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SEARCH ENGINE OPTIMIZATION (SEO)for visibility, action & conversion<br />discoverelementthree.com & cirrusabs.com<br />Apr...
Objectives for Today<br />Understand the elements critical to having a successful SEO program in place for your company<br...
SEO for Visibility, Action & Conversion // Kevin Mullett<br />kevinmullett.comtwitter.com/kmullettfacebook.com/kevinmullet...
SEO // what does that even mean?<br />search engine optimization is*:<br />developing a website utilizing best practices a...
SEO // highly visible is highly desirable<br />you have to be where your ideal demographic can see you<br />in front of co...
SEO // winning requires knowledge<br />what are the rules<br />how can i optimize within the rules<br />which races can i ...
SEO // visibility is online currency<br />no visibility = no clicks<br />unattractive or spammy titles & descriptions (sni...
SEO // where will i spend our marketing $<br />but where are you going to spend your marketing budget?<br />traditional ad...
SEO // is it the intent winner?<br />social<br />dm<br />tv<br />radio<br />tradeshows<br />newspaper<br />yellow pages<br...
SEO // think you can ignore social media?<br />business who are still trying to avoid social media or who are being overly...
SEO // social is now in SERPs<br />how will it change social participation? how will it change where we click on a SERP pa...
SEO // architecture matters<br />i’ve never seen a perfect launch, i.e. one where I got todo everything I wanted<br />proj...
SEO // technical, onsite & offsite factors<br />There are technical, onsite (page), & offsite (page)<br />factors that con...
SEO // are you in trouble?<br />if your site is…<br />trapped by flash<br />looking good but can’tbe found<br />built in a...
SEO // search engines change<br />google alone uses over 200 criteria/signals for ranking site pages, performs over 6000 t...
SEO // mayday, farmer/panda, what?<br />google mayday (April 28th – May 3rd 2010)<br />looking for signals of QUALITY<br /...
low quality sites
aggregated or duplicate contentgoogle’s looking for “original” content</li></ul>@kmullett  // #SEOIndy<br />
SEO // what is google +1?<br />google +1 (date) <br />not rolled out to all yet<br />in search results and adds<br />on si...
SEO // bing + yahoo = binghoo<br />are you too focused on google? <br />yahoo switched to bing SERP results (started in Ju...
SEO // google instant<br />how has google instant changed SEO?<br />long tail, short tail, keyword phrases, traffic, adsen...
SEO // all things being equal<br />there are over 200 criteria so you must do competitive<br />analysis to maximize your r...
SEO // action 1<br />create a list of competitors sites<br />run competitive analysis with majestic SEO: majesticseo.com/b...
SEO // localization is on the rise<br />mobile device “local searches” on the rise<br />local search (7 pack) instills hig...
SEO // action 2<br />grab your local listings:getlisted.org<br />be consistent with citation: name, address, phone number<...
SEO // the new bing business portal<br />highly customizable with mobile and qr codes<br />new fields for facebook pages a...
SEO // action 3<br />review your local analyticsgoogle.com/places<br />@kmullett  // #SEOIndy<br />
SEO // action 4<br />setup google profiles for you & your businessgoogle.com/profiles<br />@kmullett  // #SEOIndy<br />
SEO // we all want to be #1<br />when dealing with SEO we need to have reasonable expectations for KW (keyword) and KWP (k...
SEO // select the right keywords<br />We've taken clients to number one on Google<br />based on keywords they insisted had...
SEO // action 5<br />poll your customer facing employees; ask who are your clients<br />write down what you really do & wh...
SEO // i’ve nothing to write<br />a common complaint is not<br />knowing what to write & what<br />keywords to target<br /...
Content Idea Starters<br />What questions do you repeatedly get from your prospects during the sales process?<br />Custome...
SEO // technical considerations<br />when writing page titles<br />keep the title to 70 characters when possible<br />use ...
SEO // missed or skipped technical tasks<br />header tags: H1-H6<br />alt tags: often missed<br />(don't say picture or im...
SEO // action 6<br />for each page of your site run & reviewtools.seobook.com/general/keyword-density/(don't try so hard t...
SEO // internal linking; don’t click here<br />formulating your internal linking structure<br />search engines want to kno...
SEO // all backlinks; aren’t equal<br />why do we want backlinks?<br />visibility / brand recognition<br />traffic generat...
SEO // action 7<br />ask Suppliers for backlinks<br />ask Customers (mutually beneficial btw)<br />create new, subject mat...
SMO // action 8<br />grab your brand<br />mass id check with namechk.com<br />@kmullett  // #SEOIndy<br />
SEO // online reputation management<br />own your brand<br />clog the SERPs<br />push competition off<br />proactive not r...
