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  • Here are things we assume you know and I’m not going to spend much time trying to convince you
  • What is SEO? Organic Vs. Paid Vs. Local Organic Results are found on the Left hand side of the PAgeLocal also known as Maps results Either 7 pack Integrated -  hybrid of Local and Organic Paid Search, Results on the right side of the page and in the yellow box above Organic Through on site and off site techniques, we improve the rankings of your site.
  • Why is SEO Important? The organic results are more trusted by search engine users. The numbers prove this to be true:60 - 80% of searchers click on organic results90% do not leave page one   Some studies show it as high as 97%
  • Chris Anderson, the Editor of Wired created thisYou can the green portion of this graph as the distribution of common searches like shoes and running shoes, a lot people search for these specific terms.The yellow region represents search phrases which have small search volume, but if you add them all up, it’s a huge chunk of money to be made. Without physical boundaries, the web enables this to be the case.
  • The consensus is that Google owns a major share of the market. 95% of the market belongs to 1 of 3 search engines. I’ve known the market share to be like this for a while, but when I look at client analytics reports, this is never confirmed.
  • For our clients, Google owns pretty much everything. In the month of September, this is what the Organic Search Market Share looks like according to 12 of our clients. This chart represents one million visits in one month, obviously a tiny slice of the population, but still a decent amount of data.
  • Marketers are use to thinking about how people talk about their business. That’s important for internet marketing too, but there are some additional considerations.
  • You can estimate how many times a given keyword will be searched for per month with the Google adwords toolLet’s say you have 2 branches of your computer repair business and they both are equally as profitable and provide an equal contribution to your business. Based on only the information above, which keywords would you try to rank for?
  • (if anyone asks, The competition isn’t a concrete number, it’s a minor indication of how competitive the adwords bidding is for that term.) also local searches is whichever country you selected (US), global is everywhere
  • This is what you see when you search for this term, without scrolling anywhere.There are only 3 real computer repair businesses listed on this page. It’s easy to assume that the computer repairman in lafayette are not doing very much to promote their business online, so you might have a good shot at competing.
  • The first 5 organic results have 3 competitors, but in Lafayette there were only 2 in the first 5. This looks like a much more competitive keyword.Not to mention that there are 3 distinct competitors paying for advertisements. It shows that businesses really want traffic from this keyword, any way they can get it.
  • No we revisit the search volume. It looks like trying to rank for the lafayette keyword is a better option.
  • When we say content we’re referring to whats on your site. The words, images, videos, audio on your site. The demand for the internet is partly a reflection of the demand to consume content. On sites like facebook people create their own content for others to consume. Elsewhere organizations create content for people to consume.Not only do people see your content, but search engines see your content.
  • Believe it or not, some businesses don’t answer these questions on their website.
  • 6 months ago I wrote a blog post about businesses that don’t rank for their own name. Dat dog ranked #15 for this term at the time. They had few words on their home page and at the time the word New Orleans wasn’t even on the home page. To this day nothing about hot dogs is on there.
  • Talk about yourself and what you do in tags and content throughout your site. Search engines read this information and use it to make decisions about your content. As far as specifics are concerned there is a lot of information about this stuff online, including for an SEO guide produced by Google.Also, don’t be spammy. I think everyone here knows that writing your keyword 3000 times on your page will not help you. It actually hurts you. There is a lot more to be said about content, but that’s for later.
  • The worst thing about this page is that this website could and would rank for these terms with ease if they simply beefed up their content a little bit. The only thing they would need to do which could be considered SEO is to talk about the keywords in their content, because Dat dog has a lot of buzz and sites are already linking to them, so Google recognizes them as a good, trustworthy site. No link building would be necessary.
  • I wanted the nola247 site to rank for the term 24 hour restaurants new orleans. I was able to get anchor text links, linking that keyword to the domain.Overtime as I accumulated links like this, I tracked the rank in google throughout the process.
  • This was the result. As you can see, the more I linked to my site with that specific keyword, the higher I ranked for that keyword in Google.
  • This is the basic SEO formula, but Google’s formula for determining the value of your site and where it ranks is incredibly complex, it’s more than just having the right keywords and a bunch of links.Particularly in the last year, SEO isn’t basic anymore, so we need to pay closer attention to Google’s algorithm.
