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SEO 2013 - It’s not just your site; it’s your presence - Webinar
The document discusses the evolution of SEO from 2007 to 2013, highlighting significant changes in ranking factors and the increasing importance of user signals and link authority. It emphasizes the critical role of SEO in digital marketing, with a projected 250% growth in SEO spending, and provides best practices and strategies for effective SEO, including technical optimization, content creation, and social media integration. The document also outlines key updates in Google's algorithms, such as Panda and Penguin, which impact search engine rankings.
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SEO 2013 - It’s not just your site; it’s your presence - Webinar
- 1. SEO 2013 It’s not just your site; it’s your presence 1 1 2/1/2012
- 2. Mike McAnally -Bio Mike McAnally Mike is an Owner and Partner at NordicClick Interactive and the in-house technology guru. He has experience in many facets of Interactive Marketing and manages the online initiatives for a variety of clients including Snap Fitness, Allen Edmonds, CarSoup and more. With a background of more than 14 years of online marketing at Digital River, ShopNBC (FanBuzz) and Lifetouch, Mike’s expertise covers all facets of the interactive industry, from SEO, PPC and affiliate marketing to social media, Web strategy and local search. 2 2 2/1/2012
- 3. Agenda for Today •How SEO/Search has changed • Why SEO is important • Something's Stay the Same • Panda’s, Penguin’s and Gorillas?? • Takeaway’s 3 2/1/2012
- 4. How SEO hasChanged Search in 2012 4 2/1/2012
- 5. How SEO hasChanged SEO Ranking Factors (2007-13) • In 2007 the Search Engines considered 3 main factors in Rankings • In 2013 6 main factors were considered • User signals and Authority gaining most in importance 5 2/1/2012
- 6. Why it isImportant SEO Investment • Search Engine Marketing spending on SEO to increase by 250% from 2008-2013 • SEO viewed as most effecting tactic for generating conversions 6 2/1/2012
- 7. Why it isImportant Search Engines are the new Yellow Pages 7 2/1/2012
- 8. Why it isImportant SEO by the Numbers • 70% of search users click on organic listings • 60% of all organic clicks go to the top 3 search results • 75% of users never scroll past the 1st page of results 8 2/1/2012
- 9. What is SEO? SearchEngine Optimization (SEO) is a common sense way of organizing and displaying your Web site’s content to be properly indexed by the Search Engines. 9 2/1/2012
- 10. SEO Process Technical Content Local & Link Social Media Optimization Development Building Optimization To identify any Displaying and Increasing the An integral part of issues that will organizing your quantity and most SEO utilized for prevent search content and importantly, quality Search Engine engines from keywords for the Reputation of in-bound links to indexing your Web search engines to Management pages. index . your site. (SERM). Search Engine Optimization 10 2/1/2012
- 11. SEO - Technical BestPractices • Sound code structure • Sitemaps & Robots.txt • Meta Data • Rich Snippets • Page speed • 301 redirects 11 2/1/2012
- 12. SEO - Technical RedFlags • XML Sitemap • Low Text to HTML Ratio • Printability • Slow load time • No Microformats • W3C Code issues 12 2/1/2012
- 13. SEO Process Technical Content Local & Link Social Media Optimization Development Building Optimization To identify any Displaying and Increasing the An integral part of issues that will organizing your quantity and most SEO utilized for prevent search content and importantly, quality Search Engine engines from keywords for the Reputation of in-bound links to indexing your Web search engines to Management pages. index . your site. (SERM). Search Engine Optimization 13 2/1/2012
- 14. SEO - Content Keyword Research • Tools • Social Monitoring (Hashtags) • Competitive • Paid Search • Analytics Use these keywords in your content! 14 14 2/1/2012
- 15. SEO - Content Contentis King • Hierarchy • Text & Images • Documents, White Papers, eBooks • Video, Audio • Social Conversations • Blogs, Wikis, Forums 15 15 2/1/2012
- 16. SEO - Content METAData • META data is used for indexing by search engines and are used in SEO rankings. - Title tags - Description - Keywords tag - ALT tag - H tags 16 - Geo 16 2/1/2012 16
- 17. SEO - Content Content Optimization • 200 – 300 words per page (at least) • Focus on 1 – 3 core phrases per page • Minimum 2 – 4% keyword density • Group content together in thematic sets based on keywords 17 17 2/1/2012
- 18. SEO - Content Blogs • Companies that blog have 434% more indexed pages • Blogs lead to 55% more web visitors • 300 or more indexed pages leads to a 2x increase in conversions • Blog needs to be on your core domain (.com/blog) 18 18 2/1/2012
