Search Engine Optimization           March 13, 2012           Scott Mowery Search & Online Marketing Manager          Clev...
My Background
4 Functions of a Search Engine• Crawling the Internet• Building an index• Calculating relevancy  and rankings• Serving res...
Search Engine MarketingIncreasingvisibility onsearch engineresult pages   Organic Results       (SEO)    Paid Listings    ...
US Search Engine Market Share  Over 18.2 billion  total searches  per month!Source: ComScore.com totals for Dec. 2011
Why Consumers Use Search Engines •   “Digital Advice” •   Make informed decisions •   Find correct, complete info •   Reas...
Why is SEO Important to Me?        •   70% of online health seekers start there        •   > 3 of 4 CCF.org visits from SE...
Everybody is Part of the SEO Team            Marketing              Sales                IT           Copywriters         ...
The Joy of Cooking SEOThe Recipe Has 10 Ingredients…
Ingredient #1:Make Your Site Accessible toSearch Engines
Limitations of Search Engines
Descriptive HTML Text is Necessary How much readable text is on this page?
See Your Site Like a Search Engine • Disable browser cookies and Javascript • Use the cached link on any Google result
Keep URLs Clean and Simplehttp://www.joann.com/storage/scrapbook-storage/paper-organizers/
Shallow, Logical Site Architecture        Home Page:        Toys         Category Page:         Lego           Subcategory...
Shallow, Logical Site ArchitectureLargest share of linksTend to earn few linksTend to earn few links              A few pa...
Many Points of Entry   = Spider Entry Point
Eliminate Duplicate Contenthttp://www.homedepot.com/Lightin   http://www.homedepot.com/Lighting-Fans-Indoor-Lighting-Indoo...
Duplicate Content Examples• URL Parameters• Printable Versions  • http://buymystuff.com/widgets  • http://buymystuff.com/p...
Solution: Canonical Tag
Solution: URL Redirectshttp://www.seomoz.org/blog/an-seos-guide-to-http-status-codes
Even Error Pages Can Help Users
Slow Site Speed Doesn’tWin the Race (or Rankings)!
Ingredient #2:Don’t Settle forGood Content.  Make YourContent Great!
Which Content Would You Like?    “Good” Content               “Great” Content•   Satisfies user needs     •   Exceeds user...
Search Engine Land Periodic Table    http://searchengineland.com/seotable
Unbounce Marketing Guidehttp://unbounce.com/noob-guide-to-online-marketing-infographic/
“Analytics According to Captain Kirk”http://www.sitelogicmarketing.com/blog/02-analytics-according-to-captain-kirk
Oyster.com Hotel Reviews   15+ Page                                                  300+    Review                       ...
Become a Content HubSources            Content Bank•   Company        •   Industry News/Data•   Customers      •   Unique ...
Ingredient #3:   Boost UserSatisfaction with Strong Design  and Usability
Poor Design = Lost TrafficAvoid building link farms and pages littered with ads
Google Panda Updatehttp://searchengineland.com/google-panda-update-112805
First Question You Must Ask:What do you want your site to do?
Usability and Design Basics• Design for people,  not search engines• Understand your  user’s expectations• Define user nee...
Ingredient #4:   Develop aKeyword Strategy That Fits Your  User’s Needs
What’s the Ideal Keyword?• High volume of monthly searches• Low number of optimized competitors• Provides strong conversio...
The Long Tail of SEO             Lots of search         volume & competition;            Low conversionCancer             ...
Keyword Research Basics•   Brainstorm keyword ideas for root terms•   What words are used by other sites?•   Use modifiers...
Google Keyword Toolhttp://adwords.google.com/select/KeywordToolExternal
http://www.google.com/insights/search
Google Insights for SearchGet popularity by state, city, and new “breakout” terms
Try Testing Keywords in PPC
How Much is a Keyword Worth?                                Epilepsy    Epilepsy           Metrics             Treatment  ...
Ingredient #5:Map Keywords   to Pages
Title Tags• #1 on-page ranking  factor• Unique for each page• Starts with primary  keyword phrase• 65 characters or less  ...
Think Like a Customer          Title Tag:“Basketball – Men’s Footwear –    Dick’s Sporting Goods”
Think Like a Customer
Meta Description•   Engaging, accurate description of page•   Unique for each page•   Includes primary keyword phrase•   2...
On-Page Content• Sprinkle keyword  throughout body copy  and headlines• Avoid keyword stuffing
ImagesInclude in alt-attributes and image file name
“Combo Approach” to Keywords• Total Hip Replacement Surgery•   Total Hip Replacement•   Hip Replacement Surgery•   Hip Rep...
