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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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Transcript

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