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Tweet to be Heard Nov 2011


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An overview of what you need to know to manage your websites SEO.

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Tweet to be Heard Nov 2011

  1. 1. 1
  2. 2. Search Engine Optimization (SEO) (Or: Get me on the first page of Google) 2
  3. 3. Search Engine Optimization... How Does it Work?.. SEO: Puts your website infront of yourtarget market Backlinks Backlinksbased on howthey searchthe internet using This is where conversion Keywords takes place 3
  4. 4. SEO is complex and boring...No one couldreally explain it to me...(in a context I could understand) 4
  5. 5. Start with what you know: where doyou want togo and why 3 5
  6. 6. 1. Understand your Brand, your Product and your Client 6
  7. 7. IKnow what makes you different... Your Brand... Brandsmore thanproductsare what engagebuyers ‘online’ now (Know your BRAND) 7
  8. 8. A Website is Part of Your Marketing Funnel ... Know who your target market is. Know what they expect from your Brand.Before the Know what your ‘conversion’ point is. website you need a Have a marketing conversion Product or Marketing... plan Plan… Brand Company service Sales sʼ# ion ers nv ʻCo 8
  9. 9. Google 65.5%# Yahoo 15.9%! Bing 14.1%! Ask 2.9% ! AOL 1.5% ! Knowwhere your target markethangs out on line. 9
  10. 10. 2. Understand ‘on line’ marketingand what a website is supposed to do. 10
  11. 11. Know what type of marketing Can you convertyou are doing the traffic when they get to your site? 6 11
  12. 12. QLICK – Social Media Strategy! Traditional Marketing v. Inbound Marketing !Traditional Marketing: (ʻInterruptionʼ Inbound Marketing: (ʻPermissionʼmarketing): where a marketer pushes his marketing): Where you help yourself "getmessage out far and wide hoping that it found" by people already learning about andresonates with that needle in the haystack shopping in your industry.  ! -Examples: Eblasts, TV and radio comercials, - Examples: Social media & networks, Blogs,cold calling, Tradeshows.! SEO & your website.! A inbo dvant com und… ages o earoun pro fs d na pects tura lly! 12
  13. 13. Your Website: Credibility & Presence...Make Sure your Websiterepresents you correctly. (& What your target marketexpects from you)
  14. 14. Your Website: Share Information About YOU ...Make sureyou have a clear purpose(your product information) 14
  15. 15. Your Website: Stand Out From the Competition... I sell 000s I sell 000s ..Pick me! I sell 000s ..Pick me! ..Pick me!Know how to position yourselfagainst yourcompetition (Your Brand) 15
  16. 16. Your Website: The Conversion...What do you want your visitors to do? A website isn’t doing its job until it is bringing clients through(Your bottom line the door.’ objective) 16
  17. 17. Now Understand the Process... Marketing Director? WhoSHOULD BE Social Media Manager? Graphicinvolved in designer?each area of your website? SEO ‘analyst’? Programmer? (so YOU cancommunicate YOURbusiness objectives to them) 17
  18. 18. 3. Understand how people use web pages 18
  19. 19. Design... You remember a website that didn’t work for you... long after you remember what it looked like...People ignore design that ignores people. — Frank Chimero 15 19
  20. 20. What is in your Prime website real estate...?Know How Peoplenavigatea website 20
  21. 21. Design… (The 4A s of user experience (ux)) Lead Share Attention Generation? Content? Attractive (Bounce) Customer Approachable Call to Action E-Commerce? Service? (clear purpose) (CRO / CTR) Know what What do I kind of need towebsite you consider havewhen I start? and make it useable. 21
  22. 22. Design... Improve your website s ability to convert visitors…. understand yourMultivariate (MVT) experimentstest different versions !of content within a page.them ! brand positioning and your customers needs…A/B experiments test involve testingone page against one or more …It can make the differencealternate pages. Each version ofthe page !has its own URL.! between a site that converts at 1% and a site that converts at over 3% Know What ...Do you know what makes features people people Testing: Multivariate and AB CLICK respond to most on a (Lead generation webpage? forms, know what makes them work) 22
  23. 23. Design can affect results… The Final Goal: ‘Call to Action’ (Your PRODUCT is what I was looking for) and ( I like YOU) Conversion ( I like your ‘CALL TO ACTION’) (I like your ‘LEAD GENERATION FORM’) (The 4A s of userexperience) 23
