Website Promotion Is Not Voodoo Tuesday January 27 th , 2009
Agenda <ul><li>Introduction </li></ul><ul><li>Search Engines </li></ul><ul><li>Your Web Site </li></ul><ul><li>Local Searc...
The most important thing in business is sincerity… If you can fake that, you’ve got it made. Source: Google Webmaster Guid...
Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li...
The Search Engines
Search Engine Market Share <ul><li>Google: 68.29% </li></ul><ul><li>Yahoo: 19.95% </li></ul><ul><li>Microsoft: 5.89% </li>...
Internet Yellow Pages Market Share <ul><li>Yellowpages.com: 20.2% </li></ul><ul><li>Superpages.com: 20% </li></ul><ul><li>...
Top 50 internet properties <ul><li>Unique Visitors (000) </li></ul><ul><li>Google Sites 143,389 </li></ul><ul><li>Yahoo! S...
How Search Engines Work <ul><li>Crawling </li></ul><ul><ul><li>Scouring the web for new content and links between web site...
Deconstructing Search Results
Deconstructing Search Results Local Results Natural Results Paid Results
New Orleans Chiropractic
Your Web Site
Core Concepts <ul><li>Search Engines Only Read Text </li></ul><ul><ul><li>Flash and Images don’t contain text </li></ul></...
Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li...
Keyword Selection <ul><li>Don’t Guess, Use Tools </li></ul><ul><ul><li>Keyword Discovery </li></ul></ul><ul><ul><ul><li>ht...
Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li...
Content – Invisible Content <ul><li>Title Tag </li></ul><ul><ul><li>MOST IMPORTANT TEXT ON PAGE </li></ul></ul><ul><li>Met...
Content – Invisible Content Example Title Tag Meta Description <title> New Orleans Chiropractic | New Orleans Chiropractor...
Content – Visible Content <ul><li>Heading Tags </li></ul><ul><ul><li>HTML (the language of the web) was developed by engin...
Content – Visible Content Example H1 On Page Text
Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li...
Links – How You Get Found! <ul><li>It’s the World-Wide  Web </li></ul><ul><ul><li>That web is made up of links </li></ul><...
Links Build Credibility & Trust <ul><li>Sincerity is the most important thing… </li></ul><ul><li>In non-competitive catego...
San Diego Plastic Surgeons
Alabama Sprinter Dealer
New Orleans Website Promotion
Where do I get links? <ul><li>Business / Civic Organizations </li></ul><ul><ul><li>Chamber, Kiwanis, Trade Associations  <...
A Relatively Simple Model <ul><li>He/She who has the most  relevant  content and the greatest number of  relevant   inboun...
Local Search
Local Search Defined <ul><li>Location Specific </li></ul><ul><ul><li>Can’t ship a “24 Hour Locksmith” </li></ul></ul><ul><...
Where Is Local Search?
Local Search: How? <ul><li>“ Web References” = Links </li></ul><ul><ul><li>In Local web references = Trust </li></ul></ul>...
Web References Example
Power of Reviews
Local Listing / Review Sites <ul><li>Yahoo! Local </li></ul><ul><li>CitySearch.com </li></ul><ul><li>SuperPages.com </li><...
Common Myths
Common Myths <ul><li>Build it and they will come </li></ul><ul><li>Website Promotion is easy </li></ul><ul><li>Website Pro...
10 Free Resources
10 Free Resources <ul><li>Google: </li></ul><ul><li>Search Based Keyword Tool </li></ul><ul><li>AdWords Keyword Tool </li>...
Site Clinic
Q&A
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Basics of SEO: Website Promotion is Not Voodoo

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This is a presentation i delivered to the New Orleans Macromedia Users Group on the basics of SEO.

This was designed as a DIY for the core concepts of SEO.

