www.highlyrelevant.com How to Connect Your Website with the Greatest Possible Audience & SEO for 2010
<ul><li>Thanks for showing up! </li></ul><ul><li>Here’s what you get for doing so! </li></ul><ul><ul><ul><ul><li>1) Free 3...
Rex and Alex are... Rex and Alex are NOT ... <ul><li>Professional speakers </li></ul><ul><li>Very gifted technically </li>...
Why Should You  Care About SEO? New data now shows 4,000 searches a second!
SEO for  2010 •  Search Engine Market Share  •  Search Engine Results & User Search Behavior •  How a Webpage Ranks Well i...
What is  SEO?
Example Ranking from  Oscars 2009 Step 1 – Use Google Trends to research most searched phrases from previous year Beat out...
Twirlit Statistics -  Oscars 2009
Why Should You  Care About SEO? •  74% of respondents used search engines to find local business information versus 65% wh...
Why the Obsession with  Google
Human Goals of  Searching <ul><li>Experience the need for an answer, solution, or piece of information. For example, the u...
Human Goals of  Searching Data from Hitwise shows a similar distribution of search query lengths What does this mean for 2...
Determining  Searcher Intent
How People  Search – ‘Breakdown’
How People  Search The user performs five searches over a 55+ minute period before making a final selection.  A 2007 study...
How Users Scan  Results Pages Paying for Sponsored Result #3 yields less exposure than being number 7, 8 or 9 in organic r...
70% of Users Don’t Go Beyond the  1 st  Page of Search Engines!
Understanding the Layout of Search Results Pages  SERP’s
‘ Old’ Organic Search Results  = SEO 1.0 <ul><li>Technical & artificial - no focus on people or community.  </li></ul>As f...
SEO  2.0 Overview May 2008 – Google introduces Universal Results or Blended Results.  This means that it’s NOT just about ...
SERP’s for  Popular Keywords For popular searches, the search engines include Vertical Search Results in the form of Produ...
SERP’s for  Local Keywords 1 For local searches, the search engines now include Vertical Search Results, such as Google Lo...
Local  SEO - Interlude Always Manually Submit Site  – Google Local –Google Maps  •  https://www.google.com/local/add   – Y...
Local  SEO - Interlude Keyword Optimize Content  – Business Title –Business + Keyword Phrase  •  Bob’s Plumbing –Atlanta P...
Local  SEO - Interlude Synchronize Business Listing With Top Directory Listings  – Kudzu.com  – CitySearch.com  – InsiderP...
Moving on: SEO for  2010 1. Social Media Real Time Search Effect on Back links 2. Engagement Time Spent on Site Sites Visi...
How do Search Engines  Rank Websites
SEO:  Where do I start?
5 Steps to SEO  2.0 Success <ul><li>Step 1: Build a Blog on Your Site </li></ul><ul><li>Step 2: Perform Proper Keyword & M...
Step 1 : Add a Wordpress Blog Add Your Blog as a Subfolder for natural growth www.website.com/blog <ul><li>Download Wordpr...
Step 2: Just Because YOU  Search that Way http://www.google.com/trends
Step 2: Market and  Keyword Research www.technorati.com   Find the Biggest Influencers in Your Market
Step 2: Market and  Keyword Research https://adwords.google.com/select/KeywordToolExternal
Step 2: Google  Sktool http://www.google.com/sktool
Google Insights  www.google.com/search/insights   Step 2 - Learn Google  Insights
Step 2 - Find the Top Volume Search  Terms by Category
Step 2 – Learn  Delicious What do they want & need? How can you position yourself as an authority they want to engage with...
Step 2 – Learn  EzineArticles.com http://ezinearticles.com/?type=txcat&cat=Home-Improvement:Furniture
Step 3 –  Formulate a Content Strategy  1. Brainstorm 5 Topics That Include Your Keywords  2. Post Once Per Week To Start ...
Blog  Post Example Entered debate on ranking factors of Google for website Took on industry leader Stompernet Backed up my...
The Most Important  HTML Elements
Oscars  2009 – Keyword Usage Example SEO Title SEO  Description URL/Slug Headline Subheadline • 2009 Oscar  Academy Awards...
Write  ‘Boring’   Headlines REQUIRED RECOMMENDED DO NOT… •  Include targeted keyphrase  •  Use hyper‐local buzz or esoteri...
