9 Steps to Search Engine Optimization (SEO) Success

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Scott Mowery, Digital Marketing Manager at Cleveland Clinic, presented search engine marketing tips at the Sales and Marketing Executives (SME) of Cleveland Professional Development Day on Feb. 12, 2013.

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  • Penguin and Panda part of 30+ major algorithm changes and over 500 total changes in 2012
  • More searches are secure now, resulting in less SEO keyword data being captured (1 out of 5 searches in Dec. had no kw data)Strategy shifting toward pages more than keywords
  • 9 Steps to Search Engine Optimization (SEO) Success

    1. 1. Steps for Search EngineOptimization Success Scott Mowery Digital Marketing Manager Cleveland Clinic @scottmoweryProfessional Development Day Part 2 - Marketing February 12, 2013
    2. 2. Customer Experience StartsBefore Reaching the Front Door
    3. 3. Search Engines Empower Users
    4. 4. The Lines Are Blurring Search Engine Optimization (SEO) Web Analytics Paid Search (PPC) Email and Integrated Online Media Marketing (Display,Automation Digital Affiliates, etc.) Marketing Creative, Content and Social Media Website Development
    5. 5. (SEO) (PPC) SEO+ PPC SEM
    6. 6. Universal Search = More Options
    7. 7. There’s More to Search Than Google…
    8. 8. SEO = Making a Recipe
    9. 9. SEO Ranking Factors Violations
    10. 10. searchengineland.com/seotable
    11. 11. Step #1: Develop a Keyword Strategy
    12. 12. What’s the Ideal Keyword?
    13. 13. The Long Tail of Keywords Lots of search volume & competition; Low conversionHip Surgery Limited search volume & competition; Higher conversion Hip Replacement Surgery Total Hip Replacement Surgery Total Hip Replacement Surgery Recovery
    14. 14. Google Keyword ToolFind estimated search volume and related keywords
    15. 15. Google.com/trendsTrack keyword interest over time
    16. 16. Ubersuggest.org[Question Terms] + Keywords = Content Ideas
    17. 17. Soovle.comGet suggestions from multiple sites at once
    18. 18. Map Keywords to PagesKeyword 1Keyword 2Keyword 3Keyword 4Keyword 5Keyword 6 1-2 primary topics per page
    19. 19. Keep URLs Clean and Simple/storage/scrapbook-storage/paper-organizers/ /office-furniture/desks-laptop-stands/heart/disorders/valve/mitral-valve-repair.aspx /reviews/canon-powershot-g15/info/index.jsp?categoryId=222834&infoPath=222975
    20. 20. Title Tags• #1 on-page ranking factor• Unique for each page• Starts with primary keyword phrase• 65 characters or less (incl. spaces)
    21. 21. 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
    22. 22. On-Page Content• Sprinkle keyword throughout body copy and headlines• Avoid keyword stuffing• Optimize image file names and alt text
    23. 23. What Makes a Good Link?
    24. 24. What Isn’t an Ideal Keyword Phrase?Click Here
    25. 25. Limitations of Search Engines
    26. 26. Always Ask Yourself:How does this affect oursearch engine visibility?
    27. 27. Shallow, Logical Site Architecture Home Page: Toys Category Page: Lego Subcategory Page: Star Wars Lego Product Detail Page: 8092 Luke’s Landspeeder
    28. 28. 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
    29. 29. 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• Case-Sensitive URLs • http://buymystuff.com/wooden-widgets • http://buymystuff.com/Wooden-Widgets
    30. 30. Solution: Canonical Tag
    31. 31. Solution: URL Redirectshttp://www.seomoz.org/blog/an-seos-guide-to-http-status-codes
    32. 32. Don’t Settle for Good Content; Make Your Content Great!
    33. 33. Does Your Content Do This?• Exceeds user expectations• Produced by outstanding writers and designers• Uses video, audio and images to enhance copy• Provides unique insights and info• Makes visitors say “I have to share this”
    34. 34. The “American Idol” EffectMore inbound links, shares and tweets = more votes
    35. 35. Oyster.com Hotel Reviews 15+ Page 300+ Review Photoshttp://www.oyster.com/phoenix/hotels/the-boulders-resort-and-golden-door-spa/
    36. 36. http://bit.ly/T3nks6
    37. 37. 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
    38. 38. Everybody is Part of the SEM Team
    39. 39. The SEO Landscape Changes Fast
    40. 40. Responsive Design
    41. 41. Mobile Visit % to ClevelandClinic.org 35% 30% 25% 20% 15% 10% 5% 0% 2010 2011 2012
    42. 42. HowToGoMo.com
    43. 43. The Local Search Landscapehttp://getlisted.org/resources/local-search-data-providers.aspx
    44. 44. Penguin and Panda
    45. 45. Poor Design = Lost TrafficAvoid building link farms and pages littered with ads
    46. 46. Go for Diversity in Inbound Links Unhealthy Healthyhttp://www.searchenginejournal.com/post-penguin-seo-link-building-the- naked-url-truth/46936/
    47. 47. Google Disavow Links Toolhttps://www.google.com/webmasters/tools/disavow-links-main
    48. 48. Rich Snippets and Schema Markup http://www.schema.orghttp://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170
    49. 49. Slow Site Speed Doesn’tWin the Race (or Rankings)!
    50. 50. Secure pages = (Not Provided) SEO Keywords
    51. 51. 1 in 4 organicvisits in 2013
    52. 52. Start Your Web Analytics Evolution How many epilepsy How much keywords drive traffic, conversions traffic, and how much and lifetime value is driven by each one? are driven by our epilepsy content?What’s my ranking for the keyword “epilepsy”?
    53. 53. Most Important Metric: Conversions
    54. 54. Internet FunnelTreatment Seekers Attract: Visit Site from Google Engage: Positive Site Experience Convert: Lead Generation Lead Nurturing Buy: Patients
    55. 55. Build a Better Mousetrap
    56. 56. Conversion Rate Optimization:Discover | Test | Measure | Repeat• Ad Creative • Geotargeting• Photos • Page Length• Videos • Calls to Action• Lead Generation • Promos/Offers• Webinars • Email Newsletters• Infographics • Blog• Slideshows • Apps• Testimonials • Checkout
    57. 57. Don’t Be Afraid to Fail Faster
    58. 58. 9 Takeaways for Successful SEO• Search kicks off the customer experience• SEO is more than just Google• Great SEO has many ingredients• Start your SEO strategy with keywords• Always ask “How does ______ affect our SEO?”• Don’t settle for good content• Make everyone part of the SEO team• Keep up with changes in the landscape• Evolve in web analytics
    59. 59. Recommended SEO ResourcesAvinash #sem #seo #ppc #ganalytics
    60. 60. Thank You! Scott Mowery mowerys@ccf.org @scottmoweryhttp://www.linkedin.com/in/scottmowery

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