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Optimize Your Bottom Line: <ul><li>What You Need to Know About SEO (Search Engine Optimization) </li></ul>presented by seOverflow

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<ul><li>www.festooljunkie.com – went from brand new site to over 100K in revenue per month so far </li></ul><ul><li>www.aycockmd.com – plastic surgeon now obtaining 40-60 leads per month from their website not including phone calls </li></ul><ul><li>www.lawcolorado.net – personal injury lawyer positioned for multi million dollar cases </li></ul><ul><li>www.houstonapartmentinsiders.com - apartment locating company, went from brand new site to 70% of a nice business in 12 months </li></ul>seOverhaul Your Business

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Your SEO A-HA

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<ul><li>seOverflow is a search engine optimization and pay per click marketing company in Denver, CO. </li></ul><ul><li>We specialize in offering solutions that enable web design companies, marketing consultants, and other solution providers to offer high end SEO services to their clients. </li></ul><ul><li>We are a Google Adwords Qualified Company, Yahoo Search Marketing Ambassadors, and SEMPO members. </li></ul>Who Is seOverflow?

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<ul><li>The Search Engines want to return the most relevant results for every search query. </li></ul><ul><li>So, we have to demonstrate the relevance of our pages to them. </li></ul>What the Search Engines Want

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<ul><li>How the SE’s determine relevance: </li></ul><ul><li>By the titles and tags we place on our pages. </li></ul><ul><li>By what they “see” when they spider our pages. </li></ul><ul><li>By what we and others tell them the pages are about through the links to them. </li></ul>What the Search Engines Want

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<ul><li>Wizardry or a myth. </li></ul><ul><li>Keywords in the meta tags only. </li></ul><ul><li>An overnight success. </li></ul><ul><li>A one time activity. </li></ul><ul><li>Something that can be successful without good incoming links. </li></ul>What SEO Is NOT:

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Anatomy of The SERP Organic/Universal Results Pay Per Click Local 7 Pack

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Who Gets The Clicks? Search Engine Market Share

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<ul><li>Organic vs PPC </li></ul>Who Gets The Clicks? Source: Enquiro, 2006

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Organic vs Paid Search Advantages of Organic Search Advantages of Paid Search More traffic on the same keywords Quick to market Trusted more by the public Easy to cast a wide net Cheaper over the long term (for some) Ability to geo-target customers Not prone to click fraud Control over traffic levels

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The ROI Of SEO

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<ul><li>On-page Optimization – research, planning and implementation. Anything and everything that can be controlled on the website. </li></ul><ul><li>Link Building (Off-page optimization) – the process of getting other websites to link to your website. Think of links as popularity votes. </li></ul>SEO From 30,000 Feet

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<ul><li>On-page Optimization – research, planning and implementation. Anything and everything that can be controlled on the website. </li></ul><ul><li>Link Building (Off-page optimization) – the process of getting other websites to link to your website. Think of links as popularity votes. </li></ul>SEO From 30,000 Feet

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On-page Optimization <ul><li>Research, Planning and Implementation </li></ul>

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<ul><li>DO NOT GUESS </li></ul><ul><li>Information is available </li></ul><ul><li>for free regarding </li></ul><ul><li>volume, competition, </li></ul><ul><li>and more! </li></ul>Keyword Research: Don’t Just Guess

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<ul><li>Keyword Research is the process of discovering for which keywords you should optimize. KW research is critical. Without it, your SEO efforts may be misdirected. </li></ul>Keyword Research: The Cornerstone of SEO Keyword Research Steps 1. Brainstorming 2. Use Keyword Research Tools 3. Check The Competition Levels, Choose The Keywords

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<ul><li>How much traffic does the keyword receive? </li></ul><ul><li>How likely is someone using that keyword to reach your site going to convert into a customer/lead/sale? </li></ul><ul><li>How competitive is the keyword? (use allintitle: operator) </li></ul><ul><li>How much budget and time do you have? </li></ul><ul><li>TOOL: Google Adwords Keyword Tool: </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul>Is This A Good Keyword?

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Keyword Research: The Long Tail

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<ul><li>The Keyword Matrix is an optimization map showing which pages will be optimized for which keywords. </li></ul><ul><li>Typically we target 1-5 closely related keywords per page. (3 on avg.) </li></ul><ul><li>Many times we suggest adding new pages to existing sites. </li></ul><ul><li>We use the keywords identified in the matrix as your main ‘rank checking’ keywords. </li></ul>The Keyword Matrix

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The Keyword Matrix Example URL Keyword 1 Keyword 2 Keyword 3 /home.html donuts best donuts tasty donuts /chocolatedonuts.html chocolate donuts chocolate frosted donuts /sprinkedonuts.html sprinkle donuts rainbow sprinkle donuts chocolate sprinkle donuts

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<ul><li>Spiderability </li></ul><ul><li>Accessibility (Broken Links, W3C, File Size etc.) </li></ul><ul><li>Title Tags </li></ul><ul><li>Meta Tags </li></ul><ul><li>H Tags </li></ul><ul><li>Image Optimization </li></ul><ul><li>Outbound Links </li></ul><ul><li>Keyword Prominance </li></ul>Critical On-page Optimization Components

