Optimize Your Bottom Line: Mile High Young Professionals Education Seminar

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

Your SEO A-HA

seOverflow is a search engine optimization and pay per click 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 one of Denver’s Fastest Growing Companies in 2010 according to DBJ
Numerous awards, qualifications, accreditations
Who Is seOverflow?

What the Search Engines Want

The Search Engines want to return the most relevant results for every search query.
So, we have to demonstrate the relevance of our pages to them.

How the SE’s determine relevance:
By the titles and tags we place on our pages.
By what they “see” when they spider our pages.
By what we and others tell them the pages are about through the links to them.

Wizardry or a myth.
Keywords in the meta tags only.
An overnight success.
A one time activity.
What SEO Is NOT:

Anatomy of The SERP Organic/Places Results Pay Per Click Google Instant Pay Per Click

Who Gets The Clicks? Search Engine Market Share http://www.seoconsultants.com/search-engines/

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

Organic vs Paid Search Advantages of Organic Search Advantages of Paid Search More traffic on the same keywords Quick to market Trusted more by the public Easy to cast a wide net Cheaper over the long term (for some) Ability to geo-target customers Not prone to click fraud Control over traffic levels

The ROI Of SEO

On-page Optimization – research, planning and implementation. Anything and everything that can be controlled on the website.
Link Building (Off-page optimization) – the process of getting other websites to link to your website. Think of links as popularity votes.
SEO From 30,000 Feet

On-Page Optimization Research, Planning and Implementation

DO NOT GUESS
Information is available
for free regarding
volume, competition,
and more!
Keyword Research: Don’t Just Guess

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? (use allintitle: operator)
How much budget and time do you have?
TOOL: Google Adwords Keyword Tool:
https://adwords.google.com/select/KeywordToolExternal
Is This A Good Keyword?

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 URL Keyword 1 Keyword 2 Keyword 3 /home.html donuts best donuts tasty donuts /chocolatedonuts.html chocolate donuts chocolate frosted donuts /sprinkedonuts.html sprinkle donuts rainbow sprinkle donuts chocolate sprinkle donuts

Spiderability
Accessibility (Broken Links, W3C, File Size etc.)
Title Tags
Meta Tags
H Tags
Image Optimization
Outbound Links
Keyword Prominance
Critical On-page Optimization Components

Link Building Strategies For Finding and Acquiring Powerful Links

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 Defined

Link Building

On-page Vs Off-Page

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.
Not All Votes Are Equal: Some Link Quality Factors
Page Rank (PR)*
Keyword rich text link
Number of outbound links on the page
Age of the link
Link becomes more trusted with time
Link Building Basics

Getting Links Start By Spying On Your Competitor’s Links Use OpenSiteExplorer to view most of the links coming into your competitor’s websites. http://www.opensiteexplorer.com Which of these links can you get? Any idea generated by looking at their strategy?

Directory Submissions
Paid Directories
Free Directories
Niche Directories
General Directories
Content Creation and Publication
In addition to articles, also consider creating videos, slideshows etc and distributing across the web
Guest articles
Article directories (ezinearticles.com)
Guest blog posts
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
Getting Links

302 redirects
Javascript
No-followed links
Links on pages that are not indexed
Links That Will Not Count

Outsourcing Your SEO What To Do and Not To Do

Experience
Ability to “see the light” of possible SEO opportunities
Ability to diagnose and repair complex issues
Time savings
Additional revenue streams (if outsourcing client work)
Why Outsource SEO?

Guarantee rankings
Use ‘black hat’ or hacker-ish techniques
Only perform link building through reciprocal links and link farms
Only optimize pages for search engines and not for visitors
Don’t have good references that you can speak with
Avoid SEO Firms That…

Got Any Questions?
Q & A

http://www.stonetemple.com/articles/css-and-seo.shtml
http://www.pearsonified.com/2007/01/get_53_percent_more_searches_with_one_tweak.php
http://www.e-gain.co.uk/online_marketing/news_articles/Search%20Engine%20Marketing/4
http://www.seofaststart.com
http://www.seomoz.org
http://www.shimonsandler.com
http://www.stonetemple.com/articles/css-and-seo.shtml
http://blog.compete.com/2008/02/08/search-market-share-january-yahoo-microsoft-google-ask-aol-msn-live/
Sources

http://twitter.com/belasco
http://twitter.com/seoverflow
http://www.seoverflow.com/blog
http://www.localsearchtoolkit.com
http://www.conversioniq.com
[email_address]
303-905-1504x1
Thanks!

Optimize Your Bottom Line: Mile High Young Professionals Education Seminar

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Optimize Your Bottom Line: Mile High Young Professionals Education Seminar Presentation Transcript