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SEO // Why Should I Care? J-Term 2011

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Why should students care to learn about search engine optimization? We discuss it at the J-Term 2011 class at Huntington University in Huntington Indiana.

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SEO // Why Should I Care? J-Term 2011

  1. 1. J-Term 2011 Huntington University<br />SEO, Why Should You Care? // Kevin Mullett<br />cirrusabs.comtwitter.com/cirrusabsfacebook.com/cirrusabsyoutube.com/user/cirrusabslinkedin.com/companies/cirrus-abs<br />
  2. 2. SEO, Why Should You Care? // Kevin Mullett<br />J-Term 2011 Huntington University<br />kevinmullett.comtwitter.com/kmullettfacebook.com/kevinmullettlinkedin.com/in/kevinmullettjust google“kevinmullett”<br />director of product development<br />
  3. 3. // connections matter; let’s connect<br />
  4. 4. SEO // it’s all about the benjamins<br />you have to be where your ideal demographic can see you<br />in front of competitors if necessary<br />obey the rules or have your sign removed<br />tell a better story<br />@kmullett // #JTerm11<br />photo by David Evers: http://flic.kr/p/5XwMZC<br />
  5. 5. SEO // winning requires knowledge<br />what are the rules<br />how can i optimize within the rules<br />which races can i win while staying within my budget<br />am i dedicated to the winning strategy<br />how much is winning worth<br />@kmullett // #JTerm11<br />
  6. 6. SEO // what does that even mean?<br />search engine optimization is*:<br />developing a website utilizing best practices and in such a manor that there are no encumbrances to the search engines ability to crawl a site and properly understand the subject of the site, find the sites pages, links, and documents, so that it might be included in the search engines organic or natural index appropriately.<br />* but it depends on who you ask and<br />search engine marketing is an open debate.<br />paid search vs organic<br />@kmullett // #JTerm11<br />
  7. 7. SEO // technical, onsite & offsite factors<br />There are technical, onsite (page), & offsite (page)<br />factors that contribute to your sites SERP performance. <br />@kmullett // #JTerm11<br />
  8. 8. SEO // pitfalls a plenty<br />i’ve never seen a perfect launch (allowed to do everything I wanted)<br />projects are always limited by:time, money, effort, resources, knowledge, buy in (from HIPPOs or clients)<br />misunderstood technical considerations (look vs function, CMS vs static)<br />@kmullett // #JTerm11<br />
  9. 9. SEO // where will i spend our marketing $<br />but where are you going to spend your marketing budget?<br />traditional advertising (off-line; radio, tv, print, listings)<br />social media (organic)<br />social media (advertising, facebook, sponsored tweets, etc)<br />paid search<br />all of the above<br />@kmullett // #JTerm11<br />
  10. 10. SEO // is it the intent winner?<br />social<br />dm<br />tv<br />radio<br />tradeshows<br />newspaper<br />yellow pages<br />search Marketing<br />SEO<br />@kmullett // #JTerm11<br />
  11. 11. SEO // visibility is online currency<br />no visibility = no clicks<br />unattractive or spammy titles & descriptions (snippets) = no clicks<br />clicks for incorrect terms = no conversion<br />poorly planned landing pages with no CTA = no conversion<br />@kmullett // #JTerm11<br />
  12. 12. SEO // keep moving forward<br />2010 was a big year for search engine changes<br />google alone uses over 200 criteria/signals for ranking site pages, performs over 6000 tests and subsequently changes over 400 algorithms per year.<br />a few google changes in 2010<br />real time search: if something is trending you will see it<br />forced customized (personalized) search:if you’re logged in you see customized results with social circle included<br />webmaster console: removed pagerank, added Labs which includes site performance, fetch as googlebot, and malware detail tools<br />normal (xml) sitemaps, news sitemaps, video sitemaps<br />who will be watching for changes at your company or organization?<br />@kmullett // #JTerm11<br />
