SEO Workshop at Microsoft's APC 2010


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This was presented 4 times across 2 days at Microsoft's annual Australian Partner Conference (APC 2010) on the Gold Coast in September 2010. This presentation is aimed at educate Microsoft Partners on Search Engine Optimisation (SEO) and showcase some free Microsoft tools to help partners with attracting more customer via search engines.

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  • Welcome to the first-ever SEO workshop at Microsoft Australia Partner Conference (APC). I’m really excited to be here as it’s my first time at APC. I also want to start off by saying thanks to those of you who completed my SEO Workshop Survey. It was an anonymous survey so I don’t know who completed it, but I will share some of the findings from the survey during the course of this presentation.
  • It’s a 2 part presentation: Part A is all background and Education “The How and Why you should be excited about Search” Part B is all about taking action “Here’s What Partners can do to take leverage Search”
  • Question to the Audience: “What is your favourite Search Engine?” Google Bing Yahoo Fact is, Google dominates the searches in Australia. Nearly 9 out of every 10 searches take place on Google! So when we are checking our websites and rankings etc. I’d focus my energy on Google. I’m not saying forget about Bing (as it’s usage is on the rise, but for now it’s best to focus on where you’re going to get the most traffic. Data Source: June 2010- Hitwise: SEO for Microsoft Partners - APC 2010 Presenter: Mark Vozzo (Microsoft)
  • SEM - Search Engine Marketing (Paid Search): Position is determined by $ via Silent Auction Pay Per Click (PPC) Model Results are instant Tight control over messaging Great for Campaigns Great for Brand Awareness SEO - Search Engine Optimization (Organic Search): Position is determined by the algorithm Longer term strategy (months) Involves technical fixes, content updates & link building effort Harder to do Don’t believe anyone who tells you SEO is “Free Traffic”. You may not have to pay for the click, but believe you me, I’ve been doing SEO a long time and it’s a lot of effort and time to get ranked and maintain rank and involved many parts for the business. Presenter: Mark Vozzo (Microsoft) SEO for Microsoft Partners - APC 2010
  • This is a Eye Tracking Heat map conducted by Marketing Sherpa for a Search Result in Google. How to Read the Heat map: - Red designates hot spot areas, this means more eyeball time - “X” marks clicks The Search Engine Golden Triangle – extract from a recent report by Marketing Sherpa. This illustrates that Natural search results get more eyeballs and more clicks than Paid search. Split: 70 to 30, Natural to Paid clicks SEM - Pay per Click - Not as many eyeballs - Not that many clicks. SEO - Organic Search Results - 70-80% of clicks happen here. Presenter: Mark Vozzo (Microsoft) SEO for Microsoft Partners - APC 2010
  • Crawl-ability is all about ensuring your content is accessible to Search Engines Crawlers for indexing. Search Engine Spider are DEAF, DUMB & BLIND DEAF in the sense that you can’t tell the search engine where to go and it will follow your directions They can only follow text links – They rely on text links to crawl the web - They can’t follow image links or JavaScript links DUMB in the sense that they can’t fill in forms or click buttons - They do not have a mouse or keyboard BLIND In the sense they do not have eyes – They can’t read rendered text within images or video and attribute those keywords to the page.
  • Story: FuturesMagazine.Asia News Portal I just came back from working with the Microsoft Region team in Singapore. When I was there I was approached by the a regional marketer about a News/Magazine site they’ve recently launched. She ask me “I have 100s of articles, but I’m not getting any traffic from search – why?”. I pulled up IE opened up Google and typed in the Site: command. Only 1 page of the site was in the index. I answered “there your problem” none of the deeper content was being indexed, only the home page.
  • Rule: Zero pages Indexed = Zero Traffic from Search How to check: Run “site: ” in Bing, Google, Yahoo
  • If you suspect you have a crawl-ability issue then… Implement a sitemap - There are 3 common types of sitemaps (Human/HTML/XML) - Provide links to the sitemap map in the footer
  • Be Unique Create unique and trustworthy content that separates your site from the others. “Me-too” web sites that offer articles and affiliate links that can be found on dozens of other sites will have trouble ranking in the search engine. Be Fresh If you're an expert in a special field, write about it (better still, start a blog) and make regular posts. Make your site/blog becomes the best most up-to-date resource for that topic. Google loves blogs & fresh content Choose Keyword wisely - Do some keyword Research Focus on longer terms (less competitive): 1 word keyword are competitive and don’t convert into sales Avoid Adobe Flash Don’t make the same mistake as Nike and Coca Cola. They have great designs, nice a interactive, but only the content inside flash is not index-able by search engines.
