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B2C SEO Smarts - Jessica Bowman
 

B2C SEO Smarts - Jessica Bowman

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B2C SEO Smarts...

B2C SEO Smarts

This session reviews SEO specific to B2C sites: e-commerce, lead generation and content publishing. Speaker, Jessica Bowman will dive into what holds sites back, how to identify and go after low hanging fruit, optimizing non-html files, link building and more.

* Jessica Bowman, CEO, SEOinhouse.com

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  • My name is Jessica Bowman. I know SEO, but more importantly, I know in-house SEO and founded a company that makes in-house SEO programs successful. I’m self taught. Years ago I sat back in a corner at Enterprise Rent-A-Car helping someone out (my future boss), and he said “We want to be in search engines, I think it’s called search engine optimization.” I went back to my desk in the far corner for 2 weeks to learn SEO, and emerged well-versed with a 20 page report that said: This is SEO, Here is what we’re doing right, Here is what we’re doing Wrong. That was 2002. They came back to me 2 days later and asked if I felt this was a full-time job. Note, Enterprise had more than 100 people involved in a website release and HUGE POLITICS. My answer was, “Yes, it will take us 2 years to implement this.” In 2006 I started blogging about in-house SEO and the rest is history. WHAT I HAD TO DO FROM DAY ONE IS: give practical, realistic SEO advice and solutions that will work in a complex, enterprise-level environment with many legacy issues. Mind you much of Enterprise Rent-A-Car still runs on an AS/400 system! Today I’m a major advocate of in-house SEO, sit on the Search Marketing Professionals’ Organization, Speak and write, and Run In-house SEO Day at SMX West. We’re a team of 9 search marketers.
  • CUSTOMIZE: SERP IMAGE BROWSER IMAGE CURRENT PAGE TITLE SECTION
  • CUSTOMIZE: THE SERP IMAGE THE META DESCRIPTION TEXT.
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B2C SEO Smarts - Jessica Bowman B2C SEO Smarts - Jessica Bowman Presentation Transcript

    • Online Marketing Summit
    • San Jose, CA| June 18, 2010
    • B2C SEO
    • Jessica Bowman
    • CEO & Founder
    • SEOinhouse.com
    • Former in-house SEO
    • Search Engine Marketers’ Professional Organization (SEMPO), Board of Directors
    • International SEO Speaker
    • Industry Columnist
    About Jessica Bowman
  • Organic Listings You get here via Search Engine Optimization (SEO) Paid Listings You get here via Search Engine Advertising (commonly referenced as Pay-per-click, PPC, SEM) 70% of Clicks 30% of Clicks
    • Page title tags
    • Headlines
    • Bulleted lists
    • Numbered lists
    • Bold font
    • Italicized font
    • Text in links
    • Body copy
    • Top of page content
    • Bottom of page content
    What it Takes to Rank 20,000 ft. View Content Links High Rankings + =
    • Authority / quality of the link
    • Freshness of your total links
    • Rate that links are increasing/decreasing to your site
    • Topics of the links pointing to your site
      • Topic of the page
      • Topic of the pages linking to this page
    Technology Search Friendly Site
    • Page load time
    • Clean code
    • Ability to read content
    • Simple URLs
    • Etc.
    + Google has 200+ elements
    • Keyword Research
    • SEO Copy Optimization
    • Link Building Ideas
    • What goes wrong with technology most
    • E-Commerce Specifics
    • Integrating SEO at Your Company
    What We’ll Cover Today You can’t learn SEO in a day.
