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Webmarketing123 Your Toughest SEO Questions, Answered! 5-08-2012

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Does Search Engine Optimization seem like a black box? Working hard but not seeing steady progress with your online marketing? Having trouble effectively measuring and tracking SEO results? You are …

Does Search Engine Optimization seem like a black box? Working hard but not seeing steady progress with your online marketing? Having trouble effectively measuring and tracking SEO results? You are not alone! Over 75% of respondents in our State of Digital Marketing Survey identified the same challenges. In this session, we’ll break open the black box and reveal what’s driving success now for our B2B and B2C clients.

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  • 1. Your Toughest SEO Questions, Answered! Today’s Host: Alex Dunks Senior SEO Strategist #webmarketing123 facebook.com/webmarketing123
  • 2. Founded in 2004 Custom KPI-based Scorecards120+ Clients Proprietary Attribution Tool #webmarketing123
  • 3. Some Practical Matters Are the slides available? #webmarketing123
  • 4. Some Practical Matters #webmarketing123
  • 5. Some Practical Matters Are the slides available? Yes! Just email seo@webmarketing123.com #webmarketing123
  • 6. Some Practical Matters Are the slides available? Yes! Just email seo@webmarketing123.com Connect with us on Social Media #webmarketing123
  • 7. Some Practical Matters Are the slides available? Yes! Just email seo@webmarketing123.com Connect with us #webmarketing123 on Social Media facebook.com/webmarketing123 #webmarketing123
  • 8. Some Practical Matters Are the slides available? Yes! Just email seo@webmarketing123.com Connect with us #webmarketing123 on Social Media facebook.com/webmarketing123 Want to learn more? #webmarketing123
  • 9. Some Practical Matters Are the slides available? Yes! Just email seo@webmarketing123.com Connect with us #webmarketing123 on Social Media facebook.com/webmarketing123 Request a Customized SEO Assessment Today. Want to learn more? You May Qualify for a $50 Amazon.com Gift Card! #webmarketing123
  • 10. Some Practical Matters Are the slides available? Yes! Just email seo@webmarketing123.com Connect with us #webmarketing123 on Social Media facebook.com/webmarketing123 Request a Customized SEO Assessment Today. Want to learn more? You May Qualify for a $50 Amazon.com Gift Card! visit bit.ly/wm123seo #webmarketing123
  • 11. Webinar Agenda How does Google rank websites?1 How does Google discover, index, and rank webpages? Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound and Internal3 Demystify the rumors about link building Key Trends for 2012 & Beyond4 Mobile, Tablet & Voice Search, Page load speed, Duplicate content, Image SEO Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #webmarketing123
  • 12. Webinar Agenda How does Google rank websites?1 How does Google discover, index, and rank webpages? Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound and Internal3 Demystify the rumors about link building Key Trends for 2012 & Beyond4 Mobile, Tablet & Voice Search, Page load speed, Duplicate content, Image SEO, Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #webmarketing123
  • 13. THERE ARE 4 BILLION SEARCHES ON GOOGLE EVERY DAY #webmarketing123
  • 14. Q: How do search spiders crawl the web? #webmarketing123
  • 15. Q: How Do Search Spiders Crawl the Web? Search bots follow links to get from page to page Data Center Home Page Category Level Page Product Level Page1 Product Level Page2 #webmarketing123
  • 16. Q: 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 #webmarketing123
  • 17. Q: 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 #webmarketing123
  • 18. Q: 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 #webmarketing123
  • 19. Q: How do I influence how often Google crawls my website? #webmarketing123
  • 20. Q: How Do I Influence Google to Crawl My Site? Several ways to positively influence search spiders to visit your site #webmarketing123
  • 21. Q: How Do I Influence Google to Crawl My Site? Several ways to positively influence search spiders to visit your site• Regularly generate fresh and unique content #webmarketing123
  • 22. Q: How Do I Influence Google to Crawl My Site? Several ways to positively influence search spiders to visit your site• Regularly generate fresh and unique content• Submit and verify an XML Sitemap throughWebmaster Tools #webmarketing123
  • 23. Q: How Do I Influence Google to Crawl My Site? Several ways to positively influence search spiders to visit your site• Regularly generate fresh and unique content• Submit and verify an XML Sitemap throughWebmaster Tools• Reduce the click-depth required to visit deeperpages #webmarketing123
  • 24. Q: How Do I Influence Google to Crawl My Site? Several ways to positively influence search spiders to visit your site• Regularly generate fresh and unique content• Submit and verify an XML Sitemap throughWebmaster Tools• Reduce the click-depth required to visit deeperpages• Earn more links! #webmarketing123
