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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
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.
Deconstructing Google Paid Search Results Local Search Results Organic Search Results
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
SEO and The Long Tail • Local / Long Tail Searchers are Buyers • Zappos is the only one winning with “Shoes”
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
Google Domination Almost 1 million organic visits over the course of a year
The SEO Basics• On-site optimizations • Keyword selection • Content• Off-site optimizations • Links
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
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
The SEO Basics - KeywordsHow do people search the internet for your business? Considerations: • Competition
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.
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).
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 /
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
The SEO Basics - LinksWhat effect did increasing my rank have on traffic?
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
The SEO Basics - LinksVisits Av e r a g eFrom PositionSearch InEngines Google
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.
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.
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 .
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
Googles AlgorithmSignals• Inbound links• Anchor text• Content and metadata• Domain name
Googles AlgorithmSignals• Inbound links• Anchor text• Content and metadata• Domain name• Social signals• Usage data• Local signals• Content quality
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
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
Google Alg – Usage Data• Bounce rate• Click-thru rate
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).
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 .
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?
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.
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