  • Content optimization
    • Gather a seedlist
      • Brainstorm
      • Look at marketing literature and catalogs
      • Look at traffic currently coming from search engines (analytics)
      • Look at competitor meta tags
    • Run the keywords in a keyword research tool to find search volumes
      • Google Adwords Keyword Tool (set to “Broad” match)
      • Trellian Keyword Discovery
      • Wordtracker
      • For more tools, attend the keyword research session
      • They provide a small data sample
    • Gather data in one list
    • Evaluate competitiveness
      • Study the listings on page one
      • SEOmoz keyword difficulty score
    • Select Keywords
    • Assign keywords to each page
    Keyword Research
  • Keyword Research Tool https://adwords.google.com/select/KeywordToolExternal
  • Keyword Research Tool Results MUST say “Exact Match”
    • Make it completely obvious, without any doubt what your keyword is relevant to.
    • For every 200 words on the page, repeat each keyword 2-3 times.
    • Include keywords in:
      • Beginning of page, above the fold
      • End of page content
      • Page primary headline <h1> and subheadlines <h2>, <h3>, etc.
      • Numbered and bulleted lists
      • Bold and italicized text
      • ALT text
      • Page Title Tag
      • Meta Description
    • Don’t stuff your keywords in.
      • Don’t shove a ton of content at the bottom of the page
      • Write in a way that sounds natural
    Optimize Page Content
  • Not very relevant Not entirely relevant Entire article relevant
  • How an optimized page looks Entire page relevant to three keywords
    • Most valuable piece of copy you will write.
    • Must be unique for every page.
    • Reflect the content the user will find on the page.
    • Make it enticing for someone to click.
    • 65 characters with spaces, sometimes up to 70 display in Google.
    • Becomes the hyperlink in search engines.
    • You want this to be very keyword rich.
      • As many exact repetitions as possible
      • At least one exact repetition, plus individual words of other phrases
    • Keep the company name at the end, except for front pages.
    Page Title Tag E-Commerce Site Specific: - Templatize - Incorporate SKUs to be unique - Incorporate differentiators such as “Free shipping”
    • Becomes the link description in search results.
    • 250-character (including spaces) description of the page.
    • Must be unique for every single page.
    • Include all keywords.
    • Make sentences less than 100 characters (including spaces).
    • Look in Google and see what descriptions you’re competing against. Make yours more enticing.
    Meta Description E-Commerce Site Specific: - Templatize - Incorporate SKUs to be unique - Incorporate differentiators such as “Free shipping”
    • To many links on your page make it less useful in the eyes of search engines.
    Link-to-Text Ratio Your web page is like a ship’s hull. Links are holes in your hull. Too many holes and you sink down the search results.
  • Link Building
    • Aid in Discovery of your pages.
    • Establish Authority for how valuable your page is compared to other pages on this topic.
    • Establish Relevancy for what your page is about.
    • 3 Roles of Links
    • Internal Links
      • Add relevancy.
      • Identify the most important pages on your site.
      • Aids in discovery of your links by bots.
      • Value of internal links is decreasing.
    • External Links
      • Establish relevancy from the outside world’s perspective.
      • Establish authority / popularity of your site compared to other sites.
    • Types of Links & Their Purpose
  • PageRank Flows from One Page to Another Home Page 141 links Category Pages Category pages Category pages Section 5 Other eBay sites Other eBay sites Other eBay sites Other eBay sites Section 2 Product Detail Pages Product Detail Pages Product Detail Pages Product Detail Pages Section 3 About eBay Pages About eBay Pages About eBay Pages About eBay Pages Section 1 Misc. Other Pages Misc. Other Pages Misc. Other Pages Misc. Other Pages Section 4 PageRank 8 ÷ 141 = .056 points being passed to pages linked from the home page .056 pts .056 pts .056 pts .056 pts .056 pts
  • What do the links tell search engines this page is about? What is this page about? tags printers labels signs markers
  • What do the links tell search engines this page is about? What is this page about? Keep out signs Exit signs Door signs signs Safety signs
    • It can’t be too perfect.
        • Not all links will contain keywords.
    • Get links from a variety of sources.
        • Directories
        • Blogs
        • Resource Pages (not too many)
        • Charities
        • Associations
        • Trade associations
        • Publications
        • Tradeshows/Conferences
    • Create a Natural Link Profile
    • People don’t typically link to SKU pages.
