flyte school




           Search Engine Optimization:
             Rank Higher, Sell More!



Rich Brooks
flyte new medi...
HOLISTIC WEB MARKETING




 • Attraction
 • Retention
 • Conversion
 • Measurement


         http://www.flickr.com/photos/...
SEARCH ENGINE OPTIMIZATION




 • What affects search engine rank?
   • Page content
   • Incoming links
PAGE CONTENT
INCOMING LINKS
TODAY’S GOALS




 • How do search engines work?
 • How do you rank higher?
 • Do’s and Don’ts of SEO
WHY THIS MATTERS




• 80% - 90% of Internet sessions include a trip to
  the search engines
• Every year search volume go...
WHICH SE’S MATTER?
               Yahoo
               19.6%



                       Microsoft
                         ...
HOW DO SE’S WORK?




 • Use “spiders” to collect content
 • Use algorithms to determine relevance
SERPS
WHITE HATS & BLACK HATS




           • Using methods approved
             by SE’s


           • Using methods that go
...
SEARCH ENGINE OPTIMIZATION



 • What Does It Mean to Optimize?
   • To know what people are searching for
   • To make ch...
KEYWORD RESEARCH




 • Brainstorm key phrases
 • Test your beliefs
 • Rewrite your copy
OPTIMIZATION STEPS


 • Brainstorm a list of key phrases using
   five perspectives:
   • Your products & services
   • Yo...
OPTIMIZATION STEPS



 • Review Your Traffic Reports
   • Search Terms
   • Site Search Results
   • Referring Sites
   • ...
BRAINSTORMING TIPS




 • Choose both broad and narrow matches
 • Check your competitors’ sites
 • Consider geography
HOW TO OPTIMIZE




You need to know what you’re shooting for...
            http://www.flickr.com/photos/smsm89/
KEYWORD ANALYSIS TOOLS




 • Paid Keyword Analysis Tools:
   • KeywordDiscovery.com
   • WordTracker.com
KEYWORD ANALYSIS TOOLS




 • Free Keyword Analysis Tools:
   • Google AdWords Keyword Tool
    •   (https://adwords.googl...
KEYWORD TOOL ADVICE




 • Target key phrases, not words
 • Compare similar phrases: lodging vs.
   hotel
 • Don’t exclude...
ANATOMY OF A PAGE
META-TAGS
REWRITE CONTENT



 • Page Titles
   • Should read well
   • Front load w/keywords
   • Specific to page content
   • Avoi...
REWRITE CONTENT




 • Headers
  • Use <H1 - H6> tags
  • Reiterate--don’t duplicate--page title
  • Use headers and subhe...
REWRITE CONTENT



 • Content
  • Use key phrases 2 - 3 times on a page
  • Use with geographical/filtering terms
  • Use ...
REWRITE CONTENT



 • Page Titles (URL’s)
   • Most experts now believe this has little
     affect on rank
   • Might be ...
REWRITE CONTENT



 • Intra-site Links
   • Links have more weight than other text
   • Avoid Click Here and Learn More li...
GOOD KEYWORD HOMES



 • Pages to use your keyphrases on:
   • Home Page
   • FAQ’s
   • Articles & How-To’s
   • Press Re...
PAGERANK SCULPTING




 • Use “no-follow” tags
   to direct link juice
 • Recently discredited,
   but question remain



...
GOT LINKS?




 • Each incoming link is a “vote of
   confidence”
 • SE’s believe it reflects your site’s
   importance an...
NOT ALL LINKS ARE EQUAL



 • Things that Affect Link Importance:
   • Popularity of linking site
   • Number of links on ...
HOW TO GET INCOMING LINKS



 • Create quality content
 • Article marketing
 • Get directory listings
 • Request links
 • ...
CREATE QUALITY CONTENT




 • Articles / White Papers
 • Reports / Statistics
 • F.A.Q.s
 • How To’s (especially video)
ARTICLE MARKETING



 • Write an article
 • Submit to article
   distribution
   service
 • Get links to your
   site as p...
GET DIRECTORY LISTINGS




 • Yahoo: http://search.yahoo.com/dir
 • DMOZ: http://www.dmoz.org
 • Business.com
 • http://ww...
GET DIRECTORY LISTINGS


 • Regional Guides
   • (Google [your location] + “guide”)
 • Professional Directories
   • (Goog...
HOW TO REQUEST LINKS