  • Here I stand on the Helix Bridge in Singapore. What a magnificent engineering structure. These series of connections and links keep this bridge standing. Without the links the bridge would collapse. You might be wondering what’s this got to do with SEO? Link make your Website Strong! Without them, your site would collapse. Internal Links - Site structure is critical to SEO success. - Use links to form paths, avoid creating a random mess. Outbound Links - These provide Google with reference checks - If you link to spam sites, this will hurt you Link to other external quality sources, this can help make you an authority on a subject E.g. Wikipedia References section Link to the Microsoft AUSTRALIA sites, not the USA sites, that way Google will see you as servicing the Australian market, not the US. Inbound Links Quality of the links pointing to your site is important Quantity of links pointing is also important Spam sites linking to your site won’t hurt your rank Example of “Adobe Acrobat Reader” & “Click Here”
  • The words “ Click here ” do not appear anywhere on this page. So why does it rank for “Click Here”?
  • These “ Click Here ” links are helping rank Adobe Reader Download page for the term.
  • Here is a free tool by Yahoo call the “Site Explorer” and it will show you all the inbound links pointing to any page on the internet. Here is the report for that same “Adobe Acrobat Reader Download” page.
  • These are 2 sample reports from Google Analytics and they are crucial for measuring improvements due to SEO effort.
  • What is the IIS SEO Toolkit? It’s a crawler that you can send out to any website It downloads an entire copy of the website to your PC and then runs some analysis on the site to check for any SEO issues You do not have to have your website running on IIS to run SEO Analysis Reports.
  • Tecala Data was offered an SEO audit (as they were the first partner to participate in the SEO Survey!). Mr Marcelo Bussacarini (Marketing Manager) at Tecala will used the SEO Analysis to help identify issues with their current site to make sure those issues are not replicated to the new site.
  • A Google Site: Query shows us that there are “About 25” pages of content indexed by Google. The SEO Toolkit shows us a similar number ~23 text/html pages. This is a Good sign that Crawl-ability is in check. IMPORTANT NOTE: Just because the numbers are the same doesn’t always mean there is a crawl-ability issue, you have content hidden behind JavaScript links or inside iFrames that crawlers can’t reach. The best check is to see how many pages your CMS system has created.
  • When you digg a little deeper into the code SEO Toolkit reveals that the page infact has 2 Title tags and does not adhere to HTML coding standards. It’s going to confuse the search engines and tells Google/Yahoo/Bing that this is a poorly authored sites.
  • This is something not found in many other Link checking tools. You can deep dive on the page that is broken and find out how many other pages within your site are linking to this broken page. Hence this helps you build a list of issues to be fixed on your website.
  • If you don’t have the time or resources to devote to running SEO in-house, you’ll be happy to hear that Microsoft Corp has negotiate an excellent rate for First Class SEO Services. This special pricing is available to all Microsoft Partners.
  • The program is a 6 month engagement with an SEO Agency for $1,250 USD. This is great program (I’m not getting any commissions or financial benefit for saying this), the level of analysis & reporting you get from this program is superb.
  • Please respect the confidentiality of this report by not distributing it. I’m wanted to show you the deep insights that the SEO program will deliver.
  • For more details on the Packages visit: Contact Email:
  • For more information about Nintex -
  • Please feel free to connect with me on Linkedin, or drop me an email. Please complete the Session Evaluation Form, as this is the 1 st time running such a session at APC and if you want more content on Search Marketing or Digital Marketing, please let us know on the form. I hope to be back next year and would love to hear some of your SEO success stories.
