Essential SEO Strategies to Promote Your Site Copyright © 2009 YADA DROP LLC. All rights reserved.
Brian
What we’re talking about… <ul><li>What is SEO? </li></ul><ul><li>Three Pillars of SEO </li></ul><ul><li>Forming the right ...
What is SEO? <ul><li>Strategically improving the quantity and quality of traffic to your web site from the search engines....
 
 
 
Three Pillars of SEO Compelling Content Keyword Visibility Targeted Audience
Forming the Right Team <ul><li>Sales/Marketing (Someone who knows the customer.) </li></ul><ul><li>Designer (Build effecti...
Targeting the Right Audience <ul><li>Know your customer! </li></ul><ul><li>Identify the perfect customer. </li></ul><ul><u...
Targeting the Right Audience <ul><li>Market Research </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Focus Groups...
Capturing the Right Metrics <ul><li>“ If you can’t measure it, you can’t manage it.”   </li></ul><ul><li>Setup a baseline ...
Choosing the Right Keywords <ul><li>Choose key phrases that are audience-relevant. (Think like the customer, always!) </li...
Choosing the Right Keywords <ul><li>Perfect Formula: </li></ul><ul><li>Audience-relevant key words, </li></ul><ul><li>That...
Creating the Right Content <ul><li>Authoritative content trumps all SEO strategies. </li></ul><ul><li>Search engines are i...
Creating the Right Content <ul><li>Content doesn’t need to be encyclopedic. Just useful. </li></ul><ul><li>Engaging, compe...
Applying the Right Technical Tweaks <ul><li>Place your keywords in the following HTML tags: </li></ul><ul><ul><li><title> ...
Applying the Right Technical Tweaks <ul><li>Use keywords in your page URLs, separated by dashes. x.com/keyword-keyword-key...
Soliciting the Right Inbound Links <ul><li>Ideal Link Partners: </li></ul><ul><ul><li>Relevant to your industry </li></ul>...
When Things Go Wrong <ul><li>You might have... </li></ul><ul><ul><li>targeted the wrong audience. </li></ul></ul><ul><ul><...
Assignment <ul><li>Form an SEO planning team </li></ul><ul><li>Start knowing your customer </li></ul><ul><li>Setup Google ...
Thank you  :-) <ul><li>My contact information </li></ul><ul><ul><li>Email: brian@yadadrop.com </li></ul></ul><ul><ul><li>P...
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Essential Seo Strategies To Promote Your Site

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Conversions don't happen by accident. You've got to be intentional. Search Engine Optimization can help you target the right audience. We will demonstrate these SEO techniques using Drupal, an award-winning CMS. Join us on November 4 to learn the fundamentals of SEO.

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Essential Seo Strategies To Promote Your Site

