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SEO Menginar 2012 MoreVisibility


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Danielle Leitch from MoreVisibility presented a live SEO-focused webinar on September 27, 2012 for MENG members.

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SEO Menginar 2012 MoreVisibility

  1. 1. SEO Briefing: Factors affecting Google’sranking algorithm and what you need to do to stay on top! September 27, 2012
  2. 2. PresenterDanielle Leitch, Exec Vice President MoreVisibility 2012
  3. 3. Webinar Agenda• Google’s Changing Landscape: • Changes • Factors for Ranking• Onsite vs. Offsite Content Strategy: • Searcher’s view compared to Google’s• Linking Building and Social Media• Tracking and Measuring SEO Results• Questions and Answers MoreVisibility 2012 3
  4. 4. Google’s Changing Landscape
  5. 5. Google 2 Years Ago… MoreVisibility 2012 5
  6. 6. Google 2011 6
  7. 7. Present Day…+1 in Search Results
  8. 8. Not to be confused with “Google+”Google +1 Button• “Liking” a search result / website• Displayed when users are signed in to a Google profile or account• Visible on Paid (SEM) & Organic (SEO) results• Factored into algorithm ?? MoreVisibility 2012
  9. 9. Present Day… Google + (Google Maps for Local)• Local results – Can “read” preferences from profile• Zagat 30 point rating scale• Will show “friends” ratings and comments when logged in
  10. 10. Google Updates
  11. 11. Impacted:Duplicate Content & Pages / Spammy Sites
  12. 12. Impacted:Poor Inbound Link Strategy / Linking Farms
  13. 13. Natural (Organic) Search Considerations
  14. 14. Considering a Website Redesign? Striking a Balance MoreVisibility 2012 14
  15. 15. Existing Website: Onsite & Offsite SEO 15
  16. 16. Tips for Keyword Targeting• Conduct Keyword Research: – Don’t just focus on the numbers … focus on relevancy (driving qualified visitors).• Incorporate each keyword-page match in the following places: – Url (judiciously) – Title and Description Tags – Internal and External Links Leading to the Page – H1 Tag – Body Content on the Page MoreVisibility 2012 16
  17. 17. Developing Your Site’s Content Strategy: Organization & Hierarchy MoreVisibility 2012 17
  18. 18. Keyword Targeting MoreVisibility 2012 18
  19. 19. On-Page Content Optimization ExampleThematic,keyword-rich title Social MediaKeyword-rich tags Use of Use of Alt Tag keyword thru-out copy Imagery Bullet list – great for readers and search engines 19
  20. 20. What The User Sees
  21. 21. What The Search Engine Sees
  22. 22. Beyond Static Pages: Types of News Onsite Content Webinars Downloads VideoDiagrams Tools & Widgets 22Note: Some of this may become “link bait”.
  23. 23. Linking and Social Media
  24. 24. Links That “Count”• Likely to drive traffic / awareness ~ “Focus on Free”.• Can pass “link juice” from a highly regarded, relevantsource. • .gov & .edu have higher relevancy • .info & .net have lower relevancy• Based on natural synergy.• Keyword-rich anchor text (hyperlink) not “click here” or“learn more” (this matters on your site, as well on others).• Diversity of sources and destination pages. Keep in Mind: 24 Links can come from your content and from others’.
  25. 25. Links: Quality Means More Than Quantity• Quality and relevance are key. Not quantity.• Follow ethical, best practices and Google’s guidelines.• Build over time, natural progression.• Avoid paid link building for SEO purposes. MoreVisibility 2012 25
  26. 26. Social Media & Multimedia• Canrank independent of website content; can link towebsite content to help it rank.• New and noteworthy … status updates:Twitter, Facebook, LinkedIn, etc.• Be where your audience is.• Create relationships directly withcustomers and prospects.• Broaden your overall content saturation.• Don’t sacrifice quality for quantity.
  27. 27. Highly Trafficked MoreVisibility 2012 28
  28. 28. Facebook Insights • Review individual post impressions and feedback • Fan growth and demographics • Tab Views • External referrers to page • Monthly active users • The ability to export data from the dashboard using the Export button MoreVisibility 2012 30
  29. 29. Additional Opportunities MoreVisibility 2012 33
  30. 30. Company Pages
  31. 31. All About Google+• Google’s social media platform / Facebook’s competition.• Promotes “Real-Life Sharing” on the web.• Features include Circles, Hangouts, Games and Search.• A Google account/ profile is required to use Google+ for a business.• Referred to as G+, Google+ and Google Plus.
  32. 32. Tips for Ranking in Universal Results1. Create branded profiles in the major Social Channels and keep them updated.2. YouTube is essential for video-related search results.3. For Image Search use keyword-rich file names and alt attribute tags for every search-worthy image on your website and publish those images offsite on Flickr, Google+, Facebook Photos, etc.4. News Search. Distribute optimized press releases. Publish news on your website.5. Real-Time Search. Create keyword-rich Tweets. 38
  33. 33. Tracking & Measuring Performance
  34. 34. Tracking & Measuring SEO Results1. Analytics Data2. Webmaster Tools (Google and Bing provide) What are your goals? – Leads – Sales ($) – Viewing Key Pages – Interacting with Content (whitepaper, demo, etc.) – Internal Search Results Pages (use of search function) – Clicks on “Partner” Links – Time on Site – Something else?
  35. 35. Rankings Are Only the First Step Search Queries Report 41
  36. 36. Ranking Only Matters If It Drives Converting Traffic 42
  37. 37. Count Conversions, Not Volume: Organic Traffic Goal Conversion by KW & Engine MoreVisibility 2012 43
  38. 38.
  39. 39. Tagging Identifies Traffic in Reports
  40. 40. Summary• Search is always in flux – optimize for people notsearch engines (actions of site visitors mean more than“bragging” rights).• Develop a cohesive strategy for well-optimized,keyword-rich, useful, and fresh on- and offsite content.• Utilize strong content to help spread awareness of yourbrand (“surround sound”) and build valuable inboundlinks and proliferate your brand’s message.• Measure results by actions not arbitrary goals. MoreVisibility 2012 46
  41. 41. Questions and AnswersOFFER: Complimentary SEO Site CritiqueOFFER www.linkedin/companies/morevisibility MoreVisibility 2012 47
  42. 42. Thank You!MENG MENGINARS