Write  ‘Somewhat Boring’ Subheads REQUIRED RECOMMENDED DO NOT… • Include core targeted keyword •Differentiate from headlin...
If Your Slug  Is Publicly Displayed . . . REQUIRED RECOMMENDED DO NOT… •  Use targeted keyphrase •  Separate words with hy...
Step 4.  Syndicate Your Content <ul><li>Comment on other blogs in your industry </li></ul><ul><li>Link to other blogs in y...
5 Steps to SEO  2.0 Success Link Ecosphere – Link to relevant blogs and get a trackback….
Step 4.  Syndicate Your Content Topics covered include EVERYTHING www.Twitter.com   www.Facebook.com
Step 4.  Syndicate Your Content Topics covered include business, politics, entertainment, lifestyle and sports. Buzz.yahoo...
Step 4.  Syndicate Your Content Topics covered include business, entertainment, sports, health and tech. Includes the abil...
Step 4.  Syndicate Your Content Topics covered include technology, politics, entertainment, lifestyle and sports. www.Shou...
Your content (solutions, advice, entertainment, enlightenment &  education) motivates fans to spread the word about you wi...
Twitter  Response Evangelist  Business Development  Communicators
Showing last 4 months  (120 days) of traffic 1,523 visits / 120 days = ~12.69 visits /day Organic Google Search Traffic Ty...
Contact Us Alex Becker  President alex@highlyrelevant.com  323-330-9590 Rex Freiberger Chief Executive Officer rex@highlyr...
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26344246 new-google-seo-techniques-for-2010

  1. 1. www.highlyrelevant.com How to Connect Your Website with the Greatest Possible Audience & SEO for 2010
  2. 2. <ul><li>Thanks for showing up! </li></ul><ul><li>Here’s what you get for doing so! </li></ul><ul><ul><ul><ul><li>1) Free 30-min Consultation ($250 value) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2) 10% Discount on Future Services </li></ul></ul></ul></ul><ul><ul><ul><ul><li>3) PDF of this Presentation Sent via Email (Priceless) </li></ul></ul></ul></ul><ul><li>*We will consider doing Pro Bono work for a non-profit of your choosing* </li></ul>
  3. 3. Rex and Alex are... Rex and Alex are NOT ... <ul><li>Professional speakers </li></ul><ul><li>Very gifted technically </li></ul><ul><li>The best SEO’s for all fields </li></ul><ul><li>Passionate about Search Marketing and Social Media and how it helps small businesses </li></ul><ul><li>Nice guys who don’t mind questions during the presentation </li></ul>About Us
  4. 4. Why Should You Care About SEO? New data now shows 4,000 searches a second!
  5. 5. SEO for  2010 • Search Engine Market Share • Search Engine Results & User Search Behavior • How a Webpage Ranks Well in Search Engines • Search Engine Path of Discovery • Google Keyword Research Tool • Google Insights & Trends • Getting into Google Local Search Results • Getting into Google Local Business Directory SEO Overview Keyword Research Article Writing Local SEO Introduction and Statistics • Headline and Title Tag Best Practices • Sub headlines and Slug Best Practices • Content and Linking Practices • Current Traffic Statistics and Our Experience
  6. 6. What is SEO?
  7. 7. Example Ranking from Oscars 2009 Step 1 – Use Google Trends to research most searched phrases from previous year Beat out big websites such as Esquire and Huffington Post Post got 50,000 hits Ranked number 1 for several keywords
  8. 8. Twirlit Statistics - Oscars 2009
  9. 9. Why Should You Care About SEO? • 74% of respondents used search engines to find local business information versus 65% who turned to print Yellow Pages, 50% who used Internet Yellow Pages, and 44% who used traditional newspapers. • 86% surveyed said they have used the Internet to find a local business, a rise from the 70% figure reported the year before. • 80% reported researching a product or service online, then making that purchase offline from a local business. <ul><li>Online advertising drives $6 offline (in stores) for every $1 spent online. </li></ul><ul><li>Search marketing has a greater impact on in-store sales lift than display advertising—three times greater, in fact. </li></ul>
  10. 10. Why the Obsession with Google
  11. 11. Human Goals of Searching <ul><li>Experience the need for an answer, solution, or piece of information. For example, the user may be looking for a website (navigational query) to buy something (transactional query) or to learn something (informational query). </li></ul><ul><li>Formulate that need in a string of words and phrases (query). Most people formulate their queries in one to three words. ComScore data from March 2009 shows an average query length of 2.9 words. </li></ul><ul><li>Execute the query, check the results, see whether you got what you wanted, and if not, try a refined query. </li></ul>Searches by query length (comScore)
  12. 12. Human Goals of Searching Data from Hitwise shows a similar distribution of search query lengths What does this mean for 2010?
