Google Ranking Factors: Live Critique      Speaker: Warren Lee, SEO Manager, Adobe© 2012 Adobe Systems Incorporated. All R...
Session Abstract  During this session we learn what is SEO and why it is important.  Basic SEO fundamentals and best pract...
POLL      Is SEO considered a #1 priority at your company      A. Yes, very much so. Our exec staff calls out SEO metric...
What is SEO – Why is SEO important      There are over two billion people       online      In 2010 alone, more than 226...
Google Search – Organic Results vs Paid Links© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Search Optimization Best Practices “WE DON’T OPTIMIZE FOR GOOGLE, WE OPTIMIZE FOR BEST PRACTICES”                         ...
Ranking Factors    Page Title    First word of Title    Text of internal link    URL name    H1 tag    Text of external li...
SEO is comprehensive, technical, & impacted by MANY signals                                                               ...
Tools – Use data to refine strategies and share in wins© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confi...
Strategies – Keywords and content marketing                                                                               ...
Poll      Is your primary SEO expert at your company..      A. Also responsible for paid search success      B. Also re...
Strategies – SOCIAL MEDIA + SEO                                                                                  Search   ...
Today, Social Media Promotes SEO Results Across Industries                   90%                   80%                   7...
Impact of Social on SEO                                                                                   Keyword         ...
Search plus Your World – “Behind every query is a community”                                                              ...
Google Search plus Your World Checklist (Search &    Social)                   Items                                      ...
Internal linking       Keyword/URL Mapping Document                                                    Map your subject &...
Strategies – Cross channel alignment© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.   18
Paid and Natural Search Alignment               How do changes in paid             search impact SEO & do SEO             ...
Meta Description Optimization Tests    Meta descriptions targeted at different points in the purchase funnel              ...
Example Site – GOOD SEO                                                                                    Keywords in fr...
Key Takeaway’s      Use data to drive keyword strategy that aligns       with other marketing channels and business      ...
Q&A      QUESTIONS?      FEEL FREE TO FOLLOW UP WITH QUESTION      PERSONAL EMAIL: Warren@seo-cubed.com      TWITTER:SEOCU...
APPENDIX  http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-  Wins-94-of-Time  http://w...
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Google Ranking Factors : Live Webinar by Warren Lee

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Here are the slides from an OMI ‘Google Ranking Factors: Live Critique and Demo’ webinar. Warren Lee explains how Adobe used an advanced customer segmentation strategy that aligned with SEO strategy to drive 350% ROI increases. The webinar also included live review of participant websites and review of SEO best practices.

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  •   
  • Drive strategyBenchmark dataShare in winsLearn what’s working what’s not.
  • This means if you had a monopoly over the top 1,000 search terms across all search engines (which is impossible), you’d still be missing out on 89.4% of all search traffic.
  • SEO today consists of more than just backlink building and on-site optimization. Content marketing, PR, social media and SEO go hand-in-hand, and the investment in one tactic can positively influence the outcome of another.If you're an SEO professional, but not yet involved in your clients’ social media, PR and video production efforts, talk with them about the importance of bringing these tactics together for the overall benefit of SEO.If you're a marketer and are working with different professionals or employees on each of these tactics, it's worth your time to bring the different disciplines together in attempts to optimize all content across your web presence for keywords that are driving targeted traffic and conversions.
  • Google Ranking Factors : Live Webinar by Warren Lee