 • Find who links to your competition
   • link:www.yourcompetition.com
   • MarketLeap Link Popu...
ADVANCED TECHNIQUES




 • Blog Links:
   • Links from your company blog
   • Comments/Trackbacks posted at other
     sit...
ADVANCED TECHNIQUES



 • Discussion Forums/BBS:
   • Find BBS for your audience (Google [your
     audience] + “BBS” or “...
SEO & SOCIAL MEDIA




They go together
like...
SEO & Social Media



 • Keyword analysis improves your
   • blog
   • LinkedIn profile
   • tweets
   • YouTube videos an...
SEO & Social Media


 • Search engine results include:
   • Web site
   • blog
   • LinkedIn profile
   • YouTube videos
 ...
SEO & Social Media




 • Social media:
   • link juice “carrier”
   • Improves tough to optimize sites
   • helps new sit...
LOCAL SEARCH
LOCAL SEARCH TIPS


 • Claim your listing
 • Categorize yourself
 • Keywords in your LBL title
 • IYP citations
 • Reviews...
SEARCH ENGINE DO’S



 • Create compelling, focused content
 • Cultivate incoming links
 • Continually add relevant conten...
SEARCH ENGINE DON’TS




 • Spam the search engines
 • Respond to email come ons
 • Buy text links
THANK YOU




Rich Brooks
flyte new media
136 Commercial St., Ste 201
Portland, ME 04101

http://www.flyte.biz
http://www.fly...
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Search Engine Optimization: Rank Higher, Sell More!

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Slides from my presentation on how small businesses and non-profits can improve their search engine visibility and drive more qualified leads to their site.

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Search Engine Optimization: Rank Higher, Sell More!

