Kentico Webinar: CMS Today – Driving Success with Search Engine Optimization (SEO)

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Driving Success with Search Engine Optimization covers the SEO basics. This webinar includes a working SEO definition, what search engines look for, how you can increase qualified traffic to your website, how you can start search engine optimizing your website, measuring and refining your SEO results, and successful SEO case study.

Topics that may be covered in this webinar include:
• How to select the right keywords
• How to ensure that your website is indexed by the search engines
• Usability and Navigation best practices
• Utilizing a web analytics tool to monitor your results
• What to look at in your web analytics tool to make sound business decisions about your website

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  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • PPC vs SEO
  • Kentico Webinar: CMS Today – Driving Success with Search Engine Optimization (SEO)

    1. 1. Driving Success with Search Engine Optimization www.wakefly.com +1.508.616.2042
    2. 2. Agenda What is SEO? What do Search Engines Look For? Optimizing Your Site Measuring Success Case Study / Q&A
    3. 3. Introduction to SEM Interruptive Brochure-ware Inbound Introduction
    4. 4. A form of inbound, customer demand marketing that implements a process of targeting and refining based on the desire to drive organic search traffic from relevant keywords. Search Engine Optimization (SEO ) A Working Definition...
    5. 5. A Working Definition... <ul><li>SEO can be broken into two parts: </li></ul><ul><li>On page optimization </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Internal Linking Structure </li></ul></ul><ul><ul><li>Sitemap </li></ul></ul><ul><li>Off page optimization </li></ul><ul><ul><li>Links </li></ul></ul>
    6. 7. Why Optimize? http://www.cs.cornell.edu/People/tj/publications/granka_etal_04a.pdf Position Clicks (%) 1 56.36 2 13.45 3 9.82 4 4.73 5 3.27 6 0.36 7 2.91 8 1.45 9 2.55
    7. 8. Through a search engine marketing combination of pay-per-click and search engine optimization, FLIR Systems was able to increase leads by 400% while cutting costs in half . www.wakefly.com/FLIR Quick Fact
    8. 9. What Do Search Engines Look For? Keywords! Proper Coding Fresh, Original , Relevant Content Internal Linking Structure
    9. 10. Keywords When selecting keywords to optimize your site on, consider the following: <ul><ul><li>Relevance </li></ul></ul><ul><ul><li>High Search Volume </li></ul></ul><ul><ul><li>Low Competition </li></ul></ul>
    10. 11. Keyword Selection Use tools at your disposal to determine proper keywords: <ul><ul><li>Website Analytics ( example ) </li></ul></ul><ul><ul><li>Google Keyword Tool ( example ) </li></ul></ul><ul><ul><li>Test Using PPC </li></ul></ul>
    11. 12. On-Page Optimization After determining the keyword target: 1. Place it into your page title Good Not-So-Good
    12. 13. 2. Place it into your heading (h1, h2, h3) tags. Good Not-So-Good On-Page Optimization
    13. 14. 3. And naturally weave it into the body copy. Good On-Page Optimization
    14. 15. 4. If your CMS allows, weave the keyword into the URL. Good Not-So-Good On-Page Optimization
    15. 16. <ul><li>5. To help build a theme, round it out with: </li></ul><ul><ul><li>Meta description and keywords </li></ul></ul><ul><ul><li>Link titles and image ALT tags </li></ul></ul>On-Page Optimization
    16. 17. Quick Fact By implementing just these few on-page optimization changes, EBI current ranks on page 1 of Google search results.
    17. 18. Content Guidelines Content on your website should be: <ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Original </li></ul></ul><ul><ul><li>Fresh </li></ul></ul><ul><ul><li>Continually Updated </li></ul></ul>
    18. 19. Proper Coding To ensure proper coding, validate your website at: <ul><ul><li>http://validator.w3.org/ </li></ul></ul>
    19. 20. Navigation Guidelines Website internal linking structure should: <ul><ul><li>Remain Shallow </li></ul></ul><ul><ul><li>Signal Most Relevant Content </li></ul></ul>
    20. 21. By improving the navigation structure of their site, CHI was able to nearly double the amount of organic traffic to its site. www.wakefly.com/CHI Quick Fact
    21. 22. <ul><li>Measuring the results of your search engine optimization: </li></ul><ul><li>Analytics is a must – it’s free! ( www.google.com/analytics ) </li></ul><ul><ul><li>Are you tracking more relevant visitors arriving to your websites? </li></ul></ul><ul><ul><li>Are visitors arriving from more referring sites? </li></ul></ul><ul><ul><li>Are visitors arriving in greater numbers from major search engines? </li></ul></ul><ul><ul><li>Is your percentage of search engine traffic increasing? </li></ul></ul><ul><ul><li>Are your driving new conversions – leads, sign-ups, sales? </li></ul></ul><ul><ul><li>Is your ranking for keywords increasing? </li></ul></ul>Measuring Results
    22. 23. Refining <ul><li>Use conversion tracking to trace conversions back to individual keywords. Give more attention to driving visitors for that keyword. </li></ul><ul><li>If something isn't working, stop doing it. </li></ul><ul><li>Expand on successes that are discovered. </li></ul><ul><li>Plan new campaigns for new keywords around the techniques that were proven to work for you. </li></ul><ul><li>Create new content based upon the needs, desire and intent of your visitors </li></ul>

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