Optimize Your Bottom Line

Optimize Your Bottom Line: What You Need to Know About SEO (Search Engine Optimization) presented by seOverflow

seOverflow is a Search Engine Optimization and Paid Search marketing company in Denver, CO.
We specialize in offering solutions that enable web design companies, marketing consultants, and other solution providers to offer high end SEO services to their clients.
We are a Google Adwords Qualified Company, Yahoo Search Marketing Ambassadors, and SEMPO members.
http://www.seOverflow.com
Who Is seOverflow?

Chris Hickey – Director of Business Development
Twitter: @hicculus
Linked In: http://www.linkedin.com/in/chrishickey
Mary Bowling – Director of SEO
Twitter: @marybowling
Linked In: http://www.linkedin.com/in/marybowling
Reid Fenlaw – Director of Link Building & Social Media
Twitter: @rfenlaw
Linked In: http://www.linkedin.com/in/reidfenlaw
Today’s Presenters

What Is SEO? presented by seOverflow

Search engine optimization ( SEO ) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results . Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine.
Source: http://en.wikipedia.org/wiki/Search_engine_optimization
SEO Is…

Anatomy of a SERP Organic Pay Per Click Pay Per Click Local Ten Pack

Organic vs PPC
Who Gets The Clicks? Source: Enquiro, 2006

Who Gets The Clicks? Source: Enquiro, 2006 Search Engine Market Share

What Rankings Are Worth
#1 - 42.13%
#2 - 11.90% (3.5x less)
#3 - 8.50% (4.9x less)
#4 - 6.06% (6.9x less)
#5 - 4.92% (8.5x less)
#6 - 4.05% (10.4x less)
#7 - 3.41% (12.3x less)
#8 - 3.01% (14x less)
#9 - 2.85% (14.8x less)
#10 - 2.99% (14.1x less)
* This data does not take into account Local Search
Who Gets The Clicks?

Wizardry or a myth
Keywords in the meta tags only
$29.95 per month
Submission to 1000 search engines every month
An overnight success
A one time activity
Something purchased from any site “Yellow”
What SEO Is NOT:

On-page Optimization
Research, planning and implementation. Anything and everything that can be controlled on the website.
Off-page Optimization
Includes Link Building, Local Search Optimization, Social Media
SEO From 30,000 Feet

On-page Optimization Research, Planning and Implementation

Keyword Research is the process of discovering for which keywords you should optimize. KW research is critical. Without it, your SEO efforts may be misdirected.
Keyword Research: The Cornerstone of SEO Keyword Research Steps 1. Brainstorming 2. Use Keyword Research Tools 3. Check The Competition Levels, Choose The Keywords

How much traffic does the keyword receive?
How likely is someone using that keyword to reach your site going to convert into a customer/lead/sale?
How competitive is the keyword?
How much budget and time do you have?
Is This A Good Keyword?

Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
FREE
WordTracker
http://www.wordtracker.com/
Paid service (FREE trial)
Keyword Discovery
http://www.keyworddiscovery.com/
Paid Service (FREE trial)
Keyword Research Tools

Match Types
Broad Match
“ similar phrases and relevant variations”
Phrase Match
“ searches that match the exact phrase”
Exact Match
“ match the exact phrase exclusively”
**Broad Match is up to Google’s interpretation**
Source: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6100
Google Keyword Tool

Keyword Competitiveness
Google operator searches
Intitle
Intitle:”My search phrase”
Inurl
Inurl:”My search phrase”
Inanchor
Inanchor:”My search phrase”
Example of Inanchor operator
restaurants Denver inanchor:kid-friendly
Search for pages on Denver restaurants for which links to the page say they are "kid friendly.")
Gauging Keyword Competition

Keyword Research: The Long Tail

The Keyword Matrix is an optimization map showing which pages will be optimized for which keywords.
Typically we target 1-5 closely related keywords per page. (3 on avg.)
Many times we suggest adding new pages to existing sites.
We use the keywords identified in the matrix as your main ‘rank checking’ keywords.
The Keyword Matrix

The Keyword Matrix Example Keyword URL1 seo outsourcing http://www.seoverflow.com outsource seo http://www.seoverflow.com seo outsourcing company http://www.seoverflow.com keyword research services http://www.seoverflow.com/services/keyword-research.html keyword research report http://www.seoverflow.com/services/keyword-research.html outsource keyword research http://www.seoverflow.com/services/keyword-research.html outsource ppc http://www.seoverflow.com/services/pay-per-click.html ppc outsourcing http://www.seoverflow.com/services/pay-per-click.html outsource pay per click http://www.seoverflow.com/services/pay-per-click.html outsource link building http://www.seoverflow.com/services/link-building.html link building outsourcing http://www.seoverflow.com/services/link-building.html link building services http://www.seoverflow.com/services/link-building.html