SEO // action 9<br />article awareness, distributing RSS<br />social visibility<br />tell potential visitors<br />and the ...
SEO // action 10<br />network your brand<br />join some groups on ning.com & linkedin.com<br />@kmullett  // #SEOIndy<br />
SEO // did it work? do it again<br />check google analytics or server logs for:bounce rates, time on site, pages visited, ...
SEO // action 11<br />get: Rank Checker<br />a Firefox browser add-on<br />measure baseline<br />measure changes<br />meas...
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SEO for Visibility, Action and Conversion

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In this session you will learn the key strategies and foundational elements needed to deploy a successful Search Engine Optimization program for your company or organization. At the end of each section are action items that you can easily do yourself to begin taking steps to ensure your company website is visible, targeted prospects can take action, giving you an opportunity to convert them into customers.

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SEO for Visibility, Action and Conversion

  1. 1. SEARCH ENGINE OPTIMIZATION (SEO)for visibility, action & conversion<br />discoverelementthree.com & cirrusabs.com<br />April 19, 2011<br />
  2. 2. Objectives for Today<br />Understand the elements critical to having a successful SEO program in place for your company<br />Learn about the tools and tactics necessary to ensure your website is found for targeted keywords<br />Understand more about how search engines view your website<br />Decide if your efforts can accomplish the goals you have established<br />Slides will be made available to you after the event.<br />
  3. 3. SEO for Visibility, Action & Conversion // Kevin Mullett<br />kevinmullett.comtwitter.com/kmullettfacebook.com/kevinmullettlinkedin.com/in/kevinmullettjust google“kevinmullett”<br />director of product development<br />
  4. 4. SEO // what does that even mean?<br />search engine optimization is*:<br />developing a website utilizing best practices and in such a manor that there are no encumbrances to the search engines ability to crawl a site and properly understand the subject of the site, find the sites pages, links, and documents, so that it might be included in the search engines organic or natural index appropriately.<br />* but it depends on who you ask and<br />search engine marketing is an open debate.<br />paid search vs organic<br />@kmullett // #SEOIndy<br />
  5. 5. SEO // highly visible is highly desirable<br />you have to be where your ideal demographic can see you<br />in front of competitors if necessary<br />obey the rules or have your sign removed<br />tell a better story<br />@kmullett // #SEOIndy<br />photo by David Evers: http://flic.kr/p/5XwMZC<br />
  6. 6. SEO // winning requires knowledge<br />what are the rules<br />how can i optimize within the rules<br />which races can i win while staying within my budget<br />am i dedicated to the winning strategy<br />how much is winning worth<br />@kmullett // #SEOIndy<br />
  7. 7. SEO // visibility is online currency<br />no visibility = no clicks<br />unattractive or spammy titles & descriptions (snippets) = no clicks<br />clicks for incorrect terms = no conversion<br />poorly planned landing pages with no CTA = no conversion<br />@kmullett // #SEOIndy<br />
  8. 8. SEO // where will i spend our marketing $<br />but where are you going to spend your marketing budget?<br />traditional advertising (off-line; radio, tv, print, listings)<br />social media (organic)<br />social media (advertising, facebook, sponsored tweets, etc)<br />paid search<br />all of the above<br />@kmullett // #SEOIndy<br />
  9. 9. SEO // is it the intent winner?<br />social<br />dm<br />tv<br />radio<br />tradeshows<br />newspaper<br />yellow pages<br />search Marketing<br />SEO<br />@kmullett // #SEOIndy<br />
  10. 10. SEO // think you can ignore social media?<br />business who are still trying to avoid social media or who are being overly selective may not be getting the entire picture. less discussed are the SEO, visibility, and traffic value that social media can provide.<br />@kmullett // #SEOIndy<br />
  11. 11. SEO // social is now in SERPs<br />how will it change social participation? how will it change where we click on a SERP page?<br />- flickr, friendfeed, gmail, facebook, buzz, reader, google<br />@kmullett // #SEOIndy<br />
  12. 12. SEO // architecture matters<br />i’ve never seen a perfect launch, i.e. one where I got todo everything I wanted<br />projects are always limited by: time, money, effort, resources, knowledge, buy in (from HIPPOs or clients)<br />test conversions, measure results<br />@kmullett // #SEOIndy<br />
  13. 13. SEO // technical, onsite & offsite factors<br />There are technical, onsite (page), & offsite (page)<br />factors that contribute to your sites SERP performance. <br />@kmullett // #SEOIndy<br />
