Extreme Website Makeover Webcast Part 2: Understanding SEO


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This webcast goes over the way search engines work and rank sites, how people find websites and the importance of SEO and web content, SEO best practices, and various on-page SEO elements.

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Extreme Website Makeover Webcast Part 2: Understanding SEO

  1. 1. The Extreme Website Makeover Webcast - Part 2: Understanding SEO Exclusively for ACT! Certified Consultants
  2. 2. Jenika Scott Channel Marketing Manager [email_address] @jenika29 on Twitter Who We Are Candi Huber Lead Designer and Project Manager [email_address] Kasi Gajtkowski Organic Search Manager [email_address] @kasi_marie on Twitter Stephanie Spangler Sr. Product Marketing Manager, ACT! by Sage [email_address] Candace Farina Product Marketing Manager, ACT! by Sage [email_address]
  3. 3. Ask Questions! Use GoToWebinar “Chat” or “Ask a Question” Tweet us your questions using #ACTmakeover tag ______ We will use time at the end of the webcast to answer your questions
  4. 4. What You Will Learn Photo Credit - http://www.flickr.com/photos/crystaljingsr/3915514014/ <ul><li>How search engines work </li></ul><ul><li>The importance of SEO </li></ul><ul><li>Overview of SEO best practices </li></ul><ul><li>Using content on your website </li></ul><ul><li>to your advantage </li></ul>
  5. 5. How Search Engines Work “ CRM Software”
  6. 6. How do People Find Websites?
  7. 7. Search Statistics <ul><li>Close to 12 billion searches a month </li></ul><ul><li>61%+ is Google </li></ul><ul><li>84.2% are multiple word searches </li></ul><ul><li>Half of all web users search daily </li></ul><ul><li>eCommerce close to $200 billion a year </li></ul>Photo Credit - http://www.flickr.com/photos/tigerpixel/3185410319/ Source - http://www.hitwise.com/us/datacenter/main/dashboard-10133.html
  8. 8. How Search Engines Rank Sites
  9. 9. What is SEO? Photo Credit - http://www.flickr.com/photos/ezu/277341190/ Search Engine Optimization (SEO) <ul><li>Make code easy to read </li></ul><ul><li>Use text on your site (search engines can’t read flash, images, etc.) </li></ul>Search engine optimization helps search engines understand what your website is about
  10. 10. What is SEO? Photo Credit - http://www.act.com SEO helps people who are already looking for your products and services find you. Wow, thank you Google!
  11. 11. SEO Best Practices <ul><li>Keyword & Competitor Research </li></ul><ul><li>On-Page Elements: </li></ul><ul><li>- Title Tags </li></ul><ul><li>- H1 Tags (Header Tags) </li></ul><ul><li>- Meta Description Tags </li></ul><ul><li>- Meta Keywords Tag </li></ul><ul><li>- Alt (Alternative) Image Attributes </li></ul>
  12. 12. SEO Best Practices Keyword & Competitor Research <ul><li>Make a keyword target list </li></ul><ul><li>Use Keyword Tools for validation assistance </li></ul><ul><li>Manually test the list in the search engines – Assess the sector </li></ul><ul><li>Which companies come up in those searches? </li></ul><ul><li>Can you do it better? What makes you unique? </li></ul>
  13. 13. SEO Best Practices Photo Credit - http://www.thecrmconnection.com On Page Elements: Title Tag <ul><li>5-12 words in length (or 65 characters) </li></ul><ul><li>Use the keywords that describe the content of that specific page </li></ul><ul><li>Title Tags should be unique for each of the different web pages of your website </li></ul>
  14. 14. SEO Best Practices On Page Elements: H1 Tags (Header Tags) <ul><li>The H1 Tag is the header on a web page </li></ul><ul><li>Use keywords that describe the content of that page – be specific </li></ul><ul><li>It can be similar to the title tag of the page </li></ul><ul><li>Found in the HTML code your header looks like this: <h1>ACT! By Sage 2010</h1> </li></ul><ul><li>What Google says about H1 Tags </li></ul>
  15. 15. SEO Best Practices On Page Elements: Meta Description Tags <ul><li>Is the description of the web page </li></ul><ul><li>Used to describe what the web page is about </li></ul><ul><li>Google often uses the description tag as the “snippet” of the web page in the search results </li></ul><ul><li>Important place to use keywords of the page due to the “bolding” that occurs in the visual snippet of the search results </li></ul>Meta Description
  16. 16. SEO Best Practices On Page Elements: Meta Keywords Tag <ul><li>Hidden from web users except when a web page’s source code is viewed </li></ul><ul><li>Tag in the HTML code that contains the keywords of a web page (2 or 3 most important terms) </li></ul><ul><li>Google and other search engines ignore because of previous abuse </li></ul><ul><li>Yahoo! still uses it to a very small degree but Yahoo! Search technology will be replaced by Bing this year </li></ul>
