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SEO-fundamentals

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Search Training with Brian MacDonald from Barefoot Proximity at the Digital Day event of Proximity BBDO Sweden September 27th 2011.

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SEO-fundamentals

  1. 1. SIMON PEARCEDIGITAL STRATEGYSEO Fundamentals
  2. 2. AgendaProximitySearchMarketing.comIntroductionsSEO FundamentalsSEO Strategy & PlanningSEO & Keyword UseGlobal Sites - SEO TargetingSEO Measurement & ROI
  3. 3. Who is Proximity Search?ProximitySearchMarketing.com
  4. 4. Who is Proximity Search?ProximitySearchMarketing.com
  5. 5. Who is Proximity Search?ProximitySearchMarketing.com5th highest number of Fortune 500 headquarters in the U.S.
  6. 6. Who is Proximity Search?ProximitySearchMarketing.comMore Fortune 500 headquarters per resident than NYC, Chicago & LA
  7. 7. Proximity Search Capabilities Organic Paid Domains & Search Search Naming Strategy Research, Design & Research, Planning & Name Evaluation Development Input, Optimization Our team evaluates Ongoing Optimization When augmenting organic concepts, product/brand Our team integrates with results with paid names and domain existing timelines to provide placement, our team opportunities to ensure strategic SEO feedback at performs keyword they match existing every step of the process - research, consumer consumer trends and from IA to QA. We then work behavior research, copy behavior. to optimize and improve the writing, landing page site on an ongoing basis. creation and ongoing optimization 7
  8. 8. SIMON PEARCEDIGITAL OVERVIEWsearch STRATEGY
  9. 9. The FuturePersonalizationUnique search engine results pages based on search history,location, preferences, profile data, friends, etc.Keyword-less SearchProviding what users want, when they want it, based entirely ontheir behavior.Best Practice vs. Best Content 10
  10. 10. The Role of SEO External / Public Relations Ideation & Naming SEO CopywritingUser Experience Social Media Design & Development 11
  11. 11. The Role of SEO Inbound Links 48% Branding 5% SEO 16% 7% Keyword Use User Behavior 10% 14% Social Metrics Design & Development2011 Search Engine Ranking Factors - SEOMoz 12
  12. 12. The Role of SEO Inbound Links 48% Branding 5% SEO 16% 7% Keyword Use User Behavior 10% 14% Social Metrics Design & Development 13
  13. 13. What is search marketing? Organic / Natural Paid Ads (Owned & Earned Media) (Paid Media)
  14. 14. Why is it important?When paid ads are present 15-20% of users click them 80%-85% 15%-20%
  15. 15. Why is it important?Over 85% of organic clicks occur “above the fold”Percent of Clicks: 40% 25% 12% 4% 4%
  16. 16. SIMON PEARCEDIGITAL STRATEGYorganic search
  17. 17. Organic Search - What is it? Organic Search Engine Optimization (SEO) Designing, developing, updating and promoting online content in ways which increase its ability to appear in search results. SEO is a Process, not a Project!
  18. 18. Organic Search - Domain & Naming StrategyInvolve search teams early in thestrategy development process Domains For Sale Price Search Volume Ingredients $1M+ 2MHormel recipe sharing site: KitchenSink $500K+ 1MWe examined over 3,000 domain RecipeBook $500K+ 246Kcombinations and used keyword/ RecipeNut $2K 74Kconsumer research to identify topdomain opportunities in three Easy-Recipe $400 1.2Mcategories. Best-Recipes $1K 450K SaveMyRecipe $10 1.6K ShareMyRecipe $10 1K RecipePool $10 590 MyOnlyCookbook $10 150
  19. 19. Organic Search - Domain & Naming StrategyHelpStopHeartworm.orgVery Little Search Volume around ‘Stop Heartworm’HeartwormPrevention.orgTons of volume, but extremely competitive (FDA, Wikipedia,HeartWorm Society, etc.)PreventHeartworm.orgLarger audience than ‘stop heartworm’ and more likely torank than ‘heartworm prevention’
  20. 20. Organic Search - Information ArchitectureEvery section, topic, category, idea, etc. should live on a page uniquelydedicated to that theme.
  21. 21. Organic Search - Information ArchitectureBad - All Products on One Page Good - Separate Pages for each product
  22. 22. Organic Search - Information ArchitectureEvery section, topic, category, idea, etc. should live on a page uniquelydedicated to that theme. 23
  23. 23. Organic Search - Information ArchitectureEvery FAQ has its owndedicated page, making it muchmore likely to appear in searchresults for related question-based queries 24
  24. 24. Organic Search - Information ArchitectureURL StructureDomain, sections, categories, and pages all combine to form your site’s URL structure. Good - http://www.campbellskitchen.com/quick-easy/creamy-ranch-pork-chops-rice Bad - http://www.campbellskitchen.com/RecipeDetail.aspx? recipeId=25085&categoryId=1&ref=%2fRecipeCategory.aspx%3fcategoryId%3d1%26fbid %3dc1t2rh5HMG8&fbid=c1t2rh5HMG8Page TitlesOne of the most important aspects of optimizing a page for search engines. The keywordschosen, order of keywords and number of keywords should be carefully and consciouslychosen for every page on a website.
  25. 25. Organic Search - Flash OptimizationWhat humans see... What search engines see...The page is HTML with a large Flashcomponent highlighting key customersegments with simple animation. The entire page is HTML with legitimate text descriptions and links to deeper content 26
  26. 26. Organic Search - Image Optimization Images should not be split into multiple files or have background elements included
  27. 27. Organic Search - Image Optimization Product images should link out to themselves.
  28. 28. Organic Search - Image Optimization File name: teach-your-kid-to-surf.jpg Alt tag: Teach Your Kid to Surf 29
  29. 29. Organic Search - Image Optimization
  30. 30. Organic Search - Video OptimizationVideo HostingUtilize an existing platform - i.e. YouTube, Vimeo, etc.Not Flash or other custom video playersInclude Real ContentUse transcripts and custom written content to support videosAllow Videos to be SharedInclude embed code to earn inbound links and broaderdistribution 31
  31. 31. Original Content
  32. 32. Transcript
  33. 33. 35
  34. 34. 36
  35. 35. Organic Search - Internal LinkingAnchor TextThe links you create to other pages on your site should userelevant keywords.Good Bad“This is the first time “This is the first timefinding a job has been finding a job have beenavailable. It was actually available. It was actuallypretty easy, and required pretty easy, and requiredno regulatory hurdles at no regulatory hurdles atall.” all. Read More.”
  36. 36. Offsite Optimization
  37. 37. The Role of SEO Inbound Links 48% Branding 5% SEO 16% 7% Keyword Use User Behavior 10% 14% Social Metrics Design & Development 39
  38. 38. Organic Search - Inbound LinkingWhat matters most?1. Keyword(s) used in the anchor text2. Quality & Authority of the linking site3. Position of the link on the linking site (i.e., Body vs. Footer) 40
  39. 39. Organic Search - Inbound Linking 41
  40. 40. Organic Search - Inbound Linking 42
  41. 41. Organic Search - Inbound Linking 43
  42. 42. What’s Next?(what’s going to matter the most moving forward?)
  43. 43. The Role of SEO Inbound Links 48% Branding 5% SEO 16% 7% Keyword Use User Behavior 10% 14% Social Metrics Design & Development 45
  44. 44. What’s Next?Increased Algorithm Importance:Social signals at the page/domain level • Facebook Like, Google+, Tweets, commentsUser behavior data • Click-through from search results pages, search history/ behavior, bounce rateDesign & Development • Readability/accessibility, ease of navigation, ratio of advertising to content, page load speed 46
  45. 45. Organic Search - Facebook Likes & Google +1’s
  46. 46. Organic Search - Reviews & Ratings
  47. 47. Organic Search - Reviews & Ratings
  48. 48. Organic Search - FAQ’sWhy bother with Search Engine Optimization?80% of Internet sessions begin with a search. You need to be there whenconsumer is “raising his hand” about your offering and is more receptive toyour content.When should I do Search Engine Optimization?Whenever you are producing relevant content for your consumer. Startplanning for SEO during the pitch/estimating process.My site is live...can we optimize it now?Not easily. Site architecture, content structure and coding really matter. Thebest time to think about SEO is when the project is being scoped for the client.Is organic search a new first moment of truth?Yes. Search Engine Results Pages (SERPs) are the new home page. Pagetitles and descriptions often determine whether consumers see your content.
  49. 49. Organic Search - FAQ’sCan I guarantee top organic rankings for my client?No search consultancy can legitimately guarantee #1 rankings and this shouldnever be promised to a client. Results will vary based on the client’scommitment to producing stellar content, ongoing optimization efforts, theactions taken by competitors and other factors.Can I “launch it and forget it”?Not if you want great results. While the initial architecture, content structureand coding set you on a good path toward organic search visibility, they alonedo not ensure success. Ongoing monitoring is required to identify opportunitiesand create action plans for seizing these opportunities.
  50. 50. SIMON PEARCEDIGITAL STRATEGYpaid search
  51. 51. Paid Search - Quality Score Click-Through Rate Quality Score Landing Relevance Page
  52. 52. Paid Search - How ads are ranked Position Quality Score Bid 1 10 $5 2 9 $5 3 9 $4 4 3 $12 5 6 $3 6 8 $2 7 7 $2
  53. 53. Paid Search - How ads are ranked Position Quality Score Bid Ad Rank 1 10 X $5 = 50 2 9 X $5 = 45 3 9 X $4 = 36 4 3 X $12 = 36 5 6 X $3 = 18 6 8 X $2 = 16 7 7 X $2 = 14
  54. 54. Paid Search - How ads are ranked Position Quality Score Bid Ad Rank 1 10 $5 50 2 9 $5 45 3 9 $4 36 4 3 $12 36 5 6 $3 18 6 8 $2 16 7 7 $2 14
  55. 55. Paid Search - Landing Page Best Practices
  56. 56. Paid Search - Landing Page Best PracticesTesting various landing pages and content areas within landing pageswill help to guide data-driven decisions around how best to convert users.A/B TestingSeparate Landing PagesMultivariate TestingSame Landing PageVariable Content
  57. 57. SIMON PEARCEDIGITAL STRATEGYFinal Thoughts
  58. 58. Final ThoughtsSearch engines are constantly changing - It is imperativefor an SEO partner to stay on top of these updatesPagination Elements - September 15, 2011To help fix crawl and duplication problems created by pagination, Google introduced the rel="next" and rel="prev" linkattributes. Google also announced that they had improved automatic consolidation and canonicalization for "View All"pages.Expanded Sitelinks - August 16, 2011After experimenting for a while, Google officially rolled out expanded site-links, most often for brand queries. At first, thesewere 12-packs, but Google appeared to limit the expanded site-links to 6 shortly after the roll-out.Panda Goes Global - August 12, 2011Google rolled Panda out internationally, both for English-language queries globally and non-English queries except forChinese, Japanese, and Korean. Google reported that this impacted 6-9% of queries in affected countries.Panda 2.3 - July 23, 2011Webmaster chatter suggested that Google rolled out yet another update. It was unclear whether new factors wereintroduced, or this was simply an update to the Panda data and ranking factors. 60
  59. 59. Final ThoughtsFocusing on 16% of the algorithm is still importantThere is often work that needs to be done to bring sites up-to-date on basic keyword usage and SEO best practices.However, the rest of the algorithm should not be ignored. 48% 5% 7% 16% Keyword Use 10% 14% 61
  60. 60. Final ThoughtsThe opportunity extends beyond brand terms.“Almost all of our search traffic comes from brand terms”This does not mean that all users are searching for brandterms. It simply means that your site is not appearing foranything other than brand searches. Monthly Search Volume - Aleve vs. Arthritis Related Terms Aleve 135,000 Arthritis Pain/Relief 1,617,000 62
  61. 61. There’s more to ‘Search’ than PPC ads...Competitive Research & Strategy AnalysisWhat are my online and offline competitors doing to attractmy target audience? How can I stay ahead of thecompetition?Content Strategy & DevelopmentWhat content should live on my site? Will content,functionality or a mix of both best serve my audience?User Experience & Engagement OptimizationWhat happens after a user clicks an ad or organic searchlisting? What types of users are more likely to convert? Whatpages on my site are attracting/repelling users? Am I takingadvantage of every monetization opportunity available? 63
  62. 62. There’s more to ‘Search’ than PPC ads...Technical Platform & ProgrammingWhat platform is the best match for my site? Does my site’sprogramming follow best practices? Is my site’s programmingdetracting from user experience and hurting my ability to rankorganically?Local Search OptimizationCan users easily find where to buy our products in-store?How are users looking for our brand/product related to theirlocation (e.g. zip code, city name, device GPS, mobile app,etc.)Mobile Search & Engagement OptimizationHow are mobile users finding out site? What content are theylooking for and engaging with? 64

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