Search For Strategy: There's more to SEO than code.

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Nevada Interactive Media Summit Presentation - Searching for Strategy: There's more to SEO than code. I address search engine optimization (SEO) and how to be found on search engines like Google. It involves more than just code; it involves a sound strategy.

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Search For Strategy: There's more to SEO than code.

  1. 1. Mike McDowell Searching for Strategy: There’s more to SEO than code.
  2. 2. Why should you care about SEO?
  3. 3. Search is the #1 online activity.
  4. 4. Will you be found?
  5. 5. <ul><li>More than 330 million searches/day </li></ul><ul><li>Most never go past page 1 </li></ul><ul><li>90% of searchers never go past page 3 </li></ul>Front of the Class:
  6. 6. Eye-tracking:
  7. 7. Basic training.
  8. 8. Play by Google’s Rules: Google: 70% Yahoo: 16% Microsoft: 9% Ask: 3% Others: 2% Image by AgentGenius
  9. 9. Spiders
  10. 10. <ul><li>Text </li></ul><ul><li>Titles, headlines, tags and URLs </li></ul><ul><li>Links </li></ul><ul><li>NOT images </li></ul><ul><li>Google to spider: “Eat and report back.” </li></ul>Spider Food:
  11. 11. Spider Sees:
  12. 12. Don’t stop there.
  13. 13. The magic is in the strategy.
  14. 14. A plan of action designed to achieve a particular goal. Strategy:
  15. 15. Key words and phrases.
  16. 16. STOP thinking like you .
  17. 17. START thinking like them .
  18. 18. Which Words to Use:
  19. 19. <ul><li>OK to have boring headlines. </li></ul><ul><li>Which words would your clients use to try to find your products or services in a search engine? </li></ul><ul><li>What phrases would they use? </li></ul><ul><li>Don’t know? Ask them. </li></ul><ul><li>Beware of overusing your name. </li></ul>Which Words to Use:
  20. 20. <ul><li>Google.com/trends </li></ul><ul><li>Google.com/adwords </li></ul><ul><li>Google.com/sktool </li></ul>Key Word Research Tools:
  21. 21. Key Word Research Tools:
  22. 22. Head vs. long tail.
  23. 23. Head vs. Long Tail: Image by elliance.com
  24. 24. Head vs. Long Tail: <ul><li>High volume, high competition. </li></ul><ul><li>Less volume, less competition. </li></ul>WORDS % of SEARCHES 1 25% 2 25% 3 20% 4 13% 5 7.5% 6 4%
  25. 25. Which words and phrases can you “own?”
  26. 26. Linking.
  27. 27. Linking Strategy: <ul><li>Mom was right. You are judged by the company you keep. </li></ul><ul><li>Who do you link to? </li></ul><ul><li>Who links to you? </li></ul><ul><li>Post on blogs, social networks, etc. </li></ul>
  28. 28. Social media.
  29. 29. Social Media: <ul><li>Let others build links to your site. </li></ul><ul><li>Engage an audience. </li></ul><ul><li>Build a fan club that wants to share links to your content. </li></ul>
  30. 30. Give them content.
  31. 31. Content Strategy: <ul><li>Brainstorm 6-12 topics that include the key words or phrases you selected. </li></ul><ul><li>Post something once a week. </li></ul><ul><li>Keep the content timely, relevant and engaging. </li></ul><ul><li>You can post to blogs, social networks, video sharing sites, etc. </li></ul>
  32. 32. Content Strategy:
  33. 33. Other Tips: <ul><li>Include campaign-specific key words and phrases. </li></ul><ul><li>Track. Evaluate. Adjust strategy. </li></ul>
  34. 34. SEO is more than code.
  35. 35. Questions?

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