- 19. SEO Process Technical Content Local & Link Social Media Optimization Development Building Optimization To identify any Displaying and Increasing the An integral part of issues that will organizing your quantity and most SEO utilized for prevent search content and importantly, quality Search Engine engines from keywords for the Reputation of in-bound links to indexing your Web search engines to Management pages. index . your site. (SERM). Search Engine Optimization 19 2/1/2012
- 20. SEO – LocalSearch Local & Global Search Are Linked With Google’s recent algorithmic change to give more importance to Local listings and maps, optimizing for Local search has become an intrinsic part of SEO. Local Search Core Components • Google+ (Places/Maps) Optimization • Bing Business Portal • Geo Check-Ins • Submission to Trusted Providers 20 2/1/2012
- 21. SEO – LinkBuilding About Link Popularity • Link popularity is a very important factor in search engine ranking. Search engines view Web sites with good link popularity as authorities in their subject matter. • Quantity and most importantly, quality of in- bound links to your site. 21 2/1/2012
- 22. SEO – LinkBuilding Linking Strategies • Strategic Thinking • Link Research • Local & Regional • Product Reviews • Business Partners • Social Media and PR • Blogging • News Releases • Digital Asset Optimization • Social Power Linking 22 2/1/2012
- 23. SEO – LinkBuilding Red Flags • Link Dilution • Focus on one domain(WWW) • Site Migration to New Domain • 301 redirect old URLs • Link Farms • Jeopardize rankings • Link Volume vs. Relevancy • Quality and relevancy more than quantity 23 2/1/2012
- 24. SEO Process Technical Content Local & Link Social Media Optimization Development Building Optimization To identify any Displaying and Increasing the An integral part of issues that will organizing your quantity and most SEO utilized for prevent search content and importantly, quality Search Engine engines from keywords for the Reputation of in-bound links to indexing your Web search engines to Management pages. index . your site. (SERM). Search Engine Optimization 24 2/1/2012
- 25. SEO - Social SearchEngine Reputation Management (SERM) • Direct links from Social Profiles index to 1st page • Not all profile links are followed but data show added value 25 25 2/1/2012
- 26. SEO - Social SEOBenefits 1. Increase quantity and quality of links 2. Increase brand mentions on the front page of SERPs 3. Reputation Management (more control of your content) 4. A new source of searches and organic traffic 5. MOST IMPORTANTLY – Building your Social Authority 26 26 2/1/2012
- 27. Panda’s, Penguin’s &Gorillas 800 Pound Gorilla: “One that is dominating or uncontrollable because of great power that ignores a problem when everyone knows it's there, but pretends everything is OK.” 27 27 2/1/2012
- 28. Panda’s, Penguin’s &Gorillas • Who Google’s? • Who Searches? 28 2/1/2012
- 29. Panda’s, Penguin’s &Gorillas Google Panda changed SEO in 2011 29 2/1/2012
- 30. Panda’s, Penguin’s &Gorillas Google Penguin Update • Launched in 2012 to combat • Keyword stuffing • Hidden Content • Link Farms • Duplicate and copied content 30 2/1/2012
- 31. Takeaways 5 Takeaways forToday • Don’t forget the basics • Google+ • Share, Share, Share • Social Authority • Defeat the Sterotype 31 2/1/2012
- 32. Takeaways Technical Content Local & Link Social Media Optimization Development Building Optimization To identify any Displaying and Increasing the An integral part of issues that will organizing your quantity and most SEO utilized for prevent search content and importantly, quality Search Engine engines from keywords for the Reputation of in-bound links to indexing your Web search engines to Management pages. index . your site. (SERM). Search Engine Optimization 32 2/1/2012
- 33. Takeaways If you can’t win the game…. change the rules. 33 2/1/2012
- 34. Takeaways Google+ Impact • CLAIMYOUR PAGE!! • Google Places (Maps) is now Google+Local • Google Search & Maps integrated with + via mobile 34 2/1/2012
- 35. Takeaways Think Social • Share and produce content 35 2/1/2012
- 36. Takeaways Social Authority • The transition from Search Engine Marketing to Social Media Marketing 36 2/1/2012
- 37. Takeaways Credit Union Stereotype What kind of interaction do you have? 37 37 2/1/2012
- 38. Thanks, Mike McAnally Partner | NordicClick Interactive 2025 Coulter Blvd. #100 Chanhassen, MN 55317 mike@nordicclick.com (o) 952.460.3333 (c) 612.817.9971 38 38 2/1/2012
Editor's Notes
- #5 Search used to be as simple as typing in a query but now there are many different ways that customers can find your site.
