Website Marketing Seminar 2009


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Hello Web Marketing fans,

For those that made it out last night to my Website Marketing seminar I hope the seminar was valuable and time well spent. For those that were not able to make the seminar the feedback seems to lean towards hosting another workshop, stay tuned in 2010. For anyone that would like to see my presentation, I have posted my slides on my website: (~40MB file)

I updated one of the last slides (SEO Resources) to include some information on some notable players in the SEO/Social Media world, as well as a feature within Google Reader that allows me to share my daily reading (blog) list.

If there are any questions for me please never hesitate to email ( Lastly, if you or your organization is interested in a free Website Marketing Seminar & Workshop please let me know, I am happy to discuss!


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Website Marketing Seminar 2009

  1. 1. Website Marketing SEO, Social Media & More December 8, 2009 @mfindling
  2. 2. Our Work & Play begin with Search
  3. 3. SEO Recipe On Page Factors Page Title Keywords in Content Heading Tags Keyword Research How do people search? Competition level 2-4 word phrases Link Building Internal External Anchor Text Improved Rankings Better Visibility Increased Traffic More Leads/Sales
  4. 4. Why It Matters <ul><li>SEO is important because it improves the odds of someone finding you, your goods, services and/or company online. </li></ul><ul><li>Online visibility can help your credibility and brand awareness. </li></ul><ul><li>Improved rankings don’t always translate to more traffic and sales – the balance between look n’ feel and usability are critical. </li></ul><ul><li>Think like your customers, then verify how people search. SEO can put you in front of the people looking for your products & services. </li></ul><ul><li>Your online marketing efforts should be focused on an end result. </li></ul><ul><li>Make sure your website/landing page makes it easy for visitors to sign up, join, request information, buy, or whatever else you seek. </li></ul>
  5. 5. <ul><li>Search engine bots/spiders are continuously crawling the web, making note of new pages and content. They are not overly sophisticated, which is why html sites with properly built links/navigation often outrank more dynamic sites that use Flash and JavaScript links. </li></ul><ul><li>Specialized search spiders later return to web pages to gather this new information and it is eventually added to the search engine’s index. Again, these bots are basic…they can read text and links, but not much else. </li></ul><ul><li>When you conduct a search, the results are displayed almost magically, but a lot is happening behind the scenes. Results are pulled from the current Index, based on a complex algorithm. </li></ul>How Search Engines Work Great tool, Spider Simulator:
  6. 6. Meta Tags No Magic Bullet 1. 2. 1. 2. 1.
  7. 7. Pieces of the Puzzle 1. Title 2. Anchor Text & Keywords 3. Social Media 4. Navigation 5. Updated Events
  8. 8. Organic vs. Paid
  9. 9. Google Results => PPC Adwords Google Results => PPC/Adwords
  10. 10. Google Results => Local + Map Google Results => Local + Map
  11. 11. Google Results => Natural SEO Google Results => Natural SEO
  12. 12. Where Does Your Eye Go? Eye Tracking Study – Enquiro Over 50% of all clicks were on the first 3 organic results. - Location - Relevance - Page Title - Description - URL
  13. 13. Search Engine Ranking Factors 1. Keyword Use in Title Tag 2. Overall Popularity of Site – “Trust” & “Authority” 3. Anchor Text of Inbound Link 4. Age of Site 5. Internal Link & URL Structure 6. Keyword Use in Page Content 7. Outbound Links to Quality/Relevant Sites 8. Age of Page 9. Keyword Use in Heading Tags (H1, H2, H3) 10. Age of Link Search Engine Ranking Factors
  14. 14. Components of Your SEO Campaign <ul><li>On-page SEO (Titles, headings, content, and URLs) </li></ul><ul><li>Off Page SEO (Things you do to promote your website) </li></ul><ul><li>Content (and HTML) for Search Engines & Visitors </li></ul><ul><li>Link Building </li></ul><ul><li>Social Media </li></ul><ul><li>Interactive Public Relations </li></ul><ul><li>Analytics & Metrics </li></ul>Components of Your SEO Campaign
