Magic of Getting Found Part IPresentation Transcript
Magic of Getting Found Bob Bradley Part One
The Magic of Getting Found
Time to Rest Social Media Good Business Keyword Research Email Marketing Web Design Directories SEO External Media (PR) Measure advertising Linking
Your New Website When you create a new website or any internet property it reminds me of an old television show There are now over 1 trillion web pages in this world and you are only a few of them.
Getting Found We create a website and just sits there like a lonely bench waiting for a visitor We found one We found one!!
The Internet Marketing Problem Limited number of visitors They visit but do nothing They visit, click but do not convert They visit, click, add to cart but do not buy They visit, click, buy and return They visit, click and buy, but not often enough Oh, what to do Do you have a product/service that has intrinsic value and… THAT IS SEARCHED FOR?
What do we do?? We must DO SOMETHING to get found Design to entice clicks Design to convert And also: Make our website relevant to searches Expose our website to searchers
Tools and Assumptions Free! These dominate We like FREE
SEO: Myths or Reality?? Lets bring in the…
SEO Can Get a #1 Ranking? Helga has a boat for sale It is a 25 foot Trimaran She will sell it with a trailer She wants a simple website to sell this boat and a number 1 ranking! ________________________ She answers an ad that says they will charge her credit ONLY upon showing you the number one ranking Cost $500 Should she Accept?
SEO The Result That’s my boat Email address Phone No.
SEO Google Number 1 I searched for it!! Number 1!!! Helga’s credit card is charged $500 And the result is….. Heh, I need a loan!!
The WEBSITE You must first answer the key question What Do You Want Your Website To Do ? Or WDYWYWTD
All Things to All People?? It can do many things but not all at once!!! Call Sell Stuff Provide Info Get Email Addresses Develop a Brand Customer Service PR
All things to all people?? BUT….Its all about CONVERSION Getting them to do what You want them to do
On Page Optimization To Attract Visitors To Get Ranked
One way to look at it is like a basketball game.
All the things you do to “optimize” your site are each worth some points.
It is a “team” game. No one player (or action) will get you to victory
You need points from a variety of directions (players)
The Search Army Bingbot Yahoo Slurp Googlebot Algorithms
The Search Engine Really?? Search engines are the most targeted marketing medium in the history of the world Why? Because users type in the search box what they want and the search engine delivers the results Searchers and search engines what exactly the same thing Searchers want what they search for and search engines want to give them exactly what they search for Of course This I never thought of
It’s About Marketing! Google’s Matt Cutts in an interview: "It's interesting how much of SEO can come back to good, old-fashioned marketing." It’s Always Been Here We throw around terms like "viral marketing," "buzz marketing," and "word-of-mouth marketing" as if they were new concepts. Yet these tactical promotions have been around forever.
SEO is Marketing Market Research Keyword research On page optimization Site structure Link building Viral marketing Adjusting Staying up to date Can you compete? Words people search for Rank for specific phrases Create pages for keywords Links are votes One good action can work Constant Testing tweaking Things always change
Not Much Time to Sell Assume you have about 10 seconds to convert a visitor And these are your visitors I’m confused Everything you do on your website should be leading your visitors to the ultimate goal.
Narrow it Down… This is not about to make the sale! So, what is left if I can’t talk? talking To convert and for search engines equally W ords Who knew? P ictures To convert… Can be for search engines too
View Source 1.Right click on text portion of web page 2.Look for “view page source” 3.Click on view page source
Behind the Scenes Page Title Description The title and description are the first two places the bots look
The Title Tag is not like a Movie Title Starts with the most important keywords contains max. 65 characters (including spaces-this is what shows in the SERPS); add a call to action Include branding names if that is what people will search for, or mentioned in the end, or not at all; Make it compelling enough to click on Check out the competition.