  24. 24. Pick me! You have a site People will use …Now find it ... Pick me! Pick me! Pick me! ...Among the 266 Pick me!million otherwebsites on Pick me!the internet(300 million daily Pick me! searches on Pick me! Google) 12 24
  25. 25. 4. Understand How Search Engines Work 25
  26. 26. Search Engine Optimization...Goal: Get onthe first page 70% of the people Click on the first 4 links of a search engine Google s Golden Triangle 26
  27. 27. Search spiders / robots Search 1)  Bots Help search engines search your web page from top to bottom.Algorhithms They index relevant pages as they go! Sort 2)  Algorithms find keywords & keyword phrases and help search engines determine how to prioritize your content in their search results.! 27
  28. 28. QLICK – Social Media Strategy! Google Rates Your ʻPopularityʼ! Keywords + Backlinks Keywords + Clicks + Internal (75%) links (25%) Are You Popular?! 28
  29. 29. On Site SEO: 25% important... Internal links help the search engines move through your site.Internal links: Keep the programming doors wide open the cardio- vascular system of your site(PS: speed matters) 29
  30. 30. On Site SEO: 25% important...Keywords:This is how Googlesees them Your Competition on line is anyone using your keywords...(Make sure the they may have nothing to do with right words your industry stand out) 30
  31. 31. On Site SEO: 25% important...Keywords The Most ValuedElement on Your Website 31
  32. 32. Keywords: Relevancy... If yourcontent isn’t Pick A number 1 me! relevant ranking on Googleboth Google is great but it wont help your and your business if it is for visitors the wrong will reject keyword you. Were you looking for Bunnies?(bounce rate affects your popularity) 32
  33. 33. Off Site SEO: 75% important...Links:Inbound links(made up of keywords) 33
  34. 34. 5. Understand how to manage it all 34
  35. 35. Don’t lose site of the marketingLearn How to manage tasks and resources 35
  36. 36. Programming...To manage your websiteUnderstand your Site map 36
  37. 37. Programming...Know whatmakes up awebsite soyou know how toadminister API your site RSS 37
  38. 38. Programming... From a SEO perspective: the perfect webpage has no Well graphics, no javascript executed code, no tables; it uses no special plug-ins and SEO may contains a lot of normal, readable againstconversionsif it turns off Keywords in the first paragraph of a page weigh more than keywords human in the middle or at the end… prospects ...this may not be the way spiders see them...since in HTML code this (get a good is the opposite, the page may not be programmer) seen as keyword-rich. 38
  39. 39. Analyzeeverythingif you wantto improve 39
  40. 40. Understand your Business &Marketing Objectives or your SEO will always be out of Context 40
  41. 41. 41
  42. 42. 42
  43. 43. CA RP ED IEM #CU PO NIS MO # 43
  44. 44. SEARCH ENGINE RESULTS PAGE (SERP) Cuponismo Peace Villa Group Carpe Diem Sample Top keyword Sign up Mission vision Villa del Palmar PV RE PV RE phrase on site# (no keywords) Meta Villa Group Resorts What to do in PV.. Peace is non profit.. PV RE PV RE Agency Description & spas *Vallarta spay an Keywords What to do in PV.. Villa Del Palmar PV RE PV RE Agency neuter Google position 37 20-22 0 373 12 Mexican vacation Vallarta ayuda a los Resorts de lujo Keywords RE Vallarta Vallarta RE deals animales Mexico Google position 0 15-17 166 124 19 Vallarta language Keywords Cuponismo Villa Group Resorts Property PV Property PV school Google position 1 0 44 153 16 Peace Language Keywords Vallarta Daily Deals Villa Group Hoteles MLS PV PV Condo for Sale school Google position 6 1 14 95 20 Peace community Mls Jewish Center Keywords Resort en Vallarta RE PVallarta programs Vallarta Google position 5-6 0 1-4 15 44
  45. 45. 45
  46. 46. Cuponismo Peace Villa Group Carpe Diem Sample Google page 2/10 4/10 2/10 1/10 3/10 rank# Alexa Rank# 611,843 2,603,323 7,752,468 5,494,759 914,641 Traffic est. Mo# 1,000-5,000 0-1,500 0-1,500 0-1,500 1,000-5,000 Indexed pages! 203 119 116 1,250 1,400 Backlinks! 153 290 103 50 142 Keywords found! 131 341 827 593 573 Site grader 1 (100)! 50.2 47.2 43.5 50.1 53.3 Site grader2 (100)! 83 79 56 85 87 Load Time! 6.40 s 1.76 s 3.40 s 2.3 s 2.50 s Text: HTML 8.91% 8.07% 10.19% 19.48% 15.86% (15+%)!Avg. Time per Visit! +60% bounce 61 sec 6 min % From search! 16% 20% 46
  47. 47. Katy Ochoa, Director
Qlick: Social Media Management,Facturas Electronicas & Portal de Proveedores
 For a copy of 
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 DM us on Twitter: @kqlick 
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 Email us at: 47