  15. 15. SEO is a Moving Target <ul><li>Lots of change, all the time … </li></ul><ul><ul><li>Personalization & customization </li></ul></ul><ul><ul><li>Vertical search services (Images, Video, News, Maps, etc.) </li></ul></ul><ul><ul><li>“ Universal Search” </li></ul></ul><ul><li>Fortunately, the tried-and-true tactics still work … </li></ul><ul><ul><li>Topically relevant links from important sites </li></ul></ul><ul><ul><li>Anchor text </li></ul></ul><ul><ul><li>Keyword-rich title tags </li></ul></ul><ul><ul><li>Keyword-rich content </li></ul></ul><ul><ul><li>Internal hierarchical linking structure </li></ul></ul><ul><ul><li>The whole is greater than the sum of the parts </li></ul></ul>
  16. 16. Keyword Research <ul><li>Tools for brainstorming a seed list </li></ul><ul><ul><li>Google & AdWords Suggest (integrated into Google search) </li></ul></ul><ul><ul><li>Yahoo Assist </li></ul></ul><ul><li>Tools to check popularity of keyword searches </li></ul><ul><ul><li>Wordtracker </li></ul></ul><ul><ul><li>Trellian’s Keyword Discovery </li></ul></ul><ul><ul><li>Google’s Keyword Suggestion Tool </li></ul></ul><ul><ul><li>Google Trends & Insights </li></ul></ul><ul><ul><li>Other sites: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  17. 17. Google AdWords Keyword Tool <ul><li>Enter in lists of terms. </li></ul><ul><li>Pull terms from a web page. </li></ul><ul><li>Search volume </li></ul><ul><li>Keep in mind these are estimates! </li></ul><ul><li>Competition for that keyword should also be considered </li></ul>Free version:
  18. 18. Technical Aspects <ul><li>Unique Titles </li></ul><ul><li>Unique META Information </li></ul><ul><li>Crawling issues </li></ul><ul><li>Sitemap.xml </li></ul><ul><li>Robots.txt </li></ul><ul><li>URL structure </li></ul><ul><li>ALT tags </li></ul><ul><li>Eliminate extraneous HTML code </li></ul><ul><li>“ Technical Aspects are important” </li></ul>
  19. 19. Keywords & Content <ul><li>Keyword research </li></ul><ul><li>Keywords in Title </li></ul><ul><li>Keywords in content </li></ul><ul><li>Keywords in H1, H2, HX </li></ul><ul><li>META Description text </li></ul><ul><li>“ Content is King!” </li></ul>
  20. 20. Visually Appealing to Humans <ul><li>Textual body copy </li></ul><ul><li>Textual navigation & links. </li></ul><ul><li>Doesn’t mean a site can’t be visually appealing. </li></ul>
  21. 21. Textually Appealing to Bots (& humans) <ul><li>Check for text vs. images: </li></ul><ul><ul><li>Select individual text </li></ul></ul><ul><ul><li>Ctrl-A to select all </li></ul></ul><ul><ul><li>View “text only” version in Google cache. </li></ul></ul>
  22. 22. But Visual Appeal Carries a Cost <ul><li>With images turned off: </li></ul><ul><ul><li>No body copy </li></ul></ul><ul><ul><li>Minimal anchor text links </li></ul></ul><ul><ul><li>And not to main product pages </li></ul></ul>
  23. 23. Meaningful Titles <ul><li>Keyword-rich, without being spammy. </li></ul><ul><li>Lead with most important keywords. </li></ul><ul><li>Looks good to humans & bots. </li></ul><ul><li>Keep Characters to 70 or less – total. </li></ul>
  24. 24. Not So Meaningful Titles <ul><li>Not changing titles is a wasted opportunity. </li></ul><ul><li>Check your own site for this costly mistake. </li></ul> intitle:“Untitled Document”
  25. 25. Duplicate Title Tags <ul><li>Check for duplication </li></ul><ul><ul><li>Use special queries with Google to find duplication. </li></ul></ul><ul><ul><li>Over 9,000 duplicates of this title alone … what does it say to Google? </li></ul></ul><ul><ul><ul><li>Purely duplicate titles </li></ul></ul></ul><ul><ul><ul><li>Canonicalization </li></ul></ul></ul><ul><ul><ul><li>Parameters & URL bloat </li></ul></ul></ul> intitle:&quot;Office Supplies: Office Products and Office Furniture: Office Depot&quot;
  26. 26. Google Helps Find Duplication <ul><li>Google’s Webmaster Central </li></ul><ul><ul><li>Alerted to duplicate titles </li></ul></ul><ul><ul><li>XML sitemaps </li></ul></ul><ul><ul><li>Identify issues </li></ul></ul><ul><ul><li>External links </li></ul></ul><ul><ul><li>Crawl rate </li></ul></ul><ul><ul><li>Search phrases </li></ul></ul>
  27. 27. Flash – Doesn’t Do It <ul><li>Flash front doors, splash screens, & Flash-based sites. </li></ul><ul><ul><li>May stop bots & humans in their tracks. </li></ul></ul><ul><ul><li>Unpredictable user-experience. </li></ul></ul><ul><ul><li>Forget screen readers </li></ul></ul><ul><ul><li>Unlikely mobile usage </li></ul></ul>
  28. 28. Robots.txt <ul><li>Protocol for blocking bots </li></ul><ul><ul><li>Keep them out of specific sections </li></ul></ul><ul><ul><li>Help avoid duplicate content </li></ul></ul><ul><ul><li>Auto-discovery of XML sitemap </li></ul></ul><ul><ul><li>Done wrong, can block bots from entire site </li></ul></ul><ul><ul><li>Unfortunately, too often, implemented incorrectly </li></ul></ul>Tip: This will block all bots from your entire site User-agent: * Disallow: / Are you sure that’s what you want?