What isn’t a Title Tag for SEO New Page Home Page Welcome to my website Bradley’s Home Page www.Isellstuff.com Golf clubs, golf clubs, golf clubs, golf clubs…. Bad Credit Home Loans – Poor Credit Finance. (remember this will also entice clicks, or not) Trouble-Free Bad Credit Home Loans For Poor Credit Finance Applicants Guaranteed Bad Credit Home Loans For Poor Credit Finance Applicants. Probably #1 Remember, every page needs a separate title tag
Title Tags Examples Page on Red Pandas from the Wellington Zoo: Page on Alexander Calder from the Calder Foundation: Page on Plasma TVs from Tiger Direct: Keywords Current Page Title: Red Panda Recommended: Red Panda - Habitat, Features, Behavior | Wellington Zoo Current Page Title: Alexander Calder Recommended: Alexander Calder - Biography of the Artist from the Calder Foundation Keywords Current Page Title: Plasma Televisions, Plasma TV, Plasma Screen TVs, SONY Plasma TV, LCD TV at TigerDirect.com Recommended: Plasma Screen & LCD Televisions at TigerDirect.com Keywords
Test on Tile Tags What would your choose? The smell good plumber? Or Mike Diamond plumbing?
Key Elements of SEO KEYWORDS Your keywords tell the search engines what you do INBOUND LINKS Your inbound links tell them how important you are. This combination is what determines your relevance. And relevance is what the search engines are after
Word Usage Which one are you?
Keywords Prosperity Equation Highly relevant/rarely searched Incredibly popular/no conversion Generic words/ Lots of views -few click throughs According to researchers a three word phrase is the most popular among searchers
Words/Keywords The most important aspect of your site Based on what people search for Long tail keywords are more targeted and can result in higher conversions Each page of your website can be targeted for different keyword phrases Including title and description (in HTML) Search engines ignore what they do not understand
The Long Tail If search were represented by a tiny lizard with a one-inch head, the tail of that lizard would stretch for 221 miles.”
Long tail examples
KeywordsSearch Results (competition) Long Tail Keywords Generic Keywords 0.1m Credit Card For People with Bad Credit 67m Credit Cards 0.4m Potatoes without Pesticides Idaho Potatoes 144 7m Affordable Custom Kitchen Cabinets 0.7m Kitchen Cabinets 35m Canon Camera Canon Power Shot Camera 2MP 0.8m 29m Dogs How to train a puppy 0.5m 18m Babies Blue Infant Clothing 0.9m
The Big “long tail” Question Aren’t I leaving money on the table ? Or taking it out of my pocket?
Keywords So, its about TEXT!!! Words visible to people reading the page are KEY The search engine can show that page to people who are searching for the words found on that page. Pretty simplistic, but it's amazing how many pages only contain a picture and a few words, or Flash animations, or other non-text items. Web site owners think that a picture says it all Web designers thinks it's cutting edge or cool But the site visitor wants to know more. The web is a research tool as well as a marketing medium and when viewing a commercial site people want to know all the , Words that people search for… Then pages with those words are presented at the top of the results pages benefits colors sizes, configurations
Keyword Mistakes Attention Interest Desire Action Targeting Keywords that people never use Not understanding user intent Search “Car Reviews” (in research mode) Search “fast auto financing” (ready to buy) Selecting single word keywords Overly competitive unless you are a major brand. (Whirlpool might use “washer” ) Keyword Confusion The term “Mobile marketing” might confuse mobile billboards and selling ads on mobile devices Not allocating enough time
Keyword Case Study A business you are running have the following facts: 1. Sales had been falling steadily over the past 10 years. 2. Costs were out of control. Layoffs were inevitable. 3. The bank is getting very edgy. You need a major boost in sales BUT… you just couldn’t see where it was going to come from. Monday – a record loss in the fourth quarter. Tuesday, you asked the management team for their ideas – blank facesall around. Wednesday, a stormy meeting with your advertising agency. You need something a lot different from the tired old clichés they’d been spewing out for the last 10 years. Pressure is on!
