SEO 2013 - It’s not just your site; it’s your presence - Webinar

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In 2013 Search Engines are no longer analyzing JUST your site content and keywords…they are also monitoring your overall site presence. In the “It’s not just your site; it’s your presence” webinar we will be looking at areas outside of your Web site that need to be optimized for SEO. Blogging, Social Media, Local/Geo, Linking, and Reviews are just some of the contents that will be covered.

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SEO 2013 - It’s not just your site; it’s your presence - Webinar

  1. 1. SEO 2013 It’s not just your site; it’s your presence11 2/1/2012
  2. 2. Mike McAnally - Bio Mike McAnally Mike is an Owner and Partner at NordicClick Interactive and the in-house technology guru. He has experience in many facets of Interactive Marketing and manages the online initiatives for a variety of clients including Snap Fitness, Allen Edmonds, CarSoup and more. With a background of more than 14 years of online marketing at Digital River, ShopNBC (FanBuzz) and Lifetouch, Mike’s expertise covers all facets of the interactive industry, from SEO, PPC and affiliate marketing to social media, Web strategy and local search.22 2/1/2012
  3. 3. Agenda for Today• How SEO/Search has changed• Why SEO is important• Somethings Stay the Same• Panda’s, Penguin’s and Gorillas??• Takeaway’s3 2/1/2012
  4. 4. How SEO has Changed Search in 20124 2/1/2012
  5. 5. How SEO has ChangedSEO Ranking Factors (2007-13) • In 2007 the Search Engines considered 3 main factors in Rankings • In 2013 6 main factors were considered • User signals and Authority gaining most in importance 5 2/1/2012
  6. 6. Why it is ImportantSEO Investment • Search Engine Marketing spending on SEO to increase by 250% from 2008-2013 • SEO viewed as most effecting tactic for generating conversions 6 2/1/2012
  7. 7. Why it is ImportantSearchEnginesare thenewYellowPages7 2/1/2012
  8. 8. Why it is ImportantSEO by the Numbers • 70% of search users click on organic listings • 60% of all organic clicks go to the top 3 search results • 75% of users never scroll past the 1st page of results 8 2/1/2012
  9. 9. What is SEO?Search EngineOptimization (SEO)is a common senseway of organizingand displaying yourWeb site’s content tobe properly indexedby the SearchEngines.9 2/1/2012
  10. 10. SEO Process Technical Content Local & Link Social MediaOptimization Development Building Optimization To identify any Displaying and Increasing the An integral part of issues that will organizing your quantity and most SEO utilized for prevent search content and importantly, quality Search Engine engines from keywords for the Reputation of in-bound links toindexing your Web search engines to Management pages. index . your site. (SERM). Search Engine Optimization10 2/1/2012
  11. 11. SEO - TechnicalBest Practices• Sound code structure• Sitemaps & Robots.txt• Meta Data• Rich Snippets• Page speed• 301 redirects11 2/1/2012
  12. 12. SEO - TechnicalRed Flags• XML Sitemap• Low Text to HTML Ratio• Printability• Slow load time• No Microformats• W3C Code issues12 2/1/2012
  13. 13. SEO Process Technical Content Local & Link Social MediaOptimization Development Building Optimization To identify any Displaying and Increasing the An integral part of issues that will organizing your quantity and most SEO utilized for prevent search content and importantly, quality Search Engine engines from keywords for the Reputation of in-bound links toindexing your Web search engines to Management pages. index . your site. (SERM). Search Engine Optimization13 2/1/2012
  14. 14. SEO - ContentKeywordResearch• Tools• Social Monitoring (Hashtags)• Competitive• Paid Search• AnalyticsUse these keywordsin your content! 14 14 2/1/2012
  15. 15. SEO - ContentContent is King• Hierarchy• Text & Images• Documents, White Papers, eBooks• Video, Audio• Social Conversations• Blogs, Wikis, Forums1515 2/1/2012
  16. 16. SEO - ContentMETA Data• META data is used for indexing by search engines and are used in SEO rankings. - Title tags - Description - Keywords tag - ALT tag - H tags 16 - Geo 16 2/1/2012 16
  17. 17. SEO - ContentContentOptimization• 200 – 300 words per page (at least)• Focus on 1 – 3 core phrases per page• Minimum 2 – 4% keyword density• Group content together in thematic sets based on keywords1717 2/1/2012
  18. 18. SEO - ContentBlogs• Companies that blog have 434% more indexed pages• Blogs lead to 55% more web visitors• 300 or more indexed pages leads to a 2x increase in conversions• Blog needs to be on your core domain (.com/blog)1818 2/1/2012
