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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