Understanding SEO Beyond the Technical Jargon - Chris Boggs and Chris Cotton


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Understanding SEO Beyond the Technical Jargon

As a marketer, it's imperative that we know the foundational principles of Search Engine Optimization and how to evaluate our own efforts. This session will provide you with the tools and knowledge required to help you understand the benefits and failures of various SEO strategies.

* Chris Boggs, Director Search Engine Optimization, Rosetta

* Chris Cotton, Director, Interactive Marketing, Nationwide.com

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Understanding SEO Beyond the Technical Jargon - Chris Boggs and Chris Cotton

  1. 1. Online Marketing Summit<br />Cleveland, OH | June 7, 2010<br />Understanding SEO Beyond the Technical Jargon<br />Chris Boggs, SEO Director – Rosetta<br />Chris Cotton, Director Interactive Marketing - Nationwide <br />1<br />
  2. 2. Agenda<br />6/2/2010<br />2<br />Search Engine Optimization Overview<br />Technical SEO<br />Optimizing Content<br />Building Links<br />Reporting Considerations<br />
  3. 3. Search Engine Optimization Overview<br />3<br />
  4. 4. SEO Defined<br />4<br />Search engine optimization (SEO) is the process of improving pages of a Web site to increase visibility within “organic” search engine results for targeted / relevant terms.<br />
  5. 5. How is SEO Different?<br /><ul><li>SEO is an ongoing program, as opposed to a project with a definitive start and end-date
  6. 6. SEO lives beyond typical “Media Spend.” Paid Search listings go away if daily or periodic budget is reached
  7. 7. As with Paid Search, SEO is considered “Pull Marketing” (versus “Push Marketing”).
  8. 8. Active shoppers are looking for products or services at their time of interest</li></ul>5<br />
  9. 9. SEO Is Comprised of Three Focus Areas<br />6/2/2010<br />6<br />
  10. 10. Critical Success Factors<br /><ul><li>Patience
  11. 11. Defined roles & responsibilities
  12. 12. Established Work Streams
  13. 13. Agreed Upon KPIs and reports
  14. 14. Analysis of Business-centric data
  15. 15. Communication between all parties</li></ul>6/2/2010<br />7<br />
  16. 16. Technical Optimization <br />8<br />
  17. 17. Technical SEO: Some Jargon Translated<br /><ul><li>Canonical URLs = “Only one URL (page Address such as www.nationwide.com) should be available for each page of content”
  18. 18. URL Flattening / Rewriting = “The shorter a URL, the better. Also, it should include popular phrases used to search for relevant products or services”
  19. 19. Web Server Response Codes = “When a search engine comes to your site, does your programmed ‘response’ say the right thing about the page?”
  20. 20. Redirects & 301’s = “When you have moved or removed a page, have you left a ‘forwarding address’ for the search engines (and humans)?”
  21. 21. Code Weight and Page Load Time = “How long does it take for a page to load, especially versus your competitor set?”
  22. 22. Robots.txt and Sitemaps = “These two work to tell the search engines what pages you want indexed (sitemaps) and which you don’t (robots.txt).”</li></ul>6/2/2010<br />9<br />
  23. 23. Technical SEO – Process Considerations<br />6/2/2010<br />10<br /><ul><li> No assumptions about platform capabilities
  24. 24. Deliver recommendations to be implemented by client-side IT teams
  25. 25. Managing the “can’t” versus “won’t” mentality
  26. 26. Optimizing all content</li></ul>Managing different groups:<br /><ul><li> IT Architects
  27. 27. Infrastructure
  28. 28. Site Managers/Webmaster</li></li></ul><li>Optimizing Content <br />11<br />
  29. 29. Content Optimization: Jargon Translated<br /><ul><li>Content = “All content on a Web site can be optimized to some degree, but most people refer to HTML text when describing optimization of content.”
  30. 30. Meta Information = “Content within the code that appears as descriptive text within a search engine result.”
  31. 31. Page Title = “The page’s ‘Title’ is what appears within the blue browser bar. It is often considered to be the most important content element of any page of a site.”
