Understanding Search

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Understanding Search: Techniques for getting sound is a short explanation of how search engines determine their ranking and how you as a company can make changes to your website to increase your results. This presentation talks about SEO, and Web Analytics among other things.

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Understanding Search

  1. 1. Understanding Search Techniques for Getting Found Brian Bluff President & Co-Founder Site-Seeker, Inc. @ssiBrian brianbluff@site-seeker.com 315.732.9281 x 11 www.site-seeker.com © 2010 Site-Seeker, Inc.
  2. 2. What We Will Cover - Search Engine Optimization Overview Breaking it down into phases - Keyword Research How prospects really look for you - Content Writing for SEO It’s all about relevancy - Put Your House in Order Crucial elements of navigation and SEO -  Where Does Social Media Come In? The new method of getting found - Return on Investment What and how to measure www.site-seeker.com © 2010 Site-Seeker, Inc.
  3. 3. Vertical Websites Social Media Drive Your Website Convert Your website is a machine…. Measure and improve www.site-seeker.com © 2010 Site-Seeker, Inc.
  4. 4. www.site-seeker.com © 2010 Site-Seeker, Inc.
  5. 5. Search Engine Optimization PROGRAM = (Rank + Click - Bounce + Conversion) X (Measurement + Adjustments) - Brian (me) www.site-seeker.com © 2010 Site-Seeker, Inc.
  6. 6. Search Engine Market Share www.site-seeker.com © 2010 Site-Seeker, Inc.
  7. 7. SEO Program – Phase 1 The Basics • Keyword Research and Selection • Title, Header, Keyword, Description, Alt Img • Content rewrite - keyword density • URL Structure • Navigation • Organization of code and link structure •  XML sitemap •  Robots.txt • Webmaster tools accounts • Analytics and conversion funnels www.site-seeker.com © 2010 Site-Seeker, Inc.
  8. 8. SEO Program – Phase 2 Ongoing Effort • Inbound links • Adjust • Create authority • Content • Social media • Links • Micro sites • Vertical search • Website performance analysis • Local search • Ranking • Social media • Traffic sources/volume • Other activities • Bounce rate • Conversions www.site-seeker.com © 2010 Site-Seeker, Inc.
  9. 9. SEO Programs... Are NOT a one time deal. Ongoing process that requires • Monitoring for cause and effect • Modification of actions to increase ROI. Many factors affect strength and positioning • Addressed a priority basis • Look for biggest ROI opportunities • Stay abreast of changes www.site-seeker.com © 2010 Site-Seeker, Inc.
  10. 10. Keyword Research www.site-seeker.com © 2010 Site-Seeker, Inc.
  11. 11. Keyword Research •  How do prospects refer to those products or services? •  Think longer, more precise, phrases •  Don’t let your website designer pick keywords •  Examine competitor’s keywords •  Don’t jump in the ring with an 800 lb. gorilla unless you are a 900 lb. gorilla www.site-seeker.com © 2010 Site-Seeker, Inc.
  12. 12. What terms do prospects use…? Global Monthly Keywords Search Volume car insurance 1,830,000 auto insurance 673,000 car insurance quotes 301,000 auto insurance quotes 201,000 auto insurance quote 135,000 car insurance companies 33,100 auto insurance companies 22,200 www.site-seeker.com © 2010 Site-Seeker, Inc.
  13. 13. Content Writing for SEO www.site-seeker.com © 2010 Site-Seeker, Inc.
  14. 14. Content Writing for SEO •  Not the same game •  250 – 500 words •  Use bullets •  Use common language •  One subject per page •  Create Keyword Rich Content •  Body •  Headings •  Image tags •  Meta data www.site-seeker.com © 2010 Site-Seeker, Inc.
  15. 15. Content Writing for SEO Break apart content This is bad Products Products Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam Product 1 nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat Product 2 volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. www.site-seeker.com © 2010 Site-Seeker, Inc.