- #6 3 Main factors: On page content (Keywords, copy), Page Rank (Google’s first standard) and Anchor text (blue, underlined link on page)3 add’l factors: Domain Authority (“strength” of your website over time.), Link Context(Backlinks, also known as incoming links, inbound links, inlinks, and inward links) ( and User Signals (Social Authority)Devalued LinksReciprocal links: This SEO company linked to its clients in their case studies and the clients linked back to them.Footer links: The client sites were linking to them in their footers as it was “who built the site” info nobody expected to see in the content itself.Site-wide links: Because the footer was added to every single page on the site, the footer links were site-wide, adding up to dozens, hundreds or even thousandsOff-topic links: A fashion or car website linking to a web design and SEO agency is not really a relevant context.Exact match anchor text links: As the company has built the clients’ sites as a whole, most of the clients had a typical “web design by x” link added where web design was the actual anchor text.
- #7 emarketer statistics
- #9 Marketing SherpaEmphasize75% of users never scroll past the 1st page of results
- #11 Analyze the technical composition and structureof your Web site to identify any issues that will prevent search engines from crawling and indexing your Web pages.
- #12 Sound code structure – Do you have any big areas of un-indexable code (Ajax, Flash, Java, etc.)Sitemaps & Robots.txt – The Search Engine bots crawl you one of two ways – their way or the way you tell them to. Always better to give them the map. Meta Data – Do you have the proper Meta Data Code that identifies what your site and pages are about.Rich Snippets - Also referred to as MicroData or Micro Formats. Page speed – Ever increasing importance to Google and the SE’s. 301 redirects – Old, dead and unused URLs
- #13 Red Flags are areas of a site that will cause the SE’s to downgrade rankings. Side Note: I ran a report on the BOA site and it came back with several red flags.
- #14 Displaying and organizing your content and keywords for the search engines to index. Simply put this is what is on your pages and supported in your code.
- #15 Tools – Traditional tools like AdWords, Wordtracker, SEM RushSocial media monitoring tools are great places to mine for keywords. Basically people are more likely to use their real world language on social platforms than anywhere else.Competitive Paid Search acts like a barometer of what people are searching on the webAnalytics – How people are actually reaching your site
- #16 Hierarchy – ensure that your pages have logical ‘buckets’Text and Images – keyword dense text and minimal image use – If using images support them with Alt TagsDocuments, White Papers, eBooks – Ofter downloaded they have a lot of detailed contentVideo, Audio – Video is powerful for SEO and if embedded can create a link to YouTube, Google Videos, etc. Social Conversations – Widgets, likes buttonsBlogs, Wikis, Forums – Ability to create content easily
- #17 Title tags – Title of the page that shows across the browser pageDescription tags – Description of content that tells the search engine what the page is about and is used in search returnsKeywords tag – A list of keywords relevant to the pageALT tag – Descriptions of the images on the web pageH Tags – On page headers
- #18 The key is defining what each pages is about. The home page is the hardest to define for SEO as it has to be the trailhead of the siteAs the pages get deeper on the site you should become more and more specific about the keywords and content
- #19 Companies that blog have 434% more indexed pagesBlogs lead to 55% mBlog needs to be on your core domain (.com/blog) to get the utmost benefit for SEO
- #20 Analyze the technical composition and structureof your Web site to identify any issues that will prevent search engines from crawling and indexing your Web pages.
- #21 This is particularily important in industries with physical locations where people can visit your business. Ideal optimization for Credit Unions as you can compete against big banks locally.Local Search Core ComponentsGoogle+ (Places/Maps) Optimization – The most important and we will cover in detail later.Bing Business PortalGeo Check-InsSubmission to Trusted Providers
- #24 JCPenney link farm punishmentPresumably they don't want any hurt-feelings from a company that spends $2.5 million a month on paid Google AdWords search ads!
- #25 Analyze the technical composition and structureof your Web site to identify any issues that will prevent search engines from crawling and indexing your Web pages.
- #26 correlation data (analytics) & algorithms
- #29 When your brand becomes a verb, then you know that you’re the 800 lb gorilla. We see most clients with 85% of their traffic coming from Google.
- #30 Google Panda Changed SEO in 2011
- #31 The Penguin Update further clamped down on Link farms (response to JCP) and other spamming loopholes.
- #33 Start with the basics of SEOAnd the move on to the more complex
- #34 Referring to the 800lb. Gorilla mentioned earlier
- #37 The way consumers are finding you and more importantly how the EXPECT to find you and where they EXPECT you to be is all part of the transition.
- #38 Defeat the stereotype of the Big Bank or Credit Union. ‘Socialize your site’ Cater to the young, future customer.
- #39 Questions.