CHRIS BREIKSSPresident & Co-Founder6S MarketingChris focuses his time on businessdevelopment and R&D. He is afrequent public speaker,representing agency perspectivesat conferences nationally andinternationally.@chrisbreikss @6s_marketing
ABOUT 6SFor 13 years, 6S has been serving up the best in digital marketing.We’re a skilled, dedicated and industry-savvy team of 30 employees.Our project managers have 4 to 10+ years of SEM experience.
Today, SEO is still the number one driver of web trafficWho uses the yellow pages or white pages to find a company? Nobody.They Google you.
The Search Marketing Landscape“Ranking #1 in the Top 10 search engines” is a thing of the past. Now search iscustomized to each user and in NA, everybody uses Google… (ok 85%+)
On Page FactorsContent · Site Architecture + Structure · Technical Elements
Not all web design elements are good for SEOFlash · Java · Frames · Graphic Navigation Systems · Custom CMS
Make it as easy as possible for Google to understand your content Do you have a robots.txt file? Verified Webmaster tools account (look for errors on opportunities) Sitemap.xml (dynamically updated?)
How do search engines rank pages?Algorithms: a series of mathematical equations that make calculations aboutthe relevance of words on web pages
Google PageRankA system that rates the importance of pages in direct proportion to the numberof external links pointing to that page
OVERVIEWSite Organization and Structure – the building blocksFlash – the good, the bad and the uglyUsability and Conversion Optimization – how to get a site to not only gettraffic but make $$Images vs. Content – how to make sure everyone gets alongAll Things Technical – site speed, CSS, code structure
SITE ORGANIZATIONKeywordsBasis of site structure needs to be built around keywordsThis includes domain name, navigation items, folder names, file names,image names, etc.Work with the site’s SEO to create the best structure that meets usabilityrequirements and keyword-specific landing pages
SITE ORGANIZATIONURLsConsistency is key – choose one format and stick with itUse absolute links throughout the siteInclude keywords in the URLs strategicallyThink about the whole URL for each landing page, not just the domainname
SITE ORGANIZATIONURLsAlways put URLs in lowercase with words separated by hyphensTry to keep the number of words per folder/file to 3 or lessAvoid dynamic URLs whenever possibleDon’t include extraneous folders where not necessary
SITE ORGANIZATIONExample of good URL structuringFits keywords in, short, uses hyphens, lowercase, keywords don’t appear more than 2 times
SITE ORGANIZATIONLanding PagesWhat types of landing pages are there? How do they affect SEO?Landing pages should be created to match organic keywords referringtraffic to the siteCreate prominent messaging and/or CTAs on individual URLs that match thekeyword or landing page topicShould it be a part of the site’s navigation or separate?
FLASHThe GoodUser experienceCan include SWF objects to help search engines see some of the FlashcontentHow does this fit in with SEO?
FLASHThe BadCan’t view Flash elements on most mobile devicesUsers need to keep Flash up-to-date for it to work properlyThe UglySearch engines can’t see information in FlashSlow load timeNeed strong supporting arguments to include any type of Flash on a site
FLASH ALTERNATIVESHTML5Other scripting optionsVideoSocial media feeds
USABILITYGoal of SEO is to gain ranking to increase qualified traffic to the site andgain conversions / leadsBounce rates affect SEODon’t assume that visitors will enter the site from the homepageConduct usability testing where possible
CONVERSIONSDefine what the conversion points will be on the siteSet up measureable goals for these conversions on the site if possibleEnsure that the CTAs for these conversions are prominent on every page ofthe site
IMAGES VS. CONTENTWhere not to use images• Navigation• HeadersStructure• Alt tags / image file naming / etc
ALL THINGS TECHNICALClean CodeAlways use the most up-to-date web standardsKeep all formatting, scripting, etc code out of the pageUse W3C tools and information regularly
ALL THINGS TECHNICALOrder MattersKeep text content to the topKeep title and meta tags to the topMove scripts to the bottomUse CSS to bridge the gap
ALL THINGS TECHNICALSite SpeedEvery page should load as fast as possibleUse the Google Page Speed toolhttp://pagespeed.googlelabs.com/What items help improve site speed?
Together, search and social increase the value that eachchannel delivers.Consumers exposed to a brand’s social media content are2.8 times more likely to search on that brand’s terms.(Source: ComScore)
WHAT IS GOOGLE ANALYTICS?A tool used to track the effectiveness of your websiteYou can see how visitors are engaging with the content on your siteWho the visitors are: return vs new, mobile vs pc, language, locationHow effective certain campaigns areMonitor the profitability of the website as a whole
KEY METRICSEach organization has unique goals: engagement, leads, salesDefining a way to measure your goals will make your data more relevantand actionableHelps you assess campaign effectiveness and ROISo now that you know a bit about the metrics, what kinds of data do yousee and how can you actually use it?
ANALYTICS 101Install tracking code and view reports within 24 hoursIdentify goals and set them up in GA to measure effectivenessLink to AdWords and AdSenseTag campaigns – track conversions on banner ads, email marketing, etc.Create custom segments to analyze specific parts of your traffic
SEO 101Create unique, accurate page titlesMake use of the “description” meta tagImprove the structure of your URLS, and make your site easier to navigateOffer quality contentOptimize your use of imagesUse heading tags appropriately