  13. 13. SEO // bing + yahoo = binghoo<br />did you know? will it change what your doing?<br />yahoo has switched to bing SERP results.(started in July, completed Aug 24th)<br />according to nielsen company that puts binghoo at 26%<br />@kmullett // #JTerm11<br />
  14. 14. SEO // bing + facebook = social SERPs<br />did you know? how will it change social participation?<br />how will it change who we select on a SERP page?<br />@kmullett // #JTerm11<br />
  15. 15. SEO // all things being equal<br />there are over 200 criteria so you must do competitive<br />analysis to maximize your return on efforts.<br />@kmullett // #JTerm11<br />
  16. 16. SEO // localization on the rise<br />mobile device “local searches” on the rise<br />local search instills high confidence with searchers<br />social applications like foursquare, gowalla, etc.<br />@kmullett // #JTerm11<br />
  17. 17. SEO // free local visibility options<br />grab your local listings:getlisted.org<br />be consistent for citation: name, address, phone<br />@kmullett // #JTerm11<br />
  18. 18. SEO // we all want to be #1<br />but we can’t all be number one<br />
  19. 19. SEO // select the right keywords<br />We've taken clients to number one on Google<br />based on keywords they insisted had to be there, only to find out<br />that a slight derivation would have yielded exponential traffic.<br />@kmullett // #JTerm11<br />
  20. 20. SEO // i’ve nothing to write<br />a common complaint is not<br />knowing what to write & what<br />keywords to target<br />fresh content is crucial<br />newest articles winall else being equal<br />increases site depth<br />increases crawl rate<br />
  21. 21. SEO // all backlinks; aren’t equal<br />why do we want backlinks?<br />visibility / brand recognition<br />traffic generation / linkbait(to pages or our site)<br />to encourage page or site indexing<br />increase page rank / authority to impact SERPs<br />because someone told you to get them<br />@kmullett // #JTerm11<br />
  22. 22. SEO // separating you & your business<br />profiles for you & your businessgoogle.com/profiles<br />@kmullett // #JTerm11<br />
  23. 23. SEO // online reputation management<br />own your brand<br />clog the SERPs<br />push competition off<br />proactive not reactive<br />positive or negative<br />alerts are crucial<br />@kmullett // #JTerm11<br />
  24. 24. SEO // jobs will change, your name won’t<br />job changes?<br />you are likely to change<br />jobs many times in your<br />lifetime, however save<br />for a few reasons,<br />your name will not.<br />free services come<br />and go!<br />own a domain!<br />$10/ year (do it)<br />@kmullett // #JTerm11<br />
  25. 25. SMO // easy social media brand check<br />grab your brand<br />mass id check with namechk.com<br />@kmullett // #JTerm11<br />
  26. 26. SEO // go where the bots are<br />article awareness, distributing RSS<br />social visibility mybloglog.com<br />@kmullett // #JTerm11<br />
  27. 27. SEO // did it work? do it again<br />check google analytics or server logs for:bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels)<br />monitor contacts, calls, lead sources<br />google a/b testing<br />@kmullett // #JTerm11<br />
  28. 28. SEO // know what winning looks like<br />@kmullett // #JTerm11<br />
  29. 29. j-term ‘11 thanks for having me <br />i leave you with this<br />@kmullett // #JTerm11<br />
  30. 30. We'll Help You Master Internet Marketing<br /> These days it’s more important than ever for you to reach new prospects, satisfy customers, find new efficiencies, and grow your business. The Web's the way to do it. We can help. Call 1.877.817.4442<br />@kmullett // #JTerm11<br />
  31. 31. 1.877.817.4442<br />
  32. 32. SEO // internal linking; don’t click here<br />formulating your internal linking structure<br />search engines want to know what’s on the other end <br />keyword use where it is highly valuable<br />example: click here for our Search Engine Optimization Services.<br />@kmullett // #JTerm11<br />
  33. 33. SEO // what’s what?<br />there are many ways google presents results<br />@kmullett // #JTerm11<br />