  29. 29. XML Sitemaps <ul><li>Inform the search engines of your pages. </li></ul><ul><ul><li>Auto-discovery through robots.txt. </li></ul></ul><ul><ul><li>Google Webmaster Central </li></ul></ul><ul><ul><li>Yahoo Site Explorer </li></ul></ul><ul><ul><li>MSN / Live Webmaster Center </li></ul></ul><ul><li>Google’s reporting of indexed URLs compared to total URLs submitted may be an indicator of URL or content quality. </li></ul>
  30. 30. Links – Gimme that Link Love! <ul><li>Internal linking </li></ul><ul><li>Keywords in anchor text </li></ul><ul><li>Domain/Page Authourity </li></ul><ul><li>Develop great content </li></ul><ul><li>Submit to authoritative, topical, & local directories </li></ul><ul><li>Work with your business partners </li></ul><ul><li>Tap into social media </li></ul><ul><li>Blogging </li></ul><ul><li>Press releases </li></ul><ul><li>Syndicate through RSS </li></ul><ul><li>“ Links are God!” </li></ul>You want link from this guy?
  31. 31. Google Directory <ul><li>Pulls from DMOZ </li></ul><ul><li>Ordered by Google’s PageRank. </li></ul>
  32. 32. Ever Google Yourself? <ul><li>Universal Search: Google developed a feature that blended results of different types (web pages, images, videos, books, etc.) </li></ul><ul><li>This has Grown into “Options” – very powerful </li></ul>
  33. 33. Pictures…and more – who is that guy?! <ul><li>Look out for Social Search </li></ul>
  34. 34. <ul><li>Focus on the right keywords </li></ul><ul><li>Focus on site architecture </li></ul><ul><li>Have great keyword-rich content </li></ul><ul><li>Build links (particularly through social media) </li></ul><ul><li>Measure the right things </li></ul><ul><li>Continually monitor, benchmark, & test </li></ul><ul><li>What about Page Rank? (Link Quality) </li></ul><ul><li>There is more than Google => BING rising? </li></ul>In Summary => Best Practices
  35. 35. SEO Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  36. 36. Social Media Optimization Leveraging Social Media to Create Buzz and Links
  37. 37. How to use Blogs, Twitter and Facebook to grow your business
  38. 38. Social Media Is Everywhere Social Media is everywhere
  39. 39. Social Media Landscape
  40. 40. Ten Ways to use Facebook for business Ten ways to use Facebook for business <ul><li>Meet your industry peers </li></ul><ul><li>Find and source industry contacts </li></ul><ul><li>It opens doors previously closed </li></ul><ul><li>Build and develop business relationships </li></ul><ul><li>Raise your profile in your sector </li></ul><ul><li>Develop your brand </li></ul><ul><li>You can be niche and proud of it </li></ul><ul><li>Create a business page </li></ul><ul><li>Place very targeted adverts </li></ul><ul><li>Cost effective marketing, branding and recruiting – FREE! (apart from adds) </li></ul>
  41. 41. Twitter Register twice Name & Company name Fill in the bio AND upload a photo of YOU Make sure you enter your website URL Use one of the platforms: | | Twitterific Remember 140 characters only!!