    • People don’t typically link to sales pages.
    • Create useful, interesting content.
      • Make those pages link to your sales pages.
    • You May Need New Content
    • B2b buyers want information.
    • Create white papers, RFP Examples and other resources to help with the buying cycle.
    • Maximize Links: Put these sources outside of a lead form in the beginning, promote them for links, then put up a download page later.
    • Use White Papers & Resources for Links
    • Get keywords into the links already pointing to you.
      • Ask for the link text to be changed.
    • Increase the authority of the pages linking to you.
      • Build links to these pages.
    • Get More from Existing Links
    • For industry publications
      • Online publications are starving for quality, timely articles.
    • For industry online publications (easy to get into)
      • Example: MarketingProfs, ClickZ, Media Post
    • Article Banks (low value)
    • How To:
      • Optimize the same way that you optimize a web page.
      • Try to get a link in the article.
      • Definitely get a link in the author byline.
      • Try to get the link to an interior page, not all links going to the homepage.
    • Write Articles
    • Write for industry blogs
    • How to:
      • Make a pitch.
      • See “how to” on writing articles slides.
    • Get others to write about you
    • How to:
      • Write “link bait” – industry stats, gotchas, edgy content.
      • Email it to writers.
    • Blogs
    • Controversial in the value they add - Don’t go crazy.
    • Look for industry directories and major directories:
      • Business.com
      • Thomasnet.com
      • Yahoo! Directory
      • Best of the Web (BOTW)
    • How to:
      • Go to the directory.
      • Does it look useful and legit, or spammy? If good, proceed.
      • Find a category that is about your keyword(s).
        • Preferably with minimal links (under 30)
      • Submit your site and pay your fee.
    • Directories
    • Join industry associations relevant to your keywords.
    • How to:
      • Look for the members directory.
      • See if you can access it via hyperlinks, rather than via a form only.
      • Search for member pages in search engines to see if they are indexed.
    • Industry Associations w/Search Friendly Memory Directory
    • Every charity has a donor page.
    • You may not have to donate cash, consider product or free services.
      • Every charity needs safety signs, etc.
      • Marketing consulting, etc.
      • Give store credit for a link on the donor page.
    • Charities
    • Every vendor you have has a website, look for opportunities to be included.
    • Be sure to use variety in the link text.
    • Contracts with Online Partners
    • Give testimonials and request a link in exchange for the testimonial.
    • How to:
      • Include your keyword(s) in the testimonial text, perhaps by saying how it helped that aspect of your business.
      • Request a link with text beyond your company name, perhaps:
          • “ Blah, blah, blah quote with a keyword”
          • Company, a leader in keyword
      • Give them your logo and include keyword rich alt text for them to forward to their developer in the code.
    • Testimonials
    • Get your resellers and vendors to add a link to your site from their website.
    • It doesn’t matter where, any link helps.
    • Resellers and Vendors
    • Lowest conversion rate.
    • Focus on who is linking to your competitors
    • How to:
      • Export your link data and competitor link data from Open Site Explorer, Majestic SEO or other tool.
      • Combine into one list.
      • Create a pivot table so that you can see where competitors have links and you don’t.
      • Focus on pages that link to multiple competitors – it’s more likely to be a resource list.
      • Good articles on writing link requests:
        • http://www.stuntdubl.com/2006/04/05/how-to-write-successful-subject-titles-for-link-requests/
        • http://www.searchenginejournal.com/the-perfect-link-request/8298/
        • http://wiep.net/talk/link-building/link-request-email-template/
    • Email Sites & Ask for Links
    • Industry communities / Forums
      • Participate, don’t linger and lurk.
      • Add value.
      • Link to resources beyond your own.
    • Bookmarking Sites (Digg, StumbleUpon, Reddit)
      • Unless you’re a power user, probably won’t see many results.
      • Content needs to be viral in nature to be successful.
    • Twitter
      • You need a good following, from bloggers.
