Your Toughest SEO Questions AnsweredStrategies for staying one step ahead of the restDial: +1 (312) 878-0218Access Code: 6...
Housekeeping Items Are the slides available?    Yes! Please email seo@webmarketing123.com We want to hear from you!    ...
Webinar Agenda    How Search Engines Crawl the Web1   Learn how Google discovers, indexes, and ranks webpages    Choosing ...
What’s at Stake  Search engine use is growing rapidly               Currently, there are more                     than 3 b...
Search Engine User Behavior  If you are not on the 1st page, you are invisible to most searchers                          ...
Webinar Agenda    How Search Engines Crawl the Web1   Learn how Google discovers, indexes, and ranks webpages    Choosing ...
Q: How do search spiders     crawl the web?                     #wm123                     @bradleywjoe
Q: How Do Search Spiders Crawl the Web?  Search bots follow links to get from page to page                                ...
Q: How Do Search Spiders Crawl the Web?  Search bots follow links to get from page to page                                ...
Q: How do I influence how often Google crawls my        website?                      #wm123                      @bradley...
Q: How Do I Influence Google to Crawl My Site?   Several ways to positively influence search spiders to visit your site• R...
Webinar Agenda    How Search Engines Crawl the Web1   Learn how Google discovers, indexes, and ranks webpages    Choosing ...
Q: What keywords should I     optimize for?                      #wm123                      @bradleywjoe
1 Keyword Optimization  Investigate Google Insights to compare long-term trends:  www.google.com/insights/search          ...
1 Keyword Optimization  Select a mix of both “head match” and “long tail” keywords                                        ...
Q: Which Keywords Should I Optimize For?  Don’t forget about the long tail!                                           #wm1...
1 Keyword Optimization     Keyword selection is important because it determines the course of     your campaign• Best Prac...
Q: How many keywords do I     target per page?                     #wm123                     @bradleywjoe
Q: How Many Keywords To Target Per Page?  Develop a “mapping” document that targets 3-5 keywords per page                 ...
A: Develop Content Silos        Consider your site’s thematic structure•   Thematically Group Pages                       ...
Q: How to write aboutkeywords without overdoing            it?                      #wm123                      @bradleywjoe
Q: How to Include Keywords Without Overusing?     Develop naturally written, “non-spammy” content• Best Practices    • Wri...
Webinar Agenda    How Search Engines Crawl the Web1   Learn how Google discovers, indexes, and ranks webpages    Choosing ...
Q: Why do links matter?                     #wm123                     @bradleywjoe
Q: Why do links matter?  Serve as “votes” for your website                                      #wm123                    ...
Q: How do I acquire inbound          links?                       #wm123                       @bradleywjoe
Q: How Do I Get More Inbound Links?   On-page content needs to be supported by other content channels• Support your conten...
4 Become a trusted source     Is your content worthy of being shared?                                                     ...
Q: Will affiliate links hurt my        overall SEO?                           #wm123                           @bradleywjoe
Q: Do Affiliate Links Hurt My SEO?  Take technical steps to follow Google Webmaster best practices                        ...
Webinar Agenda    How Search Engines Crawl the Web1   Learn how Google discovers, indexes, and ranks webpages    Choosing ...
Q: Does page load speed        matter?                     #wm123                     @bradleywjoe
Q: Does Page Load Speed Matter?     As of April 2010, Google has stated that it does take page load speed     into account...
Q: What are best practices for   dealing with duplicate          content?                         #wm123                  ...
Q: How Do I Deal With Duplicate Content?  Best practices for handling duplicate content issues• Recognize duplicate conten...
Q: How do I optimize a site   with lots of images?                        #wm123                        @bradleywjoe
Q: How Do I Optimize a Site with Many Images?  Best practices for media-rich websites                                     ...
Webinar Agenda    How Search Engines Crawl the Web1   Learn how Google discovers, indexes, and ranks webpages    Choosing ...
Q: How do I invest insomething that is constantly        changing?                        #wm123                        @b...
Q: How do you measure ROI?                      #wm123                      @bradleywjoe
Q: How Do I Measure ROI?       Use website analytics to track goal completionsSet up Goals   •   Define conversions for yo...
Q: How Do I Measure ROI?  Dig into the market trends to determine your strengths and focus on  continually improving your ...
Q: How Do I Measure ROI?        Online attribution management tools can close the loop from first        touch to closed d...
Key Takeaways• SEO is Constantly Evolving: Take advantage of tools and resources(many of them free!) to stay up to date on...
Thank You!
Contact Us about Qualifying for a Complimentary Analysis -Competitive Report: find out where you rank against your top com...