  32. 32. ALT Attributes = “Also known as an ‘ALT Tag,’ this is something which labels images, and thus provides a description of the image for a search engine.”
  33. 33. Digital Assets = “Any non-text based content which can be optimized, including images, video, Flash, Silverlight, and Rich Internet Applications.”</li></ul>6/2/2010<br />12<br />
  34. 34. Content Optimization– Process Considerations<br />6/2/2010<br />13<br /><ul><li> Client education and overcoming potential work flow and ownership conflicts
  35. 35. Internal alignment (i.e. both design team and SEO copy writers on content projects
  36. 36. Navigation and Taxonomy</li></ul>Managing different groups:<br /><ul><li>Editorial/Content
  37. 37. User Experience
  38. 38. Design
  39. 39. Product owners</li></li></ul><li>Building Links<br />14<br />
  40. 40. Link Building: Jargon Translated<br /><ul><li>Directories = “Paid or Free Web directories such as Yahoo! Directoryor Best of the Web are categorized listings of approved URLs. Search engines do give credit to directory listings that they deem to be legitimate”
  41. 41. Direct Requests = “Reaching out to someone to either improve an existing link pointed to one of your pages, or to request a link from their relevant and authoritative page.”
  42. 42. Reciprocal Linking = “An outdated tactic which requires a ‘trade’ to get a link pointed to a page. Some reciprocal links naturally occur, but those that are manufactured are not given as much credit as a ‘one way link.’”
  43. 43. Buying Links = “Also known as an ‘ALT Tag,’ this is something which labels images, and thus provides a description of the image for a search engine.”
  44. 44. Social Media Links = “Still a new area, but many experts feel that links from social media platforms/communities are carrying more weight than in 2008.”</li></ul>6/2/2010<br />15<br />
  45. 45. Link Building– Process Considerations<br />6/2/2010<br />16<br /><ul><li> Industry considerations – especially Pharma and Financial Services Verticals
  46. 46. Ability to leverage Press Releases or other content syndication
  47. 47. Budget for directories or sponsored links</li></ul>Managing different groups:<br /><ul><li> Public Relations
  48. 48. Sponsorships
  49. 49. Partnerships
  50. 50. Legal
  51. 51. Business Lines (Category owners in other verticals)</li></li></ul><li>Reporting<br />17<br />
  52. 52. Reporting: Jargon Translated<br /><ul><li>Analytics Platform = “Tools which monitor traffic to the Web site’s pages and its origin and the behavior that is exhibited once the visitor arrives at the site. Google Analytics is free, and paid systems such as Omniture can cost thousands of dollars per month. Without Analytics implemented, it is very difficult to determine performance and make improvements during an SEO program”
  53. 53. Key performance Indicators (KPIs) = “Metrics monitored by Analytics which can indicate SEO success, such as organic-referred traffic, conversions, and unique terms used to find the site.”
  54. 54. Rankings = “A metrics which is becoming less and less reliable to track, in order to determine SEO performance. Rankings for terms that drive no searches are like the tree falling in the forest. SEOs still use this as an illustrative data point to look for improvement trends, but marketers should be concerned with Business-related metrics prior to rankings.’”</li></ul>6/2/2010<br />18<br />
  55. 55. Reporting– Process Considerations<br /><ul><li>Reporting goals must be established jointly and benchmarked during the onset of the the program.
  56. 56. Competitive Positioning
  57. 57. Click Share – Who is getting clicks from your keyword portfolios?
  58. 58. Competitor tactics – Technical, onsite, offsite assessment
  59. 59. Ranking & leading indicators
  60. 60. Daily trended ranking for keyword portfolios
  61. 61. Inbound links & pages indexed
  62. 62. Page load times, broken links
  63. 63. Business Results
  64. 64. Website visits from organic search
  65. 65. KPI’s referred by organic search</li></ul>6/2/2010<br />19<br />
  66. 66. <ul><li>Chris.boggs@rosetta.com
  67. 67. Twitter: @boggles</li></ul>20<br />Thank You!<br /><ul><li>Chris Cotton</li></li></ul><li>21<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />