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SEO Fundamentals: Best Practices to Follow on the Search Engines

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  • 1. SEO FundamentalsBest Practices on the Search Engines to FollowToll: +1 (914) 339-0024Access Code: 266-952-779 @webmarketing123 #wm123
  • 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary SEO Diagnostic. Details at end of webinar. #wm123 @webmarketing123
  • 3. Webinar Agenda Be Found By the Search Engines1 Learn how Google discovers, indexes, and ranks web pages Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Optimize Your Marketing Channels3 Benchmark, Project and Take Action! Measure Results & Success4 Monitor and improve your SEO results #wm123 @webmarketing123
  • 4. Webinar Agenda Be Found By the Search Engines1 Learn how Google discovers, indexes, and ranks web pages Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Optimize Your Marketing Channels3 Benchmark, Project and Take Action! Measure Results & Success4 Monitor and improve your SEO results #wm123 @webmarketing123
  • 5. 1 Why Online Marketing Is Important Search engine use is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @webmarketing123
  • 6. 1 Can Your Customers Find You? If you are not on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 #wm123 @webmarketing123
  • 7. 1 Search Spiders Determine Your Visibility Search bots identify your site’s theme and relevance to queries Data Center Home Page Category Level Page Product Level Page1 Product Level Page2 #wm123 @webmarketing123
  • 8. 1 How Do Search Spiders Crawl the Web? Search bots follow links to get from page to page • Crawling: • Discovering new and updated pages on the web • Daily, weekly, monthly • Indexing: • Compiling data from crawls into data centers • Serving Results: • Based on relevancy • Over 200 factors considered • Content, keywords, links #wm123 @webmarketing123
  • 9. Webinar Agenda Be Found By the Search Engines1 Learn how Google discovers, indexes, and ranks web pages Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Optimize Your Marketing Channels3 Benchmark, Project & Take Action! Measure Results & Success4 Monitor and improve your SEO results #wm123 @webmarketing123
  • 10. 2 Match Your Business to Current Trends Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @webmarketing123
  • 11. 2 Optimize Your Keyword Selection Select a mix of both “head match” and “long tail” keywords #wm123 @webmarketing123
  • 12. 2 Choose the Right Keywords Keyword selection determines the course of your campaign• Best Practices • Have a mix of both generic and “long-tail” terms • Do not focus just on search volume • Google your proposed search terms to see if the sites ranking on page 1 are relevant to what your business offers • Look at search trends for your proposed keywords • Expand on your keywords by finding variations #wm123 @webmarketing123
  • 13. 2 Map Targeted Keywords Page By Page Develop a “mapping” document that targets 3-5 keywords per page #wm123 @webmarketing123
  • 14. 2 Write for Your Keywords How search engines identify your site for result listingsBest Practices• Search engines learn what your site is about by reading your content• Optimal site content will sound natural to readers but also include mentions of targetedkeywords #wm123 @webmarketing123
  • 15. 2 Use Best Online Writing Practices Develop naturally written, “non-spammy” content• Best Practices • Write for your reader, not the writer! • Establish a natural, engaging tone of voice • Pay attention to grammar • Proofread• Avoid Doing These • Trick search engines with manipulative tactics • Use Flash throughout your entire website • Overuse your keywords: Read it out loud! #wm123 @webmarketing123
  • 16. 2 Allow Google To Recognize Your Keywords What Google Sees What We See #wm123 @webmarketing123
  • 17. 2 Meta Content What is it? Main Elements Consist of: 1. Page Title 2. Description 3. And sometimes… Keywords #wm123 @webmarketing123
  • 18. 2 Meta Content What is it? Main Elements Consist of: 1. Page Title 2. Description 3. And sometimes… Keywords #wm123 @webmarketing123
  • 19. 2 Meta Content Facebook Groups: B2B Lead Gen Include descriptive keywords and phrases in page titlesKeywords in the First or Second Position of the Page Title Have the Highest Impact!
  • 20. 2 Develop Content Silos Consider your site’s thematic structure• Thematically Group Pages Around Mobile Keywords SMB• Link Pages Within The Same Enterprise Groups To Further Strengthen Theme of Website• Search Engine Spiders Can See a Theme Across Your Site That SMB Enterprise Mobile Makes Sense Other Relevant Internal Pages #wm123 @webmarketing123
  • 21. Webinar Agenda Be Found By the Search Engines1 Learn how Google discovers, indexes, and ranks web pages Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Optimize Your Marketing Channels3 Benchmark, Project and Take Action! Measure Results & Success4 Monitor and improve your SEO results #wm123 @webmarketing123
  • 22. 3 Find Your Target Customer Step 1: Establish Benchmark & Project Google Analytics • Traffic Sources • Referring Sites • Filter – Containing: Facebook #wm123 @webmarketing123
  • 23. 3 Find Your Target Customer Step 2: Project & Take Action! Based on what you get today, project conservative increases: - Initially, don’t be afraid to project based off what reality!Benefits:- Ownership & Responsibility- Higher-ups know where you are at and signs off on what winning looks like- You have a target to hit or miss! #wm123 @webmarketing123
  • 24. Webinar Agenda Be Found By the Search Engines1 Learn how Google discovers, indexes, and ranks web pages Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Optimize Your Marketing Channels3 Benchmark, Project and Take Action! Measure Results & Success4 Monitor and improve your SEO results #wm123 @webmarketing123
  • 25. 4 SEO Is Stepping Stone to Success Why SEO matters 1 Keyword Rankings 2 Increased Traffic 3 Lead and Sales #wm123 @webmarketing123
  • 26. 4 Compare Keyword Rankings Measured on a weekly, bi-weekly, or monthly basis #wm123 @webmarketing123
  • 27. 4 Watch Organic Search Traffic Measures effectiveness of SEO programFilter out “branded” traffic #wm123 @webmarketing123
  • 28. 4 Watch Organic Search Traffic Measures effectiveness of SEO programGoal Tracking: By Conversion Type! #wm123 @webmarketing123
  • 29. 4 Set Up Logical Goal Tracking Ties SEO effectiveness to lead and sales flowDetermine Your ROI Goals: • Define conversions for your business goals • Set your goal values • Analyze which keywords are leading to more conversions and work to strengthen them in your links and content • Consider removing poor-performing keywords from your campaign • Observe where visitors abandon the goal path and analyze the data to determine why #wm123 @webmarketing123
  • 30. 4 Keep Up On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making. On-Page Changes Measuring Improvement in Rankings, Site Link Building Engagement, and Lead Flow Monitoring Visitor Tracking Spider Analytic Data Crawls #wm123 @webmarketing123
  • 31. Key Takeaways• Begin Optimization Now: Capitalize on your core keywords before the competition does. Identify your top keywords and who ranks highly for those terms today.• SEO Success Takes Time and Resources: Executing SEO correctly requires full-time resources. Optimizing for a set of keywords requires relevant content, inbound links, and website structure.• Use the right marketing channels: Understand the online channels that are most applicable to your business. Take advantage of the platforms that will reach your target audience.• Achieve 2012 Marketing Goals: SEO is the most cost-efficient way to generate qualified sales and leads. Take advantage of search demand for your industry and leverage this to achieve your 2012 business plan goals. #wm123 @webmarketing123
  • 32. Thank You!
  • 33. Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: contact@webmarketing123.com #wm123 @webmarketing123