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Link Building <ul><li>Strategies For Finding and Acquiring Powerful Links </li></ul>

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Link Building Defined <ul><li>Link Building is the practice of obtaining links from external websites into your own website in order to obtain higher search engine rankings and/or direct referrals. </li></ul>

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Link Building

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On-page Vs Off-Page

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Link Building Basics <ul><li>Links as “votes” </li></ul><ul><ul><li>When another website links to yours, that site is essentially casting a “vote” for your website. The more votes you have the better, although in this game the quality of the votes you receive is very important too. </li></ul></ul><ul><li>Not All Votes Are Equal: Some Link Quality Factors </li></ul><ul><ul><li>Page Rank (PR)* </li></ul></ul><ul><ul><li>Keyword rich text link </li></ul></ul><ul><ul><li>Number of outbound links on the page </li></ul></ul><ul><ul><li>Age of the link </li></ul></ul><ul><ul><ul><li>Link becomes more trusted with time </li></ul></ul></ul>

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Getting Links Start By Spying On Your Competitor’s Links Use OpenSiteExplorer to view most of the links coming into your competitor’s websites. http://www.opensiteexplorer.com Which of these links can you get? Any idea generated by looking at their strategy?

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Getting Links <ul><li>Directory Submissions </li></ul><ul><ul><li>Paid Directories </li></ul></ul><ul><ul><li>Free Directories </li></ul></ul><ul><ul><li>Niche Directories </li></ul></ul><ul><ul><li>General Directories </li></ul></ul><ul><li>Content Creation and Publication </li></ul><ul><ul><li>In addition to articles, also consider creating videos, slideshows etc and distributing across the web </li></ul></ul><ul><ul><li>Guest articles </li></ul></ul><ul><ul><li>Article directories (ezinearticles.com) </li></ul></ul><ul><ul><li>Guest blog posts </li></ul></ul>

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Getting Links <ul><li>Press Releases </li></ul><ul><ul><li>Not just a tool for the traditional PR company anymore </li></ul></ul><ul><ul><li>Easy way to generate some text links for your product or service </li></ul></ul><ul><ul><li>Press releases often will show up quite high in search results, at least for a while </li></ul></ul><ul><ul><ul><li>Exposure, plus a lasting link for relevant keywords </li></ul></ul></ul><ul><li>Resource Pages </li></ul><ul><ul><li>Look within relevant industry </li></ul></ul><ul><ul><li>Often can get these links for free </li></ul></ul><ul><ul><li>Present your website as a resource that should be included in the owner’s list </li></ul></ul><ul><ul><li>Quality </li></ul></ul>

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Getting Links <ul><li>Paid Links </li></ul><ul><ul><li>Against Google webmaster guidelines, much controversy </li></ul></ul><ul><ul><li>Still a widely used technique </li></ul></ul><ul><li>Sponsorships </li></ul><ul><ul><li>Within relevant industry </li></ul></ul><ul><ul><ul><li>If your site deals with cars, consider sponsoring a car club </li></ul></ul></ul><ul><ul><li>Local Sponsorships </li></ul></ul><ul><ul><ul><li>Sports leagues, parks, etc.- the Page Rank surprise! </li></ul></ul></ul><ul><ul><ul><li>Community Involvement </li></ul></ul></ul>

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Links That Will Not Count <ul><li>302 redirects </li></ul><ul><li>Javascript </li></ul><ul><li>No-followed links </li></ul><ul><li>Links on pages that are not indexed </li></ul>

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Local SEO <ul><li>Optimizing For the Google 7 Pack </li></ul>

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Anatomy of The SERP Organic/Universal Results Pay Per Click Local 7 Pack

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The Keys To Local SEO <ul><li>Submit/claim and optimize your business listing with Google Place Pages (formerly Google Local Business center) and other search engines </li></ul><ul><li>“ Locally Off-page Optimize” your business with citations and reviews </li></ul><ul><li>“ Locally On-page Optimize” your website </li></ul>

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Off-page Optimization For Local presented by seOverflow

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<ul><li>Create free profiles on: </li></ul><ul><li>Google Maps www. google .com/ local /add </li></ul><ul><li>Yahoo Local http://listings.local.yahoo.com/ </li></ul><ul><li>Bing Local https://ssl.bing.com/listings/ListingCenter.aspx </li></ul><ul><li>**Check the status of current profiles with www.GetListed.org ** </li></ul><ul><li>If you never do anything else, do this! </li></ul>Create Local Business Listings

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A Google Maps Listing

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Google Maps Dashboard

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<ul><li>Use your main keyword phrase and complementary terms in your profile descriptions </li></ul><ul><li>Grab the long tail by including: </li></ul><ul><li>Your products and services </li></ul><ul><li>The brands you carry </li></ul><ul><li>The locations you serve </li></ul><ul><li>Anything else important in your niche </li></ul>Optimize Your Biz Listings

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<ul><li>Choose – or create – the right categories </li></ul><ul><li>Give your listing attributes </li></ul>Optimize Your Biz Listings

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<ul><li>Citations, aka web references, are web pages that cite or mention your business or web site. </li></ul><ul><li>They do not have to contain a link! </li></ul>Create Citations

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<ul><li>Use the same name, address and phone number everywhere online and offline. </li></ul><ul><li>Go to the sources of business data and standardize there. </li></ul><ul><li>Use a local database directory - check out UniversalBusinessListing.org or Localeze.com </li></ul>Standardization Builds Trust

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<ul><li>Citations are important in building Google’s trust in the information it has about you. </li></ul><ul><li>Citations can drive targeted traffic to your business. </li></ul><ul><li>Citations are easier to get than links – many are free. </li></ul>Keep Creating Citations!