  • SEO Workshop at Microsoft's APC 2010

    1. 1. SEO Workshop Presenter: MARK VOZZO - MICROSOFT AUSTRALIA
    2. 2. About the Presenter <ul><li>Mark Vozzo </li></ul><ul><li>A passionate Digital Marketer </li></ul><ul><li>Over 10 years in Digital (my entire career) </li></ul><ul><li>Practiced SEO before Google born </li></ul>
    3. 3. Agenda <ul><li>Part A – Background on Search </li></ul><ul><li>Search in Australia </li></ul><ul><li>Difference Between SEM & SEO </li></ul><ul><li>Three C’s to SEO </li></ul><ul><li>Part B – What you can do to improve your rankings </li></ul><ul><li>Download Microsoft’s free SEO Toolkit </li></ul><ul><li>An SEO review of a MS Partner website using the SEO Toolkit </li></ul><ul><li>SEO Packages available to Partners </li></ul>
    4. 5. Q: What’s your favourite Search Engine? Australian Search Engine Market share (Hitwise – Jun 2010)
    5. 7. Difference between SEM & SEO SEO - Search Engine Optimisation (Organic Search): SEM - Search Engine Marketing (Paid Search/PPC):
    6. 8. Eye Tracking Heat map Research SEO Organic Search Results Area SEM Paid Search Results Area
    7. 10. Three C’s to SEO Content (Unique + High Value) SEO is the combined effect of all of these. Crawl-ability (Technical + sitemaps) Connections (Links + Authority)
    8. 12. Crawl-ability Search Engines Spiders are Deaf, Dumb & Blind
    9. 14. Crawl-ability Story: FuturesMagazine.Asia
    10. 15. How to check the Crawl-ability of your site?
    11. 16. How to fix a Crawl-ability Issue?
    12. 18. Fresh Keyword Research Unique Avoid Adobe Flash
    13. 19. Title and Meta Description Tags are important
    14. 20. Title and Meta Description Tags are important
    15. 21. Title and Meta Description Tags are important
    16. 23. Links make your website strong 1 Link = 1 Vote 3 types of links: Internal Outbound Inbound
    17. 25. Connections – The “ Click Here ” Story
    18. 26. Connections – The “ Click Here ” Story
    19. 27. Connections – The “ Click Here ” Story
    20. 28. Connections – The “ Click Here ” Story
    21. 29. Agenda <ul><li>Part A – Background & Search Opportunity </li></ul><ul><li>Search in Australia </li></ul><ul><li>Difference Between SEM & SEO </li></ul><ul><li>Three C’s to SEO </li></ul><ul><li>Part B – Here’s what you can do… </li></ul><ul><li>Download Microsoft’s free SEO Toolkit </li></ul><ul><li>An SEO review of an existing MS Partner site </li></ul><ul><li>SEO Packages available to Partners </li></ul>  
    22. 30. 2 x Critical Web Analytics Reports for SEO
    23. 32. Where to download the SEO Toolkit <ul><li>http:// </li></ul>
    24. 33. + Microsoft SEO Toolkit is…
    25. 35. <ul><li>A new site is coming in Oct 2010. </li></ul>
    26. 36. SEO Toolkit – Summary Screen
    27. 37. SEO Toolkit – Violations Summary
    28. 38. SEO Toolkit: Crawl-ability
    29. 39. Check Crawl-ability
    30. 40. SEO Toolkit demo: Content
    31. 41. SEO Toolkit Demo: Check Title Tags
    32. 42. SEO Toolkit Demo: Check Title Tags
    33. 43. SEO Toolkit: Missing Page Descriptions The Why The What
    34. 44. Google Search Results <ul><li>SEO Issues: </li></ul><ul><li>Page Titles </li></ul><ul><li>Should be Unique </li></ul><ul><li>Use Good Keywords </li></ul><ul><li>Description Tag </li></ul><ul><li>If blank, Google will make up the description for the page. </li></ul><ul><li>This should be a concise summary of the page with a call to action. </li></ul>
    35. 45. SEO Toolkit demo: Connections
    36. 46. SEO Toolkit: Check for Broken Links
    37. 47. What pages are linking to broken pages? <ul><li>This page links to the Broken Page, hence needs to be fixed. </li></ul>
    38. 49. SEO Services for MS Partners http://
    39. 50. SEO Detailed Report (60+ page report)
    40. 51. Example Reports: Competitor Analysis
    41. 52. Cost for the MS Partner SEO Packages <ul><li>Contact: </li></ul><ul><li>[email_address] </li></ul>
    42. 54. In Summary: Next Steps Checklist <ul><li>Apply the Three C’s to SEO on your site </li></ul><ul><ul><li>Crawl-ability </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Connections </li></ul></ul><ul><li>Run Web Analytics (a pre-requisite for SEO) </li></ul><ul><ul><li>Review key Search reports </li></ul></ul><ul><li>Download the Microsoft SEO Toolkit http:// </li></ul><ul><ul><li>Check Violations Summary Report and schedule fixes </li></ul></ul><ul><li>Consider engaging Professional SEO Services http:// </li></ul>
    43. 55. Any Questions? <ul><li>Mark Vozzo </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>LinkedIn: </li></ul><ul><li>Twitter: @markvozzo </li></ul>