SEO eMarketing Presentation 2011
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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 ...

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 Presentation Transcript

  • 1. GETTING STARTED WITH SEARCH ENGINE OPTIMIZATION @DAVIDCICCARELLI DAVID@VOICES.COM CEO, VOICES.COMTuesday, March 1, 2011
  • 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. 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. 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. # 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. 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. 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. SEARCH DEMAND CURVETuesday, March 1, 2011
  • 9. EVALUATING YOUR OPPORTUNITIESTuesday, March 1, 2011
  • 10. LET’S START WITH A HEALTH CHECKTuesday, March 1, 2011
  • 11. GOOGLE WEBMASTER TOOLS 1.Tuesday, March 1, 2011
  • 12. BING WEBMASTER TOOLSTuesday, March 1, 2011
  • 13. CHECK YOU ARE GETTING CRAWLED 2.Tuesday, March 1, 2011
  • 14. SEE PAGES CRAWLED PER DAYTuesday, March 1, 2011
  • 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. CHECK IF YOUR PAGES ARE INDEXED 4.Tuesday, March 1, 2011
  • 17. READY TO START OPTIMIZINGTuesday, March 1, 2011
  • 18. KNOW YOUR KEYWORDSTuesday, March 1, 2011
  • 19. KEYWORD RESEARCH 5.Tuesday, March 1, 2011
  • 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. 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. THE COMPETITIVE ADVANTAGETuesday, March 1, 2011
  • 23. COUNT YOUR LINKS 8.Tuesday, March 1, 2011
  • 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. 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. THE SOCIAL GRAPHTuesday, March 1, 2011
  • 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. 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. FINAL THOUGHTSTuesday, March 1, 2011
  • 30. THANK YOU! @DAVIDCICCARELLI DAVID@VOICES.COM CEO, VOICES.COMTuesday, March 1, 2011