Search Engine Optimization & Marketing II – Best Practices For Long Term Success

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This webinar delves into SEO best practices and focuses on methods for using them to achieve long term marketing goals. By the session's end, you will have the knowledge and tools to incorporate SEO as an essential element of your online and offline marketing strategy.

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  • Hello everyone, as Jason mentioned I am Rebecca Lundregan, Manager of Online Marketing Services here at Visual Data Systems, and I also want to thank you ALL for attending today’s webinar. I do hope all those in attendance today will learn something. Let’s get started with an overview of our agenda. In this webinar we will be focusing on image optimization
  • One of the simplest methods to improve your search engine optimization is to look at the way you name your files. Keywords in file names is a good thing. Don’t call your webpages names like “areas.htm” or “products.htm” , use your keywords.This is affects file names, page names and blog posts.
  • The position of a link on a page and the number of other links on that page impacts the value of a link.A link in the footer of a page is given less weight than a link near the top, a link in the content of a page is given more weight than a link in a list of links. Alink on a page with 50 other links is given less weight than a link on a page with only a few other links.
  • Search Engine Optimization & Marketing II – Best Practices For Long Term Success

    1. 1.
    2. 2. Search Engine Optimization & Marketing II – Best Practices For Long Term Success <br />
    3. 3. Background<br />Since 1994, Visual Data Systems has been a leader in:<br />Website Design<br />Software Integration<br />Search Engine Optimization & Marketing<br />Technology Consultation<br />Email Marketing and more… <br />
    4. 4. Housekeeping <br />Please use the Go-To-Webinar Toolbar to ask questions – we cannot nor can any of the other participants hear you.<br />We will be asking several polls during our Webinar – you will have 30 seconds to answer them on your screen<br />Please use your phone (access number provided on your invitation) or your computer speakers to listen.<br />
    5. 5. Today’s Panelists<br /> Rebecca Lundregan is theOnline Marketing Services Manager for Visual Data Systems<br />Mark Randle is aSeniorOnline Marketing Consultant for Visual Data Systems<br />“Search Engine Optimization & Marketing II: Best Practices for Long Term Success”<br />
    6. 6. Webinar Agenda<br />Image Optimization<br />Optimized URL Structures<br />Link Building<br />Competitor Research<br />Quick Tools<br />Q & A<br />
    7. 7. Poll<br />Evaluate Search Optimization: Is your website regularly optimized for search engines?<br />We’re doing an excellent job with this<br />We’re doing a good job with this<br />We’re doing an OK job with this<br />We’re doing a fair/poor job with this<br />We’re not doing this<br />
    8. 8. IMAGE OPTIMIZATION<br />
    9. 9. Poll<br />Do you compress your image file size before putting the image on your site?<br />Yes<br />No<br />I don’t know<br />
    10. 10. Image Optimization - Compressing<br />Image file size should always be compressed, while maintaining as much image-quality as possible<br />WHY???<br />People do not want to wait for web pages to load!<br />
    11. 11. Image Optimization<br />Went from 156K to 9.059K which will take 4 seconds to download<br />
    12. 12. Image Optimization<br /> Once you have compressed the file size of your images so you don’t have women pulling out their hair…<br /> You can then focus on the official SEO side of the images <br />
    13. 13. Image Optimization<br />Why care about image optimization?<br />Images appear in the regular search results<br />Free service/product promotion<br />More optimization opportunities than regular search alone<br />Less competition<br />Define overall page theme<br />
    14. 14. Image Results in regular search<br />
    15. 15. Image Optimization – what NOT to do<br />http://www.hiltonhead.com/HH.com_1.jpg<br />What to Watch:<br />A separate SE accessible image folder does not exist – NEVER put images in the root directory<br />Not using a descriptive filename<br />Using underscores ( _ ) instead of hyphens (-)<br />