  13. 13. Determining Searcher Intent
  14. 14. How People Search – ‘Breakdown’
  15. 15. How People Search The user performs five searches over a 55+ minute period before making a final selection. A 2007 study of e-commerce sites by ScanAlert showed that 30% of online transactions occurred more than 24 hours after the initial search.
  16. 16. How Users Scan Results Pages Paying for Sponsored Result #3 yields less exposure than being number 7, 8 or 9 in organic results!
  17. 17. 70% of Users Don’t Go Beyond the 1 st Page of Search Engines!
  18. 18. Understanding the Layout of Search Results Pages SERP’s
  19. 19. ‘ Old’ Organic Search Results = SEO 1.0 <ul><li>Technical & artificial - no focus on people or community. </li></ul>As few as 3 years ago, Google search results only displayed 10 web page results…
  20. 20. SEO 2.0 Overview May 2008 – Google introduces Universal Results or Blended Results. This means that it’s NOT just about optimizing your website for search engines, it’s about creating new content on various web 2.0 and additional social networking websites. <ul><li>Focus on people </li></ul><ul><li>Own more search engine </li></ul><ul><li>real estate </li></ul>Image Results Google News Results Blog Results Video Results
  21. 21. SERP’s for Popular Keywords For popular searches, the search engines include Vertical Search Results in the form of Product Results. Google calls these onebox results
  22. 22. SERP’s for Local Keywords 1 For local searches, the search engines now include Vertical Search Results, such as Google Local Results.
  23. 23. Local SEO - Interlude Always Manually Submit Site – Google Local –Google Maps • https://www.google.com/local/add – Yahoo Local • http://listings.local.yahoo.com – MSN/Live Search Local –Changes Coming Soon • https://ssl.search.live.com/listings/ListingCenter.aspx
  24. 24. Local SEO - Interlude Keyword Optimize Content – Business Title –Business + Keyword Phrase • Bob’s Plumbing –Atlanta Plumbing Contractors • Bob Jones Company –Atlanta Certified Public Accountants • Roberts, Jones, Freeman –Atlanta Tax Attorney • Billy Bob’s –Atlanta Sports Bar & Grill • Bob’s Lawn Care –Atlanta Landscaper
  25. 25. Local SEO - Interlude Synchronize Business Listing With Top Directory Listings – Kudzu.com – CitySearch.com – InsiderPages.com – InfoUSA.com (All Major 411 Directories) – Cmac.ws –(U.S. Business Directory) – Best of the Web Local
  26. 26. Moving on: SEO for 2010 1. Social Media Real Time Search Effect on Back links 2. Engagement Time Spent on Site Sites Visited Before & After 3. Google Caffeine Load Speed More Important Change in Indexing Capabilities
  27. 27. How do Search Engines Rank Websites
  28. 28. SEO: Where do I start?
  29. 29. 5 Steps to SEO 2.0 Success <ul><li>Step 1: Build a Blog on Your Site </li></ul><ul><li>Step 2: Perform Proper Keyword & Market Research </li></ul><ul><li>Step 3: Create a content strategy from your research </li></ul><ul><li>Step 4: Distribute Your Content – Commenting & Syndication </li></ul><ul><li>Step 5: Engage Your Audience </li></ul><ul><li>The big difference from SEO 1.0 – in 2.0, others build links to your site. </li></ul>
  30. 30. Step 1 : Add a Wordpress Blog Add Your Blog as a Subfolder for natural growth www.website.com/blog <ul><li>Download Wordpress (its free) and place it on your server </li></ul><ul><li>2. Add Plugins to Optimize It -All in One SEO </li></ul><ul><li>-Google Sitemap Generator </li></ul>
  31. 31. Step 2: Just Because YOU Search that Way http://www.google.com/trends
  32. 32. Step 2: Market and Keyword Research www.technorati.com Find the Biggest Influencers in Your Market
  33. 33. Step 2: Market and Keyword Research https://adwords.google.com/select/KeywordToolExternal
  34. 34. Step 2: Google Sktool http://www.google.com/sktool
  35. 35. Google Insights www.google.com/search/insights Step 2 - Learn Google Insights
  36. 36. Step 2 - Find the Top Volume Search Terms by Category
  37. 37. Step 2 – Learn Delicious What do they want & need? How can you position yourself as an authority they want to engage with? http://delicious.com/popular/furniture
  38. 38. Step 2 – Learn EzineArticles.com http://ezinearticles.com/?type=txcat&cat=Home-Improvement:Furniture
  39. 39. Step 3 – Formulate a Content Strategy 1. Brainstorm 5 Topics That Include Your Keywords 2. Post Once Per Week To Start So You Can Promote It 3. Keep the Content Timely and Based On Needs Your targets will be excited to then share your content with others & often times might even contact you.
