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nextNY Online Marketing School Intro to SEO

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  • 1. Online Marketing School - SEO Seth Dotterer, Senior Director of Marketing
  • 2. Paid vs. Natural PPC Natural 1
  • 3. What percentage of all search clicks are in the natural space? 2
  • 4. %
  • 5. Paid 8% 22.3 Billion Searches 16% YOY Growth Organic 92% 4 *comScore - 2010
  • 6. Importance of Natural Search
  • 7. Untapped Potential in Natural Search 6
  • 8. Think about your Non-Traditional Competition Blogs, News Content Sites rank well Social Media because their content is structured to encourage deep links. Category Article Page Page Searchers Pollution Sites eliminate the need for Product deep links by making entire domain or home pages around single keywords. Services This siphons users from their desired destination and arbitrages the traffic. Affiliate & Adsense Sites 7
  • 9. Natural Search is Most Under Spent Channel in Web Marketing 11.8 billion monthly searches across major engines (growing by 25% per year) Natural Traffic Paid 92% of all 92% 8% Only 8% of all search engine clicks search engine clicks Spend 11% 11% 11% 89% 89% of search spend of search spend CMOs are excited by the potential of SEO but extremely frustrated by the lack of accountability and ability to measure ROI Sources: Forrester, ComScore Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
  • 10. The Evolution of SEO SEO is Getting More Complicated 1998 2000 2002 2004 2006 2008 2010 www.conductor.com
  • 11. Cornerstones of Driving Traffic via Natural Search Site Content Architecture Performance External Metrics Link Profile 10
  • 12. Content Content Site Architecture Start with Keyword Research Performance Link Profile Metrics 11 CONFIDENTIAL
  • 13. Your Success Hinges on Keywords •What Would Users Search For to Find Your Content? – Monitor your individual site search engines. These logs provide instant visibility into the minds of your users. – Use a thesaurus to brainstorm additional keywords. – Pay attention to customer-authored blog comments. Work to understand their vernacular. 12
  • 14. Google AdWords Tool
  • 15. Google Trends www.google.com/trends 14
  • 16. Where to find Keywords •Your Site Search •Paid Search Data •Categorization of Content is Key – Build your categorization scheme like an outline. Deeper levels of the outline will inherent relevance criteria from higher levels. Create new content when keywords split
  • 17. Keyword Selection Converts Relatively Striking well in high traffic distance of paid volume first page .
  • 18. Site Architecture Content Site Architecture Performance Link Profile Metrics 17 CONFIDENTIAL
  • 19. An Example of Good, Consistent SEO Title Clean URL H1 (Header) Keyword in Copy Meta Keywords: <meta name="keywords" content="Reed Business Information,Broadcasting,Broad casting &amp; Cable,Computer Relevant Links to Weekly,EDN (magazine),Electronic Related Information News,Farmers Weekly,Flight International,Industrial Distribution,Kellysearch,Kemps Film and TV Production Services Handbook" /> Each tag tells the same story. 18
  • 20. Good Onsite Architecture Tips •Content at the Top of your page – First paragraph contains the keywords that will get picked up •Meta Descriptions – Will not help your rankings – but may help with your snippet optimization to improve click-through rates •Image-Only Based Sites and Flash – Trouble for the Spiders
  • 21. Organized Site Architecture Home •Optimize About Us Internal Links AG Tire History Testimonials Privileged Partners AG Facilities Michelin AG History – Every page of your site should Products be accessible from within three clicks from the homepage. Testimonials Advantages Warranties View By Machine Type And Usage – Do so without excessive Standard linking. Guide the user down a Michelin Vs. Bias Vs. Radial Against Large Competitors Volume path. Tire Selector – Fewer ‘hops’ between the homepage and each other How To Best Use Your Tires page helps the flow of internal link popularity. Control Power Reduce Soil Mounting & Ballast Pressure Hop Compaction Storage Management Calculator Dealer Locator News And Info Press Release Press Releases Events/ Shows Archive Contact Us 20
  • 22. Link Profile Content Site Architecture Performance Link Profile Metrics 21 CONFIDENTIAL
  • 23. What does a Search Engine Look for? Home Relevant Page Relevant 3rd Party 3rd Party Pages Pages CRITICAL MASS OF EXTERNAL LINKS Category Category Category Page Page Page Search Engines Expect to See: Relevant 3rd Party Pages 1. Good on-site optimization 2. Critical mass of domain links 3. Deep links to landing pages 4. Relevant, refreshed content Relevant 3rd Party Pages
  • 24. Improving your back link profile • Teach your PR Team about Links • Embed Links in Your Contracts • Give Testimonials • Examine Competitor Backlinks • Link Internally – Don’t compete with yourself • Learn to 301 23
  • 25. Performance Metrics Content Site Architecture Performance Link Profile Metrics 24 CONFIDENTIAL
  • 26. Measuring SEO Success / Performance Metrics Measure Define the Set Your Like a Opportunity Game Plan Madman Campai Keywor gn d Booking Level Metrics Traffic s ROI Ranking Attributi Overall s on ROI 25
  • 27. What is SEO Worth to Your Organization? Total Realized Opportunity 28.5k Visitors Total Unrealized Opportunity 173k Visitors 26
  • 28. Track against Competitors 27
  • 29. Investment: Organic vs. Paid 100 90 80 70 60 50 Traffic 40 30 20 10 0 Investment Paid Search Organic Search 28
  • 30. Stepping Stone SEO Metrics Create a timeline on maturing your metrics Q1 Q2 Q3 Q4 Q1 Q2 MILESTONES GOALS Average Keyword Page Overall Metrics Scoring Rankings Conversions ROI Recos # of Traffic Attribution Campaign Made Indexed, Level ROI backlinks Etc… PRE-TRAFFIC POST TRAFFIC
  • 31. Keep urgency alive with Share of Search updates 30
  • 32. SEO Maturity Cycle Compete Scale Measure Share of search calculations Invest Opportunity Try Move from SEO discovery Monitoring & alerts of important SEO changes Internal / metrics to business Specialist Education & agency External validation metrics resources & auditing evangelism investment Regular and Real SEO Lost opportunity Small/shared Tactical focus cost identification systemic ROI prioritization resources No auditing reporting Attribution No formal modeling No scale Shift from mgmt around SEO tactical to process No ROI strategic 31
  • 33. SEO Maturity Cycle Worksheet 32
  • 34. Questions? sdotterer@conductor.com Twitter: @dotterer 33
  • 35. Seth Dotterer Senior Director, Marketing 230 Park Avenue South, 12th Floor | New York, NY 10003 P 212.542.5147 | F 212.213.6275 sdotterer@conductor.com | www.conductor.com