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Web123 Your Toughest SEO Questions Answered-10-12-2011

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Transcript of "Web123 Your Toughest SEO Questions Answered-10-12-2011"

  1. 1. Your Toughest SEO Questions AnsweredStrategies for staying one step ahead of the restDial: +1 (312) 878-0218Access Code: 643-421-399 @webmarketing123 @bradleywjoe #wm123
  2. 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 #wm123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary SEO Website Analysis. Details at end of webinar. #wm123 @bradleywjoe
  3. 3. Webinar Agenda How Search Engines Crawl the Web1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound, Affiliate, Internal, and More3 Demystify the rumors about link building Other FAQs4 Page load speed, duplicate content, image SEO Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  4. 4. What’s at Stake Search engine use is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @bradleywjoe
  5. 5. Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 #wm123 @bradleywjoe
  6. 6. Webinar Agenda How Search Engines Crawl the Web1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound, Affiliate, Internal, and More3 Demystify the rumors about link building Other FAQs4 Page load speed, duplicate content, image SEO Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  7. 7. Q: How do search spiders crawl the web? #wm123 @bradleywjoe
  8. 8. 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 #wm123 @bradleywjoe
  9. 9. 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 #wm123 @bradleywjoe
  10. 10. Q: How do I influence how often Google crawls my website? #wm123 @bradleywjoe
  11. 11. Q: How Do I Influence Google to Crawl My Site? Several ways to positively influence search spiders to visit your site• Reduce and/or eliminate the amount of duplicatecontent• Submit and verify an XML Sitemap throughWebmaster Tools• Reduce the click-depth required to visit deeperpages• Earn more links! #wm123 @bradleywjoe
  12. 12. Webinar Agenda How Search Engines Crawl the Web1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound, Affiliate, Internal, and More3 Demystify the rumors about link building Other FAQs4 Page load speed, duplicate content, image SEO Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  13. 13. Q: What keywords should I optimize for? #wm123 @bradleywjoe
  14. 14. 1 Keyword Optimization Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @bradleywjoe
  15. 15. 1 Keyword Optimization Select a mix of both “head match” and “long tail” keywords #wm123 @bradleywjoe
  16. 16. Q: Which Keywords Should I Optimize For? Don’t forget about the long tail! #wm123 @bradleywjoe
  17. 17. 1 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 • 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 @bradleywjoe
  18. 18. Q: How many keywords do I target per page? #wm123 @bradleywjoe
  19. 19. Q: How Many Keywords To Target Per Page? Develop a “mapping” document that targets 3-5 keywords per page #wm123 @bradleywjoe
  20. 20. 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 #wm123 @bradleywjoe
  21. 21. Q: How to write aboutkeywords without overdoing it? #wm123 @bradleywjoe
  22. 22. 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 • Have website based entirely in Flash • Overusing your keywords: Read it out loud! #wm123 @bradleywjoe
  23. 23. Webinar Agenda How Search Engines Crawl the Web1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound, Affiliate, Internal, and More3 Demystify the rumors about link building Other FAQs4 Page load speed, duplicate content, image SEO Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  24. 24. Q: Why do links matter? #wm123 @bradleywjoe
  25. 25. Q: Why do links matter? Serve as “votes” for your website #wm123 @bradleywjoe
  26. 26. Q: How do I acquire inbound links? #wm123 @bradleywjoe
  27. 27. 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 #wm123 @bradleywjoe
  28. 28. 4 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 #wm123 @bradleywjoe
  29. 29. Q: Will affiliate links hurt my overall SEO? #wm123 @bradleywjoe
  30. 30. Q: Do Affiliate Links Hurt My SEO? Take technical steps to follow Google Webmaster best practices #wm123 @bradleywjoe
  31. 31. Webinar Agenda How Search Engines Crawl the Web1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound, Affiliate, Internal, and More3 Demystify the rumors about link building Other FAQs4 Page load speed, duplicate content, image SEO Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  32. 32. Q: Does page load speed matter? #wm123 @bradleywjoe
  33. 33. Q: Does Page Load Speed Matter? As of April 2010, Google has stated that it does take page load speed into account• Fewer than 1% of search queries are affected• Tools for Reviewing Site Speed • Page Speed: http://code.google.com/speed/page-speed/ • YSlow: http://developer.yahoo.com/yslow/ • WebPagetest: http://www.webpagetest.org/ • Google Webmaster Tools Source: http://googlewebmastercentral.blogspot.com/2010/04/using- #wm123 site-speed-in-web-search-ranking.html @bradleywjoe
  34. 34. Q: What are best practices for dealing with duplicate content? #wm123 @bradleywjoe
  35. 35. 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 #wm123 AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg @bradleywjoe
  36. 36. Q: How do I optimize a site with lots of images? #wm123 @bradleywjoe
  37. 37. 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 #wm123 @bradleywjoe
  38. 38. Webinar Agenda How Search Engines Crawl the Web1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Links: Inbound, Affiliate, Internal, and More3 Demystify the rumors about link building Other FAQs4 Page load speed, duplicate content, image SEO Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  39. 39. Q: How do I invest insomething that is constantly changing? #wm123 @bradleywjoe
  40. 40. Q: How do you measure ROI? #wm123 @bradleywjoe
  41. 41. 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 #wm123 @bradleywjoe
  42. 42. 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 #wm123 @bradleywjoe
  43. 43. 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. #wm123 @bradleywjoe
  44. 44. Key Takeaways• 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 ofoverall strategy and expected outcomes.• Prove the ROI: Continue to demonstrate the ROI of digital marketing bymeasuring outcomes and reallocating budget to highest performingchannels. #wm123 @bradleywjoe
  45. 45. Thank You!
  46. 46. Contact Us about Qualifying for a Complimentary Analysis -Competitive Report: find out where you rank against your top competitors and what tactics they’re employing -Opportunity Analysis: learn how to improve your Digital Marketing Strategy and see how much opportunity is available for your company -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: seo@webmarketing123.com #wm123 @bradleywjoe
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