SEO is dead, long live SEO Marc Uhlig
Agenda <ul><li>Introduction </li></ul><ul><li>Definitions </li></ul><ul><li>What works in SEM </li></ul><ul><li>Factors in...
Definitions <ul><li>A/B split </li></ul><ul><li>Acquisition cost </li></ul><ul><li>Backlinks (inbound links) </li></ul><ul...
Definitions <ul><li>Cost per thousand (CPM) </li></ul><ul><li>CPA (cost per action, or cost per acquisition) </li></ul><ul...
SEO is all about communication <ul><li>Usability is key, search engines are not </li></ul><ul><li>Need for a more holistic...
SEM opportunities 06/06/09 SEO is dead, long live SEO - Marc Uhlig
High importance factors in SEO 06/06/09 SEO is dead, long live SEO - Marc Uhlig
SEO: Positive keyword factors  <ul><li>Title tag </li></ul><ul><li>Body tag </li></ul><ul><li>Keyword density </li></ul><u...
SEO: Positive page/site attributes <ul><li>Global link popularity </li></ul><ul><li>Quality/relevancy of inbound links </l...
SEO: Positive page/site attributes <ul><li>Amount of indexible content </li></ul><ul><li>Spelling and grammar </li></ul><u...
SEO: Positive inbound link attributes <ul><li>Anchor text </li></ul><ul><li>Surrounding text </li></ul><ul><li>Global link...
SEO: Negative factors <ul><li>Server is down/very slow </li></ul><ul><li>Duplicate content </li></ul><ul><li>Low quality o...
Code example: Separate main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Code example: Separate main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Code example: Integrated main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Code example: Integrated main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Keyword research tactics 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Keyword research tools <ul><li>Google </li></ul><ul><li>Wordtracker </li></ul><ul><li>Trellian keyword discovery </li></ul...
Greater specificity means more words 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Word count in search phrases 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Words per query on standard keypad vs. BlackBerry phones 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Keyword research: Clustering 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Example: Keyword cluster 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Keyword clusters <ul><li>Content </li></ul><ul><li>Anchor text of site navigation </li></ul><ul><li>URL architecture </li>...
Basics of link building 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Link building using media outlets <ul><li>Industry specific/trade magazines </li></ul><ul><ul><li>Check Yahoo directory or...
Link building using media outlets <ul><li>Discussion forums </li></ul><ul><ul><li>Identify top contributors and establish ...
Link building using press releases <ul><li>Paid </li></ul><ul><ul><li>Prnewswire.com </li></ul></ul><ul><ul><li>Marketwire...
Link building using press releases <ul><li>Free </li></ul><ul><ul><li>Prurgent.com </li></ul></ul><ul><ul><li>Live-pr.com ...
Link building: One last tip <ul><li>Find pages or sites which used to offer a service and no longer do </li></ul>06/06/09 ...
Social media  <ul><li>Link baiting: Cloaking? </li></ul><ul><ul><li>Digg.com </li></ul></ul><ul><ul><li>Reddit.com </li></...
Social media <ul><li>Invest in exceptional product </li></ul><ul><li>Listen to the buzz </li></ul><ul><li>Be transparent <...
Impact of landing page elements 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Landing pages <ul><li>http://www.jupiter-labs.com/blog/wp-content/uploads/2008/07/landing_pages.ppt </li></ul>06/06/09 SEO...
What analytics programs get used most? 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Avinash Kaushik, Google <ul><li>Spend 10% of your budget on your tool implementation cost, 90% on analysis, interpretation...
Be careful: Don’t over-analyze 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Search marketers rank most under-used metrics 06/06/09 SEO is dead, long live SEO - Marc Uhlig
SEM campaign tests ROI 06/06/09 SEO is dead, long live SEO - Marc Uhlig
ROI of SEM: 2007 vs. 2008 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Indexed ROI of big 3 search engines 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Clickthrough rates 2005-2008 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Clickthrough rates 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Natural search conversion rates vs. paid 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Conversion rates by conversion type 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Brand most important consideration among clickers 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Combined brand effect of search and display 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Searchers focus on page 1 of the SERP 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Clicks vs. page rank 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Business decision makers’ engine of choice 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Composition by age of top 5 search engines by searches 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Household income profile of top 5 search engines 06/06/09 SEO is dead, long live SEO - Marc Uhlig
European searches 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Search property comparison: Germany 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Search marketer salary boom slowing 06/06/09 SEO is dead, long live SEO - Marc Uhlig
MarketingSherpa's Search Marketing Benchmark Guide 06/06/09 SEO is dead, long live SEO - Marc Uhlig
MarketingSherpa's Landing Page Handbook 06/06/09 SEO is dead, long live SEO - Marc Uhlig
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 S...
E-Commerce User Experience High-Level Strategy by NN/g 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Net Words: Creating High-Impact Online Copy by Nick Usborne 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Thank you very much Marc Uhlig [email_address] Twitter.com/marcuhlig
Upcoming SlideShare
Loading in...5
×

Seo

3,286

Published on

a more user centric approach to seo

Published in: Technology, Design
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,286
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
200
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide
  • Seo

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

      Clipping is a handy way to collect important slides you want to go back to later.

    ×