    16. 16. Image Optimization – a better solution<br />http://www.hiltonhead.com/images/hilton-head-island.jpg<br />What Changed?<br />Separate SE accessible image folder<br />Used a descriptive filename - /hilton-head-island.jpg<br />Used hyphens instead of underscores<br />
    17. 17. Poll<br />Search Engines interpret hyphens as spaces.<br />True<br />False<br />
    18. 18. Image Optimization – what NOT to do<br />http://www.beautifulimagerybybetty.com/userfiles/876088dce6a6e4d444d137d802cb1db4cd33cd3d1234803165166224284.gif<br />What to Watch:<br />Saving a PHOTO as a GIF<br />The never ending filename<br />The name of the folder<br />
    19. 19. Image Optimization – a better solution<br />http://www.beautifulimagerybybetty.com/images/weddings/outdoor-wedding-ceremony.jpg<br />What Changed?<br />Saved the photo as a JPEG (jpg)<br />Descriptive file name<br />Descriptive folder name<br />
    20. 20. Image Optimization<br />What is an Alt Attribute???<br />
    21. 21. Image Optimization<br />Why worry about the Alt attribute? <br />So you get this Instead of this<br />When an image doesn’t load for whatever reason<br />
    22. 22. Image Optimization – Blog Example<br />
    23. 23. Image Optimization – Blog Example<br />Tip: Control + F and search for “alt”<br />&lt;a href=&quot;http://www.site.com/images/edisto-island-marsh.jpg&quot;&gt;&lt;img style=&quot;FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 390px; HEIGHT: 293px&quot; alt=&quot;Edisto Island South Carolina Marsh View&quot;src=&quot;http://www.site.com/images/edisto-island-marsh.jpg&quot; border=&quot;0&quot; /&gt;&lt;/a&gt;<br />
    24. 24. Image Optimization – Blog Example<br />Used an ALT attribute that complements the filename (edisto-island-marsh.jpg). Appears when the image isn’t loading for whatever reason. Instead of there being an ugly little X-ed box, it says “Edisto Island South Carolina Marsh View”. <br />
    25. 25. Recap of Image Optimization<br />Place the image between important heading titles<br />Use a descriptive filename. Instead of DSC20076.jpg make it edisto-island-marsh.jpg<br />Place the image well within the text – let ample text surround the image<br />Use an ALT attribute complementing the filename. Ex: ALT=“Edisto Island Marsh View”<br />Use Jpegs and Gifs instead of PNG’s or larger files – edisto-island-marsh.jpg<br />
    26. 26. Places to find FREE images online<br />
    27. 27. www.EveryStockPhoto.com<br />
    28. 28. www.PicFindr.com<br />
    29. 29. www.yotophoto.com(currently under construction)<br />
    30. 30. A Guide to Finding and Using Incredible Flickr Images – describing:<br />Which Flickr images you are allowed to use<br />Tactics to quickly find best images.<br />
    31. 31. Part II<br />File Naming Best Practice<br />Link Building<br />Competitive Research Tools<br />
    32. 32. File Naming Structure<br />One of the simplest methods to improve your search engine optimization <br />Keywords in file names is a good thing. <br />This affects file names, page names and blog posts.<br />
    33. 33. Let’s assume we sell used golf balls. <br />We sell three different brands of golf <br />Balls:Titliest, Callaway and Maxfli.<br />A common naming mistake would be<br />to name the individual sales pages:<br />www.usedgolfballs.com/golfballs1.htm<br />www.usedgolfballs.com/golfballs2.htm<br />www.usedgolfballs.com/golfballs3.htm<br />There is no keyword defined identifying text for the search engines about the brand of golf ball.<br />Page Naming Example<br />
    34. 34. Example Cont’d<br />Using keywords to name the pages will not only improve your potential to rank but it will also better describe the content of the pgs. <br />For Example:<br />www.usedgolfballs.com/titliest-used-golf-balls.htm<br />www.usedgolfballs.com/callaway-used-golf-balls.htm<br />www.usedgolfballs.com/maxfli-used-golf-balls.htm<br />Note: Use hyphens to separate each word.<br />
    35. 35. What is Link Building?<br />To put it simply: a link is a vote.<br />Every link pointing to your site from another website tells the search engines that the other site finds your resource valuable<br />So, the goal should be acquiring tons of links and you&apos;re done, right? <br />Wrong!<br />