    1. Google Ranking Factors: Live Critique Speaker: Warren Lee, SEO Manager, Adobe© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    2. Session Abstract During this session we learn what is SEO and why it is important. Basic SEO fundamentals and best practices will be reviewed and SEO strategies, applicable for both B2B and B2C websites, with an emphasis on how SEO efforts can be amplified by aligning with other marketing channels such as paid media and social media will also be explored.  In this session, you will:  Understand SEO best practices and essentials  Learn how to optimize your SEO by integrating your marketing efforts  View website examples incorporating successful SEO  Have the opportunity to share your SEO questions & receive real-time feedback© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
    3. POLL  Is SEO considered a #1 priority at your company  A. Yes, very much so. Our exec staff calls out SEO metrics at company all hands  B. Some what a priority. Company culture still unsure of the value of SEO.  C. Not a company priority.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
    4. What is SEO – Why is SEO important  There are over two billion people online  In 2010 alone, more than 226 million people came online for the first time.  By 2015, an astounding 2.7 billion people worldwide will be online.  That’s about 40% of the world’s population, which is a lot of potential customers.  93% of online experiences begin with a search engine  80% of branded searches come from position 1 organic clicks  48% of non branded searches come from position 1 organic clicks * Source Nielsen© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
    5. Google Search – Organic Results vs Paid Links© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    6. Search Optimization Best Practices “WE DON’T OPTIMIZE FOR GOOGLE, WE OPTIMIZE FOR BEST PRACTICES” User Experience Conversion SEO • CONTENT • LINKING • SITE ARCHITECTURE • SOCIAL MEDIAhttp://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
    7. Ranking Factors Page Title First word of Title Text of internal link URL name H1 tag Text of external link Body content First 100 words© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
    8. SEO is comprehensive, technical, & impacted by MANY signals *Source RKG© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
    9. Tools – Use data to refine strategies and share in wins© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
    10. Strategies – Keywords and content marketing Top 100 terms: 5.7% of demand Top 500 terms: 8.9% of demand Top 1,000 terms: 10.6 of demand Top 10,000 terms: 18.5% of demand© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
    11. Poll  Is your primary SEO expert at your company..  A. Also responsible for paid search success  B. Also responsible for social media success  C. Working with both paid search and social media  D. Not involved with either© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
    12. Strategies – SOCIAL MEDIA + SEO Search keywords inform Social content strategy Social Social conversations conversations inform keyword drive Search strategy equity Search enhancements improve Social ranking© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
    13. Today, Social Media Promotes SEO Results Across Industries 90% 80% 70% Pages with one or more tweets 60% 50% 40% Pages with one 30% or more 20% Facebook 10% Likes/Shares 0% B2B Insurance Retail Finance Percentage of top 10 SERP Pages Promoted on Twitter and Facebook Source BrightEdge Research 2011© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    14. Impact of Social on SEO Keyword “social analytics” December (1 week) - Rank from 28 to 2 - From 7 Tweets February (3 weeks) - Rank from 4 to 2 - From 28 Tweets and 6 Facebook Actions Source: BrightEdge© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
    15. Search plus Your World – “Behind every query is a community” Search results display the author’s image (when author’s +1 profile is tied to the website You can +1 the search result Searcher is notified if people in the Plus network +1d the page© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
    16. Google Search plus Your World Checklist (Search & Social) Items Action Note Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to an individual author Google+ Individual Tie Google+ to rel-author for individual writers or Accounts bloggers Google+ Corporate Set up Google+ Corporate account Include meta description and link back to Account corporate domain Google Profiles Fill in your Google profiles with relevant information & links Google +1 button Enable on your domain Keywords Consult with product teams for their target keyword Other resources: SEO/SEM keywords, on-site for the products and categories related to the article search queries, social media sites Body Text Use keyword in Google Profiles and Google+ posts Links Use links through social posts on Google+ Link to geo pages whenever possible, instead of US/Global pages Social Media Content All content on social channels should be keyword Balancing keywords while staying true to your optimized , include links and rich media in content voice is critical whenever possible Text Fields on Social Leverage all available areas on social profiles to fill Channels in keyword rich content – bios, about sections, content descriptions, etc.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16Prepared by: AJPR LLC 2010
    17. Internal linking Keyword/URL Mapping Document Map your subject & keywords to the targeted search page Target keywords Target Keyword Search URL theme volume 1© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
    18. Strategies – Cross channel alignment© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
    19. Paid and Natural Search Alignment How do changes in paid search impact SEO & do SEO changes impact paid search?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
    20. Meta Description Optimization Tests Meta descriptions targeted at different points in the purchase funnel Awareness Consideration Purchase© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
    21. Example Site – GOOD SEO  Keywords in front of title tag and in meta description (bolding)  Keywords in URL  Develop unique strong content on the page  Use keywords in main header (H1)  Use keywords in secondary headers  Use keywords in paragraphs across the page (higher on the page preferred)  Use Keywords in link text (cross-links) 2 1© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
    22. Key Takeaway’s  Use data to drive keyword strategy that aligns with other marketing channels and business objectives  Apply SEO best practices within all cross functional areas early and often  Top SEO best practices  CONTENT: Make sure that each page is unique, and contains on page optimization  LINKING: Well linked to internally and externally  ACCESSIBILITY & ARCHITECTURE: Use XML sitemaps, and robots.txt files© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
    23. Q&A QUESTIONS? FEEL FREE TO FOLLOW UP WITH QUESTION PERSONAL EMAIL: Warren@seo-cubed.com TWITTER:SEOCUBED THANKS!© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
    24. APPENDIX http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic- Wins-94-of-Time http://www.flickr.com/photos/dpstyles/7183763026/ Tools showcased: Adobe site catalyst http://www.adobe.com/products/sitecatalyst.html BrightEdge http://www.brightedge.com Link Checker – Checks broken links https://addons.mozilla.org/en-US/firefox/addon/linkchecker/ Web Developer toolbar – Checks things like H1 tags, meta data, # of links on the page https://addons.mozilla.org/en-US/firefox/addon/web-developer/?src=search SEOMoz Tool bar – Nice to quickly measure link authority and social authority of competitors http://www.seomoz.org/seo-toolbar© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
    25. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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