  1. 1. Essential SEO Strategies to Promote Your Site Copyright © 2009 YADA DROP LLC. All rights reserved.
  2. 2. Brian
  3. 3. What we’re talking about… <ul><li>What is SEO? </li></ul><ul><li>Three Pillars of SEO </li></ul><ul><li>Forming the right Team </li></ul><ul><li>Targeting the right Audience </li></ul><ul><li>Capturing the right Metrics </li></ul><ul><li>Selecting the right Keywords </li></ul><ul><li>Creating the right Content </li></ul><ul><li>Applying the right Technical Tweaks </li></ul><ul><li>Soliciting the right Inbound Links </li></ul>
  4. 4. What is SEO? <ul><li>Strategically improving the quantity and quality of traffic to your web site from the search engines. </li></ul>
  5. 8. Three Pillars of SEO Compelling Content Keyword Visibility Targeted Audience
  6. 9. Forming the Right Team <ul><li>Sales/Marketing (Someone who knows the customer.) </li></ul><ul><li>Designer (Build effective landing pages.) </li></ul><ul><li>Technical (Embed keywords into HTML.) </li></ul><ul><li>SEO Professional (Expert knowledge, competitive analysis, industry contacts, and time-saving advice.) </li></ul>How many hats are you wearing?
  7. 10. Targeting the Right Audience <ul><li>Know your customer! </li></ul><ul><li>Identify the perfect customer. </li></ul><ul><ul><li>What demographics? </li></ul></ul><ul><ul><li>What do your customers value the most? </li></ul></ul><ul><ul><li>How do they use the search engines? </li></ul></ul><ul><li>Get inside of their head. </li></ul>Ready, fire, aim?
  8. 11. Targeting the Right Audience <ul><li>Market Research </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Focus Groups </li></ul></ul><ul><ul><li>Industry Reports </li></ul></ul><ul><ul><li>Talk to existing customers </li></ul></ul><ul><li>SEO always begins with the customer. </li></ul>Ready, fire, aim?
  9. 12. Capturing the Right Metrics <ul><li>“ If you can’t measure it, you can’t manage it.” </li></ul><ul><li>Setup a baseline ASAP </li></ul><ul><li>Tools for your belt: </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Quantcast.com </li></ul></ul><ul><ul><li>Alexa.com </li></ul></ul><ul><ul><li>Google PageRank™ </li></ul></ul>Movin’ on up?
  10. 13. Choosing the Right Keywords <ul><li>Choose key phrases that are audience-relevant. (Think like the customer, always!) </li></ul><ul><li>Stick with key phrases that are 2-4 words long. </li></ul><ul><ul><li>Generic = Low quality leads. </li></ul></ul><ul><ul><li>Specific = High quality leads. </li></ul></ul>What are your customers shopping for?
  11. 14. Choosing the Right Keywords <ul><li>Perfect Formula: </li></ul><ul><li>Audience-relevant key words, </li></ul><ul><li>That complement your page content, </li></ul><ul><li>Are specific enough to bring in high-quality leads, </li></ul><ul><li>Searched frequently enough to bring in a high volume, and </li></ul><ul><li>Underutilized by competitors to ensure a high ranking in the search results. </li></ul>What are your customers shopping for?
  12. 15. Creating the Right Content <ul><li>Authoritative content trumps all SEO strategies. </li></ul><ul><li>Search engines are in the business of delivering relevant, authoritative content. </li></ul><ul><li>Generally, people don’t like to waste their time reading crap. </li></ul><ul><li>People don’t share crap with friends, family, and coworkers. </li></ul><ul><li>Web site owners don’t want to create links to crap either. </li></ul>Is your content king?
  13. 16. Creating the Right Content <ul><li>Content doesn’t need to be encyclopedic. Just useful. </li></ul><ul><li>Engaging, compelling. Gets your visitor to do something. </li></ul><ul><ul><li>Buy something. </li></ul></ul><ul><ul><li>Signup for a newsletter. </li></ul></ul><ul><ul><li>Call or email. </li></ul></ul><ul><li>Break up your content into smaller chunks with headlines that can be easily skimmed. </li></ul>Is your content king?
  14. 17. Applying the Right Technical Tweaks <ul><li>Place your keywords in the following HTML tags: </li></ul><ul><ul><li><title> keywords </title> </li></ul></ul><ul><ul><li><meta description=&quot; keywords &quot;> </li></ul></ul><ul><ul><li><meta keywords=&quot; keywords &quot;> </li></ul></ul><ul><ul><li><h1> keywords </h1> <h2> keywords </h2> <h3> keywords </h3> <h4> keywords </h4> </li></ul></ul><ul><ul><li><b> keywords </b> </li></ul></ul><ul><ul><li><i> keywords </i> </li></ul></ul><ul><ul><li><img alt=&quot; keywords &quot;> <img title=&quot; keywords &quot;> </li></ul></ul><ul><ul><li><a href=&quot;url&quot;> keywords </a> </li></ul></ul>How’s your balancing act?
  15. 18. Applying the Right Technical Tweaks <ul><li>Use keywords in your page URLs, separated by dashes. x.com/keyword-keyword-keyword </li></ul><ul><li>Repeat your keywords naturally in your text using a 3 to 5% keyword density. </li></ul><ul><li>There are well over 100 additional best-practices! </li></ul>How’s your balancing act?
  16. 19. Soliciting the Right Inbound Links <ul><li>Ideal Link Partners: </li></ul><ul><ul><li>Relevant to your industry </li></ul></ul><ul><ul><li>Have a high PageRank™ </li></ul></ul><ul><li>Techniques: </li></ul><ul><ul><li>Personal email to owner </li></ul></ul><ul><ul><li>Software automated </li></ul></ul><ul><ul><li>Link Exchange programs </li></ul></ul><ul><ul><li>Purchase links </li></ul></ul><ul><li>Before you make any link requests… make your content link-worthy! </li></ul>How well do you handle rejection?
  17. 20. When Things Go Wrong <ul><li>You might have... </li></ul><ul><ul><li>targeted the wrong audience. </li></ul></ul><ul><ul><li>selected the wrong keywords. </li></ul></ul><ul><ul><li>content that sucks. </li></ul></ul><ul><li>Don’t give up! Keep tweaking until you get good results. </li></ul><ul><li>You might have accidentally implemented “Black Hat” SEO. </li></ul><ul><li>Hire a professional. </li></ul>#fail
  18. 21. Assignment <ul><li>Form an SEO planning team </li></ul><ul><li>Start knowing your customer </li></ul><ul><li>Setup Google Analytics and Quantcast to capture metrics </li></ul><ul><li>Assignment Due Date: </li></ul><ul><li>Wed, December 2 nd @ 6pm </li></ul>Did the dog really eat your homework?
  19. 22. Thank you :-) <ul><li>My contact information </li></ul><ul><ul><li>Email: brian@yadadrop.com </li></ul></ul><ul><ul><li>Phone: 614.321.YADA (9232) </li></ul></ul><ul><ul><li>Twitter: @Brian294 </li></ul></ul><ul><ul><li>Facebook: facebook.com/Brian.G.Stevenson </li></ul></ul><ul><ul><li>LinkedIn: linkedin.com/in/briangstevenson </li></ul></ul>

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