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Search For Strategy: There's more to SEO than code.

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Nevada Interactive Media Summit Presentation - Searching for Strategy: There's more to SEO than code. I address search engine optimization (SEO) and how to be found on search engines like Google. It …

Nevada Interactive Media Summit Presentation - Searching for Strategy: There's more to SEO than code. I address search engine optimization (SEO) and how to be found on search engines like Google. It involves more than just code; it involves a sound strategy.

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  • Transcript

    • 1. Mike McDowell Searching for Strategy: There’s more to SEO than code.
    • 2. Why should you care about SEO?
    • 3. Search is the #1 online activity.
    • 4. Will you be found?
    • 5.
      • More than 330 million searches/day
      • Most never go past page 1
      • 90% of searchers never go past page 3
      Front of the Class:
    • 6. Eye-tracking:
    • 7. Basic training.
    • 8. Play by Google’s Rules: Google: 70% Yahoo: 16% Microsoft: 9% Ask: 3% Others: 2% Image by AgentGenius
    • 9. Spiders
    • 10.
      • Text
      • Titles, headlines, tags and URLs
      • Links
      • NOT images
      • Google to spider: “Eat and report back.”
      Spider Food:
    • 11. Spider Sees:
    • 12. Don’t stop there.
    • 13. The magic is in the strategy.
    • 14. A plan of action designed to achieve a particular goal. Strategy:
    • 15. Key words and phrases.
    • 16. STOP thinking like you .
    • 17. START thinking like them .
    • 18. Which Words to Use:
    • 19.
      • OK to have boring headlines.
      • Which words would your clients use to try to find your products or services in a search engine?
      • What phrases would they use?
      • Don’t know? Ask them.
      • Beware of overusing your name.
      Which Words to Use:
    • 20.
      • Google.com/trends
      • Google.com/adwords
      • Google.com/sktool
      Key Word Research Tools:
    • 21. Key Word Research Tools:
    • 22. Head vs. long tail.
    • 23. Head vs. Long Tail: Image by elliance.com
    • 24. Head vs. Long Tail:
      • High volume, high competition.
      • Less volume, less competition.
      WORDS % of SEARCHES 1 25% 2 25% 3 20% 4 13% 5 7.5% 6 4%
    • 25. Which words and phrases can you “own?”
    • 26. Linking.
    • 27. Linking Strategy:
      • Mom was right. You are judged by the company you keep.
      • Who do you link to?
      • Who links to you?
      • Post on blogs, social networks, etc.
    • 28. Social media.
    • 29. Social Media:
      • Let others build links to your site.
      • Engage an audience.
      • Build a fan club that wants to share links to your content.
    • 30. Give them content.
    • 31. Content Strategy:
      • Brainstorm 6-12 topics that include the key words or phrases you selected.
      • Post something once a week.
      • Keep the content timely, relevant and engaging.
      • You can post to blogs, social networks, video sharing sites, etc.
    • 32. Content Strategy:
    • 33. Other Tips:
      • Include campaign-specific key words and phrases.
      • Track. Evaluate. Adjust strategy.
    • 34. SEO is more than code.
    • 35. Questions?
    • 36.