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The Myth and Math of SEO                                              Alex DunksToday’s Host:                        Senio...
Founded in 2004   Custom KPI-based Scorecards100+ Clients      Proprietary Attribution Tool                               ...
Some Practical Matters                         @webmarketing123
Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com                                  ...
Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com Connect with us on Social Media ...
Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com Connect with us on Social Media ...
Myth vs. Truth There are various myths about SEO out there –       How do you know what to believe? 1   Know your trusted ...
Myth vs. Truth There are various myths about SEO out there –       How do you know what to believe? 1   Know your trusted ...
www.seomoz.org/google-algorithm-change                                         @webmarketing123
Myth vs. Truth There are various myths about SEO out there –       How do you know what to believe? 1   Know your trusted ...
1 Inbound Links  How many links do I need? Are all links created equal?2 Website Content  Should I “stuff” keywords into m...
1 Inbound Links                    Myth:              All links are equal.
1 Inbound Links                               Truth:               All links are NOT the same in value.Develop natural, re...
1 Inbound Links                                       Truth:                 All links are NOT the same in value.Develop n...
1 Inbound Links                                       Truth:                 All links are NOT the same in value.Develop n...
1 Inbound Links                        Math Behind the Truth:• Tool to Use: Google Webmaster Tools    o See which links ar...
1 Inbound Links                        Math Behind the Truth:• Tool to Use: Google Webmaster Tools    o See which links ar...
1 Inbound Links  How many links do I need? Are all links created equal?2 Website Content  Should I “stuff” keywords into m...
2 Website Content                        Myth:   Your site content should be packed with keywords.
2 Website Content                          Truth:Your content should be developed naturally, with a focus on              ...
2 Website Content                             Truth: Your content should be developed naturally, with a focus on          ...
2 Website Content                                        Truth:  Your content should be developed naturally, with a focus ...
2 Website Content                       Math Behind the Truth:• Tool to Use: Your website pages, source code.• Naturally w...
2 Website Content                          Math Behind the Truth:• Tool to Use: Your website pages, source code.• Naturall...
1 Inbound Links  How many links do I need? Are all links created equal?2 Website Content  Should I “stuff” keywords into m...
3 Keywords                         Myth:You should focus on a few general keywords to rank #1 on.
3 Keywords                             Truth:  Broad keywords are very competitive and may get you less                   ...
3 Keywords                                      Truth:Broad keywords are very competitive and may get you less            ...
3 Keywords                                        Truth:Broad keywords are very competitive and may get you less          ...
3 Keywords                         Math Behind the Truth:• Tool to Use: Google ExternalKeyword Tool• Long-tail keywords ar...
3 Keywords                              Math Behind the Truth:• Tool to Use: Google ExternalKeyword Tool• Long-tail keywor...
3 Keywords                Math Behind the Truth:3,000                              302,500                              25...
1 Inbound Links  How many links do I need? Are all links created equal?2 Website Content  Should I “stuff” keywords into m...
4 SEO Results                         Myth:I can expect results from my SEO strategy within 1 month.
4 SEO Results                                    Myth:I can expect results from my SEO strategy within 1 month.           ...
4 SEO Results                         Truth:              SEO work is never finished. Turnaround time to see real results ...
4 SEO Results                              Truth:                SEO work is never finished.   Turnaround time to see real...
4 SEO Results                                       Truth:                SEO work is never finished.   Turnaround time to...
4 SEO Results                       Math Behind the Truth:• Tool to Use: Google Analytics• In your Analytics, you can inte...
4 SEO Results                         Math Behind the Truth:• Tool to Use: Google Analytics• In your Analytics, you can in...
1 Inbound Links  How many links do I need? Are all links created equal?2 Website Content  Should I “stuff” keywords into m...
5 Long Term Sustainment                         Myth:  SEO is a project that has a starting and ending point.
5 Long Term Sustainment                        Truth:        To become the king of your castle and    maintain your standi...
