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Current Trends and Best Practices in Search Marketing


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Get answers to your SEO questions in this compelling presentation developed by our seasoned strategists. Learn the what, when, why, and how of launching a successful SEO campaign in a competitive market.

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Current Trends and Best Practices in Search Marketing

  1. 1. Digital Insight Current Trends and Best Practices in Search Marketing
  2. 2. Search Marketing
  3. 3. What is SEO? <ul><li>As defined by Darren Rowse, co-founder of one of the world’s largest blog networks: </li></ul><ul><ul><li>1. The right answer - SEO is something that helps a website to increase it’s ranking in a search engine. </li></ul></ul><ul><ul><li>2. My ‘historical’ answer (ie what I would have answered a few years ago) </li></ul></ul><ul><ul><ul><li>SEO is about manipulating Search Engines in order to get them to send you as much traffic as possible. </li></ul></ul></ul><ul><ul><li>3. The ‘in practice’ answer (ie how it impacts me these days) - SEO for me these days is a combination of: </li></ul></ul><ul><ul><ul><li>• About knowing some of the general principles that help a site or page to rank well in search engines </li></ul></ul></ul><ul><ul><ul><li>• Building the best quality site that I can with content that meets the needs of readers (and as a result attracts links from other sites) </li></ul></ul></ul>
  4. 4. Why SEO? SERP Search Engine Results Page
  5. 5. Why SEO? Heat Map Click Trends
  6. 6. Factors That Affect SEO <ul><li>On-Page </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Unique Content </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><li>Off-Page </li></ul><ul><ul><li>External Links </li></ul></ul><ul><ul><li>Domain Authority </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Visits </li></ul></ul><ul><ul><li>Traffic Sources </li></ul></ul><ul><ul><li>Ongoing Optimization </li></ul></ul>
  7. 7. When SEO? <ul><li>Development Process </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Keyword Discovery </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Production </li></ul></ul><ul><ul><li>Launch </li></ul></ul><ul><ul><li>Ongoing Optimization </li></ul></ul>
  8. 8. On-Page SEO Factors
  9. 9. Start with the Keywords <ul><li>Find the most relevant keywords </li></ul><ul><ul><li>Tools such as Google Keyword Tool, Wordtracker, Microsoft Adcenter, Google Insights </li></ul></ul><ul><ul><li>Check the competition </li></ul></ul><ul><li>Balance Popularity, Competitiveness and Relevance </li></ul><ul><ul><li>Long tail – represents 75% of all search queries </li></ul></ul><ul><li>Target to optimize 1-3 keywords per page, minimal duplication among pages </li></ul><ul><li>Use targeted keywords consistently throughout each relevant area of the page for optimal impact </li></ul><ul><ul><li>Titles, URLs, Content, etc. </li></ul></ul><ul><ul><li>Do not Keyword Stuff </li></ul></ul>
  10. 10. Where to Use Keywords <ul><li>In Order of Ranking Importance </li></ul><ul><ul><li>Title Tag </li></ul></ul><ul><ul><li>Body Text </li></ul></ul><ul><ul><li>H1 Tag (Header) </li></ul></ul><ul><ul><li>Domain Name </li></ul></ul><ul><ul><li>Page URL </li></ul></ul><ul><ul><li>H2, H3, Hx Tags (Sub-headers) </li></ul></ul><ul><ul><li>Alt Tags (Image Titles) </li></ul></ul><ul><ul><li>Bold/Strong Tags </li></ul></ul><ul><ul><li>Meta Description Tag (no affect on ranking) </li></ul></ul><ul><ul><li>Meta Keywords Tag (no affect on ranking) </li></ul></ul>
  11. 11. Title Tag <ul><ul><li>Each page should have a unique Title Tag specific to the content on that page featuring the targeted keywords </li></ul></ul><ul><ul><li>Should be short and to the point – succinct and targeted as possible </li></ul></ul><ul><ul><li>Do not stuff with keywords </li></ul></ul><ul><ul><li>Should not exceed 70 characters in length </li></ul></ul><ul><ul><li>Place important keywords at the beginning </li></ul></ul>
