Are You Invisible

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  • 1. Are You Invisible To Google? 7/27/07 Andrew Rodrigues, SEO Manager
  • 2. Agenda
    • Introduction
    • Researching and Planning an SEO campaign
    • SEO Implementation – On Page
    • SEO Implementation – Off Page
    • Advanced SEO
    • Questions
    • Audience Volunteer Analysis
  • 3. What is Search Engine Marketing (SEM)?
    • SEM
      • Search Engine Marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in the Search Engine Results Pages (SERPs) and has a proven ROI (Return on Investment).
      • SEO
        • Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.
      • PPC
        • Pay per click (PPC) is an advertising model used on websites, advertising networks, and search engines where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website.
  • 4. What is Search Engine Optimization?
    • Search Engine Optimization (SEO) improves “organic” rankings of a website in the search engine listings.
    • SEO is not a short-term, quick-result tactic, but rather a long-term solution with potentially high returns.
    • Keywords:
    • Limited number of keywords
    • Selection based on predicted values and client objectives
  • 5. What is Paid Search Advertising?
    • Paid Search Advertising, or Pay-Per-Click (PPC), places advertisements on the search engines based on the keywords searched.
    • PPC is auction-based and prices are set at the keyword level.
    • Results are quick, messages can be modified, and results easily tracked.
    • Keywords:
    • Potentially thousands of keywords
    • Selection based on value of each click to advertiser
  • 6. What are the differences?
    • SEO
    • Longer-term results
    • Increase credibility
    • Limited number of keywords
    • Upfront investment
    • No per click charges
    • PPC
    • Fast results
    • Control message
    • “ Unlimited” keywords
    • Ongoing expense
    • Charged for each click
    Both methods can provide significant levels of traffic. Optimal results are typically achieved by combining both options.
  • 7. Why should I worry if I’m “invisible to Google?”
      • About 80% of Internet traffic begins at a search engine. (source: Harris Interactive)
      • 41% of Web users employ search for simple navigation such as typing known URLs into the search box. (source: DoubleClick)
      • 75% of searchers never look further than page one of SERPs. (source: Georgia Institute of Technology)
      • The World Wide Web contains more than 2.1 billion documents and is growing at the rate of seven million pages per day (source: http://www.cyveillance.com).
      • People who find your site via search engines are typically very qualified targets for your products and services.
      • Search engines are becoming integrated into our daily lives.
  • 8. Agenda
    • Introduction
    • Researching and Planning an SEO campaign
    • SEO Implementation – On Page
    • SEO Implementation – Off Page
    • Advanced SEO
    • Questions
    • Audience Volunteer Analysis
  • 9. Developing an SEO Strategy
    • Cost Considerations
      • Costs
      • Tools
      • Resources
    • Time Considerations
      • Ensure time to see results
      • Ongoing
    • Success Considerations
      • May require full site redesign
      • No guarantees – third party dependent, no hard fast rules, just guidelines
  • 10. Campaign Goals and KPIs
    • Key Performance Indicators (KPI)
    • Return On Investment (ROI)
    • Gain key stakeholder buy in
    • Are expectations realistic?
    • How will results be measured?
  • 11. Geary SEO Philosophy
    • Human users come first!
      • Use common sense
      • “ is this going to improve my users’
      • experience?”
    • Not algorithm chasing
      • Develop a site that deserves rankings
    • Integrate into other marketing efforts
    • Ongoing
  • 12. Search Engine Algorithms
    • Three major factors in major search engine algorithms
      • Site architecture
      • Content
      • Link popularity
    • Other factors
      • Time/age
      • Conversion rates
      • Size
      • Domain name
    • Art and Science
  • 13. Search Engines
    • Google
      • 64% of searches (Hitwise, June ‘07)
      • Off Page focused
    • Yahoo
      • 21%
      • Both On and Off Page focus
    • MSN
      • 8%, but starting to grow
      • On Page focused
    • Vertical engines
    • Video, podcasts, other types of content engines
  • 14. Getting data from the search engines
    • Google PageRank
    • Search Engine Sitemaps
    • Operators
      • Site:
      • Link:
        • differences on engines
      • Cache:
        • Text only version
      • Allinanchor:
  • 15. Keyword Selection
    • Finding potential keywords
      • Brainstorm
        • Branded
        • Long tail
        • Geo-targeting
        • Misspellings
        • Sales cycle considerations
      • Tools
      • Competitive research
      • Paid search and analytics data
    • Selecting High Priority Keywords
      • Search counts
        • Plurals, synonyms, word order
      • Searcher’s motivation
      • Competitiveness
  • 16. Keyword Assignment
    • Keyword “theming”
      • Learned art
      • Typically 2-3 keywords per page
    • Align with current content or topic of page
      • This will likely be the page that appears in the search results for that search
    • Use competitive analysis
  • 17. Agenda
    • Introduction
    • Researching and Planning an SEO campaign
    • SEO Implementation – On Page
    • SEO Implementation – Off Page
    • Advanced SEO
    • Questions
