Demystifying SEO

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SEO is often thought of as some dark nebulous cloud full of unknown scary things. This presentation will try and make things like fitting SEO into a business strategy, translating those strategies into actionable items, and then measuring those results using real dollar figures not so scary. And most importantly, in real terms that everyone can understand.

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Demystifying SEO

  1. 1. Demystifying seo <ul><li>Social Media Breakfast Montreal – June 2011 </li></ul>
  2. 2. WHO IS THIS GUY? <ul><li>Marketing Hack @nvisolutions </li></ul><ul><li>Consultant @websitetogo.ca </li></ul><ul><li>Musician @weswalls </li></ul><ul><li>#SMBSEO </li></ul>
  3. 3. WHY IS HE HERE? <ul><li>SEO is not scary </li></ul><ul><li>How SEO can fit into your business strategy </li></ul><ul><li>Where to start with your SEO campaign </li></ul><ul><li>How to put SEO into action for your business </li></ul><ul><li>Measuring SEO </li></ul><ul><li>Getting results </li></ul>
  4. 4. #1 ASK YOURSELF SOME QUESTIONS
  5. 5. STEP #1: ASK YOURSELF SOME QUESTIONS Is SEO worth considering for my business? <ul><li>78% of Canadians online will use search engines to research online and offline purchases </li></ul><ul><li>27% of those who researched product info online purchased online </li></ul><ul><li>45% of those that searched for product information online still purchase via traditional retail </li></ul><ul><li>In 2009, search represented over 41% of overall online revenue , $741 million in Canada </li></ul><ul><li>106 million search engine queries a day in Canada </li></ul><ul><li>77% of all Canadian internet traffic starts from a search engine </li></ul><ul><li>98% of online users rely on search engines to find websites </li></ul>Source : IAB 2010 & Comscore 2009.
  6. 6. STEP #1: ASK YOURSELF SOME QUESTIONS Who is my target user?
  7. 7. STEP #1: ASK YOURSELF SOME QUESTIONS <ul><li>What unique offering can I add to the internet? </li></ul><ul><li>Why would people want it? </li></ul><ul><li>How would people seek it out? </li></ul><ul><li>How would I want them to engage with me? </li></ul>
  8. 8. STEP #1: ASK YOURSELF SOME QUESTIONS With over 100 million websites on the internet How do I avoid being another BLAH ?
  9. 9. STEP #1: ASK YOURSELF SOME QUESTIONS Know your niche
  10. 10. #2 RESEARCH & STRATEGY
  11. 11. STEP #2: RESEARCH & STRATEGY Getting to know your playing field
  12. 12. STEP #2: RESEARCH & STRATEGY Keyword Research
  13. 13. STEP #2: RESEARCH & STRATEGY Keyword Themes Blank/White T-shirts blank tshirts white tshirts blank t-shirts white t-shirts blank t shirts white tshirt blank shirt blank shirts blank tshirt white t shirt t shirt blank blank tee shirt wholesale blank t shirts cheap blank t shirts plain white tshirts Custom T-shirts custom tshirts custom t-shirts custom t shirt custom made t shirts custom t-shirts toronto custom t shirts calgary custom t-shirts canada custom t shirts ottawa toronto custom t-shirts custom print t shirts custom t shirts cheap custom t shirt custom tshirts toronto custom t-shirts winnipeg cheap custom tshirts T-shirt Printing t shirt printing tshirt printing tee shirt printing custom shirt printing t shirt printing companies online t shirt printing shirt printing shirt screen printing t shirts printed t shirt prints t shirt printing company t shirt printing toronto shirts printing t shirt screen printing t shirt printing machines
  14. 14. STEP #2: RESEARCH & STRATEGY Keyword Spreadsheet <ul><li>Organize themes and subthemes into tabs </li></ul><ul><li>Global and local searches </li></ul><ul><li>Weed out irrelevant keywords </li></ul><ul><li>Sort by search volume </li></ul><ul><li>Start to get an understanding of search patterns </li></ul>
  15. 15. STEP #2: RESEARCH & STRATEGY Low Hanging Fruit Rank Checker by SEOBook.com Keyword Search Volume Actual Traffic Current Rankings Low Hanging Fruit? t shirt printing 1,900 80 87 No cheap t shirts online 28 10 12 No custom t-shirts canada 320 90 14 Yes shirt printing 170 40 22 No white t shirts 170 80 11 Yes
  16. 16. STEP #2: RESEARCH & STRATEGY Who is Ranking?
  17. 17. STEP #2: RESEARCH & STRATEGY What are my competitors doing?
  18. 18. STEP #2: RESEARCH & STRATEGY What do I want out of all this? KPI ’ S KPI ’ S KPI ’ S
  19. 19. STEP #2: RESEARCH & STRATEGY NOT A KPI
  20. 20. STEP #2: RESEARCH & STRATEGY <ul><li>Set goals </li></ul><ul><li>Establish budget </li></ul><ul><li>Get ready for the long haul </li></ul>
  21. 21. #3 BUILD!!!
  22. 22. STEP #3: BUILD <ul><li>Audit Your Website </li></ul><ul><ul><ul><li>The Basics: </li></ul></ul></ul><ul><ul><ul><ul><li>Unique content strategy & hierarchy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Interlinking </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Duplicate content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Title tags </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Meta descriptions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Indexation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>No shortcuts </li></ul></ul></ul></ul>