    36. 36. Not All Votes Are Created Equal!<br />The 4 basic factors that affect a link&apos;s value to your website are:<br />Site Strength<br />Relevance<br />Anchor Text<br />Position<br />
    37. 37. The strength of the site that is pointing to yours is a significant factor in the evaluation of links.<br />Ex. Google PageRank<br />Site Strength<br />Google PageRank<br />
    38. 38. Relevance<br />The relevance of a site linking to you is more important than a site&apos;s strength.<br />The Winner!<br />
    39. 39. Anchor Text<br />Anchor Text<br />The actual text used to link to your site is extremely important.<br />Be sure to include your keywords <br />This is especially relevant for those of you from company names that are not keyword driven or area specific.<br />Ex. Harrison & Sons Vacation Rentals<br />
    40. 40. Position<br />The position of a link on a page and the number of other links on that page impacts the value of a link. <br />A link in the footer of a page is given less weight than a link near the top<br />A link in the content of a page is given more weight than a link in a list of links. <br />A link on a page with 50 other links is given less weight than a link on a page with only a few other links.<br />
    41. 41. Reciprocal Links<br />Google classifies reciprocal linking in their “Link Schemes” portion of their Webmaster Guidelines.<br />Examples of Link Schemes can include:<br />Links intended to manipulate PageRank<br />Links to web spammers or bad neighborhoods on the web<br />Excessive reciprocal links(“Link to me and I’ll link to you”)<br />“Before making any single decision, you should ask yourself the question: Is this going to be beneficial for my page&apos;s visitors?” –Courtesy Google Webmaster Tools<br />
    42. 42. Link Building<br />
    43. 43. Local Links<br />Can range from local tourism sites to event sites to government sites to classifieds to blogs.<br />There are typically a number of competitors on these sites.<br />Consistently among the highest referrers month after month.<br />
    44. 44. Local Links Continued<br />Targeted Keyword Phrase<br />The best way to find quality local links is to do searches of your targeted keywords.<br />Local Links<br />
    45. 45. Regional Links<br />You can find Regional Links the same way as local links, however, in this case you are searching your more general keywords. (State or Region<br />
    46. 46. National Links<br />Benefits:<br />Give your site a wider range of exposure then local and regional links.<br />Open new windows to your business<br />These sites often rank for key terms like “vacation rentals”<br />Provide very strong inlinks<br />Drawbacks:<br />Though they may produce more referrals, they don’t provide ready-to-convert referrals like local and regional links.<br />Ex. 10KVacationRentals.com<br />
    47. 47. Niche Links<br />Appeal to a very qualified niche segments.<br />Strong conversion rate.<br />Other examples: <br />Wedding Associations, Corporate Travel, and Youth Athletic Tournaments.<br />Ex.PetFriendlyTravel.com<br />
    48. 48. Social Links<br />Social links have the greatest potential to go viral. <br />Other popular examples:<br />Digg.com and Reddit.com<br />Ex. Yahoo Answers<br />
    49. 49. Poll: Are You Currently Doing Competitor Research?<br />Yes<br />No<br />I’m not sure it’s research, but I look at their websites often.<br />
    50. 50. Poll: How often are you monitoring your competitors online?<br />Daily<br />3-4 times a week<br />Weekly<br />Monthly<br />Never<br />
    51. 51. Competitor Research Tools<br />Page and Inlink Info<br />Yahoo Site Explorer<br />www.siteexplorer.search.yahoo.com<br />LinkVendor.com<br />Paid Search Info<br />KeywordSpy.com <br />Spyfu.com<br />
    52. 52. Yahoo Site Explorer<br />
    53. 53. LinkVendor.com Anchor Text Analysis Tool<br />
    54. 54. SpyFu.com<br />
    55. 55. Keyword Spy <br />
    56. 56. Questions&Answers<br />
    57. 57. Future Webinars<br />7/15/09: Social Media For Business – An Overview<br />7/29/09: Social Media for Business – How To Use Twitter; LinkedIn; Facebook; Blogs and more<br />Visit: www.vdsys.com/presentations.htm<br />
    58. 58. This Webinar will be posted on our website:www.VisualDataSystems.comAs soon as possible<br />
    59. 59. Thank You!For More Information:Rebecca@VDSYS.comMarkR@VDSYS.comMarketing@VDSYS.com<br />

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