      • Content needs to be viral in natural to be successful.
    • Social media will likely work its way into ranking formulas.
    • Social Media
    • When you speak at conferences, get a link.
    • When you exhibit at tradeshows, get a link.
    • When you are with industry colleagues who have blogs, pick up the tab and when they say are you sure, just say “give me a link that says XYZ”.
    • Other Ideas
  • These tactics work. “… we immediately implemented the link-building recommendations and got links from sites with PageRank 6 and higher within a few weeks!&quot; - Doug Jankowski, Regional Manager of E-commerce & E-marketing, Large Publicly Traded B2B
    • Site A Link Profile
    • One Entrepreneur.com article
    • A few Major industry trade show sites
    • A few Industry expert blog – blog posts
    • A few Industry magazine site article bylines
    • A few Directories
    • Several major conferences on this topic
    • Which Site is More Authoritative?
    • Site B Link Profile
    • Industry expert Blogs – all pages (right side column)
    • Many Articles from eZine articles and other article banks
    • Many Local newspaper articles
    • Many Directories
    • Several charities (.org sites)
  • Technology A few things to take back to IT. Where SEO goes wrong most.
  • Ajax / JavaScript Humans See Googlebot Sees
  • Flash & iFrames Humans See Googlebot Sees
  • Change HTML Text to Image Before High rankings for top keyword. After Page 2 for top keyword. Development said, “Nothing changed.”
  • Redirects (302 vs. 301) 302 Redirect 301 Redirect Sign on the front door reads: We Temporarily Moved to 534 High Street Keep coming back to our old address each visit before going to 534 High Street to see if we’ve returned Sign on the front door reads: We Moved to 534 High Street Advertising updated Post Office notified 3 0 2 Advertising NOT updated Post Office NOT notified 3 0 1 534 High Street 534 High Street 124 Main Street 124 Main Street PageRank Stays Here PageRank Transfers No history, New Page
  • Page Load Time Increases Google Mantra Right Now: “ There is not such thing as too fast.” Time Spent Crawling a Page # of Pages Crawled a Day
  • Common Mistakes
    • Duplicate Content
      • Page Title Tags and Meta Descriptions
      • Product Descriptions
        • Across your site
        • Across other sites (using manufacturer descriptions
      • Regurgitating Content
    • Not enough content to establish the topic
      • Challenge for e-commerce sites.
    • Too many links on the page
    • Complex URLs
    Common Mistakes
    • Not providing useful, informative, lengthy content.
      • Challenge for e-commerce sites.
    • Putting the meaty useful (link-worthy) content behind a sign-up form.
      • Challenge for lead-generation sites.
    • Syndicating/distributing your content.
      • Challenge for manufacturers and publishers.
      • Creates duplicate content.
      • Give lead time for your content to be found first, then distribute.
      • Manufacturers: Consider using different content in feeds for resellers than you do for your site.
    Common Mistakes
  • What’s the rage right now?
    • Pageload times
        • New ranking factor (impacts < 1% of all searches as of 4/9/10)
        • Tools:
            • Google Webmaster Tools – compares your site to others on the Internet
            • Firebug – Tells you what is taking so long to load, good for developers
    • Content Freshness
        • How new is the content on the page?
    • Links
        • Recency and history
        • Authority
        • Tools:
            • Majestic SEO – gives a chart showing your history and link data
            • Open Site Explorer – gives link data
            • Yahoo Site Explorer – gives link data
    3 Topics in SEO
  • Link History Looking at trends in new links found, which site does it look like the Internet as a whole likes better right now?
  • Lowest hanging fruit – quick wins
    • Download duplicate page titles and meta descriptions from Google Webmaster tools and make unique.
    • Make sure your homepage is optimized for your top keywords.
    • Make sure your category pages are well optimized.
    • Identify high volume terms you rank on page one for, improve your page title tag and meta description to increase your click-thru rates.
    • Increase pageload times – studies show they increase final sale amount and number of items purchased.
