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Increase traffic to your website - part 1: SEO Basics

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Understand what SEO (search engine optimization) is all about. Learn what's important to the search engines, how to optimize your website content, and how to get more visitors to your site...for great online results!

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Increase traffic to your website - part 1: SEO Basics

  1. 1. Increase Traffic to your website [session 1]
  2. 2. mass media trends • TiVoTV • SubscriptionRadio • ElectronicNewspapers • Do Not Call RegistryTelemarketing • Recycle BinDirect Mail • Spam, opt-outEmail
  3. 3. shift in marketing Pull Push
  4. 4. how to get results Website SEO Link strategy Social Media
  5. 5. Paid Paid Organic
  6. 6. 2009 Search Engine Market Share Yahoo! Bing Ask 15% 9% 3% Source: seoconsultants.com
  7. 7. how does Google work? Google is a very, very complex computer program that: – Finds a link to a page, requests that page – Indexes each page for keywords – Ranks pages according to relevance and importance Takeaways: • Sites are indexed page by page. • No link? Google won’t find the page on its own. • Flash or images? Google has trouble reading them.
  8. 8. Google wants to know… 1. What is this page about? Keywords – url – title & meta tags – headings, font emphasis – content 2. How important is this page? Links – in-bound links – anchor text – authority/trust of domain – traffic
  9. 9. SEO starts with keyword choices Smart Keyword Choices On-Page Keyword Placement Content Creation Link Building (on- and off- page)
  10. 10. Example We are starting up a company that will sell high quality loose leaf green tea products… and we need to create a website!
  11. 11. keyword choices Green Teas? Green Tea? Loose Leaf Green Tea? Organic Green Tea? ???
  12. 12. Free… • Google’s keyword tool • Wordtracker’s keyword questions tool • Your own traffic logs your tools Paid… •Wordtracker •Keyword Discovery •Omniture
  13. 13. what to consider • Search volume – Is this a keyword/phrase that people actually use? • Competitiveness – Will you be competing with millions or hundreds of websites?
  14. 14. Google’s Keyword Tool
  15. 15. Wordtracker’s subscription-based search tool
  16. 16. Exercise What might someone type into Google to find the products or services you sell?
  17. 17. where do I put my keywords? Keyword Strategy for EACH PAGE URL Page Title Description Tag Keyword Tag Header Subheads Anchor Links Content Density
  18. 18. Example Page Title: Page Description: Keywords: Green Tea Harmony Your source for quality organic green tea products. Home Products Products Products
  19. 19. Example Page Title: Green Tea Benefits | Green Tea Harmony Page Description: Green tea benefits your health in fabulous ways! Buy some today… Keywords: Green Tea Benefits Green Tea Harmony Your source for quality organic green tea products. Home Products Products Products
  20. 20. Example Page Title: Green Tea Benefits | Green Tea Harmony Page Description: Green tea benefits your health in fabulous ways! Buy some today… Keywords: Green Tea Benefits Green Tea Harmony Your source for quality organic green tea products. Home Products Products Products Green Tea Benefits Your Health!
  21. 21. Example Page Title: Green Tea Benefits | Green Tea Harmony Page Description: Green tea benefits your health in fabulous ways! Buy some today… Keywords: Green Tea Benefits Green Tea Harmony Your source for quality organic green tea products. Home Products Products Products Green Tea Benefits Your Health! Blah blah blah green tea benefits blah blah blah….blah blah blah blah blah green tea. Benefits include blah blah blah….
  22. 22. Example Page Title: Green Tea Benefits | Green Tea Harmony Page Description: Green tea benefits your health in fabulous ways! Buy some today… Keywords: Green Tea Benefits Green Tea Harmony Your source for quality organic green tea products. Home Green Tea Matcha Green Jasmine Tea Green Tea Bags Green Tea Benefits Your Health! Blah blah blah green tea benefits blah blah blah….blah blah blah blah blah green tea. Benefits include blah blah blah….
  23. 23. Example Page Title: Green Tea Benefits | Green Tea Harmony Page Description: Green tea benefits your health in fabulous ways! Buy some today… Keywords: Green Tea Benefits Green Tea Harmony Your source for quality organic green tea products. Home Green Tea Matcha Green Jasmine Tea Green Tea Bags Green Tea Benefits Your Health! Blah blah blah green tea benefits blah blah blah….blah blah blah blah blah green tea. Benefits include blah blah blah…. Green Tea Matcha from Japan Green Jasmine Tea Green Tea Bags
  24. 24. Wordtracker’s Keyword Question Tool
  25. 25. what is this page about?
  26. 26. Google understands this page much better…
  27. 27. what is this page about?
  28. 28. this is exactly what I’m looking for!
  29. 29. Google loves consistent links!
  30. 30. Google loves clear page titles and descriptions
  31. 31. (some) components of Google Ranking 1. What is this page about? Keywords – url – title & meta tags – headings, font emphasis – content 2. How important is this page? Links – in-bound links – anchor text – authority/trust of domain – traffic Approx. “weight” of link popularity to Google search algo Multiple sources
  32. 32. Link Building
  33. 33. not just any links • Links from trusted domains • Links from popular sites • Links from authorities in your topic Note: Avoid schemes promising thousands of links. Now, it’s trusted links that count.
