Seo E Merge 12.8.08


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Session designed to help business professionals understand the basics of SEO and how it applies to meeting and event websites.

Published in: Business, Technology, Design
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Seo E Merge 12.8.08

  1. 1. Is Your Event Website Optimized? Arran Coole, ASP Inc Dave Lutz, Velvet Chainsaw Stephen Nold, MeetingTechOnline
  2. 2. Agenda Intro to SEM/SEO 1 SEO/SEM Case Study 2 Top 9+ SEO Tactics for Events 3
  3. 3. How to use your keypad <ul><li>After you read the question </li></ul><ul><li>Press appropriate corresponding button to your answer (1,2,3,4 etc) </li></ul><ul><li>Your current answer will display on keypad </li></ul><ul><li>You can change your mind as long as you hear music </li></ul>
  4. 4. <ul><li>Which of these categories best </li></ul><ul><li>describes your organization? </li></ul><ul><ul><li>Association </li></ul></ul><ul><ul><li>Independent Show Organizer </li></ul></ul><ul><ul><li>Facility or CVB </li></ul></ul><ul><ul><li>Supplier or other </li></ul></ul>Audience Response #1
  5. 5. <ul><li>How would you best describe your </li></ul><ul><li>organizations adoption of SEO/SEM? </li></ul><ul><ul><li>Good content, linking and analytics strategy </li></ul></ul><ul><ul><li>Work in progress…fast follower </li></ul></ul><ul><ul><li>Just getting our feet wet </li></ul></ul><ul><ul><li>We’ve heard it’s a good idea </li></ul></ul>Audience Response #2
  6. 6. Ground Rules ASK Questions Cell Phones OFF Keep ?’s Relevant To all NO Speeches Do Not Run with Scissors NO Vendor Plugs Simple Rules Share your experiences
  7. 7. Your new front page:
  8. 9. Am I Google biased?? <ul><li>Of 12 Billion U.S Searches in July 2008 </li></ul><ul><li>61.9% were made in Google [Source: Search Engine Watch] </li></ul><ul><li>Google beats Yahoo ~ 3 to 1 [Source: Search Engine Watch] </li></ul><ul><li>There are an estimated 20 billion web pages indexed by Google (Source: ASP) </li></ul><ul><li>On average everybody in NA with access to the internet searches Google once a day. </li></ul>
  9. 11. SEO vs. SEM <ul><li>SEO </li></ul><ul><li>organic search results </li></ul><ul><li>mass content approach </li></ul><ul><li>optionally free </li></ul><ul><li>long term results (slow) </li></ul><ul><li>more cost effective </li></ul><ul><li>Always should be used - Free </li></ul><ul><li>SEM </li></ul><ul><li>paid for results </li></ul><ul><li>focused campaigns </li></ul><ul><li>paid for (click or placement) </li></ul><ul><li>immediate results </li></ul><ul><li>more expensive </li></ul><ul><li>Launch shows & new URL’s during visitor promotion campaign </li></ul>
  10. 12. The SEO Goal <ul><li>To get as many pages indexed by the search engines, with the most relevant content , that is most useful for your event’s target audience , so they repeatedly visit your website </li></ul>
  11. 13. SEO is like Chess <ul><li>Minutes to learn the basics </li></ul><ul><li>Years to master </li></ul><ul><li>Just to make it harder </li></ul><ul><ul><li>Some of the rules are secret </li></ul></ul><ul><ul><li>Each search engine is different </li></ul></ul><ul><ul><li>Billions of other players! </li></ul></ul><ul><ul><li>Alan Eustace, a Google VP of search engineering announced in 2006 that there are over 200 signals that Google uses to determine document relevance for a searcher. </li></ul></ul>
  12. 14. Hmm, Chess is easier! <ul><li>200 in 2006! </li></ul><ul><li>Q: How many now? </li></ul>
  13. 15. ASP’s SEO Approach <ul><li>It’s impossible to figure out the </li></ul><ul><li>ultimate SEO strategy as the rules are </li></ul><ul><li>too complex and change constantly </li></ul><ul><li>Holistic approach instead: </li></ul><ul><ul><li>What is Google trying to do? </li></ul></ul><ul><ul><li>Google wants to be #1 </li></ul></ul><ul><ul><li>Google will stay #1 by giving the best results </li></ul></ul><ul><ul><li>That means: </li></ul></ul>