Ingredient #6:  Develop a SEO Toolbelt
Google Webmaster Toolshttp://www.google.com/webmasters/tools/
Bing Webmaster Toolshttp://www.bing.com/toolbox/webmaster/
Google Places for Businesshttp://www.google.com/placesforbusiness
XML Sitemapshttp://xml-sitemaps.com
HTML Sitemapshttp://www.joann.com/sitemap
RSS Feeds – Feedburner.comSet up and monitor feeds and subscribers
Ingredient #7: Win the PopularVote with Links &   Social Media
The “American Idol” EffectMore links and shares = more votes of authority
What Makes a Good Link?
Don’t Pay for Links
Sharing Counts for SEO
Ingredient #8: Make it Easy forOthers to Help You  Gain Traction
Develop Multiplatform Content•   Mobile•   Video•   Audio•   Blog•   Email•   Webinar•   Lead Generation
Spread it thru Inbound Marketing     Webinars         Blogs                         RSS                              Direc...
There’s More to Search Than Google…
Ingredient #9:  Master Your  Analytics toGain Actionable    Insights
Install Google Analytics in <10 Minutes
Visits by Search Engine
Keywords Sending Traffic by Engine
# of Pages Getting Visits by Engine
www.opensiteexplorer.org
Track Keyword Rankings http://www.brightedge.com
Most Important Metric: Conversions
Top Conversion Paths and Attribution Find the Introducers, Influencers and Closers
Analytics Points of Emphasis•   Quantifiable outcomes•   Segment your data•   Fact-based decision making•   Actionable ins...
Ingredient #10:  Never Stop    Testing
You Can Build a Better Mousetrap
Internet FunnelDigital Consumers                 Attract:       Visit Site from Google          Engage:           Positive...
Discover | Test | Measure | Repeat•   Photos            • Page Length•   Videos            • Calls to Action•   Lead Gener...
A/B Testing Resources
And for Dessert…
Recommended Reading• Search Engine Marketing Sites  - SEOmoz.org blog  - Search Engine Land  - Search Engine Guide  - Sear...
Search Engine Optimization Books
Thank You!              Scott Mowery          mowerys@ccf.org             @scottmoweryhttp://www.linkedin.com/in/scottmowery
SME Cleveland SEO Workshop March 2012
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SME Cleveland SEO Workshop March 2012

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The Sales and Marketing Executives of Cleveland hosted a workshop on search engine optimization in March 2012. The workshop was presented by Scott Mowery, Search and Online Marketing Manager for Cleveland Clinic.

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SME Cleveland SEO Workshop March 2012

  1. 1. Search Engine Optimization March 13, 2012 Scott Mowery Search & Online Marketing Manager Cleveland Clinic mowerys@ccf.org
  2. 2. My Background
  3. 3. 4 Functions of a Search Engine• Crawling the Internet• Building an index• Calculating relevancy and rankings• Serving results
  4. 4. Search Engine MarketingIncreasingvisibility onsearch engineresult pages Organic Results (SEO) Paid Listings (PPC)
  5. 5. US Search Engine Market Share Over 18.2 billion total searches per month!Source: ComScore.com totals for Dec. 2011
  6. 6. Why Consumers Use Search Engines • “Digital Advice” • Make informed decisions • Find correct, complete info • Reassurance and empowerment • 24/7 access Awareness Loyalty • Useful in all stages of purchase cycle Selection Familiarity Consideration
  7. 7. Why is SEO Important to Me? • 70% of online health seekers start there • > 3 of 4 CCF.org visits from SEM • 85% of searches from outside Ohio • It’s the key driver for our Internet funnelSources: Pew Internet Study, Google Analytics
  8. 8. Everybody is Part of the SEO Team Marketing Sales IT Copywriters Media Relations Designers Analysts
  9. 9. The Joy of Cooking SEOThe Recipe Has 10 Ingredients…
  10. 10. Ingredient #1:Make Your Site Accessible toSearch Engines
  11. 11. Limitations of Search Engines
  12. 12. Descriptive HTML Text is Necessary How much readable text is on this page?
