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S E O For Social Media Boot Camp Rockford 200907

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S E O For Social Media Boot Camp Rockford 200907

  1. 1. SEARCH ENGINE OPTIMIZATION: Put your web site to work! @averycohen #socialmediabc Presented by: Avery Cohen - Metrist Partners July 24, 2009
  2. 2. Is Your Web Site a Slacker? <ul><li>Does Your Web Site Produce? </li></ul><ul><li>Direct Product Sales </li></ul><ul><li>Gener ate Qualified Leads </li></ul><ul><ul><li>Reque sts for information </li></ul></ul><ul><ul><li>Phone calls or contact forms </li></ul></ul><ul><ul><li>Email opt-ins </li></ul></ul><ul><li>Set th e stage for warmer sales calls </li></ul><ul><ul><li>Knowl edgeable customers </li></ul></ul><ul><li>Suppo rt complex sales </li></ul><ul><ul><li>That h ave multiple touch points </li></ul></ul><ul><li>Build Word-of-Mouth </li></ul>
  3. 3. Elements of a Search Strategy <ul><li>Set Goals </li></ul><ul><li>Optimize the Site </li></ul><ul><ul><li>Optimize for “conversions” </li></ul></ul><ul><ul><li>Optimize for search </li></ul></ul><ul><li>“ Pull” Traffic </li></ul><ul><ul><li>Linking strategy & PR </li></ul></ul><ul><ul><li>Advertising, including paid search </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><li>Measure and Adapt </li></ul><ul><ul><li>Constantly changing environment </li></ul></ul>
  4. 4. Why SEO? <ul><ul><li>Provides a better customer experience </li></ul></ul><ul><ul><li>Drives brand consistency </li></ul></ul><ul><ul><li>Makes you more connected </li></ul></ul><ul><ul><li>Brings in more customers </li></ul></ul>wide web SEO makes the whole world better
  5. 5. Pursuing the “Holy Grail” <ul><ul><li>What are your goals? </li></ul></ul><ul><ul><li>What do you want to be known for? </li></ul></ul><ul><ul><li>What do your customers want? </li></ul></ul>
  6. 6. Google Knows People <ul><li>Estimated at 40 billion searches per month </li></ul><ul><li>Primary income source is pay-per-click advertising </li></ul><ul><li>2002 Revenue $ 439 Million 2007 Revenue $ 16.5 Billion 2008 Revenue $ 21.8 Billion </li></ul>
  7. 7. Google Knows What People Want <ul><li>People tell Google what they want. </li></ul>dog walkers
  8. 8. Google Knows What People Want <ul><li>People link to good content. </li></ul>
  9. 9. How Do Sites Get on Google? <ul><li>The “Spider” or “Googlebot” </li></ul><ul><ul><li>Follows links on the Internet </li></ul></ul><ul><ul><li>Catalogs Keywords and Key Phrases </li></ul></ul><ul><ul><li>Calculates Relevance </li></ul></ul><ul><ul><li>You can talk to the spider </li></ul></ul><ul><ul><ul><li>Robots.txt & Sitemap.xml </li></ul></ul></ul><ul><ul><ul><li>Submit on webmaster.google.com </li></ul></ul></ul><ul><li>The Search Engine </li></ul><ul><ul><li>Presents relevant pages to searchers </li></ul></ul><ul><ul><li>Profiles items people select </li></ul></ul><ul><ul><li>Assigns and updates relevance: “Page Rank” </li></ul></ul>
  10. 10. Care and Feeding of the Google Spider <ul><li>High quality inbound links </li></ul><ul><ul><li>Relevant to keywords </li></ul></ul><ul><li>Internal linking </li></ul><ul><ul><li>Strong internal linking on keywords </li></ul></ul><ul><ul><li>High quality external links </li></ul></ul><ul><li>Keyword density </li></ul><ul><ul><li>Early and often </li></ul></ul><ul><ul><li>Between 5% and 8% </li></ul></ul><ul><li>Likes fresh content </li></ul>
  11. 11. Two Sides to SEO: Marketing & IT