Keyword Case You do some casual reading and you find an article about the growth of vegetarianism. Next you read and article about how dogs are the most pampered pets in the country You think to yourself that, “If the growth of vegetarianism continues, there’ll be a lot more meat for those dogs to be pampered with (not that vegetarians would be too keen on feeding their dogs meat.)
The answer? Could there be a market for vegetarian dog food?
You do some searching and find out that there are over 20 million vegetarians and over 60 million dog owners.
Keyword Case If there is a market wouldn’t vegetarian dog food be a brilliant product to sell online? Dog E-commerce Idea Vegetarian Can it connect?
Let’s Examine This Further No fair! First, gauging the size of the market We use a popular keyword research tool like WORDTRACKER and find out that there were 17 searches per day for “vegetarian dog food”. What does this mean? Explain please If you converted 100% of ALL the searches your total market would be $310,250
Keywords/Marketing It isn’t realistic Most marketing professionals would agree that a more realistic conversion would be between 1% (perhaps achievable) and 10%(still too high) of the existing keyword search basket of inquiries. In other words annual revenues for “vegetarian dog food” would come in somewhere between $3,102 and $31,025 a year. Why? Revenues not profit The 1/10 principle
Additional Problems Enter the Bean counter Who tells you about additional Expenses to be accounted for prior to determining profits on this pitifully small revenue stream. Ouch! ...not good. It Just Doesn’t Work The numbers for vegetarian dog food simply don't work! ...not even in a best-case scenario. There would have to be a better plan than to build a sales concept around the keyword phrase “vegetarian dog food.” Boo!
Look for other “keyword markets” So, let's see what markets might exist based on dog-food-related keywords that are kindred to the term “vegetarian.” Wellness Recipes Natural Vegetarian 711 searches
Keyword Example A 10% sales conversion would produce $1,295,750.
What about the 1/10 rule?
A conversion rate of 1% would convert into $127,750 in revenue. (Not profit).
For this Company, this idea will not generate enough cash flow to save the company
The good news is………You had tools to make a decision
Did not waste time on a bad idea
Allocate time on good ideas
Other Methods-Long Tail Competitiveness of keywords using “AllinTitle:” Cat Food 3 million Diet Cat Food What does this tell us?? 45,000 Senior Cat Food 24,000 Senior Diet Cat Food 133
Google Adwords Tool Search Results Using the Google Adwords Keyword Tool the following is generated about cat food keywords 3 million The term “cat food diet” generates 720 searches per month or 8600 per year and there are 45,000 websites with the term contained within them 24,000 45,000
Your Website-Keywords Google Trends-Comparing Words Indexed to zero-not absolute searches Vintage cars versus classic cars Cheap Fare search versus low fares search
Fun with Google Trends- Searches War vs. Peace MySpace vs. Facebook Death vs. Life MySpace vs. Facebook
Keyword Research Tools Keyword Tools http://www.keyworddiscovery.com/search.html https://adwords.google.com/select/KeywordToolExternal http://freekeywords.wordtracker.com/ http://www.keywordindex.com/ http://www.wordpot.com/ Google Tools http://www.google.com/trends http://www.google.com/insights/search/# Blog
SEO Self Help http://www.seo-browser.com/ http://www.seomoz.org/linkscape http://validator.w3.org http://websitegrader.com/ http://www.spidertest.com/ http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291 https://addons.mozilla.org/en-US/firefox/addon/9440 Google Chrome also has its own SEO tool Good Google advice about SEO Firefox SEO add on
SEO CopyWriting "If one is good, two is better”? This has been applied to SEO copy in the worst way. It doesn't take a boatload of keyphrases shoved here, there and everywhere to make good search engine copy. In fact, that's the recipe for disaster when writing optimized text. Why? Because you have a dual audience: the search engines and, most importantly, your site visitors. Not recognizing this fact is one of the biggest mistakes made with SEO copywriting. User Experience Rules