  13. 13. See Your Site Like a Search Engine • Disable browser cookies and Javascript • Use the cached link on any Google result
  14. 14. Keep URLs Clean and Simplehttp://www.joann.com/storage/scrapbook-storage/paper-organizers/
  15. 15. Shallow, Logical Site Architecture Home Page: Toys Category Page: Lego Subcategory Page: Star Wars Lego Product Detail Page: 8092 Luke’s Landspeeder
  16. 16. Shallow, Logical Site ArchitectureLargest share of linksTend to earn few linksTend to earn few links A few pages may earn many links, but most of them earn few
  17. 17. Many Points of Entry = Spider Entry Point
  18. 18. Eliminate Duplicate Contenthttp://www.homedepot.com/Lightin http://www.homedepot.com/Lighting-Fans-Indoor-Lighting-Indoor- g-Fans-Indoor-Lighting-Indoor-Ceiling-Lighting- Ceiling-Lighting-Chandeliers/h_d1/N- Chandeliers/h_d1/N-5yc1vZbvn3/h_d2/Navigation?catal 5yc1vZbvn3/h_d2/Navigation?catalogId=10053&langId=- ogId=10053&langId=-1&storeId=10051 1&storeId=10051#/?c=1&Ns=P_RE P_PRC_MODE|1
  19. 19. Duplicate Content Examples• URL Parameters• Printable Versions • http://buymystuff.com/widgets • http://buymystuff.com/print/widgets• Session IDs • http://buymystuff.com/widgets • http://buymystuff.com/widgets?SESSID=12
  20. 20. Solution: Canonical Tag
  21. 21. Solution: URL Redirectshttp://www.seomoz.org/blog/an-seos-guide-to-http-status-codes
  22. 22. Even Error Pages Can Help Users
  23. 23. Slow Site Speed Doesn’tWin the Race (or Rankings)!
  24. 24. Ingredient #2:Don’t Settle forGood Content. Make YourContent Great!
  25. 25. Which Content Would You Like? “Good” Content “Great” Content• Satisfies user needs • Exceeds user• Written by a human expectations• Not copied from • Produced by elsewhere outstanding writers and designers• 1-2 pages long • May use video, audio• Free of grammar, and images to spelling and enhance copy punctuation errors • Provides unique• Similar to other sites insights and info • “I have to share this”
  26. 26. Search Engine Land Periodic Table http://searchengineland.com/seotable
  27. 27. Unbounce Marketing Guidehttp://unbounce.com/noob-guide-to-online-marketing-infographic/
  28. 28. “Analytics According to Captain Kirk”http://www.sitelogicmarketing.com/blog/02-analytics-according-to-captain-kirk
  29. 29. Oyster.com Hotel Reviews 15+ Page 300+ Review Photoshttp://www.oyster.com/phoenix/hotels/the-boulders-resort-and-golden-door-spa/
  30. 30. Become a Content HubSources Content Bank• Company • Industry News/Data• Customers • Unique Research• News/Media • Timely Analysis• Blogs • Product Information• Social Media • Multimedia Content• Vendors • Discussion/Interaction• Government • Offers/Promotions• Events • Humor/Human Interest • Presentations/White Papers/Infographics
  31. 31. Ingredient #3: Boost UserSatisfaction with Strong Design and Usability
  32. 32. Poor Design = Lost TrafficAvoid building link farms and pages littered with ads
  33. 33. Google Panda Updatehttp://searchengineland.com/google-panda-update-112805
  34. 34. First Question You Must Ask:What do you want your site to do?