  12. 12. Marketer’s Roadmap <ul><li>Keyword selection </li></ul><ul><li>Writing for SEO </li></ul><ul><li>Linking strategy </li></ul><ul><li>Fresh content strategy </li></ul>
  13. 13. Developer’s Roadmap <ul><li>Site structure </li></ul><ul><li>Page structure </li></ul><ul><li>Search Vendor Relationship </li></ul><ul><li>Analytics Infrastructure </li></ul>
  14. 14. Marketers: Keyword Selection <ul><li>Be specific </li></ul><ul><ul><li>“ dog walkers” -- “Chicago dog walkers” “Rockford dog walkers” </li></ul></ul><ul><li>Be consistent </li></ul><ul><ul><li>Choose your jargon carefully </li></ul></ul><ul><li>Add pages for </li></ul><ul><ul><li>“ Long Tail” searches </li></ul></ul><ul><ul><li>Specific Products </li></ul></ul>
  15. 15. Keyword Selection: Be Specific
  16. 16. Keyword Selection: Be Specific
  17. 17. Marketers: Tools for Marketers <ul><li>Tools (examples): </li></ul><ul><ul><li>Finding Keywords: Wordtracker, Keyword Spy </li></ul></ul><ul><ul><li>Google AdWords Budgeting, Google Trends </li></ul></ul><ul><ul><li>Submit to Google Maps </li></ul></ul><ul><ul><ul><li>www.google.com/local/add/businessCenter </li></ul></ul></ul><ul><ul><li>Feedburner </li></ul></ul><ul><li>Who is talking about your keywords </li></ul><ul><ul><li>Blogsearch.google.com </li></ul></ul><ul><ul><li>Icerocket.com </li></ul></ul>
  18. 18. Marketers: Writing for SEO <ul><li>5 – 8% Keyword Density </li></ul><ul><ul><li>500 words of content per page </li></ul></ul><ul><li>Early and often </li></ul><ul><li>Use section headings </li></ul><ul><li>Avoid synonyms, euphemisms and implied usage </li></ul><ul><li>Use your other keywords to create linking opportunities </li></ul>
  19. 19. How Does Stuff Get on Google? <ul><li>The “Spider” or “Googlebot” </li></ul><ul><ul><li>Follows links on the Internet </li></ul></ul><ul><ul><li>Catalogs keywords and key phrases </li></ul></ul><ul><ul><li>Calculates relevance </li></ul></ul><ul><ul><li>You can talk to the spider </li></ul></ul><ul><ul><ul><li>Robots.txt & Sitemap.xml </li></ul></ul></ul><ul><ul><ul><li>Submit on webmaster.google.com </li></ul></ul></ul><ul><li>The Search Engine </li></ul><ul><ul><li>Profiles items people select </li></ul></ul><ul><ul><li>Assigns and updates relevance: “Page Rank” </li></ul></ul>
  20. 20. The Googlebot Finds Content for Google <ul><li>The “Googlebot” is a spider-like program </li></ul><ul><ul><li>Googlebot follows links on the world-wide web </li></ul></ul><ul><ul><li>Googlebot catalogs keywords and key phrases </li></ul></ul><ul><ul><li>Googlebot calculates keyword relevance </li></ul></ul><ul><ul><li>You can talk to the Googlebot </li></ul></ul><ul><ul><ul><li>Robots.txt & Sitemap.xml </li></ul></ul></ul><ul><ul><ul><li>Submit on webmaster.google.com </li></ul></ul></ul><ul><li>The Search Engine works with Googlebot data </li></ul><ul><ul><li>Profiles items people select </li></ul></ul><ul><ul><li>Assigns and updates relevance: “Page Rank” </li></ul></ul>
  21. 21. The Googlebot Finds Content for Google <ul><li>The “Googlebot” is a spider-like program </li></ul><ul><ul><li>Googlebot follows links on the world-wide web </li></ul></ul><ul><ul><li>Googlebot catalogs keywords and key phrases </li></ul></ul><ul><ul><li>Googlebot calculates keyword relevance </li></ul></ul><ul><ul><li>You can talk to the Googlebot </li></ul></ul><ul><ul><ul><li>Robots.txt & Sitemap.xml </li></ul></ul></ul><ul><ul><ul><li>Submit on webmaster.google.com </li></ul></ul></ul><ul><li>The Search Engine works with Googlebot data </li></ul><ul><ul><li>Profiles items people select </li></ul></ul><ul><ul><li>Assigns and updates relevance: “ Google Page Rank ” </li></ul></ul>
