"SEO 101" for Georgia Tech Digital Marketing Class
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"SEO 101" for Georgia Tech Digital Marketing Class

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Basic overview of search engine optimization, including why college students should consider it for a career, what the goals and costs of SEO are, and the fundamentals of performing SEO. Also......

Basic overview of search engine optimization, including why college students should consider it for a career, what the goals and costs of SEO are, and the fundamentals of performing SEO. Also briefly covers how social media can be leveraged for SEO purposes, and how to measure search engine marketing efforts. Usability, phone call tracking and mini case studies are featured.

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  • Example of an optimized page, both the visible content and the “behind the scenes” coding (meta tags, which Alex will be talking about).
  • One of the things that all marketers should do is Search Engine Reputation Management. This can be as simple as running searches on your company name and any key product brand names to see what shows up in the results. We’ve heard from a number of companies that have seen leads or sales drop off unexpectedly. Sometimes, after digging into every possible problem for a week or two, someone will think to check the search engine results and see a negative mention of the company in a blog post or on a social media or review site.It’s important to know what your prospective customers, employees, vendors and investors see when searching for information about your company. If there’s a conversation going on about your brand, you should probably participate in that conversation. And, you may want to try to optimize additional web content to rank high so it pushes the negative mentions lower in the search results – perhaps to the second page – so fewer people will see it.
  • Rankings are no good unless searchers click and go to your site. Site visitors are no good unless they convert – buy something (ecommerce sites) or fill out a form (lead gen sites). Will also talk very briefly about two of the newer ways we’re measuring results (bottom right corner) – this is constantly evolving and allowing us to track more data more accurately.