  19. 19. SEO Process Technical Content Local & Link Social MediaOptimization Development Building Optimization To identify any Displaying and Increasing the An integral part of issues that will organizing your quantity and most SEO utilized for prevent search content and importantly, quality Search Engine engines from keywords for the Reputation of in-bound links toindexing your Web search engines to Management pages. index . your site. (SERM). Search Engine Optimization19 2/1/2012
  20. 20. SEO – Local Search Local & Global Search Are Linked With Google’s recent algorithmic change to give more importance to Local listings and maps, optimizing for Local search has become an intrinsic part of SEO. Local Search Core Components • Google+ (Places/Maps) Optimization • Bing Business Portal • Geo Check-Ins • Submission to Trusted Providers20 2/1/2012
  21. 21. SEO – Link BuildingAbout Link Popularity• Link popularity is a very important factor in search engine ranking. Search engines view Web sites with good link popularity as authorities in their subject matter.• Quantity and most importantly, quality of in- bound links to your site.21 2/1/2012
  22. 22. SEO – Link BuildingLinking Strategies• Strategic Thinking • Link Research • Local & Regional • Product Reviews • Business Partners• Social Media and PR • Blogging • News Releases • Digital Asset Optimization • Social Power Linking22 2/1/2012
  23. 23. SEO – Link BuildingRed Flags• Link Dilution • Focus on one domain(WWW)• Site Migration to New Domain • 301 redirect old URLs• Link Farms • Jeopardize rankings• Link Volume vs. Relevancy • Quality and relevancy more than quantity23 2/1/2012
  24. 24. SEO Process Technical Content Local & Link Social MediaOptimization Development Building Optimization To identify any Displaying and Increasing the An integral part of issues that will organizing your quantity and most SEO utilized for prevent search content and importantly, quality Search Engine engines from keywords for the Reputation of in-bound links toindexing your Web search engines to Management pages. index . your site. (SERM). Search Engine Optimization24 2/1/2012
  25. 25. SEO - SocialSearch Engine Reputation Management (SERM)• Direct links from Social Profiles index to 1st page• Not all profile links are followed but data show added value2525 2/1/2012
  26. 26. SEO - SocialSEO Benefits1. Increase quantity and quality of links2. Increase brand mentions on the front page of SERPs3. Reputation Management (more control of your content)4. A new source of searches and organic traffic5. MOST IMPORTANTLY – Building your Social Authority2626 2/1/2012
  27. 27. Panda’s, Penguin’s & Gorillas800 Pound Gorilla: “One that is dominating or uncontrollable because of great power that ignores a problem when everyone knows its there, but pretends everything is OK.” 27 27 2/1/2012
  28. 28. Panda’s, Penguin’s & Gorillas • Who Google’s? • Who Searches?28 2/1/2012
  29. 29. Panda’s, Penguin’s & Gorillas Google Panda changed SEO in 201129 2/1/2012
  30. 30. Panda’s, Penguin’s & Gorillas Google Penguin Update • Launched in 2012 to combat • Keyword stuffing • Hidden Content • Link Farms • Duplicate and copied content30 2/1/2012
  31. 31. Takeaways5 Takeaways for Today• Don’t forget the basics• Google+• Share, Share, Share• Social Authority• Defeat the Sterotype31 2/1/2012
  32. 32. Takeaways Technical Content Local & Link Social MediaOptimization Development Building Optimization To identify any Displaying and Increasing the An integral part of issues that will organizing your quantity and most SEO utilized for prevent search content and importantly, quality Search Engine engines from keywords for the Reputation of in-bound links toindexing your Web search engines to Management pages. index . your site. (SERM). Search Engine Optimization32 2/1/2012
  33. 33. Takeaways If you can’t win the game…. change the rules.33 2/1/2012
  34. 34. TakeawaysGoogle+ Impact• CLAIM YOUR PAGE!!• Google Places (Maps) is now Google+Local• Google Search & Maps integrated with + via mobile34 2/1/2012
  35. 35. Takeaways Think Social • Share and produce content35 2/1/2012
  36. 36. Takeaways Social Authority • The transition from Search Engine Marketing to Social Media Marketing36 2/1/2012
  37. 37. Takeaways Credit Union StereotypeWhat kind of interaction do you have?3737 2/1/2012
  38. 38. Thanks, Mike McAnally Partner | NordicClick Interactive 2025 Coulter Blvd. #100 Chanhassen, MN 55317 mike@nordicclick.com (o) 952.460.3333 (c) 612.817.99713838 2/1/2012

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