    • Get links. (warning: don’t buy links)
    • 301 redirect URLs generating 404 pages – they have value and traffic.
    Lowest Hanging Fruit – Quick Wins
  • Integrating SEO at your company
    • Fully integrate SEO into every step of the development life cycle, much like usability.
    • SEO becomes part of corporate DNA that causes you to build a great product.
    • SEO is integrated with everyday activities:
      • Existing workflows
      • Change management systems
      • Highly involved in project documentation
      • Invited to strategy discussions
      • Sought for keywords
      • Tapped for questions
    Great SEO Programs Makes your SEO program run like a well-oiled machine.
  • SEO Project Involvement Pyramid © 2008 SEOinhouse.com All Rights Reserved. SEO involvement is intense at the beginning and declines as the project progresses.
  • How to Incorporate SEO into the Development Life Cycle Typical Development Life Cycle w/SEO Extremely Expensive Opportunity Costs & Rework Inexpensive SEO requirements met within scope & budget © 2008 SEOinhouse.com All Rights Reserved. When SEO is 1 st brought into projects: or or Where SEO needs to be incorporated into the Development Life Cycle
  • Typical Development Life Cycles Contains: Phase Roles Involved Common Deliverables Inception (idea created) Upper Management Business Sponsor Scope Document Project Charter PRD (product release document) Requirements Gathering Business Sponsor Product Manager Project Manager User Experience Designers Sr. Programmers Requirements documents PRD (product release document) Wireframes may get started Design Business Sponsor (review/approve only) Product Manager User Experience Designers Project Managers Sr. Programmers Finalized Wireframes Finalized Visual Designs Page Specifications Finalized Use Cases Development Product Managers (minimal) Project managers All Programmers QA Test Scripts Logged Bugs/Defects Launch Development Team QA Team System Administrators Changes Live Thumbs up – Everything is Good Logged Bugs/Defects SEO SEO
  • It isn’t always easy to implement SEO. In-house SEO Program Life Cycle Courtship Honeymoon Reality Synergy © 2008 SEOinhouse.com All Rights Reserved. Few companies leverage these phases Most companies operate here We get you here, in the shortest amount of time
    • Human Non-Search Engine Driven Visit
    • Human Search Engine Driven Visit
    • Search Engine Robot Visit
    Design for 3 User Experiences Everyone will start to ask: “What will the search engine see?”
    • Search Engine Land http://www.searchengineland.com
    • Search Engine Watch http://www.searchenginewatch.com
    • Search Engine Journal http://www.searchenginejournal.com
    Maintaining / Increasing Knowledge
    • Every SEO has their own philosophy on what works and what doesn’t.
    • There is a lot of bad advice out there.
    • Good tactics can be implemented in ways that get you into trouble.
    Warning. SEO Advice takes 4 forms: Black Hat Advice Grey Hat Advice White Hat Advice Stupid Advice
    • Reality: You always have in-house work.
    • It depends:
      • Bandwidth of your current team.
      • Knowledge of SEO.
      • Ability to stay on top of the industry.
      • Complexity of your website (more complex, more expertise needed).
    • Many companies have success with a hybrid:
      • Outsource an SEO Audit.
      • Have a retainer to answer questions, review requirements, etc.
      • Implement in-house.
      • Outsource what in-house resources can’t handle.
      • Get buy-in from IT.
      • Review project documentation and designs.
    In-house or Outsource SEO
    • Jessica Bowman
    • CEO & Founder, SEOinhouse.com
    • Email: jessica@seoinhouse.com
    • Twitter: @jessicabowman
    • Thank You
    • TOP REQUESTED SERVICES:
    • SEO Site Audits
    • Keyword Research
    • Link Building
    • In-house SEO Implementation & Audits
    • More services at SEOinhouse.com
    Sample Clients:
    • Thank You
    • Visit
    • www.onlinemarketingsummit.com
    • f or more information
    • Follow us @OMSummit