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Nyxpo 2010


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  • 1. Demystifying Search Engine Optimization Twitter: @rubenq
  • 2. What is SEO? . SEO is the process of is the process ofimproving the volume or quality of traffic to aweb site or a web page (such as a blog) from search engines via "natural" or un-paid("organic" or "algorithmic") search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion. - Wikipedia Twitter: @rubenq
  • 3. What is SEO? . Twitter: @rubenq
  • 4. Why is it Important? . Traffic – Sales/leadsBranding / Thought Leadership Reputation Management Twitter: @rubenq
  • 5. Sponsored Results Organic /Natural / Non-Paid Results Twitter: @rubenq
  • 6. Black Hat Vs. White Hat .Black Hat - SEO techniques that usestrategies that Search Engines frownupon. Short term results but not astrong long term strategy.White Hat - Using accepted SEOstrategies. Better for a long termstrategy. Twitter: @rubenq
  • 7. Some Black Hat tacticsTechniques to avoid: .• Keyword stuffing• Hidden or invisible unrelated text• Meta tag stuffing• "Gateway" or doorway pages• Scraper sites• Article spinning Twitter: @rubenq
  • 8. Site Review• Is the development/structure of the site . going to present any challenges?• Is there enough quality content to optimize?• Is the site “conversion friendly”? Twitter: @rubenq
  • 9. Site Performance• What metrics were used?• What were the top landing pages?• What were the top keyword drivers? Twitter: @rubenq
  • 10. On Page Tactics Web Page being optimized • Longtail • Titles • HeadersKeyword • Analyzing Meta • Descriptions Page • KeywordResearch Intent Data • Meta tags Content Density • Image tags Proximity Twitter: @rubenq
  • 11. Keyword Research Twitter: @rubenq
  • 12. Head Vs. Long The Long Tail – Chris Anderson Twitter: @rubenq
  • 13. Head Vs Long Twitter: @rubenq
  • 14. Analyzing Keyword Intent Transactional terms High Valued terms - Most likely to lead to conversions Informational termsAverage Valued terms - Lower probability than transactional, but may still lead to conversions. Also may possess brand value Navigational terms Lower Valued terms -Are typically are searches for brand name. Twitter: @rubenq
  • 15. Which One Are These? Twitter: @rubenq
  • 16. Keyword Research ToolsTrellian: www.keyworddiscovery.comWordtracker: www.wordtracker.comGoogle Keyword Tool: Insights: Twitter: @rubenq
  • 17. Meta Data Meta Meta Title & Description, Description Title, Tags show up onSearch Results Twitter: @rubenq
  • 18. Page Titles – show up on search resultsURL Name shouldhave targeted key phrase Provide aHeadline Call to(H1 Tag) ActionSub Headline (H2 Tag) Include any link backs to any Images canrelevant pages on be optimized your site with an alt tag Twitter: @rubenq
  • 19. Creating SEO Friendly Content•Use your target keywords as. first words of the title tag•Use your primary and supporting keywords in the meta description and keywords tags•Employ the H1 tag for page headlines•Use H2s and H3s for sub headlines•Apply relevant alt tags to images Twitter: @rubenq
  • 20. Creating SEO Friendly Content Tips•Cross link to other pages of your site that are in the same .category/same topic. Do not link to areas of your site that are not directly relevant to the page.•Name images, videos, podcasts, etc. with keywords; separate words with dashes (e.g. florida-gulf-coast-beach.jpg)•Use descriptive alt text for all images; include your keywords•Publish continually; don’t publish 5 articles at once and then nothing for a month but rather spread it out and publish 1-2 articles a week•Try to have at least 300 words on a page; 400+ preferred; in general moreis better Twitter: @rubenq
  • 21. Off Page Tactics Linking Social Strategy Media Content Creation Your Website Twitter: @rubenq
  • 22. Types of Linkbacks Authoritative Formational - Natural Paid Social Twitter: @rubenq
  • 23. Types of LinkbacksFollow Links allow Search Engines to index the page,attributes included in that link.No Follow Links, are links that are coded as No follow, as thereferrer does not want to fully attribute value to that link. Graph from Search Engine Journal Twitter: @rubenq
  • 24. Article Marketing Great for One Way Links Quality vs. QuantityEzines - Blogger relationships Twitter: @rubenq
  • 25. Press ReleasesWhen appropriate, this off page strategy can be valuable Utilize for events, company news, announcements etc. Twitter: @rubenq
  • 26. Press Releases Twitter: @rubenq
  • 27. Free Press Releases Sites••••••••••••• Twitter: @rubenq
  • 28. Content Production Ideas New Landing PagesArticles/Resources Section Blog Twitter: @rubenq
  • 29. Social Media for SEO BlogsSocial Bookmarking Sites Social Sharing Sites Socialize your content Podcasts Video Twitter: @rubenq
  • 30. Outsource? Why Path?•Turnkey Fulfillment solutions•Experience – Years of experience Launchingsuccessful campaigns across multiple onlinemarketing platforms•SEO, Paid Search, Social Media Services &Training Twitter: @rubenq
  • 31. Let’s Connect! @rubenq Twitter: @rubenq