participation in link schemes
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 13. Code example: Separate main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 14. Code example: Separate main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 15. Code example: Integrated main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 16. Code example: Integrated main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 17. Keyword research tactics 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 18. Keyword research tools
      • Google
      • Wordtracker
      • Trellian keyword discovery
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 19. Greater specificity means more words 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 20. Word count in search phrases 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 21. Words per query on standard keypad vs. BlackBerry phones 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 22. Keyword research: Clustering 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 23. Example: Keyword cluster 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 24. Keyword clusters
      • Content
      • Anchor text of site navigation
      • URL architecture
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 25. Basics of link building 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 26. Link building using media outlets
      • Industry specific/trade magazines
        • Check Yahoo directory or DMOZ
      • Classifieds
        • Direct visitors to resource area on your site
      • Specialty directories
        • Submit your site
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 27. Link building using media outlets
      • Discussion forums
        • Identify top contributors and establish relationship
      • Electronic newsletters
        • Are usually archived
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 28. Link building using press releases
      • Paid
        • Prnewswire.com
        • Marketwire.com
        • Richcontent.com
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 29. Link building using press releases
      • Free
        • Prurgent.com
        • Live-pr.com
        • Pr-inside.com
        • Pressbox.co.uk
        • Clickpress.com
        • Ukprwire.com
        • Usprwire.com
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 30. Link building: One last tip
      • Find pages or sites which used to offer a service and no longer do
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 31. Social media
      • Link baiting: Cloaking?
        • Digg.com
        • Reddit.com
        • Stumbleupon.com
      • Communication
        • Twitter.com
        • Facebook.com
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 32. Social media
      • Invest in exceptional product
      • Listen to the buzz
      • Be transparent
      • Be more accessible
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 33. Impact of landing page elements 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 34. Landing pages
      • http://www.jupiter-labs.com/blog/wp-content/uploads/2008/07/landing_pages.ppt
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 35. What analytics programs get used most? 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 36. Avinash Kaushik, Google
      • Spend 10% of your budget on your tool implementation cost, 90% on analysis, interpretation and acting on the results
      06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 37. Be careful: Don’t over-analyze 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 38. Search marketers rank most under-used metrics 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 39. SEM campaign tests ROI 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 40. ROI of SEM: 2007 vs. 2008 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 41. Indexed ROI of big 3 search engines 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 42. Clickthrough rates 2005-2008 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 43. Clickthrough rates 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 44. Natural search conversion rates vs. paid 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 45. Conversion rates by conversion type 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 46. Brand most important consideration among clickers 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 47. Combined brand effect of search and display 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 48. Searchers focus on page 1 of the SERP 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 49. Clicks vs. page rank 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 50. Business decision makers’ engine of choice 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 51. Composition by age of top 5 search engines by searches 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 52. Household income profile of top 5 search engines 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 53. European searches 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 54. Search property comparison: Germany 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 55. Search marketer salary boom slowing 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 56. MarketingSherpa's Search Marketing Benchmark Guide 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 57. MarketingSherpa's Landing Page Handbook 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 58. Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 59. E-Commerce User Experience High-Level Strategy by NN/g 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 60. Net Words: Creating High-Impact Online Copy by Nick Usborne 06/06/09 SEO is dead, long live SEO - Marc Uhlig
    • 61. Thank you very much Marc Uhlig [email_address] Twitter.com/marcuhlig

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