  16. 16. Content Writing for SEO Break apart content This is good Product 1 Product 1 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam Product 1 nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat Product 2 volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. www.site-seeker.com © 2010 Site-Seeker, Inc.
  17. 17. Put Your House in Order www.site-seeker.com © 2010 Site-Seeker, Inc.
  18. 18. Put Your House in Order - Navigation •  Navigation Must Be Clear •  Create pages specific to each product or service •  Use keywords in navigation •  Add “breadcrumbs” to your website •  Avoid •  Images as navigational links •  Page jumps •  Instead break the page out www.site-seeker.com © 2010 Site-Seeker, Inc.
  19. 19. Clear Contact Points www.site-seeker.com Products Organized by Type AND Application Site-Seeker, Inc. © 2010
  20. 20. Engage your visitors with easy to use contact forms www.site-seeker.com © 2010 Site-Seeker, Inc.
  21. 21. Short Form Submission October 2009 120 Long Forms Submitted 142 Short Forms Submitted 262 Total 114.75% www.site-seeker.com © 2010 Site-Seeker, Inc.
  22. 22. Crucial Elements of SEO – On-Page Meta Data •  Title Tag (65 – 70 characters) •  Description Tag (20 – 25 words: sentence structure) •  Keyword Tags (15 – 20 words) Page Content •  Header Tag (H1) (primary keyword/phrase) •  Keyword/phrase as close to beginning as possible •  Alt Image Tags •  Keyword density www.site-seeker.com © 2010 Site-Seeker, Inc.
  23. 23. Crucial Elements of SEO – XML Sitemap and Robots.txt file •  Generate a sitemap (www.xml-sitemaps.com) •  Upload to your website. •  Create a Robots.txt file •  Place name of sitemap in robots.txt file •  Create a webmaster tool account on Google, Yahoo, and Bing •  Add sitemap www.site-seeker.com © 2010 Site-Seeker, Inc.
  24. 24. SEO & Social Media www.site-seeker.com © 2010 Site-Seeker, Inc.
  25. 25. Blogs establish you as the expert and support a strong search engine marketing plan Website Search (blog) Rank Engines Content Distribute Nee d Social Interactio Prospects Properties n Branding www.site-seeker.com © 2010 Site-Seeker, Inc.
  26. 26. The Power of a Blog www.site-seeker.com © 2010 Site-Seeker, Inc.
  27. 27. Technical Content as a Blog www.site-seeker.com © 2010 Site-Seeker, Inc.
  28. 28. www.site-seeker.com © 2010 Site-Seeker, Inc.
  29. 29. www.site-seeker.com © 2010 Site-Seeker, Inc.
  30. 30. Measure www.site-seeker.com © 2010 Site-Seeker, Inc.
  31. 31. Google Insights (Green Beer) www.site-seeker.com © 2010 Site-Seeker, Inc.
  32. 32. Web Analytics Is... the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. - Wikipedia “Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.” www.site-seeker.com © 2010 Site-Seeker, Inc.
  33. 33. •  Free •  Easy to understand data •  Integration with other Google services •  Google AdWords •  Google Site Optimizer •  Custom automated reporting www.site-seeker.com © 2010 Site-Seeker, Inc.
  34. 34. Before you start establish a baseline & benchmarks •  What keywords are you targeting? •  How much traffic are you getting now? •  What is a successful visit? •  How many successful visits does my site receive per month now? •  Where is my traffic coming from now? •  What is my site’s/important page’s bounce rate? www.site-seeker.com © 2010 Site-Seeker, Inc.
  35. 35. Vertical Websites Social Media Return on Investment Your Website Your website is a machine…. www.site-seeker.com © 2010 Site-Seeker, Inc.
  36. 36. Thank You! Brian Bluff President & Co-Founder Site-Seeker, Inc. @ssiBrian brianbluff@site-seeker.com www.site-seeker.com © 2010 Site-Seeker, Inc.

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