5 Long Term Sustainment                              Math Behind the Truth:• Tool to Use: Website cache• In your cache, th...
5 Long Term Sustainment                              Math Behind the Truth:• Tool to Use: Website cache• In your cache, th...
Key Takeaways 1   Myth – There are many myths out there that can be misleading.
Key Takeaways 1   Myth – There are many myths out there that can be misleading.     Truth – It is important to demystify t...
Key Takeaways 1   Myth – There are many myths out there that can be misleading.     Truth – It is important to demystify t...
• Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!• Email seo@webmarketing123.com...
What can you expect from speaking with one of our analysts? - “Cost of the Problem” Analysis: Discover the cost of not ran...
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Webmarketing123 The Myth and Math of SEO

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Transcript of "Webmarketing123 The Myth and Math of SEO"

  1. 1. The Myth and Math of SEO Alex DunksToday’s Host: Senior Search Marketing Expert @webmarketing123 Dial: +1 (470 200-0304 Access Code: 493-013-844 facebook.com/webmarketing123
  2. 2. Founded in 2004 Custom KPI-based Scorecards100+ Clients Proprietary Attribution Tool @webmarketing123
  3. 3. Some Practical Matters @webmarketing123
  4. 4. Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com @webmarketing123
  5. 5. Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123 @webmarketing123
  6. 6. Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123 Want to learn more?Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!visit bit.ly/wm123seo @webmarketing123
  7. 7. Myth vs. Truth There are various myths about SEO out there – How do you know what to believe? 1 Know your trusted resources
  8. 8. Myth vs. Truth There are various myths about SEO out there – How do you know what to believe? 1 Know your trusted resources 2 Stay up to date with the latest SEO news • Search Engine Land: http://searchengineland.com/ • SEOmoz: http://www.seomoz.org/ • Search Engine Roundtable: http://www.seroundtable.com/
  9. 9. www.seomoz.org/google-algorithm-change @webmarketing123
  10. 10. Myth vs. Truth There are various myths about SEO out there – How do you know what to believe? 1 Know your trusted resources 2 Stay up to date with the latest SEO news • Search Engine Land: http://searchengineland.com/ • SEOmoz: http://www.seomoz.org/ • Search Engine Roundtable: http://www.seroundtable.com/ • SEOmoz Algorithm Change History: www.seomoz.org/google-algorithm-change 3 Know that your competitors aren’t standing still.
  11. 11. 1 Inbound Links How many links do I need? Are all links created equal?2 Website Content Should I “stuff” keywords into my meta content and site content?3 Keywords How do you choose the right keywords? Are broad keywords good?4 SEO Results How long does SEO take before I can see results? What should I expect?5 Long Term Sustainment How much time per month do I need to dedicate to my SEO campaign?
  12. 12. 1 Inbound Links Myth: All links are equal.
  13. 13. 1 Inbound Links Truth: All links are NOT the same in value.Develop natural, relevant inbound links over time:
  14. 14. 1 Inbound Links Truth: All links are NOT the same in value.Develop natural, relevant inbound links over time: • Do not use reciprocal links • There is a key difference between 1-way (good) and reciprocal links (bad) • Create high quality links from different reputable sources o Directories, Articles, Syndications, Press Release sites, Blogs
  15. 15. 1 Inbound Links Truth: All links are NOT the same in value.Develop natural, relevant inbound links over time: • Do not use reciprocal links • There is a key difference between 1-way (good) and reciprocal links (bad) • Create high quality links from different reputable sources o Directories, Articles, Syndications, Press Release sites, Blogs • Build ~ 30-50 inbound links/month • You’ll avoid search engine penalties!