    • Audience Volunteer Analysis
  • 18. Site Architecture
    • Main navigation
    • Breadcrumbs
    • Footer links
    • Content linking
    • Sub-domains
    • Folder structure
  • 19. On Page SEO
    • URLs
      • URL consistency
      • “ -” vs. “_”
    • Title tags
    • Meta description and meta keyword tags
    • Header tags
    • Alt, title, span, no-follow
  • 20. On Page SEO (cont’d)
    • Coding
      • CMS and shopping carts
      • Externalize JavaScript and
      • CSS
      • Avoid frames
    • Static site map
    • Tracking and analytics code
  • 21. Text Content Writing
    • Keyword density
    • “ Salesy”
    • Typically 2-3 keywords targeted per page
    • Proximity
      • Headline
      • Near top of page
      • Links (anchor text)
  • 22. Text Content Writing (cont’d)
    • Watch for duplicate content
      • URL variations
      • Printer friendly pages
    • Natural-sounding language
    • Compare keyword density to successful competitors
  • 23. Embrace Web 2.0, with common sense
    • Flash, Ajax
    • UGC
    • Video and audio
    • Social Networking
    • Online Reviews
    • Blogs, forums, how-to guides
    • Widgets
  • 24. Agenda
    • Introduction
    • Researching and Planning an SEO campaign
    • SEO Implementation – On Page
    • SEO Implementation – Off Page
    • Advanced SEO
    • Questions
    • Audience Volunteer Analysis
  • 25. Off Page SEO
    • Search Engine Sitemaps
    • RSS syndication
    • Robots.txt
    • 301 redirects
    • Custom 404 page
    • W3C Validation
    • Broken Links
    • Page Loading Times
  • 26. External Visibility
    • Submissions
    • Link building
      • Reciprocal links
      • Paid links
      • Run Of Site (ROS)
      • Directories
      • Press releases
      • Content syndication
      • Social media
    • Rate of link growth
  • 27. An Ideal Link
    • Anchor text
    • Page location
    • Relevancy
    • Page strength
    • Permanence
  • 28. SEO Reporting
    • Ranking Reports
      • Baseline
      • Monthly
      • 90% of traffic can come from
      • “ long tail” keywords, which are
      • typically not tracked as closely
    • KPI progress Reports
      • Conversions
      • Traffic
      • Branding
      • phone calls
  • 29. SEO Reporting (cont’d)
    • Other Potential Metrics
      • Pre-SEO total site traffic vs. post-SEO
        • SEO efforts will indirectly drive more visitors to site
        • increase the return on investment of other marketing efforts by allowing a viewer to come back and find the site via search engines
      • Search engine referrals/diversification overall and on a specific keyword level
      • Amount and quality of traffic
        • increase in page views, time on site, conversions, downloads, etc.
      • Branded Search Counts
      • Reduction of necessary PPC spend
        • Watch for synergistic effects
      • The lifetime value of the new business
      • Increase in links from search engines’ perspective
      • Increase in number of pages indexed by search engines
  • 30. Agenda
    • Introduction
    • Researching and Planning an SEO campaign
    • SEO Implementation – On Page
    • SEO Implementation – Off Page
    • Advanced SEO
    • Questions
    • Audience volunteer analysis
  • 31. Resources for More Info
    • Search Engine Webmaster Guidelines
      • http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
      • http://help.yahoo.com/help/us/ysearch/index.html
      • http://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm
    • http:// www.webmasterworld.com /
    • http://www.sempo.org/home
    • http://searchenginewatch.com/
    • http://searchengineland.com/
    • http://www.searchenginejournal.com/
    • Conferences
      • http://www.searchenginestrategies.com/
      • http://searchmarketingexpo.com/
      • http://www.pubcon.com/
  • 32. Black Hat Techniques to avoid
    • Cloaking
    • Hidden text
    • Keyword stuffing
      • Off-topic, high traffic keywords
    • Automated content
  • 33. Universal and Personalized Search
    • The meaning of rankings is changing
    • The meaning of content is changing
    • Opportunity!!!
  • 34. International Search
    • Country-specific domains
    • Language translation
      • Regional dialects
    • More search engines
    • Local hosting
    • Links from country-specific domains
  • 35. Mobile Search
    • Screen Size and Device Variations
    • Separate mobile sites
      • .mobi domain
      • Use CSS to make a site device-specific
    • Navigational structure
    • Text heavy, image light
    • Consumer acceptance
  • 36. Social Media Optimization (SMO)
    • Social Bookmarking
      • Del.icio.us
    • Social networking
      • Myspace.com
      • Craigslist.org
    • Content aggregation
      • Digg.com
    • Wikipedia
    • Mash-ups
      • http://api.maps.yahoo.com/Maps/V1/annotatedMaps?appid=jeffreymcmanus&xmlsrc=http://mcmanus.typepad.com/sandiegotrolley.xml
  • 37. Local Search Optimization
    • Contact Info
    • Areas serviced
    • Local Search submission
    • Other providers
      • Yelp, local.com, Citysearch, kudzu, Service Magic
    • Internet Yellowpages
  • 38. Agenda
    • Introduction
    • Researching and Planning an SEO campaign
    • SEO Implementation – On Page
    • SEO Implementation – Off Page
    • Advanced SEO
    • Questions
    • Audience Volunteer Analysis
  • 39. Agenda
    • Introduction
    • Researching and Planning an SEO campaign
    • SEO Implementation – On Page
    • SEO Implementation – Off Page
    • Advanced SEO
    • Questions
    • Audience Volunteer Analysis
  • 40.
    • Dream Big