Linking Your SEO Efforts to Business Outcomes


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Linking Your SEO Efforts to Business Outcomes

  1. 1. Linking Your SEO Efforts to Business Outcomes Your Recipe for Success Allison Fabella SEO / Social Media Manager The Atlanta Journal-Constitution
  2. 2. Allison Fabella SEO / Social Media Manager
  3. 3. What We’ll Cover Today <ul><li>The Evolution of Search: How Changes in Search Engines Have Impacted SEO </li></ul><ul><li>The Future of Search: New SEO Resources for Expanding Your Business Horizons </li></ul><ul><li>Integrating SEO as Part of Your Thriving Business Model </li></ul><ul><li>SEO Tools of the Trade </li></ul>
  4. 4. Evolution of Search How Changes in Search Engines Have Impacted SEO Techniques and Strategies
  5. 5. Mid 90’s 1994 Birth of Search Engines
  6. 6. Early Days of SEO <ul><li>“ Wild west’ </li></ul><ul><li>Based on submission to engines </li></ul><ul><li>Human edited directory dependant </li></ul><ul><li>Unsophisticated algorithm </li></ul><ul><ul><li>Heavy reliance on meta tag info – esp. keywords </li></ul></ul><ul><ul><li>Easy to manipulate & abuse </li></ul></ul>
  7. 7. Enter... 1998
  8. 8. Google the Game Changer <ul><li>Sophisticated, proprietary algorithm </li></ul><ul><ul><li>Multiple ranking criteria </li></ul></ul><ul><li>PageRank </li></ul><ul><ul><li>Off-page factors </li></ul></ul><ul><ul><ul><li>Links (Votes) </li></ul></ul></ul><ul><ul><ul><li>Quantity based </li></ul></ul></ul><ul><li>LinkSpam </li></ul><ul><ul><li>Link farmers </li></ul></ul><ul><ul><li>Google’s response: </li></ul></ul><ul><ul><ul><li>Link quality vs. link quantity </li></ul></ul></ul>
  9. 9. SEO’s Response: The Big 3 <ul><li>Content </li></ul><ul><ul><ul><li>On-page </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Headings, subheads, body, anchor text </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Behind page </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Title tags, meta descriptions </li></ul></ul></ul></ul></ul><ul><li>Links </li></ul><ul><ul><ul><li>Relevant to site </li></ul></ul></ul><ul><ul><ul><li>Relationship based </li></ul></ul></ul><ul><ul><ul><li>High quality/authority </li></ul></ul></ul><ul><li>Site structure </li></ul><ul><ul><ul><li>Navigation </li></ul></ul></ul><ul><ul><ul><li>Sitemaps </li></ul></ul></ul>
  10. 10. Implications to Your Business Model <ul><li>No more SEO shortcuts </li></ul><ul><ul><li>Keyword stuffing not effective </li></ul></ul><ul><ul><li>LinkFarmers harmful - not effective </li></ul></ul><ul><li>SEO foundation built on: </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Link building </li></ul></ul><ul><ul><li>Good site navigation + sitemaps </li></ul></ul>
  11. 11. SEO : The Next Generation Maturation of Search Engines
  12. 12. Search Engine Evolution <ul><li>Additional Features </li></ul><ul><ul><li>Global expansion </li></ul></ul><ul><ul><li>Shopping, travel, news, images, video... </li></ul></ul><ul><ul><li>XML sitemaps </li></ul></ul><ul><li>BIG Search Results Page Changes </li></ul><ul><ul><li>Personalized Search </li></ul></ul><ul><ul><li>Universal Search </li></ul></ul>
  13. 13. Personalized Search
  14. 14. Universal Search
  15. 15. New Perspectives on SEO Giving Your Business a Competitive Edge Through Redefining Content
  16. 16. The New Frontier of Content <ul><li>Local </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Mobile </li></ul><ul><li>Social </li></ul><ul><li>Microformats </li></ul>
  17. 17. Local: Google Places
  18. 18. Images
  19. 19. Video
  20. 20. Mobile/Tablets
  21. 21. Social
  22. 22. Microformats (Rich Snippets) <ul><li>Reviews </li></ul><ul><li>People </li></ul><ul><li>Businesses and organizations </li></ul><ul><li>Events </li></ul><ul><li>Video </li></ul>
  23. 23. Optimal Timing of SEO in Your Development Cycle Bringing SEO Into the Mix for Maximum Benefit
  24. 24. “ The Chocolate Chip Cookie Mistake” * SEO Website *Courtesy of Rand Fishkin, SEOMoz
  25. 25. Mistiming of SEO <ul><ul><li>Most common SEO mistake is baking SEO too late in your development cycle </li></ul></ul><ul><ul><li>Too late for optimal impact: </li></ul></ul><ul><ul><ul><li>After launch </li></ul></ul></ul><ul><ul><ul><li>During development phase </li></ul></ul></ul><ul><ul><ul><li>During design phase </li></ul></ul></ul><ul><ul><li>Leads to costly choices </li></ul></ul>
  26. 26. Tough Choices <ul><li>Abandon SEO aspirations </li></ul><ul><ul><li>Lose competitive advantage </li></ul></ul><ul><ul><li>Lose opportunities for new clients and prospects </li></ul></ul><ul><ul><li>Lose potential revenue </li></ul></ul><ul><li>Re-do site </li></ul><ul><ul><li>Allocate more $, time, resources to: </li></ul></ul><ul><ul><ul><li>Redesign </li></ul></ul></ul><ul><ul><ul><li>Re-code </li></ul></ul></ul>
  27. 27. Optimal Integration of SEO <ul><li>During planning phase </li></ul><ul><li>Inclusion of ALL stakeholders </li></ul><ul><ul><li>Your stakeholders are your partners </li></ul></ul><ul><li>Each stakeholder understands their SEO role </li></ul><ul><ul><li>Education is key! </li></ul></ul>
  28. 28. Your SEO Stakeholders <ul><li>Business owner / C-Suite / upper management </li></ul><ul><li>Product / project managers </li></ul><ul><li>Designers / user experience </li></ul><ul><li>Programmers / developers </li></ul><ul><li>Content producers </li></ul><ul><li>Marketing / sales </li></ul>
  29. 29. Maximum Benefit. Minimum Cost. $
  30. 30. Sweet Success!
