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

  • Mike McDowell Searching for Strategy: There’s more to SEO than code.
  • Why should you care about SEO?
  • Search is the #1 online activity.
  • Will you be found?
    • More than 330 million searches/day
    • Most never go past page 1
    • 90% of searchers never go past page 3
    Front of the Class:
  • Eye-tracking:
  • Basic training.
  • Play by Google’s Rules: Google: 70% Yahoo: 16% Microsoft: 9% Ask: 3% Others: 2% Image by AgentGenius
  • Spiders
    • Text
    • Titles, headlines, tags and URLs
    • Links
    • NOT images
    • Google to spider: “Eat and report back.”
    Spider Food:
  • Spider Sees:
  • Don’t stop there.
  • The magic is in the strategy.
  • A plan of action designed to achieve a particular goal. Strategy:
  • Key words and phrases.
  • STOP thinking like you .
  • START thinking like them .
  • Which Words to Use:
    • 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:
    • Google.com/trends
    • Google.com/adwords
    • Google.com/sktool
    Key Word Research Tools:
  • Key Word Research Tools:
  • Head vs. long tail.
  • Head vs. Long Tail: Image by elliance.com
  • 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%
  • Which words and phrases can you “own?”
  • Linking.
  • 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.
  • Social media.
  • Social Media:
    • Let others build links to your site.
    • Engage an audience.
    • Build a fan club that wants to share links to your content.
  • Give them content.
  • 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.
  • Content Strategy:
  • Other Tips:
    • Include campaign-specific key words and phrases.
    • Track. Evaluate. Adjust strategy.
  • SEO is more than code.
  • Questions?
  •