  17. 17. SEO Best Practices On Page Elements: Alt Image Attributes (Alternate Image Attributes) <ul><li>The text used to describe an image on a web page (not visible to the eye unless user mouse hovers over an image in IE or image properties are viewed) </li></ul><ul><li>Text-voice software for visually impaired uses this text </li></ul><ul><li>Search engines can index the alt IMG text that it is supplied </li></ul><ul><li>Use 1 or 2 keywords in your alt IMG attribute to contribute to the web page’s relevancy for those search words </li></ul>Photo Credit - http://www.thecrmconnection.com <img src=&quot; /images/home- img.jpg &quot; alt=&quot;Denver, Colorado Business CRM Software&quot; />
  18. 18. Content is King <ul><li>Existing site </li></ul><ul><li>Collateral </li></ul><ul><li>Copywriters </li></ul><ul><li>ACC Resources from ACT! Product Marketing </li></ul><ul><li>THEN </li></ul><ul><li>Utilize Your Keywords </li></ul><ul><li>Add Content! </li></ul>Photo Credit - http://www.faqs.org/photo-dict/phrase/420/crown.html
  19. 19. <ul><li>Keywords must be in the content </li></ul>Utilize Your Keywords Content is King Photo Credit - http://www.thecrmconnection.com Photo Credit - http://www.faqs.org/photo-dict/phrase/420/crown.html
  20. 20. ACT! Recommended Keywords Content is King <ul><ul><li>business contact </li></ul></ul><ul><ul><li>management software </li></ul></ul><ul><ul><li>contact management crm </li></ul></ul><ul><ul><li>crm automation </li></ul></ul><ul><ul><li>crm blog </li></ul></ul><ul><ul><li>crm compare </li></ul></ul><ul><ul><li>crm contact management </li></ul></ul><ul><ul><li>crm database </li></ul></ul><ul><ul><li>crm management software </li></ul></ul><ul><ul><li>crm sales software </li></ul></ul><ul><ul><li>crm software </li></ul></ul><ul><ul><li>crm solutions </li></ul></ul><ul><ul><li>customer relationship management software </li></ul></ul><ul><ul><li>customer relationship marketing </li></ul></ul><ul><ul><li>customer service management software </li></ul></ul><ul><ul><li>customer service software </li></ul></ul><ul><ul><li>lead management software </li></ul></ul><ul><ul><li>marketing crm </li></ul></ul><ul><ul><li>mobile crm solutions </li></ul></ul><ul><ul><li>outlook contact management </li></ul></ul><ul><ul><li>outlook crm </li></ul></ul><ul><ul><li>real estate contact management software </li></ul></ul><ul><ul><li>real estate crm </li></ul></ul><ul><ul><li>sales contact management software </li></ul></ul><ul><ul><li>sales crm software </li></ul></ul><ul><ul><li>sales tracking software </li></ul></ul><ul><ul><li>crm tools </li></ul></ul>
  21. 21. <ul><li>Search engine benefits </li></ul><ul><li>User benefits – provide information that your visitors need and are searching for </li></ul><ul><li>Social media benefits – spread content into the www to get people back to your site </li></ul>Content is Win-Win for Search Engines and Users Content is King Photo Credits - http://www.flickr.com/photos/sepblog/3941048713/ Photo Credit - http://www.faqs.org/photo-dict/phrase/420/crown.html
  22. 22. <ul><li>Blog </li></ul><ul><li>Whitepapers </li></ul><ul><li>Case Studies </li></ul><ul><li>Presentations </li></ul><ul><li>eBook </li></ul><ul><li>News Releases </li></ul><ul><li>Product Pages </li></ul>SO MANY Ways to Add Content Content is King Photo Credit - http://www.thecrmconnection.com Photo Credit - http://www.faqs.org/photo-dict/phrase/420/crown.html
  23. 23. Ready for the Big Reveal?
  24. 24. Case Study The CRM Connection: Keyword Performance
  25. 25. Case Study <ul><li>Removed company name from title tags </li></ul><ul><li>Geo-targeted </li></ul><ul><li>Ensured that all pages were optimized for best practices </li></ul>The CRM Connection: What Did We Do?
  26. 26. Case Study The CRM Connection: September 2009 (Pre-Launch)
  27. 27. Case Study The CRM Connection: November 2009 (One Month Post-Launch)
  28. 28. Case Study The CRM Connection: What does John say? <ul><li>How have the changes in your search engine optimization affected your business? </li></ul><ul><li>Our SEO strategy and partner has allowed us to increase our web traffic in targeted markets for specific services using our ACT! Co-Op fund. As our ideal client profile has evolved over the years, our SEO has helped us specifically target those users. </li></ul><ul><li>Simply stated, our SEO allows us to efficiently target markets instead of using the shotgun approach . </li></ul><ul><li>2. Have you discovered an increase of people finding you through search engines? </li></ul><ul><li>The majority of prospects who contact us after visiting our web site are from SEO versus PPC. </li></ul>
  29. 29. Recap <ul><li>How Search Works </li></ul><ul><li>How Search Engines Rank Sites </li></ul><ul><li>What SEO is and SEO Best Practices </li></ul><ul><li>On-Page Elements of SEO </li></ul><ul><li>Importance of Content and Utilizing Keywords </li></ul>Photo Credit - http://www.faqs.org/photo-dict/phrase/420/crown.html
  30. 30. Learn More <ul><li>Resources at Hall: </li></ul><ul><li>Web Vision Blog - http:// www.hallme.com /blog </li></ul><ul><li>Webinars – http:// www.hallme.com /webinars </li></ul><ul><li>ACT! Resources: </li></ul><ul><li>Dedicated Extreme Web Makeover section on the ACT! Partner Site - http:// partners.act.com / </li></ul>ACT! Online Community – http.community.act.com /sage
  31. 31. Questions?