GETTING STARTED WITH                         SEARCH ENGINE OPTIMIZATION                                          @DAVIDCIC...
TODAY’S TALKING POINTS                  ๏ SEARCH MARKETING STATISTICS & FINDING OPPORTUNITIES                  ๏ START WIT...
CUSTOMER ACQUISITION COSTS                                                                                                ...
GLOBAL SHARE OF SEARCHES                                      6%                                 9%              32%      ...
# OF MONTHLY SEARCHES IN THE U.S.                                                                                  16,000 ...
U.S. SEARCH ENGINE MARKET SHARE                                        3%2%                                  13%          ...
CLICK THROUGH RATES                         RESULT POSITION   AVERAGE PERCENTAGE OF CLICKS                               #...
SEARCH DEMAND CURVETuesday, March 1, 2011
EVALUATING YOUR OPPORTUNITIESTuesday, March 1, 2011
LET’S START WITH A                           HEALTH CHECKTuesday, March 1, 2011
GOOGLE WEBMASTER TOOLS  1.Tuesday, March 1, 2011
BING WEBMASTER TOOLSTuesday, March 1, 2011
CHECK YOU ARE GETTING CRAWLED  2.Tuesday, March 1, 2011
SEE PAGES CRAWLED PER DAYTuesday, March 1, 2011
CREATE A SITEMAP                ๏ Have an HTML sitemap and                  link to it from each page on                  ...
CHECK IF YOUR PAGES ARE INDEXED  4.Tuesday, March 1, 2011
READY TO START OPTIMIZINGTuesday, March 1, 2011
KNOW YOUR KEYWORDSTuesday, March 1, 2011
KEYWORD RESEARCH  5.Tuesday, March 1, 2011
MANAGE YOUR                KEYWORDS                ๏ Start a spreadsheet to save                  all your keywords in a s...
PLACE KEYWORDS ON YOUR PAGES              Put keywords and phrases in some of the following places to increase the ranking...
THE COMPETITIVE ADVANTAGETuesday, March 1, 2011
COUNT YOUR LINKS  8.Tuesday, March 1, 2011
DEVELOP YOUR LINK PROFILE                 ๏ Link Popularity: How many links point to your website?                 ๏ Link ...
BUILD EXTERNAL LINKS                 ๏ Authority Links - CNN, BBBonline.org, Industry Associations                 ๏ Direc...
THE SOCIAL GRAPHTuesday, March 1, 2011
SOCIAL ENGAGEMENT                  Danny Sullivan: If an article is retweeted or referenced much in                  Twitt...
POSSIBLE SOCIAL INDICATORS                 ๏ Number of unique tweeting sources                 ๏ The authority of the twee...
FINAL THOUGHTSTuesday, March 1, 2011
THANK YOU!                                      @DAVIDCICCARELLI                                      DAVID@VOICES.COM    ...
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SEO eMarketing Presentation 2011

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David Ciccarelli, CEO of Voices.com details the importance of effective Search Engine Optimization with search marketing statistics. Learn how to utilize keyword search, creative content distribution and optimizing page titles, descriptions, headings and body copy using proper website architecture.

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SEO eMarketing Presentation 2011

