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B2B SEO presentation - from Capterra Conference 2010. Covering everything from keyword research, to link building, to promoting content, w/ some slides on "Google Instant" and how to track impact.

B2B SEO presentation - from Capterra Conference 2010. Covering everything from keyword research, to link building, to promoting content, w/ some slides on "Google Instant" and how to track impact.

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  • I was lucky enough to view this presentation by Wil Reynolds at a recent CapCon2010 event. Wil is an awesome presenter and a goldmine of knowledge! Thanks for sharing!
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    Capcon 2010 Capcon 2010 Presentation Transcript

    • B2B SEO
      9/15/2010
      Wil Reynolds
      @wilreynolds
    • 2
      GOOGLE
      INSTANT
    • 3
      GOOGLE
      KNOL
    • 4
      Wolfram Alpha
    • 5
      Cuil?
    • 6
      Speculating
    • 7
      Kill my long tail traffic?
    • 8
      Kill my short tail traffic?
    • 9
      Do the analysis
    • 10
      Webdistortion shows us how
      oq= parameter
      To track Partial Queries, and their position in Google Instant, create a new profile and new filter:
      Filter name: “Instant Ranking”Filter type: “Custom filter – Advanced”Field A -> Extract A: Referral, ^https?://www.google.(co.uk|com)/(?!custom|m/).*[?#&]cd=([^&]+).*&q=([^&]+).*&oq=([^&]+)Field B -> Extract B: Medium:^organic$Output To -> User Defined: $A5 (position: $A3)
    • 11
      Webdistortion shows us how
      That crap is over my head too, but it lets me analyze the impact!!
      Take a before and after snapshot of your short tail (one / two word phrases) driving traffic.
      If you see a change, then you should start considering changing your SEO strategy. If not, don’t worry and get back to building links and developing content.
    • 12
      SEER Interactive shows us how
      Excel - http://bit.ly/bMtJUe
      By @brettAsnyder
    • 13
      Things to remember about Instant
      Doesn’t impact rankings
    • 14
      Things to remember about Instant
      Doesn’t impact toolbar searches
    • 15
      Things to remember about Instant
      Doesn’t impact the hunt and peck crowd
    • 16
      Things to remember about Instant
      It could go away tomorrow
    • 17
      Things to remember about Instant
      Can I do a presentation on what can help your rankings?
    • 18
      Things to remember about Instant
      Quick “DUH” Moments
    • 19
      Blog setup
      How a blog setup can throw Google off
    • 20
      What Google thinks my site is about
      Don’t ask WHY, just change it!!
    • 21
      Why? B/C I am telling them
    • 22
      Blog setup
      Be careful with common elements on your site
      Tag clouds
      Nav items
      Archives
    • 23
      B2B software companies have an advantage…
    • 24
      Losing your job b/c you didn't go to page 2?
      Risk of
      Making
      Wrong
      Decision
      Time Invested & Depth of Search
    • 25
      Depth of SERPs
    • 26
      So don’t obsess as much about being #1
    • 27
      Understand the correlation between rank, traffic, and conversion
    • 28
      Connecting the dots between ranking & revenue
      Raven Tools
      Connects Rankings to Google Analytics
    • 29
      Traffic & Rankings
    • 30
      Traffic & Rankings
    • 31
      Now that we figure out drops and how they impact our BUSINESS
    • 32
      Let’s talk about how to grow your rankings
    • 33
      Who out here is link building?
    • 34
      What tactics are you using?
    • 35
      Winning the SEO game – Linkable Assets
      Calculators
      Whitepapers
      Blogs
      Glossaries
      Free trial
    • 36
      Winning the SEO game
      Event sponsorship
      Directories
      Badges
      Discount for badge on homepage
      (website hosting by)
      Industry reports
    • 37
      Has anyone ever written a great blog post and it got no traction?
    • 38
      Followed the rules
      Gave something of value
      Shared some insider info
      Linked out from your post
    • 39
      Still got nothing?
    • 40
      Followed the rules
      Don’t give up
    • 41
      Match your assets with people’s needs
    • 42
      Search.twitter.com
    • 43
      Help spark content ideas
      B2B lists on twitter
    • 44
      Ego Stroke
      Interview piece
      (its ok to interview competitors)
    • 45
    • 46
    • 47
      18,000 member social network
    • 48
      Opportunity to:
      Participate
      Survey
      Promote
      Sponsor
      Guest Blog
    • 49
    • 50
    • 51
      Find Broken Link Magnets
    • 52
      HR Resources
      HR Software list
      HR links
      HR list
    • 53
    • 54
    • 55
      144 links + On topic = GOLD
      • Do you have assets they would link to?
      • Begin a dialogue!
      • Don’t ask for links
    • 56
      Rinse, wash, REPEAT!!
    • 57
      Importance of Insights
    • 58
      Search Volume Tips
    • 59
      Expand your mind
    • 60
      Client profile
    • 61
      Client profile
    • 62
      Google Suggest
    • 63
      Keyword + Q
      Keyword + W
      Keyword + E
      Keyword + R
      Keyword + T
      Keyword + Y
      Keyword + U
      Keyword + I
      Keyword + O
      Keyword + P
      Critical for B2B software - big sales!!!
    • HUGE Time Saver
      64
    • Whatdoyousuggest.net
      65
    • Get your local result Google places - signal
      66
    • Who provides discounts for education institutions or students?
      67
    • Search for discounts & site:.edu
      68
    • One Sneaky Tip
      69
    • Would you like to get a link from a competitor?
      70
    • Develop something everyone in your industry wants.
      Report / data / trends
      71
    • Put it on a microsite UNBRANDED!
      72
    • Then brand it 6 months later
      73
    • Would you like a link from?
      74
    • Offer your software in kind
      Same issues as other businesses :
      bug tracking
      software dev
      project management
      Human Resource
      75
    • Keyword Fights!!
      76
    • Keyword vs. Keyword
      77
    • Keyword vs. Keyword
      78
    • Implications
      SEO
      SEM
      79
    • Keyword vs. Keyword
      80
    • Why Can’t We Be Friends?