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Reviews and Local Search presented by seOverflow The Impact of Reviews on Local Search

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<ul><li>“ Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews. (&quot;Web users and web community,&quot; Rubicon Consulting, Inc. October 2008)” </li></ul><ul><li>“ 81% of online holiday shoppers read online customer reviews (Nielson Online, December 2008)” </li></ul><ul><li>“ 86% of consumers read online business reviews before making purchasing decisions; 90% of whom say they trust these reviews. (Kudzu.com survey of 600 users, December 2008)” </li></ul><ul><li>“ The Trust in Advertising survey of 26,000+ found that Consumer Recommendations are the most credible form of advertising . (&quot;Social Media Marketing: The Right Strategy for Tough Economic Times&quot; Awareness, 2008)” </li></ul><ul><li>Statistics from BazaarVoice.com See more at http://www.bazaarvoice.com/industryStats.html </li></ul>The Impact of Reviews

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<ul><li>ONLY FROM HAPPY CUSTOMERS! </li></ul><ul><li>Have a plan in place. </li></ul><ul><li>Use surveys and follow-up emails. </li></ul><ul><li>“ Bribe” people to submit reviews. </li></ul><ul><li>Send reviewers to a variety of web sites. </li></ul>TIP: Ask for Reviews

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On-page Optimization for Local Making Your Website Work in Local Search

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<ul><li>Build relevance and trust in your location+keywords. </li></ul><ul><li>Do all the usual things when optimizing - title, description, h tags, content, good internal linking, etc – but with a geographic slant. </li></ul>On Page Optimization

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<ul><li>Place your full street address and local phone number on all pages of your website. </li></ul><ul><li>Optimize your Contact or About page for your business name and location. </li></ul><ul><li>Use the hcard microformat to make your location unmistakable to the Search Engines. </li></ul>Where Are You?

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<ul><li>If your business name doesn’t make it very clear where you are and what you do, then use a tagline to communicate that information to both humans and Search Engine spiders. </li></ul>TIP: Give Your Biz a Tagline

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What’s Wrong With This?

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<ul><li>Create a separate page for each location </li></ul><ul><li>Use local info on each of these pages </li></ul><ul><li>Link internally to location pages, using the right link text </li></ul><ul><li>Use other terms on the page that will help the Search Engines understand where you are: street intersections, highway exits, what’s nearby, nicknames for neighborhoods, etc. </li></ul>TIP: For Multiple Locations:

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Outsourcing Your SEO <ul><li>What To Do and Not To Do </li></ul>

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<ul><li>Experience </li></ul><ul><li>Ability to “see the light” of possible SEO opportunities </li></ul><ul><li>Ability to diagnose and repair complex issues </li></ul><ul><li>Time savings </li></ul><ul><li>Additional revenue streams (if outsourcing client work) </li></ul>Why Outsource SEO?

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<ul><li>Guarantee rankings </li></ul><ul><li>Use ‘black hat’ or hacker-ish techniques </li></ul><ul><li>Only perform link building through reciprocal links and link farms </li></ul><ul><li>Only optimize pages for search engines and not for visitors </li></ul><ul><li>Don’t have good references that you can speak with </li></ul>Avoid SEO Firms That…

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<ul><li>Got Any Questions? </li></ul><ul><li>Write “pres” on your business card if you would like a copy emailed to you. </li></ul><ul><li>Follow us on social media </li></ul><ul><ul><ul><li>twitter.com/seoverflow </li></ul></ul></ul><ul><ul><ul><li>facebook.com/seoverflow </li></ul></ul></ul><ul><ul><ul><li>Linkedin.com/companies/seoverflow </li></ul></ul></ul>Q & A

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<ul><li>http://www.stonetemple.com/articles/css-and-seo.shtml </li></ul><ul><li>http://www.pearsonified.com/2007/01/get_53_percent_more_searches_with_one_tweak.php </li></ul><ul><li>http://www.e-gain.co.uk/online_marketing/news_articles/Search%20Engine%20Marketing/4 </li></ul><ul><li>http://www.seofaststart.com </li></ul><ul><li>http://www.seomoz.org </li></ul><ul><li>http://www.shimonsandler.com </li></ul><ul><li>http://www.stonetemple.com/articles/css-and-seo.shtml </li></ul><ul><li>http://blog.compete.com/2008/02/08/search-market-share-january-yahoo-microsoft-google-ask-aol-msn-live/ </li></ul>Sources