Website Marketing & SEO Basics
 

Website Marketing & SEO Basics

on

  • 879 views

Presentation about website marketing and SEO basics given at Local First AZ.

Presentation about website marketing and SEO basics given at Local First AZ.

Statistics

Views

Total Views
879
Views on SlideShare
879
Embed Views
0

Actions

Likes
0
Downloads
14
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Website Marketing & SEO Basics Website Marketing & SEO Basics Presentation Transcript

  • Website Marketing & SEO
    HOW EFFECTIVE IS YOUR WEBSITE?
  • About Us
    Team
    • We’re a team of 20+ located in the Phoenix Metro Area
    • Founded in 2006
    • Convergence of Search, Social & Content
    Me
    • Joined team in 2008
    • Blogger, Social Media, Link Builder
    • eBook available in April “Marketing Your Business on Facebook”
    VERTICAL MEASURES
  • What is SEO?
    SEO is….
    Search Engine Optimization
    Learning how your site is ranked in search
    Using that information to market your website better
    Goal: Increase Targeted Traffic
    96% of searchers don’t go past the 2nd page!
  • Anatomy of a Search Engine Results Page
    SERP
    • In Response to Keyword Query
    • Organic
    • Search engine determines placement
    • Sponsored
    • Advertisers pay-per-click or per-impression
    • Local
    • Search engine determines placement
  • Anatomy of a Search Engine Results Page
    ORGANIC
    LOCAL
    PAID
  • How Are Sites Ranked?
    Imagine this…
    “Imagine a librarian enters a huge, empty library filled with empty (but labeled) shelves and sees, on the floor, a huge pile of books which they have to place on the shelves. Now they could just put the books on the shelves in a random order and be done. But then none of the library visitors would be able to find the kinds of books they were looking for. So instead, the librarian looks at each book for clues as to which part of the library they should shelve the book.
    The book can give the librarian all sorts of clues as to where it needs to be shelved in the library. The picture on the cover; the title of the book; the recommendations on the back of the book; who the recommendations are by; the index of the book; the contents of the book; the introduction of the book; whether the books pages are filled with text or are mostly illustrations etc.
    A very good bookmaker will know EXACTLY how to produce a book so as to give the librarian the best possible chance of placing the book on the most relevant library shelf where the maximum number of library visitors looking for it will find it.
    That’s what SEO is.”
  • Ranking Factors
    How do you produce a book for the best possible placement?
    Title
    Popularity
    Text
    Images
    Etc…
    Or, ask the Librarian…
  • Ranking Factors
    Google: http://www.google.com/corporate/tech.html
    “Google is continuously traversing the web in real time with software programs called crawlers, or “Googlebots”. A crawler visits a page, copies the content and follows the links from that page to the pages linked to it, repeating this process over and over until it has crawled billions of pages on the web.”
    Relevance
    Comprehensiveness
    Freshness
    Speed
  • Ranking Factors
    The most important revolve around relevance:
    Inbound Links – Quality/Quantity
    Keywords used in Anchor Text
    Hyperlinks with anchor text
    Link Popularity & Topical Relevance
    Keyword in Title Tag
    Site Age
    Keyword in URL Structure
    Content Diversity
    Blog, News, Images, Video, Social Media, etc…
    Internal Linking
    Keyword Use in Body
  • Ranking Factors (cont…)
  • Keywords
    If keywords are so important, which ones should I use?
    Research
    Use Free Tools
    Google Adwords, SEO Book, Wordstream
    Look at multiple factors and don’t forget to test!
    Global Volume, Local Volume, Competitiveness
    Long Tail Terms
    Buying Cycle
  • URL
    Title tag
    H1 tag
    Content
    Meta Description
    #9
  • Onsite Best Practices
    • Usability is Key!
    • Keywords & Density (in Content)
    • Use Headings
    • Site Load Speed
    • Redirects (301, 302 & 404)
    • No Flash
    • No Music
    • Site Map
    • Unique
    • Meta Title
    • Description
  • External Factors: Links
    If links are so important, how do you get them?
    Internal Links
    Friends and Family
    Associations
    Social Profiles
    • Twitter, LinkedIn, BusinessWeek, etc…
    Clients/Suppliers
    Blogs
    Press Releases/Articles (Pre-Panda Update)
    Business Directories
    Images
  • Without links, search engine bots may never find this page
  • Trust
    If trust is so important, how do you become trustworthy?
    Become an authority: Organizations are just now beginning to understand that, along with products and services, one of their core products is information.
    If you have a website, understand that you are now a publisher.
    Provide relevant content that gives solutions to some of the toughest problems your customers are facing.
    Customers start relying on you for your expertise as you become the trusted solution in your industry.
    Today’s marketing is now about online content & publishing
  • Must Have a Corporate Blog
    • Gives you a vehicle to post new content
    • Allows for internal linking
    • Keeps the search engines coming back – have 434% more indexed pages*
    • Have 2X as many backlinks*
    • Your site gets 55% more traffic*
    • You have 79% more Twitter followers*
    *Hubspot
  • Create Great Content
    A Blog
    White Paper Series
    eBooks    
    Case Studies
    Interviews
    Infographics
    Online Quizzes
    Contests
    eNewsletters
    Community Forums
    Podcasts
    Videos 
    Webcasts/Webinars
  • Must Optimize Your Content
    Content is found through social media and search engines – so optimize it!
    Web pages, News, Local, Images & Videos
    Titles & title tags (viewed in results)
    Description meta tag (viewed in results)
    Image tags
    URL structure
    Page load times
  • 8 Steps in the Content Marketing
    Develop a Content Strategy
    Perform Keyword & Market Research
    Create Great Content
    Optimize Your Content
    Promote Your Content
    Distribute Your Content
    Build Links to Your Content
    Measure – Rinse & Repeat
  • Its not just about search engines…
    Understand who your customer is and where they are online.
    Develop consistent, relevant content in multiple channels.
    Allow your ideas spread.
    People share your ideas, link to your content.
    Content is found through multiple channels
  • Have a strong foundation: Website
    Build up external foundation: Links
    Become an authority: Content
    Remember: it’s not all about search engines
    Conclusion
  • Content Marketing Workshop
    8 Critical Steps for Successful Content Marketing
    A one-day workshop, April 7, 2011 in Phoenix, AZ
    Each student will leave with:
    Free copy of Don’t Break the Chain
    Free Copies of 5 How-to-Guides:
    Facebook, Twitter, Keyword Research, Local Search, & Blogging
    Workbook filled with exercises, resources and free tools!
    Limited Seats Available – Local First AZ members get 50% off!
    Use code – “LocalFirst”
    Visit verticalmeasures.com/content-marketing-workshop
  • Thank You!Q & A
    Facebook
    LinkedIn Group
    @VerticalMeasure
    Contact:888-476-1881
    www.VerticalMeasures.com