  40. 40. Blog Post Example Entered debate on ranking factors of Google for website Took on industry leader Stompernet Backed up my findings
  41. 41. The Most Important HTML Elements
  42. 42. Oscars 2009 – Keyword Usage Example SEO Title SEO  Description URL/Slug Headline Subheadline • 2009 Oscar Academy Awards Best and Worst Dressed • Who Were the Best and Worst Dressed at this 81 st Annual Academy Awards? Find this years biggest winner’s and losers! • 2009 Oscar Awards Best and Worst Dressed • Who Were the Best and Worst Dressed at this 81 st Annual Academy Awards? • /2009-oscars-awards-best-worst-dressed
  43. 43. Write  ‘Boring’   Headlines REQUIRED RECOMMENDED DO NOT… • Include targeted keyphrase • Use hyper‐local buzz or esoteric phrases • Be too witty at cost of search relevance • Exact match keyphrase • Place keyphrase in front • Differentiate from SEO title • Be succinct
  44. 44. Write  ‘Somewhat Boring’ Subheads REQUIRED RECOMMENDED DO NOT… • Include core targeted keyword •Differentiate from headline and SEO title • Use AP or other newswire headline • Use of headlines from other SSLA pages • Field usage for other purposes • Include all words from keyphrase • Use plural or singular version of keywords • Use different tense for some keywords • Be more verbose to create ‘SEO noise’
  45. 45. If Your Slug  Is Publicly Displayed . . . REQUIRED RECOMMENDED DO NOT… • Use targeted keyphrase • Separate words with hyphens • Abbreviate or omit vowels, etc • Avoid usage such as ‘story’, ‘sl’, ‘front’
  46. 46. Step 4. Syndicate Your Content <ul><li>Comment on other blogs in your industry </li></ul><ul><li>Link to other blogs in your community </li></ul>
  47. 47. 5 Steps to SEO 2.0 Success Link Ecosphere – Link to relevant blogs and get a trackback….
  48. 48. Step 4. Syndicate Your Content Topics covered include EVERYTHING www.Twitter.com www.Facebook.com
  49. 49. Step 4. Syndicate Your Content Topics covered include business, politics, entertainment, lifestyle and sports. Buzz.yahoo.com
  50. 50. Step 4. Syndicate Your Content Topics covered include business, entertainment, sports, health and tech. Includes the ability to create groups to share news with other users. www.Mixx.com
  51. 51. Step 4. Syndicate Your Content Topics covered include technology, politics, entertainment, lifestyle and sports. www.Shoutwire.com
  52. 52. Your content (solutions, advice, entertainment, enlightenment & education) motivates fans to spread the word about you without advertising. Once they start sharing, your SE rankings increase automatically, because they naturally link to you. Step 5. Engage the audience & build your fan club
  53. 53. Twitter Response Evangelist Business Development Communicators
  54. 54. Showing last 4 months (120 days) of traffic 1,523 visits / 120 days = ~12.69 visits /day Organic Google Search Traffic Type-in Traffic Social Media Participation Social Media Participation Blog Commenting Organic Yahoo Search Traffic Article Marketing Company Website Satisfied Webmaster Blog Commenting
  55. 55. Contact Us Alex Becker President alex@highlyrelevant.com 323-330-9590 Rex Freiberger Chief Executive Officer rex@highlyrelevant.com 323-330-9590 www.highlyrelevant.com Thanks for showing up! Here’s what you get for doing so! 1) Free 30-min Consultation ($250 value) 2) 10% Discount on Future Services 3) PDF of this Presentation Sent via Email *We will consider doing Pro Bono work for a non-profit of your choosing*
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