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What you need to know about Search Engine Optimization

What you need to know about Search Engine Optimization

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  • How many of you click on pay per click ads
  • Give example of ranking for keyword which no one searches on or would not convert Example: You are a personal injury lawyer, but you rank well for ‘denver lawyer’ You may get calls for divorces
  • Can be expanded into URL 2 for indented listing targeting
  • Popularity contest, with the more popular kids votes counting more than everyone else. Also can think of some votes as “superdelegate” votes and carrying more weight. CNN vs your little brother’s myspace. Relevancy matters too- a site that has content relating to yours will be a better link than from a random site. The fewer number of links on page, the more juice each link carries- that is the “PR Pie” pieces are all bigger. Probably familiar with the Page Rank (free SearchStatus plug in on FF). But don’t get carried away with the PR, as Google only calculates this every so often. Look at it, but don’t obsess. Again, be more concerned with the number of outgoing links on the page. No follows don’t count on SERPS- use Firefox no-follow plugin. Can get it at http://www.quirk.biz/searchstatus Text links better Age of link, and to some extent the page. Age can equal trust. Links age like fine wine and fancy cheese
  • Popularity contest, with the more popular kids votes counting more than everyone else. Also can think of some votes as “superdelegate” votes and carrying more weight. CNN vs your little brother’s myspace. Relevancy matters too- a site that has content relating to yours will be a better link than from a random site. The fewer number of links on page, the more juice each link carries- that is the “PR Pie” pieces are all bigger. Probably familiar with the Page Rank (free SearchStatus plug in on FF). But don’t get carried away with the PR, as Google only calculates this every so often. Look at it, but don’t obsess. Again, be more concerned with the number of outgoing links on the page. No follows don’t count on SERPS- use Firefox no-follow plugin. Can get it at http://www.quirk.biz/searchstatus Text links better Age of link, and to some extent the page. Age can equal trust. Links age like fine wine and fancy cheese
  • Paid- SevenSeek, Octopedia. Multiple purchasing options for listings. Free- you get what you pay for, but still can find some good ones if you look Niche- industry specific, paid and free. Google good tool to find these: industry + directory General- wide variety of categories, everything from Plastic Surgeons to Power Tools Make sure category is indexed- R click, SEO Open (plug in), Google, Google Cache Article sites- content should be well written, but no need to make it “social media style” -good way to get some text links if article is accepted EASY- turn an article into a slideshow using powerpoint (Slideshare.net) Guest Articles- articles used to offer content to other sites for links- many websites are content hungry!
  • PR Web, other sites- be ready to spend money for this service. Great for site launch, product or service launch. Treat resource pages almost like a directory- consider relevance, indexed/not indexed, PR, total number of links, etc.
  • Paid links- a bit controversial so go about it the right way. Where is the line drawn? Look for sites indicating they are in it to make money. Google ads, advertising opportunities, existing outbound text links. Find a relevant site and contact. Ideally want text link. Have something specific in mind when you contact. Know your budget. Do NOT fail to consider PR in the sense we discussed earlier, outbound link#, and indexed before you contact. Do not get talked into something you do not want- it’s the internet and there will be other sites. No link brokers, no sponsored posts/reviews.
  • VERY big right now and continuing to grow as a major player in the online community, and thus as a resource for getting links. Interactions often result in links. Voting sites- popular content gets bumped and linked too. Online communities- not just for college kids. Googling a band or celebrity will often show their myspace profile in first page google results Video- YouTube has gone from just a simple video sharing site to a full blown community, and vids from here can show up in Google results (Festool). Use the right keywords/tags! Niche- for a more focused crowd
  • Do not be boring. It cannot be run of the mill. Sites such as Digg, Mixx, etc to distribute Examples: Water Ionizer- 8 Ways Soda Fizzles Your Health – lists often play well on these sites- concise and easy to read. SM users have ADD. Only related in that they are both health related. Americans love their soda. Article was kooky doctors speculating on health effects of soda, everything from soda causing asthma and rashes to decreasing your ability to reproduce. Hundreds and hundreds of links from this, and ZERO conversions (sales) from these visitors. HOWEVER, all the new links pointing to the site made it more powerful and rank on first page of Google for select keywords. Then people that did want to buy were able to find site, and those DID convert to sales. All about links! Gotta have them to get found!
  • 302- some directories want to track clicks, so they send to page on their site first, then redirect to your site 301 and 302 are http status codes: 301 permanently moved and the code tells SEs to transfer the links and their value to new site (these are ok), 302 temporarily moved and code tells SEs to keep links and values pointing to temporarily redirected page (these not OK) Javascript- links in flash and javascript not spiderable No follows useless for link building. Reminder of FF plug in for no follows Page doesn’t necessarily need to be currently indexed, but make sure it CAN be indexed- Ex: pages behind form based navigation are no good (store locator)

Optimize Your Bottom Line Optimize Your Bottom Line Presentation Transcript

  • 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)
      • $200 off until 8/31 (SBDC200)
      • $100 off until 9/15 (SBDC100)
    Quick Plug: seOverview
    • Questions???
    Q & A