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

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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.

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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

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

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