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a more user centric approach to seo

a more user centric approach to seo

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Seo Seo Presentation Transcript

  • SEO is dead, long live SEO Marc Uhlig
  • 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
  • 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
  • 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
  • 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
  • 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
    • 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
  • 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
  • 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
  • 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
  • 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
  • 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
    • Google
    • Wordtracker
    • Trellian keyword discovery
    06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 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
    • Content
    • Anchor text of site navigation
    • URL architecture
    06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • Basics of link building 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 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
  • 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
  • Link building using press releases
    • Paid
      • Prnewswire.com
      • Marketwire.com
      • Richcontent.com
    06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 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
  • 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
  • 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
  • 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
  • Impact of landing page elements 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 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
  • What analytics programs get used most? 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 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
  • 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 SEO - Marc Uhlig
  • 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