  14. 14. SEO // are you in trouble?<br />if your site is…<br />trapped by flash<br />looking good but can’tbe found<br />built in a way thatprevents you fromchanging or adding content<br />if you can’t change page titles, and meta descriptions<br />you’re in trouble.<br />ask for a free lame duck site evaluation<br />@kmullett // #SEOIndy<br />
  15. 15. SEO // search engines change<br />google alone uses over 200 criteria/signals for ranking site pages, performs over 6000 tests and subsequently changes over 400 algorithms per year. who will be watching for changes at your company or organization?<br />@kmullett // #SEOIndy<br />
  16. 16. SEO // mayday, farmer/panda, what?<br />google mayday (April 28th – May 3rd 2010)<br />looking for signals of QUALITY<br />deep page content crawling<br />looking for best sites for long-tailed queries <br />google panda (late Feb, tweaked in April)<br /><ul><li>content farms & article marketing
  17. 17. low quality sites
  18. 18. aggregated or duplicate contentgoogle’s looking for “original” content</li></ul>@kmullett // #SEOIndy<br />
  19. 19. SEO // what is google +1?<br />google +1 (date) <br />not rolled out to all yet<br />in search results and adds<br />on sites ala “like” button<br />google experimental search<br />@kmullett // #SEOIndy<br />
  20. 20. SEO // bing + yahoo = binghoo<br />are you too focused on google? <br />yahoo switched to bing SERP results (started in July, completed Aug 24th)<br />according to nielsen company that puts binghoo at 26% (Aug 2010)<br />experianhitwise now reports bing search is 30% of share (Mar 2011)<br />@kmullett // #SEOIndy<br />
  21. 21. SEO // google instant<br />how has google instant changed SEO?<br />long tail, short tail, keyword phrases, traffic, adsense impressions…<br />@kmullett // #SEOIndy<br />
  22. 22. SEO // all things being equal<br />there are over 200 criteria so you must do competitive<br />analysis to maximize your return on efforts.<br />@kmullett // #SEOIndy<br />
  23. 23. SEO // action 1<br />create a list of competitors sites<br />run competitive analysis with majestic SEO: majesticseo.com/bulk-backlink-checker.php<br />develop a plan to win or call in reinforcements<br />@kmullett // #SEOIndy<br />
  24. 24. SEO // localization is on the rise<br />mobile device “local searches” on the rise<br />local search (7 pack) instills high confidence with searchers<br />social applications like foursquare, gowalla, etc<br />@kmullett // #SEOIndy<br />
  25. 25. SEO // action 2<br />grab your local listings:getlisted.org<br />be consistent with citation: name, address, phone number<br />@kmullett // #SEOIndy<br />
  26. 26. SEO // the new bing business portal<br />highly customizable with mobile and qr codes<br />new fields for facebook pages and twitter profiles<br />@kmullett // #SEOIndy<br />
  27. 27. SEO // action 3<br />review your local analyticsgoogle.com/places<br />@kmullett // #SEOIndy<br />
  28. 28. SEO // action 4<br />setup google profiles for you & your businessgoogle.com/profiles<br />@kmullett // #SEOIndy<br />
  29. 29. SEO // we all want to be #1<br />when dealing with SEO we need to have reasonable expectations for KW (keyword) and KWP (keyword phrases). We also need to understand that the higher the competition for KW/KWP terms the longer it is likely to take to move up unless more effort is brought to bear.<br />@kmullett // #SEOIndy<br />
  30. 30. SEO // select the right keywords<br />We've taken clients to number one on Google<br />based on keywords they insisted had to be there, only to find out<br />that a slight derivation would have yielded exponential traffic.<br />@kmullett // #SEOIndy<br />
  31. 31. SEO // action 5<br />poll your customer facing employees; ask who are your clients<br />write down what you really do & who you are competing against<br />take the keywords & keyword phrases you think are important and verify volume with adwords.google.com/select/KeywordToolExternal <br />@kmullett // #SEOIndy<br />
  32. 32. SEO // i’ve nothing to write<br />a common complaint is not<br />knowing what to write & what<br />keywords to target<br />fresh content is crucial<br />newest articles winall else being equal<br />increases site depth<br />increases crawl rate<br />@kmullett // #SEOIndy<br />
  33. 33. Content Idea Starters<br />What questions do you repeatedly get from your prospects during the sales process?<br />Customer stories, testimonials and case studies<br />What is your passion for what you do and the customers you serve?<br />Product or service updates/ changes<br />How are current events having an impact on your business and the resulting impact on your customers<br />Provide a window into the human side of your company – use Video!<br />Product or service tips you can offer your clients<br />Promote new clients<br />Tradeshows, event marketing – pre/during/post<br />