  1. 1. GETTING STARTED WITH SEARCH ENGINE OPTIMIZATION @DAVIDCICCARELLI DAVID@VOICES.COM CEO, VOICES.COMTuesday, March 1, 2011
  2. 2. TODAY’S TALKING POINTS ๏ SEARCH MARKETING STATISTICS & FINDING OPPORTUNITIES ๏ START WITH A HEALTH CHECK ๏ KEYWORD RESEARCH ๏ CONTENT CREATION AND DISTRIBUTION ๏ OPTIMIZING PAGE TITLES, DESCRIPTIONS, HEADINGS AND BODY COPY ๏ WEBSITE ARCHITECTURE ๏ SOCIAL GRAPHTuesday, March 1, 2011
  3. 3. CUSTOMER ACQUISITION COSTS 70 70 60 50 35 20 9 0 Search Engine Marketing Yellow Pages Banner Ads Online E-mail Direct Mail Search Engine Marketing is the most cost-effective way to acquire new customers.Tuesday, March 1, 2011
  4. 4. GLOBAL SHARE OF SEARCHES 6% 9% 32% Europe Asia Pacific North America 22% Latin America MidEast + Africa 31% Data Source: comScoreTuesday, March 1, 2011
  5. 5. # OF MONTHLY SEARCHES IN THE U.S. 16,000 12,000 (Millions) 8,000 4,000 2006 2007 2008 0 2009 2010 Searches for all search engines Source: ComscoreTuesday, March 1, 2011
  6. 6. U.S. SEARCH ENGINE MARKET SHARE 3%2% 13% Google Sites Yahoo! Sites Microsoft Sites 16% Ask Network 66% AOL Network Data Source: comScore January 2011Tuesday, March 1, 2011
  7. 7. CLICK THROUGH RATES RESULT POSITION AVERAGE PERCENTAGE OF CLICKS #1 34.35% #2 16.96% #3 11.42% #4 7.73% #5 6.19% #6 5.09% #7 4.02% #8 3.47% #9 2.85% #10 2.71% #11-20 5.27%Tuesday, March 1, 2011
  8. 8. SEARCH DEMAND CURVETuesday, March 1, 2011
  9. 9. EVALUATING YOUR OPPORTUNITIESTuesday, March 1, 2011
  10. 10. LET’S START WITH A HEALTH CHECKTuesday, March 1, 2011
  11. 11. GOOGLE WEBMASTER TOOLS 1.Tuesday, March 1, 2011
  12. 12. BING WEBMASTER TOOLSTuesday, March 1, 2011
  13. 13. CHECK YOU ARE GETTING CRAWLED 2.Tuesday, March 1, 2011
  14. 14. SEE PAGES CRAWLED PER DAYTuesday, March 1, 2011
  15. 15. CREATE A SITEMAP ๏ Have an HTML sitemap and link to it from each page on our site. It helps Google find all the pages on your site. ๏ Automatically build an XML sitemap using xml- sitemaps.com ๏ Install Google Sitemap Generator on your server. Technical skills required. 3.Tuesday, March 1, 2011
  16. 16. CHECK IF YOUR PAGES ARE INDEXED 4.Tuesday, March 1, 2011
  17. 17. READY TO START OPTIMIZINGTuesday, March 1, 2011
  18. 18. KNOW YOUR KEYWORDSTuesday, March 1, 2011
  19. 19. KEYWORD RESEARCH 5.Tuesday, March 1, 2011
  20. 20. MANAGE YOUR KEYWORDS ๏ Start a spreadsheet to save all your keywords in a single spot. ๏ Organize your keywords into groups by topic or subject matter. 6.Tuesday, March 1, 2011
  21. 21. PLACE KEYWORDS ON YOUR PAGES Put keywords and phrases in some of the following places to increase the ranking of a web page in the search engine results. ๏ Page Title ๏ Page Description ๏ In H1, H2, H3 tags ๏ In the body or your article or pages ๏ Page File Name ( your-very-important-page.html ) 7.Tuesday, March 1, 2011
  22. 22. THE COMPETITIVE ADVANTAGETuesday, March 1, 2011
  23. 23. COUNT YOUR LINKS 8.Tuesday, March 1, 2011
  24. 24. DEVELOP YOUR LINK PROFILE ๏ Link Popularity: How many links point to your website? ๏ Link Relevancy: Are the links of a high quality, from websites in the same industry or from authority websites? ๏ Anchor Text: The active text used to enable the link to your website. Does it say your business name or keyword?Tuesday, March 1, 2011
  25. 25. BUILD EXTERNAL LINKS ๏ Authority Links - CNN, BBBonline.org, Industry Associations ๏ Directory Links - Yahoo! Directory, BOTW.org ๏ Press Release Links - PRWeb.com, PR.com ๏ Blog Links - Articles written about you, comment links ๏ Social Media Profile Links - LinkedIn, Twitter, YouTube, Knowem ๏ Reciprocal Links - Link exchanges from related websites 9.Tuesday, March 1, 2011
  26. 26. THE SOCIAL GRAPHTuesday, March 1, 2011
  27. 27. SOCIAL ENGAGEMENT Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non- nofollowed links that may naturally result from it? Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article. Google: We treat links shared on Facebook fan pages the same as we treat tweeted links. We have no personal wall data from Facebook.Tuesday, March 1, 2011
  28. 28. POSSIBLE SOCIAL INDICATORS ๏ Number of unique tweeting sources ๏ The authority of the tweeting source ๏ The time of tweet (breaking news) ๏ Quantity and quality of retweets ๏ Quantity of clicks10.Tuesday, March 1, 2011
  29. 29. FINAL THOUGHTSTuesday, March 1, 2011
  30. 30. THANK YOU! @DAVIDCICCARELLI DAVID@VOICES.COM CEO, VOICES.COMTuesday, March 1, 2011
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