Published in: Self Improvement
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  • Basics of SEO: Website Promotion is Not Voodoo

    1. 1. Website Promotion Is Not Voodoo Tuesday January 27 th , 2009
    2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Search Engines </li></ul><ul><li>Your Web Site </li></ul><ul><li>Local Search </li></ul><ul><li>Common Myths </li></ul><ul><li>10 Free Resources </li></ul><ul><li>Site Clinic </li></ul><ul><li>Q&A </li></ul>
    3. 3. The most important thing in business is sincerity… If you can fake that, you’ve got it made. Source: Google Webmaster Guidelines
    4. 4. Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li>Lather, rinse, repeat </li></ul>Source: Google Webmaster Guidelines
    5. 5. The Search Engines
    6. 6. Search Engine Market Share <ul><li>Google: 68.29% </li></ul><ul><li>Yahoo: 19.95% </li></ul><ul><li>Microsoft: 5.89% </li></ul><ul><li>Ask: 4.23% </li></ul>Source: Hitwise, June 2008 (measuring May 2008 search share)
    7. 7. Internet Yellow Pages Market Share <ul><li>Yellowpages.com: 20.2% </li></ul><ul><li>Superpages.com: 20% </li></ul><ul><li>Yahoo! Sites: 17.9% </li></ul><ul><li>Google Sites: 15.1% </li></ul><ul><li>Yellow Book: 8.6% </li></ul>Source: comScore, March 2008 (measuring Q4 2007)
    8. 8. Top 50 internet properties <ul><li>Unique Visitors (000) </li></ul><ul><li>Google Sites 143,389 </li></ul><ul><li>Yahoo! Sites 142,925 </li></ul><ul><li>Microsoft Sites 121,257 </li></ul><ul><li>AOL LLC 111,395 </li></ul><ul><li>Fox Interactive 89,424 </li></ul><ul><li>eBay 78,271 </li></ul><ul><li>Wikipedia 59,090 </li></ul><ul><li>Facebook.com 35,594 </li></ul><ul><li>Craigslist 31,489 </li></ul><ul><li>Superpages.com 30,769 </li></ul><ul><li>Yellowpages.com 26,505 </li></ul><ul><li>ESPN 18,981 </li></ul>Source: comScore, June 2008
    9. 9. How Search Engines Work <ul><li>Crawling </li></ul><ul><ul><li>Scouring the web for new content and links between web sites </li></ul></ul><ul><li>Indexing </li></ul><ul><ul><li>Parsing, normalization, categorization and recording of these data for later use </li></ul></ul><ul><li>Searching </li></ul><ul><ul><li>Presenting data to searchers in response to their queries in relevant and useful way </li></ul></ul>
    10. 10. Deconstructing Search Results
    11. 11. Deconstructing Search Results Local Results Natural Results Paid Results
    12. 12. New Orleans Chiropractic
    13. 13. Your Web Site
    14. 14. Core Concepts <ul><li>Search Engines Only Read Text </li></ul><ul><ul><li>Flash and Images don’t contain text </li></ul></ul><ul><li>Don’t Slow Down The Spiders </li></ul><ul><ul><li>Fast loading sites get indexed faster </li></ul></ul><ul><ul><li>Text links are unambiguous </li></ul></ul><ul><li>Every Page is An Island </li></ul><ul><ul><li>Just because you’ve built it… </li></ul></ul>
    15. 15. Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li>Lather, rinse, repeat </li></ul>Source: Google Webmaster Guidelines
    16. 16. Keyword Selection <ul><li>Don’t Guess, Use Tools </li></ul><ul><ul><li>Keyword Discovery </li></ul></ul><ul><ul><ul><li>http://www.keyworddiscovery.com/ </li></ul></ul></ul><ul><ul><li>Word Tracker </li></ul></ul><ul><ul><ul><li>http://www.wordtracker.com/ </li></ul></ul></ul><ul><ul><li>Google - Free </li></ul></ul><ul><ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul></ul></ul><ul><ul><ul><li>http://www.google.com/sktool/ </li></ul></ul></ul>
    17. 17. Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li>Lather, rinse, repeat </li></ul>Source: Google Webmaster Guidelines
    18. 18. Content – Invisible Content <ul><li>Title Tag </li></ul><ul><ul><li>MOST IMPORTANT TEXT ON PAGE </li></ul></ul><ul><li>Meta Description </li></ul><ul><ul><li>Low ranking value; high marketing value </li></ul></ul><ul><li>Meta Keywords </li></ul><ul><ul><li>Widely ignored; still useful in lesser search engines </li></ul></ul><ul><li>Image Alt Tags </li></ul><ul><ul><li>Most valuable in image search; critical for search in image based navigation </li></ul></ul>
    19. 19. Content – Invisible Content Example Title Tag Meta Description <title> New Orleans Chiropractic | New Orleans Chiropractor - Dr. Gordon DuBois D.C. </title> <meta name=&quot;description&quot; content=&quot; New Orleans Chiropractic - Gordon Dubois specialized in Chiropractic Adjustment and TBM. Let New Orleans Chiropractor Dr. Dubois ease your Back and Neck Pain and help you on the path to wellness. &quot; /> Alt Text
    20. 20. Content – Visible Content <ul><li>Heading Tags </li></ul><ul><ul><li>HTML (the language of the web) was developed by engineers – they think in outline form – the higher the heading level, the more important <h1> being foremost </li></ul></ul><ul><li>Text on Page </li></ul><ul><ul><li>It is possible for a page to rank without saying the phrase for which it ranks but it is definitely harder </li></ul></ul>
    21. 21. Content – Visible Content Example H1 On Page Text