Title Tags
<TITLE>Specific to Each Page</TITLE>
Header Tags
<H1>Main Heading</H1>
<H2>Sub-Header</H2>
Unique Content
Duplicate Content is BAD!
http://www.copyscape.com
TOP 3 On-Page Optimization Components

Spiderability
Accessibility (Broken Links, W3C, File Size etc.)
Meta Tags (keywords & description)
Image Optimization
Use ALT tags
Internal Linking
Often overlooked, extremely valuable
Outbound Links
Your site should not be the ‘dead end’ of the internet
Keyword Density
Sitemap (HTML & XML)
Robots.txt
Site architecture / navigation format
Custom 404 Error Page
Other Critical On-page Optimization Components

Google Analytics (FREE)
Google Webmaster Tools (also FREE)
More Recommended Tools

Link Building Strategies For Finding and Acquiring Powerful Links

Link Building Is…
Link Building is the practice of obtaining links from external websites into your own website in order to obtain higher search engine rankings and/or direct referrals.

Link Building Basics
Links as “votes”
When another website links to yours, that site is essentially casting a “vote” for your website.
The more votes you have the better, although in this game the quality of the votes you receive is very important too.

Link Building Basics, cont’d
Quality Link Factors
Keyword Rich Text Link
‘ Click Here’ vs. ‘My Target Keyword’
Followed vs. No-Followed
Number of outbound links on the page
Age of the link
Link becomes more trusted with time
Neighborhoods (good vs. bad)
.edu & .gov
How recently & how often page is indexed
Page Rank (PR)
General indicator

Getting Links
Directory Submissions
Paid Directories
Free Directories
Niche Directories
General Directories
Article Distribution
Plenty of free sites (such as Article Alley) that allow you to create a profile and submit articles that include text links.
Content Creation and Publication
In addition to articles, also consider creating videos, slideshows etc and distributing across the web
Guest Articles

Getting Links
Press Releases
Not just a tool for the traditional PR company anymore
Easy way to generate some text links for your product or service
Press releases often will show up quite high in search results, at least for a while
Exposure, plus a lasting link for relevant keywords
Resource Pages
Look within relevant industry
Often can get these links for free
Present your website as a resource that should be included in the owner’s list
Quality

Getting Links
Paid Links
Against Google webmaster guidelines, much controversy
Still a widely used technique
Sponsorships
Within relevant industry
If your site deals with cars, consider sponsoring a car club
Local Sponsorships
Sports leagues, parks, etc.- the Page Rank surprise!
Community Involvement
Video Distribution
http://www.TubeMogul.com

Getting Links
Social Media
Social Media categorizes online tools that people use to share content, opinions, profiles, and news itself. This sharing causes conversations and interactions between people online.
Examples include
Voting style sites- Digg, Mixx, Sphinn
Online communities- Myspace, Facebook
Video based communities- YouTube
Niche communities- health, auto lovers, etc.

Getting Links
Link Bait
“ Fishing for links”
Content developed from a unique angle on a relevant topic that people will want to link to
Text (article), pictures, video, software or other tools
Host on your own site, and use Social Media sites to give it a boost and generate links
Link Bait “market” is competitive and is often flooded with material- stand out!
Link Bait can be loosely related to your actual site
End goal is links, not conversions

Strategic Link Bait
Very manual distribution, most likely deals within a certain niche
Viral Link Bait
Can appeal to a broad audience, easy to spread wide via social media
Two Types of Link Bait

Strategic Link Bait Example

Viral Link Bait Example

Links That Will Not Count
302 redirects
Javascript / AJAX / Flash
‘ Nofollow’ links
Links on pages that are not indexed

Back Link Analysis
Backlink Analyzer
http://tools.seobook.com/backlink-analyzer/
Yahoo! Site Explorer
http://siteexplorer.search.yahoo.com/
SEOmoz Linkscape
Hubfinder
SEObook Toolbar
Link Building Tools

Measuring SEO Success Tracking, Measuring and Analyzing an SEO Project

Rank checking is the most obvious key performance indicator (KPI).
Beware that rankings can be different from user to user due to Personalized search and the use of multiple data centers.
Analytics and Tracking SEO

The success of an SEO campaign is not just based off rankings. There are many other factors to measure and analyze.
Increases/Decreases in search volume
Conversion rates
Quality of Organic Visitors (time on site, pages viewed, bounce rate, etc)
Number of Unique Keywords Used
Pages Indexed
Brand to Non Brand Mix of Keywords
Analytics and Tracking SEO

40+ Page custom SEO audit
Identify SEO Opportunities
Avoid SEO Pitfalls
Learn How to Make Your Site More Powerful
Analyze Your Competition
http://www.seOverflow.com/seOverview
COUPON CODE (use at checkout)
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Q & A

Optimize Your Bottom Line

by seOverflow on Aug 27, 2009

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