  42. 42. Ten Reason To Use Twitter for business Ten reasons to use for business <ul><li>Branding </li></ul><ul><li>Hiring people </li></ul><ul><li>Traffic </li></ul><ul><li>Networking </li></ul><ul><li>Notify customers | job seekers </li></ul><ul><li>Latest news </li></ul><ul><li>Find prospects </li></ul><ul><li>Get feedback </li></ul><ul><li>Make friends with peers </li></ul><ul><li>Track your competitors </li></ul><ul><li>SEO – your @name – inbound links – Google </li></ul><ul><li>Mobile – everywhere </li></ul>
  43. 43. YouTube <ul><li>YouTube gets the links! </li></ul><ul><li>Use as many tags as possible while still being accurate </li></ul><ul><li>For Syndication of videos check out TubeMogul & </li></ul><ul><li>YouTube is still a top search engine next to Google. </li></ul>
  44. 44. LinkedIn <ul><li>Add links to your website, blog, and one other </li></ul><ul><li>Add your email address to your “professional headline” so folks 4+ degrees away don’t have to waste an InMail to contact you </li></ul><ul><li>Post a “question” to LinkedIn Answers that serves your own purposes </li></ul><ul><ul><li>e.g. “We’re looking to hire an SEO analyst and are willing to pay whatever it takes to get a top-notch person. What job boards do you recommend?” </li></ul></ul>
  45. 45. Flickr <ul><li>Always use tags – as many as possible while still being accurate. Put multiple word tags in surrounded by quotation marks “” </li></ul><ul><li>Make descriptive titles for your photos </li></ul><ul><li>If the photo is location specific, go into Flickr’s tools & geotag the picture </li></ul><ul><ul><li>Go into the Flickr set tools, and locate the location on the Yahoo! Map, then drag the picture onto the map to pinpoint its location </li></ul></ul>
  46. 46. SlideShare.Net <ul><li>Use to post an online version of your highly relevant valuable content. </li></ul><ul><li> is a Web 2.0 social media content site that allows you to upload, favorite, bookmark, tag, and comment on slide shows. </li></ul>
  47. 47. FriendFeed is a service that makes it easy to share with friends online
  48. 48. Blogs – Why? Your Brand Blog Twitter Social Networks Social Bookmarks Comments YouTube Flickr
  49. 49. Ten things to write about on your blog <ul><li>Company news; awards, contract wins etc </li></ul><ul><li>Stories about people in your business </li></ul><ul><li>Offer industry expertise </li></ul><ul><li>Views on the industry/your marketplace </li></ul><ul><li>Video of your company environment & your people </li></ul><ul><li>Information regarding your industry such as exhibitions, trade shows etc </li></ul><ul><li>Product | service reviews </li></ul><ul><li>Industry interviews </li></ul><ul><li>How you work with your customers </li></ul><ul><li>Case studies and testimonials from your customers </li></ul>
  50. 50. How Do you Blog? How?
  51. 51. & <ul><li>Social Poster is a service that helps you quickly and easily submit content from a particular site to multiple socially driven sites without having to enter the title, body, and other information over and over again. </li></ul><ul><li>ShareThis makes it easy to share ideas and get to the good stuff online. </li></ul>
  52. 52. => Short URLs allows users to shorten, share, and track links (URLs). Reducing the URL length makes sharing easier. => Short URLs
  53. 53. Google Alerts Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. Google Alerts
  54. 54. A few sites worth a mention…..
  55. 55. Social Media, Networking & PR Resources
  56. 56. Google Analytics <ul><li>Free! </li></ul><ul><li>Connects with your AdWords campaigns. </li></ul><ul><li>Wealth of data </li></ul><ul><ul><li>Keywords driving traffic </li></ul></ul><ul><ul><li>Top landing pages </li></ul></ul><ul><ul><li>Referring sites </li></ul></ul><ul><ul><li>Slice & dice, drill down </li></ul></ul><ul><li>Start small. Pick a couple things to watch, then dig in & try to make sense of it. </li></ul><ul><li>Understand … analytics is less about answers, & more about questions. </li></ul>
  57. 57. Free Firefox-Plugins Free Firefox Plug-ins Plugin Most useful feature How often I use it SEOQuake Any page instant SEO analysis A few times a day SearchStatus Google, Alexa, Compete Rank Toolbar Multiple times a day Google toolbar Google search and suggestions Multiple times a day Rank Checker button Instantly checks a site SE rankings Once a week User Agent Switcher Change the user agent Once a month SEO for FireFox Exhaustive SEO analysis within search results A few times a day Site traffic information Once a week Web Developer Instant access to image and link information Once a day Page Age Get the page age Once a day
  58. 58. Useful SEO Resources <ul><li>http :// </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>http :// </li></ul><ul><li> </li></ul><ul><li>http :// </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>   </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>   </li></ul><ul><li> => Creator of Google Analytics </li></ul><ul><li> => Great data visualization examples </li></ul><ul><li>My Daily Read list: http:// </li></ul>Useful SEO Resources
  59. 59. Human Interaction