    22. 22. Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li>Lather, rinse, repeat </li></ul>Source: Google Webmaster Guidelines
    23. 23. Links – How You Get Found! <ul><li>It’s the World-Wide Web </li></ul><ul><ul><li>That web is made up of links </li></ul></ul><ul><li>In the beginning there was no Google – Just Yahoo! and 1000 other directories </li></ul><ul><ul><li>Separated into categories filled with links </li></ul></ul><ul><li>Links are like votes for your site </li></ul><ul><ul><li>I can tell you I’m a great guy, but if you hear it from 100 people you trust you’ll, likely, believe it. </li></ul></ul>
    24. 24. Links Build Credibility & Trust <ul><li>Sincerity is the most important thing… </li></ul><ul><li>In non-competitive categories even low value will do the trick </li></ul><ul><ul><li>Not hip, not sexy, but effective nonetheless </li></ul></ul><ul><li>Lots ‘o links if you know where to look </li></ul><ul><li>Many categories (particularly for state Searches) don’t show maps </li></ul><ul><ul><li>Making top of Organic Search all the more important </li></ul></ul>
    25. 25. San Diego Plastic Surgeons
    26. 26. Alabama Sprinter Dealer
    27. 27. New Orleans Website Promotion
    28. 28. Where do I get links? <ul><li>Business / Civic Organizations </li></ul><ul><ul><li>Chamber, Kiwanis, Trade Associations </li></ul></ul><ul><li>Directories </li></ul><ul><ul><li>Yahoo, DMOZ, BOTW </li></ul></ul><ul><ul><li>http://www.directorycritic.com/ </li></ul></ul><ul><ul><li>http://info.vilesilencer.com/ </li></ul></ul><ul><ul><li>http://www.seocompany.ca/directory/top-web-directories.html </li></ul></ul><ul><li>Articles and Press Releases </li></ul><ul><ul><li>http://www.buzzle.com/ </li></ul></ul><ul><ul><li>http://goarticles.com/ </li></ul></ul><ul><ul><li>http://www.prweb.com/ </li></ul></ul><ul><ul><li>http://www.fastpitchnetworking.com/pr/ </li></ul></ul><ul><li>Bonus! Elder Focused: </li></ul><ul><ul><li>SeniorChecked.com (very new – little data) </li></ul></ul><ul><ul><li>Offer an AARP Discount? http://products.aarp.org/discounts/ </li></ul></ul>
    29. 29. A Relatively Simple Model <ul><li>He/She who has the most relevant content and the greatest number of relevant inbound links… </li></ul><ul><li>WINS! </li></ul>
    30. 30. Local Search
    31. 31. Local Search Defined <ul><li>Location Specific </li></ul><ul><ul><li>Can’t ship a “24 Hour Locksmith” </li></ul></ul><ul><li>Often for goods and services </li></ul><ul><li>Often leads to offline purchase </li></ul><ul><li>Local is different depending on: </li></ul><ul><ul><li>Urgency </li></ul></ul><ul><ul><li>Service type </li></ul></ul><ul><ul><li>Demographics / Geography </li></ul></ul>
    32. 32. Where Is Local Search?
    33. 33. Local Search: How? <ul><li>“ Web References” = Links </li></ul><ul><ul><li>In Local web references = Trust </li></ul></ul><ul><ul><ul><li>Yellow Pages </li></ul></ul></ul><ul><ul><ul><li>Local Directories </li></ul></ul></ul><ul><ul><li>Links aren’t critical – the correlating factors are Name, Address & Phone </li></ul></ul><ul><li>And, some of the most trusted can be bought </li></ul><ul><li>Reviews are votes for your business </li></ul><ul><li>And you don’t even need a web site! </li></ul>
    34. 34. Web References Example
    35. 35. Power of Reviews
    36. 36. Local Listing / Review Sites <ul><li>Yahoo! Local </li></ul><ul><li>CitySearch.com </li></ul><ul><li>SuperPages.com </li></ul><ul><li>InsiderPages.com </li></ul><ul><li>Yelp.com </li></ul><ul><li>YellowPages.com </li></ul><ul><li>BrownBook.com </li></ul><ul><li>Many of the above will allow you to customize your business profile for free or minimal cost. </li></ul>
    37. 37. Common Myths
    38. 38. Common Myths <ul><li>Build it and they will come </li></ul><ul><li>Website Promotion is easy </li></ul><ul><li>Website Promotion is Complicated </li></ul><ul><li>Links from bad sites can hurt you </li></ul><ul><li>SEO is about Meta Tags </li></ul><ul><li>Paying for advertising helps your ranking </li></ul><ul><li>Paid advertising is all you need </li></ul><ul><li>It’s all about content </li></ul><ul><li>You need a website </li></ul><ul><li>Only big companies get top of page </li></ul><ul><li>Web sites cost a lot of money </li></ul><ul><li>Online marketing is expensive </li></ul><ul><li>My customers aren’t online </li></ul>
    39. 39. 10 Free Resources
    40. 40. 10 Free Resources <ul><li>Google: </li></ul><ul><li>Search Based Keyword Tool </li></ul><ul><li>AdWords Keyword Tool </li></ul><ul><li>Google Webmaster Tools </li></ul><ul><li>Google Analytics </li></ul><ul><li>Google Apps for Domains </li></ul><ul><li>Other: </li></ul><ul><li>Keyword Discovery </li></ul><ul><li>Firefox </li></ul><ul><li>SEO Book Tools </li></ul><ul><ul><li>SEO For Firefox </li></ul></ul><ul><li>MarketLeap SEO Tools </li></ul><ul><li>Yahoo! Site Explorer </li></ul><ul><li>WordPress.com / WordPress.org </li></ul>
    41. 41. Site Clinic
    42. 42. Q&A
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