  • 25. Webinar Agenda How does Google rank websites?1 How does Google discover, index, and rank webpages? Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound and Internal3 Demystify the rumors about link building Key Trends for 2012 & Beyond4 Mobile, Tablet & Voice Search, Page load speed, Duplicate Content, Image SEO Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #webmarketing123
  • 26. Q: What keywords should I optimize for? #webmarketing123
  • 27. Keyword Optimization Investigate Google Insights to compare long-term trends: www.google.com/insights/search #webmarketing123
  • 28. Keyword Optimization Select a mix of both “head match” and “long tail” keywords #webmarketing123
  • 29. Keyword Optimization Keyword selection is important because it determines the course of your campaign• Best Practices • Have a mix of both generic and “long-tail” terms • It’s not just about 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 & social media for your proposed keywords • Expand on your keywords by finding variations #webmarketing123
  • 30. Keyword OptimizationLet’s look at a real working keyword list #webmarketing123
  • 31. #webmarketing123
  • 32. Q: How long does it take to advance in rankings? #webmarketing123
  • 33. # of Keywords on the First Page over Time #webmarketing123
  • 34. Q: How many keywords do I target per page? #webmarketing123
  • 35. Q: How Many Keywords To Target Per Page? Develop a “mapping” document that targets 3-5 keywords per page #webmarketing123
  • 36. A: Develop Content Silos Consider your site’s thematic structure• Thematically Group Pages Mobile Around Keywords SMB Enterprise• Link Pages Within The Same Groups To Further Strengthen Theme of Website SMB Enterprise Mobile• Search Engine Spiders Can See a Theme Across Your Site That Makes Sense Other Relevant Internal Pages #webmarketing123
  • 37. Q: How to write aboutkeywords without overdoing it? #webmarketing123
  • 38. Q: How to Include Keywords Without Overusing? Develop naturally written, “non-spammy” content #webmarketing123
  • 39. Q: How to Include Keywords Without Overusing? Develop naturally written, “non-spammy” content• Best Practices • Write for humans • Proofread • Grammar • Tone of voice / natural writing style #webmarketing123
  • 40. Q: How to Include Keywords Without Overusing? Develop naturally written, “non-spammy” content• Best Practices • Write for humans • Proofread • Grammar • Tone of voice / natural writing style• Avoid Doing These • Try to trick search engines with manipulative tactics • Using Flash (you exclude your iphone & ipad users) • Overusing your keywords: Read it out loud! #webmarketing123
  • 41. Webinar Agenda How does Google rank websites?1 How does Google discover, index, and rank webpages? Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound and Internal3 Demystify the rumors about link building Key Trends for 2012 & Beyond4 Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO, Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #webmarketing123
  • 42. Q: Why do links matter? #webmarketing123
  • 43. Q: Why do links matter? Serve as “votes” for your website #webmarketing123
  • 44. Q: How do I acquire inbound links? #webmarketing123
  • 45. Q: How Do I Get More Inbound Links? On-page content needs to be supported by other content channels #webmarketing123
  • 46. Q: How Do I Get More Inbound Links? On-page content needs to be supported by other content channels• Support your content with otherrelevant sources such as: • Company blog • Newsletters • Facebook posts • Tweets • White papers • Case studies • Infographics #webmarketing123
  • 47. Become a trusted source Is your content worthy of being shared? #webmarketing123
  • 48. Become a trusted source Is your content worthy of being shared? Industry relevant Links from Forums blogs What You Need to Offer: • Unique Research • Informed Opinions Links are • News/Trend Analysis Mentioned in newsTweeted/Retweeted publications • Authentic Expert Contributors Liked/Shared on Cited at conferences + Facebook events Courtesy: SEOmoz #webmarketing123
  • 49. Webinar Agenda How does Google rank websites?1 How does Google discover, index, and rank webpages? Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound and Internal3 Demystify the rumors about link building Key Trends for 2012 & Beyond4 Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #webmarketing123
  • 50. Mobile, Tablet & Voice Search All encourage the user to focus on top 3-4 results, “above the fold” #webmarketing123
  • 51. Mobile, Tablet & Voice Search All encourage the user to focus on top 3-4 results, “above the fold” #webmarketing123
  • 52. Google Algorithm Updates - Panda #webmarketing123
  • 53. Google Algorithm Updates - Penguin• Penguin • Targeting “webspam” and “overoptimization” • Black Hat Techniques • Link Schemes / Spam • Keyword Stuffing #webmarketing123
  • 54. Q: What are best practices for dealing with duplicate content? #webmarketing123
  • 55. Q: How Do I Deal With Duplicate Content? Best practices for handling duplicate content issues #webmarketing123