  1. 1. flyte school Search Engine Optimization: Rank Higher, Sell More! Rich Brooks flyte new media http://www.flyte.biz http://www.flyteblog.com http://twitter.com/therichbrooks
  2. 2. HOLISTIC WEB MARKETING • Attraction • Retention • Conversion • Measurement http://www.flickr.com/photos/myklroventine/
  3. 3. SEARCH ENGINE OPTIMIZATION • What affects search engine rank? • Page content • Incoming links
  4. 4. PAGE CONTENT
  5. 5. INCOMING LINKS
  6. 6. TODAY’S GOALS • How do search engines work? • How do you rank higher? • Do’s and Don’ts of SEO
  7. 7. WHY THIS MATTERS • 80% - 90% of Internet sessions include a trip to the search engines • Every year search volume goes up • SE’s deliver prospects who have never heard of you
  8. 8. WHICH SE’S MATTER? Yahoo 19.6% Microsoft 8.3% Ask 4.8% AOL 4.3% Google 63.0%
  9. 9. HOW DO SE’S WORK? • Use “spiders” to collect content • Use algorithms to determine relevance
  10. 10. SERPS
  11. 11. WHITE HATS & BLACK HATS • Using methods approved by SE’s • Using methods that go against SE policies
  12. 12. SEARCH ENGINE OPTIMIZATION • What Does It Mean to Optimize? • To know what people are searching for • To make changes to content • To present information in a search engine friendly way • To get quality incoming links
  13. 13. KEYWORD RESEARCH • Brainstorm key phrases • Test your beliefs • Rewrite your copy
  14. 14. OPTIMIZATION STEPS • Brainstorm a list of key phrases using five perspectives: • Your products & services • Your customers’ problems or needs • The actual or perceived benefits • Your features • Your competition
  15. 15. OPTIMIZATION STEPS • Review Your Traffic Reports • Search Terms • Site Search Results • Referring Sites • Search Engines
  16. 16. BRAINSTORMING TIPS • Choose both broad and narrow matches • Check your competitors’ sites • Consider geography
  17. 17. HOW TO OPTIMIZE You need to know what you’re shooting for... http://www.flickr.com/photos/smsm89/
  18. 18. KEYWORD ANALYSIS TOOLS • Paid Keyword Analysis Tools: • KeywordDiscovery.com • WordTracker.com
  19. 19. KEYWORD ANALYSIS TOOLS • Free Keyword Analysis Tools: • Google AdWords Keyword Tool • (https://adwords.google.com/select/KeywordToolExternal) • SEOBook Keyword Tool • (http://tools.seobook.com/keyword-tools/seobook/)
  20. 20. KEYWORD TOOL ADVICE • Target key phrases, not words • Compare similar phrases: lodging vs. hotel • Don’t exclude appropriate phrases that are highly competitive
  21. 21. ANATOMY OF A PAGE
  22. 22. META-TAGS
  23. 23. REWRITE CONTENT • Page Titles • Should read well • Front load w/keywords • Specific to page content • Avoid unnecessary words • Don’t keyword cram
  24. 24. REWRITE CONTENT • Headers • Use <H1 - H6> tags • Reiterate--don’t duplicate--page title • Use headers and subheaders for easy scanning
  25. 25. REWRITE CONTENT • Content • Use key phrases 2 - 3 times on a page • Use with geographical/filtering terms • Use with emphasis • Must still read well
  26. 26. REWRITE CONTENT • Page Titles (URL’s) • Most experts now believe this has little affect on rank • Might be seen as over-optimized • http://www.yourdomain.com/dog_collars/ dog_collars.html
  27. 27. REWRITE CONTENT • Intra-site Links • Links have more weight than other text • Avoid Click Here and Learn More links: • Are these puzzles appropriate for Alzheimer’s patients? • Learn how Shop Floor Execution can make Lean Manufacturing a snap! • What are the ten best tips for training your dog?
  28. 28. GOOD KEYWORD HOMES • Pages to use your keyphrases on: • Home Page • FAQ’s • Articles & How-To’s • Press Releases
  29. 29. PAGERANK SCULPTING • Use “no-follow” tags to direct link juice • Recently discredited, but question remain http://www.flickr.com/photos/89649959@N00/
  30. 30. GOT LINKS? • Each incoming link is a “vote of confidence” • SE’s believe it reflects your site’s importance and relevance • Has non-SE benefits
  31. 31. NOT ALL LINKS ARE EQUAL • Things that Affect Link Importance: • Popularity of linking site • Number of links on referring page • Referring site’s content • The anchor text
  32. 32. HOW TO GET INCOMING LINKS • Create quality content • Article marketing • Get directory listings • Request links • Have a blog
  33. 33. CREATE QUALITY CONTENT • Articles / White Papers • Reports / Statistics • F.A.Q.s • How To’s (especially video)
  34. 34. ARTICLE MARKETING • Write an article • Submit to article distribution service • Get links to your site as payment
  35. 35. GET DIRECTORY LISTINGS • Yahoo: http://search.yahoo.com/dir • DMOZ: http://www.dmoz.org • Business.com • http://www.directory-pages.com/
  36. 36. GET DIRECTORY LISTINGS • Regional Guides • (Google [your location] + “guide”) • Professional Directories • (Google [your profession]) • Professional Organizations • (Chamber of Commerce, membership- driven organizations, etc.)
  37. 37. HOW TO REQUEST LINKS • Find who links to your competition • link:www.yourcompetition.com • MarketLeap Link Popularity Check: http://tools.marketleap.com/publinkpop/
  38. 38. ADVANCED TECHNIQUES • Blog Links: • Links from your company blog • Comments/Trackbacks posted at other sites • Bribes (a.k.a. product samples)
  39. 39. ADVANCED TECHNIQUES • Discussion Forums/BBS: • Find BBS for your audience (Google [your audience] + “BBS” or “forum”) • Lurk Observe • Post helpful answers w/appropriate links • Include your URL in signature
  40. 40. SEO & SOCIAL MEDIA They go together like...
  41. 41. SEO & Social Media • Keyword analysis improves your • blog • LinkedIn profile • tweets • YouTube videos and more
  42. 42. SEO & Social Media • Search engine results include: • Web site • blog • LinkedIn profile • YouTube videos • Flickr photos • Squidoo lenses & Hubpages
  43. 43. SEO & Social Media • Social media: • link juice “carrier” • Improves tough to optimize sites • helps new sites
  44. 44. LOCAL SEARCH
  45. 45. LOCAL SEARCH TIPS • Claim your listing • Categorize yourself • Keywords in your LBL title • IYP citations • Reviews • Forget toll-free http://www.davidmihm.com/local-search-ranking-factors.shtml
  46. 46. SEARCH ENGINE DO’S • Create compelling, focused content • Cultivate incoming links • Continually add relevant content • Create (keyword rich) links to new content from your home page
  47. 47. SEARCH ENGINE DON’TS • Spam the search engines • Respond to email come ons • Buy text links
  48. 48. THANK YOU Rich Brooks flyte new media 136 Commercial St., Ste 201 Portland, ME 04101 http://www.flyte.biz http://www.flyteblog.com http://twitter.com/therichbrooks
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