Strategies for Search Engine Success


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Polysort NPE 2009 Presentation "Strategies for Search Engine Success"

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Strategies for Search Engine Success

  1. 2. Strategies for Search Engine Success Strategies for Search Engine Success Polysort LLC Angela Charles Why is my competitor’s site on the first page of Google, and how can we get our company’s site there?
  2. 3. Presentation Outline <ul><li>World Internet Use </li></ul><ul><li>Why Search Engines, Google are Important </li></ul><ul><li>What is Search Engine Optimization </li></ul><ul><li>Strategies for SEO Success </li></ul><ul><li>SEO Case Study </li></ul><ul><li>The Million-Dollar Question </li></ul>
  3. 4. World Internet Use -- Internet World Stats, Dec. 2008 Latin America Asia Europe North America 10.6% 28.6% 166.3 41.3% 17.2% 650.3 24.8% 48.5% 390.1 15.7% 73.1% 246.8 % of World Users Penetration Internet Users (millions)
  4. 5. Why Search Engines are Important <ul><li>7.3 billion searches conducted daily in U.S. </li></ul><ul><li>85% of Internet users use search engines </li></ul><ul><li>73% of engineers, buyers and other members of the industrial sector use search engines or online industrial directories ahead of print </li></ul><ul><li>87% of B2B consumers look to white papers and other online research before making any purchase. </li></ul>
  5. 6. Google: The 800 lb. Gorilla <ul><li>Search Engine Market Share 2008 </li></ul>-- comScore
  6. 7. What is Search Engine Optimization? <ul><li>Search Engine Optimization (SEO) is the method of improving a web site’s position in the earned results of search engines, by altering on-page and off-page elements to increase traffic click-thru and leads. </li></ul><ul><li>Improve position on earned results </li></ul><ul><li>On-page and off-page elements </li></ul><ul><li>Increase site traffic and leads </li></ul>
  7. 8. Earned Results Paid Listing 87% of commercial clicks take place on earned listings 85% of searchers say they ignore paid listings
  8. 9. On-Page and Off-Page Elements <ul><li>On-Page </li></ul><ul><li>Content </li></ul><ul><ul><li>Keywords – Does your site describe what customers are looking for? </li></ul></ul><ul><ul><li>Is your content robust enough for search engines? </li></ul></ul><ul><li>Meta coding </li></ul><ul><ul><li>Title tag </li></ul></ul><ul><ul><li>Meta description </li></ul></ul><ul><ul><li>Keyword tag </li></ul></ul><ul><li>Programming </li></ul><ul><ul><li>No obstacles to indexing </li></ul></ul>Off-Page (Incoming Links) 54 Factors
  9. 10. Strategies for SEO Success <ul><li>Keyword Research </li></ul><ul><li>Optimize content and meta tags </li></ul><ul><li>Search engine-friendly programming </li></ul><ul><li>Incoming links </li></ul><ul><li>The Million-Dollar Question </li></ul>
  10. 11. Are Your Keywords Missing the Boat? The term that most machinery companies use to describe their products gets the fewest searches. Determining your company’s “Performance Keywords” requires Keyword Research 8,100 417,000 Injection machines 3,600 930,000 Injection molding machines 246,000 1.28 million Injection molding machine 1,600 26.4 million Injection press # Searches on Google per month # Results on Google Keyword
  11. 12. Keyword Research <ul><li>How often is targeted term searched? </li></ul><ul><li>Are there similar terms that get more searches? </li></ul><ul><li>Are there more detailed, niche terms worth targeting? </li></ul><ul><li>How many pages will you be competing against? </li></ul><ul><li>Is your page similar to others on the Search Engines Results Page (SERP)? </li></ul><ul><li>How many incoming links do top-performing sites have? </li></ul>
  12. 13. Title tag and description tag incorporate keyword
  13. 14. Image Alt tag references keyword Site content uses targeted keyword
  14. 15. Good Content = Good Results <ul><li>White papers, technical articles </li></ul><ul><li>Data sheets </li></ul><ul><li>Product catalog </li></ul><ul><li>Case studies </li></ul><ul><li>Industry glossary </li></ul>Use your site to educate and the search engines will reward you with good placement. Most-Valued Content Detailed product information, including technical specifications. -- GlobalSpec 2006 survey of industrial sector technical buyers, engineers
  15. 16. Search-Friendly Programming <ul><li>Your site might not be search-friendly if… </li></ul><ul><li>It is built in frames </li></ul><ul><li>It has a flash intro or is built entirely in flash </li></ul><ul><li>It uses java programming for navigation bars </li></ul><ul><li>It relies heavily on graphics </li></ul><ul><li>No content </li></ul>These comprise 90% of the problems. How to fix: In most cases, redesign
  16. 17. Keys to Search-Friendly Programming <ul><li>Crawlers or bots can access the site </li></ul><ul><li>Proper use of meta tags </li></ul><ul><li>Use cascading style sheets (.css) </li></ul><ul><li>Use H1, H2, H3 tags </li></ul><ul><li>Simple navigation structure </li></ul><ul><li>Proper use of flash, java, other bells and whistles </li></ul>
  17. 18. Design and Search Engines <ul><li>Search engines don’t care, but site visitors do. </li></ul><ul><li>Some sites that perform well on search engines fail to convert the visitor to a serious lead because the site looks unprofessional or does a poor job of conveying the company’s value to the prospect. </li></ul>“ Many websites are only doing a mediocre job of intriguing users and inviting returns to the websites. There are many reasons a user might not return, but for many it is simply the layout of the site.” -- BizReport, April 17, 2007
  18. 19. Links: The Other 50% of the Equation <ul><li>Incoming links signify site credibility </li></ul><ul><li>The more, the better (more than competitors) </li></ul><ul><li>High-quality links important </li></ul><ul><ul><ul><li>-- Industry portals ( </li></ul></ul></ul><ul><ul><ul><li>-- Associations ( </li></ul></ul></ul><ul><ul><ul><li>-- Trade publications ( </li></ul></ul></ul><ul><ul><ul><li>-- General business ( </li></ul></ul></ul><ul><ul><ul><li>-- Important online directories (DMOZ) </li></ul></ul></ul><ul><ul><ul><li>-- Supplement with content on 3 rd party sites (YouTube, PRLeap) </li></ul></ul></ul><ul><li>Link building never ends </li></ul>
  19. 20. SEO Results: Traffic & Leads SEO CASE STUDY: Industrial Company – 1 Year Later <ul><li>Monthly web site traffic up 800% </li></ul><ul><li>Number of active leads up 400% </li></ul><ul><li>Before SEO </li></ul><ul><li>No keyword positions on first 3 pages of Google </li></ul><ul><li>12 incoming links </li></ul><ul><li>After SEO </li></ul><ul><li>795 keywords on first 3 pages of Google </li></ul><ul><li>More than 500 incoming links </li></ul>ROI: Client reports that project paid for itself in less than one year.
  20. 21. The Million-Dollar Question <ul><li>What happens when everyone has search engine-optimized their sites? </li></ul><ul><li>Adoption rates never hit saturation </li></ul><ul><li>Technology ever-changing: SEO, websites must adapt </li></ul><ul><li>The next big thing </li></ul>
  21. 22. <ul><li>First plastics and rubber industry portal, launched in 1995 </li></ul><ul><li>Provides website design and search engine optimization for plastics and rubber companies </li></ul><ul><li>Expertise in Internet marketing, search engine positioning </li></ul>Angela Charles, President [email_address] Tel. 800-326-8666 ext. 2102