  31. 31. Tools of the Trade A Business Owners Guide to SEO Tools
  32. 32. SEO & Social Media Toolkit <ul><li>SEO Tools </li></ul><ul><ul><li>SEOmoz </li></ul></ul><ul><ul><ul><li>Free & Paid </li></ul></ul></ul><ul><ul><li>SEObook </li></ul></ul><ul><ul><ul><li>Free & Paid </li></ul></ul></ul><ul><li>Social Media Tools </li></ul><ul><ul><li>Paid </li></ul></ul><ul><ul><ul><li>Radian6, RavenTools </li></ul></ul></ul><ul><ul><li>Free </li></ul></ul><ul><ul><ul><li>, Facebook </li></ul></ul></ul><ul><ul><ul><li>Klout </li></ul></ul></ul><ul><ul><ul><li>Twittercounter, Twitterstats </li></ul></ul></ul><ul><li>Search Engine Data </li></ul><ul><ul><li>Google Webmaster Tools </li></ul></ul><ul><ul><li>Yahoo Site Explorer </li></ul></ul><ul><ul><li>Bing Webmaster Center </li></ul></ul><ul><li>Free Analytics Tools </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Yahoo Web Analytics </li></ul></ul>
  33. 33. SEO & Social Media Resources <ul><li>SEO & Social Sites/Blogs </li></ul><ul><ul><li>SEOmoz </li></ul></ul><ul><ul><li>Search Engine Land </li></ul></ul><ul><ul><li>Search Engine Watch </li></ul></ul><ul><ul><li>Mashable </li></ul></ul><ul><ul><li>BlueGlass </li></ul></ul><ul><ul><li>WebmasterRadio </li></ul></ul><ul><li>Organizations </li></ul><ul><ul><li>SEMPO </li></ul></ul><ul><ul><li>MarketMotive </li></ul></ul><ul><li>Conferences </li></ul><ul><ul><li>Search Engine Strategies </li></ul></ul><ul><ul><li>PubCon </li></ul></ul><ul><ul><li>SMX </li></ul></ul><ul><li>Videos </li></ul><ul><ul><li>Matt Cutts </li></ul></ul><ul><ul><ul><li>Google Videos </li></ul></ul></ul><ul><ul><li>SEOmoz </li></ul></ul><ul><ul><ul><li>Whiteboard Fridays </li></ul></ul></ul><ul><li>Books </li></ul><ul><ul><li>Search Engine Marketing, Inc. </li></ul></ul><ul><ul><li>The Art of SEO </li></ul></ul><ul><ul><li>Web Analytics: An Hour a Day </li></ul></ul>
  34. 34. Industry Leaders <ul><li>SEO </li></ul><ul><ul><li>Matt Cutts </li></ul></ul><ul><ul><li>Bruce Clay </li></ul></ul><ul><ul><li>Danny Sullivan </li></ul></ul><ul><ul><li>Stephan Spencer </li></ul></ul><ul><ul><li>Rand Fishkin </li></ul></ul><ul><ul><li>Todd Malicoat </li></ul></ul><ul><li>PPC </li></ul><ul><ul><li>David Szetela </li></ul></ul><ul><ul><li>Kevin Lee </li></ul></ul><ul><ul><li>Christine Churchill </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Li Evans </li></ul></ul><ul><ul><li>Dan Zarrella </li></ul></ul><ul><ul><li>Jennifer Laycock </li></ul></ul><ul><ul><li>Dave Snyder </li></ul></ul><ul><li>Analytics </li></ul><ul><ul><li>Avinash Kaushik </li></ul></ul><ul><ul><li>Matt Bailey </li></ul></ul><ul><li>Link Building </li></ul><ul><ul><li>Debra Mastaler </li></ul></ul><ul><ul><li>Eric Ward </li></ul></ul>
  35. 35. Summing Up Key Ingredients to Your Business’ Search Marketing Success
  36. 36. Takeaways <ul><li>SEO techniques have evolved for maximum opportunity to attract new clients and prospects </li></ul><ul><li>Act now to gain a competitive edge in your marketing efforts </li></ul><ul><li>Optimize all forms of content for maximum business outcome </li></ul><ul><li>Integrate your SEO efforts into your entire business model </li></ul>
  37. 37. Thank you. Allison Fabella SEO / Social Media Manager The Atlanta Journal-Constitution [email_address] Twitter: @alli12