  16. 16. 1 Inbound Links Math Behind the Truth:• Tool to Use: Google Webmaster Tools o See which links are going to your site o Run a ranking report to check on keyword performance
  17. 17. 1 Inbound Links Math Behind the Truth:• Tool to Use: Google Webmaster Tools o See which links are going to your site o Run a ranking report to check on keyword performance• Reciprocal links are useless; they do not help and can only hurt• Best Practices: o Create links within your rich content o Create anchor text o Create links out of keywords o Create links from outside sources, serving as relevant references to your site
  18. 18. 1 Inbound Links How many links do I need? Are all links created equal?2 Website Content Should I “stuff” keywords into my meta content and site content?3 Keywords How do you choose the right keywords? Are broad keywords good?4 SEO Results How long does SEO take before I can see results? What should I expect?5 Long Term Sustainment How much time per month do I need to dedicate to my SEO campaign?
  19. 19. 2 Website Content Myth: Your site content should be packed with keywords.
  20. 20. 2 Website Content Truth:Your content should be developed naturally, with a focus on only a few keywords per page.
  21. 21. 2 Website Content Truth: Your content should be developed naturally, with a focus on only a few keywords per page.Create a well-developed home for your keywords in site content:
  22. 22. 2 Website Content Truth: Your content should be developed naturally, with a focus on only a few keywords per page. Create a well-developed home for your keywords in site content:• “Stuffing” keywords is not helpful,though “Stemming” is recommended.• To sustain a positive, easy-to-useinterface,employ a dropdown on the page Ex: Salesforce• Include more instances of your keyword
  23. 23. 2 Website Content Math Behind the Truth:• Tool to Use: Your website pages, source code.• Naturally written copy, free of errors, builds SEO strength, and is afavorite to Google spiders.
  24. 24. 2 Website Content Math Behind the Truth:• Tool to Use: Your website pages, source code.• Naturally written copy, free of errors, builds SEO strength, and is afavorite to Google spiders.• Best Practices: o Implement unique, routinely updated, keyword-rich 300 – 500 words per page o Include 2-3 instances of a keyword on each page of your site for optimal results o Google spiders don’t spend much time crawling content in the meta tags anymore
  25. 25. 1 Inbound Links How many links do I need? Are all links created equal?2 Website Content Should I “stuff” keywords into my meta content and site content?3 Keywords How do you choose the right keywords? Are broad keywords good?4 SEO Results How long does SEO take before I can see results? What should I expect?5 Long Term Sustainment How much time per month do I need to dedicate to my SEO campaign?
  26. 26. 3 Keywords Myth:You should focus on a few general keywords to rank #1 on.
  27. 27. 3 Keywords Truth: Broad keywords are very competitive and may get you less qualified traffic.Target unique keywords and keyword phrases to distinguish yourproduct / service:
  28. 28. 3 Keywords Truth:Broad keywords are very competitive and may get you less qualified traffic.Target unique keywords and keyword phrases to distinguish yourproduct / service:• The percentage of long-tail search traffic is increasing• Use the “drill up” method instead of “drill down” o Optimize from Specific/Exact  Broad
  29. 29. 3 Keywords Truth:Broad keywords are very competitive and may get you less qualified traffic.Target unique keywords and keyword phrases to distinguish yourproduct / service:• The percentage of long-tail search traffic is increasing• Use the “drill up” method instead of “drill down” o Optimize from Specific/Exact  Broad• Not all traffic is good traffic o Qualified visitors are the key o Average Time on Site o Bounce Rate o Page Visits• Don’t miss the boat by optimizing on broad keywords first – big mistake!