  35. 35. Usability and Design Basics• Design for people, not search engines• Understand your user’s expectations• Define user needs• Leave a scent• Read this book
  36. 36. Ingredient #4: Develop aKeyword Strategy That Fits Your User’s Needs
  37. 37. What’s the Ideal Keyword?• High volume of monthly searches• Low number of optimized competitors• Provides strong conversion and value
  38. 38. The Long Tail of SEO Lots of search volume & competition; Low conversionCancer Limited search volume & competition; Prostate Cancer Higher conversion Prostate Cancer Treatment Chemotherapy Treatment for Prostate Cancer
  39. 39. Keyword Research Basics• Brainstorm keyword ideas for root terms• What words are used by other sites?• Use modifiers, descriptors, extensions• Group into buckets of common themes• Expand with keyword tools• Throw out negative terms
  40. 40. Google Keyword Toolhttp://adwords.google.com/select/KeywordToolExternal
  41. 41. http://www.google.com/insights/search
  42. 42. Google Insights for SearchGet popularity by state, city, and new “breakout” terms
  43. 43. Try Testing Keywords in PPC
  44. 44. How Much is a Keyword Worth? Epilepsy Epilepsy Metrics Treatment SymptomsVisits 400 1,000Online Appointment Requests 80 20Patients 40 2Conversion Rate 10% 0.2%Total Net Revenue ($10K per) $400K $20KRevenue Per Visit $1,000 $20 Conversions trump visits and rankings
  45. 45. Ingredient #5:Map Keywords to Pages
  46. 46. Title Tags• #1 on-page ranking factor• Unique for each page• Starts with primary keyword phrase• 65 characters or less (incl. spaces)
  47. 47. Think Like a Customer Title Tag:“Basketball – Men’s Footwear – Dick’s Sporting Goods”
  48. 48. Think Like a Customer
  49. 49. Meta Description• Engaging, accurate description of page• Unique for each page• Includes primary keyword phrase• 250 characters or less (incl. spaces)• Makes a difference on clickthrough rate
  50. 50. On-Page Content• Sprinkle keyword throughout body copy and headlines• Avoid keyword stuffing
  51. 51. ImagesInclude in alt-attributes and image file name
  52. 52. “Combo Approach” to Keywords• Total Hip Replacement Surgery• Total Hip Replacement• Hip Replacement Surgery• Hip Replacement• Hip Surgery
  53. 53. Ingredient #6: Develop a SEO Toolbelt
  54. 54. Google Webmaster Toolshttp://www.google.com/webmasters/tools/
  55. 55. Bing Webmaster Toolshttp://www.bing.com/toolbox/webmaster/
  56. 56. Google Places for Businesshttp://www.google.com/placesforbusiness
  57. 57. XML Sitemapshttp://xml-sitemaps.com
  58. 58. HTML Sitemapshttp://www.joann.com/sitemap
  59. 59. RSS Feeds – Feedburner.comSet up and monitor feeds and subscribers
  60. 60. Ingredient #7: Win the PopularVote with Links & Social Media
  61. 61. The “American Idol” EffectMore links and shares = more votes of authority
  62. 62. What Makes a Good Link?
  63. 63. Don’t Pay for Links
  64. 64. Sharing Counts for SEO
  65. 65. Ingredient #8: Make it Easy forOthers to Help You Gain Traction
  66. 66. Develop Multiplatform Content• Mobile• Video• Audio• Blog• Email• Webinar• Lead Generation
  67. 67. Spread it thru Inbound Marketing Webinars Blogs RSS Direct Traffic Interviews SEO Q&A Articles Comments Email Research Video Apps White PapersNews/Media/PR Presentations Social Media Forums Infographics PodcastsContent Syndication Referral Links Word of Mouth
  68. 68. There’s More to Search Than Google…
  69. 69. Ingredient #9: Master Your Analytics toGain Actionable Insights
  70. 70. Install Google Analytics in <10 Minutes
  71. 71. Visits by Search Engine
  72. 72. Keywords Sending Traffic by Engine
  73. 73. # of Pages Getting Visits by Engine
  74. 74. www.opensiteexplorer.org
  75. 75. Track Keyword Rankings http://www.brightedge.com
  76. 76. Most Important Metric: Conversions
  77. 77. Top Conversion Paths and Attribution Find the Introducers, Influencers and Closers
  78. 78. Analytics Points of Emphasis• Quantifiable outcomes• Segment your data• Fact-based decision making• Actionable insights• Competitive Intelligence
  79. 79. Ingredient #10: Never Stop Testing
  80. 80. You Can Build a Better Mousetrap
  81. 81. Internet FunnelDigital Consumers Attract: Visit Site from Google Engage: Positive Site Experience Convert: Lead Generation Buy:Customers/Patients
  82. 82. Discover | Test | Measure | Repeat• Photos • Page Length• Videos • Calls to Action• Lead Generation • Promos/Offers• Webinars • Email Newsletters• Infographics • Blog• Slideshows • Apps• Testimonials • Checkout
  83. 83. A/B Testing Resources
  84. 84. And for Dessert…
  85. 85. Recommended Reading• Search Engine Marketing Sites - SEOmoz.org blog - Search Engine Land - Search Engine Guide - Search Engine Roundtable - SEOBook.com - Google blogs - Twitter: #sem, #seo, #ppc, #landingpages• Web Analytics Sites - Avinash Kaushik (Occam’s Razor) - Web Analytics Demystified - Twitter: #measure, #gaanalytics
  86. 86. Search Engine Optimization Books
  87. 87. Thank You! Scott Mowery mowerys@ccf.org @scottmoweryhttp://www.linkedin.com/in/scottmowery
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