  • Essentially, Google’s algorithm is a the formula used to deliver search results. There are a bunch of factors in that formula and they’re called signals.
  • This is pretty much what we’ve been talking about already and these have been widely recognized and confirmed signals for years now.
  • The people who create the search algorithms have stated in the past that they’re goal is to deliver the best search results, and they will use as means avaiable to do that and avoid allowing people to game the system.This is something to think about for SEO now and in the future: is this work I’m doing good for users?
  • Google and Bing have confirmed that they used these signals for their organic search algorithms. How do seos make this happen without looking like spam?
  • Google and Bing have confirmed that they used these signals for their organic search algorithms. How do seos make this happen without looking like spam?
  • Does anyone know what bounce is?
  • Does anyone know what bounce is?
  • The number represents the click-thru rate for each result. What’s wrong with these results, are there any bad results?If, overtime, the footballs future result doesn’t get clicked, google could decide that it no longer deserves to be the 4th result for this search.
  • The number represents the click-thru rate for each result. What’s wrong with these results, are there any bad results?If, overtime, the footballs future result doesn’t get clicked, google could decide that it no longer deserves to be the 4th result for this search.
  • This is ultimate goal of Google and other search providers. Everyday they’re getting better at delivering these results and we can use this to guide us.
  • One way to attract links, shares and other positive attention to your site to create content with the intent of going viral.In one day this post attracted 40,000 unique pageviews, some links, and many shares. This boosted the authority of the site and all pages linked from it.

SEO Presentation - Read Presentation Transcript

  • 1. About Search Influence• Helping customers successfully market online since 2006. • We work with more than 1,800 clients, directly and as an outsourcing partner to major national marketing companies. • Our customers successfully compete online.• Search Influence: • 30+ full-time employees • 40+ contract writers• Reputation: • Among top 5 Local Search experts in the country • Largest Online Marketing firm on the Gulf Coast • National leader in Social Media for local business
  • 2. Assumptions• Websites are an affordable and important part of your marketing mix.• Everyone (every target market) is online.• A website is worthless if no one can find it.• People use search engines (Google) to find stuff online.
  • 3. Deconstructing Google Paid Search Results Local Search Results Organic Search Results
  • 4. Why is SEO Important?37 % of clicks go tothe #1 position60% of clicks go tothe top 390% of clicks go tosites on page 1 Source: Optify Study, December 2010
  • 5. SEO and The Long Tail • Local / Long Tail Searchers are Buyers • Zappos is the only one winning with “Shoes”
  • 6. Commercial Truck Tracking
  • 7. Baton Rouge Signs Baton Rouge Signs
  • 8. Huntsville Homebuilder
  • 9. Google Domination
  • 10. Google Domination Technology Consulting Health Information Plastic Surgeon General Information site Environmental Nonprofit Hair Salon Market Research Luxury Car Dealer Stock 3D gallery Political Fan Site 2 Yellow Pages directories
  • 11. Google Domination Almost 1 million organic visits over the course of a year
  • 12. The SEO Basics• On-site optimizations • Keyword selection • Content• Off-site optimizations • Links
  • 13. The SEO Basics - KeywordsHow do people search the internet for your business? Considerations: • Search volume • Competition • Tr u e m e a n i n g o f k e yw o r d s
  • 14. The SEO Basics - Keywords• S e a r c h Vo l u m e • Use tools h t t p s : / / a d w o r d s . g o o g l e . c o m / s e l e c t / K e y w o r d To o l E x t e r n a l • Example: computer repair business
  • 15. The SEO Basics - KeywordsHow do people search the internet for your business? Considerations: • Competition
  • 16. The SEO Basics - Keywords
  • 17. The SEO Basics CONTENT
  • 18. The SEO Basics - Content• AT A M I N I M U M , a n s w e r t h e f o l l o w i n g q u e s t i o n s (and say it with keywords)! • What is your name? • What do you do? • Where do you do it?
