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SEO 201 – The Goods        Frank Coyle – PresidentMargery Spears – Sr. SEO Client Manager           August 19, 2009
About Point It        Presentation Agenda• Launched in April 2002• Seattle’s largest independent  search marketing firm• 1...
PresentationBasics        After the Agenda• You’ve:   • Researched high-volume, low-     competitor keywords   • Added key...
Agenda    Presentation Agenda•   Domain Trust & Authority•   Content Dissemination•   Analysis & Revisions•   Future-proof...
3 Most Important Factors                            Everything Else   1) Trust/Authority of                               ...
Links from Trusted Sources            Slide 6
Trust: Link Diversity• Number/variety of unaffiliated linking  domains                Site B                  Site B      ...
Monitor Link Diversity• Monitor the diversity:   - SEOTools free Link Harvester tool   - Advanced search operators
Keywords in Inbound Links• Use anchor text with keywords:                  Slide 9
Trust: Directories• Submit in your category  – DMOZ.org  – Yahoo Directory (dir.yahoo.com)  – Wikipedia.org  – Best of the...
Trust: Authoritative Sources• Know the websites & people who are  authorities in your area                  Slide 11
Creative Linking• Widgets            Slide 12
Badges• Badges             Slide 13
Best Link-Building Method• Create great, linkable, sharable content  – Write interesting, clickable titles  – Disseminate ...
Social Media is STILL Hot • Digg that content • Endless resources   – Propeller   – StumbleUpon   – Photo sharing sites   ...
Content Hunger• Article Submission Sites                Slide 16
Content Dissemination• Optimized Press Releases  – Prices from free to $350 and up  – Tracking and statistics  – SEO frien...
It’s STILL Who You Know• Influential bloggers  – Cultivate ongoing relationships  – Support their efforts                 ...
Advertising• Paid subscriptions in your vertical• Business profiles• Review sites                     Slide 19
Go Viral• Know your audience• Soft peddle• Doesn’t have to cost $                Slide 20
New Ways to Go Viral Retweeting  • Calls to action  • Ask for retweeting  • Timing                Slide 21
Opportunity Knocks• JK’s Wedding  Entrance Video• Chris Brown’s song “Forever”• Links to JK’s website and a donation page ...
Analysis: Bounce Rate• Referring sites• Keywords• Top entry pages                    Slide 23
Conversion-driving Keywords• Ranking #1 for keywords that have a  negligible conversion rate is wasted effort• Know which ...
Testing• A/B & multivariate testing•• Titles and metadescriptions                Slide 25
Iterate            TestImprove                  Measure           Succeed              Slide 26
Future-proofing Your Tactics• Blogs    – SEOmoz.org    – MattCutts.com    – SEObytheSea.com•   Follow SEO Experts on Twitt...
Avoid Stagnation•   Study patent applications•   Keep abreast of trends•   Don’t believe everything you hear•   Test, iter...
Resources• Domain trust: www.seomoz.org/blog/whiteboard-  friday-domain-trust-authority• Web metrics:  www.kaushik.net/avi...
PresentationA       Q & Agenda        frankc@pointit.com      margerys@pointit.comKeep your eyes on your inbox for an   in...
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SEO 201 - The Goods

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http://www.pointit.com - This presentation covers SEO 201. You'll learn about domain trust & authority, content dissemination, analysis & revisions, and how to future-proof your tactics.

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Transcript of "SEO 201 - The Goods"

  1. 1. SEO 201 – The Goods Frank Coyle – PresidentMargery Spears – Sr. SEO Client Manager August 19, 2009
  2. 2. About Point It Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• 12 team members, 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  3. 3. PresentationBasics After the Agenda• You’ve: • Researched high-volume, low- competitor keywords • Added keywords to your titles, URLs, body content, ALT text • Removed barriers to spider crawling• Now what?
  4. 4. Agenda Presentation Agenda• Domain Trust & Authority• Content Dissemination• Analysis & Revisions• Future-proofing Your Tactics• Selected Resources• Q&A
  5. 5. 3 Most Important Factors Everything Else 1) Trust/Authority of Domain 33% 2) Link Popularity of Page 3) Anchor Text of External Links 67%*Data Courtesy SEOMoz.org Slide 5
  6. 6. Links from Trusted Sources Slide 6
  7. 7. Trust: Link Diversity• Number/variety of unaffiliated linking domains Site B Site B Site B Site A Site C Slide 7
  8. 8. Monitor Link Diversity• Monitor the diversity: - SEOTools free Link Harvester tool - Advanced search operators
  9. 9. Keywords in Inbound Links• Use anchor text with keywords: Slide 9
  10. 10. Trust: Directories• Submit in your category – DMOZ.org – Yahoo Directory (dir.yahoo.com) – Wikipedia.org – Best of the Web (BOTW.org) Slide 10
  11. 11. Trust: Authoritative Sources• Know the websites & people who are authorities in your area Slide 11
  12. 12. Creative Linking• Widgets Slide 12
  13. 13. Badges• Badges Slide 13
  14. 14. Best Link-Building Method• Create great, linkable, sharable content – Write interesting, clickable titles – Disseminate the content through the web Slide 14
  15. 15. Social Media is STILL Hot • Digg that content • Endless resources – Propeller – StumbleUpon – Photo sharing sites Slide 15
  16. 16. Content Hunger• Article Submission Sites Slide 16
  17. 17. Content Dissemination• Optimized Press Releases – Prices from free to $350 and up – Tracking and statistics – SEO friendly Slide 17
  18. 18. It’s STILL Who You Know• Influential bloggers – Cultivate ongoing relationships – Support their efforts Slide 18
  19. 19. Advertising• Paid subscriptions in your vertical• Business profiles• Review sites Slide 19
  20. 20. Go Viral• Know your audience• Soft peddle• Doesn’t have to cost $ Slide 20
  21. 21. New Ways to Go Viral Retweeting • Calls to action • Ask for retweeting • Timing Slide 21
  22. 22. Opportunity Knocks• JK’s Wedding Entrance Video• Chris Brown’s song “Forever”• Links to JK’s website and a donation page for a charity Slide 22
  23. 23. Analysis: Bounce Rate• Referring sites• Keywords• Top entry pages Slide 23
  24. 24. Conversion-driving Keywords• Ranking #1 for keywords that have a negligible conversion rate is wasted effort• Know which keywords convert best• Know which pages convert best and promote them Slide 24
  25. 25. Testing• A/B & multivariate testing•• Titles and metadescriptions Slide 25
  26. 26. Iterate TestImprove Measure Succeed Slide 26
  27. 27. Future-proofing Your Tactics• Blogs – SEOmoz.org – MattCutts.com – SEObytheSea.com• Follow SEO Experts on Twitter• Webinars• Conferences• Networking Slide 27
  28. 28. Avoid Stagnation• Study patent applications• Keep abreast of trends• Don’t believe everything you hear• Test, iterate, test again Slide 28
  29. 29. Resources• Domain trust: www.seomoz.org/blog/whiteboard- friday-domain-trust-authority• Web metrics: www.kaushik.net/avinash• Point It blog: www.pointit.com/blog/ Slide 29
  30. 30. PresentationA Q & Agenda frankc@pointit.com margerys@pointit.comKeep your eyes on your inbox for an invitation to our next webinar
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