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Denver SEO Bootcamp
 

Denver SEO Bootcamp

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    Denver SEO Bootcamp Denver SEO Bootcamp Presentation Transcript

    • SEO Bootcamp Dee Rambeau Vice President Business Development & Product Marketing Micha Hanson Director of Optimization /UI/UX Twitter @mhanson Thursday, May 20, 2010
    • Search engine users’ habits • Half of all search engine users enter only a single query at a time. • A typical user visits only the top 3 search results. • 55% of users only visited 1 result! • Only 19% of visitors clicked through to a second page from their search result. • Searchers reported over half of search results were not relevant to what the searcher wanted! Source: SEOMoz.org Thursday, May 20, 2010
    • SEO is an extension of marketing & PR. • Your goals should be to build websites and content that is geared toward your searchers and regular visitors interests. • Be informative, write good and ‘fresh’ content for your visitors. Give readers reason to come back. • Writing good content, and having new and relevant information is really a public relations function! Thursday, May 20, 2010
    • Anatomy of a search result! • The Page Title-page title is the data that is pulled from your title information in the head section of your page. This is the data given in the <title></title> tags. • The description or the text seen right below the title (Snippets) - This information is normally seen as a text in around 25 words (160 characters long). This information is taken from three sources. • The meta description <meta name=”description” content” what you want to appear beneath the page title in SERPS”> • The DMOZ open directory • When the information is not available from the above two places, Google searches for contextual content from your sites copy and picks up relevant information from either a single paragraph or one or more sentences from all over the page. Thursday, May 20, 2010
    • Search Engine Breakdown 2010 Thursday, May 20, 2010
    • Search Engine Breakdown 2010 Google 81.53% Bing 8.47% Yahoo! 8.28% AOL 0.87% Windows Live 0.0% Bing Launch Thursday, May 20, 2010
    • Steps • Define Audience & Targets • Research & Listen • Set Goals & Refine Objectives • Keyword and Topic Research • Content Optimization • Distribution and Promotion • Measurement • Wash-Rinse-Repeat Thursday, May 20, 2010
    • Target Audience • Define your target audience and their interests (Persona). • Age • Gender Specific? • Education Level? • Income? • Ethnicity? Language? • Family status • Job title and responsibilities • Goals and tasks they are trying to complete Thursday, May 20, 2010
    • Audience Example • Targeted Traffic Niche SitesTargeting Women • Kirtsy – Women’s News • Stylehive – Style Bookmarking • Chictini – Woman’s Style Thursday, May 20, 2010
    • Listening • Once you know ‘who’ you are looking to attract online, and what there interests are, look for places they are already congregating and ‘Listen’ for common conversations. • Look for opportunities: unanswered questions, pain points, dissatisfaction with competitors etc. • Develop individualized lists of concepts based on these opportunities. Thursday, May 20, 2010
    • Listening Apps (free) • Google Alerts http://www.google.com/alerts • Technorati http://technorati.com/ • Socialmention http://socialmention.com/ • Evri http://www.evri.com/ • Twitter search advanced http://search.twitter.com/advanced • Google Blog Search http://blogsearch.google.com/ Thursday, May 20, 2010
    • Research Target Topics • Ways of Determining Target Topics • Market research (Forester, Nielsen...) • Survey existing users, customers (surveymonkey, woofu, etc..) • Focus groups. • Social Media Buzz • Google Insights • Google AdPlanner Thursday, May 20, 2010
    • Setting Goals Raw Traffic Used mostly when you can monetize traffic without user actions or purchases / donations on your site (usually through advertising). E-Commerce Sales Used when you have products / services that are directly available for sale on your website Mindshare/Branding Used when you are focused on attracting attention from a ‘target segment’ more so than any direct traffic or monetization goals. (new members / participation) Lead Acquisition Searches that have commercial intents that can't be fulfilled directly online. (services, consulting etc..) Reputation Management Either bolstering a positive online reputation, or mitigating negative voices online. Engagement . Using multiple touch points or ‘engagement’ opportunities with potential customers for products or services requiring a longer sales cycle. Ideological Sway / Influencer Engagement Using SEO to sway public, private, or particular influencer our outlets opinion about a particular topic, brand etc. Thursday, May 20, 2010
    • Keyword Research Keyword(s): a word (or combination of words) that a search engine user might use to find relevant indexed web page (s). If a keyword doesn’t appear anywhere in the text of your web page, it’s highly unlikely your page will appear in the search results. Thursday, May 20, 2010
    • Organizing your keywords • Use a spreadsheet to organize your keywords based on your personas ad targets. Thursday, May 20, 2010
    • Finding Keywords • I like to start my initial seed keyword concepts with the following: • Soovle http://soovle.com/ Thursday, May 20, 2010
    • Finding Keywords (tools) • Google Adwords Keyword tool: https://adwords.google.com/ select/KeywordToolExternal • WordTracker http:// www.wordtracker.com/ • Keyword Discovery http:// www.keyworddiscovery.com/ • OptimizationMax (PRNewswires Optimization Tool) Thursday, May 20, 2010
    • Mapping competition. • Simple search (Google SERP) • Paid tools (Keyword Difficulty tool at SEOmoz.org) Thursday, May 20, 2010
