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    Are You Invisible Are You Invisible Presentation Transcript

    • Are You Invisible To Google? 7/27/07 Andrew Rodrigues, SEO Manager
    • Agenda
      • Introduction
      • Researching and Planning an SEO campaign
      • SEO Implementation – On Page
      • SEO Implementation – Off Page
      • Advanced SEO
      • Questions
      • Audience Volunteer Analysis
    • 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.
    • 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
    • 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
    • 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.
    • 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.
    • Agenda
      • Introduction
      • Researching and Planning an SEO campaign
      • SEO Implementation – On Page
      • SEO Implementation – Off Page
      • Advanced SEO
      • Questions
      • Audience Volunteer Analysis
    • 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
    • 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?
    • 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
    • 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
    • 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
    • Getting data from the search engines
      • Google PageRank
      • Search Engine Sitemaps
      • Operators
        • Site:
        • Link:
          • differences on engines
        • Cache:
          • Text only version
        • Allinanchor:
    • 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
    • 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
    • Agenda
      • Introduction
      • Researching and Planning an SEO campaign
      • SEO Implementation – On Page
      • SEO Implementation – Off Page
      • Advanced SEO
      • Questions
      • Audience Volunteer Analysis
    • Site Architecture
      • Main navigation
      • Breadcrumbs
      • Footer links
      • Content linking
      • Sub-domains
      • Folder structure
    • On Page SEO
      • URLs
        • URL consistency
        • “ -” vs. “_”
      • Title tags
      • Meta description and meta keyword tags
      • Header tags
      • Alt, title, span, no-follow
    • On Page SEO (cont’d)
      • Coding
        • CMS and shopping carts
        • Externalize JavaScript and
        • CSS
        • Avoid frames
      • Static site map
      • Tracking and analytics code
    • Text Content Writing
      • Keyword density
      • “ Salesy”
      • Typically 2-3 keywords targeted per page
      • Proximity
        • Headline
        • Near top of page
        • Links (anchor text)
    • Text Content Writing (cont’d)
      • Watch for duplicate content
        • URL variations
        • Printer friendly pages
      • Natural-sounding language
      • Compare keyword density to successful competitors
    • Embrace Web 2.0, with common sense
      • Flash, Ajax
      • UGC
      • Video and audio
      • Social Networking
      • Online Reviews
      • Blogs, forums, how-to guides
      • Widgets
    • Agenda
      • Introduction
      • Researching and Planning an SEO campaign
      • SEO Implementation – On Page
      • SEO Implementation – Off Page
      • Advanced SEO
      • Questions
      • Audience Volunteer Analysis
    • Off Page SEO
      • Search Engine Sitemaps
      • RSS syndication
      • Robots.txt
      • 301 redirects
      • Custom 404 page
      • W3C Validation
      • Broken Links
      • Page Loading Times
    • External Visibility
      • Submissions
      • Link building
        • Reciprocal links
        • Paid links
        • Run Of Site (ROS)
        • Directories
        • Press releases
        • Content syndication
        • Social media
      • Rate of link growth
    • An Ideal Link
      • Anchor text
      • Page location
      • Relevancy
      • Page strength
      • Permanence
    • 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
    • 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
    • Agenda
      • Introduction
      • Researching and Planning an SEO campaign
      • SEO Implementation – On Page
      • SEO Implementation – Off Page
      • Advanced SEO
      • Questions
      • Audience volunteer analysis
    • 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/
    • Black Hat Techniques to avoid
      • Cloaking
      • Hidden text
      • Keyword stuffing
        • Off-topic, high traffic keywords
      • Automated content
    • Universal and Personalized Search
      • The meaning of rankings is changing
      • The meaning of content is changing
      • Opportunity!!!
    • International Search
      • Country-specific domains
      • Language translation
        • Regional dialects
      • More search engines
      • Local hosting
      • Links from country-specific domains
    • 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
    • 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
    • Local Search Optimization
      • Contact Info
      • Areas serviced
      • Local Search submission
      • Other providers
        • Yelp, local.com, Citysearch, kudzu, Service Magic
      • Internet Yellowpages
    • Agenda
      • Introduction
      • Researching and Planning an SEO campaign
      • SEO Implementation – On Page
      • SEO Implementation – Off Page
      • Advanced SEO
      • Questions
      • Audience Volunteer Analysis
    • Agenda
      • Introduction
      • Researching and Planning an SEO campaign
      • SEO Implementation – On Page
      • SEO Implementation – Off Page
      • Advanced SEO
      • Questions
      • Audience Volunteer Analysis
      • Dream Big