  30. 30. 3 Keywords Math Behind the Truth:• Tool to Use: Google ExternalKeyword Tool• Long-tail keywords are best tostart with, then move up tobroader terms
  31. 31. 3 Keywords Math Behind the Truth:• Tool to Use: Google ExternalKeyword Tool• Long-tail keywords are best tostart with, then move up to broaderterms• Best Practices: o Long-tail keywords will bring more qualified traffic to your site o Closely analyze the trends in page visits, bounce rate, and average time on site
  32. 32. 3 Keywords Math Behind the Truth:3,000 302,500 252,000 20 Non-Branded Visits1,500 15 # of Non-Branded, Traffic-Driving Keywords # of Campaign Keywords on First Page1,000 10 500 5 0 0 1 2 3 4 5 6
  33. 33. 1 Inbound Links How many links do I need? Are all links created equal?2 Website Content Should I “stuff” keywords into my meta content and site content?3 Keywords How do you choose the right keywords? Are broad keywords good?4 SEO Results How long does SEO take before I can see results? What should I expect?5 Long Term Sustainment How much time per month do I need to dedicate to my SEO campaign?
  34. 34. 4 SEO Results Myth:I can expect results from my SEO strategy within 1 month.
  35. 35. 4 SEO Results Myth:I can expect results from my SEO strategy within 1 month. **Food for Thought** How long would it take you to memorize a report, fully understand it, and file it correctly in an incredibly large database?
  36. 36. 4 SEO Results Truth: SEO work is never finished. Turnaround time to see real results is about 3-6 months.
  37. 37. 4 SEO Results Truth: SEO work is never finished. Turnaround time to see real results is about 3-6 months.Google is always learning and the world is always changing:
  38. 38. 4 SEO Results Truth: SEO work is never finished. Turnaround time to see real results is about 3-6 months.Google is always learning and the world is always changing: • Your competitors are creating new content and links (new products, services, updates). This can affect your results! • Google likes to read new content and come back for more visits to learn your full site “theme”. • Your goal should be to consistently improve qualified traffic to your site and grow your conversion rates.
  39. 39. 4 SEO Results Math Behind the Truth:• Tool to Use: Google Analytics• In your Analytics, you can interpret you goal health and measurable data
  40. 40. 4 SEO Results Math Behind the Truth:• Tool to Use: Google Analytics• In your Analytics, you can interpret you goal health and measurable data• Best Practices o Identify your trends o Focus in on your wins o Investigate your weak spots o Make hypotheses o Take action
  41. 41. 1 Inbound Links How many links do I need? Are all links created equal?2 Website Content Should I “stuff” keywords into my meta content and site content?3 Keywords How do you choose the right keywords? Are broad keywords good?4 SEO Results How long does SEO take before I can see results? What should I expect?5 Long Term Sustainment How much time per month do I need to dedicate to my SEO campaign?
  42. 42. 5 Long Term Sustainment Myth: SEO is a project that has a starting and ending point.
  43. 43. 5 Long Term Sustainment Truth: To become the king of your castle and maintain your standing with the search engines, you need to keep SEO going.
  44. 44. 5 Long Term Sustainment Math Behind the Truth:• Tool to Use: Website cache• In your cache, the date and time thatGoogle last crawled your site is recorded.
  45. 45. 5 Long Term Sustainment Math Behind the Truth:• Tool to Use: Website cache• In your cache, the date and time thatGoogle last crawled your site is recorded.• Best Practices:o Google visits your site generally once aweek.o Google needs time to absorb informationabout your site.o Your competitors are doing the same thing- thus, improvements inyour ranking movement will take time.o SEO is a natural process.
  46. 46. Key Takeaways 1 Myth – There are many myths out there that can be misleading.
  47. 47. Key Takeaways 1 Myth – There are many myths out there that can be misleading. Truth – It is important to demystify the false beliefs in order to get 2 real results.
  48. 48. Key Takeaways 1 Myth – There are many myths out there that can be misleading. Truth – It is important to demystify the false beliefs in order to get 2 real results. Math – Take advantage of the tools and knowledge you have 3 at your fingertips (most of it is free!) to give you the insight you need to move forward and closer to achieving online success.
  49. 49. • 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
  50. 50. 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 Advertising, Social Media Marketing. Or visit bit.ly/wm123seo Next week: 4 Secrets of Brilliant SEO Copywriting facebook.com/webmarketing123 @webmarketing123
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