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11NTC SEO 201

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11NTC SEO 201

  1. 1. SEO 201: Advanced SEO Offsite Strategies That Will Blow Your SEO Mind 11NTCseo Eric Werner Bill Slawski Dottie Hodges
  2. 2. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! Session Evaluations Powered By: TEXT Text 11NTCseo to 69866. ONLINE Use 11NTCseo at http://nten.org/ntc/eval
  3. 3. Today’s Topics: Who’s in the room? Importance of OFF-SITE Factors Ranking Factors Intrigue A Nonprofit Success Story Being Found Being Social Being Responsive Being Yourself Q&A
  4. 4. In the room: Orgs versus consultants? For onsite have you done your: - Keyword Research? - Unique titles/headings/descriptions? - Site arch/navigation/content? Verified your organization with Google maps?
  5. 5. SEO 201: Advanced SEO - Secret Offsite Strategies That'll Blow Your SEO Mind Eric Werner 404-754-5694 www.AtlantaClickAdvisor.com [email_address] Bill Slawski SEO by the Sea www.seobythesea.com Panelists: Dottie Hodges 703-786-8140 [email_address] Moderated by:
  6. 6. Importance of OFF-SITE Factors
  7. 7. Why Off-Site is Important <ul><li>Link is important independent of SEO </li></ul><ul><li>Roots of web marketing </li></ul><ul><li>More pathways to your website! </li></ul>
  8. 8. Why Off-Site is Important <ul><li>Missing key to improving rankings </li></ul><ul><li>More qualified traffic </li></ul><ul><li>Perceived authority improves with social proof </li></ul><ul><li>Forces attention to content strategy </li></ul>
  9. 9. Top 5 Ranking Factors <ul><li>Keyword Anchor Text from External Links </li></ul><ul><li>External Link Popularity </li></ul><ul><li>Diversity of Link Sources </li></ul><ul><li>Keyword Use in the Title Tag </li></ul><ul><li>Trustworthiness of the Domain </li></ul>
  10. 10. Top Ranking Factors Data: SEOMOZ.org
  11. 11. Intrigue Why would they do it?
  12. 12. A Typical Non-Profit SEO Story  Already have links to home page   On-Site factors correct SO: What are we doing wrong!?
  13. 13. A Typical Non-Profit SEO Story
  14. 14. What People Are Doing Wrong?  No links to internal pages  No links with Anchor Text
  15. 15. Anchor Text Done Right
  16. 16. Evaluating Link Value <ul><li>Source Domain </li></ul><ul><li>Source Page </li></ul><ul><li>Context vs. Sidebar/Footer </li></ul><ul><li>How many links on the page </li></ul><ul><li>siteexplorer .search. yahoo .com </li></ul><ul><li>www. seoquake .com </li></ul>$
  17. 17. Gain Links <ul><li>Request Links </li></ul><ul><li>Attract Links </li></ul><ul><li>Purchase Links </li></ul><ul><li>Encourage Links </li></ul><ul><li>Build Relationships </li></ul><ul><li>Internal Links </li></ul>
  18. 18. Link Building Ideas for Nonprofits <ul><li>Scholarships </li></ul><ul><li>Stakeholders </li></ul><ul><li>Board member websites </li></ul><ul><li>Coalitions </li></ul><ul><li>Constituent blogs/sites </li></ul><ul><li>Who built your site </li></ul><ul><li>Links or testimonials </li></ul><ul><li>Find relevant sites and ask </li></ul><ul><li>Call them </li></ul><ul><li>Offer them a t-shirt </li></ul>
  19. 19. Being Found <ul><li>Google Maps </li></ul><ul><li>Yahoo! Local </li></ul><ul><li>Bing Maps </li></ul><ul><li>Facebook Place Page </li></ul><ul><li>Telecom Directories </li></ul><ul><li>Review Sites </li></ul><ul><li>Local Directories </li></ul>
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  23. 23. “ Business” Directories <ul><li>http://www.localeze.com/ </li></ul><ul><li>http://www.superpages.com/ </li></ul><ul><li>http://www.yellowbook.com/ </li></ul><ul><li>http://www.yellowpages.com/ </li></ul><ul><li>http://www.yelp.com/ </li></ul><ul><li>http://www.citysearch.com/ </li></ul><ul><li>http://www.merchantcircle.com/ </li></ul><ul><li>http://www.insiderpages.com/ </li></ul><ul><li>http://citysquares.com/ </li></ul><ul><li>http://www.kudzu.com/ </li></ul><ul><li>http://www.hotfrog.com/ </li></ul><ul><li>http://www.yellowbot.com/ </li></ul><ul><li>http://www.local.com/ </li></ul>
  24. 24. Local Search Help <ul><li>Be consistent in how your location information is formatted everywhere </li></ul><ul><li>Search for old address information on the Web and update to new addresses </li></ul><ul><li>Mentions of your organization w/location information is as important to local search as links are to web search </li></ul><ul><li>Think about what terms people are using to find you when choosing categories </li></ul>
  25. 25. Being Social
  26. 26. <ul><li>It’s not all about you </li></ul><ul><li>It’s about your audience </li></ul><ul><li>Think about those you provide services to </li></ul><ul><li>Think about online volunteers </li></ul><ul><li>Think about potential donors </li></ul><ul><li>Give them an insight into what you’re doing </li></ul><ul><li>Make it easy for them to find you </li></ul><ul><li>Make it easy for them to Interact with you </li></ul>
  27. 27.
  28. 28. <ul><ul><li>Tell people what you have (spam) </li></ul></ul><ul><ul><li>Tell people what you want (recipes) </li></ul></ul><ul><ul><li>Make it easy for them to find you </li></ul></ul><ul><ul><li>Make it easy for them to help you </li></ul></ul><ul><ul><li>Thank people </li></ul></ul>Being Responsive
  29. 29. Being Yourself: Individuals Within Organizations <ul><li>Encourage members of your staff to be active on the Web, including places like LinkedIn and other professional networks </li></ul><ul><li>Encourage and make it easy for volunteers to post tweets, blog posts, videos, and more of events and initiatives and share them </li></ul>
  30. 30. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! Session Evaluations Powered By: TEXT Text 11NTCseo to 69866. ONLINE Use 11NTCseo at http://nten.org/ntc/eval

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