    • Top 5 Ranking Factors (all) (From SEOmoz.org http://www.seomoz.org/article/search-ranking-factors#overview) • Keyword Focused Anchor Text from External Links • External Link Popularity (quantity/ quality of external links) • Diversity of Link Sources (links from many unique root domains) • Keyword Use Anywhere in the Title Tag • Trustworthiness of the Domain Based on Link Distance from Trusted Domains Thursday, May 20, 2010
    • On-Page Factors (Keyword Specific) (http://www.seomoz.org/article/search-ranking-factors#on-page-keyword-specific-ranking-factors) • Keyword Use Anywhere in the Title Tag • Keyword Use as the First Word(s) of the Title Tag • Keyword Use in the Root Domain Name (e.g. keyword.com) • Keyword Use Anywhere in the H1 Headline Tag • Keyword Use in Internal Link Anchor Text on the Page • Keyword Use in External Link Anchor Text on the Page • Keyword Use as the First Word(s) in the H1 Tag • Keyword Use in the First 50-100 Words in HTML on the Page Thursday, May 20, 2010
    • Off-Page Factors (Keyword Specific) • Keyword-Focused Anchor Text from External Links • External Link Popularity (quantity/quality of external links) • Diversity of Link Sources (links from many unique root domains) • Page-Specific TrustRank (whether the individual page has links from trusted sources) • Global Link Popularity (PageRank) • Topic-Specificity/Focus of External Link Sources Thursday, May 20, 2010
    • Bonus Points! (Image Optimization) Thursday, May 20, 2010
    • Bonus Points! (Localization) Thursday, May 20, 2010
    • Use PPC to Test • You can use PPC to test concepts before investing lots of time and resources into SEO strategies. • Testing with PPC can give you an idea of traffic to expect. • Testing with PPC can tell you conversion rates. • PPC allows you to do A/B testing on language. Thursday, May 20, 2010
    • Measurement (things to track) Thursday, May 20, 2010
    • News Site Traffic Landscape Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. ! Yahoo News ! Google News ! New York Times sites ! CNN ! China’s QQ.com ! BBC ! MSN Thursday, May 20, 2010
    • News Site Traffic Landscape Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. ! Yahoo News ! Google News ! New York Times sites ! CNN ! China’s QQ.com ! BBC ! MSN Thursday, May 20, 2010
    • News Search The press as well as prospects are using news search engines • 98% of journalists go online daily • 92% for article research • 81% to do searching • 76% to find new sources, experts • 73% to find press releases • On an average day, 68 million American adults go online • 30% use a search engine to find information • 27% get news Sources: Middleberg/Ross Survey and Pew Internet and American Life Project Thursday, May 20, 2010
    • News Search The press as well as prospects are using news search engines Search World 2008 • 98% of journalists go online daily • 92% for article research SEARCH ENGINES • 81% to do searching Local International US DIRECTORIES Business.com • 76% to find new sources, experts • 73% to find press releases WEB SITES SOCIAL BOOKMARK SOCIAL SITES SITE CONTENT ARTICLES BLOGS NEWS Del.ico.us Facebook • On an average day, 68 million American adults go online SHOPPING SITES NETWORKING SITES PODCASTS IMAGES VIDEO Nextag LinkedIn • 30% use a search engine to find information RSS Feeds ODEO Flickr YouTube • 27% get news Wordpress Mixx Google News Sources: Middleberg/Ross Survey and Pew Internet and American Life Project PR Newswire Thursday, May 20, 2010
    • Optimized Press Releases How Optimized Press Releases Impact Visibility Press releases can be an important part of search strategy. However, bene ts vary with the tactic used. Publish to Site + Push to Industry + Publications Use PR Distribu- tion Service + Optimize Press Release Visits from prospects Visits from prospects Visits from prospects Visits from prospects & customers & customers & customers & customers Possible Authoritative Authoritative inbound links inbound links inbound links Media outlet Media outlet pickup pickup Generate social Generate social media buzz media buzz Possible higher ranking Search engine news results Source: Elliance.com via SeachengineLand.com Thursday, May 20, 2010
    • Optimized Press Releases How Optimized Press Releases Impact Visibility Press releases can be an important part of search strategy. However, bene ts vary with the tactic used. Publish to Site + Push to Industry + Publications Use PR Distribu- tion Service + Optimize Press Release @TwitterUser RT @PRNewswire PR Newswire Waives Distribution Fees for #Haiti Earthquake Related News Releases Visits from prospects Visits from prospects Visits from prospects Visits from prospects & customers & customers & customers & customers - http://tr.im/KjBv Possible Authoritative Authoritative inbound links inbound links inbound links Media outlet Media outlet pickup pickup Generate social Generate social media buzz media buzz Possible higher ranking Search engine news results Source: Elliance.com via SeachengineLand.com Thursday, May 20, 2010
    • What do you optimize? Article Optimization 1 Include title in H1 tags. <H1> 7 Cool Ways to Use Digital Signage </H1> 2 Use keywords in lenames. digital-signage.html Use keywords in the 3 rst paragraph. Post the article to 4 your own site Indexed by search engines? Yes No 5 Wait for Google to index the page. PRNwwsWire.com PRWeb.com ezinearticles.com 6 Submit to article articlecity.com & PR sites © 2008 Elliance. All Rights Reserved | www.elliance.com Thursday, May 20, 2010
    • What do you optimize? Article Optimization 1 Include title in H1 tags. <H1> 7 Cool Ways to Use Digital Signage </H1> 2 Use keywords in lenames. digital-signage.html Use keywords in the 3 Key SEO Elements rst paragraph. •Page Title •Headline (H1) •Sub Headline (H2) •Body Post the article to 4 your own site Indexed by search engines? Content available Yes No multiple locations. 5 Wait for Google to index the page. PRNwwsWire.com PRWeb.com ezinearticles.com 6 Submit to article articlecity.com & PR sites © 2008 Elliance. All Rights Reserved | www.elliance.com Thursday, May 20, 2010