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Magic of Getting Found Part I
 

Magic of Getting Found Part I

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    Magic of Getting Found Part I Magic of Getting Found Part I Presentation 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
    • But FIRST
    • 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
    • Writing Copy
    • 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
    • Read This
      Discount Office Supplies can save you tons of money. From pens and pencils to desktop organizational tools and other discount office supplies, you'll find a large selection to choose from. No other discount office supplies company has the excellent customer service we do. Tired of shopping at discount office supplies chain stores? Then buy from a company who provides discount office supplies along with excellent customer service. Order your discount office supplies today.
      Anything Stand Out?
    • How about this?
      Whether you're stocking up on Post-it notes or redecorating your lobby, you'll find everything you need at a deep discount. Office supplies, furniture, accessories and more are available at wholesale prices direct to the public. Because we buy in bulk, we pass the savings on to you through a members-only discount.
      Office supplies have never been so affordable! Contact us today for complete details on joining the XYZ Office Supplies member program.
      Seo and user
    • 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
    • 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
    • Directories
    • 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