Searching For Strategy: There's More to SEO Than Code

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There is more to SEO than code. To really be found in search engines like Google, you need to approach search engine optimization with an intelligent strategy. This presentation was given at the 2010 Nevada Interactive Media Summit.

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  • Searching For Strategy: There's More to SEO Than Code

    1. 1. Mike McDowell Searching for Strategy: There’s more to SEO than code.
    2. 2. Why should you care about SEO?
    3. 3. Search is the #1 online activity.
    4. 4. Will you be found?
    5. 5. <ul><li>More than 330 million searches/day </li></ul><ul><li>Most never go past page 1 </li></ul><ul><li>90% of searchers never go past page 3 </li></ul>Front of the Class:
    6. 6. Eye-tracking:
    7. 7. Basic training.
    8. 8. Play by Google’s Rules: Google: 70% Yahoo: 16% Microsoft: 9% Ask: 3% Others: 2% Image by AgentGenius
    9. 9. Spiders
    10. 10. <ul><li>Text </li></ul><ul><li>Titles, headlines, tags and URLs </li></ul><ul><li>Links </li></ul><ul><li>NOT images </li></ul><ul><li>Google to spider: “Eat and report back.” </li></ul>Spider Food:
    11. 11. Spider Sees:
    12. 12. Don’t stop there.
    13. 13. The magic is in the strategy.
    14. 14. A plan of action designed to achieve a particular goal. Strategy:
    15. 15. Key words and phrases.
    16. 16. STOP thinking like you .
    17. 17. START thinking like them .
    18. 18. Which Words to Use:
    19. 19. <ul><li>OK to have boring headlines. </li></ul><ul><li>Which words would your clients use to try to find your products or services in a search engine? </li></ul><ul><li>What phrases would they use? </li></ul><ul><li>Don’t know? Ask them. </li></ul><ul><li>Beware of overusing your name. </li></ul>Which Words to Use:
    20. 20. <ul><li>Google.com/trends </li></ul><ul><li>Google.com/adwords </li></ul><ul><li>Google.com/sktool </li></ul>Key Word Research Tools:
    21. 21. Key Word Research Tools:
    22. 22. Head vs. long tail.
    23. 23. Head vs. Long Tail: Image by elliance.com
    24. 24. Head vs. Long Tail: <ul><li>High volume, high competition. </li></ul><ul><li>Less volume, less competition. </li></ul>WORDS % of SEARCHES 1 25% 2 25% 3 20% 4 13% 5 7.5% 6 4%
    25. 25. Which words and phrases can you “own?”
    26. 26. Linking.
    27. 27. Linking Strategy: <ul><li>Mom was right. You are judged by the company you keep. </li></ul><ul><li>Who do you link to? </li></ul><ul><li>Who links to you? </li></ul><ul><li>Post on blogs, social networks, etc. </li></ul>
    28. 28. Social media.
    29. 29. Social Media: <ul><li>Let others build links to your site. </li></ul><ul><li>Engage an audience. </li></ul><ul><li>Build a fan club that wants to share links to your content. </li></ul>
    30. 30. Give them content.
    31. 31. Content Strategy: <ul><li>Brainstorm 6-12 topics that include the key words or phrases you selected. </li></ul><ul><li>Post something once a week. </li></ul><ul><li>Keep the content timely, relevant and engaging. </li></ul><ul><li>You can post to blogs, social networks, video sharing sites, etc. </li></ul>
    32. 32. Content Strategy:
    33. 33. Other Tips: <ul><li>Include campaign-specific key words and phrases. </li></ul><ul><li>Track. Evaluate. Adjust strategy. </li></ul>
    34. 34. SEO is more than code.
    35. 35. Questions?

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