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SBDC Tune Up Your Site for Search Engines


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A presentation on the basics of search engine optimization I gave to local business owners at the Arizona Small Business Development Center in September, 2009.

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SBDC Tune Up Your Site for Search Engines

  1. 1. Are You Hiding from Customers?Tune Up Your Site for Search EnginesSeptember 10, 2009<br />
  2. 2. Let’s Get Acquainted<br /><ul><li>Ed Tankersley
  3. 3. President of Eight Trails
  4. 4. Smarter websites and online marketing</li></ul>20+ years advertising and marketing<br />Interactive director<br />Creative director<br />Writer<br />Led the design and development of more than 50 websites<br />
  5. 5. Now Tell Me About You <br />How many B2B businesses?<br />How many B2C businesses?<br />Business size?<br />Already have a website?<br />Have done some SEO?<br />DIY<br />DIFM<br />
  6. 6. Tune Up Your Sitefor Search Engines<br />Today’s agenda<br />
  7. 7. What Is SEOand Why Does It Matter?<br />
  8. 8. What is SEO?<br />AKA Search Engine Optimization, Search Optimization<br />Improvements to your website – and related to your website – that improve your site’s ranking in search engines<br />
  9. 9. Why Does SEO Matter?<br />Traditional advertising is interruptive<br />Conversely, when someone does a search, they have self-identified as a potential buyer<br />Get found by the people who are looking for your product or service <br />Don’t hide from your customers!<br />
  10. 10. SEO vs PPC<br />SEO or Search Engine Optimization helps you with your organic or natural search rankings<br />PPC, Pay Per Click, or Paid Search is not affected by what you do with SEO<br />
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  12. 12. Top 10 Rank is Critical<br />Source:<br />
  13. 13. What is Google’s Purpose?<br />To deliver useful, relevant results to their searchers<br />
  14. 14. What determines your rank?<br />It’s all about relevant results for searchers<br />On-site factors, such as<br />Page title<br />Headings<br />Text<br />Off-site factors, especially<br />In-bound links<br />
  15. 15. Optimizing Your Site<br />
  16. 16. Optimizing is a 5-Step Process<br />Keyword research<br />Site updates<br />Submit to search engines and directories<br />Build links<br />Measure and adjust<br />
  17. 17. Step 1: Keyword Research<br />Generate a seed list<br />Ask your customers<br />Ask your front-line employees<br />Look at analytics or server logs<br />Use tools to expand your list<br />Evaluate and rank your keywords by<br />High search volume<br />High relevance<br />Low competition<br />
  18. 18. High Search Volume<br />Get search volume estimates<br />Google Keyword Tool<br /><br />Wordtracker<br /><br />Keyword Discovery<br /><br />
  19. 19.
  20. 20. High Relevance<br />Are the people searching for that term likely to be buyers?<br />The more precise the search, the closer they are to buying<br />Bicycles<br />Mountain bikes<br />Mountain bike reviews<br />Cannondale mountain bike<br />Cannondale hardtail<br />Cannondale F3 Caffeine<br />Cannondale F3 Caffeine Phoenix<br />
  21. 21. Low Competition<br />You can’t be number 1 for everything<br />Use long tail keywords<br />
  22. 22.
  23. 23. Select Your Keywords<br />Start with a manageable number – 10-20<br />Match the keywords to relevant pages of your site<br />One keyword per page<br />
  24. 24. Step 2: Optimize Your Site<br />Focus on content<br />Fix the major problems<br />Get help with the tougher things<br />
  25. 25. Content – Visible<br />Domain name<br />Page title<br />URL<br />Headings – H1, H2, H3<br />Text<br />
  26. 26.
  27. 27. Content – Hidden<br />Keywords<br />Description<br />Image alt tags<br />
  28. 28. Structure<br />Separation of content and presentation<br />Important stuff first<br />Text-based navigation<br />Flat directory structure<br />
  29. 29.
  30. 30. Structure<br />Don’t build your site in Flash!<br />What Not to Do: Yeti Cycles<br />
  31. 31. Other On-Site Factors<br />Custom error page<br />Currency of content<br />Site map<br />Robots.txt<br />
  32. 32. Off-Site Factors<br />Inbound links<br />Domain authority<br />Quality of anchor text<br />Bad<br />Good<br />
  33. 33. Step 3: Submit Your Site<br />Search Engines<br />Google<br />Bing<br />Directories<br />Yahoo<br />Open Directory (<br />JoeAnt<br /><br />
  34. 34. Step 4: Link Building<br />Blogs<br />Forums<br />Press Releases<br />Don’t buy links<br />Don’t bother with link exchanges<br />Most social media sites use “nofollow” tags so they don’t helpyour site get better ranking<br />
  35. 35. Step 5: Measure<br />Google Analytics<br />Referrers<br />Search terms<br />Authority Labs<br />Position monitoring<br />
  36. 36.
  37. 37. Adjust<br />SEO is a process<br />Give it a few months to see results <br />Adjust and refine regularly based on what you measure<br />
  38. 38. The Eight TrailsBaseline SEO Audit<br />
  39. 39. Resources<br /><br /><br /><br /><br />
  40. 40. Questions? Comments? <br />Ed Tankersley <br /><br /><br />@EightTrails<br />602-361-2001<br />