Transcript

  • 1. SEARCH ENGINE OPTIMIZATION: TALES FROM A PRACTITIONER Presented to: GA Tech College of Management September 11, 2012
  • 2. ABOUT ME & PPI  Degrees in Business/Marketing and Communications Management  Marketing = 25 years  Search engine marketing = 14 years  President of SEMPO Atlanta – event at Google’s office this Thursday evening: http://bit.ly/NWW5wI  Full-service, award-winning search engine marketing agency based in Atlanta since 2001  Provide search engine optimization (SEO) & pay-per- click (PPC) services to clients nationwide
  • 3. WHY SHOULD YOU CARE ABOUT SEM?
  • 4. WHY SHOULD YOU CARE ABOUT SEM?
  • 5. SEARCH ENGINE OPTIMIZATION (SEO)
  • 6. Paid listings, sponsored links,pay-per-click (PPC) ads, cost per click (CPC) Organic, editoria l, natural, algo rithmic results (SEO - Search Engine Optimization)
  • 7. SEO GOALS
  • 8. ECOMMERCE VS. LEAD GENERATION Often B2C Often B2B Goal is to make an  Goal is to capture a immediate sale prospect’s data for lead Usually less nurturing expensive, more  Usually more simple products expensive or Short sales complicated products & cycle, impulse buys services  Longer sales cycle, decision by committee
  • 9. SEO COSTS
  • 10. HOW SEARCH ENGINES WORK(THE ORGANIC – SEO – SIDE) Step 1: Find, crawl &  Step 2: Receive query,index web content rank & display content
  • 11. THE MOST IMPORTANT STEP Keyword Research!
  • 12. SEARCH TERM RESEARCH: CRITICAL Use the verbiage your target audience uses – not what your industry or internal experts use  “search marketing” or “web optimization”?  “healthcare” or “health care”?  “financial solutions” or “financial software”?
  • 13. KEYWORD RESEARCH Search volume Competitiveness Stage in buying cycle servers used used used ibm servers as/400 as/400 servers servers Search volume Competitiveness Probability of buying Likelihood of high rankings
  • 14. AVOID EDITORIAL RESULTS WITH SEARCHTERM SELECTION 80% editorial
  • 15. AVOID EDITORIAL RESULTS WITH SEARCHTERM SELECTION 80% commercial
  • 16. ON-PAGE FACTORS Source: Search Engine Land
  • 17. BUT WAIT… Search engines don’t just look at the web page itself whendetermining how to rank it They also look at the quantity and quality of links pointing to that webpage Links are an implied endorsement Source: SEO Solution Blog
  • 18. LINK-BUILDING: CRITICAL & MUST BE DONERIGHT YES: high quantity of quality links, relevant sites, hand- selected sites, diversified link types, content/campaign creation (“link bait”), social media, leveraging other marketing tactics NO: link farms, irrelevant sites, automated submissions, too many links from the same type of site, reciprocal links, paid links, content farms
  • 19. THE CRIMES OF SEO Source: eZanga.com Source: Reload Media
  • 20. OFF-PAGE FACTORS Source: Search Engine Land
  • 21. ALL SEO FACTORS Source: Search Engine Land
  • 22. SOCIAL MEDIA
  • 23. SOCIAL MEDIA CAN BE LEVERAGED FORSEO PURPOSES Content
  • 24. GOAL: TAKE UP AS MUCH ROOM IN THESERPS AS POSSIBLE Website Website Website Twitter profile Facebook profile LinkedIn profile BusinessWeek profile (not us) Optimized press release Video (not us)
  • 25. MONITOR YOUR COMPANY &BRAND NAME(S)
  • 26. SOCIAL MEDIA CAN BE LEVERAGED FORSEO PURPOSES Votes
  • 27. SOCIAL MEDIA CAN BE LEVERAGED FORSEO PURPOSES Links
  • 28. MEASURING RESULTS(How do we know this is working?)
  • 29. HOW DO YOU MEASURE SEO?
  • 30. MEASURING RESULTS Conversions Visitors / Rankings / Revenue / Site Traffic ROI
  • 31. WHY DO RANKINGS MATTER? Source: eZanga.com
  • 32. PERSONALIZED SEARCH MEANS RESULTSVARY FOR EVERYONE
  • 33. USABILITY: MORE IMPORTANT THAN SEOEVEN? (YES!)
  • 34. USABILITY: MORE IMPORTANT THAN SEOEVEN? (YES!)
  • 35. USABILITY: MORE IMPORTANT THAN SEO EVEN? (YES!) Starting Site Visitors Good Site Conversions • 1% conversion • 100,000 • 1,000 point rate SEO onlySite Visitors Good Site Conversionsafter SEO • 1% conversion Usability • 2,000 Great Site• 200,000 rate Site Visitors Conversions only • 100,000 • 2% conversion rate • 2,000 Site Visitors Great Site after SEO • 2% conversion Conversions SEO + • 4,000 • 200,000 rate Usability
  • 36. HOW PHONE CALL TRACKINGWORKS Type in URL directly & see this: Click on a Google organic listing & see this: Click on a Google paid listing & see this:
  • 37. CALL TRACKING ENSURES YOU’REMEASURING ALL RESULTS 33% 66%
  • 38. CALL TRACKING ENSURES YOU’REMEASURING ALL RESULTS Mini Case Study: -71% of leads came in by phone -Increased PPC bids -Doubled the number of PPC leads generated
  • 39. CASE STUDIES
  • 40. INCREASE IN RANKINGS
  • 41. INCREASE IN ORGANIC SITE TRAFFIC
  • 42. INCREASE IN ORGANIC CONVERSIONS
  • 43. PAID SEARCH HAS ADDITIONAL METRICS
  • 44. LANDING PAGES CAN MAKE OR BREAK 3.4% conversion rate - BEFORE
  • 45. 4.8% conversion rate – AFTER (>40% increase
  • 46. SEO & PAID SEARCH TOGETHER ARE EVENMORE POWERFUL
  • 47. WANT MORE? Subscribe to our newsletter: www.prominentplacement.com Subscribe to our blog (email or RSS): www.searchadvisory.net “Like” us on Facebook: www.facebook.com/ProminentPlacement Follow us on Twitter: @ProminentPlcmnt or @StacyWms Follow us on LinkedIn: www.linkedin.com/company/prominent- placement-inc. View other presentation on Slideshare: www.slideshare.net/stacywms We are always looking for good interns – email me your resume at StacyWilliams@ProminentPlacement.com if you are interested!