  34. 34. SEO //<br />review your local analyticsgoogle.com/places<br />@kmullett // #JTerm11<br />
  35. 35. SEO // action 1<br />create a list of competitors sites<br />run competitive analysis with majestic SEO: majesticseo.com/bulk-backlink-checker.php<br />develop a plan to win or call in reinforcements<br />
  36. 36. SEO // action 5<br />what do your customers think you do; ask who are your clients<br />write down what you really do & who you are competing against<br />take the keywords & keyword phrases you think are important and verify volume with adwords.google.com/select/KeywordToolExternal <br />
  37. 37. SEO // action 6<br />for each page of your site run & reviewtools.seobook.com/general/keyword-density/(don't try so hard to get a certain saturation that you lose good long tail connecting words or relevance! Don’t stress about duplicate content.)<br />change title tags & descriptions first because they are valuable & clarify thinking<br />start with keywords & keyword phrases you already rank for<br />make sure there is a call to action on every page<br />
  38. 38. SEO // all backlinks; aren’t equal (part deux)<br />BLNF: backlink nofollow = www.url.com (rel=“nofollow”)<br />BLDF: backlink dofollow = www.url.com<br />BLNA: no anchor = www.url.com (no <a href=“url”>bob</a>)<br />CONNF: contextual nofollow = webdesign by company (rel=“nofollow”)<br />CONDF: contextual dofollow = webdesign by company<br />there are additional conditions that affect the value of backlinks<br />TLD authority i.e. page rank or TLDPR<br />link page authority / page rank<br />backlink destination page: root or subpages<br />topic relevance<br />iframes, redirects, url-shortners, email, image links<br />keyword anchor text match & proximity<br />backlink age ?<br />
  39. 39. SEO // google instant<br />how will google instant change SEO?<br />long tail, short tail, keyword phrases, traffic, adsense impressions…<br />
  40. 40. SEO // technical considerations<br />when writing page titles<br />keep the title to 70 characters when possible<br />use localization and keywords/keyphrases early in the title<br />think about attractiveness + bolded words (will it get clicked?)<br />when writing meta descriptions(these usually become snippet)<br />keep the description to 156 characters when possible<br />think about attractiveness + bolded words<br />consider the impact on your CTR and visibility<br />words included in your titles and descriptions should also appear on the page<br />
  41. 41. SEO // action 7<br />ask Suppliers for backlinks<br />ask Customers (mutually beneficial btw)<br />create new, subject matter expert, articles on your site and tell the world<br />link to the page with content, not always home<br />look for places to post your site or site RSS feed<br />@kmullett // #JTerm11<br />
  42. 42. SEO // technical considerations<br />header tags: H1-H6<br />alt tags: often missed<br />(don't say picture or image of, google already knows its an image)<br />
  43. 43. SEO // extra credit actions<br />grab your brand<br />other mass id checking tools<br />http://usernamez.com/free<br />http://claimid.com/free<br />http://knowem.com/$<br />http://claim.io/$<br />
  44. 44. SEO // google mayday<br />google mayday (April 28th – May 3rd)<br />no human intervention, all algorithmic<br />looking for signals of QUALITY<br />deep page content crawling<br />looking for best sites for long-tailed queries <br />not from the webspam team<br />
  45. 45. SEO // google caffeine data center change<br />google caffeine (June 8th)<br />50% fresher results over previous index<br />over 100 million gig of storage<br />emphasis on indexing speed<br />emphasis on freshness and frequency<br />continuous updating globally<br />
  46. 46. SEO // are you in trouble?<br />if your site is…<br />trapped by flash<br />looking good but can’tbe found<br />built in a way thatprevents you fromchanging or adding content<br />if you can’t change page titles, and meta descriptions<br />you’re in trouble.<br />ask for a free lame duck site evaluation<br />

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