  23. 23. STEP # 3: BUILD <ul><li>Unique Content Strategy & Hierarchy </li></ul><ul><ul><li>Content is still king! Content must be: </li></ul></ul><ul><ul><ul><li>Unique and different to other content on the web </li></ul></ul></ul><ul><ul><ul><li>Useful and informative </li></ul></ul></ul><ul><ul><ul><li>Well-written, 250 words/page min. recommended </li></ul></ul></ul><ul><ul><ul><li>Well-organized throughout the site </li></ul></ul></ul><ul><li>Theme silo concept </li></ul><ul><li>http://www.bruceclay.com/seo/silo.htm </li></ul><ul><li>Organizational chart </li></ul><ul><li>Content content content! </li></ul>
  24. 24. STEP # 3: BUILD <ul><li>Interlinking </li></ul><ul><li>Good interlinking ties all of the content on your site together in a clear hierarchy. </li></ul><ul><li>Crawlable text main navigation links </li></ul><ul><li>Main category links </li></ul><ul><li>“ Quick links ” </li></ul><ul><li>Breadcrumbs </li></ul><ul><li>Footer links & sitemap </li></ul><ul><li>Contextual links (deeper in site) </li></ul>
  25. 25. STEP # 3: BUILD <ul><li>Duplicate Content </li></ul>http://store.apple.com/us/browse/home/shop_mac/family/macbook_pro?mco=MTM3NjU5MzU http://store.apple.com/us/browse/home/shop_mac/family/macbook_pro Two different URLS + same page = POTENTIAL DUP CONTENT Always use exact same version of URL
  26. 26. STEP # 3: BUILD Title Tags
  27. 27. STEP # 3: BUILD Meta descriptions
  28. 28. STEP # 3: BUILD <ul><li>Indexation </li></ul><ul><li>Get to know how your site is indexed. Use Google query site:yoursite.com to browse the indexation of your site. </li></ul><ul><li>Use a tool like Xenu Link Sleuth to crawl your site. </li></ul><ul><li>Remove pages that do not have a purpose such as internal search results pages or dup content pages, using rel= “ noindex, follow ” or robots.txt </li></ul><ul><li>Submit XML sitemap via Google Webmaster Tools </li></ul>
  29. 29. #4 PROMOTE Source: http://www.flickr.com/photos/altterrain-guerilla-marketing-wild-posting-alternative-outdoor-advertising/
  30. 30. STEP # 4: PROMOTE Backlinks <ul><li>Popularity contest </li></ul><ul><li>Each backlink is like a “ vote ” </li></ul><ul><li>“ Who is voting ” is as important as “ how many votes ” </li></ul><ul><li>Backlink profile matters as much as individual links </li></ul><ul><li>How to become popular? </li></ul>
  31. 31. STEP # 4: PROMOTE Linkbuilding <ul><li>“ Who would want to link to you, and why? ” </li></ul><ul><li>Write linkable content </li></ul><ul><li>Contests, widgets, incentives – be creative </li></ul><ul><li>Reach out and build relationships with thematically similar websites </li></ul><ul><li>Going the extra mile will pay off </li></ul><ul><li>No link exchanges </li></ul><ul><li>Avoid “ over-optimization ” and spammy techniques at all costs </li></ul><ul><li>Vary your strategies and activities as much as possible. </li></ul>
  32. 32. STEP # 4: PROMOTE What is a good link? <ul><li>From a relevant page or website </li></ul><ul><li>Page is in good neighbourhood with good links pointing to the page </li></ul><ul><li>Has purpose for user </li></ul><ul><li>Pagerank of page and website (a signal, not absolute) </li></ul><ul><li>Page is cached by Google </li></ul><ul><li>HTML, not javascript, etc </li></ul><ul><li>Direct (not a redirect) and not nofollowed </li></ul>
  33. 33. STEP # 4: PROMOTE Engage <ul><li>“ Who would want to engage with you, and why? ” </li></ul><ul><li>Social signals are becoming increasingly important in SEO </li></ul><ul><li>Google +1, Facebook Shares & Likes, Tweets </li></ul><ul><li>Become active in social media, beyond simply posting content </li></ul><ul><li>Talk to people </li></ul><ul><li>Build your community as an investment </li></ul>
  34. 34. #5 Measure
  35. 35. STEP # 5: MEASURE Google Analytics
  36. 36. STEP # 5: MEASURE Keyword Themes <ul><li>Use Advanced Filter to drill right down </li></ul><ul><li>to main keyword themes identified </li></ul><ul><li>during Research & Strategy </li></ul><ul><li>Measure/analyze the performance of </li></ul><ul><li>each keyword theme separately </li></ul><ul><li>Ties into your theme silo site structure </li></ul><ul><li>The more you granular you get in your analysis, the better you can attribute specific activities to specific results over time, as well as more accurately prepare new strategies </li></ul>
  37. 37. STEP # 5: MEASURE Keyword Depth vs Width <ul><li>Within each theme, how much long-tail? </li></ul><ul><li>500 visits from 400 keywords is much different than 500 visits from 100 keywords </li></ul><ul><li>Should get a balance of short- and long-tail, otherwise indicates and issue or opportunity </li></ul>
  38. 38. STEP # 5: MEASURE Reference Points <ul><li>Reference points helps put your data in context </li></ul><ul><li>Compare this month to last, or the same period last year </li></ul><ul><li>Use Google Insights to find out if there are larger search trends and patterns </li></ul><ul><li>http://www.google.com/insights/search </li></ul>
  39. 39. STEP # 5: MEASURE Where is the $$? <ul><li>If website is e-commerce, ensure that analytics is tracking this </li></ul><ul><li>If not e-commerce, set up goal conversion tracking based on KPIs </li></ul><ul><li>Find a way to put a $$ value to your traffic in order to measure ROI </li></ul><ul><li>Also allows you to refine strategy and activities to pursue the $$ </li></ul>
  40. 40. THANK YOU Any Problem is an Opportunity <ul><li>There will always be issues and problems with your SEO marketing campaign </li></ul><ul><li>If you have taken the right steps, you can turn any SEO issue into an opportunity </li></ul>

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