  14. 16. Google Empathy <ul><li>When you make a search on Google, </li></ul><ul><li>Google must find the most relevant answer </li></ul><ul><li>to your query to remain successful </li></ul><ul><li>Holistic approach: </li></ul><ul><ul><li>Don’t cheat </li></ul></ul><ul><ul><li>Don’t spam </li></ul></ul><ul><ul><li>Have loads of great content </li></ul></ul><ul><ul><li>Apply all the basic SEO techniques </li></ul></ul>
  15. 17. SEO Areas <ul><li>Marketer can control </li></ul><ul><li>Content (keywords) </li></ul><ul><li>Page Titles </li></ul><ul><li>Images ALT tags </li></ul><ul><li>External linking </li></ul><ul><li>Internal linking </li></ul><ul><li>Domain name </li></ul><ul><li>Social SEO </li></ul><ul><li>PR SEO </li></ul><ul><li>Web Dev can control </li></ul><ul><li>Code structure </li></ul><ul><li>Flexibility </li></ul><ul><li>Enforcement </li></ul><ul><li>Design </li></ul><ul><li>Page structure </li></ul><ul><li>Submittal </li></ul>
  16. 18. <ul><li>Has your organization tried using PPC </li></ul><ul><li>advertising? </li></ul><ul><ul><li>Yes, we have and it appears to be working. </li></ul></ul><ul><ul><li>We’ve trying it, but the jury is still out. </li></ul></ul><ul><ul><li>Haven’t tried PPC yet. </li></ul></ul>Audience Response #3
  17. 19. Google Analytics
  18. 20. Google Analytics
  19. 21. Google Analytics
  20. 22. Google Analytics
  21. 23. Google Analytics Launched Newsletter Monthly to 2 weeks Launched MTO Summit
  22. 24. Google Analytics
  23. 25. Google AdWords
  24. 26. <ul><li>Is your organization leveraging Web 2.0 </li></ul><ul><li>by publishing user generated content? </li></ul><ul><ul><li>Yes Exhibitor virtual booths, blogs, session and speaker info, social media, social bookmarking, online communities, matchmaking (Most) </li></ul></ul><ul><ul><li>Yes at least three of these examples </li></ul></ul><ul><ul><li>Not enough </li></ul></ul>Audience Response #4
  25. 27. <ul><li>Show the Spiders some LOVE! </li></ul>Event SEO Tactic #1
  26. 28. <ul><li>Take care </li></ul><ul><li>of the basic ‘techie’ stuff </li></ul>Event SEO Tactic #2
  27. 30. <ul><li>Benchmark & measure, yourself & others. </li></ul>Event SEO Tactic #3
  28. 31. Benchmarking Tool
  29. 32. <ul><li>Key-Phrases not Keywords. </li></ul>Event SEO Tactic #4
  30. 33. # of words used in searches Source: OneStat ( ), 1 Nov 07
  31. 34. Press Releases and SEO <ul><li>Keyword Research </li></ul><ul><li>KW rich content </li></ul><ul><ul><li>H1 heading </li></ul></ul><ul><ul><li>Link keywords to content </li></ul></ul><ul><li>8 – 15% KW density </li></ul><ul><li>Optimize first 250 words </li></ul>
  32. 35. Blogs
  33. 36. <ul><li>User generated content rules! </li></ul>Event SEO Tactic #5 Content is King!
  34. 37. Virtual Booth Listings
  35. 38. Sessions, Tracks, Bios
  36. 39. <ul><li>Mix up the media, blended results. </li></ul>Event SEO Tactic #6
  37. 40. <ul><li>Give them a reason to return. </li></ul>Event SEO Tactic #7 Networking Itinerary Planner Personal Expo Plan Engagement Matchmaking
  38. 41. <ul><li>Links count big-time in your ranking! </li></ul>Event SEO Tactic #8
  39. 42. Wikipedia Page
  40. 43. Social Bookmarking/Sharing <ul><li>Increase your rankings </li></ul><ul><li>Share This </li></ul><ul><li>Add This </li></ul>
  41. 44. <ul><li>Tap into traffic generators </li></ul>Event SEO Tactic #9
  42. 45. Social Media that Works
  43. 46. Widget Traffic Gen
  44. 47. <ul><ul><li>SEO Blogs - </li></ul></ul><ul><ul><li>General - WebMarketing Today </li></ul></ul><ul><ul><li>Blogs/Social Media - </li></ul></ul><ul><ul><li>TSW Event Tech Blog </li></ul></ul><ul><ul><li>IAEE eMerge Blog </li></ul></ul><ul><ul><li>IAEE eMerge Roundtables </li></ul></ul>Resources