  12. 12. Content <ul><li>Write content for your visitors, not search engines (but keep them in mind) </li></ul><ul><li>Mention keywords within content when it makes sense </li></ul><ul><li>Write for conversions </li></ul><ul><ul><li>Have a clear call to action </li></ul></ul><ul><ul><li>Be descriptive, not just “click here” </li></ul></ul><ul><li>Do not copy content for similar pages, changing only the product name. </li></ul><ul><ul><li>Each page should be as unique as possible </li></ul></ul><ul><li>Use “Anchor Text” to link to other pages within the site </li></ul><ul><li>Write meaningful content that people want to link to </li></ul>
  13. 13. Other Keyword Opportunities <ul><li>H1 Tags </li></ul><ul><ul><li>Headers normally very similar to the Title </li></ul></ul><ul><ul><li>H2, H3, Hx not as important </li></ul></ul><ul><li>Domains and URLs </li></ul><ul><ul><li>Utilize keywords </li></ul></ul><ul><ul><li>Dashes instead of underscores </li></ul></ul><ul><li>Alt Text </li></ul><ul><ul><li>Used with images and graphics (ex. logo) </li></ul></ul><ul><ul><li>Include keywords </li></ul></ul><ul><ul><li>Most useful for sites with many images </li></ul></ul>
  14. 14. Meta Data <ul><ul><li>Meta Description </li></ul></ul><ul><ul><ul><li>Unique for each page, relevant to page content </li></ul></ul></ul><ul><ul><ul><li>Not relevant in rankings, but engines will use it as a descriptor in listings, so important for click-throughs </li></ul></ul></ul><ul><ul><ul><li>Sentence format </li></ul></ul></ul><ul><ul><ul><li>A properly written description can get more traffic </li></ul></ul></ul><ul><ul><li>Meta Keywords </li></ul></ul><ul><ul><ul><li>Listing of keywords, separated by a comma </li></ul></ul></ul><ul><ul><ul><li>Use most relevant keywords first </li></ul></ul></ul><ul><ul><ul><li>Not a factor in ranking </li></ul></ul></ul>
  15. 15. Site Architecture <ul><li>Make your site easy to crawl </li></ul><ul><li>Try to keep it flat – no more than 3 levels or 3 clicks away from the home page </li></ul><ul><li>Internal linking structure </li></ul><ul><li>Site Map </li></ul>
  16. 16. Off-Page SEO Factors
  17. 17. PageRank <ul><li>According to Google </li></ul><ul><ul><li>“ PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves &quot;important&quot; weigh more heavily and help to make other pages &quot;important&quot;.” </li></ul></ul>A B PageRank
  18. 18. PageRank & Backlinks Passing “Link Juice”
  19. 19. Link Building <ul><li>Directory listings </li></ul><ul><ul><li>Can help site gain visibility </li></ul></ul><ul><ul><li>Both free and paid can be useful </li></ul></ul><ul><ul><ul><li>DMOZ </li></ul></ul></ul><ul><ul><ul><li>Yahoo & BoTW </li></ul></ul></ul><ul><li>Social bookmarking </li></ul><ul><ul><li>Process of saving web addresses (bookmarking) to social networking sites thereby creating a one way link </li></ul></ul><ul><ul><li>Free and (relatively) simple </li></ul></ul><ul><ul><li>Sample sites: Reddit (PR7), Digg (PR7), Delicious (PR8) </li></ul></ul><ul><li>Submit original articles to article submission sites </li></ul><ul><ul><li>Link back to site using anchor text </li></ul></ul><ul><ul><li>Links from high PR “dofollow” sites contribute to higher rank </li></ul></ul>
  20. 20. Backlinks <ul><li>Important Inbound Link Attributes </li></ul><ul><ul><li>Domain Authority/Importance of Linking Site </li></ul></ul><ul><ul><li>Anchor Text of Inbound Link </li></ul></ul><ul><ul><li>Relevance of Linking Page </li></ul></ul><ul><ul><li>Age of Link </li></ul></ul><ul><ul><li>Internal Popularity of Linking Page </li></ul></ul><ul><ul><li>Top Level Domain of Linking Site - .edu, .gov, .org </li></ul></ul>
  21. 21. Levels of Indexation <ul><li>The more important your domain, the more likely Search Engines will crawl and index your site </li></ul>
  22. 22. Thank You