  • 56. Q: How Do I Deal With Duplicate Content? Best practices for handling duplicate content issues Image courtesy of: http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg #webmarketing123
  • 57. Q: How Do I Deal With Duplicate Content? Best practices for handling duplicate content issues• Recognize duplicate content Image courtesy of: http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg #webmarketing123
  • 58. Q: How Do I Deal With Duplicate Content? Best practices for handling duplicate content issues• Recognize duplicate content• Use 301 redirects where possible Image courtesy of: http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg #webmarketing123
  • 59. Q: How Do I Deal With Duplicate Content? Best practices for handling duplicate content issues• Recognize duplicate content • Implement rel=canonical• Use 301 redirects where possible Image courtesy of: http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg #webmarketing123
  • 60. Q: How Do I Deal With Duplicate Content? Best practices for handling duplicate content issues• Recognize duplicate content • Implement rel=canonical• Use 301 redirects where possible • URL parameter handling Image courtesy of: http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg #webmarketing123
  • 61. Q: How do I optimize a site with lots of images? #webmarketing123
  • 62. Q: How Do I Optimize a Site with Many Images? Best practices for media-rich websites #webmarketing123
  • 63. Q: How Do I Optimize a Site with Many Images? Best practices for media-rich websites #webmarketing123
  • 64. Q: How Do I Optimize a Site with Many Images? Best practices for media-rich websites Alt Tag #webmarketing123
  • 65. Q: How Do I Optimize a Site with Many Images? Best practices for media-rich websites Descriptive File Name Alt Tag #webmarketing123
  • 66. Q: How Do I Optimize a Site with Many Images? Best practices for media-rich websites Descriptive File Name Alt Tag Captions around/near images #webmarketing123
  • 67. Q: How Do I Optimize a Site with Many Images? Best practices for media-rich websites Descriptive File Name Alt Tag Captions around/near images XML SitemapExtension #webmarketing123
  • 68. Webinar Agenda How does Google rank websites?1 How does Google discover, index, and rank webpages? Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound and Internal3 Demystify the rumors about link building Key Trends for 2012 & Beyond4 Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #webmarketing123
  • 69. Q: How do I invest insomething that is constantly changing? #webmarketing123
  • 70. Q: How do you measure ROI? #webmarketing123
  • 71. Q: How Do I Measure ROI? Use website analytics to track goal completionsSet up 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 #webmarketing123
  • 72. Q: How Do I Measure ROI? Dig into the market trends to determine your strengths and focus on continually improving your position • Compare your metrics to past data • Observe possible seasonality factors • Track your progress through non-paid, non-branded traffic trends #webmarketing123
  • 73. Q: How Do I Measure ROI? Online attribution management tools can close the loop from first touch to closed deal #webmarketing123
  • 74. Q: How Do I Measure ROI? Online attribution management tools can close the loop from first touch to closed deal #webmarketing123
  • 75. Q: How Do I Measure ROI? Online attribution management tools can close the loop from first touch to closed dealAllows for 360 tracking from initial keyword search to closed opportunity by uncovering data from Analytics and CRM into unified view. #webmarketing123
  • 76. Key Takeaways #webmarketing123
  • 77. Key Takeaways1 SEO is Constantly Evolving: Take advantage of tools and resources (many of them free!) to stay up to date on latest search marketing trends. #webmarketing123
  • 78. Key Takeaways1 SEO is Constantly Evolving: Take advantage of tools and resources (many of them free!) to stay up to date on latest search marketing trends. Know Your Goals: Regardless of tactics utilized, don’t lose site of2 overall strategy and expected outcomes. #webmarketing123
  • 79. Key Takeaways1 SEO is Constantly Evolving: Take advantage of tools and resources (many of them free!) to stay up to date on latest search marketing trends. Know Your Goals: Regardless of tactics utilized, don’t lose site of2 overall strategy and expected outcomes. Prove the ROI: Continue to demonstrate the ROI of digital marketing3 by measuring outcomes and reallocating budget to highest performing channels. #webmarketing123
  • 80. • Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!• Email seo@webmarketing123.com• Or visit bit.ly/wm123seo #webmarketing123
  • 81. What can you expect from speaking with one of our analysts? - “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? - Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing. - Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing. Request a Consultation: bit.ly/wm123seo Next Week: Does 1+1= 3? Combine SEO + PPC & See facebook.com/webmarketing123 #webmarketing123

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