  22. 22. Page Titles and Descriptions <ul><li>Unique Page Title and Description </li></ul><ul><li>80 Characters, 160 Characters </li></ul><ul><li>Keyword Rich </li></ul><ul><li>Used by Google as the “listing” </li></ul>
  23. 23. Marketers: Linking Strategy <ul><li>High quality inbound links </li></ul><ul><ul><li>Solicit links </li></ul></ul><ul><ul><ul><li>Who would want to link to you? </li></ul></ul></ul><ul><ul><ul><li>How will linking to you help their audience (your customers)? </li></ul></ul></ul><ul><ul><li>PR campaigns </li></ul></ul><ul><ul><li>Stunts: Link bait and stupid Internet tricks </li></ul></ul><ul><li>High quality outbound links </li></ul><ul><ul><li>Link to authoritative sources </li></ul></ul><ul><ul><li>Link to helpful sites </li></ul></ul>
  24. 24. Marketers: Fresh Content Strategy <ul><li>RSS on Feedburner </li></ul><ul><li>Syndicate on Social Media </li></ul><ul><li>Get People Talking About YOU! </li></ul>
  25. 25. Marketers: Social Networks
  26. 26. Developers: Site Structure <ul><li>Clear text, keyword-based navigation </li></ul><ul><li>Human-readable URLs </li></ul><ul><ul><li>Dogs/Dogwalkers.html </li></ul></ul><ul><ul><li>Dogs/Dog-walkers.html </li></ul></ul><ul><li>Avoid duplicate content </li></ul><ul><li>Forward obsolete pages </li></ul>
  27. 27. Developers: Page Structure <ul><li>You get points for keywords in these elements </li></ul><ul><ul><li>Page titles </li></ul></ul><ul><ul><li>Headings – H1, H2 </li></ul></ul><ul><ul><li>Meta tags </li></ul></ul><ul><ul><ul><li>Description </li></ul></ul></ul><ul><ul><ul><li>Keywords </li></ul></ul></ul><ul><ul><li>ALT tags for non-text content </li></ul></ul><ul><li>Use CSS and DIV, External JS files </li></ul><ul><ul><li>Text-to-code ratio </li></ul></ul><ul><ul><li>Keywords at top of page </li></ul></ul>
  28. 28. Search Engine Relations <ul><li>Google Webmaster Tools </li></ul><ul><ul><li>https://www.google.com/webmasters/tools </li></ul></ul><ul><li>Yahoo Site Submission </li></ul><ul><ul><li>http://search.yahoo.com/info/submit.html </li></ul></ul><ul><li>Robots.txt </li></ul><ul><li>Sitemap.xml </li></ul>
  29. 29. Implement Web Analytics <ul><li>Google Analytics </li></ul><ul><ul><li>It’s free </li></ul></ul><ul><ul><li>Tracks goals and conversion rates </li></ul></ul><ul><ul><li>Segments groups of users </li></ul></ul><ul><ul><li>Poor visit and path analysis </li></ul></ul>
  30. 30. Buying Position with Paid Search
  31. 31. When to Use Paid Search <ul><li>Buy position on a keyword or phrase </li></ul><ul><li>Drive traffic directly to a service offering </li></ul><ul><li>Test new marketing messages </li></ul>
  32. 32. Creating and Managing SEM <ul><ul><ul><li>25-35-35 + url </li></ul></ul></ul><ul><ul><ul><li>Auto-adjusts for best variation </li></ul></ul></ul>
  33. 33. Measuring SEM <ul><li>Impressions </li></ul><ul><li>Clicks </li></ul><ul><ul><li>Click-through rate </li></ul></ul><ul><ul><li>Cost-per-click </li></ul></ul><ul><li>Bounce rate </li></ul><ul><li>Conversions </li></ul><ul><ul><li>Conversion rate </li></ul></ul><ul><ul><li>Cost-per-lead </li></ul></ul>
  34. 34. Measuring Your Results <ul><li>All SEO can be measured </li></ul><ul><ul><li>SEOChat.com (and others) </li></ul></ul><ul><li>SEO has a cumulative measurable result </li></ul><ul><li>Contributing to your goals </li></ul><ul><ul><li>Financial results </li></ul></ul><ul><ul><li>CRM or SalesForce.com </li></ul></ul><ul><ul><li>Google Analytics (and others) </li></ul></ul>
