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?

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

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

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

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…

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

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

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

Organic vs PPC

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?

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

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:

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”

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. Anything and everything that can be controlled on the website.

Off-page Optimization

Includes Link Building, Local Search Optimization, Social Media

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

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.

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?

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?

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

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)

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

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

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 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.")

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 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 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

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

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

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

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

Google Analytics (FREE)

Google Webmaster Tools (also FREE)

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 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.

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

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

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

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

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.

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

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

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

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

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

Back Link Analysis

Backlink Analyzer

http://tools.seobook.com/backlink-analyzer/

Yahoo! Site Explorer

http://siteexplorer.search.yahoo.com/

SEOmoz Linkscape

Hubfinder

SEObook Toolbar

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

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.

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

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

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

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)

Questions??? Q & A

Questions???