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Strategic vs. Haphazard Headlines Sub-headlines Photo captions Body copy Link text (anchor text) Navigation links Calls to action Resist the urge to stuff White space is your friend Use active tense Brevity Write informally Be direct Tell a story User Experience IS THE TIEBREAKER
Linking Link building is an ever-changing landscape. Because search engines make changes to their algorithms to thwart artificial link building because link building as a practice continues to morph there are many places to engage in link building It’s about relevance
Linking Page Rank-Google uses a proprietary algorithm called PageRank It weighs links from pages that it considers important. (authority sites) Every web page, not site, is assigned a PageRank score. There are several sources where you can check your page rank. Larry Page and Sergey Brin Heh,I know these guys from last night Page Rank=Linking
Linking Submit to Directories Yahoo!, Open Directory (dmoz.org), GoGuides, Gigablast, JoeAnt, Gimpsy, BlueFind and Zeal. But don’t overly rely on directory listings. Just like with investing, with link building it’s important to diversify. Additional link opportunities might include Suppliers, Customers, industry guides. Sponsor Stuff and get a link from their site. Target relevant sites.
Linking Opportunities Conventions. No matter what your industry, conventions are a part of it. Conventions are often filled with people who control relevant websites. Professional gatherings. These gatherings could be planned events or more casual affairs, but people representing relevant websites are likely to be in attendance. Parties. Even at the most general gatherings, you’ll encounter people with websites. Often, people who have little or no knowledge of the search-engine implications are happy to offer a link. Travel. If the guy next to you is a windbag, you might as well nudge the conversation towards websites and links.
Linking and Social Networks In order to get more links to your website from other trusted websites, consider LinkedIn. Many of your employees and friends might already be using LinkedIn as a networking tool. But they may not have links from their profiles to your website. Facebook Account Facebook Fan Page Twitter Account Use Badges
Linking-Competition Yahoo also has a special command that will show you all the links to an entire web site. Linkdomain:www.yourdomain.com. Now you can see all the links to the home page and sub-pages in a web site. Remember sub pages also. Link Checking Tools Yahoo Site Explorer Linkscape LinkDiagnosis Linkcheck(net concepts) Check backlinks to other sites Via Google, MSN, Yahoo link:www.yourdomain.com Yahoo requires the http:// link:http://www.yourdomain.com
National University Links
Link Bait Blogs “Stinking linking” versus “Creative Thinking” “Link Bait is more or less anything you create anywhere on the Web that inspires other people to link to it”. ‘Link baiting’, as the rather unattractive term implies does have negative connotations
This is Where Blogs Come In 2-Ways to be a successful blogger Blogs are about text Blogs are ever changing content Blogs are participatory Blogs cross link Become a Blogger Become successful Become a Blogger Become Successful Become a Successful Blogger Become a Successful Blogger Some say that WORDPRESS (blog software) is the most perfectly SEO’d software in the market It’s Easy!!
On Page Optimization-What to do Use Google’s Webmaster Tools DIY or purchase the service Maximize effort without going overboard You can obsess about on page SEO SEO must result in good user experience You are serving two masters Having a SiteMap(example) Determine keywords for each page Get your title and description right for each page Write good copy Links, links and more links (you gotta be important!)
Purchasing SEO Services Guarantees Most good firms won’t guarantee top position results and shouldn’t. Should be about increasing your traffic and rankings Ethics / Spam Paramount Importance Unethical practices Reporting and success measurement How long will it take to see results? What type of reports will the SEO firm furnish and how often? How will success be measured? Will a maintenance plot be included? Educate yourself
Fee structures and budget
Most offer a range of packages Cost IS NOT the primary factor. Pay more does not necessarily mean better SEO. Pay less may not necessarily be providing you the proper services. Location The location of the firm largely depends on your comfort level. Client testimonials and references