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SEO 101


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SEO 101

Software, database, management, and search engine marketing consulting to businesses and professionals who prefer innovation to infrastructure.
Rockville Innovation Center
155 Gibbs Street, Suite 530
Rockville, Maryland 20850

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SEO 101

  1. 1. Getting started in getting found<br />Aaron Overton<br />CEO, Heatherstone<br />Search Engine Optimization 101<br />
  2. 2. Revenue comes from visitors that meet your goals.<br />1000 visitors x 1% conversion x $500 per conversion = $5000<br />Generating Revenue<br />
  3. 3. A visitor “converts” when he does the thing you want him to do.<br />What do you want your visitors to do?<br />Examples<br />Buy something<br />Read an article<br />Sign up for a newsletter<br />Contact you for an appointment<br />Conversion Goals<br />
  4. 4. When a visitor meets a goal, it has a value.<br />Knowing the value is key to measuring your results.<br />What is it worth to convert a visitor?<br />Examples<br />Becomes advertiser for a year: $4000<br />Donates to my charitable organization: $250<br />Calls for appointment: $180<br />Conversion Valuation<br />
  5. 5. Use the worksheet to define goals<br />Identify your conversion goals.<br />Determine the value.<br />Describe the audience.<br />Extra Credit<br />Write task list to make conversion better (or even possible!)<br />Your Turn<br />
  6. 6. Relevancy is the key to being found via search.<br />There are other ways to make your site found even easier.<br />How will visitors find your site via search?<br />Examples<br />Be relevant<br />Add new content regularly<br />Connect to and from related sites<br />Use a search engine friendly content management tool<br />Search Engine Optimization<br />
  7. 7. There’s more than one way to skin a cat. Eww.<br />How do you optimize a site for search engines?<br />Examples<br />Know your keywords and focus on the best<br />Include 200-800 words of relevant content<br />Use your metatags: title, description<br />Note: keywords metatag is no longer of value!<br />Examine your site in SEO browser and adjust<br />Acquire incoming links from other relevant sites<br />Components of SEO<br />
  8. 8. A lot of what we like as visitors, search engines miss.<br />What does my site look like to a search engine?<br />Your site is just text<br />Images are read via alt tags<br />Heading tags matter<br />Using CSS for formatting helps declutter<br />Flash and some Javascript are problematic<br />How Browsers See Pages<br /><br />
  9. 9. Nothing is more important than having the right keywords.<br />What words lead traffic to you?<br />Keyword Evaluation<br />Relevance<br />Popularity<br />Competition<br />Keywords<br />
  10. 10. Google AdWords Example<br /><br />
  11. 11. Brainstorm keywords<br />Work with a partner and write down as many as you can.<br />Rate them for relevance on a scale of 1 to 4.<br />Be specific!<br />Extra Credit<br />Add two hours to your calendar to evaluate your list.<br />Your Turn<br />
  12. 12. Deliver exactly what your visitor is expecting.<br />What will you say, what will you offer?<br />Keyword Placement<br />Title: first 60-80 characters<br />Body: at least three; main heading, intro, conclusion<br />Consider: breadcrumb links, secondary headings, alt text for images<br />Metatags: description; keywords is generally ignored!<br />Call to Action<br />Include both primary and secondary<br />Offer something of value in exchange<br />Landing Pages<br />
  13. 13. Stress the right keywords without going overboard.<br />How many times should keywords be repeated?<br />Guidelines<br />Use at least three placements<br />Don’t forget to hit 200-800 words (preferably 500)<br />Ideal is 3% to 5%<br />Over 10% can be problematic<br />Keyword Density<br /><br />
  14. 14. Design a Landing Page<br />Write a title<br />Write a description<br />Write headings<br />Outline your content<br />Define your calls to action<br />Extra Credit<br />Write the rest of the content and put it on your site<br />Your Turn<br />
  15. 15. Content is king.<br />How do you keep your site up to date?<br />Key Features<br />Separates content from design<br />Requires no extra software<br />Descriptive URLs<br />Notifies search engines of changes<br />Automatic RSS feeds<br />Consider: Dreamweaver, Contribute, WordPress, Joomla, Drupal<br />Content Management<br />
  16. 16. It seems hard. I need help.<br />What if you are already too busy, but need this done?<br />Our Call to Action<br />