  34. 34. SEO // technical considerations<br />when writing page titles<br />keep the title to 70 characters when possible<br />use localization and keywords/keyphrases early in the title<br />think about attractiveness + bolded words (will it get clicked?)<br />when writing meta descriptions(these usually become snippet)<br />keep the description to 156 characters when possible<br />think about attractiveness + bolded words<br />consider the impact on your CTR and visibility<br />words included in your titles and descriptions should also appear on the page<br />@kmullett // #SEOIndy<br />
  35. 35. SEO // missed or skipped technical tasks<br />header tags: H1-H6<br />alt tags: often missed<br />(don't say picture or image of, google already knows its an image)<br />@kmullett // #SEOIndy<br />
  36. 36. SEO // action 6<br />for each page of your site run & reviewtools.seobook.com/general/keyword-density/(don't try so hard to get a certain saturation that you lose good long tail connecting words or relevance! Don’t stress about duplicate content.)<br />change title tags & descriptions first because they are valuable & clarify thinking<br />start with keywords & keyword phrases you already rank for<br />make sure there is a call to action on every page<br />@kmullett // #SEOIndy<br />
  37. 37. SEO // internal linking; don’t click here<br />formulating your internal linking structure<br />search engines want to know what’s on the other end <br />keyword use where it is highly valuable<br />example: click here for our Search Engine Optimization Services.<br />@kmullett // #SEOIndy<br />
  38. 38. SEO // all backlinks; aren’t equal<br />why do we want backlinks?<br />visibility / brand recognition<br />traffic generation / linkbait(to pages or our site)<br />to encourage page or site indexing<br />increase page rank / authority to impact SERPs<br />because someone told you to get them<br />@kmullett // #SEOIndy<br />
  39. 39. SEO // action 7<br />ask Suppliers for backlinks<br />ask Customers (mutually beneficial btw)<br />create new, subject matter expert, articles on your site and tell the world<br />link to the page with content, not always home<br />look for places to post your site or site RSS feed<br />comment on blogs, but add value/don’t spam<br />@kmullett // #SEOIndy<br />
  40. 40. SMO // action 8<br />grab your brand<br />mass id check with namechk.com<br />@kmullett // #SEOIndy<br />
  41. 41. SEO // online reputation management<br />own your brand<br />clog the SERPs<br />push competition off<br />proactive not reactive<br />sentiment aware<br />alerts/lists are crucial<br />@kmullett // #SEOIndy<br />
  42. 42. SEO // action 9<br />article awareness, distributing RSS<br />social visibility<br />tell potential visitors<br />and the search<br />engines you have<br />new content<br />@kmullett // #SEOIndy<br />
  43. 43. SEO // action 10<br />network your brand<br />join some groups on ning.com & linkedin.com<br />@kmullett // #SEOIndy<br />
  44. 44. SEO // did it work? do it again<br />check google analytics or server logs for:bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels)<br />monitor contacts, calls, lead sources<br />google a/b testing<br />@kmullett // #SEOIndy<br />
  45. 45. SEO // action 11<br />get: Rank Checker<br />a Firefox browser add-on<br />measure baseline<br />measure changes<br />measure competition<br />check in private browsing<br />@kmullett // #SEOIndy<br />
  46. 46. SEO // bonus action<br />video!<br />differentiate from your competition<br />easy and inexpensive<br />increased visibility<br />@kmullett // #SEOIndy<br />
  47. 47. MARKETING, YOUR BUSINESS AND THE WEBSESSION THREE, May 18thIntegrating Social Media into your Marketing Strategyhttp://marketingandtheweb.eventbrite.com/<br />1.877.817.4442<br />
  48. 48. SEO // google caffeine data center change<br />google caffeine (June 8th 2010)<br />50% fresher results over previous index<br />over 100 million gig of storage<br />emphasis on indexing speed<br />emphasis on freshness and frequency<br />continuous updating globally<br />@kmullett // #SEOIndy<br />
  49. 49. SEO // what’s what?<br />there are many ways google presents results<br />@kmullett // #SEOIndy<br />
  50. 50. SEO // all backlinks; aren’t equal (part deux)<br />BLNF: backlink nofollow = www.url.com (rel=“nofollow”)<br />BLDF: backlink dofollow = www.url.com<br />BLNA: no anchor = www.url.com (no <a href=“url”>bob</a>)<br />CONNF: contextual nofollow = webdesign by company (rel=“nofollow”)<br />CONDF: contextual dofollow = webdesign by company<br />there are additional conditions that affect the value of backlinks<br />TLD authority i.e. page rank or TLDPR<br />link page authority / page rank<br />backlink destination page: root or subpages<br />topic relevance<br />iframes, redirects, url-shortners, email, image links<br />keyword anchor text match & proximity<br />backlink age ?<br />
  51. 51. SEO // extra credit actions<br />grab your brand<br />other mass id checking tools<br />http://usernamez.com/ free <br />http://claimid.com/ free<br />http://knowem.com/ $<br />http://claim.io/ $<br />
  52. 52. SEO // other google paid services<br />google tags and boost ads<br />

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