  35. 35. Site Optimization <ul><li>Focus on conversions </li></ul><ul><ul><li>Views more than one page </li></ul></ul><ul><ul><li>Reaches specific “value-add” content </li></ul></ul><ul><ul><li>Opts in for email </li></ul></ul><ul><ul><li>Fills out a “contact” form </li></ul></ul><ul><ul><li>Makes a phone call </li></ul></ul><ul><ul><li>Makes a purchase </li></ul></ul><ul><li>Segment and test </li></ul>
  36. 36. Tracking Key Performance Indicators (KPIs) KPI Jan Goal Jan Actual ±% Total Visits % Paid Visits Email List Opt-In Opt in % Email Unsubscribes Email List Size Whitepaper Downloads Download % Visits Contact Us form start Contact Us complete %
  37. 37. Additional Benefits of SEO <ul><li>SEO makes the whole world-wide web better </li></ul><ul><ul><li>People read like the spider program </li></ul></ul><ul><ul><li>People navigate through content links as much as through navigation options </li></ul></ul><ul><ul><li>Your message will be more clear </li></ul></ul><ul><ul><li>Measurement techniques lead from Search Optimization to Outcomes Optimization </li></ul></ul><ul><li>Better “conversion rate” from visits to customers </li></ul>
  38. 38. <ul><li>Brief “to do” list for the marketing team </li></ul><ul><li>Tools you can use to evaluate your site site </li></ul>Getting Started Metrist Partners 2525 N. Elston Ave. Suite D230 Chicago, Illinois 60647 847-926-8280 [email_address] http://www.metristpartners.com Twitter: @averycohen
  39. 39. Make SEO Work for You <ul><li>Set goals </li></ul><ul><li>Audit site content </li></ul><ul><ul><li>Consider an outsourced evaluation </li></ul></ul><ul><li>Pay attention to keyword use </li></ul><ul><ul><li>Searchable, specific </li></ul></ul><ul><li>External links </li></ul><ul><ul><li>Get influential sites to link back to you </li></ul></ul><ul><ul><ul><li>Alliances, sponsorships, news, blogs </li></ul></ul></ul><ul><li>Internal links </li></ul><ul><ul><li>Improve the viewing experience and point search engines toward the most important pages </li></ul></ul><ul><li>Apply intelligence from site statistics </li></ul>
  40. 40. Free Tools to Use <ul><li>Wordtracker - Keyword suggestions and estimated daily search volume </li></ul><ul><ul><li>http://freekeywords.wordtracker.com/ </li></ul></ul><ul><li>Keyword Spy – Paid Search and Organic Competition </li></ul><ul><ul><li>http://keywordspy.com/ </li></ul></ul><ul><li>Google - Tools for smaller businesses and free map listings </li></ul><ul><ul><li>http:// www.google.com /services/ </li></ul></ul><ul><li>Google Trends - Historic search volume on Google to help you decide on keywords </li></ul><ul><ul><li>http:// www.google.com /trends </li></ul></ul><ul><li>Rank Checker - Reports rankings on key words </li></ul><ul><ul><li>http:// tools.seobook.com/firefox/rank -checker </li></ul></ul><ul><li>SEO Chat </li></ul><ul><ul><li>Wide variety of tools for Search Optimization </li></ul></ul><ul><ul><li>http://www.seochat.com/tools </li></ul></ul><ul><li>W3C Accessibility Test </li></ul><ul><ul><li>http://www.w3.org/WAI/ER/tools/complete.html </li></ul></ul>
  41. 41. Contact Information Metrist Partners 2525 N. Elston Ave. Suite D230 Chicago, Illinois 60647 847-926-8280 [email_address] http://www.metristpartners.com Twitter: @averycohen

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