Tune Up Your Site for Search Engines


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Tune Up Your Site for Search Engines provides a detailed survey of the best search engine optimization techniques a website owner can use to improve their search rankings.

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  • Make sure signup sheet is circulating.
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  • Agenda:Overview of what search engine optimization is and why it’s importantKey factors that influence rankingHow you can optimize your website for those factors
  • Be here by 11:40
  • SEO is a branch of Search Engine Marketing (change slide)
  • SEM has two branches (change)
  • We’re not going to talk about PPC today, as our focus is SEO. SEO also has two main components (change)
  • On-site optimization and off-site optimization, which each can be further broken down (change)
  • That’s a lot of material, but I wanted to give you a sense of the big picture. Now, let’s crop the picture a bit (change)
  • Today, we’re only talking about SEO, and we’re going to focus on the things you can do on your own website – the on-site optimization – to improve your search ranking. I will cover a bit about off-site optimization at the end, though. (change)
  • Let’s look at the difference between natural or organic search results – which we can affect with search engine optimization -- and pay per click, which we can’t. (change)
  • BE HERE BY 12:00
  • BE HERE BY 8:40
  • See how my eyes are looking straight down at the page heading?
  • BE HERE BY 12:30
  • Tune Up Your Site for Search Engines

    1. 1. Tune Up Your Sitefor Search EnginesJune 24, 2010<br />
    2. 2. Let’s Get Acquainted<br /><ul><li>Ed Tankersley
    3. 3. Principal of Eight Trails
    4. 4. Smarter websites and online marketing</li></li></ul><li>Let’s Get Acquainted<br /><ul><li>Ed Tankersley
    5. 5. Principal of Eight Trails
    6. 6. Smarter websites and online marketing</li></ul>Former star of silver screen<br />
    7. 7. Let’s Get Acquainted<br /><ul><li>Ed Tankersley
    8. 8. Principal of Eight Trails
    9. 9. 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 />
    10. 10. Tune Up Your Sitefor Search Engines<br />Today’s agenda<br />
    11. 11. What Is SEOand Why Does It Matter?<br />
    12. 12. 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 />
    13. 13.
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    16. 16.
    17. 17.
    18. 18. Why Does SEO Matter?<br />When someone does a search, they have communicated that they are interested, motivated, and engaged<br />
    19. 19. Why Does SEO Matter?<br />60%<br />of consumers use the Internet<br /> as their first-line tool to search for local businesses<br />Source: comScore 2007 Search Report<br />
    20. 20. Why Does SEO Matter?<br />60%<br />of those searchers<br />go on to make a purchase<br />Source: comScore 2007 Search Report<br />
    21. 21. Find those potentialcustomers while they’reactively searching foryour product or service!<br />
    22. 22. 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 />
    23. 23.
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    27. 27. Top 10 Rank is Critical<br />Source: http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm<br />
    28. 28. What is Google’s Purpose?<br />To deliver useful, relevant results to their searchers<br />
    29. 29. What determines your rank?<br />It’s all about relevant results for searchers<br />On-site factors, such as<br />Page title<br />Text<br />Headings<br />Off-site factors, especially<br />In-bound links<br />
    30. 30. Optimizing Your Site<br />
    31. 31. 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 />
    32. 32. Step 1: Keyword Research<br />Keyword – A word or series of words that a search engine user types into the search box<br />
    33. 33. 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 />
    34. 34. Sample Seed List<br />Bike<br />Bicycle<br />Mountain bike<br />Hardtail<br />Full suspension<br />Cannondale<br />Trek<br />Yeti<br />Gary Fisher<br />Flagstaff<br />Arizona<br />Reviews<br />Ratings <br />
    35. 35. Evaluate Search Volume<br />Get search volume estimates<br />Google Keyword Tool<br />adwords.google.com/select/KeywordToolExternal<br />Wordtracker<br />freekeywords.wordtracker.com<br />Keyword Discovery<br />www.keyworddiscovery.com/search.html<br />
    36. 36.
    37. 37. Evaluate Relevance<br />Are the people who search for that keyword likely to be buyers?<br />
    38. 38. Evaluate Relevance<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 />
    39. 39. Evaluate Competition<br />You can’t be number 1 for everything<br />Use long tail keywords<br />
    40. 40.
    41. 41. Select Your Keywords<br />Start with a manageable number – 10-20 – these are your Target Keywords<br />Match the Target Keywords to relevant pages of your site<br />One keyword per page<br />
    42. 42. Step 2: Optimize Your Site<br />Focus on content<br />Fix the major problems<br />Get help with the tougher things<br />
    43. 43. Content – Visible<br />Domain name<br />Page title<br />URL<br />Headings – H1, H2, H3<br />Text<br />Internal links<br />
    44. 44.
    45. 45.
    46. 46. Content – Hidden<br />Keywords<br />Description<br />Image alt tags<br />
    47. 47. Structure<br />Separation of content and presentation<br />Important stuff first<br />Text-based navigation<br />
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    51. 51. Don’t build your site in Flash!<br />
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    54. 54. Other On-Site Factors<br />Currency of content<br />Site map<br />Custom error page<br />Robots.txt<br />
    55. 55. Off-Site Factors<br />Inbound links<br />Domain authority<br />Quality of anchor text<br />Bad<br />Better<br />
    56. 56. Step 3: Submit Your Site<br />Search Engines<br />Google<br />Bing<br />Directories<br />Yahoo<br />Open Directory (dmoz.org)<br />JoeAnt<br />Business.com<br />
    57. 57. 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 help your site get better ranking<br />
    58. 58.
    59. 59. Step 5: Measure<br />Google Analytics<br />Referrers<br />Search terms<br />Authority Labs<br />Position monitoring<br />
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    61. 61. Adjust<br />Getting to the top takes time<br />SEO never stops<br />Give it a few months to see results <br />Adjust and refine regularly based on what you measure<br />
    62. 62. Resources<br />EightTrails.com<br />SEOmoz.com<br />SEObook.com<br />SearchEngineLand.com<br />
    63. 63. Questions? Comments? <br />Ed Tankersley <br />EightTrails.com<br />ed@eighttrails.com<br />@EightTrails<br />602-361-2001<br />