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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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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:// www.iis.net/download/seotoolkit </li></ul>
  24. 33. + Microsoft SEO Toolkit is…
  25. 35. www.tecala.com.au <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:// www.seoservicesformspartners.com
  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:// www.iis.net/download/seotoolkit </li></ul><ul><ul><li>Check Violations Summary Report and schedule fixes </li></ul></ul><ul><li>Consider engaging Professional SEO Services http:// www.seoservicesformspartners.com </li></ul>
  43. 55. Any Questions? <ul><li>Mark Vozzo </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>LinkedIn: http://linkedin.com/in/markvozzo </li></ul><ul><li>Twitter: @markvozzo </li></ul>

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