  • 19. The SEO Basics - Content
  • 20. The SEO Basics - Content• Make sure your keyword is not only in the content, but tagged throughout your page. • Ti tl e ta g • H1 tags • Meta description • Image alt tags D O N ’ T B E S PA M M Y
  • 21. The SEO Basics - Content
  • 22. The SEO Basics - Content
  • 23. The SEO Basics - Links• L i n k s a r e R E A L LY i m p o r t a n t .• Page Rank is the original Google algorithm.• The more links you have and the higher the q u a l i t y o f t h o s e l i n k s , t h e b e t t e r.
  • 24. The SEO Basics - LinksThe best links…• Are from the sites with the most links pointing to them.• Link the keyword you want to associate with that page (anchor text link).
  • 25. The SEO Basics - LinksEXAMPLEKeyw ord: 24 hour restaurants new orleansS i t e : h t t p : / / w w w. n o l a 2 4 7 . c o m /
  • 26. The SEO Basics - Links Keyw ord: 24 hour restaurants new orleans S i t e : w w w. n o l a 2 4 7 . c o mTo t a l Rank –Anchor GoogleTe x t OrganicLinks
  • 27. The SEO Basics - LinksWhat effect did increasing my rank have on traffic?
  • 28. The SEO Basics - LinksWhat effect did increasing my rank have on traffic?Acquired anchor text links for the following:new orleans 24/7 restaurants24 hour restaurants new orleans24 hour locations new orleans24 hour food new orleansnew orleans 24 hour locations
  • 29. The SEO Basics - LinksVisits Av e r a g eFrom PositionSearch InEngines Google
  • 30. The SEO Basics - Links• HOW TO GET LINKS? • Publish content that people want to link to. • Publish content elsewhere, and link to your site. • List your site in directories. • Leverage your PR. • D o a p r e s e n t a t i o n f o r D r. B l a c k a n d h o p e i t y i e l d s a link from bus.lsu.edu, a powerful domain.
  • 31. The SEO Basics• Select the right keywords.• Build relevant content.• Get relevant links pointing towards that content.• D o n ’ t b e s p a m m y.
  • 32. Google’s Algorithm• In the past, Page Rank was the algorithm.• N o w, P a g e R a n k i s j u s t a c o m p o n e n t .
  • 33. Googles Algorithm“ To d a y w e u s e m o r e t h a n 2 0 0 s i g n a l s , i n c l u d i n g PageRank, to order websites, and we update these algorithms on a weekly basis” - Google
  • 34. Googles AlgorithmSignals• Inbound links• Anchor text• Content and metadata• Domain name
  • 35. Googles AlgorithmSignals• Inbound links• Anchor text• Content and metadata• Domain name• Social signals• Usage data• Local signals• Content quality
  • 36. Google Alg - Social• # of (re)tweets and Facebook shares• Authority of those sharingHow should SEOs make this happen for clients?http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
  • 37. Google Alg - Social• # of (re)tweets and Facebook shares• Authority of those sharingHow should SEOs make this happen for clients?• Encourage clients to manage their own social accounts and publish interesting content.http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
  • 38. Google Alg – Usage Data• Bounce rate• Click-thru rate
  • 39. Google Alg – Usage Data• Bounce rate – How often does someone click on your link, load the page, and immediately hit the back button.• Click-thru rate – How often your result was actually clicked on a SERP (search engine results page).
  • 40. Google Alg – Usage Data
  • 41. Google Alg – Usage Data
  • 42. Google’s Ultimate GoalTo d e l i v e r t h e b e s t s e a r c h r e s u l t s .
  • 43. Google’s Ultimate GoalTo d e l i v e r t h e b e s t s e a r c h r e s u l t s .How do we take advantage of this?
  • 44. Google’s Ultimate GoalTo d e l i v e r t h e b e s t s e a r c h r e s u l t s .How do we take advantage of this?Deliver great content that is highly relevant.
  • 45. Attract Links/Shares Naturally This article was built with the intention of going viral, and it did, which attracted links organically and many diggs/likes/shares, makin g this page powerful to link out from, and contributing to the authority of the domain. http://www.internettollfree.com/arti cles/would-your-mother- approve.html
  • 46. Social Media
  • 47. Social Statistics
  • 48. Facebook (already out of date)
  • 49. Importance of Social Engagement Local Search Usage Study: 15miles / comScore, Inc
  • 50. Social Customers are Buyers Local Search Usage Study: 15miles / comScore, Inc
  • 51. Questions?