  34. 34. where to get them • Blogs (your blog, other blogs, twitter, technorati.com) • Article directories (ezinearticles, bestmanagementarticles, isnare, goarticles) • PR (industry news sites, local sites) • High trust directories (google, yahoo etc, retail directories, yellow pages listings, industry directories) • Event sites (depends on your business) • Associations, partners, affiliations (Chamber, synergistic businesses) • Coupon sites • Social media
  35. 35. Website Contact Info Ad Rates Column 1 Notes Tour Brokers viator.com Called 866-648-5873 (number listed on website). Was told to send email to product@looktours.com to find out pricing to list company information. Lists and books tour information for cities around the world. Well-organized website - Chicago is not clearly listed on the home page, but if you search for Chicago, several attractions, including segway tour options, appear. chicagtours.us work through a broker - Alcatraz Media they work through Alcatraz Media; great site segwaysightseeing.com 408-754-5328: TourCorp.com Inc. 165 Jefferson Street Suite 2E San Francisco, CA 94133 Phone: 408-754-5346 can book online with one competitor for $65. worldwide glide is a tour operator with suppliers. go card Michelle Craig; 312-282-4555 user gets 15% off by showing card smartdestinations.com this site just links to the GOCard groupon see http://www.groupon.com/deals/steves-segway- tours?utm_campaign=steves-segway- tours&amp;utm_medium=email&amp;utm_source=n ewsletter priceline isango.com Surbhi Bansal - surbhi.bansal@isango.com 20% margins; pay by wire transfer great-looking site. Global reach Paid Listings hereschicago.com Jim Grillo chicagofun.com Nora Anderson: 630-665-0300 Yearly listing for $445 up and coming site cctb added more categories miles media ( part of cctb svc) contracted for upgraded listing, banner ad conciergepreferred.com left msg with VP advertising, Jim Gilligan, 312-360-1769, cell 312- 401-0541 all access pass to attractions, dining, nightlife,shopping, entertainment; for either Chicago or St. Louis Free Listings enjoyillinois.com state of illinois travel site explorechicago.org free city of Chicago toursim site sightseeingchicago.com Please contact your sales consultant at 708-567-9848 or by email at Jim@SightSeeingChicago.com also have free listing free lisitng - but major tab on home page for tours links to Viator ettractions.com Kirby Palait <kpalait@ctmmedia.com> more features/content can be posted and optimized ofr mobile display for $299/yr. same guy who does the rack cards chicagotraveler.com Tour operators can submit information for posting at: http://chicagotraveler.com/submit- your-site.htm To advertise and get an advanced listing, need to submit information to Sales@ChicagoTraveler.com Nicely organized site - has a listing specifically for Segway tours: includes a description of the tour (five currently listed). citydiscovery.com online form good, solid site; already has a Segway company listed chicago.metromix.com Submit information via email only. Instructions at: http://chicago.metromix.com/page/g et_listed Listing is free - advertising available for a fee. Seems to be focused on restaurants and special events, but a search for "segway tours" does yield a few results. Since this is a popular site, think it would be worthwhile. gochicago.com contact@gochicago.com; Stanton, Michelle [Michelle.Stanton@illinois.gov] Chicago and Illinois Toursit Office site; front page has link to Bike Chicago's website segwayguidedtours.com online form to update nice listing - easy to follow Blogs and Feedback sites 10best.com/chicago,il Bill_Drolet@timeinc.com nice-looking site; no Segways listed; travelers can post recommendations tripadvisor.com no way to submit directly they get a live feed from their commerce partners chicagonow.com/ they offer paid advertising blog site for Chicagoans daily email to subsribers; edgy, somewhat irreverant There are a multitude of sites on which to list your business. Some are free, some carry an advertising fee.
  36. 36. how to get them: publish • Unique, valuable content (tips, lists, expert info, articles, white papers, slides) • Freebies (icons, white papers, videos…) • Software, tools, widgets, themes, embeddable content, quizzes • Books and ebooks • Reviews (amazon) • Comments • Leverage social media services – Photos, presentations, videos, podcasts, PR…
  37. 37. measure along the way Traffic Rank: Alexa.com Page Rank: Google toolbar, PRChecker.info Site traffic stats: Google Analytics, your hosting company Inbound Links: siteexplorer.search.yahoo.com “PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion terms” - Google
  38. 38. tools Keyword research: google.com/sktool/ https://adwords.google.com/select/keywordtoolexternal http://labs.wordtracker.com/keyword-questions SEO: Google.com/webmasters/sitemaps/siteoverview Google.com/analytics/home alexa.com/siteinfo Siteexplorer.search.yahoo.com Blogs: Seomoz.org/beginners.php Googleblog.blogspot.com Mattcutts.com/blog Seomoz.org/blog.php Reading: Search Engine Optimization for Dummies
  39. 39. Action! One thing I’ll commit to apply from today’s session
  40. 40. how to get results Website SEO Link strategy Social Media
  41. 41. leverage what you have Your website Press releases Slides Images Blog Video Articles
  42. 42. post content on the Web Your website Press releases Slides Images Blog Video Articles
  43. 43. Thank you! Our next session: Social Media Marketing Will be held on Friday, April 30th 7:30 a.m. – 9:30 a.m (check naperville.net for location) Pat Price Pat@ThePriceGroup.biz 630.717.8332 Beth Carter Beth@FreelanceWritingSolutions.com 630.330.9825
  44. 44. the challenge

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